ETN - Equestrian Trade News - December 2012

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

December 2012 Volume 36, No 12 Monthly

WHOLESALE CHANGE

Is the supply chain shifting?

Major players profiled

New p roduc ts Legal a Exclus dvice ive CC listing J

2013 17-19 February 2013 NEC, Birmingham, UK

ETN is the official media partner of BETA International

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

CONTENTS

Comment AS A SHOPPER, one feels incredibly smug when leaving a store clutching that elusive gift before 25th December. As a receiver, however, I had a happy experience the other day that ‘sold’ the mail order model to me.

It was my birthday and a good friend hinted that there was ‘a little something in the post’. Next day, it duly arrived, the pristine cardboard box reverently handed over by the postman.

Cutting through the crisp, perfectly applied, transparent tape – no crinkled, curling sticky stuff here – the box sprang open like a new flower. Inside was another box of the most striking hue, its lid secured with contrasting elastic straps, designed to look like ties on a traditional parcel. A tiny, tasteful matching card revealed the sender.

I very deliberately undid the ties, lifted the lid and found my gift, tenderly wrapped in tissue paper of a shade to compliment the box and adornments. By the time I’d unpeeled the colour co-ordinated seals and ever so carefully folded back the soft tissue paper, I was almost beside myself with excitement. It could have been as cheap and plastic as anything...but I loved it already.

And what does a bit of tissue paper, a box and a pretty ribbon cost? As they say, it’s the thought that counts, and it counts for a lot.

This Christmas, turning shoppers into buyers is all about making them feel good. Get an Olympic rider to visit your store – it worked a treat at Your Horse Live last month (talk to their sponsors who are also your suppliers), turn up the seasonal music and dust-down the decorations. The price of a free sherry and mince pie will be quickly recovered.

THE London Olympics were always going to dominate 2012.

2013, on the other hand, is there for the taking...

The next 12 months are a gloriously blank canvas for those with the vision and initiative to make them their own. So whose year will it be? Which suppliers and which products will be winners? What will equestrian shoppers flock to buy?

There’s no better way to find out who and what’s going to be influential than booking your ticket for BETA International 2013. It’s on 17 – 19 February at the NEC, Birmingham. Entry is free for bona fide retailers and you can pre-register at www.beta-int.com See you there!

LIZ BENWELL and Nicki Lewis have thoroughly enjoyed bringing you ETN and www.equestriantradenews.com this year. It only remains to wish all our readers, advertisers, subscribers and browsers a happy and peaceful Christmas and prosperous 2013.

Liz Benwell

DECEMBER 2012

NEWS.........................................................................4 YOUR HORSE LIVE REPORT Reaction to last month’s shopping and celebrities show ......10 SADDLERY MATTERS Ken Lyndon-Dykes ponders the threat of litigation ............12 LETTERS..................................................................13 VISUAL MERCHANDISING Retail display tactics to get customers spending ...............14 PRODUCT NEWS .....................................................16 RETAILER PROFILE Meet the remarkable family behind Brendon Horse and Rider ...20 WHOLESALERS One-stop shop guide, buying tips and opinion ...................22 NEWS FEATURE Who will be rep or agent of the year? ..............................30 PEOPLE ...................................................................31 SPONSORS & SHOWS .............................................32 BETA MEMBERS’ PAGE ..........................................33 2012 BETA CONFERENCE & AGM Meet the trade association’s new chairman ......................34 VIEW FROM AMERICA The holidays put the trade into overdrive .........................36 COUNTY COURT JUDGMENTS................................38 FRONT COVER: This month’s front cover star wears the Tempest Plus 1680 300 Combo from Shires Equestrian. Featuring an integrated neck cover, this tough, warm rug faces the elements head on. Featuring a 1680 denier ShireTex® ballistic, waterproof and breathable outer, 300g quilted polyfill, twin breast straps, adjustable cross surcingles, fillet strap and a tail flap, it comes in burgundy and sizes 4’ to 7’3”, RRP £84.99. For more information, visit www.shiresequestrian.com, email sales@shiresequestrian.com or tel 01568 613600. For more on Shires Equestrian, see the wholesalers feature in this issue.

OBITUARIES

Helen Scott

Keith Vanstone KEITH VANSTONE died peacefully on 11 September after a valiant and dignified fight against cancer, writes Lucy Ward.

He was 82.

Keith worked in the equestrian trade for more than 40 years having moved from the luxury motor trade. He worked for Ken Lyndon-Dykes at Kent Leather for five years and subsequently opened his own saddlery shop in Sussex.

In 1982, Keith joined manufacturer and wholesaler Hydrophane Laboratories, owned at that time by Nick Ward and the Ward family. He was employed as an agent and enthusiastically set up a wide customer base from Kent to Cornwall.

When Hydrophane Laboratories was sold and Horsemasters Distribution was set up in 1997 for the exclusive distribution of Mountain Horse products, Keith continued as an agent and was inspirational along with Nick in the establishment of the Mountain Horse brand in the UK. Following Nick’s death, he continued to work with Lucy Ward and the team at Horsemasters and retired only two years ago aged 80!

Keith was a loyal, charming gentleman with a sharp and sensitive wit and who was also imbued with great wisdom. His suave good looks and the fact he looked 20 years younger than his actual age was always

Keith Vanstone celebrating his 80th birthday.

particularly appealing to his lady customers! One of his great gifts was an ability to communicate easily with all ages.

He was a fount of colourful and usually risqué stories which would make everybody roar with laughter.

There were many nights at BETA trade fairs or Mountain Horse conferences when a large amount of whisky was consumed while putting the equestrian world to rights.

Keith will be remembered with great fondness for his fierce loyalty to the companies and brands he worked for.

We have much to be grateful to him for, due to his hard work, unfailing spirit and belief in the brands he represented.

He will be very sadly missed and our thoughts and condolences go to his wife Mary, his children and three grandchildren.

HELEN SCOTT, formerly Runham, died suddenly at home on Friday, 2 November.

Helen was best known for her long association of Riding magazine, writes Bridgit Duerden. Starting in classified advertisement sales in the early seventies, she rose through the ranks to become publisher IPC’s first female advertisement manager working alongside the late legendary Captain Elwyn Hartley-Edwards.

Eventually, Helen owned Riding with her partner Collin Shepherd. The title closed in the mid nineties.

Tiny, with her trademark cloud of red hair, Helen was an incredibly courageous and feisty woman who achieved many ‘firsts’ throughout her life.

Exhibiting Riding’s stud issue at the first Essen Equitana, she organised a tour of pony studs throughout the UK for enthusiastic would be German pony breeders and thus played her part in establishing the current thriving pony population of Northern Europe.

While proprietor of Riding, Helen developed a great interest in the Russian equestrian community when she arranged the export of the Thoroughbred stallion White Reef to Pyatigorsk. She went on to compete in and win the first UK/Russian long distance ride in Russia and arranged the UK/Russian Jockey Challenge following Marcus Armitage’s Grand National victory on Mr Frisk. All this before Glasnost!

Helen will be much missed by her friends, former colleagues and her surviving brother Martin. We will remember her for her exuberance, her unfailing cheerfulness and constantly warm welcomes. Hers was a life well lived.

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: 0845 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

4 DECEMBER 2012 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

Abbey England Ltd ..............................................21 & 26 Academy of Master Saddlers ........................................13 Agrihealth NI...............................................................23 Animalife ......................................................................3 Battles.........................................................................28 BETA International ......................................................IFC Classified ....................................................................37 Earlswood Supplies .....................................................25 Gallop Equestrian................................................17 & 26 GWF Nutrition ...............................................................7 Horka International BV.................................................26 Hucklesby Associates ...................................................26 B Jenkinson & Son .......................................................25 Mirza Shaharyar Baig Groups ......................................30 National Exhibition Centre .........................................OBC Replan ........................................................................15 John Rothery Wholesale Co Ltd....................................28 Schockemöhle .............................................................23 Sherwood Forest Ltd....................................................11 Shires Equestrian Products ...........................................30 Snowhill Trade Saddlery .....................................23 & IBC Spoga ...........................................................................8 L S Sales (Farnam Ltd) ..................................................24 Tagg Equestrian...........................................................29 Weatherbeeta .......................................................9 & 24 Web Directory .............................................................38 Westgate EFI ...............................................................29 www.britishequestriandirectory.com.............................12 Zilco ...................................................................23 & 27

www.equestriantradenews.com

Patey to launch Kitemarked hat PATEY, that most traditional of equestrian headgear labels, is to launch a hat carrying the BSI Kitemark.

The Patey ‘competition hat’ will be velvet covered and, as is required under the British and European standards with which it will comply, will have a harness.

It’s expected to be on the market by Christmas, and will be available to the trade as well as via Patey’s shop, website and show stands.

It will mean that Patey hats long favoured by hunt servants, can now be worn in competitions; every equestrian discipline now requires headgear to meet at least EN1384 [the European standard] and/or to carry the British Standards Institute’s (BSI) Kitemark “When dressage changed its rules this year [making up-tostandard hats compulsory], it pushed us over the edge and forced us to come up with an approved hat,” Patrick Lamb, manager of Patey’s London shop told ETN. • In September, Patey (London) Ltd was acquired by Hand & Lock, London based embroiderer since 1767. The new owner and chairman is Alistair MacLeod. Paul Baynham-Honri will continue to run the company’s show stand. The Patey London shop has moved to join Hand & Lock at 86, Margaret Street, London W1W 8TE.

Alfalfa solution to grain shortages AS CONSUMERS and merchants brace themselves for price hikes in horse feed, alfalfa is providing a popular alternative.

This year’s grain harvest is said to be the worst for 20 years; while the wet summer of 2012 has compromised the quality of much hay and haylage.

Alfalfa, however, is a hardy, resilient crop able to withstand extreme weather.

British grown alfalfa has other advantages too, as Ian Hassard, managing director of Dengie pointed out.

“The alfalfa used in our range of high-fibre feeds is home-grown and this plays a big part in helping to keep costs down, as we do not have to import our raw materials,” he said.

Alfalfa (pictured) has been used to feed horses for thousands of years. It’s related to the legume family and can be harvested several times in a year.

“Although weather can influence the appearance of the products in terms of colour and texture, it does not affect the nutritional value,” added Ian. “Dengie is fortunate enough to have large acreage of alfalfa, which will keep our processing plant working to capacity throughout the winter.”

For the love of donkeys...

WHILE the donkey has special significance at Christmas, a South Wales organisation is working with these gentle creatures to bring year-round joy to those whose lives are not the easiest.

South Wales based Bryndafydd Animal Assisted Therapy, sponsored by Mollichaff Donkey, has six donkeys which it uses to improve physical, social, emotional or cognitive functioning.

Therapy sessions with the donkeys have had some especially positive outcomes for young people with autism, depression, anxiety and low self esteem.

The organisation is run by Ann Slater alongside her career as a youth worker. “Even the most hardened, resistant and angry young person seems to show affection to the donkeys,” she said.

Ann’s donkeys (she is pictured with two of them) visit hospitals, care homes and schools as well as attending charity fetes and other events.

Our other photograph shows schoolboy Jac Richards with Polo, a 12-year-old gelding. Jac communicates using his eyes, looking up for 'yes' to indicate that he’s enjoying Polo’s company.

Prototypes stolen in car theft A MANUFACTURER’S participation in BETA International 2013 has been thrown into doubt after product prototypes were stolen in London on October 26/27.

The samples were in the boot of a Honda Civic car belonging to Adeel Ghaffer of Hospodar. The Pakistan based company has exhibited at the trade fair since 2009.

“The loss of the samples is much worse than the monetary value, or the loss of the car,” Adeel, who is based in the UK, told ETN. Among the samples were two Dry SeaHorse branded rugs.

Hospodar has exclusive European marketing and distribution rights to the label. Also stolen were saddle covers, half chaps, shooting cartridge bags and long riding boots.

“We have exhibited at BETA International for the last four years, and hoped to do so again [in February], but this theft of our samples has put that in doubt,” said Adeel.

UK consumers urged to buy in euros NEW internet retailer EquestrianDiscount.com is urging UK consumers to buy in euros to cut costs.

“With the exchange rate of the euro against GBP continuing in the UK’s favour, buying online in euros means you get even more for your money,” says the site’s publicity material.

Based at Coolane, Co Wicklow, Ireland, the site is beginning to promote itself in the UK, offering “direct from the factory” products alongside brands such as USG, Muckboot, Point-Two, Tuffa, Gatehouse and Celtic Equine.

Examples of current offers include leather bridles at less than £25 and turnout rugs at under £45. Wormers are also offered at “best value prices.” www.equestriantradenews.com

FIT FOR PURPOSE: A course on bridle fitting and measuring, organised by The Society of Master Saddlers (SMS) and supported by The Worshipful Company of Loriners, was held at Buckingham Equine Veterinary Practice, Bucks, recently.

Speakers included Master Saddlers Frances Kelly and Karen Schlotter, eminent vet Stewart Hastie – who discussed the anatomy of the equine head and effects of poor bridling - and Tricia Nassau-Williams of the Loriners’ Company.

During practical sessions, delegates worked with three show horses, looking at the different types of head and appropriate bridles.

EQUESTRIAN TRADE NEWS DECEMBER 2012 5

Saracen launches “cost effective” feed balancer and gives merchants an Olympic treat has been the subject of extensive field trials. Improved coat condition and 100% palatability were key findings.

Merchants are supported with a new brochure, a Your Horse Live launch with all enquiries directed to local stockists, plus consumer advertising.

More for merchants Pictured enjoying their day at Carl Hester’s yard courtesy of Saracen Horse Feeds are, from left, Nikki McGee and Clare Aitkenhead (Saracen), John Gibbs and Ruth Gibbs (Pembroke Feeds), Carolyn Barton (Wadswick Country Store), Louise Wilkins (Gladwells), Tim Barton (Wadswick Country Store), Mark Hawkins (Hoe Country Feeds), Lindsey Redfern (Riseholm), Caroline Alexander (Denes Country Store), Sara Blackshaw (CountryWide Farmers), Carl Hester, Natasha Baker, Charlotte Dujardin, Kate Leytham and Ed Mears (Mears Animal Feeds), Liz Reid (Saracen), Andrew Tilley and Caroline Tilley (Whipley Manor Feeds), Mark Weaver and Sharron Harrington (Saracen).

ESSENTIAL BALANCER, launched by Saracen Horse Feeds last month, will retail at £25 for a 20kg bag.

The pelleted product, which joins the company’s Stamm 30, Shape-Up and Bio-Life balancers, is heralded as a cost effective addition to the range, writes Liz Benwell.

The feeding rate, 100g per 100kg bodyweight means the cost of feeding it to the average horse is around the same as buying a bar of chocolate (63p).

To launch Essential Balancer to merchants, distributors and the media, Saracen arranged for its brand ambassadors, Olympic gold medallists Carl Hester and Charlotte Dujardin, to host a demonstration at their Gloucestershire training base.

With paralympic double gold medallist Natasha Baker adding yet more London 2012 celebrity to the occasion, we heard how Saracen feeds these Olympic equine heroes. We even got to stroke a very relaxed looking Valegro [Charlotte’s Olympic ride]. The golden gelding eats Stamm 30 and Enduro 100, by the way.

After watching Carl training and Charlotte riding – they made

it look so easy and the horses looked so happy - questions were invited. “Have the horses been sold?” asked one daring visitor, referring to the much hyped rumours about Uthopia [Carl’s Olympic ride] and Valegro being sold ‘for millions’.

“Well, Uthopia will almost certainly go...but we are trying to find an investor for Valegro so there can be a happy outcome,” said Carl as Charlotte stood at the horse’s head like a child on the point of tears after being threatened with separation from her favourite pony.

“But I have a good story about that...” said Carl, ever the diplomat.

“When we were at Buckingham Palace last week [at a reception for Olympic medallists] the Queen asked William Fox-Pitt if he had sold ‘that black stallion’ yet.

“William texted me about it later, and I texted back to say I was flattered that the Queen thinks I’m so tall...”

Anyway, back to the feed balancer. Essential Balancer is low in sugar, starch and calories, is barley-free and contains vitamins, minerals and good quality protein sources.

Merchants met dual Olympic gold medallist Charlotte Dujardin’s ride, Valegro.

6 DECEMBER 2012 EQUESTRIAN TRADE NEWS

Other ingredients include Omega 3 and a blend of yeast cultures.

“We wanted to bring the essence of what a feed balancer should be,” said Saracen’s nutritionist Lizzie Drury, “and that’s to balance out the deficiencies in pasture and forage.

Gold rush: From left, Charlotte Dujardin, Carl Hester and Natasha Baker.

“We wanted it to be low intake yet offering optimum minerals, vitamins and protein. And we wanted it to be cost effective in what’s currently a sensitive climate.”

Lizzie went on to describe how Essential Balancer has been tailored to meet consumers’ demands. “Low sugar and starch – end users are extremely aware of this. It’s also non-heating, so suitable for many different situations.

“The non GM formulation is important to end-users too. The high levels of quality protein are important for cell renewal.

“We’ve also included Omega 3 fatty acids [which have] had a huge amount of press attention in all aspects of human and pet nutrition. Omega 3 helps hormonal functioning, joint health and immune function.”

Essential Balancer has added yeast to assist with forage digestion and is designed, said Lizzie, “for less reliance on concentrate feed.” The product

Merchants attending the launch were reminded that Kent based Saracen Horse Feeds could call on 150 years’ of manufacturing experience, and has recently opened a new micronising plant to enable it to process cereals.

“We are known as problem solvers,” explained Lizzie.

“When people have issues or problems with their horses, we can produce exceptional results.”

Fundamental to Saracen’s expertise is its association – exclusively in the UK - with Kentucky Equine Research (KER) and access to its scientific work. Saracen is a partner with Lexington, Kentucky based Thoroughbred nutrition specialist Hallway Feeds.

A Saracen innovation which merchants will find useful is Microsteed, an interactive ration consultant software programme that can answer your customers’ feeding questions. Available via the Saracen website, it analyses the micronutrient content of a ration and generates appropriate diets for individual horses.

“It can also be used to email a diet to our nutritional helpline to be checked and for feedback to be added as a safety net,” said Lizzie.

As she concluded: “it’s going to be an exciting year ahead for Saracen.”

Essential Balancer, new from Saracen

www.equestriantradenews.com

How BETA International is helping horses

2013

BETA International has named World Horse Welfare – 17-19 February 2013 an organisation that has been improving the lives of NEC, Birmingham, UK horses for the past 85 years – as its chosen charity for 2013.

The trade fair will raise awareness of World Horse Welfare’s work throughout the show’s three days at the NEC, Birmingham, from 17 to 19 February.

“World Horse Welfare is highly regarded by all members of the equestrian industry,” said Claire Thomas, commercial manager of Equestrian Management Consultants (EMC), organiser of BETA International.

“Its campaign to halt long-distance transportation of horses for slaughter in Europe and its reputation in the field of equine rescue, rehabilitation and re-homing are issues close to everyone’s heart and I am extremely pleased to welcome World Horse Welfare to the show.”

John Blake, the charity’s director of fundraising, adds: “We are looking forward to working alongside the organising team of this highly successful trade exhibition as we seek to promote our work helping thousands of horses in the UK and overseas.”

Hoofcare advice online LEADING farrier supply company Handmade Shoes (UK) - UK distributor of Kevin Bacon’s products– has a unveiled a new website at www.kevinbacons.co.uk Flagship product Kevin Bacon’s Hoof Dressing was originally brought to the UK by five times world champion farrier, and joint managing director of Handmade Shoes, Billy Crothers.

The website features the product range plus a stockist finder using Google Map technology. There’s also a hoofcare section with useful articles and where visitors can put their hoof-related questions of Billy.

• See the January issue of ETN for a hoof care feature.

THE TOAST OF SCOTLAND: ShoeSecure scooped the horsescotland Equestrian Business of the Year Award at last month’s annual awards dinner.

ShoeSecure was founded by Muriel Colquhoun to develop and market her patented device that helps prevent horseshoe loss.

Three Scottish equestrian businesses were short-listed: Kay Hastilow, Master Saddler, MyRentalHorseBox.com and ShoeSecure.

“I was delighted to gain the award, the learning curve of inventing, designing, gaining the Patent and manufacturing the product - in Scotland - has consumed my life for the past four years,” said Muriel.

“It has all been very worthwhile, receiving rave reviews from happy customers as well as keeping the shoes on my horse!”

Muriel is pictured with Stephen MacGregor (left), chairman of horsescotland, and Stephen Fleming commercial sales director of the awards dinner sponsor Solar Power Scotland.

Horsescotland is the national organisation for equestrian sports and activity in Scotland. It represents Scotland's 25 member organisations plus individual and club members, providing support, funding and coaching for those with equestrian interests.

www.equestriantradenews.com

Clothing company opens retail website

JACK MURPHY has opened a new e-commerce website. The country clothing supplier says it’s “just in time for Christmas”.

The site showcases its autumn/winter 2012 collection of knits, waxes, tweeds and accessories.

Consumers shopping online at www.jackmurphy.eu can save 20% on luxurious faux fur and tweed styles during December with Jack Murphy's online festive fashion promotion.

The site also includes a stockist search facility.

Horse dealer’s advert was “misleading” A HORSE dealer misled potential customers by advertising a horse as older than it actually was.

York based Judi Thurloe Sportshorses advertised a black and white gelding called Cosby on the internet and in a national magazine advert as a six year old.

But a potential buyer, who had been to view the horse, contacted the Advertising Standards Authority (ASA) to challenge whether the advert was misleading, because the horse's passport showed he was younger than described.

Judi Thurloe Sportshorses acknowledged that at the time the advert appeared, the horse was five years old rather than six and stated that that was due to an error rather than an intentional attempt to mislead consumers. It said that the complainant was made aware of the horse's real age prior to purchase.

Upholding the complaint, the ASA concluded that the ads were misleading and told JTS to ensure that horses were described accurately in future.

Feeding has become “far too confusing” FEEDING horses has become far too confusing, claims a leading manufacturer.

In such a competitive marketplace, many owners feel compelled to stock up on unnecessary and expensive items because a shiny advertisement featuring a popular equestrian tells them they should, says GWF Nutrition in a press release issued last month.

“The digestive system of all horses is the same, so why do we need a feed balancer for this and a feed balancer for that? Answer: we don’t, which is why Equilibra 500 + Omega 3 is the only feed balancer a horse owner will ever need,” it continues.

Equilibra 500 + Omega 3 guarantees a horse is getting the optimum amount of vitamins and minerals it needs, regardless of age, size or workload. The RRP for 20kg is £23.99.

• See GWF Nutrition’s New Year feeding resolutions in Product News. www.equestriantradenews.com

Owners “still not worming correctly” WORMER supplier Pfizer says it’s alarmed that half of all horse owners are not worming their horses correctly.

A survey conducted as a part of the National Equine Health Survey (NEHS) in May 2012 revealed that only 50% of 1,095 respondents wormed their horse with an effective product for the control of encysted small redworm.

The remainder either used a product they incorrectly thought treated encysted small redworm or simply didn’t worm their horse or pony at all to control the parasite. The most common reason given for not treating for encysted small redworm was that the horse had had a clear faecal worm egg count (FEC).

“Encysted small redworm won’t show up in a standard FEC,” said Pfizer’s vet advisor Wendy Talbot. “Even if the horse has shown a negative or low count it could still be harbouring several million encysted small redworms which can present a potentially fatal health risk.”

It is imperative to use a wormer containing moxidectin or fenbendazole five day course, licensed to treat encysted small redworm, recommends Pfizer.

“There is now widespread resistance to fenbendzole in parasite populations whereas moxidectin has been shown to be effective against benzimidazole resistant worms and has a 13 week recommended dosing interval,” adds the company.

Top eventer Mary King (pictured) routinely treats all her horses for encysted small redworm in the early winter each year. “We tend to use Equest after the first frost of the season,” she said. “This way we can also tackle bots effectively with the same dose.”

Pfizer has been advertising Equest and Equest Pramox for the first time on Horse&Country TV.

NEWS IN BRIEF AROUND 50 traders were expected at the Equine Winter Sale, run by • the team behind Your Horse Live, in Spalding, Lincolnshire, on Saturday, 24th November. “We’re trying to help traders after what’s been a difficult year,” said Emma Bedford, associate publisher at Bauer Media, publisher of Your Horse and Horse Deals. Visitors were charged £5 admission.

GLOUCESTERSHIRE retailer Colne Saddlery has opened a second • shop at Upper Slaughter near Bourton-on-the-Water. Its workshop and saddle fitting department are moving to the new shop which has an outdoor arena on site. The existing shop in Norton, Gloucestershire, remains open.

SHOWJUMPING’S 100 year old nations cup will have a new format • from next season, following a €16 million sponsorship injection from

• •

the Saudi Equestrian Fund. The series will now be known as the Furusiyya FEI Nations Cup. ANIMAL feed manufacturer Alltech UK began redundancy consultation with 43 employees at its Stamford, Lincolnshire base last month. The company said it needed to move production abroad to be closer to its raw production site in Belgium, it was reported by the BBC. EQUINE Veterinary Journal (EVJ) has made a collection of laminitis research papers freely available online, thanks to sponsorship from the British Equine Veterinary Association (BEVA) Trust. Said EVJ editor Prof Celia Marr: “In recent years, there has been an explosion of knowledge and new thinking about this devastating condition. We have also recognised that some of the old-fashioned remedies, such as standing in cold water, have sound science behind them.” The research is available at http://onlinelibrary.wiley.com/journal/10.10 01/%28ISSN%292042-3306/homepage/laminitis__recent_advances _and_future_directions.htm.

www.equestriantradenews.com

EQUESTRIAN TRADE NEWS DECEMBER 2012 9

Shopping, celebrities... and sex appeal Your Horse Live (Stoneleigh, 10/11 November) took equestrian enjoyment to a new level, reports Liz Benwell. rom the handsome young men in (very) tight Your Horse teeshirts handing out (free) catalogues as visitors entered the show, to the feast of shopping and expert advice, Your Horse Live 2012 was everything a horsey heart desires.

We’re all still on high from London 2012, so the chance to get close to Olympic gold and silver medal winners was, in the words of one visitor, “just completely lush.”

In the restaurant, there were ladies doing lunch with wine on the table, £300 top

F

Staffordshire, who had come “to shop”, found “some really good deals on rugs”. While Warwickshire based Lucy Hill and Amy Mills thought Q and A Live (where visitors can quiz experts) was “fantastic value because you get to find out about things you don’t see anywhere else.”

Enjoying two days at the show on a ‘girls’ weekend’ were Teresa, Jackie, Margaret and Becky from the West Midlands, who managed to spend almost £2,000 between them. “We’ve easily saved the entry fee by getting discounts,” said Becky.

thinly disguising themselves as retailers – were shifting stock, clearance style, ready for a clean start in 2013...

At some other suppliers, including NAF - where the ingeniously named ‘I Can’t Believe It’s Not Cod Liver Oil’ made its debut, staff were telling consumers “we don’t handle cash” and religiously

directing them to neighbouring bona fide retailers.

I spotted Katie Price teeshirts for £5, two tops for £15 at Ryedale Clothing, 50% off Toggi, half price rugs and masses of discounted clothing branded by famous riders who didn’t make the Olympics. If I had to pick a best-seller, I’d

This is a really good show with plenty of visitors and a high proportion of horse owners European branded jackets peeping out of the carrier bags propped up against their chairs. Outside in the fast food area, three haynets for £10 and £35 rugs were clutched by their new owners waiting in the queue for a tray of chips.

Yes, whether it’s to be inspired or to spend, YHL where tweed meets rubber riding boots - has something for everyone.

Fantastic value Visitors Lorraine Saddler and Charlotte Ward from

Lynn and Katherine had travelled from Northampton especially to see to demonstrations by Olympians Ben Maher, Mary King, Carl Hester and Charlotte Dujardin.

“It’s a fantastic teaching and learning experience,” said Lynn.

Shifting stock A tour of the tradestands revealed a microcosm of our trade’s fortunes this year.

Stacks of discounted goods told of shows lost to the weather; suppliers – some

10 DECEMBER 2012 EQUESTRIAN TRADE NEWS

Ben Maher was among the Olympic medallists giving demonstrations.

www.equestriantradenews.com

plump for fake fur headbands at £10, although I got mine for a fiver on the way out – and I wasn’t the only one haggling.

For the first time this year, YHL had had a waiting list for stands; while advanced tickets sales were up by 11%. The final attendance figure provided by the organisers was 21,838, up 15% compared with 2011. Your Horse Live is not ABC audited.

There were niggles, chief of which were delays to get in caused by temporary traffic lights in Stoneleigh

village. But whether they’d paid £16 online or £21 on the day - the flat rate entry included admission to all demonstrations - not a single person ETN spoke to thought YHL was anything other than great value.

Overall, there were more loos, more seats (3,500) in the main arena, more places to eat, more heat in the halls, more to see and do for free and more smiles on traders’ and visitors’ faces.

New Your Horse editor Imogen Johnson said in the show programme: “We hope you have a brilliant time.”

Well, I certainly did!

What the traders said • “People are taking more time over purchases, even at £10 or £15, whereas once they wouldn’t think twice. But it’s been a reasonable show. The organisers look after us brilliantly and are really helpful.” Denise Field, Pink Equine.

• “We’ve been very busy. We had a deal on Mountain Horse boots and they’ve flown out.” Sarah Glynn, Colne Saddlery.

• “It’s been very successful for us. We’ve been busy, there’s been lots of interest and it’s lovely to meet our customers,” Gillian Booth, Westgate Laboratories.

• “It’s been fantastic for us,” said Griselda Handy at NAF. “People seem as though they have come determined to buy things and are looking for discounts and offers.”

• “We’ve been way busier than last year with lots of people wanting to find out about our new products. The whole show seems to be making everyone very happy,” said Darnelle Price of Keyflow, a new feed brand developed by legendary eventer Mark Todd.

Shopping is big business at Your Horse Live.

www.equestriantradenews.com

• “This is a really good show with plenty of visitors and a high proportion of horse owners,” said Kevin Stanbridge at Haysoft/Bedsoft. “And it’s at exactly the right time of year for bedding and feeding.”

EQUESTRIAN TRADE NEWS DECEMBER 2012 11

Playing the blame game Ken Lyndon-Dykes, who’s regularly called as an expert witness in equestrian court cases, ponders the increasing threat of litigation in our industry. ould damages of £6.1 million break the bank? That’s the sum the judge awarded to the claimant – a horse rider - in a recent case involving an accident said to have been caused by a saddle.

I was involved as an expert witness. As in almost all cases involving a horse, a rider, their tack and a 'situation', the evidence was complex. The

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judge found in favour of the plaintiff.

Not for me to comment on the details; indeed, I believe the various insurers - the saddle manufacturer's insurer, the retailer's insurer, the saddle fitter's insurer, the insurer of the trainer - are still fighting it out and apportioning who should pay.

My interest is this: where do damages of these proportions

put the industry?

As far as I’m aware, this is the largest sum awarded in the UK relating to a ridingrelated accident. But we are a litigious society and the drift is accelerating in a worrying direction. Where will it end?

It’s mind-blowing.

Because the equestrian industry is largely made up of sole traders, SMEs and a small number of bigger businesses, none of which challenges entry to the FTSE 100, the implications are serious.

Not that many years ago, if you fell off a horse – in any situation and for any reason – you picked yourself up, smiled bravely and remounted. If you were injured, you gritted your teeth and waited for the ambulance.

When I was three day eventing, I recall only one occasion when a rider sued as a result of an accident. That case involved a broken stirrup leather but because I don’t recall any details or the final judgement, it probably didn't involve a monumental decision.

case? Or do we go down the route of anything in addition to standard equine risk management is a waste of time – and money?

Complicating matters even further, the 1971 Animals Act made horse owners and keepers (eg livery yard proprietors) responsible even when a horse caused damage or an injury or other form of accident – even the behaviour of the horse could be deemed normal in equine terms.

Being an expert witness has prompted me to undertake some research. It seems that, in recent cases, courts have been reluctant to award damages to riders injured as a result of equine behaviour that could be deemed 'natural' – and bearing in mind the 'natural' unpredictability of horses, that seems to allow for virtually anything. I mention this to illustrate what an absolute minefield litigation can be – for all parties.

The prevalence of ‘no win, no fee’ lawyers encourages people to take out cases in relation to personal injury

Because the equestrian industry is largely made up of sole traders and SMEs ...the implications are serious.

Driving a car, operating a nuclear power plant, using a hair dryer, walking across a road, playing conkers are all risky activities. Implementing precautions that reduce or alleviate the dangers can be negligible or very expensive. It depends on the circumstances.

Do we balance the 'precautions' we take against the potential benefits - or do we implement the 'precautions' because we are aware that not doing so could be very unfortunate if we were to end up in court as defendant in a negligence

because there is no financial risk. And judging by the amount of television advertising devoted to such services, we can assume it pays lawyers to take on this work.

Times are changing and risk management is more important than ever before.

Almost inevitably insurance costs must rise to redress the imbalance of increased claims for ever greater sums.

A serious caveat: is your insurance coverage adequate?

If not – and you lose the case – you stand to lose your house and other possessions.

About the author Ken Lyndon-Dykes is a saddle designer, Society of Master Saddlers' Qualified Saddle Fitter and former international three-day event rider.

12 DECEMBER 2012 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

A self-inflicted recession?

Dear ETN, Bearing in mind that most equestrian businesses are small and under resourced, and I know I make as many mistakes as anyone, I have started to question some of my more basic decisions. I am beginning to believe that the recession is, in part, self inflicted.

Our experiences with launching a major new product range have reminded me of a story I heard many years ago.

Making it clear Dear ETN, I would like to make it clear that Stubben Riding Equipment UK and Ireland Ltd is a new UK company, started by Frank Stubben in November last year. This company has never been anything to do with [my wife] Pat or me.

KBF99 brushes

There was a man who owned a burger van that he kept parked in a lay-by on a busy road. He had placed a sign 200 yards each side of the lay-by advertising hot food and drinks. When cars stopped in the lay-by he would walk across to the drivers and ask if there were any snacks or drinks that they wanted. Business was good.

The man’s son started studying economics at university and after a few months he said to his father: “There’s a recession coming. Cut back on your advertising and be careful with your workforce’s time and effort.”

The next day, the man took in his advertising signs and stopped visiting the parked cars to offer snacks.

Stubben UK Leymill Ltd is our company and still exists, although by agreement with Frank we are not active and do not use the Stubben name. We were never a franchise for Stubben. We were for over 23 years a stand-alone operation, a family firm.

Yours etc Andy McCune, Northants.

After a few weeks, the son asked: “How’s business?” “You were right,” said the man, “the recession is here. My sales are right down – you’re a clever lad, thanks for warning me.”

Vale Brothers launched a new product range KBF99 in July. We have had consumers tell us that the brushes cured mud fever after just seven days of use. Multiple consumers walked up to the Thermatex stand at HOYS and said: “We’ve come to buy KBF99;” at Blenheim we sold out, we get orders every single day on the website, the KBF99 Facebook page peaked at 100 ‘likes’ per hour.

But Vale Brothers sells brushes through wholesalers and retailers, so we really shouldn’t be doing all this other activity – should we? Shops have phoned and ordered exactly the amount of product required by individual consumers visiting their store asking for KBF99. Shops have said: “I’ve been asked for that a few times, I must think about stocking it...”

Weatherbeeta is stocking the full range, the product has been fully advertised, written about by every magazine and consumers are saying they love it. Estimated stocking in the UK, 35 shops.

Worldwide sales to date since stock became available in July, approximately £175,000 at retail values. At 10 November, body and dandy brushes sold out; next stock available January. That’s close to 15,000 brushes sold.

This is patented technology so prices and, more importantly, margins won’t be eroded by cheap copies. Brushes, grooming and stable products that kill bacteria, fungus and some viruses and parasites – without releasing any chemicals whatsoever; 31,897,000 strangles bacteria killed in eight minutes by 15 dandy brush fibres in a test tube (having started with 31,900,000 bacteria microbes). The standard dandy brush has 5,300 brush fibres and retails at £13.50 and will kill bacteria and fungus for years. The trade says “oh”, consumers say “wow!”

The Americans may have started the recession but I think the UK are doing their best to ensure it lasts. Now I’ve always thought writing to ETN was the first sign of madness, with the second sign being buying a burger van – “Ketchup or HP on your hotdog, madam?”

Yours etc Peter Wilkes, Vale Brothers, Walsall.

www.equestriantradenews.com

EQUESTRIAN TRADE NEWS DECEMBER 2012 13

How to make customers spend money...

The classic definition of visual merchandising is ‘the presentation of goods to promote sales.’ Julia Andrews prefers to think of it as ‘how to make customers spend money and enjoy the experience.’ Here’s how it works...

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hen we go shopping for food, clothes or even to Halfords, we use our senses: sight, sound, touch, smell and taste. As a retailer, you should deploy them to your advantage.

• Sight: A clean, tidy shop is more appealing that one which has a dusty counter top and stock on the floor. Good lighting is important as we naturally gravitate towards well-lit areas.

Visible, easily identifiable, approachable staff make the shopper feel welcome.

• Sound: This should be chosen carefully. Loud, club type music would suit a young person’s clothes shop, but not a tack shop. Irritating noises, such as drilling, can drive people away from the store too.

• Touch: This is about more than ‘feeling the fabric’, it’s about instore space; space at the front of the store, around the till; space around the counters. At M&S, we had to be able to get a double buggy around every counter. We humans don’t like going near one another unless we’ve been formally introduced.

• Smell: Like sound, no smell is better than an inappropriate one. A saddlery shop’s whiff of good quality leather is pleasant but the smell of chips cooking in the store’s café can be offputting for customers thinking of buying clothing.

• Taste: This is linked with taste and why supermarkets pipe in freshly cooked bread smells to make us feel hungry and buy

more.

Bearing the above in mind, think of John Lewis and you realise why it’s successful with its bright, well kept sales floors which are easy to navigate with helpful staff. There’s no smell, apart from the perfumery department, and no noise.

Conversely, venture into Abercombie or Holisters, and you immediately know they’re appealing to a younger generation. Note the dark sales floor, spotlit areas, loud noise, cramped displays, the aroma of their signature after-shave - and parents huddled outside, not brave enough to go in!

Setting the scene in-store • Assess your store: Using the ‘shopping with your senses’ theory, assess the ‘shopability’ of your store. Look at where you customers like to go and, more importantly, where they avoid. Is that particular area too dark?

Are the counters too close together? Our instincts tell us not to go into areas which could potentially prove a treat to our well being.

• Actual sales floor: Work out how much actual sales floor you have. Few of us have the luxury of a purpose built shop, but you must enable customers to get into the store and move around without knocking stock flying!

Try to keep at least 1m clear space around counters.

• Departmental layout: Each department should be defined by how the stock is displayed.

Ladieswear will be coat hangers, horse accessories a mix of

14 DECEMBER 2012 EQUESTRIAN TRADE NEWS

shelving and hanging on either peg arms or euro hooks, lotions and potions on shelving. The rule of thumb is to site each department according to whether it’s a destination shop like lotions and potions or stable equipment, a service department such as footwear or riding hats or impulse buys for example ladies’ casual clothing. In this case, you’d put ladies’ casual clothing at the front of the store, lotions and potions at the back and riding hats in a quiet area, maybe upstairs if you have one.

• Shopfittings: These can prove expensive so work out what you already have and how best to use it. Keep an eye out for local shops closing down and offer to clear their fittings for them.

Second-hand shop fittings are very useful. Keep fittings simple and neutral to give the store a ‘corporate’ look. Though it’s tempting to take every piece of free kit that suppliers offer you, it’s not necessarily the best option. Beware of your store losing its identity.

Shoppers love space; here’s an excellent example.

Let’s merchandise!

Doing the above will enable you to work out how much space you have and what stock you have to fill it. There’s no rational reason for this, but in my experience whenever you start moving stock it expands rapidly and needs more space than you first thought!

• Actual visual merchandising: Sort through all your stock and be ruthless. If a product has sat there for two years or more, it’s of zero value and needs to be got rid of at any price. Clearance areas are brilliant for this; supermarkets do it all the time.

• Suppliers’ support: At the point when you are displaying your stock, suppliers are usually only too happy to come and help. They know their ranges and hence know what sits well with what.

• Display Areas: Apart from shop windows if you have them, sales floor displays should be kept to a minimum if the shop is ‘cosy’.

I’d rather see a ‘working’ display than a dressed mannequin on

Daily dusting and good lighting produces a tempting, interesting display.

www.equestriantradenews.com

the sales floor when space is at a premium.

Displays must be changed regularly – at least once a week, and spotlit if possible.

Daily dusting is essential.

• Signage: Although it’s vital to guide customers around the shop, use signage wisely as there is such a thing as too much information.

Official signs at the till eg. refund policy, opening hours etc should look tidy. Have them word processed and laminated.

• Point of sale: Use suppliers’ material, but make sure it’s current and get rid of it if it gets tatty.

Joint efforts Effective visual merchandising is a joint effort between retailers and suppliers. Suppliers must visualise how they’d like to see their ranges look in store; retailers must think how and where they are going to display merchandise once it’s delivered.

Stock displayed in the right place will sell quicker, the supplier will get repeat orders and the retailer will get cash in the till.

Visual merchandising isn’t a quick fix, more a way of running a retail business. For instance, good visual merchandising will reduce theft as dark or visually blocked areas are eliminated. Eyecatching displays can also be used

Think like a supermarket

Signs should be used wisely and not over-used. to move merchandise which appears not to be selling.

Sometimes it’s a case of ‘letting the dog see the rabbit’!

And finally...the suppliers’ secret weapon Sales reps or agents bring with them several benefits. They have full knowledge of their product range, see several different stores (and examples of visual merchandising) in the course of their travels and, crucially, see your store as your customers do – with a fresh pair of eyes.

Since reps and agents are generally to be trusted to give an honest opinion, you have an invaluable ally.

Visual merchandising is not just for the professionals. It’s something we can learn about every time we go shopping ourselves – and then apply in our own stores.

About the author Julia Andrews is the managing director of Kate Negus Saddlery. She began her career in retailing with Marks & Spencer as a trainee selector. “I later became responsible for how the store looked,” she says. “Originally it was called store display before adopting the trendy title of visual merchandising.”

Latterly Julia was responsible for shop fitting and development for Wadswick Country Store in Wiltshire. She is available for visual merchandising consultancy and staff training on the subject, as well as helping suppliers with product development and packaging or range construction. Julia spoke to wide acclaim during the 2011 British Equestrian Trade Association (BETA) Conference. t Julia can be contacted on 0780 115 0571 or email abbey.barn@btinternet.com 16 DECEMBER 2012 EQUESTRIAN TRADE NEWS

WE’RE all familiar with popping into the supermarket for a tin of beans and coming out with £35 worth of shopping... It’s the equestrian retailer’s equivalent of your customer nipping in for a hoof pick and out with...well, that’s up to you!

Sometimes just being good isn’t enough. No matter how useful, attractive or reasonably priced an item, it takes something extra to get it from your shop floor into the hands of your customer.

Subject to the right presentation, however, consumers can be persuaded to make impulse purchases of completely non related items.

“At Faulks & Cox, we also know about the importance of not just making the best quality products, but also how to make them sell.

Point of sale is paramount and, from our experience, we have developed a range of Profit Packs which make sure Tubtrugs and Wm Faulks Tools are presented with the best possible chance of making a sale,” says Chris Birch, sales manager.

“Our stands hold the products in a neat, easy-to-see, easy-totouch way which encourages customers to stop, look and try - the first steps to a sale.

“We also persuade retailers to widen their offering to include fencing tools, brushes and the like, as this provides the extra turnover we all need these days. Horse owners have paddocks, fences, hedges and ditches… the saddlers have a good chance of selling maintenance tools if they put them in stock and present them properly,” added Chris. t Faulks & Cox 01455 848184

Frankel for Christmas!

FRANKEL – The Official Story is available on DVD from Equestrian Vision.

The definitive story of racing’s recently retired legend features interviews with trainer Sir Henry Cecil and jockey Tom Queally. Running for 55 minutes, the RRP is £16.99. t Equestrian Vision 01403 864173

www.equestriantradenews.com

Order now to guarantee this season’s sugar beet bag supplies

Fashion for kids, frugal for parents

TRIDENT is working hard to ensure that a supply of bagged sugar beet feed is available for customers who forward order.

The company behind the Supabeet brand is urging merchants and wholesalers to contact their usual distributor to secure a consistent supply at fixed prices through to next summer.

No matter how successful the annual sugar beet harvest, which lasts from 1st October to 31st January, there is only a finite amount available each year.

“Once it’s gone, that’s it,” said Trident’s national sales manager Alistair Jackson. “So it’s a big challenge for us to make sure we reserve enough to keep our customers going throughout the year.

If it’s a hard winter, the sheep in particular can literally eat into supplies. So we would urge customers to look at what they used last year, speak to their usual distributor and let them know what they’ll need to last them through until next summer. We will then endeavour to ring fence the material, agree a price and hold it.”

Merchants need not worry about holding stock of Trident Supabeet.

“As long as it’s kept dry and cool, it will remain in good condition for years,” said Alistair.

Continuity of supply is important to merchants as Supabeet, which comes in a pelleted form, is one of those reliable, honest-to-goodness lines that promotes repeat business. “It’s a bit like the bread, butter and milk of the supermarket,” said Alistair. “Consumers know it, value it, use it regularly and will always come back for more.”

So is Supabeet, a molassed beet feed, still as popular since the influx of unmolassed products arrived onto the market?

“We leave people to make up their own minds,” said Alistair. “You could say the molassed is the traditional product while unmolassed has become fashionable.”

Trident can supply both molassed and unmolassed options. Of the four British Sugar owned beet processing factories, two – Newark and Bury St Edmunds - produce the molassed beet feed, while Wissington near Downham Market on the Norfolk/Cambridgeshire border and Cantley near Great Yarmouth are responsible for the unmolassed counterpart.

Generally, the molassed beet feed is used to make Supabeet. The unmolassed equivalent is sold as an ingredient for inclusion into compound feeds by many of the major manufacturers in the equine and pet sector.

Trident has an excellent network of distributors, including retailers and wholesalers, making Supabeet a readily available product for merchants and end users.

Supabeet is high in digestible fibre, a useful source of slow-release energy, highly palatable and ideal for promoting gut health. Since it must be soaked before use, it’s also an invaluable means of keeping horses hydrated – either when grazing is restricted in winter or when they need to be tempted to drink. t Contact your usual supplier or Trident customer service on 01733 422214 to locate your nearest distributor.

CHILD'S eco pull-on jodhpurs, new from Pegasus, will delight the fashion conscious young rider - and please parents on a budget.

Offering super stretch, comfort and durability, they are made from the same fabric as the best selling lines in the Pegasus collection.

“Unlike some other jodhpurs in this price range, we have not sacrificed the quality of the fabric,” said Richard Gorringe of Pegasus.

“Sizes start at age one, so parents can get their children into equestrian fashion well in advance of actually riding.”

Child’s eco pull-on jodhpurs come in 95% cotton, 5% Lycra with a choice of pink or purple.

Sizes available cover ages 1, 2-3, 4-5, 6-7 and 8-9. The RRP is around £15. t Pegasus 0121 355 4258

www.equestriantradenews.com

EQUESTRIAN TRADE NEWS DECEMBER 2012 17

No limits clipping

Food for thought in 2013...

THE new Bravura trimmer from Wahl features lithium ion technology.

With a battery life of one hour, 45 minutes from a 60 minute charge, combined with cord/cordless operation, it allows users to clip anywhere.

Weighing 292g and 18cm long, the Bravura has a ‘5 in1’ snap-on taper blade for variable cutting lengths, with no tensioning or alignment needed.

Quiet, and with minimal vibration, this clipper is said to be ideal for nervous horses.

Limited edition promotional launch kits include the compact, rechargeable Bravmini trimmer which is perfect for ears, faces and heels. t Wahl (UK) 01227 744333

HAPPY, healthy horses and healthy bank balances equal happy horse owners. Since it’s that time for year for making New Year Resolutions, here are some for feed merchants to pass onto their customers...with thanks to GWF Nutrition.

• When deciding what and how to feed your horse, consider its natural feeding habits and how it would live, eat and exercise without human intervention. High fibre, low starch feeds on a little and often basis is always best.

• Always ensure your horse has ample quantities of good quality, high fibre/forage feeds available. Most horses at rest or in light work can obtain all the nutrients they need from these products alone.

• Feeding a balancer such as Equilibra 500 + Omega 3 is a great way to ensure your horse can utilise all the naturally available nutrients from high fibre/forage feeds, while ensuring the recommended daily vitamin and mineral requirements are met.

• The digestive system of all horses is the same; so a single, good quality feed balancer is all that is required. Don’t be attracted to dedicated-use products as they are often more expensive and provide little or no additional health benefits.

• Don’t spend money on expensive supplements unless you are absolutely certain your horse requires them. If in doubt, take advice from a qualified source.

• Horses only require certain quantities of active ingredients. Excess amounts are either flushed out the rear end or can, in some cases (eg. selenium), have a toxic effect. Try to understand your horse’s daily requirements and refrain from buying expensive products sold on the merits of very high inclusion levels.

• Avoid buying low cost ‘pony nuts’. Their price alone is an indication that they are produced from very low grade ingredients that offer very little nutrition for your horse.

• Feed according to workload. Horses at rest or in low work should only require a quality fibre/forage based diet. Horses in work may require an additional quality, low starch, slow release energy source like GWF Nutrition’s Tiger Oats. In all cases a quality feed balancer like Equilibra 500 + Omega 3 should be used to maximise the nutrient absorption of the chosen feeds.

• If your horse’s feed bin resembles a bag of pick-and-mix, take a step back and really think about what you are giving, and possibly doing, to your horse. Feeding a correct, balanced diet isn’t difficult; if the basics are followed and the savings you could make could go towards a new saddle, lessons or competition entries!

GWF Nutrition wishes all its customers a Merry Christmas and a very Happy New Year! t GWF Nutrition 01225 708482

TopSpec launches grass chop NEW TopChop Grass is a blend of British grasses that have been high temperature dried and dust extracted.

The soft, palatable chop is ideal for fussy feeders including fit performance horses and veterans. In fact, it’s suitable for all horses and ponies other than those prone to laminitis and/or needing to lose weight TopChop Grass can be fed solely with a TopSpec feed balancer or supplement. Additional feed, such as a TopSpec Blend, can be added if extra nutrients for work or condition are required.

It can be used as a hay replacer, especially for elderly horses struggling to maintain condition as a result of poor dentition reducing their ability to chew hay or haylage TopChop Grass is lightly coated with soya oil but contains no molasses, other sugar coating, preservatives or artificial additives or colourings.

Available in 15kg sacks, the RRP is £11.95. t TopSpec 01845 565030

18 DECEMBER 2012 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

Heated rug is therapeutic

High performance gloves

VETS and physiotherapists are acclaiming the benefits of the new ExoGlo Heated Equine Rug. The innovation follows this season’s much talked about ExoGlo heated clothing range.

Like the clothing, the ExoGlo rug uses the heating polymer FabRoc in a panel system; a rechargeable power pack providing a controllable heated area of 4,860cm sq.

In tests, FabRoc has been proven to provide FIR (Far Infra-Red) energy which, in addition to keeping a horse warm, improves general well being. Users report decreased joint stiffness, reduced inflammation and accelerated recovery from soft tissue injuries in their horses.

The rugs can be used before and after exercise, between massage treatments, for warming up and ‘warming down’. Other applications are keeping muscles warm between classes and when travelling to competitions.

“The ExoGlo heated equine rug is an exciting new therapy to benefit horses and those involved in their care,” says vet John F Marshall who is attached of the University of Glasgow’s equine vet school.

Physiotherapist Sherry Scott describes the rug as “a valuable piece of kit.”

International show jumper Geoff Luckett is also a fan. “This rug is now part of our daily routine,” he says. “Cold muscles can cause injury and affect performance but with the ExoGlo heated rug, I can definitely feel the difference.”

The ExoGlo rug comes in small, medium and large sizes. The RRP is £995. t Claire Beecroft 07778 790806 or 01698 746347

TOGGI’S new high performance range of gloves is designed to keep your customers hands warm and protected this winter.

Highlights include the Dursley suede glove (pictured).

Priced from £29.50, it features 3M Thinsulate lining and strategically placed reinforcement panels.

The Tetbury leather glove with Thinsulate (from £29.50) features extra long, ribbed cuffs to keep draughts at bay; while Ledbury neoprene all-purpose gloves (from £9.50) have silicone printed palms and fingers for grip, fleece insides and an extra long cuff for cosy comfort. t Finest Brands International 0113 270 7000

Time to shine THE Carrots Sparkle Collection of gloves, socks and hat covers brings seasonal sparkle to your store.

Diamante Knee High Socks come in adults’ and kids’ sizes, retailing at £6. While the black all-over velvet Sparkle Hat Cover, scattered with different sized diamante, is great for dressage glamour with an RRP of £15.

Co-ordinating Sparkle Riding Gloves come in navy star, black all-over or burgundy sparkle. With a stretch fit and reinforced leather fingers and thumb, they’re pretty and practical. The RRP is from £15. t Carrots 01245 445362

Healthy treats get festive HORSLYX is joining in the festive fun by offering Christmas Pudding Wraps for Mini Horslyx.

Designed to turn the healthy treats/licks into fun and festive stocking fillers, the RRP is just £3.45. Each wrap comes with a ‘to and from’ label.

The Christmas pud wrapped Mini Horslyx will raise a smile as well as delivering vitamins, minerals, trace elements to support the equine immune system and promote all round health. t Horslyx 01697 332592

www.equestriantradenews.com

EQUESTRIAN TRADE NEWS DECEMBER 2012 19

The Lights fantastic Penny Richardson travels to Sussex to meet the remarkable family behind Brendon Horse and Rider.

Brendon Horse and Rider is just one arm of the Light family’s business empire.

orses first and people second” was the mantra of the Light family when they established their first equestrian business, a riding school, at Pycombe in West Sussex.

The Lights remain dedicated to horses and people, although their business empire now comprises everything from a thriving stud and AI centre to a popular show centre — and that’s not to mention feed and bedding supplies and a retail saddlery that includes a fast-growing internet sales side.

When Brendon Horse and Rider came into being, Valerie Light was already running a riding school at their home.

The saddlery was the brainchild of her late husband, Cyril, who died this year.

“Cyril had the idea so many years ago that I can’t remember exactly when it was,” said Valerie. “I was very

“H

busy with the riding school and our four daughters, who were doing Pony Club at the time. I think Cyril got fed up with trying to find exactly what he wanted to buy tackwise, so he decided it would be easier to do it himself. He had lots of ideas like that!”

The saddlery’s first home was in their village. “A house was for sale that used to be the local Post Office and we bought that and set up there,” remembers Valerie.

Things were going well until the London to Brighton A23 trunk road was built. The road bypassed the village and Pyecombe became a quiet backwater, “The business almost disappeared overnight,” says Valerie. “We’d worked so hard to establish it that we decided to move to it to what was now our equestrian centre. We built a secure unit and it developed from there.”

All four of Valerie and Cyril’s

20 DECEMBER 2012 EQUESTRIAN TRADE NEWS

daughters have had plenty of input into the saddlery.

“They all come at it from a different perspective,” says Valerie. “Caraleen looks at it from a mother’s point of view; Shirley runs the stud and competition horse side, so she makes her own suggestions: everything has to be top quality for Shirley; Jackie doesn’t work with horses, so she can look at the business with an outsider’s eye, and Trisha tends to do the groom’s job, so she knows what products they need.

“It all works very well indeed — and, no, we don’t argue.

They will sometimes say: ‘No Mum, you can’t do that’, but that’s about it!”

The saddlery is now thriving, although Valerie admits that it took a few years to become viable. “The most important thing was working out which companies we wanted to work with and contacting the best distributors. We now work with people we trust and stock

goods from Britain and abroad,” she says.

Valerie is very much hands on. She puts in four or five hours every day on the business, often doing paperwork and research at night, and can be found working in the shop when it gets busy. She is also the SQP, so is on hand to sell wormers.

“We have the most brilliant manager now. Pauline Norris is known as ‘the oracle’. If anyone wants to find anything or know anything about everything in the shop, Pauline will know,” says Valerie.

Caraleen [Light] is also a popular member of the saddlery staff, although she combines this with running all the shows during the summer.

Caraleen’s knowledge of products is legendary and she became Harry Hall Retail Employee of the Year at the 2012 BETA Business Awards.

“We’ve always prided ourselves on personal service and knowledge of horses and www.equestriantradenews.com

that’s even more vital these days, as the amateur market is huge,” says Valerie. “Not everyone comes through the Pony Club or equestrian family route and we have to help them.

“It’s amazing how many people come in and ask for a rug for their horse. When we ask them what size they need, they have no idea. Every day, we’re asked questions that years ago any horse person wouldn’t need to ask. We have to be experts in everything from feeding to fitting tack and worming.”

Valerie spends much time trying to keep up with the latest trends in tack and clothing. “You can’t sit back and you have to carry the right stock,” she points out.

“For instance, it’s not just people who are getting bigger: horses are too! We very rarely get asked for 6ft rugs any more because people don’t seem to ride 16hh horses these days. It’s all big warmbloods who need 6ft 3in-6ft 9in.”

However, Valerie has noticed an increase in business at the other end of the scale. “We now do really well with 4ft rugs for miniature horses, mini Shetlands and Welsh section As,” she explains. “They seem to be getting more popular all the time.”

The online side of the business is also growing and a new website is about to be launched by Caraleen, who has become the family ‘internet guru’. When ETN spoke to Valerie, the Lights were also preparing for their

first auction of horses at the end of November.

“It’s very exciting and we’re all really looking forward to it.

We basically have too many home-bred horses to do them justice and we have four- and five-year-olds untouched in the fields because we haven’t time to do anything with them.”

There are some changes afoot, including a new yard for granddaughter Ruby’s ponies, but there are no plans for expansion of the saddlery.

“We could make it bigger, but where do you stop?” asks Valerie. “I would rather stock ten items in every colour and size than additional products with a narrow range. There’s nothing more irritating for people than choosing what

“I love retailing. Each morning, I wake up wondering what’s going to turn up today.” Valerie Light.

they want to buy and then finding that the shop doesn’t have it in stock in their size.”

Valerie enjoys the retail business. “I love it. We meet different people from different disciplines and walks of life every day. The variety is fascinating and every morning I wake up wondering what’s going to turn up today,” she says.

Caraleen Light receives the Harry Hall Retail Employee of the Year award from Richard Lawrence of Matchmakers international.

www.equestriantradenews.com

A marriage made in heaven...

It’s useful when a wholesaler offers a complete selection across the whole price and performance range...

Windsor Leather Bridle, trade price £9.25

ETN muses on the factors that can make or break that perfect partnership between retailer and wholesaler. esearch is invaluable when entering a new business relationship.

So when you’re sizing up potential suppliers put your personal feelings to one side and find a wholesaler that best fits your operating model.

Firstly, what is the minimum order or ‘minimum first order’ required by the wholesaler? Most wholesalers operate some kind of minimum spend controls for obvious reasons, but how much will you have to fork out even to deal with them?

This is cash that will be tied up in stock until the goods are sold; so unless you have cash to spare (lucky you!) you’ll want to keep a close eye on this spending.

It may not be economical to have many wholesale companies on your suppliers’ list, as you might be duplicating carriage costs and incurring small order charges with each one. It’s probably more efficient to focus on a couple of suppliers and concentrate on building a good relationship with them.

Does the wholesaler supply the right products for your business? Some business startups make the mistake of being blinded by their personal favourites, but you have to ask yourself “what will my customers actually buy?”

Consider the trading conditions; are people looking for value or prestige

R

products? Consider your customers; what proportion are serious competition riders, how many are hobby riders, are they young or older, will they be purchasing for themselves or shopping for gifts for other people?

For the sake of efficiency, you don’t want hundreds of suppliers, so ideally your wholesaler should offer a complete selection across the whole price and performance range.

You might think it curious that you should have to worry about your wholesaler’s stock levels, but it makes a big difference on how you want to run your business.

The obvious concern is “will the supplier be forever running out of the products I need?”

But there’s also the larger question of who holds the stock for your business.

If you have the space and cash available, you can hold the stock yourself, but obviously this ties up your operating capital and clogs up your stockroom. However, if your wholesaler maintains large stocks and offers fast order turn-around, you can just order in what you need, when you need it.

Some wholesalers don’t want the risk of holding too much stock. For this reason, they will sometimes only offer the best prices if you are prepared to make advanced orders. For example, many

22 DECEMBER 2012 EQUESTRIAN TRADE NEWS

suppliers want to take orders for autumn rugs in the previous January or February so they can gauge their production targets to pretty much match the anticipated demand. This is good for them, but not so good for you, the retailer, if your needs change in the intervening six months.

Does the wholesaler fit your way of working? With hectic lives and varied working conditions, many retailers want to take care of their ordering when it is convenient for them to do so and not be tied to traditional office hours.

A professional website with online ordering facilities may be high on your wanted list when checking out suppliers.

Finally, there are all those little things that make a wholesaler worth partnering with. Do they have good

deals and special offers that you can pass onto your customers to keep ahead of the competition?

Are they bringing fresh and exciting products to the market? Do they support you with decent packaging and attractive marketing materials that will help catch the customer’s eye? Do they carry the brands and products that people are asking for?

There’s much to ask yourself when choosing a wholesaler.

Heritage English Bridle, trade price £24.95

Rhinegold German Leather Bridle, trade price £31.50

John Whitaker Mexican Bridle, trade price £43

With thanks to the team at Snowhill Trade Saddlery.

For more information tel 01243 672323, or visit www.snowhilltrade saddlery.co.uk or see the inside back page in this issue of ETN. www.equestriantradenews.com

Range: Rhinegold, Heritage , John Whitaker, Brogini, Barrier Healthcare, Harlequin, MacWet, Caldene, Windsor Equestrian, Harry Hall, Legacy, Just Togs, Global Herbs, Agrifence, Sebago Retailer incentives: Bulk buy prices available in our catalogue Retailer communication: Email offers and live website Catalogue: Glossy catalogue every year with new product supplements Web trade store: Strictly trade. Live up to the minute website with customer login to maintain trade status Minimum first order: Variable Terms: On application Carriage: FOC over £250.00 Delivery: Orders placed before 1pm despatched same day for next day delivery - mainland UK (where possible). Europe (2-3 day) at cost Contact telephone number: 01243 672323 Email address and website: sales@snowhill.ltd.uk. www.snowhilltradesaddlery.co.uk

SCHOCKEMÖHLE SPORTS Range: Schockemöhle Sports is an established equestrian brand. We develop well engineered, sophisticated high-quality products, which also implicate aesthetic aspects and fashion trends. We offer a complete choice of equipment for both horse and rider, including dog accessories. The horse’s assortment ranges from fly veils to rugs up to saddles and bridles. The rider’s equipment is always colour-coordinated to the horse’s apparel and ranges from socks to breeches up to show jackets. Our complete assortment is available on our website.

Retailer incentives: Regularly special offers. Offers on stock and product news are published via direct mail, through our sales team as well as on trade and home fairs.

Retailer communication: Continually updated website; newsletters; flyers.

Retailer support: Our sales agents in the UK are available for any kind of request: Jenny Hammett, jh@schockemoehle-sports.com, 44 (0) 781 8051375 Mark Hammett, mh@schockemoehle-sports.com, +44 (0) 7875 633163 Catalogues: “The Orange Book” for standard products once a year; seasonal brochure twice a year.

B2B: Online order platform for retailers Minimum first order: Available upon request.

Terms: In accordance with the sales team.

Carriage: Available upon request.

Delivery: Available upon request.

Contact telephone number: + 49(0)5492/41779-0 Email address and website: info@schockemoehle-sports.com, www.schockemoehle-sports.com

ZILCO EUROPE LTD. Range: Zilco are specialist manufacturers of Carriage Driving Harness, Racing Saddlery and Endurance Saddlery. Zilco also supply a good range of general equestrian items including Bits, Helmets, Horse Boots, Grooming Products and Saddle Pads. New for 2013, the Toklat Matrix Pro-Impact pads for dressage, jumping and endurance.

Retailer incentives: Regular sale offers. Discounts available on bulk purchases of certain products. Introductory offers for new products.

Retailer communication: Regular email updates sent to customers, including new product offers and information. Dedicated sales staff for dealer support. Attendance at many shows across Europe. Current information is available on the Zilco Facebook page and Websites.

Retailer support: Zilco place adverts in many leading equestrian magazines throughout Europe and include stockist details where applicable. Onsite training/demonstrations are available from experienced staff. Point of sale material is available for shops and exhibitions. Specialist catalogues are produced to educate and inform end users.

Catalogue: 240+ page General Catalogue is published at the end of the year. The 2012/2013 is a special “Celebrating 50 years” version.

Prices are listed in pounds and Euros, and an unpriced counter copy is also available.

Web trade store: Zilco have websites in various languages packed full of product information. Regular dealers can order products online.

Minimum first order: £500 Terms: Available upon application Carriage: Free delivery on all orders: UK mainland - over £350; Northern Ireland and UK offshore islands - over £600; EU - over 750 Euros Delivery: 7 – 10 Days Contact telephone number: (01844) 338623 Email address and website: sales@zilcoeurope.com www.zilco.net

www.equestriantradenews.com

AGRIHEALTH NI Range: Agrihealth offers a wide range of products including, Liveryman clippers and trimmers with some exciting new models for the 2012/1013 season, Liveryman studs and accessories. Fenceman electric fencing, offering simple to use energisers and quality tapes, ropes and accessories, Leovet the German care range for horses including the popular Phaser fly spray, No rub and Coat Sheen and Tangle free.

Agrihealth also has a portfolio of agricultural products including poultry, vermin control and protective wear.

Retailer incentives: We offer premier prices on clippers when forward ordered for the season + various seasonal offers throughout the year.

Retailer communication: Promotions are sent to customer throughout the year.

Retailer support: Retailers are supported by their area representative who can offer advice, staff training, attend open days where possible, advise on any current promotions and offer point of sale material.

We also have a servicing and repair department for Liveryman and Fenceman products and offer a blade sharpening service.

Catalogue: We offer a product catalogue and produce a price list in April and October.

Minimum first order: No minimum order Terms: 30 days from date of invoice following first pro forma order.

Carriage: All items are carriage paid Delivery: 48 hours Contact telephone number: 028 3831 4570 Email address and website: www.agrihealth.co.uk info@agrihealth.co.uk

EQUESTRIAN TRADE NEWS DECEMBER 2012 23

Advertisement feature.

SNOWHILL TRADE SADDLERY LTD

Advertisement feature.

L S SALES

WEATHERBEETA LTD

Range: Sole Importers/Distributors of: Farnam USA range of Supplements and Grooming, including Red Cell, IceTight, Electro Dex, Tri Tec -14 Fly Spray, Vetrolin, White 'n Brite.

LAS Helmets: Race Skulls, XT-VIP showjumping, Endurance.

Tingley Rubber Overshoes. Splintex, Sealtex Bandage, Ultra products.

Wentworth Saddles. Sekur Grip/Sadl-Tite.

Retailer incentives: Bulk buy discounts. Full range in stock in Oxford.

Retailer communication: All orders required by email or fax. Complete Library of images for your website. Battles,Trilanco sells on our behalf as well.

Retailer support: National advertising campaign to promote key brands to end-users. These are linked with point of sale posters which can mention your shop if required. Sponsored riders promote the product lines. Giveaways and promotions.

Catalogue: Yes,and online.

Minimum first order: £100 plus VAT, All orders full box only. Proforma.

Terms: Account holders strictly 30 days. otherwise proforma. Credit cards accepted.

Carriage: £9.00 per box up to 30kg/every subsequent box thereafter £6.50. £400.00 +VAT: carriage paid.

Northern Ireland: £24.00 upto 25kg Interlink. Customer pick up available.

Southern Ireland: £15.00 upto 25kg Interlink.

Delivery: Normally 24 hour delivery on stock items.

Contact telephone number: 01608 683855.

Email address and website: orders@lesliesutcliffe.biz, www.lesliesutcliffe.biz, www.farnamproducts.co.uk, www.tingleyrubber.co.uk Delivery: Next day to Mainland if ordered by 12noon.

Range: Over 10,000 products from leading brands – WeatherBeeta, Dublin, Bates, Wintec, Saxon, Collegiate, Kincade, Roma, Korsteel, Good Hands, Onyx, HV Polo, Effax/Effol, Harold Moore, Solo Comb, Equerry, Stablemates, WM Faulks, Tubtrugs, Tyre Rubber, Equisafety, Champion, Edward Goddard, Aerborn, KBF99 and Salmon.

Retailer incentives: Various discounts available to offer best possible margins. Discount levels are based on commitment and turnover per year with additional incentives for forward ordering seasonal ranges.

Retailer communication: Dedicated road sales representatives and account managers and internal customer service team. Regular newsletters and emails with updates and deals.

Retailer support: Extensive marketing campaigns that incorporate strong on page advertising in equestrian magazines such as Horse and Hound; e-newsletters and web banners via leading equestrian websites and brand brochures that are distributed in leading magazines several times a year. Training, POS and merchandising guidelines for selected new products and ranges. A 5,000 sq ft showroom to view new core and seasonal products.

Catalogue: Annual trade catalogue.

Web trade store: Minimum first order: £5,000 for new businesses, negotiable for established stores.

Terms: Invoices to be settled before the calendar month following that invoice.

Carriage: Free on orders over £250.

Delivery: Fast order despatch within 24 hours, boasts a 98 per cent success rate.

Contact telephone number: 01295 226900 Email address and website: sales@weatherbeeta.com

Clever merchandising will maximise your sales this Christmas, says Abbey England WELL thought out displays are a must to target all types of shoppers during this crucial sales period.

There’s the ‘bargain hunter’ who will only be seduced by red hot offers, ‘the crammer’ who will be panic buying in the final days before the 25th, the ‘list maker’ who is well-organised and knows exactly what he or she wants, and every retailer’s favourite ‘the self-gifter’ who just can’t resist treating herself while buying for friends and family.

It’s important that prices are displayed clearly; a shopper who’s tight for time may walk away from an un-priced item rather than join a queue to find it’s beyond her budget.

When it comes to shop fittings, Abbey England has everything from life-size model horses to saddle display towers. To maximise sales, displays should be regularly updated to inspire customers to part with their cash, and to keep the product range looking and feeling fresh.

As a retailer, display areas and windows are your primary tools for attracting business. Versatile, good quality display units provide a starting point to imaginative merchandising.

Take a tip from Abbey England when creating in-store displays: • Keep it simple: less can be more, or at least more easily discernible to

24 DECEMBER 2012 EQUESTRIAN TRADE NEWS

RETA IL T IP

the eye. A cluttered window loses appeal and featured items can get lost.

• Shine a light: accentuate products with good lighting.

• Update displays – in the run up to Christmas, a single customer may visit more than once; change things round weekly to stop them in their tracks each time.

• Stock up: don’t draw customers in to buy featured products that you don’t have well stocked.

Essential tools: invest in versatile, good quality display units and models.

www.equestriantradenews.com

EARLSWOOD SUPPLIES

Range: Many leading equestrian brands such as Charles Owen, Toggi, Champion, Harold Moore, SoloComb, Tubtrugs, Brogini, 3M Vetrap, Lister NAF, Robinsons, Racesafe to name but a few of our brands, as well as our own Elico range, all distributed throughout the UK, Ireland, Europe and beyond Retailer incentives: Offers and Clearance lines are available and can be viewed on our website with full details for registered retailers on log-in Retailer communication: Fully integrated website giving retailers up-todate information 24/7 and ordering at their convenience, regular e.mail communication as well as a dedicated telephone sales team Retailer support: Our website can be used as a sales tool by retailers in their shop to show details of all products available Catalogue: Annual trade catalogue Web trade store: www.jenkinsonsequestrian.co.uk Minimum first order: Pro-Forma Terms: 30 days on approved accounts, otherwise payment on despatch Carriage: Paid on orders over a set amount in most of UK Delivery: Nationwide daily deliveries by DPD carriers who provide email and SMS advice of a one hour delivery slot on the day of delivery Contact telephone number: 01924 454681 Email address and website: sales@jenkinsonsequestrian.co.uk www.jenkinsonsequestrian.co.uk

Range: Stable and tackroom equipment, rubber matting, tools, accessories, hardware, gate fittings, grooming products, equine first aid, mounted games kits, rodenticides, electric fencing, security products, smallholder range, rubber matting Retailer incentives: Offers posted or emailed every month. Bulk discount deals on products. Low carriage paid order values.

Retailer communication: Yes by email or post monthly offers and updates.

Retailer support: We offer free point of sale display stands and catalogues for our range of hardware and gate fittings and electric fencing. Advertising banners for rubber matting.

Catalogue: Yes, new catalogue sent out once a year Web trade store: yes, www.earlswood-supplies.com Minimum first order: N/A Terms: Proforma invoice or 30 days from invoice date on approved accounts Carriage: Low carriage paid order values Delivery: 2 – 3 days Contact telephone number: 0845 017 1351 Email address and website: sales@earlswoodsupplies.com, www.earlswood-supplies.com

Advertisement feature.

B JENKINSON & SONS LTD

Advertisement feature.

GALLOP EQUESTRIAN LIMITED Range: All Equestrian core selling product for Horse & Rider at unbeatable prices Retailer Incentives: Volume discounts, monthly offers, weekend offers, loyalty discount scheme. Pre order offers.

Retailer Communication: Monthly newsletters, up to date social media via Twitter & Facebook Retailer Support: Sales agents covering most of the Uk & Ireland, Wolverhampton showroom availble by appointment, stockist locator on website Catalogue: Counter copy catalogues Web Trade Store: Retailers can manage and order live stocks on our trade site Minimum First Order: Subject to terms & conditions ask for details Terms: 30 days on approved accounts otherwise payment on despatch.

Carriage: Free Uk mainland over £300, free Northern Ireland over £400, free Irelandover £500.

Delivery: 48 Hours ( Express 24 hr on request ) Contact Telephone Number: 00 44 (0) 1902 454771 Email Address And Website: Contact@Gallopequestrian.Com / Www.Gallopequestrian.Com

HORKA INTERNATIONAL B.V. Range: Equestrian products- everything for horse and rider; plus special products on demand for clubs, police depts., military groups etc.

Retailer incentives: Discounts are available when ordering a high quantity of the same product line; plus special offers twice yearly.

Retailer communication: Twice yearly catalogue with fashion products. The basic catalogue is seperately printed and will be renewed when necessary. Weekly news by mail, facebook & twitter. Futher more invoice inserts and promotional items such as poster, pens, stickers etc.

Retailer support: Advertising in Europe, sponsorship of retailer activities, competitions eg. PR products such as flags, posters, pens and stickers depending on the time of year.

Catalogue: a separate basic catalogue and twice yearly featuring fashion products.

Web trade store: www.horka.nl or ww.horka.com with online ordering next year.

Minimum first order: on request Terms: 35 days Carriage: 15,50 pounds Delivery: 2-5 days Agents: Keith Dickinson (North of England and East Anglia) tel 07966 240515/ 01274 873773. Seamus Mc Gillion (Northern Ireland and Ireland) tel 07957 579487/ 02881 648804. Catherin Gordon (South of England) 07984 6110 07 HEAD OFFICE: 00313 84655770 Email address and website: info@horka.nl 26 DECEMBER 2012 EQUESTRIAN TRADE NEWS

ABBEY ENGLAND Range: Abbey England supply a wide variety of tools and materials throughout the equestrian industry including high quality English leathers, leather tools, hardware, webbing and outdoor textiles.

They also manufacture a comprehensive range of quality English riding and driving bits, a collection of high quality Stanley Foundry brass buckles and Liston locks.

The business stocks more than 12,500 items in their two warehouses which are in Knutsford, Cheshire and the heart of the British saddlery industry; Walsall.

Abbey currently export to more than 52 different countries, with export customers looking to Abbey England to provide the traditional qualities they offer.

In providing only the best quality, British made products they have gained a reputation for being reliable and niche. If you want something that is hard to find – call Abbey England and they will be able to help!

Abbey England also manufactures Equus products. The highly regarded range includes rein grips, bit guards, overreach boots, quarter and quick release boots to name just a few.

Abbey England distributes Fiebing’s Horse and Leather Care products from the USA and Stubbs quality equipment for the Stable and Tack Room.

In addition to their distribution of premium products Abbey England continue to play a dominant role in the British Bit market. Worldwide customers flock to Abbey England for their bits, especially those seeking the more traditional styles.

Retailer incentives: Special offers for the duration of the BETA trade fair for Equus retail products.

Retailer communication: Quarterly trade newsletters.

Retailer support: Planned campaign for Equus boots.

Catalogue: Abbey England’s extensive catalogue is available by post or online.

Web trade store: Yes Minimum first order: None Terms: Abbey England offers approved accounts monthly credit terms and customers can also pay by credit card, with a minimum order value of £15.

Carriage: Carriage is charged on all consignments of less than £250 NETT value (not including leather), and on all overseas consignments.

Delivery: For orders in excess of £250 NETT Value to one address in the U.K. Mainland, with the exception of certain Highland areas, deliveries are carriage paid.

Contact telephone number: 01565 650343 Email address and website(s): sales@abbeyengland.com, www.abbeyengland.com, www.ridingbitz.com.

HUCKLESBY ASSOCIATES Range: We stock a comprehensive range of products from many well known suppliers including Toggi, Champion, Hows, Equisafety, Gold Label, Robinson Healthcare, Keratex and many more Retailer incentives: Offering a fast, friendly and efficient service Retailer communication: Sales agents covering the South and East of England, regular communication via email including information on new products and special offers Catalogue: Yearly catalogue distributed to retailers, along with regular mail shots and promotions via email. Catalogue also available via email to new and existing companies Web trade store: No Minimum First Order: None Terms: 30 days on approved accounts, otherwise payment on dispatch Carriage: Low carriage rates on orders below £175nett and free on orders over £175nett Delivery: Orders dispatched the same day for next working day delivery Telephone: 01362 696309 Email: hucklesbys@aol.com Website: www.hucklesbyassociates.co.uk Facebook page: Hucklesby-Associates

www.equestriantradenews.com

Change for the better...?

The structure of our trade is unrecognisable from that of two decades ago, says Liz Benwell.

But that’s not such a bad thing...is it?

OPINION

TRADITIONALLY, the typical trading chain went manufacturer – wholesaler – retailer – consumer. Nowadays, variations on the theme are the way forward for many businesses.

It’s no secret that there are manufacturers going direct to consumers and wholesalers that are retailing. Some do it openly, others behind a front such as a separate retail arm, factory shop, show stand or website clearance operation.

The way stock moves along this more flexible supply chain is symptomatic of how our trade has changed. And that’s no surprise because what with seasonality, the weather, fashions and fads, getting it right is a challenge and the margin for error tiny.

We’re entering an era of opportunity now that the shackles have loosened on our trade’s traditional supply chain Stock, especially badly bought stock, is nothing but a liability, a gobbler-up of cash flow. So no wonder more retailers are looking for ways to let others take the risk. With wholesalers increasingly willing to act as their stock rooms, some retailers never actually ‘hold’ stock at all.

The Internet changed everything because it enables someone sitting in their back bedroom to have an all-singing, all-dancing shop window with nothing of substance behind it. There were instances of end users’ money being taken and goods not supplied.

In fact, it’s amazing it didn’t – and doesn’t – happen more often.

Maybe that’s an advantage of a close-knit trade? We’re more likely to know who pays and who doesn’t; who delivers on time and who doesn’t. ETN’s CCJs are well read for the same reason.

But how does a supplier decide who is a bona fide retailer fit to deal with? Imposing a sizeable minimum order is one way. If they can’t afford it, they’re not serious about being in business. The flipside is that the burgeoning retailer will simply go elsewhere. In addition, some retailers are wary of stocking via just one source, albeit with various brands.

Christina Jones, of specialist wholesaler Your Gift Horse, started out as a retailer so sees things ‘from both sides’. Having recently increased her minimum order level to a modest £100, she believes it pays not to be too hasty about dismissing applications from potential new retail customers.

“I’d always be wary of locking the gates down too firmly,” she said. “I remember a few years ago, a woman wanting to open an account who, in all honesty, came across as a bored housewife playing with her husband’s money. Her business is now one of my top five customers...and I could so easily have written her off.”

amateur retailers. For instance, it’s difficult to hold RRPs when another trader is not VAT registered so can immediately slash prices by 20%.”

Fast stock turn remains key in a challenging retail environment.

Drop shipping - which enables retailers to take orders online or instore and have the goods shipped directly to the customer – is a valuable scheme for all concerned, especially when tight preChristmas deadlines loom. It’s something Your Gift Horse is offering on selected lines with great success.

Like the optimist who defines stress as excitement, Christina believes we’re entering an era of opportunity now that the shackles have loosened on our trade’s traditional supply chain.

“Some retailers don’t realise what amazing assets they have. The independent shops in our sector can create a shopping experience that’s absolutely exceptional,” she said. “This year, for instance, I’m supplying some sculptures, not so much to sell, but as shop dressing. It works really well.”

In fact, suppliers should be grateful to be operating in a trade populated by fiercely independent retailers. “There have been one or two attempts at buying groups, but they’ve never really come off,” said Christina with a wry smile.

“Luckily for us [suppliers]... because it could be quite scary An aptly captioned mug from Your otherwise...”

Gift Horse.

Level playing field It could be said that, generally, all’s fair in love and retailing. But the arrival of ebay and Amazon has caused some to question whether a level playing field still exists.

“These are legitimate places to do business,” said Christina. “But a responsible supplier might wish to attempt to separate the professionals from the

www.equestriantradenews.com

Christina Jones: “It’s difficult to hold RRPs when another trader is not VAT registered so can immediately slash prices by 20%.”

EQUESTRIAN TRADE NEWS DECEMBER 2012 27

Make the most of your wholesaler and you can quickly cash in, says Westgate EFI

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Advertisement feature.

Convenience: Using a wholesaler means retailers can more readily make up a varied order that exceeds carriage paid limits, saving money and making stock handling easier. This versatility also allows stockists to trial sales of new products without having to commit to a substantial order. The convenience of having fewer accounts makes it easier to keep track of ordering as well as reducing time spent on administration.

Exclusivity: Westgate EFI also has a strong portfolio of exclusive lines, including the Mark Todd Collection, Jumper’s Horse Line, Gatehouse, Rodney Powell, Coolex, Saddlecraft and StableKit. The company also works hard to secure exclusive deals with leading suppliers for the benefit of its customers; Eskeez, Emvelo and Equivet were new additions in 2012.

Cash flow: Ordering products as and when needed, and in the required quantities, means retailers don’t have to commit to, or hold, high levels of stock. Check a wholesaler’s terms and conditions and use them to your advantage; with clever ordering, many staple items can be bought in and sold on before the invoice

BATTLES Range: A comprehensive range of leading brands including the Townend range of exceptional country clothing and riding apparel, own brands Lincoln, The Super Range, Hy and its sub-brands Hy5, HyCLASS, HyCOMFORT, HyHEALTH, HyPERFORMANCE, HySCHOOL, HySPEED, HyTEC, HyVIZ and the Hy HyFOOTWEAR and HyIMPACT. Exclusive brands Equilibrium, Tuffa, Cavallo, Maxavita and many more well known brands.

Please look out for the new 2013 Trade catalogue for new and exciting brands being added to the Battles portfolio! Like Supreme Products, Child Farm, Quiller and much more.

Retailer incentives: Monthly offers on a variety of products, also exclusive retailers can join Link up with Lincoln, Live the Hy Life and Townend Reward Schemes to enjoy extra discount and exclusive monthly offers on these ranges. End of line deals also available. Battles offer exception deals and offers to retailers who attend the Battles road show which will be a regular fixture in the 2013 calendar.

Retailer communication: A monthly newsletter sent by post or email also available to down load from the website. Area account managers, telesales and customer care team. Extensive info on the website with the ability to order online.

Retailer support: Literature can be ordered from the catalogue FOC, promotional material can be sent on request. Strong advertising campaigns to generate awareness of brands, account manager support at store days.

The Lincoln Jumpcross Eventer’s Challenge offers a fantastic forum for retailers and suppliers to communicate. Battles Road Show will be a regular feature in the calendar going forward and is a great way to spend quality time with our retailers and a great forum for detailing new products.

Catalogue: Annual trade catalogue price and unpriced copies available.

Web trade store: www.battles.co.uk Minimum first order: None Terms: 20 days following month of invoice.

Carriage: Paid on orders over £385 Delivery: Nationwide next day delivery service.

Contact telephone number: 0044 (0) 1522 529206 Email address and website: battles@bhblincoln.co.uk

28 DECEMBER 2012 EQUESTRIAN TRADE NEWS

becomes due the following month.

Value: Westgate EFI sources its own brands directly, making the products highly competitive in terms of quality and price. Retailers that are prepared to take advantage of forward ordering for seasonal items and special offers are further rewarded with the keenest prices.

Back-up: Communicate with your wholesaler. Let them know if and when you would like your area rep to call and talk to them if you have any issues that need addressing. WEFI has a full sales force on the road, as well as telesales and customer care advisors at its Kent headquarters – all dedicated to looking after retail stockists. By keeping in touch, your supplier will be better placed to understand your individual needs and A busy Westgate EFI sales office working advise you of the latest to support its retail customers. products and offers.

JOHN ROTHERY WHOLESALE CO LTD Range: Highest quality products for the outdoor sports enthusiast from the biggest names in the business, including Bisley Country Goods, Parker-Hale Accessories, Visionary Binoculars, Brady Leather Goods, Acme Whistles & Calls, David Nickerson Products, Barnett Slingshots and Archery, Petron Archery, Stanley Flasks, Victorinox Knives, Maglite Torches, Led Lenser Torches, Gamebird Seat Sticks, Aigle Boots and many more!

Retailer incentives: Discounts available when buying box quantities. Loyalty to existing customers. We deal strictly with the trade only.

Retailer communication: Account Manager to ensure you are looked after at all times. Monthly Newsletter. Monthly promotions.

Retailer support: Point of sale materials. Disc of images, prices, product codes and barcodes. Website with trade only login to view prices and place orders.

Catalogue: Annual trade catalogue, bi-annual trade price list.

Available on disc with images, price list, product codes and barcodes.

Web trade store: Yes at www.bisley-uk.com. Dealer locator for consumers to locate their nearest store.

Minimum first order: £1000.

Terms: Proforma for an interim period. 30 day account issued subject to trade references.

Carriage: Free on all orders above £325. Orders less than £325 are subject to an £8.00 carriage charge.

Delivery: Next day guaranteed if order is received before 3pm.

Saturday and early morning deliveries are available at an extra cost.

Contact telephone number: 023 9224 5350 Email address and website: sales@bisley-uk.com www.bisleyuk.com

www.equestriantradenews.com

WESTGATE EFI

Range: FalPro, Tagg Clothing, Loveson, Comfort Zone, Polly Products, SSG Gloves Retailer incentives: Monthly offers promoted throughout the ranges, emailed to customers and presented by the office sales team and our visiting agents Retailer communication: Monthly newsletter, emailed promotions, regular visits by our sales team telephone communication from our sales office..

Retailer support: Marketing and PR campaign throughout the national and regional equine press and their supporting web sites.

Online campaigns using Facebook and Twitter promoting our products, our media campaigns, competitions and sponsored rider news.

Active website containing product information across tall our brands Catalogue: Full colour catalogue produced annually Web trade store: N/A Minimum first order: No minimum order Terms: Orders accepted and supplied under published terms and conditions Carriage: Free on orders over £350.00 Delivery: Same day dispatch Contact telephone number: Newark office: 01636 636 135.

Newcastle office: 0191 265 0032 Email: sales@taggequestrian.co.uk Website: www.taggequestrian.co.uk

Range: Everything, from grooming kit and feed supplements, to tack, rugs and clothing plus gift ideas and canine products. Distributors for Likit Stable Toys and Equi-Theme horse and rider wear. Exclusive brands include the Mark Todd Collection, Jumper’s Horse Line, Coolex, StableKit, LunaRider, Saddlecraft, Gatehouse and Rodney Powell; Eskeez, Emvelo and Equivet new this year.

Retailer incentives: Monthly offers and updates. Quantity discounts available – contact Tina Farrow, National Field Sales Manager.

Retailer communication: Regular newsletters containing new products, promotions and discounted clearance lines.

Retailer support: Six UK area managers, customer service and telesales teams and dedicated export manager. Kent showroom opens for private viewing by appointment. Ongoing PR and marketing support plus numerous sponsored riders. Wide range of POS available. Stockist locator on website.

Catalogue: Trade list available in print and CD including un-priced counter copies.

Web trade store: N/A Minimum first order: N/A Terms: Payment due by 20th of the month following the date of invoice.

Carriage: FOC for UK mainland orders over £350 (ex-VAT) Delivery: 24 to 48 hours subject to stock.

Contact telephone number: 01303 872277 Email address and website: www.wefi.co.uk

Consider these points when RETA IL choosing the right wholesaler for T IP you, says Martin Balmer of Trilanco Range: Your wholesaler should carry the product ranges you want to stock. It’s much more convenient to have one wholesaler who does it all, something that can help save you money on delivery too.

Delivery: Check if there’s the option to have next day delivery or express delivery if you need it. Depending on how you run your business, you might constantly require products next day.

Stock: No-one minds if the odd product is occasionally out of stock - especially if the situation is addressed immediately, but constantly trying to order products that aren’t available can be frustrating. If you regularly have items missing from you order, it’s not good for you or your customers - so it might be time to look elsewhere.

Knowledge: Does the wholesaler have in-depth knowledge of the products it supplies? If you ask a question, it’s vital someone knows the answer – or finds out and gets back to you in a timely fashion.

Experts: It’s important a wholesaler is just that, a wholesaler. If it also manufactures and retails, its focus may shift and it might not be focusing entirely on supplying you with the best range of products to help fulfil your needs and those of your customers.

Manner: It may not be a deal-breaker, but dealing with friendly, helpful people is much more pleasant than dealing with grumpy ones!

www.equestriantradenews.com

Martin Balmer: “If a wholesaler also manufactures and retails, its focus may shift.”

EQUESTRIAN TRADE NEWS DECEMBER 2012 29

Advertisement feature.

TAGG EQUESTRIAN

Advertisement feature.

Let’s hear it for hardworking sales reps!

MIRZA SHAHARYAR BAIG GROUPS Range: Medium price range.

Retailer incentives: Yes Retailer communication: Yes Retailer support: Yes Catalogue: Yes but email attachement.

Web trade store: No Minimum first order: 1000 pounds Terms: Payment with order Carriage: Customer account Delivery: Immediate if the order goods in stock.

Contact telephone number: 0113-219-6235, 07941059335 Email address and website: mirza_shaharyar_@hotmail.com

Equestrian recruitment guru Emma Dyer is no stranger to awards. Her Equine Careers website won a 2010 BETA International Innovation Award and now she’s backing a 2013 BETA Business Award, Sales Representative of the Year. Emma told ETN why it’s so important to recognise those who excel in this vital job.

Emma Dyer of Equine Careers: Rewarding professional sales people.

Q: This is your second year of sponsorship. Why did you choose to be involved with this particular award?

A: We’re lucky to have the opportunity to sponsor this award, as it’s so relevant to the work we do at Equine Careers. Most of the vacancies we advertise are area sales roles for a variety of companies, so the award echoes our work perfectly. Equine Careers has continued to play an important role in the trade since launching at BETA International 2010 and winning an innovation award sponsored by ETN, the show’s official media partner.

Q: How important are the roles of sales representatives and agents in today’s business environment?

A: Professional sales people are invaluable. They provide feedback on the climate and current trends, and are able to pass on information from customers and consumers. They know their products and clients inside out, and have a good feel for prices and potential market challenges. Choosing to use either an employed rep or a self-employed agent has afforded greater choice on how best to deal with the downturn without compromising on staff or performance.

SHIRES EQUESTRIAN PRODUCTS Range: An extensive and comprehensive range of Horse & Rider clothing, Stable Equipment, Supplements, Veterinary products, Dog Coats, Luggage, including Spursuader, Breakeeze, Easy-Net®, Neigh Station, The Equine Scratcher, Greenguard Grazing Muzzle, Equi-Boot and Flexi-Rein®.

Royal Warrant Holder 2011 BETA Trade Supplier of the Year Retailer incentives: Weekly Offers, Monthly Special Offers and regular opportunities to purchase clearance stock.

Retailer communication: Monthly Special Offers that include updates and press releases Retailer support: 256 page consumer catalogue published and supplied direct to the public and trade version to retailers. Advertising campaign in consumer equestrian publications.

Catalogue: Annually Web trade store: n/a Minimum first order: On Application Terms: Pro-Forma initially then 30 days Carriage: £5.95 Delivery: Next Day Contact telephone number: 01568 613600 Email address and website: sales@shiresequestrian.com, www.shiresequestrian.com

30 DECEMBER 2012 EQUESTRIAN TRADE NEWS

Q: Do the internet and other digital media such as online trade catalogues pose a threat to the rep’s role?

A: There’s still a strong need for customers to be able to see a product first-hand, to feel the quality and to request additional product information – that’s something digital sales and promotions cannot begin to do. It’s vital for a company to have a presence on the road rather than relying on internet sales and it helps to maintain brand awareness and strengthen marketing.

Q: Can you tell us something about the Equine Careers Sales Agent Database?

A: The database is unique to the equestrian industry and now in its third year. It holds contact details of sales agents, the territories they cover, products they represent and contact details. Companies wishing to source an agent are able to pay a subscription to access this information and contact agents directly.

Q: What feedback do you get from those who use the database?

A: It works really well for both agents and companies, as they now know where to look and how to find each other. We have helped produce successful partnerships for a variety of companies, in the UK and Ireland. Agents who want to add further products to their existing range find this the perfect way to do so. Likewise, some smaller companies find this a safe way to test a new product, as they gain access to the agent’s client base, as well as valuable feedback on the actual goods, price and placement.

About the award THE Equine Careers Sales Representative of the Year award is one of a series of 2013 BETA Business Awards, to be presented during the BETA Gala Dinner in February. Entry is open to 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.

Retailers and suppliers can nominate, giving the reason they think the nominee deserves to win. The final decision will be made by a BETA members’ vote. To nominate someone for this award, send his or her name, reason for nomination and your name and address to BETA, Stockeld Park, Wetherby, West Yorkshire LS22 4AW, fax 01937 582728 or email tinar@beta-int.com. Feel free to provide supporting information. Entries close on 11 January.

www.equestriantradenews.com

• Leicestershire based Jane Weston has joined easibed to support the bedding firm’s sales team of account managers Claire Hayward and Kate Betteridge. Jane is the first point of contact for all new product enquiries for the equine bedding and its sister product easichick poultry bedding.

Jane has worked in customer service in the aviation industry and as an office manager. She will be visiting easibed accounts with the sales team.

• Rosalie Eustace, founder and designer of tweed fashion label Timothy Foxx, wed beef and arable farmer Paul Gregory on the Gregory family farm in Aylesbury, Buckinghamshire in September. The décor included tweed bunting, the bride wore a tweed garter – and guests were given tweed favours.

• Holly Salmon has joined

• Wendy Beal, retail manager at R&R Country’s Melton Mowbray store, has raised more than £1,000 for the Mark David Injured Riders’ Fund since she completed a tandem parachute jump.

“I loved it,” said Wendy of her daredevil feat, “even though while sitting at the edge of the plane, I have never been so scared in my life!

A big thank you goes to R&R Country customers and suppliers including Shires, Weatherbeeta, Bridleway, Charles Owen and Berney Brothers of Ireland for their generosity.”

You can still donate at www.justgiving.com/wendy-beal-skydive • Equestrian agent Marilyn Hawley is pictured presenting to Emma West and Morse Code, supreme champions at this year’s London Riding Horse Parade.

Held in October on Rotten Row in Hyde Park, the unique fixture is run by the London branch of the British Horse Society (BHS). Entry to the parade, which was first held in 1938, was originally restricted to horses stabled within 15 miles of central London. Today, it’s open to all, and very well supported.

The parade around Hyde Park is escorted by mounted Metropolitan police offers, during which equine entrants are assessed for health, well being and turnout by a judging panel including vets from Chiltern Equine Group and farriers from the King’s Troop RHA. Marilyn was parade director for more than 20 years until 2006, and still sponsors the supreme championship. Some in the trade will remember Marilyn when she was a buyer for Moss Bros, W&H Gidden of Bond Street and the Olympus Group which had 22 riding shops.

Nowadays, as she says, Marilyn enjoys selling to buyers, her agency representing Showquest, Kanyon Outdoor, Chipmunk Boots, Parell Products (Elim-a-net haynets), Edward Sinclair, Arctic Fox and Equiscene in the south of England www.equestriantradenews.com

Supreme Products as area sales representative for the south of England, South Wales and the south-west. She previously worked in the equestrian retail sector.

“The range is now very well established and it’s wonderful to hear so many success stories,” said Holly who can offer training and merchandising support to retailers.

• The Duchess of Cambridge is learning to ride, she reportedly told

Olympic medal winners at a Buckingham Palace reception. The Duchess was seen enthusiastically supporting British team member Zara Phillips at Greenwich Park during the London 2012 eventing competition – and is said to have cried when she watched the film, War Horse.

• Plevin, producer of the Snowflake and Woodpecker bedding brands, has made a series of appointments. New transport manager Chris Orrell brings 17 years’ experience in managing logistics operations, while recently appointed HR manager Melanie Rigby says she’s pleased to be working for a company that’s creating jobs. Andy Maxwell has joined Plevin as training officer, while former rugby league player Des Corfield has just been taken on as site manager at Plevin’s head office in Mossley, Greater Manchester.

The recruitment drive comes as Plevin, which employs 150 people across five UK sites, increases production after winning several major contracts in the renewable energy sector. This autumn, the company began exporting biomass timber to Sweden.

Pictured from left are Melanie Rigby, Chris Orrell, Des Corfield and Andy Maxwell with managing director Jamie Plevin (centre).

EQUESTRIAN TRADE NEWS DECEMBER 2012 31

• The British Equestrian Trade Association (BETA) is offering free hat and body protector checks to consumers attending the South West Christmas Equine Fair at Westpoint, Exeter (8/9 December).

Riders are invited to bring their safety gear to the BETA stand for a check-up. Consumers needing a new hat or body protector are directed to a BETA member retailer who is trained by the trade association to fit these items.

BETA’s mechanical horse Queenie will also be on the stand, offering rides to anyone who’d like to test their skills.

Elsewhere at the equine fair, HorseHage sponsors ‘Strictly Showing’, there will be a stallion parade and demonstrations by experts including eventer Lucy Wiegersma. “We have exhibited at this event since it started and are very happy to be supporting it again,” said Debbie Harris of HorseHage.

• The All England Jumping Course is seeking a new title sponsor for the Hickstead Derby. The cost of putting your company’s name to the famous class is at least £120,000 to cover the prize fund, plus additional rights packages. Interested parties should contact Simon@hickstead.co.uk Following the end of Carpetright’s sponsorship, a new backer is needed ensure the continuation of this historic competition, first run in 1961.

Carpetright chairman Lord Harris, remains a major supporter of showjumping, owning horses ridden by Scott Brash and Tina Fletcher. Pictured is the 2012 Hickstead Derby winner Paul Beecher (Photo: Samantha Lamb).

• British Horse Feeds welcomed its sponsored riders known as The Speedi-Beet Team – to its headquarters in Masham, North Yorkshire. They were greeted by sales director Will I’Anson, a member of the fourth generation of the family owned business.

A tour of the mill, with its I'Anson explains the busy state-of-the-art technology, gave Will warehouse system to the Speedithe riders an insight into the Beet Team. production of Speedi-Beet, FibreBeet and other feeds and straights which are processed by I’Anson Bros for the British Horse Feeds brand and Masham Micronized Feeds.

After lunch at a local pub, The Speedi-Beet Team took part in a focus group and question and answer session with nutritionist Dr Tom Shurlock.

“It was great to get the team together,” said Will I’Anson, “not only to thank them for all of their hard work this year, but also to listen to their valuable feedback and ideas on the way in which people use our products.”

Most of the Speedi-Beet Team, which comprises riders of all ages who take part in a variety of activities from war reenactments to international eventing, secured sponsorship following a nationwide search.

Pictured from left, Mrs Barnes, Sarah Barnes, Jennie Daniels, Laura Lindsay, Kirsty Loveday, Jodie McGregor, Charlotte Bird, Mr Staff, Paige Staff, Will I’Anson and Gail Bird.

32 DECEMBER 2012 EQUESTRIAN TRADE NEWS

• Harry Dabbs Saddle Makers is

backing Oxfordshire based dressage stars Edward and Ali Creamer. Edward is enjoying success with his grand prix horse Korenbloem Santiago whom he rides in the new Harry Dabbs Platinum XF dressage saddle. “I’m thrilled to be supported by a company that offers an extensive range of saddles designed to enhance performance and comfort,” he said.

• Intestinal hygiene specialist Verm-X is backing young point-to-

point talent Frankie Hickman (17). Sussex-based Frankie rides for her mother Alison Hickman who trains at the family run yard near Rye. Frankie, who last season won the South East Area Ladies Championship, is pictured on Thenford Ryde.

• Essex based eventer

Victoria Bax, who specialises in retraining exracehorses, has joined Team Aloeride. “I cannot believe just how quickly Aloeride improves the horses’ coats and general condition in such a short period of time,” she said.

“It’s ideal for all the horses regardless of age and temperament, and because it’s taste-free, even the fussiest of horses don’t have an issue.” Victoria is pictured with Aloeride’s Han van de Braak (Photo: Thoroughbred Sports Photography) How to get your event or sponsorship listed ETN welcomes submissions to Sponsors & Shows from all organisations, commercial companies, events, training courses and conferences. Please include your dates, venues, contact details and why your fixture/event/training is of interest to the trade. www.equestriantradenews.com

BUSY SEASON AHEAD

W

ith Christmas now only a few short weeks away, many of our retail members will, no doubt, be experiencing one of their busiest times of the year. Hopefully, tills will be set ringing by shoppers searching for the perfect present and those on the hunt for warm riding gear and winter rugs.

Things have been pretty full-on for the BETA team, too, as we have been out and about with the Take up the Reins tour, organising BETA training courses and attending Your Horse Live and HorseWorldLive, the new consumer show in London.

BETA executive director Claire Williams has also been representing the UK equestrian industry on a trade mission to the China Horse Fair, in Beijing.

Don’t forget Gala Dinner tickets

YOU wouldn’t want to miss out on the BETA Gala Dinner, so make sure you order your tickets before they are all sold. Tickets cost £55 per person, £500 for a table of 10 and £600 for a table of 12 – all plus VAT. The dinner really is a glam, glittering occasion and a great excuse to dress to the nines, tuck into a delicious, three-course meal and party the night away with your friends and work colleagues.

Contact the BETA office for further details and to buy tickets.

Hats off to new BETA guide!

LOOK out for the new BETA Guide to Riding Hats. It’s packed with everything you always wanted to know about safety headwear and looks at standards, quality marks, how to ensure a perfect fit and how to make sure a hat is securely fastened.

The glossy A5 leaflet is an ideal point of reference for retailers’ customers and advises them to visit a BETA-trained retailer who will help them find the perfect riding hat.

If you would like to order copies of the guide to display in-store, please contact the BETA office.

Discounted wine for members THERE are many BETA member benefits on offer, but perhaps one that offers discounted wine is the most seasonal. The BETA Members Discount Scheme with The Wine and Hamper Company offers significant savings on purchases made through www.wineandhampers.com.

Contact the BETA office for further details. www.equestriantradenews.com

City & Guilds success!

OUR congratulations go to everyone who passed the first City & Guilds Level 3 Certificate in Fitting Protective Horse Rider Equipment on 12 September at Stoneleigh Park. Those who qualified are: Dean Mastouras, Matchmakers International.

Julie Giles, Old Dairy Saddlery.

Andrea Patterson, Castle House Saddlery.

Victoria Highfield, Highfield Equestrian.

Anna Franklin, Thomas Irving.

Jenna Thomas, Huw Thomas Saddlery.

Lee Coster, Ingatestone Saddlery Centre.

Holly Stewart, Ingatestone Saddlery Centre.

The new City & Guilds qualification is a great opportunity for retailers wishing to formalise their hat and body protector fitting knowledge and experience.

It is open to all BETA member retailers and their employees who have had some previous fitting experience and already attended a BETA Safety Course.

Everyone who passes the exam will be placed on the BETA Fitters Register, set up to help consumers find their nearest qualified safety garment fitter.

Dates and venues for next year’s City & Guilds qualification are currently being scheduled and will be published on next month’s BETA Members’ Page.

Further information can be obtained from Tina Rogers in the BETA office.

Search for awards winners goes on

T

he search for winners of the BETA 2013 Business Awards is now well under way. Make sure you have your say by nominating those you feel are worthy of one of these highly prized industry accolades.

Details of the awards were published in last month’s issue of ETN but can also be found on the BETA website, www.beta-uk.org. Nomination deadlines are set for 11 January.

As usual, the awards have attracted considerable support from members of the equestrian trade, many of whom offer their backing year after year. TSM, in particular, has sponsored the Rider Award for a decade.

Our other sponsors are UKTI, SEIB, Equine Careers, Harry Hall, Joules, Haygain and Blacks Solicitors, which has come aboard for the first time to take up the sponsorship mantle for the Trade Supplier of the Year.

CONTACT TINA ROGERS AT BETA Tel: 01937 587062 Website: www.beta-uk.org Email: tinar@beta-int.com Stockeld Park, Wetherby, West Yorkshire LS22 4AW EQUESTRIAN TRADE NEWS DECEMBER 2012 33

BETA gets gold star speakers A line-up of expert speakers, a gold medal-winning Paralympian and plenty of networking opportunities guaranteed a successful 2012 British Equestrian Trade Association (BETA) Conference and AGM. eventy delegates arrived at Whittlebury Hall Hotel & Spa, near Towcester, Northamptonshire, for a day of topical presentations covering subjects ranging from social media and banking to distance selling and research and development tax credits.

This landmark hotel, set amid rolling countryside, yet sandwiched conveniently between the M1 and M40,

S

made its hosting début in elegant fashion after the conference switched venue this year.

Attendees represented many sectors of the equestrian industry, including retail, manufacture, saddlery and wholesale, with the conference programme carefully planned to engage this knowledgeable audience.

Guy Blaskey, marketing director of Blue Chip Feeds

and owner of canine supplement company Pooch & Mutt, was first to take to the stage, where he spoke about the relationship-building benefits of social media.

“Don’t shout – listen and chat,” he advised. “It’s about long-term relationships and, although they might take time to build up, they are far more valuable”.

Gold medal-winning Paralympian Sophie Wells was

up next and delighted delegates with a heartwarming account of her battle to succeed as a top paradressage rider despite her disability.

This plucky 22-year-old, who suffered lost fingers and nerve damage to her lower legs as a result of amniotic band syndrome, a condition that impairs foetal development, lets nothing stand in her way.

The medals she won at the

Para-dressage rider Sophie Wells climbs aboard Queenie the mechanical horse as she proudly shows off her three Paralympic medals to BETA executive director Claire Williams, Lloyds TSB Commercial senior manager Felicity Hails, BETA president Jane Holderness-Roddam, Paul Kelly of Blacks Solicitors, Todd McCully of Government Grant and Tax Consultants, Michael McNally of Warners Solicitors and BETA chairman Alison Sherwood Bruce.

34 DECEMBER 2012 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

London 2012 Paralympics – two individual silver and one team gold – bear testimony to that.

Delegates were given an insight into Sophie’s preparation for the Games and the sheer euphoria she felt on winning.

“If anyone tells you that they are happy with silver or bronze, they are not being completely truthful,” she said.

“We strive every day to be the best in our sport and, if we don’t strive for gold medals, we won’t do it.”

Banking was next on the agenda as Felicity Hails, senior manager at Lloyds TSB Commercial, explained how to work with your bank to access finance.

She provided a helpful guide to the bank’s application process, how it assesses a business and the support it offers for small- and mediumsized businesses.

Paul Kelly, of Leeds-based Blacks Solicitors, provided the legal lowdown on what employers need to know about social media.

“How do you get the benefits of social media while

protecting your business’s brand and reputation?” he asked. Trust it seems, is the key. Get one or two key people – those you really trust – equip them with expert training and set them free to tweet and post your message, targeting an agreed audience in an agreed style.

Funding for research and development was next on the agenda. Todd McCully, of Government Grant and Tax Consultants (GGTC), highlighted the tax relief available for UK companies and revealed that, in 2010, only 10 per cent of the 150,000 limited companies that qualified for tax credits made a claim.

He brought colour to his presentation with examples of products involved in successful claims secured by GGTC. These included plastic balloon sticks, mock marble bathrooms in a yacht and a potato crisp flavouring.

Michael McNally, of Warners Solicitors, Tonbridge, Kent, was the conference’s final speaker. As well as reminding delegates of customers’ rights, he provided an extensive

Meet Ian Hassard…

Ian is managing director of Essex-based Dengie Horse Feeds, a BETA member since 1980. He sits on the BETA Council, retail and finance & general purpose committees, and has been vice chairman for the past two years.

“The more members BETA has, the stronger its voice will be in defending our industry’s rights,” he said.

“We are only a small industry and it is crucial that we are heard by government and other bodies that can influence our future.”

Ian believes members must remain BETA’s focus: “One of our most important remits is to understand our members’ needs clearly and act accordingly. The BETA team is very experienced and able to offer advice and support on a wide range of topics aimed at fulfilling members’ individual www.equestriantradenews.com

business requirements,” he added.

During his two years as BETA chairman, Ian wants to use his knowledge and experience to benefit members. “I feel I have an understanding of some of the opportunities and threats that face our members,” he said. “I’d like to introduce some of the methods employed by the wider business community to encourage and enhance their working relationships, help with marketing and develop sophisticated manufacturing techniques.

“I really enjoy talking to members whenever I get the opportunity. It’s good

presentation on distance selling and suggested ways in which to avoid the pitfalls.

Highs and lows of 2012 “There’s not a single company in the outdoor industry that hasn’t had a challenging year,” said Alison Sherwood Bruce as she delivered her final annual report as BETA chairman at the trade association’s AGM. “Although many companies have done their best to protect themselves from recession, none of us were prepared for the weather.”

In a year that has seen many months that were the wettest or coldest on record, BETA has been working to identify risks and formulate plans to help members risk-proof their business.

It has also embarked on a series of initiatives to support the equestrian trade, raise awareness of BETA’s work and that of its members, promote horse riding and highlight rider safety.

They include Take up the Reins – a national initiative to encourage people of all ages to have a go at horse riding – sponsorship at both Gatcombe to hear what’s important to them and, likewise, this feedback will help me to be more effective in highlighting certain topics and issues at Council.

“The present economic climate has increased pressure on the equestrian sector and that’s one of the biggest challenges for BETA. However, this is also the perfect time for BETA to provide the best possible advice to help its members compete effectively in difficult market conditions.”

Ian’s identifies parallels between Dengie – set up as a farmers’ co-operative 40 years ago – and BETA. “I'm a firm believer in the advantages of pooling knowledge and resources.”

Away from the business world, Ian enjoys life in rural Suffolk, where he lives with his wife, Sue, daughters Alice, 18, and Amelia, seven, son Jack, 17, and a menagerie of animals.

and Bramham, and the introduction of awareness weeks.

This year has also seen the successful introduction of City & Guilds safety courses, for which eight retailers qualified to sit the exam, and the second BETA Feed Conference, which was extremely well received.

Ian Hassard, of Dengie Horse Feeds, was named as BETA’s new chairman at the AGM.

BETA Council changes As well as Ian Hassard’s appointment as chairman of BETA, Lynda Mortlock, of Ingatestone Saddlery, was made vice-chairman and Simon Parker stepped down as honorary treasurer and from council, to be replaced by Peter Phillips, of Abbey England.

Five new council members were announced: Hayley Cox of Anything Equine, Sara Blackshaw of Countrywide Farmers, Catherine Hale of LFA Celtic, Tracey Morley-Jewkes of Belstane Marketing and Heather Hyde of Neue Schule.

Photos: Bob Hook “We are extremely lucky to live in such beautiful countryside,” he said.

“There’s lots of off-road riding and neighbouring farmers even allow riders to hack out on their field tram-lines, which is rather unusual.

“Sue is a farmer’s daughter and has ridden for as long as she can remember. She has a 16.2hh Irish Draught x Thoroughbred called Murphy, whom she shares with Alice when she comes home from university.

Amelia has a pony called Tom that she loves to compete at Pony Club. Jack is not so keen on riding and much prefers tractors.

“We also have a Labrador, a Spring-a-dor, two pigs, two sheep, two chickens and two cats. If it continues to rain as hard as it has over the past few weeks, we’re going to build an ark!”

EQUESTRIAN TRADE NEWS DECEMBER 2012 35

A VIEW FROM AMERICA

Gifts at a gallop The [Christmas] holidays are upon us, sending American manufacturers and retailers into overdrive, reports Laurel Scott, senior editor at AIM Equine Network.

For many youngsters, the gift of a Breyer model horse triggers the start of a lifelong passion for things equine. The New Jersey-based Reeves International, which owns the iconic brand, employs a timetested approach to holiday marketing.

According to the company’s vice president of communications Kathleen Fallon, Reeves distributes the brand through “a diverse retail network that includes specialty toy retailers, tack shops [and] agricultural channels, as well as a few select majors like Toys R Us. Reeves also sells direct on breyerhorses.com.”

Every year, Breyer creates a special "holiday" line, which is pre-sold mainly through specialty and tack retailers.

“The annual Holiday Horse is the best-selling horse in the line for these retailers most years,” Fallon reports. “This is the 17th year making a themed holiday horse and this is a major holiday effort.

“We supplement this with a strong PR push into key equestrian media and an online gift guide. This year we are also doing more display advertising in equine trades in the fourth quarter and we are supplementing that effort with outbound emails to our mailing list.

“We’ll ramp up our social

media efforts and will focus our efforts on mommy bloggers especially during this time frame as well. On breyerhorses.com, we'll focus on some special offers as well as emphasizing our giftwrapping option and gift cards.

“Finally, we do some special promotional programs with some of our larger accounts as well as a couple of majors. For any toy manufacturer, the fourth quarter is the key to finishing the year where you want to be!”

Cross-merchandising Rider apparel is another big seller here come holiday time.

Just ask Emily Grant, key account manager at California’s Ariat International Inc. “Many of our English retail stores utilise special buys, special discounts/prices to drive traffic and sales in their store during the holidays,” she explains.

“Also, because the weather is turning cold, many retailers depend on cold weather to drive [sales of] more outerwear (vests, down coats, rain coats, fitted jackets, insulated breeches etc) and climatecontrol footwear (waterproof, insulated boots etc).”

In addition, Grant notes: “During the holidays, many retailers cross-merchandise their displays with multiple Too Haute Cowgirls popcorn bags

36 DECEMBER 2012 EQUESTRIAN TRADE NEWS

Breyer Noche Buena Holiday Horse

brands to show the latest fall and winter trends/fashions.

Many times the display will include stockings for horses and horse ornaments/decorations to entice shoppers to purchase both riding products and horse products.”

See and noted Clever gift ideas seen and noted this season include everything from custom belts made from your own horse show ribbons [rosettes] courtesy Bespoke Equestrian, to Christmas-themed jewellery for your horse from Bucky’s Bling.

Custom items such as portable tack cabinets from Stable Valet continue to be popular, as are innovative gadgets such as MJ Equine Tools’ water-resistant, LEDilluminated hoof pick or the Easy Cue Dressage Whip from D-Cue Products, which features a 39-inch, curved, lightweight-aluminum upper shaft.

There’s tremendous demand for gift boxes of goodies with a difference. Especially coveted are health products in reusable packaging such as the Coaches’ Gift Box from Fiske’s, a decorative wooden container packed with all-natural Hoof & Hide Balm, Skin & Wound Salve, Eucalyptus Lip Balm, and

Apple Cider and Cardamom Soap.

Gourmet popcorn packages from Too Haute Cowgirls (whose motto is ‘hell-bent for chocolate’) come in a number of tempting flavors. And what cowpoke could resist ‘The Best of the West’ package from Double R Ranch Co with a signed copy of David Stoecklein’s Photographing the West as well as a two-pound Cowboy Chop [a bone-in ribeye steak]?

Lastly, Bushnell offers the ultimate stocking stuffer for trail riders - the BackTrack DTOUR personal GPS. A compact unit that clips to a belt or saddle, it serves as a selfcalibrating compass, tracks one’s course, measures trip length and speed, estimates elevation change on long trail rides and more. Happy Holidays!

Fiske's coach's gift box

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EQUESTRIAN TRADE NEWS DECEMBER 2012 37

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

List your website here For more information call 01937 582111

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.

DAISY HILL EQUESTRIAN LTD T/A DISCOUNT EQUESTRIAN, WEST FARM, NEWTON BEWLEY, BILLINGHAM, CLEVELAND TS22 5PQ £7,409 HEROES RACING CLUB LTD, FLINT COTTAGE, LINTON, CAMBRIDGE £249 BERNARD HACKETT T/A HACKETTS SADDLERY, UNIT 7 SYCAMORE TRADING ESTATE, SQUIRES GATE LANE, BLACKPOOL, LANCS FY4 3RL £1,465 LINCS EQUINE SERVICES LTD, HOLME FARM, SWINDERBY ROAD, COLLINGHAM, NEWARK, NOTTS NG23 7NZ £470 RUTLAND RACING CLUB, 161 ALDER ROAD, PARKSTONE, POOLE, DORSET BH12 4AA £201 MS DIANE BARCLAY-BERNARD, ELLENWHORNE EQUESTRIAN CENTRE, ELLENWHORNE LANE, STAPLECROSS, ROBERTSBRIDGE, EAST SUSSEX TN32 5RT £4,481 MR MARK ROBERTS T/A NORTH MOOR TACK SUPPLIES, NORTH MOOR FARM, NORTH MOOR ROAD, SCOTTER, GAINSBOROUGH, LINCS. DN21 3HT £6,303 MRS JUDI THURLOE, POND HEAD FARM, OULSTON, YORK, NORTH YORKS YO61 3RD £3,350 MS JUDI THURLOE, POND HEAD FARM, OULSTON, YORK, NORTH YORKSHIRE YO61 3RD £3,591 MR ANDREW GOLDSMITH T/A ACS HORSE ACCESSORIES, UNIT 12 WEST HOW IND EST, ELLIOT ROAD, BOURNEMOUTH, DORSET BH11 8JX £1,389 MEYNELL SADDLERY, SARACENS HEAD, MAIN ROAD, BRAILSFORD, ASHBOURNE, DERBYSHIRE DE6 3DA £660 HILTON SADDLERY,119 DAWEND LANE, RUSHALL, WEST MIDLANDS WS4 1JP £339 RICHARD & MICHAELA STEPHENSON T/A R & M PET FOODS & ANIMAL SUPPLIES, 1 WALNUT GROVE, NEWPORT ROAD, NORTH CAVE, BROUGH, NORTH HUMBERSIDE HU15 2PG £1,926 MS WENDY ELLIOTT T/A BARFORD HORSE FEEDS, BARFORD TOP STUD, MOWSLEY ROAD, SADDINGTON, LEICESTER LE8 0QP £838 MISS DONNA EVANS T/A HORNCHURCH ANIMAL RESCUE, 113 VICTOR CLOSE, HORNCHURCH, ESSEX RM12 4XU £288 TIPES BLOODSTOCK LTD, HIGHER LOWTON FARM, BONDLEIGH, NORTH TAWTON, DEVON EX20 2AL £133 LEAMSIDE EQUESTRIAN, WHITEHOUSE FARM, LEAMSIDE, HOUGHTN LE SPRING, TYNE & WEAR DH4 6QJ £204 MR MARK ROBERTS T/A NORTH MOOR TACK SUPPLIES, NORTH FARM, NORTH MOOR ROAD, SCOTTER, GAINSBOROUGH, LINCS DN21 3HT £2,887 MS NICOLA ANNABLE T/A MEYNELL SADDLERY, SARACENS COACHING HOUSE, MAIN ROAD, BRAILSFORD, ASHBOURNE, DERBYSHIRE DE6 3DA £807

38 DECEMBER 2012 EQUESTRIAN TRADE NEWS

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