ETN - Equestrian Trade News - December 2013

Equestrian Trade News

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

December 2013 Volume 37, No 12 Monthly

FOCUS ON SADDLE FITTING NEW! SMS CPD feature

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NEC, Birmingham, UK 16-18 February 2014 www.beta-int.com

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

CONTENTS

Comment

DECEMBER 2013

NEWS.........................................................................6 PEOPLE ...................................................................15

QUALIFICATIONS shouldn’t be confused with up-to-date skills.

So the Society of Master Saddlers (SMS) is to be applauded for introducing CPD (continuous professional development) to its Qualified Saddle Fitter (QSF) system.

Yes, CPD for QSFs is voluntary; but it’s the spirit of the thing that’s important. By launching CPD, the SMS is making the point that self improvement, constant learning and attention to detail are all part of the package that makes a good saddle fitter.

That’s also why ETN is pleased to publish in this issue the first of a series of SMS accredited CPD features for qualified saddle fitters. By reading the feature and completing and returning the quiz, saddle fitters can gain CPD points.

In fact, since it’s written by eminent saddler Kay Hastilow and concentrates on the currently topical subject of fitting exracehorses, everyone with an interest in saddlery will find it useful.

WHOLESALERS are often the unsung heroes of our trade. They do the legwork to find new products and enable retailers to stock up as and when, thus aiding cash flow.

Yes, they take a cut – but considering the amount of stock holding required, they also take a risk. A good wholesaler can be like having a fairy godmother in your stockroom.

I learnt something else while compiling our wholesalers feature for this issue. Don’t devalue ‘own’ brands by referring to them as such; a brand is a brand in its own right. We don’t refer to Rolls Royce as an own brand of BMW – so giving all equestrian brands the recognition they deserve is a good new year’s resolution for 2014.

I HAVE a mug which says: “Happiness is a cup of tea and a new magazine.” Yes, while we rely on the Internet for much of what we need to know, we still love leafing through the pages of a ‘real’ magazine such as ETN. The disadvantage of printed matter over electronic, of course, is its longer lead time; which brings me to an apology.

No sooner had we hit the ‘go to press’ button on the November issue of ETN – in which I castigated the Met Office’s eternal and unnecessary pessimism – than the weathermen started forecasting (with pinpoint accuracy) a Monday morning storm that more or less brought the south of England to a halt.

So I won’t risk predicting a white Christmas. Nicki Lewis and I simply wish you a happy and prosperous one.

Liz Benwell

BETA MEMBERS’ PAGE ..........................................16 WHOLESALERS FEATURE COVER STORY Make the most of your wholesaler .......................17 Directory of wholesalers .......................................18 SUPPORT FOR RETAILERS Suppliers who go the extra mile ...........................31 RETAILER PROFILE Widmer Feeds Country Store in Buckinghamshire ...............................................34 SPECIAL REPORT What happened at Your Horse Live.......................36 SMS CPD FEATURE COVER STORY Fitting saddles to ex-racehorses ..........................38 LEATHER & LEATHERCARE Finding good leather – and its care ......................40 OPINION Saddle fitting for Thoroughbreds .........................43 COUNTY COURT JUDGMENTS................................46

FRONT COVER: This month’s image throws winter sunshine on an important theme in this issue, saddle fitting. The content is for illustrative purposes only. With thanks to Claire Mountain and Far Fetched (Fergus). Photo by Steve Moore.

OBITUARY

OBITUARY

PATRICK PINKER

JAYNE SARGENT

PATRICK PINKER, founder of Patrick Pinker Saddlery, died last month (14 November). He was 73.

He had been in hospital for heart surgery.

Although officially retired from running his group of companies, which includes a game farm as well as the South Gloucestershire retailer of equestrian, poultry and smallholder supplies, he remained actively involved.

His son Stephen has taken over the running of the businesses.

Patrick Pinker’s funeral will be on 2 December.

A tribute appears in ETN January issue.

JAYNE SARGENT, co-director of saddlery company Steedsman Limited, passed away on 7 October following a long and brave battle with cancer.

She was 56.

Originally from Walsall, Jayne left school in 1973 to train as a bridle stitcher at Modern Saddlery. She met Colin, her future husband, and together they formed C B Sargent bridlemakers in 1994 and Steedsman Limited in 1995. Jayne always played an active role in both businesses with a hands-on approach to any task required.

Jayne will always be remembered for her happy smile and wicked sense of humour.

A foundation is being formed to honour Jayne’s lifelong commitment to the equestrian industry with all proceeds going to cancer charities.

Colin Sargent said: “Over the last 10 years, Jayne and I saw many people, some of whom are in this industry, who have been affected by this terrible illness. We sincerely wish to make a difference.”

A website and blog have been set-up for members of the trade to get involved. For more details, please visit the following: www.jayne-sargent.org http://jayne-sargent.blogspot.co.uk info@Jayne-Sargent.org

Horse boots under review AN FEI working group is reviewing international show jumping’s rules regarding hind boots.

Its recommendations concerning the weight and shape of boots, as well as restrictions on the type of straps allowed, are expected by the end of this month.

If ratified by the FEI Jumping Committee, it’s likely that national federations – including British Showjumping (BS) - will adopt similar rules.

It’s understood that the type of boots under scrutiny are those that seek to enhance a horse’s technique over a fence rather than protect its legs.

Fancy some Pets At Home shares?

PETS At Home could soon be floated on the stock exchange, according to reports in the financial press.

Private equity owner Kohlberg Kravis Roberts (KKR) is said to be considering the move that would value the pet retail chain at £1.5bn.

Pets At Home’s previous owners Bridgepoint bought the company for £230m in 2004. They sold it KKR for £955m.

Pets At Home acquired the RideAway equestrian store near York, plus its mail order catalogue and e-commerce operation, last December.

ADVERT INDEX

Equestrian Trade News Stockeld Park, Wetherby, West Yorkshire LS22 4AW Tel: 01937 582111 Fax: 01937 582778 – Sales Email: sales@equestriantradenews.com Website: www.equestriantradenews.com Publisher: Equestrian Management Consultants Ltd Editor: Liz Benwell Email: editor@equestriantradenews.com Tel: 0845 6185007 Advertising Sales: Nicki Lewis Email: sales@equestriantradenews.com Tel: 01937 582111 Fax: 01937 582778 Advertising Copy: Nicki Lewis Email: sales@equestriantradenews.com Tel: 01937 582111

6 DECEMBER 2013 EQUESTRIAN TRADE NEWS

Subscriptions Distributed on a controlled-circulation basis to the retail trade. Paid-for annual subscriptions are £39.95 (UK), £73.00 (Europe), £86.00 (rest of the world).

The magazine is independent of all groups.

Editorial views expressed in ETN are not necessarily the official view of any organisation or group.

Copyright: All material is copyright Equestrian Management Consultants Ltd. Design & Print: G.H. Smith & Son, Market Place, Easingwold, North Yorkshire YO61 3AB Tel: 01347 821329 Fax: 01347 822576 Email: etn@ghsmith.com Web: www.ghsmith.com ISSN 1462-9526

Abbey England....................................................18 & 23 The Academy of Master Saddlers..................................43 Agrihealth ...................................................................22 Animalife ............................................................3, 4 & 5 Battles ................................................................21 & 29 BETA International .......................................................11 Buffera ........................................................................14 Classified ....................................................................45 Earlswood Supplies .............................................18 & 26 EKKIA ...........................................................22, 24 & 25 Equus Health...............................................................27 Faulks & Cox Ltd....................................................9 & 19 Gallop Equestrian Limited ............................................26 GWF Nutrition ...............................................................7 Horka International BV.................................................28 Horsemasters ..............................................................35 Hucklesby Associates ...................................................23 B Jenkinson.........................................................22 & 27 Matchmakers International Ltd .....................................30 Mirza Shaharyar Baig Groups .......................................20 PolyPads & Libbys................................................22 & 28 John Rothery (Wholesale) Co Ltd ..................................26 Saddlery Trade Services................................................20 Schockemöhle Sports GmbH.........................................19 Sherwood Forest/Puffa ................................................IFC Shires Equestrian Products ...........................................30 Snowhill Trade Saddlery .....................................30 & IBC Spoga ...........................................................................8 L S Sales (Farnam) ...............................................13 & 28 Tagg Equestrian...........................................................23 USG -United Sport Products GmbH ...............................28 Vale Bros.....................................................................41 Weatherbeeta.............................................20, 27 & OBC Web Directory .............................................................46 Westgate EFI.......................................................20 & 29 Worklite Ltd ........................................................19 & 27 Zilco ...................................................................26 & 30

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Show style shopping A NEW e-commerce website promises the type of shopping normally found at country shows, game fairs and horse trials.

Countrified offers to highlight goods from talented crafts people with small businesses. A “small” registration fee is charged and commission taken on items sold.

“The quality [of products] has to be high and we’re very supportive of those who make their products in the UK,” said director Natalie Hackett.

Hunt is on for top SQP NOMINATIONS have opened for the 2014 Virbac Equine SQP of the Year.

Votes can be registered at www.3dworming.co.uk. Everyone nominating a suitably qualified person [SQP] is in with a chance of winning an iPad. Virbac’s award, currently held by Simon Wetherald of Yorkshire based retailer Bardsey Mills, recognises equine SQPs as animal health professionals who are often the first point of contact for horse owners needing worming advice.

“Worm control isn’t just about the use of drugs,” said Virbac’s senior veterinary advisor Callum Blair.

“SQPs are ideally placed to offer horse owners direction on all aspects of worm control including faecal worm egg counts and pasture management as well as the correct dosage and delivery of wormers.”

The Virbac Equine SQP of the Year takes on a special significance next year as, since October 2013, new legislation has banned the advertising of wormers to horse and pony owners.

This development may leave consumers wondering how or where to get worming guidance, says Virbac, making the SQP’s role as a prescribing professional even more valuable. ● The Veterinary Medicines Directorate (VMD) has confirmed that ETN is exempt from the ban on carrying wormer advertising.

ETN also runs AMTRA [Animal Medicines Training Regulatory Authority] accredited CPD [continuous professional development] features for SQPs.

WARM-HEARTED: Westgate EFI has donated Mark Todd clothing to the RSPCA’s team of equine officers. The equestrian experts from the charity’s inspectorate staff will be wearing the jacket, gilets, waterproof trousers and winter gloves while on duty and attending events such as the Grand National. "We’d like to thank the Mark Todd Collection for the donation of our marvellous new uniform which has been branded with the RSPCA logo,” said equine officer Sarah Keith.

www.equestriantradenews.com

Taking their take first steps in saddlery BETA and the Society of Master Saddlers (SMS) ran an Introductory Saddle Fitting Course at Moulton College near Northampton at the end of October.

Chaired by Ian Hastilow, lecturers were Laurence Pearman from Cirencester Saddlery and Sue Norton from C.H. Brown. An excellent presentation was delivered by eminent vet Stuart Hastie, this year’s recipient of the BETA Lifetime Achievement award.

The course covered a comprehensive overview of saddle construction and fitting, enabling those delegates who meet the criteria to progress towards the City & Guilds SMS Saddle Fitting Qualification.

Laminitis researchers study supplements THE use of feed supplements forms part of a new Animal Health Trust (AHT) research project into laminitis.

The four-year study, in partnership with the Royal Veterinary College and funded by World Horse Welfare, will look at management factors which may contribute to the disease.

Research by Danica (Dee) Pollard will follow-up on a previous study by Dr Claire Wylie in which issues such as rapid weight gain, de-worming, box rest and new access to grass were evaluated.

Dr Wylie’s study also revealed that feeding some supplements was associated with a reduced risk of laminitis. “This is something we hope to investigate further,” Dee Pollard told ETN. Owners of healthy and laminitic horses interested in taking part in the web based project are asked to register their interest via email to danica.pollard@aht.org.uk

TEAM STRIP: The official uniform for the BETA International 2014 has been unveiled. The black jackets, as worn by the organising team in this picture, feature the trade fair’s logo plus that of main sponsor Neue Schule. Corporate outfits worn during the show are provided by Toggi, BETA International’s official clothing supplier.

“It’s essential that members of the trade fair team are easily identified by exhibitors, visitors and contractors throughout the show as well as during build-up and breakdown,” said BETA International organiser Claire Thomas.

www.equestriantradenews.com

Saddlery diversifies into fine food and wines

DERBY HOUSE has closed the equestrian element of its Lancashire store, replacing it with a number of diverse concessions.

The company’s Internet mail order operation continues with its full equestrian offering.

Already doing business in Derby House’s premises at Wrightington are farm shops selling locally produced meat, bread, cheeses, fruit and veg plus champagne and wines.

There’s also a coffee house and restaurant, gifts, ladies’ casual clothing and a children’s activity and toy centre - with room for more, according to Derby House director Mark Reeves.

He also told ETN that he “didn’t rule out the potential” for equestrian products to return to the store in the future.

“We’ve diversified to make better use of the premises which Derby House owns,” said Mark. “There are already lots of saddleries in this area. We wanted to offer something different – and it’s working really well.”

As pre-Christmas trading got underway, Mark said that Derby House was performing well with “some really strong sales.”

He admitted that the retailer had “taken some flak from consumers on [Internet] forums” but said Derby House had been working hard all summer to improve its service and image.

“We’ve moved the warehouse and customer services back inhouse, deliveries are on track and we’re getting some positive feedback,” he explained.

JUST REWARDS: Hilton Herbs won the Marketing & Promotion Award at the 2013 Somerset Business Awards dinner, held in Yeovil recently.

Presented by Alice Driscoll of sponsor ADPR, the accolade was accepted on behalf of the Hilton Herbs team by Martin Brooks and Allie Tayler (pictured).

“I hope this award encourages other small business as it proves what can be achieved by a small, dedicated team with limited resources,” said the company’s marketing manager Heather Giles. Jewellery specialist Hiho Silver won the Somerset Business Awards’ Service Excellence category.

www.equestriantradenews.com

Warhorse comes to BETA International

Joules’ expansion gets £22m boost CLOTHING label Joules announced a £22m investment from Lloyds Development Capital (LDC) last month.

Despite national press reports that it plans to open16 new stores in the coming 12 months, a Joules spokesman told ETN: “This has been blown out of proportion really. We haven’t commented on how many stores we will open.”

Currently, Joules has 76 shops and an ecommerce operation, linked by a ‘click and collect’ service. The company also supplies hundreds of independent retailers including the likes of Selfridges and John Lewis.

Leicestershire based Joules was founded in 1989 selling wellies and knitwear on the show circuit. Its portfolio now reaches beyond clothing to homeware and garden collections.

Joules also has stores in Singapore and South Korea, and is active in France, Germany and the US. Pre-tax profits in the year to May were £3.7m.

Sales are growing by 23% year on year, according to managing director Colin Porter. “The retail and direct channels are at plus 31% and wholesale at plus 15% on last year,” he added.

“The margins have also continued to show further improvements as the company focus has been on selling at full price.”

In other new ventures, Joules has taken pop-up stores at Bicester Village and is to launch in Gatwick Airport. It already has permanent sites at St Pancras and Waterloo stations.

“With the support of LDC, we can accelerate the next steps of our journey,” said founder and CEO Tom Joule.

Equestrian Trade News

ETN rewards innovation

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

EQUESTRIAN Trade News (ETN) is to sponsor the Innovation Awards at BETA International 2014.

NEC, Birmingham, UK Entry is open to all exhibiting companies.

16-18 February 2014 An independent judging panel will assess www.beta-int.com entries in the following categories, some of which are new: Saddlery & Tack, Rider Clothing, Feed & Supplements, Horsecare Equipment & [horse] Clothing , Safety & Security, Pet Products, Country Fashion & Footwear, Rider Footwear & Chaps and Other.

“Profitable new products are what make our trade tick,” said ETN editor Liz Benwell. “I share everyone’s excitement as we wait to find out who and what has won in 2014.”

ETN is the official media partner of BETA International 2014. All BETA International exhibitors receive free copies of ETN’s November, December, January and February issues as part of their package from the trade fair’s organisers.

Main Sponsor

10 DECEMBER 2013 EQUESTRIAN TRADE NEWS

Picture credit: Brinkhoff Mögenburg

CHARACTERS from the London stage play Warhorse are coming to BETA International 2014.

Fresh from starring at The National Theatre, Warhorse’s equine hero Joey will appear on all three days of the trade fair.

Joey will be accompanied by other members of the Warhorse cast. They are embarking on a tour of regional theatres during 2014.

BETA International 2014 is at the NEC, Birmingham, on 16 – 18 February. Admission is trade only and free on pre-registration. Visit www.beta-int.com for more details.

Sister show for Your Horse Live A NEW show from the organiser of Your Horse Live is set for the South of England Showground on 26/27 April.

Total Confidence Live brings a fresh dimension to the shopping and celebrity demonstration format by inviting visitors to ‘have a go’ at Can the successful celebrities and shopping format be repeated at Total various equestrian activities.

Confidence Live?

As well as riding a Western horse or dressage schoolmaster, visitors can bring their own horses to the Ardingly, West Sussex venue for coaching from top riders.

By 2015, Total Confidence Live could become a series of regional shows at locations around the UK, said Emma Bedford, associate publisher at Bauer Media.

“We want to make it good value with tickets at around £10,” she added, explaining that coaching on own horses would attract an extra, albeit affordable, cost.

Total Confidence is an existing franchise within Your Horse magazine.

The show is to embrace the theme with hands-on horsecare, one-to-one show jumping, dressage and cross country tuition and sports psychology sessions, plus demonstrations and seminars in all aspects of horsemanship.

Tradestands will be offered outdoors and indoors, the latter with a choice of clear floor space or shell scheme. Sponsorship packages are also available.

Administrator seeks buyer for pet store THE Giant Pet Store, which claims to be Norfolk's largest familyowned independent pet supplies superstore, has gone into administration.

Mark Upton, from Ensors chartered accountants in Cambridge, was appointed administrator of the company on November 1.

The store in Thorpe St Andrew, Norwich, was continuing to trade as normal last month while a buyer is sought for the business.

The business operates from a 12,000 sq feet premises and has been in existence for more than 20 years.

Interested parties should contact Mark Upton on 01473 220022. ● This story first appeared in Pet Trade Extra.

www.equestriantradenews.com

Taxman issues Christmas gift warning CHRISTMAS shoppers looking for bargains overseas have been warned not to get hit by unexpected charges, HM Revenue and Customs (HMRC) has cautioned.

Doing Christmas shopping abroad or buying goods online from non-EU countries can attract customs duty or import VAT. “Shoppers must always be cautious with websites that say they will undervalue your goods so you won’t pay VAT or offer famous brand names at very low prices,” warned Angela Shephard, HMRC head of customs policy.

“HMRC knows about these sites and people may end up paying more or having goods seized when they think they have found a bargain.”

Quick tax-on-gifts guide ● Goods bought over the Internet or by mail order from outside the EU attract VAT if the value of the package is over £15. In this case, VAT is calculated on the full item value, not just the value above the allowance. ● On 1 April 2012, low value consignment relief was abolished on mail order imports from the Channel Islands, since when all such mail order imports have been subject to VAT. ● If someone sends a gift from outside the EU, import VAT will be due if the package is valued at over £36. To qualify as a gift, the item must be sent from one private individual to another, with no money changing hands. If the value exceeds £36, VAT will be calculated on the full item value, not just the value above the allowance. ● If the goods are over £135 in value, customs duty may also be due, although this will depend on what they are and where they have been sent from. Where the actual amount of duty due is less than £9, this will not be charged.

£20,000 stock stolen from tackshop THIEVES got away with £20,000 worth of saddles, show jackets, riding boots and Wellingtons from a Cumbria tackshop.

Leanne Huschka, owner of Northern Pet & Equestrian Supplies, arrived at her Penrith store on the morning of 30th October to find the front door and emergency exit open.

Police were investigating how the thieves got into the shop which is on an industrial estate. One possibility is that someone hid inside at closing time, later opening the fire escape to let in his accomplices.

Leanne, who is insured, said the theft couldn’t have happened at a worse time as she prepared for the busy pre-Christmas period.

“The reps from Sherwood Forest and Weatherbeeta have been really good, helping me stock up again with boots,” she said.

Anyone with information or who is offered suspiciously cheap goods should contact PC Steve Wilde of Cumbria Police by dialling 101.

Bedding supplies rationed HEMP Technology is rationing its Hemcore branded bedding to existing customers.

The company says it needs time to recover from a difficult 2012 harvest before taking on new business.

Last summer’s wet conditions meant supplies of UK grown hemp, the raw material for Hemcore, became scarcer than usual.

“We can supply retailers who already have accounts with us,” said Rachel Leggett of Hemp Technology. “We’re not sure when that will change but we are hopeful as we wait for the results of the 2013 harvest.”

12 DECEMBER 2013 EQUESTRIAN TRADE NEWS

Likits: as seen on TV LIKIT PRODUCTS has made its first foray into television advertising by sponsoring Horse & Country TV’s Natural Horsemanship coverage.

The Likit credits appear around relevant programming, such as the Monty Roberts series, until the end of the year.

“We felt the Likit brand has a strong synergy with the whole concept of natural horsemanship and the sympathetic management of horses that are kept outside of their natural environment,” said marketing manager Lindsay Gall.

Likit manufactures Snak-a-Ball, which encourages natural foraging behaviour in stabled horses, plus stable toys designed to be used in conjunction with flavoured refills.

Horse and Country TV is on Sky Channel 280.

REWARDING HELPFUL HEROES: BETA sponsored a new award at the Riding for the Disabled (RDA) Gala Awards in London last month. The winner of the RDA Business Partnership National Award was Severn Trent Water, nominated by Lowlands Farm RDA, Shrewley, Warwickshire.

“It was amazing to hear of the remarkable help Severn Trent has extended to Lowlands Farm,” said BETA’s Claire Williams (pictured far right). “From extensive fund raising initiatives through to substantial exploratory work to locate and repair leaking pipes and the construction of a concrete base for a stable to house its mechanical horse.”

Pictured to the left of the group is after dinner speaker at the awards ceremony, broadcaster Clare Balding.

Rural giants launch loyalty scheme COUNTRYWIDE Farmers and NFU Countryside have teamed up to offer a new reward card scheme.

Countryclub PLUS combines NFU Countryside membership with double the usual rewards from shopping with Countrywide’s 53 stores.

For an annual fee of £36.50 in the first year and £41.00 thereafter, benefits include four points for every £1 spent at Countrywide – amounting to a 4% saving to be used against further purchases. Regular exclusive offers will deliver savings of up to 8%.

Members also receive introductory offers and advance notice of instore events, says Countrywide. Reward points can be collected in-store and on-line.

Benefits of NFU Countryside membership, which also apply to Countryclub PLUS, include free initial personal legal advice, £10,000 free accidental death cover, 20% off NFU employment services plus exclusive discounts and offers.

www.equestriantradenews.com

Monty: “Back on the road and loving it” TWO of the trade’s best known personalities, Monty StuartMonteith and his wife Suzanna, are back in business with their new company, Shaws Equestrian.

“We’re offering top end, specialist products; the very core of the way we started Belstane Marketing,” said Monty, referring to his former company that would have been 20 years old this month.

Shaws Equestrian has the likes of Pikeur, Eskadron, Myler, Sam Shield (whose latest hat is pictured), Dobert and Free Jump in its portfolio. Recent additions include Nico luggage for competitors and Lorenzini titanium bits.

Monty has been out visiting retailers since Shaws Equestrian started this summer. “I love being back on the road. It’s a breath of fresh air,” he told ETN. Agents Ken Duncan and Nick Robinson are covering Scotland and the north of England and the south respectively. Helen Walsh of Darragh Equestrian is representing Shaws Equestrian in Ireland.

Magazine rapped over distribution claim THE publisher of Equi-Ads magazine has been admonished by the advertising watchdog for making misleading claims about its distribution.

The Advertising Standards Authority (ASA) adjudication also drew a distinction between numbers of copies printed and those put into circulation.

Distribution claims should be verified by independent audit, the ASA added.

Rival publisher MCL Publishing, trading as Horse Scene magazine, had challenged whether claims made on www.equiads.net misleadingly implied that Equi-Ads had a distribution of 48,000.

The full adjudication can be seen at http://www.asa.org.uk/Rulings/Adjudications/2013/10/Equi_AdsLtd/SHP_ADJ_234783.aspx

More medicinal claims GOVERNMENT agency the Veterinary Medicines Directorate (VMD) has reported an increase in suspected medicinal claims being used to promote non medicinal products.

Equine supplements is a sector commonly affected.

“We feel this increased reporting is a positive reflection of our continued success in raising awareness of the Veterinary Medicines Regulations through our enforcement actions,” said a spokesman.

However, VMD is asking for help in following up inappropriate medicinal claims.

“Invariably such reports simply refer us to those websites in which the claims are being made and thus a considerable amount of resource can be spent actually searching the sites,” explained the spokesman.

VMD requests that reports are made on an ‘Unauthorised Product Complaint Form’ to be found at www.vmd.defra.gov.uk/public/nonmed.aspx

www.equestriantradenews.com

Robinsons’ investor in employment hot water A LEGAL challenge against retail giant Sports Direct’s employment of staff on zero hours contracts remained in the headlines last month.

Sports Direct acquired a stake in Robinsons Country Leisure [ETN November issue, news].

Speaking to ETN, Paul Bentham of Robinsons confirmed that the equestrian retailer does not employ staff on zero hours contracts.

The legal action facing Sports Direct was widely reported in the national press in the summer and reappeared in Drapers fashion journal last month.

It involves unpaid bonuses, holiday and sick pay. Up to 20,000 of Sport Direct’s workers are understood to be part-time with another 3,000 on conventional, fulltime employment.

Across the UK, up to a million workers, including many part-timers in the retail sector, are on zero hours contracts under which there are no guarantees of work and therefore pay.

The current case against Sports Direct is being brought by a 30 year old London based former parttime employee. Led by law firm Leigh Day, it’s supported by campaigns group 38 Degrees.

“These [zero hours] contracts clearly work in certain circumstances, but in others, are being abused by employers to restrict people's rights,” David Babbs of 38 Degrees told The Independent.

Meanwhile The Daily Telegraph reported that the Unite trade union had asked for an urgent meeting with Sports Direct founder Mike Ashley to discuss allegations that staff do not get paid for lunch breaks, and regularly work unpaid after closing time to tidy a store.

Unite also claims staff at Sports Direct’s warehouse have to wait up to 45 minutes to be searched at the end of each shift.

“We were aware of this [impending legal] case when we were speaking with Sports Direct in the summer,” said Paul Bentham. “And I thought it might be something that concerned our staff when the announcement [of the acquisition of a stake in Robinsons] came. But, in fact, the most frequently asked question has been ‘can we get a discount at Sports Direct’?”

14 DECEMBER 2013 EQUESTRIAN TRADE NEWS

Great outdoors comes to BETA International PERFORMANCE clothing specialist Keela is to exhibit at BETA International 2014 for the first time.

NEC, Birmingham, UK The Fife-based company joins a growing number of 16-18 February 2014 www.beta-int.com companies from the outdoor sector to be seen at the NEC on 16 – 18 February.

They include Fjallraven, Trespass, Regatta, Tilly Endurables, Mars/Storm Waterproofing, Nik-Wax, Target Dry, Buffera, Sealskinz and Hi Tec “The show is really good timing for us,” said Keela sales director Sam Fernando.

“We’re keen to meet buyers from the outdoors and country markets as a definite cross-over exists with many of our products able to sell well in both sectors.”

BETA International organiser Claire Thomas said she was pleased that these companies had “recognised the trade fair’s tremendous potential for reaching out to new customers.” ● In a new move, Society of Master Saddlers (SMS) Qualified Saddle Fitters can gain three CPD points for visiting BETA International 2014. Attendance will be verified when they call at the SMS stand during the show.

Main Sponsor

Brits break into Chinese market A SECOND BETA-led trade mission to the annual China Horse Fair enabled British companies to introduce their products and expertise to this emerging market.

Exhibiting companies were Barnsby, Bliss of London, British Racing School, Equestrian Surfaces, Great British Racing, Natural Animal Feeds, Neue Schule, Vale Brothers and Wellington Riding.

Also represented by BETA were BETA International, Botanica [feed supplements], Dee Two, Hilton Herbs, Horslyx and Racesafe.

“It was clear that the market in China has progressed since our visit last year, with visitors asking more knowledgeable questions about horses and products,” said BETA’s executive director Claire Williams.

“The market is still very much in its infancy but has long-term potential for international companies.”

The show was well attended with all companies within the BETA group making contacts and acquiring sales leads.

A ‘mini conference’ enabled exhibitors to make short presentations on their companies, skills and products. Claire Williams spoke about ‘Great British products’ and the UK’s offering of finest craftsmanship, manufacturing, distribution and skills.

Companies unable to attend the three-day event were represented by BETA, which provided information and contacts on their behalf. Exhibitors who did make the trip were taken on a tour of the region’s equestrian sites and met important Chinese contacts at a drinks reception organised by BETA in conjunction with the British Embassy.

Members of the BETA delegation each received up to £3,000 of UKTI funding (dependent on eligibility). They had previously attended a briefing event in London to familiarise themselves with the customs and traditions of business in China.

Pictured is part of the BETA group at the China Horse Fair, plus Claire Williams giving BETA’s conference presentation. ● BETA offers advice and support to companies seeking new trading opportunities. The trade association also secures funding for members of its export missions through UK Trade & Investment (UKTI). For further information, contact Tina Hustler at BETA, tel 01937 587062 or email tinah@beta-int.com.

www.equestriantradenews.com

• Michael Bacon has joined Saracen Horse Feeds as sales and marketing director. His last position was commercial director at TopSpec.

He has previously worked for Dengie.

“I’m thrilled to have joined the Saracen team and aim to build on what is already a successful brand by increasing our visibility and developing those all-important trade relationships,” said Michael.

• Phil Duff, former managing director of Ariat Europe, is to join Horse & Country TV’s board of directors on 1 January.

“We live in a digital age and although our industry can be slow to change, it has never failed to do so,” he said.

Jeff Kupsky, former president of Turner Broadcasting EMEA, is also new to the satellite channel’s board.

Phil and Jeff join Desi Dillingham, former British Horse Society president, Heather Killen (H&C TV CEO and chairman) and managing director Richard Burdett on the company’s board.

Current directors Sir Roger Jones and Tim Forrest are stepping down.

• Kate Taylor has been appointed as

UK sales manager for air vest specialist Point Two Equine. She previously worked in sales for hat manufacturer Charles Owen before joining Westgate EFI and Design Headwear as UK safety manager.

Before that Kate was employed on a competition yard. About joining Point Two Equine, she said: “I’m incredibly excited to be a part of such a dynamic and forward thinking company. I’m looking forward to seeing customers old and new.”

• Ashley Rossiter’s Surrey based agency MirrorMePR (MMPR) has been accepted onto the Recommended Agency Register (RAR). The online resource helps companies find agencies for their PR, marketing and other creative needs. Ashley’s is the first specialist equestrian agency on its books. “It gives reassurance to prospective clients and further credibility to the agency,” she said.

• Dodson & Horrell’s sales director Bill Chudley has gone part-time to look after the company’s Trophy Pet Foods and Massbrook brands plus a contract manufacturing account. He remains a director and continues to represent Dodson & Horrell on the board of the Pet Food Manufacturers’ Association (PFMA).

Marketing director Sam Horrell is heading the sales team during the transition as well as overseeing marketing for the Dodson & Horrell and Chudleys brands.

• Nutritionist Sarah Parkinson has joined Norfolk based feed company Allen & Page. The graduate in bioveterinary science from the University of Lincoln also has an MSc in animal science from Aberystwyth University.

Sarah has a particular interest in analysing and monitoring nutritional data in end products.

• Congratulations to Katya Williams, of ‘clicks and mortar’ specialist Citrus Lime, and her partner James on the birth of their daughter.

Tabetha was born on 17 October and weighed 5lb 9oz.

• It’s been a good year for budding architect Bryn Lee. Work he did as a student for timber stables manufacturer Scotts of Thrapston won him the Property and Construction Committee Manufacturing Award 2013 from the Greater Manchester Chamber of Commerce. Bryn has since graduated with distinction – and Scotts have snapped him up for a full time job.

www.equestriantradenews.com

• Ariat Europe has a new managing director. Alexander Hagen has been recruited by Ariat International to oversee the brand’s European division. His previous roles have included general manager of Puma SE for the European market, general manager of Cobra/Puma Golf and head of global sales for Aigle.

“Alexander’s deep experience within the specialty wholesale channels in Europe, with a unique focus on both sports and countryside brands, will be a terrific compliment to Ariat’s long term strategic growth plans,” said Beth Cross, CEO of Ariat International.

Alexander graduated in business administration from Ludwig Maximilians University of Munich, Germany. In his spare time, he enjoys outdoor sports, reading, going to the cinema and jazz music as well as spending time with his family.

“I’m excited to join the Ariat team and look forward to helping to continue to expand the brand in the UK and European equestrian markets, while also developing new opportunities in the country and outdoor markets,” he said.

• Sarah Measom has joined Redpin Publishing as magazine assistant on its regional magazines and specialist titles The Native Pony and Inharness. After graduating in equine performance and equine management from Hartpury College, Sarah stayed on to work as a student advisor and events administrator. She has also worked with event horses in New Zealand.

• During a chat at Your Horse Live, ETN asked Norbrook’s equine marketing manager Lizzie Leonard-Appleton if she has ever had any hands-on equestrian experience. “Yes I used to work in racing for [former National Hunt trainer] Henrietta Knight,” she replied. “And did you look after any famous horses?” “I looked after a lovely one,” said the modest Lizzie. “He was called Best Mate.”

EQUESTRIAN TRADE NEWS DECEMBER 2013 15

SPREADING THE WORD ON SCOTTISH TOUR

K

eeping in touch with BETA members is vitally important, so we sent our field officer, Tricia Nassau-Williams, north to catch up with 20 Scottish retailers.

“It is really good to get out on the road and into retailers’ shops,” she said. “Nothing beats being able to talk to our members on a one-to-one basis and I believe that effective communication is the key to success.”

Tricia’s travels enable BETA to gather direct feedback from members and assess developments and changes in the trade. They also give her the opportunity to highlight the many benefits available to all members to ensure they make full use of them.

The retailers visited varied enormously, from small stores with one member of staff to multi-branch enterprises employing a workforce of hundreds. Making sure that BETA caters for them all and listening to their concerns and requirements is key to the trade association’s objectives. Tricia was also pleased to receive

three new membership applications during the trip.

While on tour, Tricia included a presentation of the RDA Rider Safety Equipment module to six RDA groups at the Sauchieburn Centre, Stirling. This initiative provides helpful information for instructors and encourages a link between RDA groups and BETA members for the mutual benefit of both.

For details of how you can link up with your local RDA branch and Pony Club, please contact the BETA office.

BETA field officer Tricia NassauWilliams visits Sam McAllister at Equi-Store, Glasgow, as part of her tour of Scotland.

News on your newsletter. . .

YOUR BETA Winter Newsletter will soon be dropping through your letter boxes, providing a handy update of the work carried out by the trade association over the past few months.

This annual publication will feature details of forthcoming BETA courses at venues throughout the UK. The programme includes training in lorinery and safety garments, and digital marketing. Make sure you check out the full details and book places for yourself and your staff as soon as possible.

CONTACT TINA HUSTLER AT BETA Tel: 01937 587062 Website: www.beta-uk.org Email: tinah@beta-int.com Stockeld Park, Wetherby, West Yorkshire LS22 4AW 16 DECEMBER 2013 EQUESTRIAN TRADE NEWS

BUSINESS AWARDS AND GALA DINNER

T

The search for winners of the 2014 BETA Business Awards is now well under way.

Full details of these prestigious industry accolades can be found on the BETA website, www.beta-uk.org.

The categories are the UKTI Export Award, TSM Rider Award, SEIB Retailer of the Year, BETA Lifetime Achievement Award, Equine Careers Sales Representative of the Year, Harry Hall Retail Employee of the Year, Blacks Solicitors Trade Supplier of the Year, Joules Equestrian Event of the Year and Haygain Nutritional Helpline of the Year.

To nominate an individual or company, send their name, the award category, your name and address, and reason for nominating – by email or post – to Tina Hustler in the BETA office by the given deadline. The winners will be announced during the BETA Gala Dinner, at The National Motorcycle Museum, near Birmingham, on Sunday, 16 February.

If you’re planning to attend this glittering social occasion, don’t forget to buy your tickets ASAP because they are proving as popular as ever.

They are priced at £56 per person, £510 for a table of 10 and £612 for a table of 12 – all plus VAT. Ensure that you don’t miss out on this special evening by contacting BETA to book your place now.

Make it a date!

MEMBERS will soon be sent their free BETA 2014 calendar – perfect for keeping tabs on all the season’s key shows and events. The colourful wall-hung calendars feature equestrian and country photographs from the BETA year, including shots from the Festival of British Eventing, where BETA is the presenting sponsor, and BETA International, as well as dogs sporting BETA bandanas and handsome horses enjoying the crisp, white snow. It replaces the extremely popular BETA diaries, which were produced for several years.

Additional calendars can be ordered from Tina Hustler in the BETA office.

Please contact her for further details and costs.

Season’s greetings And finally... members of the BETA team would like to wish you all a very happy Christmas and look forward to seeing you all again in the New Year.

www.equestriantradenews.com

You can have it all...

...with a good wholesaler on your side. So says Snowhill Trade Saddlery to whom ETN posed some retailers’ questions.

A wholesaler can offer the best products, but each retailer knows his own market.

Q. Cash flow is a big issue for many retailers.

How does it help to use a wholesaler such as Snowhill?

A. Different wholesalers have different models of working, but our approach has always been to try to work for the retailers, offering maximum convenience to them.

There are two key requirements for this: massive storage facilities and next day delivery in most cases. We carry the stock so that the retailer can just order in what they need, when they need it: they don’t need to have cash tied up in stock.

We have a couple of other distinctive practices, such as not requiring forward ordering of rugs to secure our lowest www.equestriantradenews.com

price. By doing things on a bigger scale, we can keep manufacturing prices lower than competitors and we have the confidence in our products and business model to not require forward ordering.

Q. If a retailer wants to stock well-known brands, such as John Whitaker International, Sebago or Brogini, surely it makes sense to go to the manufacturer rather than a wholesaler – doesn’t it?

A. Most manufacturers, including the ones you mention, will not deal in the small volumes which the average shop wants to order.

By contrast, you can order individual items and small Continued on page 18

Snowhill’s massive storage facilities and next day delivery in most cases mean retailers don’t need to have cash tied up in stock.

quantities from a wholesaler such as us, as part of your regular ordering, to avoid tying up cash in large stock orders.

Q. I run a small, independent bricks and mortar shop. I’m keen to stock products that set me apart from my local competitors and internet retailers. How can a wholesaler help?

A. A wholesaler can only offer up the best products that they can bring to the market. It’s up to the retailer to understand their market, their USP, their strengths and weaknesses. These days most shoppers look to the internet for the cheapest prices, widest choice and convenience of

delivery... and it’s hard to argue with the web when it comes to those things.

However, a bricks and mortar shop can compete on ‘old fashioned’ values such as customer service, creative and inspiring display of stock, expertise, salesmanship and so on. If you have these, then you will probably already know how to work with your wholesalers to get attractive product lines onto your shelves.

It’s more important for physical shops to understand how ranges of products – with different price and quality points – are put together. And to make sure you have the ranges in stock and can demonstrate the differences, cross selling as the need or

EQUESTRIAN TRADE NEWS DECEMBER 2013 17

We don’t generally get into wasteful advertising campaigns that are of questionable benefit and only make the product less competitive. opportunity requires.

A wholesaler can also help shops by holding sufficient stock as already described, and by turning round special orders as quickly as possible.

Q. If it’s so quick and easy to order from Snowhill, how do I know you won’t be selling to my customers?

A. Because we don’t retail!

Unlike many other so-called wholesalers who will sell to members of the public through their website or will take stands at equestrian events and retail directly, Snowhill are one of the very few that do not.

We only sell business to business and if we determine that a non-trade customer has an account with us, we will close the account down.

Q. I really like the quality and the price points of the Heritage leatherwork range in particular. Do you support the brand with general advertising in the UK, to raise awareness of it amongst my potential customers?

A. As any marketing executive will tell you, the very best advertising you can get is personal recommendation and word of mouth. You simply cannot put a price on that.

Heritage is one of the most successful brands in the UK, mainly because it combines brilliant value with great quality - always a winning combination.

In actuality, print advertising and endorsements simply push up the costs of bringing a product to market. When you see a slick advertising campaign, be assured that it is you – the customer – paying for it when you buy the product.

We try to support the retailer with good publicity materials and photography that they can use to promote our ranges. But we don’t generally get into wasteful advertising campaigns that are of questionable benefit and only make the product less competitive. t Snowhill Trade Saddlery 01243 672323

ABBEY ENGLAND Range: Abbey England supply a wide variety of tools and materials throughout the equestrian industry including high quality English leathers, leather tools, hardware, webbing and outdoor textiles. They also manufacture a comprehensive range of quality English riding and driving bits, a collection of high quality Stanley Foundry brass buckles and Liston locks.

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

Abbey England distributes Fiebing’s horse and leather care products from the USA and Stubbs quality equipment for the stable and tack room. In addition to their distribution of premium products Abbey England continue to play a dominant role in the British bit market. Worldwide customers flock to Abbey England for their bits, especially those seeking the more traditional styles.

Retailer communication: Quarterly trade newsletters and regular updates via the Abbey England Facebook page.

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

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

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

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

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

Big brands at your disposal 24/7.

18 DECEMBER 2013 EQUESTRIAN TRADE NEWS

Range: Stable and tackroom equipment, rubber matting, tools, accessories, hardware, gate fittings, grooming products, equine first aid, mounted games kits, rodenticides, electric fencing, security products, smallholder range, rubber matting.

Retailer incentives: Offers posted or emailed every month. Bulk discount deals on products. Low carriage paid order values.

Retailer communication: Email or post monthly offers and updates.

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

Catalogue: New catalogue sent out once a year.

Web trade store: www.earlswood-supplies.com Terms: Proforma invoice or 30 days from invoice date on approved accounts.

Carriage: Low carriage paid order values.

Delivery: 2 – 3 days Contact telephone number: 0845 017 1351 Email address and website: sales@earlswoodsupplies.com, www.earlswood-supplies.com www.equestriantradenews.com

Advertisement feature.

EARLSWOOD SUPPLIES

SCHOCKEMÖHLE SPORTS Range: Schockemöhle Sports develops well engineered, sophisticated highquality products, which also implicate aesthetic aspects and fashion trends.

We offer a complete choice of equipment for both horse and rider. This includes a wide range of high quality bridlework and leather accessories. The seasonal rider’s clothing is always colour-coordinated to the horse’s textiles.

Our complete assortment is available on our website.

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

Retailer communication: We provide detailed information through various channels: website, facebook page; newsletters, catalogues etc.

Retailer support: Our sales agents in the UK are available for any kind of request: Jenny Hammett (UK), jh@schockemoehle-sports.com, 44 (0) 7818 051375 Mark Hammett (UK), mh@schockemoehle-sports.com , 44 (0) 7875 633163 Shane Broughal (IRL), sb@schockemoehle-sports.com, +353 (0) 870 550515 Mary Wastie, (SCO), mw@schockemoehle-sports.com, +44 (0) 7800 558636 Catalogues: “The Orange Book” for standard products once a year; seasonal brochure twice a year.

B2B: Online order platform for retailers.

Minimum first order: Available upon request.

Terms: In accordance with the sales team.

Carriage: Available upon request.

Delivery: Available upon request.

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

Advertisement feature.

FAULKS & COX LTD. Range: Tubtrugs, Gorilla Tub, Tyre Rubber, Multi-Tub, Wm. Faulks.

Retailer incentives: Crazy Monday Special Offers, discount on bulk orders, Profit Packs™ Trade Show Deals.

Retailer communication: Continually updated website, Facebook & Twitter page, customer email, flyers, product catalogue, and dedicated sales team.

Retailer support: Specialised POS & Profit Packs™, marketing and advertising of brands within trade press, and consumer publications & online. Mobile sales representatives, promotional product material, website & QR code integration to direct consumers towards our website for specific product details.

Catalogue: Product catalogue, can be sent, also available online at our website. Price list can be sent upon request.

Web trade store: www.faulks.co.uk/store Minimum first order: Pro-Forma Terms: 30 days net on approved accounts, otherwise payment on dispatch Carriage: Paid on orders over £200 Delivery: Available upon Request.

Contact telephone number: 01455 848184 Email address and website: sales@faulks.co.uk, www.faulks.co.uk

www.equestriantradenews.com

WESTGATE EFI

WEATHERBEETA LTD

Range: Everything, from grooming kit and feed supplements, to tack, rugs and clothing plus gifts and canine products. Distributor of leading brands including Likit Stable Toys and Equi-Theme. Own brands - Mark Todd Collection, Jumper’s Horse Line, Coolex, Gatehouse, Rodney Powell, StableKit, LunaRider and Saddlecraft. Exclusives - Bionic Gloves, Eskeez, Grabbit, Karoo Equine and IceForce Pressure Boot.

Retailer incentives: Monthly offers and updates. Contact Tina Farrow, National Field Sales Manager, for quantity discounts.

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

Retailer support: Area managers on the road and office-based customer service, telesales teams and export manager. Kent showroom open by appointment.

Ongoing PR and marketing support plus numerous high profile sponsored riders.

Wide range of POS available. Stockist locator on website.

Catalogue: Trade list and new interim supplement in print and on CD including un-priced counter copies.

Web trade store: New website with secure online ordering for trade accounts.

Minimum first order: Contact office.

Terms: Payment due by 20th of the month following the date of invoice.

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

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

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

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

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

Retailer support: Extensive marketing campaigns that incorporate strong on page advertising in equestrian magazines such as Horse and Hound; e-newsletters and web banners via leading equestrian websites and brand brochures that are distributed in leading magazines several times a year. Training Stable to become a WeatherBeeta Rug Expert, Business to Business Website, Training, POS and merchandising guidelines for selected new products and ranges. New 3,000 sq ft showroom to view new core and seasonal products.

Catalogue: Annual trade catalogue.

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

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

Carriage: Free on orders over £250.

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

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

SADDLERY TRADE SERVICES (STS WALSALL)

20 DECEMBER 2013 EQUESTRIAN TRADE NEWS

MIRZA SHAHARYAR BAIG GROUPS Range: Manufacturers of extensive and comprehensive range of equestrian products, riding boots, rugs, driving harnesses since 1973. Prices basic to medium.

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

Minimum first order: £1000 Terms: Payment with order.

Carriage: Customer account.

Delivery: Immediate if the order is in stock.

Contact telephone number: 01132 196235 / 07941 059335 Email address and website: mirza_shaharyar_@hotmail.com

www.equestriantradenews.com

Advertisement feature.

Range: One of UK’s longest established and most reputable equestrian wholesalers. Our aim has always been to provide a comprehensive range of products at competitive prices to the retail trade, taking pride in our friendly staff & prompt delivery service, something our long standing customers have grown to expect, respect & trust.

Over 5,000 products including Happy Mouth Bits, Hunter, Toggi, Stubbs, County Whips, Hkm, Horse First, Tubtrugs, Likits, Equus, Hows Racesafe, Farnham, Equisafety, Gold Label, Keratex, Champion, Absorbine and much much more. We are also the distributors of the increasingly popular Sheldon Range including the ‘Sheldon Bits spurs & stirrups’ ‘Snug Rugs’ & ‘Cozi Jods’ .We also offer a wide range of traditional Walsall made Bridlework. Please see our testimonials or register via our website for more information.

Retailer incentives: Bulk buy prices available, special offer items, in store bargains, special custom made orders, new product lines arriving all the time off the back of customer feedback.

Retailer communication: Live website & invitation to visit our 15,500 sq ft warehouse in Walsall and buy in-store.

Web trade store: www.saddlerytradeservices.co.uk (quick and easy to register) Minimum first order: £250 then any value order thereafter, proforma.

Terms: Upon application but we are strictly trade only.

Delivery: Aim for same day dispatch if order received before 2pm- Saturday and early morning deliveries can be arranged for additional cost.

Contact telephone number: 01922 630013 Email address and website: stswalsall@btconnect.com Website- www.saddlerytradeservices.co.uk

EKKIA

B JENKINSON & SONS LTD

One of the major equestrian companies in the European market, present in over 52 countries in the world.

Range: A complete range of products for horse and rider with over 19,000 stock references. EKKIA’s motto is innovation, and continuously offers more products and colours, with an always-appreciated “French Touch” bonus for style at great value. Attention is given to “matching” collections in order to stimulate additional item sales for horse and rider product co-ordination.

Retailer incentives: Dynamic sales programmes are provided to trigger demand for our products, and to guarantee good sale margins. Promotion programmes and clearance sales are offered to all our customers.

Retailer communication: New product information and promotional offers are sent to all stockists on a regular basis.

Retailer support: We provide quality advertising materials for our customers to promote our brands instore.

Representatives (UK): South/South East /East/ South Midlands: Piers Waterman p.westerman@ekkia.com Mob 07896 698 746 South West / Wales / Ireland: Dean Mastouras d.mastouras@ekkia.com Mob 07792 936 890 Midlands / North /Scotland: Vicky Waiton v.waiton@ekkia.com Mob 07792 936 938 Advertising: Media campaigns are placed regularly in key equestrian consumer magazines in the UK. With its EQUI-THEME brand, EKKIA is sponsoring the fashion show at BETA International 2014. This will allow an image enhancing, live presentation of our new Summer 2014 clothes collections.

Catalogue: The horse’s world EKKIA edition No.11 2014 -2015 has 580 pages with 17,000 products. Very smart quality presentation with comprehensive product descriptions.

Web trade store: Orders can be placed 24/7 on the EKKIA PRO website.

These orders are processed ‘Priority’. Orders placed before noon are despatched the same day. Return procedure easy and fast.

Minimum order: £125 Terms: Payment made in £ to a British Bank by cheque / BACS or Credit card Carriage: Free for orders over £350.

Delivery: 2 to 3 days Contact telephone number: English speaking customer service assistant +33(0)388074006 Email address and website: export@ekkia.com www.ekkia.co.uk

Range: Over 60 leading equestrian brands such as Charles Owen, Toggi, Champion, Harold Moore, SoloComb, Tubtrugs,, Lister Clippers, NAF, Robinsons, Racesafe and new additions Horse with Attitute clothing and ShowQuest showing products, to name but a few of our 60 brands.

We also have our own Elico brand of competitively priced range of products which is being continually developed.

Retailer incentives: Offers and clearance lines are available and can be viewed on our website with full details for registered retailers on log-in.

Retailer communication: Fully integrated website giving retailers up-todate information 24/7 and ordering at their convenience, regular e.mail communication as well as a dedicated telephone sales team.

Retailer support: Our website can be used as a sales tool by retailers in their shop to show details of all products available.

Catalogue: Annual trade catalogue.

Web trade store: www.jenkinsonsequestrian.co.uk Minimum first order: Pro-Forma Terms: 30 days on approved accounts, otherwise payment on despatch.

Delivery: Nationwide daily deliveries by DPD carriers who provide email and SMS advice of a one hour delivery slot on the day of delivery in the UK and Eire. Distribution throughout the UK, Ireland, Europe and the rest of the World.

Contact telephone number: 01924 454681 Email address and website: sales@jenkinsonsequestrian.co.uk, www.jenkinsonsequestrian.co.uk

22 DECEMBER 2013 EQUESTRIAN TRADE NEWS

Range: Agrihealth offers a wide range of products including the unique Liveryman brushless motor clipper and trimmer range, Liveryman studs and accessories. Fenceman electric fencing, offering simple to use energisers and quality tapes, ropes and accessories, Leovet the German care range for horses including the popular Phaser fly spray, No rub and Coat Sheen and Tangle free. Agrihealth also has a portfolio of agricultural products including poultry, vermin control and protective wear.

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

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

Retailer support: Retailers are supported by their area representative who can offer advice, staff training, attend open days where possible, advise on any current promotions and offer point of sale material. We also have a servicing and repair department for Liveryman and Fenceman products and offer a blade sharpening service.

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

Minimum first order: No minimum order.

Terms: 30 days from date of invoice following first pro forma order.

Carriage: All items are carriage paid.

Delivery: 48 hours Contact telephone number: 028 3831 4570 Email address and website: www.agrihealth.co.uk, info@agrihealth.co.uk

www.equestriantradenews.com

Advertisement feature.

AGRIHEALTH

Advertisement feature.

HUCKLESBY ASSOCIATES

TAGG EQUESTRIAN

Range: We stock a comprehensive range of products from many leading brands including Toggi, Champion, Racesafe, Equisafety, Gold Label (Stockcare), Robinson Healthcare, Leovet, Keratex, Smart Grooming, Aerborn and more.

Retailer incentives: We strive to forge strong customer relationships and are always ready to supply new customers; from start ups to established businesses. We offer a fast, friendly and efficient service.

Retailer communication: Sales agents covering the south and east of England, regular communication via email including information on new products and special offers.

Catalogue: Yearly catalogue distributed to retailers, along with regular mail shots and promotions via email. Catalogue also available via email to new and existing companies.

Minimum First Order: £175 nett Terms: 30 days on approved accounts, otherwise payment on dispatch.

Carriage: Low carriage paid amount.

Delivery: Orders dispatched the same day for next working day delivery.

Telephone: 01362 696309 or Fax 01363 696582 Email: hucklesbys@aol.com Website: www.hucklesbyassociates.co.uk Facebook page: Hucklesby-Associates

Range: FalPro, Tagg Clothing, Loveson, Comfort Zone, Polly Products, SSG Gloves, Funnell Range.

Retailer incentives: SS and AW ranges with forward order discounts, by appointment only. Monthly offers and specials sent by email and promoted by sales team.

Retailer communication: Monthly newsletter, emailed promotions, regular visits by our sales team, telephone communication from our sales office.

Retailer support: Marketing and PR campaign throughout the national and regional equine press and their supporting web sites. Online campaigns using Facebook and Twitter promoting our products, our media campaigns, competitions and sponsored rider news. Major competition sponsorship e.g Tagg Puissance at HOYS, major TV coverage to increase brand awareness.

Active website containing product information across all our brands.

Catalogue: Full colour catalogue produced annually.

Minimum first order: No minimum order.

Terms: Orders accepted and supplied under published terms and conditions.

Carriage: Free on orders over £500.00, £7.00 there under.

Delivery: 48hr as standard, express available.

Contact telephone number: Newark office: 01636 636 135 Newcastle office: 0191 265 0032 Email: sales@taggequestrian.co.uk Website: www.taggequestrian.co.uk

JOHN ROTHERY (WHOLESALE) CO. LTD Range: Large range of equipment and accessories for the country sports enthusiast. Winner of the Tackle & Guns “Supplier of the Year” throughout the competition’s history, our range of over 6,000 products includes high profile brands such as Aigle Boots, Bonart Country Clothing, Bisley Country Products, Brady, Stanley Flasks and many more! We also have a large range of gift ideas from socks and ties, to pewter flasks and gift wares.

Retailer incentives: High stock levels, next day delivery, discounts for box quantities, loyalty to existing customers and we deal strictly with the trade only. We do not compete with our retail customers.

Retailer communication: Social media and trade login website. Quarterly newsletter. Each customer is allocated to a member of our sales team so you have one contact and a familiar voice for everything you need.

Retailer support: POS materials, ongoing marketing campaigns across all types of media directing consumers into retailers. Barcoded products.

Images, catalogues and DVDs. Information for retailer’s websites and ecommerce.

Catalogue: Annual trade catalogue. Bi-annual trade price list. Brand catalogues and gift ideas catalogue for consumers.

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

Minimum first order: £1,000 Terms: Proforma for initial period, then 30 days invoice.

Carriage: Order above £325 is carriage paid. Below £325 incurs an £8.00 charge. Extra services available at cost including Saturday deliveries or direct to consumer deliveries.

Delivery: If order is placed before 3pm it will arrive within 48 business hours. Many arrive within 24 business hours.

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

Range: All Equestrian core selling product for Horse & Rider at unbeatable prices.

Retailer Incentives: Volume discounts, monthly offers, weekend offers, loyalty discount scheme. Pre order offers.

Retailer Communication: Monthly newsletters, up to date social media via Twitter & Facebook.

Retailer Support: Sales agents covering most of the Uk & Ireland, Wolverhampton showroom availble by appointment, stockist locator on website.

Catalogue: Counter copy catalogues.

Web Trade Store: Retailers can manage and order live stocks on our trade site.

Minimum First Order: Subject to terms & conditions ask for details.

Terms: 30 days on approved accounts otherwise payment on despatch.

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

Delivery: 48 Hours (Express 24 hr on request) Contact Telephone Number: +44 (0) 1902 454771 Email Address And Website: Contact@Gallopequestrian.Com / www.Gallopequestrian.Com 26 DECEMBER 2013 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

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GALLOP EQUESTRIAN LIMITED

EQUUS HEALTH Range: Equus Health specialises in supplying high quality natural products for horses. This includes supplements, herbs, care products and homeopathic remedies. Alongside their own brand of highly respected products, such as Equus Health Gastro-Kalm, they also distribute Brinicombe Equine, Hilton Herbs, Fly Away, SP Equine Health & Herbal, James Hart Solutions, Barrier Animal Healthcare, Carrs & Co, Ainsworth’s Flower Essences and Protexin Equine Premium.

Retailer Incentives: Purchase a full range of natural products from a single supplier for easier account management. Stock a range which is only available through retailers as Equus Health do not supply direct to the public and benefit from no minimum order and free, fortnightly deliveries.

Retailer Communication: Regular visits from the local franchisee provide valuable face to face communication, with website and facebook for up to date product news and information.

Retailer Support: Equus Health maintains a team of ten franchises covering from Cornwall to Scotland with a central head office and helpline for customer support. Each area prides itself on their unique local service and product knowledge. Point of Sale material available to order with barcoding planned for the near future.

Catalogue: A new product information catalogue and price list will be available in 2014.

Web trade store: No online trading, but product information and support is available online.

Minimum first order: No minimum orders.

Terms: Differ between areas. Please contact your local franchisee for details.

Carriage: No carriage charge for standard fortnightly deliveries.

Delivery: Additional deliveries can be arranged.

Telephone: For head office contact 0845 6809893 Email / Web: biz@equushq.co.uk or visit www.equushealth.org.uk

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WORKLITE LTD Range: Worklite are UK main distributor for GRUB’S Neoprene footwear.

Grub’s® boots are made to the highest quality using the latest, innovative materials to give a new level of performance footwear. All our footwear combines Grub’s® unique INSU-FOAM ULTRA™ boot construction, which is waterproof, insulating and supremely comfortable. Our RIDELINE™ boot and OUTLINE™ jodhpur boots feature our UNDER FOOT CHASSIS™, HARD TOE TECHNOLOGY™ and NITROCELL™ insulating and cushioning foot-bed.

Both boots are ideal for riding or general stable work.

The new ICELINE 8.5™ features a thick quilted upper and has an additional fleece lining for extra warmth, available in heather or navy.

Retailer communication: Personal, email and website.

Retailer support: Sales agents across the UK, advertising in consumer press, point of sale customer leaflet.

Catalogue: Glossy catalogue every year.

Web trade store: Strictly trade.

Terms: On application.

Carriage: £200 ex VAT, carriage paid.

Contact telephone number: 01279 418052 Email address and website: sales@work-lite.com. www.work-lite.com

www.equestriantradenews.com

EQUESTRIAN TRADE NEWS DECEMBER 2013 27

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

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

Retailer communication: Twice yearly catalogue with all our products.

Weekly news by mail and Facebook. More promotional items including poster, pens, stickers, flags etc.

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

Catalogue: A catalogue with our complete range of products including our fashion trends twice yearly.

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

Minimum first order: On request.

Terms: 10 days with 2% credit limitation or 30 days NET. Carriage: £15.99 Delivery: 2 to 5 days Agents: Keith Dickinson (North of England and East Anglia) tel. 07966 240515/ 01274 873773, Caroline Horsley (West UK) tel.

Free areas: Ireland/North Ireland, Scotland, Wales, West and South UK, Jersey and Guernsey.

HEAD OFFICE: +31 384 655 770 Email address and website: info@horka.com, www.horka.com

L S SALES(FARNAM) LTD. Range: Sole Importers/Distributors of: Farnam USA range of Supplements and Grooming, including Red Cell, IceTight, Electro Dex, Tri-Tec14 Fly Spray, Vetrolin, White 'n Brite, Weightbuilder.

LAS Helmets: Race Skulls, XT-VIP showjumping, Endurance. Tingley Rubber Overshoes. Splintex, Sealtex Bandage, Ultra products. Wentworth Saddles.

Sekur Grip/Sadl-Tite.

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

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

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

Giveaways and promotions.

Catalogue: Yes,and online.

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

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

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

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

Southern Ireland: £15.00 upto 25kg Interlink.

Delivery: Normally 24 hour delivery on stock items.

Contact telephone number: 01608 683855.

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

POLYPADS & LIBBYS

28 DECEMBER 2013 EQUESTRIAN TRADE NEWS

USG UNITED SPORTPRODUCTS GERMANY GmbH Range: Extensive selection of quality products including EquiAirbag, Crosslander footwear, Tastie Treats, breeches, bridles, leatherwork and saddle pads at all price points.

Retailer incentives: Please ask headquarter and reps.

Retailer communication: B2B shop - www.usg-reitsport.eu Retailer support: Various adverts in magazines to promote new products.

Catalogue: Annual catalogue in September with spring update for new products.

Web trade store: Yes - www.usg-reitsport.eu Minimum first order: Please ask rep.

Terms: Please ask rep.

Carriage: Please ask rep.

Delivery: 2 days Contact details: Marylise Smague WTC - (UK) 07986 680969 Marylise@walktrotcanterltd.com Chantal (Germany) +49 6054 9097731 buschmann@usg-reitsport.de Website: www.usg-reitsport.de www.equestriantradenews.com

Advertisement feature.

Range: Saddle Pads, Travel Boots, Bandage Pads, Dog Beds etc. plus Synthetic tack inc. Bridles, Girths, Reins, Headcollars, Lead reins, Neck straps, Balance handles, Grass & Daisy Reins, Martingales, Breastplates, Lunging Reins, Cavessons, Rollers, Dog Leads & Collars Driving Harness / Bridles / Under headcollars / Reins etc. (including the Lungie-Bungie & RStor as seen on H&C TV) Retailer incentives: Pack and Carton Size discounts (between 5% and 20%) Small first order and minimum order amounts.

Retailer Communication: Annual Newsletter, direct-dial customer service, TV advertising.

Retailer support: Regular brand marketing & advertising, Seasonal offers Trade only mixed bundle offers.

Catalogue: 64 page counter top catalogue.

Web trade store: Products can be viewed online - Trade Login coming soon.

Minimum first order: £320 with only £50 required for future orders.

Terms: 30 days EOM with references required or Pro-Forma basis Only 1 order per annum required to keep your account.

Carriage: FREE on orders over £320 - £6.00 for orders over £160 £8.50 for order between £50-£160 - Prices for Mainland UK for other areas please ask.

Delivery: DPD Next day service to most areas, order to delivery 7-10days.

Contact telephone: 01842 752020 Email address: info@polypads.co.uk website: www.polypads.co.uk

Advertisement feature.

BATTLES Range: Battles have a comprehensive range of leading brands to enable the retailer to stock a variety of products; ensuring ordering is both convenient and cost-effective.

The range includes own brands Lincoln, The Super Range, Hy and its subbrands Hy5, HyCLASS, HyCOMFORT, HyFOOTWEAR, HyHEALTH, HyIMPACT, HyPERFORMANCE, HySCHOOL, HySPEED, HyTEC and BETA certified HyVIZ. Exclusive brands include Equilibrium, Tuffa, Cavallo, Maxavita and Troxel.

With new brands added this year, such as Supreme Products and Quiller, the portfolio is continually growing to suit retailer’s needs.

2014 will see further brands added, so look out for the Battles Trade Catalogue in January.

Delivery: To support customers, Battles have introduced FREE next day delivery on all orders over £100* with no restrictions on the amount of orders per week.

Retailer incentives: Exceptional monthly offers are available on a variety of products; also retailers can join reward schemes such as Link up with Lincoln and Live the Hy Life to enjoy extra discount and exclusive monthly offers on these ranges. End of line deals are also available.

Retailer Communication: A monthly newsletter is sent by post or email and is available to download from the Battles website. In addition to this, August saw

the launch of the new eNewsletter, sent to all retailers during the middle of the month and includes special offers, product information, staff profiles and exciting news from Battles. Area account managers, telesales and the customer care team are all on hand to help where needed. There is also extensive information on the website with the ability to order online.

Retailer Support: Literature and promotional merchandise can be sent on request including header boards, pull up banners, posters, shelf wobblers, tshirts & caps. Strong advertising campaigns are run throughout the year to help generate awareness of brands. Account managers are available for support at store open days. The Battles Trade Catalogue is also printed unpriced for use in store.

Catalogue: Annual trade catalogue available priced and unpriced.

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

Carriage: Free next day delivery on all orders over £100* Delivery: Nationwide next day delivery service.

Contact telephone number: 01522 529 206 Email: battles@bhblincoln.co.uk *Excludes Northern & Southern Ireland.

MATCHMAKERS INTERNATIONAL LTD

SHIRES EQUESTRIAN PRODUCTS

Range: Harry Hall, Masta, Caldene, Tottie, Cottage Craft, Riding Sock Company.

Retailer incentives: Discounts are available subject to commitments.

Retailer communication: The team produces two newsletters each year packed with the latest product news and forthcoming collections. Full time sales representatives cover the country to service accounts and Matchmakers International also provides telesales backup and customer service from its head office.

Retailer support: Extensive consumer advertising support is provided for the brands on a national scale, supported by PR campaigns, competitions, giveaways and rider support and sponsorship.

Catalogue: The Matchmakers International catalogue is available every six months to include the Spring/Summer and Autumn/Winter collections.

Web trade store: Retailers can order on line, download library images and print out the catalogue.

Minimum first order: Available on Request.

Terms: Available upon enquiry.

Carriage: Free carriage (if order is over £300 excluding VAT).

Delivery: All orders delivered within 24 hours of despatch.

Contact telephone number: 01274 711011 Email address and website: sales@matchmakers.co.uk www.matchmakers.co.uk; www.masta.co.uk; www.cottagecraft.co.uk www.harryhall.co.uk; www.caldene.co.uk; www.tottie.co.uk; www.theridingsockcompany.co.uk

Range: An extensive range of market leading products including the following brands; Shires, Wessex, SaddleHugger, Blenheim, Avignon, Chantilly, Argenta, Salisbury, Tekna, Optimus, Tempest, Highlander, StormBreaker, Typhoon, StormCheeta, Flexi-Rein®, Two Fair Mares, Equine Management, SpursuaderTM, Break-ezee, Compositi, EasiTRUGTM, EasyNet®, Greenguard, H2GO, NAF, Precision Rein®, Wahl.

Retailer Incentives: Comprehensive discount structure enabling retailers to achieve strong margins. Discounts are linked to retailer commitment and turnover. Additional benefits are available for seasonal forward orders.

Monthly special offers offering substantial savings on both current and discontinued lines.

Retailer Communication: Dedicated in-house and field based sales/customer service team. Monthly news and offers.

Retailer Support: Large permanent showroom giving customers the opportunity to view all new, current and seasonal products in a comfortable, relaxed environment. Retailer open day support, POS and merchandising assistance. Catalogue distribution via major national equestrian magazines with a comprehensive stockist section. Strong on page advertising campaign. Proactive social media presence. E-newsletters.

Catalogue: Annual 154 page trade catalogue and retail shop counter copies available either with the Shires front cover or their own.

Web Trade Store: Available to registered customer.

Minimum First Order: Negotiable but needs to represent a commitment to our portfolio of brands.

Terms: Normally 30 days from date of invoice.

Carriage: Free on orders over the value of £300 for orders within mainland UK. Carriage is charged at cost for all other destinations.

Delivery: We aim to despatch orders within 24 hours. Conditions apply.

Mainland UK parcels despatched via Parcelforce.

Contact Telephone Number: 01568 613600 Email Address: sales@shiresequestrian.com Website: www.shiresequestrian.com

Range: Zilco are specialist manufacturers of Carriage Driving Harness, Racing Saddlery and Endurance Saddlery. Zilco also supply a good range of general equestrian items including Bits, Helmets, Horse Boots, Grooming Products and Saddle Pads.

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

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

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

Catalogue: 240+ page General Catalogue plus detailed brochures for specialist product ranges (Driving harness, racing and endurance) Prices are listed in pounds and Euros, and an unpriced counter copy is also available.

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

Minimum first order: £500 Terms: Available upon application.

Carriage: Free delivery on orders: UK mainland - over £350; Northern Ireland and UK offshore islands - over £600; EU - over 750 Euros.

Delivery: 7 – 10 Days Contact telephone number: 01844 338623 Email address and website: sales@zilcoeurope.com www.zilco.net 30 DECEMBER 2013 EQUESTRIAN TRADE NEWS

SNOWHILL TRADE SADDLERY LTD Range: Rhinegold, Heritage , John Whitaker, Brogini, Barrier Healthcare, Harlequin, Horsewise MacWet, Caldene, Windsor Equestrian, Harry Hall, Legacy, Just Togs, Global Herbs, Agrifence, Sebago, Tubtrugs.

Retailer incentives: Bulk buy prices available in our catalogue.

Retailer communication: Email offers and live website.

Catalogue: Glossy catalogue every year with new product supplements.

Web trade store: Strictly trade. Live up to the minute website with customer login to maintain trade status.

Minimum first order: Variable Terms: On application Carriage: FOC over £250.00 Delivery: Orders placed before 1pm despatched same day for next day delivery - mainland UK (where possible). Europe (2-3 day) at cost.

Contact telephone number: 01243 672323 Email address and website: sales@snowhill.ltd.uk. www.snowhilltradesaddlery.co.uk

www.equestriantradenews.com

Advertisement feature.

ZILCO EUROPE LTD.

Who’s fighting your corner?

Are you making the most of the ideas and services on offer – often free - from suppliers? ETN finds out who’s going the extra mile to support their trade customers.

Award-winning service

TRILANCO won the Trade Supplier of the Year, a BETA Business Award, in 2012 and 2013. With the accolade partly decided by retailers’ nominations, this wholesaler must be getting it right.

Trilanco supplies animal health, equine and pet products, allowing retailers to order what they need from one place. An e-shop enables 24/7 ordering, or stockists can call the friendly team during office hours.

Trilanco recently introduced a computer system that allows products to be found using product code, type or name. Bi-monthly eshots contain special offers, new products and general news from Trilanco and its suppliers.

PoS for life, not just for Christmas!

RIGHT NOW, the run-up to Christmas is occupying most retailers’ minds.

But good merchandising works to increase sales and profits all year round, says Faulks & Cox. With products for each of the four seasons, this supplier ensures you have appropriate stock – much of it with cross-over uses - to sell all year round.

Tubtrugs and Multi Tubs are used by everyone for everything, while Wm. Faulks Tools sell to horse people, farmers, gardeners and anyone with ground, hedges and ditches to maintain. Gorilla Brooms are loved by all who sweep.

Having supplied the equestrian trade for more than 30 years, Faulks & Cox knows only too well that top products deserve a level of presentation that enhances retailers’ stores.

Thus the Profit Pack - a series of specifically designed PoS stands, complete with dedicated display cards – was born. Super Scooper (pictured) is the latest Profit Pack from Faulks & Cox. www.equestriantradenews.com

Sale or return CLOTHING and fun accessories supplier Carrots offers its long standing retailers a sale or return on stock arrangement for big shows such as Badminton, Burghley, HOYS and Olympia.

“We understand that sales at these events can be very dependent on external factors such as the weather. So we can offer a little bit of a guarantee that they will not be left with excess stock,” said Mary Hart of Carrots.

Meanwhile Carrots’ website enables retailers to download good quality images and text to enhance their own e-commerce sites. While its no quibble returns policy is designed to give retailers peace of mind.

This company also has a broad selection of high street inspired PoS items [a plinth is pictured] to improve in-store visual impact. “From logos, images and banners to swing tags – the first impressions to a customer are vital,” added Mary.

We’re backing bricks and mortar retailers ANIMALIFE is developing a new way of retailing its performance nutraceuticals.

Although exact details remain under wraps, the new scheme is based on merit of the stockist and their ability to engage and interact with their customers - rather than a price war.

Animalife says the initiative is designed to support the bricks and mortar trade first and foremost.

“We understand the importance of equestrian businesses that have physical premises rather than simply being based online,” said managing director Ross Riley. “With this in mind, we’re setting up a new scheme which alters the way our products are sold, to support this important part of the trade.”

Nutritional products, such as Vetrofen and Vetroflex, are not simple commodities, he added. “They are technologically advanced formulations that warrant an educational process when it comes to stocking and selling them.

“To allow the end user to make a fully informed choice, the retailer should be in the position to reassure and demonstrate their knowledge and understanding of the products. This in turn will boost customer loyalty and satisfaction.”

Over the coming months, Ross said Animalife will implement the new scheme “to offer more support to what we believe to be the foundation of the equestrian industry.”

EQUESTRIAN TRADE NEWS DECEMBER 2013 31

Moving mountains to help

British is best

TEAMWORK: that’s what a successful supplier/retailer relationship is all about. So say Lucy Ward of Mountain Horse’s UK distributor Horsemasters Distribution and her trade customer, Jane Kerr of Cavaletti Clothing.

The pair agrees that there are many ways of working together to increase sales and that it’s not just about cutting margins and slashing prices.

For instance, Horsemasters Distribution sends seasonal merchandising items such as posters and coat hanger ovals with every Mountain Horse forward order.

Footwear information cards (pictured) featuring major selling points come with transparent slatwall holders.

Mountain Horse reps often help retailers dress displays too.

Effective PoS enhances a shop floor, directs customers to the right area of the store and can even instigate a sale. “But there’s no ‘one size fits all’”, says Lucy. “Every shop is different. That’s why we offer a bespoke service, tailor made to suit each shop. We will visit, measure, design, print and deliver for you.”

E-commerce websites demand red hot presentation. The major clothing lines from each Mountain Horse seasonal collection are videoed on a catwalk using professional models. Individual clips are then available for retailers to embed in their own sites or link to.

Revolving, 360° images of key boots are also available to Mountain Horse online retailers. Linking is quick, easy and free, says Lucy.

Mountain Horse is often admired for its aspirational lifestyle images of real horse and riders. Jane recommends making good use of these photographs by top equestrian photographer Matthew Roberts. “Good photographs are invaluable in helping us sell the story and so increase our sales,” she said.

Likewise, even in this digital age, Mountain Horse’s glossy brochure still has its place. “A quality publication gives our brand a feeling of tradition, permanence and substance,” said Lucy. “It’s also a really useful selling tool for shops to have on the counter when customers ask your staff about other colours or styles available.”

Overall, Horsemasters offers a great deal of retailer support. The lifestyle posters pictured here are free, for instance. The company also encourages feedback from its trade customers.

“If we have an idea, a problem, an opportunity or request, the staff at Horsemasters are always more than willing to listen, help and, where they possibly can, move a mountain or two. It makes such a difference,” said Jane.

GOLLY GALOSHES continues to produce its equine gaiters in the UK to ensure quality and supply are never compromised. Another advantage of being home-grown is its bespoke service – and a minimum order of just 20 pairs.

The company supports retailers with PoS literature, brochures and leaflets, short promo videos for in-store visibility and employs a professional PR for exposure within the media.

DVDs “like another salesperson” BUFFERA supplies free point of sale (PoS) materials with stock orders.

Among the useful gadgets is this display unit, plus a demo DVD to play in-store. “Our TV PoS acts like another salesperson in our customers’ stores in that it sells Buff headwear for them,” said Sarah Gowans Buffera’s trade website is designed so that retailers can see what’s in stock, place repeat orders or modify previous orders. It accepts carriage paid orders of just £50 rather than £200 for orders placed via other channels.

“The bottom line is that we work hard to help the retailer replenish stock and merchandise Buff Headwear effectively to secure sales,” added Sarah.

32 DECEMBER 2013 EQUESTRIAN TRADE NEWS

Train to sell with confidence DO YOU have a Rug Wrecker, Rug Houdini, or Rug Friendly? That’s what’s WeatherBeeta has been asking horse owners this season.

To complement the campaign and support retailers, a range of instore activities and tools is available.

As well as PoS materials for all stockists, the company is providing key stores with digital screens (pictured). These feature an interactive tool that helps staff and customers select the perfect WeatherBeeta rugs for them and their horses.

Also new is the WeatherBeeta Training Stable, an initiative to develop retailers’ skills in selling WeatherBeeta rugs to an even higher level.

Training is available in identifying individual horse types and WeatherBeeta rug recommendations; the WeatherBeeta brand and its heritage plus WeatherBeeta Freestyle, Original and Genero features and benefits; plus comprehensive guides to rug fitting and care.

Candidates who complete the four training modules will become qualified ‘WeatherBeeta rug experts’ and earn a free branded polo shirt. Once qualified, rug experts can log every WeatherBeeta rug they sell and earn points towards free WeatherBeeta rugs.

Fast moving stock for a changing world HKM Sports Equipment, a German supplier established more than 40 years ago, has relaxed its opening order amount for retailers with tack shops.

Its minimum order is £100 GBP, with the carriage paid rate being £250.

“The Internet can have a detrimental effect on the traditional retailer, so it’s important we support them in a changing world,” says Justine Allan of HKM’s UK operation.

A strict trade only policy is another way in which HKM backs its retail customers. “We refuse to sell to the end user,” said Justine. “Competing with your own customers doesn’t make sense.”

HKM introduces new collections, supported with beautiful catalogues packed with professionally produced photography, twice yearly. Two editions of the catalogue are mailed free to stockists, with trade prices and retail prices respectively. Unpriced versions are also available, as are free image discs for retailers’ own promotional campaigns.

HKM offers more than 16,000 products from clothing to gift ideas with regular monthly promotional discounts. Large stocks are held in its “enormous” German warehouse with shipping usually within three to five working days. www.equestriantradenews.com

Boosting e-commerce sales

Retailer incentives

E-COMMERCE experts Iconography already work with several equestrian companies to help them develop their online presence.

“This has allowed us to show the scope and depth of how ecommerce can work to the B2C [business to consumer] market,” said a spokesman.

“We’re keen to move this on through our Zone 1 [e-commerce] platform to show how working through channels like Amazon.com and eBay can help businesses grow in leaps and bounds.”

Iconography can also integrate with EPoS providers so that products and stock levels that exist on the in-store system are fed into the ecommerce website, making it easy to maintain. Likewise, web orders and customers’ details are passed back from the website into the store based system to be processed.

Iconography believes that an e-commerce website shouldn’t steal business from a store, but rather act as an ambassador by driving additional footfall. This can be achieved by showcasing the brands, products, selection and availability online - to emphasise the value of visiting a well stocked store.

E-commerce can also provide manufacturers and wholesalers with a convenient way for retailers to buy from them, says Iconography. An example of its work is the Griffin NuuMed website (pictured).

VERDO Horse Bedding has a UK equine specialist sales team, nationwide delivery service and big name ambassadors from equestrian sport to help promote their brand on your behalf.

Retailer incentives include minimum orders of a single pallet, stockists’ listing on the Verdo website plus training and PoS provision.

Manufacturing at its two UK plants also gives peace of mind for retailers in terms of quality, supply and delivery, says Verdo.

How to deal with faulty goods

Let’s get the party started!

GLOBAL HERBS are more than happy to support retailers’ open days and evening functions.

The supplements specialist can often send along an area sales manager [from the team pictured] to talk to consumers, explain products and offer advice.

While open days are open to all, Global Herbs also works with stockists to run ‘invite nights’. Similar in format, they involve a select number of invited regular customers and are held in the evening when the shop is normally closed.

“Both events are informal allowing the customers to mingle and spend time asking individual questions and obtaining advice,” explained David McGregor, Global Herbs’ national sales manager.

“We always offer discounts at the event and if there is a raffle we give a ‘bumper bucket’ consisting of several Global Herbs products as a prize.”

Global Herbs’ products are available to the trade via wholesalers or directly from the company. “For those who buy direct, we provide a selection of monthly offers with great discounts and low minimum orders,” added David.

Trips to Europe and more

ARIAT offers a 12-month warranty against poor workmanship and material defect on all its products. It covers problems such as faulty stitching or failed zips – providing due care has been taken to maintain the item.

“Occasionally it can be a challenging job to identify whether a fault is down to a manufacturing problem or lack of care; this is one of the reasons Ariat offers key accounts warranty training,” said Andrew Gray, Ariat Europe’s operations director.

The one-day, practical based course teaches how to deal with faulty goods and the Ariat warranty protocol. Topics covered include leathercare and performing minor repairs such as replacing poppers on chaps.

“By having this training, the member of staff is empowered to make decisions at the till which ultimately maintains excellent customer service and ensures the brand is perceived to be efficient and effective at all times,” said Andrew.

Warranty training attendees receive accredited certificates nominating them as a warranty specialist for their organisation. For smaller accounts, Ariat provides telephone advice and aims to turn round returns within 48 hours of receipt. www.equestriantradenews.com

BEAUTIFUL saddle stands from Amerigo, a Cavallo welcome mat, pop-up displays and rug stands from Bucas... all could be yours when you talk to Zebra Products, distributor of top European brands.

“We supply our retailers with glossy catalogues and display stands to showcase our products,” said Zebra’s Simon Middleton. “This year, Veredus supplied model horse legs for their boots to be displayed in over 30 shops in the UK.” With bit brand Sprenger, Zebra Products encourages retailers to invest in test centres by offering 30% discount from trade when buying 26 bits.

“We partake in joint ventures with our retailers at shows which are a massive success for everyone involved,” added Simon. “We also take our retailers out to the factories in Europe for them to see first-hand how products are made.

“It means stockists get real in-depth product training – with a very social element of course!”

Zebra Products also offers interest free payment plans.

EQUESTRIAN TRADE NEWS DECEMBER 2013 33

From reptiles to riders...

The Davies family that runs Widmer Feeds Country Store has turned diversification into an art form. Penny Richardson met these Buckinghamshire based equestrian entrepreneurs.

I

n 1988, Chris and Cathryn Davies bought a former battery chicken farm in the Buckinghamshire village of Lacey Green. Twenty-five years later, their Widmer Feeds Country Store is a huge onestop shop encompassing everything from farm, equestrian and pet products to feed and country clothing.

That’s not all. The 142-acre farm is also home to the family run Widmer Equestrian Centre, a large livery yard and BHS riding school that also offers affiliated dressage shows and a polo club with three pitches and an Argentine oach [coach].

This is a true family business, with Chris, Cathryn, their daughter Alice and son Jason each responsible for their own department within the country store. Another daughter, Jennifer, is at the helm of the equestrian centre.

“It’s evolved from the start, as my parents farmed here originally,” explains Alice. “We began with beef cattle and then there was BSE. We moved onto sheep and were hit by foot-and-mouth, so we settled on horses and started a livery yard and riding school.”

The retail side began with a small feed store that was already on the premises when the Davies family moved in.

“The feed business has really taken off,” says Alice. “The only exception is cattle feed, but that isn’t too surprising because famers have been going through such a tough time recently.”

Own brand varieties are the best sellers on the feed side.

“Our feeds are manufactured by one of the big wholesalers and we offer products for every market. We even have our own brand fish feed,” said Alice.

Alice believes Widmer’s own brands do so well because the family has worked hard to gain a reputation for quality.

“It’s a matter of perception.

For instance, no one thinks Waitrose own brand products are low grade,” she points out.

“I’m not for one moment saying that we’re the Waitrose of country stores, but our customers do trust us to provide quality products and the right advice.”

Alice is in charge of horsewear, clothing and footwear in the store, while Jason looks after the shop floor, pet and reptile products — and is also an expert on the rarefied subject of tortoise breeding!

Chris oversees everything, with special responsibility for feed, warehousing and special offers. Cathryn, meanwhile, keeps everything under control.

“Mum does all the accounts and paperwork and tries to keep a tight rein on the family.

She attempts to stop us from spending too much money,” jokes Alice.

The Davies family also employ 12 members of staff — some part-time — and try to bring in people with specialities. “It’s not fair on customers if the person helping them has no knowledge of the subject,” says Alice. “But we do give all the staff ongoing training so that they can work across all the departments if required.”

Equestrian accessories and country clothing are best sellers.

“It’s without doubt our biggest area,” says Alice.

“There’s such a crossover because a nice Musto jacket might be marketed as riding wear but is equally functional

34 DECEMBER 2013 EQUESTRIAN TRADE NEWS

The store promotes to customers of the family’s equestrian centre.

A model of good presentation and tidiness.

for walking the dog.”

The family is trying to foster a relationship between the shop and customers at the equestrian centre.

“We give out money off vouchers at shows and we have bedding deals, where they get a discount if they buy a pallet,” explains Alice. “We don’t make a lot of money on these deals, but they are a great way of getting people into the store.”

Diversification is a Davies speciality, and they have no hesitation in closing down departments that don’t do well so that they can try out new ideas.

“We used to have an exotic bird department and then we

moved onto selling reptiles, but we closed that side down and removed the tanks two months ago,” says Alice.

“We found that families were treating us a bit like a free zoo. They were bringing the grandchildren in to have a look in the tanks, but weren’t actually buying anything. If an area isn’t doing well, it makes commercial sense to try find to find something that will be more popular.”

Alice is hoping that the next addition will be a cafeteria and she also plans to expand the horse product side.

“At the moment, our biggest equestrian market is happy hackers and I’d love to carry products that would attract www.equestriantradenews.com

business from the more professional and competition orientated rider,” she says.

However, Alice does try to ensure that the country clothing and footwear on sale appeals to all incomes.

“We’re lucky because we have the room to show everything off properly,” she says. “At the moment, customers have 500 pairs of wellingtons and boots to choose from and they’re all on display.”

Products are displayed in budget, mid- and top of the range categories.

“It’s important that people don’t think of us as too specialised or elitist,” explains Alice. “If a customer loves a £300 pair of boots, but doesn’t have that sort of money, we can hopefully find them a similar cheaper alternative.”

The store also carries children’s riding clothes, although Alice admits that selling anything other than the

basics can be a struggle.

“I’d say that 80% of the children’s business comes from the riding school,” she explains. “Those kids are riding once a week, so their parents will kit them out with the basics such as jodhpurs, body protectors and hats, but they won’t buy them a £100 jacket.

Instead, they’ll go to Tesco and get a cheap anorak and we can’t compete with that.”

The members of this forward-thinking family appear happy with their lot.

“At some time or another everyone’s gone off and done something else, but we’ve all come home in the end,” says Alice. “And Dad keeps threatening to retire, but he’ll never be able to give it up completely.”

And is there any interdepartmental rivalry between family members?

“No, not at all,” says Alice.

“Although mine is definitely the neatest!”

Own brand feed is a big seller.

500 pairs of boots and Wellingtons are on display.

Liz Benwell joined the annual pilgrimage to Your Horse Live at Stoneleigh last month.

The Eilberg family were a huge hit with dressage fans.

WITH shopping bags and smiling faces everywhere, this year’s was an upbeat, optimistic Your Horse Live.

In fact, if this show is a barometer of the equestrian community’s mood, we can look forward to a cracker of a 2014. This show’s organiser, magazine publisher Bauer Media, clearly shares that view because a YHL sister event called Total Confidence Live [see News] was unveiled.

What YHL means to its fans cannot be under-estimated.

“There’s nothing like it” and “brilliant day out” were the most common quotes from visitors. All agree that the £21 on the day, £16 in advance entry fee is easily recouped with so many bargains on offer.

Shoppers arrive here armed not only with cash and plastic, but with suitable receptacles

too, such is the precision of their military style assault on the tradestands. One woman was pushing a newly purchased wheelbarrow piled high with more purchases; others towed fully laden husbands around like beasts of burden.

Two women from Yorkshire told me they’d come in a mini bus. “Ah, so you’ve come with friends?” I surmised. “No, we need the extra room to get everything [that we’ve bought] home.”

The average individual spend of those I spoke to was £200. And the only complaint...one of Stoneleigh Park’s ATMs appeared to have run dry. A lot of notes change hands here; the haggling rivals any Turkish bazaar.

Nicola Bingham (£250 spent so far), from Cheltenham wasn’t the only one to tell me

36 DECEMBER 2013 EQUESTRIAN TRADE NEWS

that “I come here every year to stock up ready for the winter.”

She also liked the Eilbergs’ dressage demonstration, was looking for new ideas and had bought rugs, saddle clothes and clipper blades.

As a male visitor making his own shopping decisions, Michael Leachman (£200 by lunchtime) from Birmingham represented a tiny minority.

“I’m a bargain hunter and I’m in paradise here,” he said.

The owner of six horses, Jenny Comley (another on £200 so far) from Oxfordshire was visiting to stock up on supplements and herbs, as she has done every year for the last decade.

“It’s a wonderful day out. I love the convenience of everything being here under one roof so I can compare prices. It’s so nice to listen to so many experts too.”

There isn’t a ‘best new product’ prize at YHL, but if there was the visitors’ vote would have gone to Stud Buddy. Several mentioned this clever stand on which a horse’s hoof is supported during the onerous task of applying and removing jumping studs.

Visitor Kath Blaney said she would have travelled from South Wales just to see the Eilbergs. “Everything else is a bonus; it’s a fantastic show.”

Two livery yards’ clients from the Yorkshire village of Swillington had clubbed together to hire a coach for a “girly day out for Christmas shopping.” Tickets and coach had set them back just £25 each – so they were feeling good about their average spend per person of £50 so far.

One of their number, Joline Greg (9) had spent zero, but had accumulated 25 bags of free samples of everything from shampoos to supplements.

View from the stands Around the tradestands, the few complaints were predictable ones. The exhibitors’ car park was full before everyone could get in on Saturday morning and, also on the first day, the ‘cattle shed’ halls were cold. Both were remedied by Sunday.

At the stand shared by Nedz and Silverfeet, collaborating to promote the therapeutic value of silver in their respective products, Rob Fawcett described YHL as “a bit agricultural but professionally done.”

Along with rugs, supplements were the subject of a price war. Up to 60% www.equestriantradenews.com

could be had off TEN supplements. At Maxavita, they were offering product at half price, while diligently engaging customers in conversation and directing them to their local retailer for follow-up purchases.

“We’ve had a good show, so we’re happy,” said Hollie Chapman. “I think it’s because we’ve offered exactly what people want – advice and bargains.”

Indeed, the opportunity to get up close and personal with end users is why some normally trade-only suppliers apparently break their own rules at YHL. At Jeffries, Dave Darley had been busy speaking to (although not selling to) horse owners and members of the trade. “Under one roof you see so many people; it’s a great way to get feedback on your products and services.”

At the BETA stand, the BETA Guide to Riding Holidays was hot off the press – and going like hot cakes. Mugs adorned with Ask Ed, the British Equestrian Directory’s mascot, were given away to visitors signing up to BETA’s National Equestrian Panel.

At TopSpec, where the new TopSpec Joint Feed Balancer took centre stage, Nicola Tyler said; “It’s been fun meeting people and telling them about our new products.” And Philip Tyler though the show was “better than last year.”

Thanks to new regulations restricting the advertising of wormers to consumers, activity from relevant players in the market was considerably thinner on the ground this year.

Norbrook, however, seized the opportunity, took a stand and sponsored a new feature, the Norbrook Rescue Village (see below). “It’s been great exposure for us,” said marketing manager Lizzie Leonard-Appleton. “We’ve spoken to many people on the educational front and explained our ‘golden rules of worming’.”

one shopping and the other soaking up all the seminars, demonstrations and learning opportunities on offer for free.

Only at YHL would you find a fistful of Olympic medallists and experts from every sphere of equestrianism tucked away in the far corners. The likes of Kelly Marks and Karen Dixon are a mere side-show here such is the quality and quantity of big names – but their appearances draw the crowds in every direction and, crucially, past the tradestands.

They say the old ‘uns are the best...and it was left to veteran Olympic show jumper Geoff Billington and his eventing cohort Oliver Townend to bring the house down with their double act.

Later, the perceptive Geoff summed up much that’s good about YHL. “There’s something for everybody. The place is full of happy hackers – but they’re the ones who like to spend money,” he told ETN.

equine charities brought along some of the horses they’d rescued from appalling circumstances. All were looking for good homes, with many now well on their way to finding one.

Chief Inspector Cathy Hyde of the RSPCA said: “The four ponies that we took to YHL had all been the subject of cruelty and neglect. We were looking for five star homes for them and are really pleased to say four fabulous homes were found for them during the event.”

Clare Davey from the Blue Cross told me: “Our being

here has made people think a bit differently from the usual competitive side of horses. At least ten people have expressed a serious interest in re-homing a horse.”

There were some distressing stories to be heard in the Norbrook Rescue Village, some gruesome pictures of rescued animals and their now happy, hairy little faces appealing for homes. I’m sure I wasn’t the only one to reflect on the inequity of it all as I plunged back into the world of equestrian consumerism... ● Your Horse Live 2014 is on 8/9 November.

More than 300 exhibitors were considered by the judges of the BETA Best Stand Awards. The winners were: Best Large Stand – Countrywide, Runner-up Large Stand – Wow Saddles. Best Small Stand – Keyflow (UK) Ltd, Runner-up Small Stand – Wendy Darker Arts.

New things Countrywide furthered its ever stronger march into the equestrian market with high profile sponsorship of the main and second arenas plus a massive stand. The retailer clearly means business.

Notable by their absence at a show where the winter essentials of feed, bedding and rugs are staples was Dodson & Horrell.

The introduction of the Norbrook Rescue Village was a YHL brainwave. The UK’s top

Shopping at YHL: a bargain hunter’s paradise.

A mix of education and entertainment brought smiles to faces in the main arena.

Celebrity status Next year, I intend to join the many other visitors who spend two days at the show; www.equestriantradenews.com

EQUESTRIAN TRADE NEWS DECEMBER 2013 37

SMS Qualified Saddle Fitters: earn CPD points with ETN

Fitting the ex-racehorse In the first of ETN’s new series of Society of Master Saddlers (SMS) accredited CPD features, we reflect the growth of interest in rehabilitated and re-homed ex-racehorses. Master Saddler and highly experienced Qualified Saddle Fitter Kay Hastilow considers the challenges of fitting saddles to Thoroughbreds embarking upon a new career. SMS Qualified Saddle Fitters who read the feature and submit correct answers to the quiz that follows will receive CPD recognition.

D

ue to the success of the various groups that re-home racehorses and promote their use in other activities, saddle fitters now come across many of these horses in the course of our work.

In the past, most Thoroughbreds that we saw to fit had not been raced and were being used as eventers, show horses or in other fields. However these were usually of high quality and well produced with good backs, so caused us few problems. Few belonged to the more amateur rider as exracers were generally considered just too frightening to contemplate.

Retraining of Racehorses and alike have done a wonderful job of reeducating both the horses and the general public, so now everyone knows that these horses can make the most wonderful hacks, hunters and riding club horses. We now see owners

asking for a general purpose saddle that will allow them to do many activities with the horse, and at a reasonable price.

Most horses that have been in training have not had the best fitting saddles. Muscle atrophy behind the shoulder blades is common, increasing the difficulty of keeping the saddle clear of the withers which is, in most people's minds, the biggest challenge when fitting these horses.

Let’s think what we want from the saddle. For the rider, we want comfort, security, position and balance. All of these can be helped or hindered by the fit of the saddle.

All of the above are important for the horse too.

If the rider is stable and balanced, it’s much easier for the horse to work. Also for the horse, we require clearance to the top and sides of the dorsal spinous processes from the wither right through the saddle area.

38 DECEMBER 2013 EQUESTRIAN TRADE NEWS

Pressure from the tree must not go beyond T18, although the panel can go a little beyond this, and the rider's weight must be evenly distributed over the saddle area of the back, whilst allowing the horse's shoulders freedom to move.

The biggest difficulty in most people's minds will be keeping the saddle clear of the withers. These days, this is not such a problem.

ACCREDITED BY

A panel suitable for the ex-racehorse.

The right tree The tree is the most important part of the fit. The most common shape needed is one with a V head and fairly angled side rails, not too far apart at the waist but with sufficient room so that the top and sides of the spinous processes do not have pressure from the tree.

This can be felt by the horse even with the panel in place if it’s not the correct shape and width.

Most Thoroughbreds have a lot of 'shape' or 'dip' to their backs. The tree will need to be a little curved so that it

A typical ex-racehorse’s back.

supports the panel through its entire length. You would not usually want to put a flat tree on these horses.

With many saddles for high withered horses, we also extend the tree points so that a deeper panel has more support.

The panels are cut deeper, the 'dropped', 'Thoroughbred', 'modified' or 'K' panel, all giving a larger bearing area which, by being www.equestriantradenews.com

SELECT YOUR ANSWERS AND TICK THE BOXES

About SMS CPD

1. What is a common problem with horses out of racing?

Bad manners Atrophy behind the shoulders Forward girth groove

UNDER a new initiative, the Society of Master Saddlers (SMS) is offering its members opportunities for Continuous Professional Development (CPD). This SMS accredited CPD feature aims to help improve knowledge and skills on relevant aspects of saddle fitting and saddle crafts. The next edition will appear in ETN June 2014 issue.

Other SMS CPD opportunities include taking part in SMS seminars and courses; saddle, bridle and harness making qualifications; outside conferences including visiting BETA International, health and safety and first aid courses; reading books and periodicals including ETN; attending business courses and giving presentations. t SMS 01449 711642

Pads and girths On some occasions, it will be necessary to use some form of pad to achieve a satisfactory fit. If the customer cannot afford another saddle, or the horse www.equestriantradenews.com

3. Which of the following are NOT necessary for the horse?

Clearance to the top and sides of the wither Room for a fluffy numnah Even distribution of pressure

is in poor condition and needs something to give the saddle clearance, or to lift front or back to balance the saddle, a good pad is perfectly acceptable. Please remember though that there may be unintended consequences.

Some pads are not shaped down the centre seam and these may pull down tight on the withers, no matter how much clearance there is from the saddle. Others are made from a dense foam and may cause areas of raised pressure beneath the stirrup bars.

Many Thoroughbreds like the feel of sheepskin on their backs, even if there is a saddle cloth between the horse and the sheepskin. But these are much better if made from natural fabric as synthetic 'sheepskin' seems to heat their backs and can cause problems.

Finally girths. Having taken care in the fitting of the saddle, it seems foolish to use any old girth. The Thoroughbred's skin is thinner than the average horse’s and they are more sensitive.

Best to have a nicely made, preferably shaped girth so that there is not too much pressure around the elbows.

Also, I feel that it is better not to have elastic within the girth anywhere. It’s so easy to over girth or have the girth a little too loose. These are not horses that will tolerate the former or stay calm should the saddle slip with the latter.

Kay Hastilow MS. QSF.

✁

cut deeper, will rest on the rib cage of the horse. This, in the Thoroughbred, is somewhat lower than on many other breeds. Above the ribs, the muscle and tissue will not support the saddle without excessive compression, which will cause damage to these areas and result in atrophy at the very least.

Many manufacturers also add long gussets at the front of the saddle and these really help as they increase the flat bearing area in contact with the horse and allow for greater depth in the panel.

Of course, having gained sufficient clearance at the withers, the saddle will often be tipping back. To combat this, most such saddles have much deeper rear gussets and are then cut fuller, with the gusset coming right up to the sweat flap through the centre of the saddle to prevent bridging here.

The best fit will, of course, be custom made but not everyone can afford this.

Happily, there are several stock saddles these days specifically made for Thoroughbreds, both in leather and synthetic materials. Most of these are an excellent fit for the majority of ex-racers, as well as being comfortable and secure for the rider.

2. Which of the following are NOT needed by the rider from the saddle?

Comfort Security Latest colour

4. What is the advantage of extending the tree points?

Supports the deeper cut panel Makes the tree angle better Uses up the saddle maker's off cuts 5. What is the most common tree head shape for the ex-racehorse?

U V keyhole 6. What may happen if you manage to get enough clearance at the front of the saddle?

Bridging Pinch behind the shoulders Saddle may tip back 7. What is important when choosing a pad or numnah?

High cut wither with shaped seam Edges turned over to give an attractive finish Lots of bling 8. What might happen if you use a synthetic fleece numnah?

It may go flat It may over heat the horse's back It may lose its shape 9. What is a good girth to use?

Tubular nylon with an elastic end Padded, with a strip of web down the centre Shaped around the elbows with no elastic

Full name ...........................................................................

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

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

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

Send your completed answers to: ETN/CPD Feature, Equestrian Trade News, Stockeld Park, Wetherby, West Yorks, LS22 4AW. EQUESTRIAN TRADE NEWS DECEMBER 2013 39

It smells wonderful, is traditional, tactile and versatile.

Leather is everywhere in our trade, so let’s not take it for granted.

Looking after leather WHENEVER a leather item is returned to Jeffries, the Walsall based manufacturer examines it carefully.

“Some instances are easily related to the mismanagement of tack maintenance where riders have allowed the leather to become dry and brittle, either from drying wet leather near a heat source, or by not cleaning and feeding it sufficiently,” says managing director Dave Darley.

An equal number, he claims, actually over oil the leather.

“These common mistakes result in a radical change in the leather’s fibrous structure, weakening and distorting it.”

However, not all leather problems have been so obvious. So, working with its currier suppliers, Jeffries has minutely analysed and researched the causes.

One line of enquiry has been to analyse the many saddle soaps and leather dressings commonly used. And it was discovered that the majority of these preparations have been re-formulated to suit modern manufacturing processes and consumer tastes.

“The preparations have been sanitised, diluted and perfumed by the addition of synthetic oils, solvents and fixatives,” said Dave.

“An obvious example of this phenomenon is neatsfoot oil.

Neatsfoot oil [made from cattle hoofs] in its pure, natural form has a very thick consistency, is malodorous [smelly] and prohibitively expensive. In fact, it bears little resemblance to the liquid available in commercial form.”

Chemicals in a neatsfoot oil compound or blend have melted the rubber covering these reins.

Jeffries’ research has also discovered that some of these additives are undermining the fibrous structure of the leather that is essential for its tensile strength and flexibility, as well as sapping the colour.

“Habitually using such products can actually shorten the lifespan of riding equipment,” warns Dave.

So what’s the solution?

“It seems obvious, but the key to long term care and maintenance is to sustain the leather with the same ingredients used to prepare the hides,” said Dave.

“Specialist equestrian curriers treat leather exclusively with natural oils and fats to impregnate the hides in processes that ensure that the natural fibres in the leather are consistently meshed together.”

40 DECEMBER 2013 EQUESTRIAN TRADE NEWS

Working with J & E Sedgwick, which supplies many of its best hides, Jeffries developed a leather dressing containing these same ingredients. Beeswax, used at Jeffries to seal and sheen the finished articles, is an additional ingredient.

Leathercare tips you may have forgotten.... ● With safety in mind, check stitching, billet hooks, girth straps and stirrup leathers for wear. ● Clean saddles and bridles after use while they’re still warm as the dirt is easier to remove. ● Glycerine based soap is best for removing sweat and grease from the surface of the leather, but don’t let it become too wet and soapy. ● Remove soap from holes with a matchstick or cocktail stick. ● Clean, dry tack should be wrapped or covered in cotton material; not plastic which causes the leather to sweat. ● When storing tack for any length of time, avoid a hot atmosphere as this will dry out the leather and cause damage to This billet has dried out and snapped through lack of the stitching; meanwhile damp maintenance. conditions foster mildew. A dry place of moderate temperature is best.

These reins were returned to Jeffries in this mouldy state.

t Jeffries Saddlery 01922 642222 www.equestriantradenews.com

The artistry of leather Richard Farrow, managing director of leading leather supplier J & E Sedgwick, talks to ETN about the changing leather market.

Q. What is the background to J & E Sedgwick?

A. The company was founded in 1900 by two brothers, James and Emmanuel Sedgwick, in Eldon Street, Walsall. My grandfather, also called Richard Farrow, later joined them.

Sedgwick’s moved into its current purpose-built premises in Walsall in 1956.

Our mainstay has always been the sourcing of top quality hides, maintaining the skills to finish the leather by hand and the supply of leather to the equestrian and other industries.

Today, our skilled tanners [who tan the raw hides] and curriers [who prepare tanned hides for leather workers] use machines to help them in their work. No technology can replace the sheer artistry and experience of our leather dressers; machines have merely enabled us to increase the types and colours of finished leathers.

Q. Why has Sedgwick’s leather remained in demand from saddlers for more than a century?

A. The quality of the raw material [hides] is paramount.

Sedgwicks works with hide primarily from the meat industry which is sturdier and has a better grain quality than those of dairy breeds. Also crucial is the liming and the tanning which is done slowly in pits and finally the skills applied at our dressing facility and finishing shop.

Q. You mentioned that the price of leather has gone up by 11% in the last 12 months. Why is this?

A. The price increase is due to the lack of good, heavy quality hides.

One reason for this shortage is that people are not eating as much meat. Another is that there’s increasing competition for the hides that are available, principally from the upholstery and automotive trades.

Q. Will there ever be a replacement for traditionally tanned leather?

A. There already is! Today you can buy much more quickly processed vegetable tanned leather. This involves a four to six day drum process compared with our four to six week pit tanned process. There is also a large amount of synthetic and non-leather material out there for making bridles, headcollars and saddles.

Q. What is the most unusual request Sedgwicks has had from a customer?

A. To tan, dress and finish elephant hides.

Currier at work

Leather coming out of the drum

No more mould AQUEOS’ tack cleaner is anti-bacterial, antifungal, anti-viral and kills germs in seconds.

Meeting relevant European standards, it’s also independently tested against strangles and ringworm.

These cleaners remove dirt, grease and sweat - and then inhibit mould and mildew build-up. The disinfectant component is powerful yet non-hazardous and carries on working after application.

Non-sticky, fragrance-free Aqueous tack cleaner comes in 750ml bottles or a tub of 200 wipes. t Battles 01522 529206

One step to clean tack HORSEMAN’S One Step from Absorbine is perfect for the busy equestrienne - because it cleans and conditions tack, boots and anything leather in one quick and easy go.

Applied with a damp sponge, it penetrates leather to lift away dirt and grime while its rich lanolin formula simultaneously preserves and keeps leather pliable.

Another bonus is that it can be used any place, any time. It doesn’t go hard in the cold and doesn’t need water – or spit – to work.

Horseman’s One Step is available in 425g (1lb) and 3.175kg (7lbs) creams, plus a 236ml spray, from wholesalers. ● The 7lbs tubs of Horseman’s One Step are to return to the UK following a year’s absence. There was an outcry from retailers and their customers when Absorbine phased out the popular, industrial sized tubs. “We listened and have decided to reinstate the 7lbs tub which will be available in the new year,” said Rachael Holdsworth, Absorbine’s European sales and marketing manager.

When time is tight FOR those who don’t have time to give their tack a thorough clean after each use, Nettex Traditional Tack Cleaner comes into its own.

The spray-on, wipe-off product removes dirt, sweat and grease immediately to freshen up tack in no time at all. Daily use also prevents the build-up of mould and mildew.

Containing antibacterial properties to prevent cross infection from shared tack, Nettex Traditional Tack Cleaner weatherproofs leather without rotting the stitching.

It also works well on any leather from furniture to shoes, handbags to motorbike leathers. The RRP is £3.75 for 200ml or £5.50 for 500ml. t Nettex 01634 257150

Leather know-how Abbey England, supplier of everything for the workbench saddler, shares some fascinating facts about leather. ● Patent leather, currently popular with the dressage fraternity, used to be the result of a labour intensive process whereby leather was laminated layer by layer. Nowadays, in most cases, a patent substitute foil is laid on top of the hide and applied with heat. ● When buying in leather saddlery and tack, a key point to look for is good quality solid leathers and panel hides. Enquire about the origins of the leathers used so that you can pass on this information to your customers. ● Properly cared for leather items should last for years. ● Always dry leather slowly at room temperature, never near a radiator. Drying too quickly can cause it to become brittle and potentially dangerous. ● Whether a sponge, brush or cloth is used to clean leather and apply leathercare products, make sure it’s not too abrasive to avoid the leading being scratched. ● Never use products containing solvents on leather; use only natural products such as Abbey Saddle Food. ● Abbey England’s leathers are specifically developed with the equestrian trade in mind. The selection process involves working closely with its saddler and bridle-maker customers. t Abbey England 01565 650343

Classic or convenient THE Lincoln leather care range from Battles covers the basic glycerine bar soap - also available in convenient containers or as spray - to Classic Leather Dressing and Classic Neatsfoot Oil, A favourite for keeping leather supple is Lincoln Superior Leather Balsam with its delicious smelling formulation of beeswax, lanolin and avocado oil.

When time is short, Lincoln Total Tack Care - an all-in-one cleaner and feeder, helps keep leather in top condition. t Battles 01522 529206 42 DECEMBER 2013 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

SADDLE FITTING SCIENCE FOR THOROUGHBREDS Peter Wilkes, of Harry Dabbs Saddlemakers, shares his experiences of fitting saddles to ex-racehorses.

T

wo years ago, Harry Dabbs Saddlemakers was approached by the Thoroughbred Rehabilitation Centre (TRC) to develop a saddle that would enable their horses to fulfill their potential.

To complete the research between the TRC and Dabbs, we also brought in Association of Chartered Physiotherapists in Animal Therapy (ACPAT) horse physiotherapists and Society of Master Saddlers (SMS) Qualified Saddle Fitters.

The research was led by Janet Blackburn of Just Saddles.

Dabbs is the only manufacturer that has specifically researched saddle fit on Thoroughbreds in such detail. It continues to work with the TRC and also Equine Management and Training (EM&T) consultants to Retraining of Racehorses (RoR).

The conformation of most Thoroughbreds prevented a perfect fit from almost all saddles available on the

market; yes - including our own.

Stereotypically Thoroughbreds have a long, high wither, hollows either side of the withers immediately behind the shoulders and are croup high.

Ex-racers can have additional back problems such as scoliosis or a kyphosis [spinal alignment issues] which require wider clearance of the spine. It would be normal practice for initial re-training to be purely ground work prior to even contemplating a saddle fit, so that all issues can be minimised.

Saddle fitters are taught to look at the true drop from front to back, and so decide on gusset depth at the back of the saddle. Historically, a high headed, narrow tree with a deep rear gusset would be used on an ex-race horse.

However the Thoroughbred throws us an optical illusion making the deep rear gussets an error.

The top of the wither at

T3/T4 is very high; however the points of the saddle are going to sit around T6/T7 depending upon their conformation.

Consequently the true drop to T18 is less than it appears as the important area does not include T3/T4 where the saddle makes no contact.

Achieving a good fit may result in not having the commonly recognised full

three to four fingers of space above the wither - but if no contact is made, and there is no interference, then we can accept this ‘break from the norm’.

By accepting that the saddle is fitted at T6/7, the need to include a deep rear gusset is avoided. On a croup high horse, a deep rear gusset would drive the saddle into

Harry Dabbs Saddlemakers has been working with the Thoroughbred Rehabilitation Centre.

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EQUESTRIAN TRADE NEWS DECEMBER 2013 43

Illustrating true drop: by accepting that the saddle is fitted at T6/7, the need to include a deep rear gusset is avoided. This horse is pictured prior to any re-training work.

the muscles behind the shoulder. The ‘driving in’ action is exacerbated when a horse in movement belly lifts and its back rises.

The best saddle fitters take into account the horse’s back shape in movement rather than simply concentrating on fitting the stationary horse.

The Dabbs Performance Panel eases this because it comes away from the back of the horse a fraction sooner than traditional panels, benefiting croup high and short backed horses, and/or larger riders.

Traditional panels are already in contact further back, so as the horse engages, this lifts the saddle and creates pressure; whereas with the Dabbs panel, the belly lift brings the horse’s back only into contact with the saddle.

As the back lifts, the top line flattens, reducing the exaggerated high wither and increasing the space at the head of the saddle once the horse is in motion.

When fitting ex-racehorses it is critical that we keep the lumbar region free, support

The Thoroughbred throws us an optical illusion. the saddle behind the shoulder, keep the trapezius free and avoid driving the saddle forward with a deep gusset.

EM&Ts regularly see saddles that are too narrow. We work with many horses that have been diagnosed with kissing spine to varying degrees from very mild through to surgery being recommended. Gullet width is very important as is a girthing system which does not cause a downward pressure on the affected vertebrae.

A wide gullet keeps the spine free, which is particularly important for ex-racehorses that have been subjected to traditional racing saddles that sit on the spine. While a

44 DECEMBER 2013 EQUESTRIAN TRADE NEWS

deeper panel supports the saddle lower down and further back, enabling us to leave the points set a little wider.

The deeper panel sits on the latissimus dorsi which is connected directly to the humerus in the front leg; this enables weight to be transferred directly to the leg without going via the spine and so is more efficient.

Higher up in the panel and along its length, the saddle rests on the longissimus dorsi muscle, transferring forces to the spine and the pelvis and so down through the legs. The girthing has been customised to further relieve any downward pressure into the muscles behind the shoulder.

Increasingly we approach saddle design and development as a science.

Kath Pinington, TRC yard manager said: “Harry Dabbs saddles provide the ultimate solution to the varying shapes of the Thoroughbred backs.

The combination of trees and panel system give the horse the space to perform to the best of its ability.”

In our opinion, Walsall saddle makers include the best in the world. Saddles are manufactured bespoke to individual horses and individual riders - and priced giving exceptionally good value.

Do we have the panache of French or Italian sounding names? Non; but we give our customers so much more.

Harry Dabbs Saddlemakers will be running seminars that include the chance to see the trees and panels discussed above. (We may serve Italian or French wine because that is what they do best.) t For more information or to register an interest in attending the seminar, contact Harry Dabbs Saddlemakers 01922 624363.

Important equine muscle groups.

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EQUESTRIAN TRADE NEWS DECEMBER 2013 45

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