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APRIL 2014 Issue 143

Spring & summer rugs Page 26

Paddock maintenance Show ring success Wholesalers

Monthly

EQUESTRIAN

Bringing buyers & suppliers together www.ebmonthly.co.uk


www.puffacountry.com TEL: +44 (0) 115 942 4265 EMAIL: sales@puffacountry.com

www.sherwoodforest-uk.com TEL: +44 (0) 115 942 4265 EMAIL: sales@sherwoodforest-uk.com

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Equestrian Business Monthly | April 2014 www.ebmonthly.co.uk


INSIDE THIS ISSUE 4 News

30 International Focus

8 Paddock Maintenance

Globalisation in the marketplace

Recovering from a wet winter

33 On the market

12 Ken LyndonDykes

Pick of the products

Extreme weather

14 Wholesalers and distributors

34 Suppliers directory

Strategic stock sourcing

22 Show Ring Success

Effective stock for summer

26 Let’s Talk Products

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Spring/summer rugs

On the cover

EQUESTRIAN

BUSINESS Editor: Vanessa Britton editorial@ebmonthly.co.uk

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Disclaimer

Whilst every care has been taken to ensure that the information and reviews contained in this magazine are both accurate and up-to-date, neither Equestrian Business Monthly nor its contributors accept any liability to any party for loss or damage incurred by reliance on the information contained in this magazine or through omission or errors, howsoever caused.

April 2014 | Equestrian Business Monthly www.ebmonthly.co.uk

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FORWARD FEATURES May

* Summer: feeding for performance * Rider safety from top to toe * Fly control * Equestrian sponsorship * Business matters: media and marketing * Let’s talk products: horse boots

June

* Best of British Saddle/leather manufacture and care products * Hoof and leg care – summer focus * Business Matters: Marketing makeover * Shop fitting, POS and tills * Let’s talk products: numnahs and saddle pads Our media pack and a full list of features for 2014 is available. To get your hands on either of these, email: allison@ebmonthly. co.uk. Furthermore, give us a call and see what we can do for you over the next 12 months.

UK NEWS

A round-up of the UK’s equestrian trade news

EHL Ingredients is new to animal feed EHL Ingredients, a leading importer, blender and packer of natural and organic ingredients from around the world, is entering the animal feed sector with the launch of a ten-strong range of garlic, mint and mixed herbs products for the equine market, including a premium organic range of ingredients for racing horses and thoroughbreds. Available now via wholesalers and distributors, the quality products are sold in bulk quantities and are aimed at animal feed and supplement manufacturers, processors and packers. They can be used alone or added to horse feed mixes to create bespoke formulations. EHL offers ingredients suitable for equine feed, from the finest garlic granules and powder to dried peppermint, spearmint and mixed

herb blends for horse feed mixes, available in standard or organic varieties. EHL Ingredients has been sourcing natural and organic ingredients from around the world for over 18 years and this is the company’s first move into the animal feed sector. Tasneem Backhouse, sales director at EHL Ingredients says: “It’s an exciting time for EHL Ingredients as we expand our portfolio and offer our natural ingredients to the animal feed sector. We have launched the products in response to customer demand as we received several requests for ingredients for horses. As a result, we have developed a specific range for horse feed manufacturers, using only the finest high quality garlic. It is available in organic format too, as

Bedmax back RoR

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quine bedding maker Bedmax is supporting Retraining of Racehorses (RoR) with sponsorship for its hugely successful RoR-Bedmax Racing2Eventing series for a fourth consecutive year. This series is aimed specifically at encouraging ex-racehorse owners into the starter classes of eventing. Bedmax is backing more than 50 BE classes around the UK, which are run by British Horseracing’s official charity to demonstrate how well ex-racehorses can adapt to other disciplines. RoR runs the Trailblazers series for dressage, showjumping and combined training, plus competitions in pure dressage, showjumping, showing, hunting, polo and endurance. Bedmax managing director, Tim Smalley said: “We’re proud to be supporting RoR for the fourth year in a row. The charity does sterling work to show that racehorses can go on to have

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If you have some news you’d like to share email us at: editorial@ebmonthly.co.uk or tweet @EBMonthly

Equestrian Business Monthly | April 2014 www.ebmonthly.co.uk

a useful and fulfilling life after they’ve retired from the track. “ Di Arbuthnot from RoR said: “We’re delighted Bedmax has committed to backing our competition RoR Racing2Eventing series for a fourth year. Our competitions not only help individual riders and horses to work towards their goals, but also provide a great showcase of just what retired racehorses are capable of.”

Tim Smalley from Bedmax

we have experienced demand from racehorse owners for premium, organic varieties. The garlic crop harvest for 2013 has increased by about 30% on the previous year so we have a fantastic supply of quality garlic products. “We are delighted to be able to offer customers in the animal feed sector our range of ingredients in a format that suits their needs and we look forward to working with animal feed manufacturers across the UK.” Visit www.ehl-ingredients.co.uk to find out more.

Sarah joins Saracen

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aracen Horse Feeds has appointed Sarah Rushby as the new sales manager for the North of England. Sarah previously worked for nine years as an area manager for Dodson & Horrell covering Yorkshire and Lancashire. Her bright, friendly attitude and her passion for horses and good quality nutrition have enabled her to develop strong relationships with her customers and the trade. Sarah’s territory will cover the North of England up to the Scottish Borders. She is based near Harrogate and owns three horses, an ex-racehorse who she competes in dressage and showing together with a Highland pony and a rescued Shetland pony. Not only does Sarah have horses but an Alpaca grazes the fields with them as well. “I am delighted to join the Saracen team. It will be a pleasure to help develop the brand’s strength in the North of England and be able to support their growing client base.”


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April 2014 | Equestrian Business Monthly www.ebmonthly.co.uk

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UK NEWS

Grub’s Up supports event rider

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erformance neoprene boot manufacturer Grub’s is delighted to announce that it will be sponsoring one of Ben Hobday’s advanced event horses, Ramilo. Known as Jack, Ramilo is an eight-year-old German bred gelding who has been based with Ben since he was a six-year-old. Ben and Ramilo are currently competing at CIC*** level with the aim of competing at Bramham International Horse Trials this season before working their way up to four star international level. Grub’s has a very well established relationship with Ben and also sponsors young horse Shadow Skyfall who will be starting his eventing career this season. Said Jan Foster of Grub’s: “We are extremely proud to be increasing our support of Ben and his team. We are a British company wanting to support the very best of British and we are huge supporters of Ben and his horses. We truly believe in his ability, this is a great way of giving something back to help the future of eventing.”

Equisafety rewards customers

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fter the continued support shown by its customers, Equisafety is offering to send a free gift to anyone who is pictured wearing an Equisafety product in any printed magazine, during 2014. This offer will also cover their horse and their dog. Anyone lucky enough to be featured in print needs to just scan the page with their picture on, ensuring the name of the magazine is visible, and email it, along with the original photo, full name and mailing address, to sue@equisafety.com.

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oetis is helping horse owners understand the serious risks of encysted small redworm with the launch of a new awareness campaign. The educational initiative is centred on a new website, www.esrw.co.uk, which contains an informative video, a quick quiz and an advisory leaflet that can be downloaded. Zoetis vet Wendy Talbot

said: “Continual education is imperative to make sure every owner knows how to keep his or her horse healthy. The short video on www.esrw.co.uk succinctly explains the threat of encysted small redworm and how to minimise the risks. Owners can then test their knowledge with the quick quiz and download a leaflet, before discussing the best treatment options with their vet or SQP.”

New spec for joint supplement

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quimins’ popular joint supplement, Glucosaflex 10000, boasts a new higher specification and a new name to match…it’s now Glucosaflex 12000. The powdered supplement now contains higher levels of glucosamine HCl and MSM per serving, with each 30g amount containing 12000mg of glucosamine HCl and 2400mg of MSM. In addition to this, 300mg of vitamin C is also included in the supplement. “At Equimins, we’re dedicated to providing our customers high specification products that offer

great value for money, so when we were able to improve the specification of our Glucosaflex, we did,” says David Willey, managing director of Equimins. “Even though we’ve improved the specification, we’ve managed to maintain the price, so a 900g tub will still cost £14.99…and lasts for 60 days at maintenance.”

New appointments at D&H

Autumn trade fair on its way he Spoga horse trade show is continuing its impetus from the successful spring event as it heads towards the autumn trade fair. This year the event takes place in hall 4 of the Cologne Exhibition Centre on August 31 to September 2 and already around 240 exhibitors from just under 20 countries have confirmed their participation and are profiting from the early bird discount. Top companies such as Cavallo, euro-star, Pikeur, Schockemöhle and Waldhausen have already secured their exhibition space. Spoga horse autumn is placing an even greater emphasis on its positioning as an innovative trade fair with novel additions to the Innovation Award format

New worming education

already secured. The high number of registrations received so far is predominantly due to the successful spring edition of the trade fair. “We are totally satisfied with Spoga horse spring. We got off to a good start on the Sunday and were also satisfied with the Monday and Tuesday. We were particularly pleased that we were able to win over new customers from Arabian countries and South America. Spoga horse has thus underlined the fact that it is the most significant international industry platform,” is how Rudi Maisack, CEO FLECK GmbH & Co, emphasised the positive impression of the exhibitors. Further information is available at www.spogahorse.com

Equestrian Business Monthly | April 2014 www.ebmonthly.co.uk

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odson & Horrell is welcoming three new members of staff to the team. New nutritional advisor, Sarah Helen Kearney, has joined the Technical Support Team working on the nutritional helpline answering feed queries and giving advice for Dodson & Horrell dog food brand Chudleys and Autarky as well as offering sound advice on the horse feed brands. Sarah holds a 1st Class BSc (Hons) in Equine Science from Harper Adams University in Shropshire. Laura Hardwick joined the sales team covering the North of England. She has a degree in equine science from Bishop Burton College in Yorkshire. Laura previously worked for Finest Brands International (Toggi and Champion), Grandstand Media Ltd and Blue Chip Feeds. Charlotte Read will be joining Dodson & Horrell in mid-April

as marketing assistant. Charlotte has worked in the industry for a number of years and for the past three years she has worked as Marketing and PR Co-ordinator for Grandstand Media Ltd, working on projects such as Horse of the Year Show and Stoneleigh Events.

Sarah Kearney joins the D&H team


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www.measomfreer.co.uk April 2014 | Equestrian Business Monthly www.ebmonthly.co.uk

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Paddock Maintenance

Groundhog Day The Met Office recently confirmed what most of us had already guessed – 2013/14 was indeed the wettest winter in the UK since records began – and the unprecedented levels of rainfall has had a devastating impact on the state of paddocks and fields up and down the country. Paddock maintenance is a year-round process, but spring time inevitably sees customers going the extra mile to salvage winter-damaged pasture and that is likely to be even more the case this year. Ground repair All ground that has been grazed over the winter will have been markedly poached and in need of repair. Paddock rotation will help in the process, but that clearly isn’t an option for many customers. Timing is critical when it comes to restoring the ground to a good state – warm enough to expect a reasonably dry forecast, but not dried out so much that hoofprints and ruts will fail to roll back. Harrowing and scarifying the pasture will aerate the soil and remove dead grass and shallow rooted weeds, which is necessary for new grasses to grow, as well as helping to level uneven soil. After this grass seed is spread, concentrating on areas that have been particularly poached or damaged and that will therefore be more susceptible to weeds. Once the seed has been sown, the advice is to lightly harrow then roll. Grass seed is a relatively common product for retailers to stock, but Peter Hunter of Peter Hunter Seeds advises customers to seek out the seed that is going to be especially beneficial to their needs. “Much of the fertility that better grasses thrive on will have been leached away by incessant rainfall, allowing poorer grasses to thrive.

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A good paddock mixture should be hard wearing and provide a thick and relatively short sward.” Use of fertiliser can often prove the most confusing area for the customer and retailer expertise is crucial, particularly given the wide range of products on offer and varying time constraints between the use of certain fertilisers and allowing a horse to graze. Horse paddocks should not be treated with standard agricultural fertilisers as they are typically too high in nitrogen and nitrates, prompting speedy growth of lush grass which can cause problems for good doers and those horses and ponies prone to laminitis. Rolling the ground with a flat roller is important if grass seed has been sown, as germination is dramatically improved, though again it’s worth stressing that this is not something to be done in especially damp conditions where the soil is liable to become capped and starved of the requisite air and water. Whilst harrows and rollers are unlikely to be a desirable product to stock in house, it’s well worth striking up a relationship with local contractors to whom you can direct customers on a commission basis. Peter Hunter states that ongoing

Equestrian Business Monthly | April 2014 www.ebmonthly.co.uk

All ground that has been grazed over the winter will have been markedly poached and in need of repair. Image courtesy of Peter Hunter Seeds

upkeep from this stage is a relatively simple process, offering basic but important guidelines for day-to-day maintenance which should be fully understood by all members of staff. “Pull out weeds when you see them and don’t leave them to spread their seeds, and remove droppings on a daily basis. Feed in different parts of the field to avoid poaching and consider putting in an extra gate so as to allow one gateway time to recover.”

Fencing Fencing should be checked and maintained year round, but you are likely to find that as customers undertake seasonal ground management, they will also take a close look at their fences and gates. Larger equestrian and country retailers may be able to sell fencing supplies such as posts, but it is tricky for smaller outlets to make an impression in


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April 2014 | Equestrian Business Monthly www.ebmonthly.co.uk

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Paddock Maintenance this sector – and it could be that teaming up with a local fencing contractor to recommend services and work on commission is a plausible way forward. Hinges, gate catches and wire are smaller items that could prove useful to customers repairing damaged fencing, but for many retailers, electric fencing is the area which offers the greatest opportunity. Electrified wire or rope, or the preferred and more visible tape, provides a safe and secure fence for horses either on its own or when used in conjunction with other fencing. It’s the flexibility and convenience offered by electric fencing that makes it a perennial favourite with customers. It can be used on its own with plastic posts, or as a method of ‘horse-proofing’ existing but less secure fencing. Electric fencing can also protect wooden post and rail fencing from chewers and provide extra height to safeguard otherwise inadequate fencing. The issues we have explored already with regards the poaching of paddocks can be addressed with readily movable electric fencing allowing pasture rotation. Fencing is a particularly lucrative corner of the equestrian market and an additional positive when it comes to concentrating on stocking electric fencing is the relative lack of shelf space it will take up. In stores where space is limited, a simple horse and pony starter kit will contain everything required to get up and running, whilst larger outlets will be able to broaden the range of products on offer, incorporating both battery and mains powered systems, tapes, ropes, polywires, earth stakes, circuit switches and solar panel energisers.

Sales of fencing must be accompanied with plenty of good advice, as poorly set up and maintained electric fencing can be ineffective and even dangerous. Manufacturers will provide detailed guidelines on proper use and this should always be conveyed to customers.

Ragwort It is the very threat presented by common ragwort (senecio jacobaea) which makes it such a pressing area of worry when it comes to pasture maintenance. According to the department’s website, “over 90% of complaints that Defra receives about injurious weeds concern ragwort.” Ensuring that staff have a firm grasp of the issue

“It’s the flexibility and convenience offered by electric fencing that makes it a perennial favourite” and are able to advise customers accurately is paramount. Ragwort is poisonous to horses (and other livestock), damaging the liver when eaten. The toxic effect builds up over time, causing irreparable damage. This means that a horse will get just as ill from eating small amounts of ragwort over a long period of time as it would do from eating a large quantity in one go. One of the key things to remember is that there is often no sign of any problem until the condition has progressed so far that nothing can be done to treat it. In most cases the only reasonable course of action once the signs are visible

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Equestrian Business Monthly | April 2014 www.ebmonthly.co.uk

is to have the horse put to sleep. Being able to identify ragwort is, of course, key to being able to prevent a horse from ingesting it. All owners have a responsibility to remove all ragwort from any areas a horse can access. Without being as potent, the plant is also harmful to humans, so it is well worth looking into easily stockable items required to remove it such as protective gloves and face masks. The easiest way to remove a small number of plants is by pulling the whole plant up, including the roots. It is best to advise customers do this at the seedling or rosette stage and, if possible, after rainfall when the ground is soft. Ragwort can regenerate from root fragments, so it is important to remove as much of the root as possible. Specialist forks are worth stocking as they provide the most effective method of eradicating the plant and the entirety of the root. The easiest way of tackling a widespread infestation is to spray the paddock, thereafter remembering to rest the field for the recommended time after treatment. The dead plant is still poisonous, so all traces must be removed before putting horses back out. Sprayers vary considerably in size and, space allowing, you may want to consider stocking a selection of the smaller models. Ragwort needs to be disposed of carefully. The most effective way is to burn the weeds, taking all relevant precautions. Defra can advise on this and other methods of ragwort disposal. Ragwort control is an ongoing process. As the seeds can remain in the ground for many years before they germinate, once first discovered it is likely that there will be plants to remove year after year.

Dangerous BETA by times numbers ■ Ragwort seedlings start to appear in autumn. They are about 10-15mm high. ■ Ragwort rosettes can be found from early spring onwards. ■ Mature plants flower from May to October and can reach up to two metres in height.

Over 90% of complaints that Defra receives about injurious weeds concern ragwort

In summary, it pays to acknowledge that this is the most lucrative time of the year when it comes to paddock and pasture maintenance and to consider adjusting and promoting stocks accordingly. Whilst it may be unfeasible to offer much of the more substantial machinery on site, a partnership with local specialist contractors will go some way to ensuring you can provide a one-stop shop for consumers. ■


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Now in its fifteenth year, the Rag-Fork has been specifically designed to remove ragwort and other common field weeds by their roots, preventing re-growth. It uses an innovative leverage elbow action ensuring that the weed and its roots can be removed effortlessly, without the use of chemicals or herbicides. The compact and lightweight design also helps reduce the risk of back strain, even in the hardest of soils. The Rag-Fork is available from all leading wholesalers and direct from Eazitools.

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Equine Speedskip makes the task of clearing paddocks of manure quick and easy. The bucket’s enhanced holding capacity means less trips to wheelbarrow, while the innovative design of the rake ensures it does not get tangled up in long grass. Also, it is quick and easy to collect even small particles. The Equine Speedskip offers a quick and easy way to maintain paddocks at an affordable cost. Available in blue, green, black, purple and red.

The Fyna-Lite Multi-Weeda fork is the perfect tool for removing problematic weeds effectively without the use of harmful chemicals and with minimum damage to the surrounding ground. It easily extracts the most difficult of weeds by removing both the weed top and root ball. This tool is fully manufactured in Britain and the unique fulcrum design easily extracts the whole root system with the minimum of fuss.

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Top Paddock Organic Based Fertiliser has become one of the leading brands for safe and efficient application to all equine pastures. The unique organic base is combined with mineral raw materials providing the correct balance of nutrients being released in a phased way for steady growth throughout the season. Trace elements are included, contributing to overall health of paddocks. Supplied in 20kg bags with full usage directions. Retailer support available backed by national advertising.

Customers can plan their all year round ragwort control programme using Barrier H – the first environmentally friendly agricultural herbicide (MAPP.10136). Designed and manufactured by Barrier Animal Healthcare, Barrier H provides quick, simple, safe and accurate spot spray application. It is recommended that grazing animals are kept away from treated areas for two weeks or until the ragwort is completely dead and removed. This is not because Barrier H is in any way harmful, but because the dying ragwort becomes palatable and dangerous to animals.

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www.ragwort.com April 2014 | Equestrian Business Monthly www.ebmonthly.co.uk

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KEN LYNDON-DYKES

Extreme weather

– forewarned is forearmed Ken Lyndon-Dykes muses on extreme weather, the impact on the equestrian industry and the changing face of world crop production.

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or weeks media attention has been focused on the here-and-now aspects of flooding and coverage of the Somerset Levels and other badly affected areas has travelled around the globe. At the same time, the knock-on effects and the serious consequences have received scant attention. Horse owners in most parts of the country have been battling with paddocks that are either flooded or deep in mud. Off-road hacking is similarly affected, hunting has taken a bashing, hunter trials have been cancelled and there is a question mark over many other competitions and events. All that is very disappointing, of course, and it does have immediate knock-on effects for the entire industry. The beginning of the competition season is normally an especially good time for equestrian retailers with cash registers ‘pinging’ reassuringly, but this year the start of ‘the season’ is seriously delayed and horse owners simply aren’t re-equipping. At SaddleWorld bookings for saddle fitting have been pretty normal, but cancellations have been at an all-time high. It’s common sense that, unless an indoor school is available – or an outdoor well-drained manege can be used when rain isn’t bucketing down – last minute cancellations aren’t too surprising. And of course, when we’ve been driving to clients’ premises, my fitters and I have suffered some pretty hairy situations. Reading about flash flooding is one thing, it’s very different when one personally experiences the speed at which water rises and the potentially disastrous power it exerts. But I want to suggest that it is the longer term – much longer term – consequences that are potentially far more serious. The fact that flooding here

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coincided with different types of extreme weather in other parts of the world has been virtually ignored, save to re-open the argument relating to the cause of climate change. Governments are stretched to deliver solutions to current problems and those of the future are relegated to the bottom of the agenda. Extreme Weather Events (EWEs) affecting many parts of the world are having a disastrous effect on food production and we can expect prices on retailers’ shelves to rise accordingly. And of course, it isn’t just food crops intended for human consumption that are affected. Animal feed, including that intended for horses, will suffer similarly. Forage crops, always especially vulnerable when intended to produce hay for equines, will be likewise affected. Land is the most important commodity in our small island – that is the root of the problem. The Environment Agency has already stated that it will be impossible to protect all floodvulnerable areas long term. Inevitably some business and residential properties will have to be relocated, thus putting additional pressure on land

Equestrian Business Monthly | April 2014 www.ebmonthly.co.uk

usage in other areas. At the same time, we continue to build on known flood plains thus exacerbating an already unstable situation. Combine these challenges with the population growth that is taking place in almost all parts of the world, including the UK, and it becomes apparent that we have problems. At the current time we import a lot of food to fulfil human needs – and quite a lot for livestock, horses and pets – but it would be foolish to run away with the idea that this state of affairs can continue. If climatologists’ predictions are only halfway right, a lot of the food producing nations will be badly hit and this will necessitate reducing their export trade in favour of feeding their own populations. It would be unrealistic in the extreme to ignore the implications. In twenty years’ time horse owners and the

equestrian-related trades may be looking back to the second decade of the 21st century as an idyllic time when the ensuing problems were on the distant horizon. In the meantime we have to accept that our weather – always notoriously unpredictable – will become less and less certain and ‘extremes’ will become greater and far more numerous. Humans don’t differ too much from the ‘burying-heads-inthe-sand’ myths associated with ostriches. Maybe, with our supposed superior intelligence, this is a good thing. If we faced up to – and acted on – all ‘unpleasant’ predictions we should never be free from anxiety disorders. Thus ‘headin-the-sand’ may be a survival technique, but we shouldn’t allow it to blind us completely to the impending challenges and potential disasters. Forewarned should enable us to forearm: ‘praemonitus, praemunitus’ The debate about whether or not the rivers feeding the Somerset levels should have been dredged is likely to continue, in the meantime perhaps horse owners and livery yard proprietors might wish to consider improving vulnerable paddocks by installing appropriately maintained ditch systems. As to how retailers might defend themselves from the effects of EWE – suggestions are always welcome! ■

KEN LYNDON-DYKES is an ex-international level three-day-event rider. A Qualified Society of Master Saddlers’ saddle fitter and a member of the society’s executive committee, he owns and runs SaddleWorld, one of the largest saddle retailers in the UK. Ken is increasingly in demand as a professional witness and adjudicator in reation to saddlery-related claims and disputes. He is also wellknown as an inspirational and interesting lecturer/speaker.


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Wholesalers and distributors

Strategic Sourcing Using a wholesaler or distributor is second nature to most equestrian outlets. But how do you go about choosing who is right and what are the alternatives?

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holesalers and distributors are the lifeblood of the equestrian industry, yet their role is a changing one and has most recently been redefined by the volatile economic landscape of the past few years. Suzanne Wild, Managing Director of Fuller Fillies, outlines one of the problems to have arisen. “The majority of stockists have stopped holding stocks altogether, sending only piecemeal orders and using our warehouse, in effect, as their own.”

Changing times Businesses are forced to move with the times, whether prompted to do so by economic circumstances or the efficiency of technology and, in particular, the internet altering the more traditional dynamic between manufacturer, wholesaler and retailer. Wholesalers are now displaying products online and in e-catalogues more than ever and some even offer an online ordering service. The increased use of the internet has also led to some manufacturers selling direct to the customer, which has caused a stir amongst retailers who

think that doing so is unethical. It’s a route circumstance obliged Fuller Fillies to go down. “We launched our Direct-to-Consumer website back in October 2012; I doubt any manufacturer sells to the public by choice – we would prefer to sell to the Trade and let them deal with the public, which is as it should be, but if that isn’t happening then you have to establish another route to sales. Of course, manufacturers selling direct are painted by the Trade as greedy, but it’s a situation of their own making and one which has probably changed the shape of the market forever.” Of course, using a wholesaler can still have many positives for manufacturers and retailers alike. Transportation and administration costs will be reduced, as will stockholding costs, whilst any changes in trends and fashions shouldn’t result in an unwanted surfeit of unsold stock. Additionally, retailers can buy from wholesalers in smaller quantities and are likely to be able to distribute to a wider geographical area, both of which can help increase overall sales of the product. Set against this, the use of a wholesaler will incur costs

Trade shows are a great way to network and get a feel for what distributors are offering

in itself – they are providing a service after all – and there is also some loss of control regarding the image and manner in which the product is marketed. Remember that establishing a trusting and stable relationship with a wholesaler or manufacturer can only help in the smooth running of your business. Once this happens, more favourable payment terms may be able to be negotiated. If the wholesaler is keen to retain your business they are more liable to give you a little leeway, so make sure that you demonstrate good business practices from the outset. Other potential perks of a sound symbiotic relationship may include being able to sample lines before purchasing. This allows retailers to broaden their horizons and potentially open themselves

up to a wider market with limited risk attached.

Who to choose? Choosing a wholesaler with which to work is clearly a very important consideration. It’s always worth asking for recommendations from others within the industry and to liaise with several wholesalers before making a final decision. Trade shows are a great way to network and have a look at what others are offering. Wholesalers will often have three or four brands with a particular area of stock – you need to be sure that the brands are right for your customers before committing. Whilst the company’s trade list or website can provide product information, the good distributor offers a range of back-up services for its customers. Communication

The original and best saddle pads Full range of accessories Home to Libbys Leaders in webbing technology Two great British brands together Contact: 01842 752020 www.polypads.co.uk

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Equestrian Business Monthly | April 2014 www.ebmonthly.co.uk

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Call 01922 616777 or visit www.justtogs.co.uk April 2014 | Equestrian Business Monthly www.ebmonthly.co.uk

15


Wholesalers and distributors is key, but there is no reason why wholesalers and retailers shouldn’t enjoy a mutually beneficial relationship so long as both are in tune with each other. From the outset being explicit about how you prefer to do business will help smooth the journey no end. Whilst improved technology means that you should be able to be in touch with your distributor at a moments’ notice, personal contact still counts for plenty to most people and knowing that you can interact regularly with a sales rep provides additional support. They will be aware of everything from special offers and incoming stock, to delivery dates for new lines. The more they understand your particular customer base the better they can advise you on which products to stock. On choosing a wholesaler, ensure you leave enough time for the request to be processed and granted. The time of year you contact a wholesaler will affect the length of time it takes you to get a response. Spring or early summer is a good time to request an account as these are slow seasons for the majority of wholesale suppliers. Most wholesalers close down for a week or so in early

Using a wholesaler will help reduce stockholding costs

January to bring in their stock for the coming year.

Alternative options Omitting the third party is an option for manufacturers, one employed successfully by Shires Equestrian. It manufactures a large array of equestrian equipment and riding wear and distributes both direct to consumers via a website and to retailers. “Shires has complete control over the purchase of materials and the manufacturing process which shows in the durability of their products. The fact that there is no middle man also enables Shires to offer the retailer good margins.” The size and reputation of the

company – Shires employs almost 500 people worldwide and has warehouses in Ireland and USA as well as Herefordshire – allows this route to be taken more readily. There is also ample support for retailers stocking Shires products. “A range of in-store promotional material is available and sales reps support retailers by being present at open days. Shires has a large showroom at its Leominster premises where suggested lay-outs for its products are displayed.” As a retailer, benefits such as these will help enable a smooth process from ordering stock to seeing it purchased from the shelves. Drop shipping is an increasingly popular method for new companies as it allows them to sell products online with very little investment or risk. The retailer does not keep goods in stock, but rather transfers customer orders and shipment details to either the manufacturer or a wholesaler, who then ships the product directly to the customer. The majority of retailers make their profit on the difference between the wholesale and retail price but some retailers earn an agreed percentage of the sales in commission, paid by the wholesaler to the retailer. Although this allows retailers to

sample a wider variety of products in small quantities, the drawback is that the wholesale prices are going to be higher as there will be no bulk order reduction.

VAT The dreaded issue of VAT is another which needs bearing in mind. It is likely that a wholesaler will require your VAT number in order to give you an account. In the UK, the law does not require companies to register until they have made £73,000 in profit (calculated over the past 12 months on a rolling basis). Once that threshold has been reached, a VAT number is compulsory. Be aware that any wholesaler that does not require a VAT number in order to sell to you at wholesale prices could be a middle man who might be supplying you via another wholesaler and marking up your prices. For more information and to apply for a VAT number go to: www.hmrc.gov.uk Employing a wholesaler can be a great way to save time and hassle, but it’s essential that in doing so you take great care in choosing one with whom you feel comfortable and who will compliment your requirements as a retailer. ■

Battles

Earlswood Supplies

Tel: +44 (0)1522 529206 Email: battles@bhblincoln.co.uk www.battles.co.uk

Tel: +44 (0)845 017 1351 Email: sales@earlswoodsupplies.com www.earlswoodsupplies.com

Brands available: Lincoln, Hy, Equilibrium, Maxavita, NAF, Horse First, Effol. Secure online trade ordering available: Yes Minimum order value: No minimum Carriage charges: Free next day delivery on orders of £100 Terms of payment: 20 days following month of invoice. Delivery options: Nationwide next day delivery. Free next day delivery on all orders over £100 Carriage Paid.

Brands available: Exclusive brands include Carrimore, Saddlers and Surefoot as well as a range of leading brands; Patura, Fly Away, Vale Brothers, KBF99, Bentley, KITT, VetSet, Proviz and many more. Secure online trade ordering available: Yes – new website available Minimum order value: No minimum order value Carriage charges: Free on orders over £150.00 (excluding rubber matting) Terms of payment: Proforma invoice or 30 days from invoice date on approved accounts Delivery options: Fast dispatch within 24 hours and delivery within 2–3 days.

Battles offers an impressive range of brands, eight area sales managers, telesales and a friendly customer service team. An annual catalogue is available priced or un-priced. Monthly newsletter and mid monthly e-news. Exclusive customer loyalty schemes and daily offers and discounts. Online ordering via our website. Strong marketing campaigns generate awareness of the brands and account managers offer support at store days.

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Equestrian Business Monthly | April 2014 www.ebmonthly.co.uk

Earlswood Supplies is a family owned business committed to supplying high quality products at competitive prices accompanied by unbeatable, personal customer care. Earlswood supplies a wide range of products including stable and tackroom equipment, hardware, wheelbarrows, tools, accessories, rubber matting, electric fencing, grooming products, rodenticides, equine first aid and smallholder poultry products. Large stockholding allows a rapid response to all orders placed with next day delivery available. We have just published our 2014-2015 catalogue – request your free copy today!


Wholesalers and distributors

Fieldhouse Riding Equipment Ltd

Gray’s Equestrian Gifts

Tel: +44 (0)1922 638094 Email: sales@fieldhouse.co.uk www.justtogs.co.uk www.gfsriding.co.uk

Tel: +44 (0)1543 483344 Email: sales@graysequestriangifts.co.uk www.graysequestriangifts.com

Brands available: justtogs, GFS, Pessoa, PDS Secure online trade ordering available: No Minimum order value: TBC Carriage charges: TBC Terms of payment: TBC Delivery options: 24 hour delivery available

Brands available: Gray’s equestrian gifts, Thelwell, Horse Friends Secure online trade ordering available: Yes Minimum order value: £350 Carriage charges: F.O.C. for orders over £350 Terms of payment: 30 days with references Delivery options: DPD next day

Trading for over 30 years supplying quality products at excellent prices. Fieldhouse’s ranges and product quality grows each year, offering everything for the rider with the justtogs collection and everything from stirrup leathers to top quality dressage saddles and horse clothing with brands such as Genesis, Monarch, GFS, Pessoa and PDS for the horse.

Gray’s Equestrian Gifts specialises in supplying exclusive gifts and accessories to equestrian shops worldwide. Contact Gray’s Equestrian Gifts for your copy of the new products flyer for 2014, featuring items available to stock now.

Handmade Shoes (UK) Ltd

Horse Health Trade

Tel: +44 (0)1296 662473 Email: info@handmadeshoesltd.co.uk www.kevinbacons.co.uk

Tel: +44 (0)2380 814360 Email: sales@horsehealthtrade.co.uk www.horsehealthtrade.co.uk

Brands available: Kevin Bacon’s Equine Care Products Minimum order value: None Carriage charges: Dependent on order Terms of payment: Prepayment with first order Delivery options: Dependent on order

Brands available: LeMieux, Acavallo Gel Products, Flair Nasal Strips, Pomms Ear Plugs, Supplement Ranges from James Hart, Horse First, Animalife, Protexin, LubriSyn, EQyss, Horse Health, NutriScience; Washes and shampoos from Horsehealth Sloshes, Brite Whites, Kentucky; Grooming accessories from Epona USA, LeMieux CloseShave; Bit Butter, Gum Bits, Equi-N-icE, Cold One leg wraps Secure online trade ordering available: Yes Minimum order value: No minimum order Carriage charges: Free carriage on orders over £250 Terms of payment: Pro forma and 30 days from date of invoice (upon approval) Delivery options: FedEx/Parcel Force next working day, Royal Mail recorded delivery and direct to customer; we endeavour to dispatch orders within 24 hours on a ‘Next Day’ service.

Kevin Bacon’s manufacture high quality products which consistently achieve great results and are endorsed by equine professionals in all disciplines. The products have an extremely loyal client base and the company is proud to have clients who have been using them for many years. Handmade Shoes has a knowledgeable, friendly customer service team who will assist with any queries and offer sound, effective advice when requested. Expert hoofcare advice is provided for all foot related queries. A full product brochure is available.

T R A D E

T R A D E

The mission of Horse Health’s dedicated wholesale team is to provide a fast efficient service to every size of trade customer, backed by sound equestrian knowledge. There’s no minimum order and an exclusive trade website is available for easy online ordering with drop shipping options. Horse Health Trade offers access to a carefully selected range of products from around the world, many not readily sourced elsewhere. The Horse Health label also provides its own range of supplements and grooming products.

April 2014 | Equestrian Business Monthly www.ebmonthly.co.uk

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Wholesalers and distributors

Hucklesby Associates

Windowbox Limited

Tel: +44 (0)1362 696309 Email: hucklesbys@aol.com www.hucklesbyassociates.co.uk

Tel: +44 (0)1888 544261 Email: info@4horse.co.uk, sales@4horse.co.uk www.4horse.co.uk

Brands available: Toggi, Champion, Just Togs, Fieldhouse (GFS), Leovet, Agrihealth, Moorland Rider, Aerborn, Smart Grooming, Magic Brush, Equisafety, Harpley, Keratex, Capz, Horsewise, Robinson Healthcare, Solocomb, Spartan Equestrian, Stockcare, Buckley Bits, Showquest Worldwide, Equi-Ping, Littlegate (Hoof Torch) and more Secure online trade ordering available: No Minimum order value: Low first order minimum, after this no minimum Carriage charges: Free on orders over £100 (Terms apply) Terms of payment: 30 days on agreed accounts, otherwise pro-forma Delivery options: Orders usually sent same day for next working day delivery

Brands available: IV Horse, 4 Horse, Jammyhorse, Greenwood, Elizabeth Greenwood, Castlehorse, Four Seasons, 4Dogs Only, Gollycat, Reinstar Secure online trade ordering available: Yes Minimum order value: No minimum order Carriage charges: £7.50 for orders under carriage paid limit of £195 Terms of payment: 30 days net of invoice Delivery options: City Link 24 and 48 hr with tracking and text/ email notification updates

Established in 1985, Hucklesby Associates is a true family business which strives for outstanding customer service. As well as offering a fantastic service the company has worked hard to expand its range and the new catalogue for 2014 has over 50 new product lines added. There are some very exciting additions this year including fabulous new riding hats and designs from Champion, some lovely spring design socks from Toggi, blingy plaiting jewellery and a new range of bits from Buckley Bits. Products are kept in stock allowing for a fast turnaround on orders.

Windowbox Limited manufactures and distributes IV Horse and sub brands from its base in Aberdeenshire. Not strictly a wholesaler, Windowbox produces products and supplies under its own brand names only and with a wide range of product groups, retailers have a great range of good margin items to choose from. With a high proportion of unique and innovative items at affordable prices, many manufactured in the UK, the company has developed strong brand loyalty from equestrian consumers throughout the world. This is enhanced by the high number of product awards the IV Horse brand has achieved over the years and the company’s interaction with consumers through national advertising, social media and the ongoing Stable labs programme.

B Jenkinson & Sons Ltd

LS Sales (Farnam) Ltd

Tel: +44 (0)1924 454681 Email: sales@jenkinsonsequestrian.co.uk www.jenkinsonsequestrian.co.uk

Tel: +44 (0)1608 683855 Email: orders@lesliesutcliffe.com www.lesliesutcliffe.com

Brands available: Over 60 leading equestrian brands such as Charles Owen, Toggi, Champion, Harold Moore, SoloComb, Tubtrugs,, Lister Clippers, NAF, Robinsons, Racesafe and new additions Horse with Attitude clothing and ShowQuest showing products, to name but a few of the 60 brands The company also has its own Elico brand of competitively priced products which is being continually developed. Secure online trade ordering available: Yes. Fully integrated website giving retailers up-to-date information 24/7 and ordering at their convenience. Minimum order value: Pro-forma Carriage charges: Not stated Terms of payment: 30 days on approved accounts, otherwise payment on despatch Delivery options: Nationwide daily deliveries by DPD carriers who provide email and SMS advice of a one hour delivery slot on the day of delivery in the UK and Eire. Distribution throughout the UK, Ireland, Europe and the rest of the world.

Brands available: Farnam, American Products (Red Cell, Ice Tight, TRI TEC-14 Fly Spray, Vetrolin Liniment, White n Brite Shampoo) a full range of products to maintain a healthy horse from the USA. LAS Helmets, Tingley Rubber Overshoes, Westfield Whips, Dressage, Driving, General (handmade in the US), HorseMaster Products from France. Minimum first order: Full box orders only Terms: Pro-forma. Credit approved – 30 days Carriage: Paid over £400 Delivery: By carrier or haulage

Retailer incentives (such as discounts, offers and clearance lines): Offers and clearance lines are available and can be viewed on our website with full details for registered retailers on log-in.

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Equestrian Business Monthly | April 2014 www.ebmonthly.co.uk

LS Sales (Farnam) Ltd provides a variety of products which retailers can sell with pride while providing a good profit margin. The company specialises in making its customer’s business a success by supplying products at a competitive price, and delivering brand staples, which it feels ‘offers an innovative edge in a competitive market’. With over 40 years of experience selling and using these products, LS Sales (Farnam) offers a product portfolio of which the company is very proud. For LS Sales (Farnam) the term ‘wholesale’ is regarded as ordering box volumes by all wholesale customers. Discounts are offered with volume and as well as email and Facebook communication, retailer support is provided via national and regional advertising campaigns, give-aways and shop promotions in the press.


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April 2014 | Equestrian Business Monthly www.ebmonthly.co.uk

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Wholesalers and distributors

PolyPads & Libbys

SPARTAN EQUESTRIAN

Tel: +44 (0)1842 752020 Email: info@polypads.co.uk www.polypads.co.uk

Tel: +44 (0)1474 705065 Email: sales@spartanequestrian.com www.spartanequestrian.com

Brands available: PolyPads saddle pads and Libbys bridles and accessories. Saddle pads, travel boots, bandage pads, dog beds etc. Plus synthetic tack (including the Lungie-Bungie and RStor as seen on H&C TV) Secure online trade ordering available: Yes – trade login coming soon Minimum order value: £320 for first order with only £50 required for future orders Carriage charges: Free on orders over £320. £6.00 for orders over £160. £8.50 for order between £50–£160. Prices for mainland UK, for other areas please ask Terms of payment: 30 days EOM with references required or pro-forma basis. Only one order per annum required to keep your account Delivery options: DPD next day service to most areas, order to delivery 7–10 days

Brands available: Spartan Own Brand, Potty Ponies, Trish Williams Cards, Milly Green Secure online trade ordering available: Yes Minimum order value: £250.00 Carriage charges: Carriage paid over £250.00 Terms of payment: Pro Forma followed by 30 days Delivery options: Courier, post or shop visit

With retailer incentives such as pack and carton size discounts as well as small first order and minimum order amounts, PolyPads and Libbys makes it easy to stock top quality, versatile products. An annual newsletter and direct-dial customer service makes it easy to find out about the latest additions and a 64 page counter top product catalogue helps retailers showcase the full range to customers. The PolyPads range is now wider than ever and is complemented by the Libbys range of products, including the popular RS-tor rider safety aid.

Spartan Equestrian is a family business run by brother and sister Grant and Allison Cocklin and mum Iris. In this our 31st year in business we are still proud to say that we manufacture the majority of our products in the UK. The range includes lycra hat covers, saddle covers, bucket covers, fabulous bling accessories, browbands, ties and stocks. British made whips also feature in the range, including our new ‘Razzle Dazzle’ whips and canes and to compliment the goods we produce we run some brilliant gift lines. We are also supporting some new British talent with Trish Williams cards and gift wrap and Milly Green’s range of gifting and stationery. Both Allison and Grant visit customers on a regular basis to both show new products and to enable customers to choose from stock. Take a look at our website to see the full range.

Weatherbeeta Ltd

Westgate EFI

Tel: +44 (0)1295 226900 Email: sales@weatherbeeta.com www.weatherbeeta.com

Tel: +44 (0)1303 872277 Email: sales@wefi.co.uk www.wefi.co.uk

Brands: WeatherBeeta, Dublin, Bates, Wintec, Saxon, Collegiate, Kincade, Roma, Korsteel, Onyx, Kool Coat, HV Polo, Effax/Effol, Harold Moore, Equerry, Stablemates, WM Faulks, Tubtrugs, Tyre Rubber, Equisafety, Champion, Edward Goddard, Aerborn, KBF99 and Salmon. Minimum order value: £5,000 for new business, negotiable for established stores Terms of payment: Invoices to be settled before the calendar month following that invoice Carriage charges: Free on orders over £250 Delivery: Fast order dispatch within 24 hours, boasts a 95% success rate.

Brands available: Mark Todd Collection, Jumper’s Horse Line, Gatehouse, Rodney Powell, Coolex, Saddlecraft, StableKit, Likit, Bionic Gloves, Grabbit, Zandona, Eskeez, Exo-Glo and many more. Secure online trade ordering available: Yes Minimum order value: n/a Carriage charges: FOC over £350 Delivery options: Royal Mail post or carrier

Weatherbeeta is a supplier of some of the world’s most iconic equestrian brands. A full support package to maximize sales includes point of sale, training, promotions, extensive marketing campaigns in all major equestrian publications, stockist listings and new digital assets for e-commerce. An annual trade catalogue, plus a showroom is available for retail partners to view product ranges. Dedicated sales representatives and account managers are supported by an efficient customer service team. Regular newsletters and emails with new product updates, news and offers on a business to business website are also accessible.

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Equestrian Business Monthly | April 2014 www.ebmonthly.co.uk

WEFI offers a truly comprehensive choice of products. As well as stocking everything you need to kit out horse and rider from top to toe, the company carries an extensive range of supplements and horse care products, plus stable hardware, gifts and grooming kit. A strong combination of key brands and everyday essentials leaves WEFI well placed to serve the varied needs of the equestrian outlet, while the website enables retailers to order securely online. The company also has an extensive sales and customer support team ready to help and advise. The choice of products offered across all price points, combined with the freedom to order stock in quantities to suit the individual retailer and an easily achievable carriage-paid limit, gives stockists the versatility they need in today’s challenging trading conditions.


RUGS FOR eveRy HORSe TyPe.

Model shown: WeatherBeeta Freestyle 1200D Standard Neck

Rug Friendly, Rug Houdini, or Rug Wrecker? WeatherBeeta has the answer. Our Bloodline dates back 35 years. Horses well-being, and the customers peace of mind, is at the heart of everything we do. We spend hours watching horses in the field to understand their unique and natural behaviours while grazing and playing. Whether your customer has a ‘Rug Friendly’ who loves rugs, a ‘Rug Houdini’ who tries to escape rugs, or a ‘Rug Wrecker’ who is determined to ruin rugs, we’ve got a solution. Share your HORSE TYPE, story and pic at facebook.com/ WeatherBeetauk for your chance to WIN a WeatherBeeta Rug Wardrobe!

The WeatherBeeta online Training Stable is now available. This wonderful tool allows you and your staff to develop their skills and knowledge for the chance to become a qualified WeatherBeeta Rug Expert and earn a FREE WeatherBeeta Polo Shirt. Once qualified you will be able to log your WeatherBeeta rug sales and earn points towards a FREE WeatherBeeta Rug. Contact the sales team for more information on 01295 226900 follow us at facebook/weatherbeeta.uk


Show Ring Success

Showing a Profit This is the time of year that products geared for the show ring are in greatest demand and being able to stock and sell this merchandise effectively and profitably could make your summer—if not your year!

S

uccess in the show ring will often be regarded as the pinnacle of the equine experience for your customers so it should come as no surprise that items marketed specifically for the showing sector make for lucrative business. For that same reason there exists a huge quantity and variety of products on offer and choosing which to stock can cause a headache for the retailer.

Flaunting fashions Staying abreast of the latest developments and trends in the marketplace is of course always important, but it’s perhaps even more crucial in an area such

22

as showing where advances amongst brands are ongoing— particularly when considering coat-care products—and fashions are always liable to prove more fickle. Your own anecdotal evidence should help you understand the current trends to a large degree, but also talk to brand representatives to try and get a feel for the most popular items of the moment. When it comes to presentation it can be difficult to establish the most effective manner in which to showcase the wide array of products you have to offer. Fuller Fillies feel that presentation must always be configured to make life as simple as possible for the consumer. “Presentation

Equestrian Business Monthly | April 2014 www.ebmonthly.co.uk

is very important; customers only want a jumble if there is a sale attached! Grouping product types together always makes the choice easier to make,” says Suzanne Wild. Whilst the temptation may be to cluster brands together across ranges, it makes more sense for the customer to be able to browse the entirety of the product type in one go. Try to build a bold, tidy display at the front of the shop (or a page on your website) showing off favourite items as well as new innovative products, updating the display regularly to keep it fresh and eye-catching. Study the long-range weather forecast and make an effort to display

products that will be appropriate for the likely conditions. The vast majority of your customers are simply going to want what is best for their horse and what is going to help them really stand out from the crowd—whilst receiving value for money—rather than making purchases simply based on label. For that reason it makes more sense to choose which products to stock according to their popularity and efficacy within each sector as opposed to simply sticking with a couple of brands across each category. Put simply, if a customer is after fly spray, they are most unlikely to go to the trouble of travelling miles to get their hands on


Show Ring Success their preferred brand if you are confident that which you stock can be shown to be at least as, if not more, effective. This does again highlight the importance of choosing products that can be seen to stand on their own merits. Either way, try and ensure that you select products at different price points, ensuring you have something to suit every pocket. When it comes to stocking clothing for the rider, it’s again the case that prevailing trends and fashions need considering. Whilst they will not be as changeable as those for clothing outside of the show ring, there���s little doubt that certain differences are noted by the consumer and, in this regard,

“Riders tend to like to blend traditional styles with innovation – anything to get them noticed in the ring without being disapproved of.” it always pays to keep up with the times. Riders tend to like to blend traditional styles with innovation—anything to get them noticed in the ring without being disapproved of. Jackets, shirts, breeches, boots and helmets should clearly all be covered, but what about the added extras the rider may be looking for to ensure he or she looks their best in the ring? Gloves, belts, stocks and stockpins, hair accessories and number bibs will always be in demand.

Retailer awareness As ever, the ability of staff to be able to answer questions is something that can’t be underestimated. This is especially important in a sector where having a technical understanding of the respective regulations regarding what can be worn or used by horse or rider in the show ring is needed. It makes sense to have a list to hand of those substances not permitted in lotions or sprays – the BHS offers a comprehensive guide that is available for everyone, advises Suzanne Wild. Whilst in terms of the rider, staff

members will require a more generic understanding of what is accepted in various showing classes and disciplines—a simple ‘do’s and don’ts’ checklist in store is an easy way of making this readily practicable. Whilst as a retailer you’ll have a general idea of the demands of your existing clientele and duly cater for them, it should be remembered that customers – for the show ring or otherwise – come in all ages and sizes (not to mention sexes) and that it can prove costly by not stocking for the needs of those who don’t fit the typical mould. Fail to provide for them and they’ll take their money elsewhere. There is ample information available that could guide retailers to make a more educated stocking decision: so ask your suppliers what research information they have – and follow it. Along the same lines this is information you may be able to build up as a retailer. Have a survey by the counter and offer a free prize draw every few months or so—you will soon have valuable information you can use to make judicious stocking decisions. Given the seasonality of showing, it’s important to plan your stock intake to ensure you’re not left with too much surplus come the end of the season. It may prove prudent to order products on a little-but-often basis as a rule, acknowledging the risk of leaving orders to the last minute is that the supplier will be low on stock. Suzanne Wild advises simple standard selling practices. Be prepared to offer show wear at a discount towards the end of the season in order to be able to convert the stock into cash for winter products. Everybody loves a bargain—even out of season— and the saving on storage costs should make up for the fact you may be selling at a little over cost price.

value of offering a personal fitting service, particularly when it comes to items of safety such as hats and body protectors, cannot be overstated. Similarly, with clothing customers still prefer to know they have a good fit at the point of purchase, especially when it comes to getting that perfect look for the show ring. Further, the consumer is able to capitalise on the direct contact they have with a customer by suggesting further products of which they may not have been aware. Once a consumer has walked through the door, the retailer has a captive audience providing the staff possess product knowledge and an approachable attitude.

In terms of products for the show ring, it is likely that those with retail premises will lose out to online companies more when it comes to items sold specifically for the horse and that ability to try, touch or see the merchandise isn’t so imperative. For that reason it may be worth considering pushing offers on products in this area, perhaps tying them in with clothing for the would-be show rider. The show ring provides one of the most fruitful corners of the market for equine retailers. But it also fluctuates plenty, not just in terms of season, so it is important to have a clear plan in place to make the most of this potentially lucrative sales area. ■

Online competition The online sector is clearly by now a key component within the market: internet retailers can often sell for lower prices and are able to provide the customer with the comfort and convenience of shopping from the sofa and having the product delivered to the door. However, by visiting a local outlet consumers are able to ask questions, build a relationship of trust and, crucially, try the product. The

Presentation is crucial for both horse and rider

April 2014 | Equestrian Business Monthly www.ebmonthly.co.uk

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Show Ring Success PRODUCT

Success in the show ring

PRODUCT

Dry Clean

Absorbine has an excellent range of showing turnout products available including ShowSheen Original and Finishing Mist, ShowSheen 2 in 1 Shampoo and Conditioner and ShowSheen Stain Remover and Whitener. The Original ShowSheen and ShowSheen Finishing Mist is enriched with pro-vitamins and silk proteins to nourish the coat. Perfect for last-minute touch-ups, ShowSheen Finishing Mist has a continuous, quiet sprayer that won’t spook the horse. ShowSheen Stain Remover and Whitener contains ‘oxi-erasers’ to lift out stains; simply sprays on and rinses off.

Dry Clean is a waterless body cleanser that really cleans and can be used to spot clean areas too. The spray on product contains natural grain spirit to clean along with allantoin and tea tree oils.

www.absorbine.co.uk

www.equimins.com

PRODUCT

Perfect finish

The formulation can be used to remove dirt, sweat, grease, grass and stable stains all year round. To use, just spray on, work into the coat, leave for a few minutes then towel dry off.

PRODUCT

Easy to use

Showing White has been designed to cover stains, blemishes, scars, stray coloured hairs and yellow staining tails as well as white socks. Perfect for last minute show touch ups. Showing Black is a professional concealer used to cover over marks, scars and stray dark hairs or to add definition to dark legs. To enhance the shine on the body, apply Groom Aways’ Show Shimmer sparingly over the Showing Black once it has dried.

Moorland Rider’s Coat Shine Mitt is a dual sided mitt to remove stubborn stains and to wipe away dust, grease and dirt… depending on what side you use! It’s been designed to be easy to put over the hand and can be machine washed too, making it simple to keep clean.

www.flyaway.ltd.uk

www.moorlandrider.co.uk

PRODUCT

A smart finish

PRODUCT

Brighten up

Smart Grooming has launched an effective show preparation range of products to ensure an immaculate show ring finish. From everyday grooming essentials to finishing products the Smart Grooming range of liquids and sprays has been developed using top quality ingredients for show, competition and daily use. The Smart Grooming range of conditioning and show preparation spray, lotions, enhancers and make-up are sensibly priced and an affordable addition to any grooming kit, and are a ‘must have’ for the showing enthusiast.

Fiebing’s Blue Frost Whitening Shampoo & Conditioner from Abbey England contains special brightening agents which enhance white and grey hair whilst targeting tough stable and grass stains with ease.

www.totallysmart.co.uk

www.abbeyengland.com

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Equestrian Business Monthly | April 2014 www.ebmonthly.co.uk

Containing Aloe Vera it also promotes skin health and removes any residual build-up of fly sprays and environmental pollutants.


Have you visited our new look website yet? Al-Fares-Ads-2.ai 1 11/14/2013 9:30:06 AM

www.ebmonthly.co.uk

April 2014 | Equestrian Business Monthly www.ebmonthly.co.uk

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What to stock for Successful Sales

Buzz-Off Zebra Rain with Neck Bucas

Spring/Summer Rugs From beautifully styled show rugs to ultra versatile coolers and turnouts, Equestrian Business Monthly showcases the new and improved spring and summer rugs to freshen up your stock.

H

orses always seem to acquire a larger wardrobe than their owners, which is good news for retailers, and summer rugs are often the most collected items. Although many horses will need a lightweight turnout and a fly rug, for many owners the lure of a luxuriously finished ‘show rug’ is just too much! Often in thick fleece or cotton, in rich, deep colours and with features such as an intricately embroidered fillet string, colour flash insert or the ability to embroider makes these rugs highly desirable. Retailers should stock a range of both beautiful and practical rugs for the season, and now more than ever rugs are combining looks with practicality. For instance the Bucas Buzz-Off Rain Zebra is a very striking fly rug that stands out from the crowd,

whilst the patriotic styling of the John Whitaker Fly Mesh rug brightens up a type of rug that is usually less attractive. With English summers still typically an unknown quantity, a lightweight turnout or rain sheet is a must for most owners so offer a variety to suit all price ranges. These are increasingly technological so they resist rips and remain waterproof for longer. Cooler rugs are also highly technical so aim them at the competitive rider. These rugs are designed to wick moisture away from the skin and coat of the horse, so it cools down comfortably: the Coolmasta from Masta has been a top seller for a while but has recently been improved, while the Thermatex TKCS is on many a horse owner’s wish list thanks to its high quality and lovely fit.

Sizes: Rug 5ft – 7ft, Neck XS– XL, Fly Mask: XXXS–XL Colours: Black/Zebra RRP: Rug £109.00, Neck £73.00, Fly Mask: £17.00

£109

.00

This hybrid rug is perfectly shaped in a black, waterproof and breathable rip stop nylon, to protect the back, shoulders and hindquarters from the rain. The sides of the rug are in the unique zebra stripe which, research shows, confuses flying insects and repels them. An additional combi-neck is also available which has the waterproof, breathable fabric running down the mane area with the sides and under neck being made from the zebra mesh.

Shamrock Power Bucas The Bucas Shamrock Power rug is a smart cooler that can be used for travelling, after exercise or as an under rug in the stable. This clever rug has recently been redesigned and is manufactured using two layers of Bucas Stay-Dry fabric. The unique Stay-Dry functionality ensures that the horse is always comfortable. The lining is always dry next to the horse’s skin and is also anti-bacterial which keeps the rug fresh and helps to keep the horse’s skin healthy.

Dry Fast Summer Sheet EQUI-THÈME

Sizes: 5’0 –7’2 Colours: Black with silver trim, Navy with silver trim RRP: £86.00

£86.0

0

Sizes: 5’9–7’0 Colours: Black/grey RRP: £34.90

£34.9

A new concept for ultra fast drying. Back area is in polyester with ‘quick dry’ coating: a very breathable, supple and light fabric that wicks away humidity. Polycotton body (65% polyester and 35% cotton) with double thickness reinforcement at chest. Top line and sides reinforced with full length strap. Buckle fastening at chest, adjustable belly strap and tail strap. Machine washable at 30°C.

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Equestrian Business Monthly | April 2014 www.ebmonthly.co.uk

0


LET’S TALK PRODUCTS 1680 D Summer Sheet EQUI-THÈME

Sizes: 5’9–7’0 Colours: Navy, white/burgundy contrasts RRP: £92.50

£92.5

0

After Bath Robe Windowbox Limited (IV Horse)

Turnout sheet with a high level of waterproofing and breathability – technical and functional with a professional look and careful finish. In 1680 Deniers Oxford polyester, very resistant against tears thanks to its dense weaving, and with taped seams. Breathable antistatic nylon lining to keep the coat from rubbing. Buckle chest closure with quick release snaps with two tying choices reinforced with self-gripping area for easy adjustment, and extra-long 32 cm withers pad in micropolar fleece.

Quality, supple but strong mesh fabric with terry towelling lined inner sections and combined neck cover to aid wicking of moisture. Specifically designed for after bath use to help keep kidneys warm, speed up drying time and prevent UV ray damage.

Rambo Grand Prix Cooler

Pony & Horse Fly rug

Horseware

Sizes: 5’6–7’3 Colours: Navy with beige, Baby Blue and navy RRP: £65.00

A newly designed cooler for Spring/Summer 2014. With its roots in sports fashion design, the Rambo Grand Prix cooler combines a high wicking brushed cotton top and net sides for an absorbing and cooling effect. The contour cut on the shoulder allows optimum drying and cooling, making the Horseware Rambo Grand Prix the ultimate warm weather cooler.

Avalanche Fleece Rain Rug Horze

£65.0

0

Sizes: 5’6–7’3 Colours: Navy, Black RRP: £82.99

Soft yet strong close knit mesh fabric. Generously cut and styled to allow freedom of air circulation with excellent fly protection. With neck and poll cover. Gusseted tail flap and surcingles. Sizes 5’0 and above have a balanced fixing belly section.

JHL Lightweight Plus Turnout

£82.9

High-neck turnout rain rug with comfortable fleece lining for added warmth. Durable rip-stop outer material that is waterproof even after four washes. Good weight and warmth for mid-season and cooler summer days. Complete with a dart to create a perfect and ergonomic fit. The high gusset is moved forward to release pressure on the shoulders and allow for natural movement. Double front closure with snap hooks and elastic at end of X-surcingles for easy and secure fastening. Detachable elastic leg straps.

Windowbox Limited (IV Horse)

9

Westgate EFI

Sizes: 2’–4’9, 5’0–7’3 Colours: White RRP: £19.15–£34.50

£19.1

5+

Sizes: 2’9–4’9, 5’0–7’3 Colours: Blue/White RRP: £23.65–£48.60

£23.6

5+

Sizes: 5’6–7’0 Colours: Black and Red Plaid RRP: £61.99 (neck cover £28.50)

£61.9

This competitively priced rug has an 80g insulation layer which makes it ideal for cooler summer days, as well as those transitional periods between seasons. Manufactured in 600 denier with an anti-rub nylon lining, the rug has reflective piping, double quick-release chest fastenings, cross surcingles, leg straps and a generous tail flap. The matching neck cover is sold separately and has no additional insulation.

9


LET’S TALK PRODUCTS Fly Mesh Rug John Whitaker International

Sizes: 5’3–6’9 Colours: Navy RRP: £60.00

LeMieux

Masta

£60.0

0

FMC fly mesh rug is double layered for durability with Ultraphil moisture management treatment that helps speed up the drying process and enhance softness. This makes the horse feel comfortable and cooler, allowing moisture to transport away from the horse, creating a natural microclimate reducing post exercise chill and enhancing key performance. This improves the aesthetic properties of the rug, reducing static cling.

Four Seasons Rug and Neck Cover

Coolmasta

Sizes: Rug: 5’9–7’, Neck: M–XL Colours: Black, Chocolate Brown, Graphite Grey and Navy Blue RRP: Rug: £69.95, Neck: £34.95

£69.9

5

Sizes: 4’6–7’3 Colours: Navy, Pink and Red RRP: £49.49

£49.4

9

The new and improved Coolmasta rug from Masta is the rug of the season. Designed to efficiently cool down a horse after exercise, with a new print, packaging and colourways. The Coolmasta fabric is a unique and special weave, made from teased polyester. This material creates amazing wicking properties and an incredibly versatile rug, which can not only be used as a cooler but also as a travel and show rug. The rug is fully washable and quick drying.

Pessoa Rain and Fly Sheet Masta

Sizes: 5’6–7’0 Colours: Navy/White RRP: £59.99

£59.9

9

The Four Seasons from LeMieux is one of the most useful rugs around with great thermal and wicking qualities. It’s also smart enough to use as a show rug with braided rope detail on the outside binding, colour co-ordinated to the rug. It can also be embroidered. Deep rolled back collar for maximum comfort and security of the rug. Fully adjustable twin front straps allows for movement in the chest and shoulders Easily washable at 40ºC with quick drying properties.

Perfect for those showery spring and summer days by combining the benefits of a lightweight turnout with a fly rug. This rug will keep the horse cool, dry and free from flies. Features include waterproof 600D Polyester top section, 300g mesh lower section, standard double buckle fastening, cross surcingles, anti-rub nylon lined shoulders and neck and UV protective.

Mark Todd Bonded Fleece Rug

Thermatex TKCS

Sizes: 5’6–7’0 Colours: Navy Plaid RRP: £68.99

Westgate EFI

Thermatex

£68.9

This new addition to the Mark Todd Collection is perfect for use at home, smart enough for shows and practical when travelling. Manufactured in 300g double layered fleece, the rug is designed to wick moisture away from the horse’s skin to keep it warm and comfortable. Features include twin front buckles, cross surcingles and a fillet string.

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Equestrian Business Monthly | April 2014 www.ebmonthly.co.uk

9

Sizes: 4’0–7’3 can also supply bespoke sizes. Colours: 22 RRP: £53.00–£68.50

£53.0

This British made cooler rug is the ideal choice during spring and summer months. The breathable knitted fabric will provide warmth, yet at the same time encourage airflow; it is therefore the perfect summer rug for use after exercise, during travel or as a lightweight stable rug. Features include: a double front closure, reinforced wither pad, belly strap and fillet loops. As with all of the rugs from the Thermatex range the TKCS is hand cut for a perfect fit and machine washable.

0+


LET’S TALK PRODUCTS Freestyle 1200D Standard Neck Lite Weatherbeeta Ltd

Sizes: 5’6–6’9 Colours: Navy/Red/White, New Rhododendron/Navy RRP: £89.99

£89.9

9

This top of the range rug is packed with features to give the horse the ultimate freedom of movement, comfort and protection. The strong 1200 Denier Polyester outer shell is waterproof, breathable and triple weaved for extra strength, with no fill for summer use. The full wrap tail flap allows for tail movement and wraps around the quarters. The cupped shoulder dart is shaped around the shoulder and works with the forward positioned gusset to allow natural movement.

Genero Mesh Fly Rug Combo Weatherbeeta Ltd Great value summer protection from insects and flies. Soft, durable and lightweight polyester mesh outer for protection from insects and flies whilst keeping the horse cool on warmer days. The Weatherbeeta Genero Fly Rug also features a tail flap for added protection, web single adjustable chest strap and adjustable web leg straps.

Supa-Fly Detach-A-Neck Weatherbeeta Ltd

Contacts EKKIA (EQUI-THÈME) 03 88 07 40 04

Masta +44 (0)1274 711101

www.ekkia.co.uk

www.masta.co.uk

Fieldhouse Riding Equipment +44 (0)1922 638094

Thermatex +44 (0)1239 614648

www.gfsriding.co.uk Horseware +353 429 389 000

www.horseware.com Horze UK Ltd +44 (0)1235 856376

www.horze.co.uk John Whitaker International +44 (0)1706 340500

www.johnwhitaker.com

Sizes: New Grey/Purple 4’0–7’0; New Stone/Aqua 5’6–7’3 Colours: New Grey/Purple, New Stone/Aqua RRP: £39.99

£39.9

9

Sizes: 5’6–7’0 Colours: White/Royal RRP: £89.99

£89.9

9

The Weatherbeeta Supa-Fly Detach-a-Neck utilises insect shield technology for long lasting, effective protection from mosquitos, ticks, fleas and flies. With a strong and lightweight mesh weave outer fabric which helps to keep the horse cool, plus removable belly wrap, combo neck and full wrap tail flap that wraps around the horse’s quarters for full insect protection Additional features include quick clip front chest closures, a traditional side gusset to aid natural movement and adjustable removable web/elastic leg straps.

www.thermatex.co.uk Weatherbeeta Ltd +44 (0)1295 226900

www.weatherbeeta.co.uk Westgate EFI +44 (0)1303 872277

www.wefi.co.uk Windowbox Limited (IV Horse) +44 (0)1888 544261

www.4horse.co.uk

LeMieux +44 (0)2380 814360

Zebra Products (distributor for Bucas) +44 (0)1352 763350

www.horsehealthtrade.co.uk

www.zebraproducts.co.uk

Next month The range of boots available for horses is constantly expanding making it one of the fastest moving sectors of the market. New designs incorporating enhanced features such as new fastenings, more flexibility and tougher material makes boots for competition and exercise even better at protecting horses from concussive injuries and strains. Boots providing veterinary therapy are also an important weapon in many a horse owner’s arsenal and here again the range is increasing, offering hot and cold therapy, magnets or massage in boot form. Barefoot boots provide an alternative to shoes for some horses, or can be used in cases of illness or injury where shoes are unsuitable. Increasingly high tech, these products are worth a look to stock on your shelves. With so much available Equestrian Business Monthly showcases the new and the best on the market at the

moment, looking at exercise and competition boots, travel boots, turnout, veterinary and therapy boots and barefoot boots. Find out more about submitting products by contacting letstalkproducts@ ebmonthly.co.uk

April 2014 | Equestrian Business Monthly www.ebmonthly.co.uk

29


International

Going Global

Monumental advances in technology mean that your customer base can no longer be considered in regional terms—globalisation in the marketplace is here for good. So, what factors need bearing in mind when looking to broaden your horizons as a retailer?

T

he world is getting smaller. If not literally (there’s a theory that says the opposite is true, in fact) then certainly with regards the way business is conducted. Huge developments in terms of communications, transportation and the availability of information have seen globalisation impacting even the previously most provincial of industries. The internet has altered almost beyond recognition the way in which businesses are run over the last 10-20 years, in many instances turning a local market into an international one at a stroke. The equine industry is certainly no different, with an ever-increasing number of manufacturers and retailers looking further afield to bolster their avenues of business.

Why export? A recent survey carried out by the British Chambers of Commerce

30

showed that the proportion of its members who are exporting grew from 32% in 2012 to 39% in 2013. That expansion is reflected within the equestrian industry with exports reportedly having increased by between 30% and 50% in recent years. To state the obvious, the reason for the upsurge is that by opening up overseas’ markets a retailer will see its potential market grow exponentially. Clearly this is what underpins any decision to export, but it’s not necessarily the only— or even most significant—reason for doing so. United Kingdom is a global hub in the equestrian world and many of our products are internationally renowned for their quality and design and there is always likely to be a demand for UK manufacturers and retailers to tap in to. For the exporter, the opportunity to build up the size and prestige of a company’s name is never one to be sniffed at.

Equestrian Business Monthly | April 2014 www.ebmonthly.co.uk

Exporting can help spread the cost of overheads for manufacturers, with the clear benefit of allowing a company to target other countries’ seasons and, therefore, sales peaks. This is particularly relevant within an equine industry that experiences clear peaks and troughs for different products throughout the year. There is some sense, too, of spreading the risk, something that was perhaps best highlighted during the 2001 Foot and Mouth outbreak, which had such a catastrophic effect on so many areas of the equine industry. Having the ability to maintain turnover during such a period could well prove critical to success – or even survival – in the short or long term.

Making plans The first step when thinking about starting or expanding your export business is to identify those markets which offer the biggest

opportunity and gather as much information as you can, either remotely or from people on the ground. The key to a successful export strategy is focusing your resources on the markets most likely to generate the highest return on your marketing investment. Market research is an essential step in making sure that your efforts are directed towards the right targets. From this point an exporter can concentrate resources on those most viable of markets. Making contact with potential agents is best achieved through trade fairs and exhibitions and ideally followed up with a personal visit. Being able to develop a trusting relationship with customers is key, all the more so when you are located in different countries. Language skills needn’t be overlooked here, in fact they can be integral to doing business in a foreign country – not everyone speaks English after all. Even just a little can go a long way


International and help open doors. It’s highly unlikely that an exporter will be able to deliver a uniform product to a multitude of different overseas markets. A large variety of cultures, climates and other more specific issues will result in marked differences in demand. As such, it will be necessary to tailor an export policy to the precise requirements of each target market. In this regard it is always advantageous to be able to offer flexibility in as many aspects of your business as is possible. Exporting to other countries, particularly outside the EU, does, of course, bring with it certain considerations of paperwork and red-tape. Correct documentation is vital and it makes sense to seek expert help in the early stages. Many products will need to be registered in specific countries and it is essential that time be allowed to ensure this is finalised before trading commences – the bureaucratic process can be a protracted one. Transporting heavy or unwieldy items can be tricky if the intended destination is not, or does not feature on, the shipping route to China. Exporters will also want to keep a keen eye on exchange rates, especially when customers will want prices guaranteeing for a year.

Why import? The reasons for importing goods into United Kingdom are essentially two-fold. Lower cost and making available an item not otherwise available in this country (at least at a viable price). The UK runs a consistent trade deficit, largely due to increase in demand for consumer goods, decline in manufacturing and deterioration of oil and gas production. It’s no surprise, therefore, that within the equine industry, too, the first instinct has

historically often been to import when nationally-produced goods are felt to be too expensive or simply aren’t considered fit for purpose. By picking and choosing products to stock from the world over, a retailer or wholesaler instantly has at its disposal a vast array of goods from which it is able to cherry pick the right items to complement its own stock list and widen its product base, something which may not be possible if concentrating solely on home-grown produce.

What to consider As touched upon earlier, the UK is a global centre within the equine industry – certainly the most substantial in Europe – and to be marketed in the UK is an aim and sign of accomplishment for any brand. As a result making contact with foreign companies and their representatives is a relatively straightforward process, particularly at trade shows such as BETA International and SPOGA. The mechanisms are usually already in place to allow you to strike up business fairly readily – more so anyway than the hurdles that may be experienced if attempting to initiate an exporting gateway. The same rules apply as to potential exporters in that a relationship based on trust and pre-agreed terms is far more likely to prove mutually beneficial than any hastily convened and non-transparent arrangement. An in-depth knowledge of what you are importing is crucial for enabling it to be marketed and sold as efficiently as possible, so once again research and extensive liaising with the manufacturer is key. Alongside this it is important to know that packaging and instructions are going to be suitable for the British consumer.

Expanding a company’s reach can provide some insurance if your local market faces a setback

April 2014 | Equestrian Business Monthly www.ebmonthly.co.uk

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International

Interest BETA by Rates numbers

Shipping costs vary markedly depending on destination

The equestrian industry is a global one—never more so than now—and keeping your sights too narrow could well set you at a disadvantage with your competitors. For more

information about expanding your business along international lines visit the following websites: www.britishchambers.org.uk www.export.org.uk www.enterprise-europe.net ■

Horseshape GmbH & Co. KG BETA by numbers

Horseshape ScanKit is the first mobile 3D scanner for a horse’s back. A laser measurement system, it scans the horse’s back within 1.5 seconds and creates an exact 3D model. The resulting data provides the perfect basis for saddle fitting and reflocking. You can now just print out any cuts through the horseback on your own A3 or A4 printer only minutes after the scan, which can be used to individually customize a saddle. Furthermore, it can be used to check the horse’s back for alterations in the future. Horseshape is currently seeking distribution within the UK, although retailers can also buy direct.

Address: Universitaetsstr. 3 D-56070 Koblenz. Germany T: +49 26 32 / 73 828 99 E: info@horseshape.com www.horseshape.com

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Equestrian Business Monthly | April 2014 www.ebmonthly.co.uk

The exchange rate is the price of one currency expressed in terms of another and is crucial to businesses selling goods and services abroad as well as those firms who import products from other countries. When the exchange rate rises in value (i.e. an appreciation), this makes exporters’ goods, priced in sterling, more expensive in foreign currency. So demand for these dearer exports can be expected to fall, depending on the price elasticity of demand for UK exports and also whether there have been changes in other factors influencing demand. A decline in exports reduces overall aggregate demand and should lower inflationary pressure - so a higher exchange rate could lead to the Monetary Policy

Committee deciding to reduce official base interest rates. A higher exchange rate also makes imports cheaper when sold in the UK. This is good news for the real purchasing power of British consumers, and also for UK firms who need to import raw materials, components and finished products. But higher prices feed into the consumer price index and can have a direct effect on our rate of inflation. So a strong pound is good news for keeping inflation under control, but can have negative effects on exports which account for around thirty per cent of aggregate demand. A weaker pound can provide a boost to aggregate demand, a useful tool in lifting the economy out of a recession.

Life Labs, Inc BETAData by numbers Distributed in the UK by Battle, Hayward & Bower Ltd. Life Data Labs, Inc was founded by Frank Gravlee, DVM, MS, CNS with the purpose of determining equine nutritional deficiencies by performing laboratory tests. Dr Gravlee practiced veterinary medicine before furthering his education with a three-year residency in nutritional pathology in which he received a master’s degree in intermediary metabolism. Farrier’s Formula, Dr. Gravlee’s first commercial product, is now renowned. Life Data Labs automated manufacturing facility, equine nutrition research facility, and the state of the art laboratory provides the tools and research needed to continually develop new and effective products for the animal health and nutrition market.

Address: PO Box 349, Cherokee, AL 35616. USA T: 00+1+256 370 7555 E: cservice@Lifedatalabs.com www.lifedatalabs.co.uk


ON THE MARKET PRODUCT

Step up to the challenge

PRODUCT

Total fly control

Designed to be stylish, elegant and flattering, the new Ariat Challenge Contour Field Zip Tall Boots combine precision technology with style to meet the demands of today’s competition rider. Manufactured from premium European calf leather, the boots are beautifully tailored with a square toe, high Spanish cut topline and contoured fit through the ankle to flatter the female leg. Ariat’s ATS technology, together with a moisturewicking sock liner, ensures long lasting comfort and support for hard working feet.

BETA Innovation award winner SimpliFly is a palatable daily supplement that works by breaking the fly life cycle. It kills the eggs and larvae in manure before they can mature into adult pests. Fly populations in and around the stable have been seen to be reduced by 97–100%. Tri Tec-14 is a fly control spray that offers long lasting and effective protection against flying pests. Cost effective and good margins for these very necessary items for every horse owner.

www.ariat-europe.com

www.lesliesutcliffe.com

PRODUCT

Style for summer

PRODUCT

Coming up Rosedale

Albany is a stylish longer length quilted jacket, very on trend and very feminine. The peached outer fabric feels soft and cosy and features a durable water repellent finish for added performance. The corduroy collar, elbow patches and trims add a touch of country chic, while large patch pockets add practicality as well as excitement, with a flash of pretty floral print lining coming through. Elastication and vents at the back offer comfort, whilst creating a very flattering silhouette.

The Rosedale ladies country jacket is smart and elegant, combining good looks with performance. Waterproof and breathable with taped seams, durable water repellent finishing and featuring a lightweight padding throughout, Rosedale is perfect for the unpredictable British summer weather. The oversized collar contains a packaway hood, while large patch pockets feature an additional pocket at the side to keep hands warm. The elegant feminine shaping, waist adjusters and contrast print lining transform this practical piece into a beautiful ladies country jacket.

www.toggi.com

www.toggi.com

PRODUCT

New instant syringe

PRODUCT

Profit from worm counts

Animalife’s Vetrofen Lifestage launched with Vetrofen Intense, a supplement designed to support horses and ponies with long and short-term issues such as joint stiffness, muscular discomfort and pain caused by knocks and bumps. Suitable for daily use, Vetrofen Intense is a natural formulation, which does not contain phenylbutazone. Brand new for 2014, Vetrofen Intense is now available in a maximum strength instant syringe to provide a simple and easy administration method that can be used at home, or on the go.

Offering customers a full worm control planning service is a really valued addition to your business and will increase profits and bring people back into your shop on a regular basis. As worming programmes move away from interval dosing of drugs this means adding a quick and reliable worm count service to form a base for the successful worming programme. Westgate Labs have a proven, tailor made service ready to slot in with your requirements. Access to laboratory services could not be simpler. Westgate Labs simple to use tailor made service is already helping merchants all over the country make it easy to provide a FEC service to customers.

www.animalife.co.uk

www.westgatelabs.co.uk April 2014 | Equestrian Business Monthly www.ebmonthly.co.uk

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SUPPLIERS DIRECTORY Abbey Diagnostics +44 (0)1638 552122 www.abbeydiagnostics.co.uk a Abbey Saddlery and Crafts Ltd +44 (0)1565 650343 www.abbeyengland.com a Acorn Developments +44 (0)1432 276600 www.acorndev.co.uk

Earlswood Supplies +44 (0)8450 171351

Harold Moore +44 (0)114 2700513

Likit For orders Westgate EFI +44 (0)1303 872277

Eazitools Equestrian +44 (0)1302 746077

Haybar +44 (0)1723 882434

Littlemax +44 (0)1668 213467

Albedo100 UK Ltd +44 (0)113 3955266

Equestrian Creative Network

www.albedo100.co.uk

Allen and Page +44 (0)1362 822900

www.allenandpage.com a

Andover Healthcare, Inc. +1 978 4650044

www.andoverhealthcare.com a

www.earlswood-supplies.com a www.eazitools.co.uk a

www.haybar.co.uk a

ww.eqlife.co.uk

www.hemptechnology.co.uk a

EQ Life Magazine +44 (0)1953 852946

www.equestriancreativenetwork.com

Equi-Ads +44 (0)1738 567700 www.equiads.net

Equimat +44 (0)1536 513456 www.equimat.co.uk a

Animal Health Company +44 (0)1787 476400

Equine Speedskip +44 (0)1989 769435

B Jenkinson & Sons Ltd +44 (0)1924 454681

Equestrian Supplies +44 (0)1254 831645 a Equestrian Vision +44 (0)1403 865320

www.equinehealthandherbal.co.uk a www.elico.co.uk a

Baileys Horse Feeds +44 (0)1371 850247

wwwbaileyshorsefeeds.co.uk a

Bedmax Shavings +44 (0)1922 621676

www.bedmaxshavings.com a

Brinicombe Equine +44 (0)8700 606206

www.brinicombe-equine.co.uk a

British Horse Feeds +44 (0)1765 680300

www.britishhorsefeeds.com a

Champion + 44 (0)113 2707007

www.championhats.co.uk

Charles Owen +44 (0)1978 317777

www.charlesowen.co.uk

Clarendon Equestrian Ltd +44 (0)1825 733361

www.clarendon-equestrian.com

Classic Showjumps +44 (0)161 765 2010 / 2014 www.classicshowjumps.com

Clipper Sharp +44 (0)1823 681076

www.equinespeedskip.com a

www.hiltonherbs.com

Holdsworth PR +44 (0)1903 892060

www.holdsworthpr.co.uk a

Honeychop Horse Feeds +44 (0)1359 230823 www.honeychop.com a

Horse & Jockey Ltd +44 (0)1981 550467 www.capcover.net aa

a LS Sales (Farnam) Ltd +44 (0)1608 683855 www.lesliesutcliffe.biz aa Maquien Design +44 (0)8000 925699 www.maquiendesign.co.uk a Maxavita +44 (0)8450 752754 www.maxavita.com a Mears Country Jackets Ltd +44 (0)1922 476930 www.mearsjackets.com a Measom Freer +44 (0)116 2881588 www.measomfreer.co.uk

www.silvermoor.com a

Smart Grooming +44 (0)1823 681076 a Solocomb +44 (0)1235 511358

www.solocomb.co.uk

Spartan Equestrian Products +44 (0)1474 705065

www.spartanequestrian.com

Spoga + Gafa +44 (0)208 6818166

www.spogagafa.com

Sportmark by Signam +44 (0)1926 417300

www. sportsmark.co.uk a

Stable Safe +44 (0)7500 091650

www.stable-safe.com

www.equestrianvision.co.uk a

Horse First Ltd +44 (0)2830 848844 www.horsefirst.neta

Mirrors for Training +44 (0)1902 791207

www.stormsure.co.uk a

www.equiami.com

Horse Health Trade +44 (0)2380 814360

New Equine Wear +44 (0)1172 303700

www.taurusfootwearandleathers. co.uk a

EquiAmi Ltd +44 (0)1584 891049 Equine Management +44 (0)1825 840002

www.equineman.com a

Equisafety Ltd +44 (0)1516 787182

www.equisafety.com a

Exo2 +44 (0)1335 372600 www.exo2.co.uk

Faulks & Co. +44 (0)1455 848184 www.wmfaulks.com a

Fly Away +44 (0)1384 877857 www.flyaway.ltd.uk

Friendship Estates +44 (0)1302 700220

www.friendshipestates.co.uk a

Fynalite +44 (0)1789 764848

Cox Agri +44 (0)845 600 8081

Gain Horse Feeds +44 (0)7912 197000

Creative Equine Marketing +44 (0)780 3728646

Global Herbs +44 (0)1243 773363

www.coxagri.com a

www.gainhorsefeeds.co.uk a

www.creativeequinemarketing.co.uk

www.globalherbs.co.uk

Dodson and Horrell +44 (0)1832 737300

Golly Galoshes +44 (0)7585 557775

www.gollygaloshes.com

Grays of Shenstone +44 (0)1543 483344

www.dogrocks.co.uk a

www.graysofshenstone.co.uk

www.DurangoBoot.com

www.nuumed.co.uk

Durango +1 740-753-1951

Hilton Herbs Ltd +44 (0)1460 270700

www.littlemaxshavings.com

Silvermoor +44 (0)1665 602587

Merial Animal Health Ltd +44 (0)1279 775858

www.clippersharp.comt

Dog Rocks +44 (0)1628 822 243

Hemp Technology Ltd +44 (0)1986 835678

www.likit.com a

Horsefair +44 (0)1264 811425

www.fynalite.co.uk

www.dodsonandhorrell.com a

www.haroldmoore.co.uk a

Griffin Nuumed +44 (0)1458 210324

www.horsefair.co.uk a

www.horsehealthtrade.co.uk

Horses with Attitude +44 (0)1274 852139

www.horseswithattitude.co.uk

Horseware Ireland +353 42 9389000

www.horseware.com

Horslyx +44 (0)16973 32592 www.horslyx.co.uk

Hucklesby Associates +44 (0)1362 696309

www.hucklesbyassociates.co.uk

Hunter-Outdoor (K & K CLOTHING) +44 (0)121 555 8334 www.rockall.info

Jack Murphy +44 (0)1768 867590

www.jackmurphy.co.uk

Kate Negus +44 (0)1249 740590

www.katenegus.com a

Keratex +44 (0)1373 827649 www.keratex.com a

Kevin Bacon’s +44 (0)1296 662473

www.merial.com

www.mirrorsfortraining.co.uk a www.newequinewear.co.uk

Toggi +44 (0)113 2707007

www.parkgateequestrian.co.uk

www.toggi.com

Parallax Plastics Ltd +44 (0)115 966 3836

Top Paddock +44 (0)1469 563995

www.parallaxplastics.co.uk

Pellet Beds +44 (0)1789 761333 www.pelletbeds.com

PelGar +44 (0)1420 80744 www pelgar.co.uk

Pfizer Animal Health +44 (0)1304 616161

www.LifeDatalabs.com

www.trelawneequine.co.uk aa a

Vale Brothers +44 (0)1239 614648 www.kbf99.co.uk

www.presspoint.co.uk a

Virbac Animal Health +44 (0)1359 243243

PressPoint +44 (0)1953 851513

www.vetericyn.com aa

Rima Exports +91 972 1504005

www.equimax-tabs.com a

rimaexport@gmail.com a

Robinson Animal Healthcare +44 (0)1909 735000 www.robinsoncare.com a

Rockall +44 (0)121 5558334 www.rockall.info a

Saracen Horse Feeds + 44 (0)1622 718 487

Life Data Labs Inc +1 256 3707555

Trelawne Equine Ltd +44 (0)8442 578585

Vetericyn +353 91 796896

Kozi Kidz +44 (0)1302 746680

enquiries@letstalkhorses.co.uk a

www.top-paddock.co.uk a

www.wormingyourhorse.info a

Rockies +44 (0)1606 595025

Lets Talk Horses + 44 (0)1953 850678

Taurus Footwear and Leathers Ltd +44 (0)1328 851432

Parkgate Equestrian +44 (0)1306 631374

www.kevinbacons.co.uk

www.kozikidz.co.uk a

Stormsure +44 (0)3333 441500

www.rockies.co.uk a

www.saracen-horse-feeds.co.uk a

Seaquim +353 (0)8623 64609

www.seaquimequine.net

Science Supplements +44 (0)8456 800606

www.sciencesupplements.co.uk

W F Young, Inc +001 413 526 9999

www.absorbine.co.uk a

Wahl +44 (0)1227 740555 www.wahl.co.uk a

Westgate EFI Ltd +44 (0)1303 872277 a Westgate Labs +44 (0)1670791994

www.westgatelabs.co.uk aa

Worklite Ltd +44 (0)1279 418052 www.work-lite.com a

Your Gift Horse +44 (0)1454 510102

www.yourgifthorse.com a

To advertise in the suppliers directory the minimum requirement is 5 insertions at £20 each. A sixth insertion is then added free of charge, producing a net cost of just £16.60 each.

34

Equestrian Business Monthly | April 2014 www.ebmonthly.co.uk


Welcome to Champion Riding Collection Champion are proud to present our first ever clothing range. The collection is a result of a rigorous design and development process and features apparel and accessories that combine performance fabrics with fit and features that are especially tailored for riders. Technical fabrics and inspired branding have been combined with streamlined silhouettes for clothing that will take you anywhere and everywhere.

A GREAT BRITISH BRAND

Piggy French

NEW FOR 2014 • Three fabulous new colours for 2014 Metallic Brown, Metallic Purple, Metallic Navy • Innovative adjustable head sizing ring

Metallic Brown

• Stylish modern design • High tech ventilation system Metallic Navy

Metallic Purple

• Lightweight • BSI Kite marked to BS EN 1384 2012 • Incorporates the confidence and peace of mind that comes as standard with the Champion Brand

Tel: 0113 270 7000 | www.championhats.co.uk | Email:info@fbi-ltd.co.uk


Equestrian Business Monthly April 2014