ETN - Equestrian Trade News - October 2015

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

October 2015 Volume 40, No 9 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

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

JUST WHAT SANTA ORDERED

SHOPPERS’ RIGHTS

Check out our great gift ideas

How new consumer law affects retailers PLUS

ETN is the official media partner of BETA International

What to stock for winter care New products Supplements and balancers

View our brand new AW15 Collection now on line www.sherwoodforestltd.com

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

AIR vest have many plus points, and no doubt we’ll be seeing more of them in the hunting field this winter. However, one scenario when the traditional body protector must surely win every time is when backing young horses.

A fall is often most likely to happen immediately after mounting – at which point there’s been no time to ‘hook up’ an air vest. On the other hand, if the lanyard was long enough to plug in before mounting, it would be too long to activate the vest if the rider falls off.

DO you have a good local pub? If so, have you ever thought about the parallels between a popular landlord and a successful retailer?

Both make every customer feel special, they’re confidential listeners, always smile even when feeling lousy inside and unfailingly remembering everyone’s name as well as their husband’s, wife’s, children’s, horses’ and dogs’ names.

Landlord and retailer alike know their customers’ foibles and favourite products, be it haynet and a hoofpick or pie and a pint…

Liz Benwell

NEWS.................................................................... 4 Including the latest on BETA International 2016 PRODUCT NEWS................................................. 13 ETN TALKS HORSES With Christian Houdard of EKKIA SHOPPERS’ RIGHTS

COVER STORY

How new consumer law affects retailers........... 20 CHRISTMAS GIFTS

COVER STORY

Seasonal stock suggestions and retail tips......... 23 Books: good bang for bucks................................ 27 2016 BETA BUSINESS AWARDS How to nominate for these industry accolades... 28 BETTER BUSINESS Beating the big boys........................................... 30 SUPPLEMENTS & BALANCERS .......................... 34 PEOPLE Who’s moved, who’s new?.................................. 40 COVER STORY WINTER CARE FEATURE.....................................

42

RETAILER PROFILE Meet The Horse Resource................................... 44 RETAIL CONSULTANCY Laurie May on staff recruitment......................... 46 LEGAL DIGEST Equestrian Trade News

DESPITE the changeable weather, I hear it’s been a reasonably good season for those hardy souls trading on the show circuit.

It takes stamina to be on the road all summer before heading indoors for Horse of the Year Show, Your Horse Live and Olympia. Then there’s the travelling, constant shifting of stands and stock, dodgy showers and random catering.

But something that could urgently be improved is a reliable means of taking wireless card transactions at shows. I’m told it’s basically all down to limited 3g coverage in the UK – and that will only be cured by Government investment in the COMMS network. Time to write to our respective MPs?

OCTOBER 2015

When travelling to work is work......................... 48 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

COUNTY COURT JUDGMENTS............................. 50 Equestrian Trade News

IT’S not the problem, it’s how it’s dealt with…that old chestnut that sprang to mind recently when I complained to Tesco that I’d almost choked on a (very sharp) piece of wood lurking in a portion their spinach.

On telephoning the customer service department, I was offered a £15 “goodwill gesture” to “nip this in the bud.”

Well, I felt my bud had already been nipped by said alien object. Wouldn’t an apology, a bunch of flowers and a handwritten note have been more appropriate? Or am I being an awkward customer?

CONTENTS

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

Equestrian Trade News

Editor’s Comment

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

October 2015 Volume 40, No 9 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 r y

FRONT COVER: This month’s seasonal celebration was created by Nicki Lewis, ETN’s top-of-the-tree Christmas fairy, with a little help from the elves at Westgate EFI. For more Christmas gift ideas to stock, turn to pages 22 – 27 in this issue of ETN

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

JUST WHAT SANTA ORDERED

SHOPPERS’ RIGHTS

Check out our great gift ideas

How new consumer law affects retailers PLUS

ETN is the official media partner of BETA International

What to stock for winter care New products Supplements and balancers

News

4

Crowdfunding gets rating agency THOUGHT to be a factor in one fifth of all UK equity deals, Crowdfunding reportedly increased by more than 400% in 2014.

With the growth, however, has come concern about over-optimistic valuations and dodgy data from those seeking investment.

CrowdRating, a new ratings agency, was launched last month to monitor crowdfunding pitches.

“As it stands, investors are reliant on the information provided by the issuing company, typically via the crowdfunding platform,” said cofounder Modwenna Rees-Mogg.

“There is no independent validation, let alone regulated comment by experienced analysts available to investors.”

CrowdRating provides free ratings to investors who register. It also offers a paid-for ‘campaign health-check’ service to entrepreneurs aiming to raise money.

It uses 60 different data points, including information from Companies House and credit ratings agencies, to assess claims made by businesses raising finance on equity platforms such as CrowdCube, Seedrs and Syndicate Room.

• In the April 2015 issue of ETN, CrowdCube founder Luke Lang explained how crowdfunding works for small companies needing money to grow.

Living wage “challenging” for retail sector THE National Living Wage (NLW) will have a “significantly larger” impact on the retail sector than most other industries.

Due for introduction in April 2016, and set initially at £7.20 an hour, the NLW is expected to rise to more than £9 by 2020.

It will mean a pay rise for 2.7 million employees in retail, hospitality and care, says the Resolution Foundation.

The independent think-tank has analysed what it calls the ‘bite’ of the NLW – its value relative to typical hourly earnings. The bite in retail – which is currently 74% – will go up to 88% by 2020.

Small businesses with less than ten employees will face the biggest increase in their wage bills at 1.5%.

“The size of the increase in the new wage floor will certainly be challenging in sectors such as hospitality, retail and care,” said Conor D’Arcy, policy analyst at the Resolution Foundation.

Countrywide acquires Cornwall Farmers COUNTRYWIDE Farmers was set to acquire the trading business of all 12 Cornwall Farmers stores across the south-west last month.

Under the £6.05 million deal, Cornwall Farmers Ltd retain the freehold property, with Countrywide entering into long lease agreements as tenant.

The 12 Cornwall Farmers stores take the Countrywide store portfolio to 66, making it the largest retail chain of its kind in the UK. It’s scheduled to open new stores in Shrewsbury, Salisbury and Swansea this autumn.

Countrywide says it intends to retain the Cornwall Farmers name in Cornwall and Devon. It also plans to introduce its free click and collect service and extended product range to its new stores.

Countrywide Farmers chief executive, John Hardman, said: “We are delighted to have the opportunity to bring together these two highly respected brands to create a stronger offering to our customers.”

Simon Birch, his counterpart at Cornwall Farmers, added: “This deal is good news for our customers in the south-west. It combines our local knowledge and expertise with Countrywide’s national buying power and multiple sales channels, which include online and click and collect services.

“In agreeing a sale we wanted to find a partner who would continue to serve our rural communities across Cornwall and Devon and provide greater customer choice. The deal with Countrywide does all these things and allows Cornwall Farmers to retain a strong property asset base with recurring income from a secure long-term tenant.”

IT investment In addition to opening more stores, Countrywide is investing more than £5 million in a new IT platform.

John Hardman said it will “deliver a seamless customer experience across our country stores, sales teams, online, catalogue and loyalty card scheme.

“Once the new system roll-out is completed by summer 2016, customers will be able to use their mobile, tablet or PC to click and collect at a store of their choice, as well as continuing to use all the traditional sales teams and stores to access our products and services,” he added.

Bank arrangements Countrywide is supporting its ongoing investment with revised banking facilities via HSBC Bank plc. These comprise a revolving credit facility of £20 million repayable in full in September 2018 and an overdraft facility of £5 million reviewable annually.

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

OCTOBER 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

Airowear.............................................................19 Aloeride..............................................................22 The Animal Health Company................................39 Animalife..............................................................3 Frank Baines........................................................21 Barrier Animal Health...........................................42 Battles.................................................................41 BETA International.......................................47 & 50 Breyer.........................................................22 & 25 Brogini................................................................15 Carr & Day & Martin..............................................7 Carrots................................................................27 Charles Owen......................................................19 Classified.............................................................49 Derriere Equestrian......................................22 & 24 Dodson & Horrell Limited.....................................38 Easibed...............................................................14 Equisafety...................................................16 & 22 Eurohorse..............................................................9 Faulks & Cox Ltd..........................................13 & 22 Floorex Carpets......................................................8 Grays of Shenstone..............................................26 Horse First...........................................................37 Horslyx................................................................36 Inspire Hire............................................................8 Jenkinsons...................................................17 & 22 John Whitaker International.................................22 Kanyon Footwear................................................31 Life Data Labs Inc................................................34 Magic Brush........................................................12 Masham Micronized Feeds...................................11 Moorland Rider...................................................22 Natural Animal Feeds........................................ OBC Noble Outfitters...................................................22 Pelgar.................................................................18 QRS......................................................................8 Safe-Care Equine.................................................43 Saracen Horse Feeds............................................33 SEIB......................................................................5 Sherwood Forest................................................ IFC Snowhill Trade Saddlery......................................IBC TopSpec..............................................................35 United SportProducts GmbH...................................6 Web Directory.....................................................50 Your Gift Horse............................................22 & 23

www.equestriantradenews.com

5

Mountain Horse sets up own UK operation MOUNTAIN Horse has taken over the distribution of its own products in the UK and Eire.

For the past 22 years, Horsemasters Distribution has handled import and supply of the Swedish clothing label to the UK and Irish trade.

A new company called Mountain Horse UK has been set up with a team of UK based staff. UK retailers can also order directly from Sweden.

Mountain Horse is to exhibit at BETA International 2016 in January.

Lucy Ward has run Horsemasters Distribution since its founder, her husband Nick Ward, died suddenly in 2003.

Lucy will remain as a consultant during the handover to Mountain Horse UK. After that, she says she’ll take on new challenges and offer more time to her family.

Bertil Sjosward, managing director of Mountain Horse in Sweden, said: “Without both Nick and Lucy, Mountain Horse would never have been so successful in the UK and Eire. We hope to do justice to all they have achieved and we will do our utmost to continue their good work.”

SADDLERS APPOINT NEW PRESIDENT

LAURA Dempsey, the new president of the Society of Master Saddlers (SMS), was appointed at the Society’s AGM in Newmarket last month.

A Master Saddler, Qualified Saddle Fitter and side-saddle specialist, Laura takes over the SMS presidency from Peter Wilkes. Ken Lyndon-Dykes, pictured with Laura, has become vicepresident.

Addressing the AGM, Laura appealed for all SMS members to get involved with their society. “We now have many more individual members, in both craft and saddle-fitting, of which I’m one, and those members’ expectations of the Society have changed. They want more education, help and support from us,” she said.

Next year the SMS celebrates its 50th anniversary.

LIGHTING THE WAY

CITRUS Lime has moved into a new headquarters in Ulverston in the Lake District. “We have a great deal of space now for meeting and training customers,” said Grant Hadwin of the digital retail solutions specialist.

“It’s also a very recognisable building in the local area which had been derelict for a number of years. So by taking it on, we can preserve an iconic landmark of the South Lakes area.”

The ‘clicks and mortar’ experts at Citrus Lime work with retailers in the equestrian, cycling and outdoor trades.

• Read Grant’s advice on how to beat the big boys in business on page 30.

www.equestriantradenews.com

Still the

highest approved Airbag with EN 1621-4, Level 2 Certification

News

6

Wholesaler takes on boots range COUNTRY footwear manufacturer Grubs has struck a new distribution deal with wholesaler Trilanco.

The arrangement is set to make it easier for retailers get Grubs’ Frostline, Rideline and Outline boots in stock for the winter season, says Trilanco.

“We’re looking forward to seeing this partnership develop and are very proud to have been chosen as Grubs’ distribution partner,” said the wholesaler’s managing director Martin Balmer.

Feed brand is most popular DENGIE is the UK’s most popular branded feed product.

One in five of the UK’s 446,000 horse-owning households feed Dengie products, according to the 2015 National Equestrian Survey The survey, commissioned by BETA, was conducted by sports marketing agency Two Circles with support from the British Equestrian Federation and partial funding from Sport England.

Providing a nationwide snapshot of equestrian participation and expenditure, it includes separate specialist sections including one on equine feed.

“We are clearly delighted to see the company’s growth recognised and would like to thank all our customers for their loyalty and support by choosing Dengie’s great quality, home-grown fibre feeds,” said Dengie managing director Ian Hassard.

The survey also estimated customer numbers based on the overall purchase figure for feed brands. This shows Dengie to have an estimated customer base of 69,000, and its closest competitor with 28,000 fewer.

• The National Equestrian Survey and its specialist sections are available to purchase. Contact the BETA office on 01937 587062 or email info@beta-uk.org

Order hi-viz 24/7 RETAILERS can now register for trade accounts via the Equisafety website (www.equisafety.com).

“Once applications have been approved, orders can be placed at a time or day to suit, by just clicking ‘log in’,” said a spokesman for the high visibility specialist.

Orders are picked, packed and sent out the same day, apart from Fridays after 2pm, Saturdays, Sundays and Bank Holidays when they are dispatched the following working day.

Helmet supplier meets VG1 GERMAN manufacturer uvex has confirmed that its equestrian helmets are now being manufactured and kitemarked by the British Standards Institute (BSI) to VG1.

From the start of 2016, most competition riders will require helmets manufactured to the intermediary standard of VG1, PAS015, ASTM F1163 or SNELL. It’s anticipated that the new revised EN1384 standard will be available by September 2016.

• See the January 2016 issue of ETN for a hat standards update.

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SHIRES Equestrian Products is providing horse care kits and Zoetis is giving wormers and tetanus vaccinations to support a series of equine castration and healthcare clinics. The aim is to curb indiscriminate breeding and the problems it causes.

Blue Cross, the British Horse Society, British Equine Veterinary Association Trust, Horseworld, Redwings Horse Sanctuary the RSPCA, and World Horse Welfare are involved with the scheme.

Suitable horses are identified by charity welfare officers at different locations around the UK before volunteer vets castrate up to 30 horses. In addition, horses are wormed as needed and vaccinated against tetanus, courtesy of Zoetis, as well as microchipped and passported. Shires has provided useful horsecare items such as headcollars, hoof picks and brushes.

www.equestriantradenews.com

7

Redpin acquires Showing World THE bi-monthly magazine Showing World has been acquired by Redpin Publishing.

The publisher, best-known for its regional equestrian consumer titles, has also taken on the Showing Council/Showing World Show Personality of the Year Awards.

Redpin purchased the magazine and awards from Robin Aldwood Ltd, the company owned and run by its former editor Sandy Wooderson.

Showing World is mailed free to members of nine leading showing organisations, reaching more than 14,000 enthusiasts. It will be based in Redpin Publishing’s head office in Devizes, Wiltshire.

Supplements brand off the market MARS Horsecare UK has called a halt on its T.E.N. supplements brand.

Launched in March 2013 and sold directly to consumers via the Internet, the T.E.N. (Targeted Equine Nutrition) range featured more than 30 different products.

“We developed T.E.N. to test demand for a supplement that was open about the ingredients used and completely honest about product efficacy,” said Jeremy Brereton, managing director of Mars Horsecare UK. “T.E.N. Supplements did not make any claims that could not be substantiated and didn’t hide its formulations. We were looking to test the scalability of the concept for roll out to other countries, such as through our US business, but the UK test did not give us enough confidence to do this.

“We are instead reallocating both the investment and knowledge of the digital world to our Spillers brand”.

Last month, the T.E.N. Supplements website announced it was “closing its stable door for the final time at the end of September.” A closing down sale offered 50% of everything.

For more on supplements and balancers, see pages 34-39

New website has retailer and rider appeal ANIMALIFE has unveiled a new website (www. animalife.co.uk) that gives retailers and end users an easy way to view and order online.

The company is the creator of the Vetro collection of supplements which includes Vetrofen, Vetroflex and Vetrocalm.

The site offers Animalife Accredited Retailers the chance to login to their individual portals and order directly from the website quickly and easily. There is no minimum order and orders over £50 are carriage free.

Retailers can also access downloadable information, with a selection of training and educational courses to come soon.

“In a world where digital presence is so important, we’re really excited to launch our brand new website and believe it takes a forward-thinking approach to meeting the demands of our customers,” said Ross Riley, company director of Animalife.

CLA Game Fair is no more THE Country Land & Business Association (CLA) will no longer run its annual Game Fair.

It says the event has “failed to generate enough income” and seen falling attendance. The abandonment includes cancelling the 2016 planned event at Ragley Hall.

“Unfortunately an increasingly crowded summer calendar of outdoor events has contributed to falling attendance. This has led to the event failing to generate enough income and has made the event financially unsustainable,” said CLA director general Helen Woolley.

She added that the CLA would continue with its other work and to lobby for rural business.

The 2016 CLA Game Fair was due to be the 58th in its history. The event has traditionally been held at different venues around the country. At its peak, it attracted more than 140,000 visitors.

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2016

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

Main Sponsor

BETA International news…from ETN…official media partner…

TV newscaster to

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

anchor trade fair debate

ITV newscaster Alastair Stewart is set to make a welcome return to BETA International in January to host a debate of industry hot topics.

This new feature sees movers and shakers in the equestrian world going head-to-head as they air their often outspoken points of view and wrestle with the latest issues affecting different sectors of the trade.

“I am delighted to be participating in BETA International once again,” said Alastair. “It is the premier gathering for the industries that support our brilliant equestrian sports.

“Showjumping is central to my family and I am proud to be an ambassador for British Showjumping; but eventing, dressage and racing are brilliant, too – and, as a nation, we’re pretty good at all of it.

“I am looking forward to hosting a debate and question-time at the show that should be both informative and entertaining. I do hope that visitors will come along and join us!”

BETA International organiser Claire Thomas said: “We are thrilled that Alastair has agreed to take part in the 2016 trade fair. He is a consummate professional and extremely experienced in dealing with political heavyweights, so I’m sure that he will thoroughly enjoy taking the reins for a debate among members of the equestrian industry.

“It will be super to see Alastair – one of the trade fair’s most popular famous faces – back at the show.”

Exhibitor bookings highlight strong position BETA International 2016 is in a strong position, with more than 92% of commercial space taken following the show’s 11 September deposit deadline.

Already, 219 companies from the UK and overseas are set to exhibit at the NEC from 24 to 26 January.

Exhibitors are made up of large, established brands and small, new start-ups from across the equestrian, country, outdoor and pet product sectors.

Latest signings include Konia Equestrian from Canada, Back on Track from Sweden, AWST Int’l from the United States and Tagg Equestrian and The House of Cheviot, both from the UK. “This is fantastic news and a great reflection of the way in which the industry holds the show in such high regard,” said BETA International sales manager James Palmer. “We are widely recognised across the world as the ultimate tradebuying event and a powerful business platform for developing export and import trade.”

The first round of stand allocation is now under way, with companies that met the deposit deadline set to benefit from the best locations around the show’s three large halls.

“Although much of the space is now spoken for, there are still some great opportunities available,” added James.

“With stands from as little as £954 plus VAT and a range of prominent stands still on offer, BETA International presents a cost-effective and high-profile solution for companies and their products to secure trade and media attention.”

ITV newscaster Alastair Stewart is set to anchor live debate at BETA International.

New sponsor set to sparkle EQUINE supplement specialist NAF will uncork some extra sparkle at BETA International 2016 as sponsor of the show’s stylish Champagne Bar. This elegant feature provides the perfect environment for visitors wishing to take a break or network in comfortable surroundings.

“We are thrilled to be able to support BETA International and this sponsorship opportunity does just that while allowing our national sales team to continue to work closely with our retailers to develop sales,” said NAF UK sales and development manager Lorna George.

Trade fair organiser Claire Thomas added: “We are extremely pleased to welcome NAF to our portfolio of high-calibre trade fair sponsors. The company, like BETA International, is highly regarded throughout the equestrian world and we are delighted to have NAF on board.”

• NAF joins fellow sponsors Battles, Charles Owen, Ekkia, ETN, Shires Equestrian, Schockemöhle Sports, Toggi, The Wine & Hamper Company and main sponsor Neue Schule.

Need to know more?

BETA International 2016 show takes place at the NEC, Birmingham, from 24 to 26 January. Visitor entry is free on pre-registration at www.beta-int.com. For information about exhibiting, contact James Palmer, telephone +44 (0)1937 582111 or email jamesp@beta-int.com

As an exhibitor at BETA International 2016 the only way to easily capture your hot prospects’ details is to use the QRS data capture service.

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EUROHORSE MEANS BUSINESS! BOOK NOW FOR 2016!

Super satisfied visitors The average amount spent per visitor at EuroHorse 2015 was an amazing 148 GBP. Some statistics from EuroHorse 2015: Total number of visits: 76,892 Number of exhibitors: 250 Product groups at EuroHorse: Breeding, breed associations Feed and bedding Equestrian sports equipment Horse care Icelandic horses Riding Stables and riding-tracks Trailers, vehicles Trotting and racing Western Education/training, travel For more information please visit www.eurohorse.se or contact: Ms Claire Williams British Equestrian Trade Association E-mail: claire@beta-uk.org Telephone: +44 (0)1937 587062 EuroHorse is run at the same time as the Gothenburg Horse Show.

24 – 28 MARCH 2016

News

NEWS IN BRIEF • LARGER retailers (those employing more than 250 people) in England must charge a minimum of 5p for one-use carrier bags from 5 October. Similar legislation already applies in Wales. Small and medium sized businesses are free to choose whether or not to charge for bags.

• ABSOLUTE Horse magazine is marking its 25th anniversary and 300th edition by becoming a free publication up to and including the November issue. The regional, monthly publication covers East Anglia. It’s distributed by tack shops and feed merchants, as well as show centres and via some photographers who cover shows within its circulation area.

10 Nominations open for equestrian industry awards MEMBERS of the trade and consumers are urged to start nominating those they feel worthy of winning 2016 BETA Business Awards.

The presentations will take place during the BETA Gala Dinner, at the National Motorcycle Museum near Birmingham on Sunday, 24 January (also the first day of BETA International 2016).

“The awards are a tremendous way for the industry to reward the achievements of individuals and companies,” said BETA executive director Claire Williams. “Each of the categories is hotly contested and the number of nominations received seems to grow year upon year.”

• See page 28 for full details of the awards and how to nominate.

Horse sport hits the small screen

• THIS year’s Black Friday – 27 November – is predicted to see the UK’s first £1 billion online shopping day. Traditionally the day after Thanksgiving Day in the US, many UK retailers have embraced Black Friday by offering special pre-Christmas deals and discounts.

• TOPSPEC is offering consumers £2 off a 20kg bag of UlsaKind cubes throughout this month (October). The product is sympathetic to the equine digestive system, even when it is compromised by extreme acidity. The normal RRP is £12.50.

• LAST month saw Derriere Equestrian’s managing director Claire Galer among the guest speakers at the Women’s Business Conference hosted by the Hereford & Worcestershire Chamber of Commerce.

• ORDNANCE Survey (OS) is looking for inspirational adventurers who are enthusiastic about the great British outdoors to become champions for its #GetOutside campaign.

The chosen champions will take part in a year-long series of events with OS ambassadors such as wildlife presenter and naturalist Steve Backshall and Everest climber Bonita Norris.

“We’re interested in hearing from people of all ages and abilities that love the outdoors and believe they can get others to love it too,” said an OS spokesman who confirmed that riders are welcome to apply. The closing date is 31st October.

• VIRBAC sponsored show producer Katie Jerram, international eventer and show jumper Pippa and William Funnell of the Billy Stud plus The Pony Club are to feature in a new Horse & Country TV advertising campaign for Virbac 3D Worming.

“The adverts will coincide with our sponsorship of the Horse of the Year Show where our sponsored riders will be competing and which also features the Virbac 3D Worming Pony Club Mounted Games,” said Virbac’s Rick Manlove.

• THE team at Zebra Products jumped every fence with Scott Brash and Hello Sanctos as they claimed showjumping’s biggest ever prize - the €1 million (£735,000) Rolex Grand Slam - last month. “Scott’s a formidable young showjumper with an enviable team of talented horses, supported by loyal owners. We’re incredibly proud to be associated with him,” said Simon Middleton, managing director of Zebra Products, UK distributor of Veredus equine boots – as worn by Hello Sanctos and endorsed by Scott. (Photo: Stefano Secchi)

OCTOBER 2015 EQUESTRIAN TRADE NEWS

A DOCUMENTARY about horse racing, international showjumping and dressage are among the highlights on Horse & Country TV this autumn.

Horse Town (premieres 9pm on Saturday, 10 October) gives viewers a behind-the-scenes tour of life in Newmarket.

As well as capturing some of the characters that make the home of British horse racing such a fascinating place, the documentary takes in the glitz and glamour of race days and follows the staff who keep the horses running.

International showjumping on Horse & Country TV includes coverage of the Longines Global Champions Tour 2015 Final in Doha (9pm, Saturday 21 November). While a little closer to home, there’s the Arena UK Ultimate Showjumping Championships, with highlights of the grand prix (8pm, Saturday 21 November).

Dressage fans can look forward to highlights from the British Dressage National Championships (9pm, Tuesday 20 October); and coverage of the World Dressage Masters series, starting with Lier in November.

• JOULES has promoted managing director Colin Porter to chief executive, allowing founder and former CEO Tom Joule to focus on the brand and creative design.

• NUUMED, best known for its saddlepads and numnahs incorporating British wool, has launched a new website to coincide with its 25th anniversary of trading. The site has a news section, blog, trade login, image gallery and stockist locator with postcode search.

• THE British Equestrian Federation (BEF) has appointed recruiter SRi to identify candidates for the role of its new chief executive. The job becomes vacant from 20 June next year, when the current CEO Andrew Finding OBE retires after a fifteen year tenure.

• EASIBED is offering a luxury hamper to the stockiest who creates the best in-store display of its bedding brand. The competition, to run throughout November, marks easibed’s 15th anniversary. Judging will include mystery shops. www.equestriantradenews.com

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Collection WINTER BERRY made in EU

News

12

When travelling to work is work…

LAST month’s European Court decision that travelling to and from work can count as paid work has wide-reaching implications for businesses.

Firms with the likes of delivery drivers and sales reps could face regulatory and financial problems, warns Richard Parr of Blacks Solicitors.

There could also be implications for National Minimum Wage (NMW), he adds.

“There is a growing body of opinion that this latest ECJ (European Court of Justice) case will be interpreted as applying to NMW. It would be surprising if a trade union didn’t seek to test this point,” says Richard.

• See Legal Digest on page 48 for Richard’s full assessment of the new ruling.

IN THE PINK MORE than 400 horses and riders descended on Speedgate’s Fawkham site in July to take part in the Kent retailer’s 2015 Ride for Life sponsored ride. Now in its sixth year, the fixture has raised almost £200,000 for Cancer Research UK. “We were overwhelmed by the enthusiasm for the ride,” said organiser Nicola Preston of Speedgate. “Think Pink was the theme, and riders went to tremendous lengths to dress up themselves and their horses.”

Lynette Farley, local fundraising manager for Cancer Research UK said: “Ride for Life is always quite a spectacle – a four-legged sea of pink! Speedgate have raised a phenomenal amount of money and we were delighted they organised the event again this year.”

Nicola added that Speedgate would like to thank all the suppliers who generously donated and the volunteers who made it happen.

GERMAN BRAND SIGNS UK DISTRIBUTORS

order now at: sales@trilanco.com tel: 01253 888 188 www.trilanco.com

UNITED Sports Germany (USG), the company behind the USG Flexi body protector, has taken on three UK distributors.

Ackland Clark and Hucklesbys are acting as regional wholesalers, while Trilanco is handling national distribution Direct accounts are also available to UK customers via USG UK Sales manager Marylise Silk.

USG has just launched a catalogue featuring the new ECO Flexi body protector, plus many Christmas gift ideas such as bling belts and socks.

The company is also the UK distributor for apparel brand Kentucky and RSL Gloves.

How to help confused customers

A SERIES of free information booklets on horse health and management has been launched by MSD Animal Heath as part of its Keeping Britain’s Horses Healthy campaign.

The company says its mission is to reduce the risk of illness and disease among the UK’s equine population by educating their owners.

The Responsible Horse Owner booklets are available to download at www.healthyhorses.co.uk The titles cover infectious disease and vaccination; parasite control; nutrition and weight management; teeth and dentistry; hoof care and farriery; well-being (environmental management, breeding and end of life care) and taking on a new horse.

EDITOR’S NOTE: These booklets are packed with good advice making them ideal as suggested reading to new or novice owners and/or confused customers.

www.equestriantradenews.com

13 Sharp new idea THE Clipit from Blades Services is a new grooming garment.

It’s made in a material that eliminates hair penetration and thus the discomfort often associated with clipping.

With a high neck collar, long sleeves and straight legs, the Clipit has pockets on the legs and hips for handy placement of a clipper battery and tools.

Blades Services was established more than 12 years ago by David and Sheila Grimes. It’s now owned and run by their daughter Paula Bryan, who was formerly with Groomers. The company also offers sharpening services.

Spreading the cost of Christmas RELAXATION of the regulations has made it easier for retailers to offer consumers credit (Legal Digest, ETN, July).

And Christmas presents yet another reason to consider offering staggered payment terms to cash-strapped customers at what can be a financially tough time of year.

Retail finance can be of enormous benefit to retailers and their customers, says Emily Thomas of Omni Capital Retail Finance.

“For retailers, it can help maximise selling opportunities while enhancing order values and improving cash flow,” she said.

“For customers, finance can provide the means to trade-up to better quality, higher-priced products previously out of their price range, so allowing them to buy here-and-now rather than having to save up to do so.”

However, Emily adds a word of warning. “It must be stressed that purchasing via finance is not suitable or right for everybody.

“Our sophisticated credit approval system is designed with this in mind, and we take particular care to ensure customers only take on a commitment they can afford and for which they are financially suited.”

Bedding supplier rewards loyalty BEDDING brand easibed has launched a consumer reward scheme to celebrate its 15th anniversary.

Collectable easi-tokens, redeemable against a host of easibed merchandise, feature on the back of the newly designed 20kg bales.

Your customers can find the latest token offers, competitions and flash rewards on the company’s social media pages and website.

“We’re really excited to be offering people the chance to get their hands on some easibed merchandise by collecting our new tokens,” said sales manager Claire Hayward. “It’s a great way of saying thank you to people for using easibed.”

The sleek new bales co-ordinate with easibed’s sister product easichick poultry bedding, which is stocked by many of the same stores.

Made from recycled white wood, easibed offers a dust free, clean and comfortable bed for horses and a healthy working environment for those working with them.

Fans include international showjumpers Ellen Whitaker and Billy Twomey plus polo player Oli Hipwood.

Page 14 www.equestriantradenews.com

Product News Bespoke leg positioning

14 All set for Spring

WOW Saddles’ new Equitana dressage flap features a fixed yet adjustable block.

The angle can be altered, while the positioning from front to back can be moved too.

This means that a perfect position can be achieved for each individual rider’s leg, to suit their ability, comfort, strength and level of training.

The flap’s swirl pattern stitching identifies this as a WOW product. The range of saddles offers bespoke designs, a patented tree with lateral flexion and Flair air flocking.

Gentle as a lamb THIS luxurious saddle pad from Passier is made of vegetable-tanned lambskin.

Gentle for horses with sensitive backs, including those with allergies, it also provides under-saddle shock absorption and encourages blood flow.

The underside of the pad consists of lambskin with a 25 mm deep pile. The outer side is made of cotton. The girth loops are adjustable.

The Passier Lambskin Pad comes in dressage and jumping styles with pony, medium and large sizes.

WALDHAUSEN has unveiled its ELT fashion collection for Spring 2016.

Its signature is a fresh, modern colour scheme with highlights being chili red, teal, plum blue and pebble beige.

ELT also has outerwear for men.

Lighting up winter evenings

DARK evenings at yards without mains power can be a thing of the past with SolarHub from Solar Technology International.

The 2015 BETA International Innovation Award winner can also be used to charge phones and other devices.

The SolarHub 16 (RRP £99.99) provides 16 sq m of mains-quality lighting, which can be doubled with the addition of an expansion pack (£39.99). The SolarHub 64 (£199.99) covers a space of 64 sq m (or four small rooms), with a 32 sq m expansion pack available (£59.99).

Both are simple to fit and offer a complete lighting and power kit comprising a solar panel with wall bracket, lithium battery hub and super-bright LED strip, plus cables.

The solar panel collects enough energy during daylight to provide up to six hours of light daily. It has a 20 year warranty while the battery is covered for two years. There’s also a horsebox fitting kit (£29.99).

“We opted to use high-intensity LED strips, as they are less likely to be damaged by curious horses than pendant lights,” said Solar Technology International’s managing director Adrian Williams.

SolarHub is distributed by Agrihealth.

OCTOBER 2015 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

Product News

16

Feed offers more low calorie choice

‘Marmite’ breeches

NEW Happy Hoof Molasses Free has joined Spillers’ range of low calorie fibre feeds.

The product is designed to give your customers choice over the inclusion of molasses in their horses’ and ponies’ diets and is ideal for those prone to laminitis.

“If your customers are looking to restrict the amount of sugar in their horses’ diets, they should be reminded that they need to pay careful attention to the whole diet, particularly grazing and forage,” says Spillers’ nutritionist Clare Barfoot.

“However, for those that are concerned by the inclusion of molasses we have developed a molasses free version of Spillers Happy Hoof so that you can offer them the choice.”

With no added sugar, the product is a palatable blend of straw, alfalfa, grass nuts, garlic and rapeseed oil and a high level of biotin (5mg per kilo) to support healthy hoof growth.

The short chopped form is designed to extend eating time; it can be used as a complete replacement for hay.

Spillers Happy Hoof Molasses Free is approved by the Laminitis Trust. Its launch is backed by a new advertising campaign and in-store promotions.

LOVE ‘em or hate ‘em… new Wet Look breeches from John Whitaker International have got riders talking.

Designed for casual wear but equally effective in the saddle, they’re made from a blend of polyester and Spandex.

Warm fleece linings make for easy putting on and taking off. The RRP is £55.

As seen on TV… FANS of the animated adventures Penny Bajan of Wendy on Horse & Country TV will snap up these soft keyrings featuring Dixie Sultan her horses.

Fresh from Jenkinsons, the new product line features one of each of Wendy’s horses - Bajan, Sultan, Dixie and Penny.

Sold to the trade in an assorted pack of four, each keyring has an RRP of £4.99.

They can be found in the new Jenkinsons 2015/16 trade catalogue with real-time information accessed by a trade log-in at www.jenkinsonsequestrian.co.uk Page 17

17 Stable yard storage solution

Distribution deal is smart move

STORING feed and tack safely and securely can be a problem, especially on big livery yards. The Store It Out from Keter offers an instant answer.

Sizes range from the Midi at 130cm by 74cm by 110cm for small essential items, to the Ultra which can comfortably hold wheelbarrows, saddle stands, feed and yard brushes.

Each unit is said to be easy to assemble and low maintenance.

Bigger models have sloped thresholds making it easy to wheel wheelbarrows in and out, while their lids are controlled by hydraulic pistons.

Wood effect texturing helps Store It Out containers blend into a stable yard setting. They are also rain and pest resistant.

For unlucky strikes EQUINE boots brand Veredus has extended its X Pro line to cover its three key jump models.

Already available on the Carbon Gel boots (pictured), X Pro is now also offered on the Pro Jump and Young Jump styles.

An extended shape and polyester reinforcement make X Pro particularly suitable for horses that tend to strike into themselves at the pastern bone. In medium and large, black or brown, RRPs are from £96.

Veredus is distributed in the UK

by Zebra Products.

TOTALLY Smart (t/a Smart Grooming) has secured sole UK distribution of the EquiGroomer, a horse and dog grooming tool from America.

“With more than 10,000 EquiGroomers already sold in the USA in our first year, we’re confident that the UK market will embrace the product,” said designer Cheryl Dauphin.

EquiGroomer comprises a steel serrated blade set into a painted hardwood handle. It’s easy to use, tactile to hold and comes in a choice of eight jolly colours. The RRP is from £17.95.

The tool comes in two sizes; small (12 cm width) for dogs, cats, rabbits and alike plus large (24cm) for horses, cattle, donkeys and goats – giving it wide appeal across the equine, pet and smallholder markets.

Effective at removing loose hair and dirt from long or short coats as well as combing through dense hair, EquiGroomer is amazingly gentle and seems to give a massaging effect. ETN tried one on a Jack Russell terrier who normally hates being brushed – and he came back for more!

18

ETN Talks Horses

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

Christian Houdard business developer for the UK and Ireland at French wholesaler EKKIA SAS, keeps his horses in France.

What are your top three equestrian products?

ly in competition.

d Quintet de Preuil

ristian an Ekkia in action: Ch

Please tell us about your horses.

I have two horses and a Shetland pony. Quintet de Preuilly is an 11 year old dark bay by a Holsteiner stallion and out of a Selle Français mare. Helan de Fribois is a 20 year old chestnut Selle Français, and Dauphin is the 24 year old Shetland pony.

What do you like doing with them?

I enjoy show jumping at 1.15m to 1.25m with Quintet. My wife Gwen rides Helan for fun and my four year old daughter Maxine rides Dauphin. My other daughter Céline, who is 25, also has her own horse called Lisburg.

How often do you get to ride?

When I’m in France, I ride every day. When I’m on the road in the UK, Gwen, who is a riding instructor, rides my horse.

What’s your management mantra?

My horses’ comfort and well-being is of utmost importance to me. In France, most horses are kept stabled all day long and don’t go out to pasture. For my horses, I decided to copy the British way of doing things. So I put them in a livery yard where they are turned out every day and are fed on traditional (non-industrial) feeds along with ad lib hay.

OCTOBER 2015 EQUESTRIAN TRADE NEWS

EKKIA’s 600-page catalogue features more than 5,000 products covering all the needs of every rider or horse in any discipline – so it’s quite hard to choose! Right now, some of our most popular products are our show coats and polo shirts, as well as our Equit’M sportswear line which is really stylish.

Proud Papa: Christian leads his four year old daughter Maxine on her Shetland pony Dauphin.

What are your equestrian ambitions?

Next year will be my 46th year of equestrian competition; 25 years of eventing and 21 years of show jumping. I want to continue competing until my horse’s retirement in five or six years’ time. I plan to ride in 1.30m classes next season. And I hope to take Maxine to some shows on her Shetland pony.

What do you love about having horses?

I love to take care of my horse, train him and ride him in shows. My horses have been 100% part of my family for more than 40 years. I am and always will be crazy about horses for my entire life. Fortunately I share my passion with my wife and two daughters.

If you’d like to talk horses with ETN, please get in touch via editor@equestriantradenews.com

www.equestriantradenews.com

Tested to Satra M38 : 2015 BETA 2009: Level 3

Photo credit: Sportfot Photography

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Special Report

20

SHOPPERS GET NEW RIGHTS THIS MONTH New consumer law came into force on 1 October 2015 – and retailers need to be ready, says Polly Russell Stower.

R

etailers dealing directly with consumers must make sure they are compliant with the Consumer Rights Act 2015 (CRA) by reviewing terms and conditions, sales documents and assessing business practices.

The aim of the CRA is to consolidate and replace current consumer legislation including: • Unfair Contract Terms Act 1977 • Sale of Goods Act 1979 • Supply of Good and Services Act 1982 • Unfair Terms in Consumer Contracts Regulations 1999 The CRA only applies to business-to-consumer contracts and to contracts made after 1 October 2015.

The legislation listed above will still be in force in relation to business-to-business contracts and those contracts made prior to 1 October 2015.

Goods and delivery Retailers will be aware of the various statutory quality standards that apply to the sale of goods. Requirements that goods must be as described, of satisfactory quality and fit for purpose still remain.

However, the CRA introduces a number of additional requirements and twists to the existing standards. These include: • In relation to assessing whether goods are fit for purpose, the purpose must be communicated to the retailer before the contract is completed.

• Goods must match the model seen or examined by the consumer and any differences must be brought

to the consumer’s attention before the contract is completed.

• Where pre-contractual information has been provided to consumers, this information will become an implied term of the contract.

• If installation forms part of the contract, goods will only be deemed to conform if they are installed correctly. This is particularly relevant to any business that sells items that have an installation element to them, such as stabling, horse walkers and solaria. This requirement applies regardless of whether a retailer performs the installation itself or uses a sub-contractor or a third party to install goods on its behalf.

• Unless agreed otherwise, there is now a default delivery period of 30 days.

Goods - rights and remedies The rights and remedies available to consumer have been significantly clarified and widened. The key changes are as follows: • The legal position until 30 September allowed for defective goods to be rejected within a ‘reasonable period’.

Under the CRA there is a period of 30 days in which the consumer can reject the goods.

• Retailers have the option to extend the 30 day period, but they must not reduce it.

Perishable goods may have a shorter time period than 30 days within which to reject.

• A retailer now has one opportunity to repair and replace unless further requests are received. If a consumer agrees a trader can try to repair or replace faulty goods, the consumer’s right to reject

OCTOBER 2015 EQUESTRIAN TRADE NEWS

Under new consumer law, there is a period of 30 days in which the consumer can reject goods.

is ‘paused’.

• Refunds to consumers may be reduced to take account of any use the consumer has had from the goods; but no deduction can be made in circumstances where the goods are rejected within six months of delivery.

There is an exception to this rule which applies to motor vehicles that include vehicles such as horse boxes.

• Remedies for late delivery may include an immediate right to terminate, the right to set a new deadline for delivery and a right to receive a refund where the contract is terminated or goods are rejected.

As a result, retailers need to review existing refund and

repair policies as well ensuring that any information given to consumers about their rights does not conflict with the CRA.

Unfair terms The Unfair Contract Terms Act 1977 and the Unfair Terms in Consumer Contracts Regulations 1999 are merged in the CRA 2015.

As with the previous legislation, a retailer is unable to exclude or limit its liability in relation to many of the core CRA provisions. In addition, the CRA now extends the fairness test to contract terms.

So consumer notices and relevant terms now need to be both transparent (eg. in plain and intelligible language) and prominent (eg. brought

What about saddle fitting?

Saddle fitting could come under installation or services.

“My sense is it will depend on how the saddle was sold,” says Polly. “For example, if a consumer purchased a saddle directly from the manufacturer and then arranged for their own independent saddle fitter to come out, then the fitting would fall under services.

However, if a saddle was bought from a retailer (or manufacturer) who sold the saddle and offered fitting as part of the price, then potentially it could be captured by installation.” www.equestriantradenews.com

21

Unless agreed otherwise, there is now a default delivery period of 30 days to the consumer’s attention).

Previously, the law only required transparency but not prominence.

Services - rights and remedies

The CRA does not give a consumer the right to have someone else complete the service and then charge the original trader. However, as with the sale of goods, other remedies available to consumers include claiming damages, seeking specific

performance and the right to treat the contract as being at an end.

As with the sale of goods, retailers are not able to exclude or limit liability in relation to the implied terms.

What does your business need to do?

In order to achieve compliance with the CRA, retailers should review and update: • Sales lifecycle • Pre-contractual • Sales contracts information • Standard web and app • Cancellation and return terms policies • Limitation of liability • References to legislation

• Implement staff training

About the author POLLY RUSSELL STOWER is an Associate in the Bloodstock and Equine Business Team at Ashfords LLP. If you have any queries regarding the CRA and the effect it could have on your business, please call Polly on 0117 321 8053, or email p.russell-stower@ashfords.co.uk

35

EL

EBRATI

NG

C

As well as covering goods and digital content, the CRA also governs standards relating to services. The implied terms relating to services are largely a repetition of the existing law.

However, by way of reminder: • The service must be performed with reasonable care and skill.

• The consumer must pay a reasonable price for the services (reasonable price is a question of fact and the CRA provides no further guidance).

• The service must be carried

out within a reasonable time frame.

Any verbal or written information provided to the consumer which they rely on when deciding to enter into the contract, and/or when making a decision about the service after entering into the contract, is incorporated into the contract.

Although the onus is on the consumer to prove that a service did not meet the terms referred to above, remedies for defective performance of services include: • Repeat performance - this must be provided within a reasonable time and without causing significant inconvenience to the consumer. In addition, retailers should bear any necessary costs (ie. labour or materials).

• A price reduction - this will be available where repeat performance cannot be carried out or where the service has not been completed in a reasonable time. The amount of the price reduction will depend on how serious the nature of the breach is.

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The Best of British aloe vera horse feed supplement invites retailers to enjoy a BIG Christmas bonus. Sneak a peak at

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The perfect stocking filler for Christmas

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Packs of ten from £47.99 Call: 01455 848 184 Email: sales@faulks.co.uk

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23

Christmas Gifts

Just what Santa ordered…

Check out these great gift ideas to inspire some seasonal spending

Incredibly Profitable Horse Gifts

Fireside reading THE heart-warming story of a remarkable woman is told in Up With The Lark, my life on the land by Joan Bomford.

Now 83 and still farming, Joan describes how she’s loved her lifestyle since, at the age of eight, she became the first of her family to drive a tractor.

Working with her father’s Shire horses fostered her love for animals. Joan still gives riding lessons to this day, her former pupils including ETN’s very own Nicki Lewis.

Up With The Lark is published by Hodder & Stoughton at £20.

Festive fun CHOOSE from Christmas cards and tree decorations, hair clips, jewellery and advent calendars – all from Westgate EFI. Gift ideas include Compost Heap’s affordable key rings and note pads, Gold Label gift packs, JHL bling browbands, practical Feetz Pocket Wellies and luxury leatherwork from the Mark Todd Collection.

Time to shine EYE-CATCHING brushes in the HySHINE Complete Pro grooming collection have ergonomic handles to put the fun back into grooming.

Supplied with a matching grooming bag, the set includes a body brush, mane and tail brush, dandy brush, hoof pick, face brush, sweat scraper and comb. Available from Battles in black, pink and grey or navy and orange, the RRP is £39.

Page 41

Walk this way ANY outdoor woman would be delighted to receive these gorgeous Spanish Riding Boots (classic style) from the Spanish Boot Company.

With water resistant, knee high leather uppers and Good Year welted rubber soles, tassel detailing, elegant brogue styling and vintage inspired brass effect buckles, they’ll go anywhere from pub to point-to-point.

Learn and play with ponies CRAFTY Ponies are a fun way for children to learn about caring for equines.

The soft toys are linked with real ponies via the suppliers’ own riding school website. The models come complete with leatherette miniature saddles and bridles, plus rugs and soft stables in kit form. www.equestriantradenews.com

Horsey people love practical presents.

So decorate everyday items such as yard brushes, feed bowls and haynets with ribbons and bows to show how they can be turned into great gifts for giving.

RETAI L TIP

Request your free brochure now!

Handbags and gladrags THE Royal Equestrian Handbag (RRP £24.95) is just one of a whole host of seasonal stock suggestions from Grays of Shenstone.

Other ideas include Gallop Horse Slippers (RRP £19.95), which come gift boxed.

Grays offers UK carriage paid on orders of £350 plus.

Page 26 Offer a ‘personal shopper’ service in store or even online.

Invite your customers to tell you who they are buying for – and you come up with suggestions at various prices.

Promote the personal shopper service on your social media and any regional advertising you do.

RETAI L TIP

www.yourgifthorse.com sales@yourgifthorse.com

01454 510 102

Christmas Gifts

24

Take a tip from the toy trade With more than 25 years’ experience in the toy trade, DKL – the UK distributor of Breyer Model Horses - is perfectly placed to suggest some seasonal strategies to equestrian retailers. Here’s just one Christmas cracker …

AS part of the its marketing support for stockists, DKL places great emphasis on merchandising and the use of planograms.

A planogram is a visual diagram which illustrates how to maximise your retail space. At Christmas especially, DKL has proven time and time again that planograms lead to an increase in customer purchases.

Certain factors are considered before creating planograms for Breyer stockists: • The customer: what type of customer visits the store and what are they looking for? Are they collectors looking for specific models, families looking for the latest Breyer set or hobbyists looking for Breyer tack and accessories?

• Product range and price points: the store must have a strong product offering which can be adapted to meet the needs of the customer. It is also necessary to ensure the price points on display are suitable for your store yet also common to the marketplace.

• Space: planograms ultimately rely on the exact retail space which is available. Given the exact measurements, DKL can create a detailed and completely bespoke diagram.

It goes without saying in the toy trade that consumers have more money to spend at Christmas. A planogram is an effective way of planning how retailers can bring higher priced items to the forefront while also keeping stocking-filler type products attractive. Equestrian retailers too can benefit from this strategy.

Once the planogram has been created and the new displays A bespoke planogram can be installed, it must be supported with created for your store. point-of-sale material. DKL provides Breyer shelf strips, window stickers, posters and more. It all helps boost brand awareness and encourages customers to look at the product range.

Models fly the flag

Wrapped and ready

MODEL horses are loved by all ages, with the latest launches eagerly awaited by collectors and those who love to play with them alike.

Three new models have joined Breyer’s Best of British collection, distributed in the UK by DKL. They are the Highland pony, Irish Draught and Shire stallion which comes with a miniature Corgi dog. “The original Best of British models have been a brilliant success and we expect the new products to follow suit,” said Farel Williams of DKL. Page 25.

MOORLAND Rider’s Cotton Gift Bag is the perfect ‘wrapping’ for Christmas gifts. And it can be used again. The cotton bag comes in two sizes, each with a bright equestrian design. A gift tag is included with RRPs from £3.50.

Page 22.

Time for treats CHRISTMAS is a time to treat friends and family to those little luxuries they’re unlikely to buy for themselves.

Take this Melton bag – with leather trims and satin lining - from the Toggi tweed collection.

Another idea for women with an eye for detail is Toggi’s Pinewood belt. Lavishly embroidered, it’s wearable with many outfits.

The gift of warmth SSG Winter Rancher gloves are made from North American deerskin.

No inside finger seams make for a comfortable feel. Elasticised wrists keep the wind out, while this winter version is lined with SSG polar fleece.

In natural or black, sizes 6 to 11, the trade price is £16.75.

A gift wrapping service is a must.

Men in particular love to leave a store with a ready-wrapped present and that ‘job done, ticked off’ feeling. It pays to stock some wrapping paper, tags and cards for those who like equestrian themed giving – or the last-minute panic buyers.

RETAI L TIP

r ou ut ales o b S w a trian ay no us Eques ing D l l Ca ere rket a rri De and M

OCTOBER 2015 EQUESTRIAN TRADE NEWS

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WORLD’S FINEST MODEL HORSES

Christmas Gifts Deluxe Wood Barn

Irish Draft

Red Stable Set

DKL Marketing Ltd 11 Deer Park Road, Northampton, NN3 6QD, UK tel. 01604 678780 • fax: 01604 678787 • email. dkl@dkl.co.uk • www.dkl.co.uk facebook.com/DKL.Toys

twitter.com/DKLtoys

65th Anniversary Horse

Christmas Gifts

26

Diary of a champion

For toasty toes

IF THEY can’t have Valegro for Christmas, this could be the next best thing to offer your customers. Valegro Champion Horse, by his part owner and trainer Carl Hester, is new from Profile Books.

Billed as the official biography of the dressage wonder horse, it follows Valegro and Charlotte Dujardin’s progress from dressage rookies to world beaters. And it’s all related in Carl’s inimitable, selfeffacing and high entertaining style.

With 250 illustrations and a foreword

by Zara Phillips, this book is packed with behind-the-scenes detail Valegro’s fans will love.

NEW Country Calf Socks from Carrots feature foxes and pheasants.

Their stretchy fit is a perfect match for jodhpur boots, wellies and long riding boots.

The RRP is £5.50 per pair, with boxed sets of four pairs at £14.

Page 27.

Be generous with the fake snow, tinsel and Christmas tree (a real one is worth it just for the seasonal smell).

Issue staff with Santa hats, pipe a few carols over the sound system and offer customers free mince pies. You just can’t be too cheesy at Christmas…and who can resist getting into the swing then?

RETAI L TIP

Jack of all trades THIS hand-crafted, folding boot jack (RRP £35 plus VAT) has contrasting wood feet and brass hinges. It’s by Exmoor based Watts Country Living, a division of Watts Design which provides bespoke joinery for the retail sector – and wanted to find a good use for left-over wood.

Winter wonderland of grooming POPULAR grooming device MagicBrush is available in a seasonal themed limited edition.

The MagicBrush Winter Berry collection comes in dark berry, winter orange and silver ice colour schemes with silver and red printing on the brushes. The set comes in a winter scenery gift box.

Page 12.

Make up your own gift packs. How about a ‘horsey hamper’ comprising equine treats, shampoo, coat gloss, plus matching headcollar and leadrope? The themes are endless… try various combinations, different pricing or advertise an offer to make up hampers to customers’ requirements.

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Yuletide moneyspinners YOUR Customers will be seeking something glitzy and fun for Christmas celebrations at the office, home or stables. Plastic antlers and Santa hats are ‘old hat’ compared with new Tubtrugs Windspinners from Faulks & Cox. The mirror effect, weather resistant stainless steel Windspinners feature horse cut-outs surrounded by dazzling, swirling lights as they spin in the wind.

In two striking designs and two colours (gold or silver) there are two sizes and a choice of two crystal tails or a motor for indoor use. Faulks & Cox provide Windspinner profit packs too.

Page 13.

How to give wellbeing BACK on Track garments, with integral infra-red technology, bring a feeling of wellbeing to horse, dog and human. So what better gift?

Gift ideas include rugs and travel boots for horses, human base layers, knee and wrist wraps, plus dog beds (pictured).

Yes, it’s the busiest time of year and you’re probably ready to drop – but stick on the seasonal smile and your customers will smile too.

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Perfect ‘pool’ present

2015 Collection

Order Online or via Telephone Now

www.graysequestriangifts.com

e: sales@graysequestriangifts.com t:01543 483344 OCTOBER 2015 EQUESTRIAN TRADE NEWS

THIS Sloping Jump Block from Classic Showjumps could have your customers jumping for joy.

“It’s a popular choice, especially for parents and grandparents looking for a ‘pool present’ for a family of riders,” says Karen Fielding of the plastic equestrian products manufacturer.

Two sloping blocks and three lightweight 3m poles, in a choice of 11 colours, have an RRP of £178.92 plus VAT. www.equestriantradenews.com

Christmas Gifts

27

BOOKS: GOOD BANG FOR BUCKS A good book solves many a gift-buying dilemma says James Safford.

B

ooks make for good presents on a number of levels.

Importantly, they require thought about the character and habits of the recipient. The giver needs to know what they already like, what they might enjoy and, vitally when it comes to instructional guides, if there’s anything they’d like to improve upon.

The buying of books has always been endowed with a certain emotional significance.

It shows that the purchaser cares enough about a person to search for something that is tailor-made to suit a certain proficiency level, characteristic and interest.

However, this is not a oneway street, and it should not be forgotten that buying a book as a gift is beneficial to both recipient and provider. In a world where the price of a cinema ticket or riding lesson seems to increment hourly, a book remains good value, endlessly recyclable and an aesthetically pleasing addition to any room.

Yes, your customers are getting good bang for their

buck when they buy someone a book.

How to display books No matter how little space you can dedicate to books, endeavor to find interesting ways of presenting them.

Wherever possible, try to display the books’ front covers clearly, instead of just presenting the spine like in most traditional bookshops and libraries.

Covers are specifically designed with the intention of drawing in audiences, inviting a customer to read a blurb or to peruse its contents. So when you show only the spine, you’re limiting the jacket’s ability to do its job.

How to choose a selection of titles Knowing your audience is of vital importance if you intend to stock and sell a limited number of books.

If your shop is based in an area where dressage predominates, then books on that topic should make up most—if not all—of your stock.

It’s important to know what value the books you stock will

Recommended Christmas gifts Katie Jerram & Carolyn Henderson - Katie Jerram’s Modern Horse Management (ISBN: 978-1-908809-278) – a practical guide to stable management from a top producer. (£22.50)

A book is good value, endlessly recyclable and an aesthetically pleasing addition to any room bring to your customers.

If there is a nearby riding school, training centre or equine college, consider asking whether they have a reading list or recommend books to their clients, and take a look through that before you make your next stock purchases.

The chance of success in this sort of small-stock industry is about supply and demand.

If you make it easy for your customers to get hold of the information they need, and provide good service, they will no doubt come away with the intention of returning.

New range of Xmas gifts

ABOUT THE AUTHOR JAMES SAFFORD is marketing and publicity executive at J. A. Allen/ Robert Hale Ltd Publishers.

To find out more tel 020 7251 2661 or visit http://halebooks.com/jaallen/

Ingrid and Reiner Klimke - Basic Training of the Young Horse (ISBN: 978-1-908809-25-4) – a revised edition with all new photos, from one of the world’s most successful horsewomen, Ingrid Klimke. (£21.99)

Rosie Jones McVey - Globetrotting (ISBN: 078-1-90880940-7) – an entertaining and inspirational travelogue exploring horsemanship in far-flung places. (£12.99)

Klaus Ferdinand Hempfling - The Message from the Horse (ISBN: 978-1-908809-41-4) – an autobiographical narrative from the bestselling author of Dancing with Horses. (£12.99)

www.equestriantradenews.com

Call NOW for NEW XMAS gift brochure www.carrotsuk.com info@carrotsuk.com tel: 01245 445362

BETA Business Awards 2016

28

Celebrating industry achievement THE high point of the equestrian trade’s calendar is now only three months away. On 24 January, movers and shakers from the industry will gather to find out who has won a highly prized 2016 BETA Business Award.

Nominations are now open for these prestigious business accolades, which are presented to individuals and companies judged to have made significant and outstanding contributions to the equestrian industry.

The 2016 BETA Business Awards will be presented during the British Equestrian Trade Association’s annual Gala Dinner, at the National Motorcycle Museum, near Birmingham.

Here, ETN looks at the 10 awards and finds out how to nominate the individuals and companies you consider worthy of recognition. The award categories are…

UKTI Export Award

Companies of all sizes that have generated substantial and sustained increases in export activity over a three-year period can be entered for this award.

Nominations: Information should include details about the level of export and growth in relation to the size and turnover of the company, planning and strategy, and the degree to which the products or services have been adapted to an export market.

Applications will be judged by UKTI. Entry deadline: 11 December

Sponsored Rider of the Year

This award recognises sponsored riders who have made the greatest contribution to the trade. It is presented to those who have participated fully in building a relationship with their sponsors, generating good results for them as well as themselves.

Nominations: Sponsoring companies can nominate riders, with supporting information such as competition results, details of personal appearances and involvement with product development.

Entry deadline: 4 December

SEIB Retailer of the Year

This category is for tack shops and feed merchants – they do not need to be BETA members – that are nominated by their customers. There are awards for Large Retailer, Medium Retailer, Small Retailer and Mail Order/ Internet Retailer.

Nominations: Customers can nominate a retailer online by logging on to www.retaileroftheyear.org.uk, completing a form in-store or filling in a nomination form on the BETA website.

Cards with nomination details are available from the BETA office, as well as forms on which retailers can add their details to make it as easy as possible for customers wishing to nominate them.

Once nominations have been received, retailers will be sent a questionnaire from BETA that must be completed and returned by 20 November 2015 to be considered for the next stage of judging. Shortlisted companies will be put forward to a vote by BETA trade members. This award also involves mystery shoppers and incognito telephone calls organised by BETA. Entry deadline: 20 November OCTOBER 2015 EQUESTRIAN TRADE NEWS

2016

Equine Careers Sales Representative of the Year

This award is open to both employed and self-employed sales representatives and agents, and will be awarded to the individual judged outstanding in his or her approach to customer service.

Nominations: Retailers and suppliers can nominate, stating why they think the nominee deserves to win. The final decision will be made by a combination of BETA members’ votes and an interview with each finalist.

Entry deadline: 4 December

Haygain Nutritional Helpline of the Year

This accolade goes to the company that offers exemplary service in nutritional advice to customers, both trade and retail.

Nominations: Customers can complete a nomination form online via the BETA website, post a form to the BETA office or log on to the Haygain website, www.haygain.com, to download a form. A shortlist will be drawn up for final judging, which will include incognito calls.

Entry deadline: 4 December

TSM Social Media Award

This award recognises companies that have embraced social media and use it to powerful effect throughout their marketing strategy.

The use of images and video, posting of original content, engagement with followers and online etiquette will all be considered, as well as how this element of digital marketing is incorporated within a company’s marketing mix.

Nominations: Any company can nominate itself, but nominations are also welcomed from third parties, including consumers, stating why they think the nominee should win.

Nominated companies will be sent a questionnaire for completion.

The final decision will be made by a panel of judges.

Entry deadline: 4 December www.equestriantradenews.com

29

Blacks Solicitors Trade Supplier of the Year

This award will go to the manufacturer, wholesaler or distributor judged to offer the best in delivery, customer service, product knowledge and awareness of retailers’ requirements.

Nominations: Retailers can nominate the supplier they feel offers them the best service and works to help them build sales and profitability. Suppliers are also able to nominate themselves by submitting a formal application on why they think they deserve to win. Shortlisted companies will be judged, followed by a further retail members’ vote. The final judging stages will be overseen by an independent panel Entry deadline: 4 December

Harry Hall Retail Employee of the Year

Nominations are being sought for the employee showing initiative, excellence in customer service, product knowledge and commitment to professional retailing. The winner will also be given a cash prize of £200 and his or her employer will receive BETA training vouchers.

Nominations: The award is intended for shop-floor employees only, not managers, and nominations are invited from employers or sales representatives. An independent judging panel will draw up a shortlist, followed by interviews to determine the winner.

Entry deadline: 4 December

HOW TO NOMINATE Nominations for all the awards can be made via a sponsor’s website where indicated, by completing a form on the BETA website, www.beta-uk.org, or sent to the BETA office either by post to Stockeld Park, Wetherby, West Yorkshire LS22 4AW, fax to

A night to remember. . .

THE BETA Gala Dinner delivers the red-carpet treatment to the trade and is a stylish and glittering highlight of the equestrian world’s social calendar. Guests gather for this black-tie occasion, enjoying a champagne reception before sitting down to dinner.

Winners of the 2016 BETA Business Awards are announced

www.equestriantradenews.com

Equestrian Event of the Year supported

by Henson Franklyn

This award acknowledges the event – an indoor or outdoor consumer show – that works best with its tradestand exhibitors, taking their needs and requirements into consideration. Visitor experience will also be considered.

Nominations: Tradestand holders – individuals or companies – that have exhibited at such events from January 2015 onwards are invited to nominate an event, explaining why they think it caters well for the trade. Consumers, too, will be asked to nominate their favourite event, giving reasons for its success, and will be entered into a draw to win a £50 voucher to spend at a BETA member retailer. An independent judging panel will make the final decision.

Entry deadline: 4 December

BETA Lifetime Achievement Award

This is to honour someone who has made a significant contribution to the equestrian industry over a long period.

Nominations: Biographical details of the nominee are invited from all sectors.

Entry deadline: 11 December

01937 582728 or email to laurac@beta-int.com. Please remember to provide the name and award category, reason for nomination and your own name and address. Supporting information can be included where appropriate. All entries must be received by the deadlines stated. Help and advice on making a nomination is available by contacting Laura Clegg at the BETA office. during the evening, followed by dancing and entertainment.

Guests are invited to support the event’s charity raffle for the RDA, which receives fundraising support from BETA throughout the year.

Tickets cost £57 per person, £525 for a table of 10 and £630 for a table of 12, all plus VAT. Don’t miss out on this fantastic evening – book now to secure your place. Contact BETA, telephone 01937 587062 or email laurac@beta-int.com.

EQUESTRIAN TRADE NEWS OCTOBER 2015

Better Business

30

HOW TO BEAT THE BIG BOYS… T

he most obvious advantages bigger retailers have are the ability to buy and sell at lower price points and to stock more products. However, this doesn’t mean independents should stop competing; on the contrary, they just need to focus on their strengths.

Look at what the big boys do well, and see what you can excavate and improve. There are several things you can tick off which are relatively easy wins.

For instance, your retail business needs to be trading in store and online - or at least using your website to drive customers in store via click and collect.

Take John Lewis; 60% of its trading happens in store, 20% is traditional e-commerce or mail order, and the other 20% click and collect. So by failing to trade online, you instantly wave goodbye to 20% of your potential business.

Forego click and collect, and another 20% is

gone.

Yes, it’s hard to build a sustainable business when you’ve just lost 40% of your potential trade.

Arguably the most important thing in retail is to have the correct commercial offering. But once you’ve invested in the right stock, what other actions can you take?

How are you unique?

What’s your unique selling point (USP)?

Well, the biggest asset every independent has is its people. People buy from people, so make sure your staff are ‘specialists’ - and let customers know that’s what they are.

It’s very common to use staff knowledge to sell in store. Getting that message across online is trickier. But achieve it and you’re well in the race to compete with the big boys because, in general, they can’t claim to be specialists and their staff will reflect this.

Project this air of knowledge and specialism both in store and online to make sure customers always check out with the right product for them. Also use it to breed consumer confidence across your social media and marketing (including sponsorship).

Knowing customers’ names

Citrus Lime has moved. See Page 5.

OCTOBER 2015 EQUESTRIAN TRADE NEWS

Thorough product knowledge needs to be followed up with first rate customer service. It’s all about going the extra mile for your customers and making sure they feel appreciated.

As an independent retailer, you have a unique opportunity to really get to know your customers. Building relationships adds value to a business and leads to higher revenues. So use this to your advantage.

Where possible, greet customers by name.

People love to hear their names. A simple “Thanks again, Chris, for your business today. I

As the apparently bottomless budgets of John Lewis and M&S roll out yet more high tech shopping innovations, is it still possible for smaller retailers to compete?

Yes, says Grant Hadwin. Here’s how…

look forward to seeing you again soon…” can make a huge difference to the way someone feels about your business.

By connecting with your customers you can learn about them and ultimately present them with relevant products and service.

You’re essentially showing them things they’re interested in, and therefore not just selling but engaging with them on another level.

Customer loyalty Building relationships with your customers can be tough, but if you give them a compelling argument for coming back to you, they will. So it’s essential to reward loyal customers.

Well run loyalty schemes increase profit and average transaction value while improving customer satisfaction. They can also attract new customers (when you offer points instead of discounts) and be used to capture data for targeted marketing.

Building your reputation Brand awareness – building a good reputation - is achieved by having the right products and brands in store and using them

It’s very common to use staff knowledge to sell in store. Getting that message across online is trickier; but achieve it and you’re well and truly in the race www.equestriantradenews.com

31 as an extension of your own brand. Brand loyalty is as key as stocking the right products, especially if you are to be perceived as specialist in your industry.

Your brands and products will be scrutinised, and must stand up to a high level of quality. This brings me back to people; if your staff have used the products and can vouch for them, more sales and ultimately more satisfied customers will result.

A good way of building your brand online is using affiliate marketing initiatives such as Google Remarketing. By making your company appear all over the Internet, they get you in front of potential customers.

Remarketing can also create the perception of your company being bigger. So if you pick your affiliates wisely, confidence in your brand will grow.

With a single sale, and no details taken, you might as well be throwing that customer back into the water for one of the big retailers to fish out again retailers to fish out again.

Online newsletters are a marketing ‘must’. They allow you to sell to customers who are interested in you and your products, as well as connecting with them through news stories.

Retail marketing

Google it

Every retail business should have a marketing strategy with various arms, from local print advertising and PR to emailed newsletters. I recommend playing percentages and focusing online. Let’s face it, everyone now owns a smartphone and uses it to research virtually every hobbyist product purchased.

However, this must start in store with your cashiers picking up customers’ details to build that database. I cannot stress how important this is to the independent retailer; if you don’t have contact details, you can’t connect with people.

With a single sale, and no details taken, you might as well be throwing that customer back into the water for one of the big

When launching a site, I find the best way of driving traffic and sales to it is through Google Shopping.

Google is king when it comes to searching for products, so much so that the term has become a verb, as in ‘Google it’. So, if you’re not in the shopping section of Google, you won’t sell your product; it’s that simple.

Of course, your marketing must constantly be backed up by good product knowledge, customer service and a strong commercial offering.

And if you’re already doing all these things well, then you’re on the right path to building a sustainable retail business and competing with the big boys.

About the author GRANT HADWIN is from ‘clicks and mortar’ retail solutions specialist Citrus Lime. The company’s mission is to help independent retailers build profitable, sustainable businesses. For advice, inspiration and information, contact Grant on tel 01229 588628 email grant@citruslime. com or visit www. citruslime.com www.equestriantradenews.com

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Special Report

32

INGREDIENTS AND EXPERTISE:

the recipe for success The feed industry is familiar with British Horse Feeds (BHF), the maker of quick-soaking SpeediBeet and Fibre-Beet. Now its sister company – ingredient specialist Masham Micronized Feeds (MMF) - looks set to catch the sector’s attention too.

M

MF and BHF are divisions of I’Anson Brothers. The North Yorkshire based company has been supplying farmers across the north of England with feedstuffs since 1900.

MMF was established in 1974 to develop products based on a then new technology, micronization. This process is significant because it enables feedstuffs to be cooked with infrared rays at lower temperatures and for shorter times than other heating methods.

Micronization improves the nutritional value of cereals, pulses and oilseeds. It makes more energy available and improves digestibility by gelatinizing starch molecules.

“This is particularly beneficial in equine diets so that feeds are economical due to the high digestibility value,” explained MMF sales director Will I’Anson.

Micronization also creates a vibrant and aesthetically pleasing product in flaked form. It’s ideal, therefore, for creating visually appealing, finished feeds.

Micronization creates a vibrant and aesthetically pleasing product in flaked form.

Innovation rewarded With a claim as the UK’s market leader in its field, MMF is one of Europe’s largest, most experienced suppliers of cooked, micronized animal feedstuffs to traders, wholesalers and feed manufacturers in the agricultural, pet and equine sectors.

“The MMF brand prides itself on top quality products, advanced technology, excellent service, extensive and developing product ranges and comprehensive quality assurance systems,” said Will.

The company is UFAS and BETA NOPS accredited.

“Our customers, in some 30 plus countries around the world, come to us for quality products and professional service with a personal touch,” added Will.

“Since 1974, a vigorous research and development programme has enabled us to extend and develop the micronization process.”

Indeed, the entire I’Anson Brothers operation has a great track record when it comes to innovation and international sales.

The patented product Speedi-Beet was invented and is manufactured in house. It won a Queen’s Award for Enterprise (innovation category) in 2008 and currently sells across four continents.

MMF sources and stocks many specialist products and makes them available in small quantities.

From custom manufacturing to specialist ingredient sourcing, MMF can do it all.

So how can MMF help your business?

Specialist ingredients: Ever wanted to include a small quantity of a special ingredient but couldn’t justify the expense or the quantity of the minimum order?

OCTOBER 2015 EQUESTRIAN TRADE NEWS

As a primary supplier to the feed industry, MMF sources and stocks many specialist products and makes them available in small quantities to be tagged onto any order.

So the next time you need a tote bag of linseed expeller lozenges, says Will, remember that MMF truly is a one-stop-shop for feed ingredients - a single source of supply for all your needs.

Cost effective: Minimising price fluctuations in a volatile global market is key to risk management. “We can help with that,” says Will, “by fixing volume contracts for the period of time required for your business. Protecting your prices and keeping your customers happy.”

Custom manufacture: “Choosing MMF means you’re choosing from a wide selection of our manufactured stock products from micronized ingredients, equine mixes to small holder products and long fibre coarse rations,” added Will.

“Despite our extensive range, we know you might need something different and our custom manufacturing services deliver just that.

“Whether you’re looking for a blend of flakes pre-mixed together or a high quality coarse mix - and whether it’s 29 tonnes in bulk delivered to the UK or Europe or a tonne of bags freighted to the other side of the world - we have the knowledge, skills, plant and systems to deliver exactly what you want, when and where you want it!”

Page 11 www.equestriantradenews.com

Supplements and Balancers

34

ADDED EXTRAS Supplements and balancers have wide appeal – and produce a better margin than most feeds. ETN checks out what’s hot for winter 2015/16.

Want muscles, topline and more?

TOPSPEC Comprehensive Feed Balancer is designed to balance the rations of most horses, whatever their workload, simply by adjusting the rate at which it is fed and the products with which it is fed.

It helps promote muscle development and topline too.

Formulated without cereal grains, it is low in sugar/starch and ‘nonheating.’ The product contains a broad-spectrum supplement plus many specialised supplements including a hoof supplement, anti-oxidants and digestive aids.

In addition, TopSpec Comprehensive Feed Balancer contains: • A comprehensive range of the micronutrients needed to balance feed and improve its utilisation.

• Powerful levels of vitamin E and selenium, vital anti-oxidants to neutralise the presence of excess free-radicals and, together with high quality protein, to optimise muscle development and function.

This is important for broodmares, horses on high oil diets and horses recovering from ‘tying-up’.

• The level of biotin (15mg/500kg horse/day) that is scientifically proven to improve hoof quality, plus nutrients to promote supple skin and a shiny coat.

• Effective levels of protein, vitamins, calcium, phosphorous, copper, zinc and manganese to develop and maintain strong bone.

• Constructive levels of amino acids, complex carbohydrates, antioxidants plus MSM to help maintain healthy joints.

• Raised levels of copper, zinc, B vitamins and associated nutrients to optimize haemoglobin levels in blood.

• Generous levels of B vitamins for efficient energy metabolism, vital for horses with compromised hindgut function.

• Two advanced probiotic substances to create a healthy gut environment, optimise fibre digestibility and maintain a healthy immune system.

• Organic chelated minerals for improved availability.

Page 35

OCTOBER 2015 EQUESTRIAN TRADE NEWS

Consumers often go to a supplements retailer with a problem in mind. They might be worried about a fizzy horse, one with poor hooves, respiratory problems or joint issues. Take time to listen to the customer’s story. People love talking about their horses; it’s a great selling tool.

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Whatever the workload…

ULTIMATE Balancer from Dodson & Horrell is a low calorie feed balancer suitable for all equines whatever their workload.

It’s also suitable for those prone to laminitis and for breeding stock.

Ultimate Balancer contains all of the essential vitamins and minerals needed on a daily basis, plus antioxidants to support health.

It can be fed on its own when a low intake of feed is required, or used to top-up the vitamin and mineral intake of horses that are fed less than recommended levels of concentrate feed Ultimate Balancer supports hoof health as it contains 30mg/kg of biotin. It also includes MSM, while energy metabolism is supported via a high B-vitamin content.

A healthy digestive system is promoted thanks to added prebiotics.

The RRP is £34.50 for 20kg.

Page 39 Consider the mainstream feed companies when sourcing supplements. Many of the big names also manufacture supplements and/or balancers. Your customers know and trust these brands, and their products are often formulated to complement their fibre feeds, cubes or coarse mixes.

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www.equestriantradenews.com

35

®

Here and now WELL-KNOWN for products such as RelaxMe, Hoof First, Heavy Sweat and Keep Me Sound, Horse First has been developing a range of oral syringe alternatives.

RelaxMeNow, in a 30ml syringe, delivers all the benefits of RelaxMe quickly and easily for a horse that’s settled and ready to focus on the job in hand.

Then came Heavy Sweat Now, an electrolyte which can be given before or immediately after exercise, directly into the mouth.

Horse First’s latest syringed product is CuppraNOW. Based on its Cuppra supplement, it’s said to offer a “one stop copper shot exactly when needed.” CuppraNOW is designed horses at grass as well as stabled animals.

Horse First offers a retail support package to stockists including staff training, point of sale material and access to the company’s dedicated online stockists’ area.

Page 37.

Once a customer has enjoyed success with a supplement, they’ll want to continue using it. So consider keeping records of what people buy so that next time they come in for other purchases, you can instantly remind them. You could even keep a record of when they’re likely to run out. And of course any excuse to get chatting about their horse is always worthwhile.

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Watch this space!

BLUE Chip, which introduced a concentrated calming balancer earlier this year, is set to unveil another new product next month (November).

Blue Chip Super Concentrated Calming Balancer (pictured) combines probiotics, a hoof supplement, vitamins, minerals and other nutrients with a calmer that includes magnesium, L-tryptophan and chamomile.

“We have had an unbelievable response to our new product with some customers ordering two or three tubs,” said Blue Chip founder Clare Blaskey.

“We will be launching another exciting new product in November, and expect that to be equally well received.” www.equestriantradenews.com

Supporting Retailers

TopSpec UlsaKind Cubes Special Offer £2.00 off in October* “Half Moon Revelation, aka ‘Wotsit’ was gastroscoped with problems earlier in the year. We rang your helpline and changed his feed to TopSpec Joint Feed Balancer, TopSpec UlsaKind Cubes and TopChop Alfalfa. He has improved soooo much.” Nicky Nash UlsaKin

d

: • Helps to mainta in • Helps to mainta healthy digestiv e in the na stomach tural inte comfort. lin in g fro grity of th • Very ri e ch in β-g m acid attack. lucans • Aids a cid-b ways….b uffering in the s tomach enefits la in st up to feeding. six hours several • Conta after ins scien tifically p roven in TopSpec gredients U . to be hig lsaKind cubes a re hly symp athetic to formulated digestiv e system the equin , ev e comprom ised by e en when it is xtreme a cidity.

The form ula is ve ry low in (UltraLo starch wS high in fi tarchAnalysis) a bre but s n till has a d sugar and index of con 12 both ‘No MJ/kg making th ditioning n-Heatin ese cub g’ and c es ondition ing.

£2.00 off*

*Available from participating wholesalers throughout October and whilst stocks last.

®

CREATED WITHOUT COMPROMISE by experienced equine nutritionists

Multiple Award Winner for ‘Excellence in Nutritional Advice and Customer Service’

Tel: 01845 565 030 or (062) 85401 (Ireland) www.topspec.com

Supplements and Balancers

36

TEN OUT OF TEN! As Animalife celebrates its10th anniversary, ETN unearths ten fascinating facts about this innovative supplement manufacturer…

1. Animalife launched in 2005 with Equine Oxyshot. The product, based on oxygen technology, was a pioneer in instant calmers.

2. Vetrofen was the first line to launch in Animalife’s Vetro Collection in 2009. Offering a unique solution to support comfort and recovery, it’s now regarded as a leading devil’s claw alterative.

3. The Vetro Collection, which now includes Vetrofen, Vetroflex, Vetrocalm and Vetrogard, fulfils Animalife’s aim of providing cutting edge nutritional formulations using responsible partners who care about the environment. The company only works with others that are committed to the principles of biodiversity and sustainable production methods.

4. Founded by Ross Riley, Animalife has a team of professionals supporting its growth. The latest recruit is Sue Davis who works directly with retailers.

5. 2012 saw the birth of Team Animalife. The scheme supports riders of all levels, in all disciplines. In addition, Animalife has taken title sponsorship of the British Riding Clubs National Horse Trials Championships (pictured) in 2014, 2015 and beyond.

6. In 2013, Animalife introduced a new concept in supplements. The Lifestage range was designed to meet customers’ demands for nutritional formulations appropriate for the developmental stage of their horses. The four Lifestages are Growing, Healthy, Senior and Intense (for hard work).

OCTOBER 2015 EQUESTRIAN TRADE NEWS

7. Animalife launched its Accredited Retailer Scheme in 2014 to help support bricks and mortar equestrian businesses. The strategy has also enabled Animalife to work with, train and educate many retailers about the Vetro Collection – resulting in boosted sales and exceptional customer service.

8. As of 2015, Animalife has a team of professional riders such as Piggy French, Izzy Taylor, Austin O’Connor, Trevor Breen, Nicole Pavitt and Gareth Hughes representing the brand at international competitions.

9. The Vetro Collection now boasts more than 16 products, all designed to offer horse owners an effective, targeted level of nutritional support to assist in performance and optimum health.

10. Animalife encourages retailers to gain direct experience with its products in order for them to explain the benefits to their customers. Tracy Fennell from The Paddock Pantry in Dorset was one of the Accredited Retailers to capitalise on this opportunity. “Vetrofen Senior is very palatable and the measure in the lid is fantastic,” she reported.

“It was very nice to have comments from a judge at my horse’s first county show veteran class that he was very supple and fluid.

We will continue to use it as he is much more elastic behind and happier in his movement.”

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www.equestriantradenews.com

37 Survey highlights common equine issues

NEW NON-licensed products such as most supplements cannot legally be marketed with medicinal claims.

However, there’s no doubt that what’s affecting their horses influences consumers’ choice of purchases.

The results of the latest National Equine Health Survey (NEHS) of around 15,000 equines give a fascinating snapshot of the health status of the UK’s equines – and therefore a useful insight into the types of products likely to be in demand…

1. Lameness affects 18% of horses with 13.5% having limb lameness such as osteoarthritis (degenerative joint disease).

2. Skin diseases 17.2% (sweet itch, mud fever and external parasites).

3. Back problems 7%.

4. Recurrent Airway Obstruction (6.7%) was the most frequently recorded respiratory problem.

5. Laminitis 6.4%.

6. PPID (Equine Cushing’s Disease) 6.4% confirmed or suspected.

In addition, nearly a quarter (23.2%) of horses were reported as being overweight with a body condition score of 3.5-5, continuing the upward trend seen in previous years.

Next year’s survey will include questions on equine gastric ulcers, a subject mentioned by 11% of respondents this time.

The NEHS is run by the Blue Cross in partnership with the British Equine Veterinary Association (BEVA). It is sponsored by Spillers and Zoetis and supported by equestrian organisations and charities.

This year saw a 35% increase in participation compared with 2014, with survey records returned for almost 15,000 horses, ponies, donkeys and mules.

The 2015 NEHS survey results are available to download at http:// www.bluecross.org.uk/nehs2015results To register for next year’s survey, visit www.bluecross.org.uk/nehs

Consumers are clued-up about supplements these days. So it pays to keep your own product knowledge up to scratch.

3 x 10ml servings

CuppraNOW

“All the benefits of our highly popular Cuppra supplement in a one-stop copper shot.”

Order Now to benefit from: Point of sale support materials Excellent staff training Online stockist resources

RETAI L TIP

Omega-3 can help coughing horses HORSES with respiratory issues can benefit from the addition of omega-3 fatty acids in their diets, researchers have found.

In an American study at Purdue University in Indiana, supplemented horses showed a 60% improvement in so called ‘cough scores’, plus a 48% decrease in respiratory effort when supplemented with omega-3 in pelleted feed. Horses on the trial were not given hay.

The omega-3 supplement used was algae based and also contained vitamin C, methylsulfonylmethane (MSM) and a mushroom complex.

“Algae is the richest source of DHA (docosahexaenoic acid), and this is a vegetarian and renewable source of DHA - unlike fish, which is the other common source,” said Laurent Couëtil, a professor in the Purdue University Department of Veterinary Clinical Sciences. www.equestriantradenews.com

T: +44 (0)28 3084 8844 E: info@horsefirst.net

www.horsefirst.net

38 If you become concerned about a horse’s health during a conversation with a customer, always recommend they consult a vet.

RETAI L TIP

Four forage enhancing formulations

HORSLYX – created to be licked and not chewed - balances deficiencies in forage and grazing.

The licks contain essential vitamins, minerals and trace elements to support vitality; plus biotin, methionine and zinc for healthy hooves.

Horslyx come in four different formulations - Original, Respiratory, Mobility and Garlic. They’re palatable, allow horses to trickle feed and help keep stabled horses occupied.

They come in 5kg, 15kg and 80kg tubs with RRPs from £10.75.

Page 36.

Ask reps for supplies of point of sale materials. Supplements can be complicated, wide-ranging products and many suppliers produce good explanatory literature.

RETAI L TIP

Cost effective space savers HORSE owners like balancers because they are cost-effective, take up less space in the feed room - and they work, says Spillers.

Balancers are also fed in small quantities so there are no additional unwanted calories. One 20kg bag can last one horse for up to 40 days.

Balancers often contain functional ingredients such as live yeast to support digestive health or glucosamine to support healthy joints for extra peace of mind.

A balancer can also be useful to provide additional nutrients to support performance in harder working horses that maintain condition well on forage only, or on low energy feeds designed for horses in lighter work.

• Spillers Original Balancer gives the flexibility to feed a variety of horses and ponies across a yard.

• Spillers Lite Balancer is designed for ‘good doers’ and overweight horses and ponies.

• Spillers Senior Balancer offers great nutrition and joint support for the older horse or pony.

• Spillers Performance Balancer delivers additional essential vitamins and minerals necessary to support the equine athlete.

• Spillers Gro ‘N’ Win Stud Balancer meets the increased nutritional needs of foals, youngstock and pregnant or lactating mares.

With clear point of sale material and easy-to-use product guides, Spillers makes it simple for your customers to make the right feed decisions in-store.

39 Shining example O-MEGA Shine, new from the Animal Health Company, is a liquid supplement made from cold pressed British hemp seed oil.

Designed to help achieve and maintain a show winning coat from the inside out, O-Mega Shine contains 87% omega oils – including omega 3, 6 and 9 – and is rich in essential fatty acids.

“The customers who trialled O-Mega Shine found their horses’ coats starting to gleam as well as having improved coat, mane and hoof condition,” said a spokesman for the Animal Health Company.

The product is fed at a rate of 20ml daily for a 15hh horse and comes in one, 2.5 and five litre containers.

Page 39.

If you’re asked to recommend a supplement, give an honest reply based on other customers’ experiences or perhaps even your own. “We sell a lot of XYZ…” can work well. But beware of making claims for magical, medicinal like cures.

RETAI L TIP

Laminitis “can strike throughout the year” NEW research has shown that, contrary to myth, laminitis can strike at any time of year. In fact, there are more incidences of it during the winter.

So clearly it’s worth keeping perpetual stocks of appropriate supplements and balancers World Horse Welfare, the charity that funded the research, has just launched a new guide (pictured) telling consumers all they need to know about laminitis. The leaflet covers spotting the early signs of the disease to its treatment, management and prevention.

“While many people are aware of laminitis, there are still a lot of misconceptions that only certain types of horses are at risk or that it is more likely to occur in the spring time, so we wanted to address these myths in the leaflet and set out the facts,” said Sam Chubbock of World Horse Welfare.

The study into laminitis by vet Claire Wylie in partnership with World Horse Welfare identified that it could affect more than 4,000 horses in the UK every year.

That laminitis occurs all year-round with no prevalence during the springtime as previously perceived was another finding.

The study, which involved 28 veterinary practices over two years and was published in The Veterinary Journal, also revealed that there are in fact more incidences during the winter months.

World Horse Welfare’s laminitis leaflet can be downloaded from: www.worldhorsewelfare.org/laminitis Give some thought to your store’s supplements display. Keep pots dusted, clean, neatly presented in logical groups – either by brand or type - and well lit. Create some shelf wobblers offering help and advice to customers who would like it. www.equestriantradenews.com

RETAI L TIP

People

• There are two newcomers at Equiform Nutrition. Jill Paget, the Cheshire based business’s new company accountant, was previously with Genus for seven years after 17 years in the finance sector. Jill has five horses.

Jenni Bishop, the new sales advisor/administrator, worked for three years at Twemlows Stud.

A graduate in equine science, she is happy to help with equine feeding queries.

• ETN can reveal that Mark Norgaard, European manager at Scandinavian clothing supplier Kastel Denmark, has musical talents.

Under his stage name of Mark Rhodes, he’s the lead singer in a band called SengePolitiet that’s just had a single reach number three in the Danish charts.

Mark has been singing since the age of five when he performed It’s a Long Way to Tipperary in front of a 50-strong family gathering. He began song writing after graduating.

Kastel Denmark exhibits at BETA International on 24 - 26 January. Will visitors and exhibitors be treated to a surprise rendition?

• Alan Nolan, whose ‘day job’ is UK southern region business manager for Gain Horse Feeds, completed Burghley horse trials last month. Riding Carole Warren’s 16 year old Bronze Flight, Alan posted a clear cross country jumping round to finish in 44th place.

“Of course, none of this would be possible if Gain Horse Feeds weren’t very understanding of the commitment it takes to compete at this level,” he said.

A good support team is another component for any true amateur to compete internationally. Alan’s partner Emily “makes everything possible” while Carole Warren’s head girl Marie Yarranton always gets Bronze Flight ready for Alan so he has time to ride before or after work.

40 • Chris Wilkinson has joined Carr & Day & Martin as the horse care products specialist’s new divisional director. He is responsible for the company’s general management, as well as developing its UK and international distribution network.

Chris, who has a Masters degree in management from the University of Portsmouth, has worked in the UK and European human pharmaceutical industry for nearly 20 years. He was based in Rotterdam, Paris and Lausanne before returning to the UK at the end of 2014.

“We’re delighted with Chris’s appointment,” said David Haythornthwaite, chairman of Carr & Day & Martin’s parent company Tangerine Holdings.

“He is well known to us having been at the company previously and brings with him a wealth of management experience.”

• Two fresh faces have joined Dodson & Horrell’s sales team. Lee McGowan is the new sales development manager for Scotland. Lee, who has worked in sales for Glaxosmithkline, Coca Cola and more recently for Burns Stewart Distillers, said: “I’m looking forward to putting my sales experience and knowledge of Scotland into practice to develop and grow the Dodson & Horrell brand in this area.”

Meanwhile Tad Antoniak has become Dodson & Horrell key account manager for retail and wholesale in the south-east.

Tad previously worked for Mars Petcare. “As well as the equine category, there’s a great deal of opportunity, in particular with the canine ranges Autarky and Chudleys,” he said.

• Congratulations to Sherwood Forest’s Danielle Riggott and her husband Stephen on the birth of their new son on 18 July. William, who weighed in at 7lb 9oz, is described by his mum as “gorgeous” – and we have to agree!

• Footwear brand BOGS has three new sales representatives.

Rob Humphries, Kevin Buck and Paul Tobin join current sales representative Lee Budworth in a team headed by UK sales manager Andrew Jackson.

Rob, who’s covering the southwest of England, has previously worked for LA Gear, Lee Jeans and United Biscuits. Paul and Kevin, whose territory is the south-east, have been associated with North and South Footwear and sales agencies with brands such as Sanita, Snipe and Rocket Dog.

• Britain’s pony European dressage champion Phoebe Peters has become a brand ambassador for Saracen Horse Feeds. The Gloucestershire based 16 year old rode SL Lucci to smash two world records and win three gold medals in Malmo, Sweden this summer.

Saracen’s senior nutritionist Lizzie Drury devises diets for Phoebe’s rides.

The company’s sales and marketing director Michael Bacon said of Phoebe: “We’ve enjoyed watching her career develop and are proud to say that Lucci is fed by Saracen Horse Feeds.”

OCTOBER 2015 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

Winter Care

42

WHEN IT’S MUDDY, WET AND WINDY! Given hay and water, most horses thrive on crisp, cold days. It’s mud, wet and wind that are more likely to give their owners grief this winter. Here are some products to ease seasonal stresses for equines and their owners.

Winter survival kit

Keeping skin supple

YOUR customers can prepare for the worst of weather with this handy winter well-being pack from SafeCare Equine.

The Winter Pack supports equine skin with a non-toxic, but highly effective collection of products designed to help horses survive the winter months. They are: • Total Body Wash (750ml) – a fragrance-free wash that loosens dirt and gives a deep cleanse right down to the skin. Within minutes it can be rinsed away leaving the horse’s skin and coat smooth and flake free without endless scrubbing.

• Soothing Rapid Relief (750ml) – this product supports healthy skin against mud fever and rain scald or generally dry and flaky skin. SafeCare Equine’s product also removes the itch from the first application, soothing the area and promoting healthy skin repair and hair regrowth.

• Soothing Barrier Cream (1kg) - a mild, soothing emollient that aids natural healing while protecting the skin. An excellent barrier for the winter months to protect horses’ legs from the dreaded mud.

As well as safeguarding horses against winter woes, Safe-Care Equine’s Winter Pack has an attractive RRP of £25.

Page 43.

EQUINE skin – especially on the legs and heels - becomes vulnerable when exposed to wet conditions.

Heel to Hoof Soothing Cream, in one litre and 250ml containers from Barrier Animal Healthcare, can be used regularly as a barrier to protect these areas from water, sharp grit and dirt.

Designed to keep skin supple without sealing or impairing the natural function, it is rich in Lanolin BP and concentrated herbal oils with anti-bacterial, anti-fungal and soothing properties.

Calming sore, cracked pink areas and helping to restore hair loss are some of its attributes. It can help scabs soften, loosen and fall away naturally without pain to the animal.

Page 42.

First aider’s friend KEEPING dressings clean and dry is never easy, especially in winter.

Golly Galoshes are waterproof, breathable equine leg gaiters which dispel the need for additional protective bandaging.

They also help prevent the horse interfering with the dressing and eliminate contact with bedding or droppings.

Originally designed for ridden exercise, and secured with a full length zip, machine washable Golly Galoshes are a favourite in many yards’ first aid kits.

That winter wow factor SHORT daylight hours, long periods of time wearing rugs, muddy legs and hooves subjected to a damaging wet/dry cycle all take their toll on horses during the winter.

However, alongside daily grooming and good hygiene practices, there’s a natural supplement that can help give them back their winter wow factor.

Aloeride can help maintain healthy skin and hooves and encourage a shiny coat from the inside out.

A palatable, certified organic aloe-vera supplement, Aloeride also supports the immune system - another key factor to consider over the winter months.

Each box of Aloeride contains 30 sachets (30 days’ worth) equating to more than 12 litres of aloe vera juice. The RRP is £55.20 Page 22.

True reflection MIRRORS for Training’s Stable Mirror is perfect for horses that become anxious in the stable or bored during winter confinement.

The safe, acrylic Stable Mirror (RRP £31.99) is 3ft x 2ft in size and easy to install.

When the horse sees his reflection, he sees company which can help to calm him. Settled horses are much less likely to show stress related behaviours such as weaving, cribbing and biting.

OCTOBER 2015 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

43 Wash and go!

YOUR customers’ domestic washing machines take a hammering over winter, so offer them these handy wash bags from Moorland Rider.

In three sizes, the bags act as a filtration system, allowing water and detergent through to wash the dirty gear inside, while preventing hair and grit escaping into the machine.

It’s an ideal way to wash turnout socks, bandages, numnahs, saddlecloths and more. As an extra benefit, the wash bag makes a great laundry bag in which owners can take home dirty horse clothing from the stables without wrecking their cars.

Available in small, large and jumbo sizes, in orange, black and white, RRPs start from £8.95.

Like a second skin WHEN it comes to mud fever, prevention is better than cure. And in the case of this common winter condition, that means keeping legs clean and dry, plus reducing the risk of abrasion.

Using turnout boots can be very useful. However, they must be breathable or the skin will sweat and become vulnerable to infection.

Equi-Chaps Close Contact Chaps from Equilibrium Products come well down over the hoof and heel area, helping to protect the skin in these vulnerable areas. They fit like a second skin and help to keep horses’ legs dry and mud free.

Made from breathable Stomatex in a choice of six sizes, they’re also extremely tough, fast drying and easy to fit. The trade price is £41.64 per pair and the RRP £74.95.

Wipe away winter worries THE Easidri Grooming Towel from Trilanco is the perfect way to dry wet legs after a horse has been washed following a day in the field.

The super absorbent grooming towel is pliable like a towel to get into awkward areas, but absorbs water like a sponge to dry the horse quickly.

It comes supplied in a handy plastic storage tube and should be put back damp after use…So no more washing and drying dirty towels – just rinse, wring out and fold up. The durable, machine washable towel can be disinfected as needed.

The Easidri Grooming Towel comes in small, medium and large sizes with RRPs from £11.

No mess cooling clay NEW Bigeloil Quilted Leg Wraps and Hoof Pads offer the same cooling benefits as traditional leg clay – but minus the mess.

The products from W F Young, the American company behind Absorbine, comprise kaolin clay powder and Epsom salts encased in porous, quilted pockets.

The contents is activated when immersed in a bucket of warm or cold water. The wraps and pads are then applied to the leg or hoof and wrapped to hold in place.

When removed and discarded, no dried clay residue is left on the leg or hoof.

The convenience of Bigeloil makes it an ideal range to offer our customers for use at home or when away at competitions.

Safe and soothing YOUR customers can reach for new Magic Mud Formula ointment from Equine America when itchy, flaky, scabby or cracked skin is a concern.

The safe, soothing anti-fungal and anti-bacterial cream can be applied regularly to combat the effects of wet, muddy conditions.

The RRP is £16 for 400 ml.

For sweet smelling stables NETTEX has launched Zeozorb to improve the environment in horses’ stables.

The product is made from a microporous mineral in small granular form which is said to remove the smell of ammonia completely.

Nettex Zeozorb can be used on all types of bedding, on stable and lorry floors and any other wet areas that may harbour the smell of ammonia caused by urine.

Unlike some stable sanitisers that give off a strong disinfectant smell, Zeozorb is odourless to create a natural breathing environment for the horse.

It also reduces the amount of soiled bedding while continuing to break down manure and dirty bedding after removal. Users report a reduction in the size of their muck heaps and inherent fly infestation.

With an RRP of £27.50 for 8kg, Zeozorb is ideally used in conjunction with Nettex Frog Health to help reduce hoof issues related to damp bedding. www.equestriantradenews.com

All the best ingredients are found in nature That’s why all 21 of our grooming and skin-care products are plant-based.

They’re hypo-allergenic and non-irritating which means they’re safe for you, your horse and the environment.

www.safecare-equine.com EQUESTRIAN TRADE NEWS OCTOBER 2015

Retailer Profile

44

SHOP WITH A STOREY

The Horse Resource, in Northumberland, prides itself on offering value for money and expert advice to customers, as Deborah Hayward discovered.

Based in Choppington, Northumberland, Julia Storey caters for customers often on a tight budget who do without themselves for the sake of their horses.

R

etailer Julia Storey is easygoing and chatty, with an endearing brand of self-deprecating good humour.

In fact, she would be the perfect dinner-party guest and, to be honest, that’s where I first met her – sat down for supper at Whittlebury Hall on the eve of the BETA Conference.

I enjoyed a wonderfully entertaining evening as she told me about her tack shop, The Horse Resource, and life in Northumberland. At the end of the conference, we said our

goodbyes and I promised that, if I were ever passing, I would drop in to see her store. However, as with most good intentions, this never happened – until I was asked to interview Julia for this Retailer Profile.

Heading up north and through the Tyne Tunnel, it is interesting to see the landscape of Newcastle and Gateshead untangle into something more rural as I arrive in Choppington, where The Horse Resource sits on a long road of terraced houses with a level crossing at the end.

In years gone by, it was the local Co-Op and, as Julia points out, if you sat on the roof, you would be

People are happy to pay a price for a level of quality rather than because of a particular brand or badge.

OCTOBER 2015 EQUESTRIAN TRADE NEWS

able to see the sea!

“You wouldn’t think of it being a particularly horsey area,” she says. “But you have no idea how many there are slotted away on allotments or even in some people’s gardens. It’s a horse-rich place, but they belong to people who are keeping them on a tight budget. They don’t have big, fancy, expensive yards – they have to make choices, to do without for the sake of their horses.”

In line with her customer-base, Julia stocks a range of goodquality, cost-effective products, with part of the store dedicated to second-hand tack, rider clothing and footwear.

“We don’t need to sell cheap stuff – we offer value for money,” she explains. “People are happy to pay a price for a level of quality rather than because of a particular brand or badge.

“We offer a mixture of new and second-hand, which works well for us. There is a lot of leatherwork, which we sell on consignment. We also stock second-hand jodhpurs and boots, hoof boots, bridles, headcollars and bits of grooming kit. We have a series of baskets along the bottom of the shelves known as the Grot Box, as it’s full of miscellaneous, random stuff that doesn’t belong anywhere else.”

One thing Julia never offers on a second-hand basis is safety equipment. As a City & Guildsqualified fitter, rider safety sits at the top of her list! “I have done the BETA training course and it certainly opened my eyes to what to look for and the importance of having different brands and the different head and body shapes there are,” she explains.

“There is a general lack of www.equestriantradenews.com

45 knowledge surrounding the fit of safety garments, particularly when it comes to kids. I see them in body protectors that are way too big and people who say their hats are fine but they blow up when it’s windy or slip to the back of their head when they’re cantering!

“It’s tough because these things do cost a lot of money, but it’s a priority call. Do you put your money towards a blingy bridle or safety? I’m still surprised how many choose the bridle over the new hat that fits!”

When Julia bought The Horse Resource with her mother, Marilyn Lamb, as a going concern in 1997, it dealt entirely with secondhand goods – until they placed their first order, valued at about £1,000, with Westgate EFI and gradually built the business up to the treasure trove of equestrian goodies it is today.

“There’s a lot more in the shop than there looks,” says Julia.

“Everything is packed away in the smallest space possible. There’s no stock room. Everything is either on the shelves or in a queue – even the tiny changing room has to double up as a storage space sometimes.”

It is only relatively recently, however, that Julia has been able to give The Horse Resource her full support and plough her extensive business experience into its running. After only three years of trading, she left Marilyn holding the fort while she went to work as an intervention manager for Procter & Gamble, a job that would see her travelling around the world and living in Geneva for a while.

“It was in 2000 and I was involved in a lot of eventing,” Julia recalls. “I found it really difficult

having a hobby that was the same as my job and I got a bit overwhelmed.

“There were customers such as a lady who came in for bitting advice and wouldn’t really take it.

She wanted a continental four-ring snaffle for her daughter’s pony, which reared and bolted. The poor girl used to cry all the way to the stables, as she was so frightened.

“I tried to point out to the customer that perhaps the pony wasn’t the most suitable for her child, but she wouldn’t hear of it.

All this wore me down and I had to get out.”

Julia continued to work for Procter & Gamble in Newcastle, which was then bought out by IBM, until after the birth of her daughter, Rebecca, two and a half years ago. The company was offering a voluntary redundancy scheme and, aware that she would find combining such a high-profile career with her role as a mother, Julia took it and returned to The Horse Resource.

Back behind the counter, she has worked tirelessly to build the business and is currently in training to be a saddle-fitter as part of an SMS scheme. Once she qualifies, she will extend the store to stock a wide range of saddles and offer an expert fitting service.

Julia has also played an active role in making inroads back into the industry by attending the BETA Conference and sourcing her products from BETA International.

“Obviously, with being out of the business for a while, I hadn’t been to the trade fair for some time,” she says. “So, when I went this year, I tried to be really structured, which worked well.

I made appointments with the people I wanted to see and had a

Julia bought her tack shop, once the local Co-op, in 1997.

really good look round to see what trends are coming up.

“You need to be really focused – particularly with clothing – to see what the biggest sellers are going to be. It is great to see everything there all under one roof and find

products that you might not hear or know about. We don’t need to go anywhere else, as we find that BETA International works well for us.”

ETN asks Julia Q: What are your key lines?

As we’re big into safety, we stock Racesafe, Airowear, Point 2, Charles Owen, Harry Hall, Champion and Gatehouse.

Q: Which wholesalers do you use?

We order quite a lot from Westgate, Battles and Trilanco.

Q: What’s your biggest bugbear as a retailer?

People who come in and try things on, then order online.

Q: Do you advertise The Horse Resource?

We advertise in the Newcastle Journal – including its quarterly countryside section – and promote our presence on Facebook.

Q: Where do you live?

I live on a farm with my husband, David, and daughter, Rebecca.

It’s about seven miles from the shop.

Q: Do you work on the farm?

I make thousands of sandwiches between June and November, and make sure that there are always pasties in the house, as David is always out combine harvesting, ploughing or sowing.

Q: Do you ride?

I have ridden all my life and, when I didn’t have a horse, I used to ride the arm of the chair. I got my first pony on Christmas Day. I have several horses at the farm,– Ronin, my ex-event horse, Perky, who was supposed to be his replacement, a black-and-white cob called Domino and Buzz, who was originally bought as a companion for Ronin and Perky.

Q: When you’re not working, do you have any hobbies?

The Horse Resource offers both new and second-hand clothing and equipment.

www.equestriantradenews.com

I have my own herd of Herefords. When I was a child, I and my brother used to get Britains farm animals and we had a Hereford bull. I’d always wanted some real ones and now I have about 12 of them. I’ve also got quite a collection of other animals – ducks, chickens, geese, cats and dogs.

EQUESTRIAN TRADE NEWS OCTOBER 2015

Retail Consultancy

46

How are your human resources?

Thinking of recruiting staff? Don’t do it until you’ve read Laurie May’s advice.

Cartoon by John May.

H

ow do I recruit the right person for the role and who fits into the team…? Luckily, the answer is relatively simple, but I see many businesses making all kinds of mistakes.

Before you do anything, take a step back and think about whether you need this role filled at all. How efficient and productive is your team at its current head count? Is there an opportunity to review job descriptions and tweak what the team is doing? Are they working to an appropriate capacity?

A useful process to examine this is called the Cartesian questions: • What would happen if you did recruit this role?

• What wouldn’t happen if you did recruit this role?

• What would happen if you didn’t recruit this role?

• What wouldn’t happen if you didn’t recruit this role?

These simple questions will help you identify all the scenarios.

So, let’s assume you’ve identified that you do need to recruit, what now? Well, we need a little more thinking before placing the advert.

Do you have clear goals and strategy for your business and have you decided on the actions needed to achieve them? This is important because it defines what the new person will be doing.

He or she, along with the rest of the team, will contribute to achieving these goals.

This assessment will enable you to write the job description for the role, ie. an outline of the tasks the role performs – the ‘what’ of the job.

Failing to think this through is probably the most fundamental mistake I see businesses make; and, as you can imagine, it creates issues in the future when it comes to managing the performance of team members. People need clarity about what they’re supposed to be doing.

Now that we’ve thought about the job description and how it OCTOBER 2015 EQUESTRIAN TRADE NEWS

fits with your goals and strategy, we need to describe it in more detail because simply saying ‘what’ a job is isn’t enough. We also need to describe ‘how’ we want the job done. In human resources language this is called competencies – which are simply a list of observable behaviours you want your team to demonstrate.

I’ve done a lot of work with clients to help them describe these for their business and it’s quite a simple process. These observable behaviours need to be congruent with the type of business you are and where you sit in your marketplace; are you a Waitrose outfit, or more towards the Lidl end of the market?

This is important to identify because the level of service and price you charge vary accordingly. Likewise, the behaviours you want your team to demonstrate need to reflect it.

There’s a great opportunity to have a team meeting to decide these, which can be very motivating. The way to approach it is to map out the ‘journey’ your customers take in engaging with you – what are the key contact points where you need to describe ‘how’ service is delivered?

Once you’ve identified these, the task is to describe the behaviours. Think about it from an observer’s perspective – what would they see and hear? Don’t produce paragraphs of descriptions; this needs to be a useable document, so bulletpoints are what you need.

What you’ve just produced as a team is a blueprint for the behaviours in the team on how they perform their roles. But how does this support recruitment?

Well, these behaviours, combined with the job description, define the capabilities and attributes of the candidates you want to interview so you can outline them in the job advert. They also allow you to create the questions you want to ask the candidates during interview. www.equestriantradenews.com

Interviewing At interview, my approach is to ask questions to check the candidates have the necessary skills and knowledge to perform the role – based around the job description. You also need to ask questions to check they have the necessary attributes to work to your described behaviours – this is known as a competency-based interview.

Typically, these questions begin with “Tell me about a time when you had to demonstrate… (insert your desired behaviour).”

Your role here is to tease out the answer from the candidate so you are sure you have tested them adequately.

I use the STAR format to test the answer: • What was the SITUATION? • What was the TASK you had to do?

• What ACTIONS did you take?

• What was the RESULT? A candidate will probably answer S, T and A, but often miss out R so ask them to describe the result achieved from their actions.

Following this format will help you to test thoroughly not just what a candidate will do in the role, but the likely way in which they will perform it.

Establishing these observable behaviours supports you as a manager in many other ways, so it’s a good investment of time.

Firstly, when it comes to giving feedback on performance, you can base it on job descriptions and the behaviours observed. The big advantage of establishing behaviours as a team is that you already have the team’s buy-in; they described them, so should be happy to demonstrate them!

Secondly, at the yearly performance discussion, the behaviours allow you to discuss why the colleague achieved the results he or she did. Results alone don’t explain how they were achieved; only looking at behaviours allows you to understand this.

Thirdly, and following on from the previous point, these structures allow you to diagnose and manage poor performance.

If a colleague is delivering poor results, the answer will lie in their behaviours.

Recruitment checklist 1. Know your business goals, the strategy you will execute to achieve them and, therefore, the actions your team will take.

2. Base the job description for the role around this – what this person will be doing to achieve the business goals.

3. Support the ‘what’ of the role with the ‘how’ – the observable behaviours.

4. Use the ‘what’ and ‘how’ to word you job advert to attract the right candidates.

5. At interview, ask questions to check skills and knowledge against the job description and competencybased questions to look at the behaviours candidates are likely to demonstrate.

6. Think of the STAR format when listening to answers.

ABOUT THE AUTHOR LAURIE MAY is the equine business consultant at Zoetis where her role involves enhancing the range of services offered to trade customers.

She is currently a lecturer at the University of Derby Corporate (an accredited study centre for the Chartered Institute of Marketing) and lectures for the Communications, Advertising and Marketing (CAM) Foundation. www.equestriantradenews.com

2016

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47

NEC, Birmingham, UK 24-26 January

&Y] MR FIJSVI [I WIPP SYX AWST Int'l Abbey England Absorbine Adam Ellis Saddles Agrifence Agrihealth Agrobs Pre Alpin Feeds Al Basti Equiworld Alan Paine Country Collection Alhamdolillah Exports Amberley Aromatics Anderson & Co Animology/Pet Rebellion Arctic Fox / Starling Ariat Europe Limited Armstrong Richardson Wholesale Aspfase Ayaan Sports Back on Track Baillie Haylage Baleno Battles Bed-Down Horse and Animal Bedding Bedmax Shavings Ltd Bedwell Bedding Ltd Bequestrian Bizzy Bites Bliss of London Bogs Footwear Boomerang Nutrition Ltd/Stance Equine Botanica International Ltd Bowlby Equine Breyer Model Horses Bridleway Equestrian British Country Collection British Equestrian Trade Association The Brooke Carr & Day & Martin,Dayson & Hewitt Celtic Equine Charles Owen & Co (Bow) Ltd / Airowear Charles Sainsbury-Plaice Gifts and Greeting Cards Chia UK Chillout Horsewear Citrus Lime Ltd Cloakrooms Comfybed Plus Covalliero / Kerbl Crafty Ponies Curzon Classics Dee Two Ltd Derriere Equestrian Ltd Easitill Ltd Easyspur,Easytools,Easystuds Ekkia Emerald Green Feeds Equestrian Business Equestrian Polo Creation Equestrian Trade News Equestrian Woodchip Ltd Equi-Ads Equicube Equiform Nutrition Equilibrium Products Equine America (UK) Ltd Equine Careers EquiSupplies EQUITANA Equiture Equi-vation Equus Health Esperado euro-star Fahrenheit Plus (India) Fairfax Saddles Ltd

Faulks & Cox Ltd F Chand & Co Ltd Fearns Farm Partnership Finish Line Horse UK First Euro (Designer & Manufacturer) Fyna-Lite GMK Gallop Equestrian Ltd General Leathers Glamourati Glitter Quarter Markers Global Herbs Globe Traders UK Ltd Grays of Shenstone Ltd Griffin NuuMed Limited Grubs Boots Ltd Guardian Equestrian Gumleaf Clothing H K M Sports Equipment GmbH HRP Equestrian & Wing Saddle Pads Hack Cam (Gizapaw Ltd) Hamag UK Harmany Muzzles Haygain Hay Steamers Heather Hats and Accessories Hilton Herbs Hi-Tec Honeychop Horse Feeds Hope Pastures Horse & Donkey Sanctuary horizont Horse & Country TV Horse & Hound Horse & Rider and Pony Magazines Horse First Horse Health Trade Horseshape GmbH & Co. KG Horseware Ireland House of Cheviot House of Montar Hunter - Outdoor Ice Horse Intelligent Retail Intex Equestrian JRD Saddlery Jama Old West Jamiq International Jenkinsons / Elico Equestrian John Whitaker & Brogini K M Elite Products Kanpur Saddle House (India) Kanyon Outdoor LLP Kastel Denmark Keela Keratex Hoofcare Kevin Milner Countryside Greeting Cards and Prints Khuram Iron Store Kings Saddlery Limited Kingsland/KEP/Tucci Kingston Exports Konia Equestrian Krishna International Kyron L S Sales (Farnam) Ltd /Leslie Sutcliffe La Valencio Lavenham Life Data Labs Likit Products Lintbells Loddon Lorenzini Titanium Maple Trading Company Matchmakers International Ltd

Medilogic Minexcel Nutrition Mother Bee My Groom by CDN Horse NAF Nastz International Neue Schule Nikwax Waterproofing Noble Outfitters Noel Asmar Equestrian Omega Alpha Equine Omni Capital Retail Finance P J Pet Products pampeano polo Panache Equestrian Parallax Plastics Penstone Country Crafts Petface Ltd Prestige Italia Professional's Choice Quattro Products Racesafe ReadySupp Ltd Redpin Publishing Ltd Regent Saddlery Ridgeline UK Rockfish Rudds Wellies Rugsafe UK Ltd S.R Global Saddle Clinic The Saddlery Training Centre Saddle Stackers Safe-Care Equine Schockemöhle Sports GmbH Seeland + Harkila Sherwood Forest Ltd / Puffa Country Sports Ltd Shires Equestrian Products Showquest Silhouette Saddlery Snowfake Bedding The Society of Master Saddlers (UK) Ltd Sockmine Solar Technology International Ltd Spooks & Paddock Sports STAPP Horse UK Stetson + Hardy + Parsons Stubbs England TRM Tagg Equestrian Tandy Leather Thunderbrook Equestrian Toggi/Champion TopSpec Equine Ltd Tredstep Ireland Treehouse Trilanco Turtle Fur USG GmbH The Ultimate Grazing Muzzle Ungula Naturalis Utopia Saddlemakers Vale Brothers Ltd Versatile Enterprises Pvt Ltd WPBGroup SPRL Waldhausen GmbH & Co KG Westgate EFI WildWash Wolseley Youngland Zamberlan

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Legal Digest

48

To travel hopefully . . .

The European Court’s decision that travelling to work can count as work has widereaching implications for businesses, says Richard Parr.

Whether you provide vehicles or require workers to provide their own, a vehicle tracking system which gives reliable information about what your boys and girls are up to may be a wise investment.

T

here’s a Taoist saying: “The journey is the reward”. For field-based workers, a court decision handed down recently by the European Court of Justice (ECJ) gives it tangible effect.

A traffic-clogged daily commute to and from our place of work is all too familiar to many of us. The fact that we aren’t paid for it merely rubs salt into the wound.

However, for that time to be classed as ‘working time’ - and therefore paid, the employee or worker must be • at the work place • at the employer’s disposal; and • engaged in work duties That explains why, for most of us, the daily commute can never be ‘working time’. For travelling workers such as delivery drivers and sales reps, the chances are that they are regarded as ‘working’ from the moment they leave home.

The first requirement is fulfilled because travelling is an integral part of the job; the second as long as routes and destinations are determined by the employer; and the third if travelling is integral to the role.

But that will be fairly academic if the individual in question is salaried.

Paid by the hour What of other workers who have no fixed place of work and who are paid by the hour only for ‘working time’? A worker who visits a client’s home as part of a domiciliary care package, for instance.

Historically, the view was that for such a worker time spent travelling to the first appointment of the day, and back OCTOBER 2015 EQUESTRIAN TRADE NEWS

home after the last appointment, was not ‘working time’ and therefore fell outside legislation such as the Working Time Regulations (WTR) and the law relating to minimum wage.

However, in the case of Federacion de Servicios del sindicato Comisiones Obreras, the ECJ has expressed the view that where workers are not assigned to a fixed place of work, time they spend travelling to and from their first and last customers counts as ‘working time’ for the purposes of the Working Time Directive.

Courts and Employment Tribunals are required to construe domestic legislation (for example, WTR) so as to comply with the Directives from which the legislation is derived. So it seems likely that the ECJ’s forthcoming decision will soon affect the way we must interpret and apply to WTR. If your staff are salaried and they’ve signed a waiver of the WTR ban on a working week which exceeds 48 hours, you are probably OK. But if your staff haven’t signed waivers and, worse still, they’re hourly paid, then you may have both regulatory as well as financial problems.

That all sounds pretty bad. Surely it couldn’t get worse?

National Minimum Wage Well, an implication of the decision which commentators are still trying to assess is in relation to possible impact on National Minimum Wage (NMW).

The regulations which govern NMW expressly provide that time spent travelling between home and the employer’s place of business is not working time for the purposes of NMW. However, inroads have been made by Employment Tribunals into the concept of what is and what is not working time for NMW purposes.

For example, a care worker who is required to stay at a service user’s home, and who may not leave during their shift, will be classed as working for NMW purposes even if they are permitted to sleep and are in fact sleeping throughout the shift. Cases have found that as the worker is not free to be elsewhere, even time spent sleeping may be part of the job

which the worker is engaged to do.

Given that this latest decision by the ECJ is based on the idea that an itinerant worker is at the employer’s disposal when travelling to the first appointment, it is difficult to reconcile this case and the ‘sleeping’ cases with the NMW provision which says time spent travelling to work is not working time.

When one adds in the requirement that UK courts and tribunals must so far as possible construe UK legislation to comply with EU legislation, it’s easy to see why there is a growing body of opinion that this latest ECJ case will be interpreted as applying to NMW. It would be surprising if a trade union didn’t seek to test this point.

If you have a peripatetic workforce who work from home, what can you do? Good legal advice is an excellent start. And whether you provide vehicles or require workers to provide their own, a cutting edge vehicle tracking system which gives reliable information about what your boys and girls are up to may be another wise investment.

About the author RICHARD PARR is a Partner in the Employment Team at Blacks Solicitors.

He was the editor of Humphrey’s District Registry Practice (three editions) and is an occasional contributor to the Employment Lawyers’ Association’s publication ELA Briefing and Sweet & Maxwell’s Insolvency Intelligence.

He specialises in TUPE (a specialist area concerning redundancy decisions), employment issues in insolvency, executive termination packages (including tax issues), post termination restrictions and Commercial Agents Regulations.

Contact Richard at Blacks Solicitors (www.lawblacks.com) tel 0113 227 9246 or email RParr@LawBlacks.com

There is a growing body of opinion that this latest European Court of Justice case will be interpreted as applying to National Minimum Wage. www.equestriantradenews.com

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EQUESTRIAN TRADE NEWS OCTOBER 2015

CCJs

50

County Court Judgments from England and Wales and the Scottish version, which are called Court Decrees.

The judgments listed are those recorded by the Registry Trust Ltd and appear to be of a commercial nature. Judgments/Decrees can be for damages rather than debts, and their listing here does not imply an inability to pay.

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JOHN LEA T/AS SHROPSHIRE TACK SHOP, 7 WREKIN VIEW, STANDFORD BRIDGE, NEWPORT, SHROPSHIRE, TF10 8BA, £2,131 K DOWDEN T/AS ROOKERY STUD, MURCOT ROAD, CHILDSWICKHAM, BROADWAY, WR12 7HR, £167 MEADOW STUD, MEADOW LANE, RUNWELL, WICKFORD, SS11 7DY, £2,362 HELSHAW GRANGE STUD FARMS LTD, HELSHAW GRANGE, WARRANT ROAD, STOKE HEATH, MARKET DRAYTON, TF9 2JP, £1,745 SAMANTHA PHEBY T/AS MEADOW STUD, MEADOW LANE, RUNWELL, WICKFORD, SS11 7DY, £726 DANES FARM STABLES LTD, BUILDING 4, SAINT CROSS CHAMBERS, UPPER MARSH LANE, HODDESDON, EN11 8LQ, £482 ALAN BERRY T/AS MOSS SIDE RACING STABLES, CRIMBLES LANE, COCKERHAM, LANCASHIRE, LA2 0ES, £3,999 EQUIDIVINE LTD, 29 PARK ROAD, BARRY, SOUTH GLAMORGAN, CF62 6NX, £1,270 RED HORSE VALE LTD, WINDMILL FARM, BANBURY ROAD, OXHILL, CV35 0RP, £1,423

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COUNTRY

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BETA International 2016 NEC, Birmingham, UK 24-26 January www.beta-int.com

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EQUESTRIAN

The world’s leading equestrian, country clothing, outdoor and pet product trade exhibition

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