ETN - Equestrian Trade News - December 2014

Equestrian Trade News

December 2014 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

Volume 38, No 12 Monthly

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

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

LOOK WHO’S COMING TO BETA INTERNATIONAL...

Deborah Meaden on horses and trade fairs

2015

NEC, Birmingham, UK 22-24 February www.beta-int.com

Main Sponsor

ETN is the official media partner of BETA International

IT’S ALL ABOUT TEAMWORK

How suppliers are supporting retailers

PLUS

• One stop shop: wholesalers’ directory • SMS CDP: vet’s advice for saddle fitters

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

Comment WHOLESALERS appear to be busier than ever - and appreciated more than ever. So ETN is pleased to feature them in this issue.

Never before have distributors gone to such lengths to support their retail customers. There’s ever more ambitious point of sale, help to run open days and merchandising assistance. In addition, many suppliers are running really good staff training courses too.

There’s in-store training, online and video options – and it’s all for free.

Meanwhile, wholesalers’ sharply competitive delivery rates must surely have become something of a loss leader this year... although retailers can’t complain!

But what about the feed wholesalers, the ones that replenish stock with the odd bag and mop up the shortfall in an emergency?

They may not have the glitz and glamour of some better known wholesalers, but my goodness they provide a good service. If ever there was a case of ‘use it or lose it’, they are it.

COPYING has become something of a bugbear in our industry.

It’s just one reason why intellectual property – trademarks, patents and so on – needs protecting. I hope you enjoy reading in this issue of ETN about why the Barnsby brand proved so precious, even after the company that owned it had gone bust.

Talking of imitations, it’s worth pointing out that ETN is the official – and only – media partner of BETA International. Indeed, ETN’s February issue is the only publication to feature the official trade fair preview, complete with exhibition floorplan and exhibitor list.

FEED merchants keep telling me that wild bird feed is flying out of their doors. Far from it going for a song, customers are swooping in for everything from small bags of mixed corn to avian luxury ready-meals.

Wild bird feed might be just to thing to feather your nest this winter. Why not give it a flutter and tweet us with your experiences...?

Or maybe you’ve got a bird feeder outside your shop, office, factory or warehouse. If so, do tell us which birds you’ve attracted to it and perhaps some photos could wing their way to ETN too...

This morning, I counted four woodpeckers on my bird feeders.

They clearly know that winter proper is on its way. Last evening, just as it got dark, I stood outside listening to a robin singing his heart out high up in the now bare apple tree.

I hope your seasonal break permits a few quiet moments to contemplate and appreciate the small but precious things that really matter.

My colleague Nicki Lewis and I wish all ETN readers and advertisers a happy, peaceful Christmas and prosperous New Year.

Liz Benwell

CONTENTS

DECEMBER 2014

NEWS......................................................................... 4 YOUR HORSE LIVE 2014 All the action from Stoneleigh................................ 8 MEET DEBORAH MEADEN COVER STORY The ‘dragon’ on riding and BETA International... 10 PRODUCT NEWS What’s new this month?........................................ 12 WHAT’S IN A NAME? Why brands have value.......................................... 14 SMS CPD A vet’s advice for saddle fitters............................ 16 NEW SMS CHAIRMAN Why Peter Wilkes wants a society for all............. 18 SADDLE AND LEATHERCARE NEWS..................... 20 BETA MEMBERS’ PAGE.......................................... 21 DIRECTORY OF WHOLESALERS Advertisement feature.......................................... 22 FEEDING WILD BIRDS What to stock this winter....................................... 34 IT’S ALL ABOUT TEAMWORK COVER STORY How suppliers are supporting retailers.............. 36 BUSINESS CONSULTANCY With Laurie May ..................................................... 42 PEOPLE New starters and winners..................................... 44 COUNTY COURT JUDGMENTS................................ 46

FRONT COVER: Deborah Meaden, businesswoman, horsewoman and star of Dragons’ Den, is to appear at BETA International 2015. She’s also an ambassador for HOOF, the British Equestrian Federation (BEF) project developed to inspire people to ride following the success of equestrianism at the London 2012 Olympic Games. Find out more on page 10.

(Photo courtesy Charles Glover Photography)

News

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PUTTING SAFETY FIRST: BETA made its début as Main Arena sponsor at Your Horse Live (YHL).

Its team of experts provided free checks on visitor riding hats and body protectors throughout the show, which coincided with the 30th anniversary of BETA’s first retailer training courses to fit safety garments.

“Sponsoring the Main Arena seemed particularly appropriate and a great way in which to flag up the importance of riding safely,” said the trade association’s executive director Claire Williams. “Our high profile at (YHL) was a great exercise in brand awareness, putting us in front of enthusiastic horse owners who were keen to find out more about how BETA can help them.”

Almost 500 visitors entered the BETA Prize Draw to win tickets to Olympia; while hundreds of BETA goody bags were given out ensuring that the BETA horse logo was spotted in all corners of the show.

BETA also sponsored the YHL Best Stand Awards. The large stand winner was Equilibrium Products (Vicky Boakes (left) and Stephanie Jones are pictured with BETA’s Claire Williams), with Horslyx as runner-up. The best small stand was Chestnut Horse Fees, with as IDOLO runner-up.

Equestrian superstore to open in Leeds ROBINSONS, the UK’s largest equestrian retailer, is to open a fifth store.

The 15,000 sq ft superstore will be in Leeds on the Leeds City South Retail Park, in the Hunslet area of the city –close to the M621.

Formerly known as the Tulip Retail Park, it’s also home to a Range discount store and a PureGym, amongst others.

“It’s been over three years since our last store opening, so we’re delighted to add this new store to serve customers in another part of the country” said Paul Bentham, sales and marketing director.

“We’ve always been proud to have so many customers from Yorkshire, ever since we first took a show stand at the Great Yorkshire Show at Harrogate nearly 40 years ago.

The new Robinsons store, which is expected to open this year, is within easy reach of Halifax, Huddersfield, Bradford and Wakefield.

The equestrian retail giant is said to be planning more stores when suitable sites can be found. Its current stores are in Ashton-in-Makerfield in Lancashire, Basingstoke in Hampshire, Cannock in Staffordshire and Cardiff.

“Only two hi-viz designs altered driver behaviour” A RESEARCHER who tested hi-viz while cycling in traffic says only two designs altered driver behaviour.

Dressed in various outfits - from casual clothes to branded highviz gear, Dr Ian Garrard of Brunel University measured how much space 6,000 motorists gave him as they passed his bike.

Only two outfits altered driver behaviour, he concluded in a report published by the BBC; one which said ‘police’, and another ‘polite’.

The latter was the POLITE range manufactured by Equisafety and which is popular with cyclists as well as riders.

To stand out, what matters most is the contrast with your background, added Dr Garrard. And since this constantly changes, there’s no ‘best’ colour to wear.

TV CHANNEL REWARDED: Horse & Country TV was among the winners at the annual British Horse Society (BHS) Awards, celebrated at Saddlers’ Hall, London on 7 November. The channel’s chief executive Heather Killen collected the Elwyn Hartley-Edwards Award from BHS president, the actor Martin Clunes.

The award, named after the late saddlery expert and ETN contributor, is given annually to the writer, broadcaster or publication whose work has been particularly beneficial to the wellbeing of the horse.

“People can’t care about what they can’t see,” said Heather. “H&C TV’s mission is to make the equestrian world more visible in our media.”

NFU Mutual Insurance received the Tarquin Trophy for its contribution to equestrian safety, in particular its work to ensure that horses are transported safely.

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

DECEMBER 2014 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.............................................................28 & 30 Academy of Master Saddlers.................................................20 Agrihealth............................................................................32 Animalife.........................................................................3 & 7 Argo Feeds Ltd.....................................................................22 Armstrong Richardson Pet & Equestrian Wholesale................22 Battles..........................................................................24 & 29 Bauer Media.........................................................................11 BETA International................................................................41 Brogini Limited.....................................................................26 Classified..............................................................................45 Dodson & Horrell Limited........................................................6 Earlswood Supplied Ltd................................................25 & 32 Ekkia..............................................................................9 & 32 Equerry Horse Feeds.............................................................15 Equus Health........................................................................33 Faulks & Cox Ltd...........................................................23 & 30 Horka International BV..........................................................28 Horsemasters Distribution Ltd................................................32 Horze UK Ltd........................................................................24 Hucklesby Associates............................................................28 B Jenkinson & Sons Ltd.................................................23 & 33 John Rothery (Wholesale) Co Ltd...........................................31 John Whitaker International Limited........................... 27 & OBC Kanyon Footwear.................................................................13 Marriages Millers..................................................................35 Matchmakers International Ltd..............................................26 Mears Animal Feeds.............................................................22 Mirza Shaharyar Baig Groups................................................24 Mountain Horse...................................................................26 Natural Animal Feeds......................................................5 & 39 Polypads & Libbys.................................................................31 Saddlery Trade Services.........................................................28 Schockemöhle Sports............................................................33 Seals Fodder Room Ltd.........................................................22 Sherwood Forest/Puffa......................................................... IFC Shires Equestrian..........................................................19 & 30 Snowhill Trade Saddlery Ltd.........................................24 & IBC Spoga..................................................................................12 L S Sales (Farnam) Ltd...................................................23 & 27 Symonds Saddlery................................................................18 United Sportproducts Germany GmbH...................................24 Web Directory......................................................................46 Westgate EFI................................................................25 & 31 Youngs Animal feeds............................................................22 Weatherbeeta Ltd.................................................................25 Zilco Europe Ltd............................................................27 & 33

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Is this the trade’s best kept secret?

COLLEGE Farm Saddlery & Pet Supplies must be one of the equestrian trade’s best-kept secrets.

Despite attracting hordes of overseas and local customers, Rob Ower who runs the Finchley store says its north London location can deter reps and agents from calling.

“Even though we’ve been here more than 30 years, the London address can scare them off,” he told ETN. “They see we’re inside the M25 and think we can’t be for real. But in fact, we’re in the London Borough of Barnett which is one of the most heavily populated horse areas in the UK.” This retailer has massive stocks from the upmarket brands to the everyday essentials.

“Plenty of customers find us, but when we want to order, we often end up going directly to suppliers as reps and agents seem to by-pass us,” said Rob whom one suspects would be only too happy to put the kettle on and enjoy a chat...

While customers are drawn mainly from large local livery yards and riding schools, another group that has discovered College Farm is its thriving international clientele. Tourists often turn into regular customers. “We get a lot of customers from South Africa and Sweden,” said Rob. “I think it’s because equestrian goods are heavily taxed in these countries.”

He also has a customer from the Yemen who snaps up the shop’s offering of saddles and bridles.

Easy for reps to reach So, for reps who need to know...College Farm Saddlery is to be found in the north London suburb of Finchley just minutes from the M1, A1, A41 and adjacent to the A406 north circular. It has great bus and tube connections too.

The family business was established in the 1980s by Rob’s parents Chris and Jane Ower. College Farm was then a riding school and later became a farm centre until 2001. Since then, the retail business has been run by Rob and his sister Kathryn Murphy.

In the last decade, the saddlery and pet store have grown considerably, the tack shop tripling in size, while the pet side stocks all major dog, cat and small animal food and accessories.

College Farm also stocks horse bedding and major brand horse feeds as well as its own brand Triggers mixes and cubes.

On site clipper blade sharpening and rug washing and free yard deliveries for bulk orders are among the other services on offer. “We’re large enough to stock all the well known brands with everything customers could possibly desire, but small enough to offer the personal service you would expect from your local saddlery,” said Rob. l Rob was among the retailers who took part in ETN’s readership survey. His name was first out of the prize draw of all participants, and he’s pictured with his winning hamper. Other pictures show the College Farm Saddlery.

www.equestriantradenews.com

News

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Spring celebrity and shopping show to go ahead A SISTER show to Your Horse Live is to go ahead next Spring, says organiser Bauer Media.

Total Confidence Live, named after a franchise in Your Horse magazine, is scheduled for 25/26 April 2015 at the South of England Showground in West Sussex. This year’s inaugural edition was postponed.

The event will combine YHL’s celebrity and shopping formula with the chance for visitors to bring their own horses for tuition from famous riders and equestrian experts.

Indoor and outdoor tradestand space is available. Organiser Bauer expects a minimum of 8.500 visitors over the two days.

Standard adult tickets will be priced at £12.

See ETN’s report from YHL on page 8.

Saddle fitter goes it alone HELEN STONE is to leave Fieldhouse Riding Equipment at the end of December to set up as an independent saddle fitter.

Trading as Midland Saddle Fit, she will be working with various brands including Utopia Saddlemakers, a business set up in Shenstone near Lichfield by her husband Nick Stone in May this year.

Nick was previously a saddlemaker with Albion Saddlemakers in Walsall for 14 years.

“Nick and his father Bramwell Stone [a master saddlemaker for many years at Barnsby] had set up the new business together. But Bramwell sadly died six weeks ago and I feel I must support Nick,” Helen told ETN. Helen, a qualified Master Saddle Fitting Consultant (MSFC), added: “I love saddle fitting and I’m looking forward to working independently.”

Earlier this year, in a three-year agreement, Carl Hester became a brand ambassador for the PDS range of saddles developed by Fieldhouse Riding Equipment with input from the dressage star.

At the time, it was said to be “probably the largest equestrian sponsorship deal” although the sums involved remain undisclosed.

Geoff Fieldhouse, founder of Fieldhouse Riding Equipment, was not available for comment.

MODEL BUSINESS PLAN: A businesswoman has launched a crowdfunding campaign to back her new UK made range of model horses.

Becky Benfield, who runs the retail business Utterly Horses, is aiming to raise £25,000 to back Copperfox Model Horses. This new company has a collection of British native breeds, with the Welsh Cob, Exmoor and Connemara already in production. Incentives for investors include the chance to design their own models.

Becky says she created the new company “after customer demand asked for models that didn’t exist [also] being unable to source the models from current suppliers and restrictions on product we could obtain.

“Copperfox Model Horses was born to solve the problem of supply and demand. The crowd-funding is about customer involvement as much as the money,” she added.

www.equestriantradenews.com

7 SCIENTIST REWARDED: Pat Harris, director of science at Mars Horsecare, received the Veterinary Award at the Animal Health Trust Awards in London last month. Dr Harris was recognised for her contribution to equine nutrition over the past 30 years. She is the author or co-author of more than 500 scientific papers, abstracts and book chapters. Most recently she coedited and wrote in the 2013 textbook Equine Applied and Clinical Nutrition: Health, Welfare and Performance.

Six saddle fitters qualify THE Society of Master Saddlers (SMS) has announced the names of six new Qualified Saddle Fitters.

The following passed the SMS’ City & Guilds Certificate in Saddle Fitting making them SMS Registered Qualified Saddle Fitters: Emma Ardern, of Calton Saddlery Services, Buxton Catherine Baker, of Wylye Valley Equine, Warminster Caroline Doolittle, of Equimix Saddlery, Stourport on Severn Maxine Sayers, of M J Saddlery, Dorchester Victoria Sheehy, of Victoria Sheehy Saddlery, Deepcut, Surrey Emily White, of Cirencester Saddlery, Cirencester.

NEWS IN BRIEF ETS AT HOME, which is opening new stores in Cirencester and • PRochdale, is planning further expansion in 2015 with an additional 25 shops, 60 veterinary practices and 50 groom room salons, Pet Trade Xtra has reported.

RITISH Showjumping (BS) and British Dressage (BD) are to bid • Bjointly to host the FEI European Showjumping, Dressage and Para Dressage Championships in 2019.

fashion house Hermes has created • Fa RENCH limited edition silk scarf to raise money for World Horse Welfare (WHW). Hermes’ founder Thierry Hermès established a leatherwork and harness-making shop in Paris in 1837, and the company still has a saddlery range. The specially designed silk scarf is entitled ‘A cheval sur mon carré’ [a horse on my scarf]. Each costs £310 from Hermes online shop. Pictured is a WHW pony modelling a scarf outside the launch hosted by Tatler magazine. WHW is the chosen charity for BETA International 2015.

HOTOGRAPHY from the 2014 BETA Conference that appeared in the • PNovember issue of ETN was by Bob Hook.

YOU sponsor a rider...? If so, don’t • DO forget to nominate him or her for the TSM

Rider Award. One of a series of 2015 BETA Business Awards, to be presented during the BETA Gala Dinner in February, the TSM Rider Award is sponsored for the twelfth year by PR, marketing and design agency Tim Smith Marketing. Sponsoring companies should nominate their riders before 16 January. Email laurac@beta-int.com

ANNING, who was quoted in a piece about HorseHage, works for • JO Mole Avon Town & Country Store in Axminster and not as stated. retailer Pegasus Health is offering a click and collect service • OinNLINE partnership with delivery company UPS. Customers can opt to collect their parcels from a local newsagent or store instead of waiting for them at home.

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News

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A HORSE OWNER’S

HEAVEN...

...but how was it for the trade? Liz Benwell reports from Your Horse Live (8/9 November at Stoneleigh Park).

THERE was hardly room to move in the crowded aisles. But I spotted Mary King – along with the best part of 20,000 other equestrian enthusiasts - laden down with shopping bags. And there was Lee Pearson happily posing for visitors’ ‘selfies’.

Carl Hester’s demonstration was bound to be a big draw. The decision – and apparently it was Carl’s idea – to include a coloured cob doing dressage was genius.

There must have been several hundred coloured cob owners sitting transfixed in

YHL was packed with equestrian celebrities.

Here’s international eventer Ruth Edge with Graham Stubbs at his Just Feeds stand.

DECEMBER 2014 EQUESTRIAN TRADE NEWS

the stands, thinking ‘that could be me and my horse...’

Indeed, consumer involvement and learning is what YHL is all about. And there were more opportunities to do so than ever this year, with Heather Giles of Hilton Herbs among those sounding a note of caution: “As they put on more and more demonstrations, there’s less time for shopping.”

Traders’ reaction Among those feeling the chill first thing in the Blackdown Halls was Andrea Hicks at AH Saddles which specialises in fitting wider equines. “Given the choice, we’d rather be in another hall, but it’s been a good show so far,” she said.

At Just Feeds, home of the Just Fi-Block, Graham Stubbs reflected the thoughts of many when he said “people are generally upbeat, although Saturday was a lot busier than Sunday” Among the new products on show was a hay feeder from Equisense Designs. A member of the team didn’t have time to give her name, only to shout across a sea of customers “we’re very, very busy.”

Likewise at TopSpec, the stand was constantly crowded with consumers wanting feeding advice. “We’ve been manically busy,” said director Philip Tyler.

“It’s been a good show with good quality visitors. There’s been a lot of interest in our new product UlsaKind with people keen to learn more.”

Bargains and men’s breeches Although there wasn’t perhaps quite as much stock clearance going on as in

previous years, YHL remains a palace of bargains.

“We’ve used it to have a sale and it’s been a really good show; great organisers, great food and great customers,” said a happy Karen Mumford at Classic Dressage.

At a busy Allen & Page stand, Nicola Witty made a good point. “We’ve had a few people saying they’re disappointed because they can’t find many products for men, like breeches and so on.”An opportunity for next year, perhaps...

Organising team update Emma Bedford, previously associate publisher at Bauer, has become the company’s equine events director responsible for running YHL and its new sister show Total Confidence Live (see News) The same operations team is working across both shows with Catherine Gray the main contact for tradestand sales.

Your Horse magazine is now under the remit of Patrick Horton, managing director of Bauer’s equine and sports division which handles the publisher’s fishing, football and golf titles.

Total Confidence Live takes place at the South of England Showground on 25/26 April, 2015.

•

Emma Bedford, equine event director for YHL and the new Total Confidence Live.

www.equestriantradenews.com

News Feature

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COVER STORY

“Riding makes me better at business” She’s a TV ‘Dragon’, she loves horses, wants more people to ride – and she’s coming to BETA International 2015. ETN meets Deborah Meaden.

WE ALL love to watch successful businesswomen Deborah Meaden make and break aspiring entrepreneurs’ commercial dreams in BBC TV’s Dragons’ Den. She’s also an ambassador for HOOF, the British Equestrian Federation (BEF) project developed to inspire people to ride following the success of equestrianism at the London 2012 Olympic Games.

“I love animals generally, but I can’t imagine life without horses,” said Deborah. “Riding can benefit everybody, no matter what their ability or level of experience.

“Personally, [riding] gives me the space I need; it makes me better; better at business and better at my job. I did have some time away, but that won’t happen again. It’s not a case of finding time for riding, but of making sure I have time to ride. I can’t believe I ever let riding out of my life.”

ETN asked Deborah ...

Q. How did your love of horses begin?

A. I have no idea why I love horses so much. I have always had a love for all animals and even kept snails as pets when I couldn’t have one. When I was aged seven I begged to be allowed to help out with the ponies on Minehead beach and I think that is where the real bond started.

Q. Please tell us about the horses you have now.

A. Oh - all my guys found their way to me and all are damaged in some way. I have a couple of rescue race horses but they are pretty much retired and living the life of Riley. I lost a lovely old boy last month to colic so I am still very raw about that. The only horse I have actually chosen to buy is a Trotter cross I bought for those days when I wanted an easy ride but he turns out to be a ‘scaredy’ which, with his power, can be a lethal combination!

Q. Are you a hands-on horse owner? Which horsey jobs do you most enjoy?

A. I would like to be hands-on but I’m inconsistent as there are often times when I can either muck out or ride but no time for both.

I have a groom who looks after them but I will do what I can when I can. [I enjoy] grooming because it’s a great way to bond; rugging and feeding are the best bits…looking back at them in the stables or the field, heads in buckets and warm, happy…bliss.

Q. Have you ever invested in any equestrian enterprises?

A. No. DECEMBER 2014 EQUESTRIAN TRADE NEWS

Q. How often do you ride and why do you love riding?

A. I will ride every day I can and I try hard to be home on Monday and Friday, but with so much travel that can mean I have to go weeks without it. When I am around I will try and get at least two rides in, just happy hacking in the fresh air amongst gorgeous countryside…I often ride with my sister and we talk and laugh or sit in silence with a mind full of nothing but the joy of riding...what’s not to love?

Q. Which three equestrian items could you not live without?

A. My favourite old riding boots which are all cracked and really should be in the bin by now but they’re at their most comfortable.

My waterproof jodhpurs as I can’t stand wet legs, or overbreeches.

My inflatable safety jacket for those days when I feel I am riding a kite...it’s a real confidence giver and helps my riding stay calm and relaxed.

Q. What are you looking forward to most about visiting BETA International?

A. I’m always interested in seeing new and innovative products and because I actually have horses, I’m sure there will be many things I will be personally interested in.

Q. If you could have one wish granted for the wider horse world, what would it be?

A. That the work they do for mankind is rewarded with respect and care and that when the end does come it is done with kindness and compassion.

About HOOF HOOF is the BEF’s legacy programme which aims to encourage more people to take up horse riding, driving, vaulting and volunteering.

By connecting people to riding centres, schools, clubs and equestrian sporting organisations, HOOF - supported by Sport England funding, is helping more people to discover horses, get fit and improve their wellbeing.

• ETN is the official media NEC, Birmingham, UK partner 22-24 February www.beta-int.com of BETA International 2015 at the NEC, Birmingham on 22 – 24 February.

Find out more at www.beta-int.com

2015

Main Sponsor

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Product News

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New trio has affordable quality

spoga horse spring - international premiers and new products at a glance Three questions addressed to Franca Schlemmer, Project Manager of spoga horse, and three answers why you definitely shouldn’t miss the spring fair in Cologne.

RHINEGOLD is all about developing good quality equestrian equipment that’s affordable for everyday riders.

The first of three new products just launched by the label is the Pro-Comfort Body Protector.

Conforming to BETA Level 3, it features small segments of padding for a comfortable feel, even around the rubs, and to allow for flexibility and movement.

The lightweight garment has double Velcro fastenings with coloured safety closure markers, a front easy clip-in belt with elasticated straps and dayglo piping on the front and reverse to assist visibility.

With volume discounts, trade prices start from £44 for adults’ sizes and £38.50 for children’s.

Black patent boots Also new from Rhinegold – and bringing a new dimension to traditional equestrian footwear - is the black patent Phoenix Boot.

With front zip and comfort sole, they’re lightweight, comfortable – and look simply stunning. In sizes 3 to 8, the trade price is just £15.50.

And now for new product number three... Rhinegold Comfey Jods, in a relaxed pull-on style, come in stretch fabric with an extra wide waist band.

‘Crystal’ front pocket embellishments give that sought-after hint of bling. Available in navy and waist sizes 24” to 34”, the trade price is £16.99 per pair. t Snowhill Trade Saddlery 01243 672323

Helping hand for older horses What makes spoga horse spring so special? spoga horse unites the worldwide trade with a wide-ranging international offer of products. Taking the size of the trade fair into account, the exclusive concentration on trade visitors is unique and offers excellent conditions for doing business. Here, you can groom your European contacts and at the same time generate new contacts worldwide. Many companies additionally use the trade fair as a platform for their premiers. New products are presented to the public for the first time ever at our fair. In the spring, the special focus lies on fashion. Anyone, who is interested in the trends and new products of the international equestrian sports industry, should definitely attend spoga horse spring.

Which companies have already registered to participate?

In total, we are expecting over 170 exhibitors from over 20 countries to participate, ranging from very new, fresh companies through to international key accounts. Companies such as Ariat, Bieman de Haas, Bucas, Busse, Cavallo, Casco, euro-star, Equiline, HKM, Horseware, Kerbl, Kingsland, Mountain Horse, Passier, Petratex, Pikeur, Prestige, Schockemöhle, Schweizer Effax, Theo Sommer, Sprenger, Uvex and Waldhausen will be exhibiting their new products. Furthermore, we are particularly delighted to have won over renowned new exhibitors such as Carr & Day & Martin, Couture Hippique, Flex-On, Harcour, Inter Api/Fair Play, Judi Manche, Le Sabotier and Montar.

Advertising feature

What are the further benefits for the trade visitors?

Our supporting programme makes visiting spoga horse a real experience. The latest collections of the exhibitors are not only presented at the stands, but will also be exhibited on the fashion walk twice daily. Fantastic added value, which also allows the direct comparison of the collections. In addition to the trends and new products for the coming season, the academy workshops offer expert knowledge and the opportunity for dialogue on current themes such as the ‘Do’s and Don’ts in Online Shops’ for example. The supporting programme of spoga horse is the right mixture between information, communication and event.

CUSHCARE CONDITION, new from Dodson & Horrell, is for equines needing a diet low in starch and sugar.

High in protein and oil, it’s also designed to promote weight gain and help maintain muscle mass, providing nutritional support for older horses.

Before launching CushCare Condition, Dodson & Horrell conducted trials on the product, working with vets and horse owners across the country. 87% of owners said they would continue feeding CushCare Condition after reporting improved coat condition, appetite and weight gain.

“Up to now, vets and stockists have not been able to recommend a product that effectively manages the needs of older horses who appear in poor condition and are in need of something extra,” said Derek Mackey, commercial manager at Dodson & Horrell.

“There simply have been no appropriate weight-gain feeds with a low enough sugar and starch content to minimise the risk of laminitis.”

CushCare Condition has a starch and sugar content of less than 10%, and digestible energy of 12MJ per kg.

Ingredients include soya lecithin to support weight maintenance, fat digestion and absorption, while B vitamins and carnitine help the metabolism of fat.

The horse’s immune system is supported by Dodson & Horrell’s patented QLC package of antioxidants, the digestive system benefits from the live Actisaf yeast and prebiotics and joint function is supported by omega 3 fatty acids and glucosamine. Herbs, essential amino acids and digestible fibre from unmolassed sugar beet are added to this soft, easy to chew and highly palatable feed.

CushCare Condition comes in 18kg bags with an RRP of £14.24 per bag. t Dodson & Horrell 01832 737300 www.equestriantradenews.com

13 For oldies needing condition NEW Equerry Veteran Mix is designed for elderly horses and ponies that need to gain weight and condition.

Formulated with high levels of protein to promote muscle tone and topline, it also contains oil and linseed to improve condition and ensure a shiny coat.

Made from highly digestible cereals to improve digestive efficiency and including yeast for a healthy digestive system, it also offers raised levels of vitamin E, an important antioxidant.

Additional vitamins and minerals include magnesium.

The Equerry range, available only through wholesalers, is manufactured in Cheshire by HJ Lea Oakes. The feeds are formulated by experienced nutritionists and produced under the BETA NOPS scheme.

The Equerry range includes seven cubes, six coarse mixes, one mash and one treat in the form of Equerry Minty Horse Treats.

Equerry Veteran Mix, which comes in 20kg bags, has an RRP of £13.25 per bag. t Equerry 01845 565640

Is this a hi-viz breakthrough?

A SUPPLIER of hi-visibility work wear claims to have made a breakthrough in personal protective equipment (PPE).

By combining retro-reflectivity and photo luminescent materials with traditional fluorescent fabrics, an additional 33% visibility can be achieved, says Viz Reflectives.

Photo luminescence provides continued visibility for up to eight hours after artificial light sources have been extinguished, it’s claimed.

“The application for dual technology is immense both within the PPE sector and areas such as equestrian and sportswear,” said Nick Rowbottom of Viz Reflectives.

“However, we have to start somewhere and the first garments to incorporate dual technology will be aimed at traffic management.”

Photo luminescent materials are charged by UV light, either daylight or artificial. This light is absorbed through electromagnetic radiation; photons of light energy are then emitted when the light source is extinguished. What’s known as an ‘afterglow’ can last up to eight hours.

Viz Reflectives manufactures VizLite Dual Technology at its factory in Cheshire. t Ian Edwards 07969 363144

Saddle range has optional adjustable tree SHIRES EQUESTRIAN has launched a new leather saddle range under the St Raphael label.

The collection covers two GPs, a close contact eventing saddle plus pony saddles and pads.

Three models are available built on either a standard laminated wooden tree or a GenTec tree.

The Gentec tree is said to allow adjustment of the saddle from narrow to extra wide, and any width in between, using the tools provided and without dismantling the saddle. Its integral locking gullet system is guaranteed for ten years.

The St Rachael range features Soft Touch Panels, with a lower layer of latex rubber combined with traditional flocking.

As an example of pricing, the Carlos GP has an RRP of £899.99 with the standard tree and £1,249.99 with the adjustable GenTec option. t Shires Equestrian 01568 613600. www.equestriantradenews.com

News Feature

14

WHAT’S IN A NAME? When saddle manufacturer Jabez Cliff & Co went into administration this summer, its Barnsby label was among the assets sold in a deal brokered

by Metis Partners. Stephen Robertson, of the intellectual property specialist, explains why brands have an intrinsic value.

These brands are instantly recognisable and therefore valuable.

W

hat do Puffa, TopSpec, Amerigo, Cottage Craft, Tubtrugs, Gatehouse and Stubbs have in common? To an equestrian enthusiast, they all evoke an empathy with specific products and the underlying businesses.

To somebody concerned with the intellectual property (IP) aspect of these names, they are examples of brands with a strong presence on the equestrian market.

As with any other property, the creator of IP (that is, creations of the mind such as inventions, artistic or literary works, processes, symbols,

IP assets play an important role in driving revenue and differentiating a business names or images used in commerce) has a right to benefit from it and from the investment in its creation.

IP can be an integral part and source of value for many businesses.

From an invention or a concept to corporate and product brands, logos, product designs, websites

The Barnsby brand, built up over two centuries, had assets that were attractive to a wide range of companies in sectors ranging from sports to fashion and retail.

and technology, IP assets play an important role in driving revenue and differentiating a business from its competitors in the marketplace.

Companies often make strategic investments in developing technologies, improving products and building their brands.

The BETA International Innovation Awards alone clearly show the intensity of innovation in the equestrian sector – and increase the relevance of proper registration of patents, trade marks and design rights.

Only by protecting their IP can businesses hold control and fully exploit the innovative products and services they develop, preventing

competitors from using their success to take away market share.

Patents, usually the first thing that comes to mind when thinking about IP, are rights protecting inventions and innovative processes that exclude others from making, using or selling an invention for a set period.

Contrary to general assumptions, patents do not only relate to scientific discoveries. The range of patentable inventions in the equestrian sector includes innovations in products such as feeding or horse training accessories, saddle pads and dietary supplements such as, for example, I’Anson Brothers’ patent for animal

and livestock feedstuff.

Trade marks - the symbols that distinguish the brand, goods and services of one trader from those of another - can protect corporate and product brand names, logos and taglines.

Companies often grow and succeed as their goods and services become more recognisable and distinctive within the market. A strong brand and robust brand protection, through trade mark registration, can inform consumer choices in relation to safety, reliability and quality.

Likewise, the brand name itself is often closely connected to the company’s reputation and reflects

...and what about the Royal Warrant?

JABEZ Cliff & Co Ltd’s Royal Warrant - By Appointment ...Saddler and Loriner to HM The Queen – The Royal Mews - was granted in 1989.

But what happens to that cherished status now?

According to the Royal Warrant Holders’ Association (RWHA), which has represented holders since

1840, a company may lose its Royal Warrant when it stops trading, goes into liquidation or bankruptcy or there is a significant change in the control or ownership of the Royal Warrant holding company.

When a Royal Warrant is cancelled, companies are normally allowed 12 months

DECEMBER 2014 EQUESTRIAN TRADE NEWS

to alter their packaging and stationery and remove the Royal Arms from their promotional material, buildings and vehicles.

Royal Warrants are automatically reviewed by the Lord Chamberlain’s Committee one year before they are due to expire, usually every five years.

When ETN contacted the RWHA about Jabez Cliff, a spokesman said they were unable to answer questions about individual companies. www.equestriantradenews.com

15 The Barnsby and Jabez Cliff brands had considerable value even in an insolvency scenario

Brands and other IP assets – as used so effectively on this Schockemohle collection – evoke empathy with consumers and therefore need protecting.

(Photo Ashley Rossiter, merchandising by Saddlesdane Equestrian Suppliers)

the history and long-term market presence of a business.

Our experience working on the sale of the IP assets of Jabez Cliff & Company Limited (in Administration) revealed that the Barnsby and Jabez Cliff brands had considerable value even in an insolvency scenario, not least because of their heritage capturing a two century presence in the trade and an association with the Royal Warrant.

The Jabez Cliff brand also displayed considerable sector

extension potential, having previously been applied to quality leather belts marketed in Japan. In fact, the IP assets attracted interest from potential buyers in a variety of sectors including sports, fashion and retail.

Brand expansion is a recurring trend, Barbour and Hunter being other notable British brands we have seen expanding from their original roots and becoming international lifestyle and fashion staples. Such expansion potential can only be utilised fully if it is

underpinned by registered trade marks in relevant trade mark classes.

Horror stories of trading without registering a trade mark - not uncommon for equestrian businesses - range from using a mark that has been already registered by someone else to having your unregistered trade mark, or elements of it, misused.

This can damage the reputation of your business and the perception of the quality of the products and services offered.

Registered designs relate to the outer appearance of a product or part of a product and not to the way a product works (this would normally be subject to a patent).

An example of a business that has taken steps to protect its designs is Fairfax Saddles, which has registered designs around the look of its girths.

Copyright is a type of IP which is not capable of registration in the UK but protection attaches as soon

as the creator puts pen to paper and creates a tangible expression of an idea. In businesses, copyrighted materials often include marketing materials and documentation.

Other informal but often valuable IP assets include websites, domain names, customer and supplier databases, manufacturing specifications and product drawings. l For more information contact Stephen Robertson, Metis Partners, 33 Lynedoch Street, Glasgow, G3 6AA. Tel: 0141 353 3011.

Make IP work for you FOR businesses, the importance of intellectual property goes beyond maintaining a strong and recognisable brand or deterring infringers. You can: l Secure finance against intellectual property. l Make use of it to attract in vestment. l Sell it outright. l License it out to secure a financial return in the longer term.

CPD Feature

16

Working together for the good of the horse In ETN’s latest CPD feature accredited by the Society of Master Saddlers (SMS) Stewart Hastie and Jane Nixon look at the importance of industry professionals working together for horses’ benefit. SMS members who read the feature and submit correct answers to the quiz that follows will receive CPD (continuous professional development) recognition.

Stewart Hastie (third from right) and delegates at a bridle fitting course. Hazel Morley, SMS chief executive, is on the left.

T

he ideal CPD for a qualified saddle fitter (QSF) and an involved veterinary surgeon is that engendered by working together on any problem case.

The QSF should have a basic, but selected, knowledge of equine structure and functioning as required when originally examined and assessed.

They will also have been taught communication skills with owners and vets, knowledge of horse action in hand and when ridden and an ability to recognise faults and/or deficiencies sufficient to have them seek veterinary advice.

The QSF and vet together enable the horse to be saddled and ridden. They optimise ability and welfare of the horse and rider by producing the best possible horse/rider interface ie a ‘good fit’ saddle at all levels from the riding school to the Olympic Games.

The vet must be experienced in orthopaedic problems, which could be associated with saddle fitting difficulties.

It should be mutually understood that what is physically wrong with the horse must be determined and evaluated with regard to possible complementary discipline help, such as

DECEMBER 2014 EQUESTRIAN TRADE NEWS

osteopathy, chiropractice and physiotherapy.

The veterinary surgeon does not exclude their help, but does expect that to be within the law.

It is a matter of fact that the QSF will be working with the owner’s own vet and vice versa. The complementary practitioner is usually selected by the vet as to the specific discipline and the practitioner.

The vet, QSF and any other professional should agree to pull together.

The QSF should expect and get good ethical co-operation from all parties. They will be expected to have carried out the Society of Master

ACCREDITED BY

Saddlers’ agreed correct assessment of the horse’s back and its way of going, both in hand and under saddle within the taught limitations.

There is no reason why any further skills in equitation are not utilised in this, but they must stress to the owner “there is something not quite right with the horse, I advise veterinary input.”

If nothing else, the QSF should realise and emphasise that the aerodynamics of the horse are invariably “put out of sync” over a wide area of his muscular structure.

Thus his way of going will be affected when one area has been damaged, for example, by lameness or a saddle putting ‘a spanner in the works’.

Veterinary Surgeons Act 1966 Only registered members of the Royal College of Veterinary Surgeons may practice veterinary surgery, which includes diagnosis, advice and treatment of disease and injury. These restrictions are in the interests of insuring that animals are treated only by people qualified to do so; a welfare as well as an economic concern.

Saddle Fitters may not diagnose or treat. They must refer to the attending veterinarian or they are www.equestriantradenews.com

17

ETN SMS CPD Questions SELECT YOUR ANSWERS AND TICK THE BOXES 1. What year was the Veterinary Surgeons Act?

1960

1966

1969 2. What year was the Veterinary Surgeon (Exemption) Order?

1962

1964

1968 3. Who may diagnose?

Vet

QSF

Physiotherapist 4. A correctly fitting saddle should remain level in work?

True

False

Good saddle fitting optimises equine ability and welfare at all levels.

Is the saddle or the horse wrong?

A saddle may be ill fitting because it is the wrong selection for that horse, his conformation, the expected work, the rider’s ability and/ or expectations. www.equestriantradenews.com

A saddle may become wrong due to a number of conditions including: l Change in horse condition, lC hange in muscle morphology unilaterally ie asymmetry.

Altered action may be associated with: lM outh pain...is a dentist required? lH oof inbalance [pain].. should help be sought from the farrier? lO ther distal limb lesion pain. l Rider balance faults.

All of which may potentially cause a cascading spiral of: lM uscle spasm with pain aversion to saddling and riding in the future. l Further ill fit l Worsening action lC o-incidental back disorders, particularly skeletal leading to unbalanced riding. lD evelopment of rebalancing attempts by the horse. lS kin disorders may be direct results or coincidental causing pain and erosion.

The QSF should recognise there is a problem and refer to the veterinarian.

No case is the same, we need each other! The outcome is a satisfactory case report.

!

breaking the law.

The Veterinary Surgeon [Exemption] Order 1962 allows that physiotherapy, osteopathy and chiropracty may be performed by suitably qualified persons but only with the attending veterinarian’s agreement.

Equally, the QSF should expect the veterinarian to be capable of a full appraisal of the horse, and additionally be conversant with the varying athletic requirements of the disciplines.

It is essential that at this stage the veterinarian is guided by the QSF for the requirements for the horse/ rider interface.

The QSF’s client and the veterinarian expect the saddle to fit where it is supposed to touch, remain level in work and [within limitations] not impede the horse’s action.

The veterinarian should appreciate the on-going problems associated with the horse’s naturally changing shape and the rider’s ability.

He or she expects the QSF to have assessed the ridden horse to complete a final decision on the amended saddle.

5. A saddle may become ill-fitting due to a change in a horse’s condition?

True

False 6. Can mouth pain alter a horse’s action?

Yes

No 7. Skin disorders can result due to the pain caused from an ill-fitting saddle?

True

False 8. W ould joint SMS/BEVA (British Equine Veterinary Association) CPD meetings be beneficial?

Yes No

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.

ABOUT THE AUTHORS P Stewart Hastie, BVMS,MRCVS is consultant veterinarian to the Society Master Saddlers.

Jane Nixon MA VetMB BSc MRCVS of Nixon Equine Veterinary Consultancy is also consultant veterinarian to Buckingham Equine Vets Ltd and British Equestrian Federation director equine development.

EQUESTRIAN TRADE NEWS DECEMBER 2014

Saddlery and Leather

18

A society for all...

Peter Wilkes, the new president of the Society of Master Saddlers (SMS), is neither a saddler nor saddle fitter but sees things from a commercial angle.

He talked to ETN. ETN: What would you like to develop during your presidency?

Peter Wilkes: Training.

With its qualifications and recognition worldwide in saddlery and saddle fitting, the SMS is second to none.

We need to keep it there by offering more training in the form of optional modules, compulsory refreshers and/ or amendments to the examination criteria.

saddle, so further opening of communication links between the professions is key.

Wearing high heels changes a woman’s body profile by putting an arch in her back. Likewise when a farrier changes a horse’s hoof balance, subtle differences occur in equine back shape, particularly during movement.

But does a farrier or owner automatically inform their

Once your customers (horse owners) realise you’re a team, they won’t be able to play you off against each other.

My personal hope is that we can work closer with other equine professionals such as vets, physiotherapists, farriers and instructors etc.

All these professions influence saddle fit and therefore saddle construction.

Many don’t know how their actions change the fit of the

saddle fitter of the change?

95% of the time, no.

It’s a team that keeps horses in sound working order. It’s time to work like one.

ETN: Should SMS membership criteria change?

PW: The SMS should become more open. As

Maker of Walsall’s finest riding saddles.

Range includes Ray ‘Sabre’ W/H, Panther X/C, Olympus and Windsor.

All individually handcrafted by Ray Symonds, master saddle maker and fitter.

Enquiries from saddle fitters welcome Tel: 01922-639821

Email: symondssaddlery@hotmail.co.uk

DECEMBER 2014 EQUESTRIAN TRADE NEWS

the commercial landscape changes, for example with consumers choosing to buy saddles from mobile fitters (who may or may not have a retail shop base), so the criteria for membership needs to be considered. With new materials being tested and used to produce saddles, it’s likely that specialist manufacturers will become more common; again these may not currently fit into the membership criteria.

The SMS should be there for all working in the industry that produces, repairs, fits or sells saddles and tack. There should not be restrictions on materials used or methods of selling.

Free market forces will dictate who prospers.

Should we represent overseas manufacturers?

Not sure, but some of our members would like to know the differences between the options available from around the world. If manufacturers concentrate on their own business and get their product offering right in terms of quality versus price (ie. value for money), then we have nothing to worry about. It’s definitely one for discussion.

ETN: As the new president, what will you bring to the party?

PW: Controversial diplomacy!

It’s OK to disagree; it’s OK to voice strong opinions.

But when you lose the vote, support and work within to get the best out of what you don’t agree with.

Having close to zero skills as a saddler, a bridler or a saddle fitter, and even less knowledge of horses, maybe I’m the right person to encourage ‘The Equine Team’?

Saddle fitters, you’re at

SMS president Peter Wilkes: “Maybe I’m the right person to encourage ‘The Equine Team’?”

the coal face. It’s your role to build ‘The Equine Team’ with a little help from your friends at the SMS. Involve and talk to physiotherapists, farriers, vets, instructors, yard owners, nutritionists.

Once your customers (horse owners) realise you’re a team, they won’t be able to play you off against each other.

Their respect for all equine professionals will increase too. So as an industry, let’s promote The Equine Team.

ETN: What’s been a great achievement for the SMS? PW: Having the vision to see that saddle fitting was the future. This has changed the www.equestriantradenews.com

19 whole saddle industry because the fitting of saddles changes the demands put on the manufacturing side.

Flexibility, variety, adaptability become great strengths, rather than simply churning out a mass produced product that can’t be adjusted, tweaked and always needs a pad or two. This is how the UK manufacturing industry is and can continue to compete with saddles produced in low labour cost countries.

UK saddle makers and fitters are a team – and developments in saddle fitting have also provided work for the rural craft saddler, so everyone has benefited.

If money is your thing then investment banking is still a better option, but less of your customers will buy you chocolates.

ETN: How should the SMS react to other saddle fitting training courses?

PW: The public search out SMS Qualified Saddle Fitters, therefore it’s our responsibility to ensure they are the best through training and working with other members of the equine team.

Yes, there are other saddle fitting training courses out there. Are they competition?

No. I want us to work with others for the greater good, to be open-minded to what other trainers can bring.

Different ideas are not necessarily wrong, they are just different. Including other organisations doesn’t mean instantly dropping our long held principles. But if we close the door, can we be sure which side the door will open on in the future?

ETN: Is the craftsmanship element of the SMS important to you?

PW: Very much so. The SMS annual competitions hosted

by The Worshipful Company of Saddlers uphold our membership’s strong craft element and celebrate skill levels.

Can more be done to promote quality work to retailers? Yes, although this is generally expensive and the SMS is not a wealthy organisation. Facebook and Twitter are great avenues for low cost news spreading. I advocate independent bridle makers and saddlers link up

The SMS should become more open. with local retailers and saddle fitters. You have skills they need; you can be a service that draws customers to their shops - so build contacts and work together.

• Peter Wilkes is the managing director of Vale Brothers.

ETN: Laura Dempsey is the new SMS vice president. Are the two of you working closely together?

PW: Yes of course. And the good thing is that Laura is comfortable telling me when she thinks I’m wrong!

To me, that’s much the best base for a team. Laura [who is a saddle fitter] sells opinions for a living, as well as being a skilled saddler. She is all the things I’m not, so I think we’re a great team. And during Laura’s presidency, which follows mine, I hope to able to support her in her efforts.

ETN: Where would you like to see the SMS in five years’ time?

PW: Actually not too far away from where it is now. As a body it should still have its traditions and feel British. But being British is being open, adaptable, pioneering and an influence worldwide.

During last summer’s focus on Brazil [for the football World Cup] I heard that in schools they joke that they wished they had been discovered by Britain instead of Portugal because then they would now be rich like the USA. It was slightly tongue in cheek but is there any truth in it?

Britain has changed the world over time and in its own small way, so can the SMS. You can’t change the past or the future, only the present.

So that’s what I’ll be working on and we’ll see what paths that takes us down.

Saddlery and Leather

20

THE LATEST IN LEATHER ETN brings you news from the saddlery world

PRODUCT WATCH...

l NOT all leather cleaning products are appropriate on every item of tack. Some may even change the leather’s colour. This is why some saddlery manufacturers also create their own saddlery care products. Amerigo, for instance, offers Amerigo Soft Clean, a non-soapy cleaner which removes dirt and sweat from the leather without drying it. This is followed by a balm, Amerigo Soft Grease, which helps to protect the leather from the elements, and provides grip for the rider. t Zebra Products 01352 763350

l THE new Mark Todd Performance Noseband makes it easy to add a drop noseband to a cavesson bridle. Various components are supplied separately. There’s a choice of a single or double buckle cavesson, through which slots the Performance Noseband attachment that comes with either a leather chin strap or leather covered curb chain. t Westgate EFI 01303 872277 l PATENT Shine is said to create a professional shine on leather that lasts for weeks. It also helps to weatherproof and protect leather against mould growth. It leaves a non-slippery, polished dry finish – and even provides extra grip in the saddle. t Fly Away 01384877857 l THE new Supreme Double Bridle from Caldene is designed to minimise bulk and buckles on the side of the horse’s head. While the noseband sliphead buckles in the usual way, the cheek straps adjust at the top of the bridle’s headpiece. The poll section is padded with gel and curved around the ears. In pony, cob and full sizes, in black or Havana, the RRP is £115.50. t Matchmakers International 01274 711101 l ABBEY 1982 Saddle Food – named for the year its supplier Abbey Saddlery was founded - helps condition leather and leaves it clean and supple. Made to a 100 year old recipe by Hoopers, it works well on boots, bridles, luggage, gun cases and all working leathers. Available in 500ml pots, the RRP is around £8.95. t Abbey England 01565 650343

Tree maker moves SADDLE tree maker Lariot Europe has moved from Aldridge near Walsall into new premises in Burnwood, Staffordshire.

Gaynor Lorenzo, of Lariot Europe, said the extra space was needed for the company’s next stage of growth. “We’re investing heavily in new CAM machinery and we will also be looking at recruiting extra staff early in the new year.”

Lariot Europe is occupying 6,775 sq ft at Burntwood Business Park.

DECEMBER 2014 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

21

BETA Members’ Page

EXPLORING EXPORT POTENTIAL IN CHINA

B

ETA enjoyed a successful trade mission to the China Horse Fair, in Beijing where we accompanied a small party of British companies keen to explore the potential offered by the country’s developing equestrian market.

It was our third visit to this growing event and we were extremely pleased with the quality of visitors and the signs of developing knowledge and experience, even though there is still a long way to go.

We took plenty of serious enquiries and were frequently asked for British trainers by representatives from equestrian centres and made aware of larger projects with an interest in horse breeding. The protocol signed earlier this year for the live export of horses from the UK to China brought a high level of enquiries that we wouldn’t previously have seen.

The visit was funded by UKTI and gave a presence to Equestrian Surfaces, Martin Collins, Botanica, Vale Brothers, Neue Schule, ReadySupp, FMBS, Bliss of London and Horslyx. Some of those unable to attend the three-day trade fair were represented by us on the BETA stand, where we displayed products and literature on their behalf.

Awards provide food for thought IT’S that time of year again, when no stone remains unturned as we search for the winners of the 2015 BETA Business Awards. Full details of these prestigious annual accolades can be found on the BETA website, www.beta-uk.org.

The awards are divided into 10 categories: UKTI Export Award, TSM Rider Award, SEIB Retailer of the Year, Equine Careers Sales Representative of the Year, Harry Hall Retail Employee of the Year, Blacks Solicitors Trade Supplier of the Year, Caldene Competition Equestrian Event of the Year, Haygain Nutritional Helpline of the Year, BETA Social Media Award and the BETA Lifetime

Achievement Award.

To nominate the company or individual you think worthy of winning an award, send their name, the award category, your name and address, and reason for nominating – by post or email – to Laura Clegg in the BETA office by the given deadline. Winners will be announced during the BETA Gala Dinner, at the Motorcycle Museum, near Birmingham, on Sunday 22 February.

Make sure that you don’t miss out on this year’s glittering trade gathering by buying your tickets now. They cost £56 per person, £520 for a table of 10 and £624 for a table of 12 – all plus VAT.

WELCOME TO LAURA FOR those of you who haven’t met her, we would like to take the opportunity to introduce Laura Clegg, who will be acting PA to BETA executive director Claire Williams while Tina Hustler is away on maternity leave. Laura has a degree in equine science and is a keen rider and showing enthusiast, regularly competing with her Welsh Section C Felinmor Brenin.

At the time of going to press, Tina and her husband, Chris, were patiently awaiting their eagerly anticipated arrival. Rest assured, we will update you with news and a photograph in next month’s magazine. We send them every good wish at this very special time!

Look out for your Newsletter THE BETA Winter Newsletter will soon be landing on doormats, so keep an eye out for this popular update of your trade association’s work over the past few months.

It will also include a 2015 planner with all key equestrian shows highlighted and a comprehensive list of courses set to take place at different locations throughout the UK.

HAPPY CHRISTMAS!

MEMBERS of the BETA team would like to wish you and yours a very happy Christmas and our compliments of the season.

See you in the New Year.

CONTACT LAURA CLEGG AT BETA Tel: 01937 587062

Website: www.beta-uk.org Email: laurac@beta-int.com Stockeld Park, Wetherby, West Yorkshire LS22 4AW www.equestriantradenews.com

EQUESTRIAN TRADE NEWS DECEMBER 2014

Directory of Wholesalers - Feed

MEARS ANIMAL FEEDS Range: Wide range of horse, animal and pet feed.

Smallholder feeds include a variety of feed for chicken, duck, wild bird, ostrich, pot pigs and pygmy goats.

Bedding – Aubiose, Bedmax, Easibed, Handrachip, Medi-Bed, Thoroughbred, Verdo, Chicken Bed, small / large bales of straw.

Horsehage, Equilage, small / large bales of haylage and hay.

Retailer incentives: Pallet deal offers and seasonal offers on both feed and bedding.

Minimum order: 1 pallet approximately 40 bags.

Terms: 30 days Carriage: Free Delivery: Within 2/3 days Mears Animal Feeds have a wide range of vehicles for delivery from vans to artics and are well known for their quick turn around on orders to the retailer.

22

ARGO FEEDS LTD Range: Massive range of all leading brands of feed, bedding, haylage and supplements to suit horses, animals, pets and birds.

Retailer Incentives: Monthly offers Retailer Communication: Monthly email with news and updates.

Retailer Support: Dedicated in house and field-based sales team Catalogue: By request, email or post Minimum First Order: Pro forma Terms: 30 days on approved accounts or pro forma Carriage: Please contact for terms Delivery: Within four working days Contact Telephone Number: 01226 762341 Email Address: orders@argofeeds.co.uk Website: www.argofeeds.com

Contact telephone number: 01785 665806 / 01785 662444 Fax: 01785 660243 Email address and website: www.mearsanimalfeeds.co.uk info@mearsanimalfeeds.co.uk

ARMSTRONG RICHARDSON PET & EQUESTRIAN WHOLESALE Range: Armstrong Richardson is one of the largest family run Equestrian Wholesalers in the UK. They have over 12,000 products to choose from including all major brands of pet and horse feed, bedding, hardware, supplements, health care and accessories. When you place an order you will be assigned a dedicated customer account manager who will be your one point of contact for everything. They offer a first class service alongside competitive prices and nationwide delivery. Orders can be placed via their trade website, email or phone.

YOUNGS ANIMAL FEEDS Range: Equine, Farm, Wild Bird, Pet and Poultry feed, bespoke coarse rations.

Retailer incentives: Monthly trade promotions and pallet discounts available.

Retailer communication: Monthly trade newsletter via e mail.

Retailer support: POS available, regular marketing campaigns etc.

Catalogue: Price list available on request.

Web trade store: N/A. Minimum first order: N/A Terms: Available on application.

Carriage: N/A Delivery: Terms available on request.

Contact telephone number: Standon 01782 791209 Congleton 01260 272623 Huyton 0151 480 4377. Rebecca Whalley Business Development Manager 07740 401232.

Email address and website:info@youngsanimalfeeds.co.uk www.youngsanimalfeeds.co.uk

Retailer incentives: Exclusive weekly telesales deals and monthly promotions.

Retailer support: Their team of knowledgeable and experienced customer account managers will advise you of any new products in stock, special offers and can help with any general business queries.

Catalogue: Their extensive price list is available via post or online.

Web trade store: www.arwholesale.co.uk Minimum first order: Contact the office Terms: Orders accepted and supplied under published terms and conditions Carriage: Delivery included - subject to postcode Delivery: Nationwide delivery: Next Day or Economy service (2-3 working days) available. They also provide a Drop Shipping Service, delivering direct to your customer on your behalf.

Contact telephone number: 01642 714389 Email address and website: sales@armstrongrichardson.co.uk, www.arwholesale.co.uk DECEMBER 2014 EQUESTRIAN TRADE NEWS

SEALS FODDER ROOM LTD Range: All major feed manufacturers’ brands stocked including TopSpec, Dengie, Baileys, Heygates, Allen & Page, Dodson & Horrell, Marksway and Spillers.

We supply eight different bedding manufacturers stocking over 14 different types of bedding and a wide range of supplements.

Retailer incentives: Pallet load discounts available.

Retailer communication: Sent via email or post.

Retailer support: We arrange manufacturer marketing campaigns and point of sale support. Our trade price list shows a suggested retail price.

Catalogue: Price lists are sent regularly following a price change.

Minimum first order: £150 for collections.

Terms: Full list of terms and conditions are available on request.

Delivery: Our price list includes collected and delivered prices. Our trading area is from The Humber to The Wash and the East Coast to North Wales. We run a fleet of 6 vehicles up to 26 tonne size to ensure the service we provide is maintained to a high standard.

Contact telephone number: 01773 602466 Address: Seals Fodder Room LTD, The Mill, High Street, Swanwick, Alfreton, Derbyshire DE55 1AA Email address and website: sales@sealsfodder.co.uk www.sealsfodder.co.uk www.equestriantradenews.com

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Retailer communication: Monthly newsletter and offer book, regular updates on facebook and fortnightly emails.

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Directory of Wholesalers

B JENKINSON & SONS LTD Range: Over 60 leading equestrian brands such as Charles Owen, Toggi, Champion, Stubbs, Harold Moore, SoloComb, Tubtrugs, Gold Label, Likits, Lister Clippers, NAF, Robinsons Healthcare, Horse with Attitude clothing and ShowQuest showing products, to name only but a few of our 60 leading brands.

Elico Range: We also have our own comprehensive Elico brand of products, which is being continually developed after discussion and feedback with our retail customers The Elico range also has a catalogue with RRP’s which is available to retailers to have on their counter-top for showing the range to customers.

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

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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, CREO showjumping, Endurance. Tingley Rubber Overshoes. Splintex, Sealtex Bandage,Choice of Champions Professional Supplements. 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: At cost by INTERLINK. £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.com, www.lesliesutcliffe.com, www.farnamproducts.co.uk, www.tingleyrubber.co.uk Delivery: Next day to Mainland if ordered by 12noon.

www.equestriantradenews.com

Directory of Wholesalers

BATTLES Trade supplier of the year 2014 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, and BETA certified HyVIZ. Exclusive brands include Equilibrium, Cavallo, and Troxel.

With new brands added this year, such as Horse First, Science Supplements, Hilton Herbs the portfolio is continually growing to suit retailer’s needs. 2015 will see further brands added, so look out for the Battles Trade Catalogue in January.

Delivery: To support customers, Battles continue its 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 529206 Email: battles@bhblincoln.co.uk *Excludes Northern & Southern Ireland.

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USG UNITED SPORTPRODUCTS GERMANY GmbH Range: Extensive selection of quality products including Flexi, Flexi Motion, EquiAirbag, Crosslander footwear, Tastie Treats, breeches, bridles, leatherwork and saddle pads at all price points. We pride ourselves on excellent quality, service, and price!

Retailer incentives: Monthly deals and a weekly clearance list 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: 3 days Contact details: Marylise Smague WTC - (UK) 07590 714539 Marylise@walktrotcanterltd.com Caroline (Germany) +49 6054 9097730 weidner@usg-reitsport.de Website: www.usg-reitsport.de

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

SNOWHILL TRADE SADDLERY LTD

DECEMBER 2014 EQUESTRIAN TRADE NEWS

HORZE UK LTD Range: Equestrian clothing and equipment for horse and rider. Great Scandinavian fashion at very good value for money.

Retailer incentives: Monthly offers Retailer communication: Newsletters Retailer support: Point-of-sale material Catalogue: Standard range catalogue once a year, seasonal range catalogues twice a year Web trade store: Yes Minimum first order: £1000 Delivery: 3-4 days Contact telephone number: 01235 856376 Email address and website: uk@horze.com, www.horze.co.uk www.equestriantradenews.com

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Range: Rhinegold, Heritage , John Whitaker, Brogini, Barrier Healthcare, Harlequin, Horsewise MacWet, Windsor Equestrian, Global Herbs, Agrifence, 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

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WESTGATE EFI 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, Hypocare and Spartan Equestrian Products. Own brands – Mark Todd Collection, Jumper’s Horse Line, Coolex, Gatehouse, Rodney Powell, StableKit, LunaRider and Saddlecraft. Exclusives – Manfredi Show Wear, Zandona Horse Boots, Exo Glo Heated Clothing and Karoo Equine.

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: Printed trade list plus counter copies.

Web trade store: 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 £100 (ex-VAT) Delivery: 24 to 48 hours subject to stock.

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

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WEATHERBEETA LTD Range: Over 10,000 products from leading brands – WeatherBeeta, Dublin, Bates, Wintec, Saxon, Collegiate, Kincade, Roma, Korsteel, 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 an internal customer service team. Regular newsletters and emails with updates and deals.

Retailer support: Our extensive marketing campaigns are focused on supporting our customers. We are dedicated to creating demand for our brands and working with our customers to meet consumer needs.

Our Leading Brands are supported through advertising in key equestrian magazines such as Horse & Hound as well as e-newsletters digital advertising on leading equestrian websites. Brand brochures are distributed in leading magazines several times a year as well as shared with our customers. We pride ourselves on our expertise and support our customers through Training Programmes such as our Rug Training Stable which supports store staff to becoming a WeatherBeeta Rug Expert. Instore guide for the shopper is key and our comprehensive Point of Sale packs help the shopper make their purchase decision.

We understand that our Customers are unique and pride ourselves in offering both traditional and digital ordering processes.

Each season we showcase our new core and seasonal products in our 3,000 sq ft showroom.

Catalogue: Annual trade catalogue and seasonal supplement Web trade store: Flexible opening requirements, contact Weatherbeeta 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 www.equestriantradenews.com

Directory of Wholesalers

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BROGINI LIMITED Range: Brogini Limited are riding boot specialists who are dedicated to supplying only the most elegant and hard wearing riding boots, suitable for most disciplines.

Introducing the new Competition Prestige Collection; this exceptional range of riding boots is hand crafted from the finest quality Italian leather and finished to the highest possible standard. With over 6 avant-garde designs, meticulously finished with the most luxurious detailing and materials, the Competition Prestige Collection is the perfect finishing touch to any competitive wardrobe.

Many lines are in stock and available for immediate delivery. Call now for up to date stock information.

Retailer incentives: Free delivery on all approved retailer Competition Prestige orders before 31st January 2015 Retailer communication: Monthly Mailers and Bi-weekly E-shots with offers and incentives Retailer support: On hand sales assistance and marketing literature available on request. Advertising campaigns placed regularly in key consumer magazines within the UK. Catalogue: Full Brogini product catalogue available on request Web trade store: Yes Minimum first order: Available on request Terms: Brogini provides approved monthly credit accounts or payment via Debit or Credit Card Carriage: Available on request Delivery: In most cases orders will be despatched within 2-3 business days.

Please call the office for delivery times on specific lines.

Contact telephone number: 01706 514230 Email address and website: sales@brogini.com, www.brogini.com

Range: Harry Hall, Masta, Caldene, Cottage Craft.

Retailer incentives: Loyalty Reward Scheme 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 in house dedicated sales associate to support sales & service at Head Office.

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

Catalogue: The Matchmakers International catalogue is available every six months to include the Spring/Summer and Autumn/Winter collections. In addition Cottage Craft trade brochure is available annually.

Web trade store: Retailers can order on line, 24/7 and check stock availability, download library high resolution images and print out the catalogue.

Minimum first order: ÂŁ1000 on any brand Terms: Available upon enquiry.

Carriage: Free carriage (if order is over ÂŁ150 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.equestriantradenews.com

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MATCHMAKERS INTERNATIONAL LTD

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JOHN WHITAKER INTERNATIONAL LIMITED Range: John Whitaker International have specialised in the production of high quality equestrian products and accessories for over 15 years and now, would like to introduce the new and improved John Whitaker Saddle collection.

The collection consists of 10 saddles each designed to meet the requirements of different disciplines such as dressage and eventing. Crafted from the finest calfskin leathers and protected with a two year guarantee against leather defects and a lifetime tree guarantee, all John Whitaker saddles are of the highest possible quality.

Retailer incentives: Buy 5 JW Saddles and receive a free John Whitaker Saddle Stand.

Retailer communication: Monthly mailers and bi-weekly e-shots with offers and incentives.

Retailer support: On hand sales assistance and marketing literature available on request. Advertising campaigns placed regularly in key consumer magazines within the UK. Catalogue: The JW Saddlery and Leatherwork brochure available on request. (multiple languages available) Web trade store: Yes Minimum first order: Available on request Terms: JW provides approved monthly credit accounts or payment via Debit or Credit Card.

Carriage: Available on request Delivery: In most cases orders will be despatched within 2-3 business days.

Please call the office for delivery times on specific lines.

Contact telephone number: 01706 340500 Fax. 01706 340501 Email address and website: info@jwiltd.net, www.johnwhitaker.com

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

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. 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; EU - over 750 Euros. Non-EU countries – please enquire.

Delivery: 7 – 10 Days Contact telephone number: 01844 338623 Email address and website: sales@zilcoeurope.com www.zilco.net

www.equestriantradenews.com

Directory of Wholesalers

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 and a fashion flyer.

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, www.redhorsefashion.com, with online ordering, only for retailers.

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-UK & East Anglia) tel. 07966 240515/ 01274 873773, Rhonda Hicks (South-East UK) tel. 07854 760806 Free areas: Ireland/North Ireland, Scotland, Wales, West UK, Jersey and Guernsey.

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

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SADDLERY TRADE SERVICES (STS WALSALL) Overview: For over 40 years STS Walsall has served the retail trade, you only have to look at our testimonials and feedback to see how highly our customers think of us. We are unique in that we allow our retail customers to buy in store, so diverse is our range of stock we are seen as a one stop shop with many top brands stocked to suit all needs. We listen to our customers and take immense pride in our friendly staff & prompt delivery service, something our long standing customers have grown to expect, respect & trust.

Range: Over 5,000 products including Happy Mouth Bits, Walsall Made Bridlework, Toggi, Stubbs, County Whips, Rockfish, Kevin Bacon, Effol, Horse First, Tubtrugs, Likits, Leovet, Equus, Farnham, Equisafety Polite Range, Smart Tails, Gold Label, Keratex, CDM, Champion, Absorbine and much much more.

We are also the distributors of the increasingly popular ‘Sheldon’ Range including the ‘Sheldon Bits Stirrups & Spurs’ ‘Snug Rugs’ & ‘Cozi Jods’ 2015 will see the birth of The Sheldon Elite & Classic Ranges with many new & exciting products that have been designed with the help of our customers’ feedback.

Retailer incentives: Quantity discounts available, special offer items, forward orders, special custom made bits & leatherwork, carriage incentives. Optional Delivery Service for larger orders. Come and see us in Walsall in time for our February Bonanza 2015.

Retailer communication: Live website, monthly newsletter & 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 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, www.saddlerytradeservices.co.uk

ABBEY ENGLAND

DECEMBER 2014 EQUESTRIAN TRADE NEWS

HUCKLESBY ASSOCIATES Range: New ranges this year from USG, Country Pet, Kevin Bacon and Tubtrugs. Along with a comprehensive range of products from many leading brands including Toggi, Champion, 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 with low carriage paid order values and next day delivery.

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: NEW website www.hucklesbys.com Facebook page: Hucklesby-Associates

www.equestriantradenews.com

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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 and website news section.

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

Directory of Wholesalers

Range: An extensive range of market leading products including the following brands; Shires, Blenheim, Avignon, Argenta, Salisbury, Tekna®, HI LITE, Tempest, Highlander, StormBreaker, Typhoon, StormCheeta, Wessex, SaddleHugger, AIR DRI, Precision Rein®, Flexi-Rein®, Westropp, EQUIBOOT®, EZI-GROOM, Greenguard, H2GO, Compositi®, Two Fair Mares, Equine Management, EasiTRUGTM, Wahl, NAF, SpursuaderTM. Launching new brands Adelfia and Aviemore leatherwork, St Raphael leather saddles and Equi-Flector® reflective clothing.

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 256 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 dispatch orders within 24 hours. Conditions apply. Mainland UK parcels dispatched via Parcelforce.

Contact Telephone Number: 01568 613600 Email address and website: sales@shiresequestrian.com, www.shiresequestrian.com

FAULKS & COX LTD Range: Tubtrugs®, Dripfeed, Gorilla Tub®, Gorilla Broom®, Tyre Rubber™ Wm. Faulks. Tools.

Retailer incentives: Profit Packs™ discount on bulk orders, offers on online trade warehouse, trade Show Deals.

Retailer communication: Continually updated website, Facebook & Twitter page, customer emails, 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/otw 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

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SHIRES EQUESTRIAN PRODUCTS

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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, Croots, BUFF, 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

POLYPADS & LIBBYS

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, www.polypads.co.uk

Directory of Wholesalers

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

HORSEMASTERS DISTRIBUTION LTD Range: Mountain Horse clothing and footwear. Gold Leaf wellies and gloves. Nathe bits.

Retailer incentives: End of line and discontinued stock is offered at certain times of the year.

Retailer communication: Horsemasters’ customers enjoy regular communication from their sales representatives, along with email updates from HQ. Retailer support: Seasonal consumer magazine advertising campaign incorporating national and local titles such as Horse & Hound and Horse & Rider.

Active social media marketing via Facebook, Twitter, Instagram, Pinterest.

Horsemasters works closely with retailers at a personal level to provide bespoke point of sale items to suit each individual premises. In addition, posters, coat hanger ovals and footwear information cards are provided as standard. Mountain Horse stockists benefit from access to quality, professional lifestyle photographs for website, advertising and print use.

Free online and in-person staff training.

Catalogue: Mountain Horse’s full colour, glossy printed consumer catalogue is printed twice a year and is also available online. A bi-annual dealer work book of the range is available for retailers to assist purchasing.

Minimum first order: no Terms: 30 days on approved accounts Carriage: Free carriage on orders above £250 Delivery: 24-48 hours on items in stock Contact telephone number: 01462 432596 Email address and website: sales@horsemasters.co.uk www.mountainhorse.co.uk

DECEMBER 2014 EQUESTRIAN TRADE NEWS

EKKIA

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 Westerman - 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: Contact - export@ekkia.com et 0033 388 074 006 Head office Export for any enquiry (all staff speak fluent English) export@ekkia.com et 0033 388 074 006 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 2015. This will allow an image enhancing, live presentation of our new Summer 2015 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. New 2015 -2016 catalogue will be available in September.

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 +33(0)388074006 Email address and website: export@ekkia.com www.ekkia.co.uk www.equi-theme.com

EARLSWOOD SUPPLIES 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.earlswoodsupplies.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.earlswoodsupplies.com www.equestriantradenews.com

Advertisement feature.

AGRIHEALTH

32

33

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 2015.

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: 07970 347763 Email / Web: biz@equushq.co.uk or visit www.equushealth.org.uk

Advertisement feature.

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. Latest news: in December 2014 we will launch our brand new “Xtreme Line” collection of high class premium bridles. Next to the seasonal collections of rider’s clothing and horse’s textiles, we offer a standard show collection, which will be expanded by our innovative “Equinox” breeches collection until end of 2014.

Retailer incentives: e.g. newsletters with special offers; customized offers; shop in shop systems; show support.

Retailer communication: newsletters, website incl. B2B section, facebook page, catalogues.

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 Catalogues: “The Orange Book” for horse’s standard products and “The White Book” for rider’s standard products, each once a year; consumer brochures 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

www.equestriantradenews.com

EQUESTRIAN TRADE NEWS DECEMBER 2014

Winter Stock Idea

34

Feeding our feathered friends

Want to encourage repeat business, attract new customers and diversify into a popular product line? Then stock wild bird food! ETN asked the Royal Society for the Prevention of Birds (RSPB) how to feed wild birds correctly.

ALTHOUGH winter feeding brings the most obvious benefits to birds, food shortages can occur at any time of the year. So consistent feeding gives them a better chance to survive the periods when nourishment is scarce.

Spring and summer Selected foods should be offered at this time of year. Good hygiene is vital, or feeding may do more harm than good.

During the summer months, birds require high protein foods, especially

During summer, birds require high protein foods especially while they are moulting.

– RSPB

while they are moulting.

Black sunflower seeds, pinhead oatmeal, soaked sultanas, raisins and currants, mild grated cheese, mealworms, waxworms, mixes for insectivorous birds, good seed mixtures without loose peanuts and summer seed mixture are all good foods to provide.

Soft apples and pears cut in half, bananas and grapes are also good. Some people use soaked dog or cat food and tinned pet foods, but these may attract magpies, crows and cats.

Avoid using peanuts, fat and bread at this time, since these can be harmful if adult birds feed them to their nestlings. If you feel you must put out peanuts, only do so in suitable mesh feeders that will not allow sizeable pieces of peanuts to be removed and provide a choking risk.

Home-made fatballs can go soft and rancid in warm weather, and should be avoided. Commercially produced fat bars are suitable for summer feeding but discard any remains after three weeks.

Temporary food shortage can occur at almost any time of the year, and if this happens during the breeding season, extra food on the bird table can make a big difference to the survival of young.

Birds time their breeding period to exploit the availability of natural foods: earthworms in the case of blackbirds and song thrushes, and caterpillars in the case of tits and chaffinches.

If the weather turns cold or wet during spring or summer, severe shortage of insect food can occur; while if the weather is exceptionally dry, earthworms will be unavailable to the ground feeders because of the hard soil.

Natural shortages If food shortages occur when birds have young in the nest they may be tempted by easy food put on bird tables to make up the shortfall in natural food. Initially they’ll feed themselves, but if the situation gets bad enough, they’ll also take the food to the nest.

If the food offered on your bird table isn’t suitable for the young chicks, it can do more harm than good, and can even be lethal to the chicks as they can choke DECEMBER 2014 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

35 on the food.

It’s difficult for a human to gauge when there’s a food shortage in the wild, hence it’s best not to put out food that’s likely to create problems during the breeding season.

Therefore, never put out loose peanuts, dry hard foods, large chunks of bread or fats during the spring or summer months.

Autumn and winter Food and water should be available on a regular basis. In severe weather, feed twice daily if you can: in the morning and in the early afternoon.

Birds require high energy (high fat) foods during the cold winter weather to maintain their fat reserves to survive the frosty nights. Use only good quality food and scraps.

Always adjust the quantity given to the demand, and never allow uneaten foods to accumulate around the feeders.

Once you establish a feeding routine, try not to change it as the birds will become used to it and time their visits to your garden accordingly. l With thanks to the Royal Society for the Protection of Birds (RSPB). Find out more about its work at www.RSPB.org.uk

HAVE you considered stocking feed tables and feeders too? You could set up an attractive display outside the shop – and keep the local birds happy too.

RETAI L TIP

www.equestriantradenews.com

Pictures by Chris Gomersall, Ray Kennedy and Nigel Blake, courtesy RSPB

EQUESTRIAN TRADE NEWS DECEMBER 2014

Support For Retailers

36

IT’S ALL ABOUT

TEAMWORK

Many suppliers go the extra mile to support their retail customers.

Read on to discover some of what’s on offer, how most of it is free and how it can enhance your business. l DKL Marketing, UK distributor of Breyer Model Horses, has introduced a Rosette Stockist scheme. Already producing good results for toy retailers, participants enjoy exclusive offers, a discount over 12 months, window displays and PoS, social media and local marketing support plus help with organising fun days with model painting and demonstrations.

l UNDER Weatherbeeta’s Exclusive Saddle Dealership Programme, Bates and Wintec stockists can become experts in the saddle brands. Help on offer includes a training programme with accreditation, merchandising and PoS kits, marketing programme aimed at benefiting stockists, a specialist support team plus event support. l EUROSTAR takes a personal approach to supporting each retailer.

Its philosophy is that every shop and retail environment is different and so are the needs of its customers.

Under a Premium Retailer scheme, a euro-star shop-in-shop area (like the one pictured) can be created. Some of the brand’s top riders are also frequently seen on retailers’ stands at shows and events.

“Whether retailers need shop furniture, help with events or prizes for in-store competitions, we’re always open to ideas,” says Fabian Sullow of euro-star.

DECEMBER 2014 EQUESTRIAN TRADE NEWS

Education, education, education

THE supplements market should be met with a greater level of education, says Ross Riley. The director of Animalife also believes that web sales can’t provide the same level of customer support as a store.

It was this philosophy – plus concern that physical stores were suffering in the face of more online sales – that prompted the creator of Vetrofen and Vetroflex to devise a scheme to support bricks and mortar retailers.

The Animalife Accredited Retailer Scheme was launched at the beginning of this year.

“We developed it to offer our dedicated trade customers the level of support they require to stock and sell our range of premium supplements,” said Ross explained.

“Over the past year we’ve developed relationships with nearly 250 accredited retailers who are benefitting from our support and commitment to their stores and ultimately to their customers.”

Animalife Accredited Retailers benefit from product training, many PoS items and ongoing feedback from Tradelife manager Lorna Davis. They also reap the rewards of Animalife’s substantial advertising campaign in key equestrian media.

Animalife also has foot soldiers on the ground. Team Animalife – members of which use, endorse and spread the word about the brand’s products – comprises riders and trainers from aspiring young equestrians to influential, professional competitors such as showjumper Trevor Breen and dressage star Gareth Hughes. l NEUE Schule says it’s made “the bold decision” to not sell directly to riders. “We are now trade only,” says the bitting specialist and main sponsor of BETA International 2015.

PoS includes shelf wobblers, rosettes and bit display stands. Gift vouchers are a useful offering at this time of year.

“We encourage our retailers to offer a bit hire service,” said Naomi Garbett of Neue Schule. “This is extremely popular with riders as it offers them a ‘try before you buy’ option. We can provide help with setting up the service, which can often include holding a bitting clinic to kick start it.” www.equestriantradenews.com

37 l BUFFERA headwear is versatile, useful and multifunctional. The same could be said of the company’s stockist support.

On offer to new trade customers are two different starter packs (priced at £300 and £800) featuring PoS such as 3D heads (pictured) and counter displays. Buffera also offers free shipping on all orders over £50 excluding VAT, staff training and television PoS on orders over £1,000 with video demonstrations provided. l DUTCH wholesaler Horka has re-structured its website for faster, clearer communication with its customers. The site now showcases its entire product range; retailers can log in to view online stocks, prices and photos. Deliveries can be tracked too, from the initial placing of the order to arrival at the store.

In addition, Horka says it makes a point of handling any returns with great care, with rapid sending of replacements or reimbursment.

Exciting PoS is available too including flags, banners, pens, stickers and goody bags. Ask about supplies for open days at the store or stands at shows, says Horka.

l THE entire team at Zebra Products are equestrian enthusiasts, giving them a great insight into what your customers want. “I’m a keen eventer which gives me the benefit of learning from my friends and competitors in the sport,” says managing director Simon Middleton.

Zebra’s sales team works with retailers individually to achieve targets. Practical input can include helping man tradestands and undertaking product fittings at shows.

Examples of training – to bolster retailers’ knowledge and selling confidence – are the one-to-one Sprenger bitting advice service, Equipe factory visits and Amerigo saddle fitting seminars at top riders’ yards. Pictured are saddle fitters and retailers at Badminton winner Sam Griffiths’ yard where they gleaned knowledge from Amerigo designer Peter Menet. l VISUAL merchandising is key, says clothing label Equetech whose support for retailers includes the provision of stunning PoS, posters and brochures.

The company also runs a website fulfilment scheme whereby orders placed on the Equetech website are assigned to the consumer’s local stockist. The stockist gets the sale and a new customer through their door.

Other offerings include a drop ship service, split deliveries, large stock holding, online live stock visibility, area representatives, no order minimums, plus PR and marketing.

l VERDO Horse Bedding offers in-store training, PoS, branded banners and staff support for retailer open days (subject to availability). Retailers feature on the company’s online stockist locator map. Stockists can also benefit from the association with Verdo sponsored riders and brand ambassadors such as gold medal winning paralympian Natasha Baker. l MOUNTAIN Horse stockists can access a new, free online training module on fitting the brand’s long riding boots. The first in a series, it’s packed with useful tips such as how to measure properly, the use of size charts, insoles and heel lifters. Candidates who successfully complete an end of film quiz receive a free Mountain Horse ‘qualified boot fitter’ polo shirt and boot fitting kit.

Horsemasters Distribution, the label’s UK distributor, also offers PoS, printed brochures, lifestyle images for websites and personal staff training.

www.equestriantradenews.com

l AS well as reps on the road offering advice, training and PoS, probiotics specialist Protexin runs a ‘shop of the month’ campaign. Retailers are invited to apply, the chosen shops being awarded a hamper of Protexin products to be used as an in-store raffle prize. l “OUR stockists are our shop windows,” is the HorseHage line of thinking. Hence the bagged forage specialist supports them all it can.

In-store training is available to retail staff; while online training can be downloaded, printed off, filled-in and handed-in in participants’ own time.

Applicants achieving 90% receive free certificates and branded ‘feed advisor’ polo shirts.

A professional PR and marketing team promotes the range in national and local equestrian media – often illustrated with great photos like the one shown here - as well as online and via social media.

EQUESTRIAN TRADE NEWS DECEMBER 2014

Support For Retailers

38

A circle of trust THE admirable relationship NAF enjoys with its retailers has accelerated the brand’s growth and success – to mutual benefit.

“It’s all about completing that vital circle of trust between NAF, our retailers, end users and ambassadors of the brand and products,” says Linda Porter, head of sales and marketing at the Monmouth based supplements and horsecare products manufacturer.

A vital cog in this circle of trust is NAF’s team of area sales managers. They’re trained in the nutritional intricacies of the extensive product range, and also in how to maximise sales opportunities for their customers. They regularly put the latter into action by offering advice on merchandising and promotional activity, in store and online.

“Each trade customer is important, whether they are a multi-outlet co-operative, a local feed merchant or saddlery or indeed an online retailer,” says Linda.

Headed by UK sales and business development manager Lorna George, NAF’s area sales managers are encouraged to support each customer as an individual with tailored advice and support for stockists’ ideas for sales initiatives, however creative!

Product efficacy The efficacy of NAF’s products is central to the company’s strong relationship with its retailers. When products work, customers come back for more. Product training and in store trials are a well proven way to boost sales and are the key to capitalising on this phenomenon.

“Supported by a qualified technical nutritional team, each area sales manager offers their customers two tiers of training according to their knowledge and requirements,” explained Lorna.

“The aim is to enable them to advise the end user with total confidence and give their horses the best possible support.”

Far from being your usual dry PowerPoint presentations, NAF’s training packages are interactive. They’re also flexible time-wise to fit in with a retailer’s hectic day. If desired,

they can even culminate in actual awards.

24/7 support All NAF’s extensive training and considerable in-house knowledge is available to retailers and their customers via a free-to-use helpline (tel 0800 373 106).

“NAF understands that retailers don’t work nine to five, Monday to Friday, so we also offer an out-of-hours emergency number,” said Lorna. “In addition, our easy to navigate website is updated regularly to provide 24/7 support.”

While NAF’s area sales managers are retailers’ first point of contact, the company’s service to its trade customers extends to its teams across production, sales order processing and dispatch. This unity of effort ensures that NAF – literally - delivers.

Consumer demand Perhaps the greatest service a supplier can offer its retailers is consumer demand. And thanks to creating plenty of ‘pull-through’, NAF’s product range is at the top of so many horse owners’ shopping lists.

Exciting, innovative and eye-catching advertising and marketing campaigns in print media, on TV, online and via social media have kept NAF products in the equestrian public’s eyes. Crucially, the company has remained scrupulous about directing these wants and needs via your store.

NAF’s role as Official Supplier to Team GBR, an

Association with top events and riders brings clear benefits for retailers.

NAF offers great advice and inspiration on effective merchandising.

arrangement co-ordinated

by Lorna George, is another example of creating brand awareness – as well as putting something back into equestrian sport. The benefits of stocking a high profile brand used by top riders are clear.

The association with British teams at top level is just part of NAF’s sponsorship programme which is run by brand manager Griselda Handy. She maximises every opportunity by working closely with Eloise ChuggMartin who heads up NAF’s dynamic digital campaign, an area which is becoming more and more influential.

“It includes long term sponsorship partnerships

with equestrian bodies such as British Riding Clubs, and a presence at and support of key events such as Hartpury International Horse Trials, often partnering with retailers to bring the products to the consumer in the most effective way,” Griselda explained.

Now enter a competition...

True to the five star service it offers its stockists, NAF is always keen to receive feedback – and act upon it.

As Linda says: “We’d like retailers to enter a competition so that we can continue to understand your needs and how best to develop our relationships with you for the future. Please visit www.nafequine.eu/uk/etn100 to enter.”

We’re here to help: NAF’s team of area sales managers are, front row from left, Mary Wastie, Emily Powell, Catherine Wakley and Rachael Thompson. Back row, from left, Darren Mottershead, Ellen Murphy, Lorna George (UK sales and business development manager), Sue Frewin, Jonathan Canty and Jo Howse.

DECEMBER 2014 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

Support For Retailers

40

ARE YOU TALKING TO ME? T

he last 30 years have seen the equestrian trade change from being a hugely traditional market to one that’s extremely competitive and driven by the latest fads and fashions, says Tracey Woods of Westgate EFI. As a result, it’s vital that tack shops and feed stores are in touch with product development and trends, and in tune with their customer base.

Thankfully this has never been easier, with modern technology putting a wealth of information at our fingertips.

Economical marketing As well as using conventional PoS, businesses can now access and share digital marketing material on their websites or through social media. It’s an approach that works well for forward thinking retailers, and is an economical means of reaching end users.

A number of manufacturers and distributors are already creating digital marketing content that stockists can share. Some are also building secure online ordering into their websites, allowing products and prices to be constantly updated – something that’s impossible with print catalogues – so

Thinking outside the BOX

Hilton Herbs’ herbalist Hilary Self appears in a new series of videos, available to retailers.

retailers keep their fingers on the pulse.

While some might consider social media to be overly time consuming, it doesn’t need to be when structured into the day to day running of the business. Approach it with a

set task in mind and you’ll be less likely to get sidetracked.

Of course, both social media and marketing in general are all about communication, so talk to your wholesaler and ask what they can offer you.

They should hold stocks of

print PoS and display material for the brands they distribute and may also be able to provide digital content such as videos and images of products or sponsored riders that stockists can use for marketing purposes.

Tag them in Tweets When taking such a proactive approach, ensure that suppliers are aware of your online presence and any relevant activity or promotions concerning their brands. Tagging them in Tweets or posting directly on to their Facebook pages, for example, will act as an alert, enabling the company to help you spread the word.

While some businesses and horse owners have embraced the Internet, there are still many who prefer to thumb the pages of a catalogue or magazine. Conventional marketing methods remain important.

Handing a brochure to an interested customer in store is a longer lasting prompt than simply suggesting they go home and look on the website.

Better still, however, is attentive customer service and sound product knowledge that enables you to close the sale; so make the most of suppliers’ information and staff training.

Tracey’s top tips l Understand the products you stock and make the most of any product training on offer l Talk to your supplier and ask what marketing support they can provide l Dedicate a set amount of time for social media in order to remain efficient and focused l Tag relevant companies in social media posts or post directly onto their pages so that they can share your content l Just ask; talk through ideas with your supplier and find out how they can help you

MANUFACTURERS selling directly to the public is considered by many retailers to be one of the more unpalatable aspects of the advent of e-commerce, writes Heather Giles, of Hilton Herbs.

Unfortunately, with a significant lack of brand loyalty at consumer level impacting on what retailers put on their shelves, selling direct has been seen as a survival technique by manufacturers both large and small.

Hilton Herbs is a ‘guilty party’; we’ve worked hard to build a thriving e-commerce business.

This has enabled us to remain a force in the marketplace and to continue to produce topquality products for our retailers to sell through their shops.

We believe there’s room for both e-commerce and bricks and mortar, even if it means retailers needing to think outside the box and be inventive in how they attract customers.

We’ve supplied retailers with PoS materials

DECEMBER 2014 EQUESTRIAN TRADE NEWS

such as banners, window stickers, product samples and colour catalogues for a long time.

Now, having searched for a new tool to help beleaguered retail staff identify which products to sell their customers from the minefield that is equine supplements, we’ve produced a collection of short videos.

Shops can use these for in-house training, open days, a sales tool or simply to provide some animation in a corner of their shop.

Nothing stops people in their tracks quicker than the moving picture!

There’s a video for each of our products from dry and liquid herbal mixes through to topical lines. Each features Hilton Herbs’ own medical herbalist Hilary Self who explains how each is formulated, what it can be used for and how to use it.

An additional “About Us” video tells the story of how Hilton Herbs came into being 25 years ago. Various members of the team, and their pets, make guest appearances. www.equestriantradenews.com

41

Three steps to profit BOTH the directors of Faulks and Cox Ltd (FCL) have run retail businesses - and they have incorporated the lessons learned over the years into their business of today.

“During our retail years, Steve[ Faulks] and I formulated a few little rules that hold good for any shop,” says Dean Cox. “It’s the following of these rules that brought FCL to our present high level of support for our customers.”

And those golden rules...?

1. Tight but right: Stock control is a great way to maximise profit, maximise space and keep an always-fresh stock offering.

2. Little but often: To achieve the first goal, stock buying needs to done on a regular basis, ordering small quantities but being really accurate to maintain full product ranges.

3. Range without depth: Obviously if the above rules are followed, a shop will have a wonderful spread of products without a crippling stock valuation.

“Bingo! Less borrowing, less stockrooms, more range displayed, more turnover and so more profit!” Dean exclaims.

“You could call them ‘The Three Steps to Heaven!’”

Not one to rest on the theoretical, Dean adds: “We at FCL make it our responsibility to enable shopkeepers to run their businesses following those simple, profit-generating rules…

“Take our superb Profit Pack stands and counter-top units, all with brilliant photographic header cards. They not only display the products but actually enhance the look and feel of the shop.

“An added benefit is that the retailer can see at a glance when stock is low or when colours are out of stock… simple yet so effective.”

FCL’s understanding of retailing has inspired a wide variety of Profit Packs to increase sales while improving stock presentation and organisation.

Retail Consultancy

42

Seeing through your customers’ eyes In the second of her business wisdom series, Laurie May considers the customer experience – and how to improve it.

H

ow many times have you walked through your shop doors imagining you’re a customer?

What does your car park look like? What does your shop door say about you? What sort of welcome is given when someone steps inside? What is the first thing your customers’ eyes are drawn to?

Can they easily identify a member of staff, and can they find what they are looking for?

These are just some of the questions you might ask yourself. You see, perception is reality, and our perception can differ greatly depending on who we are.

The customer experience rests on what their own perception is and it takes considerable effort to steer away from your own perception and see the experience through your customers’ eyes.

When you do, you can be surprised; it’s a very different experience from the one you have when walking into your place of work- why?

How did they miss it?

In my workshops, I demonstrate this by showing a video and asking the group to focus on something important in it.

Once it’s over, I ask if they saw anything unusual, and 100% always say no.

What they missed was a man in a gorilla costume walking across the screen, standing still, beating his chest and walking off again. How did they miss it?

Their brain was only focusing on what I told them was important; they weren’t looking for a gorilla, so they didn’t see one. So if you can miss a gorilla when you are staring straight at it, what else can you miss?

Dissatisfied customers Why are we interested in the customer experience? Well, while your customers won’t love you if you give them a poor experience, your competitors certainly will.

A typical business hears from only about 4% of its dissatisfied customers; 96% just go away, and 91% will never come back.1 If you’re interested in looking further at this, I suggest taking a walk through your doors and around your store, giving DECEMBER 2014 EQUESTRIAN TRADE NEWS

Cartoon by John May

your business a mark out of ten for each different area.

Even better, ask someone who doesn’t work there to do it for you. Think about, for example, the first three things you notice when you open the door. What you can hear? Is there anything that does not need to be there? How welcome are you made to feel? For the areas that score poorer than others, what could you do to improve them?

An important part of the customer experience is in how we communicate.

In ETN November issue, we talked about the fact that communication is not all verbal, and that body language has significant impact.

Busy with another customer It’s not always easy to say hello or welcome someone into the store; you might be on the phone or engaged with another customer. However, through subtle and clever use of your body language you can make people feel welcome and at ease without dropping what you’re doing with another customer.

A simple three second eye contact, a nod and a smile, or a hand in the air is usually enough to make a customer feel acknowledged and important.

It’s amazing what you can see in your peripheral vision when you look. Hopefully it will never be a gorilla though.

If you’re faced with a queue of customers, be sure to give eye contact to those further down the queue so they know you care that they are there.

This will make a huge difference to the customer experience.

When it comes to staying in rapport when dealing with difficult customers, try this technique. Observe the behaviours of the customer, and match their body language and tone (be authentic and genuine when doing this). Then see if you can subtly raise the level of enthusiasm.

This can lead the customer into a positive state whilst maintaining rapport and help them to feel as though a connection has been made and this will in turn create a good customer experience.

“Understanding Customers” by Ruby Newell-Legner.

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43

Letters What’s your personality type at work?

Record how many As, Bs, Cs and Ds you get and in next month’s issue I will explain how to work out which personality type you are.”

1: a. Persuasive b. Fearful c. Open-minded d. Original

11: a. Respectful b. Jovial c. Influential d. Optimistic

2: a . Cautious b. Convincing c. Aggressive d. Good-natured

12: a. Generous b. Unconquerable c. Inspiring d. Submissive

3: a . Docile b. Dogged c. Open-minded d. Bold

13: a. Considerate b. Brave c. Timid d. Adaptable

4: a. Charming b. Loyal c. Determined d. Even-tempered

14: a. Argumentative b. Kind c. Nonchalant d. Patient

5: a. Willing b. Eager c. Nervy d. Strong-willed

15: a. Self-reliant b. Lighthearted c. Soft spoken d. Trusting

6: a . Agreeable b. High-spirited c. Confident d. Even-tempered

16: a . Adventurous b. Peaceful c. Positive d. Moderate

7: a. Obliging b. Assertive c. Precise d. Animated

17: a . Cordial b. Vigorous c. Receptive d. Controlled

8: a. Disciplined b. Cheerful c. Restless d. Resigned

18: a. Accurate b. Good mixer c. Decisive d. Lenient

9: a . Sympathetic b. Persistent c. Obedient d. Spontaneous

19: a . Talkative b. Conventional c. Outspoken d. Satisfied

10: a. Competitive b. Tolerant c. Timid d. Pioneering

20: a . Audacious b. Popular c. Companionable d. Polished

ABOUT THE AUTHOR Laurie May is the equine business consultant at Zoetis where her role involves enhancing the range of services offered to trade customers. She is currently a lecturer at the University of Derby Corporate (an accredited study centre for the Chartered Institute of Marketing) and lectures for the Communications, Advertising and Marketing (CAM) Foundation.

www.equestriantradenews.com

Let’s keep

press releases legal Dear ETN

I’d like to thank BETA for organising the Media Briefing on Claims and Prohibited Substances earlier this year. I found it very educational and informative.

[The event, repeated in September, was attended by editors from most of the UK’s equestrian media plus PR professionals.]

I particularly enjoyed the presentation by Barry Haycraft and James Freer from the Veterinary Medicines Directorate (VMD) Enforcement Team. I learnt a lot both from a consumer’s point of view, such as accidental illegal importation of non-licensed products via the Internet, and as a journalist in terms of what can legally be claimed for nonmedicinal products.

Chatting to other editors, it seems that we are all sometimes receiving press releases containing non-permitted words and phrases from companies.

The VMD has been very supportive in providing advice and clarification with regards to what I can print. I am also aware that some companies and their public relations consultants have been seeking their advice for many years.

Could we encourage more companies to ask VMD to cast an eye over their press releases before they are sent to editors? Perhaps they could even come with a line saying ‘VMD approved’?

This would save multiple editors submitting the same material to VMD, and also save the VMD a great deal of work.

Yours etc

Fiona Rafferty, editor, Localrider Magazine

The perfect platform to launch my products Dear ETN, As a first time exhibitor at BETA International 2015, I have had a very positive experience dealing with the organising team. Individually they have been extremely professional and personable, and at no time have I been made to feel any of my questions or concerns were silly or invalid.

I am an experienced equestrian with a science degree, and initially designed products to meet my own needs after becoming tired of conforming to the same boring fashions, void of interest to me.

So full of enthusiasm for my Wing Saddle Pads, I made appointments and had meetings with several of the top tack shops within a 50mile radius. I also called and emailed those tack shops further afield to secure meetings, to no avail.

So far, however, working with BETA International is giving me every confidence that it will be the perfect platform to launch my products to the trade. By the end of February, I will know if the show was a success – but the journey so far has been a positive one.

Yours etc Helen Ross, director, HRP Equestrian Ltd.

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

EQUESTRIAN TRADE NEWS DECEMBER 2014

People

•NAF has two new brand managers, both of whom have worked for the supplements and horsecare products manufacturer for several years.

Griselda Handy (pictured left) is responsible for PR, advertising and sponsorship, while Eloise Chugg-Martin (pictured right) is overseeing NAF’s digital presence.

A former Royal Agricultural College student, Griselda enjoys eventing and show jumping. “Growing up around horses is a distinct advantage in this role; you never stop learning,” she said. “I look forward to maintaining NAF’s dynamic brand while seeking out fresh opportunities in my new role.”

Eloise grew up on a National Hunt racing yard before going to Aberystwyth University. With a showing background, she made many appearances in the ring before concentrating on her daughter’s riding.

Eloise also manages NAF’s nutritional helpline. “The digital side of the business is exciting and enjoyable with many different prospects to investigate. No two days are the same,” she said.

•Staff at BETA and EMC (home to ETN and BETA International) had their cake and ate it last month, raising the best part of £100 for charity in the process.

All credit to the culinary talents of press officer Deborah Hayward who slaved over a hot stove baking lemon drizzle, carrot cake, chocolate cake, Welsh fruit loaf (ETN editor’s favourite), Victoria sponge, scones with jam and cream, and chocolate squares.

The event was part of Macmillan’s World’s Biggest Coffee Morning - a national initiative to raise money to fund the charity’s work providing support for people facing cancer.

“I’m absolutely thrilled with the money raised and would like to thank everyone for their amazing generosity,” said Deborah. “Last year’s coffee mornings boosted Macmillan funds by £20 million. I can’t wait to find out the total for 2014.”

• Has your office, shop, warehouse or factory raised money for charity?

Are you all planning a 2015 fitness campaign? Or is there a high achiever in your midst? Make it your new year’s resolution to let us know and earn yourself a slot on ETN’s People page, email editor@equestriantradenews.com DECEMBER 2014 EQUESTRIAN TRADE NEWS

44

•Enjoying a day at the races are Paddy and Tanya Hughes of Horse First. The couple are presenting a hamper of their supplements and other goodies to Katie Walsh (pictured right), leading jockey and first lady ever to win the Kerry National.

Horse First also sponsored a race for the first time at Downpatrick earlier this autumn. “We’ve included racing in our sponsorship programme this year to reflect the increasing use of our products within the industry,” said Paddy.

•Domino Phillips, from Carrs Billington in Cumbria, has been named 2014 Virbac 3D Worming Equine SQP of the Year. The award was presented by top show producer and Virbac sponsored rider Katie Jerram (pictured left) at a champagne reception hosted by the animal health company at the Horse of the Year Show (HOYS).

Now in its fourth year, the accolade recognises SQPs [suitably qualified persons] demonstrating a high level of competence and support for their equine customers.

Domino, who’s worked for Carrs for 18 months and owns an exracehorse, says she finds the theory behind faecal egg counts and giving customers good advice the most rewarding parts of her job.

“I’m extremely proud to be part of this competition and to win is just a complete surprise – I’m chuffed.” said Domino “Also to be at HOYS is a real treat, my dream is to ride here one day.”

The award was judged by an expert panel comprising Chris Taylor, Virbac technical director, with Claire McArthur, a parasitology PhD student from the Moredun Institute, and last year’s winner Simon Wetherald, owner of Bardsey Mills. Candidates underwent a ‘mystery shop’ earlier in the year.

The five SQP finalists and their partners were invited to join Virbac as their guests for dinner during a HOYS evening performance. To add to the occasion, Katie took reserve in the Hunter of the Year Championship.

“Once again we were presented with a very high calibre of finalists,” said Virbac’s marketing director Chris Liggett. “We congratulate all the finalists and hope they had a fantastic evening at HOYS.” • Virbac manufactures wormer brands Equimax and Eraquell.

Nominations for the 2015 Virbac 3D Worming Equine SQP of the Year Award can be made at www.3dworming.co.uk www.equestriantradenews.com

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www.equestriantradenews.com

EQUESTRIAN TRADE NEWS DECEMBER 2014

CCJs

List your website here

For more information call 01937 582111

46

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

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

VINTAGE TACK ROOM (A FIRM), FLATHURST STABLES, HORSHAM ROAD, PETWORTH, GU28 0HB, £554

FERGUS ANSTOCK T/AS THE KATHRYN STUD, ASPLEY HALL FARM, MILL LANE, HULCOTE, BEDFORDSHIRE, MK17 8BP, £910 CHRISTOPHER J STASIAK T/AS STUD FM FENCING SERVICE, SPRING WALK, THETFORD, NORFOLK, IP24 3BU, £154

Equestrian Trade News

LEAVENTHORPE STABLES LIMITED, LEAVENTHORPE HALL, THORNTON RD, THORNTON, BRADFORD, BD13 3BD, £2,340 TLSC LIMITED T/AS THE LITTLE STABLE COMPANY, STOKE MANOR, STOKE ON TERN, MARKET DRAYTON, SHROPSHIRE, TF9 2DU, £3,535 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

V STAINER T/AS LIVERY STABLES, HALLAS LANE, CULLINGWORTH, BRADFORD, WEST YORKSHIRE, BD13 5BU, £1,673

Equestrian Trade News

EQUI FEEDS (A FIRM), ALDEN FARM ESTATE, ALDENS LANE, UPTON, DIDCOT, OX11 9HS, £2,146 EMMA BAMBER T/AS HIGH GAINFORD EQUESTRIAN, HIGH GAINFORD FARM, FENWICK, KILMARNOCK, KA3 6AR, £3,656

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

Coming soon in ETN. . .

FEBRUARY ISSUE

ELLIOTT EQUESTRIAN SERVICES LTD, HILTON MOOR DEVELOPMENT OFFICE, EVENWOOD GATE, BISHOP AUCKLAND, DL14 9NS, £6,623 MONART EQUESTRIAN, 79 MAIN STREET, KINOULTON, NOTTINGHAM, NG12 3EL, £596

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

N E ET USIV CL EX

• BETA INTERNATIONAL 2015 TIM HESSEL T/AS EQUESTRIAN SERVICES UK, GREYMARE HILL FIELD, - The only official preview T h e of V o ithe c e o top f the Equestrian Industry KILN PIT HILL, CONSETT, COUNTY DURHAM, DH8 9SJ, £2,737 equestrian trade fair - As media partner to BETA International, ETN CHOBHAM EQUESTRIAN CENTRE, 68 MITCHAM ROAD, CAMBERLEY, publishes the fair’s floorplan, exhibitor list and T h e V o 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 SURREY, GU15 4AN, £607 timetable.

- Stand-by-stand guide plus show news, special FAIR PRICE EQUESTRIAN LTD, 25 ALDERTON CLOSE, HAVERHILL, features and new launches.

SUFFOLK, CB9 7RA, £5,714 • INSURANCE -Peace of mind for the trade and your BROWNBREAD HORSE RESCUE, BROWNBREAD SRTREET, customers ASHBURNHAM, BATTLE, EAST SUSSEX, TN33 9NX, £405 • AMTRA ACCREDITED CPD FEATURE FOR SQPs Plus latest worming products and regimes HERTFORD HORSE BITS (A FIRM), 13 DICKER MILL, HERTFORD, HERTFORDSHIRE, SG13 7AE, £299

Editorial for consideration should be received by 8th January

Telephone: 01937 582111 Email: editor@equestriantradenews.com DECEMBER 2014 EQUESTRIAN TRADE NEWS

RONALD PROUDFOOT T/AS R PROUDFOOT FEED SUPPLIES, 18 DYKES AVENUE, ANNAN, DG12 5EL, £1,149 www.equestriantradenews.com