ETN - Equestrian Trade News - November 2015 by ETN (Equestrian Trade News)

Equestrian Trade News

T h e Vo i c e o f t h e E q u e s t r i a n I n d u s t r y

November 2015 Volume 39, No 11 Monthly

T h e Vo i c e o f t h e E q u e s t r i a n I n d u s t

Boots that go beyond the saddle

T h e Vo i c e o f t h e E q u e s t r i a n I

• Forage feeding • AMTRA accredited SQP CPD feature

ETN is the official media partner of BETA International

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... the magazine for the industry, about the industry, by the industry

Editor’s Comment HEART monitors for horses have been around for some time, but how long before we see the equine equivalent of the ubiquitous Fitbit? There’s already a canine version of the wearable fitness monitor. PitPat tells owners what their dogs are up to while they’re apart as well as recording activity. Crucially, it retails at under £40. JUST when mobile retailers were looking forward to a post HOYS, Your Horse Live and Olympia break, along comes the new Liverpool International Horse Show. Woe betide any trader with even a hint of a New Year hangover, because the dates are 1 – 3 January. It’s a bold move by Bolesworth organiser Nina Barbour to put on a lavish showjumping and entertainment fixture in the city’s Echo Arena at that time of year. But will potential visitors (and possibly traders too) be spent-out after Christmas and stay slumped in front of the telly? Well, why not run a show when everyone’s at a loose end? It’s new, it’s exciting, it’s handy for an Irish audience and the affluent Cheshire horsey set. The international Mechelen show in Belgium - an equally upmarket affair - sells out every year; and that’s on the equally unpromising 26 – 30 December. Go for it, Nina. There’s no better reason to get up early on New Year’s Day! Find out more on page 10. BEING in debt, once seen as sinful, has become normal. If anything, solvency is now measured in terms of the ability to get credit rather than cash holding. More firms are springing up to help specialist retailers take advantage of new, more flexible customer credit legislation (see ETN July issue). The equestrian trade may not yet be awash with store cards, but easier credit is coming – just in time for Christmas. WHAT a good idea appeared among the advertisements on page 22 of October’s ETN. When you click on the link in Aloeride’s advert, you see a short video explaining a special offer exclusively for ETN readers. Likewise, Animalife’s current advertisement on ETN’s weekly e-newsletter links to an informative video presentation. Very clever and a great example of inexpensive but effective multi-media marketing. Keep it coming… GIFTS sent by internet retailers directly to recipients are convenient all round. But, retailers, please do ensure the correct wording appears on the card accompanying the present. I was fortunate enough to receive a rather wonderful hamper the other day. The message inside sent best wishes “To Miss Front Porch”…

Liz Benwell

CONTENTS

NOVEMBER 2015

NEWS.................................................................... 4 BETA INTERNATIONAL NEWS £150m Resorts World opens on trade fair’s doorstep............................................................... 8 SPONSORS & SHOWS Liverpool’s new show.......................................... 10 LETTERS............................................................. 12 PRODUCT NEWS................................................. 12 ETN TALKS HORSES With Franz Schockemöhle.................................. 15 BLACK FRIDAY COVER STORY Should retailers embrace or avoid?................... 16 OPINION Why print remains king in digital era................. 18 BOOTS, SOCKS AND GLOVES COVER STORY Accessories and advice to beat the chill............. 20 BETA MEMBERS’ PAGE....................................... 26 LEGAL DIGEST Agency or employment debated......................... 27 EQUINE TREATS FEATURE.................................. 28 PEOPLE............................................................... 30 RETAILER PROFILE COVER STORY Meet Edinburgh based Equikro........................... 32 TRAINING SPECIAL Selling with confidence....................................... 34 FIBRE POWER COVER STORY AMTRA ACCREDITED SQP CPD........................... 36 PRODUCT GALLERY............................................ 40 FIRST AID FOCUS How to remove a loose shoe............................... 44 COUNTY COURT JUDGMENTS............................. 46 FRONT COVER: This month’s striking front cover is courtesy of Finest Brand International and features the Toggi Nevada. This hand-made, long, leather country and riding boot has a Puratex waterproof, breathable, microporous membrane and riding safe sole. The Toggi Nevada is available in cedar brown, sizes 36-43, RRP from £165. For more details visit www.toggi.com, email info@toggi.com or telephone 0113 270 7000. For boots, gloves and socks to help your customers beat the chill this winter, see inside this issue of ETN.

News

4 How Belstaff caught the counterfeiters

Earlier BETA International “will boost trade” A LEADING supplier of stable equipment and tools has welcomed the earlier date of BETA International 2016. Next year’s trade fair, traditionally held in February, takes place on 24 – 26 January at the NEC, Birmingham. Faulks & Cox Ltd (FCL) – best known for its Tubtrugs, Wm Faulks Tools and Profit Pack display systems – is returning to exhibit at the show in January for the fifteenth time. “The moving forward of BETA International into January gives shopkeepers the opportunity for an extra boost to trade,” said FCL sales manager Chris Birch. “Having the chance to carry all the new products and colours earlier in the trading year is a good fillip to increase sales and keep your customers engaged,” he added. BETA International, which is run by Equestrian Management Consultants (EMC) – the commercial arm of the British Equestrian Trade Association (BETA), has been established for 35 years. Last year saw its 20th running at the NEC, Birmingham. “It’s an event FCL would never wish to miss,” said Chris. “We love to show off our latest products and offers to get the New Year started nicely. “This year we’re expanding our concept of practical, hard working tools presented in a super lightweight, colourful way by providing Profit Pack stands (pictured) to maximise in-store presentation.”

New saddlery shop opens A NEW saddlery shop has opened near Tamworth. West Midlands Saddlery trades from Copnill Farm, Ashby Road on the outskirts of the Staffordshire town. It also has an e-commerce website. The family business is run by Eve Bickley with the support of her parents Roy and Kim Bickley. Eve is also an equestrian photographer. The new shop stocks equestrian supplies plus hats, clothing, boots and rugs. Toggi clothing is among the latest additions. Opening hours are 10am to 5pm, Tuesday to Saturday. West Midlands Saddlery’s first few days’ trading had been “nice and steady,” said Kim. “People are gradually finding out we’re here. We’re also keen to build up more stock and will be going to BETA International [on 24 – 26 January] to help with that.”

UPMARKET clothing brand Belstaff has been awarded more than $42 million in damages from hundreds of websites which were trading in counterfeit goods. Many of the fake garments were copies of Belstaff’s leather jackets, including those worn by brand ambassador David Beckham. Belstaff was assisted in its bid to protect its intellectual property by MarkMonitor, an agency that specialises in scanning global networks to hunt down counterfeiters. In this way, Belstaff was able to identify 3,000 websites selling unauthorised copies of its products, more than 800 of which were managed by one individual based in China. The ensuing law suit was heard by a US civil court. The judges ordered offending counterfeiters to pay more than $42 million in damages and to turn over domain names to Belstaff. The court also disbanded 678 websites selling fake goods. Although taking a brand to market online is cost effective, it also leaves it vulnerable to counterfeiters, said Charlie Abrahams of MarkMonitor. “Online is the place where it is easiest for fraudsters to misrepresent a brand without much fear of being caught,” he added. In a statement, head of legal counsel at Belstaff Elena Mauri said: “There are other high profile luxury brands that have taken advantage of the US counterfeiting law. However, we believe that ours has set the bar even higher due to the unprecedented number of sites that were taken down in one go. “The whole legal process took less than four months and none of the single top 20 websites that were cited in the case are still in operation today,” she said. “We certainly wouldn’t hesitate to take this legal route in the future.”

ADVERT INDEX

Equestrian Trade News Stockeld Park, Wetherby, West Yorkshire LS22 4AW Tel: 01937 582111 Fax: 01937 582778 – Sales Email: sales@equestriantradenews.com Website: www.equestriantradenews.com Publisher: Equestrian Management Consultants Ltd Editor: Liz Benwell Email: editor@equestriantradenews.com Tel: 0345 6185007 Advertising Sales: Nicki Lewis Email: sales@equestriantradenews.com Tel: 01937 582111 Fax: 01937 582778 Advertising Copy: Nicki Lewis Email: sales@equestriantradenews.com Tel: 01937 582111

NOVEMBER 2015 EQUESTRIAN TRADE NEWS

Subscriptions Distributed on a controlled-circulation basis to the retail trade. Paid-for annual subscriptions are £39.95 (UK), £73.00 (Europe), £86.00 (rest of the world). The magazine is independent of all groups. Editorial views expressed in ETN are not necessarily the official view of any organisation or group. Copyright: All material is copyright Equestrian Management Consultants Ltd. Design & Print: G.H. Smith & Son, Market Place, Easingwold, North Yorkshire YO61 3AB Tel: 01347 821329 Fax: 01347 822576 Email: etn@ghsmith.com Web: www.ghsmith.com ISSN 1462-9526

Allen & Page.......................................................37 Animalife..............................................................3 Back On Track........................................................7 BETA International...............................................31 Blacks Solicitors...................................................46 British Horse Feeds..............................................43 Brogini................................................................21 Classified.............................................................45 D J Murphy.........................................................15 Dodson & Horrell Limited.....................................17 Faulks & Cox Ltd..................................................19 HorseHage/Mark Westaway & Son.......................42 Horslyx................................................................28 Jenkinsons...........................................................13 Kanyon Footwear................................................25 Likit.....................................................................29 Matchmakers International Ltd.............................11 Natural Animal Feeds........................................ OBC Noble Outfitters.....................................................9 SEIB......................................................................5 A Poucher & Sons................................................35 Saracen Horse Feeds............................................41 Sherwood Forest................................................ IFC Snowhill Trade Saddlery......................................IBC The Spanish Boot Company.................................22 Toggi..................................................................23 Spoga...................................................................6 Web Directory.....................................................46

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Aerborn in liquidation

AERBORN Equestrian, the company behind one of the best-known brands in the equestrian world, has gone into liquidation. Aerborn was run for many years in Nottingham by the late John McGowan. The business was acquired by Tremayne Roden in 2008. Originally famous for its ‘string vest’ anti-sweat rugs, Aerborn went on to develop a wide range of British made textile accessories such as girths, headcollars and bandages. The company invented CushionWeb, a padded, washable webbing material. It was was one of the first to introduce brightly coloured equipment to the equestrian scene. Following a creditors’ meeting in September, it was agreed to place Aerborn Equestrian Limited (trading name Aerborn UK Limited) into voluntary liquidation. The resolution to wind it up stated: “It has been proved to the satisfaction of this meeting that the company cannot, by reason of its liabilities, continue its business.” The liquidator is Claire Foster of Revive Business Recovery in Doncaster.

Website ordering made easier SNOWHILL Trade Saddlery has launched a new, faster, more responsive website. It will make ordering easier from any device, says the wholesaler. The site at www. snowhilltradesaddlery. co.uk has fresh features and many new stock ideas for the winter season and Christmas. Existing customers’ usual logins apply.

Why retailers need a weather eye ALMOST half of UK retailers rank the weather as one of the top three external factors driving consumer demand, according to Met Office research Sales of rugs are hugely dependent on the weather. just So should more retailers use commercial weather released. forecasting? (Photo: courtesy Westgate EFI) And that figure is almost certainly higher across the equestrian trade. A third of all retailers say they don’t use any weather data within their supply chain, with 17% relying on free weather data services. Of those who do use paid-for commercial weather services, 62% said they were able to offer better customer service, 57 % reported improved accuracy in their sales forecasts, more than half had better on-shelf availability and 43 % said they reduced waste. “The UK’s changeable weather means that it can have a significant impact on retail performance and retailers’ abilities to meet customer demands by ensuring they stock the right products for both good and adverse weather,” said Barbara NapiorkowskaDickson, Met Office retail business manager. “If they miscalculate this, retailers risk losing millions through incorrect stock levels and disappointed customers. The weather can also impact the costs and efficiencies of the whole supply chain.”

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News

Supermarket offers equestrian deals

H&C TV to launch German channel

JODHPURS at £12.99 and ladies’ country boots for £19.99 were among the “great value deals” at Aldi last month. The “while stocks last” promotion, covering adults’ and children’s wear, hits the supermarket’s shelves from 29 October. Aldi’s Equestrian Range is part of the supermarket’s ‘Specialbuys’ initiative. Items offered include a waterproof, windproof ladies’ stable jacket for £19.99, Teddy fleece at £12.99, ladies’ jodhpurs for £12.99 and ladies’ country boots with waterproof suede exterior at £19.99. For children, there are jodhpurs at £7.99. “With such fantastic prices and a high level of style and quality, Aldi’s equestrian range is making the sport more accessible and affordable to many people who can’t afford to spend hundreds on designer gear,” said a spokesman for the supermarket.

HORSE & COUNTRY TV is to launch a new channel for Germany later this year. The broadcaster, which already serves the UK, Eire, Holland, Sweden, and Australia, has partnered with Deutsche Telekom (DTAG) to launch the German channel. It will be carried on DTAG’s Programmes about German Entertain service, in its Lifestyle and equestrian stars will feature on Big TV packages. the German TV channel. “Germany is not only a key market for equestrian sports and lifestyle, with 11 million people expressing an interest in horses, but also the biggest pay-TV market in Europe,” said Heather Killen, CEO of Horse & Country TV. The new channel will feature top international and national level sports, plus programmes about German equestrian stars. Shows from across Horse & Country TV’s international network will be adapted for the German market. The channel will be available at Channel 234 on the Entertain service.

Contactless payments: safer than you think SHOPPERS are increasingly choosing to pay for goods using contactless technology. And since the maximum payment limit rose to £30 in September, the trend looks set to continue. Raising the limits has done the same for security concerns. However, the UK Cards Association says its data shows contactless to be one of the safest forms of card payments. Last year, the total annual contactless fraud loss was £153,000 compared with total spending of £2.32 billion. This equates to 0.7p in every £100 spent on contactless. By comparison, total fraud losses across all card forms represented 7.5p in every £100 spent. “Contactless payments use the same robust technology as chip and pin, and contactless cards have a range of additional security features built in to keep customers protected,” said Richard Koch of the UK Cards Association. “Fraud on contactless cards is extremely low, at less than one penny in every hundred pounds spent, and anyone who is a victim of fraud will get their money back.” • MasterCard has announced that it will allow uncapped contactless payments on mobiles across Europe by 2017.

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NEWS IN BRIEF • ARTHUR Carter, Lancashire based retailer of field sports supplies including Urad leathercare, has gone into liquidation. • R & R COUNTRY’S Selby store is offering while-you-wait clipper blade sharpening. Customers are invited to drop by with their blades which will be “razor sharp” by the time they’ve browsed the store or stocked up on feed. The cost is £10 per set. • MORE than 63,000 people are reported to have attended the FEI European Eventing Championships at Blair Castle in Scotland in September. • STOCKISTS of easibed bedding are invited to enter an instore display competition for the chance to win a luxury hamper. The brand celebrates its 15th anniversary this year. • THE SPANISH Riding School of Vienna returns to the UK next November. The famous white Lipizzaner stallions and their classically trained riders will appear in six shows in London and Birmingham.

• FACEBOOK is reported to be testing a new initiative that allows users to shop directly from their news feeds. Part of the social media giant’s new advertising initiative known as Canvas, it enables the user to click on a retailer’s advert and buy products on the same page. Users are either redirected to the retailer’s webpage or have the option to buy items directly off of their Facebook news feed via a ‘buy’ button. • MOORLAND Rider has launched a new website with more product information, a blog showing press cuttings and a prominent stockists’ section. Caroline Graham said all stockists were invited to contact Moorland Rider for a free listing. “As we sell through a number of wholesalers, we know that a lot of companies stock our products, and this facility on our new site means we can help promote them to people interested in our range,” she added. • HUNTER Boot’s sales were up 17% year-on-year in 2014 to £95.7m. The brand has plans to open a store in Ginza, Tokyo in February next year and another in New York by the end of 2016. • A JOINT offering from electronics giant Samsung and instore analytics specialist Walkbase means retailers can track customers’ behaviour through Wi-Fi signals from smartphones. In-store screens record the paths customers take, what they look at and when they arrive and leave. The technology is already being used by Topshop.

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2016

NEC, EC, Birmingham, UK 24-26 January www.beta-int.com

BETA International news…from ETN…official media partner… BETA International news…from ETN…official media partner…

Main Sponsor

BETA International news…from ETN…official media partner…

150m Resorts World opens on BETA International’s doorstep

Resorts World enjoys a lakeside location.

MEMBERS of the BETA International organising team went along to Resorts World Birmingham for a sneak preview of what lies in store for trade fair exhibitors and visitors. The £150 million leisure complex – said to be the largest entertainment centre in the UK – is built within the NEC compound. It resembles a cruise liner, built over seven floors, with a lakeside location and including: • 50 outlet stores with names such as Nike, Bench, Jeff Banks, The North Face, Sketchers, Vans, Ernest Jones, Thorntons and Lindt, with 2,300 car parking spaces. • 18 restaurants, cafes and bars, from high-street chains TGI Fridays, Pizza Express and Nando’s to the stylish Robata Bar & Grill with food prepared on a Japanese barbecue, the High Line New York Bar & Lounge offering a vast selection of gins and the rooftop Sky Bar with adjoining five-star rooms and suites. • An 11-screen cinema operated by Cineworld, including one IMAX. • The Santai by EF Medispa, with therapies such as massage and facials.

Visitors can take their pick from 18 restaurants, cafes and bars.

• Genting International Casino with gaming and Sports Bar. • The 178-room Genting Hotel with four-star rooms and five-star suites. BETA International visitor and exhibitors can secure preferential rates when booking through Event Express, the show’s official accommodation provider. See www.beta-int.com.

Special rates “We’re extremely impressed by Resorts World and pleased to confirm that we’re liaising with its marketing and sales team to secure a special rate food and drinks package for those attending BETA International,” said trade fair organiser, Claire Thomas. “The facilities will be of huge benefit for those wishing to entertain corporate guests or for relaxing and unwinding after a busy day of business. Resorts World means that our visitors and exhibitors no longer have to trek into Birmingham city centre – everything they need is already here under one roof.”

The Genting Hotel brings glamour and luxury to Birmingham.

OUR FAVOURITE BITS There was so much to choose from, but the BETA International organising team particularly liked… • Cream leather booths in the High Line New York Lounge & Cocktail Bar – perfect for enjoying a long pre-dinner drink with friends and colleagues. There’s also a fantastic area that can be sealed off for a private party. • Smart bar terraces, complete with fire pits to banish the chill while you party. • Floor-to-ceiling glass windows to catch the light and cream-tiled floors that run on for miles. • Fantastic range of places to eat, whether you want to grab a cheeky Nando’s before catching a film at the cinema upstairs or treat your key accounts to a bit of fine dining. • The Bottega Prosecco Bar – because who doesn’t love a glass of fizz?

NOVEMBER 2015 EQUESTRIAN TRADE NEWS

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BETA International news…from ETN…official media partner…

SKILLED craftsmanship will be on display at BETA International when the Society of Master Saddlers (SMS) hosts its annual saddlery competition. Students from Capel Manor College, Enfield, and the Saddlery Training Centre will take part. The aim to promote the work of talented trainee saddlers. On Sunday 24 January, apprentices go head-to-head against one another to make a martingale attachment; Monday 25 January sees Year 2 students from Capel Manor making a foal slip. On Tuesday 26 January, students from Capel Manor and the Saddlery Training Centre complete a mystery assignment to be revealed on the day. “BETA International has a fine reputation for saddlery and innovation, which makes it the perfect place for hosting this highly respected competition,” said show organiser Claire Thomas.

BUSY BASIL: With

Visitors get a vote Visitors to BETA International will also be asked to cast their votes in an additional challenge – The President’s Choice Class, part of the SMS’s National Saddlery Competition. Entries will be showcased in the trade fair’s Saddlery Pavilion, with 50% of visitors’ marks going towards the final judging. Saddlers will be required to make a bag, case or box suitable for a country pursuit. The results will be announced at the SMS awards evening in London on 8 February.

The only official show preview

well over 92% of exhibition space applied for, Basil was drafted in to help with stand allocation. The Jack Russell terrier, who usually prefers being on stable yard duties to an office bound existence, belongs to BETA International’s James Palmer. Basil’s fetching headwear is courtesy of BETA International exhibitor Heather Hats. Now all he needs is the rolled umbrella…

ETN is the trade fair’s one and only media partner. The official BETA International 2016 preview appears in Equestrian Trade News (ETN) January issue. To get involved, contact Nicki Lewis on 01937 582111 or email nickil@beta-int.com

It’s free to visit! BETA International 2016 takes place at the NEC, Birmingham, from 24 to 26 January. Visitor entry is strictly trade-only and free on pre-registration at www.beta-int.com

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A C C E S S O R I E S

BETA International news…from ETN…official media partner…

Saddlers show their skills

“We’re extremely pleased to welcome the Society of Master Saddlers back for another year and can’t wait to see the winners revealed at the end of each day.”

Sponsors & Shows

International showjumping comes to Liverpool

EQUESTRIAN retailer Equestrian.com is the title sponsor of the new Liverpool International Horse Show to take place in the city’s Echo Arena on 1 – 3 January, 2016. The fixture is the brainchild of Bolesworth organiser Nina Barbour. As well as international showjumping, entertainment includes tribute band Bootleg Beatles, opera singer Bella Voci, theatrical stunt rider Clémence Faivre and the Shetland Pony Grand National. A New Year’s Eve party is to take place on Liverpool’s waterfront before the show starts on New Year’s Day. Equerry Horse Feeds is another sponsor to have signed up. The company will support the 1.45m speed class and have a stand at the show.

UP FOR THE CUP!

ONE of the smallest branches of The Pony Club came out on top in the Virbac 3D Worming Pony Club Mounted Games to win the Prince Philip Cup at the Horse of the Year Show (HOYS) last month. Monmouthshire, a first time HOYS qualifier, has just 60 members. Pony Club Mounted Games began at HOYS in 1957. The idea was developed by Prince Philip to give children and their ponies the opportunity to compete in games based on cavalry techniques.

Veteran boost from feed company IN ITS first foray into dressage sponsorship, Allen & Page is supporting the British Dressage (BD) and the Veteran Horse Society (VHS) championship for ‘golden oldie’ dressage horses. This year’s final – for which more than 200 combinations qualified - was at Vale View in Leicestershire on October 30 – November 1. Allen & Page sponsors again in 2016. Classes from preliminary to advanced medium are split into sections for horses aged 15 to 19 and 20 or over. There’s also a veteran rider championship for the over 55s. “The fact that so many people have qualified for this event shows the scale of the veteran market out there,” said Tim Page, sales director at Allen & Page, makers of the Veteran Vitality range. “For us, this is about reaching people who may not yet know about our excellent veteran feed range.”

NOVEMBER 2015 EQUESTRIAN TRADE NEWS

10 Trading opportunities There will be about 50 tradestands, mainly grouped close to the practise arena. This area also houses a bistro and champagne bar adjacent to the warm-up ring - for visitors to get a close-up view of riders preparing to compete, say the organisers. The type of tradestands expected are a mixture of equestrian, high end luxury goods and fine food. Each of the three days has an afternoon and evening performance, each a 6,000 seating capacity. All performance tickets include access to the tradestands, champagne bar and bistro all day. The tradestands will open from 9am. Tickets are priced from £10, which are for morning showjumping sessions and access to the tradestands. Tradestand rates are £87 per square metre for a shell scheme including banner sign, two spotlights and rubberised flooring. A typical 3x3m stand costs £783 + VAT. • See Editor’s Comment on page 3

Stoneleigh to host new Game Fair THE first UK Game Fair, to happen at Stoneleigh Park on 22 – 24 July 2016, is set to replace the abandoned CLA Game Fair. The man behind the new show is Wes Stanton, owner of Blaze Publishing which produces magazines such as Sporting Rifle, Clay Shooting and Airgun Shooter. He already runs shooting and music industry shows. “We see the vacuum left by the CLA Game Fair as one we can fill with a focused, relevant event at Stoneleigh,” said Wes. The Country Land & Business Association (CLA) announced last month that it would no longer run its annual Game Fair. The event had “failed to generate enough income” and seen falling attendance, it said. Set for its 58th running next year, “the CLA” was traditionally held at stately home venues around the country. It claimed to attract around 140,000 visitors. But Wes Stanton believes it was not delivering what traders wanted. “It’s felt that the CLA Game Fair began to take its core exhibitors for granted,” he said. “…we and other exhibitors felt we were being treated more like an inconvenience as opposed to a key component of the show.” Pointing to visitor admission charges, Wes added: “If you take all the visitors’ money off them at the gate, what have they got to spend with the stand holders?” The UK Game Fair would, he said, “be delivering a range of features and events that will attract and delight visitors across our broad church that is the fieldsports community.” The new show will occupy the showground at Stoneleigh Park. Talks are in progress with neighbouring Stoneleigh Abbey to house some attractions across its 690-acre site.

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I N T E R N AT I O N A L

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EQUESTRIAN TRADE NEWS NOVEMBER 2015

Letters

Wireless solution for mobile traders Dear ETN In Editor’s Comment (ETN, October) , you mention how retailers often strug gle wireless card transactions when trad with taking ing at shows. Here in Denmark we have a syste m called Mobilpay run by Danske Bank. You register your telephone number and bank deta ils with them, and download an app. You then open the app and type in your private code follo wed by the telephone number of the person you want to pay. Once you have pressed ‘send’ it’s a guaranteed payment controlled by the bank. The receiver is then sent a text message. All don e in less than a minute. There are private and business opti ons available and it’s open to anyone. I believe there’s a small charge unless you are a personal cust Danske Bank, in which case the pers omer with onal service is free. I use the business version which mea ns paying a small amount (up to a ceiling of around 50p) for each transaction. It also saves me having to take cash to the night safe. I’m sure Mobilpay, or something similar, will soon be winging its way to the UK. Yours etc Angela Scholes, owner of Equi-Sy horse rug wash and repairs, Sønderjylland, Denmar k.

Floating on air? Dear ETN With regards to Editor’s have Comment (ETN, October), ring you ever fallen off while wea the ring hea On t? an air ves se, enormous bang, might a hor k it’s thin , one ng you a larly ticu par ing you leav off r me ham been shot and r breath as you desperately trying to get you struggle to get it undone? being helped out of I’ve seen riders at Badminton an elderly steward of y rtes cou it’s their vests. Usually ng girl suffers the you e who’s fumbling away as som televised. g bein g thin ole wh the indignity of to have saved a Yes, I know air vests are said the minus side. But on all not number of lives, so it’s for hunting? a really mouthCan you imagine coming into h the other side, ditc g nin yaw a watering fence with and bang! - off ard forw k leaning well back, legs stuc e? tak it goes by mis n to land upside down In my day, it wasn’t unknow this modern safety ybe ma in a water-filled ditch. But uoy? gear acts as a welcome lifeb Yours etc rs’ agent, Tiverton, Tiger Davies, manufacture Devon.

How to have your say ETN welcomes letters to the editor. Please write to ETN Stockeld Park, Wetherby, West Yorkshire, LS22 4AW or email editor@ equestriantradenews.com We reserve the right to edit letters for reasons of space and clarity.

NOVEMBER 2015 EQUESTRIAN TRADE NEWS

Product News

Check out this treasure trove THE 2015/16 Jenkinsons trade catalogue is an Aladdin’s cave of ideas to stock for autumn/winter as well as the crucial Christmas season. It boasts 188 pages bursting with product ranges from 60 top brands, including Jenkinsons’ own Elico range. Highlights include Elico rugs for all seasons. From turnouts with no filling to cosy 300g styles, there are standard neck and combo options. Choose from plain designs to show-stopping, quirky patterns from the Elicouture collection. A free promotional rug poster is included with the catalogue.

Christmas gifts galore Gifts for the Christmas season include greetings cards (featuring a new range of everyday cards), advent calendars and selection boxes for horses. Socks are always popular at Christmas, and there are new ranges from Toggi and Just Togs. Other seasonal winners are Brogini Forte winter boots and Brogini Tivoli Paddock Boots; both appear in Jenkinsons’ catalogue for the first time. An enhanced selection of hoodies and infant clothing from the Horses with Attitude range is another sure-fire hit for Christmas. See page 13.

New and concentrated support for seniors BLUE Chip has launched Super Concentrated Senior Balancer in a 3kg tub. Earlier this year the company introduced Super Concentrate Calming Balancer. Blue Chip says that the nutrient dense nature of the products enables them to be supplied in 3kg tubs which are ideal for in-store stacking and for customers to carry home. Blue Chip Super Concentrated Senior Balancer includes CushinCombo, a combination of chaste tree berry (vitex agnus-castus) and antioxidants. Since older horses and ponies often struggle with joint issues too, glucosamine is included plus the rosehip extract rosa canina. As with all Blue Chip balancers, this new one is whole-cereal and molasses free. It also contains a complete hoof and respiratory formula, as well as a probiotic yeast and nucleotides to aid digestive health. The RRP is £24.95. A 3kg tub lasts the average pony two months and the average horse one month. www.equestriantradenews.com

THE new Carbon Composite dressage whip from Fleck is literally as light as a feather. The RRP is £26. Made from high-tech carbon material, and weighing less than 50 grams, it’s perfect for riders who want to forget they’re holding a whip until they need it. This whip is well balanced, while its slim design and non-slip PU grip make it a pleasure to handle. The Fleck Carbon Composite dressage whip is available in black only and in lengths from 100-140cm. The range is distributed in the UK by Zebra Products. EDITOR’S NOTE: I recently came across the idea of riding with two whips to help the horse create more impulsion. It’s a great alternative to spurs. Using two whips also helps keep both hands level and equally still. This feather-light whip is ideal for the purpose as it’s so non-intrusive; yet it’s flexible enough to give a ‘reminder’ behind the saddle without moving the hand unduly.

The Elico Equine Decahedron...

Light as a feather

! 17 ar ye

It’s horseplay

Clipping with confidence WHEN customers are looking for clippers suitable for nervous horses, you won’t go far wrong by recommending the Heiniger Progress, says distributor Cox Agri. Its quiet motor and slim grip provides a comfortable experience for horse and user, allowing the task to be completed with ease and minimal stress. The lightweight (930g) Progress clipper incorporates a 90 watt permanent magnet motor. And now Heiniger has introduced the Progress Style which combines eye-catching design with tried and tested technology. Progress clippers come complete with a carry case, set of blades, screwdriver, oil, brush and two-year warranty. Consumers who purchase a set of Heiniger Progress or Heiniger Progress Style clippers before 29 February 2016 are eligible to enter a competition win a masterclass with Olympic eventers Sharon Hunt or Ian Stark. Find out more from Cox Agri.

Not so fur fetched… IF FUR lined chaps sound too luxurious – and expensive – to stock, think again… These Hy Winter Quilted Half Chaps from Battles have an RRP of just £48 per pair. They come in black or brown and sizes extra small to extra large. The perfect choice for nippy winter rides, they feature a faux fur lining and trim. There’s also a zip fastening with press stud at the bottom, plus a reinforced elastic foot strap. A water resistant option with elasticated calf for a close fit is also offered.

Foot perfect THE winter months can play havoc with horses’ hooves. Safe-Care Equine Bio-Hoof is a powerful germicide to support a healthy hoof environment in conjunction with good stable management. Highly effective against thrush and other bacterial infections, it comes as a spray preparation for ease of use. The RRP for 750ml is £6.99 www.equestriantradenews.com

The most popular stable toy on the market with a persona of its own. A twenty-sided, equine boredombeater. Fill with treats and let the horse play – with tasty rewards! Helps prevent stable boredom Acts as a trickle feeder to avoid overeating Made from strong military-grade materials (beware of inferior copies!) Choice of 5 distinctive colours in two sizes

Look for the triangular white label as your sign of quality. Beware of inferior copies.

Tel: 01924 454681 jenkinsonsequestrian.co.uk

YEARS

Product News

Rug with a good cause

Shine like Valegro

WEATHERBEETA has created a limited edition rug to raise funds to fight breast cancer. The company is donating £5 per rug sold to the Pink Ribbon Foundation. The charity supports those affected by the disease as well as financing research. The WeatherBeeta Original Combo Medium Pink Ribbon Rug features the charity’s logo. It comes in medium weight with a combo neck. Additional features include a 1200 denier waterproof, breathable outer, traditional side gussets, an extra-large tail flap and adjustable elasticated leg straps.

NETTEX has launched a grooming range under license to the Valegro Blueberry brand named after the dressage superstar. The collection comprises fragranced Blueberry Conditioning Shampoo, Blueberry Mane & Tail and Blueberry Coat Shine plus fragrance free Blueberry Plaiting Spray, all in 200ml. The four products are packaged in a durable grooming tub complete with free sponge, fun stickers and a picture of Nettex sponsored Carl Hester with Valegro. The RRP is £20.

For hot-headed riders! THE new Net Fleece Helmet Hat from Back on Track warms the ears, soothes the head and gives riders a feeling of wellbeing. Developed in Sweden, it’s designed to fit under a riding hat without affecting fit or safety. A mesh covers the head, while a fleece lower edge keeps the ears snug. The mesh and fleece are made from Back on Track’s Welltex fabric with infra-red technology. Ceramic particles are fused into the fibres, causing heat to radiate back towards the body. In black only and sizes small to large, the RRP is £19. See Page 7.

Rugs with added extras NEW Climatemasta rugs from Matchmakers International come with interchangeable liners to suit changeable weather conditions. Three separate, machine washable liners are available. They’re secured via a fastening system that allows the rug to become one complete piece. The range includes a fixed neck turnout, fixed neck stable rug and a 100g, 200g and 300g fixed neck liners. Until the end of this month (November), Matchmakers International is offering £25 off all liners. Trade customers who pre-ordered the rug are receiving free standing display units, staff lanyards and other merchandising material. Consumers purchasing Climatemasta rugs also get free flag pens [ballpoint pens with information leaflets attached] advising them on rug care and when to use which liner. There’s also a pack of Climatemasta mints for their horses. Masta has become the rug supplier to dressage rider Alice Oppenheimer who stars in a promotional video.

Weight watching on the go HOT on the heels of the recent development by veterinary researchers of a Body Condition Index (BCI) for horses, Spillers has introduced an online BCI calculator. Working in conjunction with Spillers’ online Body Condition Scoring tool, it enables owners to manage their horses’ condition via mobile and tablet devices, on the yard. “Body Condition Scoring is widely recognised as an important way of keeping track of condition on a routine basis,” said Spillers nutritionist Clare Barfoot. “The new BCI tool should help owners to check their accuracy of body condition scoring and become more confident and efficient with it. The important end goal is for more effective weight management programmes and healthier horses.” NOVEMBER 2015 EQUESTRIAN TRADE NEWS

The eyes have it NEW variotronic eyewear from uvex can modify the level of tint in an instant. At the touch of a button underneath the arm of the eyewear, a liquid cystal film is activated on the polycarbonate lens in just 0.1 second. The mechanism can also be left to function automatically. A sensor constantly monitors the light intensity and changes the level of tint accordingly. Power comes from a tiny, built-in battery. Charging by USB cable for 20 minutes gives 50 hours’ power. The uvex variotronic, distributed in the UK by Zebra Products, is available in Sports Shield or full frame. The RRP is £299.95

Last minute Christmas crackers THESE new and uncatalogued products from Snowhill Trade Saddlery make great ideas for Christmas gifts. New Rhinegold Silicone Seat Pro Comfort Corded Breeches come in soft feel, four-way stretch corduroy with a silicone seat for extra security in the saddle. There are two side pockets, a double clip fastening and front zip. Available in one leg length and black only, waist sizes are 24” to 34”. Every pony-mad child will love the new Rhinegold Glitter Blister Pack Grooming Kit. It includes a junior dandy and body brush, rubber curry comb, mane comb and hoof pick/brush in black or pink – all gift packaged ready for Santa to deliver. The Rhinegold Glitter Pro Riding Hat is ventilated providing a flow of air to keep the rider cool. It also features a removable, washable liner for comfort and hygiene with soft suede style Coolmax lined harness. A highlight is the glitter panel for a touch of glamour. Rhinegold Pro riding hats comply with safety standard PAS 015. Every rider would appreciate this practical present. Rhinegold Nebraska riding boots are smart, well designed long boots made of non-peel PU material. Features include a zip and elasticated panel down the rear with a tab closure and reflective inserts at the heel for visibility. The boot features a Neoprene insert above the foot for freedom of movement and comfort. The Nebraska is available in UK sizes 3 to 8 and in black only. Snowhill Trade Saddlery has a 217 page catalogue available to retailers. See page 47. www.equestriantradenews.com

ETN Talks Horses

Enjoy the latest in the series in which people in the trade chat to ETN about their horses.

Franz Schockemöhle owner and general manager of the German company Schockemöhle Sports, home of TONICS footwear.

REACHING THE RIDERS THAT COUNT

With 66% of the monthly equestrian market share on the newstand, we can help boost your brand and sales – to the riders that count!

HORSE&RIDER MAGAZINE The UK's best-selling equestrian monthly magazine

Please tell us about your horses. My family has four horses at the moment. One is a dressage horse for my wife Lotte, the other is my daughter’s jumping horse which came from my uncle Paul [Schockemöhle, the former international showjumper and now prolific sport horse breeder]. We also have one retired eventer and a 30 year old pony for my children. Where do you keep them? Behind my house at the Schockemöhle stables in Muehlen [a village famous for its population of talented German riders]. It’s all based on the 700 year old farm belonging to my uncle Alwin Schockemöhle [Paul’s brother and Olympic gold medal winning showjumper]. What do you enjoy doing with your horses?

of readers own

● READERSHIP 101,862 ● CIRCULATION 26,806

82%

refer to Horse&Rider to help them with purchasing decisions

I used to compete in eventing. But these days I only get on a horse a few times a year. Mostly that’s to go for a hack in the woods with my wife or daughter to enjoy the horses and the countryside.

PONY MAGAZINE

Which one is your favourite horse and why?

The only equestrian monthly magazine dedicated to targeting the young rider

My favourite was an event horse I took over from my daughter. I liked his great character and strong will to win. What’s your management mantra? It’s very important to me that the horses are taken out daily and also that they receive their regular veterinary and farrier check-ups. What are your top three equestrian products? This is quite a hard question to answer for somebody who produces equestrian tack! However, I couldn’t be without a good-looking and high quality bridle. Another ‘must’ is Schockemöhle Sports stirrups made by Lorenzini; if you lose one, it comes forwards to meet your foot at a helpful 10 degree angle. My top product is our new and highly functional TONICS boots. Designed in Italy and made in Europe, this footwear makes every additional hour at the stables enjoyable. What are your equestrian ambitions/hopes? That my kids love the equestrian sports as much as I do. What do you love about having horses? With their natural beauty and character, horses calm me down after a stressful day in the office. • Schockemöhle Sports will be exhibiting at BETA International 2016. www.equestriantradenews.com

69% two or more horses for their 83% care own horses 63% compete regularly

● READERSHIP 78,956 ● CIRCULATION 22,559

84%

25% 91% 52%

of all riders in the UK are under 16 ride at least once a week of parents read PONY

participate in the buying process

FOR A BESPOKE MARKETING PACKAGE, CONTACT:

Abi@djmurphy.co.uk 01428 601020

horseandrideruk.com ponymag.com

Black Friday

THE GENIE WILL NOT BE PUT BACK IN THE BOTTLE

Ignoring Black Friday may no longer be optional, warns Doug Walker. But should equestrian retailers embrace or avoid this American import?

“W

hen I was a lad…” my dad used to say, before regaling me with yet another tale of northern childhood deprivation, fit for that fabulous Monty Python sketch. Like father like son, I caught myself the other day using that very phrase with my teenagers. My audience’s eyes rolled, just as mine had years ago. The subject this time? Well, I was rambling on about the horror of tripping over a stack of Quality Street in Tesco in SEPTEMBER for goodness sake! Christmas is supposed to be in December isn’t it? Surely I was right to think that Christmas was a more concentrated retail experience? Some readers may remember what 1970s retailing was really like. It’s fair to say that not only has Christmas got longer but so has the list of retail events that we can all activate in store. Bank Holiday weekends? Certainly. Halloween? It gets bigger every year. But it’s another event imported from our American cousins that is causing no end of debate in equestrian retail circles. Do you or don’t you? Surely the British won’t fall for such vulgar artificial nonsense, will they? Well, drive through cinemas may not have been adopted by the Brits but I can tell you from my experience around the world that Black Friday the retail event so tied up with Thanksgiving in the US - is here to stay in the UK.

Wal-Mart invasion In case you haven’t feasted on the YouTube extravaganza of crowds invading WalMart at 5am on the day after Thanksgiving (trust me, it’s worth a search, you won’t be disappointed), I should explain Black Friday. The name apparently derives from the first day in a calendar year when US retailers go into the black and make a profit. Traditionally, Thanksgiving is a day in US households

Consumers love the excitement of Black Friday. But as a retailer, are you ready for the rush?

where an enormous lunch is followed by an afternoon of falling asleep in front of the television watching (American) football. The next day, families get up early to queue outside department stores, malls and many other destination retailers to grab a bargain. Retailers compete ferociously for footfall with deep, deep price cuts, loss leaders to grab market share and turnover. Margin and profit have become a secondary objective. As online shopping has grown, so too has Black Friday as an online event. The giants of the internet – Amazon, Apple and the rest – pile into the marketplace with unbelievable deals. In recent years, stores have followed online retailers and begun to move the start time of Black Friday from Friday and back into Thanksgiving itself. It’s big over there, my friends, and it’s over here too. Last year was the biggest ever. This year will be bigger still. You can be sure that the genie of Black Friday will not be put back in the bottle. The reach of social media and e-mail will ensure that it will be front of mind for everyone in this digital age. Shoppers love a bargain and respond to the media interest and the commotion surrounding the day itself.

NOVEMBER 2015 EQUESTRIAN TRADE NEWS

The idea of a flash sale with limited stock is uniquely compelling. The idea of a flash sale with limited stock that everyone else is aware of is uniquely compelling.

Impact on bottom line But the impact on the bottom line? For UK retailers it’s been pretty damaging. A previously profitable period of light-ish promotional activity and lots of early season Christmas present shoppers, has seen a giant black hole appear in it. The top line pumped up for sure, but at the expense of collapsing the margin. And what’s worse, it’s suddenly become the biggest single sales day and weekend of the year; quite often the biggest of a retailer’s history. The impact on customer service can be dramatic and we all know how that goes in the long term. We have been feeling it in the equestrian trade, but those that have been running Black Friday for longer have been feeling it for longer too.

So it’s not surprising that John Lewis’ managing director Andy Street said: “Overall, it’s not in the industry’s interest to focus so much trade onto one day. You want more steady trade and obviously you want more of it at full price.” He added that he hoped Black Friday will have reached a high-water mark. Well, Mr Street and everyone who hopes the same, I really don’t think it will. It’s just too tempting and juicy a turnover target to resist. There are plenty of retailers (in our industry too) who appear to value turnover above all else. They will keep this new event alive and growing for years to come.

It’s just too tempting and juicy a turnover target to resist. More than bargains So how do the best retailers not only adapt and survive, but prosper around Black Friday weekend? The answer is to start with the shopper and their motivation. “Bargains,” I hear you scream; but it’s a little more than that in my view. www.equestriantradenews.com

17 Many shoppers are looking to buy their Christmas presents as bargains; but also to kick off their Christmas shopping early and tick off Cousin Lucy, Nephew Freddie and Auntie Gladys from that long list of presents they must buy. Therein lies an opportunity… For years, the Christmas season has started earlier and earlier. Displays go up in September while we’re still enjoying England beating Australia at cricket. But the full price sales have been falling and the late rush getting later and later. So how about using Black Friday as a stepping stone to a longer Christmas period? How about giving your shoppers the excuse they need to get their presents in early and have a much less stressful run up to Christmas? So that means discounting very carefully. Yes, you need the deep discounts - but not on what would sell anyway. After all, it’s the fact that it’s an unbelievable bargain that will sell the headline assortment – and make sure you have plenty of gift suggestions at tempting but still profitable price points.

Lucrative slots Mix it up and your mix will improve too. For those of you with bricks and mortar stores, think though how you can tempt shoppers into your store and off their iPads that weekend. You can capitalise on the shopping frenzy without giving all your margin away. Make it fun, make it informative and make it an experience. Think through how you can span you whole winter season, bookended perhaps with Black Friday and New Year sales, but with plenty of other lucrative slots in between when shoppers will still want to buy from you. Customer service remains your biggest asset even at

You can capitalise on the shopping frenzy without giving all your margin away

this time of year, perhaps especially at this time of year. Friendly, knowledgeable and sympathetic service in store and online will be remembered and rewarded. The converse will be punished. It’s all very well capturing lots of bargain hunter baskets but if you can’t despatch their orders for three weeks, you won’t get a visit next year. And, please, make sure you

You need the deep discounts - but not on what would sell anyway. merchandise well with good stock levels on popular items. You can’t afford to confuse or disappoint your newly enticed shopper. After all, an alternative is just a click away. Winston Churchill was reportedly the first (but not the last) politician to remark rather cynically: “Don’t let a good

crisis go to waste.” For some retailers, Black Friday feels like a crisis. For the rest, don’t let their crisis go to waste. And certainly don’t be left saying: “When I was a lad, we used to make money at Christmas.”

About the author WITH thanks to the British Equestrian Trade Association (BETA) Retail Committee for the provision of this feature. It was written by committee member Doug Walker, who is the chief marketing officer at The Weatherbeeta Group.

Opinion

THE POWER OF PRINT New media has the buzz - but marketeers forsake print at their peril, says Terry Grimwood, publishing director of D J Murphy.

ith all the excitement surrounding the growth of digital media, it’s easy to assume that the promotional value of this brave new world is proportional to the hype. It’s is a potentially dangerous assumption if it leads to an undervaluing of print. The inexorable drift towards all things digital has seen publishers diverting spend and resource into online products, with little thought for the potential consequences of reducing paper quality, cutting back issue sizes, slashing staff and pruning budgets on their print magazines. Like many other publishers, DJ Murphy identified early on the need to keep pace with the ever-evolving behaviour of media consumers. Noting the sharp rise in digital take-up, we were first to market with digital versions of Horse and Rider and PONY magazines, shortly followed by enhanced-reality versions using Aurasma and interactive pages. But with the adoption of digital magazines continuing to be relatively small, vague viewing metrics and the emergence of powerfully convincing consumer research, we’ve re-focused our attention on the print product with investment in paper quality, issue sizes and retail promotions. A recent study – the biggest of its kind - conducted by CrowdDNA for Magnetic Media, confirmed the importance of magazines in delivering an engaged and relevant audience in a way that no other medium can. It reinforced similar findings by the Professional Publishers’

D J Murphy has re-focused its attention on print with investment in paper quality, issue sizes and retail promotions.

Print has a huge influence over the way people think and how they make purchasing decisions Association (PPA) and Enders Analysis. More than any other medium, magazines are consistently

identified as most likely to have our undivided attention. Three out of four adults read a

magazine, twice as many people trust advertising in print than on screen, and special interest

HOW MAGAZINE READERS BEHAVE The new study by CrowdDNA for Magnetic Media is entitled The Rules of Attraction and looks into the behaviour of magazine consumers. Carried out early in 2015, with a sample size of 15,000 magazine consumers, its key findings are: • Immersion: Readers are less likely to multi-task reading magazines than any other media. • Inspiration: Readers take inspiration and ideas from magazine content above any other media. • Belonging: Magazines create a community and feelings of loyalty and trust. • Stature: Magazines offer high quality content that is written and edited by experts. • Reach: Digital enhancements make the print product more dynamic and mean we are engaging with more people than ever before. • Growth: The influence of magazine media is growing. “The magazine medium is growing in power and influence as consumers demand more compelling content which inspires ideas and helps them make choices in an increasingly cluttered world,” says Sue Todd, chief executive of Magnetic Media.

Magazines create a community and feelings of loyalty and trust.

NOVEMBER 2015 EQUESTRIAN TRADE NEWS

“We are also seeing more and more evidence of what we are calling ‘media mindfulness’ around magazine content. People give their full and undivided attention to this one media experience, something that is highly attractive to advertisers.” www.equestriantradenews.com

Readers are less likely to multi-task reading magazines than any other media.

magazines have a deep, powerful and lasting relationship with their readers. The research shows that print has a huge influence over the way people think and how they make purchasing decisions. Readers

Twice as many people trust advertising in print than on screen. buy and trust a magazine and engage with it on a level not seen with any other media - and that is a relationship that has to be nurtured. We totally agree with Douglas McCabe, CEO of Enders, who observed: “For advertisers, the most extraordinary thing about the magazine environment is that not only is there a relevant audience

in place, but there is an audience fully-engaged, engaged in a way that almost no other media can achieve.” Another notable finding is that someone viewing online is likely to be browsing and multi-tasking, and thus far less receptive to a commercial message than one delivered via print. Furthermore, ad-blocking software is becoming increasingly sophisticated. So while it’s obvious that digital has an important role to play, that role is more valuable in enhancing the message delivered via print rather than as a stand-alone alternative. At D J Murphy, we believe that when the economy has fully recovered magazines will emerge victorious as the medium that can still deliver an audience. And the way to do that is to present a top quality editorial package for the consumer…supported by a strong digital presence. Print magazines are clearly here to stay – and for advertisers and marketeers that can only be a good thing.

Proof of magazines’ power The CrowdDNA research backs up findings of a landmark research study carried out by the PPA. Called Magnify, it provides overwhelming evidence of the power of magazines in influencing consumer behaviour both through the editorial content and advertising. It identified that one million more adults read a magazine than go online (National Readership Survey data). It also revealed that advertising was considered an influential and integral part of a magazine, with audiences almost as likely to recall magazine advertising (63%) as they are magazine editorial (66%). www.equestriantradenews.com

Boots, Socks & Gloves

BEYOND THE SADDLE They’re not wellies, they’re not formal riding boots – yet everyone horsey wears them. Country boots are loved for their versatility, and this season’s new styles look set to continue the trend.

Stylish and versatile

Boots: the making of a wardrobe… WELL-CHOSEN boots can fulfil every stylish equestrienne’s wish; to look good and be practical, says Emma Snailham, of the Spanish Boot Company. Her advice holds good for the busy businesswomen and her customers too. “Just simply throwing something on will probably mean you aren’t appropriately dressed for the weather or even the occasion,” says Emma. “If you know you’ll be walking in the woods or going to meet clients on country business, these clearly require different styles of dressing - so your choice of footwear should also be different. “For example, one of our popular styles, the Spanish Riding Boot Classic, is offered with a welted rubber tread sole for people who want a firmer footing while walking outside; while another of our designs, although still practical, has a stronger fashion edge with a wave leather hem and stud detailing. “The latter is also proving popular with younger customers keen to emulate the ‘rock chick’ catwalk trend.” While all your customers love the countryside, many work in it too. And this is when practicality counts. “Our leather boots are waxed to keep them water resistant,” Emma says of the footwear equivalent of today’s technical fabrics found in outdoor clothing. But country boots don’t necessarily need to be left at the back door. “For those of us lucky enough to work mostly indoors over winter, teaming our boots with a beautifully tailored tweed jacket is the perfect quintessentially British look and one which I personally love,” says Emma.

Rock chick styling with studs and wave detail on the Spanish Riding Boot is a popular choice with fashionistas

Spanish Riding Boot Classic with tread sole gives extra grip underfoot

Après riding “Lots of country/riding wear is focusing on warm chocolate browns and navy this season. It’s a look our Polo Boots really compliment with their tall, elegant shape and handy front zip,” explained Emma. “Most riders want to step out of their riding or work boots and into something more comfortable. For après riding, our Spanish Riding Boot in suede is perfect for nipping into the supermarket or popping into the pub on the way home from the stables.” In fact, country boots work well teamed with riders’ favourite ‘life after horses’ garments. “I love the streamlined fitted and quilted outer garments we’re seeing coming through for this season,” says Emma. “Gilets are a big story again. Styles with flattering herringbone quilting and clever ‘illusion’ tailoring are another welcome introduction. Our short yard boots, which come with a variety of soles - tread, flat or leather, complete the picture.” See Page 22. NOVEMBER 2015 EQUESTRIAN TRADE NEWS

RHINEGOLD Bonita Spanish style leather boots are highly versatile. Elegant yet practical, they are equally good for spectating at a point-to-point to popping to the pub or working on the stable yard. Made and hand-finished in Portugal, they’re soft and comfortable with punched leather and stitching detail. Featuring a full length zip, tassel and strap with buckle, there’s embossed branding to the outside of the heel. Rhinegold Bonita boots come in brown or black, sizes UK 4 (37) to UK 8 (42) and including UK 5 ½ (39).

The Spanish Polo Boot styles are perfect for riding

But also look great teamed with skinny jeans

Any country boots can be brightened up with luxurious faux fur Rhinegold welly liners. They come in nutmeg brown and black and in one size. Rhinegold Bonita boots and Rhinegold welly liners are available from Snowhill Trade Saddlery. See Page 47. www.equestriantradenews.com

www.equestriantradenews.com

EQUESTRIAN TRADE NEWS NOVEMBER 2015

22 Boots without limits

Cover star and more…

e Spanish Boot Company

thespanishbootcompany.co.uk

e Spanish Boot Company

Nevada from Toggi

complements the lightweight, flexible rubber and PU sole unit to provide a cushioned walking experience on any surface. The RRP is from £165. The handmade Covent deluxe riding boot is made from full grain leather in bitter chocolate. With a Puratex waterproof and breathable microporous membrane,

R VE CO Y OR ST

THE equestrian clothing market has been transformed as functionality blends with fashion. And boots are no different. “This shift means that items once restricted to riding or being on the yard are now more acceptable for a range of different activities,” says Simon Middleton of Zebra Products, UK distributor of Cavallo. Well-chosen riding boots, particularly short or jodhpur boots, are equally ‘cool’ to wear out and about, he adds. “In fact, most of the top trends for boots this winter in women’s glossy magazines include a jodhpur boot style; perfect for teaming with skinny jeans, or for a more edgy feel with skirts and dresses,” said Simon. “My wife, Lindsay, has embraced this trend whole-heartedly. There’s rarely an occasion when she’s not wearing her Cavallo Paddock sport boots (pictured).” Country and equestrian style So what does Lindsay love about these boots beyond their fashionable appearance? And the fact that they’re made in beautiful calf skin leather with laces, intricate stitching and a wooden looking heel? “They have a specialist footbed system so she doesn’t want to take them off,” Simon explained. “Fortunately when she does, the anti-bacterial inner sole means none of us are subjected to smelly feet.” The short boot range from Cavallo is available in various colours and styles mirroring A/W trends, namely marine, cognac and grey. There are also styles specifically for cold weather, such as the Pallas Sport Snow with sheepskin lined inner soles with Thinsulate technology. The Cavallo collection also has matching chaps, spur straps and belts for great add-on sale opportunities.

THE new Nevada from Toggi – as featured on this month’s ETN front cover - is a handmade, long leather country and riding boot designed to keep your customers’ feet comfortable all day long. The Puratex membrane protects in the wettest conditions while also allowing feet to breathe. The breathable, dualdensity in-sock

Puratex from Toggi

this boot keeps feet dry. Promising comfort second to none, the Covent has a PU cushioned midsole and allterrain rubber sole. The RRP is around £175. Toggi’s new Ravine children’s boot also has a Puratex membrane. With a PU cushioned midsole, it’s comfortable while looking great. The RRP is from £110. See Page 23.

Country clothing & footwear collection 0845 313 8167 thespanishbootcompany.co.uk Covent Deluxe from Toggi

NOVEMBER 2015 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

23 Brave soles

Extremely well insulated

ZAMBERLAN’S Pejo boots are made in Tuscan waxed leather uppers, topped off with a soft cuff. Featuring GoreTex membranes for waterproofness and breathability, the sole offers lightness without compromising traction and stability. Smart enough to wear socially, they’re brave enough for the British countryside.

ARIAT’S new Extreme Paddock H20 Insulated boots come in zip and laced styles. They have a waterproof, full grain leather upper with waterproof membrane, plus Thinsulate insulation to keep feet warm and dry. Features on the zip and laced styles include a moisture wicking lining to prevent overheating, reflective piping and a suede padded top collar with Achilles notch for support and comfort. The laced boot’s front system is interesting. While appearing traditional, it has a flexion notch, speed laces and top lace lock. The zipped version has an antique brass zipper. The Ariat Extreme Paddock H20 is in women’s sizes only, in black, RRP £149.99. The zip style is available for men, women and children, in black only. RRPs are £99.99 for children’s sizes, £149.99 for ladies’ sizes and £169.99 for men’s.

Walk, work or ride COUNTRY Riders from Tuffa combine the lines of a stylish country boot with stirrup friendly soles to make them ideal in and out of the saddle. Perfect for schooling and hacking at home, they’re rugged enough for yard work or walking the dog. They also work well with jeans. With nubuck leather uppers and natural wool linings around the feet, they’re fastened with dual hook and loop elasticated straps that pass around the calves for a flexible fit. Country Riders are available in brown, in sizes 3 to 9, in standard and wide calf widths. They have a RRP of £189.99.

The Footwear Collection

WWW.TOGGI.COM

Boots, Socks & Gloves

SOCKS & GLOVES TO GO Colourful and cosy collection

RHINEGOLD long riding socks have cushioned soles for extreme comfort in and out of the saddle. Antimicrobial properties enhance hygiene while cool/dry properties help maintain a dry environment for toes. They’re available in available in grey/pink, pink/navy, navy/ turquoise and light blue/navy in one size.

Rhinegold ladies’ soft touch knee-high socks are incredibly cosy and designed to keep toes toasty warm. They come in fun, striped colourways of pink/white, black/turquoise, black/white and navy/red in one size. Rhinegold riding socks and soft touch socks are available from Snowhill Trade Saddlery. See Page 47.

Warmth without bulk HOT Togs’ Knee Length Socks fit nicely under long boots and wellies for warmth without unnecessary bulk. These moisture wicking, thermal socks use Thermolite yarn. With padded soles, arch supports and flat toe seams, they offer all-day comfort too. As an additional benefit, Knee Length Socks have elastic ribbing up their full length, so they won’t slip down inside boots. Available in pink, lilac, blue/grey and brown in sizes 4-8 and 8-12, the RRP is £11.99.

Made with goatskin SAMSHIELD W-Skin gloves are designed for winter use to provide riders with a perfect ratio of warmth, hand-to-horse connection, fitting and elegance. Materials used include goatskin leather for comfort, durability, wind and water resistance. Thinsulate, micro polarfleece, suede with silicon and a windproof mesh also feature. Available in sizes 6 – 10.5 in black, the RRP is £57. NOVEMBER 2015 EQUESTRIAN TRADE NEWS

These essential, chill-beating accessories make great Christmas stocking fillers too…

Sporty touch ALL year round Equetech Sports Gloves are ideal for leisure and competitive riding. A rubber contrast grip and suede palm provide excellent rein contact without bulk, while reinforced suede panels to fore and inner fingers help prevent rubbing. There’s also a lightweight Spandex back, Velcro fastener and elastic wrist panel. The RRP is £18.50; colours are black, navy, brown and white.

Easing winter’s ravages BACK on Track products can help anyone who suffers with stiff joints or poor circulation in winter. Various garments are made from Welltex fabric infused with ceramic particles. These cause long wave infra-red heat to radiate back towards the body for a warming, soothing sensation. Back on Track Riding Gloves give good grip, are robust, yet have a sleek profile. They’re lined with Welltex fabric for the full ‘Back on Track’ effect. Back on Track Socks are particularly popular for those with poor circulation. Again featuring Welltex fabric, they work particularly well in combination with Back on Track Insoles. See Page 7.

Hi-tech toes EURO-STAR has a range of stylish, functional riding socks. The RRPs are around £8 per pair, with various designs available.

Getting hands-on FOR many years, Schwenkel has created gloves for amateur and professional sports people. The brand’s keen eye for the latest in fabric development has also benefitted riders. For example, its equestrian gloves are touchscreen compatible thanks to the use of fine, breathable nappa leather and PU technical materials. Other features include a moisture management system with micro perforations on the back of the gloves. Plus an articulated, four-way stretch section across the joints for flexibility. At the beginning of this year, German company uvex sports – best known for its helmets - acquired Schwenkel. The gloves, which still bear the Schwenkel label, are now distributed in the UK by Zebra Products. www.equestriantradenews.com

25 No more frozen fingers RIDERS invariably suffer from frozen fingers and toes in winter. But Toggi has all extremities covered. Hazelwood ladies’ fleece socks are available in a cute stripe or spot design in new seasonal colours; RRP from £7.50. Doncaster water resistant gloves give a stylish look while keeping hands warm and dry. A Toggi printed palm and fingers offers superb grip, while the waterproof fabric and internal membrane provide extra protection. The RRP is from £22.50. Leicester textured matt stretch performance fabric gloves give great rein grip. A 3M Thinsulate lining keeps hands warm, while an adjustable wrist strap offers security and comfort. A versatile addition to any wardrobe, the RRP is from £15. See Page 23. C

Waterproof Country Boots

HOT TIPS TO BEAT THE CHILL Thermals have come a long way since only ladies-of-a-certain-age wore them. But what do comfort-seeking riders really want…?

RETAI L TIP

CMY

• To avoid chilblains; thighs and toes are especially vulnerable. • Base layers that are not too thick and bulky to fit underneath jodhpurs/breeches. • Thermal socks that fit inside slim legged riding boots without cutting off the circulation. • Base layers that don’t restrict movement. • Warmth without bulk. • To stay dry (from rain or sweat) without overheating.

So good thermals should have… • A close fit to trap warm air close to the skin and avoid cold pockets. • A stretchy, close fit to provide compression for the legs. This supports circulation, which further promotes warmth. A close fit also supports the joints. • Wicking properties to move moisture away from the skin. Moisture is the enemy when trying to keep warm because it cools the skin and makes the wearer feel colder. Most man-made fibres are now designed to wick. • The less seams the better; any that exist should be flat locked to lie comfortably against the skin. Inner leg seams for riders are a no-no. • Lightweight material for ease of movement. • Did you know? Polar bear fleece has a hollow core. Technical yarns are now available using the same principle for warmth without bulk. With thanks to Rachel Plant of thermal clothing company Hot Togs.

www.equestriantradenews.com

No Boundaries

The Yew & Ash waterproof country boots from Kanyon Outdoor are made using full grain leather with water repellent suede panels. They feature an adjustable side lace and ‘stud and buckle’ strap that looks great and ensures a snug fit. With a K-DRY lining and a high grip durable rubber sole these boots are not only ideal for being out and about in the countryside or on the yard but they look so good they are perfect for around town too! The two designs are differentiated by their calf fittings (Yew is regular and Ash is Wider) which is appealing to more wearers as it ensures a perfect fit and optimum comfort. With the Yew and Ash waterproof county boots, Kanyon Outdoor have produced a boot that is not only stylish but comfortable and hard 2 Calf wearing too. Fittings To find out how to become a stockist of the Kanyon Outdoor range call 0870 7706600 or email:info@kanyonoutdoor.com www.kanyonoutdoor.com

BETA Members’ Page

INVITATION TO PARTY!

We’ve got it covered

s a trade association, we are aware of the need for our members to have adequate insurance to protect them from claims made against them by members of the public for the advice and services they offer. So BETA has brokered a fantastic deal with SEIB to provide retail members with professional indemnity insurance, covering up to £5 million for a cost of £100 per store. The deal is being subsidised by BETA and a minimum number of participants is required before the policy can be set in place. Please get in touch with the BETA office if you would like further information or to put your name down to be part of the scheme.

Meet our new members

hy not let us give you a bit of the redcarpet treatment at the BETA Gala Dinner? This fantastic event really is the glittering highlight of the trade’s social calendar and a brilliant opportunity to take a ringside seat when the winners of the BETA Business Awards are announced. BETA’s black-tie occasion with champagne reception,

dinner and dancing takes place at the National Motorcycle Museum, near Birmingham, on Sunday 24 January. Tickets cost £57 per person, £525 for a table of 10 and £630 for a table of 12, all plus VAT. As demand is always high, we would hate you to miss out, so please book to secure your place as soon as possible by contacting the BETA office.

Become an SQP DON’T forget that there is an SQP (Equine & Companion Animals) course running on 10 and 11 November at Stoneleigh Park, Warwickshire, followed by an exam on 24 November. This costs £205 plus VAT for BETA members and £250 plus VAT for non-members. There are still some spaces available, so, if you would like to take part, please contact the BETA office to book your place.

Help us find the worthy winners! THE BETA Business Awards are designed to reward companies and individuals going that extra mile and generally doing their bit for the equestrian industry. They deserve to be rewarded, so why not nominate them for an award – and do this sooner rather than later because the deadlines are only weeks away? Here’s a handy reminder of the closing dates for each category: SEIB Retailer of the Year – 20 November. Sponsored Rider of the Year – 4 December. Equine Careers Sales Representative of the Year – 4 December. HAYGAIN Nutritional Helpline of the Year – 4 December. TSM Social Media Award – 4 December. Blacks Solicitors Trade Supplier of the Year – 4 December. Harry Hall Retail Employee of the Year – 4 December. Equestrian Event of the Year supported by Henson Franklyn – 4 December. UKTI Export Award – 11 December. BETA Lifetime Achievement Award – 11 December. Nominations can be made by completing a form online at www. beta-uk.org or, in the case of the SEIB and Haygain sponsored awards, on the companies’ own websites. They can also be posted or faxed to BETA. Contacts can be found in the box below. Please remember to include the name and award category, reason for nomination and your own name and address. NOVEMBER 2015 EQUESTRIAN TRADE NEWS

The following applications for membership have been approved by the BETA Council: The Riding Habit (retailer), Sandwich, Kent – Retail. Equifeast (manufacturer), Nailsworth, Gloucestershire – Trade. AH Saddles (wholesaler and designer), Weston-super-Mare, Somerset – Trade. Dallas Keith (manufacturer), Stokesley, North Yorkshire – Trade. Rodbaston Equestrian Centre (College), Penkridge, Staffordshire – Associate. Solution Saddles (manufacturer), Worksop, Derbyshire – Trade. Equisup t/a Science Supplements (manufacturer), Bury St Edmunds, Suffolk – Trade. Baillie Haylage (manufacturer & wholesaler), Market Rasen, Lincolnshire – Trade.

BETA calendar keeps tabs on the year ahead IT’S BRIGHT, colourful and packed with some fantastic photos highlighting the year ahead. The BETA 2016 calendar is a great way to keep tabs on dates, shows and appointments. In fact, you’ll never miss an important event ever again! All BETA members will be sent one free with our compliments in December but, if you would like to buy more copies, please do. They can be bought from BETA’s online shop at www.beta-uk.org or by contacting the BETA office.

For further information on any of the items mentioned here

CONTACT LAURA CLEGG AT BETA Tel: 01937 587062 Website: www.beta-uk.org

Email: laurac@beta-int.com

Stockeld Park, Wetherby, West Yorkshire LS22 4AW www.equestriantradenews.com

Legal Digest

Agency or employment? It pays for those contemplating a foray into the world of commercial agencies to do so with their eyes open, says James Teagle.

Many businesses prefer to use self-employed commercial agents over employed sales reps. But it’s not necessarily a win-win arrangement

any businesses rely upon the services of self-employed commercial agents to sell their wares. It can be beneficial; the business (the principal) is not constrained by the financial burden of employment legislation and its sales force of agents is paid by results. Win-win? Not quite… Agents are self-employed so it’s not always easy to dictate how and when the agent’s role is performed. In addition, agents frequently run several agencies concurrently, so a principal may encounter difficulties getting the agent to focus on its products. Not only that but if the principal terminates the agency then compensation will be payable even if the agent’s sales performance was poor. From the other side of the fence, agents may enjoy the flexibility that a self-employed role brings; but it’s not without risk. They do not receive a guaranteed income, have fewer entitlements than regular employees and, if their principal ceases trading, will be treated as an unsecured

creditor (employees are preferential creditors and so stand a greater chance of receiving what is due). That said, there are some long-standing agents within the equine industry who make a good living from it and are trusted by retailers and principals alike. In most cases, principals and agents will agree the terms of a written contract to govern the detail of their relationship. Even if that is not the case (or if the agreement is lacking in meaningful detail) then the inconveniently titled Commercial Agents (Council Directive) Regulations 1993 (or Regulations for short) will automatically impose some basic duties upon both parties to ensure that they act fairly. For example, the principal will be required to pay the agent remuneration or commission and to meet the agent’s expenses. In return, the agent must obey the (lawful) instructions of the principal, not exceed his (or her) authority, use reasonable care and skill, avoid the creation of a conflict of interest, disclose all

A series of articles considering other aspects of commercial agencies and the Regulations is available at https://lawblacks.wordpress.com www.equestriantradenews.com

parties. The answer is that a written agreement avoids ambiguity and allows the parties to document additional or varied terms to suit their purposes. I recently concluded a rather acrimonious dispute in which the principal wrongly terminated the agency and left the agent with no alternative but to issue court proceedings. Although the outcome was a victory for common sense, a written agreement would probably have avoided a great deal of unnecessary heartache - and saved the principal the ramifications of having a CCJ on its credit record. Whether If the principal terminates commercial agencies the agency then are right for you or your business compensation will be will depend on the payable even if the agent’s circumstances. But in an industry where sales performance was face-to-face contact with retailers is still poor. hugely important, commercial agencies remain an attractive proposition for material facts to the principal, manufacturers and prospective avoid divulging confidential agents alike. information and, at the end The moral of the of the agency, deliver up any story, though, is that the property of the principal which inexperienced (businesses and is within his or her control. individuals) should take advice You may ask why a written before agreement is necessary if the committing Regulations impose some themselves. basic obligations upon the

About the author JAMES TEAGLE is a Partner in the Dispute Resolution department at Blacks Solicitors and a member of the Property Litigation Association. He specialises in commercial landlord and tenant property disputes and restraint of trade cases, including the protection of confidential information and the enforcement of post-termination restrictive covenants. If you have any burning legal questions on this or any other legal topic, James would be happy to speak to you. Contact him on tel 0113 227 9298, email JTeagle@LawBlacks.com or Twitter @JamesLawBlacks.

EQUESTRIAN TRADE NEWS NOVEMBER 2015

Equine Treats

GOES DOWN A TREAT…

A little of what you fancy does you good - so ETN looks at the latest in equine treats.

British made rewards TALISKER Bay is the home of British made treats for horses and ponies of all kinds. Best known for its Likit range, the company also makes Stud Muffins - handmade treats containing natural ingredients including linseed, fenugreek and whole grains. Stud Muffins come in a variety of pack sizes, including a new seasonal Christmas gift box. From the Likit range meanwhile, horse owners can choose from Little Likit refills, which can be hand-held and used as a distraction or as an encouragement during stretching exercises. Likit Treat Bars are ideal for slipping into the pocket or grooming box ready to reward good behaviour, whereas Likit Snaks can also be fed from the hand or used in conjunction with the Likit Snak-a- Ball to alleviate boredom and encourage natural foraging behaviour. Containing natural ingredients and colours, the heart shaped nibbles come in a choice of flavours, while the low sugar formulation makes them suitable for equines prone to laminitis. See Page 29.

NOVEMBER 2015 EQUESTRIAN TRADE NEWS

Vits and mins included TIP Top Supplement Treats from Equimins combine a broad spectrum supplement with a tasty reward. The non-sticky pellets, containing a range of vitamins and minerals, are ideal for horses that don’t receive a bucket feed. While those that live out can be fed from the hand when daily checks are made. Tip Top Supplement Treats come in 1.5kg bags designed to last the average horse for 30 days. The RRP is £10.50.

Because he deserves it… MINTY Treats and Appy Treats from NAF are ideal to feed every day, now and then as a reward, as a training aid or just because an owner cares. Minty Treats contain real peppermint, while there’s real apple in Appy Treats. Healthy and delicious, both products are highly palatable and smell delicious for maximum appeal to horses and your customers. The RRP is £3.99. See Page 48.

www.equestriantradenews.com

29 What the retailers say…

THE availability of treats such as Horslyx - which offer vitamins, minerals and trace elements as well as reward – are prompting owners to buy extra goodies for their horses. Using a treat that has additional nutrients included is ideal for a number of reasons, particularly if horses are out at grass and not receiving hard feed, says Horslyx stockist Alison Knowles from Seals Fodder Room in Derbyshire

www.equestriantradenews.com

We always keep treats at the counter to encourage impulse buys.

“Treats used as bribery are always helpful and make everyone’s life easier. We find that farriers like to use them as a distraction during shoeing. “Kids are definitely a big market for treats – they like to buy something for their pony. We always keep treats at the counter to encourage impulse buys,” added Alison. There are a number of ways to boost treats sales, according to Carol Kell from New Century Saddlery in Durham. She recommends… • Have a tidy and prominent display of treats either near to the entrance or close by any point of sale material. This will generate impulse purchasing. • Have product information on display so people can see the benefits for themselves. • Encourage customers to buy if they are looking for a distraction, reward or present. • Inform customers of the benefits of the particular product – over and above them being a simple treat. For example, if they offer vitamins and minerals. • Use seasonal packaging if available to encourage purchases as gifts. • Cross-sell products with other items. For example, we suggest Mini Horslyx as an additional purchase when we sell clippers or clipper blades. “Mini Horslyx are fantastic as an impulse buy for a treat or reward but can provide a fantastic distraction when completing tasks such as clipping and plaiting, delivering extra sales all year round,” added Horslyx brand manager Gillian Wardle. See Page 28.

EQUESTRIAN TRADE NEWS NOVEMBER 2015

NOVEMBER 2015 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

EQUESTRIAN

COUNTRY

PET PRODUCT

OUTDOOR

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VISIT FREE Pre-register at www.beta-int.com 1000s of great new products l 300+ UK and overseas exhibitors l ITV newscaster Alastair Stewart hosts industry Q&A l Exclusive show offers l

SQP and retailer seminars l ÂŁ50 BETA member subsidy l Free parking and free first-day coach service l Resorts World Birmingham l

Thanks to all our sponsors for their generous support Learning Centre @ The Horse Demonstration & Seminar Arena

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EQUESTRIAN TRADE NEWS NOVEMBER 2015

Retailer Profile

IT’S ALL ABOUT TEAMWORK

Equikro is a thriving tack shop in Edinburgh where teamwork is the key. Deborah Hayward went along to meet the three women who help to make it such a success.

Charlie Holden, Eilidh Jarvis and Katie Smith work hard to make Equikro a success.

rive west out of Scotland’s capital along the Gorgie Road, only minutes from the historic Royal Mile with Edinburgh Castle at one end and the Palace of Holyroodhouse at the other, and you’ll find Equikro nestled among a network of streets, shops and industrial units. Forty minutes away from any serious contenders, the store rules the roost in this area, offering a wide range of rider clothing, equipment and lotions and potions. It enjoys an enviable reputation for its high-end brands and great customer service too. Equikro was set up in 2008 by Nicky Cromb and Katie Smith to supply riders in the area with the sort of thing they could only find by shopping online or visiting other stores when away from home. Although the business is owned by Nicky, Katie used her previous experience of retailing in Canterbury, Kent, to support her

in this joint venture. They started from scratch in one of Nicky’s existing buildings, knocking it through to give a large, airy space. Today, Nicky spends a lot of time on the road with Equikro’s show unit, leaving Katie to manage the store alongside team members Eilidh Jarvis and Charlie Holden. “We work really well together and we’ve all got our own specific roles,” explains Katie. “I take most of the responsibility for buying stock while Eilidh deals with the store, does all the visual merchandising and is doing a fantastic job with social media. Charlie, who joined us in May, is learning the ropes and helping Eilidh with developing our social media presence.” Working together, the three women use their skills to great effect. Katie gets a real thrill from buying and visits BETA International for her annual

NOVEMBER 2015 EQUESTRIAN TRADE NEWS

stock-up, as well as travelling to suppliers in their dedicated showrooms. “I’m like a kid in a sweetshop when the orders arrive,” she admits. “We are all horsey and ride and love the clothing we offer. I think you have to, as it makes it so much easier to sell.

You have to be really confident that your customers are going to like it and it’s really rewarding when they do. “That’s not to say that we don’t take risks. Sometimes, you have to take a punt and be a bit brave. I bought a load of breeches last year and I wasn’t sure if they would sell or not. They were a bit wacky and I bought a shedload of them, as I thought they might appeal to a teenage market. Thankfully, they flew out of the store.” Knowing your customer base is crucially important to any business and Equikro is really switched on to the riders and owners who frequent the store. “They tend to live in town and keep their horses on full livery,” says Katie. “Many of them compete, but there are leisure riders, too. “We offer premium brands such as Pikeur and Equiline, as well as good stuff with cheaper price tags such as Horze.” Eilidh, who has worked at Equikro for four years, has the task of keeping the store looking well-organised and attractive – drawing on previous experience

The well-laid-out Equikro store offers a wide range of rider clothing and footwear.

www.equestriantradenews.com

33 ETN asks Equikro Q: What product training courses have you been on? We’ve had rep training from Charles Owen, Champion, Carr & Day & Martin and Ariat. Q: Do you have another branch of Equikro? We have an in-house shop at AM Dressage, in Gloucestershire, a professional yard run by international dressage riders and trainers Adam Kemp and Matt Frost. Q: Is security an issue in a big city like Edinburgh? Yes, it is – as with any store in this sort of location. The building is fully alarmed, so it’s fine overnight when we’re closed. We always make sure that there are two of us here, we have security cameras and always lock up when we nip to the office next door. Q: What do you think of bling? It’s still big for us here in Scotland. But we always seem to be a year behind what’s going on down south, and are much slower to pick up on trends, so we wonder how much longer it will be. Q: Name some of the brands you stock. Ariat, De Niro boots, Samshield, Kep, Champion, Charles Owen, Pikeur, Horseware, Schockemöhle, Anky, Mark Todd, SSG, Shires, Equisafety, Rockfish Riders, Equiline, Toggi, NAF, Kingsland and Dublin. Q: Which wholesalers do you use? These include Battles, Westgate and Trilanco. Q: Do you offer any additional services to your customers? Katie is responsible for buying Equikro’s stock.

gained in high-street fashion stores when she was a student. “I really enjoy laying out all the new stock and making it look lovely,” she says. “It’s nice to see people walking around the store seeing all the displays – and I’m really pleased when they ask for help, particularly when there are only a couple of customers at a time in the shop and you can spend more time with them to help them make the right purchase. “Thankfully, most people are great, but I really don’t cope well when somebody is rude. I don’t like it when you greet them and

ask if they would like any help and they say, ‘No!’ in a really blunt manner. “Then, there are really picky customers who want a specific colour of haynet; or people that come for a hat fitting, then buy it cheaper online after we have spent lots of time being extremely nice and accommodating. As soon as they start writing down all the details, we know what they’re up to.” Away from the shop floor, Eilidh, is a bit of whiz with social media. Her skills in cyberspace have seen organic and nonorganic growth on Facebook to

Charlie, Eilidh and Katie all ride and believe this helps them to give advice to customers.

www.equestriantradenews.com

Yes, we can do rug washing, repair and re-proofing. We use a small local company, which comes and picks up the rugs from us and delivers them back to the store. Q: Are you planning to visit BETA International 2016? Katie will definitely be going and feels that the earlier January dateline will help with stocking the shop for spring. Q: What seasonal goods have you stocked up with for Christmas? We’ve got some lovely equestrian jewellery, fur and tweed headbands, winter woollies and outdoor wear. Q: Will you have Christmas promotions? Yes, at the end of November we’ll have a special shopping day or evening with mulled wine, mince pies and a tombola. This annual event is a great way for people – particularly those with horsey relatives – to come along and buy their presents. Eilidh and Charlie are superb at wrapping up Christmas sets. They combine items such bandages and saddlecloths, hats and gloves or grooming aids in cellophane and ribbons to make great-looking gifts. We also do a Christmas wish list where our customers give us a list of items they would like and their husbands, wives or friends can come in and select something to buy them from it. 6,700 followers and cranked up considerable business. “We used social media to promote a rug sale – something we had previously advertised with flyers at yards – and it was so much busier,” she says. “We also use Facebook to auction off older stock and put up pictures of our own horses wearing new rugs. People love that interaction.” Charlie Holden, the newest and, at 21, youngest staff member, has joined Eilidh on the social media platform. The Hartpury College

graduate is a keen Facebook user and counts making posts and tweets alongside her regular store duties. “I really love working here,” she says. “I am receiving plenty of product training from reps and, although I’m still learning, get quite a lot of responsibility. Being at Equikro is not really like going to work – it’s such fun to be here and we all get on really well and support one another as part of a team.”

EQUESTRIAN TRADE NEWS NOVEMBER 2015

Training Special

With the confidence of experts… Knowledge is key to successful retailing. But how best to deliver and receive that valuable sales tool? ETN explores both sides of the story… WHAT THE SUPPLIER SAYS: Ross Riley is the director of Animalife, the supplements company that famously supports bricks and mortar stockists. He champions face-to-face in-store training and drives around 20,000 miles a year meeting retailers. “When I visit a new retailer, I’m careful to listen,” says Ross. “Every retailer is different and they know their customers better than anyone. “It’s great to encounter retailers with a commitment to servicing their customers. I’m finding that many more stores now have a member of staff with a special interest in nutrition. Ours are quite technical products and it’s good to be able to get into the nitty-gritty with someone with an in-depth understanding. “We’re fortunate to have the Lifestages range because very

often questions revolve around identifying the right supplements to use depending on horses’ age and discipline.” As well as helping retailers sell with confidence, Animalife training is about capitalising on the value of a premium brand. “Security springs from a good brand,” explained Ross. “It’s something we all buy into.” During training, retailers learn

“Display products by category rather than brand. Shoppers don’t look for the Heinz aisle, they look for baked beans.

Yet another way in which Animalife supports its stockists. Director Ross Riley presents the prizes at the Animalife sponsored British Riding Clubs Horse Trials Championships.

New retailer group Animalife is to introduce a new retailer group to its Accredited scheme. “Accredited Stockists will comprise those carrying a range of products the average customer would expect to see in-store,” said Ross. Training and support will continue to have “a big emphasis”, he added, with more incentives in the pipeline for this new category. “Over time, there may be preferential terms to stockists, credit terms, and the ability to retail responsibly through their own website.” More details will be revealed shortly. NOVEMBER 2015 EQUESTRIAN TRADE NEWS

about support on offer from Animalife including point of sale material, staff clothing, posters, shelf wobblers, brochures and outdoor banners. There’s also help at hand via Animalife’s support team of Sue Davis, who handles trade accounts, and Lorna Davis. And, should an especially complicated question arise, access to a consultant nutritionist. Animalife’s main aim is to make its in-store training informative and cost-effective in terms of time

and money. “I typically work with a group on the shop floor,” says Ross. “We use videos, exchange ideas and I answer questions. The overall aim is to ensure retailers are fluent and confident when selling the products.” Training refreshes, inspires and invigorates, a process that Ross says works both ways… “I really enjoy the chance to meet retailers first hand. They are specialists in their subject and it’s wonderful to share their enthusiasm,” he said.

Ross’s top selling tips • Make sure the display is where customers can see it. • Display products by category – joint supplements, calmers etc - rather than brand. Shoppers don’t look for the Heinz aisle, they look for baked beans. • Make good use of Animalife’s Vetro collection merchandising unit (pictured). It has three shelves for Vetrofen, Vetroflex and Vetrocalm. • Keep shelves stocked up. No-one buys the last unit. • Keep displays clean, tidy and dusted. Remove dog-eared leaflets. • Provide good lighting; essential for customers who haven’t got their specs on but want to read a label. • Beware of putting your own bar code label onto a product and covering vital information such as directions for use. Customers get frustrated and end up scratching it off. • Animalife containers are different from others. They are tamper evident and make measuring easy. An extra selling point! • Retailers are often consumers’ first point of contact. This is great, but it’s important that stockists know when it becomes a vet’s job to give advice. • Take advantage of any chance to refresh your knowledge of equine nutrition.

As part of its ongoing support for retailer training and the furtherance of a good understanding of equine nutrition, Animalife has sponsored the AMTRA accredited SQP CPD feature and quiz that start on page 36. www.equestriantradenews.com

35 WHAT THE RETAILER SAYS Rachel Dowson is the manager of Billinghurst, West Sussex based Equitogs. The store employs eight staff and caters largely for competition riders. Rachel owns an event horse.

Equitogs is a relatively new Animalife stockist. “We like that it’s a brand with great integrity,” says Rachel. “We had a store check before we became an Accredited Retailer and we’re looking forward to on-going

Rachel Dowson’s Fernando VIII in action with Harry Dzenis. They finished the season with a double jumping clear and seventh place in the Intermediate at Little Downham

training and support. “These are premium products so it’s important that we have a good enough understanding to be able to explain them to a customer who is considering trying a new brand.” Rachel took up Animalife’s stockist offer of a free 90 day product trial. The beneficiary is her 11 year old intermediate event horse Fernando VIII who’s ridden by professional Harry Dzenis. “I was sceptical about trying anything new, but now Fernando is working hard I wanted to make sure he gets the best available support for his immune system and joints. He also competes FEI occasionally, so we have to be careful about dope testing,” said Rachel. And the results so far? “He’s performing and moving as well as he’s ever done,” she reported. “Many horses his age are having joint injections and physio, but he doesn’t need anything like that. I’ll happily buy the next pots of Vetrofen Intense and Vetroflex.” As well as being pleased with her horse, Rachel the retailer has embraced the commercial advantages of the product trial. “All the time, people come in

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[to the shop] and ask what we recommend,” she said. “If you’ve used a product yourself, you can tell the customers about it and build up a good rapport with them.” On a logistical level, Rachel likes in-store training. “We run a tight ship and it’s costly to have members of staff out for the day. One day, when we were training with Ross, customers were coming in and getting involved. It was great – that wouldn’t happen in a classroom environment.” Being in-store also helps Rachel visualise how Animalife’s merchandising aids can work best, while it’s useful to discuss the choice and display of products in situ. “We have a lot of dressage and eventing customers, so premium brands like this suit local demand,” she explained. “We share similar ethics with Animalife too. They know that if you flood the market with something, you don’t earn out of it. Instead they are happy to work with us on good margins. We’re looking forward to doing justice to the range.”

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SQP CPD Feature

ETN’s series of CPD features helps SQPs (Suitably Qualified Persons) earn the CPD (continuing professional development) points they need. The features have been accredited by AMTRA, and highlight some of the most important subject areas for SQPs specialising in equine and companion animal medicine. This month we begin a series of CPD feeding and nutrition modules. The next one will appear in the April issue of ETN. AMTRA is required by the Veterinary Medicines Regulations to ensure its SQPs undertake CPD. All SQPs must earn a certain number of CPD points in a given period of time in order to retain their qualification. SQPs who read the following feature and submit correct answers to the questions below will receive two CPD points.

WHAT DO HORSES EAT? Nutrition plays a significant role in equine health and welfare, so it’s difficult not to discuss feeding within any healthcare conversation. For SQPs, therefore, a working knowledge of nutrition means a better service to clients, says Ruth Bishop.

The dietary options on offer in any store are many and varied. No wonder the choice of product can sometimes be quite overwhelming for consumers. The spectrum of feedstuffs is very wide, with intake ranging from many kilos per day to a few grammes. The major categories are as follows -

At least 50% of the daily diet should be forage, but in most horses it is significantly greater than this – typically over 80% of the daily diet in many horses kept for leisure purposes.

Grass Good pasture contains an even cover of palatable grasses, free from

out for. Good grass is generally equivalent to a medium or high energy, high protein feed. It’s at its very richest in spring (and often again in the autumn), when the protein content can be above 20% and the energy content equivalent to that of a racing feed. Actively growing grass can be rich in sugar – as

THE SPECTRUM OF HORSE FEEDSTUFFS

FORAGES

CUBES & MIXES

Supply roughage and bulk; form the greatest part of most horses diets, fed in several kilos per day.

Supply energy, protein, vitamins & minerals; Typically used at 1- 8 kg per day.

CHOPPED FIBRES & FIBRE BLENDS

BALANCERS

Similar in nutrition to forage but fed in bucket. Mainly fed in grammes/ day.

Concentrated nutrition pellets. Feed rate usually 250g - 1kg per day

SUPPLEMENTS LICKS & TREATS

Supplements & licks: specific dietary additions; very low feed rates 10-100g/d. Treats: used for reward, greeting distraction, various sizes ( >1kg /day.)

FED IN SEVERAL KILOS PER DAY……........……………………………………………FED IN GRAMMES PER DAY

specialist blends of them, grown and sown specially for hay. Seed hay tends to be quite coarse in nature with a relatively low energy and protein content; or • Meadow hay - from pasture permanently kept as grass, usually comprised of a more varied mixture of grass species, and tends to be softer and finer with a higher nutritive value than seed hay. As a general rule of thumb, small bales weigh about 20kg, with large bales weighing 250-350kg depending on size. A slice or section from a small bale typically weighs about 2kg / 4lbs. The main concern with hay is its hygienic quality: moulds, spores and other dust particles that develop during harvest or storage can cause respiratory irritation and lead to the development of Recurrent Airway Obstruction (RAO) in horses. Soaking and steaming Hay Unless it’s been expertly dried in controlled conditions (there are suppliers who do this), UK hay is likely to contain some mould and dust. Soaking or steaming hay are popular ways of removing any dust, by either removing the particles, or effectively ‘sticking’ them to

Soaking time Of course there’s some blurring of the edges between categories as some products sit between two, for instance mixes containing high proportions of fibre. Horses mainly eat forage, in the form of grass, hay or haylage; forages are what horses are designed to eat, and are essential for a healthy horse. Forage is capable of supplying the energy, fibre and protein needs of a horse, especially one at maintenance or light work – although essential micronutrients will in many cases need topping up.

weeds, and provides a rich source of nutrients from energy and protein to vitamins, minerals and plant phytochemicals. Horses thrive at grass - physically and mentally – but some do too well, gaining excess weight. A recent survey of predominately outdoor living horses found that over 30% were overweight. The amount of nutrition that grass provides varies according to the time of year, the grazing management, the number of horses (or other animals) grazing the land and how long the horse is turned

NOVEMBER 2015 EQUESTRIAN TRADE NEWS

much as 3% of every mouthful, and this together with fructans, a storage form of plant sugar, has been implicated in the incidence of pasture-associated laminitis. Poor grazing isn’t as rich, but a horse turned out for several hours a day can still easily receive more from its pasture than it will from most low energy feeds.

Hay Hay is dried mature grass, normally in the form of either: • Seed hay - usually perennial ryegrass varieties, timothy or

Research has shown that 30 minutes’ soaking is effective. Soaking hay also causes some loss of nutritional value as some soluble sugars and proteins are leached out into the water; more soaking equals less nutritional worth. Owners of laminitis-risk horses can take advantage of this to reduce unwanted sugar contents. Continued on page 38

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* When compared to traditional diets with comparative energy levels

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SQP CPD Feature the grass stalks so that they are consumed rather than inhaled.

Haylage Haylage is grass that is baled moist (typically 35-40% moisture) and then bagged or wrapped to keep the air out and moulds from forming. It’s popular with growers because it’s easier to make than hay, and with horse owners because of its low dust and spore content. Plastic packaging means it can be stored outside. Disadvantages are that quality can be variable between different suppliers. Also portioning can be a challenge, since the bales don’t often break into easy slices. Moisture content can be variable between suppliers, ranging from 20-50%. Small haylage bales weigh about 25kg, whereas large wrapped bales can be 180-250kg or greater.

Haylage tips for SQPs • Up to 50% of haylage can be water, compared with 15% in hay, so it cannot be fed on a weight-for-weight basis with hay; advise feeding about 1½ times the weight of haylage as hay. • The quality of the airtight seal is essential. Air ingress will allow mould growth in the bales. Small bales may split at the seal, large bales can be punctured by haylage stalks or from bird, rodent or mole damage. • Quality is all important, so choose a supplier with a good reputation and ask for an analysis of their product. • A good rule of thumb is to use a bale within four days of opening (less in summer) as moulds start to grow again immediately the bale is opened. • Avoid feeding visibly mouldy haylage and “gritty” or soil contaminated material, as there could be a risk of listeriosis. Forage analysis Hay and haylage are often thought of as an inert and safe nutritional bases. However because

38 they constitute such a large part of the diet their contribution is worth monitoring especially if the horse competes, is at risk of laminitis, has Cushings disease etc. Energy, protein and sugar contents can vary depending on the grass species, date of cutting and the weather during cutting and baling. Sugar contents can exceed 10% in some forages. Nutritional value can be quantified by a simple test, a service offered by many feed manufacturers.

Ad lib forage feeding Many owners feed on a free access or ad libitum basis to ensure the horse always has forage available. Actual individual amounts consumed should be monitored though as offering ad lib doesn’t always mean an optimum intake especially where several horses share the forage, or if the quality is variable.

mixes and balancers. However in the horse owner’s eyes, they fulfil a different role, tailoring individual diets to meet specific needs. Supplements are used regularly, with estimates of their use in 80% of equine diets. There are two main categories of supplements: - Broad-spectrum: providing a

Feed

Description

Typical feed rate

Low energy / High fibre

Cubes and mixes with a high fibre content designed for horses at maintenance, in light work, or for horses that work well off low energy feeds.

1-4 kg per day

Senior feeds

Cubes and mixes with additional nutrients for older horses. Some come in low-and high-energy form; some contain joint support ingredients.

1-4 kg per day

Feeds for laminitics

Usually in fibre-mix or cube form, low energy, high fibre, low starch and sugar complete feeds. Capable of replacing the total diet of at risk animals.

1 -10 kg per day

Competition feeds

Medium energy cubes and mixes with higher vitamin and mineral contents designed for the working and competing horse or pony.

2-6 kg per day

Conditioning feeds

Higher energy and protein feeds designed to put on weight. Some are starch based, but more modern versions are high in fibre and oil to ensure condition is achieved without increased excitability.

1-3kg per day

Stud and breeding feeds

High energy, protein and mineral feeds designed for breeding stock.

2-6 kg per day

Racehorse feeds

High energy cubes and mixes for horses in training or intense work. Traditional products are starch based, but modern variants use alternative energy sources such as oil and digestible fibre to support digestive health and aid performance.Some companies offer low energy lay off or rest and recuperation variants for horses on the easy list.

5-7 kg per day

Feed Balancers

Concentrated nutrient-rich pellets, supplying essential amino acids, vitamins and minerals. Commonly marketed to complement highforage diets, but also as top-ups to existing diets or when cereals, eg. oats, form a large part of the diet.

250g – 1kg

Chaffs and forage replacers A number of chopped fibre products are marketed as forage replacers. Chops and chaffs that can be added to the hard feed to bulk it up or slow down the rate of eating. There is some evidence to show that horses take longer to eat short chop forages than they do hay or haylage. There are also complete fibre feeds available fortified with protein, vitamins and minerals etc., designed as the full compound feed. These aim to fit more closely with the digestive physiology of the horse, and are particularly good for horses or ponies prone to laminitis and digestive issues such as gastric ulcers.

Compound feeds Compounds are balanced blends of ingredients formulated to meet the requirements of horses when fed in conjunction with forage. A recent survey found 87% of owners feed some form of compound, the majority of which was commercially prepared. The market for compound feed is highly fragmented with different products and product forms for every kind of horse or pony (see table below). Balancers are concentrated, nutrient-rich versions of compounds, and the balancer category has itself recently become more fragmented along similar lines to compound feeds.

Supplements Supplements augment the nutrition provided by the main part of the diet. They come in a variety of forms; powders, herb blends, liquids, pastes, pellets, licks - and in a variety of packaging. Under regulations governing animal feed, supplements are considered “complementary compound feeds” as are cubes,

NOVEMBER 2015 EQUESTRIAN TRADE NEWS

broad spectrum of major and trace minerals together with vitamins, these are designed for topping up micronutrient levels where little or no hard feed is fed. There’s some blurring of the edges here between balancers and broad spectrum supplements in terms of the nutrients they supply. Balancers tend to be in pelleted form whereas

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The value of learning… ETN would like to thank Animalife for facilitating this feature to enable SQPs to earn valuable CPD points. Animalife, the company behind Vetroflex, Vetrofen and Vetrocalm supplements, runs an in-store training programme to help retailers enhance their nutritional knowledge and sales expertise. Turn to page 34 for more details. supplements can be in the form of a powder or a lick. - Specific: providing an ingredient or mixture of ingredients designed to perform a specific function. These range from daily addition of salt and/ or oil to the diet to more targeted support, eg. for joints or hooves. The top five specific nutritional concerns of horse owners are hoof quality, joint quality, colic, care of the senior horse and laminitis. Behaviour also ranks highly especially related to supplement purchases.

Different companies takes different approaches to each functional area, and the following table gives some examples of these. Medicinal claims for supplements and feeds are not permitted. There is an exception for laminitis, but only in relation to a product’s (low) starch and sugar content. Claims linking laminitis and hoof health are not permitted.