ETN - Equestrian Trade News - June2011

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

LET’S GET CONTINENTAL European companies profiled MEDIA MATTERS Making PR and marketing work

EARN CPD POINTS AMTRA accredited SQP feature inside

June 2011 Volume 35, No 6 Monthly

EXCLU S What’ I s hap VE a

t Derb pening y Hou se

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

CONTENTS

Comment PAUL Belton, the man behind Albion Saddlemakers, is that rare combination of a saddler, a horseman and a clear thinker. He’s also successful enough to speak openly – which makes him worth listening to.

Albion has always gone way beyond churning out saddles from its Walsall factory. Indeed, the company strives to contribute to a better interpretation of the saddle as the connection between horse and rider. As Paul says: “Unless we can understand the problem, we can’t get to the root of the problem.”

He wouldn’t be so blunt as to point out that some of Walsall’s saddlers never go near a horse, but he is concerned when there’s failure to relate saddles to equine performance.

“A hundred years ago, every saddler had horses. Then things moved on, they dumped the horses and got into cars. In the meantime, horses moved on...”

Paul’s point is that many original patterns for saddle trees were made with our traditional breeds such as natives, Irish Draughts, Thoroughbreds and various cross-breeds of the same in mind. Today, while the trees have stayed the same, horse breeding has evolved. And the tree that fitted a traditional hunter type doesn’t necessarily suit a hybrid European warmblood or Selle Francais with ‘uphill’ paces and a flat back.

Maybe that’s why the flourishing Walsall manufacturers are those that have removed the blinkers, mixed with and observed the equestrian community. They are also the companies that are open minded enough to work with vets, physiotherapists and qualified saddle fitters to create saddles to suit the modern horse.

AS AN equestrian journalist, my contacts ‘bible’ has always been the British Equestrian Directory (BED), backed up by the Trade Suppliers Directory (TSD) for trade specific referencing.

As a bit a dinosaur when it comes to technology, I groaned inwardly when I heard that my faithful but dog-eared copies of these 30 year old publications were to be replaced with an allsinging, all-dancing website. It just won’t be the same...

Well, have you had a look at the new www.britishequestriandirectory.com ? Isn’t it fantastic? So quick, so easy and, I have to admit, so addictive. You can flick around, checking out this and that, finding products, brands, who supplies them and where, telephone numbers, email addresses – all 24/7 in your own time or while helping a customer in-store.

The best aspect is that, unlike the annually published books, www.britishequestriandirectory.com is updated daily. You can even add or amend your own details. Everyone reading ETN should be listed...and can be, for free.

You rarely get ‘owt for nowt’ that’s worth having these days – but this new website is a genuine benefit to every equestrian business. So let’s all get behind it, use it, update our listings, tell our customers about it – and reap the rewards.

JUNE 2011

NEWS .......................................................4 LETTERS...................................................8 PEOPLE ....................................................9 FOCUS EUROPE Horze: spirit of Scandinavia ..........................10 German helmet sensation ............................12 European companies profiled ........................13 NEW! WHAT’S ON Upcoming trade happenings .........................15 PRODUCT NEWS ......................................16 SCIENCE SPECIAL Healing touch of silver .................................17 SQP CPD FEATURE Ticks and fleas, accredited by AMTRA .............18 BETA MEMBERS’ PAGE .............................20 LEGAL EAGLE Agents and the law .....................................21 MEDIA FEATURE Could internet advertising work for you? .........22 “Nothing beats TV advertising” with Horse & Country TV ..............................25 Stand out from the crowd with TSM ................26 Media news ...............................................28

RETAIL FORUM ........................................35 FINEST SADDLES Guide to top brands and latest developments....37 VIEW FROM AMERICA ...............................40 COUNTY COURT JUDGMENTS ....................42 Front cover picture: This happy, summertime scene featuring three friends with a horse comes courtesy of Waldhausen. Founded in Germany in 1836, Waldhausen is now among the world’s leading wholesalers. Find out more about the company’s best-selling products in the European feature in this issue of ETN, starting on page 10.

Liz Benwell

www.equestriantradenews.com

EQUESTRIAN TRADE NEWS JUNE 2011 3

BADMINTON 2011: With Mark Todd regaining his Badminton title after 31 years, it was a vintage Badminton competition-wise.

However trade exhibitors reported mixed reactions to the unusual running of this fixture over Easter, plus an extra day to accommodate the Grass Roots amateur event.

“We had a really good show,” said Roger Cooper of KC Sports whose Rodney Powell body protector stand is pictured. “I think it’s because we were offering something very specific in the shape of advice and fittings.”

Others were not so enthused. “Rubbish” was how one clothing retailer summed it up, while some of the big saddlery stands were unusually ‘steady’. As others commented, it was as if four days’ trading had been spread over five. By Easter Monday afternoon, Charles Owen’s wasn’t the only stand to have packed up and gone.

There was better news from newcomers Equi-Ping who had “a cracking show” and Teviot, who made the rugs for the 2010 Grand National parade. (Photo by Bob Hook).

BACK IN THE SADDLE: Alison Bridge, editor-in-chief of Horse&Rider magazine, will be resuming direct editorial responsibility for the magazine on 27 June following the departure of current editor Nicky Moffatt.

Alison was editor of Horse&Rider for 15 years, before moving to work on other publishing projects within the company.

“I'm bubbling with ideas and very happy to be back in the horse world again,” she said.

Clothing company secures funding

Nicky Moffatt is moving to Devon to spend more time working directly with horses. She competed in last month’s Golden Horseshoe Ride.

• See more People news on page 9 and ETN’s media feature starting on page 22.

FULLER Fillies, which specialises in plus-size equestrian clothing, has received a £30,000 cash injection from Finance Yorkshire.

The Wakefield based company has also reported 25% growth year on year over the last 24 months.

“Before the Finance Yorkshire investment we were experiencing times when we didn’t have enough stock to meet orders across a three-month period - and if you don’t hold enough stock you will lose business. It was vital to our survival that that was addressed,” said finance director Chris Boast.

“We were looking at alternative sources of funding because we were aware that banks were tightening their belts.”

Finance Yorkshire provides seedcorn, loan and equity linked investments, ranging from £15,000 to £2m. The project is supported financially by the European Union.

UK Chasers in administration UK CHASERS, the organisation that promotes offroad riding courses, has gone into administration.

The original company that owned UK Chasers also encompassed UK Riders which runs unaffiliated dressage and show jumping.

However, ETN has learnt that UK Riders and UK Chasers spilt before the latter went into administration.

Until its demise, UK Chasers represented 45 riding course venues, each of up to ten miles and with optional cross country fences.

Mostly run by farmers and land owners all over the UK, the courses and fences were inspected annually by UK Chasers. The aim was to offer a nationwide network of safe, off-road riding courses.

“The idea remains a good one and most of the courses are still open,” said Simon Browne, who runs what was UK Chasers course No 5, Three Maids Chasers, Winchester, Hants.

“The problem was that the individual [rider] memberships dried up and some courses weren’t renewing their membership either. The model works on an individual course local basis, but it’s just not viable as a national business.”

Mr Browne added that UK Chasers has debts outstanding but could not confirm the amount. He said that the name and business was for sale, but didn’t foresee a buyer coming forward.

UK Riders continues to promote its series of unaffiliated show jumping and dressage competitions with annual national finals at Arena UK in Lincolnshire. The body also promotes ‘riding holidays with your horse.’

Lincolnshire based Granville Thompson now owns and runs UK Riders. He acquired the brand last September, having resigned as a director of UK Chasers. He is also running four former UK Chasers courses in the north of England.

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

Subscriptions Distributed on a controlled-circulation basis to the retail trade. Paid-for annual subscriptions are £34.95 (UK), £68.00 (Europe), £81.00 (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

Advertising Copy: Nicki Lewis Email: sales@equestriantradenews.com Tel: 01937 582111 ISSN 1462-9526

4 JUNE 2011 EQUESTRIAN TRADE NEWS

Barrier Animal Healthcare .................................3 British Horse Society .......................................24 Buffera Ltd .....................................................12 Classified .......................................................41 D J Murphy ....................................................23 Equi-Ads........................................................28 Equine Careers ...............................................21 Gallop Equestrian Ltd.....................................IFC GWF Nutrition..................................................8 Holdsworth PR ...............................................34 Horse & Country TV........................................26 Horze ..........................................................OBC E Jeffries and Sons Ltd ....................................39 John Whitaker International Ltd .....................IBC Pegasus .........................................................31 Pfizer Animal Health Ltd .................................16 Redpin Publishing ..........................................27 S P Equine Health & Herbal...............................7 Shearwater Insurance Services Ltd ..................36 Sherwood Forest Ltd.......................................15 Shires Equestrian Products ................................9 Soake Farm Equestrian Ltd................................6 South Essex Insurance Brokers ..........................5 SPOGA Horse .................................................14 Tagg Equestrian .............................................17 Trailblazers.....................................................31 Waldhausen GmbH & Co KG...........................13 Web Directory ................................................42

www.equestriantradenews.com

New MD to put Derby House “back on straight and narrow” RETAILER Derby House is to concentrate on internet and mail order sales plus its flagship store at Wrightington, Lancs, according to its new managing director.

Nigel Cliffe joined Derby House on 4 May. He was previously marketing director for Mothercare and before that brand director with high street store Littlewoods.

“With my retail experience, I’ve been brought in to sharpen it [Derby House] up,” he told ETN. In a move to streamline the brick-and-mortar retail operation, Mr Cliffe said the future of three of Derby House’s seven stores - those at Olney, Malton and Matlock – was under review.

“The staff have been put on notice of redundancy.

We may yet close these stores, but have not defined when they will close,” he said. When asked why they may close, Mr Cliffe added: “Because they’re not making any money.”

It was something that was happening up and down the high street, he said. “Just last week Mothercare announced it was closing 110 shops.”

With advertised promotions such as 75% discount and buy-one, get-one-free on old season stock, the Derby House stores at Olney, Malton and Matlock have clearly been operating as outlet stores, something that was confirmed by the new managing director.

“Some of the leisure clothing in particular shouldn’t have been there in the first place,” he said.

While not denying that he had been brought into Derby House as a trouble-shooter, Mr Cliffe ruled out staying only for a short time.

“I need to change a few things to get us back on the straight and narrow, but Derby House has a great name, a great legacy and a great reputation,” he said.

“I see the internet and mail order and the store at Wrightington as our future. They are currently very successful. But that doesn’t mean to say that in the future we won’t look at new retail propositions.”

Derby House also has stores at Moreton-on-Marsh, Glasgow and Dundonald.

QUEEN’S AWARD: Probiotics manufacturer protexin has been named winner of the Queen’s Award for Enterprise for continuous achievement in international trade.

The company has three divisions, Human Health Care, Veterinary Healthcare and Animal Heathcare which includes the equine probiotics brand Protexin Equine Premium. “It’s fantastic that a British manufacturer has been recognised for its contribution to the economy,” said Jonathan Nelson (pictured), director of equine retail. www.equestriantradenews.com

NEWS IN BRIEF •

GLASGOW based farrier Sarah Mary Brown (28) has become the only woman in the UK to hold the Associate of the Worshipful Company of Farriers (AWCF), a qualification achieved by just one in five farriers.

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THE 2012 FEI world endurance championships are to be held at Euston Park in Suffolk on a date to be announced.

• BRITAIN’S Got Talent contestant John Evans, a 64 year old retired builder from Derbyshire, caught the judges’ attention by balancing 20 Gorilla tubs on his head. Gorilla tubs are manufactured by Faulks & Co.

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HORSEWARE Ireland has become an official supporter of the Irish Society for the Prevention of Cruelty to Animals (ISPCA) and will supply horse and dog rugs for the animal welfare organisation.

Companies urged to update online listings

THE Trade Suppliers Directory and British Equestrian Directory – previously in print for 30 years and now online at www.britishequestriandirectory.com – contain tens of thousands of contacts from the equestrian, pet products and country clothing sectors.

Companies and organisations already listed in the directories can visit the site to ensure that their entries are up to date. Changes can be made by uploading amendments or additional text, completely free of charge. New listings can be added in the same way for no fee.

Paid-for advertising, including banners throughout the directories, plus enhanced listings are available too. Silver enhancements provide contact details, a hyperlinked email address and website, and logo. Gold enhancement gives all this plus a company profile, image and Google map locator.

The directories are searchable, gold enhancement ensuring that a listing remains in the top ranking position of a specific search.

The Trade Suppliers Directory (TSD) is for trade use only. It’s packed with more than 1,400 industry contacts among manufacturers and suppliers of products, brands and services.

The British Equestrian Directory (BED) is open to trade and consumers. It contains company listings from across 200 categories, including everything from saddlers and riding schools to hat manufacturers and trainers.

The directories are published by Equestrian Management Consultants (EMC), a wholly owned subsidiary of the British Equestrian Trade Association (BETA), organiser of BETA International and publisher of ETN. To place a listing, contact Ginelle Hewitt, email ginelleh@beta-int.com or telephone 01937 582111.

For advertising, contact Lynn Pattison, email lynnp@beta-int.com or telephone 01937 582111.

NEWS IN BRIEF • ONLINE retailer Dressage Deluxe has

employed a new saddle fitter who is making visits to customers’ yards. Sara Morrison (pictured) specialises in dressage saddles and been trained by brands such as Amerigo, Passier, Kieffer and Equipe. Said Dressage Deluxe director Alison NyeWarden: “Customers get an expert saddler fitter and can purchase a range of saddle cloths, girths, saddlery accessories and even bridles there and then.”

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WHOLESALER Mackey Ireland is distributing Horse Quencher in Ireland. The product that encourages horses to drink was launched to the Irish market at the Tattersalls event.

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USE of the whip will be outlawed at National Hunt meetings at Towcester Racecourse from 5 October. Jockeys will instead use a system known as ‘hands and heels’ in which they can carry a whip but only in the back-hand position and can only use it to hit the horse down the shoulder. The Towcester course is owned by Lord Hesketh and the majority of meetings are free to attend.

•

A NEW award has been introduced as part of the Animal Health Trust (AHT) UK Equestrian Awards. The Litovet Equine Scientific Achievement Award will recognise a person or group whose clinical or scientific work has made a substantial difference to the equine veterinary world. LitoVet, manufactured by Lanes Health, was launched after a double-blind placebo trial in performance horses concluded it helped to maintain soundness, suppleness and mobility in equine joints and tissues. Contact Christine Gird (christine.gird@aht.org.uk) for a nomination form. The awards will be presented on 3 November.

Albion introduces sporting collection WALSALL based Albion Saddlemakers has launched a new division, Albion Sporting.

The range, seen for the first time at Badminton, comprises The Canine Collection, The Lifestyle Collection and The Shooting Collection. Leather is the recurring theme.

The Canine Collection covers dog collars in traditional leather as well as styles featuring Swarovski spangles.

New to the equestrian market is a dog harness. The anti-rub, non-slip design offers humane control of tugging terriers.

The Lifestyle Collection within Albion Sporting features elegant, handmade leather belts; from everyday riding styles to Swarovski or patent line leather competition belts. The belts complement Albion’s KB Bridle.

Also under the ‘lifestyle’ heading are leather handbags with matching luggage.

The Shooting Collection features gun slips lined with pure wool for extra protection, plus luxurious cartridge and loader bags. There’s also a leather and oak gun case. A ladies’ range is available to order in ostrich leather.

Online feed sales set to rise?

MITAVITE is believed to be the first equine feed brand to be available to consumers via online retailer Amazon.

We encourage people to buy from their local retailer but if the shop doesn’t stock Mitavite, they can still get it easily by visiting Amazon,” said Cam Price who represents the Australian company in the UK. “Ordering any of our feeds is now as easy as ordering a book.

What’s more, Amazon will deliver it free.”

Meanwhile Dodson & Horrell has launched a new online store.

The site features the company’s horse feeds, herbs and supplements as well as chaffs, treat, dog and pet food brands.

Functions available on the new improved site include repeat ordering, secure shopping with Sagepay or PayPal, an enewsletter, plus the chance to review products and enter a monthly draw to save 10% at the checkout when submitting feedback.

Dodson & Horrell was offering free postage and packaging on all orders placed by registered users until the end of May.

BETA International scores a double TWO prominent suppliers have signed sponsorship deals with BETA International 2012.

Feed balancer and blends specialist TopSpec will support the Coffee Shop for the third consecutive year. Regional magazine publisher Redpin Publishing will sponsor the New Product Gallery for the second time.

“Sponsoring the Coffee Shop at BETA International presents a great opportunity to meet retailers and wholesalers, as well as allowing us to maintain our presence at the show,” said TopSpec commercial director Michael Bacon.

BETA International’s New Product Gallery displays the industry’s latest lines.

“Doing things in a distinct way is what we are about,” explained Sara Haines, director of Redpin Publishing. “We sponsored the New Product Gallery at the 2011 show and worked hard to make things really different – lively and animated, with heaps of energy – to reflect the tremendous amount of new products on display and we received plenty of positive feedback.

Welcoming both sponsors’ support, Claire Thomas, commercial manager of BETA International organiser EMC said: “TopSpec and Redpin Publishing play key roles in our diverse equestrian industry and each is highly regarded in its own field.”

BETA International 2012 takes place at the NEC, Birmingham, from 19 to 21 February. Contact James Palmer, email jamesp@beta-int.com or telephone +44 (0)1937 582111.

6 JUNE 2011 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

Clearance stock: the distributor’s dilemma Dear ETN, I have great sympathy for Simon Middleton and the position in which he finds himself with end of line product that he finds impossible to sell (Distributor defends outlet shop, ETN, May issue, page 4).

[His company] Zebra Products is a very good business, highly respected by their customers and by other distributors alike. But to remain competitive and keep the business profitable they have clearly and correctly identified that they need to free up the cash that is tied up in product sat gathering dust on their shelves.

There is a wider debate here that the industry as a whole needs to have. The one thing distributors all hear from retailers is that they want to see new ranges, new products and innovative ideas so that their shops will continue to attract we customers, new and existing, on a regular basis. This basic need is one that all understand as consumers; but from a distributor’s viewpoint it poses the in. problem of what to do when old lines are phasing out and new ones coming The article ended with a very provocative statement: “Are some distributors getting their ordering wrong?” It’s just not as simple as that.

Many retailers will not touch a product range unless all sizes and colours are represented and it is this reluctance that creates many of the problems. It doesn’t matter how savvy you are with your buying, if you’re bringing in a range to that you could potentially sell to over 1,000 shops, it is impossible accurately order minimum the that to Add need. will you something of predict how much quantity demands of manufacturers plus the need to fill containers because of shipping costs, and you get the potential for disaster if your sole route to market will not take clearance stock.

I Like Simon, I have been considering the possibility of opening an outlet shop. am wholly aware that this will upset retailers close to me, but I have stock on my shelves that I cannot sell to 1,650 shops at under cost. it?

If this stock cannot be sold off, then what on earth am I supposed to do with equestrian the consider still we company, a As ground? the in it Put it?

Burn retailer to be our lifeblood, our future and our raison d’etre; but doing business in 2011 means that difficult choices have to be made.

Apart from anything else, Westgate EFI has 60 employees whose families and futures also depend on the company’s directors making difficult decisions AND making profits.

Yours etc Ed Vant, Joint Managing Director, Westgate EFI Limited, Romney Marsh, Kent.

For the record...

We have received a number of complaints about an online retailer trading under the name of Knightsbridge Equestrian. The company features the BETA logo on its website which has given the impression that it is a BETA member.

Many customers are claiming that goods ordered and paid for have never arrived and then make BETA their first point of call when they wish to air their grievances and seek advice on how to deal with the problem.

In reality, Knightsbridge Equestrian is not a BETA member, nor is BETA associated with it in any way. We have now passed the complaints on to Trading Standards and the matter is currently under investigation.

Yours etc Claire Williams, BETA Executive Director, Wetherby, West Yorks.

ETN welcomes letters to the editor. Please write to The Editor, ETN, Stockeld Park, Wetherby, LS22 4AW or email editor@equestriantradenews.com Correspondents are asked to supply their name and business name; requests to publish letters with name withheld will be considered individually. Please note that letters may be edited for reasons of space and clarity. www.equestriantradenews.com

• Zebra Products has recruited

three newcomers to its sales team – Katie Nash, Paul Morgan and Phil Lowe. “We already had a great team compromising Sally Lowe, Jane Price and Claire Nutley; however with the recent addition of Cavallo, we needed to expand the team,” said Simon Middleton, managing director of the UK and Ireland distributor of brands such as Konig, Sprenger, Gersemi and Amerigo.

Paul Morgan is covering the north working alongside Sally Lowe.

He previously worked at Equestrian Clearance, Tangerine Holdings and Derby House. Paul and his horse enjoy pre-novice eventing.

Katie and Phil will cover the south for Zebra Products in tandem with Jane Price. Katie, a keen dressage rider whose step-son show jumps, is new to the equestrian work arena and comes from a corporate background.

Phil Lowe hails from Tottie – and loves his hunting. The trio is pictured, from left, Phil, Katie and Paul.

• One of Walsall’s best known saddlery dynasties was celebrating

a new addition to its ranks last month. Ben Noah Coleman was born on 6 May, a first child for Victoria (nee Baines) and Mark Coleman. Weighing in at 8lbs 9oz, Ben is also a first grandchild for Frank Baines.

Frank Baines Saddlery remains very much a family business with Victoria running the office and her brother Garry involved too as well as having his own enterprises within the industry.

Frank himself was one of Ben’s first visitors. “I went to see him within an hour of him being born,” he said. “It’s marvellous to be a grandfather for the first time.”

• Serena Kidd, formerly with Kent retailer Frogpool

Manor, is the new equestrian business manager at Net-Tex Industries overseeing the Genesis, Lynn Russell and Carl Hester brands. Net-Tex has a seven figure turnover and, according to the company, is allocating large investments allocated to its equestrian division.

Serena has previously run a livery yard and currently owns and competes her own horses. She spent 12 years at Frogpool, a former SEIB/BETA Retailer of the Year.

• Wayne Ravenscroft has joined Westgate EFI as area manager for the south central region. With a BSc in equine science, he previously worked in equine nutrition. "It's exciting to be looking after iconic brands such as Mark Todd, Jumpers Horse Line, Coolex and Likit. The region is slightly new to me but I'm enjoying getting out there and meeting my customers," he said.

• Allen & Page has a new equine nutritionist.

Rachel Parrott (22), holder of a first class degree in equine dental science from Hartpury College, has ridden and competed from an early age. “Studying equine dental science has provided applied scientific nutritional knowledge,” she said.

Also new at the Norfolk based feed company is Davina Hardiman (31), area sales manager for the south-west and Wales. An experienced horse owner, Davina has run her own catering business.

“I’m looking forward to helping at yard calls,” she said of her “ dream job.”

The spirit of Scandinavia goes global

Horze’ flagship shop in Norway.

ETN finds out more about the rise and rise of Horze, a major European supplier that undertakes its own manufacturing.

Sales and marketing director Rune Stadven.

What’s the history of Horze?

It began with the founding of the FinnTack Company in 1982 in Lahti, Finland by a few humble horseshoe makers.

These men saw production as well as selling their products at competitive prices as key to future success. Sure enough, their ambition led to company growth and expansion. Before long they were not only providing horseshoes, but also a complete range of best quality trotting equipment.

Thanks to intelligent pricing, Finn-Tack soon dominated the trotting equipment market in Scandinavia. In 1992, the company began production in Eastern Europe and has since continued to grow across Western Europe.

Horze’ busy warehouse in Holland.

Orders are processed within 24 hours.

10 JUNE 2011 EQUESTRIAN TRADE NEWS

On the back of this success the owners of the company decided in 2003 to launch a completely new brand into the

The factory in China.

equestrian market using the catchy name Horze. The new brand was destined to provide clothing and equipment to the entire equestrian sector, using the tried and tested strategy of superior quality matched with keen pricing.

Horze is now represented either by retail stores or sales agents throughout the whole of Western Europe, the east coast of USA, Australia, New Zealand and South Africa, to mention but a few. The simultaneous establishment of a web shop (www.horze.com) has enabled yet more consumers to shop for Horze products.

In the summer of 2005, Finn-Tack purchased Pharmacare Nova OY, a

pharmaceutical manufacturer specialising in horsecare products, now manufactured at Finn-Tack's headquarters in Lahti, Finland. Pharmacare Nova OY is experiencing growth as fast as any part of the Finn-Tack group, and expanding outside Finland to meet European demand.

The spring of 2011 saw the introduction a new, high-end equestrian range - the exciting B Vertigo brand. The collection is the result of co-operation between Horze and designer Siv Gunhild Berentsen, former Norwegian international show jumper.

Does the company retain a Scandinavian feel?

Although Horze is now a global enterprise, inspired by the many different facets of equestrian sport, our Scandinavian roots are strong. This is still very much the homeland of the company, something that manifests itself in many aspects of what we do.

Our designers and product developers combine the love they have for their work and the Scandinavian style to produce www.equestriantradenews.com

original designs in many fresh colours.

Traits that are common in designs and which typify the spirit of Scandinavia are the archetypal snow star, the row of Scandinavian flags and the classic Norwegian knitting pattern print.

Where does Horze undertake its own manufacturing?

The snow star and classic Norwegian knitting pattern print typify the spirit of Scandinavia.

Living the lifestyle: B Vertigo is a high-end equestrian collection.

A factor that truly sets Horze apart from its competitors is its production process.

Because we undertake our own manufacturing, we are able to cut out unnecessary and expensive phases of production.

Horze has its own factories in China and Ukraine together with a purchasing office in India where skilled controllers work on site to regulate production quality. This means we are able to get precisely the quality that we promise our customers.

When a product is first manufactured, we ensure it has been made exactly to our requirements.

Horze has e-commerce websites in many different languages. How does selling directly to consumers via the internet work with servicing retail stockists?

Horze believes that each and every rider the world over deserves the products that the brand provides. In order to achieve this we aim to make web orders an option in areas where retail purchase is not possible.

Of course, the best service we can provide is through retail outlets where customers can try the products for themselves and skilled retail assistants can advise and inform. However, we see the website as being a good replacement for the people who are not able to experience this.

Our website is also a very useful marketing tool for us, as it creates an easy point of contact for new customers. Far from taking custom away from retail

Horze combines its Scandinavian feel with good quality and intelligent pricing.

stockists, we feel it is supportive, as consumers who see Horze so positively marketed on the web will be prompted to visit shops and see the products for themselves.

What are Horze’ current best-selling products/brands?

Our breeches are top sellers. The Grand Prix range is of high quality yet intelligently priced, while the Active breeches represent great value for money.

In addition our Denim Jodhpurs are stylish and therefore a big hit.

The Soft Leather Chaps do well, not least because of the high quality of the leather.

On the horse wear side, our Fleece Show Rugs top the list. Pro Tec Boots also sell well because of their good reputation with retailers and consumers alike.

How does Horze support its retail stockists?

Consumers who see Horze so positively marketed on the web will be prompted to visit shops and see the products for themselves. www.equestriantradenews.com

The greatest support we can give our retail customers is by reliably supplying high quality products at reasonable prices.

Our order handling is fast and efficient and we guarantee processing within 24 hours of receipt of the order. European customers can expect delivery within 4-5 days irrespective from where the order originates.

We also provide our retail stores with branding material and marketing support, as well as easy access to our managers and sales representatives. t To talk about becoming a Horze retailer, contact James Jacobs, email uk@horze.com tel 07824 387643.

EQUESTRIAN TRADE NEWS JUNE 2011 11

A head start German helmet manufacturer uvex is seeing swift growth in terms of products and profile, reports Kathy Carter.

B

eing named official helmet and eyewear supplier to The Royal Dutch Equestrian Federation, (Koninklijke Nederlandse Hippische Sportfederatie, or KNHS) across all equestrian disciplines recently put uvex into the spotlight.

This is the first time a German supplier has been appointed to supply this equipment to the Dutch federation. The Netherlands Team will be equipped fps glamour schwarz. with uvex fp 1 carbon and fp 3 active helmets, as well as uvex variomatic sports eyewear, where the lightsensitive photo-chromic lens automatically adapts its shade in response to the prevailing light conditions.

This follows a previous announcement at the 2011 Spoga Horse equestrian trade fair that uvex is now the official helmet supplier to the German Federation and German National Teams, across all equestrian disciplines; again, this is the first time a German supplier has been appointed to supply fp3 active this equipment to the German equestrian teams. lady floral.

These successes are all the more extraordinary because although uvex has decades of experience as a supplier to elite sports including cycling and skiing, it only launched an equestrian helmet range just over two years ago. The company first presented its technically-advanced, ‘fp 3 active’ hard shell collection at Spoga in 2009, and the range quickly received rave reviews and awards.

Safety first One aspect that is earning uvex such obvious respect is its safety stance.

Many riders still do not wear a helmet when training, particularly within the dressage field, and it is often the most experienced riders and trainers that are reticent about wearing head protection. Although in many European countries, including Britain, the situation is improving, with some high-profile riders taking the lead.

Data from the USA’s Vanderbilt University, a private research university and medical centre, states that neurological injuries are the leading cause

of sports-related death.

The university’s Associate Professor of Neurological Surgery, Allen Sills, says the medical teams see hundreds of people each year with head injuries related to participation in athletics and leisure activities. “Yet, helmets reduce the risk of brain German event rider Ingrid Klimke, team injury from falls and gold medallist at the 2008 Olympics, is an advocate of uvex products. collisions,” he states.

The Fédération Équestre Internationale (FEI) is well aware of this fact – its medical chairman, Professor Craig Ferrell, recently attended an American Helmet Safety Symposium and stated that one of the major barriers to encouraging helmet use in equestrian sports is the culture; for example the tradition of wearing a top hat for dressage. “We need to make helmets more comfortable and stylish, and make it a habit to put on a helmet,” he said. uvex’s equestrian sports business director Marcus Krehan agrees. “All riders should wear a helmet when mounted, but an elite rider especially

An elite rider should never be seen on a horse without a helmet.

Marcus Krehan of uvex should never be seen on a horse without a helmet,” he says. “It’s vital that top-level athletes become aware of their responsibility as role models.”

The old excuse for not wearing a helmet, ‘my hat isn’t comfortable’, is quickly becoming defunct, with companies like uvex taking steps to create helmets that encourage optimal heat exchange and fresh air intake to the head. uvex’s riding helmet interiors are climate regulating, anti-allergic, and can be removed for washing, making them hygienic and comfortable, even after extensive use.

‘My hat is a poor fit’ is also an unlikely rider excuse these days. uvex’s latest innovation in helmet technology is uvex IAS 3D, a proprietary Individual Adjusting System with three-dimensional adjustability that allows the inner head ring to be precisely reduced or extended.

With the industry making a clear move towards being more safety conscious, it is good to see a manufacturer putting its money where its mouth is, producing lightweight hats with adjustable fit, optimal ventilation and comfort. uvex continues to increase its distribution network and availability and across Europe, so watch this space for future UK news.

Visit – www.uvex-sports.de/en/equestrian for information. In the UK, two companies distribute uvex sporting helmets - Raleigh UK Ltd in Nottingham (support@raleigh.co.uk), and Tran Am Ltd in Hampshire (sports@tranam.co.uk).

12 JUNE 2011 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

Let’s get continental!

From saddlery to clothing, European equestrian suppliers bring a certain chic and freshness to UK retailers’ shelves.

ETN catches up with some major players.

Best sellers for summer WE asked leading German wholesaler Waldhausen – whose garments and horse gear grace ETN’s front cover this month – to tip us the wink about three best-selling products for this summer.

Softshell is the perfect all-weather fabric, being wind and water repellent, yet lightweight, non-bulky and breathable. Waldhausen has used this innovative material to create two stylish jackets within its ELT brand; one for men plus a ladies’ style.

ELT Alida is a comfortable, multifunctional jacket with stand-up collar, stow-away hood, chin cap, draw-cord waist, adjustable sleeve cuffs and a two-way zip.

Like the Alida, the ELT Marc (pictured) for men is machine washable at 30 degrees.

Casual riding jackets that men like are not easy to find; this one has useful zipped pockets plus a ‘media’ pocket with an opening for earphones – great for boys’ toys!

Waldhausen is renowned for its horse garments too, this Thermostar anti-fly sheet with roll-away neck cover being a prime example. Generously cut and made in hardwearing yet yielding polyester material, it moulds to the horse’s body for maximum protection.

There are Velcro fasteners at the chest and elasticated cross surcingles for security. A matching fly bonnet (pictured), with strong elasticated fasteners, completes the protective picture. t Waldhausen’s UK agent Patrick Robertson 01392 881880.

Top brands distributed and exported MACKEY Ireland is the exclusive Irish distributor for leading brands such as Weatherbeeta, Wintec, Bates, Point-Two, Carr & Day & Martin, Charles Owen and Equilibrium. The Wicklow based company also exports is own-brand products.

Said Marcus Williams, sales director : “Consumer sales of the Mackey range are extremely strong and are increasing every day for the growing number of UK retailers that we are doing business with.” t Mackey Equestrian +353 (0)45 404620. www.equestriantradenews.com

Made in Germany ESTABLISHED in 1959, euro-star is one of Germany's oldest equestrian apparel manufacturers.

The Moenchengladbach based company has grown from a family run firm to one that operates in more than 40 countries. euro-star breeches are exclusively produced in Europe.

Four fashionable clothing collections are launched each year, while a range of timeless products is also available. Experienced designers combine equestrian knowledge with catwalk and high street trends to create clothes suitable for riding and competing.

Products are thoroughly tested by the team of euro-star sponsored riders including the UK's Laura Bechtolsheimer. The UK retail trade is served by experienced sales agents, Tony Newnham and Ian Mitchell. t euro-star in the UK, Andrea Sexton 07887 997922.

Supporting retailers throughout Ireland DARRAGH Equestrian distributes leading brands throughout Ireland, managing director Helena Walsh insisting on high standards of customer service and product knowledge.

Lines available include Jaguar Equestrian, Tagg Clothing, Polly Products, Comfort Zone, Funnell rugs and horse care range, Jomuliti, Smart Grooming, Thermatex, Rodney Powell, Lister and MacWet gloves. Loveson and the Fal Pro rug ranges are both new for 2011.

Darragh Equestrian supports retail customers with promotional packages including advertising campaigns. The company also sponsors at Irish Premier National level.

Special offers on stock and new product news are circulated to retailers via direct mail and on calling. Catalogues and point of sale material can be supplied too.

Darragh customers benefit from no minimum first orders and 30 day credit accounts by arrangement. Carriage is free on orders over a set amount with next day delivery throughout Ireland. t Contact Darragh Equestrian +353 (0)404 42720.

Making saddles for Paralympians FOUNDED in 1848 in Munich, German manufacturer Kieffer is best known for its saddles.

Today the company offers dressage, jumping and general purpose saddles, alongside saddlery such as bridles, lunging equipment. Kieffer also supplies rider apparel.

Since 1975, the company has also been manufacturing therapeutic riding saddles for all kinds of therapy and disability-related purposes.

Much of the development has been undertaken in close cooperation with doctors, therapists and carrier agencies.

At recent Paralympic Games, several top level competitors have benefited from Kieffer’s work in this area. Hanne Brenner, double gold medal winner in dressage at the 2008 Paralympics, is just one example.

Kieffer has products including therapy belts, special saddles and reins, custom-made products, and compensatory accessories for this growing market. t Kieffer 00 49 89/94 006 808. www.equestriantradenews.com

Welcome to ETN’s new guide to upcoming shows, events, training courses and conferences of interest to the trade.

JUNE

21 First day of BETA’s SQP course at Stoneleigh Park; day two is on 28 June and the exam on 5 July. Tel 01937 587062 tinar@beta-int.com

18-21

Equifest, East of England Showground, Peterborough, expects 10,000 entries from 2,000 horses with showing and show jumping in 20 rings. For tradestands tel 01733 235551

21 Lincoln Jumpcross Eventers’ Challenge at Grange Farm, Wittering near

SEPTEMBER

Peterborough. A day of hospitality and entertainment – Battles’ retail customers are invited to apply. On-the-day-only offers will include buy-one, get-one-free on Super Codlivine, Maxavita products, Cosequin and 30% off all Lincoln Classic products.

Visitors can also watch Mark Todd take on Oliver Townend in the £8,500 prize funded competition. To apply for tickets, contact Battles on 01522 529206

Burghley Horse Trials. The 50th anniversary of the three-day event held near Stamford, Lincolnshire.

JULY

22-7 August Spillers Trailblazers Championships at Stoneleigh Park.

These national finals in show jumping, dressage, showing and (new for 2011) combined training attract around 2,000 entries. Finalists compete over two or three days, most staying on-site with their horses. For tradestand availability, email trailblazers.4me@btconnect.com

AUGUST

5-7

The Festival of British Eventing, Gatcombe Park, Gloucestershire with BETA as presenting sponsor for the sixth successive year. Opportunities include exhibiting in the BETA trade pavilion or participating in the prize draw on the BETA stand. Tel 01937 587062 email tinar@beta-int.com

13-15

AETA (American Equestrian Trade Association) trade exhibition in Philadelphia from 13th - 15th August. Funding secured by BETA through UKTI is available to eligible companies seeking to boost export sales. A British group of exhibitors is planned. Tel BETA 01937 587062 or email tinar@beta-int.com

18-21

Blair Castle International Horse Trials & Country Fair, Perthshire, hosts the European Young Rider Eventing Championships. For tradestandstel 01796 481543

www.equestriantradenews.com

1-4 4-6

Spoga trade exhibition in Cologne, Germany. BETA will be leading a British group of companies. Tel 01937 587062, email tinar@beta-int.com

13 BETA safety course for hat and body protector fitting, Lambourn, Berkshire. Tel 01937 587062, email tinar@beta-int.com

OCTOBER

17 BETA AGM & Annual Conference, The Belfry, Warwickshire. Hear inspirational speakers and network with key people at this famous golfing and spa hotel.

Incorporates BETA’s annual general meeting. Tel 01937 587062

NOVEMBER

12-13

Your Horse Live, Stoneleigh Park, Warwickshire. Voted BETA/Joules Equestrian Event of 2010, this show combines live arena entertainment with shopping. To exhibit in 2011, contact Nicky Townshend tel 01733 395011

HOW TO GET LISTED ETN welcomes submissions to What’s On from all organisations, commercial companies, shows and events. Please include your dates, venues and why your fixture/event/training course is of interest to members of the equestrian trade. Contact editor@equestriantradenews.com

EQUESTRIAN TRADE NEWS JUNE 2011 15

Improved anti-fly formula

First fibre based balancer launched

BRINICOMBE Equine’s recently improved Think Fly contains herbs and spices plus MSM, zinc and other nutrients for healthy skin.

By feeding daily, the ingredients build up in the system to create an invisible, 24 hour, shield-like effect all over the horse for protection from flies.

New Think Fly has added garlic oil (a natural fly repellent), cider apple vinegar (to enhance the aroma for fast results) and nicotinamide (vitamin B3for healthy skin).

Think Fly is available in granular form or as a low sugar lick which also contains a full complement of vitamins and minerals to support the needs of horses at grass. A 4kg container will last a horse for 40 days. The RRP is £32.95. t Brinicombe Equine 08700 606206.

WHAT’S said to be the market’s first fibre-based balancer has arrived.

Winergy Equilibrium Balancer provides the full spectrum of vitamins and minerals. Being fibre-based, there’s no need for your customers to buy extra chaff either.

These are combined with good quality protein to support topline and oil for slow release energy and coat shine.

ETN asked brand manager Helen Walker what provided the fibre in the Winergy balancer. “The fibre element is alfalfa, timothy hay, oat straw and grass nuts with soya oil,” she said.

“This product is ideal for good doers that don’t need more calories and whose energy levels are fine. It makes for a more generous portion in the bucket than a plain balancer.”

Winergy Equilibrium Balancer, which is suitable for laminitics, retails at around £22 for a 15kg bag. t Winergy 01908 576277.

Girths with great merchandising The HyCOMFORT range is the latest addition to Battles’ Hy brand featuring waffle, dressage, web and cushion girths.

The contemporary designs concentrate on strength and careful shaping for comfort. All girths come with a stylish swing tag for good merchandising and in-store display.

Each HyCOMFORT girth comes with roller buckles.

They are easy to wash or wipe clean too. t Battles 01522 529 206.

• See our saddle feature – with more ideas for addon saddle sales – in this issue of ETN.

For speed, power, precision STORM is a unique feed supplement for sports horses.

Horses need fast acceleration or power during racing, eventing, showjumping, polo and the final stages of an endurance race. Their muscles produce lactic acid which contributes to muscle fatigue.

As natural athletes, horses have a mechanism to buffer the rising level of lactic acid and thus delay the onset of fatigue. Carnosine, present in muscle in varying amounts in different horses, is key to buffering lactic acid during exercise.

Storm provides the key building blocks for synthesis of carnosine in horses. The active ingredients in Storm are bioavailable and have been scientifically proven to support carnosine synthesis in horses and humans.

Storm, which is exclusively available through Racing Blue, is supported by global patents.

A 3kg tub (one month’s supply) has an RRP of £195 (£1.95 per horse per day). t Racing Blue 01242 633600.

Beware ticks!

TICKS are everywhere this summer. Last month, The Daily Telegraph carried a prominent story about how more humans are contracting Lyme disease – and reported that the tick-borne disease can cause blindness, deafness, facial palsy and excruciating pain.

Deer are a common host animal for ticks, which are then shed to pose a threat to humans and their dog and cat pets. See ETN’s CPD (continuing professional development) feature for SQPs (suitably qualified persons) in this issue of ETN for more information.

Deer, as well as horses and cattle, are also among the species targeted by Tick Control from Barrier Animal Healthcare (HSE Licence No: 8713) which is available as a one litre, quiet action trigger spray.

Tick Control is a natural, ready to use insect repellent for use on horses, ponies, donkeys, cattle, deer, sheep, goats and large dogs. As Barrier points out, the best way to protect your animals against tick-borne diseases is to avoid tick bites. t Barrier Animal Healthcare 01953 456363.

The healing touch of silver It’s big news in human medicine. So what can silver bring to equine products?

Getting the message across to your customers...

Proven relief: the Fal Pro Sweet Itch rug.

A

s every schoolboy knows, silver is a precious metal with the chemical symbol Ag. It’s also increasingly being tapped for its healing properties.

Silver’s importance as a bactericide has been documented only since the late 1800s; but as long ago as 1,000 BC, the Phoenicians [a Mediterranean culture] used silver vessels to keep water, wine and vinegar pure during long journeys.

Its therapeutic use was taught by Hippocrates [known as the father of western medicine] for wound healing and controlling disease. Ancient Greece and Rome used silver extensively to control infection.

The metal was adopted as a purifying agent by space agency NASA after testing 23 methods of providing shuttle crews with pure water while eliminating the need for chlorine.

Modern wound and burn therapy employs silver for fast wound closure. Elastoplast Silver Healing, for instance, uses pads containing silver ions. The company’s clinical studies show that silver is a powerful antibacterial agent, kills harmful germs and reduces the risk of infection.

Silver can kill more than 150 different bacteria, yeast, fungi and harmful germs, according to the makers of Silvadene – proven in the US to be 50 times more active than other antibacterial agents for topical treatment.

In cases of atopic eczema, the antibacterial effect of silver-coated textiles has been demonstrated in trials on humans significantly to reduce clinical severity within two weeks. There are now numerous everyday antimicrobial silver inclusive garments including the Derma Smart range made for humans suffering from this and similar dermatological conditions.

In addition to these benefits, Silver Interactive Technology fabric [as used by Fal Pro in its equine products] is thermodynamic, drawing away heat to keep the skin cool in hot weather. The fabric also has ‘infrared reflectivity’ greater than 95%; so it minimizes radiative heat loss by reflecting back the body’s energy to the skin for warmth in cold weather. The system can be likened to equine ‘climate control’.

The fabric is breathable, while it conducts electricity better than any other, thus eliminating static and associated discomfort [for horse and handler]. Silver also inhibits the growth of odour causing bacteria and fungi in textiles. Hence it’s often used in sports clothing, socks and work garments for humans.

Sweet itch The Fal Pro Sweet Itch Rug for horses using Silver Interactive Technology fabric has proven to act effectively in the prevention and relief of sweet itch [summer seasonal recurrent dermatitis] in horses.

A condition caused by an allergy to the saliva in the bite of Culicoides midges which affects up to 5% of UK horses, it’s notoriously difficult to manage. The use of the Fal Pro rug at the onset and throughout the season has proven to act in repelling the microbial and fungal infections, promoting circulation and healing and reducing the allergic reaction in sensitive horses.

The silver acts to cool the horse by conducting away heat which can otherwise heighten the irritation. This technology has also been shown to increase blood flow and reduce swelling.

Fal Pro has a number of Silver Interactive Technology products, including equine boots for tired legs and a range of turnout and www.equestriantradenews.com

stable rugs and sheets. In each case, pure silver is permanently and irreversibly bonded to the fabric surface.

One final thought on silver. “Born with a silver spoon in his mouth” is not so much a reference to wealth but to health. In the early 18th century, it was noted that babies fed with silver spoons were markedly healthier than those fed with spoons made from other metals.

EQUESTRIAN TRADE NEWS JUNE 2011 17

Earn CPD points with ETN ETN’s series of CPD features helps SQPs (Suitably Qualified Persons) earn the CPD (continuing professional development) points they need. These quarterly CPD features have been fully accredited by AMTRA, and highlight some of the most important subject areas for SQPs specialising in equine and companion animal medicine.

Life cycle of the flea.

AMTRA is required by the Veterinary Medicines Regulations to ensure its SQPs undertake CPD. All SQPs must earn a certain number of CPD points in a given period of time in order to retain their qualification.

The current training period ends on 30 June 2011.

SQPs who read the following feature and submit correct answers to the questions below will receive one CPD point.

Pesky ectoparasites of cats and dogs

Ticks attach to pets and engorge with blood.

By Rachel Ballantyne BVSc(Hons) CertEM(StudMed) MRCVS

Fleas Fleas are a very common parasite with 1 in 10 dogs and 1 in 5 cats showing signs of an active flea infestation1. They are the number one cause of skin disease of dogs and cats in the UK (flea allergy dermatitis or FAD) and also transmit tapeworm, which can affect humans too.

A common belief is that pets get fleas through close contact with other infested animals. However, fleas are much more commonly picked up from infested environments where other flea-ridden animals have been, leaving a trail of flea eggs behind them. The species of flea that mainly affects dogs and cats (the cat flea) will also live on many wild animals such as rabbits, foxes and rodents; so if any of these frequent your garden or the areas where pets are walked, these places will be a source of flea infestation to them.

Fleas begin laying eggs after being on the host animal for only 24 hours. These eggs will hatch into larvae in the environment and then spin a cocoon, inside which the new flea develops. This life-stage is known as the flea pupa and can persist in the environment for many months. If pets are not routinely treated against fleas they are at risk of picking them up whenever they go into the garden or park. By the time fleas are seen on an unprotected pet, the home environment will also invariably be affected by the immature stages. The eggs, larvae and pupae account for 95% of the total flea population.

18 JUNE 2011 EQUESTRIAN TRADE NEWS

To effectively tackle a flea infestation, we have to treat all the animals in the household and the home environment.

Unfortunately there is no insecticidal home product available that will kill flea pupae – within their cocoons they are protected from household sprays and foggers. This means that even after treating the pet and the home, newly hatched fleas will continue to emerge from the protection of their cocoons and be seen on pets; in some cases this can persist for several months. Flea (& tick) products such as FRONTLINE Spot On do not repel fleas and so will not prevent them from jumping onto pets from the environment; nor do they kill fleas instantly, in fact it usually takes up to 24 hours of contacting the treated pet before the fleas die.

There are some additional steps that can be taken to help address the environmental stages. Vacuuming regularly will stimulate some of the new adult fleas to emerge from pupae and be removed by the vacuum cleaner. Ensuring the house is warm and humid will stimulate new adults in their cocoons to develop more quickly so they will then hatch out and be killed by the flea product on your pets. This can be achieved by turning on radiators and putting wet towels over them. Washing pets’ bedding above 60oC will remove some of the immature stages.

Finally, make sure the pets have the run of the whole house, as their presence will encourage the pupae to hatch from the environment and the newly emerged adults will then be killed after contact with the treated pet.

www.equestriantradenews.com

Ticks Ticks are not only a nuisance to pets, causing soreness and irritation; they are also second only to mosquitoes throughout the world in transmitting infectious disease to humans and animals. A recent survey found that around 15% of dogs are carrying ticks at any time, with June being their peak month of activity2. Ticks belong to the spider family and are found in not only in rural environments but also in urban gardens and parks.

Sometimes too tiny to be easily seen, ticks attach to pets and engorge with blood, increasing their weight by up to 100 times before dropping off after five to 10 days. After they have been attached for around 48 hours ticks can transmit infectious diseases to the pet. In the UK, the main disease that ticks are responsible for transmitting is Lyme disease, which also affects humans. European tick species which carry other potentially fatal diseases have recently been identified in the UK2, so our pets may be at greater risk than we previously thought from these parasites.

Many horse owners also have cats and dogs and lead lifestyles which may frequently expose them to these parasites.

In recent years there has been reclassification of some flea and tick products such as FRONTLINE Spot On to NFA-VPS, making them available for SQPs to supply. Stocking such products provides a useful and convenient additional service to your existing customers, whilst providing you with a share of this highly lucrative ectoparasiticide market.

ETN CPD Questions SELECT YOUR ANSWERS AND TICK THE BOXES 1. What does FAD stand for?

Facial allergy dermatitis Flea anaemia disease

Flea allergy dermatitis Flea atopic disease

2. What percentage of the flea population lives on the pet?

80% 5% 95% 30% 3. What is the main way that pets get fleas?

Close contact with other infested animals From an infested environment From tapeworm All of the above 4. What species of flea is most commonly found on dogs?

Dog flea Human flea Hedgehog flea Cat flea

A survey of flea infestation of dogs and cats in the UK during 2005.

Bond et al, Vet Record 2007 160, 503-506

5. Which flea lifestage is not killed by any insecticidal treatments?

Pupa Larva Egg Adult

Prevalence, distribution and risk associated with tick infestation of dogs in Great Britain Smith et al, Journal of Medical and Veterinary Entomology 2011

6. Ticks belong to which family?

Spider Insect

1

2

About the author Rachel Ballantyne BVSc(Hons) CertEM(StudMed) MRCVS graduated from Bristol University vet school in 2002 with honours. She spent the first part of her veterinary career involved in equine practice, mainly based in Newmarket doing stud medicine. Rachel then decided a complete career change was in order and joined Merial to learn a new specialty of companion animal ectoparasites as the technical manager for the FRONTLINE brand.

AMTRA CPD explained • AMTRA (the Animal Medicines Training Regulatory

Authority) is an independent body whose task it is to ensure that the marketing and distribution of animal medicines in the UK is undertaken in a responsible manner by AMTRA qualified persons.

• AMTRA maintains registers of qualified persons, including Suitably Qualified Persons (SQPs), authorises training centres for course provision, provides information and advice for registered persons, monitors and accredits continuing professional development (CPD) for SQPs and regulates professional conduct.

• SQPs are permitted under the Veterinary Medicines Regulations to prescribe and supply medicines classified as POM-VPS and NFA-VPS. • For more about AMTRA and becoming an SQP www.amtra.org.uk

7. What proportion of dogs was found to be carrying ticks in a recent survey?

5% None 15% 80% 8. What is the most serious aspect of tick bites?

They itch They look unpleasant They can transmit infectious diseases They are sore 9. The risk of disease transmission by a tick increases dramatically after how many hours of attachment?

1 hour 72 hours 24 hours 48 hours 10. What is the most common tick borne disease in the UK? Babesiosis Lyme disease Anaemia Listeriosis

ONE CPD POINT Full name ................................................................................

Company name/address .........................................................

Email .....................................................................................

Telephone number ..................................................................

SQP number ...........................................................................

Send your completed answers to: ETN/CPD Feature, Equestrian Trade News, Stockeld Park, Wetherby, West Yorks, LS22 4AW.

✁

www.equestriantradenews.com

Mammal Simpsons

EQUESTRIAN TRADE NEWS JUNE 2011 19

BE IN IT TO WIN IT

B

ETA’s Lorinery Display Competition, organised in conjunction with the Worshipful Company of Loriners, is now well under way, with many retailers contacting us for the bitting information boards required for the initiative.

Loriners’ Company As the competition deadline of 19 August is getting ever closer, we would encourage anyone who wants to take part to send in their entry as soon as possible. Remember, if your display is judged to be the best, you will win a £200 cash prize.

Open to all members of the UK equestrian trade, the competition aims to promote the benefits of informative and attractive in-store displays. If you have already created your display, simply take four photographs of your handiwork and send them, along with any supporting material, to the BETA office or email to Ann FitzGerald at annf@beta-int.com Anyone else who would like to take part in the competition should contact the BETA office for further information and a bitting information board.

VMD looks for SQP feedback THE Veterinary Medicines Directorate has contacted BETA, seeking feedback on an informal consultation into the revision of fees for premises registered for the sale of animal medicines such as horse wormers.

The fees are not due to be revised until next year, with a period of formal consultation in the spring. However, the VMD, is gathering views beforehand and BETA is seeking the opinions of its members who sell animal medicines, with all feedback required by 10 June.

There is currently an annual flat fee for owners of SQP premises, but the VMD is now considering replacing this with a reduced annual fee, plus an inspection fee –

payable only when an inspection is made.

Many sites are inspected only every four years, so this system would reward those who remain compliant, while non-compliant and more frequently inspected premises would face potentially higher fees.

Similar views on inspection and registration fees are being sought from wholesale dealers and manufacturing authorisation holders, and BETA is happy to compile views from members falling into these two categories as well.

To express your views or to discuss this further, please contact Claire Williams, telephone 01937 587062 or email claire@beta-uk.org.

SQP course reminder COURSES to qualify to sell medicines as an SQP (equine and companion animals) are being held on 21 and 28 June, with an exam on 5 July, and 6 and 20 September, with an exam on 21 September.

All courses are held at Lantra House, Stoneleigh Park, Warwickshire, and cost £190 plus VAT for BETA members and £220 plus VAT for non-members.

For further information or to book a place, contact Tina Rogers in the BETA office.

Update your online listing

Equestrian Information Directory

BETA Members who have a listing in www.britishequestriandirectory.com the British Equestrian Directory (BED) or Trade Suppliers Directory (TSD) might already be aware that these two industry bibles have now been taken on line, where they can be found at www.britishequestriandirectory.com If you haven’t already done so, please log on to the site to check that your entry is completely up to date. If it does need revising or amending, this can be done on line, completely free of charge. Likewise, if you do not have a listing but would like one, log on for further information or contact Ginelle Hewitt, email ginelleh@beta-int.com or telephone 01937 582111.

In addition to free listings, enhanced entries and banner advertising opportunities are available.

BETA’s game for fair promotion

CONTACT TINA ROGERS AT BETA:

Tel: 01937 587062

Website: www.beta-uk.org or email us at tinar@beta-int.com Stockeld Park, Wetherby, West Yorkshire LS22 4AW 20 JUNE 2011 EQUESTRIAN TRADE NEWS

THE team will be flying the flag for BETA at this year’s CLA Game Fair, from 22 to 24 July, at Blenheim Palace, Oxfordshire, where they will be promoting the work of the trade association and its members, as well as highlighting the importance of correctly fitting and up-to-

standard hats and body protectors.

BETA’s newly revised Guide to Riding Holidays in Great Britain – a colourful, glossy A5 booklet – will also be put under the spotlight. If you are at the show, remember to come on to the stand to say hello. www.equestriantradenews.com

Agents and the law As the trend towards using fewer employed sales representatives and more self-employed agents continues, lawyer Stephen Sidkin offers guidance on the legal and financial implications.

S

o why consider using an agent?

First and foremost there is the cost of employing an employee. An employed sales representative will result in the employer incurring employer’s national insurance contribution. Had this gone up as promised by the last Labour government, the cost borne by businesses of this employment tax would have been still greater. In contrast employers do not pay national insurance contributions in respect of their self-employed agents.

Unlike the laws of some countries, English law does not require an agency agreement to be in writing.

Whilst this financial issue is important, for some businesses using agents has the advantage of increasing the chance of their products being shown to customers. This will occur when the agent in question carries complimentary product ranges to those of his principal’s business.

Agents require management just as do employees. However, it is arguable that agents need a different, possibly smaller, management resource. Both sales representatives and agents will require direction from a business’s sales director and his team. However, traditionally it has been thought that given the financial incentive which agents should have to sell, they require less direction from management than do employees. It is also the case that agents will require less management from a business’s personnel department. Overall therefore the costs to a business of using a self-employed agent as opposed to an employed sales representative should be less.

Ultimately, however, whether a business uses a sales representative or an agent, first and foremost the decision should be based on what is best for the business in terms of generating turnover and improving the bottom line.

With reference to this it is worth bearing in mind that, unlike the laws of some countries, English law does not require an www.equestriantradenews.com

agency agreement to be in writing. Where it is unwritten, English law will imply certain rights and obligations on both the business and the agent. These arise both under the common law and as a result of the Commercial Agents (Council Directive) Regulations 1993 (as amended).

As such, an agent owes an overriding duty of good faith to his principal. He cannot put himself in the position where his own personal interests or those of another principal are preferred to the interests of his first principal. If he does, he will be in breach of this duty and it will be open to the first principal to treat the agreement as being at an end if they want to.

Despite a common misunderstanding that many agents have, this obligation is not subject to any minimum level or time period or geographical extent. Accordingly for an agent to admit that he was carrying a competing product, but that it only represented one per cent of his main principal’s range of products is, in law, a bad argument.

However, if the principal imposes a noncompete restriction on the agent which is more than reasonably necessary to protect the legitimate business interests of the principal, the restriction will be unenforceable. This applies both during the agency agreement and in respect of those restrictions which are to operate after the agreement has come to an end. It is also the case that the Regulations require that a non-compete restriction to be in writing; and to relate to the geographical area or the group of customers, the geographical area given to the agent under the agency agreement and to the goods carried by the agent for his principal.

In addition the non-compete restriction will only be valid if it extends for no more than two years after termination of the agency agreement. As such a non-compete restriction which covers the United Kingdom will be unenforceable against an agent whose territory is, for example, East Anglia.

The Regulations also particularise the duty which the agent owes to his principal.

They expressly require the agent to: • make proper efforts to negotiate and, where appropriate, conclude transactions which he has been instructed to take care of; • communicate to his principal all the necessary information available to the agent; and • comply with his principal’s reasonable instructions.

It is sometimes thought that there is a code of conduct for agents. Whilst it is possible that certain agent trade associations may have a code, generally this is not the case. For example, the Manufacturers Agents Association does not have a code of conduct for agents and nor does the Professional Sales Association (PSA) which is part of the Unite Trade Union.

However, what is the case is that the PSA’s website refers to the Regulations as being “The Agent’s Charter”. Exactly what agents’ rights and entitlements are under the Regulations will be the subject of the next article in this two part series.

• Stephen Sidkin is a partner in Fox Williams LLP.

EQUESTRIAN TRADE NEWS JUNE 2011 21

Could internet advertising work for you...?

Yes! And without breaking the bank, says Charlie Brookes, group commercial director at Bauer Media who’s worked with dozens of companies from different markets do just that.

A

t Bauer Media, we have 39 specialist magazines ranging in interests as diverse as motorcycling, fishing, golf, photography, walking and of course riding.

Over the last five to ten years, many of our magazines have also developed websites.

Each market in which we operate has ‘digitised’ at different speeds, but in every case we have worked alongside businesses to engage with their customers as they increasingly weave the internet into their daily lives.

Looking at the equine market, we’ve seen traffic on both www.yourhorse.co.uk and www.horsedeals.co.uk increase at an amazing pace in the last 12 months. Horse Deals has doubled the number of people on the site in a single year.

We want to help clients take advantage of this changing media landscape; over the years we have identified some common issues and opportunities.

I often ask customers if they would build a shop with no roads to it.

1) Don’t be overawed by it! The internet is just another channel for your business. It’s important to focus on the audience and how you want to engage them rather than the technology itself which can seem intimidating. Identify what your business needs to achieve online and stay true to that aim. These days your website is often your customer’s first port of call and by not being online a seed of doubt is planted in the consumers mind that your business is not big enough to be reliable, so creating even a simple website is advisable.

22 JUNE 2011 EQUESTRIAN TRADE NEWS

Most of Bauer media’s 39 specialist magazines also have websites.

2) What do you want the internet to do for your business? The answer to this will depend on what business you are in – retailing, manufacturing or service industries.

If you retail online then scale is hugely important, so you’ll need to think big to counteract lower online margins. If you are a manufacturer (or wholesaler) what brand image/messages do you want to portray and what is the site’s purpose – product information, data capture, lists of stockists, product trial or competitive repositioning?

Service providers will invariably want to capture data and information, so how can you engage customers?

3) Just being on the internet isn’t enough. I often ask customers if they would build a shop with no roads to it, which gets some funny looks, but I’ve lost count of the number of businesses that create a website and leave it in cyberspace to compete with billions of other web pages without promotion or ‘sign posts’. You need to think about how people will find your site at the same time as you build it!

4) Evaluate all your promotional options. Basic SEO (Search Engine Optimisation – or in English making sure Google and the like can see your site and display it to relevant customers) isn’t as complicated as it sounds. Paying for clicks on search engines (like Google) will not enhance your brand identity and is often the end of a customer’s journey. We have found that working with specialist media providers (not just Bauer) as part of a multi-media marketing campaign means that your audience is pre-informed, highly engaged by

the content and more receptive to your messages.

5) Try something different. The internet allows you to do some different things compared with traditional media. Magazines remain unrivalled at providing engaging and inspirational content, however the internet can’t be beaten for an immediate call to action. We have worked with clients to produce an array of creative ideas that allow them to gather data, shift brand perception, test product and even gain live feedback online. It doesn’t have to break the bank and I have worked with business owners who have ‘risked’ (in their eyes at the time) a few thousand pounds only to see the internet pay back five-fold within weeks.

In conclusion, the internet is part of everyday life now and you need to be online for your consumers to interact with you.

You can test, learn and adapt very quickly, without breaking the bank, just be clear on what your business needs to achieve and make sure you tell people that you’re open for business!

See page 24 for Case Studies www.equestriantradenews.com

Continued from page 22

CASE STUDIES Here are three recent examples from other specialist markets, of clients who have added digital spend to their print and found that it has made a significant and positive impact on their business results.

1: Manufacturer launch The Opportunity: A new product was being brought to market in the UK but the company website was maintained in another country.

We needed to create awareness of the product pre-launch and capture interest, ultimately driving footfall to a UK consumer show where the product would be unveiled for the first time.

The Solution: We built a ‘microsite’ that had an image gallery of the product for consumers to browse. We included a simple data-capture page which registered their interest and guaranteed they would be sent a brochure about the product. Finally, there was a competition to drive footfall to the show, where there were prizes to be won on the day for people who visited the stand and disclosed information that was only available on the website.

We then made sure there were ads promoting the microsite over the two week lead up to the show on pages where similar

competitor product details were being viewed.

This ensured the person reading the content was interested in researching that specific product category.

The Result: Significant data capture, all the first shipment of product was pre-ordered before it hit the UK’s shores and the client was blown away by the footfall generated at the show. This was brokered with the MD of the business who was initially sceptical but was genuinely amazed by the results returned on a relatively small investment. The client has since been a regular digital advertiser.

Spend: £5,000.

2. Increasing mail order ROI The Opportunity: A big mail order retailer who publishes six catalogues every year, traditionally inserted across our portfolio of magazines.

The client wanted to replicate what they did in print digitally. The client’s expectations for return on investment (ROI) were 5-1.

The Solution: We digitised their catalogues and hosted them on our website to ensure it was seen and used by an extended online audience. Every product was hyper-linked directly to the checkout on their website enabling the retailer to monitor not only audience figures but also successful product inclusion within their catalogue pages.

The Result: The client has been offering this service for the past 12 months and has seen their return on investment increase to 7-1.

Spend: £4,000 (over eight catalogues)

3. Building product awareness The Opportunity: A manufacturer approached us with a brand new product that they wanted to create a huge demand for within a short period of time. As a business they also wanted to be higher in the Google rankings to help build brand awareness in a highly competitive market place.

The Solution: We produced a video with one of our product testers. The video highlighted the many features of the product and demonstrated its strength and versatility. It also really helped the end consumer to fully understand how to use this radical new concept. This was hosted on a microsite developed by us within our main website, with detailed pictures and information.

The Result: The client was extremely happy with the campaign as it managed to increase their Google ranking within their product set to third place, as well as helping push up sales of the product by 60% year on year.

Spend: £3,500 for the microsite and video. t Charlie Brookes 01733 468264.

Heather Killen, chairm Horse & Countr y TV. an of

“Nothing beats TV advertising” So says Heather Killen. ETN caught up with the chairman of Horse & Country TV to find out why Q. How do H&C TV the television channel and H&C TV the website interact?

A. They are complementary: we want to give the audience a reason to move between one and the other. We promote the TV schedule on the web and through our social media outlets such as Facebook, where we have over 55,000 fans, and we promote our online services and special offers for viewers on TV.

If event organisers and sponsors sit around waiting for the BBC to pay for [TV coverage], they’re going to be disappointed.

Q. For anyone who hasn’t watched, please give a flavour of the programmes available.

A. The schedule includes a mix of international and local sports coverage, plus factual programming built around personalities including Carl Hester, Clayton and Lucinda Fredericks, Sharon Hunt, Monty Roberts, Pat Parelli, Clinton Anderson and others. The channel also carries documentary and magazine shows about country living, dogs, farming, travel and food.

Q. Does H&C TV makes its own programmes or buy them in?

A. We commission a certain amount of programming, such as our ‘At Home with Carl Hester’ series and our unique, extended coverage of Badminton, on which we work directly with outside production companies, and we acquire the rights to broadcast other shows such as the FEI World Cup Showjumping and Dressage. New commissions are made possible through partnerships with commercial sponsors, such as Saracen Horse Feeds, who sponsored the production of ‘At Home with Carl Hester’. www.equestriantradenews.com

Q. British Showjumping and British Dressage recently acquired shareholdings in H&C TV. Is their involvement already reaping benefits?

A. We have tremendous common interests with the associations and are already running TV promotions of their upcoming events, while they are promoting what we have on TV. We would also like to get more coverage of the associations’ events on TV, but this depends on commercial sponsorship.

Q. It’s sometimes said that horsey people don’t have time to watch much TV – is that your experience? How many people watch H&C TV? A. Our audience might not watch hours of Coronation Street or X-Factor and are unlikely to subscribe to the big sports and movie packages, but they will watch programming they’re interested in! Over half a million people watch H&C TV each month (573,000 in March 2011), making it the biggest equestrian focused medium in the UK.

You can make a TV ad for as little as £1,000.

Q. For years, equestrian sports fans have bemoaned the lack of TV coverage. The dearth of airtime also gets blamed for the shortage of sponsorship, certainly at national level.

Does H&C TV feel a weight of responsibility and expectation in this respect?

A. Event organisers, commercial sponsors and broadcasters need to work in partnership to get more event coverage on TV. You need only look at the profile of golf or tennis to see what potential there is in this area.

Event sponsors can get a huge uplift in the value of their sponsorship for quite small incremental spend if the event gets on TV,

but they do need to be willing to step up and fund the production.

If organisers and sponsors sit around waiting for the BBC to pay for it, they’re going to be disappointed. Likewise, it’s unfortunately not economically viable for H&C TV to pay for sports coverage without commercial sponsorship behind it.

Q. What does it cost for an equestrian company to advertise on H&C TV? A. Advertising on H&C costs less than you think. For less than the price of a page in one of the leading magazines you can get 100, 30-second spots on H&C TV. For £10,000 you can run a three-month campaign of seven spots a day, two of which will run in peak time. You don’t have to throw the baby out with the bathwater: including TV in your marketing mix will make your remaining print spend work harder.

Q. How much does it cost to make a TV advertisement – and can H&C TV help with this?

A. You can make an ad for as little as £1,000. We can advise on creative treatments and liaise with right-sized agencies who know the equestrian sector and can make the right ad at your budget.

Q. Are there opportunities for product placement or ‘editorial’ features?

A. The rules on product placement have been relaxed recently, but they’re still much stricter than people think. Basically, the law says you can’t pay to make a TV show about your product. Sorry, but it’s not our call!

However, it’s not all bad news; for brand building and awareness, nothing beats straight TV advertising.

Q. How do you see H&C TV in five years’ time?

A. By then, H&C aims to be the ‘go-to’ place for good quality programming in the horse sports and lifestyle genre, and to have an international network of channels supporting a business that includes subscriptions and e-commerce, as well as advertising and sponsorship. We’ve already launched a branded block of programming in the US, so we’re on our way.

EQUESTRIAN TRADE NEWS JUNE 2011 25

Tim Smith

Stand out from the crowd Marketing know-how is paramount to business success, says Tim Smith of leading PR and marketing agency TSM.

S

o, you’ve decided to open a new retail store, come up with the latest idea to take the equestrian world by storm or want to launch a new product.

In every case, a marketing strategy is key to turning your vision into a financial success. If PR and marketing are overlooked, the passion and innovation you feel for your product or shop will be very lucky to reach their full potential.

Without marketing, advertising, PR and promotion, consumers – the very people that can make or break your business – will never see your brand in magazines, being used by top riders or featured online.

Understanding the ethos of PR and marketing will enable even small changes to make maximum impact.

You believe in your brand, so shout as loud as you can and seize every opportunity to reach your target audience, be they equestrian consumers or members of the trade.

Look at your business as a whole and establish how you are currently viewed? Who is your target audience? What direct messages are you sending out and are they correct? And what do you want to achieve in the long run?

If you are unsure about any of these questions, how is the audience going to understand them?

Identifying aims and objectives for the brand will ensure it’s promoted correctly from the start. You’ll need to build up a corporate identity to move into the next stage of development.

Always look at the bigger picture, rather than simply micro-managing individual situations on a daily basis, too.

Working with the media When promoting a business, you need to make make the brand noticeable to the greatest amount of relevant people.

By far the most popular form of communication to horse owners is through magazines. With more than 30 titles in the UK, companies need to understand which will best suit their needs to ensure maximum exposure.

When promoting a brand and product range, the aim should be to feature in as many magazines as possible, within reason. Balance then comes into play; magazines are always looking for interesting editorial content, but if

defined for all editorial, marketing and promotional elements. Audiences need to see the brand and understand exactly what it’s about.

Finally, marketing strategies should always work to a budget, which you should keep to! Good luck and keep the ideas flowing! t Tim Smith 01724 784600.

Competitions and give-aways are a great way to promote your brand to relevant consumers.

they help you by featuring a piece on your company, be prepared to give them something back, be it advertising support, competitions or prizes.

Opportunities in magazines are endless; the team at TSM have longstanding and excellent relationships with key journalists and editors to help secure these. Examples include press releases, features, news stories, advice, ‘how to’ articles, competitions, giveaways, tried and tested reports, reader offers, sponsorship news and many more.

Regular press releases should be issued to ensure a direct link between company and audience and to start to build interaction and a buzz. Remember, editors are always looking out for good news stories, not just product plugs!

Features can really sell a brand by giving readers an insight into a product or business,

educating them on different aspects of horsemanship or telling a real life experience.

Other avenues Print media is not the only communication avenue your business should be exploring.

Websites and social media such as Facebook and Twitter form part of the marketing mix for most businesses.

Having a stand at shows and events will continue brand recognition and let customers see your products first hand; while sponsorship of events, series and riders will also build brand exposure.

Keep an eye-out for professional riders using your products. When sponsoring an event, consider the riders that take part, and ask - are they your target audience?

Consistency throughout your marketing campaign is vital. Corporate identity must remain

Advertising know-how: ask yourself...

• Are you looking to target a certain area or region?

• Do you simply want to reach as many

readers as possible in which case circulation and readership numbers are key?

• Or is it riders and competitors in a specific discipline such as show jumping or eventing that you are looking to reach?

• Have a clear strategy and understand

why you are advertising. Is it to brand build or to gain direct sales?

• Don’t focus only on magazines; consider

regional newspapers too, many have excellent equestrian columns and allow you to target to a very specific area-wide audience.

Making the news The equestrian industry is exceptionally well served by its specialist media. But what’s their news?

H&H supports young riders LEADING weekly Horse&Hound has launched its first ever ‘App’ detailing numerous services and opportunities for Young Riders.

The initiative is part of H&H’s third Young Rider special sponsored by Dodson & Horrell.

“Within this special we also offered a Dodson & Horrell/H&H young rider bursary to support a young rider aged between 15-21 with a one-to-one training session on their horse, a year’s subscription to H&H, a year’s supply of D&H feed for one horse, a home visit from a D&H nutritionist, forage analysis, regular reviews of their feeding regime from the D&H team and jackets, rugs and saddlecloths,” said H&H editor Lucy Higginson.

While its weekly print version never goes out of fashion, H&H is increasingly high profile on the internet. More than 10,000 people from around the world formed H&H’s biggest ever ‘CoverItLive’ audience from Badminton.

The equestrian competitions at London 2012 will of course be huge news for H&H. “We’re lucky enough to be the only British print title to have accreditation for a reporter at Greenwich next year for the Olympics,” revealed Lucy.

Meanwhile H&H’s head of news Abigail Butcher has left after seven years to go freelance. Her replacement will be announced shortly.

• According to the report in The Independent on 4 April, Horse & Hound is “hotter than the sun” boasting more than 81,000 ‘likes’ on Facebook, outranking such media brands as The Sun, The Guardian and heat magazine.

Write on!

BEST-SELLING author Fiona Walker, whose racy new novel Kiss and Tell is all about tight breeches and loose morals on the three-day eventing circuit, pens a regular column in Horse magazine.

The monthly title from IPC media is also packed with easy-to-follow, practical advice to help readers improve their riding skills and horsecare knowledge.

PONY and Horse&Rider campaign to boost rider numbers A NATIONWIDE Let’s Ride campaign, launched this month (16 June) by D J Murphy, publisher of PONY, Horse&Rider and PonyPals, aims to get more people riding.

Newcomers will be offered £5 off their first riding lesson at a centre approved by the Association of British Riding Schools (ABRS) which has joined the scheme. “So far the uptake from riding schools has been fantastic,” said marketing manager Zoe Cannon.

Let’s Ride – an initiative that should also benefit the trade on the premise that more riders equals more customers - has celebrity endorsement from top eventers Piggy French, Lucinda Fredericks and Pippa Funnell.

Digital award nomination Horse&Rider and PONY magazines have been short-listed for Independent Digital Publisher 2011 in the Association of Online Publishers (AOP) awards.

The nomination follows the launch of digital editions of both magazines for iPhone, iPad and PC, increased visitors across both sites, the creation of 76 video clips, and refined email campaigns to achieve average open rates of 28% and click through rate of 38% - well above the industry averages, says the publisher.

“Our research showed readers still want printed editions for what Horse&Rider and PONY do best - instructional, in-depth, features,” said Zoe. “But they also demand good quality content delivered 24-7 in a format that fits in with their lifestyle - and increasingly this is via mobile, online and social media.”

Clara Baillie-Lane of Allen & Page has been advertising in the digital edition of Horse&Rider. “Having tried various e-marketing routes, there are many that claim significant databases with huge potential return; however, very few actually deliver results,” she said.

“Horse & Rider has delivered significant response rates along with integrity of service. We will certainly continue to include e-marketing activity with them in our future marketing plans.”

Up for TV award HORSE & COUNTRY (H&C) TV has been shortlisted in the Best Specialist Channel category for the Broadcast Digital Awards.

The awards are run by Broadcast magazine, the UK television industry publication. H&C’s entry focussed on the success of advertising initiatives such as Stud Break (ad breaks for stallion owners and stud farms) and the online strategy where 57,000 Facebook friends interact with H&C. Other shortlisted channels are Food Network UK and the Horror Channel.

The winner will be announced on 15 June.

Instant advertising HORSEQUEST is enabling consumers to shop for a new horse – or advertise their current one – while they’re at a show.

The company is touring the show circuit with a tradestand on which visitors can place their adverts instantly, as well as browsing existing advertising. There are also show offers and giveaways to be had.

28 JUNE 2011 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

ALL HORSE PUBLISHER/BROADCASTER/OWNER: Redpin Publishing EDITOR: Sara Haines ADVERTISEMENT MANAGER: Jo Harrow FREQUENCY/AVAILABILITY: Monthly GEOGRAPHICAL COVERAGE: The Midlands COVER PRICE/SUBSCRIPTION: Free TARGET READERSHIP/VIEWER PROFILE: The grassroot competitor, rider and owner CIRCULATION/HITS/VIEWING FIGURES: 11,500 ABC AUDITED: No KEY EDITORIAL FEATURES: Packed with regional news, information and reports supported by training articles with top riders and the latest innovations in the equine industry EXAMPLES OF ADVERTISEMENT OPPORTUNITIES AND RATES: Contact us for rate card list WEBSITE: www.look4horses.co.uk TELEPHONE CONTACT: +44(01380) 734366

BRITISH HORSE PUBLISHER/BROADCASTER/OWNER: The British Horse Society EDITOR: Dave Prince ADVERTISEMENT MANAGER: Mark Brown FREQUENCY/AVAILABILITY: Bi-monthly GEOGRAPHICAL COVERAGE: National COVER PRICE/SUBSCRIPTION: £3 TARGET READERSHIP/VIEWER PROFILE: Horse owners aged 25 +, 93% own at least one horse CIRCULATION/HITS/VIEWING FIGURES: 65,516 ABC AUDITED: Yes KEY EDITORIAL FEATURES: July/August – Vitamins & Supplements, Sept/Oct – Feeds & Feeding, Get Ready for Winter, Nov/Dec – Xmas gifts, riding coats EXAMPLES OF ADVERTISEMENT OPPORTUNITIES AND RATES: Full page £2,750, Half page - £1,625, Quarter - £975, Eighth page (classified) £300 WEBSITE: www.bhs.org.uk TELEPHONE CONTACT: Mark Brown 01242 259249

COUNTRY PET & EQUINE PUBLISHER/BROADCASTER/OWNER: Robin Aldwood Publications Ltd FREQUENCY/AVAILABILITY: 4 issues per annum GEOGRAPHICAL COVERAGE: E. Anglia & Central COVER PRICE/SUBSCRIPTION: Free TARGET READERSHIP/VIEWER PROFILE: All those interested in a country way of life and local rural events CIRCULATION/HITS/VIEWING FIGURES: 8000 ABC AUDITED: KEY EDITORIAL FEATURES: features canine, small pet, poultry , equine, livestock and much more including local events and news from Jimmy’s farm EXAMPLES OF ADVERTISEMENT OPPORTUNITIES AND RATES: On request WEBSITE: www.countrypetandequine.co.uk TELEPHONE CONTACT: 01449 722505

EAST ANGLIA RIDER PUBLISHER/BROADCASTER/OWNER: Redpin Publishing EDITOR: Sara Haines ADVERTISEMENT MANAGER: Naomi Spears FREQUENCY/AVAILABILITY: Monthly GEOGRAPHICAL COVERAGE: East Anglia COVER PRICE/SUBSCRIPTION: Free TARGET READERSHIP/VIEWER PROFILE: The grassroot competitor, rider and owner CIRCULATION/HITS/VIEWING FIGURES: 11,500 ABC AUDITED: No KEY EDITORIAL FEATURES: Packed with regional news, information and reports supported by training articles with top riders and the latest innovations in the equine industry EXAMPLES OF ADVERTISEMENT OPPORTUNITIES AND RATES: Contact us for a rate card WEBSITE: www.look4horses.co.uk TELEPHONE CONTACT: +44(01380) 734360

www.equestriantradenews.com

EQUESTRIAN LIFE PUBLISHER/BROADCASTER/OWNER: Equestrian Life EDITOR: Louise Graham ADVERTISEMENT MANAGER: Zoe Molesworth FREQUENCY/AVAILABILITY: Monthly COVER PRICE/SUBSCRIPTION: £2.70 TARGET READERSHIP/VIEWER PROFILE: Leisure riders and competition riders from riding club to professional CIRCULATION/HITS/VIEWING FIGURES: Average of 6,500 monthly ABC AUDITED: No CIRCULATION AREA: East Midlands and Yorkshire KEY EDITORIAL FEATURES: Wide ranging topical and seasonal features for the discerning horse owner EXAMPLES OF ADVERTISEMENT OPPORTUNITIES AND RATES: Available from media pack on request WEBSITE: www.equestrianlifemagazine.co.uk TELEPHONE CONTACT: Zoe Molesworth 01949 851555

THE EQUESTRIAN LIFESTYLE PUBLISHER/BROADCASTER/OWNER: MAI Publications EDITOR: Deborah Hayward ADVERTISEMENT MANAGER: Moira E Spencer FREQUENCY/AVAILABILITY: Monthly GEOGRAPHICAL COVERAGE: Britain and Ireland COVER PRICE/SUBSCRIPTION: £3.50 / €4.99 TARGET READERSHIP/VIEWER PROFILE: Anyone and everyone who loves horses CIRCULATION/HITS/VIEWING FIGURES: 55,000 monthly ABC AUDITED: No KEY EDITORIAL FEATURES: Rider profiles, celebrity interviews, training, health, veterinary, properties, food, drink, beauty, fashion and more EXAMPLES OF ADVERTISEMENT OPPORTUNITIES AND RATES: Display adverts & advertorial WEBSITE: www.theequestrianmag.co.uk TELEPHONE CONTACT: 01484 435011

EQUESTRIAN PLUS NAME OF MAGAZINE/WEBSITE/CHANNEL: Equestrian Plus Magazine PUBLISHER/BROADCASTER/OWNER: Redpin Publishing EDITOR: Sara Haines ADVERTISEMENT MANAGER: Jo Harrow FREQUENCY/AVAILABILITY: Monthly GEOGRAPHICAL COVERAGE: North of England COVER PRICE/SUBSCRIPTION: Free TARGET READERSHIP/VIEWER PROFILE: The grassroot competitor, rider and owner CIRCULATION/HITS/VIEWING FIGURES: 11,500 ABC AUDITED: No KEY EDITORIAL FEATURES: Contact us for a media pack EXAMPLES OF ADVERTISEMENT OPPORTUNITIES AND RATES: Packed with regional news, information and reports supported by training articles with top riders and the latest innovations in the equine industry.

WEBSITE: www.look4horses.co.uk TELEPHONE CONTACT: +44(01380) 734355

EQUESTRIAN TRADE NEWS PUBLISHER/BROADCASTER/OWNER: Equestrian Management Consultants EDITOR: Liz Benwell ADVERTISEMENT MANAGER: Nicki Lewis FREQUENCY/AVAILABILITY: Monthly COVER PRICE/SUBSCRIPTION: Free to BETA members and UK retailers, also available on subscription TARGET READERSHIP/VIEWER PROFILE: Mailed to BETA members, saddlers, retailers, feed merchants and subscribing manufacturers, wholesalers, agents and distributors CIRCULATION/HITS/VIEWING FIGURES: 5,500 CIRCULATION AREA: UK and overseas ABC AUDITED: No KEY FEATURES PLANNED FOR THE NEXT 12 MONTHS INCLUDE: AMTRA accredited SQP CPD worming features, clipping & accessories, Clothing – leisure & riding wear, Feed & Supplements, Finest saddles, Best of British & Focus Europe and much more EXAMPLES OF ADVERTISEMENT OPPORTUNITIES AND RATES: FP colour £1,320, HP colour £825, qtr colour £460, classified available and inserts carried WEBSITE: www.equestriantradenews.com TELEPHONE CONTACT: Nicki Lewis 01937 582111

EQUESTRIAN TRADE NEWS JUNE 2011 29

Advertisement feature

MAGAZINES

Advertisement feature

EQUI-ADS PUBLISHER/BROADCASTER/OWNER: Equi-Ads Ltd EDITOR: Mary Moore ADVERTISEMENT MANAGER: Sandra McEwan FREQUENCY/AVAILABILITY: Monthly GEOGRAPHICAL COVERAGE: National with 2 regional variations: EW & Scotland COVER PRICE/SUBSCRIPTION: Free TARGET READERSHIP/VIEWER PROFILE: from happy hackers to professionals CIRCULATION/HITS/VIEWING FIGURES: Over 50,000 ABC AUDITED: No but independent printers certificate available on request KEY EDITORIAL FEATURES: Feeding/ Healthcare/ Training/ Behaviour EXAMPLES OF ADVERTISEMENT OPPORTUNITIES AND RATES: available on request including series discounts WEBSITE: www.equiads.net TELEPHONE CONTACT: 01738 567700

EQUINE CANINE COUNTRY LIFE PUBLISHER/BROADCASTER/OWNER: Equine Canine and Country Life EDITOR: Zoe Molesworth ADVERTISEMENT MANAGER: Jane Hendy FREQUENCY/AVAILABILITY: Monthly COVER PRICE/SUBSCRIPTION: Free TARGET READERSHIP/VIEWER PROFILE: Fifteen to 65-yearolds, competition and leisure riders, dog owners and lifestyle enthusiasts CIRCULATION/HITS/VIEWING FIGURES: Average 10,000.

ABC AUDITED: No CIRCULATION AREA: Dorset, Wiltshire, Somerset, Devon, Cornwall, Gloucestershire and South Wales KEY FEATURES PLANNED FOR THE NEXT 12 MONTHS INCLUDE: Additives and supplements, dog behaviour, Christmas gift ideas, canine clothing, transport special EXAMPLES OF ADVERTISEMENT OPPORTUNITIES AND RATES: FP colour £460, HP colour £290, qtr £170, classified available and inserts carried WEBSITE: www.equestrianlifemagazine.co.uk TELEPHONE CONTACT: Zoe Molesworth 01949 851555

FARM ‘N’ EQUINE – Farm Edition PUBLISHER/BROADCASTER/OWNER: Expo Life EDITOR: Pam Harrison ADVERTISEMENT MANAGER: Oliver Gatti FREQUENCY/AVAILABILITY: Monthly, as a printed magazine on subscription and as a digital edition to subscribers and online at www.farmnequine.co.uk GEOGRAPHICAL COVERAGE: Printed magazine, from Derbyshire/Cheshire in the south, all the way north to the Central Belt of Scotland. The digital edition circulates nationwide with a small international readership COVER PRICE/SUBSCRIPTION: £1.85 per issue, or £20 for an annual 12-issue postal subscription. The digital edition is free TARGET READERSHIP/VIEWER PROFILE: Farmers and smallholders operating livestock and arable units, some 70% of whom also have diversification or leisure involvement in the equine sector CIRCULATION/HITS/VIEWING FIGURES: Print circulation currently £12,500 copies, digital edition emailed to an opt-in database of 25,800 with additional downloads from the website ABC AUDITED: No KEY FEATURES PLANNED FOR THE NEXT 12 MONTHS INCLUDE: Farm machinery, Livestock & Animal Health, including Veterinary, Sector Special Features, eg Dairy, Beef, Sheep, Poultry, Property and Show previews and reports EXAMPLES OF ADVERTISEMENT OPPORTUNITIES AND RATES: Rate card and media pack available on request. Introductory packages and discounts available for series bookings WEBSITE: http://www.farmnequine.co.uk TELEPHONE CONTACT: Editorial enquiries to 01228 676935 or email client@farmnequine.co.uk and all advertising enquiries to 01757 633737 or email oliver.gatti@farmnequine.co.uk

FARM ‘N’ EQUINE – Equine Edition PUBLISHER/BROADCASTER/OWNER: Expo Life EDITOR: Pam Harrison ADVERTISEMENT MANAGER: Oliver Gatti FREQUENCY/AVAILABILITY: Monthly, as a printed magazine on subscription and as a digital edition to subscribers and online at www.farmnequine.co.uk

30 JUNE 2011 EQUESTRIAN TRADE NEWS

GEOGRAPHICAL COVERAGE: Printed magazine, from Derbyshire/Cheshire in the south, all the way north to the Central Belt of Scotland. The digital edition circulates nationwide with a small international readership COVER PRICE/SUBSCRIPTION: £1.85 per issue, or £20 for an annual 12-issue postal subscription. The digital edition is free.

TARGET READERSHIP/VIEWER PROFILE: Everyone with an interest in the equine sector and rural living, including smallholder and poultry CIRCULATION/HITS/VIEWING FIGURES: Print circulation currently £12,500 copies, digital edition emailed to an opt-in database of 25,800 with additional downloads from the website ABC AUDITED: No KEY FEATURES PLANNED FOR THE NEXT 12 MONTHS INCLUDE: Health & Veterinary, Nutritional, including supplements, Competition Disciplines including associated tack and equipment, Horseboxes & Trailers, Horses for Sale, Stallions & Studs, Tried & Tested, Property and What’s On Where ‘n’ When previews and reports EXAMPLES OF ADVERTISEMENT OPPORTUNITIES AND RATES: Rate card and media pack available on request. Introductory packages and discounts available for series bookings WEBSITE: http://www.farmnequine.co.uk TELEPHONE CONTACT: Editorial enquiries to 01228 676935 or email client@farmnequine.co.uk and all advertising enquiries to 01757 633737 or email oliver.gatti@farmnequine.co.uk

HORSE & COUNTRY TV PUBLISHER/BROADCASTER/OWNER: H&C TV Ltd HEAD OF PROGRAMMING: Jonathan Rippon COMMERCIAL DIRECTOR: Richard Burdett ADVERTISEMENT MANAGER: Mary Bisco BROADCAST HOURS: 24 hours a day, 7 days a week PRICE TO VIEWER: Comes with basic Sky subscription on Channel 280 AUDIENCE PROFILE: 71% own a horse, 33% ride every day, 12% spend over £200 each week on their horses REACH: 588,000 viewers per month (average, Jan - March 2011) AUDITED: Yes, measured by the Broadcasters’ Audience Research Board BROADCAST AREA: UK and Ireland, Malta, USA KEY EDITORIAL FEATURES: Top national and international sports (e.g., Badminton, Global Champions Tour, FEI World Cup, Argentine Open Polo), personality focused shows (e.g., At Home with Carl Hester, Team Fredericks: In Control), documentary series, news and magazine shows EXAMPLES OF ADVERTISEMENT OPPORTUNITIES AND RATES: £2,000 for a month long campaign of 100 30-second spots. Volume discounts apply. Please contact Mary Bisco on 01633 647 951 for details WEBSITE: www.horseandcountry.tv

HORSE&RIDER PUBLISHER/BROADCASTER/OWNER: DJ Murphy (Publishers) Ltd, a Signature Publishing Group Company EDITOR IN CHIEF: Alison Bridge GROUP ADVERTISEMENT MANAGER: Abi Cannon FREQUENCY/AVAILABILITY: Every 4 weeks GEOGRAPHICAL COVERAGE: National COVER PRICE/SUBSCRIPTION: £3.80 (£49 annual subscription) TARGET READERSHIP/VIEWER PROFILE: Horse&Rider, the IPAC Consumer Magazine of the Year 2010, targets dedicated horse owners and riders who want the best for their horses CIRCULATION/HITS/VIEWING FIGURES: 39,272 ABC AUDITED: No – Publishers Statement KEY EDITORIAL FEATURES: Each issue is packed with essentials including veterinary advice and training with the likes of Mary King and Carl Hester. In addition to offering in-depth features on all aspects of riding, horse care and veterinary problems, Horse & Rider has become a respected reference point for new product information and test reports.

EXAMPLES OF ADVERTISEMENT OPPORTUNITIES AND RATES: FP £2800, HP £1450 QP £850, Sponsorships, cover mounts and advertorials by request WEBSITE: www.horseandrideruk.com TELEPHONE CONTACT: 01428 601020

www.equestriantradenews.com

HORSE DEALS PUBLISHER/BROADCASTER/OWNER: Bauer Media EDITOR: Penny Richardson ADVERTISEMENT MANAGER: Trevor Newman FREQUENCY/AVAILABILITY: Monthly GEOGRAPHICAL COVERAGE: National COVER PRICE/SUBSCRIPTION: £3.70 TARGET READERSHIP/VIEWER PROFILE: Packed with features, news and expert comments covering all levels and disciplines. Half of readers, 93% of whom own a horse, think it’s the market place for horses for sale.

CIRCULATION/HITS/VIEWING FIGURES: Website – 76,012 unique users / over 1.787m page impressions. Magazine – 25,000 ABC AUDITED: No KEY EDITORIAL FEATURES: Available on request EXAMPLES OF ADVERTISEMENT OPPORTUNITIES AND RATES: Please contact the advertising team for rates.

WEBSITE: www.horsedeals.co.uk TELEPHONE CONTACT: 01733 468000

HORSE SCENE PUBLISHER/BROADCASTER/OWNER: MCL Publishing EDITOR: Pascale Armitage ADVERTISEMENT MANAGER: Caroline Ludkin.

FREQUENCY/AVAILABILITY: Monthly COVER PRICE/SUBSCRIPTION: Free TARGET READERSHIP/VIEWER PROFILE: Professional and amateur riders/owners in all equestrian disciplines CIRCULATION/HITS/VIEWING FIGURES: 53,000 ABC AUDITED: No KEY EDITORIAL FEATURES: Available on request EXAMPLES OF ADVERTISEMENT OPPORTUNITIES AND RATES: “Unbeatable rates” available on request WEBSITE: www.horsescenemagazine.co.uk TELEPHONE CONTACT: 01274 878755

PEGASUS PUBLISHER/BROADCASTER/OWNER: Media Express Ltd EDITOR: Nick Salmon ADVERTISEMENT MANAGER: Tim Salmon FREQUENCY/AVAILABILITY: Monthly GEOGRAPHICAL COVERAGE: Kent, Sussex, Surrey, Sussex, Essex and East Hampshire COVER PRICE/SUBSCRIPTION: Free TARGET READERSHIP/VIEWER PROFILE: Horse owners and riders from all disciplines CIRCULATION/HITS/VIEWING FIGURES: 25,000 ABC AUDITED: No KEY EDITORIAL FEATURES: Features list available from website EXAMPLES OF ADVERTISEMENT OPPORTUNITIES AND RATES: Rate card available from website WEBSITE: www.pegasusmagazine.com TELEPHONE CONTACT: Nick Salmon 01233 628496

PONY PUBLISHER/BROADCASTER/OWNER: DJ Murphy (Publishers) Ltd, a Signature Publishing Group Company EDITOR: Janet Rising GROUP ADVERTISEMENT MANAGER: Abi Cannon FREQUENCY/AVAILABILITY: Every 4 weeks GEOGRAPHICAL COVERAGE: National COVER PRICE/SUBSCRIPTION: £2.99 (Annual subscription £38.80) TARGET READERSHIP/VIEWER PROFILE: PONY Magazine is uniquely positioned to target young riders, who account for around a third of all riders in the UK CIRCULATION/HITS/VIEWING FIGURES: 32,875 ABC AUDITED: No – Publishers Statement KEY EDITORIAL FEATURES: A lively magazine aimed at all young riders between the ages of six and sixteen, which caters for both the owner-rider, and riders who loan ponies or attend a riding school. Fashion features and new stuff are an essential part of the editorial EXAMPLES OF ADVERTISEMENT OPPORTUNITIES AND RATES: FP £2400, HP £1260, QP £725, Sponsorships, cover mounts and advertorials available by request WEBSITE: www.ponymag.com TELEPHONE CONTACT: 01428 601020

www.equestriantradenews.com

EQUESTRIAN TRADE NEWS JUNE 2011 31

PONYPALS PUBLISHER/BROADCASTER/OWNER: Signature Publishing Ltd EDITOR: Penny Rendall GROUP ADVERTISEMENT MANAGER: Abi Cannon FREQUENCY/AVAILABILITY: Monthly GEOGRAPHICAL COVERAGE: National COVER PRICE/SUBSCRIPTION: £2.99 (£35.80 annual subscription) TARGET READERSHIP/VIEWER PROFILE: Pony mad girls aged 5 – 9 CIRCULATION/HITS/VIEWING FIGURES: 15,315 ABC AUDITED: No – Publishers statement KEY EDITORIAL FEATURES: The content combines learning with fun and provides entertainment for girls who love horses and ponies. Each issue comes with a free blister packed Pretty Pony Pals model, which offers excellent value for the cover price of £2.99 EXAMPLES OF ADVERTISEMENT OPPORTUNITIES AND RATES: FP £1650, HP £840, cover mounts and sponsorships available by request WEBSITE: www.ponypalsmag.co.uk TELEPHONE CONTACT: 01428 601020

RIDER PUBLISHER/BROADCASTER/OWNER: British Riding Clubs EDITOR: Maggie Smith ADVERTISEMENT MANAGER: Mark Brown FREQUENCY/AVAILABILITY: Quarterly GEOGRAPHICAL COVERAGE: National COVER PRICE/SUBSCRIPTION: £2.50 TARGET READERSHIP/VIEWER PROFILE: Competitive riders aged 25 +, 89% own at least one horse CIRCULATION/HITS/VIEWING FIGURES: 36,000 ABC AUDITED: No KEY EDITORIAL FEATURES: Summer – Tried & Tested jodhpurs & breeches, Alternative Therapies, Autumn – Tried & Tested turnout rugs.

EXAMPLES OF ADVERTISEMENT OPPORTUNITIES AND RATES: Full page – £1,625, Half page – £880, Quarter – £595, Eighth page (classified) £240 WEBSITE: www.britishridingclubs.org.uk TELEPHONE CONTACT: Mark Brown 01242 259249

RIDGEWAY RIDER PUBLISHER/BROADCASTER/OWNER: Redpin Publishing EDITOR: Sara Haines ADVERTISEMENT MANAGER: Suzanne Maulkerson FREQUENCY/AVAILABILITY: Monthly GEOGRAPHICAL COVERAGE: South West COVER PRICE/SUBSCRIPTION: Free TARGET READERSHIP/VIEWER PROFILE: The grassroot competitor, rider and owner CIRCULATION/HITS/VIEWING FIGURES: 12,000 ABC AUDITED: No KEY EDITORIAL FEATURES: Packed with regional news, information and reports supported by training articles with top riders and the latest innovations in the equine industry EXAMPLES OF ADVERTISEMENT OPPORTUNITIES AND RATES: Contact us for rate card WEBSITE: www.look4horses.co.uk TELEPHONE CONTACT: +44 (01380) 734363

RIDSPORT PUBLISHER/BROADCASTER/OWNER: Tidningsaktiebolaget Ridsport EDITOR: Lena Sellman ADVERTISEMENT MANAGER: Sussi Tornberg FREQUENCY/AVAILABILITY: Every second week. RIDSPORT has also a magazine, Ridsport Special, which comes twice a year, spring and autumn GEOGRAPHICAL COVERAGE: Sweden and some overseas COVER PRICE: 44 SEK TARGET READERSHIP/VIEWER PROFILE: Riders in all disciplines, breeders, instructors and trainers, entrepeneurs, professional staf, competition organizers, horse owners, horse club members – all kind of dedicated and active horse and pony people CIRCULATIONS: 100.000 readers ABC AUDITED: KEY EDITORIAL FEATURES: News, competitions, breeding, horsemanship, products, equipment, stable solutions, veterinary topics, training and education, international issues, equestrian portraits, discussions EXAMPLES OF ADVERTISEMENT OPPORTUNITIES AND RATES:

32 JUNE 2011 EQUESTRIAN TRADE NEWS

WEBSITE: www.tidningenridsport.se Email: annons@tidningenridsport.se TELEPHONE CONTACT: +46 156 132 40

SHOWING WORLD PUBLISHER/BROADCASTER/OWNER: Robin Aldwood Publications Ltd EDITOR: Sandy Wooderson ADVERTISEMENT MANAGER: Tracy Robinson FREQUENCY/AVAILABILITY: Bi-monthly, six issues per annum COVER PRICE: mailed free to members of the National Pony Society, Coloured Horse and Pony Society, British Show Horse Association, Ponies Association UK, British Show Pony Society and Veteran Horse Society – Showing. Also on subscription TARGET READERSHIP/VIEWER PROFILE: Professional producers, breeders, studs, home producers, owners, competitors, judges, show organisers CIRCULATION/HITS/VIEWING FIGURES: 12,000 members ABC AUDITED: No CIRCULATION AREA: National KEY EDITORIAL FEATURES: Show reports, profiles, news, competitions and product news EXAMPLES OF ADVERTISEMENT OPPORTUNITIES AND RATES: Rate card available on request; inserts are available WEBSITE: www.showingworldonline.co.uk TELEPHONE CONTACT: 01449 722505

SOUTH EAST RIDER PUBLISHER/BROADCASTER/OWNER: Redpin Publishing EDITOR: Sara Haines ADVERTISEMENT MANAGER: Naomi Spears FREQUENCY/AVAILABILITY: Monthly GEOGRAPHICAL COVERAGE: South East COVER PRICE/SUBSCRIPTION: Free TARGET READERSHIP/VIEWER PROFILE: The grassroot competitor, rider and owner CIRCULATION/HITS/VIEWING FIGURES: 11,500 ABC AUDITED: No KEY EDITORIAL FEATURES: Packed with regional news, information and reports supported by training articles with top riders and the latest innovations in the equine industry.

EXAMPLES OF ADVERTISEMENT OPPORTUNITIES AND RATES: Contact us for a rate card WEBSITE: www.look4horses.co.uk TELEPHONE CONTACT: +44(01380) 734370

TRAILBLAZERS PUBLISHER/BROADCASTER/OWNER: Trailblazers Championships EDITOR: Liz Benwell ADVERTISEMENT MANAGER: Nicki Lewis FREQUENCY/AVAILABILITY: Quarterly COVER PRICE/SUBSCRIPTION: mailed free to Trailblazers members TARGET READERSHIP/VIEWER PROFILE: Currently active equestrian competitors CIRCULATION: 18,500+ direct mail ABC AUDITED: No CIRCULATION AREA: National KEY EDITORIAL FEATURES: Coverage of Trailblazers’ national show jumping, dressage, showing and new combined training competition series. News and views from Trailblazers’ 65-plus approved show centres, top rider tips, competitor profiles, championship reports and pictures EXAMPLES OF ADVERTISEMENT OPPORTUNITIES AND RATES: FP colour £658, HP colour £367, quarter colour £200 (Trailblazers magazine is A5), Inserts carried £950 full circulation WEBSITE: www.trailblazerschampionships.com TELEPHONE CONTACT: Nicki Lewis 01937 582111

WELSH RIDER PUBLISHER/BROADCASTER/OWNER: Redpin Publishing EDITOR: Sara Haines ADVERTISEMENT MANAGER: Suzanne Maulkerson FREQUENCY/AVAILABILITY: Monthly GEOGRAPHICAL COVERAGE: Wales COVER PRICE/SUBSCRIPTION: Free TARGET READERSHIP/VIEWER PROFILE: The grassroot competitor, rider and owner CIRCULATION/HITS/VIEWING FIGURES: 10,000

www.equestriantradenews.com

WESTERN HORSE UK PUBLISHER/BROADCASTER/OWNER: Western Horse UK EDITOR: Tally Wade ADVERTISEMENT MANAGER: Melanie Crouch FREQUENCY/AVAILABILITY: Six times a year GEOGRAPHICAL COVERAGE: UK, Ireland and overseas COVER PRICE/SUBSCRIPTION: £3.99 per issue or £22 per year TARGET READERSHIP/VIEWER PROFILE: Mailed to Western riding and American horse breed enthusiasts include FEI reining riders, AQHA UK and WES members as well as leisure and natural horse enthusiasts.

Also distributed through WHSmith and Horse Sport Ireland CIRCULATION/HITS/VIEWING FIGURES: 7,000 ABC AUDITED: No KEY EDITORIAL FEATURES: Learning, training, psychology, management and product news. Seasonal features include feed, bedding, summer protection, winter care, holidays and Christmas shopping EXAMPLES OF ADVERTISEMENT OPPORTUNITIES AND RATES: Full page £300, half page £160, quarter page £90. Full design service with award winning designer.

Facebook and email campaigns also available WEBSITE: www.westernhorseuk.com TELEPHONE CONTACT: 01580 715250

YOUR HORSE PUBLISHER/BROADCASTER/OWNER: Bauer Media EDITOR: Julie Brown ADVERTISEMENT MANAGER: Trevor Newman FREQUENCY/AVAILABILITY: 4 weekly GEOGRAPHICAL COVERAGE: National COVER PRICE/SUBSCRIPTION: £3.80 TARGET READERSHIP/VIEWER PROFILE: Readers are dedicated horse owners and lovers who rely on the magazine for up to date information. The magazine and website contain advice and features on caring for horses, improving riding, celebrity interviews, gear tests and product reviews CIRCULATION/HITS/VIEWING FIGURES: magazine – 28,577; website – 73,065 unique users / 328,000 page impressions ABC AUDITED: YES KEY EDITORIAL FEATURES: Supplements include annual Spring Gear Guide, Autumn Gear/Rug Guide, Feeding Guide, Calendar and new Buying a Horse Special EXAMPLES OF ADVERTISEMENT OPPORTUNITIES AND RATES: On page advertising (display and classified), sponsorships, inserts and more creative options such as gatefolds, tipons, cover mounts etc. Online opportunities include e-newsletters, video hosting and competitions WEBSITE: www.yourhorse.co.uk TELEPHONE CONTACT: 01733 468000

PR COMPANIES BABEL FISH "Babel Fish Equestrian is the new equestrian division of the well established and highly successful Babel Fish PR & Events, a surrey based PR agency specialising in trade, consumer and regional PR, event organisation, marketing and promotional activity.

KEY PEOPLE: Equestrian PR Leila Rahmatallah joined MD, Sophie Knight, to set up Babel Fish Equestrian. Combining Sophie’s 15 years experience in designing and implementing bespoke PR solutions and her passion for all things horsey with Leila’s knowledge of the equestrian industry and media plus her language skills, enables them to offer a well rounded service, with a slightly different take on things!

MAIN AREAS OF EXPERTISE: We PR people, products, places & events within the equestrian, beauty, fashion, and cosmetic health industries. We also have an Event organisation division that works on awards, launches, store openings, fashion shows & exhibitions.

www.equestriantradenews.com

CURRENT CLIENTS (equestrian): Sussex Lusitanos, Daniel Timpson, Professional Dressage Rider & Trainer, Helen Dart, Master Saddler, Pony Magic, bespoke pony parties for children.

HOW CAN YOU HELP EQUESTRIAN BUSINESS SUCCEED? To make a product or person, or event successful people have to know about it and that is what we help you do through our contacts, expertise and creative thinking. We don’t believe in 1solution-fits-all package! We offer a flexible, personal approach to tailor a PR strategy to fit with your budget and requirements to help your brand succeed in a very competitive market.

CONTACT: 0844 335 8224, email equestrian@babelfishpr.co.uk

EQUINE EVENTS & PR Equine Events PR & Marketing, the hub of inspirational management, creative equestrian marketing and powerful PR. With a flexible approach and exciting skill set we create and secure opportunities for both riders and equestrian brands. Sponsorship negotiation & brand Management, video production, event organisation & website design.

KEY PEOPLE: Jo Warrilow (nee Metcalfe) & Claire Allmett.

CURRENT CLIENTS: Emile Faurie, Anna Ross Davies, Sharon Hunt, James Burtwell, Sacha Pemble, Liz Halliday, Graham Lovegrove, Conrad Schumacher, Anky Technical Casuals, Passier Saddles, Alert Aid / BEIDS, Saddles Direct, Elite Saddles, Southern Cross Stud, London Village Rentals HOW CAN YOU HELP EQUESTRIAN BUSINESS SUCCEED? With a straight talking approach our services generate revenue and deliver your message to the end user. As communication specialists with a firm belief that “its not what you say it’s the way you say it”, we bridge the gap from brand to rider to end user with ease and skill.

TELEPHONE: 07879 448501 jo@equineeventsuk.com claire@equineeventsuk.com

GRAPHIC EVIDENCE LTD As a creative marketing agency Graphic Evidence’s inhouse services range from public relations, branding, packaging design, web design, graphic design and media planning. We do not push our clients into one form of marketing, but advise them as to which is the most effective for their requirements.

KEY PEOPLE: Adam Arnold, Helen Stock, Jo Fenwick, Danielle Mawdsley, Donna McCann and Nick Clarke.

CURRENT CLIENTS (in alphabetical order): Andrew Gould, Animal Health Company, Australian Horsemanship, BedSoft, Charles Owen, EAF, Euro Horse Link, Grooms Choice, Health & Herbal, HorseQuest, Ingatestone Saddlery, Keratex Hoofcare Experts, Mansfield Sand, No Bute, Quainton Stud, Resting Horses.

HOW CAN YOU HELP EQUESTRIAN BUSINESS SUCCEED? It’s a competitive time in a saturated world, your service or product has to fight for every bit of attention, shelf space and media coverage. It is therefore imperative that your brand is strong and your marketing material (off and online) connects with the hearts and minds of your target audience.

From PR to packaging design Graphic Evidence ensures that what the world sees and hears is making our clients look and sound outstanding.

CONTACT: 01277 890 900. info@graphic-evidence.co.uk www.graphic-evidence.co.uk

HALCYON DAYS Supporting equestrian businesses in the UK and Ireland since 2004, Halcyon Days is a specialist equestrian marketing and PR agency driven by the core values of simplicity, flexibility and focus.

Offering a complete range of online and offline marketing services; Halcyon Days works with large and small organisations alike to provide a tailored service that meets a client’s needs. From PR services to advertising creation and design and from brochure design and print to website design and marketing, Halcyon Days is dedicated to making marketing budgets work harder by offering a personal, creative and proactive service which allows clients to focus upon what they do best - running their businesses. Halcyon Days also has extensive experience in Social Media Marketing and using social networks such as Facebook and Twitter to extend brand reach and to develop long lasting and profitable customer relationships on behalf of clients.

KEY PEOPLE: Jenny Doran CURRENT CLIENTS (equestrian): First and foremost Halcyon Days offers peace of mind.

Clients can be confident that their marketing needs, whether for existing product lines or a new product launch, are being taken care of in an efficient, cost effective and proactive manner. And by creating and implementing innovative marketing programmes designed to enhance brand awareness, brand image and brand loyalty, Halcyon Days works with clients to improve sales, enhance profitability and positively affect the bottom line.

CONTACT: 00353 18436667; www.halcyondays.ie; email info@halcyondays.ie

EQUESTRIAN TRADE NEWS JUNE 2011 33

Advertisement feature

ABC AUDITED: No KEY EDITORIAL FEATURES: Packed with regional news, information and reports supported by training articles with top riders and the latest innovations in the equine industry EXAMPLES OF ADVERTISEMENT OPPORTUNITIES AND RATES: Contact us for a rate card WEBSITE: www.look4horses.co.uk TELEPHONE CONTACT: +44(01380) 734353

Advertisement feature

HOLDSWORTH PR Formed in 2001 by Rachael Holdsworth, who has worked in the equestrian industry as a marketing professional for over 20 years and is also a knowledgeable horsewoman. This knowledge and experience means that Holdsworth PR can provide a broad spectrum of marketing support for companies and organisations in the equestrian and rural sectors. Our extensive network of media contacts provides opportunities in print, broadcast, online and social media. We also offer copy writing and production of brochures or other marketing materials, advertising, special product launches and promotional campaigns, newsletters, sponsorship, event management and customer incentives.

KEY PEOPLE: Rachael Holdsworth, Senior Consultant; Jenny Viner, PR Assistant.

CURRENT CLIENTS: Absorbine/W. F. Young, Inc.; American Thoroughbred Products Limited; British Equestrian Federation; Endurance GB; Equestrian Vision; South Essex Insurance Brokers.

HOW CAN YOU HELP EQUESTRIAN BUSINESS SUCCEED? Using a combination of media channels as well as interesting and relevant promotional activities, we can develop and implement successful campaigns that will deliver your message to your target audience, increasing awareness and supporting sales growth.

CONTACT: 01903 892060

McPHEE ASSOCIATES McPhee Associates has more than 20 years experience in business development and communications, including a successful partnership for over seven years with easibed, one of the leading brands of bedding in the equestrian market. We also represent international show jumper Ellen Whitaker, handling both her PR and sponsorship, and have extensive experience of working with most of the major equine events and publications in the UK.

KEY PEOPLE: Gayle Green, PR, marketing and journalism.

Vicki Hughes, Business development and marketing.

MAIN AREAS OF EXPERTISE: Our expertise includes brand development, event management, sponsorship, and consumer and b2b PR and marketing.

CURRENT CLIENTS (equestrian): easibed, Ellen Whitaker, Whitaker Show Jumping.

HOW CAN YOU HELP EQUESTRIAN BUSINESS SUCCEED? We understand our clients want to increase awareness and ultimately generate sales and income, and we work with them to do this through a variety of methods tailored specially for their needs.

We have developed some of the most successful consumer promotions to be undertaken within the equine bedding market in recent years and have a thorough understanding of how to maximise opportunities within the equestrian sector to the benefit of our clients.

We have extensive experience in brand development, product launches, exhibitions, strategic marketing, website design and maintenance, PR and event management. We will listen to your needs and ambitions and then come up with a plan to get you where you want to be.

CONTACT: 01743 874867 or email: info@mcpheeassociates.co.uk

RHEA FREEMAN PR Cost effective, efficient equestrian PR with a personal touch that gets results.

KEY PEOPLE: Rhea Freeman.

CURRENT CLIENTS: A diverse range from sole traders through to large companies.

HOW CAN YOU HELP EQUESTRIAN BUSINESS SUCCEED? Rhea Freeman PR helps businesses succeed by maintaining close contact with clients and looking at ways, both conventional and more original, to help promote their brand and product. By combining a genuine passion for everything equestrian, extensive experience, excellent contacts and a vigilant eye on possible opportunities, clients can expect a personal, thorough service. Regular contact is maintained with the industry’s key players to ensure that opportunities that arise can be seized.In addition to this, Rhea Freeman PR does a lot of work with social media, in fact, as co-creator of the global Equestrian Social Media Awards, not only is the value of social media appreciated, Rhea Freeman PR was involved in creating a way to reward excellence.

CONTACT: Call 07980 757910, Email rhea@rheafreemanpr.co.uk or see www.rheafreemanpr.co.uk.

SIRENIA PRESS SOLUTIONS Kent-based Kathy Carter has over twenty years’ industry experience, and has run Sirenia Press Solutions for four years. The service is international.

KEY PEOPLE: Kathy is a journalist and British Equestrian Writers Association member, former deputy editor of HORSE magazine, qualified riding instructor and experienced PR and marketing consultant. She has media accreditation for the 2012 Olympics. Team members include Lynette Godwin, branding specialist.

MAIN AREAS OF EXPERTISE: All areas of B2B/B2C PR, inc: travel, nutrition, health, retail, wholesale, technology, fashion and safety. Our ‘Primrose Hill’ social media campaign won an Equestrian Social Media Award.

WHY IS PR SO IMPORTANT: With the right provider, PR can be a cost-effective way to raise awareness of a company, product or person. Social Media is now increasingly used to boost sales and awareness, while search engine optimisation (SEO) is also an important factor.

CONTACT: Kathy@sirenia.co.uk / 077866 91145 / 01634 564110 / www.sirenia.co.uk

SPORTING HORSE PROMOTIONS Established 1990; offering strategic PR and marketing services across all aspects of equestrianism and horse racing, including events, products, personalities and services.

KEY PEOPLE: Managing Director, Sandy Thwaites, has over 20 years experience in PR and journalism and heads a team of like-minded, results-driven associates from across the UK. CURRENT CLIENTS (equestrian): include Barbury and Blenheim Horse Trials, The Jockeys Employment & Training Scheme, Jessica Mendoza, Activity Superstore and Archant Life Publishing. Our track record also includes various equestrian products, as well as experience within the veterinary sector.

HOW CAN YOU HELP EQUESTRIAN BUSINESS SUCCEED? By providing no-nonsense, affordable, strategic and jargon-free advice and an affordable, efficient marketing resource. We can help you make the best use of traditional and online media and internet marketing techniques to generate more awareness of, interest in and sales for your business.

CONTACT: 01249 760106 (07738-023827)

34 JUNE 2011 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

Selling via the internet: how is it for you?

Once our trade’s pariah, now almost everyone’s doing it. ETN asked a selection of retailers about their on-line versus bricks-and-mortar shop experiences.

E

questrian e-commerce is only around a dozen years old. Yet it’s revolutionised the way retailers trade perhaps more than any other happening.

Paul Bentham, of Robinsons equestrian superstores, recalls: “We had our first online presence in 1995 - three pages of text on a green background. Our first online transactional facility began in 1998 and we have been through three or four website upgrades since then.”

Bristol based Christina Jones started developing online shops, among them Morgan Equine’s, in the early 2000s. She remembers how difficult it was at first. “The Christina Jones: software was either Bricks-and-mortar retailers need to expensive or not take advantage of available and it was very internet-only outlets’ time consuming to build shortcomings. the web pages from scratch.

“You had to learn quite a lot about computer code in order to build any pages.

Establishing a merchant bank account was almost impossible. It would have been easier to set up a high street shop!

A shop can attract customers more easily to impulse buys than is possible online.

“These days you can set up an online shop in a weekend. There’s a vast array of relatively cheap software you can use and PayPal means a merchant bank account is unnecessary.”

While it might be easy for individuals to set up a business online in their back bedrooms, established retailers with a reputation to protect have a different perspective. Robinsons, for instance, has just launched a new website.

The appointment only showroom at Freedom Dressage.

www.equestriantradenews.com

“The old site was seven years old and showing its age,” said Paul Bentham. “It was written in old fashioned [computer] language and as it’s such a huge part of the mail order business now, it had to be totally re-written.

“We used an agency to help and it’s taken nearly a year from the first development to this point. On the whole, we’re really happy with the result.”

In North Yorkshire, Ripon based Kevin Robbins of Freedom Dressage has spent several months working on a new ecommerce website. The online outlet runs alongside his appointments-only showroom.

Having previously worked in web development, Kevin chose to take on the job himself. His starting point was to study what non-equestrian based sites offer their customers.

“These days, a lot of people just shop around looking for the best prices; they don't really care where they get something from. Our new website aims to offer something new, something that entices customers to be regular shoppers with us.” said Kevin.

Pricing Pricing can be tricky when you run online and bricks-and-mortar shops, especially when faced with competition from an increasing number of online-only outlets out there.

“You have to price products the same [online and in-store]. It’s hard to compete with online only shops that have more flexibility in what they can charge,” said Carolyn Barton of Wadswick Country Store in Corsham, Wiltshire.

From Priory Saddlery in Cleveland, Lizzy Bunting reports: “We’re often asked to price match in store what people have seen online. But customers don't realise they’re not always comparing like with like.

“I hope that suppliers will protect people with shops and not sell too much to those with online-only shops. Otherwise everyone is selling the same thing and the customer won't get enough choice. If this happens, the cheapest seller will end up doing the best.”

At Edinburgh based Equikro, Nicky Cromb is resigned to the existence of online-only shops, adding: “It does get annoying when some online retailers knock prices right down. Some manufacturers keep an eye on pricing and come down on people that discount too much. It would be nice if more would do this; it would make for a fairer playing field.”

Agreeing that onlineonly shops generally drive down prices, Sara Branch, manager of Cool Equestrian in Malpas, Cheshire points out: “This makes things hard because, compared with other industries, margins on equestrian products are already low.”

Sara Branch of Cool Equestrian; this retailer does its own fashion photo-shoots for its website.

Protecting your business As online-only shops put more pressure on bricks-and-mortar retailers, it’s a case for many of ‘if you can’t beat them, join them’.

Indeed, the benefits of having an online facility far outweigh the disadvantages.

“Most of our internet orders come from people we already know. We have lots of email or phone conversations with them before they buy,” said Sara Branch. “We don't have many orders without interaction which means that returns are low.

“It’s all about providing customers with a feel-good experience without any hassle. We also try to offer something different by doing our own fashion photo-shoots so that we can show all the colour options of every product on the website.”

Adds Lizzy Bunting: “The great thing about having an online shop is that it adds another dimension to the business. Even in the bad winter weather, people could still shop with us if they couldn't get into the store.”

Christina Jones believes it’s important to keep exploring all business options.

“Bricks-and-mortar shops should not be scared of online-only shops but need to learn from them and take advantage of their shortcomings.

“In a saddlery shop, there’s the opportunity to create an amazing shopping environment, give great advice and excellent customer service in person. Merchandising matching products can attract customers more easily to impulse buys than is possible online.

“Online shops are now up against the likes of Amazon who are starting to sell equestrian products. Having to compete with that is quite a scary prospect.”

ETN’s next Retailer Forum considers that Holy Grail of retailing – margins. If you’d like to have your say, we’d be delighted to phone you for a chat. Let us know by calling 0845 618 5007 or email editor@equestriantradenews.com

EQUESTRIAN TRADE NEWS JUNE 2011 35

Insurance on the circuit In the latest in ETN’s series on tools of the retailer’s trade, Oliver Lawton at Shearwater Insurance considers the cover you need when selling via tradestands at shows.

M

ost equestrian retailers typically carry stock which can be of considerable value. By choosing the correct insurance, you can have protection while you are at a show or event and during transit.

While we don’t like to be negative, when it comes to your business it’s vital that you consider what would happen in the worst case scenario. By planning your policy based on this, you can ensure your

insurance protects you in the event of it actually occurring.

Planning your cover To tailor a policy to suit your needs, there are a number of things to take in to consideration when deciding what these needs are...

Your stock When taking out a specific policy to cover yourself at shows, bear in mind that your stock will only be covered

Worst case scenarios could include an accident to a member of the public on your stand.

during the event and when in transit to and from the event and this can be limited to a certain number of days. At all other times your stock should be covered under comprehensive business insurance.

The value of your stock is based on cost price to the insured. Depending on the insurer, a company may band the stock or have an amount specified by the client. You should always notify your insurer of the length of time you will be away. These policies will also be subject to full details of security at the event. If you are a regular exhibitor at a number of shows throughout the year – more than three – it is worth taking out a multiple events policy which will save you a lot of money and administration.

Liability Public liability provides you with a cover for your legal liability to pay any damages, claimants’ costs and expenses which could arise as a result of a third party incident; for example, an accident to a member of the public on your stand. This will carry restrictions, such as restricted cover during the erection or dismantling of any stands or marquees, so always ensure you have read these carefully to avoid any problems should the need to claim arise.

It is also vital that you have Employer’s Liability to cover for any incident occurring to 36 JUNE 2011 EQUESTRIAN TRADE NEWS

anyone you employ at an event. This needs to include anyone and everyone who could be helping out – even if it is voluntary.

Your equipment If you are hiring or borrowing equipment for the show, you can add on an element to your cover which insures you against any damage or theft.

Event equipment cover will insure you for the loss of, or damage to, any equipment you are responsible for during the event. This will not protect you if damage occurs due to defective erection or dismantlement of stands and marquees or through theft from an unattended vehicle. If you own the equipment be careful to ensure your insurance covers you for this as some companies require you specify a replacement value for it on the policy.

Unforeseen circumstances If cancellation, abandonment or postponement is unavoidable, including extreme adverse weather conditions, you can be insured for any costs that are irrecoverable. Ensure you read the terms and conditions to understand what you would and wouldn’t be covered for.

For example, you would not be covered should you simply decide not to go. t Shearwater Insurance 01992 767666. www.equestriantradenews.com

The seat of equitation After the horse, the saddle is the highest value item most equestrian consumers will purchase. For consumer and retailer alike, therefore, saddles represent important decisions. This season, suppliers have come up trumps with innovation, choice and good quality. Here’s a selection of saddles on the market.

New from GFS THE PDS Aldea Showtime XCH dressage saddle – new from GFS - is designed to maximize horse and rider performance.

A cleverly designed panel cuts away behind the horse’s shoulder, while the removal of the rider’s knee block eliminates any restrictions. The result is said to be a noticeable increase in the horse’s movement.

This saddle has an adjustable tree, while the stitching on the leather enhances the contours of the rider’s leg. The RRP is £1,790 with matching accessories available.

For show jumpers meanwhile, Rodrigo Pessoa created the Gen-X Elite collection to provide outstanding competition saddles at moderate prices.

The range features exclusive Pessoa greasy grained leather for extra grip and durability and comes in three colours, dark brown, black and oakbark. The RRP is £1,250. t GFS 01922 638094.

For free moving horses...

THE XKC Dressage saddle is fitted with Jaguar Equestrian’s unique panel and head system.

The panels curve away sooner from the horse which reduces the pressure beyond the last rib and therefore frees up the hindquarters, promoting more engagement.

The head design ensures freedom of the trapezius muscle, allowing it to develop and work without pressure on either side of the withers to encourage freedom of movement.

Additional features include a dualdensity, deep seat, wool flocked panels and a generous knee roll. The XKC suits amateur and professional riders alike and is available in full grain, Paris or buffalo leather choices.

Seat sizes are 16" to 18.5" and tree widths narrow to extra, extra wide. t Jaguar Equestrian 01922 612238. www.equestriantradenews.com

Polly Stockton riding at Badminton in her Frank Baines saddle. (Photo: Bob Hook).

“The best saddle I’ve ever sat in” SO SAYS international eventer Polly Stockton of her Elan Close Contact by Frank Baines Saddlery. Polly is pictured on her way to a clear round at Badminton where she finished 14th on Westwood Poser.

The Elan Close Contact is available with wool or foam panels, Polly favouring the latter. She also opts for dressage saddles from the Walsall manufacturer.

The design and construction of the Elan’s narrow-waisted, wide-seated tree, which is made from re-enforced, laminated birch, helps the rider to stay in balance. The use of multi-layered latex in the seat offers comfort and support.

The highly technical foam panel, designed to Baines’ own specifications, helps maintain the rider’s close contact with the horse.

The Elan comes as standard with Velcro knee and thigh blocks which can be repositioned to customise the saddle. Optional flap lengths are available, making this a versatile saddle. t Frank Baines Saddlery 01922 640847.

Top riders vote with their seats CARL Hester, Kyra Kyrklund, Billy Twomey and Jeanette Brakewell put their trust in Amerigo Saddles.

Olympian Carl rides the majority of his horses in the Amerigo Deep Seat Dressage Pinerolo saddle (pictured).

The deep seat for secure positioning follows saddle designer Peter Menet’s philosophy of positioning the rider forward over the horse’s centre of gravity, allowing it to move freely and putting the rider on top of the movement, not behind it.

The saddle features Amerigo’s trademark beechwood sprung tree and three-point strap system. As with all of this brand’s saddles, there are many options in flocking, leather types and colours as well as flap lengths. RRPs are from £2,895.

Amerigo saddles are said to resolve many difficult fitting problems. To find out about becoming a specially trained fitter, contact the UK distributor below. t Zebra Products 01352 763350.

EQUESTRIAN TRADE NEWS JUNE 2011 37

Showing the way

Jump to it!

SHOWING competitors need to choose their saddles with a mind to what will please ride judges as well as themselves.

The Ramsay show saddle from The Ideal Saddle Company has been developed with input from top show producer Marjorie Ramsay who has a lifetime’s experience in the ring.

Marjorie has designed her namesake to give the show horse the best possible front, while its open seat accommodates riders and judges of various shapes and sizes.

The saddle comes in seat sizes 14” to 18” with half inch increments and is available with removable Velcro knee rolls. t The Ideal Saddle Company 01922 620233.

THE Equipe Grand Prix Jump saddle features an Arconnerie, said to be one of the best wooden trees in the world, and is finished in Italian calfskin.

The choice of top show jumpers Ben Maher and Eric Van Der Vleuten, the saddle has a flat seat and anatomically designed knee rolls which secure the rider’s leg position between and over fences.

The Grand Prix uses Equipe’s foam panels which eliminate any ‘edge’ and avoid sagging over time. Seat sizing goes up to 18” and there’s a variety of flap lengths.

Colours are black, brown, red brown or Newmarket to order; RRPs from £1,995. t Zebra Products 01352 763350.

Exchangeable billet system THIS new Distanz endurance saddle from Kieffer uses the German manufacturer’s exchangeable billet system.

The system enables the stirrup leather to be attached via the middle billet strap, providing relief for the horse’s trapezium muscle. It’s an interesting concept as stirrup bar pressure is a constant source of worry in endurance riding.

Kieffer’s exchangeable billet system also makes the traditional front girth strap redundant, with the exception of saddles for breeds with an extra wide saddle fit in the shoulder area.

When fitting the saddle, the saddler is free to choose the best position of the girth strap to give an optimal, vertically downward draw. This will prevent slipping or rocking of the saddle, even without front girth strap, says Kieffer.

As well as freeing up the trapezium muscle, the system is said to allow extra room for the horse's shoulder, thus avoiding impairment of muscle construction over the scapula.

The Distanz saddle also has medium-high knee rolls on the panel under the saddle flap, a short panel in the shoulder area, a square cantle and is fitted with D and crupper rings. t Kieffer 00 49 89/94 006 808.

Toddy’s latest victory A NEW general purpose saddle has been added to the Mark Todd Generation saddlery range.

Manufactured in Walsall in full grain English leather, the saddle is built on a traditional laminate wood tree with wool flocked, lined panels. Features include a padded seat, stylish flap design, large Velcro mounted knee and thigh blocks and soft knee pads.

The Mark Todd Generation GP comes in black or brown and is available in 17” to 18" and medium, medium/wide and wide sizes. t Westgate EFI 01303 872277.

Pretty in Pink TEKNA synthetic pony tack is now available in eye-catching pink.

Available exclusively through Westgate EFI, the pink collection includes a cavesson bridle with raised browband and noseband, rubber reins, headcollar, lead rein, tendon and fetlock boots – plus pony saddle with matching girth and synthetic stirrup leathers.

The saddle comes in 14" to 15½” in three width fittings and features movable blocks, latex and wool flocking and a grip balance handle at the pommel.

White piped detailing which carries through to the girth adds a nice touch.

Tekna pony products also come in black or brown for the less adventurous. t Westgate EFI 01303 872277.

38 JUNE 2011 EQUESTRIAN TRADE NEWS

Effective over fences THE semi close-contact Elite Jumping saddle from Jeffries Saddlery is designed to allow the rider to be as effective as possible over a fence.

Constructed on a tree developed and manufactured by Jeffries, the forward-cut Elite has a low profile seat.

The close-contact panels are wool flocked, while the covering leather has been treated to render it water-resistant.

The girth straps are made from leather sandwiched together with nylon for added strength and security. This was among the features given the thumbs-up by showjumping and event riders involved with the product’s testing.

The Elite Jumping comes in black and Australian nut in 17”, 17½” and 18” seat sizes with medium, medium wide and wide fits. The RRP is £1,300.00 t E. Jeffries 01922 642222.

Close, comfortable, luxurious THE Platinum Royale is Albion’s most luxurious dressage saddle to date.

Designed for the ultimate in comfort and closeness, it incorporates all of the features of the Platinum Ultima - moulded knee rolls, interchangeable tree and switch panel system.

Covered with the very best leather, a special patent option gives lustre to the velvety calf. Standard, narrow or customised seat sizes are available.

International trials and test programs have confirmed advantages in correct saddle fit and improved performance when using Platinum by Albion, reports the Walsall manufacturer.

What the company describes as “the new heart of this saddle structure” has been developed using the aerospace technology that helped Albion develop the Genesis tri-form tree and switch panel system.

The Platinum range - now including the Platinum Royale, Platinum Ultima and Platinum SLK - are Albion’s most popular dressage saddles.

Current world championship team dressage gold medal winner Hans Peter Minderhoud from Holland, British team silver medal winner Laura Bechtolsheimer and team bronze medallist Anabel Balkenhol from Germany all ride in Albion saddles.

The Platinum Royale has an RRP of £2,399. t Albion Saddlemakers 01922 646210. www.equestriantradenews.com

Add-on sales

RETA IL TIP

RETAILING saddles presents the ideal opportunity for add-on sales.

After all, no customer wants to put their shiny new saddle on a tatty old numnah or degrade its pristine flaps with worn-out stirrup leathers.

The purchase of a new saddle will also have made the rider more aware of his or her riding position and how it can be helped or hindered by their equipment. Good saddle fitters, who spend considerable time watching their customers ride, are well placed to suggest helpful acquisitions such as new stirrups, girths and saddle pads.

Other add-on sales could include more modest items such as saddle soap – the acquisition should inspire fresh enthusiasm for tack cleaning – a saddle cover or storage rack. It’s a case of having the stock ready while the customer is ‘thinking saddles’.

Here’s an in-depth look at a couple of potential add-on sale products that offer something a bit special.

Super stirrups One hundred and fifty quid for a pair of stirrup irons? You must be joking!

In fact, Sprenger Bow Balance Stirrups are worth every penny of their RRP. And it’s a good bet that customers who try them while having a new saddle fitted would quickly appreciate their value.

Bow Balance stirrups’ curved shape and ability to move in up to four directions allows for fast release should the rider fall – an important safety feature.

But it’s their comfort factor that makes these stirrups so significant. Whereas a normal, narrow stirrup tread can feel like you‘re standing on the rung of a ladder after an hour or so in the saddle – leading to that horrible feeling of foot numbness, the Bow Balance has a wide, dual-density foot bed for brilliant shock absorption and support.

Meanwhile, the stirrup’s ability to flex relieves tension in the hips, knees, ankles and calves by precisely following every movement of the foot.

I love riding in these stirrups, writes Liz Benwell. They are one of those marvellous inventions that you don’t appreciate until you go back to your previous equipment, and notice its shortcomings. I particularly like the way the Bow Balance hangs from the leathers, almost inviting you to put your foot into it...

A friend who has had a hip replacement also tried them. Full of praise for their therapeutic effect on her joints, she described the feeling of her foot in the stirrup as being “strong yet giving; almost like the feel of good connection with a horse’s mouth.” She’s now hooked too. t Zebra Products 01352 763350.

It’s well known that pure wool provides the best, most natural protection for a horse’s back. However, wool’s excellent warmth and absorption qualities are sometimes outweighed by its inclination to make a numnah too thick. The problem with that, of course, is that it throws saddle fitting out of kilter as well as reducing that sought-after close contact with their horse that most riders desire.

Morpheus’ clever idea is to develop a shorter lambswool length of 10mm compared with the conventional 26mm. Used under the saddle panels, it means you get the softness, warmth and wicking wonders of wool – but without the bulk.

With an eye to style, however, Mopheus has retained the longer lamsbwool for the numnah’s trim and collar to give it that luxurious look.

The wool is not attached to the skin, but is woven onto a fabric backing.

Short Wool Morpheus Designs Numnahs are machine washable and come in a wide range of styles, colours and sizes from half pads to fully lined numnahs. RRPs are from £38.50 with the fully lined version with full trim at £53.

I tried the half-lined short wool numnah. And, yes, I was very impressed with the performance of the wool and the neatness of the short wool under the saddle. This innovation made it easy to wash and very quick to dry too.

But it’s the overall design of this numnah that’s so impressive. Being keen on long distance riding, I’ve lost count of the lovely-looking numnahs that end up rubbing or causing pressure points, usually because of badly positioned straps – and that goes for some of the very expensive brands!

However, the Morpheus numnah has the upper straps positioned well forward so that the stitching isn’t under the front of the saddle. Likewise, the trim allows a space for the girth to pass through equally well positioned loops, again eliminating an irritating lump.

Oh, and this numnah looks incredibly smart too. t Morpheus Designs 01892 730 688.

Notable numnah I’d always associated Morpheus Designs with wacky animal print rugs and Thelwell numnahs, writes Liz Benwell. So when they offered to send me a numnah to ‘try and test’, I braced myself.

Well, there wasn’t a hint of zebra or giraffe in sight, just a very classy looking, British made lambswool numnah. Now, being a bit of a numnah anorak, I was interested. Apparently Morpheus had come up with a completely new innovation in lambswool technology too. www.equestriantradenews.com

EQUESTRIAN TRADE NEWS JUNE 2011 39

A VIEW FROM AMERICA

Tailgaters and tornados in Kentucky As he prepared for last month’s Rolex Three-Day Event, retail trade exhibitor John Nunn was expecting good crowds, great sales and a ‘bounce’ from the World Equestrian Games (WEG) also held in the Kentucky Horse Park six months earlier. Unfortunately he found nothing of the sort...

W

hat happened? Where did they go? Where were my regular customers that I’ve seen year after year?

It’s not like I don’t have a good handle on the show, it's my 18th year there.

Even Wednesday, when we set up the stand, was totally quiet. We’re not really open for business, but always get competitors coming over to get last minute supplies and we never turn that down. That didn’t even happen this year.

When the show opened Thursday, the handwriting was on the wall. After a really slow morning and during the afternoon break from dressage, we only had about half the number

Saturday was beautiful. But sunny days keep the customers out on the course more and shopping less. In a slow year, one would hope you could be at least blessed with overcast weather!

The lunch break was just as strange. There were tons of people walking around, but guess what? They were not my customers. Don’t get me wrong, we were busy, but just about every third person was not a horse person. They walked through my booth looking right past all the horse equipment and out the other end.

I asked myself “where did they come from?”...then remembered that Rolex had sold half price tickets through a company called Group On. Brilliant for them, a waste for us; it

When the Rolex organizers announce their attendance numbers, they’ll be adding all the tailgaters and the people who bought half price admission tickets. of people in the booth we’d normally expect.

I don’t look at sales figures until the end of the day and try to guess whether we’re up or down. It wasn’t going to take a rocket scientist to know not to expect gains for this Thursday.

30% down from last year but tomorrow's another day...

Friday morning felt more like its old self, but when I stand in line [of people waiting to get in] I have that feeling in the pit of my stomach.

The lines are long, but just not long enough to get the numbers we hope for.

At the day’s end, the figures are not quite as bad as one would expect. In fact, the average ticket total is substantially up from years past.

At least one thing I planned was doing what it was supposed to do. I’d brought higher value inventory, with less focus on the small, cheap items. I also had more staff on hand who were qualified in selling higher priced items. The one good thing about crowds being down was allowing us more quality time with our customers.

40 JUNE 2011 EQUESTRIAN TRADE NEWS

might help some vendors, just not a pure tack shop.

I was quite happy with my sales numbers at the end of the day with sales up from last year and very close to Friday’s sales - which is very surprising, as usually Saturday sales are at least 15 % lower than Friday.

Sunday brought the weather we were looking for on Saturday; a little rain in the morning and then overcast. My customers were back and shopping before the show jumping began at 1pm.

From a retailer’s perspective, Sunday was another strong day – with sales slightly up on last year - considering the environment we’re in.

Gas [fuel] prices here have gone up leaps and bounds in the last month and the unemployment rate is the highest in decades.

Even the Rolex entry list wasn't all that stellar.

There were no recent winners competing and this was a ‘between’ Olympics and WEG year though I’m sure we saw many 2012 Olympic bound combinations!

For the first year, the organizers added tailgating. This enabled people to drive in, park and set up tents behind their cars. Problem was, they were driving in from a different entrance - not even knowing there was a trade fair going on at all.

When the Rolex organizers announce their attendance numbers, they’ll be adding all the tailgaters and the people who bought half price admission tickets. To us retailers, it will mean little or nothing except that the organizers will be trying to raise the vendor fees accordingly on those numbers.

You have to ask yourself, did the spectators that came last year to WEG still have the funds to come back to Rolex in 2011?

Weather is always a factor in outdoor shows; it can help you or hurt you. Earlier that week, there were tornados and mass destruction throughout the Midwest.

Being evacuated on Wednesday morning thanks to a tornado touch-down just miles from the Kentucky Horse Park made me well aware that some people would have to skip this year.

It also made me feel blessed that I get to write this article about how it went – rather than how the insurance company doesn’t want to pay the claim.

I heard a lot about how attendance at Badminton was way down this year due to the change in dates. I feel for all the vendors, wish you all the best of luck next year and hope it was just a fluke. We here in America will be happy to take back our dates!

About the author JOHN NUNN is the owner of Bit of Britain Saddlery located in Oxford, Pennsylvania. Bit of Britain specialises in the discipline of eventing but branches out to include dressage and show jumping. Within 20 years, John has grown his business from a delivery lorry at the racetrack into one of the largest retailers in the US today. Over 6,000 sq ft of store front, three mail order catalogues a year, a mobile unit that attends over 30 shows per year and five websites reach out to every type of equestrian consumer. John is also a horseman who loves to ride and compete when time permits. www.equestriantradenews.com

www.equestriantradenews.com

EQUESTRIAN TRADE NEWS JUNE 2011 41

List your website here For more information call 01937 582111

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

The judgments listed are those recorded by the Registry Trust Ltd and appear to be of a commercial nature.

Judgments/Decrees can be for damages rather than debts, and their listing here does not imply an inability to pay.

MR MICHAEL SIMPSON, MILBROOK PARK STABELS, STATION LANE, HOLME-ONSPALDING MOOR, YORK YO43 4AL £1,798 MR STUART BOYLE, TRACKSIDE EQUESTRIAN, UNIT 3 MANOR FARM STABLES, CHARLTON ROAD, SHEPPERTON, MIDDLESEX TW17 0RJ £1,340 MR LEE ALDRED T/A TOADCAKE TACKSHOP, DOUGLAS FARM COTTAGE, CUCKOO LANE, POSTLING, HYTHE, KENT CT21 4ET £5,539 SAM WHITLEY T/A NATIONAL EQUINE DEVELOPMENTS, WITCH LANE FARM, DEANS LANE, CHARTER ALLEY, TADLEY, HAMPSHIRE RG26 5SE £6,653 EQUINE CARRIERS (BURWELL ) LTD,OLD HIGHWAY DEPOT, REACH ROAD, BURWELL, CAMBRIDGE CB25 0GH £1,038 MRS C JONES T/A WYKE ANIMAL FEEDS, PEAR TREE WORKS, WOODSIDE ROAD, BRADFORD, WEST YORKSHIRE BD12 8HT £834 MRS ANNE PRICE T/A EVERYTHING HORSEY, FARRIERS COTTAGE, AVENUE ROAD, BROSELEY, SHROPSHIRE TF12 5DL £22,941 MR K CANAVAN T/A REGENT HORSEBOX, UNIT 7 ALBERT PLACE, LOWER DARWEN, LANCASHIRE BB2 0QE £3,080

Equestrian Trade News

MR A PILGRIM T/A SPORTING HORSE STUD, 3 THE HIGH STREET, DELABOLE, CORNWALL PL33 9AD £2,520

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

Coming soon in ETN. . .

AUGUST ISSUE • Flying the flag – a celebration of British companies

• Below the belt – jodhpurs, breeches, boots and spurs

• Training focus – schooling gadgets, arena equipment and jumps

• Bits and bitting – the retailer’s guide to lorinery Editorial for consideration should be received by 7 June.

Telephone: 01937 582111 Email: editor@equestriantradenews.com 42 JUNE 2011 EQUESTRIAN TRADE NEWS

MANOR FARM EQUESTRIAN CENTRE, SAWTRY WAY, HOUGHTON, HUNTINGDON, CAMBRIDGESHIRE PE28 2DY £407 MR QUINTIN JUCKES, TUDOR STUD FARM, BLEDLOW RIDGE, HIGH WYCOMBE, BUCKS. HP14 4AA £1,998 WYKE ANIMAL FEEDS, PEAR TRE WORKS, WOODSIDE ROAD, WYKE, BRADFORD, WEST YORKSHIRE BD12 8HT £2,753

RUSHDOWN STUD FARM, RUSHDOWN FARM, ALDWORTH ROAD, UPPER BASILDON, READING, BERKSHIRE RG8 8NJ £1,705 MR BOB SEAMAN T/A BELL FARM STABLES, PEAR TREE COTTAGE, VILLAGE ROAD, DORNEY, WINDSOR, BERKSHIRE SL4 6QH £2,470 HOMES 4 HORSES LTD, 2B HOWDEN ROAD, SILSDEN, KEIGHLEY, WEST YORKSHIRE BD20 0HJ £4,432 MR MICHAEL SQUANCE T/A MEDDLER STUD, KENTFORD, NEWMARKET, SUFFOLK CB8 7PS £830 MR KEVIN ROGERS, WHITEGATES STABLES, COMMON ROAD, BRIERLEY, BARNSLEY, SOUTH YORKSHIRE S72 9EF £361 TILLY TROTTERS EQUESTRIAN BOUTIQUE LTD, 195 HALLGATE, COTTINGHAM, HULL, NORTH HUMBERSIDE HU16 4BB £676 MR JOHN ROBERTS, STABLE BLOCK & TROUGH KITTS, HEATHFIELD, ALKINGTON, BERKELEY, GLOUCESTERSHIRE GL13 9PW £1,526 QUARRY STONE STUD LTD, QUARRYSTONE STABLES, LOWER RAKE FARM, WOODLEIGH, KINGSBRIDGE, DEVON TQ7 4DE £1,175 GAVIN REILLY T/A ELITE IRISH HORSES, SOLEY FARM STUD, CROOKED SOLEY, CHILTON FOLIAT, HUNGERFORD, BERKSHIRE RG17 0TW £7,888 MS L WILLIAMS, PHOENIX NATIONAL STUD, GARTH ISAF FARM, PONTYCLUN, MID GLAMORGAN CF72 9NH £3,577 MRS ELIZABETH SERVICE T/A FELDALE STUD, 24 LONG LANE, SOUTHPORT, MERSEYSIDE PR9 8EX £6,511 WHITEHORSE RIDING CENTRE, 31 RYARSH ROAD, BIRLING, WEST MALLING, KENT ME19 5JR £5,611

MR PAUL MURPHY, EQUINE POOL, SPIGOT LODGE, COVERHAM, LEYBURN, NORTH YORKSHIRE DL8 4TL £1,496

MR CYRIL LIGHT, BRENDON RIDING SCHOOL, HARESDEAN, LONDON ROAD, PYECOMBE, BRIGHTON, EAST SUSSEX BN45 7ED £1,512

FIONA FERGUSON, FORDBANK STABLES, BEITH ROAD, MILLIKEN PARK, JOHNSTONE PA10 2NS £5,842

MR NEIL LOOMES T/A OTTER COUNTRY SPORTS, 26 LOUIS WAY, DUNKESWELL, HONITON, DEVON EX14 4XW £2,260

THE WESTERN BOOT AND SADDLE CO, APRIL COTTAGE, 23 THE LEAS, COTTESMORE, OAKHAM, LEICESTERSHIRE LE15 7DG £1,703

MR TOM WALTERS T/A BARWICK STUD, NANSAVALLAN COTTAGE, KEA, TRURO, CORNWALL TR2 6AD £330

NATIONAL EQUINE DEVELOPMENT, WITCH LANE FARM, DEANS LANE, CHARTER ALLEY, TADLEY, HAMPSHIRE RG26 5SE £3,715 MR BRIAN MILLION, STONECHESTER STUD FARM, NORTH LANE, CROOK, DURHAM DL15 0TZ £395 NORTHBROOK EQUESTRIAN CENTRE, NORTHBROOK, NEW ROAD, OFFORD CLUNY, ST NEOTS, CAMBRIDGESHIRE PE19 5RP £1,051 MS DEBBIE RAYNER T/A REARING TO GO TACK SHOP, 32 STATION ROAD, MARCH, CAMBRIDGESHIRE PE15 0HA £2,533

CHERYL NICHOLAS T/A MANOR FARM STABLES, 3 SPERRING COURT, MIDSOMER NORTON, BATH, AVON BA3 2JF £364 MRS TATIANA STEELE-MORTIMER, ELLBRIDGE EQUITATION CENTRE, LOWER SOUTH WRAXALL, BRADFORD-ON-AVON, WILTSHIRE BA15 2RR £2,112 EQUESTRIAN SURFACES LTD, PHOENIX WORKS, PHOENIX WAY, BURNLEY, LANCASHIRE BB11 5SX £1,021 MICHAEL MILLS, ALLENDALE EQUESTRIAN CENTRE, NEWPORT ROAD, VENTNOR, ISLE OF WIGHT PO38 3LY £920 & £1,442

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