ETN (Equestrian Trade News) – December 2018

Equestrian Trade News

December 2018

BETA 2019 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 42, 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 r

ETN is The official media partner of...

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

International

20-22 January

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

SO what to wish for in 2019? Well, I wish for all press releases to be concisely written in plain English, and all horses to be treated with respect. Meanwhile, everyone at ETN wishes you a happy Christmas and profitable New Year.

Liz Benwell www.equestriantradenews.com

PRODUCT NEWS................................................... 9 BETA INTERNATIONAL 2019 NEWS COVER STORY Looking ahead to the trade fair on 20 – 22 January.............................................. 12 TURN BACK THE PAGE What ETN was reporting five, ten, 20 and 30 years ago....................................................... 14 LEATHER & LEATHERCARE Product to clean and restore.............................. 16 Choosing the right leather for the job................. 18 SADDLE FITTERS CPD FEATURE AND QUIZ Accredited by the Society of Master Saddlers.... 20 ETN SADDLE FITTER OF THE MONTH Meet a worthy winner......................................... 23 BETTER BUSINESS How precious are your customers?.................... 24 PEOPLE Who’s new, who’s moved?.................................. 26 DIRECTORY OF WHOLESALERS A retailer’s guide................................................ 28 LEGAL DIGEST Using influencers to promote brands or businesses.......................................................... 38 SUPPORT FOR RETAILERS Effective shop fitting advice................................ 40 Who’s fighting your corner?............................... 42 BETA MEMBERS’ PAGE....................................... 45 Equestrian Trade News

OVER lunch at this year’s BETA Conference, the restaurant was absolutely buzzing as people talked, laughed, gossiped, listened and learned. And everyone left with a spring in their step.

And that wasn’t just because all the speakers – even those covering politics, Brexit and economy - were reasonably upbeat.

No, it was mainly because people were talking to one another face-to-face.

“I’ve just met two completely new people; it’s brilliant,” said one delegate who’s been in our trade for nigh on 20 years.

Last month, ETN looked at the effects of loneliness on business-people. In fact, you can be isolated even in a busy office, certainly in terms of access to new ideas and the motivation to kick-on with the next project.

Networking is a bit of a cliché these days. But meeting people, shaking hands and having a natter will forever stand the test of time. Your next opportunity is BETA International on 20 – 22 January. Visiting is free and you can register at www.beta-int.com

NEWS.................................................................... 4

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

COUNTY COURT JUDGMENTS............................. 46 Equestrian Trade News

SO Waitrose has been trialling an in-home delivery scheme that allows drivers into customers’ homes to drop off the shopping while they’re out. Wearing chest cameras to prove they’re not snooping at things they shouldn’t, the drivers even put perishables away in the fridge.

Might it catch on in our industry? Could a merchant who delivers pop the feed into the customers’ bins and stack the shavings and supplements neatly away? Oh, and while he’s there, perhaps the delivery driver could muck out a couple of boxes and top up the water buckets?

Surely this is a gimmick too far. And most customers are happy just to have their package arrive on time, intact and at the correct address.

That’s the trouble with internet shopping… no matter how clever the IT gizmos powering the e-commerce websites, it’s the getting of physical goods from store to consumer that’s the weak point. And no-one as yet appears to have the perfect solution.

DECEMBER 2018

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

HAVE you made your New Year’s Resolution yet? Allow me to share mine…

In 2019, I’m going to be positive, smiley and joyful. No, I haven’t joined a cult and gone all weird, I’m just fed up of (some) people in our industry being negative, grumpy and awkward. A few are downright rude…

Come on, we’ve all got to work together. We all want our trade to be buoyant and prosperous. And what harm does an upbeat, optimistic approach ever do, apart from good?

With this in mind, ETN is launching a ‘Nice to deal with’ award for 2019. Chief adjudicator is ETN’s Beth Crow; every month, she will be giving a big dollop of (free) publicity and a prize to someone who’s been nice to deal with.

Being nice doesn’t mean being a push-over in business; you can still stand your ground but do so with dignity. A bit like all the best horse-people, effective business-people are firm but fair, and respectful of the other party they’re dealing with.

So, Beth, over to you to hand out ETN’s ‘Nice to deal with’ award… I wonder who will be winners…?

CONTENTS

December 2018

BETA 2019 T h e Vo i c e o f t h e E q u e s t r i a n I n d u s t r y

FRONT COVER: ETN is the official media partner of BETA International.

Visiting the show is free on pre-registration. Find out more at www.beta-int.com

Volume 42, 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 r y

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

ETN is The official media partner of...

Editor’s Comment

International

20-22 January

EQUESTRIAN TRADE NEWS DECEMBER 2018

News

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SQPs should see equine passports…

SQPS (suitably qualified persons/animal health advisors) have been reminded of a horse medicines guidance update from the VMD (Veterinary Medicines Directorate).

It says that prescribers of animal medicines such as wormers should ask to see horses’ passports.

But there’s no need for prescribing SQPs or horse owners to panic, says Stephen Dawson, secretary general of AMTRA, the regulatory authority representing some 7,000 AMTRA SQPs [suitably qualified persons or registered animal medicines advisors].

“While we are encouraging owners to bring their passports along, not bringing the passport doesn’t prevent the horse being wormed or benefiting from other medicines,” he said.

“It just means that if the vet, pharmacist or AMTRA SQP prescribing and supplying medicines has not recently seen the horse’s passport, and been able to confirm personally that it has been signed out of the food chain, they have to act accordingly.

“As the horse is a food-producing species under EU law, then without the passport it must be assumed the horse may enter the food chain, and the wormer or other medicine chosen accordingly.

“Some medicines cannot be supplied without sight of the passport as they are only suitable for horses signed out of the food chain.

“However, most horse medicines are okay to prescribe in either case, so it’s just a question of the range to choose from being a bit smaller.”

AMTRA SQPs have a legal requirement to ascertain the status of any animal before prescribing or supplying medicines. The new update is simply reinforcing this existing requirement.

The current status of the horse is determined by checking the declaration in the passport. While the owner will be able to advise the medicines prescriber of the horse’s status, the updated guidance clarifies that AMTRA SQPs should only rely on the passport’s declaration when they have seen it personally.

Where livery yards buy in bulk on behalf of owners, then presenting multiple passports is not likely to be practical, says AMTRA. So prescribers will again choose from medicines which can be safely and legally given to horses that might enter the food chain.

Positive response to US market move THE Western & English Sales Association (WESA) is predicting 800 suppliers will exhibit at its 2019 markets (trade fairs).

WESA has a new venue at the Dallas Market Center, Texas, with shows planned for January and August next year.

Dallas Market Center is already the global marketing headquarters for many of the largest Western brands. More than 200,000 customers visit its five million square foot campus each year.

“We’re working with Dallas Market Center to create new opportunities for sales representatives, manufacturers and market attendees,” said Gerald Adame, president of WESA. “The central location, the Dallas facilities, the services and the marketing support will all help WESA members serve existing customers and offer the ability to reach more new customers.”

The initial response from suppliers is positive.

“The partnership between WESA and the Dallas Market Center represents a terrific opportunity for our retail partners,” said Beth Cross, CEO of Ariat International. “Dallas Market Center is a world-class facility and is committed to attracting new brands to the Western market.”

ONWARD & UPWARD: Staff at Vale Bros’ Thermatex factory pitched in to organise a sponsored walk with a difference. They wanted to help eleven year old Aleisha Wallace, who is undergoing treatment for blood cancer and whose grandmother Pam Wallace and great uncle Ken Wallace work for the company.

So the staff borrowed the Thermatex display horse – rugging it appropriately of course - and raised around £5,000 by pushing and pulling it on a 22 mile tour of their local Cardigan, South Wales area.

ADVERT INDEX

Equestrian Trade News Stockeld East Wing, Park, Wetherby,Park, Stockeld West Yorkshire LS22 4AW Wetherby, Tel: 01937 West Yorkshire 582111 LS22 4AW Fax: 01937 Tel: 01937 582111 582778 – Sales Email: Fax: 01937 sales@equestriantradenews.com 582778 – Sales Website: Email: info@equestriantradenews.com www.equestriantradenews.com Website: www.equestriantradenews.com Publisher: Equestrian Management Consultants Ltd Subscriptions Distributed on a controlled-circulation basis to the Editor: retail trade. Paid-for annual subscriptions are £39.95 Liz Benwell (UK), (Europe), £86.00 (rest of the world).

Email:£73.00 editor@equestriantradenews.com Tel: 0345&6185007 Design Print: G.H. Smith &Sales: Son, Advertising Market Place, Easingwold, Nicki Lewis North Yorkshire Email: sales@equestriantradenews.com YO61 3AB Tel: 01937 582111 Tel: 01347 821329 Fax: Fax: 01937 01347 582778 822576

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

DECEMBER 2018 EQUESTRIAN TRADE NEWS

Publisher: Subscriptions Equestrian Management Consultants Ltd basis to Distributed on a controlled-circulation the retail trade. Paid-for annual subscriptions are Editor: £39.95 (UK), £73.00 (Europe), £86.00 (rest of the Liz Benwell world).

Email: editor@equestriantradenews.com Tel: 0345 6185007 is independent of all groups.

The magazine Editorial views expressed in ETN are not Digital Manager: necessarily the official view of any organisation NickiorLewis group.

Email: info@equestriantradenews.com Tel: 01937 582111 Copyright: All material is copyright Equestrian Management Senior Advertising Executive: Consultants Ltd. Beth Crow Email: bethc@beta-int.com Design & Print: Tel: 01937 582111 G.H. Smith & Son, Market582778 Place, Easingwold, Fax: 01937 North Yorkshire The magazine YO61 3ABis independent of all groups.

Editorial views expressed Tel: 01347 821329 in ETN are not necessarily the official Fax: 01347 822576view of any organisation or group.

Email: etn@ghsmith.com Web: www.ghsmith.com Copyright:

All material is copyright Equestrian Management Consultants Ltd. ISSN 1462-9526

3P Enterprise (Henry Wag)............................................8, 36 Abbey England...........................................................17, 31 Agrihealth..................................................................31, 35 Allen & Page....................................................................41 Back on Track ..................................................................21 Battles........................................................................29, 32 BETA International............................................................19 Blaze Wear.........................................................................8 Classified..........................................................................46 Dodson & Horrell (Chudleys).............................................43 Ekkia..........................................................................28, 37 Gardiner Brothers.............................................................30 Hucklesby Associates........................................................30 Jenkinsons..........................................................6, 9, 39, 34 John Rothery (Wholesale) Co. Ltd......................................31 L S Sales (Farnam) Ltd.......................................................36 (MSCL) Master Saddle Fitting Consultant ...........................16 NAF...................................................................................7 Perry Equestrian........................................................ IFC, 34 Red Gorilla...................................................................5, 36 Saddlery Trade Services (STS Walsall).................................32 Schockemoehle Sports GbmH............................................28 Shaws Equestrian.............................................................30 Shires Equestrian Products................................................28 Snowhill Trade Saddlery.............................................34, IBC Spoga..............................................................................15 The Original Muck boot Company ....................................11 Trilanco......................................................................30, 33 USG United Sportproducts Germany GmbH..................28, 31 W F Young (Absorbine).....................................................27 Weatherbeeta......................................................... 32, OBC Zebra Products.................................................................34 Zilco Europe Ltd................................................................36

www.equestriantradenews.com

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£1.1m investment to create 15 jobs EQUINE supplements supplier Science Supplements has invested £1.1 million in a new production and research and development facility at its base in Hartwell, Northamptonshire.

The new systems increase the company’s manufacturing capabilities for liquid, gel, paste and powder products and add to its existing UFAS and NOPS approved facility.

Science Supplements, which has offices in five countries, says the installation is the start of expansion plans in the UK and abroad, including the creation of 15 jobs in the UK. “Our continued investment in the research and development of new products and the increased capacity that the new facility brings paves the way for the exciting future ahead,” said Vicky Mitson, commercial director.

Equitation in the rider’s hands

Visit us at BETA International! Stand: C7.1 20-22 January 2019, NEC, Birmingham

NEW

DELUXE BROOMS FLY IN!

AVAILABLE NOW! THE title of last month’s Lorinery Conference held at Cheltenham Racecourse summed up a day of education and discussion. More than 200 delegates attended with all profits going to the HorseBack UK charity.

The speakers were, back row from left, Jay Hare (HorseBackUk), the vet Dr Jane Nixon, Lady Milnes Coates (Past Master Loriners’ Company), eventer Nicola Wilson and Dr Caroline Benoist of bitting specialist Neue Schule. On the front row, from left, trainer and bitless enthusiast Mark Smith, Jane Holderness-Roddam (Olympic gold medallist and Hon Freeman of the Loriners’ Company), Philip Ghazala (conference host) and Tricia Nassau-Williams (conference organiser). (Photo: Colin Gurley)

Durable polypropylene bristles

TV advert part of £1m campaign RETAILERS are enjoying “a halo effect” as Weatherbeeta’s new advertisement This is Dublin airs on Horse & Country TV. Making its debut last month (November), the film complements the company’s Weather.Beaten series and is part of a £1 million marketing campaign.

This is Dublin is a collection of 60, 30 and 15 second films created for use on TV, online and social media. The series is also available to retailers’ websites.

“The films are designed to hint at the tremendous breadth of products now available under the Dublin brand,” said a spokesman for brand owner Weatherbeeta.

“It is expected that the heavyweight support behind Dublin, part of the Weatherbeeta Group’s largest ever marketing campaign in Europe, will increase front of mind awareness as well as creating a halo effect for not just the brand but our retailers as well.” www.equestriantradenews.com

Best broom for all floor types: Rubber • Wet • Hard To find out more about Deluxe Brooms and our range of Profit Packs contact your agent, wholesaler or call us on 01455 848 184.

EQUESTRIAN TRADE NEWS DECEMBER 2018

News

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“Cautious optimism” at BETA Conference

Speakers at the 2018 BETA Conference, from left, Tim Knight, Amanda Chadwick, John Arnold, BETA executive director Claire Williams, Clara Kellock and Zoe Thomson. David Holmes was also a speaker.

BREXIT, the economy, behind the scenes at WEG and the changing face of retailing absorbed around 80 delegates at the 2018 BETA Conference.

Held at the De Vere Staverton Estate Hotel, near Daventry, Northamptonshire, on Monday 29 October, the theme was ‘Time to Grow’.

Clara Kellock, of Citrus-Lime, looked at how retail and its customers are changing with internet connectivity everywhere.

Amanda Chadwick, of Croner, gave an entertaining and thought-provoking presentation on managing staff in the digital age. She reminded businesses about the importance policies in the workplace for mobile phone use, social media and work computers. She then used real-life scenarios to highlight what can happen when a company fails to do this.

Zoe Thomson, of Risk Evolves, explored what was happing with GDPR since it came into force on 25 May – and advised on its future impact.

Public affairs consultant John Arnold took delegates on a tour of the political landscape in the shadow of Brexit and the possibilities of a deal, no deal or a new referendum.

David Holmes, of British Eventing, provided a backroom view of the 2018 World Equestrian Games (WEG).

Investment consultant Tim Knight provided an update on the economy.

“We're at a crossroads and I'm cautiously optimistic,” he said.

Claire Williams, BETA executive director,

DECEMBER 2018 EQUESTRIAN TRADE NEWS

reported “some really positive feedback from delegates on both the conference speakers and our venue.”

She added: “The event is a great opportunity for different sectors of the industry to get to together and hear some highly informative presentations on a range of relevant topics. I'm sure we all went home knowing far more than we did when we arrived.”

BETA AGM A number of appointees were announced during the BETA AGM which preceded the conference.

Ian Silman from Equicraft Saddlery, Somerset is BETA’s new chairman, with Malcolm Ainge of Shires Equestrian as vice chairman.

Former chairman Nikki Newcombe, of Bliss of London, has remained on the BETA Council. She is joined by new council member Vicky Highfield from Staffordshire based Highfield Equestrian.

Alison Sherwood Bruce, from Equilibrium Products, stepped down from council and as the long-standing chairman of the BETA PR committee. A presentation was made to thank Alison for her hard work for BETA. Wendy Hofstee, of Unicorn Trails, has taken over as PR committee chairman.

Sara Blackshaw, of Mole Valley Farmers, now chairs the retail committee having replaced Ian Silman. (Photos Bob Hook)

BETA executive director Claire Williams (left) looks on as Nikki Newcombe hands over the role of BETA chairman to Ian Silman and vice-chairman Malcolm Ainge.

Consortium in £1.5m Sedgwicks rescue THREE family businesses have between them invested £1.5 million to save J&E Sedgwick & Co, one of the UK’s oldest leather manufacturers.

A rescue package was put together after Sedgwick’s parent company Clayton Leather Group went into administration in early October.

The consortium comprises Abbey England, the wholesaler and saddlery workshop supplier; German tannery Kilger, leather supplier to Sedgwick for 20 years; and Crawford Leather Company, a UK and Irish hide and skin processing company.

They have invested £1.5m to save J&E Sedgwick & Co, protecting 60% of the firm’s jobs and maintaining its manufacturing strength to safeguard its current order book.

Abbey England, which led the consortium, relies on leather from Sedgwick for its own saddlery business.

“It was imperative that we found a way to save what is one of Britain’s most prestigious leather companies,” said Richard Brown, managing director.

Aston Martin is among the consumers of Sedgwick’s leathers outside the equestrian world.

“The quality is unbeatable and the consistency is superior to any other supplier,” said Robin Coleman, who designs bespoke accessories for the luxury motor car brand.

“We’re delighted that Richard [Brown] has led this consortium to rescue the business. Had Sedgwick & Co. gone into administration, it would have totally disrupted our business.”

Abbey England, Kilger and Crawford Leather Company formally took over the running of J&E Sedgwick & Co last month. Phil Bevington, works manager, and Mark Abraham, production manager, are running the business day-to-day. www.equestriantradenews.com

Winter Sales

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Veterans set to drive strong sales performance this Winter.

For more details please contact your NAF Area Sales Manager, or the NAF Sales Office on 01600 710726 or email info@naf-uk.com

naf-equine.eu/uk www.equestriantradenews.com

EQUESTRIAN TRADE NEWS DECEMBER 2018

News

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Recalled saddles back on sale

FOLLOWING a recall on its Collegiate saddles at the end of October, Weatherbeeta has released for sale a number of models.

The Weatherbeeta Group in the UK and US had recalled all current models in its Collegiate saddles range due to “some significant variations in an important component.”

As ETN went to press last month, Weatherbeeta told us it had inspected every Collegiate saddle, performed corrections where necessary and released for sale the Esteem, Triumph, Event Mono and Integrity models.

“We remain convinced that a recall was the right thing to do so we could check every model,” said Doug Walker, Weatherbeeta Group president for North America, Europe and the Middle East.

He had earlier reassured retailers that no-one would be left out of pocket over the recall.

Innovative Battery Powered

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PONY LOVER’S DREAM: Christmas came early for six year old Evie Sellors when a lifesized Breyer foal arrived at Sellors of Calverton.

The model was supplied to the Nottinghamshire store, owned by Evie’s parents David and Claire Sellors, to support preChristmas sales.

NEWS IN BRIEF • THERAPLATE, a therapy product from the US, is to sponsor The Liverpool International Horse Show (on 28 – 31 December) and also the four-star fixture’s grand prix. Dominic Fox, owner of TheraPlate UK, said: “We can’t wait to show more of the equestrian world exactly what TheraPlate UK has to offer.”

Meanwhile show director Nina Barbour celebrated the sponsorship by jumping a branded fence.

• ANIMAL nutrition specialist Alltech has opened a manufacturing plant in Pune, India. Capable of producing 25,000 tons per year, it’s the largest organic trace mineral plant in Asia.

• GERMANY’S Olympic eventing silver medallist Julia Krajewski has joined TopSpec’s team of sponsored riders.

North Yorkshire based TopSpec has been building distribution for its feed balancers and other feeds throughout Europe in recent years. Julia notched up wins at Bramham, Luhmuhlen and Boekelo this season. Katy Mickle of TopSpec said of the 29 year old rider: “[Julia] is very talented and also understands how horses should be fed and the results correct feeding can lead to.”

• VETERINARY chemical and surgical supplies company Vet Way has engaged international show jumper Alison Barton as its brand ambassador and to promote its Chillax calming supplement. Managing director Kara Franklin said: “We’re thrilled to have Alison representing Vet Way on the international show jumping circuit.” Vet Way was established in 1999 and has a factory and warehouse in York.

DECEMBER 2018 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

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Product News

Innovation targets hocks NEW Equilibrium Therapy Hind & Hock Magnetic Chaps are designed to help horses with hock joint issues.

Shaped to fit equine hind legs, the soft chaps allow Vitaflex magnets to be placed directly at the lower part of the hock joint - the common location for hock arthritis, says manufacturer Equilibrium Products.

Providing cover from hock to heel, Hind & Hock Magnetic Chaps are also ideal for horses prone to filled legs in the stable as well as general knocks and bumps.

Four clinical grade magnets in pillow pouches adhere to the chaps’ lining, allowing exact positioning. The product is suitable for use in the stable overnight or through the day.

In grey, and medium and large sizes, the trade price is £39.97 per pair, and the RRP £89.95.

Binning the plastic GLOBAL Herbs has removed most of the plastic bags used to contain product inside its green supplement tubs.

Instead, all powders are being placed directly into the containers.

The exceptions, says the company, are GlobalVite, Turmeric, Alphabute and MagCalm, the ingredients of which need the additional plastic wrapper.

Global Herbs is also abandoning putting plastic scoops in each tub of supplement – apart from Alphabute which continues to come with a smaller than standard scoop.

Making light of winter woes WINTEC’S new WintecLite Dressage D’Lux saddle is perfect for riders who are fed up with winter threatening their leather tack.

Extremely lightweight - and therefore easy to carry, the WintecLite Dressage D’Lux is designed to support a correct and secure dressage position.

Technical materials and performance features ensure ultra-close contact through the rider’s leg, optimal comfort in the seat, plus great grip.

And, of course, it’s easy-care for outdoor training in any weather.

Wintec Saddles are distributed in the UK by Saddlery Brands International.

For Christmas rides YOU’VE gotta have a bit of fun at Christmas. So your customers will love this Elico Santa hat cover.

Made in Lycra, it features the essential pom-pom. And it’s bound to put smiles on faces for that festive ride out.

The RRP is cheerful too – just £14.95. Elico is available from Jenkinsons Equestrian. www.equestriantradenews.com

EQUESTRIAN TRADE NEWS DECEMBER 2018

Product News

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Flash and sparkle

Stocking filler

THE new Hy Diamond Flash Bridle from Battles is adorned with five delicate rows of subtle diamante bling on the brow band.

The traditional leather bridle features a padded noseband with detachable flash, stainless steel hardware and a standard headpiece.

It comes in black or brown, complete with a set of rubber grip reins, at an RRP of £51.99. Sizes are pony, cob and full.

THE Equi-Kids Pom Pom knitted bobble hat for girls is a real sweetie.

Decorated with little purple pompoms and fleece lined for comfort and warmth, it’s the ideal last minute Christmas gift.

Available in pink, in one size only, the RRP is £12.90.

Welcome warmth when riding

THE new Covalliero Active Bianca Shirt is long sleeved, lightweight and breathable.

Ideal for layering, a central zip creates a statement look while allowing for temperature control.

With colours to match most wardrobes, the Covalliero Active Shirt Bianca has an RRP of £31.50 and is available from Zebra Products.

BLAZE WEAR’S Active Gilet fits inside a show jacket, yet it packs a warm punch.

When the optional battery attachment is activated, it provides an instant boost of heat to the body’s core. (Sounds like heaven on a cold hunting day).

Just like a heated car seat, it can be switched on or off, and the temperature adjusted over three heat settings, while it’s being worn.

Discreet carbon fibres in the fabric emit heat without adding bulk. The Active Gilet is powered by a rechargeable 5V USB power bank; the battery can generate up to 13 hours’ uninterrupted heat, as well as doubling up as a power source for a mobile phone while out on a ride.

The garment itself is lightweight, breathable, wind and water resistant with lined pockets.

The RRP is £144.99 (without battery) or £194.98 (with rechargeable 5v battery).

Striding in from South Africa VELDSKOEN branded boots, launched in South Africa in 2017, have a new UK and Europe distributor.

Kendrick Imports is exclusively supplying the trade with this quirky new style which throws a twist on an old favourite, South Africa’s generic veldskoen walking boot.

With a dash of colour on the soles and laces, the new shoe takes wearers from morning hike to dinner date. Each colour combination in the range has an African inspired story.

The trade price is £42.50 + VAT per pair, with a minimum RRP of £95.

Men’s and women’s sizes are available.

Perfect for layering

New from America STRAIGHT Arrow Products, the American supplier of Cowboy Magic and Exhibitor Labs, has launched two new grooming products.

Mane ‘n Tail Ultimate Gloss Shampoo and Mane ‘n Tail Ultimate Gloss Conditioner are distributed in the UK and Ireland by wholesaler Equine Management.

Therapy just got colourful

On the move NEW Mobility Mini Horslyx is a smaller 650g version of Horslyx Mobility Balancer.

As with all Mini Horslyx formulations, it’s designed to be used as an equine reward, distraction or treat.

In particular, Mobility Mini Horslyx is ideal for carrying out stretching exercises, examples of which can be found on Horslyx’ website.

Each 650g tub (SRP £4.50) contains a three day supply of the Horslyx Balancer formulation. The smaller size is also useful for customers (and their horses) to sample before buying the 5kg or 15kg sizes.

DECEMBER 2018 EQUESTRIAN TRADE NEWS

THE Back on Track Mesh Rug is now available in forest green and deep red as well as its signature black and navy blue.

The versatile, breathable rug works as an under rug or travelling rug. But its benefits go further…

Lined with Welltex ceramic infused material which helps support circulation, it’s ideal to throw on before and after training and competition to help warm up muscles and aid recovery. The RRP is £194. www.equestriantradenews.com

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Gardiners have full exclusive national distribution for the Original Muck Boot Company and ten other high profile Brands across the UK and Ireland, we wholesale a diverse portfolio of labels meeting both retailer and consumer needs.

For more information, please contact: Matt Martin, Brand Manager • T: 07833 509775 • E: matt.martin@gardinerbros.co.uk

Green.

PMS 7494 Black.

PMS Black

www.equestriantradenews.com

EQUESTRIAN TRADE NEWS DECEMBER 2018

BETA International news…from ETN…official media partner…

“Compare pricing and product to maximise margins” “It’s the same every year”, “we get reps coming to the shop”, “I can’t afford the time away from the business”… The same old annual excuses get trotted out by BETA International no-shows.

So ETN asked members of the trade fair committee to tell us why a visit is well worth the effort.

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ANNIVERSARY

TH

2019

NEC, Birmingham, UK “It’s also a great opportunity to catch up with 20-22 January www.beta-int.com a wide range of suppliers and other retailers.

Renowned saddle fitter and experienced retailer Ken Lyndon Dykes hasn’t missed many trade fairs during his long career. But his enthusiasm for BETA International remains undimmed.

“I’m constantly amazed at how quickly new products and materials can change within a very short time,” he explained. “And simply waiting for a rep to call round doesn’t even touch the tip. So go to the show!”

The chance to find out more about products and meet the people who’ve worked on them is why Sarfraz Mian, of the show’s main sponsor Neue Schule, recommends a visit.

“Of course, through the year we have regular contact with our stockists,” he said. “However, BETA International delivers a unique opportunity for our retailers to see the full spectrum of our products, discuss with the design team queries that have been raised by consumers and see new products we have in the pipeline before launch.”

Staying ahead of rival retailers is another reason to get along to the NEC, says Sarfraz “The trade fair provides an excellent one-stop-shop for retailers looking to freshen up their offering to their customers and see product lines from diverse exhibitors that they are not currently stocking.”

Size doesn’t matter when considering whether BETA International is worth a visit, according to Marcus Cridland of Shires Equestrian Products.

“Retailers of all sizes should take at least one day to visit BETA International,” he said. “It’s the only opportunity in the year to see all the leading brands under one roof.

“It’s also a fantastic opportunity to compare product and pricing to maximise margins and offer customers the best products available. Many companies, including ourselves, offer all retailers show specials only available at BETA International.”

• The trade fair committee comprises representatives of the trade who contribute to and consult on the running of BETA International.

The Voice of the Equestrian Industry

Official Media Partner

Main Sponsor

See the latest innovations, meet product developers and shake hands with suppliers at BETA International.

BETA International news…from ETN…official media partner…

Y

ou won’t find anyone in our trade busier than two women who each head up a major retail operation. Yet they’ll both be dropping everything on 20 – 22 January to go to BETA International.

“I don’t understand why any retailer of any size doesn’t attend for at least one day,” says Sue Moxon of R & R Country.

“There’s so much under one roof and in a fantastic environment. There is always something new to see and learn, it’s great to catch up with the trade and chat to other retailers.

Being among the first to see the latest innovations is important to Serena Jones of Millbry Hill.

“What I enjoy most is seeing what the up and coming trends are and what new, innovative products are launching to the market,” she said.

Retailers join innovation awards judging panel TWO retailers are among the experts who will be judging the BETA International 2019 Innovation Awards.

The annual accolades, which are sponsored by BETA International’s official media partner - ETN, are presented in eight categories.

Judging will take place behind closed doors on Sunday, 20 January. The judges are: • Steve Hodgson – co-owner of retailer Nags Essentials, King's Lynn, Norfolk.

• Kathryn Jaquet – managing director of retailer RB Equestrian, Milton Keynes, Buckinghamshire.

• Catherine Rudenko – independent equine nutritionist of Equine Nutri Health • Kay Hastilow – Master Saddler and SMS qualified saddle fitter.

• Liz Brown – equine vet specialising in performance horses.

• James Sommerville – Yorkshire-based international event rider.

“The Innovation Awards are highly prized throughout the industry, with the winning products going on to secure considerable acclaim,” said BETA International organiser Claire Thomas.

“Our judges always have a mammoth task on their hands.

All aspects of a product must be considered and no stone is left unturned. The awards are hugely important, that's why it's essential that we have the very best people to judge them.”

DECEMBER 2018 EQUESTRIAN TRADE NEWS

BETA International Innovation Awards are open to all exhibitors.

They are presented in the following categories: Country Clothing & Footwear, Feed & Supplements, General, Horsecare Equipment & (Horse) Clothing, Pet Products, Rider Clothing & Footwear, Saddlery & Tack and Safety & Security.

The winners will be announced at The Charles Owen Spotlight – BETA International’s new theatre - on Sunday, 20 January.

www.equestriantradenews.com

BETA International news…from ETN…official media partner…

Where do the profits go?

BETA International is a commercially successful show – and the profits it generates go back into our trade.

The trade fair is organised by Equestrian Managements Consultants (EMC Ltd), a wholly owned subsidiary of the British Equestrian Trade Association (BETA) Group.

Profits from BETA International fund the trade association’s work – such as boosting British equestrian exports, promoting rider safety and developing feed assurance schemes.

ETN - BETA International’s official media partner - is published by EMC Ltd and therefore part of the BETA Group too.

“Supporting BETA International, as a visitor or an exhibitor, means supporting the equestrian trade,” said ETN editor Liz Benwell. “Going to the show gives a vote of confidence to your business and our whole industry.”

Look who’s talking!

TALKING Business BETA International’s live debate – will be back, hosted by ITV newscaster Alastair Stewart.

On the panel are: • Philip Tyler executive chairman of Keith Galbraith of Ayr Equestrian the TopSpec Group will add a retailer’s point of • Martin Balmer view when he joins the Talking managing director of Business panel.

Trilanco • Lisa Lemieux director of Horse Health • Doug Walker president of the Weatherbeeta Group (North America and Europe) • Kevin Galbraith - Ayr Equestrian “This is the key gathering for the trade suppliers whom we equestrians rely on,” said Alastair. “They'll have tough questions in tough times. Join me as we shed light on what really matters to a vital industry.”

Talking Business is on Sunday, 20 January at The Charles Owen Spotlight.

“We’re thrilled to welcome Alastair back to the show and can't wait to hear the discussions unfold,” said trade fair organiser Claire Thomas. “They are always thought-provoking, truly inspiring and entertaining to boot, as Alastair expertly steers the panel through some really challenging issues.”

www.equestriantradenews.com

World champion and gold medallist share their secrets

EVENTING’S world champion Ros Canter and international para-dressage rider Sophie Christiansen will talk about their gold medal winning careers.

Ros and Sophie will be interviewed in the show’s theatre, The Charles Owen Spotlight, on Monday 21 January.

All BETA International visitors and exhibitors can join the audience without leaving the exhibition halls.

Riding Allstar B, Ros won individual and team gold medals at the World Equestrian Games in Tryon, USA, earlier this year.

Sophie, a stalwart of the all-conquering British paradressage team with eight gold medals to her name, returns to BETA International following her inspirational appearance at the 2018 show.

“We feel so privileged to have two female riders currently at the top of their game taking their place in The Charles Owen Spotlight at the trade fair,” said BETA International organiser Claire Thomas.

For more info BETA International is the leading trade fair for equestrian, country clothing, outdoor and pet products. The 2019 show takes place at the NEC, Birmingham, from 20 to 22 January.

Entry is strictly trade only, with free registration at www. beta-int.com/visit. For further information about the show, please contact Clair Webster, telephone +44 (0)1937 582111, email clairw@beta-int.com.

EQUESTRIAN TRADE NEWS DECEMBER 2018

BETA International news…from ETN…official media partner…

13

ETN Reporting

14

TURNING BACK THE PAGES… Equest Trade Nerian ws

For almost four decades, ETN has reported on the equestrian trade. So let’s look back at the news, people and products that were making headlines this month five, ten, 20 and 30 years ago.

The V oice

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Decemb er 2013

Volume 37,

No 12

FOCU S SADD ON LE FIT NEW! SMS CP TIN D fea

…Five years ago…

G

ture

In December 2013, ETN reported: • Derby House closed the equestrian element of its store at Wrightington, Lancashire. While the retailer planned to continue with equestrian online sales, the shop switched to locally produced cheese, fruit and veg and fine wines.

• Your Horse Live organiser Bauer Media announced a sister show. Total Confidence Live was scheduled for April 2014 at the South of England Showground, with a series of regional shows a possibility for 2015.

• Michael Bacon joined Saracen Horse Feeds as sales and marketing director.

• Supplies of Hemcore branded bedding were being rationed to trade customers. Manufacturer Hemp Technology said it needed time to recover from a very wet 2012 UK hemp harvest.

WHOLESALE SUCCESS

NEC, Birmingh 16-18 Februaryam, UK www.bet 2014 a-int.com

Sponsor

ETN is

How top suppliers support the trade

the off

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BETA Int

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Equest Trade Nerian ws

Main

Monthly

…Ten years ago…

The V oice

In December 2008, ETN reported: • IV Horse acquired the Elizabeth Greenwood brand. Managing director John Burdon said Elizabeth Greenwood herself was to stay on with the company, while IV Horse would continue to produce rugs, saddle pads and dog coats at the Elizabeth Greenwood factory at Mytholmroyd in West Yorkshire.

• Tagg Clothing was purchased by Polly Products, manufacturer of the Funnell Range and T Frost racing gear. Polly Products’ managing director Tom Eastwood said he was “delighted.”

• The first Holistic Horse Show, sponsored by Simple System, the Balance Organisation and Verm-X, took place over three days at Towerlands in Essex. Event organiser Dani Paizis said she was “bowled over” by visitors’ reaction.

• Equine dentist Chris Naphine developed a leadrope with 25% stretch. He said horses were more settled when being handled or tied up with it. The conventional looking ropes came in a variety of bright colours.

of th e Equ es

trian

Indus

Decemb er 2008

try

Volume 32,

Puttin g good s on a in the how ring The be dd shortaing ge No 12

Monthly

SHIRE S INT STEP TRADOETOP BETA In ternatioFAIR nal 20 www.e

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09

…20 years ago…

In December 1998, ETN reported: • A Christmas shopper swooped into Holmestead Saddlery in Co Kildare by helicopter. “The rug he wanted had £20 off – but the 12 minute each-way trip cost him £250. You need to be a high flier to work that out…” said retailer Bill Holmes.

• Top event rider Gary Parsonage and international show jumper Malcolm Pyrah officially opened NWF Retail’s new store in Melton Mowbray, Leicestershire. The group already had outlets in Wrexham, Whitchurch and Wardle in the north-west.

• Christine Parkes became Finest Brand International’s clothing buyer and designer. And Colin Jaggard, formerly development director on Stylo’s equestrian and golf ranges, joined Day, Son & Hewitt.

• An ETN article headed ‘You and the euro’ looked at the implications for businesses when, on 1 January 1999, 11 EU countries were due to adopt a single currency.

• Walsall based F H Tomkins Buckle Company was acquired by Robert Parkes whose other equestrian interests included Phoenix Riding Wear.

…30 years ago…

In December 1988, ETN reported: • Saddle-maker Harry Dabbs launched the D T Saddle Tree Company to produce trees for its own use and eventually to supply the trade. The new equipment was installed at dead of night to keep the new venture a secret from rival Walsall tree-makers.

• The Jockey Club banned hook studs from reins; instead they were to be stitched or buckled to the bit. The racing authority was looking into whether American loop – ‘loop end’ - reins were acceptable too.

• Polly Markham, manager of Hermes’ saddlery department at its Sloane Street, London store, said the label’s new saddle had a price tag of £2,000. She expected 100 to be sold that year.

• The British Standard Institute (BSI) committee, charged with producing a British standard for body protectors, asked BETA to collate manufacturers’ views.

DECEMBER 2018 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

15

Moving away from everyday business recognising trends and collecting ideas

Yes! Since whilst the everyday routine often leaves no time for long deliberations about the corporate strategy and practical investments; visiting a trade fair can provide new inspiration and the necessary stimulus.

One often doesn't manage to occupy oneself with the coming trends of the industry. In the end, one frequently relies on one's well-known partners and presents the customary collections of the coming season. After all, they are first-class goods and the cooperation has paid off in the past. However, this rarely proves to offer abundant variety. So how does one find new ideas for one's business?

Perhaps one has to get away from everyday business to achieve this.

The international trade fair for equestrian sports, spoga horse, is staged twice a year in Cologne: Around 180 exhibitors from 32 countries and 4.000 national and international trade visitors meet up in a concentrated form from 2 to 4 February (for the first time from Saturday to Monday) in the Rhine metropolis - spoga horse spring is small, but fine in comparison to its big sister event held in autumn. However, it is certainly on a par regarding its level of internationality and contents. In addition to small, aspiring brands, the clothing market leaders are also represented.

Anyone who visits an equestrian sport trade fair wants to get the best out of it for his business. That means networking with the existing suppliers and the opportunity to get to know new brands. Big tasks in a small allocation of time.

That is why a perfectly planned trade fair visit is extremely important. spoga horse offers an exhibitor search as well as Matchmaking365 in advance online, which offer valuable business contacts, concrete advance information and appointments prior to the trade fair already.

Free - the spoga horse academy offers an excellent training programme: The demands, opportunities and risks of online marketing and the online trade will be examined comprehensively. The new DIN norm on the theme safety will be explained in a comprehendible way. But above all the themes and contents are tailor made to suit the needs of the trade visitors. Together with the inspiration of ehorses - Europe's leading online equine market - you can push your marketing forward.

Happy Hour - the afterwork get-together on Sunday.

Get talking to the key industry players and be our guest while enjoying good music and a glass of Kรถlsch.

Then on the journey home on Monday afternoon a first check of the business cards collected: The follow-up is highly important so that the visit to the trade fair pays off long-term. Perhaps one will then try out the spoga horse autumn in September, it is also supposed to be very good namely.

For further information visit www.spogahorse.com.

Advertisement feature

Advertisement feature

On-site at the trade fair, spoga horse spring welcomes the equestrian sport

industry with big brands that one is otherwise only familiar with from the widely aligned online trade. Companies such as Cavallo, Kingsland and Passier will present their winter collections - from moon boots to thermal jodhpurs, functional shirts and the matching accessories through to saddles and bridles.

On the spoga horse fashion walk, models will demonstrate what the new outfits for the winter are like in motion and give the specialised dealers an indication of what is hip in the future. In addition to the fashion walk, at the same time the Premiere's Club offers the visitors an opportunity to discover innovations and new brands in a special exhibition and gain an initial impression before entering into a dialogue at the stand.

www.equestriantradenews.com

EQUESTRIAN TRADE NEWS DECEMBER 2018

Leather & Leathercare

16

LET’S LOVE LEATHER This wonderful natural material deserves good care.

Sheer luxury

Holy saddles

SHEER Luxe Leather Food from NAF is a luxurious, rich lotion to revitalise and moisturise recently cleaned or new leatherwork. The RRP is £10.50 for 500ml.

And if your customers need an easy-to-use product that leaves a non-sticky, natural looking finish, Sheer Luxe Cleanse and Condition (RRP £10.50 for 500ml) is a good choice.

Completing the tack cleaning trio from NAF is Sheer Luxe Leather Balsam. This intensive conditioner penetrates and nourishes tack, keeping it luxuriously soft and supple. Supplied with a free sponge, the RRP is £10.50 for 400g.

IN THIS EXTRACT FROM THE TACK ROOM, PAULA SELLS REVEALS WHY MOULDY LEATHER ISN’T ALWAYS SUCH A BAD THING… MOULD on leather does little harm apart from looking unsightly and can be discouraged by the use of a de-humidifier in the tack room.

Leather mould may, in fact, be beneficial as this Irish anecdote suggests.

In the central Athlone region and probably beyond, there is the wellknown phenomenon of ‘the holy saddle’. If a person should have a cut on an arm or leg, the local priest can be asked to bring a ‘holy saddle’.

After a few prayers, the patient keeps the saddle as close to the wound as possible for two or three days. The priest returns, removes the saddle and very often finds that the cut has completely healed.

This may be due to divine intervention or the placebo effect but there is an alternative possibility. In the damp Irish climate, leather in storage quickly becomes mouldy. It is known that the mould used in the making of Dorset Blue Vinney cheese reputably came from a harness mould and that it is of a penicillin type. The mould on a ‘holy saddle’ may therefore contain enough penicillin to expedite the healing process.

The use of a variety of moulds for treating wounds and infections has been known since 1,500 BC. A number of English physicians had also noted their antibacterial effect before the French medical student, Ernest Duchesne, succeeded in making extracts from moulds which successfully treated experimental infections in guinea pigs in 1897.

Duchesne had apparently got the idea from Arab stable hands who traditionally used saddle moulds to treat wounds and infections.

In 1925 Alexander Fleming was credited with having ‘discovered’ penicillin which was later developed into a commercial medicine by Chain, Florey, Jennings and many others in 1942.

• The Tack Room, published by Merlin Unwin Books, is a glorious romp through the history of different tack used in 27 equestrian disciplines.

The 256 coffee-table book also visits tack rooms of the great and the good from Carl Hester to the Weston-super-Mare beach donkeys. It’s a refreshing take on saddlery and leather – and the only book on its subject.

DECEMBER 2018 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

17

Leather & Leathercare

Starting good habits

Long live leather

YOUNG pony owners can get into good tack cleaning habits early with this gentle leather spray.

Little Rider Total Care Leather Tack Spray from Battles cleans and cares for leather tack.

Added ingredients help prevent mould and mildew growth when it’s used regularly, while glycerine keeps the leather soft and supple.

The RRP is £5.99 for 250ml.

CLEANING tack is not only about making it look nice. Hydrating and protecting the leather can also extend its life, says Zebra Products, UK distributor of Cavalor leather care.

Cavalor Leather Soap contains potassium oleate, known for its gentle but deep cleaning properties with added glycerine for nourishment.

Available in a 500ml spray (RRP £18), there’s also a two litre refill pack (RRP £42).

Cavalor Leather Shine is a rich emulsion which helps keep leather supple and adds shine without making it slippery. Containing a combination of oils, waxes and greases, including lanolin, the cream also helps protect leather from rain and humidity. It’s available in a 200ml tube (RRP £11).

Care for outdoor kit STORM’S Ultimate Leather Care Kit (RRP £28) looks after outdoor leather footwear.

The kit contains three products, each in a recyclable aluminium bottle, which restore water repellency, rejuvenate, condition and create a hygienic finish.

The kit comprises 150ml Leather Balm, 100ml Deo, 100ml Leather Beeswax and two brushes - one for applying product, the other for polishing.

LOOKING after leather means storing it correctly. So stock up with bridle hangers, saddle racks and tack cleaning hooks.

And no tack room can ever have too many sponges, so keep some by the leathercare products shelf.

RETAI TIP L

YOUR QUALITY STARTS WITH US

Since 1982 we’ve been supplying the equestrian trade with the kind of products and materials they need to offer the highest quality to their customers. Come and see us on stand G10.1 at BETA International and find out how we can help you be the best you can be.

Talk to us on stand G10.1 at BETA International Abbey England Ltd, Abbey House, Haig Rd, Knutsford WA16 8DX sales@abbeyengland.com | abbeyengland.com

THE DIFFERENCE IS OUR VALUES

Leather & Leathercare

18

THE RIGHT LEATHER FOR THE JOB

Leather is luxurious, cost effective and durable

Thinking of getting started with leather repairs? Selecting suitable hides for each task is key, say Richard Brown and Craig Evans of saddlery workshop supplier Abbey England.

What are the main indicators of good quality leather?

When examining solid butt leather, the thickness should be consistent. The grain (top) surface and colour fastness are important too. What’s known as piping, caused by variations in the fibre structure underlying the grain’s surface, is common towards the belly edge of most solid butt leathers. But it’s not a fault or anything to be concerned about.

When it comes to the flesh (back), look out for deep vein marks.

These look like spaghetti across sections of the hide where it has not been possible to buff them out.

J & E Sedgwick’s traditional English veg-tanned, hair-cell (which refers to patterns left by With care, leather hair follicles) is a stand-out choice.

Pig print and hair-cell leathers offers unrivalled tend to be on the firmer side, but performance mellow over time. Using a good care product such as Abbey 1982 helps.

Chrome tanned, heavy hides are generally more supple; while buffalo hides are also popular despite tending to hide more imperfections. They can do this because the hides are heavier to begin with, so require a high level of tanning and finishing in their processing.

It’s also important to consider how heavily oiled a hide is, as this can cause the colour to bleed. Without doubt, there’s a trade-off for the flexibility of the hide, but it’s always well worth looking closely to inspect the flesh and grain.

What sort of leather is needed for typical saddlery repairs?

Bridle butt is required for any type of bridle repair. You may need additional leathers such as shoulder and panel hide too.

Stirrup butt is the main choice for replacing worn stirrup leathers. The substance (thickness) of the hide in this case should be 4.8/5mm. Hide wrapped stirrups, which are of a webbing and panel hide construction, are made from 22mm polyester webbing while a whole hide is needed to provide sufficient length.

For repairing reins, we again recommend bridle butt, plus Equus rubber rein grips.

DECEMBER 2018 EQUESTRIAN TRADE NEWS

Which is currently the most popular colour of leather for saddlery?

In the UK, the most popular colour is black followed by dark Havana. It’s possibly a 70/30 split. The market remains very traditional when it comes to colour.

Is there a market for bespoke and repaired saddlery? Or has the mass market and throw-away culture made it unviable?

The UK is still the epicentre of artisan saddle and bridle makers; and nowhere in the world is this truer than in Walsall.

Every saddle, in most aspects, is bespoke these days. Bridles are also increasingly made-to-measure, often in independent makers’ workshops.

Mass produced saddlery tends to be more often produced in South America and Asia where big brands want a more common type of product. But the UK will continue to produce made-tomeasure saddlery.

What is the most unusual leather Abbey England has been asked to supply?

The request for more exotic hides is ever increasing. Ostrich skins, manta ray skin and crocodile are some of the more exotic requests we have fulfilled. All of these have either been farmed or certified for sale.

Will leather ever be matched by any synthetic material?

This has always been a great debate within our trade and the short answer is NO! Not only does leather remain the choice for manufacturers but also for their customers. A luxurious item, leather has been used since the Romans tanned it with urine.

Yes, leather a great material. With care, it offers unrivalled performance and durability over its lifecycle. And it’s cost effective compared with a synthetic saddle or bridle too. Synthetic leathers simply do not offer the same feel or smell as authentic bovine. www.equestriantradenews.com

Join us for FREE After-Show Drinks 2019

SUNDAY 20 JANUARY, 6-8pm

Celebrate our 40th anniversary beta-int.com/register-to-visit

CPD Feature

20 ACCREDITED BY

Saddle fitters who read the feature and submit correct answers to the quiz will receive CPD recognition from the Society of Master Saddlers (SMS).

Feature by Ken Lyndon-Dykes.

Modern saddles with flat seats allow for rider adjustment.

SMALL ADJUSTMENTS CAN MAKE BIG DIFFERENCES

K

en Lyndon-Dykes: “The saddle influences the horse and the rider. The horse influences the rider and the saddle. The rider influences the saddle and the horse.”

Nelson Pessoa: “It isn’t what the saddle does for you, it’s what the saddle doesn’t do to you.”

Harvey Smith: “A general purpose saddle is nought and summat – take your pick!”

Thus it follows that when we think about the saddle in relation to the rider we must always remember that fitting the horse is the top priority.

Of course it is important that the saddle ‘fits’ the rider and that the design complements the needs of their chosen riding activity.

The saddle must be suitable for the individual’s physique, afford comfort and have design attributes that can benefit the type of riding involved.

The saddle is a tool and it should assist the rider to achieve the very best of which they are capable in their chosen equestrian sport, discipline or recreational interest.

To achieve these goals, the saddle fitter requires comprehensive information about the type of riding in which the client is involved.

It is just as important to get it ‘right’ for those who enjoy an occasional hack as it is for elite competition riders.

Saddle fitting demands a basic understanding of human anatomy as well as ability to assess riding skills. Rider ‘faults’ (unbalanced, sitting to one side, collapsing a hip, falling behind the movement, etc) inevitably impact on the saddle’s efficacy and thus affect the horse.

Having accepted the horse’s needs are always top priority, the saddle fitter requires accurate information about the rider. A small number of designs are better suited to either male or female riders.

Height and the length of the rider’s inside leg are crucial factors.

The rider’s weight (ladies are occasionally reluctant to come DECEMBER 2018 EQUESTRIAN TRADE NEWS

clean!) is also fundamental - especially when considered in relation to the rider’s overall physique.

Balance is the prerequisite for successful riding at all levels: a rider who is top-heavy and has short legs will generally find it more difficult to remain in balance than the slim rider with long legs.

Even for days out on fun rides, it’s important that the saddle fits horse and rider.

www.equestriantradenews.com

21 Rider experience - novice, intermediate, advanced, international – is also an important factor.

The saddle must allow the rider to remain (not force or clamp) in a balanced position at all times. Such is the huge diversity of saddles available today it is possible to equip virtually every rider with a really excellent tool - albeit with one notable exception: a rider whose substantial physique cannot be accommodated by their small, close-coupled horse.

Whatever type of riding is involved and at whatever level, during the fitting procedures the saddle fitter will shortlist a number of saddles and then ask the rider to try each of them (preferably in an indoor school, outdoor manege or fenced paddock) on both reins in walk, trot, canter and, in the case of a jumping saddle or a general purpose saddle used in part for jumping, over appropriate fences.

Depending on the number of short-listed saddles, this part of the fitting procedures can take a long time but it is crucial to selecting a saddle that fulfils the needs of rider and horse. Despite all the short-listed saddles having passed the off-load tests in relation to the horse, the saddle fitter may reject a saddle as unsuitable during these procedures. Finally, taking account of the comfort and performance of horse and rider, the saddle fitter and client then discuss the saddles that passed the ridden tests.

The industry invests time and money researching and developing saddle designs that benefit horse and rider. Way back when I was three-day eventing, the saddles we used across country were very forward cut, had big knee rolls and deep, deep seats. Thus it was virtually impossible to adjust position and, if a horse put in a very short or very long stride, the rider could be catapulted forward. It was also difficult to adjust over big drop fences and it’s fair to say that type of design failed to benefit performance.

It was my friend, the legendary show jumper Nelson Pessoa who told me we’d got it all wrong. It was he who designed the first less forward cut saddles with much flatter/shallower seats, small rolls and thin panels. Favoured by today’s riders, these design elements allow the rider to adjust position to suit changing circumstances –

including emergencies.

Today’s saddles help the rider to maintain their centre of gravity over their base – fundamental to a secure position that gives the rider and the horse confidence.

Dressage requires the rider to sit on the seat-bones with a long leg in what is described as ‘the classical position’. Until relatively recently,

CPD Quiz Over Page

The dressage saddle allows for greater communication

prepare

Support good circulation

perform recover Maintain mobility

Ease muscle tension, aid warm-up and warm-down to help prevent injury

Back on Track’s own unique Welltex® fabric works by reflecting the body’s infrared heat due to the infused ceramic particles in the textile, helping to support circulation and ease muscle tension.

Stockists needed - Call now on 07766 463099 or email georgia.keegan@backontrack.com for information www.equestriantradenews.com

Learn more at www.backontrack.com EQUESTRIAN TRADE NEWS DECEMBER 2018

CPD Feature

22 obvious to the saddle fitter it is unsuitable for the client and/ or the client’s horse! The client who is influenced by someone whose knowledge of saddle-fitting is non-existent or very limited is another problem.

I often think a qualification in psychology would be helpful. It would certainly be beneficial when it is necessary to explain to a client that a particular riding fault is impacting on the saddle and thus the horse.

Small adjustments can make big differences and it is for this reason the saddle fitters benefit from developing their knowledge of human and equine anatomy, physics and ergonomics. And of course, saddle fitting demands keeping up-to-date with changes and developments. Everything evolves, nothing stands still.

The saddle must allow the rider to remain in a balanced position at all times.

dressage saddles had very deep seats that ‘clamped’ the rider into position. The high pommel and steep cantle ‘fixed’ the rider in what appears to be a good position but severely limits ability to influence the horse because the pelvis is tilted forwards, so positioning the seat bones against the forward flow of movement.

Today, there are hundreds of dressage saddles with shallow seats that allow the rider more freedom. Virtually all designs incorporate long, straight-cut flaps and stirrup bars mounted sufficiently far back to allow stirrups to hang vertically to accommodate a long leg position. Some saddle designs incorporate adjustable stirrup bars which afford flexibility, but it is unwise to assume that every rider understands which bar position is most suitable for them.

Sometimes the client unwittingly creates potential problems: say the desire for a saddle “just like my friend’s” - when it is

About the author: Ken Lyndon-Dykes is an SMS Qualified Saddle Fitter, holder of a BETA Lifetime Achievement Award and former international three-day event rider who specialises in fitting competition and problem horses. A former SMS president, Ken gives demonstrations and talks to equestrian groups and undertakes after-dinner speaking engagements on a wide variety of subjects. Ken has worked in many countries and is frequently asked to act as a professional witness in equestrian-related court cases.

!

D s ETN P C S tion 018 M S ues R 2 Q BE M CE E D

SMS CPD QUIZ Saddle Fitters SELECT YOUR ANSWERS AND TICK THE BOXES

1. What should be the saddle fitter’s priority?

A Attractiveness of the saddle

B Fitting the horse

C Fitting the rider 2. Does the rider’s position influence the saddle and the horse?

AS ometimes

B Rarely

C At all times 3. In what circumstances is it impossible to provide an adequately fitting saddle?

A Large rider and close-coupled horse

B Novice rider

C Never 4. No matter what the discipline, saddle should

AP ut the rider in the correct position

B Encourage the rider to adopt the correct position at all times

C Retain the rider in the correct position 5. Adjustable stirrup bars

A Afford flexibility

B Don’t make any difference

C Can solve all rider position problems 6. The rider’s balance is fundamentally important

A When competing

B When jumping

C In all riding activities

DECEMBER 2018 EQUESTRIAN TRADE NEWS

7. An unbalanced saddle affects

A The rider

B Horse and rider

C Never occurs 8. In relation to saddles, the rider’s physique

A Is irrelevant

B Takes overall precedence

C Requires fundamental consideration.

9. A general purpose saddle

A Provides the perfect solution

B Is a good all-round tool.

C Cannot fully replace saddles designed for specific disciplines.

10. Saddles that provide the horse with a good fit will

A All fit the rider.

B Will sometimes suit the rider

C The rider is inconsequential.

December 2018 Full name............................................................................

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

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

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

Send your completed answers to: ETN/CPD Feature, Equestrian Trade News, East Wing, Stockeld Park, Wetherby, West Yorks, LS22 4AW. FIND IT ONLINE: ETN’s CPD features are also available at www.equestriantradenews.com If you submit answers to the quiz online, please do not submit them by filling out the printed form as well – and vice versa. www.equestriantradenews.com

23

Saddle Fitter of the Month

g n i t a r

b e l e C

THE BEST SADDLE FITTERS…

This award, presented in conjunction with the Society of Master Saddlers (SMS), recognises those whose good practise is making a difference to horses, riders and the saddlery industry.

ETN SADDLE FITTER OF THE MONTH:

Claire Stanley of Just Saddles.

NOMINATED BY: Peter Wilkes of Vale Brothers who says: “I would like to nominate Claire Stanley for her hard work and determination to always achieve the best fit for horse and rider.

“Claire is an SMS Qualified Saddle Fitter based in Stoke-onTrent. She covers North Staffordshire, Stoke-on-Trent, Cheshire, Manchester and Derbyshire for Just Saddles which was founded by the late Janet Wilkes whom Claire regarded as her mentor and great friend. Claire is an ex-trainer with a huge wealth of horse knowledge which she draws upon when saddle fitting.

“She has a very flexible, open minded approach to her fitting, and combines this with great attention to detail. These attributes ensure she achieves the best possible saddle fit for horse and rider.

“Claire has a great working relationship with Sean Jeffs, factory manager at Vale Brothers and also an SMS QSF and Master Saddle Maker with whom she freely discusses saddle related topics, something that we welcome from our saddle fitters.”

ABOUT Claire Stanley: From an early age, Claire was pony mad and only ever wanted to work with horses. She qualified as a BHSAI (British Horse Society Assistant Instructor) in 1999 and worked as a trainer/rider.

Claire has always had an interest in remedial work, realising early in her career that horses need a team of people to keep them going well, not just an instructor. The farrier, physiotherapist, vet, dentist and saddle fitter all play a massive part in their wellbeing, she believes.

“In my area, there was a wealth of instructors, farriers, vets, physios and dentists, but not many good saddle fitters. So I began my training in 2010 to become a saddle fitter.

“I was lucky enough to be mentored by the wonderfully knowledgeable Janet Wilkes from Just Saddles. It was Janet who truly got me to understand the complexities of saddle fitting,” said Claire.

She is married “to a very understanding man who tolerates the long hours I work”. The couple has two children, seven-year-old Tabitha and Louie (4). Tabitha has a Dartmoor pony that she has lessons on and the family enjoys taking to shows. Claire also has two horses.

“One is semi-retired and the other is a remedial horse who I’ve recently acquired. She needs completely re-educating in her way of going, but this is just the sort of thing I love doing as it’s so rewarding.” www.equestriantradenews.com

Horses need a team of people to keep them going well, says saddle fitter Claire Stanley who is regularly called upon to work with remedial horses.

How to nominate a saddle fitter THE trade – saddle manufacturers and distributors – are invited to nominate saddle fitters they feel deserve to be named ETN Saddle Fitter of the Month. Candidates for the award must be SMS Qualified Saddle Fitters based in the UK or overseas.

To nominate a saddle fitter (or more than one), email editor@equestriantradenews.com and tell us why this person deserves to be put in the spotlight. Please include the saddle fitter’s name and business name too.

EQUESTRIAN TRADE NEWS DECEMBER 2018

Better Business

24

HOW PRECIOUS ARE

YOUR CUSTOMERS?

The most accurate way to answer that is to calculate what each one is worth during their shopping lifetime with you, says Adam Bernstein.

I

t’s easy to be short-termist. We invariably want bread today rather than jam tomorrow.

And that’s often how we view customers; we rather mercenarily look at what they’re worth to us now rather than working out just how valuable they could be over the entire time that we deal with them.

Knowing a customer’s true lifetime value can be a real eye-opener. As we will see, a simple sale may be vastly more rewarding long term and knowing this helps us understand how much should be spent on finding new customers - and why each and every one should be placed on a pedestal.

What does lifetime value mean?

The lifetime value of a customer is the value that a customer will add to your bottom line over the time that you have a business relationship with them. And it’s very easy to work out once the few elements of the calculation are established.

To start with, you need to know your average sale value. For the sake of simplicity, just divide your turnover by the number of sales you make in an average year. For the example below, a nominal value of £200 is used.

Next, you need to consider the percentage that makes up your profit margin. The calculation assumes a 30% margin.

It’s also important to understand how often a customer will buy from you – this will become the purchase frequency in the example. This can be worked out by dividing turnover by the number of unique customers that you serve in a year. For our purposes, we’re going to assume that customers buy four times a year.

The calculation also needs to consider just how long your business relationships last – the lifespan. This is harder to work out, but it’s not beyond the realms of reason to assume three years which is what the example uses.

But the calculation goes further. A customer can both spend with you

and recommend you to others who in turn will both spend with you and also make additional referrals; this can make a huge difference to how valuable they are to you. Knowing this, and knowing who your happy customers are, means that you should ask them if they wouldn’t mind making referrals on your behalf. Over the course of a trading year, it’s quite reasonable to expect four referrals a year from an existing customer – and this is the number the example uses.

The last piece of information required to perform the calculation is an understanding of the referrals conversion rate. In other words, how many referrals actually go on to buy from you. Not all will and 30% is a fair assumption to make.

The calculation With the information gathered, you can now work out, through four small calculations, just how valuable a customer can be over their lifetime.

Firstly, there’s annual profit from each average customer. This is worked out as (average sale value x profit margin) x (purchase frequency). In the example this is (£200 x 30%) x (4) = £240 Next comes the lifetime profit which is (annual profit from each average customer) x (lifespan) or (£240) x (3) = £720 Thirdly, we need to know the referrals value which is calculated from (referrals x referrals conversion rate) x (lifetime profit). Because successful referrals become customers, we can work this out as being (4 x 30%) x £720 = £864.

With these calculations complete, we can now work out the true lifetime value of customer using (lifetime profit) + (referrals value).

In the example this is (£720) + (£864) = £1584.

The maths looks complex, but the cold hard cash reality of the calculation is shocking. A simple one-off £200 sale can be worth £1,584 in profit. And to drive the point home, that number can become much larger if the business can cut the costs of promotion through lower

This is why the banks can afford to give new customers £150 to join them.

DECEMBER 2018 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

25

Better Business

To sum up Irrespective of the lifetime value calculation, every customer should be revered and cherished as every sale counts. But when viewed through the prism of their lifetime value, customers become as prized as diamonds. So, make the calculation for yourself, make a few changes and see what happens to your bottom line.

Equestrian Trade News

You should be able to see – as clear as day – just how important it is to win each customer and, more importantly, do everything you can to retain them while keeping them happy.

You have the choice of spending a lifetime making one-off sales or developing the customers you presently have and selling them more at a lower cost at the same or an increased margin.

The process also demonstrates how much better off you would be if you ask customers to refer you on to others and then, over time, ask those referrals to refer you on too. In the example worked out earlier, just one referral increased the lifetime value of the original customer by 220%.

By establishing the lifetime value of a customer, you’ve also gained an insight into how much you might want to spend winning a new customer. In our example, based on a £200 sale with 30% margin, you could afford to spend £60 a customer to win a customer because, if handled correctly, they could be worth £1,584 over four years.

This is precisely why the banks can afford to give new customers £150 to join them. They know the costs of marketing and they’ve worked out what each customer could spend on financial products.

But there’s more to calculating a customer’s lifetime value. Think how much those numbers could be improved if the business could alter some of the metrics used to make the calculation.

Consider the following where you: • Raise the average sale value by 10%.

• Improve the margin by just 10% too.

• Make just one more additional sale to each customer each year.

• Keep the customer for four, not three, years.

• Improve on the referrals by say, 50%, two more than in the example.

What would this mean for you?

• An increase in annual profit from a customer to £440 - a rise of 183%.

• Increase the profit earned from a typical customer in their lifetime by more than 244% to £1,760.

• The value of referrals increases to £3,168.

• Increase the lifetime value for your typical customer to £4,928.

This huge 311% increase in the lifetime value of an average customer is the function of small but simple steps aimed at winning customers and keeping them happy combined with better sales effort.

About the T h e author: V o i c e o fAdam t h e EBernstein q u e s t r i a nis Ian dbusiness u s t r y writer with 25 years’ experience.

Equestrian Trade News

Use the calculation to best effect

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

Coming soon in ETN. . .

FEBRUARY ISSUE

Equestrian Trade News

advertising spend combined with better promotions to existing customers.

•B ETA International 2019 – report, reviews and pictures from the world’s best equestrian trade fair.

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

•B edding – plus stable tools and accessories.

• L aunched at BETA International – the products that stole 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 the show.

Editorial for consideration should be T hreceived e V o i c e by o f 9th t h e January E q u e s t r 2019. ian Industry Telephone: 01937 582111 Email: editor@equestriantradenews.com

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EQUESTRIAN TRADE NEWS DECEMBER 2018

26

People

• Sharon Bull (top) and Emma Owens (below) have joined Horslyx and are visiting trade customers for the equine licks brand.

Sharon has spent the last three years with Chillout Horsewear, and was previously with Zebra Products for seven years.

She’s covering a new central UK area for Horslyx, looking after customers in Wales and the Midlands from Peterborough to Doncaster and across to Preston.

Sharon has shown at county level and ridden at the Horse of the Year Show (HOYS) and Royal International Horse Show (RIHS). Nowadays, with no horse of her own, she begs, borrows and steals to ride regularly. Sharon has a pug called Bobby.

Emma Owens joins Horslyx from Millbry Hill, the multisite retail arm of distributor Armstrong Richardson, where she was project manager.

Emma covers Horslyx’s new north UK area which takes in Scotland and down to a line between Preston and Hull.

Emma competes in British Eventing (BE) and is planning her wedding to her fiancé Luke. (Emma’s photo courtesy of Grossick Photography)

• Talk about stealing

the limelight…

Labrador Brodie and side-kick Ella the terrier just couldn’t resist posing outside Burghley house while their respective owners Helen Stock and Jo Warrilow of Fox Red Media were organising a photo-shoot. But, then again, the dogs do have a vested interest - Brodie’s fox red coat inspired the creative agency’s name.

“We just couldn't make Hunting Terrier Media work...” said Helen.

DECEMBER 2018 EQUESTRIAN TRADE NEWS

100%

• Colin Smith is celebrating five years since joining Greenwood Forest Products. Says Emma McClure of the bedding manufacturer: “From a zero Since 1988 position, Colin has been instrumental in establishing Comfybed Plus in a very competitive market dominated by well-established brands. We’re delighted with everything he’s achieved in such a short time.”

Celebrating experience and loyalty amongst the equestrian trade’s workforce, this month G H Smith & Son – the Easingwold, North Yorkshire company that designs and prints ETN - has nominated two worthy winners. Both are celebrating 25 years’ service.

• NEIL TURTON has been an artworker with G H Smith & Son since 1993.

• He has worked on ETN since the day he started and has colour corrected more images than he cares to remember.

• Managing director Rupert Smith says: “Neil is the fountain of all knowledge on his subject. He ensures that all the images you see in ETN are bright, sharp and print quality ready.”

• CHRISTIAN HAMILTON has also worked at G H Smith & Son since 1993.

• He works in the finishing department and is responsible for making sure the end product of every issue of ETN is of a high standard.

• Rupert Smith, managing director, says “Christian is the go-to guy in the factory. He can operate all the state-of-theart machinery, from the litho press to the guillotine, from the stitch trimmer to the laminator.”

ETN

Long S

ervice Award

HOW TO NOMINATE: Tell us about your outstanding long-time employees. From the company co-director to a Saturday girl/ boy, ETN would like to mark their ETN Long Service Award winners contribution to our trade. receive a well-deserved box of We need to know the employee’s chocolates. name, his or her job title, how long they’ve worked for you – and why they’re a valuable member of your team. Do send us a picture too.

www.equestriantradenews.com

1

Q U

G

NAF team as area sales manager covering northern England.

Rachel comes from an equestrian family. As a working pupil, she was shortlisted for both the junior and young rider British teams in eventing.

“I’m very excited to be joining the team at NAF,” said Rachel.

“I’m passionate about horses and competing and look forward to bringing my experiences to the role and to the new challenges that lie ahead.”

P

• Rachel Thomas has joined the

en

1

Pre m

27

People

• Saddlery Brands International UK,

the distributor of Wintec and Bates saddles, has recruited Claire Galer (top) to the newly created role of deputy general manager for the UK and Europe. She will be supporting the company’s distributors, agents and retailers across Europe.

Claire established rider underwear specialist Derriere Equestrian in 2014.

Earlier in her career, she trained in equine and human sports therapy and ran her own equine therapy business for ten years.

Lilly Redbourn (right) has also joined Saddlery Brands International UK as business development account manager for the south of England and Wales. The main point of contact for Bates and Wintec stockists in her area, Lilly is a keen rider.

“With Saddlery Brands International UK gearing up for an exciting year ahead, we’re thrilled to welcome Lilly to the team,” said Ellen Bates, general manager, Saddlery Brands International UK.

• Don’t be surprised to see these BETA Equine Thesis of the Year finalists

• The Duke and Duchess of Sussex were spotted wearing wellies by The Original Muck Boot Company on a rainy day during their Antipodean tour this autumn. The Royal couple had joined local schoolchildren in a wellywanging contest while on a visit to a conservation project near Auckland, New Zealand.

• Claire Tew has joined Battles as brand manager for Hy. Claire was

previously with equine charity Bransby Horses and before that PR and marketing agency TSM.

in top jobs soon.... Overall winner Natalie Owen (pictured second from right) is joined by, from left, Caitlyn Cuthbert, Maureen Cunningham and Laura De’Ath. Myerscough College student Natalie won for her dissertation An Investigation into How Judgements are Formed Regarding Acceptable Quality of Life of Leisure Horses. In it, she challenged traditional attitudes to management practices. Said Natalie, who graduated in July: “I decided to do my thesis on this subject following a conversation about zoo animals being kept in cages and I realised that, to a certain extent, horses stabled for long periods of time are effectively caged. Without plenty of turnout, some horses are kept in near-isolation.”

Claire Williams, executive director of BETA, added: “We were tremendously impressed with the high calibre of undergraduate work. The BETA Equine Thesis of the Year Award continues to grow in strength and popularity, and we are extremely grateful to the universities and colleges that have taken part.”

The finals judges were research consultant Dr Georgina Crossman, equine nutritionist Katie Williams, ETN editor Liz Benwell and vet Karen Coumbe. (PHOTO: Bob Hook)

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Directory of Wholesalers SCHOCKEMÖHLE SPORTS

EKKIA

Range: Schockemöhle Sports develops well engineered, functional products which also implicate aesthetic aspects and the latest fashion trends.

We offer a complete choice of equipment for horse and rider. The main focus is on (anatomic) tack, breeches and saddle pads.

TONICS: Schockemöhle Sports’ TONICS brand offers a collection of high quality paddock boots in three price ranges, anatomically shaped half chaps and now also a tall boot. The products impress not only with their design, but also with their comfort. Once you have tried on our most successful paddock boot – Space, you will not want to wear any other footwear again!

Retailer incentives: Newsletters with special offers; customized offers; shop in shop solutions including marketing campaigns; support at shows.

Retailer communication: Newsletters, websites including a B2B section, social media channels, catalogues.

Retailer support: Our sales agents in the UK are available for all enquiries: 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: Schockemöhle Sports’ the Orange - and White Book seasonal look books and consumer brochures. TONICS’ standard catalogue. All B2C publications are also available as digital versions at www.schockemoehlesports.com and www.tonics-shoes.com B2B: Online order platform for retailers.

Minimum first order: Available on 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.tonics-shoes.com, www.facebook.com/tonics.shoes

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.

Promotional 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: Daniel Hatton - d.hatton@ ekkia.com Mob 07896 698 746 North West/West Midlands/South West/Wales: Cathy Hughes – c.hughes@ekkia.com Mob 07792 936 938

SHIRES EQUESTRIAN PRODUCTS Range: A comprehensive collection of market leading equestrian ranges including the successful latest additions: Aubrion clothing, Moretta footwear, ARMA horse boots and Digby & Fox dog products.

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. Join a rapidly expanding band of like-minded independent retailers who are signed up to an exclusive brand offering excellent margins and buying group opportunities dependent on location.

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, DECEMBER 2018 EQUESTRIAN TRADE NEWS

POS and merchandising assistance. Consumer catalogue distributed via major national equestrian magazines with a comprehensive stockist section, also published online. Strong on page advertising campaign.

Proactive social media presence. E-newsletters.

Catalogue: Annual 304 page trade catalogue, retail version with stockist section distributed direct to the public via equine magazines.

Web Trade Store: Available to registered customers.

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 £150 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

North East/Scotland/Ireland: Gordon Cattrell – g.cattrell@ekkia.com Mob 07792 936 890 Head office export enquiries (all staff speak fluent English) export@ekkia. com or call 0033 388 074 006 Advertising: Media campaigns are placed regularly in key equestrian consumer magazines in the UK. Catalogue: Ekkia works hard in creating catalogues and brochures that are eye-catching, clear, concise and contain useful material to use to promote the dynamic brands.

Web trade store: Orders can be placed 24/7 on the Ekkia Pro website.

These orders are processed with priority. Orders placed before noon are despatched the same day. A fast, easy returns procedure operates.

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.com www.equitheme.co.uk

USG UNITED SPORTPRODUCTS GERMANY GMBH Range: USG, Tekna, Equiairbag, Chevaline, Crosslander boots, Haas brushes, Georg Kieffer saddlery Retailer incentives: Leading safety experts Retailer communication: b2b shop, phone, email Retailer support: Free shipping over £250, testimonials from Ingrid Klimke Catalogue: Yes, annual from September - August Terms: 30 days net Carriage: £12.90 Delivery: daily Telephone: +49- 6054-909770 Email address: export@usg-reitsport.de Website: www.usg-reitsport.com www.equestriantradenews.com

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EQUESTRIAN TRADE NEWS DECEMBER 2018

Directory of Wholesalers TRILANCO LTD

HUCKLESBY ASSOCIATES LTD

Range: An extensive range of popular equestrian, animal health, agricultural and pet products. Brands exclusive to Trilanco include Gatehouse, Mark Todd, JHL, StableKit and Carr & Day & Martin. Other equine brands include Absorbine, Barrier, Brogini, Clipperman, Dainese, Global Herbs, Horslyx, NAF, New Equine Wear, Polypads, Stubbs and Whitaker. Pet brands include Buster & Kruuse, Kong, Furminator, Company of Animals, Pet Remedy, Homeopet, Henry Wag, Vets Kitchen. Plus many more!

Retailer incentives: Monthly offers, promotions, discounts and clearance lines.

Additional incentives are available for seasonal forward orders. Look out for new incentives in 2019 to celebrate Trilanco’s 40th year of trading.

Retailer communication: Dedicated Area Sales Managers based throughout the UK and Ireland, plus in-house customer support team. Monthly eshots (opt-in required) containing new products, offers and promotions, price changes and Trilanco news. Regular updates on Trilanco’s LinkedIn, Facebook and Twitter pages.

Retailer support: Team of SQPs to advise on animal medicines. Sales managers available to support store open days. POS from selected manufacturers. Regular CPD events for customers. In-house sales and customer support team available Monday-Thursday 8am-6pm, Fridays 8am-5pm and Bank Holiday Mondays 10am-3pm. Customers can also take advantage of an easier way of importing Trilanco product data by purchasing stock control and order processing software with electronic point of sale from Trilanco’s retail solutions partner, Citrus-Lime.

Catalogue: Annual printed catalogue – print and e-book versions. Priced and unpriced counter copies available. For latest products, prices and availability, login to our webstore.

Minimum first order: Contact our sales team.

Carriage: Carriage costs vary depending on the amount spent. There is a free carriage threshold and free delivery is also available to retailers on a Trilanco van run.

Delivery: Mainland UK orders placed before 2pm are delivered next working day. Conditions apply. Deliveries can also be made at weekends and before 10.30am or noon but are subject to an additional charge.

Telephone: +44 (0)1772 754844 Email address: sales@trilanco.com Web trade store: www.trilanco.com Login to browse our product catalogue, to view prices, offers and promotions, and to order online.

Range: We stock a comprehensive range of products from many leading brands including Capz, Champion, County Whips, EquiPing, Equisafety, Gold Label (Stockcare), Hoof It, Horka, Horsewise, Leovet, Moorland Rider, Keratex, Kevin Bacon, Red Gorilla, ShowQuest, Smart Grooming, Toggi, USG and more.

Retailer incentives: We offer a fast, friendly and efficient service with low carriage paid order values and next working day delivery. Our trade website allows retailers to browse the range and place orders any time of the day or night. New products are added to the range throughout the year to keep it fresh and interesting, and special offers are run each month. Clearance products also available on the website.

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

Retailer support: Sales agents covering south and east of England.

Promotions and special offers throughout the year.

Catalogue: Yearly priced catalogue distributed to retailers. Mail shots posted every month with special offers and new products. Website offering trade log-in for registered customers and online ordering (please note online accounts must be approved by the office before log-in is available).

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 Email address: hucklesbyassociates@gmail.com or sales@hucklesbys.co.uk Website: www.hucklesbys.com

GARDINER BROTHERS Range: Original Muckboot Company, Cotswold Outdoor Footwear, Dunlop, Nora, Amblers Safety, Caterpillar footwear and clothing.

Retailer Incentives: Supplying retailers with all footwear needs and huge in stock availability.

Retailer Communication: Twice yearly in stock catalogue, regular eshots, new collection supplements and appointed account manager Retailer Support: Large stock availability, access to a wide portfolio of brands, stocked point of sale and product training.

Catalogue: Bi-annual with new season supplements Web trade store: Yes Minimum first order: N/A Terms: Standard is generally 30 days Carriage: FOC over £250 Delivery: Between 3-5 working days Contact telephone number: 01452 727300 Email address and website: enquries@gardinerbros.co.uk / https://www.gardinerbros.co.uk/

DECEMBER 2018 EQUESTRIAN TRADE NEWS

SHAWS EQUESTRIAN LTD. Shaws equestrian is a family company, with over 25 years’ experience distributing premium brands to the UK and Irish equestrian & country markets. We ensure that the brands we provide are the best in their categories and can be completely trusted to do 'what it says on the tin'.

Range: Shaws Equestrian is the sole distributor of some of the industry’s best brands, including Pikeur; Eskadron; Roeckl gloves; Myler bits; Flex-on stirrups; and Doebert whips & bridlework.

Retailer incentives: Shaws Equestrian offers products which give good mark-ups for retailers and we work with retail partners who share the same philosophy. Distribution is carefully managed and minimum starting levels vary but reflect the need for retailers to invest in the brand, protecting both stockists and brand integrity.

Retailer communication: E-newsletters; regular email updates for each brand; On-road sales team covering UK & Eire. Full-time UK sales & customer service office covering all brands Retailer support: On-road sales team covering UK & Eire. Full-time UK sales & customer service office covering all brands.

Furniture and shop fittings are available for all brands, greatly enhancing merchandising opportunities.

We deal with premium brands and all product groups are backed up with a full market communication programme, including on-page and web advertising; social media; event sponsorship; top rider sponsorship; and PR activity.

Catalogue: Individual brand and seasonal retailer catalogues. Consumer catalogues also produced Terms: 30 days Carriage: Depends on brand, but charged at cost, not hidden in price of goods. Products from UK warehouse over £300 net sent freight free.

Delivery: Depends on brand, next day within UK; from Europe 2-3 days Contact telephone number: 01335 370737 Email address: info@shawsequestrian.com Website: www.shawsequestrian.com www.equestriantradenews.com

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30

31 ABBEY ENGLAND Range: Abbey England stocks over 12,000 products and supplies a wide variety of tools and materials throughout the Equestrian industry, including high quality English leathers, workshop tools, hardware, webbing and outdoor textiles. Abbey England manufactures a collection of high quality brass buckles and Liston locks as well as Equus rubber products; the highly regarded range includes rein grips, bit guards, rein stops and overreach boots.

Abbey England distributes Fiebing’s horse and leather care products from the USA and Stubbs quality tack and stable room equipment.

Abbey England also offers a comprehensive range of quality English riding and driving bits. The company continues to play a dominant role in the British bit market and worldwide customers flock to Abbey England for their horse bits, especially those seeking the more traditional and unusual styles.

Retailer communication: Monthly trade newsletters and regular updates via the Abbey England Facebook page and website news section. You can also view

AGRIHEALTH Range: NEW for 2019 – Agrihealth will launch the Mackey Equestrian range.

Adding to the Liveryman, Fenceman and leovet ranges will be Mackey & EQUI-SENTIAL own brands, SSG Gloves, Wintec and many more. Look out for a new catalogue in January 2019. Agrihealth also has a wider portfolio of products including poultry, vermin control and protective wear.

Retailer incentives: We have trade offers running throughout the year on all our top brands.

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, advice on any current promotions and offer point of sale

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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 www.equestriantradenews.com

helpful product videos and guides from their YouTube channel youtube.com/ abbeyenglandltd.

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. Minimum order value is £15.

Carriage: Carriage is free on all consignments over £250 nett value (not including leather, certain Highland areas and overseas consignments).

Delivery: Orders should be dispatched within 48 hours depending on availability. Please check before ordering.

Contact telephone number: 01565 650343 Email address and website(s): sales@abbeyengland.com, www.abbeyengland.com, www.ridingbitz.com material. We also have a servicing and repair department for Liveryman and Fenceman products and offer a very cost effective blade sharpening service to trade customers.

Catalogue: We offer a product catalogue and online ordering as well as regular pricelist updates. New catalogue coming soon. Order online at https://shop. agrihealth.co.uk 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: info@agrihealth.co.uk www.agrihealth.co.uk, www.mackey.ie, www.liveryman.co.uk, www.fenceman.co.uk directing consumers into retailers. Barcoded products.

Images, catalogues and DVDs. Information for retailers’ websites and ecommerce.

Catalogue: Annual trade catalogue. Bi-annual trade price list. Brand catalogues and flyers for consumer use.

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

Ingrid Klimke

2017 European 3 day Eventing Champ and Bronce Medal Winner at WEG Tryon trust the USG Safety Concept with BETA Level 3 Flexi Motion and Europeans only certified USG EquiAirbag® with EN 1621-4 standard!

USG Flexi Motion

USG EquiAirbag®

BETA Safety Award winner 2013 and 2015

Directory of Wholesalers SADDLERY TRADE SERVICES (STS WALSALL)

retailers and people from within the trade.

Quantity discounts are available on chosen items, plus carriage incentives. Optional Free Delivery Van Service for larger, bulky orders. We specialise in helping new businesses.

Retailer communication: Live member-only website, quarterly newsletter & invitation to visit our warehouse in Walsall and buy in-store which many love to do.

Web trade store: www.saddlerytradeservices.co.uk (Quick and easy to register for new account) Minimum first order: £250 then any value order thereafter.

Delivery: We aim for same day dispatch where possible - Saturday and early morning deliveries can be arranged for additional cost. Free van service offered for larger, bulkier orders or large show deliveries subject to availability.

Contact telephone number: 01922 630013 Director's message: As we all know, times are changing, we are now working in a fast paced trade that is very much price dominated. Amidst the financial uncertainty, we want to assure our customers that we will maintain the principles that have served us both so well over the years, by keeping prices low and service levels high. In return we need your support as always.

Email address and website: stswalsall@gmail.com www. saddlerytradeservices.co.uk

BATTLES

WEATHERBEETA LTD

Range: Offering products across Equine, Pet, Poultry and Animal Health. Over 15,000 SKUs of leading brands including own brands Hy, Supreme Products and Lincoln. Wholesale brands (there are too many to list them all) include Top Spec, LeMieux, Equilibrium, Life Data, Horse First, Cavallo and Noble. With new brands added this year including Haas, Rockfish, Champion and Blue Chip, the portfolio is continually growing to offer diversity and fulfil the retailers' needs. 2018/9 will see the launch of a new footwear range and rug range within the Hy brand. We are also launching four new additions to our wholesale brand offering - visit us at BETA International stand G.4 to find out more.

Retailer incentives: Monthly and seasonal offers available plus exclusive loyalty reward schemes; Link Up with Lincoln and Live the Hy Life.

Retailer Communication: A New Products booklet is sent out monthly, this is a must-have and details all the new lines Battles have added. A monthly newsletter is sent by post or email and a mid-month eNewsletter is sent to all retailers with special offers, product information and seasonal news. Regular email campaigns are sent, which include fantastic discounts and offers on a variety of products. The Battles Business Development Managers and Customer Care Team are on hand to help. There is extensive information on the Battles website, with the ability to order online. There is also a closed Battles Wholesale Facebook Group for instant up to date information.

Retailer Support: Literature and promotional merchandise available on request which include branded header boards, pull up banners, posters, shelf wobblers, t-shirts, caps and pens. Strong advertising campaigns are run in consumer press. Business Development Managers are available for support at store open days. An unpriced version of the Battles Trade Catalogue is also available for use in store and downloadable PDFs are also available on the website to support the retailer.

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 up to 5pm on all orders over £100* Delivery: Nationwide next day delivery service up to 5pm*.

Contact telephone number: 01522 529206 Email: orders@battles.co.uk *UK mainland only.

Range: At Weatherbeeta our aim is to partner with our retailers so together we can create profitable relationships that allow for mutual growth. We are investing in new product innovation at an unprecedented rate across our brands; WeatherBeeta, Dublin, Collegiate, Crosby, Enzo Treviso, Saxon, Kincade, Roma, Kool Coat and Korsteel.

Retailer Incentives: We offer our retailers volume discounts based on their commitment with us, Seasonal Forward Order Incentives, an Exclusive Advocacy Scheme & Preferential Payment Terms Retailer Communication: Dedicated Account Managers who proactively work with retailers to improve their category sales & provide training & in-store support, regular eblasts with news and product information and a knowledgeable Customer Service Team.

Retailer Support: We continue to improve the tools we offer to ensure our in-store POS turns browsers into shoppers and our extensive image library and digital assets, which are available to all stockists, help drive conversion rates and average basket spend. We start 2019 following our most successful marketing campaign yet, something that we will continue to develop and drive awareness and desire for our brands and continue to drive shoppers to their local stockists. We also offer an online training programme to assist store staff to improve their knowledge of the WeatherBeeta range as well as having dedicated Account Managers and a 4,460 sq ft showroom in Rushden, Northamptonshire that showcases all our ranges Catalogue: We produce an annual Wholesale Catalogue, a Wholesale Supplement and Seasonal Look Books to showcase our ranges as well as Seasonal Brand Brochures for WeatherBeeta & Dublin showcasing the range to consumers and driving shoppers to their local stockists.

Minimum first order: On request Terms: 30 days end of month Carriage: Orders over £100 no small order surcharge and under £100 a £6 small order surcharge Delivery: We strive to despatch orders placed before 2pm the same day Contact telephone number: 01295 226900 Email address: sales@weatherbeeta.com Website: www.weatherbeeta.co.uk, www.dublinclothing.co.uk, www.collegiatesaddlery.com

DECEMBER 2018 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

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Overview: “A genuine traditional wholesaler who acts like a wholesaler should.”

Not our words, the recent words of a customer we have dealt with for the last 30 years. In fact, our website features numerous testimonials showing how highly customers value the service we provide. We are now in our 45th year as an Equestrian Wholesaler, we work with customers throughout the length and breadth of the country and pride ourselves on doing the very best we can for them at all times. We stick by the principles that have served us so well over time; unlike many others we have no retail front, no online shop to the end user and we do not sell at trade shows.

Range: Over 15,000 different products including Happy Mouth Bits, one of the largest selections of Stainless Steel Bits/Stirrups in the UK, Walsall made Bridlework/Leatherwork, as well top brands like Absorbine, Whitaker, Stubbs, Sleek-EZ, Leovet, Equus, County Whips, Fortiflex ,Gold Label and Red Gorilla to name just a few.

We are also the home of the fantastic Sheldon Range, arguably one of the fastest growing brands in the UK at the moment. BETA International 2019 will see the launch of the Signature, Medway and Buxton brands giving retailers options to suit their particular budgets.

Retailer incentives: Visit and buy in store from our warehouse meeting fellow

32

Merry Christmas 33

and a Prosperous New Year from the team at

2019 will be a very special year for us – it will mark our 40th anniversary!

We look forward to announcing amazing offers and promotions in January to kick start our 40th year of trading and sharing plans for exclusive initiatives to make 2019 a memorable and celebratory year for all our customers too.

9 Sales Managers across the UK and Ireland

If you’re considering refreshing your stock or would like to try something new next year, contact us to talk about our top selling products and ranges available exclusively from Trilanco.

Order by 2pm Monday - Friday for next working day delivery

8 R-SQPs who can advise on animal medicines

Over 16,000 products, more than 250 brands

Visit: www.trilanco.com Call: 01772 754844 Email: sales@trilanco.com

1979-2019

Christmas - New Year Opening Hours: Christmas Eve: 8am-2pm.

Christmas Day & Boxing Day: Closed. Thursday 27th December: 8am-6pm.

Friday 28th December: 8am-5pm. Monday 31st December: 8am-2pm.

Tuesday 1st January: Closed. Wednesday 2nd January: 8am-6pm.

www.equestriantradenews.com

EQUESTRIAN TRADE NEWS DECEMBER 2018

Directory of Wholesalers

Range: A Perry stocks thousands of products, including the popular Perry Equestrian Brand.

Stable Ironmongery includes the innovative coloured ironmongery, allowing your customers to personalise their stables with bright, vibrant colours. Stable Accessories include Stall Chains, Buckets, Tubs and Trugs, Muck Grabbers, Forks, Shovels, Brooms and much more. Popular feeding accessories are also available with Mangers, Scoops, Hay Nets and the Equi-Feeder being popular items.

Don’t miss our high quality Rubber Matting, Grooming products and comprehensive range of Tack Room products that includes various Saddle Racks, Hooks and Trollies. There’s lots of new products introduced throughout the year, including the SafeTie with various merchandising options.

A Perry has been distributing Gate/ Fieldgate Hardware, Ironmongery, Chain and much more for over 90 years, with over 100,000 sqft of warehousing and unrivalled distribution network covering the whole UK, Ireland, Europe and the rest of the world Retailer Incentives: Offers run throughout the year with online ordering incentives including the PerryPoints scheme. See our website for more details or talk to your account manager.

Retailer Communication: Regular email updates for subscribed customers, active social media and dedicated Account Managers available. A new, dedicated website just for equestrian products allows focussed buying 24/7 for customers who need it. Our sales team is also available on the phone or email 8am-5pm Monday to Friday.

Retailer Support: Our new dedicated site www.perryequestrian.co.uk can be used to show your customers everything available to you. As an equestrian customer you also have access to our full range available on www.perrytrade.co.uk opening up new opportunities to expand your sales. We also offer merchandising options and marketing assistance to support you and present the products in a professional and attractive way, enticing impulse buys and upsells.

Catalogue: Perry Equestrian has a full annual catalogue available for you to use with your customers, helping them select the right products. Regular updates are also provided as new products are introduced throughout the year. You can request copies via your Account Manager or by phone/email.

Web trade store: www.perryequestrian.co.uk and www.perrytrade.co.uk Minimum first order: None Terms: Pro-forma, Credit/Debit Card, BACS, Cheque, 30 days credit (subject to status) Carriage: £200 carriage paid, £7.50 for orders under £200 Delivery: 1-2 days Contact telephone number: 01384 414001 Email address and website: sales@ perryequestrian.co.uk and sales@perrytrade.co.uk www.perryequestrian.co.uk and www. perrytrade.co.uk

SNOWHILL TRADE SADDLERY LTD Range: Rhinegold, Heritage, Windsor Equestrian, Horsewise, MacWet, Harlequin, Global Herbs, Agrifence, Tubtrugs, Regatta, Faulks Retailer incentives: High stock levels, fast delivery, quantity discounts available on certain stock lines, monthly promotions, further discounts on application.

We do not sell our brands to online clearance sites or allow them to be traded on social media.

Customer own branding: Own branding is available on rugs, leatherwork, jodhpurs and more; please contact kirsty@snowhill.ltd.uk for details.

Retailer communication: Trade login to live website with up to date stock levels allowing you to order at your convenience, regular communication via email with monthly offers, new products and promotions.

Knowledgeable telephone sales team.

Retailer support: We have over 30 years’ experience and were the first equestrian wholesaler to introduce transparent pricing and quantity discounts. CD of current catalogue images. Sales representative. The Snowhill Trade catalogue is also printed unpriced for use in store.

B JENKINSON & SONS LTD Range: Over 60 leading equestrian brands such as Charles Owen, Toggi, Champion, Stubbs, Harold Moore, SoloComb, Brogini, Whitakers, Red Gorilla, Gold Label, Likits, Stud Muffins, Lister Clippers, NAF, Robinsons Healthcare, Horses with Attitude, ShowQuest with: Elico Equestrian Range: This is our own comprehensive Elico brand of products, which is being continually developed after discussion and feedback with our retail customers. It now also includes Chelico Footwear for the young rider, Elico Aurora Reflective wear, Elico Fantasia Hat Covers as well as the Elico Memory Foam range, Elico Ceramic Memory Foam, Elicouture Horse Rugs, Gelico saddle pads and Elico Little Piggy haynets. The Elico range also has a countertop catalogue with RRPs available to retailers to show the range to customers along with our website www. elico.co.uk , and is backed up with monthly advertising in national and regional retail consumer magazines showing our commitment to the trade.

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-to-date information 24/7 and ordering at their convenience, regular email communication as

ZEBRA PRODUCTS LTD Range: Amerigo, Bucas, Cavallo, Cavalor, Covalliero, Equipe, Fleck, Konigs, Sprenger, Uvex, Veredus.

Retailer incentives: Amerigo & Equipe – generous demo saddle discounts. Cavalor – multi buy offers.

Sprenger – test centre discounts.

Retailer communication: Regularly updated website with news stories and stockist details. We have a large following on social media channels.

Retailer support: We work with professional PR agencies to promote all the brands in the key communication channels. Many of the brands provide FOC point of sale material.

DECEMBER 2018 EQUESTRIAN TRADE NEWS

Catalogue: Full colour glossy annual trade catalogue available priced and unpriced.

Web trade store: Trade account holders can login and order online 24/7 and check stock availability on our responsive live website. Pre-order option available, out of stock email reminders and uncatalogued products.

Minimum first order: On request.

Terms: On application.

Carriage: Free on orders over £250 (ex-VAT).

Delivery: Orders placed before 3pm despatched same day for next day delivery – mainland UK (where possible). Saturday and early morning deliveries can be arranged for additional cost. Europe (2-3 days) at cost.

Contact telephone number: 01243 672323 Fax number: 01243 672424 Sales Rep-Julian: 07714 742959 Email address and website: sales@snowhill.ltd.uk; www.snowhilltradesaddlery.co.uk

well as a dedicated telephone sales team.

Retailer support: Our websites can be used as a sales tool by retailers in their shop to show details of all products available. Elico products are well advertised in national and regional retail magazines to keep brand awareness in front of your customers.

Catalogue: Annual trade catalogue as well as Elico counter-top brochure.

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 and www.elico.co.uk Catalogues: Each brand has a bespoke catalogue.

Web trade store: To be launched early 2019.

Minimum first order: £3,000 Terms: Initially proforma then 30 days.

Carriage: Paid on orders over £250 and on all back orders.

Delivery: Next day – if orders received by 1pm.

Contact telephone number: 01352 763350 Email address and website: info@zebraproducts. co.uk www.zebraproducts.co.uk www.equestriantradenews.com

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Perry Equestrian (A Perry Ltd.)

34

35

G !

N I R M O E O F R F G R O O F L N A O I I T C U L E SSOP

Gives mane and tail a sensational shine… …with 5 Stars!

FREE

ango M s e i t leove reats with ot t r & Carr 0ml of 5Sta 75 every gler* Detan *While stocks last. Offer available until 31st January 2019

@leovetUKIreland

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Distributed in the UK & Ireland by Agrihealth.

If you would like to become a leovet stockist please contact us Agrihealth Find us on @leovetUKIrelandEQUESTRIAN www.equestriantradenews.comon 028 TRADE NEWS DECEMBER 2018 3831 4570 or info@agrihealth.co.uk | www.agrihealth.co.uk

Directory of Wholesalers ZILCO EUROPE LTD

L S SALES (FARNAM) LTD

Range: With over 50 years’ experience, Zilco are leading manufacturers and suppliers of high quality synthetic equestrian products, specialising in carriage driving harness, racing, endurance and harness racing. We also offer a wide range of products from suppliers including Aintree, Jodz, Gymkhana and Tipperary.

Retailer incentives: We offer bulk order discounts and show discounts, and we deal with the trade only. Offers are available on most new products which are added to the range throughout the year along with clearance offers.

Retailer communication: A regularly updated website and a dedicated Zilco Europe Facebook page. Promotional and new product information is emailed to stockists throughout the year, which is supported with a range of advertising in industry publications and websites.

Retailer support: Zilco has a dedicated sales team which can offer expert advice on our comprehensive range of products and has recently appointed a key account co-ordinator to further assist stockists and support events.

Catalogues: Full product catalogue and a specialist catalogue is available for carriage driving harness which is available to download from our website.

Web trade store: Stockists are given access to our online ordering system and product photo library.

Minimum first order: Details provided on request, but subsequent orders are to the minimum value of £150 Terms: Initially Proforma, then 30 days from invoice on approved accounts.

Carriage: Free on orders to the value of £500 or above, otherwise charged at £12.

Delivery: Dispatches leave our main warehouse three times per week.

Contact telephone number: Office: 01844 338623 Sally Unwin, Key Account Coordinator: 07557 916906 Email address and website: E: sales@zilcoeurope.com W: www.zilco.net

Range: Sole Importers/Distributors of: Farnam USA, Vita Flex, Horse Health, including RedCell, IceTight, Electro Dex, Tri-Tec14 Fly Spray, Vetrolin, White ‘n Brite, Weightbuilder. LAS Helmets, Tingley Rubber Overshoes. Splintex, Sealtex Bandage, 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, EFI and STS(Walsall) sell on our behalf as well.

Retailer support: National advertising campaigns 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 RETAIL. Minimum first order: £100 plus VAT, All orders full box only; (individual pieces available from our wholesalers). First order proforma.

Terms: Account holders strictly 30 days by BACS. Otherwise proforma by BACS or Paypal. Credit cards accepted through Paypal.

Carriage: At cost by courier. £400.00 +VAT: carriage paid.

Northern Ireland: £24.00 up to 20kg courier. Customer pick up available.

Guide only.

Southern Ireland: £15.00 up to 20kg courier. Guide only.

Delivery: Normally 24 hour delivery on stock items.

Contact telephone number: +44 (0) 1608 683855.

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

3P ENTERPRISE LTD Range: Distributor of accessories to improve the health and wellbeing of pets and animals. 3P is the manufacturer and UK distributor of the Henry Wag range of dog and equine products which includes the dog and equine ranges of microfibre drying gloves and towels to remove mud and water, reducing the risks of infection. Our extensive Henry Wag dog travel product range of seat and boot covers protect car interiors from dirty dogs and remove the barriers to a more active life. 3P is the UK distributor for the US brand Petmate which includes toys, crates, feeding and watering solutions, booda cat hygiene products and Furbuster grooming accessories. We also carry the Gencon anti-pull head collars.

Retailer Incentives: Comprehensive discount structure based on retailer commitment and turnover. Point of Sale in store material strengthen the brand appeal. Packaging design gives a premium appeal and draws consumer attention. Low minimum order £175 for carriage paid deliveries. Strong marketing campaign to drive demand for the products.

Retailer Communication: B2B website for full product information. Active social media platform with consumer interaction, competitions and incentives.

Monthly e-shot communications with news and product updates.

Retailer Support: Access to full image gallery. Printed and e-catalogues.

Stockist listing on the henrywag.com website. Product test results provide endorsement from consumers and vets. Online order facility.

Catalogue: Printed and e-catalogues available.

Web trade store: www.henrywag.com Minimum first order: £175 net Terms: 30 days subject to credit checks Carriage paid on orders over £175 net (mainland UK) Contact telephone number: 01594 810990 Email address and website: sales@3penterprise.co.uk www.3penterprise.co.uk

DECEMBER 2018 EQUESTRIAN TRADE NEWS

RED GORILLA LTD Range: Red Gorilla® provides innovative profitable stable management products to the equestrian trade. Our goods all follow the same principles, value, usefulness and our Gorilla Grade mark ensuring they are built to last.

Retailer incentives: Profit Packs™ display stands and discount on bulk orders, offers on online trade warehouse, BETA International Trade Show Deals.

Retailer communication: Continually updated website, customer emails, flyers, product catalogue, and dedicated sales team.

Retailer support: Specialised POS & Profit Packs™, marketing and advertising of brands within trade press, consumer publications and online. Famous brand Ambassadors promoting Red Gorilla® products. Mobile sales representatives, promotional product material, website integration to direct consumers towards our website for specific product details.

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

Web trade store: www.redgorilla.red 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@redgorilla.red, www.redgorilla.red Contact telephone number: 01455 848184 Email address and website: sales@redgorilla.red, www.redgorilla.red www.equestriantradenews.com

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French Style in or out of the saddle www.equestriantradenews.com

EQUESTRIAN TRADE NEWS DECEMBER 2018

Legal Digest

38

UNDER THE INFLUENCE Using influencers or ambassadors can be positive for your brand or store - but there are legal implications, warns Arjun Majumdar.

An agreement with an influencer means they can really kick on and promote your brand on social media.

T

he fashion world has embraced influencers in a big way. Now the trend has arrived in the equestrian world too.

Having a vast presence on social media is a must-have for brands. And many are turning to the work of influencers in an attempt to boost their social media presence and, in turn, increase sales.

So if you’re planning to use an influencer to promote your brand, you need an agreement.

What contracts should cover Control: How much control you want to exercise over an influencer’s posts?

Do you want the right to vet or approve the posts before they’re made or remove unsatisfactory posts after they’re made?

Or perhaps you prefer not to exercise any control and, instead, give the influencer complete creative freedom despite the inherent associated risks.

Early termination: It’s commonplace DECEMBER 2018 EQUESTRIAN TRADE NEWS

to provide for a right to terminate the contract where the influencer has committed a material breach. But have you considered including more specific termination rights? Today’s hero could be tomorrow’s villain. What if your influencer is involved in a media scandal?

Today’s hero could be tomorrow’s villain.

Exclusivity: How exclusive is your arrangement with the influencer? Does he or she have exclusivity to make posts in certain territories or via certain channels?

Also, do you want to restrict your influencer from working with competing

brands? If so, which are those competitors?

Payment: Is it on a per-post basis, per-view basis or are you paying a fixed fee over a specified period? Or perhaps the payment is in the form of ‘gifting’ the influencer products?

Intellectual property: Who owns the copyright in your influencer’s posts?

There are two reasons why it would be beneficial for it to be your brand. Firstly, it’s possible to envisage the contents of a particular post being something of value – say a catchy slogan or iconic image - that you may wish to use or exploit in future.

Secondly, your brand’s ownership of the copyright in the posts would allow you to prevent other brands or influencers from copying valuable content in future.

Also, your contract ought to contain, at the very least, a warranty that the influencer’s posts do not infringe the intellectual property rights of third parties.

Lastly, you may want to consider including provisions which give your brand www.equestriantradenews.com

39

Legal Digest

Having a vast presence on social media is a must-have for brands.

the rights to use the data generated from the influencer’s posts, such as the number of views and comments. These statistics could provide valuable insight into what works and what doesn’t work for your brand in terms of effective marketing.

Duration: Will the contract cover a specific social media campaign or advertising promotion within a fixed period? Or perhaps you prefer for the contract to run for an indefinite period until one party notifies the other to terminate it?

The parties: Who are you entering into a contract with? Is it the influencer or the influencer’s agent? Or perhaps it will be with the provider of an online platform which brokers the relationship between you and the influencer? It’s important that it is clear which person or entity you have a contractual claim against should something go wrong.

Reputation: Who carries the risk for a post which damages your brand’s reputation? What should the consequences be?

About the author: Arjun Majumdar is an associate in Fox Williams’ commercial and technology department.

Arjun advises on commercial matters including contracts for the supply of goods and/ or services, IT contracts, data protection, intellectual property rights and consumer regulations.

Contact Arjun on email amajumdar@foxwilliams.com

Advertorial vs editorial There are regulatory issues to think about too. For an influencer’s post to be considered an advertisement for the purposes of the CAP (Committees of Advertising Practice) Code, both of the following need to take place: 1. The influencer has to be paid in some way. Payment could be in the form of money or a product given for free.

2. The brand must have had some form of editorial control over the content of the post. The threshold as to what constitutes control, however, is very low. For example, final approval, or sign off, of a post by the brand, even if it is the only thing the brand is required to do, is likely to constitute control. Under a recent ruling, the Advertising Standards Authority (ASA) has said that even a mere obligation in a contract to promote the brand in a “positive light” could constitute control.

If, after applying the above, the posts are deemed to be advertisements, the CAP Code will apply and require that the content of the posts would need to be obviously identifiable as advertisements. The ASA suggests including labels such as ‘#ad’ to make this clear.

Even where the CAP Code does not apply, consumer law bans any practices which use editorial content in the media to promote a product, where the brand has paid for the promotion, without making that clear in the content or by images or sounds clearly identifiable by the consumer.

The Competition and Markets Authority (CMA), which enforces The Consumer Protection from Unfair Trading Regulations (CPUTR), recently launched an investigation into concerns about social media stars not properly declaring when they have been paid to endorse products.

GDPR It’s important to ensure that information your brand processes about its influencers is in accordance with the GDPR (General Data Protection Regulation).

Also, a contract should contain provisions requiring the influencer to comply with applicable data protection legislation, particularly if he or she might make posts that mention or include other people. www.equestriantradenews.com

EQUESTRIAN TRADE NEWS DECEMBER 2018

Support for Retailers

40

IF IT’S NOT ON SHOW, YOU WON’T SELL IT” That’s why effective shop fitting is so important, says Peter Cadwallader.

T

here are three approaches to fitting out a new store or refurbishing an existing one.

First, do it as cheaply as possible using a supplier of general purpose, probably imported shop-fittings. Their fittings will be used for everything from newsagents through pharmaceuticals to clothing; however both the range itself and the finish will be limited leaving your shop looking similar to many other retailers.

Second, go to the opposite extreme and have your store totally planned by specialist retail designers with everything bespoke. This will inevitably be the most expensive option, but you’ll get an upmarket, well-appointed store.

Third, choose a British manufacturer who specialises in clothing and equipment merchandising; a supplier with a variety of different systems and approaches and who is happy to produce some bespoke items and different finishes to suit your individual

A few display suggestions: • For clothing, try to avoid too many full bay-width side hanging rails. Customers can only see the garments’ shoulders and it all tends to look a bit uninspiring and like a dry cleaner’s. By contrast, a mix of forward and side hanging rails, with a greater proportion of forward hanging, provides a much more attractive display.

Maybe go for a maximum of 20% full side hanging bays, 40% twin forward hanging, and 40% mixed side and face hanging in the same bay?

This also presents the opportunity to change the display around from time to time.

• Have a variety of different mid-floor units – and perhaps avoid the ubiquitous four-arm chrome display stand, seen everywhere in cheapand-cheerful clothing shops. You might use double-sided gondolas for clothing and equipment, hanging and shelving, but also specific clothing display units which are visibly different. This helps to maintain an impression that you have a wide range of product on offer, and that it’s worth coming back to ‘shop around’.

DECEMBER 2018 EQUESTRIAN TRADE NEWS

store. This choice should get you what you want without spending a fortune.

So what market are you in? Up-market or down-market?

Do your customers respond to a thoughtfully laid out, welllit and carefully merchandised retail environment? Generally, for equestrian retailing, that the answer is ‘yes’ because your customers may well pay more, and certainly buy more, when experiencing good displays.

If it’s not on show, you won’t sell it. And if it is on show and merchandised well, customers will be more likely to find and purchase things they didn’t come in for.

Of course, properly trained staff who really know their products and who can talk to customers from a knowledgeable viewpoint are as important as a store’s layout; especially when it comes to encouraging returning customers. But you knew that anyway…

• Give customers’ eyes variety by using something different for footwear such as riding boots, and for riding hats; maybe mesh panels or a panel-based system.

• If you want to use slatwall, use it sparingly, and for what it’s best at ie. pre-packaged accessories on hooks or footwear on individual shoe-shelves.

Plastic inserts in slatwall may not be sufficiently strong to use the longer forward arms or even hanging rails, and certainly not for heavier tack items. Use a different colour from the standard white or cream - maybe black with aluminium slats - or choose the metal equivalent. Equally, you could use mesh panels to the same effect.

Too many side hanging rails looks like a dry cleaner’s.

Shop-space is expensive and you need to make the most of it. So present a carefully set up environment and you will provide a pleasant shopping experience.

You may not want to bother, thinking customers will just go on your web-site. But they can just as easily go onto someone else’s website and, hey, you’ve lost a sale and a continuing customer.

About the author: Peter Cadwallader is from Dragon Display, a UK shop fitting manufacturer operating throughout the UK and beyond for many years. Dragon Display has four different systems to choose from, with a variety of ways to use the most popular system. All fittings are easily fixed, well designed and made. “We are entirely happy to talk to customers and their designers or shop fitters to help them achieve what they want,” says Peter. Find out more at www.dragondisplay. co.uk, email sales@dragondisplay.co.uk or tel 01952 290055. www.equestriantradenews.com

41

Maintaining condition throughout the winter months

Jane Harper & Crimewave II

Veteran Vitality

R

From the First Signs of Ageing • High in fibre with a good calorie level to help with weight maintenance • Highly palatable with natural herbs, including: Mint, Nettle, Dandelion, Garlic and Fenugreek • Contains linseed – a good source of Omega 3 • Fully balanced with essential vitamins & minerals* • Contains a probiotic and a blend of prebiotics (FOS & MOS) for healthy digestion • Made with high quality Non-GM ingredients *when fed at recommended levels

For more information contact your Allen & Page Area Manager or call our Sales Team on 01362 822 900 or email helpline@allenandpage.co.uk Quote Ad Reference: Veteran Vitality Trade

www.allenandpage.com

www.equestriantradenews.com

EQUESTRIAN TRADE NEWS DECEMBER 2018

Support for Retailers

WHO’S FIGHTING YOUR CORNER?

42 Don’t be a mug!

ANIMALIFE is offering stockists a supply of travel mugs to give out to customers who spend £15 or more on its Vetro supplements.

There’s also a £100 product voucher up for grabs for the best selfie posted on social media.

“We hope this eye-catching offer might encourage horse owners to find out a little more about the Vetro collection by speaking with shop staff,” said managing director Ross Riley. “After all, winter is approaching - and a travel mug always comes in handy.”

The offer ends on 31 December.

Think outside the box

ETN finds out how suppliers are supporting their retail customers.

In the red RED Gorilla admits its stable tools and tubs are odd shapes and sizes.

But in-store presentation is no problem when you take advantage of its versatile PoS and display units.

Merchandisers should be kept up-to-date for maximum consumer appeal, says Red Gorilla. “So if you have old PoS, contact us for a replacement to keep your store looking fresh,” says a spokesman.

Good PoS should showcase and complement the products and, from a practical point of view, make it easier for retailers to display them.

Hence Red Gorilla has created material that stands out in-store in its eye-catching red livery. Consistency across different displays can also prompt useful cross-selling.

Red Gorilla’s main MS1 metal stand is simple to assemble, easy to customise to display various products, and has a flat back to fit against a wall and save space.

Flat-packed cardboard displays for floors and counters ensure continuity throughout a store. While posters, signage and counter-top units all help drive those Red Gorilla sales.

Knowledge equals sales WHEN a sales assistant has good product knowledge, customers will purchase with confidence. That’s why HorseHage offers free online staff training.

Modules can be downloaded and printed off to fill in and return for marking in your own time. Everyone achieving at least 90% receives a certificate and HorseHage & Mollichaff feed advisor polo shirt (pictured).

PoS items include branded vinyl banners, corex boards, product brochures and display holders, range posters, flyers and free Mollichaff samples.

HorseHage sales reps are happy to give talks or attend store open days.

Further support is available via a PR and marketing team promoting the range with advertising and editorial in national and local equestrian press as well as online and via social media.

A national competition is underway to win an Ifor Williams HB511 trailer plus Mollichaff. 30,000 entry cards have been inserted into bags of Mollichaff (all varieties).

DECEMBER 2018 EQUESTRIAN TRADE NEWS

ALAN Paine offers retailers a variety of PoS options from name boards to wooden logo blocks, window stickers, promotional strut cards, pull-up banners, outdoor PVC banners and event support.

The country wear supplier is happy to think outside the box too. It’s even produced printed stock room or changing room curtains for stockists.

Alan Paine’s Diamond Club customers receive branded wooden hangers, carrier bags and A5 consumer-focused brochures. Each year, a number of selected retailers can have a bespoke branded retail unit installed in store too.

Award winning PoS MANCHESTER based pet bedding manufacturer Scruffs won Pet Product Marketing’s Retailer Recommended Awards 2018 for PoS & Shop Fitting of the Year.

It’s PoS comes as header cards featuring lifestyle images to attract attention from afar, shelf edge strips offering more information for closer viewing, and shelf wobblers giving product detail and designed to be read close-up.

Scruffs has a series of display shippers for lines considered to be fast moving consumer goods. While free standing display units are available for pet mattresses, blankets and drying mats.

Earning their stripes AS A wholesaler distributing eleven brands such as Amerigo, Bucas, Cavallo, Konigs and Sprenger, Zebra Products knows all about being a team player.

“Supporting retailers and our route to market is key to the success of the business overall, so working alongside them is very important,” says managing director Simon Middleton.

“From national PR campaigns to heavyweight consumer advertising, new and forward thinking digital campaigns and video content, we are always trying to ensure the equestrian consumer is aware of the brands and product ranges.”

Education is top of Zebra Products’ agenda whether promoting the benefits of an Equipe saddle or why a Fleck whip is different.

“All of the brands we distribute have highly technical features and our support for retailers is to make sure those messages are marketed successfully,” adds Simon whose company also handles Uvex, Veredus and Bucas.

“From product brochures to innovative PoS, generous demonstration saddle discounts, multi-buy offers for Cavalor and Sprenger test centre discounts, we’re always looking at new ways to support the trade.” www.equestriantradenews.com

43

Support for Retailers

Helping retailers since 1832

Click and collect

BATTLES started manufacturing agricultural products in Lincoln in 1832.

186 years later, the company can claim to supply retailers and distributors with the most extensive range of animal health, equestrian and pet care products in the UK. Battles invests in technology and facilities to provide customers with an accurate, efficient and complete service. Many of its products are exclusives too.

Other benefits Battles offers the trade include customer loyalty schemes, 24/7 online ordering, daily discounts and offers, nine account mangers across the UK and a friendly customer service team.

Retailers can order until 5pm for next day delivery. Carriage is paid on orders over £100 (UK mainland only).

Retailers are central to Battles’ decision making, says sales manager Matt Cummins. “Our aim is to be the industry’s favourite wholesaler and to offer our customers the very best support possible in terms of the breadth and depth of our wholesale and own brand products.

“Stability and transparency are all part of the support we provide. It's crucial to offer choice too - whether it's browsing our full catalogue on our secure website or discussing product with our customer service advisors.”

Matt added that support works both ways: “I’m also acutely aware of the support offered by our customers to us in what can often be a challenging industry - for that, I would like to thank them."

Battles are regular exhibitors at BETA International. Check in at their stand (pictured earlier this year) at the NEC, Birmingham on 20-22 January to find out more.

EQUESTRIAN fashion brand Equetech has a click and collect service for retailers who opt in.

It works like this. Orders placed on the Equetech website are assigned to the consumer’s local stockist for fulfilment. The stockist gets the sale and a new customer through their door…

Also available are seasonal product posters, header boards and specials such as the Equetech custom cross country shirt 3D PoS (pictured).

The Equetech trade web login allows retailers to check stock levels and delivery dates on out-of-stock items, place orders for next-day despatch, use a drop-ship service for regular customers and view their order history.

French connection FRENCH wholesaler Ekkia works hard to boost awareness of its Equithème, Equit’M Pro Series, Equi-Kids and TRC 85 labels.

Says director of marketing and communications Cécile Tesseyre: “Our support includes new PoS, promotional material, exciting new products, good value prices, competitions and news on social media, and extensive rider and events sponsorship.”

Ekkia has a 650 page catalogue featuring 40 brands.

“A lot of investment has also gone into making sure we have stunning imagery available and video content so that retailers can use these,” added Cécile.

B

R

AN

D NE W !

NEW AND UPDATED WORKING DOG FOOD RANGE

NOW AVAILABLE www.chudleys.com

#CHOOSECHUDLEYS

Support for Retailers

44

A great ambassador

Why we’re celebrating…

SINCE handing over distribution to Trilanco in January, Westgate EFI has continued to support retailers. One example is its sponsorship programme which puts brands in front of consumers.

Said operations director Tracey Woods: “Our sponsored riders span all levels of equestrian sport and are doing a fantastic job of keeping WEFI products in the spotlight on the competition circuit and through social media.

“Sir Mark is a tremendous ambassador for the Mark Todd Collection and our joint association with British Eventing’s (BE) Bridging the Gap training scheme and scholarship has really gathered momentum over the past six years.”

Pictured are Sir Mark Todd with 2018 scholarship winner Laura Schroter.

NEXT year is the 25th anniversary of the Weatherbeeta Group becoming established in the UK. Also in 1994, Nelson Mandela was elected president of South Africa, the films Forrest Gump, The Lion King and Pulp Fiction were released and O.J. Simpson was arrested.

“While not having the same historical impact on global culture, we are proud of the contribution Weatherbeeta UK has made to the British and Irish equestrian industries,” says the company’s Lynne Westwood.

“The industry and our business have seen an enormous number of changes in that time. Nevertheless, we believe that much of what we do remains based on the values established at the time Weatherbeeta UK was formed.”

Lynne adds that Weatherbeeta UK is striving to be the number one wholesaler to the equestrian trade. “The support we provide for our retail customers is backed up by the strength of a strong global business,” she said. “This proposition is much more varied and sophisticated than it was back in 1994, but the essence remains the same.”

As Weatherbeeta UK prepares to mark its 25 year milestone, Doug Walker, Weatherbeeta Group president for North America, Europe and the Middle East, is optimistic. ‘’The gloom and uncertainty surrounding our industry are not sentiments the people at Weatherbeeta share. They are looking forward to the next 25 years with enormous confidence,” he said.

“We are encouraged by the successes of recent years and excited by the fast pace of new products, the stunning new campaigns on Dublin and other brands in our portfolio and excited by the challenges of technological change.”

He went on to thank all trade partners who have joined Weatherbeeta in its UK journey so far. “We thank you for your business, of course, but your friendship as well.”

Weatherbeeta UK plans special products, promotions and other initiatives to make its 25th birthday a profitable and memorable one for its retail partners.

Profitable partnerships GALLOP Equestrian operates a three-tier Partnership scheme for retailers.

The top tier is Partner Plus for physical stores, then Partner for online traders and Single for other outlets.

Stockists on each tier enjoy a sliding scale of privileges from pricing to forward ordering new launches. Importantly, Partner Plus stockists (shops) get the best deals and free PoS – as shown in the photograph – for all products.

Gallop also supplies bona fide internet retailers who can trade with the company as Partners. They too enjoy privileged pricing and discounts – just not quite as keen as single item purchases to Partner Plus stores, until quantity is bought.

Christmas themed campaign DODSON & Horrell is going big on retail display and support in the run-up to Christmas. The feed supplier’s ‘Winter With Us’ campaign is designed to drive traffic into stores.

For example, D&H has provided nutritional solutions to common seasonal issues through free-standing A-boards distributed to 270 stores across the UK and a further 50 in Europe.

And for a bit of festive fun, D&H has armed 100 retailers with super-sized advent calendars.

These allow each store to invite customers to open a door and win prizes as they count down to Christmas. Each calendar also contains a golden ticket for treats such as lessons and yard tours with D&H brand ambassadors.

DECEMBER 2018 EQUESTRIAN TRADE NEWS

At your service

A GREAT choice of products at the best possible prices is how Trilanco aims to become the retailer’s one-stop-shop.

“Our customers tell us competitive prices and stock availability are key areas of support they need from us,” says managing director Martin Balmer.

Trilanco runs monthly promotions with savings on current products and clearance lines, plus additional discounts for seasonal forward orders.

“We’re utilising our warehouse to increase the range and depth of stock, and we’re working closely with suppliers to enhance stock availability,” adds Martin.

“We’re also investing in our webstore to make browsing our product catalogue, ordering and managing your account online even easier in 2019.”

Trilanco will produce its annual product catalogue next year, plus a counter copy version for consumers to browse in store. While retail solutions provider Citrus-Lime has been engaged to offer stock control and order processing software with electronic point of sale to make it easy for customers to import Trilanco product data.

Next working day nationwide delivery is available on most orders placed before 2pm Monday to Friday. www.equestriantradenews.com

BETA Members' Page 45

Benefits for trade fair visitors A VISIT to BETA International really is a must for members, so don't forget to beat the rush and apply for your free visitor pass today. You can do this online at beta-int.com/visit.

BETA retail members can benefit from a £50 subsidy to offset the cost of travel and accommodation for visiting the show for at least two days and receive refreshment vouchers up to a maximum value of £20 per company to be spent in catering outlets in the halls - £10 each for two people on one day or £10 for one person on each of two days.

The trade fair programme features several retailer-focused seminars, some including CPD points, so make sure you keep checking the BETA International website, beta-int.com, for all the latest news and information of what's on.

BETA Business Awards and Gala Dinner

THANK you to everyone who has nominated an individual or company for one of the BETA Business Awards. The judging process now continues, with incognito calls and mystery shopping ongoing for some of the categories.

Look out for the list of finalists in the January issue of ETN, with the winners announced during the BETA Gala Dinner, at the National Motorcycle Museum, near Birmingham, on Monday 21 January.

Talking of which, have you got your tickets for this fabulous evening?

You cannot miss the opportunity to dress to the nines for this glitzy get-together with friends and colleagues. There will be a three-course dinner, champagne reception and a disco kindly sponsored by Keratex.

Tickets are still available and cost £59 per person, £540 for a table of 10 and £648 for a table of 12 – all plus VAT. Please get in touch with Tina Hustler in the BETA office if you would like some.

Five Minutes with. . .

Alison Sherwood Bruce

THIS feature provides the ideal opportunity to put faces to names and find out a little more about the people who are BETA members – including those with a place on the BETA Council. This month, we catch up with ALISON SHERWOOD BRUCE, sales director of Equilibrium Products, who has just stepped down as a council member and PR Committee chair, for a retrospective look at her BETA membership.

Q: HOW LONG HAVE YOU BEEN A MEMBER OF THE TRADE ASSOCIATION AND WHY DID YOU DECIDE TO BECOME A BETA COUNCIL MEMBER? Equilibrium Products joined BETA in 2001 and I became a member of the BETA Council and PR Committee three years later. I have always believed that the more you put into something, the more you get out!

Being a member of the association is important to us as a company and we felt it was right to get more involved.

Q: WHAT HAVE YOU PARTICULARLY ENJOYED ABOUT BEING A BETA MEMBER? I have got to know loads of people in loads of organisations.

Q: OF WHICH BETA INITIATIVES ARE YOU MOST PROUD? Probably the profile that BETA has now with the general public. When we started, a lot of people thought BETA made dog food.

BETA Feed Awareness Week thank you!

A MASSIVE thank-you to trade and retail members who took part in the very first BETA Feed Awareness Week. We have been overwhelmed with the response – well done everyone who took part!

Be sure to keep a lookout for your BETA Winter Newsletter featuring highlights from the week’s activities.

Season's greetings...

THE BETA team would like to wish you all a very happy Christmas and our compliments of the season. We hope you have a wonderful time with family and friends, and look forward to catching up with you again in the New Year.

Q: WHICH ASPECTS OF YOUR ROLE AS PR COMMITTEE CHAIR DID YOU MOST ENJOY? Coming up with different ways to encourage the end user to shop where they saw the BETA sign or buy products with the BETA logo, such as feed with the BETA NOPS mark, the feed assurance scheme for horses prone to EGUS (equine gastric ulcer syndrome) and body protectors.

Q: WHAT WILL YOU MISS MOST ABOUT YOUR TIME ON THE BETA COUNCIL? People, but I am sure that I will still see lots of them.

Q: WHAT ARE YOU GOING TO DO WITH ALL THE “SPARE TIME” YOU MIGHT NOW HAVE? Really!!!

Q: WHAT HOBBIES OR INTERESTS DO YOU HAVE WHEN YOU'RE NOT WORKING? Probably my garden, growing veg and walking, but maybe I could get my golf clubs out of the shed.

For further information

CONTACT TINA HUSTLER AT BETA Tel: 01937 587062

Website: www.beta-uk.org Email: tina@beta-uk.org East Wing, Stockeld Park, Wetherby, West Yorkshire LS22 4AW

Claire Williams, Executive Director , claire@beta-uk.org, Philippa Macintosh, Assistant to Claire Williams, philippa@beta-uk.org, Tricia Nassau-Williams, Field Officer, tricia@beta-uk.org, Ann FitzGerald, Secretary, ann@beta-uk.org, Deborah Hayward, Press Officer, deborahh@beta-int.com www.equestriantradenews.com

EQUESTRIAN TRADE NEWS DECEMBER 2018

Classified

CCJs

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.

STOCKIST REQUIRED

STOCKISTS REQUIRED

AGENTS & RETAILERS REQUIRED Well established countrywear manufacturer seeks to expand. Well known brand in Europe. Good stock range. Full support provided. All areas.

Reply in confidence to:

T: +44 (0) 121 555 8334 F: +44 (0) 121 565 3404

for the

BE NICE HALTER SERIES II (UK) (By kind permission of the late Be Nice Halter Company - USA)

The most effective halter you will ever use now crafted with care in the UK “beware of imitations”

kraindi@aol.com www.rockall.info Manufacturers of Hunter-Outdoor Collection

ST JAMES STABLES EQUESTRIAN LIMITED, CARON HOUSE, MULBERRY DRIVE, PONTPRENNAU, CARDIFF, CF23 8RS, £482

Tel: 07767 687983 Email: janet@thewesterndepartment.com Web: www.thewesterndepartment.com

LOOKING FOR NEW STOCKISTS...

Our superb quality heated clothing includes jackets, gilets, gloves and base layers for more information please contact Sarah T: 0845 475 7510 E: sales@blazewear.com W: www.blazewear.com

THE EQUINE & LIVESTOCK INSURANCE COMPANY LTD, THORPE UNDERWOOD, OUSEBURN, YORK, YO26 9SS, £3,500

MARTIN LEWINS T/AS BOBBO EQUESTRIAN, MILL HILL GARDEN CENTRE, MILL HILL LANE, BREASTON, DERBY, DE72 3AX, £455

CLOUD STRIDER EQUESTRIAN LTD, PINFOLD STABLES, PINFOLD LANE, MARTHALL, KNUTSFORD, WA16 7SN, £1,235

Dragon Display Advert 90w x 40h.qxp_Dragon Display Advert 90w x 40h 01/06 samantha.roberts@a LGB EQUESTRIAN LTD, HIGHER PARK FARM, HALEBOURNE LANE, CHOBHAM, SURREY, GU24 8SL, £6,648 Bring your display up-market! (without breaking the bank)

SHOP FITTINGS

Makers of shop-fitting systems. for Clothing & equipment: including equestrian centres.

PAT RUCK T/AS SPORTS HORSE CENTRE, PONDEROSA, FREEBOARD LANE, RYTON ON DUNSMORE, COVENTRY, CV8 3EQ, £258

www.dragondisplay.co.uk

Display Systems Ltd

01952 290055

APPOINTMENT OF LIQUIDATOR RACEVIEW EQUESTRIAN LIMITED, 6 ESKYLANE ROAD, ANTRIM, BT41 2LL

DEBT COLLECTION

List your website here

For more information call 01937 582111

JOB OPPORTUNITY

SALES CONSULTANT REQUIRED Citrus-Lime is searching for a smart, dependable and conscientious individual to join our rapidly developing team.

Previous experience in a Sales role is essential along with an Equestrian background.

For full job description and how to apply please contact Samantha@citruslime.com

GH Smith & SON

DESIGN PRINTING PUBLISHING

Tel: 01347 821329 Email: info@ghsmith.com Web: www.ghsmith.com ghsmithsonprint

DECEMBER 2018 EQUESTRIAN TRADE NEWS

2019

NEC, Birmingham, UK 20-22 January www.beta-int.com

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DECEMBER 2018 EQUESTRIAN TRADE NEWS

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