ETN - Equestrian Trade News - February 2011

Equestrian Trade News

February 2011 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 35, No 2 Monthly

WORMERS SPECIAL

Vis it

a

AMTRA accredited SQP CPD feature inside

t W IN St BE FO £1,0 and TA R Y 00 P Int OU s P 1.1 er na R S RO tio TO DU na C RE T S l

EQUESTRIAN TRADE NEWS FEBRUARY 2011

• Official preview • Floorplan & exhibitor list

N ET

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

CONTENTS

Comment LATER this month, we all head for BETA International in expectant mood. Since the last time our trade gathered at the NEC, the UK has had a new coalition government, the hardest winter and highest VAT rate for many years. Business has been good for some; tough for others.

It made me smile when a leading equestrian supplier emailed at New Year to say “It’s gonna be heaven in twenty-eleven.” A positive attitude is so infectious and restorative.

I also love the idea that you can ‘make your own luck’; BETA International presents the year’s best opportunity to do just that. At the very least, a trip to the trade fair means you’ll be buoyed by enthusiastic people, new products and fresh hope.

It’s free to get in (when you pre-register at www.beta-int.com) – and car parking is free too!

Anyone who skulks behind the shop counter or sits staring at the computer screen claiming they haven’t got time to go to the NEC, Birmingham on 20-22 February truly deserves their bread to fall butter side down.

I’VE been hunting this season (albeit one rudely interrupted by the snow and ice). It’s my first season since ‘the ban’ – and, wow, what a difference I’m seeing.

I used to worry that the knot of my hunting tie wasn’t of exact proportions, the ribbons at the back of my Patey hat had come unstitched or the garter straps on my boots were missing.

Now, it seems, people are hunting in chaps and skull caps and no-one bats an eyelid – they’re just pleased to see them ‘out’.

Of course hunting gear is practical as well as traditional.

Someone got kicked and was saved by leather boot; while it’s easy to spot the hunt staff in their red coats several fields away.

This season, I’ve met several people who have started riding – let alone hunting – since the ban. They’re buying gear...and doing other things with their newly-acquired horses. It’s great for our trade.

The rules and politics of hunting may have changed since I last partook; but covert-side small talk remains consistent. After those breathless, excited exchanges following a decent run and a few fences, it’s reassuring to discover that the contents of one’s hipflask and how many layers are worn under one’s hunt coat remain topical.

IT’S amazing what you catch on television when riding is frozen off. Apparently some South American gauchos are so concerned about getting their feet trapped in their stirrups should they fall off that they ride barefoot with just their big toes balanced on the irons.

Well, these guys may not bother with hard hats or body protectors, but they’ve put their finger (or should that be toe?) on a very important safety issue. Somehow I can’t see it catching on here though...

Liz Benwell

www.equestriantradenews.com

FEBRUARY 2011

NEWS ..................................................4-13 PRODUCT NEWS.......................................14 LETTERS .................................................21 WORMER FEATURE SQPs: earn CPD points with ETN ................22 A decade of worming developments ...........24 Training opportunities ..............................26 PEOPLE...................................................30 BETA MEMBERS’ PAGE 2011 BETA Business Awards shortlists revealed..................................................32 ON THE HOOF With Lizzy Bunting of Priory Saddlery.........34 INSURANCE FEATURE Retailers’ questions answered plus earning opportunity ..........................35 SADDLERY APPRENTICES Nurturing the novice saddlers ...................39 SADDLERY MATTERS Is Walsall back on track? ..........................41 SPONSORS ..............................................42 LEGAL EAGLE ..........................................44 COUNTY COURT JUDGMENTS ....................45 Front cover, courtesy Matthew Seed: A highly regarded equine photographer, Matthew also offers his services to equestrian businesses to produce imagery that sets them apart from their competitors. Matthew is not just another equestrian photographer.

Eighteen years’ experience shooting around the world means he can combine his skill and technicality with a raw talent to capture the most detailed emotion, leaving customers with everlasting images that speak volumes. From high-brow fashion shoots to extracting character and personality out of a horse in the field, Matthew puts expression in to every single shot he takes. The results speak for themselves. To see more of Matthew Seed’s work, visit www.horse-photographer.co.uk or telephone 0800 169 5630.

BETA INTERNATIONAL 2011 PREVIEW Your official guide to the world’s leading equestrian and country trade exhibition at the NEC, Birmingham on February 20-22.

• Exclusive exhibition floorplan and exhibitors’ list • Better buying tips • What to see: new products, horse demonstrations, fashion show, seminars, competitions, celebrity appearances, timetable • Why you must visit ETN (stand P1.1) to win £1,000s worth of products

EQUESTRIAN TRADE NEWS FEBRUARY 2011 3

Upturn forecast by European equestrian business barometer

Shoppers at Equitana are predicted to be spending.

GOOD times ahead were consistently predicted by major players in the equestrian industry across Europe when they were surveyed ahead of Equitana (Essen, Germany, 12-20 March).

“The German economy is recovering from the crisis. As a result, the equestrian sports market is already feeling the incipient upturn,” summed up Christian Reiss of show organiser Reed Exhibitions.

Currently, 850 exhibitors from 25 countries have registered for this version of Equitana, a biannual consumer event. When manufacturers and suppliers of tack and clothing, horse boxes,

riding arenas, stables, feed and care products were interviewed, 61% felt business was picking up; of these, 19% thought so quite significantly.

Further optimism was expressed with 65 percent regarding business trends as positive and expecting their area to show a “strong” to “slight increase”. Only 7.5 percent expressed a pessimistic view of their future and expect business to decline.

Almost half of the companies (45%) reported being affected by the economic downturn.

However, one in three had taken an offensive position and responded with new product developments and increased sales activities. Staff redundancies (12. 5%) or stock clearance sales (7.5%) were less popular options.

Wolf Zimmermann of Joh’s Stübben saddlemakers had one explanation for the equestrian trade’s resilience compared with other sectors: “In equestrian sports, a certain number of customers will have the financial means for their hobby regardless of the economic situation,” he said.

Export prospects Asked about export sales, Equitana exhibitors said that western and southern Europe remained their most important markets. However, Eastern Europe, Russia, Scandinavia, south east Europe and the Arab countries are considered the most attractive future markets.

Emerging opportunities were also named. “We see potential in China and, from a long-term perspective, also again in the US,” says Elfert Rüb of Röwer & Rüb Pferdesportsysteme.

Lothar Bänisch, of stable and pasture equipment manufacturer Großewinkelmann, is also keen to explore new markets, but pointed out: “Establishing the ‘Made in Germany’ [label] in the respective markets will require enormous marketing effort.”

While Germany itself continues as a core market for equestrian suppliers, production increasingly takes place abroad.

Of Equitana exhibitors interviewed, 42.5% have their products manufactured in Poland, the Czech Republic, the Netherlands or Croatia. Russia, India, China and Pakistan were also mentioned as production locations. One in four plans to expand production in these countries.

Charles Owen celebrates centenary

RIDING hat and body protector manufacturer Charles Owen & Company is celebrating its 100th birthday with a new logo (pictured).

The company, established in 1911, was founded by a man named Charles Owen.

Today, it’s run by his grandson, managing director Roy Burek.

“We have lots of amazing projects in the pipeline to mark our 100th year,” said Roy. “Charles Owen has grown to be an internationally recognised brand with nearly 70% of our British made products being exported.”

Charles Owen will be at BETA International (stand K2.1), welcoming new and existing customers with celebratory drinks.

ADVERT INDEX

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

Subscriptions Distributed on a controlledcirculation basis to the retail trade.

Paid-for annual subscriptions are £34.95 (UK), £68.00 (Europe), £81.00 (rest of the world).

The magazine is independent of all groups. Editorial views expressed in ETN are not necessarily the official view of any organisation or group.

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

4 FEBRUARY 2011 EQUESTRIAN TRADE NEWS

3PEnterprise Ltd...................112 A P Equine Designs ................12 Abbey Saddlery & Crafts.........79 Accapi UK..............................71 Acro Soyo ................................5 Aerborn UK Ltd ......................73 Agrifence UK..........................14 Agrihealth (NI) .....................114 Alan Paine Knitwear Ltd .......105 Andover Healthcare Inc ..........16 Asmar Equestrian...................77 Babel Fish PR .........................10 Battle Hayward and Bower .....81 Bauer Media ........................125 BETA International..................66 Brinicombe Equine .................12 British Horse Feeds.................87 Buffera Ltd ...........................104 Carrots UK Ltd......................107 Charles Owen & Co (Bow) Ltd...............................99 Classic Showjumps Ltd .............8 Classified ...............................46 County Saddlery Ltd .................7 Davies & Co/Equimat................6 Dodson & Horrell Ltd................8 E.M.C. Ltd..............................78 Equestrian Supplies Ltd ........109 Equisafety..............................30 Faulks & Co............................93

Fieldhouse Riding Equipment Ltd .......................85 Finest Brands International Ltd .....53, 69 & IBC Future Distribution UK ltd .......14 Fyna-Lite................................90 Gallop Equestrian Ltd.............IFC Grays’ of Shenstone Ltd........110 Harold Moore Ltd...................43 Hills Pet Nutrition Ltd..............11 Horse First .............................91 Horseware Ireland................106 John Whitaker International Ltd.....................75 Joules Ltd ......................56 & 57 Karoo Equine Ltd....................88 KBIS ......................................37 Keratex/Penleigh Irving Ltd ...115 Kings Saddlery Ltd................123 L S Sales (Farnam Ltd) ..96 & 117 Ladyhall Ltd t/a Equetech..........9 G R Lane Health Products Ltd/ Litovet ....................63 & 64 Langleys Solicitors..................38 Mackey Equestrian .................10 Mars Horsecare......................33 Matchmakers International Ltd ..................OBC The Maxavita Partnership .......92 Merial Animal Health Ltd........25

Pfizer Animal Health Ltd .........27 Point Two Air Jackets..............97 Poly Pads Ltd / Libbys ...........121 Polybarrow ............................94 Pegasus...............................102 S P Equine Health & Herbal.....15 Shearwater Insurance Services Ltd............................37 Sherwood Forest Ltd ............103 Shoe Secure.........................114 Soakes Farm ..........................13 South Essex Insurance Brokers ..................................35 Richard Starkie Associates.......84 Supreme Products Ltd...........117 Tagg Equestrian .....................82 Taurus Footwear & Leathers Ltd ......................................102 Thorowgood / Fairfax Saddles Ltd ..........................123 TopSpec Equine Ltd ................89 Trailblazers.............................42 Trelawne Equine Ltd.............112 Trilanco Ltd........17, 18, 19 & 20 Virbac Animal Health Ltd ........29 W F Young Inc .....................113 Waldhausen GmbH & Co KG...83 Web Directory........................45 Westgate Laboratories............28 WickedorWhat.......................82

www.equestriantradenews.com

Libbys sold to Polypads – New owner of retail unit to double show trading POLYPADS saddle pads and Libbys tack are to be manufactured in the same UK factory following the acquisition of Libbys by PolyPads.

Launched in 1996 by Libby and Nigel Virgoe, Libbys manufactured, wholesaled and retailed (via shows and the internet) synthetic equine tack, equipment and dog leads.

The sale to PolyPads covers the manufacturing and wholesale business, assets and brand name including Libbys’ RS-tor safety aid and the Lungie Bungie lunging system.

Speaking about PolyPads’ purchase, managing director Lee Buck said: “Libbys is a company that perfectly complements our existing ethos of British

manufacturing. Libbys products will now be made at our factory in Norfolk.”

PolyPads will exhibit both ranges at BETA International 2011 (stand J6.1).

Show unit plans Peter Cleall, who bought Libbys show unit and stock last autumn and now trades as Libbys International on the show circuit, is planning to attend around 30 venues during 2011.

“I’ll be doing about twice as many as Libbys used to do. I’m doing all the big ones, Badminton, Hickstead Derby meeting, Scope, New Forest, HOYS, Olympia,” Peter said.

Asked if he had had a problem getting into Badminton, notorious for its waiting list, Peter added: “I didn’t buy any pitches. I just filled in

Stoneleigh to get £50m injection

Trailblazers at Stoneleigh.

THE management of Stoneleigh Park has been taken on by a property developer.

La Salle is investing up to £50m having leased the 1,000 acre site from the Royal Agricultural Society of England (RASE).

“With a commitment to invest £20 million by the end of 2012, up to a maximum of £50 million by 2020, this is a hugely exciting time for the RASE, Stoneleigh Park and the local economy,” said RASE chairman Henry Cator.

The former site of The Royal Show, Stoneleigh Park is the setting for the British Dressage National Championships, Trailblazers Championships and [indoor] Your Horse Live.

RASE is understood to have made significant losses over last year’s inaugural Royal Festival of the Horse. No date has been announced for a 2011 repeat.

Stoneleigh Park is also home to the equestrian disciplines, The Pony Club and British Equestrian Federation. La Salle has indicated that improvements will be made to their facilities. More stabling and new indoor school are also in the pipeline for the site which has long been touted as a ‘national centre of equestrian excellence.’

As reported in ETN, the proposed route of the high speed rail link HS2 may yet plough straight through Stoneleigh Park. www.equestriantradenews.com

the [tradestand application] form, and Badminton said, yes, you can come. Perhaps they like that I offer something different [from traditional saddleries].”

Libbys International will become “one of the new owner’s biggest retail customers,” Peter confirmed from his base near Fordingbridge, Hampshire.

Having formerly worked in advertising, selling across many different industries for magazines and online directories, Peter saw the equestrian industry as an upbeat one.

“Libbys International sells affordable equestrian items. So this was a good opportunity within a market that’s sustainable and won’t be hit too much [by economic changes] going forward.”

Hilton Herbs wins trademark legal battle HILTON Herbs has won a legal battle enabling the company to register its trademark in a number of Asian countries, including Taiwan and China.

The process had been delayed when a Taiwanese company applied to the Taiwan Intellectual Property Office to register the name of Hilton Herbs as its trademark.

The development came to light when one of the [British] Hilton Herbs’ importers, Sofydog, was threatened with legal action if it continued to import the company’s products.

“We would like publicly to thank the owners of Sofydog for their support through this unpleasant process,” said Hilton Herbs managing director Tony Self.

“Ultimately it meant that if we did not contest the application, we would have been prevented from importing product into Taiwan and would have lost the right to use our own name.”

The company has now had its name and logo trademarked in both English and the local Han characters.

“Every week we have a new enquiry from Asia,” added Tony.

“However, this experience has highlighted the importance of IPR (intellectual property rights) when trading in a global market.”

Brits succeed at buoyant Melbourne Equitana

BRITISH businesses on the BETA-led trade mission to Equitana, in Melbourne, Australia, were among 321 exhibitors who enjoyed four days of buoyant trade, demonstrations and competition.

More than 50,000 visitors attended the show – 39.2 per cent from Victoria and 55.2 per cent from other Australian states, plus 5.6 per cent travelling from overseas countries such as New Zealand, the United Kingdom, the United States and Japan.

“BETA didn’t have a stand, as we were there to support our trade delegates,” said the trade association’s executive director, Claire Williams. “It was the fourth time we have taken a group, many of whom benefited from grant support provided by UK Trade and Investment.

“This was the second time that Equitana was at the Melbourne Showgrounds, where it moved to from its downtown location, with marked improvements to the layout following a redesign of the trade stand areas.

“The show went very well, particularly as the weak sterling against the Australian dollar

made British products more competitive than ever before.

Visitors were looking for items that were new and different – and that’s something British companies can supply.”

BETA accompanied eight companies to Melbourne, including first-time Equitana exhibitor Black Country Saddles.

“I was amazed at the amount of saddlery stands – far more than any other shows we have been to,” said sales manager Nikki Newcombe. “The show made the most of a large, outdoor arena where there was polo, horse ball, dressage and side-saddle. [Equitana] was big, friendly and well organised; we will definitely be going to Melbourne again next year.”

Racewood Equestrian Simulators sold a dressage simulator straight off its stand

6 FEBRUARY 2011 EQUESTRIAN TRADE NEWS

on the first day of the show. “In our 20 years’ experience at trade shows, we’ve never done this before,” said owner Bill Greenwood.

“Australia has not been hit by the recession – they haven’t had to bail out their banks like we have and Australians are now enjoying the favourable exchange rate. Selling to them was like the good old days.”

Sales were brisk for ShoeSecure, set up by Muriel Colquhoun to promote a device to combat horseshoe loss. She joined the export mission after securing a £2,500 grant from Scottish Enterprise. As an Equitana first-timer, the company went on to do a roaring trade and Muriel and her team, including her son Christopher – a surgeon who lives just outside Perth – enjoyed the whole experience.

“It was tremendous fun,” she said. “Christopher wore his kilt and did a fantastic job. He had lots of young women around him and they were all buying. We made lots of good contacts – some from the States and Canada – and we met our New Zealand distributor.”

Roger Cooper, from body protector specialist KC Sports, was equally pleased: “People have finally realised that they have been buying body protectors that are not up to spec,” he said.

“Equitana was superb. I have

been five times and the first time we went it was small and a bit primitive. But this time was perfect and the helpfulness of the people was fantastic.”

• Australia will again play host

to an Equitana later this year when the trade/consumer show moves to Sydney Showground on 10-13 November. Equitana Melbourne will return next November (2012).

BETA may “possibly” organise a British group to go to Equitana Sydney, although it’s unlikely that export funding, which the trade association regularly secures through UKTI, will be available mainly due to the relatively short notice of the show’s happening.

The inaugural Equitana Sydney – set to be the biggest equine event in the southern hemisphere - will incorporate ‘Equestrian Australia’ during which grand finals in dressage, jumping and modified eventing take place.

Other disciplines to feature in this equestrian extravaganza of more than 1,000 horses are reining, cutting and campdrafting. In the latter, mounted competitors replicate stockmen’s skills by separating a calf from a pen of others and driving it through various gates.

For details about BETA export missions, tel 01937 587062. Or call at the BETA stand G4.1 during BETA International 2011.

New look Easter Badminton BADMINTON traders can look forward to five days’ business in April. But will it make amends for moving the event to the Easter weekend?

As reported in ETN (October 2010), many tradestand holders are not happy about a clash with other Easter shows and events which they traditionally attend. It’s also more costly to find staff and accommodation over the holiday period.

Badminton 2011 will run from Thursday, 21 April 21st to Easter Monday, 25 April.

The Thursday will be devoted to a grass roots amateur championship. Admission charges have been waived on that day, so visitors only have car parking to pay for. Traders may also benefit from spectators who come to watch the main event trot-up that afternoon.

The new Yorkshire International Show Jumping Event also takes place over Easter, in Sheffield.

www.equestriantradenews.com

Approval scheme to root out ‘rogue internet traders’ NEW controls over internet retailers selling animal medicines, including wormers, have been announced by the Veterinary Medicines Directorate (VMD).

The move, which comes into effect on 1 April, means that only approved websites will be legally allowed to dispense and supply such products.

Consumers will be able to check websites’ status by looking out for a VMD issued logo that only registered websites will be entitled to display.

“Some medicines are being sold by ‘rogue’ traders and without any advice being provided. This irresponsible retailing of medicines risks animals’ health, which is why these new controls are crucial,” said John Fitzgerald, VMD director of operations.

Online retailers will be expected to demonstrate compliance with the requirements set out in the regulations concerning dispensing, supply and advertising of veterinary medicines.

The new logo will contain a unique number and will link back to the VMD website. The VMD says it will monitor websites selling veterinary medicines and, if they are found to be operating illegally, action will be taken.

The rules apply only to UK based websites.

Eminent professor ‘shocked’ Professor Jacqui Matthews, an expert in parasite resistance, has supported a charity’s plea to horse owners to avoid websites selling wormers without supervision.

"I’m shocked that people can buy equine wormers without being given any information on the appropriate use of these drugs," said Jacqui of the 8 FEBRUARY 2011 EQUESTRIAN TRADE NEWS

For the sake of their horses’ welfare, owners are being warned to buy wormers only from approved sources.

University of Edinburgh and Moredun Research Institute.

The professor’s warning backs up advice issued recently

by The Horse Trust which is concerned about “various websites that have for sale equine wormers without providing best practice advice to consumers before purchase.”

Stephen Dawson, Secretary General at AMTRA (Animal Medicines Training Regulatory Authority, commented: “Vets and SQPs [suitably qualified persons] have been trained to provide tailored advice for the particular circumstances of each horse.

"Buying from a website which doesn’t provide that vital advice risks increased likelihood of resistance buildup, as well as less effective worm control and thus is bad for animal welfare and [the consumer’s] pocket.

“Buying, possessing or using wormers which haven’t been properly prescribed is illegal, too,” added Stephen.

•

See page 22 for ETN’s latest SQP CPD [continuing professional development] feature. www.equestriantradenews.com

Equestrian Trade News

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

Visit ETN at BETA International and win £1,000s worth of products FIFTY of your favourite suppliers have clubbed together with ETN to create a bumper hamper of goodies for one lucky retailer to win at BETA International 2011.

The prize – worth £1,000s – comprises a pooling of products from companies that advertise with ETN and which are also exhibiting at BETA International.

To be in with a chance of winning one of the biggest prizes ever offered at BETA International, come along to our stand (P1.1) complete with proof of business, fill in an entry form to enter the free prize draw – and cross your fingers!

The draw will be made and the winner announced on Tuesday, 22 February. The following companies have given prizes.

3P Enterprise Abbey Saddlery Accapi UK Aerborn Agrihealth (with Eddie Palin) Alan Paine Country Collection Asmar Equestrian Battles British Horse Feeds Brogini Buffera Carrots UK Citation Equestrian Supplies Equestrian Management Consultants Equestrian Trade News Equine Careers Fieldhouse Riding Equipment Fyna-Lite Litovet Gallop Equestrian Golly Galoshes Grays of Shenstone Harpley Equestrian Horse First

Horseware Ireland John Whitaker International Joules Karoo Performance Products Keratex Hoofcare L S Sales (Farnam) Libbys Matchmakers International Maxavita Polybarrow Pegasus Starkie's Sherwood Forest ShoeSecure Smart Grooming Supreme Products Taurus Footwear Thorowgood/Fairfax Saddles Toggi/Champion TopSpec Equine Trilanco Tubtrugs & Wm.Faulks Tools W F Young Waldhausen Wicked or What Your Horse & Horse Deals

NEWS IN BRIEF •

THE Advertising Standards Authority (ASA) is to regulate online marketing more closely. From 1 March 2011, businesses must ensure marketing communications on their own websites and other third party space under their control (eg Facebook and Twitter) comply with the Committee of Advertising Practice (CAP) Code. The aim is to ensure a level playing field for marketing claims in line with the principles of fair competition generally accepted in business.

Find out more at www.copyadvice.org.uk

•

As the new 20% VAT level arrived last month, online retailer The Saddlery Shop was offering to pay the extra tax for customers. Its start-of-year sale also had up to 50% off rugs and winter clothing.

www.equestriantradenews.com

Neutraceutical and herbal products in Government firing line SO CALLED alternative remedies for animals are being targeted by the Government.

If herbal and homeopathic products claim medicinal benefits without scientific proof, the Veterinary Medicines Directorate (VMD) will be contacting manufacturers to ensure that they demonstrate the products are safe and provide the benefits which they claim to, warns Defra.

If this is not the case, the manufacturers will be required to rebrand the products to make it clear they are not medicinal.

“Some of these products are claiming to be effective and safe when no scientific evidence has been presented to us to show they are,” said John Fitzgerald, VMD director of operations.

“Some products claim to treat diseases, which can cause serious welfare problems if owners are giving remedies to their pets which don’t treat the problem.”

A number of products are being targeted, including: • Homeopathic ‘nosodes’ – which are derived from diseased animal tissue in the belief they act as a vaccination to prevent infection.

• Animal food supplements – known as neutraceuticals, which claim to treat diseases or bring extra health benefits.

• Herbal liquids, powders and pellets – sold as herbal wormers – claiming to irritate and repel parasitic worms from the guts of horses, livestock, and pets.

Philip Ghazala, managing director of Verm-X, supplier of natural parasite control products for horses and other animals, commented: "We are aware of the press statement issued by DEFRA in relation to what it refers to as “alternative pet remedies".

“We fully support the review by the VMD of claims made in respect of such products. We currently market our product, Verm-X, in line with previous guidance received from the VMD. Needless to say, if the VMD issues fresh guidance on this matter we shall of course review it and apply it to the marketing of our products."

PRODUCTS AND THE LAW • The VMD (Veterinary Medicines Directorate) is the body responsible for the authorisation of veterinary medicinal products in the United Kingdom.

• The EU definition of a veterinary medicinal product is “any substance or combination of substances presented as having properties for treating or preventing disease in animals; or any substance or combination of substances which may be used in, or administered to, animals with a view either to restoring, correcting or modifying physiological functions by exerting a pharmacological, immunological or metabolic action, or to making a medical diagnosis.”

• Products meeting this definition require a Marketing Authorisation (MA) [a licence which is notoriously expensive to obtain] before they can be sold in the UK. It is the role of the VMD to assess manufacturers’ product information for quality, safety and efficacy prior to granting a MA. • Herbal medicines for humans are monitored and regulated separately, whereas herbals for animals are regulated under the same criteria as normal veterinary medicines. The Medicines and Healthcare Products Regulatory Agency has announced that by this April, all manufactured herbal medicines for humans will be required to have either a traditional herbal registration or a product licence.

• Anyone with concerns about the sale of unauthorised products [or medicinal claims for products] should contact the VMD at www.vmd.gov.uk or 01932 336911.

10 FEBRUARY 2011 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

Website to log riding accidents – Project highlights need for hats, body protectors and hi-viz gear THE British Horse Society (BHS) has launched a horse accidents website designed to provide statistics and data which will be used to lobby the Government for better riding conditions.

The BHS has also told ETN of its keenness to work with companies within the equestrian trade to “ensure a safer passage for equestrians.”

The website, www.horseaccidents.org.uk, provides anyone involved in an equinerelated incident with an easily accessible method of reporting it.

Currently, an equestrian-related road incident may go unrecorded unless a human is injured - therefore statistics are poor.

Initially, the website will record road traffic incidents concerning ridden and driven horses, incidents involving low flying aircraft, road surface dressings, dangerous dogs, fireworks, wind turbines and issues with gates. There is provision to add other concerns as they are identified.

Sheila Hardy, BHS senior executive (safety), said: “We are overwhelmed with the enthusiasm of riders for this project, which is supported by a number of partners who also want to make a difference.”

Indeed, the project appears to mark a new willingness by the BHS to work with commercial partners.

“Along the way, we expect that [the new website] will also highlight specialist requirements from the safety industry; for example body protectors and riding hats, hi-viz clothing and other equipment for horse and rider,” said Sheila.

“For example British Equestrian ID Series (BEIDS, formerly known as Ride-Alert) or National Equine Crime Database (NECD) will find that our statistics enable them further to develop their products.”

PC Keith Evans at the launch of www.horseaccidents.org.uk

Creosote loophole could be closed THE EU is considering closing the loophole that enables creosote to be used – and sold - for treating stables and fences.

The threat comes in the shape of a proposed European Biocidal Products Directive that would continue to allow Member States to authorise biocidal products containing creosote under certain

12 FEBRUARY 2011 EQUESTRIAN TRADE NEWS

conditions – such as when finding an appropriate substitute is uneconomic or one is unavailable.

However, Germany, Italy, Romania, the Netherlands, Austria, Denmark, Hungary and Belgium have indicated a wish to ban or restrict the use of creosote.

Concerned parties are lobbying their MEPs.

www.equestriantradenews.com

A saddle by any other name...

THOROWGOOD Ltd has changed its name to Fairfax Saddles Ltd - but only for marketing purposes.

The legal entity of the Walsall manufacturer, run by Vanessa and Rupert Fairfax, remains unaltered, as do the company’s various brand names – Kent & Masters, Fairfax, Thorowgood and Prolite.

“The trading name will now reflect our top-end, rather than our most ‘mass-market’ brand,” explained Rupert Fairfax. “Secondly, at least within the trade, it identifies the company directly with Vanessa and myself.”

NEWS IN BRIEF •

HAYGAIN hay steamers, which transform hay into dust-free, palatable forage for improved equine health and performance, returns as sponsor of the HAYGAIN/BETA Nutritional Helpline of the Year Award. See the March issue of ETN to find out who won.

•

A survey of employees’ understanding of workplace jargon by consultants Reabur revealed that 14% of staff believe the term 'time off in lieu' means a toilet break. And when asked the multiple-choice question ‘what do you think the term "blue sky thinking" means?’ 9% responded with ‘working outside’. Asked about the meaning of flexitime, a staggering 19% believe it refers to office aerobics. Others said it was a kind of watch.

•

The email address for LS Sales (Farnam) Ltd is sutcliffel@aol.com and not as appeared in the December issue of ETN.

•

Lorenzo ‘the flying Frenchman’ brings his breath-taking demonstration to this year’s The Great Yorkshire Show on 12-14 July. The show, now in its 153rd year, usually attracts more than 130,000 visitors.

•

The Northern Ireland Assembly rejected the banning of hunting in the province on 15th December. A Hunting Bill in the form of a Private Member’s Bill was introduced into the Assembly by Green Party representative Brian Wilson. It was similar to the Hunting Act 2004 in England and Wales, but was overwhelmingly rejected as bad law.

•

Firefighters were called to Dengie's horse feed plant in Southminster, Essex in December. “We had a small fire in a straw chopper and as a precaution we called the local fire brigade,” said managing director Ian Hassard. “There was no damage to the equipment or building and the machine was working again in a few hours. The fire had no effect on stock.”

•

A study by land-based skills sector council Lantra found there are more than 19,000 businesses and 41,000 employees across livery, racing and competition yards and riding schools. Lantra will use the results to lobby the government for more funding for equestrian skills training.

www.equestriantradenews.com

EQUESTRIAN TRADE NEWS FEBRUARY 2011 13

More for your money DISTRIBUTOR Zebra Products has announced a number of Spring trade incentives.

March sees the company offering a free bottle of Amerigo/Equipe leather cleaner (worth RRP £12.99) with every saddle order under a ‘Spring Clean’ promotion.

April celebrates ‘Show Time’ with free postage on Veredus Bio-Care products and free fly repellent wipes (worth RRP £11.99).

May tackles fly protection with Zebra Products’ ‘Buzz Off’ promotion, offering a free fly mask (pictured and worth RRP £15.00) with every Bucas Buzz Off rug ordered.

“2011 is set to be another tough year for retailers, so we need to do everything we can to support them,” said Simon Middleton, owner and managing director of Zebra Products. t Zebra Products 01352 763350.

How to showcase saddles THE new Stubbs Curvy from Abbey enables effective display of saddles in store - without the distraction of a highly visible stand.

The strong stainless steel design incorporates clever three-point ground contact to prevent rocking on uneven floors while giving maximum stability.

The heavy gauge tube (5cm/2”) is carefully finished with a black cap at each end. The Curvy is not recommended for sitting on. t Abbey Saddlery 01565 650343.

No lick plasters EQUINE Anti-LickStrip from Nurtured Pets are cayenne pepper plasters to be placed over dressings to stop biting and chewing and thus assist healing.

The plasters are available in packs of 10, in 10” x 2.75” strips on a strong medical grade adhesive.

Nurtured Pets, which has also developed AntiChewStrip to deter dogs from damaging common household surfaces such as kitchen units, door frames and soft furnishings, says there are no direct alternatives on the market. t Nurtured Pets 02476 302222.

“Fabulous” feed deals SPILLERS has introduced some “fabulous feed deals” from midFebruary.

While stocks last, serious savings to pass onto your customers include a ‘three for the price of two’ offer on Spillers Cool Mix or £2.00 off its Conditioning Mix and Conditioning Cubes.

Spillers Cool Mix is a non-heating mix for horses and ponies in light work. It’s a firm favourite with riders because helps to keep horses calm and under control. Cool Mix is low in cereal starch and has added magnesium, known for its calming properties.

Conditioning Cubes and Conditioning Mix are for equines that need some extra help to maintain their weight over the winter. They provide extra non-heating calories and extra shine thanks to high levels of soya oil; a balance of vitamins and minerals supports long-term wellbeing.

Special offer flash packs and point of sale materials will help stockists create an eye-catching in-store display. t Spillers 01908 226626.

14 FEBRUARY 2011 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

They’re bootiful!

WOOF Wear Travel Boots are now available in navy blue with stylish silver binding around the edges for a classy look.

Offering equine protection from the coronet to just above the knee and hock, the bonded (glued) three layer construction makes these boots very stable and prevents them from sagging.

An inner fleece lining provides comfort and further reduces slipping, while there’s a shock absorbing foam core.

A reinforced vinyl striking pad provides additional protection around the heel and coronet area. They are sold in sets of four. Front boots are pictured.

Size/retail prices range from £43 for pony to £67 for ‘heavy hunter’. t Woof Wear 01208 265920.

Blissful night’s sleep CHOPPED rape straw bedding manufacturer Bliss Bedding has launched new, cost-effective Bliss Basic.

Although sharing all the usual Bliss Bedding attributes such as dust extraction and high absorbency, Bliss Basic is without citronella or eucalyptus infusions - allowing it to be sold at a lower price.

Bliss Basic clumps together when wet, for less mess and less waste.

The bedding is biodegradable and is said to break down in a third of the time that it takes conventional wood shavings.

"In today's harsh economic climate and with the recent VAT rise, we decided it was the right time to offer our customers a reduced price product without compromising the quality of the bedding,” said Graham Stubbs, managing director of Bliss Bedding. t Bliss Bedding 01335 310202.

Police horses get comfy DORSET bedding manufacturer Eco ComfyBed has been selected by The Metropolitan Police as supplier to its mounted police branches within the London area, including the Imber Court training centre.

The mounted ‘Met’, who use currently use more than 1,500 bales per month, wanted bedding that’s dust free. The respiratory health of their horses and grooms can be challenged in the often confined stabling space in this urban area.

ComfyBed is also absorbent and drains well. It’s said to be very economical as it doesn’t require constant replenishing. In addition, the muck heap breaks down into biodegradable mulch approved by the Association of Organic Farmers.

After a trail of the bedding and a visit to the company’s plant near Bournemouth by Insp French of the Mounted Division, the contract was awarded to ComfyBed. The company supplies this important customer via Frosbury Farm Feeds, who deliver to all the Metropolitan mounted branches and are contracted to do so until 2014.

The retail price for ComfyBed is £5.99 per bale t ComfyBed 0844 2640485.

www.equestriantradenews.com

Lightening the load EQUIMAT matting can help your horse-lorry or trailer owning customers stay within the legal weight limits, says the supplier of these slip-resistant mats that weigh in at far less than some other brands.

With non-HGV laden weight restrictions set at 7.5 tonnes and 3.5 tonnes, horse boxes can easily become ‘overweight’ once horses, tack, water and other equipment have been loaded.

Top show jumper Tim Stockdale is quick to recommend Equimat as the ideal flooring for any horse lorry or trailer. He reckons that using the product in his lorry saves him the weight of nearly half a horse!

Interlocking Equimats mats stay securely in place during use, but are easily lifted for cleaning and the important annual check on the lorry or trailer floor.

Equimat Wallmats can be used to line the walls to protect horses in transit. Being easy to keep clean, they help keep the vehicle hygienic – and again are lightweight. t Davies and Co 01536 513456.

Tracker protects valuable outdoor equipment THE Agri-Track Sentry is a GPS tracking device designed to protect valuable equipment which has to be stored outside.

Armed with battery that lasts at least three years, the device can be attached to any equipment or machinery with no need for access to another power supply. It can, therefore, be securely hidden.

If the equipment is either moved at a time when its owner has decided it should be out of use, or if it is taken outside a specific area, the Agri-Track Sentry ‘wakes up’ and instantly alerts the owner by mobile phone or email and notifies a 24/7 alert centre. It then tracks the location of the equipment, anywhere in the world, so that it can be recovered.

David Donnachie, the director of Agri-Track who helped design the new device, said: “Rural crime currently costs around £42 million a year. Expensive machinery or equipment often has to be left unattended in isolated areas, making it difficult to monitor and incredibly easy to steal.

“In many cases, stolen machinery is dismantled and shipped abroad even before the alarm is raised, leaving its owner with no chance of recovery and facing the huge costs of replacing it and of operating without it.”

Agri-Track Sentry has an RRP of £495. This includes the first year’s subscription to the GPS service and access to the easy-to-use web interface for customising the device’s alert settings and tracking it in the event that it is stolen.

The device can also be set up by text message, or by using webenabled smartphones. t AgriTrack 0845 467 7128.

A BETA way to export Dear ETN, Following my participation as part of the British group exhibiting at Equitana Melbourne in Australia last November, my product ShoeSecure [the answer to over-reaching and horseshoes being pulled off] is now selling world-wide.

As well as sports horses, stock horses, reiners, brood mares with collapsed heels, heel and frog injuries, even those that keep their horses bare-foot are now using ShoeSecures. The Australians appear to embrace anything new that solves a problem and saves them money!

The support throughout this trip from BETA was outstanding. It was more than I expected from any trade association - and I have been a member of quite a few. The attention, advice, and help given to my very small and new company was (and still is) outstanding.

The BETA membership once again has paid dividends.

I would recommend all companies involved in the equestrian trade to join.

Yours etc Muriel Colquhoun MBE, Muriel Colquhoun Equine Ltd, by email.

The wonders of marketing!

Dear ETN, lements’ (ETN, After reading ‘How sex sells supp rt that those ‘racey’ repo to sed plea I’m e), issu December effect in more l ficia bene a advertisements have had one. ways than My daughter Hermione Perry [who created the campaign for Brinicombe Equine] is expecting her first baby next month [March]. Hermione is married to Adrian, a keen sportsman and mountain biker - but not the lovely specimen on the adverts!

Yours etc Rowena Ball, by email.

www.equestriantradenews.com

Sales agents: new blood needed Dear ETN, ts vs reps’ and felt I read with interest recent letters regarding ‘agen our recent market of ience exper the share to st intere of be it may Agents Database research leading up to the creation of the Sales on www.equine-careers.co.uk 2010 that the need for It was while exhibiting at BETA International s voiced a need agent Sales ion. attent our to came y such a facilit could be they where some or on for some sort of representati er of companies numb a of note made y alread had We ed. sourc seeking agents. lished agents to see I spoke at length to a number of the well estab best for them. The work how they thought our new venture could s what we alway not gh althou and, l helpfu most feedback was heless nonet was re ventu wanted to hear, we leant that the required. project sounded One leading agent told us that he thought the Due to the amount him. for late too years 40 useful – but had come ent in the not retirem for of work he already had and possible plans service. new the use would he feel not did he , too distant future agents. Even if This opinion was re-iterated by a couple of other too were already they ent, retirem for they had no immediate plans cts. produ r furthe on taking as far as ity capac up to a new It quickly became obvious that our industry needs come from could They t. marke the join to agent generation of sales nt differe a from ps perha either experienced sales personnel, ng on an worki tly curren ps perha but try indus this from industry, or training of potential employed basis. There may even need to be road. the on r caree a for dates new candi tial agent to have an This is the challenge. Companies want a poten to hit the ground able be to base, client existing and established So if you are new rned. running as far as potential sales are conce to start gaining rtunity oppo first this find you do to agency, where adage. egg and en chick old that level of experience? It’s the to sales agency.

There is a reluctance to take on candidates new tive to earn a wage; incen ive mass a has omer newc a , surely But, nothing to give they only get paid for what they sell, so it costs car to pay for and no them a chance. They have costs to cover, a ore an incentive doubt a mortgage and possibly a family, theref from the start. ienced sales agents www.equine-careers.co.uk has existing, exper available to ase datab its on y agenc to new dates and candi represent further products. wishing to learn Equine Careers also offers day courses for those more about becoming a sales agent.

Emma Dyer, Equine Careers, by email.

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

EQUESTRIAN TRADE NEWS FEBRUARY 2011 21

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

AMTRA is required by the Veterinary Medicines Regulations to ensure its SQPs undertake CPD. All SQPs must earn a certain number of CPD points in a given period of time in order to retain their qualification. The current training period ends on 30 June 2011.

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

Unravelling the worming conundrum

By Callum Blair BVMS MRCVS, Virbac Limited WITH many different products available and a stream of what at first glance appears to be constantly changing and conflicting advice, worming can be a source of great confusion for horse owners. SQPs are ideally placed to provide a valuable resource in helping formulate informed rational worming plans and the early part of the year is an ideal time to start encouraging horse owners to coordinate their efforts, especially with the spectre of resistance looming over everyone.

Callum Blair.

Direction – selecting the right treatment It is not necessary to treat all parasites (and their various lifestages) every time a horse is wormed; there are key parasites that need to be targeted at certain times of the year. With this in mind it is possible to be selective when choosing the drug to meet these specific demands. Most if not all horses will require at least one treatment per year for tapeworm and bots and, depending on their circumstances encysted small redworm. A worming programme can therefore be simplified by filling in these essential elements and building the remainder of a strategic plan from there.

22 FEBRUARY 2011 EQUESTRIAN TRADE NEWS

Time of Year Parasite

Drug

Winter

Encysted small redworms

Single dose of Moxidectin Moxidectin (Five day course of fenbendazole.)

Spring

Roundworms and tapeworms

Combination products that contain ivermectin and praziquantel treat both types of parasite in a single dose. Alternatively a double dose of pyrantel may be given.

Summer

Routine treatment Ideal routine wormers are for roundworms ivermectin or pyrantel.

Unless faecal egg counts are being performed and indicate differently, these treatments should be given at the manufacturers recommended dosing interval (8-10 weeks for ivermectin and 4-6 weeks for pyrantel).

Autumn

Roundworms tapeworms and bots

Combination products that contain ivermectin and praziquantel treat all types of parasite in a single dose.

The ability to survive attack from a wormer drug is only beneficial to a worm when that drug is present in the horse. Repeated use of the same drug (or drug with the same mode of action) has been shown to favour the development of resistance. It is for this reason that rotation of active ingredient is recommended, particularly where there is a reliance on drugs for parasite control rather than other management measures.

As there is widespread resistance to benzimidazole (fenbendazole) wormers, these should not be used as rotation wormers unless a significant level of efficacy has been demonstrated with faecal egg counts. With this in mind, the most suitable rotation is between ivermectin and pyrantel.

Many leading parasitologists now discourage the use of Moxidectin routinely all year round over concerns that this practice could increase the risk and accelerate the development of resistance to the Macrocyclic Lactone group of drugs (ivermectin and moxidectin). Their recommendation is to reserve it for situations where the larvicidal activity is required (see table above).

Moxidectin is acknowledged as the most effective treatment for encysted small redworm infection, therefore it is imperative that it is used rationally to maintain its efficacy for as long as possible.

Direction – Delivering the right advice Although rotation has been shown to slow the rate of resistance, the ultimate way to combat it is to avoid the use of drugs where possible. This is achieved through targeted strategic dosing where faecal worm egg counts (FWEC) are used to identify those horses with evidence of significant parasitism and therefore in need of treatment. Even if not following a targeted strategic worming programme, all horses should have a FWEC performed at least once a year as this will provide some indication of the presence of www.equestriantradenews.com

anthelmintic resistance, the level of pasture contamination from an individual horse and/or the effectiveness of a worm control programme. Early identification of any issues allows for quicker and therefore more effective intervention.

It is important to recognise that there are limitations to faecal egg counts. They are not able to detect tapeworms, bots or encysted small redworm which is why treatments for these should be incorporated into virtually all programmes. They should also be interpreted with care over the winter as often there will be a seasonal reduction in egg output which could result in false negative results. At the other end of the seasonal spectrum, samples should be handled with care in the Summer.

Any delay between sampling and testing should be avoided otherwise eggs could hatch in transit resulting in a false negative result with potentially disastrous consequences.

Not all horses will be suitable for a reduced drug regime, however. In particular young horses, those on restricted grazing or where pasture management (e.g. poo picking) is poor are likely to require more conventional, interval based or strategic worming plan.

Before the introduction of affordable, effective wormers, horse management formed the main basis of parasite control.

Now that there is increasing concern over the maintenance of the drugs at our disposal, we need to place greater emphasis back on management. One of the single most effective ways of preventing re-infection with parasite larvae is to poo-pick. This should be done at least twice a week so that any eggs that are present do not have a chance to hatch before the dung is removed. If possible summer and winter grazing should be rotated so that pastures can rest. Pasture should not be overstocked (allow 1 to 1.5 acres per horse) as high stocking densities force horses to graze around their droppings increasing the risk of re-infection. Lastly species not susceptible to the same parasites as horses will act as biological vacuum cleaners so mixed grazing of horses with cattle and sheep also helps reduce re-infestation.

Conclusion Increasingly horse owners are looking to SQPs for direction on parasite control. It is easy for this to become overcomplicated but by posing and answering a few key questions the decision making process can be divided into manageable and logical portions.

ETN CPD Questions SELECT YOUR ANSWERS AND TICK THE BOXES 1. During which season should a treatment for encysted small redworm be given as part of a routine worming programme?

Spring Summer Autumn

Winter

2. Which drugs should be used at least once a year to treat tapeworm?

Ivermectin and Moxidectin Fenbendazole and Pyrantel Praziquantel and Pyrantel

Fenbendazole and Praziquantel

3. When do many leading parasitologists now advocate the use of Moxidectin?

Every 13 weeks When a treatment for encysted small redworm is specifically indicated Every 8-10 weeks When treatment for tapeworm is needed 4. Which drug now has widespread resistance limiting its use in a rotation programme?

Pyrantel Ivermectin Moxidectin

Fenbendazole

5. Which two drugs should form the basis of a rotation programme?

Ivermectin and Moxidectin Ivermectin and Fenbendazole Ivermectin and Pyrantel

Pyrantel and Fenbendazole

6. What is the recommended dosing interval for Pyrantel?

4 – 6 weeks 6 – 8 weeks 8 – 10 weeks

13 weeks

7. What is the worming programme called where Faecal Worm Egg Counts are used to identify and only treat those horses that need it?

Interval dosing Strategic worming Targeted strategic worming

Zero worming

8. What will a routine Faecal Worm Egg Counts NOT provide an indication of?

If a horse needs treating for parasites The level of pasture contamination from an individual horse Tapeworm infection Wormer resistance

AMTRA CPD explained • AMTRA (the Animal Medicines Training Regulatory Authority) is an independent body whose task it is to ensure that the marketing and distribution of animal medicines in the UK is undertaken in a responsible manner by AMTRA qualified persons.

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

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

Poo-picking once a month

Irrigating pasture

10. Which of the following would NOT be suitable to co-graze with horses in order to reduce pasture contamination?

Donkeys Sheep Cattle

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

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

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

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

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

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

✁

www.equestriantradenews.com

9. What is the single most effective non-drug based management measure for breaking the parasite re-infection cycle?

Poo-picking at least twice a week Harrowing pasture

EQUESTRIAN TRADE NEWS FEBRUARY 2011 23

Committed to the correct use of wormers...

2011 marks the 10th anniversary of animal health company Virbac’s involvement in the equine market. ETN tracks a decade of worming innovation and education.

E

ven back in 2001, Virbac recognised that the threat of wormer resistance was to become an increasingly important issue.

While the last decade has witnessed many changes in the industry, one thing has remained consistent – Virbac’s commitment to the correct and rational use of wormers.

Virbac’s entry to the horse wormer market was with Eraquell which, from the outset, aimed to be different. Eraquell achieved this by introducing an ergonomic syringe designed to be easy for horse owners to handle - whether left or right handed.

Eraquell was launched to pave the way for Virbac’s first major innovation in equine worming – Equimax, the first combination wormer.

Research conducted in the 1990s by Prof Chris Proudman at the University of Liverpool Veterinary School had demonstrated that the equine tapeworm (Anoplocephala perfoliata) was more than just a nuisance, but a significant risk factor for colic.

At that time, the only treatment for tapeworm was to use a double dose of pyrantel which was not conducive to good compliance. What was needed was an effective tapeworm treatment in a single dose. However, there was also a need for concurrent control of roundworms and bots.

Virbac’s solution was Equimax, the first wormer to combine the efficacy of ivermectin (for roundworm and bots) with a new drug to the equine market, praziquantel, which is not only far more effective against A. perfoliata but will also treat the other two species of tapeworm.

The equine world needed to know about these additions to our knowledge of equine parasites along with the impending threat of resistance. There needed to be a change in attitude to the use of wormers.

Virbac recognised that the most effective way to achieve this was through impartial education programmes; not only for horse owners but healthcare professionals too.

Consequently, training and education initiatives formed the foundation of Virbac’s philosophy - long before the

A programme developed for vets to provide a tailored worming programme based on Faecal Egg Counts.

10

20

Poster providing pictures and weights of a variety of horses to help wormer prescribers obtain better weight estimate from horse owners.

06 20

24 FEBRUARY 2011 EQUESTRIAN TRADE NEWS

09

Competition for a vet practice to win a weighbridge based on estimation of horse weight from pictures.

Weight awareness campaign – Graph showing the proportion of horses that would be treated by the size of horse wormer syringes available.

20

07

08 20

20 Free of charge egg count kits given to Horse owners through their wormer supplier to enable them to test test their horses.

community. Well informed SQPs provide value added service to their customers, with the loyalty that engenders. They also provided a platform to educate owners about the risks associated with indiscriminate use of horse wormers and the impact it has on the development of drug resistance.

05

04

02 Scientifically validated weigh tapes provided to stockists to give to horse owners.

The equine world needed to know about the impending threat of wormer drug resistance.

20

20

20 The Virbac education programme designed to encourage responsible worming.

requirement for mandatory Continuing Professional Development (CPD) for SQPs. The Virbac Professional Training Scheme equipped SQPs with knowledge and skills to make them even more valuable assets to both their businesses and the wider equine

Vials supplied to wormer stockists to enable them to demonstrate to horse owners how little paste is in a syringe and subsequently how significant a small amount ‘spat out’ could be.

www.equestriantradenews.com

To support SQP activity, Virbac also published awareness articles extensively in the consumer equine press as well as educational pieces in the trade press.

Underdosing has always been one of the biggest threats to maintaining drug efficacy, but a decade ago, little was done to address the issue. Owners routinely bought a single syringe to treat their horse, irrespective of checking that the actual bodyweight was within the standard 600 kg most syringes would treat. The problem was exacerbated by an increase in the popularity of heavier types of horse such as warmblood and Irish Draught crosses.

Virbac confronted this problem supplying equine healthcare professionals with scientifically validated weightapes to enable them to encourage their clients to get a better estimation of their horse’s weight and ensure adequate wormer was administered.

In parallel, Virbac conducted research into the weight of general purpose riding horses and found that the old thoroughbred based guidelines were outdated, making the conventional 600kg (and in some cases 545/575 kg syringe) insufficient for upwards of 30% of leisure horses.

Virbac conducted research into the weight of riding horses and found that the old thoroughbred based guidelines were outdated.

In 2007 Virbac increased the capacity of Eraquell and Equimax to enable horse owners to treat horses up to 700 kg with a single syringe. This allowed SQPs to increase weight awareness and avoid underdosing in most horses without the sometimes awkward situation of requiring them to buy a second syringe.

In addition, Virbac wormers were made available in Yard Packs containing 48 syringes making it easier for yards to treat large number of horses while eliminating excess packaging.

Underdosing is not just about poor weight estimation. Virbac identified that there was a significant problem with horses spitting out wormers, resulting in unintentional underdosing.

Virbac’s solution was Equimax Tabs the first wormer in a palatable tablet to combine the efficacy of ivermectin and Praziquantel.

CPD has become compulsory for SQPs, faecal worm egg counts have seen a surge in popularity and increasingly businesses are keen to offer this service to their customers. In the last decade, Virbac has been the trailblazer in offering opportunities for all of these to their customers - well before current trends and regulatory demands.

It’s difficult to predict what the next decade will bring, but one thing is certain. Virbac will continue to innovate, educate and play its role in ensuring the sustainability of equine wormers.

• Virbac is the main sponsor of BETA International 2011.

26 FEBRUARY 2011 EQUESTRIAN TRADE NEWS

What’s new in worming?

ETN rounds up the latest news and developments in this important and strictly controlled product area.

Smart start to the New Year A NEW year means a fresh start – and a great time for your customers to plan their horses’ worming regimes. Whether they have one horse or ten, Merial’s SMART online planner is the ideal tool.

SMART stands for Simply Monitor, Assess Risk and, if necessary, Treat.

With an easy-to-use table accessed quickly online, the SMART planner lets owners input data for multiple horses. Once it’s set up, they’ll get reminders when each horse is due a worm egg count (WEC) and an alert about the actions required.

The service also keeps users, and SQPs, up-to-date with the latest worming news.

Case study 1 Teresa Flanagan has a number of horses and found it was becoming a nightmare to keep track of the worming situation.

“I treated all the horses with EQVALAN Duo in the spring and since then have been using the SMART worming planner and WECs to test each horse regularly to monitor individual worm egg outputs.

“I was surprised when some of the WEC results came back, as most were low or zero counts, but one horse I bred myself and who has never been off our farm, has had quite a high count. The online planner reminds me when to re-test the horses and keeps track of their individual results.”

Case study 2 Alison Horgan has been really impressed with the SMART worming planner and now only worms strategically: “In the long run, this method is good for resistance management, saves a little money with my mini herd and also prevents unnecessary worming treatments for my animals.

“I have been surprised by some of the results, such as Destiny my youngster having such a high worm count when we started using this system, despite the others in the same paddock having a very low count. However, on further research, I discovered that youngsters are more susceptible so I have learnt something new.

“I’m currently worm egg counting the whole lot again, this will then give me the knowledge of how or what to worm with next time they require treatment.”

Learn and earn at BETA International

BETA

2011

NEC, Birmingham, UK BETA International is offering visiting SQPs the opportunity to gain 20-22 February 2011 CPD points at this year's show - at the NEC, Birmingham on 20-22 February.

SQPs can gain a maximum of 20 CPD points at an AMTRAaccredited seminar hosted by BETA International's main sponsor Virbac Animal Health.

The Virbac Professional Training Scheme Equine Parasitology Seminar will be run over two 1 ¼ hour sessions – one on Monday (20 February), the other on Tuesday (21 February). Each is worth seven points, but 20 points will be awarded if both are attended.

The seminar will also take place during one 2 ½ hour session on Tuesday (22 February) and will be worth 20 points.

“The seminar provides one of the last opportunities many SQPs will have to claim vital CPD points before the 30 June deadline,” said Claire Thomas, commercial manager of BETA International organiser Equestrian Management Consultants (EMC).

“It is spread over the three days to ensure that as many retailers as possible will benefit and it plays a key role in ensuring that the whole show experience is as rewarding as possible for our visitors.”

• Admission to BETA International is strictly trade-only and free on preregistration at www.beta-int.com www.equestriantradenews.com

Banish those bots BOTS are the insect larvae of the bot fly and a common adult parasite found within the horse’s stomach, yet they don’t show up in a standard Faecal Worm Egg Count (FWEC), warns Pfizer Animal Health.

The brown, hairy and bee-like adult bot fly can cause serious distress to horses during the summer season – just one reason why it’s important to banish them during the winter months.

The female bot fly can lay up to 1,000 distinctive yellow eggs on the hair on horses’ legs and shoulders or around the eyes, mouth and nose. The larvae are ingested as the horse grooms itself or a companion, mature in the mouth and develop in the stomach for up to a year before emerging via dung. The larvae then burrow into the ground and develop into adults. Depending on the conditions, the adults emerge in three to 10 weeks and the cycle begins again.

Prevalence of bots is most easily identified by the presence of the eggs on the legs of animals, but this is an unreliable indicator. Infection can show as mouth irritation and occasionally the eruption of errant migrating larvae from the skin, often on the neck. In severe cases it can cause ulceration of the stomach lining and potentially the opening from the stomach to the intestines can become obstructed.

Ben Gaskell, Pfizer’s veterinary advisor explains: “The concerns are that not all horses will develop obvious symptoms and that the exact level of pathogenicity of bots is not well understood. Many animals may not show any outward signs of illness at all giving no clue to the possibility of damage occurring internally. This is why routine control is important.”

A wormer containing ivermectin or moxidectin is recommended for the control of bots, administered in the winter, after the first frost when the adult flies have died and before the bots mature. A practical and cost-effective solution is to use moxidectin-based EQUEST which is recognised as the only single dose treatment for encysted small redworm - yet banishes bots too.

BETA announces SQP CPD programme BETA has launched a series of one-day courses to help SQPs (suitably qualified persons) stay up to date with the latest animal medicines legislation, boost their businesses – and earn CPD (continuing professional development) points.

The programme concentrates on areas that can assist SQPs within their work environments. There’s also a look at potential legislative changes as well as ideas for profit advancement. For some SQPs, this could be initiated by changing approaches to worming horses, current thoughts on worming regimes and better knowledge of how to sell faecal egg count testing kits and monitor the results.

For others, the Small Animal Exemption Scheme could provide inspiration for new products and diversification, or prompt consideration of AVM-VPS products for different species.

Each BETA CPD day will be a busy one. However, it will be packed with useful ideas - and have an element of fun. Delegates earn 44 CPD points by attending.

The cost per person is £45 plus VAT to BETA members and £55 plus VAT to non-members.

Dates and venues are as follows: 11th January – Failand Village Hall, Failand, Nr Bristol 25th January – Newark Showground, Newark on Trent 8th February – Nr Wetherby, Yorkshire 1st March – Lantra House, Stoneleigh Park, Warwickshire 8th March – Nr Maidstone, Kent 29th March – Globe Hotel, Topsham, Exeter 12th April – Golden Lion Hotel, Stirling

BETA CPD: a typical day’s timetable 09.00 – 09.30

Registration

09.30 – 10.45

Legislation Update - Regulatory Update (VMR) - Inspectors’ Feedback - Small Animal Exemption Scheme (SAES)

10.45 – 11.00

New Species: New Business - Considering Options - Looking for Product Synergy

11.00 – 11.15

Tea/coffee break

11.15 – 12.00 12.00 – 12.45

Canine Update - Review of Dog Worming - Recent Product Introductions Feline Update - Review of Cat Worming - Recent Product Introductions - Endoparasites

12.45 – 13.15

Lunch

13.15 – 13.30

Equine Wormer Resistance - Current Views Faecal Egg Count Testing - Retailers’ Role - Test Process - The Test Kit - Results Feedback & Support

13.30 – 15.00

15.00 – 15.15

Tea/coffee break

15.15 – 16.45

Equine Worming - Changing Attitudes - Reducing Resistance Build-up - Compounds & Programmes - Profitable Approaches

• To apply for BETA CPD courses, contact the BETA office on 01937 587062 or email tinar@beta-int.com

28 FEBRUARY 2011 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

• Patrick Print, former

chairman of the British Horse Society (BHS) was appointed OBE for services to equestrianism in the New Year’s Honours List.

Current Chairman Dr Phil Wadey said Patrick was “one of the most influential and effective chairmen in [BHS] history.”

Other figures from the equestrian world to be recognised include equine physiotherapist Mary Bromiley, for services to equestrian sport; photographer Robert ‘Bob’ Langrish for services to art; and dressage trainer Ann Cutcliffe for services to para equestrian sport. They were each named MBE.

• Sam Turpitt

is the new distributor of Sue Carson Saddles for Scotland. Sam has previously worked with point-topointers and in the IT sector.

She’s pictured competing with her horse Fidder’s Hat.

• Martin Jennings, who has more than 20 years’

experience in the equine industry, has joined the Day, Son & Hewitt team as national sales manager. Martin will be on the company’s stand at BETA International. The Day, Son & Hewitt brand is part of Carr & Day & Martin.

• Brian Kennedy will be calling on retailers in his new capacity of an agent for Gallop Equestrian.

• Congratulations to Sarah and Bobby Taak, of leading equestrian manufacturer and supplier Gallop Equestrian, on the birth of their first baby. Tristan Thomas Taak (left) arrived two weeks early, weighing 6lb 13oz. “I’ve left it quite late to become a father, but it’s the best feeling in the world,” Bobby told ETN.

• Abbey Saddlery is one of the best known

• Worcestershire based pet food business Fish4Dogs has made

four new appointments. Toby Hart, formerly with Judges’ Choice and Skinners, becomes sales director. Managing the UK retail trade are territory managers Joanne Richardson and Judith Laurie.

Joanne has worked for Pero Pet Foods and Burgess PLC, and Judith for Zolux Hobby, Judges’ Choice, Laughing Dog and Purina. Joanne competes with her Border Collies in dog agility. Fish4Dogs’ fourth new appointment is Emma Stapleton as sales executive for shows.

Pictured, from left, are Toby Hart, Joanne Richardson, Judith Laurie and Emma Stapleton.

• Clair Leachman, office manager at BETA International and ETN publisher Equestrian Management Consultants (EMC), and her partner Neil are celebrating the birth of their son Brody who weighed in at 7lb 10oz when he arrived on Saturday 8 January.

• Rachael Cheetham is the new customer sales advisor for Zebra Products. She takes over the role from Sharon Bull, who has become office sales executive. Rachael has worked on an event yard and was assistant commercial manager at Derby House, where she dealt with UK based branded suppliers and did seasonal purchasing for the group’s mail order catalogue and stores. She enjoys showing her Thoroughbred gelding ‘Out of Pocket’.

• Businesswoman and former event rider Amanda Ratcliffe has been elected chairman of British Eventing. Amanda set up and ran a market research and PR company before joining her husband in a management buy-out of a division of BP in 1991. They floated the company 18 months later, and by 1998 it had increased its value by fifteen times. www.equestriantradenews.com

family businesses in the equestrian trade.

And now a third generation has joined the team. Greg Brown, son of Richard Brown, graduated from the University of Manchester with a joint honours degree in maths and physics. With a keen eye for business development, he has already introduced some changes at Abbey’s Walsall base where he is assistant manager to David Broome.

“My aim is to bring the foundry into the 21st century and modernise the way in which the business is run,” said Greg. “This will involve the development of existing computer systems and communications, whilst also working hard to retain the heritage and skilled craftsmanship which is an integral part of Abbey Liston.”

Founded in 1982 by Gerald Brown, Greg’s grandfather, Abbey Saddlery was started with the intention of offering the complete range of workshop materials to the equestrian trade. Today, Abbey still provides these traditional materials and also services numerous other sectors such as the fashion and motor industries.

• The Countryside Alliance (CA) has

appointed Rob Gray as deputy chief executive. For the past five years Rob (38) has been campaigns director at the Alliance.

“The Countryside Alliance and its members should be extremely proud of what has been achieved over the past 13 years, often in very difficult circumstances,” he said. “The exceptional team of staff and volunteers currently serving the Alliance will ensure its campaigning goals are achieved. There has never been a greater need for a tenacious watchdog for the countryside and country sports.”

CA chief executive Alice Barnard added: “Rob's challenging new role has a wide-ranging brief but his main task will be to lead the political, media, policy and campaigns teams.”

• Equivet Animal Care Products is moving to new headquarters

with combined office and warehouse at The Mendip Business Park, Rooksbridge, Somerset. The company also has a new stock control system, plus new employees. Anne Gardner-Thorpe, who joins as finance manager, previously worked for Deloitte in the tax department and was an Inland Revenue inspector. Nicola Weeden is the new stock controller who also manages the company’s Ebay account. Anne and Nicola are horse owners. Meanwhile, Celia Gadd has stepped up from brand manager to commercial director. Anne and Nicola are pictured.

EQUESTRIAN TRADE NEWS FEBRUARY 2011 31

Finalists announced for BETA Business Awards ongratulations to everyone – businesses and individuals – who have made it through to the finals of the 2011 BETA Business Awards. These prestigious industry accolades will be presented during the BETA Gala Dinner, at the National Motorcycle Museum, near Birmingham, on 20 February.

Finalists for each award are listed below, but the search for the overall winner is still ongoing. Depending on the category, this can include members’ votes, visits from mystery shoppers, incognito phone calls and consideration of submissions by an independent panel. Good luck to you all. . . .

C

Joules Equestrian Event of the Year Badminton Horse Trials Burghley Horse Trials Royal International Horse Show Your Horse Live

TSM Rider Award Andrew Gould – nominated by Prestige Italia, Baileys Horse Feeds, Equine America, KM Elite Beverley Brightman – nominated by Horsehage Henriette Anderson – nominated by British Horse Feeds Matt Ryan – nominated by Propress Equine/Haygain Pippa & Millie Allen – nominated by Horsemasters

At last year's BETA Business Awards, Martin Loveday was presented with the Lifetime Achievement Award by BETA president Jane Holderness Roddam.

Equestrian Trade News

Harry Hall Retail Employee of the Year Paula Whitson – Carrs Billington Agriculture, Selkirk Anna McGwik – Tower Farm Saddlers, Earls Barton Laura Thorpe – Tower Farm Saddlers, Rugby Kathryn Martyn – Countrywide Farmers, Taunton Lucy Osborne – Countrywide Farmers, Totton Janet Keeley – Countrywide Farmers, Witney June Cross – The Tack Room, Johns Cross, Robertsbridge Jodie Tennant – Norvite Farm & Country, Aberdeenshire

A warm welcome to new members

SEIB Retailer of the Year – Mail Order/Internet Retailer Derby House Dressage Deluxe Ingatestone Saddlery Centre Robinsons Country Leisure Supplement Solutions The Horse Bit Shop SEIB Retailer of the Year – Large Tack Shop Derby House – Wrightington store Ingatestone Saddlery Centre R & R Country Robinsons Country Leisure – Ashton store Robinsons Country Leisure – Cannock store Robinsons Country Leisure – Basingstoke store Speedgate Enterprises SEIB Retailer of the Year – Medium Tack Shop Houghton Equestrian R B Equestrian Redpost Equestrian Tower Farm Saddlers – Rugby SEIB Retailer of the Year – Small Tack Shop Acre House Equestrian Express Equine Iron Horse Equestrian Supplies Tower Farm Saddlers – Earls Barton Zara Countrywear

HAYGAIN Feed Helpline of the Year Allen & Page Dodson & Horrell Spillers TopSpec Equine

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 Sales Representative/Agent of the Year Dean Mastouras – Matchmakers International Dave Wright – Agent for Sherwood Forest and Carrots Lisa Gregory – Charles Owen & Co (Bow) Michael Glover – Dengie Crops Michael Darley – E Jeffries & Sons Nikki Newcombe – Black Country Saddles

UKTI Export Award Black Country Saddles Fly Away Hilton Herbs Horseweigh Vale Brothers

BETA Trade Supplier of the Year Ariat Europe Black Country Saddles Friendship Estates Matchmakers International Shires Equestrian Products Stockcare (Gold Label) BETA Trade Website of the Year Battle, Hayward & Bower Black Country Saddles Horseware Ireland Matchmakers International

Contact Tina Rogers at BETA:

Website: www.beta-uk.org

Tel: 01937 587062

or email us at tinar@beta-int.com Stockeld Park, Wetherby, West Yorkshire LS22 4AW

32 FEBRUARY 2011 EQUESTRIAN TRADE NEWS

The following applications for BETA membership were approved by the BETA Council at its meeting in December: Faulks & Co, Barwell, Leicestershire (yard equipment manufacturer) – Trade.

Rumenco, Stretton, Staffordshire (feed manufacturer) – Trade.

Knights Solicitors, Tunbridge Wells, Kent (Solicitors) – Associate.

Cavandjo, Bristol (equine dealer) – Equine.

Horses with Attitude, Liversedge, West Yorkshire (clothing and gift manufacturer) – Trade.

Millwheel Tack Shop, Binfield, Berkshire (retailer and feed merchant) – Retail, Full.

Smedley Equestrian, Stoneleigh, Warkwickshire (retail shop) – Retail, Provisional.

POS Logistics, Halifax, West Yorkshire (computer systems provider) – Associate.

Red Horse Products, Henley-onThames, Oxfordshire (hoof products manufacturer) – Trade.

Supreme Products, Driffield, East Yorkshire (horsecare products manufacturer) – Trade.

Falabella Jewellery, Leeds. West Yorkshire (jewellery wholesaler) – Trade.

Just Chaps, Petersfield, Hampshire (chap designer and manufacturer) – Trade.

Elite Saddlery, Ballytane, Co Kildare (retailer with workshop) – Overseas Retail, Full.

Chestfields, Whitstable, Kent (grooming equipment manufacturer) – Trade.

Bretvents, Little Horstead, East Sussex (Easisoak manufacturer) – Trade.

Honeychop Horse Feeds, Bury St Edmunds, Suffolk (feed manufacturer) – Trade.

Buckaroo Equine, Melton Mowbray, Leicestershire (equestrian retailer) – Retail, Full.

Tayberry Outdoor, Cardiff, Vale of Glamorgan (clothing manufacturer) – Trade.

Hoofs, Paws & Claws, Chesterfield, Derbyshire (equestrian and pet retailer) – Retail, Provisional.

Clarkes of Walsham, Bury St Edmunds, Suffolk (retail country store) – Retail, Full.

Hadlow College, Tonbridge, Kent (college and library) – Associate.

HiHo Silver, Chard, Somerset (jewellery manufacturer and wholesaler) – Trade.

www.equestriantradenews.com

Being an industry newcomer, retail principles, clock-watching and beach riding Lizzy Bunting of Priory Saddlery in Guisborough, Cleveland, faces ETN’s quick-fire questions.

Tell us a bit about your business: The original Priory Saddlery dates back to the 1960s. It was run by Ken Barber until 2000 when he retired and sold it to a relative of a member of staff. We – my partner Paul Freeman and I – bought the business in 2006.

It had hardly moved on since the 60s, so we’ve put an enormous amount of effort and investment into updating it.

I’ve spent my whole working life in retail.

Until I took on Priory Saddlery, I was marketing manager for 35 stores within the Boyes retail chain. I’d always ridden, apart from having a break while at university, and thought it would be interesting to combine the hobby with a job.

Paul has a ‘proper job’ as a project manager. He’s in sunny Brazil [at the time of writing] where they’re building a blast furnace – while I’m left here in the snow!

Until Christmas, we had two shops in Guisborough and Saltburn, but have just closed the latter. Whereas our main shop in Guisborough is on the high street, the second shop was opened at a riding school as a bit of a trial. It had a big car park, which was an advantage, but we found we were always toing and fro-ing with stock which was uneconomical on time and we couldn’t offer as good a service as we would like.

So now we’re concentrating on the Guisborough shop, plus an e-commerce website which is already doing about onethird of our business. We’re also developing and improving www.tackandski.co.uk and a new website Cross Country Style.

I’d say I’m more experienced in retailing than with horses [although Lizzy is being modest – see below]. But I’ve enjoyed learning and felt really pleased to qualify as a Society of Master Saddlers (SMS) saddle fitter in 2009. I’ve also trained with BETA to do hat and body protector fitting.

We employ four part-time staff, one of whom has worked here for 30 years, plus a Saturday girl.

We’re a mainstream saddlery shop, but because we’re on the high street – albeit at the far end – we try to put fashionable country clothing into our shop window to attract nonhorsey passing trade. The equestrian look is very ‘in’ this winter.

What’s selling well?

Clothing wise, Jack Murphy. It’s so competitive on price; we can hardly keep up with the demand. One thing that’s tailed off is expensive rugs, partly because the so-called economy ranges are now so well made there’s hardly any difference in the quality, and customers can get so much more for their money!

What’s good about the trade?

In the saddlery sector, I’ve been really impressed with some companies who spend so much time and effort on research and improving their products. I’m always looking for new ideas and new products to stock, which is why I’ll go to BETA International.

I really like the tradition in this trade, that’s a good thing. But I don’t like it when some people clearly think a newcomer like me doesn’t know what she’s talking about due to lack of experience in the equestrian industry. They think their industry is different from any other – and it isn’t. Retail is retail; the same principles apply whatever you’re retailing.

When did you last ride a horse?

Until last weekend [ETN interviewed Lizzy during ‘the freeze’], it was every day. I have two horses. Breeze is an Irish draught/Connemara and Felix is an Irish sport horse. I like competing in show jumping and dressage and have done some Trailblazers competitions.

[When coerced, Lizzy admits she has produced these horses herself from four year olds – no mean achievement when running a business as well]. I also love being a happy hacker and riding on the beach. It’s only ten minutes away and when the tide is out, the beach stretches for six miles. It’s wonderful!

And what’s bad about the trade?

It’s so disappointing how fewer and fewer products are made in Britain – and not just for patriotic reasons. It’s frustrating to get a new product and do well with it, but when you try to repeat it, the supplier doesn’t have any until the next shipment which can be quite some time.

That makes life very difficult for a small business trying to offer a good service to its customers.

I’d also like to see some of the big suppliers loosen up about who they will see at BETA International. With some companies, you can’t even get onto the stand to see anyone unless you have an appointment. Surely they should have floating sales people to see new customers.

Unless they are receptive to new business, how do they even know we exist?

34 FEBRUARY 2011 EQUESTRIAN TRADE NEWS

What would you be doing if you weren’t working?

Riding or walking my dog Spike, a hairy little Irish terrier.

How would you spend a £1m lottery win?

Would I keep the business? Some days, yes; others, no. I certainly would like not to have to work so hard. In fact, I’d love a day when I didn’t have to watch the clock.

What are your hopes for the next 12 months?

That we can do what we do well even better.

We are in a very horsey area, but there’s plenty of competition. We hope people come to know and appreciate us for our very special service. www.equestriantradenews.com

How clever is your cover?

ETN asked South Essex Insurance Brokers (SEIB) to answer some typical equestrian retailers’ insurance questions.

Q. There appears to be a near epidemic of tack thefts. I am a medium-sized retailer who stocks approximately 35 new saddles at any one SEIB offers interest free credit to BETA time – and this is no members doubt why my insurance premium has just gone through the roof. I’m told I’m a particular liability because I trade from a mobile unit at shows about five times during the summer season. What advice can you offer to reduce my premium?

A. Security is the priority. Make sure you have suitable locks and an intruder alarm at your shop and the insurer will look more favourably towards your business.

Some insurers will cover you at shows even if you are there overnight, but only if there is 24 hour security on site or if you do not leave the mobile unit unattended.

It is advisable to speak to a specialist broker that has access to a range of insurers and understands your business and the insurance risks involved. The broker is more likely to have access to insurers that will extend cover to meet your particular circumstances.

Q. My husband and I have run our small tack shop for five years. But circumstances mean that we are looking to employ a part-time assistant in the near future.

What insurance issues will we need to address?

A. If you are looking to take on a member of staff, you must have employers’ liability insurance by law. It is likely that you will already have this cover in place under your shop insurance package but it is important to check.

Q. We lost a significant amount of preChristmas trade in December due to the snow. Is it possible to insure against such eventualities?

A. There is insurance for loss of business due to adverse weather conditions but this cover is only available for events and cannot be added www.equestriantradenews.com

to a general commercial policy. A commercial policy can have business interruption cover, but it only applies where there has been a physical loss to the premises, for example fire, lightning and floods.

Q. I am a saddle fitter who travels to clients’ premises to conduct my business.

Recently, I was kicked badly by a horse I was fitting with a saddle – and it made me question whether I have sufficient cover should another similar incident incapacitate me. What do you recommend?

A. If you are self-employed it would be advisable to look at accident or sickness cover.

Personal accident policies can often be extended to cover temporary disablement from accident and sickness. If you are incapacitated for any period of time, the policy will pay a percentage of your salary as a weekly benefit, the first 7-14 days are usually excluded; terms and conditions will apply so always read the key facts to understand exactly what is covered. Check with your insurer that the cover is sufficient should you be unable to work.

Q. I see that SEIB offers benefits to BETA members. Can you tell me more?

A. Cover for equestrian retailers is very specialist and SEIB regularly negotiates with insurers to come up with the right cover. SEIB also offer interest free credit to BETA members. t South Essex Insurance Brokers 0845 612 0302.

A specialist broker understands equestrian retailers’ needs.

Insurer launches retailer incentive scheme Retailers can add value for their customers and earn rewards under new initiative.

E

ven the fittest, healthiest horse can become ill or injured, with associated vet’s fees often running to thousands of pounds. Add to this the threat of third party liability, personal injury and horse and tack theft and it’s easy to see why equine insurance is an important aspect of many consumers’ equine management.

Petplan Equine, with more than 20 years’ experience in providing policies protecting horses, riders and their equipment, recently launched the Petplan Retail Rewards scheme which rewards retailers for promoting Petplan policies to customers.

Under the scheme, retailers display or hand out leaflets that give their customers their first month’s insurance free when they buy horse insurance or a rider plan policy.

Petplan Retail Reward Credits are awarded when customers take out full Petplan Equine or Petplan small animal (dogs, cats and rabbits) policies and can be exchanged for Love2shop vouchers. These vouchers are accepted by more than 85 leading high street names and in over 18,000 outlets nationwide, including Debenhams, Boots, Comet, House of Fraser, River Island, HMV, Homebase, JJB, WHSmith, Matalan and Iceland.

Retailers receive 200 credits (25 credits = £1) for every horse insurance or rider policy sold, and 150 credits for a dog, cat or rabbit policy. A further 25 credits are earned every time a policy is renewed.

Even the fittest, healthiest horse can become ill.

36 FEBRUARY 2011 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

Retailers interested in taking part can register free of charge at www.petplanretail.co.uk. You will be given a unique Petplan Number, and can order free promotional material to display in your outlet. All you need to do is add your Petplan Number to each leaflet you display or hand out, as each customer will be asked for this reference number when the policy is set up. This will help Petplan identify sales that come from your business. t Petplan 0800 197 6270

Reducing tack theft risks In a bid to beat the thieves, Petplan Equine suggests retailers encourage their customers to do the following: Make sure your tack is properly protected and insured.

Many tack rooms are located in secluded buildings that remain unattended most of the time, creating an easy opportunity for thieves.

•

• Many insurance companies insist on the fitting of a ‘5-

lever mortice deadlock’ on all doors if the tack is not stored at home. A 5-lever mortice deadlock has two significant features: firstly, it is fitted into the door and frame, not surface mounted like a padlock or bolt, which makes it difficult to lever the door open or cut the lock off.

Secondly, they have five ‘levers’ – internal chambers in the lock – which must be operated together to open it. This makes it difficult to pick.

• If tack has to be left in a vehicle, it must be in a locked

boot or in the covered luggage area of a locked vehicle.

Other conditions may apply, so check the policy.

• Get tack security marked by a recognised company such as Horsewatch. If tack is not identifiable by serial numbers, postcode, microchip or other visual method, it is unlikely to be recovered if stolen.

• Keep receipts for major purchases and photograph any unusual and/or expensive items.

• Make a comprehensive inventory of tack and equipment, including relevant descriptions (colour, size, etc.) serial numbers and details of security marking or post coding. The list will be very useful in the event of an insurance claim.

www.equestriantradenews.com

EQUESTRIAN TRADE NEWS FEBRUARY 2011 37

Remember those great greys?

Did you know that their insurance company owner/sponsor can cover equestrian retailers too?

SHEARWATER Insurance is closely associated with providing equine insurance – and supporting the partnership between Olympic gold medallist Leslie Law and the popular grey horses, Shear L’Eau and Shear H20.

Perhaps less well known is that Shearwater provides a comprehensive Retailers Shop Policy specifically designed for equine Leslie Law and Shear H2O businesses? competing at Belton many moons ago.

Policies available from Shearwater enable retailers to cover ever eventuality; from your valuable stock to the building you trade in, giving you total peace of mind that, no matter what happens, your livelihood is in safe hands.

While unpleasant to think about, you should consider what would happen in the worst case scenario, says Shearwater; for example, if a fire burned down your premises. Is your stock covered for an adequate replacement value? Do you have business interruption to cover your lost income if you cannot trade?

If you are exhibiting at a show, does your policy cover your stock? Shearwater can provide a policy extension to include this cover on an accidental damage and/or ‘all risk’ basis, which means that when you are away from your usual trading premises, whether travelling, or at a show, you are fully covered.

If someone died or suffered an injury on your premises or while working for you, how are you covered? Standard public liability only covers you at your own premises – you would need an extension to cover you if it was when trading at a show or delivering an item.

Other things to consider are ensuring you have the relevant employers’ liability to cover staff along with comprehensive legal cover should you be taken to court. Not all policies automatically cover these vital elements, so to prevent your business from getting in to a difficult situation, look carefully at every detail to ensure you have the right level of cover.

Clients of Shearwater can be confident that they will be speaking to knowledgeable, friendly staff who want to help get your business back to full capacity as quickly as you do.

Shearwater offers much more than equine insurance. Services include personal insurances, motor insurance, travel and business – to name but a few. Loyalty discounts are available to customers taking out more than one policy.

Shearwater is offering ETN readers a £20 discount on new commercial and personal insurance policies. Simply quote ETN Magazine when contacting the office. t Shearwater 01992 767666. www.equestriantradenews.com

Nurturing the novice saddlers Adherence to apprenticeships has helped the UK saddle industry stay on top of the world. Pat Crawford looks at opportunities for those entering our industry – and acknowledges the Masters who make it happen.

O

ld adages are so often true. ‘What goes around’, so we are told, ‘comes around’. It looks as though this might, if appraisal is realistic, be the case of apprenticeships.

Recapping: apprenticeship was the traditional method of training in many industries for hundreds of years.

Generally speaking, the results were very good especially in the craft-based industries where one-to-one, hands-on learning was an imperative. But then, perceived as an advance, during the ‘70s and ‘80s, government funded apprenticeships were either abandoned or collapsed in many industries.

Some apprenticeships were replaced by new qualifications, NVQs for example were originally perceived as qualifications of competency - but one early criticism related to the fact they did not suit very small businesses where employers or trainers needed to be qualified as assessors in order to assess their apprentice.

This was overly expensive and time consuming for small saddlery businesses. The success rate of the saddlery NVQ of the mid 1990s is difficult to evaluate and, while there are some very positive reports, others are almost entirely negative.

The saddlery industry – led by a steering group chaired

by Steven Brereton-Martin (at www.equestriantradenews.com

that time The Clerk to The Worshipful Company of Saddlers (WCS)) and including representatives from the Society of Master Saddlers (SMS) and others, decided that apprenticeship was the only form of training that could possibly have a long-term future in a craftbased industry such as saddlery.

The Millennium Apprenticeship Scheme, believed the first fully structured non-government scheme was launched at the end of 1999. HRH The Princess Royal (who is a Yeoman of the WCS) officiated and her speech gave a valuable and positive insight to the past – and more importantly, an optimistic prediction for the future - of this proud industry.

Apprentices are indentured for a four year period under a Master appointed by the SMS/WCS. Each indentured apprentice is allocated a ‘Visitor’ who is responsible for mentoring and sorting any problems that arise.

During the four year period, apprentices are expected to complete the City and Guilds assessments required to fulfil the SMS’s definition of ‘Qualified Saddler’ and/or ‘Qualified Harness-maker’.

Meanwhile, the government performed something of a volte face and began to put resources into Modern Apprenticeships.

Lobbying had finally paid off

Completing apprentice Jeanette Hutchinson with her Master Saddler Frances Kelly and Visitor Mark Romain (right) and David Chandler, former Master of the Saddlers’ Company.

Many SMS members take on indentured apprentices because they want to put something back. and the steering group developed and launched a Modern Apprenticeship for the saddlery industry in 2004.

Virtually all those who sign up as Millennium Apprentices undertake a Modern Apprenticeship simultaneously. The Millennium Apprenticeship is stronger in craft terms but the Modern Scheme has other worthwhile aspects such as Key Skills in application of number and communication, basic First Aid and an NVQ specific to

the Saddlery Industry, and it is also favourable in terms of funding availability.

Many craft and vocational industries attract mature entrants seeking a change of direction mid-career – and saddlery is a notable example.

People from all walks of life enter saddlery - but the numbers of school leavers are limited – and then almost all are 18-plus. A considerable percentage of new entrants undertake a two-year course in saddlery at

EQUESTRIAN TRADE NEWS FEBRUARY 2011 39

Kings Troop apprentice Godfrey Morris receiving his certificate from David Chandler, then Master of the Saddlers’ Company.

Mark Fisher receiving his certificate as apprentice Master to Elinor Harris.

Cordwainers (‘the leather college’) at Capel Manor which reduces subsequent apprenticeship by a year.

Many of those seeking a career change have degree or other academic and/or professional qualifications.

Others have few formal qualifications but enter with valuable life and work experience.

Just a few months ago, shock waves went around colleges and training establishments when it was announced that funding was being cut and would be restricted to those under 25.

Bad news for a small but elite UK industry such as saddlery which is recognised as demonstrating what are probably the highest craft standards in the world.

Of course, saddlery isn’t the only craft industry to be threatened. At a time when the UK manufacturing base

is being constantly eroded, it seems strangely lacking in vision to undermine the future of a sector which is strong and in which we excel. Fortunately, although at the time of going to press no finite information is available, news from the funding front appears to indicate a re-think will extend funding availability to the over 25s.

One of the criticisms of apprenticeships relates to the considerable investment of time (difficult to separate from money) that an appointed Master necessarily makes in the training of indentured apprentices. This relates to the fact that, once qualified – and just when they are an asset to the business – they up and leave to start up on their own.

This is sometimes, but not always the case and, presuming a job is available,

40 FEBRUARY 2011 EQUESTRIAN TRADE NEWS

many opt to stay on in order to hone their skills towards being invited to adopt the coveted ‘Master’ title (a minimum of three years after first qualifying).

Many SMS members who agree to take on indentured apprentices do so because they want to ‘put something back’ that will future-proof the industry. Some take on a succession of apprentices, all of whom achieve especially high standards. One such is Laurence Pearman at Stroud Saddlery whose apprentices have all gone on to develop individual specialities once they have finished their training. During – and after completion of their apprenticeship – everyone at Stroud is encouraged to take part in the SMS Annual National Competitions and, between them, have won some prestigious prizes. The happy, family-type, atmosphere the Pearmans create is undoubtedly a contributory factor.

Frances Kelly is another who has produced extraordinarily good saddlers.

Frances has rare ability to recognise raw talent when she sees it - and she combines this with a real gift for developing it. Herself a five times winner of the bestin-show title at the Annual Competitions, she was responsible for training and nurturing Catrien Coppens who become another multiple winner of best-inshow. Frances’s latest apprentice, Jeanette Hutchinson, is climbing the success ladder at an amazing pace and could well be a ‘best-in-show’ in the making.

Members of The King’s Troop, Royal Horse Artillery, are very popular with both the SMS and WCS who recognise that those training and working in the saddlery workshop must also undertake all the normal soldierly duties – including front line involvement – as well as playing a full part on ceremonial occasions. Some work load by any standards!

The soldier/saddler in charge of the workshop – currently Sergeant Jonathan Ashton who follows a line of illustrious Masters – presently has two apprentices. It’s

worth bearing in mind that the saddlery workshop undertakes all the saddle and harness work for the entire troop.

Peter Lewis, proprietor of Pointings Saddlery in Somerset, is another who has made year-on-year commitment to the apprenticeship scheme and whose trainees have gone on to be notably successful.

David McClelland is flying the flag in Northern Ireland training an apprentice at Annaghmore Saddlery in County Armagh. Martin Wilkinson and Ted Blackburn who run their own saddlery businesses in Hertfordshire and Surrey respectively, have both given long-term commitment to the scheme and both have apprentices training with them at the present time.

Gerry Reynolds, based in Suffolk, has been responsible for two apprentices completing their training this year. Mark Fisher – one time Master at The King’s Troop – is continuing the good work at his base in Cambridgeshire and David Ashton is the Master responsible for training at Village Saddlery in Cheshire.

Any article about apprenticeship and its immense value to the saddlery industry would be incomplete without tribute to Mark Romain at the Saddlery Training Centre (STC) in Salisbury.

The STC is the only centre in the UK approved to deliver the Modern Apprenticeship.

Virtually all apprentices undertake part of their training with Mark, attending six weeks each a year (normally a week every two months). Absolutely without exception, all speak highly of Mark’s ability to impart knowledge. The kindness and extra help given

by Mark and his wife Dawn is legendry - and no doubt accounts for the happy, inspirational atmosphere achieved at the STC. Let’s hope commitment to funding the apprenticeship method of training will continue thus ensuring one small – but important – industry can continue on top of the world. www.equestriantradenews.com

Super craftsmanship from Walsall’s elite.

Is Walsall back on track?

With BETA International about to happen, what better time to be a little patriotic, says Ken Lyndon-Dykes

B

ETA International is a great shop window for the UK equestrian industry – and one of which everyone needs to take the fullest possible advantage, not least the allimportant saddlery sector.

Walsall – the heartland of the British saddlery industry – has had its ups and its downs and certainly went through some tough years little more than two or three decades ago. Things aren’t easy now; even so, Walsall is on track and back among the world’s elite craftsmen and women.

I was fearful because the Chinese saddle was good – very good.

In Walsall and beyond, we have something that is observed and envied by many other countries: a clearly defined, highly structured, quantifiable and transparent training system that produces well-rounded craftspeople – something of which few other nations can boast. We also have access, despite the sad demise of a large proportion of our leather industry, to first-class materials and fittings.

‘Training’, I would suggest, is a hidden export. The total income derived makes no grand contribution to the GDP and it has little influence on the currently struggling economy. It does, however, prove that although our previous substantial manufacturing status may have been eroded to the point of almost complete nonexistence, an industry that remains largely craft-based can still hold its head up high. www.equestriantradenews.com

We ‘export’ training in relation to the people who come here to train at the Saddlery Training Centre and other establishments. We ‘export’ training in the form of the Society of Master Saddlers’ saddle fitting courses that have beneficial effects on the standard of the services provided all round the world. The UK saddlery industry may not warrant a mention in terms of big business, but its influence is a seriously healthy one.

All this sounds good; but I would like to throw a spanner into the works and issue a well-timed caveat. Just before Christmas, I was visited by a rep. bringing a number of saddles to show me.

One was produced in Walsall and exhibited the standards of craftsmanship I expected from the firm concerned. Among the others was one produced in China. I examined it and I was fearful because it was good – very good! My point? I think we need to look to our laurels and recognise that competition is mounting from a new - and very hungry – protagonist.

I have always thought that Walsall is at its best when it aims for the top end of the market. Good craftsmanship, quality materials, carefully considered and executed design with emphasis on consideration for the horse’s welfare.

The overheads, taxes and staffing costs in this country surely indicate that we shouldn’t be attempting to compete with the cheaper mass-production market. Instead, British saddle-makers should go all out for excellence and their products should be marketed in those terms.

It is when the industry has tried to compete on terms of price alone that things have sometimes tended to go wrong. In the meantime, some of the continental

manufacturers have laid out their wares at the elite end of the market and expected to charge accordingly. Without doubt, there are some good saddles produced on the continent; but I wager there are at least as many of equal – even better – quality produced in the UK! Which brings me to another point; manufacturers in some other countries have – and do – employ sophisticated marketing techniques – so much so that in some cases they have even managed to create a cult following.

We have some clever exponents of marketing in Walsall – but I would suggest they are in a minority. I know superb craftsmen who don’t understand marketing and PR and regard them as unnecessary to the point of almost being an anathema. PR gurus will be quick to point out the huge influence of clever profiling and marketing.

For years and years, the UK had a readymade market in the Empire, then the Commonwealth. This ‘natural’ marketplace was disturbed when the EU came into being and we largely dropped many of our traditional trading partners in favour of some of our continental neighbours.

Purely as an observer, I would suggest it has taken many British companies a long time to come to terms with these changes – and even longer to react to them. There are times when simply being ‘best’ is not quite enough.

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

EQUESTRIAN TRADE NEWS FEBRUARY 2011 41

Equivet has the X factor EQUIVET Animal Care Products sponsored the X Factor Dressage to Music event at The Hand Equestrian Centre, Clevedon.

More than 30 contestants took part raising £5,000 for Children in Need and the Thoroughbred Rehabilitation Centre.

Pictured is the winner Jo Lashley from Somerset whose test had a Swan Lake theme, with Mat Armitage of Equivet.

Billy goes up in the world FOLLOWING his victory in the €70,000 Basel, Switzerland grand prix last month, Billy Twomey was quick to thank his sponsors.

Riding Sue and Ed Davies’ Tinka’s Serenade, the win put the Irishman into seventh place in the world. He’s already secured his place in the FEI World Cup final in Leipzig next month.

“I have a great string of horses at the moment,” said Billy. “I also receive a large amount of support from my family of sponsors.”

He added that he was “proud to be associated with” Amerigo (saddlery), Animo (clothing), easibed (bedding), Equiform (nutrition), GPA (helmets), Hickstead Horse Feeds (feed), Horseware (rugs) and Veredus (boots).

Speaking to fans in Geneva, Billy urged them to “buy my sponsors’ products and show them how much you appreciate them supporting our sport.”

IN BRIEF

•

Allen & Page is continuing its sponsorship of the Event Horse Owners Association (EHOA) throughout 2011. The EHOA, a voluntary organisation has put more than £350,000 into the sport including training bursaries. Allen & Page will be supporting its work by providing nutritional advice at events.

The 2011 Spillers Trailblazers • Championships - one of the UK’s biggest equestrian fixtures - will take place at Stoneleigh Park from 21st July to 7th August.

The championships bring together thousands of competitors who have qualified via Trailblazers’ competition series, sponsored by South Essex Insurance Brokers (SEIB) and held throughout the year at 60-plus approved centres nationwide.

New for 2011 are Trailblazers’ combined training championships for horses and ponies. Show jumping and dressage finals will also take place, plus ridden and in-hand showing classes including working hunters for the second year.

“The Spillers Trailblazers Championships provide a unique opportunity for amateur competitors to appear at national finals with all the trimmings and a really ‘big’ atmosphere,” said Trailblazers director Norman Bargh.

This year’s finals will also feature special classes for ex-racehorses, sponsored by Retraining of Racehorses (RoR).

Top show rider and Mountain & • Moorland producer Sarah Challinor has secured sponsorship from Supreme Products. “Supreme Products’ range is fantastic and offers everything you need for brilliant turnout every time,” said Sarah. The team at her yard near Whitchurch includes Pumphill Buck Thorn on which she was HOYS Champion M&M Ridden Pony of the Year and Champion M& M Working Hunter Pony of the Year.

The combination went on to take the NPS Baileys Horse Feeds Ridden M& M Supreme Championship at Olympia Horse Quencher has • teamed up with Chester Weber, the reigning USEF (US Equestrian Federation) National Four-In-Hand Champion to promote the product that encourages horses to drink.

“Horse Quencher keeps my team drinking on long trips and at horse shows where the water has a distinctive taste,” he said.

Bedding supplier Bedmax is to • support 2011 Retraining of Racehorses (RoR) eventing series. Pictured are Tim Edmonds, Bedmax sales manager with Di Arbuthnot, director of operations RoR. Regional tourism board Welcome to • Yorkshire is to sponsor Bramham International Horse Trials on 2-5 June 2011as part of its remit to increase visitors to the county.

42 FEBRUARY 2011 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

Rewarding hard working donkeys

THE 2010 Working Donkey Awards were sponsored by dust-free bagged forage specialist HorseHage.

The awards recognise owners achieving high standards of care for working donkeys, such as beach donkeys. They encompass certain criteria about the donkeys’ suitability for the job, temperament, general health, tack and turnout and all-year-round living conditions.

“We hope our support of these awards [organised by The Donkey Sanctuary] will help to keep the traditional seaside donkeys’ level of welfare to a high standard, enabling future generations of children to enjoy them,” said Chris Tar of HorseHage.

HorseHage produces a special donkey feed, Mollichaff Donkey.

The award ceremony for beach donkeys in the north-west area took place outside Blackpool Town Hall with the Mayor of Blackpool, Councillor Don Clapham, leading the presentations.

Pictured, from left, Sue Edge (winner best group of working donkeys), Pam Moon (welfare officer for The Donkey Sanctuary), Gill Clapham (Mayoress of Blackpool), Councillor Don Clapham (Mayor of Blackpool), Karim Safar, Marlen Edge, Molly Lloyd (welfare officer for The Donkey Sanctuary), Karen Richardson (winner best single working donkey) and Joanne Smales from HorseHage.

Battles boosts prize fund THE 2011 JumpCross Eventer’s Challenge returns this summer with an increased prize fund of £8,000 thanks to sponsor Battles through its Lincoln brand.

Attracting leading names in eventing, this innovative competition will be held at the JumpCross headquarters at Grange Farm, Wittering near Peterborough on Tuesday, 21 June, 2011.

Richard Dewey of Battles commented: “We are proud to support the JumpCross Eventer’s Challenge and look forward to hosting many of our loyal customers on what promises to be a fantastic day.”

Pictured is last year’s winner Mark Kyle.

Jessica in top slot ELEVEN year old Yorkshire show jumper Jessica Hewitt is sponsored by EquiFeast and has been named the company’s ‘top rider of 2010’ following her 128cm HOYS win with her pony Pendini.

Both Jessica and her older sister Natasha have reputations for taking on difficult ponies and producing outstanding results with them. Said their mum and trainer Rachel Hewitt: “Pendini is 20 years old but very supple and full of running.

Winning Edge Gold Extra [an EquiFeast product] is supplying her with everything she needs to keep her competing at the highest level.”

LEGAL

Freedom to work: rights and restraints Mark de-Villamar Roberts looks at the legal implications of a landmark case (reported in ETN November 2010) in which a sales rep won the right to work for a competing company.

Over the years in all industry sectors it has become common place for employers to insert restrictions on employees’ activities both throughout their employment and post-termination. These are collectively referred to as restraint of trade clauses. Examples of such clauses include the following:• Non-dealing – this will prevent the employee from dealing with clients even if the client approaches the employee.

• Non-poaching – this will prevent the employee from persuading other employees to go with him/her to a new employer.

• Non-solicitation – this will prohibit the employee from seeking business from persons who were customers of the employer within a specified period prior to the employee leaving employment.

• Non-competition – this type of clause prohibits the employee, for a specified number of months after the end of employment, from carrying on or being associated with the business in which the employer is engaged, within a specified number of miles of the employer’s premises at which the employee was employed.

In order to prevent unfair competition after an employees’ employment ends, many employers have taken the commercial decision to place such clauses into employees’ contracts. The need to protect company’s business interests from unfair competition is vital when the employee has access to confidential information, has strong sales connections and has considerable influence over the workforce. There is, however, a balance that needs to be struck between the restriction of employee activity pre and post-termination and the public interest in allowing employees to freely move between employers.

So how does this affect the equine industry you may ask? In the case of Carr & Day & Martin v Jennifer Singleton, an equestrian sales representative decided to challenge the validity of a post-termination non-dealing clause which her ex-employer sought to rely on. The decision in the case is of great importance not only for those involved with the legal sector but all industries where the use of such clauses is common-place.

Miss Singleton left her previous employers to join a competitor, working in a similar role. Her former employer sought to enforce contractual restrictions which prevented Jennifer from working for any competitor for six months and dealing with her previous customers in respect of competing products for twelve months when she left the company. It was held the employer did have a legitimate business interest to protect but the duration of the twelve month clause was unreasonably long and therefore unenforceable.

Under the law of restraint of trade, as a general principle any

44 FEBRUARY 2011 EQUESTRIAN TRADE NEWS

contractual term which tries to place restrictions on an individual’s freedom to work for others or carry out his trade or business is void and unenforceable. However, a contractual term imposing such restrictions may be enforceable if the employer can show that it has a legitimate business interest that requires protection. It should be noted however that the protection sought should be no more than what is reasonable, having regard to the parties’ and the public’s interest. If an employer wants to ensure that the restriction protects a legitimate business interest, it should limit the clause with reference to the nature of prohibited activities, geographical area and duration of the limitation.

The case raises two main issues. First of all, the case emphasises the importance of employees seriously considering the restrictive covenants in their employment contracts before signing them. During the trial, Miss Singleton raised the fact that many of her colleagues had turned down lucrative job opportunities at competing companies due to the restrictiveness of their contracts post-termination.

Secondly, the case highlights to employers the importance of carefully drafting such clauses. It is important when drafting such restrictions that these clauses not only reflect the employee’s actual circumstances, but also properly protect the actual business in which they are working. Following the judge’s decision in the Singleton case it has been suggested that a reasonable length should be no longer than six to nine months but that will obviously depend on the individual circumstances and the interest (and the currency of that interest) that needs protecting. As highlighted by the present case, if a clause is considered to be unreasonable in either its content or length then it is considered to be unenforceable.

The case raises the question of the usefulness of posttermination covenants. Are these contractual clauses really worth the paper they are written on or are they a scare tactic used by employers? The simple answer is yes, they are worth the paper that they are written on and can be an effective and vital commercial tool for employers but need to be drafted in such a way as to make them legally enforceable.

Mark de-Villamar Roberts is head of Langleys Solicitors’ Equine Law Group which offers one of the largest and most experienced commercial legal teams dedicated to advising businesses and individuals in the equine sector. Mark can be contacted at tel 01904 683051 email mark.roberts@langleys.com or visit www.equinelawyers.co.uk

www.equestriantradenews.com

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.

ANIMAL FEED CENTRE, UNIT 3B, MART ROAD, MINEHEAD ENTERPRISE PARK, MINEHEAD, SOMERSET TA24 5AR £347 MRS JOANNE KIRKLAND, NEW KEY STABLES, CHAPEL LANE, LOUTH, LINCOLNSHIRE LN11 7ET £4,908 LEADENHAM POLO CLUB LTD, LEADENHAM HOUSE, LEADENHAM, LINCOLN LN5 0PU £446 MRS DEBORAH PICKERING, KNIGHTS FARM STUD, BARNHALL ROAD, TOLLESHUNT KNIGHTS, MALDON, ESSEX CM9 8HA £10,147 ANGEL EQUESTRIAN PRODUCTS, CMWC Y DERYN, RHOSFACH, CLYNDERWEN, DYFED SA66 7JS £895 MR ROBERT POPPE T/A ENGLISH COUNTRY PURSUITS, 1 RUSSELL STREET, TAVISTOCK, DEVON PL19 8BD £8,838 MRS K WINSON T/A AFFORDABLE HORSE BOXES, STORFORTH LANE TRADING ESTATE, HASLAND, CHESTERFIELD, DERBYSHIRE S41 0QR £445 ROB LLOYD RACING LTD, R/O HAYCROFT FARM, PECKFORTON HALL LANE, SPURSTOW, TARPORLEY, CHESHIRE CW6 9TF £11,935 & £910 ROB LLOYD RACING SYNDICATIONS LTD, HAYCROFT FARM, PECKFORTON HALL LANE, SPURSTOW, TARPORLEY, CHESHIRE CW6 9TF £363

MS LESLEY NEEDHAM T/A PELHAM TACK, STALLINGBOROUGH ROAD, LITTLE LONDON, GRIMSBY, SOUTH HUMBERSIDE DN41 8BL £755 MISS TARA GROVES, CURLAND EQUESTRIAN CENTRE, CROSSES FARM, CURLAND, TAUNTON, SOMERSET TA3 5SD £834 MRS LORRIANE KIRKMAN, WEST BRIDGFORD EQUESTRIAN CENTRE, ADBOLTON LANE, WEST BRIDGFORD, NOTTINGHAM NG2 5AS £2,991 & £206 MRS JOSEPHINE DOUGLAS T/A DST HORSE TRANSPORT, WALLACETOWN NORTH, BROWNRIGG, LOANING, DUMFRIES DG1 3JU £1,006 JOHN ROSE HORSEBOXES, PENRHYS FARM, PONTYGWAITH, FERNDALE, MID GLAMORGAN CF43 3PW £3,457 MRS L HOWSON, THE FOLLY AND RIDING SCHOOL, ST MICHAELS, TENTERDEN, KENT TN30 6XA £581 MRS RUTH DUFFIN, SPRING STABLES, MEDSTEAD ROAD, BEECH, ALTON, HAMPSHIRE GU34 4AD £6,368 MR BRIAN HENDERSON T/A BRIAN HENDERSON EQUINE STABLES, 1 IVY ROW, BRITHDIR, NEW TREDEGAR, GWENT NP24 6JU £7,540 MR DEAN AGGETT, MEADOW FORGE BLACKSMITHS, HILLSIDE BARN, CADELEIGH, EXETER, DEVON EX16 8RZ £275 ENGLISH COUNTRY PURSUITS, 1 RUSSELL STREET, TAVISTOCK, DEVON PL19 8BD £888 ROB LLOYD RACING LTD, HAYCROFT FARM, PECKFORTON HALL LANE, SPURSTOW, TARPORLEY, CHESHIRE CW6 9TF £383 MISS AMY BOXSHALL, THE STABLES, LEVOYS FIELDS, OLDCASTLE LANE, MALPAS, CHESHIRE SY14 7AB £127 MR MARK LEE T/A LEHEL HORSEBOXES, KENILWORTH HOUSE, WINDSOR ROAD, ASCOT, BERKSHIRE SL5 7LF £3,139 BATH RACECOURSE CO, LANSDOWN, BATH, AVON BA1 9BU £235

MISS CAROLINE JONES T/A WYKE ANIMAL FEEDS, PEARTREE WORKS, WOODSIDE ROAD, WYKE, BRADFORD, WEST YORKSHIRE BD12 8HT £752 MS JULIE SMITH T/A HOLTON ANIMAL FEEDS, UNIT 1 THE OLD AIRFIELD, UPPER HOLTON, HALESWORTH, SUFFOLK IP19 8NH £1,244 TOUCHWOOD STUD LTD, MANOR BARN STABLE, NETHER WESTCOTE, CHIPPING NORTON, OXFORDSHIRE OX7 6SD £257 EAST RIDING HORSE RACING SYNDICATE LTD, CHERRY LODGE, MALTON ROAD, CHERRY BURTON, BEVERLEY, NORTH HUMBERSIDE HU17 7RA £897 LAUND VIEW STABLES, FENCE, BURNLEY, LANCASHIRE BB12 9NU £968 RED CAT LIVERY SERVICES, RED CAT LANE, BURSCOUGH, ORMSKIRK, LANCASHIRE L40 0RB £308

List your website here For more information call 01937 582111

MR MICHAEL DERWETT T/A GALLOPER HORSE BOXES, UNITS 9-12 CHALDICOTS FARM, SEMLEY, SHAFTESBURY, DORSET SP7 9AW £24,193 MR ROBERT POPPY T/A ENGLISH COUNTRY PURSUITS, 1 RUSSELL STREET, TAVISTOCK, DEVON PL19 8BD £1,208 MS NATALIE JONES T/A AFFORDABLE HORSE BOXES, UNITS 56-57 STORFORTH LANE TRADING ESTATE, HASLAND, CHESTERFIELD, DERBYSHIRE S41 0QX £225 MR BRENDAN DUKE, TEMPLETON HOUSE STABLES, LOWER VALLEY FARM, SHEEPDROVE, LAMBOURN, HUNGERFORD, BERKSHIRE RG17 7XA £804 MRS VAL BARNES, WAREN FARM STABLES, WARREN LANE, CLOPHILL, BEDFORD MK45 4AS £747 BATH RACECOURSE CO LTD, LANSDOWN, BATH, AVON BA1 9BU £604 KATIE MILLS T/A THE TRADITIONAL GYPSY COB ASSOCIATION, MANOR COTTAGE, CORTON HILMARTON, CALNE, WILTSHIRE SN11 8SU £832 PEGASUS HORSE SUPPLIES LTD, R/O 208 EAVES LANE, CHORLEY, LANCASHIRE PR6 0ET £209 MR DAVID NEVISON T/A DAVE NEVISON RACING, 63 OAKHILL ROAD, SEVENOAKS, KENT TN13 1NT £775 HORSEBACK LTD, UNITS 3A,3B,3C UPPER ADHURST FARM, LONDON ROAD, PETERSFIELD, HAMPSHIRE GU31 5AE £1,119 MS KATIE MILLS T/A RINGCRAFT EQUESTRIAN, MANOR COTTAGE, CORTON, HILMARTON, CALNE, WILTSHIRE SN11 8SU £1,005 WYKE ANIMAL FEEDS, PEARTREE WORKS, WOODSIDE ROAD, WYKE, BRADFORD BD12 8HT £121 MS CAROLINE JONES, CHURCH VIEW EQUESTRIAN CENTRE, COLEY ROAD, SHELF, HALIFAX HX3 7SA £1,520 MR ANDREW LAVER T/A ALL TIME EQUESTRIAN, COPHALL FARM BUSINESS PARK, COPTHORNE, CRAWLEY, WEST SUSSEX RH10 3HZ £1,608 PET VACCINATION CLINIC LTD, 179 LEA HALL ROAD, STECHFORD, BIRMINGHAM, WEST MIDLANDS B33 8JX £2,404 BRIGHTON RACECOURSE CO LTD, 12C LANCASTER ROAD, NEEDWOOD, BURTON-ON-TRENT, STAFFORDSHIRE DE13 9PD £742 & £863

www.equestriantradenews.com

EQUESTRIAN TRADE NEWS FEBRUARY 2011 45

46

FEBRUARY 2011 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

Equestrian Trade News

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

Welcome to ETN’s official preview Main photo by Matthew Seed (www.horse-photographer.co.uk tel 0800 169 5630).

www.equestriantradenews.com

• Take a tour of the stands • Timetable, floorplan and exhibitor list • Essential visitor information EQUESTRIAN TRADE NEWS FEBRUARY 2011 47

WELCOME TO THE SHOW

BETA INTERNATIONAL 2011 BY NUMBERS‌

CONTENTS FACTFILE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49 Essential visitor information SPONSOR PROFILE Trade fair supporters

......................

50

FASHION SHOW . . . . . . . . . . . . . . . . . . . . . . . . . . 54 Collections take to the catwalk HORSE DEMONSTRATION ARENA . . . . 58 LIST OF EXHIBITORS With stand numbers

....................

60

FLOORPLAN . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61 Complete exclusive guide A VIEW FROM AMERICA

...............

65

INNOVATION AWARDS . . . . . . . . . . . . . . . . . . 66 EXHIBITOR PROFILES STAND GUIDE: General

...................

67

............................

78

STAND GUIDE: . . . . . . . . . . . . . . . . . . . . . . . . . . . . 86 Feed & Supplements STAND GUIDE: . . . . . . . . . . . . . . . . . . . . . . . . . . . . 95 Safety & Security

BETA International 2011

STAND GUIDE: . . . . . . . . . . . . . . . . . . . . . . . . . . 100 Clothing & Footwear STAND GUIDE: . . . . . . . . . . . . . . . . . . . . . . . . . . 108 Gifts & Accessories STAND GUIDE: Horse & Petcare

..........................

111

32 Number of exhibitors: 250+ New exhibitors for 2011: 67* Exhibitors from outside the UK: 42 Country clothing exhibitors: 50 Pet exhibitors: 9 Visitors expected: 5,000+ Years Virbac has been main sponsor:1 Years established:

Products in the Redpin Publishing New Product Gallery:

80

11

Scenes in the Battles Fashion Show: Exhibition days:

3

Bars and eating places:

6

Live horses in the demonstration arena: SADDLERY & ACCESSORIES Horse & Petcare

..........

120

..........................

100 Organising team:10 Accredited press:

STAND GUIDE: . . . . . . . . . . . . . . . . . . . . . . . . . . 124 Media & Information STAND GUIDE: Addendum

3

128

ETN sponsored innovation award categories:

7

* Correct at time of going to press.

48

FEBRUARY 2011 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

BETA

2011

BETA International 2011 takes place at the NEC, Birmingham on Sunday, Monday and Tuesday, 20-22 February.

Opening times are 9.30am-6.30pm Sunday and Monday, and 9.30am-5pm on Tuesday.

Claire Thomas, commercial manager of BETA International organiser, Equestrian Management Consultants (EMC).

Face UP TV will also be offering a filming service for exhibitors during the show and can be commissioned to make a three to four minute video – for a nominal fee which could be embedded in a company website. Tel 01993 868517 for details.

Cloakrooms Visitors can store bags, coats and luggage for £1 per item, per day.

Getting there

Interpreters

The NEC is easy to reach by road, rail or air as it’s adjacent to the motorway network, Birmingham International Railway Station and Birmingham International Airport. Taxi cabs are available from outside the Atrium 1 entrance.

There’s plenty of parking at the NEC, with shuttle buses taking visitors directly to the doors of the exhibition halls. The postcode for sat. nav. users is B40 1NT.

Should visitors require their services, interpreters are located at the Information Desk.

Hotels Birmingham and the surrounding area have hotels for all budgets.

Whether you wish to make your BETA International visit a city or country stay, the exhibition’s official hotel booking agency can help you find the perfect stop-over. Tel 01423 525577 or visit www.reservation-highway.co.uk

Admission This is a strictly a trade only exhibition; admission is free upon preregistration at www.beta-int.com or if unregistered £10 per day, per company on entry. Pre-registering also saves queuing for badges at busy times.

BETA International returns an annual independently audited attendance figure by Audit Bureau Circulations (ABC). Touting will not be tolerated.

Eating, drinking, networking…

The TopSpec Coffee Shop is the ideal place to meet colleagues and contacts while you refresh and refuel. The Champagne and Seafood Bar, two bars and various fast food outlets can also be found within the exhibition halls.

Finding new products Before the show, study ETN’s stand-by-stand guide starting on page 78.

At the exhibition, the Redpin Publishing New Product Gallery is a good place to start. It’s an illuminated showcase of new lines never before exhibited at BETA International. Free supplies of leaflets are available detailing products with relevant stand numbers.

As you tour the stands, look out for special cards denoting products entered in the BETA International 2010 Innovation Awards, sponsored by ETN.

Win £1,000s of products!

Calling SQPs SQPs (suitably qualified persons) can gain a maximum of 20 points at AMTRA-accredited seminars.

The Virbac Professional Training Scheme Equine Parasitology Seminar will be run over two 1 ¼ hour sessions – one on Monday (20 February), the other on Tuesday (21 February). Each is worth seven points, but 20 points will be awarded if both are attended.

The seminar will also take place during one 2 ½ hour session on Tuesday (22 February) and will be worth 20 points.

Exhibitors: put your stand in the frame Highlights will be caught on camera by the trade fair’s official film company Face UP TV. “Julian Stewart and the Face UP TV team did a great job of filming last year’s show and we are very pleased to be working with them again,” said www.equestriantradenews.com

Best Stand Awards, sponsored by The Wine & Hamper Company, will go to the winner and runner-up in each of the 32 square metres and over and under 32 square metres categories.

Bookings open for 2012 The Early Commitment Discount, offered to BETA International exhibitors for many years, applies to next year’s trade fair. This involves a 2.5% saving on the net price of stand space booked before 11 March 2011.

To qualify for the Early Commitment Discount, stand bookings must be received by 11 March plus a deposit by 1 October 2011. Full payment must be made by 12 December 2011. The discount is available to new and existing exhibitors.

BETA International 2011 takes place at the NEC, Birmingham on 20 to 22 February.

• BETA International is organised by Equestrian Management Consultants, part of the BETA Group.

Tel 01937 582111 or visit www.beta-int.com

TIMETABLE SUNDAY, 20 February 11.30am - Fashion Show 11.50am – Virbac SQP CPD seminar* 1.15pm – An audience with Martin Clunes and Monty Roberts* 2.10pm – SQP of the Year presentation 2.30pm – Fashion Show 3.15pm – an audience with Martin Clunes and Monty Roberts * 4.30pm – Fashion Show

MONDAY, 21 February 11.30am – Fashion Show 12.30 – Virbac SQP CPD seminar* 2.00pm – Fashion Show 4.30pm – Fashion Show 5.15pm – Innovation Awards and Best Stand Awards presentation

TUESDAY, 22 February 11am – Fashion Show 2pm – Virbac SQP CPD seminar* 2pm - Fashion Show * to take place in the Horse Demonstration Arena within a rolling programme of practical, product based sessions. All other events on Fashion show stage.

EQUESTRIAN TRADE NEWS FEBRUARY 2011

BETA International 2011

Retailers are invited to call at the ETN stand (P1.1) to enter a free prize draw to win £1,000s worth of products from companies that advertise with ETN and are exhibiting at BETA International.

All you need to bring is proof of business.

Rewarding top stands

VISITOR FACTFILE

Who, what, where, when?

49

SPONSOR PROFILE BETA International 2011 50

Meet the sponsors BETA International is widely supported by the equestrian industry and generously sponsored by some of its leading companies. ETN finds out a little more about them. . .

MAIN SPONSOR Virbac Animal Health

FASHION SHOW SPONSOR Battles

VIRBAC Animal Health, manufacturer of leading worming brands Equimax and Eraquell, is a respected international company noted for its commitment to responsible worming and education.

It recognises that the trade needs companies with which it can work in partnership to build businesses based on sound principles of worming management and feels that sponsoring BETA International is an integral part of this initiative.

“We are delighted to be the trade fair’s main sponsor,” said Virbac marketing manager Chris Liggett. “Virbac launched its first equine wormer, Eraquell, in 2001, closely followed by the first combination wormer, Equimax. We are proud of the contribution we have made and feel it is fitting to celebrate our 10th anniversary with BETA International.

“Although Virbac is celebrating its first decade, many of us in the company – myself, in particular – have enjoyed a long and happy association with the trade fair and the equine industry.

“We see this venture as an ideal platform on which to promote our work, not only to build on the partnerships we have developed over the past ten years, but also to develop new ones.”

Virbac has also chosen the trade fair as the perfect venue for announcing the winner of its Virbac SQP of the Year Award, which seeks to reward those who provide fantastic service and sound worming advice. Martin Clunes and Monty Roberts will take part in the special presentation ceremony on the Fashion Show stage.

Over the past 10 years, Virbac has been at the forefront of education and training for the responsible and sustainable use of wormers. It has also entered into a series of high-profile sponsorships as part of its ethos of putting something back into the equestrian world. Virbac has lent its support to the Horse of the Year Show, the Royal International Horse Show and riders and producers such as Pippa and William Funnell, Ellen Whitaker and Lynn Russell.

Grassroots riding also receives Virbac support, through its involvement with Equifest and sponsorship of the upand-coming show jumpers at the British Young Riders Masters at Hickstead.

ONE of the leading wholesalers for UK equestrian retailers, Battles is lending its support to BETA International’s Fashion Show for the first time. “This feature is always a focal point for visitors to the show and we can’t wait to display a selection of our new products on the catwalk,” said Battles commercial manager Anna Clarke.

Battles, which was set up nearly two centuries ago, enjoys a high-profile presence in the equestrian industry, sponsoring event riders Oliver Townend and Piggy French, and events such as The 2011 JumpCross Eventer’s Challenge, which will take place on 21 June, with an increased prize fund of £8,000.

The Lincoln-based company’s product portfolio contains market-leading names such as Equilibrium, Tuffa and Cavello, as well as its own Lincoln range and its sub-brands, including HyPerformance, HyViz and HySchool. Battles has also unveiled its new-look Super Codlivine range, with striking orange packaging and improved key ingredients.

Virbac provided members of the BETA International team with their branded jackets.

FEBRUARY 2011 EQUESTRIAN TRADE NEWS

HORSE DEMONSTRATION AND SEMINAR ARENA SPONSOR Sherwood Forest AFTER attending BETA International for more than 10 years, Nottingham-based Sherwood Forest will be sponsoring the Horse Demonstration and Seminar Arena for the first time. “We had been looking for ways to increase our presence at the show,” said the company’s sales manager, Claire Brudenell. “So, when the sponsorship was offered at the same time as the launch of our horse rugs, it seemed the perfect opportunity to highlight the range.

“BETA International allows us to showcase our products as a complete collection so that customers can see how the range would look in their own shops. It also gives us the chance for our staff to meet our customers and is a great place to develop working relationships and put names to the faces of the customers we speak to every day.”

With its roots set firmly in the country sports market, Sherwood Forest set out in 1974 as a manufacturer and distributor of waxed clothing. Nearly 40 years later, the company is now regarded as a key player in the shooting and equestrian clothing industry while remaining very much a family-run business, with two directors and 14 full-time members of staff.

Today, Sherwood Forest sports three brands – Country Sport Shooting (high-quality technical garments), Countrywear Casuals (everyday country clothing) and Country Sport Equestrian (casual, competition and footwear). It prides itself on providing quality and durable garments without a high price tag.

BETA International 2011 will see the company showcasing its newly acquired Puffa range, with orders being taken for autumn/winter deliveries. Its spring/summer 2011 outerwear and footwear collections will also be unveiled, along with the popular GTI Outdoor Collection, now known as the Sherwood Forest outdoor range of waterproof and breathable performance wear, and the UK-manufactured Grassroots range. www.equestriantradenews.com

NEW PRODUCT GALLERY SPONSOR Redpin Publishing

VISITORS’ CARRIER BAGS SPONSOR Caldene

FIRST-TIME sponsor Redpin Publishing was established by Sara and Andy Haines in 1995, when they took over Ridgeway Rider magazine, a blackand-white equestrian publication covering Wiltshire. Their concept was to provide a free magazine with a strong, local identity.

The magazine thrived and growing popularity with its readers saw the introduction of full-colour print and a glossy format.

Distribution increased over a wider geographical area and demand from new areas resulted in the launch of further regional titles.

All Horse – a new publication for the Midlands – was introduced to the waiting public in 2003 at the Horse of the Year Show. Then, a year later, Equestrian Plus was developed for the north of England. Wales’s only dedicated equestrian magazine, Welsh Rider, followed, with South East Rider and East Anglia Rider launched a couple of years later.

There are six colourful regional titles in the Redpin stable.

MATCHMAKERS International is sponsoring the visitors’ carrier bags for the sixth year running. “Each year, it’s great to see so many trade fair visitors using the bags,” said Matchmakers sales and marketing director Richard Lawrence. “BETA International is a key event for our team and the sponsorship is a great way for us to put something back into the trade fair, which is a very important three days in the equestrian industry’s calendar.”

The handy carrier bags, designed to hold exhibitor literature collected during the show, will feature Caldene branding. Other brands in the Matchmakers stable include Harry Hall, Tottie, Masta and Cottage Craft.

BEST STAND AWARDS SPONSOR The Wine & Hamper Company Redpin exhibited at BETA International for the first time in 2005, the year in which it moved to new offices in Devizes. Websites for all the titles were created in 2006, allowing each to be viewed in digital format, using the latest, page-turning technology. Redpin was one of the first publishers in the equestrian marketplace to make its magazines freely available in this way.

“Our magazines now give advertisers access to a national audience, with 68,000 copies circulated across the magazines that are placed in tack shops, equestrian centres, livery yards and feed merchants,” said Redpin Publishing director Sara Haines.

“This is an exciting period for Redpin, as the company continues to evolve and expand. BETA International is a key platform for the equestrian industry and we are proud to be associated with the exhibition.” www.equestriantradenews.com

THE Best Stand Awards are a highly coveted, fiercely fought feature of BETA International and they are sponsored once again by specialist gift company The Wine & Hamper Company.

The Leicestershire-based business supplies a wide range of gift packs and hampers for the corporate and gift markets, both at home and abroad. The company also offers an extensive, wineimporting and wholesaler service.

“We have been sponsoring the awards for more than five years,” said owner Tony Morley. “My daughter Katie is a keen horsewoman – in fact, she now has her own equestrian business – so BETA International seemed a nice thing for us to be involved in.”

EQUESTRIAN TRADE NEWS FEBRUARY 2011

51

SPONSOR PROFILE

INNOVATION AWARD SPONSOR ETN ETN, which is sponsoring the Innovation Awards for the third time, has been the equestrian industry’s top trade title for more than 30 years and is the official magazine of BETA International. Published by EMC – organiser of the trade fair and part of the BETA group – ETN is packed with news and opinion, and mailed free every month to retailers and BETA members. Bona fide members of the equestrian and associated trades can subscribe.

“ETN is keen to encourage equestrian inventions and new products – and to tell our readers about them,” says editor Liz Benwell. “Good luck to all those who have entered the awards.”

COFFEE SHOP SPONSOR TopSpec

THE CORPORATE LOOK ON SHOW EXHIBITORS and visitors to the trade fair will be greeted by BETA International team members wearing smart, tweed jackets, courtesy of Finest Brands International – the highly respected name famed for Toggi and Champion.

Navy-blue and pink, checked Dempsey jackets will be worn by the women, while their male counterparts will sport the stylish Henshaw jacket, in house check. FBI has also provided crisp, co-ordinating shirts and blouses to complete the corporate look.

TopSpec enjoys a first-class reputation in the equestrian industry for its equine feed balancers and feeds. Based in Thirsk, North Yorkshire, the company is sponsoring the Coffee Shop for the second year running.

For the past four years, TopSpec has won the Feed Helpline of the Year honour at the prestigious BETA Business Awards. The company is well known for the support it offers to many riders and events, including eventing’s Nicola Wilson and Kitty King, showing supremo Robert Walker and dressage rider Jo Barry.

“We are very pleased to sponsor the coffee shop once again,” said TopSpec nutrition director Nicola Tyler. “Without doubt, TopSpec has benefited from horse owners talking to each other about our products and we see the TopSpec Coffee Shop as a great place for the trade to communicate.

“BETA International provides a wonderful opportunity to meet retailers and wholesalers, it is an annual pilgrimage and it has always formed an important part of our business growth strategy.

“At TopSpec, our only goal is to achieve excellence in every aspect of equine nutrition, selecting the highest-quality ingredients, creating innovative, outstanding formulae, manufacturing to the highest European standards and providing the most comprehensive nutritional advice to clients.”

BETA International 2011

The TopSpec Coffee Shop is a great place for networking over coffee and cake.

52

EXHIBITOR BAGS SPONSOR Horse & Hound IPC MEDIA’s flagship equestrian title, Horse & Hound, is sponsoring BETA International exhibitor bags for the seventh consecutive year. The magazine attracts a weekly readership of 257,000, delivering all aspects of sport from eventing and endurance to hunting and showing. “Horse & Hound is delighted to be supporting the UK equestrian trade once again through our sponsorship,” said the magazine’s publishing director Simon Hare. “BETA International is the only opportunity in the year to meet all the trade under one roof.”

FEBRUARY 2011 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

FASHION SHOW

Fashion rides to top of the leaderboard ETN takes a peek at some of the latest clothing collections about to hit the catwalk at BETA International in the Battles Fashion Show.

F

oot-thumping music, bright lights, an atmosphere that positively fizzes with excitement and some of the industry’s best new clothing and footwear designs guarantee the Fashion Show its place at the top of the BETA International leaderboard.

This year’s show – sponsored by leading wholesaler Battles – is the result of months of preparation, with organiser Karen Irving working alongside exhibiting companies and their designers to create a feast for the senses.

Colour, fabrics, music, lighting, choreography, models and dance all go into making the show such a success.

The Battles Fashion Show promises to be something rather spectacular, especially as the title sponsor is unveiling The Townend Clothing Range. We went behind the scenes to catch up with Battles and the other companies that were putting the final touches to their collections. Here are some of the highlights. . .

HORSEWARE IRELAND Stand E5.1 Horseware Ireland is featuring its Newmarket and Horseware Clothing collections, as well as the Lucinda Green label.

Newmarket will introduce a new, colour palette for autumn/winter and its famous stripe will be joined with a new check design. A tailored fit has been added to emphasise the female form and there is a distinctly European feel delivered by the collection’s French designer. Key garments include a fitted ladies’ parka, down-filled jacket with fitted hooded fleece and a soft, layered merino-wool roll neck.

Horseware has plenty of technical features and includes a range of jackets and warm winter sweatshirts. Updated styles include PUcoated cottons that cross over into country leisurewear. Old favourites such as fleece-lined outerwear will be back. Key garments include the Vartry jacket, Kinsale bonded fleece and Hexham gilet.

Lucinda Green is now in its fourth season and the label contains some beautiful country classics such as the medium-weight Alton jacket and chic, sophisticated luxury wool coats in the Belton style. Look out for the Barbury jacket and gilet, and the Hambledon and Weston jackets.

The stylish and snug Vartry jacket is from Horseware Ireland.

The Keira jacket from Jack Murphy features a fab fur shawl collar.

JACK MURPHY

BETA International 2011

Stand P4.1

54

TUFFA INTERNATIONAL FOOTWEAR Stand M5.2 Known as ‘hardwearing boots for hard working people’ Tuffa’s stylish equestrian and country footwear will help the Fashion Show’s models strut their stuff on the catwalk.

WOLSEY Stand P5.3 Famous for quality, style and rich heritage, Wolsey will be highlighting its sumptuous range of garments created from a wide range of fabrics, textures and colours. The brand’s autumn/winter collections include washed canvas, burnished leather, natural chunky knits, tweeds and clashing plaids.

FEBRUARY 2011 EQUESTRIAN TRADE NEWS

Dublin-based Jack Murphy is showing off its irresistible Irish country and lifestyle clothing – taking classic designs and fusing them with a touch of luxury and a contemporary twist to give them that added twinkle.

The autumn/winter 2011 collection has been designed with warmth and comfort in mind. Textiles are tactile and cosy, with fur as the big feature. Look out for Sheena, the new, fur gilet, and Crosshaven, a gorgeous, fun, fur trapper hat, as well as the stunning ladies’ tweeds such as Keira, with fabulous fur collars.

There’s plenty of Fair Isle around, bringing a natty, Nordic twist to many of the garments. Check out the Aileen jumper dress, as well as some of the cool, wintry hats and scarves. Wax garments feature prominently, too, and there’s even an exciting, new raspberry shade for the brand’s best-selling Carey model.

www.equestriantradenews.com

Stand G3.1

Stand F3.2

Look out for The Townend Clothing Range, developed in partnership with event rider Oliver Townend and his team.

This sassy collection has been designed with style, durability and technical performance in mind to help riders stand out from the crowd.

The range includes pullovers, jackets, gilets, breeches and jodhpurs suitable for top performance wear as well the heaviest of everyday use. We love the navy blue Arctic pullover Oliver is modelling in this photograph.

Toggi will unveil its latest, must-have collection for autumn/winter 2011. Camel colours smooch alongside classic favourites such as nautical navy, antique red, classic pink and high-impact black and slate.

Countryside heritage is illustrated with the brand’s UKmade wax collection, partnered with trend-setting Toggi tops and knitwear. Spectacular outdoor designs include the Cotswold country coat, the Lingfield blouson and the Lune reversible gilet.

Toggi footwear takes great strides on the catwalk.

Don’t miss firm favourites such as the classic Canyon and Calgary boots, as well as new models, the waterproof Blenheim riding boot and Blenheim country boots, Dedicated equestrians will love Toggi’s innovative, new ladies’ waterproof suit – combining the Element jacket and Severn over-trousers designed for day-long protection. FBI’s tried and trusted Champion safetywear collection will include the Evolution hat and ZipAir body protector.

HARRY HALL

TOTTIE

Stand H3.1

Stand H3.1

This iconic brand will showcase its new, autumn/winter 2011 range of fitted jackets, gilets, fleeces, jodhpurs, gloves and footwear, as well as practical waterproof jackets, chaps and over-trousers. Look out for the Taunton fitted, padded riding jacket. Exciting colourways combine shades of rose and expresso, Chinese violet and lilac, and dark marl, plush pink and navy.

Check out the classic style and shapes of the Tottie brand’s rugby tops, hoodies and tunics. New colours and fabrics have updated this leisurewear range, with a rich array of dark grey, plum, violet, red, gold, mushroom and dark chocolate. The oversized Tottie Mollie hoodie is perfect for lazy days at home.

FASHION SHOW

FINEST BRANDS INTERNATIONAL

BATTLES

A beautifully fitted jacket from Harry Hall.

AIROWEAR Stand F5.3 The Outlyne gender-specific safety garment offers a different model for men and women, and is tailored to fit riders of any shape and size. The body protector will be modelled in vibrant XC colours to ensure it catches the eye on the catwalk.

Check out the stylish Lingfield blouson jacket from Toggi.

A delicious raspberry pink zipped top from Tottie.

ASMAR EQUESTRIAN This stylish Canadian brand has arrived for its début at BETA International straight from New York Fashion Week. Its new, equestrian collection is an exciting addition to its other ranges of lifestyle clothing and corporate uniforms.

Star of the collection is the All Weather Rider – a waterproof, windproof, stretch, mid-length coat that transforms from chic jacket to riding coat, offering cover against the elements for the rider and most saddles. The jacket will be featured in the show in plum, black, brown and charcoal. Rider Vests, with zipped gusset at the back, and The All Weather Rider Jacket from the Hunter Jacket are also ones Asmar Equestrian can swap from jacket to riding coat with ease. to watch out for. www.equestriantradenews.com

Stands Q3.1 and P3.3 The brand is highlighting its spring/summer 2011 equestrian collection on the catwalk, with garments and footwear in a colour palette of pink, purple and chocolate, combined with polka dot prints and a horse-print trim. Sherwood Forest will also be previewing a new range of jackets, jodhpurs and fleeces, alongside some new, classic, country styles for men and women, with a few updated favourites added to the mix.

Great fit and striking colours with the Pelham jackets from Sherwood Forest.

BUFFERA Stand M5.1 Plain and patterned merino-wool buffs will be worn as accessories throughout the show. This versatile headwear comes in a range of 12 designs and can be worn as a hat liner, neck scarf, hat, face mask or headband.

EQUESTRIAN TRADE NEWS FEBRUARY 2011

BETA International 2011

Stand K6.2

SHERWOOD FOREST

55

HORSE DEMONSTRATION ARENA BETA International 2011 58

See products in action See some of the latest lines exhibited at BETA International in use on live horses at the Sherwood Forest Horse Demonstration Arena. Here are some of the highlights.

•

Come and see highly effective mane, tail and coat thinners in action at Smart Grooming (stand B6.2).

This is the humane and easy way to thin out and tidy thick hair. These tools work on all types of horses and are good on dogs too – making them products that appeal to both sets of owners.

Watch this demonstration to understand more about this brand that’s designed and made in Germany from top quality steel, yet is safe and easy to use.

Find out more about fully stocked counter spinners for easy display too.

Fieldhouse Riding Equipment • (GFS) (stand C6.1) will

• LITOVET (stand B5.1) the joint supplement from Lanes Health, is set to light up the arena each afternoon with a presentation from sports and remedial therapist, Gillian Higgins. Famous for painting the skeletal and muscular structure onto grey horses, Gillian will show how what we do with our horses can bring trauma to bear on their musculoskeletal systems.

Gillian believes that if her work can help riders develop a greater understanding of the effects training can have on horses’ anatomy and physiology, they will manage and train their horses more sympathetically. She will describe how exercise can affect the joints, and the way in which LitoVet is a beneficial ingredient in effective management.

Visitors can also meet Gillian on LitoVet’s stand.

•

Admire those stables Monarch Equestrian once again supplies the stables for the Horse Demonstration Arena.

A family run business with 46 years’ experience in stable manufacture, Monarch Equestrian has this year provided examples of its internal stables to accommodate the BETA International demonstration horses.

Indeed, internal stabling is this company’s speciality.

Monarch supplies entire barns with the stables being an integral part or can convert or renovate old barns or stable blocks. Working with customers and providing expertise and experience to meet their needs is how it’s done.

Features of Monarch Equestrian barns include polycarbonate roofs and external top doors, so that horses and humans alike gain all the benefits of being outdoors while still enjoying shelter from the elements.

“Bringing our stables to BETA International is an excellent opportunity for us to show them to international customers and, of course, many people running equestrian businesses also have horses,” said Monarch Equestrian’s Barbara Fill.

“It’s also a pleasure for Monarch Equestrian to be able to support this important equestrian industry event.”

Monarch Equestrian has recently unveiled a new website - www.monarch-equestrian.co.uk

demonstrate a number of key saddles from its XCH saddle series.

Saddle fitters and retailers can see and study at closer quarters how GFS saddles look and fit. “GFS wants everybody to see what exceptional quality and performance these saddles give,” is the theme of this demonstration.

Featuring a flexible, adjustable carbon fibre tree, pressure distributing and shock absorbing AMS panel and fine raw materials, these saddles start from an RRP of £895

•

Lunging made easy and effective: that’s EquiAmi (stand D6.3). You can find out why in the arena.

As well as promoting hindquarter engagement, developing topline and enabling a horse to work in balance and self-carriage, EquiAmi training aids are simple to fit, use and adjust. The self-centring aspect of EquiAmi means no adjustment is needed for rein changes.

The whole kit comes in a hessian storage bag with an illustrated booklet and instructional DVD. EquiAmi has a UK patent.

Konabo’s PRO rugs (stand E7.3) feature the patent• pending Hy-Liner, a removable, interchangeable, washable lining system that is seamlessly integrated into the outer body of the rug. It allows rugs to be customised to individual horses and cuts cleaning costs.

Horseware (stand E5.1) launches its fly protection • collection of rugs and accessories for horse and rider. The range includes products treated with Vamoose, a man-made insect repellent similar to that found in types of chrysanthemum flower.

See Horseware’s product development team demonstrating these new lines in the arena. Your host will be Gerry Boyle, Horseware’s new product development manager.

FEBRUARY 2011 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

60 FEBRUARY 2011 EQUESTRIAN TRADE NEWS

STAND NAME

STAND

Euro Racing Euro Trend (PVT) Ltd Eurofront International Fabtek Limited Fairfax Fellows Media / BHS / BRC Fieldhouse Riding Equipment Ltd Fieracavalli - International Horse Festival First Euro Fly Away Ltd Frank Baines Saddlery Fuller Fillies Limited Fyna-Lite Gallop Equestrian Game Ready Gatehouse GiliNix Glow Safe Golly Galoshes Grays of Shenstone Ltd Gumbies Ltd H K M Sports Equipment GmbH Happy Horse Products Ltd Harpley Equestrian Ltd Hastilow Competition Saddles Haygain Hay Steamer Healing Tree Heavenly Horse Ltd Help for Heroes Hemcore Herce-Valverde Hiho Silver (Jewellery) Ltd Hooked on Horses Horse & Country TV Horse & Rider and Pony Magazines Horse and Hound Horse First Horse Health Horse Scene Magazine Horse Tech International Horses with Attitude Horseware Ireland Horze Hospodar HoundStar.com House of Cheviot Hunter - Outdoor Ideal & WRS Saddle Company Ltd Intelligent Retail J A Allen Jack Murphy Outdoor Ltd John Whitaker International Ltd Joules Just Chaps Limited Kanyon Outdoor Karoo Equine – UK Distributor for Kentucky Performance Products Keratex Hoofcare Kings Saddlery Limited Konabo Performance Rugs L S Sales (Farnam) Ltd / Leslie Sutcliffe Libbys Life Data Labs Inc Likit Products Linney Headwear LITOVET Lone Ranger Macel Sellerie France Magloc Magnetic Equine Products Maniera Manna Pro Maquien Design Massage Ladies Matchmakers International Ltd Maxavita Medco Enterprises Melcourt Industries Ltd Merial Animal Health Ltd Mitavite Neue Schule Nikwax Waterproofing No-Ke Olney Headwear Ltd

STAND NAME

E3.12 K2.3 B3.4 B7.2 F4.1 C1.2 C6.1 E6.1 F1.1 B2.5 J3.3 L2.3 J1.2 K6.1 B5.2 D5.1 Q2.1 M1.1 J1.1 H2.2 Q1.2 N2.1 A1.1 A2.4 H6.2 K4.1 D5.2 J4.1 D9.2 D3.3 C5.3 P6.3 F1.2 P9.2 P7.4 F6.1 J3.2 H1.1 D1.1 M1.2 J7.1 E5.1 K3.1 D7.2 B3.1 P7.3 K1.1 H5.4 C4.4 B4.2 P4.1 K4.2 P8.1 B3.3 M7.3 B5.4 D6.1 H5.3 E7.3 A1.2 J6.3 F1.4 D7.3 P7.2 B5.1 B4.4 A2.1 B1.1 B1.3 L6.2 E3.6 M7.1 Q5.1 H3.1 E2.5 D6.5 B5.3 E1.4 B3.2 L3.2 P3.1 E2.3 P3.2

STAND

Omega Gold E2.8 Oxford Blue P6.2 Patrick Saddlery Ltd H6.1 Pegasus N1.1 Peregrine Clothing L5.1 PetQuip D9.3 Pink Equine D4.1 Pittards N4.1 PJ Pet Products E6.6 Plastica Panaro SRL K2.2 Point Two Air Jackets K7.1 Poly Pads J6.1 Polybarrow A2.2 Pony Print K8.7 Premier Equine International Ltd K5.1 Primer UK by MAG D8.1 Prudance Holland Q1.1 PS Clothing Ltd M7.2 PSC Outdoors N6.2 Puffa P3.3 Pureflax B1.4 QC Footwear LLP N3.1 Quattro Products L2.2 Redpin Publishing Ltd J4.3 Riding for the Disabled Association A2.5 Robo Cob B2.2 Rodney Powell M2.2 Rugged Horse Ltd D3.1 Rugs R Us Ltd D6.2 S S G Gloves D5.4 The Saddlery Training Centre H6.4 Sandal International A2.3 Saracen Horse Feeds A3.1 Sarm Hippique Snc L2.1 Scruffs E6.7 SealSkinz Limited N3.2 Sherwood Forest Ltd Q3.1 Shires Equestrian Products J2.1 ShoeSecure B2.1 Showing World & Country Pet and Equine D2.2 Smart Grooming B6.2 Snowflake Animal Bedding Ltd L1.1 Society of Master Saddlers (UK) Ltd H5.2 & J8.1 SsangYong F8.1 Stallion Tack E6.3 Starkie’s C5.2 Stetson P6.4 SupaStuds Ltd F1.3 Supreme Products H5.1 T & T Medilogic GmbH E3.8 TRM E1.1 Tagg Equestrian G2.1 Target Dry Ltd M5.3 Taurus Footwear K7.3 Tayberry P2.2 The Rose P5.2 Toggi / Champion F3.2 TopSpec Equine Ltd J4.2 TORQ Ltd E2.2 Trelawne Equine Ltd B7.1 Trilanco J5.1 Trus-STEED Ltd B4.3 B6.1 Tubtrugs® & Wm.Faulks Tools Tuffa International Footwear M5.2 Two Fair Mares Products L2.1A UK Rosettes C1.1 Uncle Jimmy’s Brand Products D3.5 Under Armour K8.1 Under Armour Inc K8.2 Vale Brothers Ltd M3.1 Vetericyn Animal Health E6.5 Virbac Animal Health H2.3 Viyella P5.1 W F Young Inc E1.2 Waldhausen GmbH & Co KG F5.4 Weird Fish N5.3 Wicked or What D6.4 Wine and Hamper Company D9.1 Wolsey P5.3 Wood Treatment Ltd E6.2 Worklite Ltd N5.2 Worshipful Company of Saddlers H6.3 Your Gift Horse Ltd N5.1 Your Horse & Horse Deals M2.4

www.equestriantradenews.com

BETAINTERNATIONAL 2011

D9.1

D9.2

D9.3

E7.1

E6.2

D8.1 D8.2

E6.1

B7.2 B7.3

A3.1

B7.1 B7.4

B6.3

E6.3

E7.3

E6.4

E7.4

F9.1

F9.2

F6.1

E6.5

F9.3

F9.4

F9.5

G6.1

H6.1

H6.3

H6.4

E6.5A

E6.7

J9.1

J8.1

SADDLERY DISPLAY AREA

G5.1

F8.1

H6.2

H5.1

E6.6

H5.2

J7.1

J6.2

H5.4

K9.1

K9.2

K9.3

K8.2

K8.3 K8.4 K8.5

K8.1

K8.7 K8.6

L7.1

M8.1

L6.2

L6.3

N6.2

M8.2

M7.1 M7.3 M7.2 M7.4

L6.1

J6.1 J6.3

HORSE DEMONSTRATION/ SEMINAR ARENA

A3.2

E7.2

H5.3 D7.2

D7.3

E5.1

B6.2

B6.1

D6.2A D6.3

D6.1

D6.5

L5.1

COFFEE SHOP

J5.1

H4.1

L4.2

M5.2

L4.1

Q5.1

P8.1

P6.2 P6.3

N4.2

P7.2

G3.1

P5.2

N3.3

N3.1

NEW PRODUCT GALLERY

Q4.1

P7.1

P6.1 P6.4

N3.2

M4.1

K5.1

H3.1

CATERING

P7.3 P7.4

M5.1

BETA F3.2

P9.1

N4.1 G4.1

E4.1

M5.3

F5.4

D5.3 D5.4

PRESS OFFICE

P9.2

N5.1

K6.1

D6.4

C6.1

N5.2 N5.3

M6.1

K6.2

F5.2 F5.3

F5.1 D5.2 D5.1

K7.2 K7.3

F7.1

D7.1

D6.2

K7.1 H5.5

N6.1

CATERING

STAND

StandName StandLocation 3P Enterprise Ltd B2.4 Abbey Saddlery & Crafts Ltd G5.1 & G6.1 Acavallo SRL H2.1 Accapi UK L4.2 Aerborn L3.1 Agrihealth Ltd (Incorporating E Palin) D2.3 Airowear F5.3 Alan Paine Country Collection Q4.1 Allbed E3.2 Anderson & Co A1.3 Arctic Fox N6.1 Ariat Europe Ltd H4.1 Ashwood N3.3 Asmar Equestrian K6.2 Aspfase B6.3 Back on Track C3.3 Baileys Horse Feeds D2.1 Battles G3.1 Bedmax Ltd J1.3 Bedsoft C4.1 Belstane Marketing Ltd P2.1 Charles Bentley & Son Ltd L4.1 The Big Horse Shop Ltd C4.2 Bonart Town & Country Clothing Q2.3 Boo (Peak & Brim) Hats K8.5 Breyer F7.1 Bridleway E1.3 British Country Collection N1.2 British Equestrian Trade Association G4.1 British Horse Feeds J3.1 Buffera Ltd M5.1 Capz P6.1 Carr & Day & Martin and Day Son & Hewitt F2.1 Carrots UK Ltd M3.2 Cavalinho M7.4 Le Chameau / Georg Schumacher M4.1 Charles Owen & Co (Bow) Ltd K2.1 Chestfields Equine Products C3.1 Chrysalis Clothes Ltd P7.1 Citation Plc E3.4 CleanRound B4.1 Cloakrooms Traditional Wooden Furnishings K8.4 County Saddlery Ltd E1.5 Coxwear (UK) Ltd M2.1 CSL / Saddletrac C1.3 Cyclo-ssage Ltd B2.6 Dainese H5.5 Däv P9.1 Dee Two Ltd L6.3 Dengie Crops Ltd T/as Dengie Horse Feeds D3.4 Derek Burridge Trophies F9.1 DERT D8.2 Dock Of The Bay L6.1 DT Industries Limited J6.2 Durango F5.1 easibed C2.2 Easitill Ltd N4.2 Eastern Saddlery C2.3 Edward Sinclair Q2.2 Ekkia E4.1 Emma Wyatt & Caroline Cook K7.2 Emvelo - Natural Animal Care B7.3 Equest & Equest Pramox C5.1 Equestrian Business Monthly D6.2A The Equestrian E2.6 Equestrian Supplies Ltd M6.1 Equestrian Trade News P1.1 The Equestrian Trading Company Ltd A3.2 Equi-Ads Ltd E3.5 EquiAmi D6.3 Equilibrium Products F2.2 Equimatters D7.1 Equine Careers E2.7 Equine Management Limited J9.1 Equine Products UK Ltd C2.1 Equi-Ping E7.2 EQUIscan E3.11 Equisoothe E2.1 Equisupplies J4.4 Equivation E3.1 Equivet Animal Care Products D4.2 Equucel Bedding C4.3 Estribos Argentina M8.2

STABLES

STAND NAME

SPONSORED BY

This Floorplan and Exhibitors’ List is correct as of 27th January 2011. E&OE

P5.3

P5.1 N3.4

FASHION SHOW A2.5

B5.2

B5.1

C5.1

B5.4

B5.3

C5.3

D4.2

A2.3 A2.2

E3.9

B4.3

C4.2

C4.3

B4.1

B4.4

C4.1

C4.4 D3.3

A2.1 B3.2

B3.3

C3.2

B3.1

B3.4

C3.1

B2.2

B2.4

C2.2

J4.4

J4.3

M3.1

F4.1

D3.4

E3.2

E3.3

E3.4

E3.5

E3.1

E3.8

E3.7

E3.6

D3.5

J3.1

J3.2

J3.3

L3.1

K3.1

E2.3

E2.4

E2.1

E2.8

E2.7

E2.5

G2.1

F2.2

B2.5 B2.1

D2.2

D2.3

H2.2

H2.3

K2.2

E2.6

E1.2

E1.3

K2.3

D2.1

L2.2 L2.1A

K2.1

E1.5

P3.3

L2.3

M2.2

N2.1

L2.1

E1.1

C2.1

B2.6

P3.2

P3.1

F2.1 C2.3

CHAMPAGNE & SEAFOOD BAR

J2.1

A1.3 A1.2

L3.2

Q3.1 E2.2

C3.3 D3.1

J4.1

E3.10 E3.11 E3.12

D4.1 B4.2

P4.1

D4.3

C5.2

A2.4

M3.2

K4.1 K4.2

J4.2

M2.1 M2.4

H2.1

E1.4

P2.1

P2.2

Q2.2

Q2.3

Q2.1

G1.1

CATERING

A1.1 B1.1 B1.2

B1.3

B1.4

C1.1

C1.2

C1.3

D1.1

F1.1 F1.2 F1.3

F1.4

BETA INTERNATIONAL INFO

H1.1

J1.1

J1.2

J1.3

K1.1

L1.1

M1.1 M1.2

N1.1

N1.2

P1.1

Q1.1

Q1.2

BETA

2011

NEC, Birmingham, UK 20-22 February 2011

picture courtesy of ITV.

Legendary horse whisperer Monty Roberts and celebrated actor Martin Clunes team up for some horsetalk at BETA International.

Martin Clunes and Monty Roberts, teaming up for the first time since the actor’s Horsepower TV documentary, are set to delight BETA International audiences with their entertaining answers to the question: ‘Is it cool for modern man to love his horse?’ Meanwhile ETN snatches five minutes with these busy men.

MARTIN Q: Were you surprised at the success of Horsepower?

MARTIN: I was amazed at how well it was received.

Everyone in the horse world is an expert and I’m so not an expert, but horsy people really seemed to take to it. I’ve never had more feedback on anything else I’ve done.

Q: You were called to introduce Join-Up to the Queen’s equestrian staff. That’s quite an honour – what was this like?

MONTY: It was like heaven. I was like a kid in a candy store. It was like a cowboy from California meeting an awesome world leader who is a fantastic student of horsemanship. It was wonderful in 1989 and it is still wonderful in 2011. Her Majesty has given me a second life and an endorsement of my work so as to have a far better chance to reach my life’s goals. At 54, one could not have asked for a greater gift and, at 75, the gift keeps on giving.

Q: Are there any famous horses you would like a ride on?

MARTIN: Not really. I’ll stick with Chester – he’s the brains of the outfit and much better at being ridden than I am at riding. My daughter [Emily, 11] rides him and he’s completely different with her. He can have quite a brutal trot, but I watch him with her and it’s like he’s holding an egg. He is a complete gentleman.

Q: Your beliefs turn some traditional views upside down and reject the use of training aids such as whips and spurs. Can you explain why?

MONTY: Horses are flight animals. They simply do not want pain and violence in their life. If you choose that path for them, then breaking them is the most effective way. I don’t abide by breaking. I prefer the creation of a partnership. If the horse or the human is doing their work because they want to, they will do it far better than if they are doing it because they are forced to. www.equestriantradenews.com

Q: When did you last take a tumble from a horse?

MARTIN: I’ve come off Chester a few times. The last time was when we were riding on the road and it was quite warm and a bit of tarmac had gone sticky, his back legs just slid under him and he sat down like a dog! Suddenly, I realised I was standing, so I got back on and we were fine.

Nothing at speed, though – we’re not that ambitious.

Q: How many equine are there in the Clunes herd?

MARTIN: I’ve bought a couple of Clydesdales – I like them big. We went to a place in Scotland with the idea of just having a look and maybe getting one and we ended up with two! The breeder even called one of the colts Martin, but we thought that was a bit weird, so we’ve changed it to Bruce. We’re looking forward to having them and it will give Alice [the foal born at the end of Horsepower] someone to grow up with. Actually, we’ve already got a yearling from the RSPCA, a rescued New Forest pony called Connor. So this will bring us up to 14 horses or ponies now, including five miniature Shetlands. The smallest is Oliver, who also has a bit of Falabella in him – he’s like a key ring but, of course, has the most attitude of them all.

EQUESTRIAN TRADE NEWS FEBRUARY 2011

BETA International 2011

MONTY Q: How did you feel when you were asked to take part in Horsepower with Martin? Do you think Martin possesses the qualities needed to make a good horseman?

MONTY: I felt honoured to be asked by Mr Clunes to work with him on that TV project. I got on with Martin very well. He is a gentleman and one of the most genuinely nice people I have ever met. I have started asking myself when fielding questions at my events, “How would Martin handle this situation?” He is kind, polite and attentive. Martin loves his horses and, with his personal qualities, he has every chance to reach any level of horsemanship he chooses for himself.

HORSE DEMONSTRATION ARENA

An audience with Martin and Monty

59

A VIEW FROM AMERICA

There’s a big world out there...

For American buyers, visiting BETA International is no scarier than going to California – and a whole lot more fun, says US retailer John Nunn.

N

I receive my orders from Europe just as fast as I receive my orders from the west coast of the US. harder to drive in the UK than it is in the US; especially today when the GPS is right there.

Be sure to apply for your badge in advance to avoid the line getting in.

And be ready to be surprised by what a great job the wholesalers do with the www.equestriantradenews.com

design of their booths. I always say that the foreign trade stands are so much nicer than ours. I guess we’re just afraid to put any money in our booths; so who knows how long we’ll stay in business?

The other surprise I had is how many companies sell over there that also sell over here in the States. Now that’s the confusing part. Do I buy from them? Is it cheaper here? Can I look? You can, and it may be cheaper - but I doubt it.

So what am I doing here? Find companies that you don’t find in the States. Brands no one else has. They are there. They would love to sell to you and they will make it very easy to get your goods over to the US. In fact, I receive my orders from Europe just as fast as I receive my orders from the west coast of the US. There are lots of companies that show at BETA from overseas. If you haven’t already, it’s a great time to develop a relationship with them. You’ll get to see them again at AETA [American Equestrian Trade Association trade fair], and if you didn’t decide to buy then, you get another chance.

The one thing that took me a while to sort out at BETA was could I, or could I not, buy from the companies that seem to have an ‘appointment only’ policy? Can I go in and look around? What do I say when they ask if they can help me?

I realized that I was going to need to have orders large enough to fill at least a small container. So I just looked around, told them I didn’t need any help and found my way out in my own good time. Years later, I was able to come back and fill large containers and be welcomed with open arms.

Over the years, I’ve found products at BETA that have helped me develop a line that not every other store in the US has had. I have been able to see new products that have not landed in the US until years later - and wished that I brought them in. Others that I thank the Lord that I had the vision to see

wouldn’t sell in the US, even if you were giving them away.

What BETA has done for me mostly is open up my thought process; make me understand there is a big world out there and that we don’t have to be limited to buying in the US. I’ve developed many great relationships with wonderful people

The excitement of seeing what people might be selling overseas piqued my curiosity.

I’ve met at BETA. Once I got over my initial fears, I realized it was no scarier than going to California and a whole lot more fun.

I tend to make a holiday out of it; it makes the trip so much nicer. If I don’t find anything over the top exciting, or exactly what I’m looking for, I don’t fret the trip. I head to Ascot, get a box up high in the grandstand and take in the good things in life.

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

EQUESTRIAN TRADE NEWS FEBRUARY 2011

BETA International 2011

o matter how many trade shows I’ve attended in the US, it still didn’t make the thought of travelling abroad to my first BETA [trade fair] any less daunting.

Would I be allowed to buy? Do I have to buy so many of any one thing?

How was I going to get what I buy back over to the States? How am I going to get around while I am there?

All legitimate questions.

I had plenty more questions, but the excitement of seeing what people might be selling overseas piqued my curiosity so much that I just had to go.

The first year I went, I made it easy on myself, running reconnaissance so that when I went again, I would have the lay of the land.

Birmingham Airport is just about inside the NEC where BETA is held. A short train ride and 10 minutes later, you’re headed into the exhibition halls.

If you want to pay a bit of a premium, you can stay right across the street to the NEC in a Hilton hotel and never even have to hire a cab.

It’s easy enough to venture out and find a hotel off site. Hire a cab if you’re afraid to drive the first year. Get over your fear the next year and rent the car to make your way about. It’s not any

65

Honouring that spark of genius The BETA International Innovation Awards, sponsored by ETN, celebrate new products that will appeal to the trade and consumers alike. Entry is open to all exhibiting companies – provided the products have been new to the market during the previous 12 months.

THERE are seven categories – Saddlery and Tack, Rider Clothing, Safety and Security, Feed and Supplements, Horsecare Products and Equipment, Pet Products and Other.

The six judges of the awards have been selected for their standing, knowledge and experience in each of their specialist fields…

Dr Catherine Dunnett is an independent equine nutritionist with many years’ experience in scientific research, primarily at the Animal Health Trust. She now runs her own consultancy business, providing nutritional support, analysis, product development, evaluation and educational services.

Nicola Wilson was a member of last year’s gold-winning British eventing team at the Word Equestrian Games, in Kentucky, topping off a successful year when she won the Barbury International Horse Trials and retained her Scottish Open crown at Blair Castle CCI ***.

Dr Angela Bodey is a veterinary surgeon specialising in cardiology referrals. She has published several papers on her work involving blood pressure assessment and dynamics in cats and dogs.

Wilf Hobson is the director of Trailblazers – the organisation that runs show jumping, dressage, combined training and showing competitions at more than 60 show centres across the UK. Mike Tucker became the BBC’s senior equestrian commentator in 1992 and has covered four Olympics. He has also commentated on show jumping for Sky. Mike began his career in eventing and competed at Badminton and Burghley. On his retirement from riding, he designed courses across the globe and was a technical delegate at the 1992 Barcelona Olympics.

Angela Tucker joins her husband on the panel and, like him, began her equestrian career as an international event rider, before turning to producing young horses and teaching, as well as judging all over the world – at the Olympics, World Championships, European Championships, World Cup Finals and every four-star event, including Badminton and Burghley. www.equestriantradenews.com

... every horse and rider would enjoy a properly fitted, bespoke saddle.

The Ideal Saddlery Company makes this possible by working with retailers and saddle fitters.

T

www.equestriantradenews.com

cutting rooms. 47 skilled craftsmen each complete important stages in the production process, piecing together the leather and other components to create finished saddles.

“Each saddle is made by hand, using traditional craftsmanship,” said Rob. “Even our trees are hand-made here in Walsall and we use the highest quality materials - calf leather from the Pyrenees and solids from a leather finishing house in Worcestershire.

We use calf leather from the Pyrenees.

“The traditionally-made saddle is built on a birch wood laminated frame, with metal strapping and fixings. In spite of modern technology, our research shows that this is still the most versatile and robust foundation for producing

saddles which meet modern riders’ needs. It provides safety and security, whilst ensuring flexibility for the horse, which is very desirable.”

Creating an Ideal saddle takes time.

The company is a member of the Society of Master Saddlers (SMS), every detail of each order being assessed by an SMS qualified fitter before production commences.

“We’ve used the Pliance pressure mapping system and gait analysis from Russell Guire of Centaur Biomechanics for research and development purposes, to ensure that our designs can perform at their best when fitted correctly,” added Rob. The Ideal Saddle Company range comprises more than 40 different designs in standard width fittings, including specialist saddles for jumping, showing, dressage, racing and polo, plus general purpose. A selection of stirrup leathers and girths is proving popular too.

But it’s Ideal’s ‘design to order’ service which is particularly going from strength to strength. “We’ve become well-known for our custom-made saddles,” is Rob’s understatement.

“We can adapt any of the saddles in our range to a customer’s exact specification to enable them to achieve a perfect fit for their clients and their clients’ horses. Typically, we could be asked to add depth to the rear gusset to achieve balance from front to back; or to extend the points of a tree to increase support for a horse that is hollow in the back of the shoulder.

“We have many variations of panel construction to help achieve a balanced, comfortable fit and are often asked to change the flap length or width to accommodate a rider’s leg,” added Rob.

EQUESTRIAN TRADE NEWS FEBRUARY 2011

BETA International 2011

he Ideal Saddle Company has been based in Walsall - the home of English saddlery – for almost half a century.

A family business, the company was bought in 1986 by Steve Marks and Roy Hartshorne. Roy retired in 2005 and Steve has now taken a backseat role. So the company is run by director Shaun Marsland alongside Steve’s stepson Rob Lugsdin and Rob’s partner Liz Leggett.

Rob has 17 years’ industry experience and is a qualified saddle fitter. Liz is a qualified saddle fitter and assessor with 30 years’ riding experience. She also works in design, administration and IT in addition to organising Ideal’s participation in international exhibitions. Liz continues to run her own business in Suffolk, commuting between the two.

Shaun has played a major part in the company over the past 22 years and together with saddle fitter Claire Buttle, this is a formidable and knowledgeable team.

Ideal’s home is an old school, a maze of former classrooms adapted into offices, workshops, machine shops and

EXHIBITOR PROFILE

In an ideal world...

67

EXHIBITOR PROFILE BETA International 2011 68

CASE STUDY I was having a job finding a suitable saddle for my four year old Anglo Arab, writes ETN editor Liz Benwell.

Four years, 19 saddles and several (variously qualified) saddle fitters later, Melton Mowbray based saddlers S. Milner & Son working with The Ideal Saddle Company came to the rescue.

Having tried to go down the ‘correct’ route when my young horse needed her first saddle, on three occasions, I had been given my money back by helpful but unsuccessful SMS qualified saddle fitters. One saw my horse and said ‘no thanks’. In desperation, I went on to buy saddles from ebay (one of which very nearly worked) and went down the ‘alternative’ and treeless routes (a disaster).

“Bespoke design can translate the most detailed requirements into the customer’s saddle of choice.”

In fact, Ideal can make any saddle in any combination of leathers. To get a true idea of colour and feel, swatches are available. The company even produces ‘hair on hide’ saddles and ‘extra’ models up to a seat size of 22” – and, of course, perfectly proportioned.

BETA International is a great place to showcase finest English saddlery.

The Ideal service doesn’t end with the finished product. The company prefers long-term relationships with its stockists and for each saddle to be fitted by a qualified fitter. A repair and refurbishment service is available to all customers on English made saddles.

This can be as simple as new straps or as complex as replacing a tree.

Ideal manufactures for retailers and saddle fitters all over the world and exports to more than 25 countries under the Ideal label and also under customers’ own labels.

Rob adds: “We exhibit regularly at BETA International which gives our British and foreign customers, new and established, the opportunity meet the team and to see new products and developments, as well as look at designs and materials they might not stock or are unfamiliar with.

“Shaun is always on hand to discuss and explain any production queries. BETA International really is a great place to showcase finest English saddlery at its best to the rest of the world.” t The Ideal Saddle Company 01922 620233 or Stand H5.4 at BETA International.

FEBRUARY 2011 EQUESTRIAN TRADE NEWS

Having fun like this wouldn’t have been possible without saddle fitter Kirsty Milner of S. Milner & Son working with The Ideal Saddle Company.

Photo: courtesy Maurice Tilford.

Most alarmingly, I was sold a saddle that turned out to have the panels laced on asymmetrically. And by the time I realised what was wrong – despite repeatedly telling the saddle fitter something was amiss and not being listened to – more damage was done to the horse’s back.

Yes, as well as sore muscles (treated by a qualified physiotherapist) my mare has had plenty of saddle rubs.

Fortunately, especially in the case of the ‘twisted’ saddle, she doesn’t tolerate discomfort for long and begins tail swishing, bucking and throwing herself onto the floor if she’s unhappy. A common theme was for her to refuse to go down steep hills in most of the saddles.

Finally, it was Kirsty Milner, SMS saddle fitter at S. Milner & Son, who was prepared to put in the extra effort to find a saddle that fitted correctly. There was no flash salesmanship, but Kirsty clearly put much thought into the process.

“Liz’s horse is very short-coupled but also very round. This meant that the saddles she had tried before sat on the horse’s shoulder and just stopped there,” said Kirsty.

“Because she is so incredibly short-backed, we opted for an Integra double flap saddle with a 16” seat on a 15.5” panel. The Integra fits out of the shoulder quite well and so doesn’t collapse on the shoulder. We also had point straps fitted and less flocking than normal.”

The Integra is one of the designs produced by Ideal for its sister company, Walsall Riding. Kirsty was able to go to Ideal with the measurements and trace she had taken. Along with the various modifications she requested to the standard design, the company was able to produce a version of the saddle to fit my horse.

Thanks to Kirsty, at last I’ve been able to enjoy riding and even jumping my now eight year old mare. My lovely new saddle looks fabulous, although I wouldn’t have cared if it was sky blue pink provided it fitted the horse, yet I paid no more than the normal retail price. That’s amazingly good value for all the expertise that has gone into it.

Needless to say, my horse and I have been back to S. Milner & Son for regular saddle checks. On one visit, Kirsty’s husband and fellow saddle fitter Andy Milner’s passing shot made me smile: “Whatever you do, don’t breed with her!” www.equestriantradenews.com

EXHIBITOR PROFILE BETA International 2011 70

Today’s modern headquarters.

In 1836 a small saddlery was opened in Cologne, Germany. Now one of the world’s leading wholesalers, Waldhausen remains...

Where price and performance top the bill 2011 marks Waldhausen’s 175th anniversary, the occasion being celebrated with new branding under the slogan: Everything for the Equestrian Sport.

What started out in 1836 as a small saddlery in Cologne has turned into a worldwide wholesale operation.

More than 12,000 products for horse and rider are stored in the company’s warehouse on high- rise racks covering at least 7,000 square metres , ready to be shipped all over the world within 24 hours.

Reflecting its craft-based beginnings, Waldhausen still has a ‘proper’ saddlery at its headquarters where a saddler undertakes repairs and creates bespoke products.

These days, Waldhausen is able to offer riders of all levels and all disciplines everything they may need for themselves or their horses. However, like any other company with a long history, there have been challenges to overcome.

After World War I, there was Germany’s ravaging inflation. Then the company needed to adapt its products and philosophy as horse transport gave way to motor cars, before the leisure horse made a resurgence bringing with it new opportunities for equestrian businesses.

Other difficulties Waldhausen has overcome were the destruction of the factory and headquarters in 1944 and a terrible fire in 1950.

The twenty-first century sees Waldhausen producing and distributing many own brands such as Thermostar, Swing and Wembley. It has also been the official supplier of the DOKR (German Olympic Committee for Riding) since 1972; while the successful fashion label ELT Paris was created by Waldhausen in 1989.

FEBRUARY 2011 EQUESTRIAN TRADE NEWS

Making good use of a VW camper van: Waldhausen show stand from 1950.

Today’s showroom.

www.equestriantradenews.com

Waldhausen sets up shop at a horse show in 1948.

When developing new products, special emphasis is placed on working with professional riders.

Waldhausen’s cooperation with multi-Olympic medal winning dressage rider Isabell Werth is particularly notable.

“It is our ambition to offer the best possible products to all lovers of equestrian sport at an excellent priceperformance ratio,” said Michael Manefeld who runs

the company along with Klaus Reinken.

“In order to keep our high standards in the future, we’ll continue to work on innovative and strong products and look out for new trends and technologies.”

• See Waldhausen at

BETA International on stand F5.4

Klaus Reinken runs the company today.

From the late 1940s, Waldhausen’s saddler of the day discusses repairs with a customer

www.equestriantradenews.com

EXHIBITOR PROFILE

Canadian lifestyle comes to Europe Take a background in fitness and leisure clothing, add a passion for horses, and you’ve got Asmar Equestrian. ETN talked to Noel Asmar, the female founder of this intriguing new label from Canada.

Q. Does Asmar Equestrian take inspiration from your existing range of spa and hotel uniforms and living/fitness collections?

A. The common thread between our existing collections and the new equestrian range is good quality combined with sophisticated design and fabrics. I was inspired to create the Asmar Equestrian collection when my family moved into an equestrian community and built our home with a small barn to have horses there. Having horses forces you to be out in all kinds of weather; yet the choices for tailored outerwear specifically designed for riders in and out of the saddle were limited.

Having horses forces you to be out in all kinds of weather.

BETA International 2011

Noel Asmar.

72

Q. Please tell us about some of the pieces within the Asmar Equestrian collection?

A. "The all weather rider" is our signature piece. It’s a hip length jacket with design elements to enhance the riding experience in all types of weather conditions. We use technical fabrics with four way stretch and a wind proof, waterproof bonded membrane that breathes to ensure the rider kept comfortable.

We’re entering The all weather rider into the ETN BETA International Innovation Awards because we’ve done our global research and there’s nothing designed like it on the market. The front and back of the jacket zip up to reveal a waterproof skirt designed to FEBRUARY 2011 EQUESTRIAN TRADE NEWS

cover most saddles. When the skirt isn't needed, it snaps hidden into place to create a jacket that can be worn anywhere.

The Asmar Equestrian Collection is comprised of long and short outerwear jackets, vests and breeches. Our fitness collections for men and women are offered in a wide range of colours and compliment our equestrian collection as they are designed for performance.

Q. What can a collection designed in Canada bring to the UK and Europe that's different and exclusive?

A. We’re a global company that’s been tested for quality and design for ten years by the largest hotel and spa groups of the world. We design for Ritz Carltons, Four Seasons, Starwood properties and so on, companies that demand excellence and accept nothing less.

Asmar Equestrian is based in Vancouver, British Columbia (BC) – the horse capital of Canada and an area in which the active lifestyle – skiing, horse riding, mountain biking, boating - is celebrated. We live the lifestyle every day, and need to be dressed for the occasion. We know that we’re selling designs that have never been seen before.

Q. Noel, tell us about your equestrian background.

A. I had a crazy obsession with horses as a young girl and got my first horse at 12 years old. I’ve ridden most of my life for the pleasure of riding, not for competition; but over the last year I’ve been training more seriously in dressage. We have two beautiful Friesian horses at home, one sport [modern performance breeding] and another baroque [of classical, traditional breeding]. I live with my husband and two young boys and our home backs onto miles of beautiful riding trails. We live the equestrian lifestyle; designing clothing for our lifestyle feels like the natural thing to do.

Q. Are Asmar uniforms suitable for staff working in an equestrian retail environment?

A. Certainly there are parts of the uniform collections that would extend seamlessly. We design for various job functions, for example for people working within fitness facilities. So the collections can be worn both as a uniform and sold within retail locations.

Q. What brings you to BETA International 2011?

A. We’ve chosen to launch Asmar Equestrian at BETA International in the hopes of letting the world know that we’ve made it our mission to create sophisticated equestrian apparel. Our company has traditionally worked directly with our retailers; however we look forward to securing distributors for key areas within Europe. We hope to gain a better understanding of how Europe would like to be serviced; locally with local distributors, or via a relationship directly with manufacturers.

•See Asmar Equestrian on stand K6.2 and in the Fashion Show.

www.equestriantradenews.com

EXHIBITOR PROFILE BETA International 2011 74

24 months to prepare for three days...

Latest lines from Toggi.

For two decades, Finest Brands International (FBI) has exhibited equestrian fashion brand Toggi and safety brand Champion on one of the biggest, most impressive stands at BETA International.

ETN asked Sue Boydell, operations manager, to take us behind the scenes as FBI prepares for the 2011 exhibition.

As BETA International is the annual showcase of our Toggi Autumn / Winter collections for that year, planning for the show starts 24 months in advance - because work on each new collection commences that far ahead.

Much research is carried out into the latest fashion and colour trends, consumer needs and wants and fabric developments to ensure that each piece in the collection presents exactly the right combination of style, substance and quality to earn the Toggi brand.

With such a wide product range, from UK made Champion helmets and body protectors to European-made Toggi country boots and Scottish tweeds, plus a country and equestrian fashion collection for adults and children, we need a large stand to be able to display them all to best advantage.

We’ve used the same stand design at BETA International for the last few years now. It’s designed to be easy for retailers to recognise and to find their way around.

The countdown In terms of planning for the show itself, once stand space is secured, the hard graft really starts in the autumn of the previous year. It’s then that we ‘merchandise’ our whole collection to determine how products should best be coordinated and displayed on the stand. This process also enables us to offer advice and inspiration to retailers on how to maximise the impact of the FEBRUARY 2011 EQUESTRIAN TRADE NEWS

new collection when it goes on display in their stores.

In addition needing samples of all pieces, in all colours, ready in time for display at the show, photography for the new collection is required by earlyJanuary in order to prepare marketing materials such as advertising, new graphics for the stand and our new catalogue.

The legendary BETA International fashion show is another top priority; our design team puts a lot of work into deciding which garments should feature and coordinating outfits for the models.

Once the show opens, we operate on the basis of making things easy for the retailer. Each rep has his or her own section of wall space which displays every piece from the new fashion collection. Capsule collections, such as the Toggi kids range, the Toggi Team GBR range, Toggi Xtreme performance riding wear and our Toggi footwear range all have their own separate wall space.

This means retailers can work with their respective reps, see each of the collections at their leisure, or focus upon those most appropriate for their shop. We try to avoid everyone fighting to see or try on the same garment!

The Champion factor At the heart of the FBI stand is our dedicated Champion display, where all riding hats, body protectors and accessories are presented. As all Champion products are designed and

manufactured in the UK, we don’t have the same logistical challenges associated with overseas production, such as lengthy production timelines.

The Champion display is the ‘icing on the cake’ that slots into place once the layout of the Toggi range has been determined. Yet it acts as a focal point within the stand itself.

Celebrity status Following Team GB’s fantastic results at the World Equestrian Games last year, and with the countdown to London 2012 well underway, the new Toggi Team GBR collection has received special attention in the build up to BETA International.

We work closely with the British Equestrian Federation (BEF) to ensure proper and effective portrayal of the Team GBR logo. We also collaborate with several Team GBR riders, including Pippa Funnell, Piggy French and Oliver Townend, to ensure that the range combines the necessary high quality and performance.

The countdown to BETA International can be a stressful for all of us involved in the planning to make the show a success - right down to the coffee and refreshments we know are so welcomed by every visitor to our stand. But when 5pm Tuesday comes, we’ll know that all the effort has been worthwhile! t 0113 270 7000 to make an appointment with your FBI agent. www.equestriantradenews.com

BETTER BUYING BETA International 2011

ES E PAG 14 OR E 1 M E & R S, S 08 FO TIP 0, 1 0 NG 1 YI 95, BU 6, 8

76

“If you buy well, selling is easy...”

Good buying reflects what you want your business to be, says Monty Stuart-Monteith

M

ore than 20 years ago, a very wise men called Stan (I cannot remember his surname) said to me: “Any well trained monkey can sell, but it takes a real man to buy.”

Over the years, I learnt that Stan is probably 75% right. If you buy well, selling is easy; if you buy badly, selling is hard - and making money harder still. To run a good business, you must buy well and sell well too.

A buyer must: • Know your customer and understand what they buy.

• Anticipate your customers and give them a new offering to keep them interested. This involves selling.

• Buy within a budget.

• Buy to make money.

• Buy to offer customers choice.

• Buy to ensure you provide your customers with a positive buying experience when they visit your shop, website or trade stand.

• Buy to differentiate yourself from the competition.

• Buy products that provide value for money.

• Buy products that ‘do what they say they do on the tin.’

As buying is so difficult, many buyers attempt to simplify the task with basic models such as: • Buying only what customers ask for.

• Buying the cheapest.

• Relying totally on brands and wholesalers.

The problem with this is that you’re not taking control of your business.

Instead, you’re totally relying on things outside your control and therefore you’re unlikely to be maximising the opportunities available. It’s a very risky strategy.

The great thing about BETA International is that it’s at the beginning of the season. It therefore allows you to review your buying, so you can go to the show on a mission.

If you’re well prepared, you can make most of your buying decisions at BETA

FEBRUARY 2011 EQUESTRIAN TRADE NEWS

International. The process of buying can be later, but your decision-making can be at the show. So how do you prepare?

Firstly and most importantly, are you clear about your business’s mission and do you know what you want it to achieve in 2011? The clear mission is a vision of the future and the goal for 2011 is a step in that direction.

I’m a great believer in specialisation, even in the horse world. Although all saddleries have to appeal to a wide equestrian customer base, it’s essential for small and medium sized shops to work hard at earning a reputation for something special, for instance, fashion clothing, saddles, bitting, safety equipment, leg wear or competition wear. It’s about recognising that small businesses cannot be good at everything, then taking an area of equestrian retailing and deciding to be the best in that field.

If a decision is made to get good at one aspect of our trade, then the buying policy at BETA International gets easier. If your decision is to become good at lorinery, you’ll visit every lorinery supplier at the show, having found out who they are and where they are beforehand.

consumer can find it easily enough if they have time.

The upshot is that if a buyer is obsessed with price, they will buy nothing. It is also fact that consumers will look around before they shop more now than ever before. A new statistic suggests that 50% of all buying decisions have been influenced by research on the internet. So what can the retail buyer buy knowing that they have the space, ambiance, knowledge and enthusiasm to sell it, making the customer less bothered about price? Perhaps it’s another cry for specialisation?

How can anybody buy anything without some figures in their minds about sales volumes and margins?

Costs and pricing So, you have an outline plan for your visit to BETA International. Now the crucial bit - a budget. It amazes me how many businesses live without a budget; a simple financial plan for the year based on cost of purchases, cost of selling, overhead costs and wages, balanced with volume of sales, margin and therefore profit.

How can anybody buy anything without some figures in their minds about sales volumes and margins? A budget is a best guess, but with a plan you can monitor progress and change things if you need to.

Another massive dilemma facing buyers in 2011 is costs and pricing.

Everybody knows that every product that’s in a shop (whether bricks and mortar or internet shop) can be bought more cheaply elsewhere and a

The build-up to BETA International is a super timer to reflect on the strengths, weaknesses and opportunities of your business. Most of the UK industry is there, plus a big chunk of the global industry. The tools to drive your business forward will be available - if you have the desire.

Have good BETA International. See you there!

About the author ‘Monty’ Stuart-Monteith is the managing director of Belstane Marketing, former BETA chairman, veteran exhibitor at BETA International and keen observer of business methodology.

www.equestriantradenews.com

ABBEY SADDLERY

EKKIA

Stand BITS, buckles, locks, hardware and G5.1 accessories; you’ll find them all at Abbey.

This leading wholesaler will be showcasing its high quality workshop range and British made riding and driving bits. The established collections of renowned Stanley Foundry brass buckles and Liston locks will also be on display, attracting fashion buyers as well as their equestrian counterparts.

Products distributed by Abbey will also be on this stand, including the Hilary Vernon bit collection, Fiebing’s horse and leather care products, Grangers’ waterproofing preparations and Stubbs’ stable and yard equipment.

The team with be on hand to talk visitors through Abbey activities – not least the upcoming launch of its new website.

Founded in 1982, Abbey Saddlery is proud to support a multitude of manufacturing, commercial and leisure businesses in the UK and abroad by supplying high quality British made materials and tools. As well as saddlers, harness and rug makers, Abbey also supplies metal work for the fashion, motor and refrigeration markets.

English leathers, leather tools, hardware, webbing and outdoor textiles are among its other lines. Abbey also offers retailers more than 350 horse bit designs.

Abbey helps keep the British saddlery and associated trades alive by supplying niche products to retailers and manufacturers requiring the more traditional goods and tools.

Stand EKKIA launches a horse rug collection E4.1 for autumn 2011 – designed to suit the UK climate and equine management trends.

The rugs include neck combinations, plus other features unique to this brand.

Ekkia has supplied many of the UK’s largest equestrian retailers for two years now. “2011 marks the year that we really become ‘UK Centric’”, says marketing manager Samantha Stoll.

The French wholesaler also unveils a new clothing collection featuring fresh footwear lines and outer jackets in new colourways.

The popular range of Hippotonic ‘lotions and potions’ will be available for the first time in the UK; plus the well-established brands of EquiTheme, Norton, Belstar, CSO, Eric Thomas and Jumptec.

Call at this stand for show discounts. There are gifts waiting for you too.

Pictured are Peter Philips (left) and Richard Brown of Abbey being interviewed by ETN editor Liz Benwell at BETA International 2010.

AGRIHEALTH Stand THIS Northern Ireland based animal D2.3 health wholesaler – which recently purchased Eddie Palin Distribution - exhibits for the first time Agrihealth offers trade customers a diverse product range at competitive prices with superb customer service.

Well-known brands on display include Fenceman, with constant power electric fencing energisers and high quality tapes and accessories; Liveryman clippers, trimmers and studs, including the Arena range and Harmony clippers; and Leovet, powerful horsecare products from Germany including the ever popular Phaser fly spray and No Rub. New from the Agrihealth range are Wireless Horse Cam products and Bekina wellingtons. It promises to be an exciting year ahead.

78

FEBRUARY 2011 EQUESTRIAN TRADE NEWS

EQUESTRIAN SUPPLIES Stand SHOWQUEST is the ‘must-see’ range M6.1 of exquisite competition attire accessories on show here.

The majority is designed and manufactured in house, in the UK, including a variety of neck wear, beautiful colours and styles in hair accessories, stock pins and earrings to compliment them.

Stock designs encompass narrow necks, traditional hunting shapes and four-fold, standard untied and ready-tied. Silk, cotton, woven designs and satins all feature. Hunt shirts are UK woven and manufactured, and come in five sizes and two colours.

Even more choices of fantastic browbands and matching accessories are available this year; while a bespoke service is offered to meet your customers’ requirements.

Also on this stand is a collection of whips, Horsewise horsecare products, Minter Kemp greetings cards and UK made, Lycra and stretch velour skull cap covers in many colours and styles.

Equestrian Supplies is the UK distributor for Pedalite safety lighting systems. Anklelite and Baglite/harness will be on display.

EQUINE MANAGEMENT Stand BE AMONG the first UK retailers to see J9.1 Bombers Equestrian Equipment bits.

These competition bits are handmade in South Africa from sweet iron, and include hundreds of bitting solutions, incorporating different mouth and cheekpieces.

Other ranges to view include Equine Management’s popular Stephens brand, encompassing good quality English leatherwork and sheepskin; plus the renowned Gel Eze range, utilising gel technology for incredible absorption of impact.

Equine Management is also the exclusive distributor for Goldengrass Haylage, a big seller in Europe and said to offer considerable cost savings; plus leading American supplement brand, Grand Meadows, endorsed by eventer William Fox Pitt. www.equestriantradenews.com

This exhibitor also distributes Cowboy Magic, Equine Textiles, W.F.Young (Absorbine) and Weaver Inc ranges, as well as the revolutionary worming and oral paste bit, Wormabit - a washable, nylon bit fitted to adjustable webbing straps.

FIELDHOUSE RIDING EQUIPMENT Stand 2011 promises C6.1 to be actionpackedfor Justtogs and Fieldhouse Riding Equipment. Find out why at this stand.

There are many additions to the product selection this year including a new range of dressage saddles and accessories, new Pessoa jumping saddles, new GFS XCH adjustable leather saddles, new Genesis leather-look synthetic saddles, new GFS and Pessoa horse clothing ranges, new helmets and a completely fresh look to the Justtogs and Mizz fashion ranges.

Retailers are invited to come and see for themselves at Fieldhouse’s new, larger stand. Special BETA International offers will be available exclusively to show visitors. Pictured is Cadence Lifestyle.

FIRST EURO Stand OVER the past few F1.1 years, First Euro has developed a strong, solid reputation as a professional manufacturing company.

Indeed, many well known companies throughout the world have now chosen First Euro as their preferred, authorised manufacturer.

The company aims to provide its highly valued clients with peace of mind by producing and delivering premium quality products on time. "We do what we say" is the First Euro motto.

www.equestriantradenews.com

Stand Guide

GENERAL

GALLOP EQUESTRIAN Stand BODY protectors meeting the latest BETA standard K6.1 with an RRP of £65 (£35 to the trade), combo fly rugs at just £10 each and your first chance to see A/W 2011 turnout rugs in new racing green are just three reasons to visit this leading manufacturer.

Gallop Equestrian specialises in making good quality affordable. Attractive trade prices enable stockists to offer their customers more choice - and a good excuse to spend that little bit more every time they shop!

Before you visit BETA International, check out this supplier’s advertisement in ETN for a money off voucher; it’s the first of many special deals on offer at this stand.

Gallop’s combo fly rugs, in size 4’ to 7’ and taupe colour, will be available on a first come, first served basis at just £10 each. So be sure to head in this direction first thing on Sunday morning!

Here you’ll also find Gallop’s newly launched body protector. Meeting the revised 2009 BETA Standard, and bearing the BETA Level 3 label – denoting the highest level of protection available, this invaluable item of safety equipment will appeal to everyday riders, students going to equine college, workers in racing and on stable yards, as well as competitive customers.

The Gallop body protector is available in children’s and adults’ sizes, in practical black only; with a £65 price tag to appeal to all. Children’s sizes are, of course, VAT free.

Gallop Equestrian has been slowly but surely growing for 12 years now, and comes to BETA International 2011 with a significantly bigger stand. Support for the bona fide equestrian retailer is at its heart.

Details of a discount scheme for what Gallop’s Bobby Taak describes as “serious retailers” will be available. Based on a soon-to-be-launched new catalogue and ‘retailers’ price list’, it involves an automatic 5% discount from the trade price provided a retailer can fulfil any two of Gallop’s three qualifying criteria - BETA member, VAT registered, retail shop.

Customers who spend “volume” with Gallop could see increased discount levels up to 20%. “We’re doing this to put proper businesses ahead of the game,” said Bobby.

BETA International 2011

HKM SPORTS EQUIPMENT

80

Stand ‘YOUNG and N2.1 different’ – that’s this upbeat German brand’s motto. Colour co-ordinated ranges play a big part.

Fashion conscious equestrians from all disciplines will be delighted by the new collections.

Lauria Garelli is Italian chic, equally at home in a high class boutique. Pro Team has some stunning new additions and, says HKM, is sure to be this year’s must-have label.

Howdy, cowboys and cowgirls! HKM’s new Western range is right up your street! Birmingham may not be Calgary, but the join the stampede to this stand where a warm welcome and great new products await.

FEBRUARY 2011 EQUESTRIAN TRADE NEWS

JOHN WHITAKER INTERNATIONAL Stand THIS family run business is fast becoming a K4.2 market leader thanks to the continued support of loyal customers and suppliers. A wide range of equestrian goods are stocked, catering for everything for horse and rider.

Elite equipment is the watchword at John Whitaker International (JWI) where each line is created from experience and with great attention to detail.

With products at retail outlets throughout the UK and around the world, the website is regularly updated with new lines and news. Not surprisingly, many Facebook fans find JWI by searching for John Whitaker.

Also on this stand, Brogini offers a wide range of long and short riding boots, including a variety of leathers and styles, making these boots suitable for all rider disciplines.

Choice is important with this brand. Long riding boots comes in calf sizes from narrow to extra, extra wide and heights from short to extra, extra high. The De Niro line encompasses a variety of colours and leather from which to choose too.

Brogini’s short riding boots, in jodhpur and paddock styles, are suitable for riding and daily use at the stables. Both comfortable and stylish, they come in adult or child’s sizes and are easy to get on and off.

Whether you wish to stock Brogini or De Niro boots in plain leather or offer your customers something sparkly, prices are highly affordable.

LS SALES (FARNAM) Stand LESLIE Sutcliffe, the A1.2 dynamic woman behind this company, can always be relied upon to bring interesting product lines to BETA International.

New from Farnam, the USA maker of Red Cell, comes Tri Tec-14 Fly Spray which stamps out disease by killing the flying insect carriers of Swamp Fever, West Nile Virus and other emerging exotic diseases about which UK horse owners are increasingly worried.

Why Tri Tec -14? Because it stays in place for 14 days! A special show offer will be running – buy 11 bottles, get one free. Distributor Battles also stocks Tri Tec-14.

LAS Helmets introduces a new BSI approved helmet, the JC-BSI (pictured). It carries the BSI Kitemark [the British Standards Institution’s quality mark] and, in line with BSI requirements, is currently undergoing batch testing.

Already leading the way on the race track, the JC-BSI is light, comfortable and good looking. Also in the LAS stable is a revolutionary helmet being worn by jockey Richard Hughes…..come and try it on, says Leslie.

See too a really cost-effective, practical idea; Tingley Rubber Overshoes protect good footwear from the elements while just ‘nipping out to the stables’. www.equestriantradenews.com

MATCHMAKERS INTERNATIONAL Stand SEE distinctive new H3.1 ranges from the Matchmakers stable of brands, namely Tottie, Harry Hall, Caldene, Masta, Cottage Craft and The Riding Sock Company.

Harry Hall has an exciting new collection for Autumn/Winter 2011 with fabulous new leisure tops that bring a real fashion edge to the range. The Epsom fleece sweatshirt includes striped trim ensuring wearers stand out from the crowd. The Catterick rugby shirt, Ayr tunic and Cartmel hoody all look set to be sure fire winners with their thrilling colourways of rose and expresso, Chinese violet and lilac, plus dark grey marl, plush pink and navy.

For riding or leisure activities, Harry Hall Jeggings, in black or chocolate denim will surely be this season’s must-have. In jackets, the Hexham comes in wax fabric with faux fur collar, Tottie Amelia. while the Taunton is a padded, fitted garment with a feature collar. For children, Harry Hall Cottage Craft. has fun print jodhpurs featuring horses, stars and zebras in plum, pink and navy.

New Caldene legwear features ruby, black and dark grey marl colourways for style and sophistication. Co-ordinating gilets come in ruby, black and puppy tooth check. A new version of one of Caldene’s most popular jackets is the Hamilton; the wax finish in navy or chocolate is simply stunning.

For riders looking for a waterproof, breathable jacket, the Beech comes in practical, polyester microfibre that will prove wearable whatever the occasion. While the Birch is a quilted jacket with epaulets, patch pockets, adjustable waist straps and knitted collar in chocolate and forest.

New Caldene children’s legwear includes the Poplar – pull-on style jodhpurs with a knitted waist band, plus Elm in textured denim with a contrast seat. Winter breeches with water resistant qualities complete the picture.

Buyers can rely on Tottie for something a little different. Stripes, flock motifs, baby chord trims and gold lurex thread are the order of the day for Autumn/Winter 2011.

This season, Tottie launches a new range of accessories gloves, hats, scarves, leg warmers and wrist warmers - all created in fashionable cable knit. The leisurewear range is modern, cosy and functional, offered in a rich pallet of dark greys, plums, violets, reds, gold, mushroom and dark chocolate.

Each Tottie garment complements others in the collection, with matching leg wear available, making it easy to put together a whole outfit. The new Tottie Uma baby cord shirt is a quirky twist on a traditional design, and perfect for a day out. The over-sized Tottie Mollie hoody is ideal for lazy days at home.

Tottie’s children’s range, designed for the horse-mad girl, continues to grow and includes jodhpurs with a ladybird design.

Masta’s Autumn/Winter 2011 Turnoutmasta collection is set to wow horse owners and retailers. Building on this brand’s famous rug knowledge and experience, it features innovative extras to ensure a superbly correct fit.

The collection uses some of the toughest and most durable fabrics available today, while clever design ensures rugging up is 82

FEBRUARY 2011 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

quick, safe and easy. The prevention of rubbing or slipping, plus the provision of genuine freedom of movement and comfort for the horse, have also been incorporated.

For instance, Masta uses contoured neck covers, stiffened fabric in the neck cover to prevent slipping, revised shoulder gusset for extra flexibility, and tail flaps and gussets designed for maximum protection.

Cottage Craft is renowned for good quality riding products at down-to-earth prices. The range includes everything from great value bridlework to saddle cloths, bits and stable essentials.

New and stylish colours appear across the headcollar, fleece and stable bandage ranges and grooming kits. With indispensable and practical items for all riders, Cottage Craft continues to be the onestop-shop for all those essential accessories.

At The Riding Sock Company, meanwhile, pyjamas join an extensive sock range. The socks feature a bright mix of colours and patterns to suit all tastes. Everyday socks are designed especially for riding, being comfortable and supportive; whereas the fun slipper socks are great for presents or lazy days.

See all these top brands at Matchmakers International.

Harry Hall Jeggings.

Caldene Elder.

Masta Turnoutmasta.

www.equestriantradenews.com

Stand Guide

GENERAL

SMART GROOMING Stand THIS supplier of innovative and useful B6.2 grooming equipment and show supplies launches new products including show stocks for dressage, cross country, hunting and showing.

Standard colours and designs complement cross country colours. There are also two-tone, doublesided versions that are plain on one side, patterned on the other.

Smart Grooming also offers luxury grooming products from Borstiq Farm (Sweden) plus a range of fun quarter marking stencils that can be either brushed in or sprayed on. In addition, this exhibitor is the UK distributor for Smart Grooming Products (UK), Mars Pet Grooming (Germany), The Riding Stock Company (UK). Trade/wholesale enquiries are welcome

TAGG EQUESTRIAN Stand FAL PRO rug fans will be delighted to hear G2.1 that they’re being relaunched by new brand owner TAGG Equestrian. As ever, they’re specifically styled and shaped to allow the horse to move freely.

Fal Pro focuses on the high end performance fabrics, including the innovative X-Static which has multiple benefits, including the improvement of circulation and antibacterial properties which to enhance the horse’s well-being.

Tagg Equestrian has ensured that the range is up to the original high standards. Supplies of popular styles are available for the coming season.

Also new TAGG Equestrian in the Loveson range is a paddock boot and matching leather gaiter carrying the Funnell brand. Made from full grain leather with brogue-like detail, there’s a non-slip PVC sole, rounded toe and zip front with top popper. The matching gaiters have rear zips and elastic inserts.

The Funnell Black Geometric Rug (pictured top) heads a re-fashioned Funnell range. In middle and heavy weights, the stunning outer is a waterproof, breathable 600 denier ripstop nylon with no back or side seams.

There’s a cotton lining with rayon at the shoulder, chest and neck, cross surcingles, leg straps and an adjustable buckle and clip front. The rug price includes a matching neck cover.

In clothing, TAGG launches its first waterproof winter breeches. Using a woven, bi-stretch fabric with Coolmax and Tactel and a fluffy, brushed inner, Belgrave are winter weight breeches perfect for hunting, competing and riding in changeable weather. They come in beige with a stylish pleated front with poppered slant pockets, a low waist, self strapping at the knee with belt loops on the waist band.

The waterproof winter breech is also available in a gents’ version under the William Funnell range from TAGG, branded Oakland.

84

FEBRUARY 2011 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

TRILANCO Stand CALL at leading wholesaler Trilanco for news of a brand J5.1 new equine healthcare line – as yet still under wraps and some of the warmest hospitality at the show.

“We’re very excited about a new product launch and believe that it’s something that’s going to be well received by a lot of people,” teased Martin Blamer, managing director of Trilanco.

“There will be lots of information about this product at BETA International and we invite anyone who purchases equine healthcare products to come and see it...

“We enjoy meeting up with new, long standing and potential customers at BETA International. Our customers tell us that we’re one of the friendliest companies around, so make sure you come and test out our hospitality first hand!”

WALDHAUSEN Stand SEE the latest ELT autumn/winter collection at giant F5.4 German based wholesaler Waldhausen.

ELT combines passion with sporty, trendy fashion for riders; this is where tradition, experience and functional fibres blend together.

In particular, you must check out the functional jackets and vests, appreciate their perfect fit and climate managing properties. Then delight in their colourful designs to brighten up dull winter days.

www.equestriantradenews.com

EQUESTRIAN TRADE NEWS FEBRUARY 2011

85

Stand Guide

FEED & SUPPLEMENTS BETA International 2011 86

How to buy... supplements Ali Howe.

LitoVet: subject of a peer reviewed trial.

With hundreds of supplements available for everything from joint stiffness to behavioural problems, retailers face a significant challenge when picking winners to fill their shelves.

ETN asked Ali Howe, business development manager at LitoVet and with vast experience in this market, for some pointers.

A

lthough retailers can improve the chances of selling a product, be it through promotions, attractive point of sale material or good positioning, the best route to success is through consumer demand – someone coming into your store and asking for a particular product.

It’s knowing what they will ask for, sourcing it and then stocking it in appropriate quantities that’s the secret.

So, what drives consumers to choose one product over another? Is it brand loyalty, price, ingredients, research or luck?

The answer is a combination of all these things, but there are steps retailers can take to ensure they pick the best products to please their customers.

The right ingredients Consumers generally are becoming far more choosey about what they buy. It’s not uncommon to see people scanning the back of packets in supermarkets to check what they’re really buying – something that has long been the case when it comes to products for horses.

Owners invest a lot of time, care and attention in trying to decide what is best for their horse and on what to spend their money. A quick look at some of the equestrian forums confirms the level of interest – and indeed confusion – in this area.

So what triggers should you, as retailers, be looking for?

Firstly, the origins of a supplement are becoming more important. For example, LitoVet is a natural, plant based vegetarian product. Our customers have told us that these are some of the things, other than its efficacy, they like about the product. At the end of the day, horses are herbivores and although there is no evidence to suggest that supplements using animal by-products cause any harm, if there is a product that works and is ideally suited to a horse’s natural diet, so much the better.

It’s worth finding out whether the supplement manufacturer will provide training for your staff to enable them to talk confidently to your customers about the product’s uses and benefits.

Products that deliver on promises There’s been increased interest in the research available to support supplements, particularly following the recent publication of research questioning the efficacy of glucosamine and chondroitin, albeit in humans.

Retailers need to feel confident in the products they are selling and be able to answer customers’ questions. Before stocking your shelves with a new supplement, ask about its efficacy. Is it supported by published research? Has it been trialled in horses and if so, what was the outcome?

Before bringing LitoVet to market, we conducted a successful, dedicated equine trial in performance horses, that has subsequently been peer reviewed and published, despite the FEBRUARY 2011 EQUESTRIAN TRADE NEWS

fact we already had extensive independent research backing up the efficacy of LitoVet’s human equivalent, LitoZin. It still surprises me how few equine supplements have been properly trialled among horses.

Generating demand Given the competitive marketplace we’re in, having a good quality product isn’t enough by itself. Over the years, I’ve seen some very promising, well-researched Consumers are supplements disappear from the becoming far more choosey about what market, simply because they didn’t they buy and feed. have the promotional back-up to make a mark with consumers.

Retailers should be asking manufacturers detailed questions about what advertising, marketing and public relations plans are in place to support product sales. The odd quarter-page ad or occasional giveaway is no longer sufficient to drive significant consumer interest in such a crowded market.

I’ve seen some very promising, well-researched supplements disappear from the market, simply because they didn’t have the promotional back-up In the equestrian industry, many people make decisions from their heart and can get into the habit of using a product, just because they’ve always done so. Changing that mindset with a new product requires it to be front of mind through a combination of eye-catching adverts, meaningful endorsements, promotions, sponsorships and good quality editorial write-ups.

Supplements which fuel consumer demand through integrated PR, marketing and advertising activity are likely to be the best partners for retailers.

The bottom line Finally, margins have to be considered. Manufacturers must accept that retailers are looking for a reasonable profit on sales, and if the margins are too tight, their supplement won’t be stocked, no matter how good the product.

At the end of the day, it all comes down to economics.

• See LitoVet on stand B5.1 www.equestriantradenews.com

Stand Guide

FEED & SUPPLEMENTS

BAILEYS HORSE FEEDS Stand BAILEYS is D2.1 back at BETA International! Yes, 2011 sees Baileys Horse Feeds return with two new sister brands in the form of Badminton Horse Feeds and Badminton Country Feeds.

Since their acquisition in May 2010, it has remained very much ‘business as usual’ while the team at parent company, F H Nash Ltd, has been working hard to improve distribution of the two ranges alongside existing products.

“Whilst there is certainly some overlap on the horse side, which will be addressed in due course, we shall be at BETA International to emphasise to the trade what a wide range of products they can now order in one go,” said Baileys sales director David Taylor.

“The Badminton Country Feeds range complements our Fancy Feed Company products, helps service a growing market and provides an ideal area of diversification for the equestrian retailer.”

Baileys will also have its new Performance Balancer on show, with staff on hand to explain how it fits into the rest of the range.

“We shall also be emphasising the outstanding product and nutrition training available to the trade and their staff,” says David. “This is delivered by our experienced field sales team who, along with our qualified nutritionists, are renowned for the honest nutritional advice and support they provide for horse owners. We’ve been visiting yards and advising on cost-effective feeding programmes since Baileys’ inception in 1982.”

BRITISH HORSE FEEDS Stand British Horse Feeds is experiencing significant growth J3.1 with new stockists across the UK and more representation in the south of England. Visit this stand to get in on the action!

Sales and marketing manager Simon Parker believes there are great benefits to be had when retailers visit BETA International: “British Horse Feeds attends numerous shows across the globe but BETA International is without a doubt the best, as it is dynamic and professionally run.

“The networking opportunities are endless and retailers can update their industry and product knowledge across the sector as the scope of exhibitors at the show makes it truly a one stop shop for buyers.”

The British Horse Feeds range includes Cool ‘n’ Calm Mix and Cubes, Horse & Pony Mix and Cubes, Veteran Care Mix and Ultimate Performance Mix. Popular feeds Speedi-Beet and FibreBeet will also be on the stand Veteran Care Mix has been formulated for the mature equine digestive system. With an ideal fibre profile for older horses, inclusion of whole milk provides protein, highly available lactose and essential oils. There are also optimum levels of essential amino acids, in particular lysine and methionine, to match the changing physiology of the ageing horse.

Other ingredients include Speedi-Beet (which works as a probiotic), plant extracts (to combat the negative effects of hindgut fermentation), key minerals and enhanced vitamin and antioxidant levels. Cereals are precision micronized to maximise small intestine digestion and starch levels have been partly replaced with highly available disaccharides. The mix can be fed wet as an aid for poor dentition.

British Horse Feeds sponsored riders Henriette Andersen and Ulrik Molgaard have been feeding their 28-year-old pony Carrock on Veteran Care Mix this winter and report the results to be “fantastic”. Carrok tucks into his feed once it has been soaked into a mash as his teeth are poor. Fibre-Beet is then added to increase dietary fibre, for extra condition and to maintain a healthy coat and hooves.

Said Henriette: “Carrock is amazing for 28 and now has no problem keeping weight on over winter thanks to Fibre-Beet and Veteran Care Mix. It is much better for him to live out and stay mobile.”

British Horse Feeds’ distinctive packaging reflects the British element of the company and emphasises the Speedi-Beet association. Speedi-Beet is shipped to more than 20 countries.

HAPPY HORSE Stand HAPPY Horse hay A1.1 steamer sales continue to grow in UK, Europe and now Australia as professional and leisure riders see the benefits of correctly steamed hay.

Last year, the company collaborated with Alltech over the launch at Badminton of its Mycosorb [a natural feed additive] equine formula. With moulds, spores and mycotoxins known to cause respiratory problems, Alltech and Happy Horse Products are working together to help eliminate these hazards.

At BETA International, Happy Horse showcases a new, economical steam generator for its Stable Mate model. This unit is capable of generating steam within three minutes for fast hay steaming.

88

FEBRUARY 2011 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

Stand Guide

FEED

DENGIE Stand FIBRE feed specialist D3.4 Dengie makes its first appearance at BETA International for a decade – and is using the opportunity to tell visitors about some exciting recent launches.

2010 saw a new packaging design for Healthy Hooves as well as the arrival of the highly palatable Hi-Fi Original with Apple, which is reportedly “going down a storm” with customers.

Dengie’s most recent new products will also be on the stand: Alfa-A Molasses Free and Hi-Fi Molasses Free are excellent additions to Dengie’s comprehensive range. They provide a low sugar diet ideal for horses and ponies prone to conditions such as laminitis and metabolic syndrome.

Dengie area sales managers and nutritionists will be on hand to offer advice to retailers.

EQUESTRIAN TRADING COMPANY Stand CALL at this stand to see the NaturaHorse, A3.2 NaturaDog and NaturaPet brands. They include herbs, nutraceuticals, daily feed enhancers, homeopathy and essentials oils for horses, dogs and pets.

The products are pure and of human grade without the addition of preservatives or binders. They’re easy to buy, simple to feed and offer great results, says the Equestrian Trading Company.

EQUIMATTERS Stand Meet Redmond Rock – a unique mineral lick on which D7.1 horses thrive - available in the UK for the first time.

Hewn from an ancient salt and mineral deposit in Utah, USA, Redmond Rock comes in rugged pieces weighing in excess of 3kg. Its taste is attractive to horses, but its hardness means it lasts well and does not tend to crumble, making it a costeffective complementary feedstuff.

Redmond Rock not only contains salt, but also a wide range of essential elements which give it its characteristic pink colour. As horses can take in as much or as little as they want, it’s the ideal adjunct to any feeding regime for both stabled and grass-kept horses.

Each rock, minimum weight 3.15kg, is individually wrapped and labelled, in boxes of four or deliverable in bulk. The RRP is £9.85.

EQUISUPPLIES Stand YOU’LL find horse bedding and fibre J4.4 feeds on this busy stand.

New for 2011, EquiSupplies launches its Pure Green fibre feed range. Produced from dust extracted lucerne, Omega 3 is a key ingredient.

There are no molasses; the feed retains natural goodness without unnecessary additives.

A returning best-seller from last year’s show is SafeMix Equestrian bedding, sales of which have since seen rapid and consistent growth.

SafeMix is a key product in this range of bedding, which includes Flax, White Wood Shavings, Mixed Flake and Wood Pellets.

Quality is the primary component, says EquiSupplies’ Mike Strong. “We quote based on your specific requirements, aiming to minimize all costs and to get our products to you as cost effectively as we can,” he added.

“EquiSupplies is proud of its customer service track record, boasting 83% retention of all customers over the last three years.”

EQUIVET ANIMAL CARE PRODUCTS Stand EQUIVET provides a range of herbal supplements and D4.2 topical applications that offers consumers an excellent choice and good margins for retailers.

This exhibitor works with other manufacturers such as Protexin Animal Health and distributes its products alongside its own.

Equivet promises competitive prices on its core range of equine consumables such as garlic, salt licks and apple cider vinegar.

“We are looking forward to offering a great deal to retailers who order at the show. We can also offer our extensive range on a ‘sell before buy’ basis,” said Celia Gadd, commercial director.

“We would like to welcome everyone onto our stand for a complimentary drink and an opportunity to rest your feet!”

90

FEBRUARY 2011 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

HG-PB Boiler.

Stand THIS producer of D3.3 Hemcore bedding exhibits at BETA International for the first time. The Suffolk-based company will be promoting its most recent product, Rapport bedding.

“Rapport is relatively new, so attending BETA International will present a great opportunity to expand our UK outlets. Current stockists have found that the product is retailing extremely well, being competitively priced, and generates plenty of repeat business. Once tried, most customers will switch to Rapport,” said John Hobson of Hemp Technology.

“At the same time we are also looking to build upon our export markets as the weakness of the pound against other currencies puts a great product into an even more competitive position.”

Rapport is made from the straw of the oilseed rape plant which is graded, softened and fully dust-extracted. It is different from other brands of rape straw bedding because the specialised hemp equipment which is used for processing the straw opens and softens it, making Rapport more absorbent and comfortable.

It can be used to bed most animals, but is especially good for horses and poultry, and rots down quickly into excellent compost. Rapport is packed into recyclable bags weighing around 20kg, delivered on pallets of 30, 36 or 42 bales.

FEED

Stand SEE HAYGAIN Hay K4.1 Steamers’ recently launched HG-600 Hay Steamer which is ideal for two or three horse owners on the yard or when travelling.

It’s capable of taking up to two thirds of a bale of hay. Made from food grade polypropylene, the HG 600 is on wheels with a two position handle; it features stainless steel and brass fittings for outdoor use.

HAYGAIN Hay Steamers are double skinned and sealed for optimum HG600. thermal efficiency and energy saving.

They provide a patented, scientifically proven method of steaming from the centre of the hay outwards – at temperatures in excess of 100 degrees C to kill fungal spores, bacteria and dust mites. The aim is to improve respiratory equine health, performance and well-being.

New for 2011 is the HG-PB Power Boiler, designed to enhance all HAYGAIN models. This machine has a rapid warm-up time, stainless steel boiler casing and 2.9 Kw stainless steel heating element plus a ‘run dry’ alarm buzzer. Capacity is 7 litres enabling at least two cycles per fill. It is guaranteed for two years.

The HG-PB was developed from the Propress clothing steamer, used worldwide since 1980 in commercial and retail environments.

Both are manufactured at Propress’ Midlands factory.

HEMP TECHNOLOGY

Stand Guide

HAYGAIN HAY STEAMERS

Stand Guide

FEED

OMEGA GOLD Stand LINCOLN Omega E2.8 Gold, a cold pressed rapeseed oil, is described by this exhibitor as a “simple but effective” feed additive.

Containing omega 3 and 6 in the correct balance, it also naturally offers vitamin E which helps the horse use the essential fatty acids.

BTC’s oil is grown and harvested in the UK and is entirely sustainable. As well as giving horses the calories they require without feeding cereals, it gives them extra shine and a boost in performance.

HORSE FIRST Stand CALL here to find out how to increase you profits and be in with a chance of J3.2 winning a free stand of products worth £1,000.

Based in Newry, Northern Ireland, and supplementing horses’ diets the world over, Horse First is easily identified by its distinctive red and white packaging.

Growth in sales over the last 12 months is due to these supplements being formulated from only the highest quality ingredients at high levels to deliver maximum results, says Paddy Hughes, managing director.

“Time and time again, all we hear from our stockists is praise for the range which is endorsed by so many of the world’s leading riders. In store, the products sell themselves and our stockists are thrilled with the amount of repeat business and profit the supplements generate.”

Its national and local advertising campaigns prompt many consumers to ask for its products, says Horse First.

LIKIT PRODUCTS Stand THIS leading manufacturer of innovative stable toys D7.3 displays its full range from established favourites such as the Likit Boredom Breaker to the recently launched Boredom Buster - described as the company’s most challenging toy yet.

New packaging for some items is in the pipeline, while the colourful display stands give stockists plenty of inspiration for showing off the range for best effect. Tongue Twister now carries the Your Horse Award following its outstanding performance in last autumn’s in-magazine test.

While these eye-catching and robust stable toys give hours of entertainment for stabled equines, Likit refills, Snaks, Paddock Likit and Likit Treat Bars represent valuable repeat sales for the equestrian retailer.

MAXAVITA Stand LOOK for ‘We love mussels’! Here, retailers can view E2.5 the entire range of feed supplements, including the popular joint supplement MaxaFlex. Come along, meet the team and find out what makes Maxavita’s green lipped mussel extract unique.

Maxavita launches two new supplements too: MaxaPower, a muscle building formula for hard working horses; and MaxaBiotic, a prebiotic and probiotic blend to support gut health.

All products are available to the trade through Battles.

Maxavita offers sales support to retailers including product training, advice by phone and email, and POS materials.

All Maxavita’s supplements contain its patented green lipped mussel (GLM) extract SuPerna. GLM boasts high levels of omega-3 fatty acids which have been linked to health benefits including joint, heart, eyes, skin and brain health.

These supplements are used by thousands of horse owners from professional riders to happy hackers and are designed to help with joint care, hoof care, respiratory, calming, performance and digestion issues.

MITAVITE UK Stand THIS will be Mitavite UK’s first B3.2 appearance at BETA International since 2008. Cam Price, managing director of Croftlea Int. Ltd, UK agent for Mitavite UK, established a base in Wiltshire last year.

The company has introduced four products to the British market: Cool Performer, a complete feed designed to supply gluten free, cool energy; Golden Oldies, a complete feed for aging equines; Power On, which works with the horse’s normal feed ration to help improve condition, topline and cool energy levels; and Bonafide, a supplement using vitamin K to help improve bone density.

Cam revealed that a new product joins the quartet at BETA International.

“We’ll be launching marine based Performa . 3 Oil,” he said.

“It’s a rich source of the Omega 3 fatty acids DHA and EPA and is tried, tested and well used across the world. In the UK, our products are used and endorsed by a number of leading riders including Mark Todd, Team Fredericks and Michael and John Whitaker.

“Mitavite is one of the largest equine feed brands in the world and is associated with innovation and quality. We are known for using highly nutritious rice bran in a selection of our feeds – something we are introducing to the UK market,” www.equestriantradenews.com

Stand Guide

FEED

PUREFLAX

SARACEN HORSE FEEDS

Stand LINSEED – the seed of the flax B1.4 plant - has long been a highly valued horse feed. PureFlax is a convenient-to-use version that’s commercially attractive for retailers to stock too.

PureFlax is made from cold-pressed linseed (flax) oil. The crop – sown in spring and blooming with delicate purple flowers by early summer - is grown, harvested, processed and packaged on a Yorkshire farm. Harvesting in sunlight is crucial to preserve the highest quality.

Critical to PureFlax’s efficacy is the fact that it’s cold (as opposed to hot) pressed because this is the best way to preserve the flax oil’s naturally high omega 3 fatty acids content. The product is also a good source of omega 6, and indeed helps ensure a balance of these two important nutrients that horses cannot metabolise, so must obtain from food.

In fact, PureFlax ticks all the right boxes for modern horse owners; it’s natural, environmentally sound, unadulterated, easy and convenient to feed, has multiple benefits, is cost-effective – and using it demonstrates support for British producers.

Meet Grace and Nigel Liddle, the Yorkshire farmers who make PureFlax, on this stand. Be sure to ask them about the independent, expert research and analysis they have invested in this product – plus some fantastic results from feeding it to both horses and dogs.

Stand SARACEN Horse Feeds was launched back in 1989 and A3.1 maintains a unique association with Kentucky Equine Research.

Catering for top competition horses, happy hackers or golden oldies, many horse owners and professional riders choose to feed Saracen knowing that its products deliver quality and a balanced ration.

BETA International 2011 sees the company introduce its feed collection to the international market, including recently launched Shape-Up and Slim Chaff.

Shape-Up is the result of two years’ research/development and extensive trials. The feed is designed for equines that are ‘watching their weight’ as well as being perfect for those prone to laminitis or metabolic syndrome.

Saracen will have a fully staffed stand at the show with nutritionists on hand to give advice and take retailers through their extensive collection, helping them to make informed choices based on a wealth of experience gleaned from over 22 years within the equine feed market.

There’ll also be a ‘show special offer’ on Slim Chaff for any retailer placing a new order for a pallet (40 bags) whereby they will get five bags free.

TOPSPEC Stand FAMOUS for its feed balancers, TopSpec also produce J4.2 feeds and chops to meet the total requirements of any horse.

The six strong range of feed balancers includes Comprehensive Feed Balancer, LeisureTime Feed Balancer, Lite Feed Balancer, Senior Feed Balancer, Stud Feed Balancer and Racing Feed Balancer.

All well established in the market place and forming a key part of the team’s activity at BETA International, TopSpec Feed Balancers are used by thousands of horse and pony owners from leading competitors to leisure horse owners and major studs.

The new PetSpec Professional range of canine additives will also be shown. It includes Calm & Focused, Working Dog, Show Dog, Senior Dog and Joint Mobility.

TopSpec also sponsors the busy Coffee Shop – a great networking and meeting point at BETA International - once again this year.

“At TopSpec, our only goal is to achieve excellence in every aspect of equine nutrition, from selection of the highest quality ingredients, creating innovative, outstanding formulae, manufacturing to the highest European standards and providing the most comprehensive nutritional advice to clients,” said Nicola Tyler of TopSpec.

“We are very fortunate in that we can test, amend and improve our formulations based on research carried out at Middle Park Farm, TopSpec’s own, purpose built, applied nutrition research facility in North Yorkshire.

“Naturally the formulations also incorporate findings from the latest international research carried out at universities and other associated facilities around the world. This research is integrated with traditional knowledge and the resulting formulae are expertly balanced by experienced equine nutritionists.”

In 2010, TopSpec won the BETA Nutritional Helpline of the Year Award for the fourth consecutive year.

94

FEBRUARY 2011 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

Stand Guide

NEED SECTION COLOURS

If you’re heading to BETA International on the hunt for safety gear, beware! There’s always a bandwagon to jump on, but few product areas demand such careful research, says KATHY CARTER.

R

if I'm the one to pay. It means a lot to me that a lot of top people are now wearing helmets all the time,” she said, when supporting America’s inaugural National Helmet Awareness Day in July 2010.

Courtney is right - many other dressage riders were shocked into wearing helmets in the aftermath of her fall, and continue to do so.

Helmets should be replaced Closer to home, emotionally if not geographically, event rider Oliver Townend also ignited debate about helmet use when he experienced a crashing fall at the Rolex Kentucky Three Day Event in 2010.

Manufacturers of the helmet Oliver was wearing, Champion, swiftly reminded riders that a helmet should be replaced after every fall, with analysis showing that the polystyrene liner had been crushed from 21 to 13mm.

Even amateur riders appreciate the importance of correct safety gear when schooling.

High profile riding accidents This safety trending follows some high profile riding accidents. Famously, American dressage rider Courtney King-Dye fractured her skull after a fall from a horse in early 2010, when she was not wearing a helmet.

In keeping with the majority of horse riding accidents that occur outside the competition ring (said to be around 70%), Courtney’s fall occurred when schooling at home.

Courtney, unsurprisingly, says when she starts riding again, she always will wear a helmet.

“I want some good out of this; even

www.equestriantradenews.com

Trending dictates that body protectors now come in fashionable colours and styles.

Wearing approved helmets has been shown to reduce the rate of injury; United States Pony Club data shows that head injury rates fell by 29% in the eleven year period after the PC made helmet use mandatory.(Ref 1).

While there’s no suggestion that retailers should encourage shoppers to buy hats unnecessarily, the items can become repeat purchases to a certain degree – as industry advice is to throw a riding helmet away if it has suffered any severe impact, even a drop from the top tack room shelf.

EQUESTRIAN TRADE NEWS FEBRUARY 2011

BETA International 2011

ecognising current trends is crucial to retail success. Stay out of touch with trending, and you miss out. You snooze, you lose!

Equestrian safety has always been influenced by what’s fashionable or ‘cool’ – or indeed ‘uncool’. Within the dressage and showing fraternities, wearing a helmet with a chin strap (or in some cases wearing a hat at all) is unpopular; and if senior staff on a yard or high profile competitors don’t do it, nor will the masses.

More recently, there’s been a definite turn in the lifestyle trending of safety – with some well known riders like Ruth Friend and Emile Faurie leading the ‘safety revolution’ by wearing head gear that may not be considered by their peers as ‘cool’.

For retailers, this ‘trending’ is a gift!

Safety items are usually quite high value, and for retailers with stores, there’s the benefit that consumers usually chose to – and are advised to – have safety items fitted, rather than buying without first trying several products.

SAFETY & SECURITY

How to buy... safety gear

95

Stand Guide

SAFETY

Canny retailers employ ‘relationship marketing’ techniques to note when customers purchase a particular item. If a ‘Regular’ purchased her riding helmet five years ago, is it time to enquire about her current riding habits, and suggest a free fitting of a new hat?

Broaching the subject of safety products for eventing

An increase in interest While equestrian consumer magazines are currently not dedicating excessive space to safety – with only around ten major safety features scheduled in 2010 within the major titles - they do seem to be increasing their coverage. This is perhaps being helped by figures in the industry like Emile Faurie – who is said to operate a ‘no hat, no ride’ rule at his yard – and dressage rider Sarah Millis, who also advocates the use of the RS-tor riding security aid. Where leading figures lead, others follow!

Meanwhile, the influential FEI now ‘strongly recommends’ that dressage riders wear helmets in both training and warm-up, noting that riders have the option of wearing helmets (as opposed to bowlers or top hats) in competition without penalty.

Retailers can help influence consumers by positioning their safety gear in close proximity – if someone chooses a high visibility jacket from the clothing section, may they also be swayed by a fluorescent exercise sheet? – and offering advice on riding safety. It is also a good idea to note what discipline a customer rides or competes in – event riders in particular should be urged to consider the use of safety equipment.

In situations like this, a fall prevention device such as RS-tor can help.

Eventing (along with racing over fences) is said to be the most dangerous equestrian discipline, and head injuries are thought to be the most common reasons for emergency hospital visits, as a result of riding accidents.

Fast-paced sports have a high correlation with injury rates, and horse riders commonly injure their lower backs, with the main culprit being falls from a horse.

But let’s break this down further - in dressage and showjumping, it can be assumed that when a rider falls, it doesn’t necessary follow that the horse fell along with the rider. However, in eventing, where the fences are fixed, combined horse and rider falls are more frequent. Fatalities are often caused by the ‘rotational’ fall, where the horse hits a solid fence and catapults the rider onto the landing side before falling on top of them. Naturally, anyone riding over cross country fences should ride in an ‘up to standard’ body protector; although body protectors are optional in disciplines including show jumping, horse driving trials, showing, endurance, polo and dressage.

But how do you broach the subject of safety products for eventing with customers? Aside from asking the consumer what their main discipline is, their purchases provide clues – cross country silks, breastplates, cooling leg gels and the like could all lead a retailer to ask the consumer if they ride over fences and compete in eventing competitions. Store layout will definitely help – for example, displays showing model riders in body protectors and riding helmets can be well utilised close to cross country saddles.

In summary, now is the time to take advantage of the current ‘safety trend’ – which incidentally, ties in with the British Horse Society’s new accident reporting website, www.horseaccidents.org.uk, and their new 'Horse Riders Care & Safety Guide.'

As magazines, riders, riding clubs and online forums continue discussing the importance of safety gear, it is important for retailers to ‘cash in’ on this very current trend; and more importantly, ensure it is here to stay, and is not a passing fad.

96

FEBRUARY 2011 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

Stand Guide

SAFETY & SECURITY BETA International 2011 98

BODY PROTECTION BETA research into eventing, a discipline where body protectors are required, has shown that wearing BETA Level 3 shoulder protectors can reduce the risk of breaking a collar bone by up to 80%. Body protectors should be replaced at least every three to five years, depending on use, which means a repeat, highvalue purchase for regular users.

The BETA Body Protector Standard requires that under the Personal Protective Equipments Directive, body protectors must bear the CE mark showing compliance with the appropriate European safety standard, EN 13158:2009.

All manufacturers must re-test their approved garments annually to ensure long-term quality consistency. BETA certification is based on EN 13158:2009 and the current ‘BETA: 2009’ standard includes provision for carriage drivers and those working with horses, in addition to riders.

Levels are as follows – • Level one – Black Label A lower level of impact protection considered only appropriate for licensed race jockeys.

• Level two – Brown Label A lower than normal level of protection considered appropriate for ‘low risk’ situations.

• Level three – Purple Label A level of protection considered appropriate for normal horse riding, competitions and for working with horses.

Air vests Considerable research and development is currently going into air vest technology across the sporting disciplines. Within equestrianism, the Point Two air vest has gained extensive coverage, particularly as the Children's Air Jacket is now also available.

The popular product was designed as a top-up protection system in addition to an approved body protector; meaning that BETA Level 3 body protectors should still be worn beneath an air vest, whatever the activity.

The Point Two aims to reach full inflation in 0.1 seconds, offering protection to the collar of the neck, the spine, coccyx and rib cage. It is requirement under British Eventing (BE) rules that air vests must be used in conjunction with a body protector. Unaffiliated disciplines tend to follow BE guidelines.

The protective qualities of air vests in general are currently undergoing scrutiny, with The Advertising Standards Authority (ASA) investigating a complaint concerning an air jacket advertisement that was placed within a popular monthly equestrian magazine. Pending the ASA’s findings, BETA advised that air vests are distinct items of equipment with different functions, making direct comparisons difficult. The trade association asks that retailers requiring guidance with customers’ air vest questions should contact BETA directly for advice.

British Eventing rule changes Retailers should also note that British Eventing has approved a new rule which came into force on January 1, and states: “A BETA approved and appropriately labeled Level Three body protector, manufactured in the year 2000 or after, is mandatory for Cross Country and whenever else a body protector is worn. Garments made in the 1990s to the original BETA standard (Levels Five and Seven) and the one thereafter (Classes One to Three), commonly used foams of a different type to those recently developed. They tended to be thinner, offering far less protection. We feel that it is no longer appropriate that these very old garments be worn.”

Retailers are advised to check with customers whether they are still using pre-2000 body protectors, in case they are unwittingly using an old-style product.

AIROWEAR Stand SEE the newly arrived Junior Outlyne F5.3 body protector.

Designed to be the most flexible and stylish body protector on the market for juniors, it combines safety with a trendy, yet professional appearance for young riders.

Junior Outlyne is part of Airowear’s most advanced product range, fulfilling the needs of young riders with unusually soft and flexible materials for comfort, protection and unrestricted movement.

Junior Outlyne joins the Outlyne family by providing scientific sizing concepts for a perfect fit regardless of size, height, shape or proportions.

Airowear’s UltraFlex Technology is incorporated into the design which uses the thinnest possible shock absorbing materials to spread the garment fluently around the torso. It literally moulds to the contours of the body.

Junior Outlyne is a unisex, zipped garment with sizes available to fit riders from 3 – 12 years. Each size has four optional back lengths. The garment conforms to EN13158:2009 and BETA 2009 Level 3.

DAINESE Stand SAVING lives is the main mission for H5.5 Italian exhibitor Dainese. Established in 1972 and with a high profile in Europe, this is a new exhibitor to BETA International.

This company specialises in head-to-toe protection for “dynamic sports" - from motorbiking to skiing and including horse riding.

A protective ‘horseback riding vest’ (pictured) is constructed from many hexagons for extensive coverage with mobility.

The Dainese equestrian collection also features a pair of riding ‘pants’ in shock absorbent material. The garment, in Windstopper fabric, also has an integral heating system.

Ref 2: ‘Why Should 4-H Horse and Pony Youth Wear Certified Equestrian Helmets?’ Department of Youth Development and Agricultural Education, December 2004, Volume 42, Number 6.

FEBRUARY 2011 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

POINT TWO Stand THE Point Two Hybrid K7.1 jacket is a combination of the Point Two ProAir Jacket and a RaceSafe body protector.

The Hybrid offers the rider the best of both products, by combining them into one, easy to use, lightweight and comfortable body protector that looks similar to the RaceSafe range.

The Hybrid operates in the same way as the Point Two ProAir jacket, with a lanyard attaching it to the saddle. The lanyard will detach itself from the Hybrid once the rider has reached the point of no return and is falling from the horse. The Hybrid offers inflation in 0.1 of a second, providing all the protection of a foam body protector and the Point Two ProAir Jacket.

The Hybrid weighs less than 1.5kg. It is said to offer protection to all the major thoracic and upper abdominal organs, the spine, the collar of the neck and the collarbone.

GATEHOUSE RANGE Stand THE full range D5.1 of Gatehouse Riding Hats will be on display including the famous Gatehouse HS1, the only jockey skull in the UK to pass the American Snell E2001 standard, as well as PAS 015 and BSEN 1384.

Snell E2001 is the highest manufactured equestrian helmet safety standard in the world. It includes a test that simulates a rider falling into a fence rail or having a secondary hit by a horse's hoof. Visit the stand to find out why this helmet is a favourite with the likes of Mary King, William Fox-Pitt and Mark Todd and to view slow-motion footage of Snell testing in progress.

The Gatehouse range extends to the futuristic F1 Show Jumping Helmet, the classic Hickstead velvet riding hat and the lightweight vented Cool Rider which conforms to both PAS015 and BSEN 1384. With something to suit all riders and at a range of prices, the Gatehouse team can answer your questions on helmets, standards and testing as well as discussing your individual requirements.

RADIO DATA NETWORKS Stand LONE Ranger is an advanced wireless security and B4.4 monitoring system for the farming and equine industries. The range includes lone worker systems for riding schools, riding arenas, yards and anti-theft devices for stables and tack rooms.

Powered by advanced lithium battery technology, units are sealed for life and operate for typically 10-years from a single cell. Standard operating temperature span is -20C to +55C. These systems can send alarm messages to and from the middle of nowhere, in areas devoid of power, without the need for telephone lines or cellular coverage. They operate over distances from a few hundred feet/meters to more than 25miles and with repeaters this can be increased further to cover areas of many hundreds of square km.

For customers who want to go even further, this exhibitor can do that too. Find out more at this stand. www.equestriantradenews.com

Stand Guide

CLOTHING & FOOTWEAR BETA International 2011 100

How to buy...clothing With the equestrian fashion world set to launch exciting new collections for Autumn/Winter 2011 at BETA International, the team at Matchmakers International offers advice on how to keep your clothing rails ‘cutting edge’ this season.

K

eeping a shop full of the right clothes for the equestrian and fashion conscious consumer can prove challenging.

Ensuring you provide variety as well as the necessities for the active rider and equestrian fan requires careful thought and consideration. With fashion trends changing from season to season, knowing what’s ‘in’ is crucial.

Equestrian and country fashion has developed enormously in recent years and continues to rival the high street chains.

The new autumn ranges lead with that quintessential country classic look with quilted jackets, autumnal colourways and heavier weight materials taking centre stage.

Making sure you stock Tottie Claire. ranges to suit your customer base, while keeping your store looking fresh and up to the minute, will help ensure your customers leave happy and with carrier bags in their hands.

Matchmakers International design director Christine Bower is responsible for the Harry Hall, Tottie and Caldene ranges each season and has many years’ experience in the fashion business.

Says Christine: “Try to ensure your customers have access to a good selection from the range. There’s nothing more disappointing than liking a particular brand, but being unable to find more than one piece or only one colour when, as a consumer, you know there’s so much more on offer.

“When thinking about to what stock, remember to follow the seasons and the trends. Whatever colours and themes customers see on the high street, they will want to see in country and equestrian outlets too.

“This then gives them confidence that, whether working on the yard or going to an equestrian event, they will be wearing the latest styles but with a twist.

“Classic quilted jackets are always a Caldene favourite throughout the autumn Hamilton. because their brilliant versatility ensures warmth and style for all occasions.

While tailored, fitted designs create a truly elegant style, whether for jackets, gilets or simply casual tops. Belted jackets are brilliant to achieve ‘the look’,” adds Christine.

“It really is about looking at the collections and thinking what the majority of your customers will want. Are they a younger, trendier crowd or do they follow country fashion or more practical options?

FEBRUARY 2011 EQUESTRIAN TRADE NEWS

“A bit of fur on a collar or cuff can add a touch of class when nipping into town. It gives that extra-special feel too.

“Are you trying to reach the country set who may also sail as well as ride? If so, look out for ranges with a nautical striped theme; it’s one that looks set to continue into the Autumn/Winter collections. Coloured stripes add impact Harry Hall Catterick. to any outfit.

“Although the striped design will continue, colours have changed to autumnal plum, grey and navy, giving a warming winter feel throughout many ranges.”

Style in the saddle Aim to buy a selection of great key items from which your customers can develop their autumn wardrobe.

What not to buy, by the way, includes ill-fitting shapes and styles, colour pallets that don’t work together, tops that are too loose and baggy and garish patterns!

When it comes to fashion in the saddle, it’s important to consider fit, freedom of movement and flexibility as well as smartness and style. Today’s market covers a wide choice from traditional, block colour jodhpurs and breeches to more modern and distinctive options.

Perfectly fitting, comfortable yet good-looking breeches that won’t let your customers down, whether hacking out or in the competition arena, are always an important stock item.

“The Caldene range covers leisurewear to competition gear to help ensure riders have the right look at all times,” adds Christine.

When choosing suppliers, ensure the quality of clothing is consistent “Tottie’s leisurewear has a distinctive twist combining quality fabrics and tailoring embellished with gold lurex thread and baby cord trims for a perfect finishing touch.

“Harry Hall offers a wide range of jodhpurs and breeches.

With the introduction of jegging style jodhpurs, riders can look stylish whether riding or on a day out.”

Retailer support When choosing suppliers, retailer buyers should ensure the quality of clothing is always consistent, with reliable delivery expectations and good customer service.

In today’s fast moving industry, companies must also be active promoting their brands, through PR and advertising, to ensure the demand is achieved from consumers.

With such exciting new colours and styles available for autumn, equestrian fashion is definitely going from strength to strength. BETA International provides every opportunity to follow next season’s trends. www.equestriantradenews.com

Stand PERFORMANCE products make headlines at new L4.2 exhibitor Accapi UK. Pictured is Superlite, said to be the world’s lightest, most comfortable Wellington boot. The boot is self-insulating and waterproof, allowing it to act as a natural medium between the foot and the elements. Small air tunnels allow air circulation around the foot. This, teamed with a three dimensional liner fabric, means the boot draws moisture from the foot resulting in utmost comfort and warmth.

See also Grubs insulated sporting Wellingtons and Muddies, warm and lightweight boots in fun colours for children.

An intriguing line for riders from Accapi UK is Nexus Energy Source – clothing that speeds recovery after sport. Garments emit low levels of infrared, increasing blood circulation to allow the wearer’s muscles to recovery faster.

And for dogs there’s Ruffwear – accessories for canines on the go.

Stand ARIAT is a leading manufacturer of H4.1 innovative performance equestrian footwear and apparel, featuring patented technologies designed to deliver stability, durability and comfort.

Ariat Europe launches a number of new products, including the new generation Volant collection comprising two tall boots made with premium leathers to enable peak performance for equestrian athletes, whatever their discipline.

To learn more about the Volant collection and see other new styles, Ariat Europe suggests retailers pre-book appointments with their area managers. Exclusive show offers will also be available.

ALAN PAINE Stand ALAN PAINE, a British clothing company Q4.1 established for over 100 years, has won praise from celebrity game chef Mark Gilchrist.

“I’m very impressed with Alan Paine clothing,” he said.

“It’s well designed, well cut, smart and very reasonably priced especially when you consider what you get for your money.

Further to that in terms of durability it has lasted me a long time.”

The collection includes tweed jackets with double back vents for ease of movement and secure inside pockets. Gentleman’s waterproof and breathable coats have pockets for cartridges, hand warming and maps.

Stand SEE a new range of riding gloves, in leather and N6.1 synthetic materials, reflecting this company’s 30 years’ experience in the sailing, fitness and cycling markets.

Arctic Fox summer caps, pocket hats, bush hats – and foldable legionnaire’s cap - are made using Dupont Supplex nylon (UV rating 40) and come in all sizes, including children’s.

Winter hats include bombers, trappers, deerstalkers, beanies and neck warmers in fleece, microfiber, faux fur, knitted wool and acrylics.

www.equestriantradenews.com

Stand THIS Canadian company is driven to provide K6.2 sophisticated, high performance apparel for dedicated all weather riders of all disciplines.

Its signature jacket The All Weather Rider is believed to be unique to the equestrian world. A tailored, below the hip length, weatherproof jacket transforms to cover the rider and most saddles, then zips back into place when not in use for an edgy, stylish look around the yard.

Asmar Equestrian’s collections will be featured in the Fashion Show. Visit this stand to see outerwear, tops, breeches and give-a-ways will be featured in the Fashion Shows. Founder Noel Asmar, an experienced garment designer and manufacturer specialising in apparel for the spa and hotel industry and lifestyle apparel since 2000, uses her fabric knowledge and love of horses to bring a fresh approach to equestrian clothing.

Noel will be joining her team at BETA International to launch Asmar Equestrian in Europe.

DURANGO Stand DURANGO introduces a bold collection of F5.1 women’s Western boots for Spring 2011.

New ‘Flirt with Durango’ styles feature vibrant colours such as pink, lilac and guacamole, blended with traditional neutrals to create a perfectly playful and fresh look for the modern cowgirl.

Each boot features bright, eyecatching stitching on a 10" shaft.

Says Amber Vanwy, marketing manager for Durango. “The stunning designs make the perfect fashion statement for the wild-at-heart cowgirl who still needs a functional boot.”

The boots are made with a soft mesh lining, are lightweight and feature Cushion Flex insoles and steel shanks. RRPs are from £120.

EQUESTRIAN TRADE NEWS FEBRUARY 2011

BETA International 2011

ARCTIC FOX

ASMAR EQUESTRIAN

CLOTHING & FOOTWEAR

ARIAT EUROPE

Stand Guide

ACCAPI UK

101

EDWARD SINCLAIR Stand EDWARD SINCLAIR has been designing and producing Q2.2 fun, original, high quality leisure clothing since 1989, with retailers successfully selling the brand for more than 20 years.

BETA International sees the launch of a new range of hoodies and T-shirts with fresh designs and slogans. See also Edward Sinclair’s classic slogan hoodies such as “Happiness is a horse and a rich Daddy”, “Sticks and stones may break my bones but whips and spurs excite me” and “Horsey girls have more fun.”

New for 2011 is a bespoke service whereby customers can have anything they choose put on a hoodie; their name or their horse’s name - or both, or perhaps a riding school or tackshop’s name.

Take advantage of a 5% discount on all orders taken at the show.

FINEST BRANDS INTERNATIONAL Stand HERE you’ll find Toggi and Champion, two of the F3.2 equestrian industry’s favourite brands.

Toggi unveils its collection for autumn / winter 2011, featuring exquisite pieces to cover every equestrian need; from high performance outdoor, riding and footwear, to super chic waxes, trend setting tweeds and coordinating accessories.

Visitors can catch up with the latest colourways, such as the eminently wearable camel, plus familiar classics like antique red, navy, pink and fig.

The new Toggi outerwear collection combines innovative design with good looks. With wet and cold winters looking set to continue, Toggi launches a ladies’ waterproof ‘suit’.

Combining the Element jacket and Severn over-trouser, it’s designed to take the discomfort out of winter riding.

The new Aviemore coat incorporates a ripstop fabric to build upon the success of the stylish Casper. While the Cotswold ladies’ country coat has a waxed cotton finish, snug collar with detachable inner faux shearing, luxurious satin striped lining and feminine styling.

The Toggi menswear collection, incorporating new pieces such as the Squire, Rye, Tiverton and Kendal, looks sure to be popular with country-loving gents. It caters for a market with significant buying power, and one that’s crying out for attention, says brand owner Finest Brands International (FBI).

New footwear styles are also launched under the Toggi label. Guaranteed waterproof and featuring the latest advances in footwear technology for comfort and performance, FBI advises that retailers pre-order stocks of new Berkley and Blenheim country boots and Epsom and Ascot jodhpur boots to avoid disappointment.

102

FEBRUARY 2011 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

HORZE

Stand FULLER FILLIES makes a return to BETA International showing its L2.3 Spring/summer collection which now includes country and casual wear alongside its more traditional equestrian wear.

The company will also be displaying its highly-rated range of full-length boots which accommodate up to 22” calves with ease. New and existing retailers are welcome.

Stand THIS exhibitor would like to K3.1 introduce you to its Horze and new B Vertigo collections. B Vertigo is described as a ‘top end’ product - but retailers will love the margins, says James Jacobs of Horze.

DOCK OF THE BAY

HORSES WITH ATTITUDE Stand A VISIT to this stand will J7.1 brighten your day, promises Horses with Attitude (HWA).

The new 'Alex Foster' range is not to be missed with a subtle design on summer hooded tees. Also featured will be limited edition jodhpurs in bright colours with added glitz.

See also retro bags, watches and gifts; plus the launch of teen Messy Mare Jeans and sheepskin tall boots.

CLOTHING

Stand DOCK OF THE BAY is a collection sweatshirts and gilets in highL6.1 tech fabrics for men and women at affordable prices. Designed to be worn together, each item co-ordinates to the very last detail.

This brand is not mass produced; each season a commitment is made only to design and supply in small volumes to maintain brand exclusivity and make each customer feel special. Appointed Dock of the Bay retailers can earn a healthy return on their investment too, says this exhibitor.

Stand Guide

FULLER FILLIES

Stand Guide

CLOTHING & FOOTWEAR

JACK MURPHY OUTDOOR JUST CHAPS Stand WINTER textures, tactile fabrics and cosiness set P4.1 the tone for Jack Murphy’s Autumn/Winter 2011 range. Fur is a big feature with the introduction of a new fur gilet (Sheena) and jacket (Leslie), along with a new fur trapper hat (Sukey), fur adorned ear muffs (Holly and Honey), as well as fur collars on some ladies’ tweeds to add a touch of luxury (Kiera and Amelia).

Fairisle plays a big part in the collection which lends a twist of Nordic style to many of the garments (Aileen jumper dress, Wynn cardigan, Leah tank top, Hyde men’s jumper), and lighter detailed knits (in the Loreli and Moher II) as well as some cool, wintry hats and scarves.

The wax offering expands with three bestselling styles (Cotswold, Malvern, Lambourne) now available in wax fabric (Cork, Kildare, Limerick). There are also two new classic wax styles in ladies’ (Foxglove and Bishopton) while Carey is now available in raspberry shade. Men have a classic new style too in Sedgefield.

The new season sees the arrival of two lovely new men’s tweed jackets (Ralf and Sportsfield) and in ladies’ there’s new Kiera style tweed with a fur shawl collar.

Also featured is the reversible Coolbane with sherpa fleece on one side, soft cotton stripe on the other, with fancy magnetic half neck closure. For men, there’s a soft lined rugby (Jerry) and a sherpa fleece lined sweater.

Accessories from Jack Murphy Outdoor are expanding with many hats to coordinate with other pieces in the collection.

Stand “JUST CHAPS trade stockists receive prompt and B3.3 efficient service and competitive prices to generate generous profit margins,” says Mike Salmon, the new-ish owner of this company whom you can meet on this stand.

JOULES

LE CHAMEAU

Stand JOULES launches the Official England Polo Team P8.1 Collection, combining its equestrian and outdoor heritage – and delivering the perfect blend of quality, performance and style.

The label also continues to team up with top eventer Mary King to create the official Mary King Collection, while the Official Burghley Collection is back for all the family.

Born in the British countryside, inspired by a love of equestrianism and crafted with style and eccentricity; that’s Joules’ Autumn/Winter 2011 collection of vibrant colours, vintage prints and playful twists on classic styles.

Joules women’s collection is all any wardrobe could want. Its men’s collection is inspired by days gone by. For girls and boys, staying warm never looked so cool.

Stand THE new Vierzonord, seen M4.1 here, has full grain leather linings for unrivalled comfort.

The gusset and snap-fastening buckle design, exclusive to Le Chameau, eases entry into the boot and tightens around the calf, ensuring an excellent fit. Crafted from natural rubber, the boot is guaranteed waterproof. It’s finished with a Le Chameau dual-density sole for excellent grip on all terrains.

Just Chaps offers good quality half-chaps and full-chaps designed for everyday riding in all weather conditions including competition such as endurance and TREC (pictured) - in a fantastic range of styles, colours and sizes.

From Classic leather and suede half chaps to neoprene, Just Chaps have a model to suit riders of all shapes and sizes. Amara is a lightweight synthetic suede which is machine-washable and comes in a cool perforated version.

Dri-Rider full chaps are fleece-lined for warmth and, like Just Chaps’ over-trousers are waterproof and breathable. All products are test-ridden on the South Downs.

LINNEY HEADWEAR Stand PART of Try and Lilly Ltd, Linney Headwear has P7.2 sold headwear since 1864. Some hats are made in its Liverpool factory, which has its own design department, others offshore.

Lines to be shown include tweed caps and hats, fur felts and summer headwear. There’s also a custom-made service for customers using their own fabrics.

104

FEBRUARY 2011 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

Stand VISIT this stand P6.2 to admire one of Oxford Blue’s new ladies’ 100% wool tweed jackets with Teflon coating. Excellent quality and keen prices are promised, with delivery from March/April 2011.

Stand BEST known for its snappy hoodies and sweats, M7.2 emblazoned with the likes of ‘moody mare’, PS Clothing makes its BETA International debut.

This is a family business with a solid track record and reputation for good quality and stunning service. “We’re very excited to have the PS brand at BETA International and are looking forward to what promises to be a very busy show for us,” managing director Simon Gardner told ETN.

Stand AS PART of its new Cabotswood range, this N3.1 exhibitor has added a high quality, leather, waterproof, breathable boot at a highly competitive retail price of £99.95 for ladies and £109.95 for men. Call at this stand for more information.

PEGASUS Stand THIS first time exhibitor shows its Pegasus range N1.1 of ridingwear. From a tailoring background, managing director Richard Gorringe has more than 25 years’ experience in the design and production of equestrian clothing.

“So rather being a ‘jack of all trades’, I concentrate on what I know best, namely jodhpurs and breeches,” says Richard. “Apart from knowing how an item should fit, I also know what fabric, zip, fastener and thread should be used.

A faulty zip or fastener renders a garment useless!”

Besides the usual ladies’ and children’s styles, Richard has recognised the need for a maid’s jodhpur for those hard to fit, tall teenagers and slight women. Available in black, navy, beige and brown, in sizes 6, 8 and 10, it’s named the Petite range.

New for children are lively two-tone jodhpurs with colour co-ordinating woven ponies galloping around the waistband (pictured]. Also on this stand are pull-on styles, ladies’ highwaisted jodhpurs, denim jodhpurs and breeches, plus full and saddle seat micro fibre breeches.

CLOTHING

PS Clothing

QC Footwear

Stand Guide

OXFORD BLUE

Stand Guide

CLOTHING

THE ROSE...

SEALSKINZ

Stand THE ROSE... is an P5.2 urban and fashionable take on traditional country clothing. By combining hardwearing country fabrics with current fashion trends, and finishing the garments with the high quality tailoring, this collection takes wearers from Chelsea to the Cotswolds and back again with complete ease.

Shooting lunches, après shooting drinks and general country days out often present a challenge to the discerning and fashion conscious woman looking for something traditional and yet fashionable.

Individuality, creativity, craftsmanship and longevity are the four core brand values cited by the rose…’s designer Madeleine Hamilton. A breath of fresh air in today’s fast moving fashion scene, the rose… aims to create contemporary and fashionable classics over transient fashion.

Stand WATERPROOF hat, sock and glove company N3.2 SealSkinz has redesigned its sock range to include elasticated instep and ankle supports for a superior fit and a high comfort factor.

A new Performance range of gloves offers advanced protection from the elements, teamed with beautiful styling and excellent functionality. The Competition Riding Glove comes in ladies’ and unisex fit, is waterproof and close fitting with a Pittards sheepskin leather palm for good grip and feel.

SHERWOOD FOREST Stand SEE the Puffa range at Sherwood Forest!

Q3.1/P3.3 In so many ways, this will be such an exciting BETA International for Sherwood Forest. It will see the company showcasing its new Spring/Summer 2011 collection of outerwear and footwear using colour palettes of pink, purple and chocolate with garments featuring either the polka dot or new horse print trim.

Also new, the popular GTI Outdoor collection becomes the Sherwood Forest outdoor collection of waterproof and breathable performance outerwear.

Visit the adjacent stand P3.3 to see the newly acquired Puffa range which will be launched at the show ready for autumn/winter 2011 deliveries. Also previewing on the stand will be the UK manufactured country clothing brand Grassroots now available from Sherwood Forest.

In addition, Sherwood Forest will once again take part in the fashion show with scenes for both equestrian and country wear. Retailers wishing to make appointments should contact the company.

TAURUS FOOTWEAR Stand GOOD quality boots at sensible prices are K7.3 guaranteed at Taurus footwear.

“We’re proud of our excellent and friendly customer service with immediate response and next day delivery from stock,” say Jonathan and Sally Groome who look forward to welcoming new and existing customers to their stand.

“So come and see our comprehensive range of boots for the equestrian and outdoor markets.”

Taurus Footwear will be showcasing its redesigned Classic boot in soft, full-grain leather. It’s already proving a resounding success with its improved quality and very competitive price, says Jonathan.

The popular children’s Hampton show boot is now also available in even softer upper leather for improved comfort.

TAYBERRY

UNDER ARMOUR/INC Stand FROM Holland, Under K8.1/K8.2 Armour launches new base layers for equestrian men, women and children.

Using ‘Coldgear’ technology, the range is designed to keep the rider warm and dry while avoiding overheating.

“Our initial market trials have been very successful. We believe that our products are best-in-class and are perfectly suited to the equestrian market” said Richard Palmer-Jones who represents Under Armour - Equestrian.

New products include tops, tights, leggings and shorts in a host of colours and sizes. RRPs are from £32.

Stand THIS exhibitor’s main focus is the customer P2.2 and her ever changing needs, from the classic lines that run from season to season to the exciting fashion ranges that change on a regular basis. Tayberry keeps the brand fresh to cater for all walks of life.

Tayberry’s generous sizing enables everyone to enjoy affordable fashion. Attention to detail and exceptional quality mean this label brings a practical approach to fashion. These are garments that do the job for which they are intended.

HERCEVALVERDE

TUFFA

Stand THIS Spanish company C5.3 has manufactured boots in the Andalusian town of Valverde del Camino - a place where the art of the hands is always born from the heart - for more than 50 years.

The Cejudo family, that owns the company, has been keen to embrace international fashion trends, while preserving that special Andalusian heritage too.

Using the best leathers, riding, jumping and polo boots are joined by fashion boots with an equestrian influence.

Stand SEE two new additions to the M5.2 Tuffa footwear family. Sussex boots are long, casual riding boots of similar design to this brand’s Suffolks but with riding soles, waxed Nubuck leather uppers made from waterproof European hides, waterproof W-Tex membranes and soft, comfortable Perlon linings. In brown in sizes 3-8, they retail at around £235.

Tuffa’s new Fjord waterproof jodhpur boots come in waterproof, waxed Nubuck leather from European hides and feature waterproof W-Tex membranes. The elastic used is water repellent and the boots benefit from Aquasel insoles. They have breathable, anti-bacterial and anti-odour linings, anti-slip rubber soles with stirrup protection, riding heels and spur rests. The RRP is £84.99. www.equestriantradenews.com

EQUESTRIAN TRADE NEWS FEBRUARY 2011

107

Stand Guide

GIFTS & ACCESSORIES

How to buy...gifts and accessories The equestrian gift market is booming – but keeping up with the trends can be challenging.

ETN asked the founders of Carrots UK, Mary Hart and Anna Wiltshire, how to stock up on those perfect presents

K

eep an open mind when purchasing gifts to sell in your store. Most items will be bought to give to someone else, so they must have wide appeal.

Consider who’s likely to be buying the goods. Some will be self purchase gifts and gifts to give to peers; however a lot will be purchased by family members – particularly with children’s gifts - so think about what parents or grandparents would buy.

If in doubt about what will do well in your store, ask the supplier. We know which lines sell best to varying demographics. We speak to the trade and end user on a daily basis, so we know who our products appeal to.

BETA International 2011

Sell, sell, sell...

108

When it comes to selling the gifts, there are many ways to encourage a good turnover of products. Visually, any displays should be attractive but not cluttered; ensure they are clean, the lighting is good and the items are kept tidy.

Stocking a wide range gives continuity and sets a theme which will encourage addon purchases. For example, we sell co-ordinating items and it is very likely that a customer who purchases a hat cover for their child will go on to purchase the gloves or socks that match.

Don’t underestimate ‘pester power’.

By positioning goods carefully, you can literally put them in front of the eyes of those key decision makers... kids!

Point of sale is important. Choosing products which are packaged well and show off the product to the maximum will make your job easier. Key price

Anna Wiltshire (left) and Mary Hart on Carrots’ stand at BETA International.

points are vital; customers want to know exactly what they are paying and are more inclined to leave a store without purchasing a product if the price is not obvious. Customers should not have to ask.

Keeping track of trends The end user is highly driven by what is ‘on trend’, so choosing products that have been well researched and based on high street fashions gives a greater selling chance.

The Carrots ranges take key themes from the high street and adapt them to the equestrian market with collections changing seasonally to keep up with the growing demands of the fashion conscious customer.

The example for 2010 was our animal print and paisley designs – both of which were a take on high street fashion aimed at the equestrian market. Customers shopping in tack shops also shop on the high street, so they should receive the same treatment, quality and opportunities in equestrian outlets.

Brands and licences sell goods; so make sure you cash in on this fact. This year, Carrots is launching an exclusive collection of goods based on the hit book and TV series, The Saddle Club. This range of accessories and clothing will join the hugely popular Bang on the Door collection – which is expanding due to popularity.

from the manufacturer – not just plain product!

You need to know that the supplier’s marketing and support will back up your sales efforts. Regular features in magazines create a demand for product and will drive customers to you if they know you stock the collections.

A supplier must listen to customer demands. Carrots has done that – which is why a handful of cute hat covers has now developed into a large range of coordinating gloves and socks.

See Carrots at BETA International on stand M3.2

Last but not least When buying gifts, look at the whole package you will get

FEBRUARY 2011 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

BUFFERA Stand ADMIRE the new M5.1 Headband Buff Reversible Polar, a two-layer garment made using Original Buff polyester microfibre fabric sewn to a high loft Polartec thermal fleece. It covers the ears, protects against the cold and comes in matt or shiny fleece finishes.

Headband Buff Reversible Polar can be worn in two different ways either as a headband or as a diadem, and with either the fleece or the micro-fibre fabric facing out. RRP £21.00 And for the up-coming summer – a Buff that protects from the sun’s harmful UV rays. The Buff High UV Protection range, designed to keep the wearer cool and protected includes Visor Buff, the reversible Visor Evo 2 Buff and Headband Buff.

Great fun, as well as practical, Buff multi-functional headgear comes attractively packaged for effective retail display and a great gift or ‘treat-yourself’ impulse buy.

CARROTS UK Stand BRINGING all things bright and M3.2 beautiful to BETA International, Carrots launches a collection of licensed products from hit book and TV series The Saddle Club. Polo shirts, bags and other exciting items form the start of a unique range aimed at early teens and available exclusively at Carrots.

Hugely popular in the shops for 18 months, the Bang on the Door range is expanding to include more Socks, Tshirts, Feed Covers, Hat Covers and Gloves in fresh designs. Carrots Competition Riding Gloves now come for kids too; plus a warm, lined version to prevent frosty fingers. Hat covers and gloves feature spots and stripes – a key trend on this year’s high street.

Bang on the Door creator Karen Duncan will be visiting BETA International to create some memorable cartoon drawings from the show. Catch up with her at Carrots.

CAVALINHO Stand DELIGHTFUL handbags from Portugal make their UK M7.4 debut at Cavalinho.

The beautiful and exclusive horse themed range also features handcrafted leather wallets and accessories for men and women.

The handbags collection includes shoulder, sling and clutch bags.

Attention to detail is important to this exhibitor; everything from the leather to the tiny studs and zip pulls, even the linings of the bags, incorporate tiny horses.

Cavalinho was founded in 1975, and today bonds experience with modern and original designs created by a young, professional team.

www.equestriantradenews.com

Stand Guide

HEAVENLY HORSE

Stand THE luxury of leather and quality of L6.3 tweed are combined in a stunning range of handbags by BETA International debutant Dee Two. The company comes to the NEC to launch its Country Cognac collection of classic styles with modern colourways that’s been three years in the making. To celebrate its first BETA International appearance, Dee Two is offering reduced, carriage free minimum orders.

Stand Cindy Marshall-Day, soap actress [boozy Tracey in the J4.1 new Crossroads] and keen show jumper, and her business partner, top wedding caterer Julie Taylor, started Heavenly Horse last summer.

After their first Christmas range featured in almost every equestrian magazine, Cindy reported: “I can’t believe the amazing response we’ve had from the public. Julie and I could barely keep up with the demand as we sold over 14,000 treats in seven weeks!”

The two women began making their own horse treats on Cindy’s Aga in deepest Lincolnshire last Spring. Their horses loved them so much that they formed Heavenly Horse.

Beautiful packaging makes these treats highly saleable and the perfect impulse buy opportunity for retail stockists to display near the till. Cindy’s Los Angeles-based advertising husband does the marketing and design work.

All but one of the treat lines is topped with a candy - yet prices start just £2.99.

The new Heavenly Heart Treat will be unveiled at BETA International, along with the entire 2011 range comprising three toppings in three different sizes, the four treat pack, the onepound bag and the two-pound tub.

Special editions for Christmas 2011 and Valentine’s Day 2012 are also in the pipeline.

Call at this stand to find out about Heavenly Horse’s plans for a fashion range. And see its new The Stable Angel, an attractively packaged, boredom-relieving treat.

GIFTS

DEE TWO

HIHO SILVER Stand ESTABLISHED in the UK for 16 years, Hiho releases its P6.3 range of equestrian themed sterling silver jewellery to wholesalers for the first time.

From Badminton and Burghley to the Polo Beach championships, Hiho snaffle bracelets and stirrup necklaces adorn competitors and spectators alike.

Pictured is HiHo’s Team GB fundraising bracelet which raised much-needed revenue for the British Equestrian teams competing at the World Equestrian Games last year.

110

FEBRUARY 2011 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

Stand NIKWAX aftercare products cover cleaning and P3.1 waterproofing for footwear, clothing and gear to ensure humans, their horses and kit stay dry and comfortable for longer.

From Tech Wash and TX.Direct for clothing to Waterproofing Wax for Leather to Rug Wash and Proof, there’s a Nikwax product for every occasion.

See also SkitoStop Insect Control for Fabrics Concentrate - for professional use in a one litre, good value for money concentrate. This odourless preparation gives water resistant protection against mosquitoes, midges and other biting insects.

It can even be applied to clean, waterproofed rugs to help horses avoid being bitten.

Stand THIS distributor B2.4 of the Petmate and Maelson brands makes its BETA International debut. With products such as the Soft Kennel and Dry Food Box (pictured) from Maelson and the Vari Kennel, Durabed and Le Bistro products from Petmate, 3P has a range ideally suited to equine and country stores.

“Much of our range is made up of practical dog products of the kind used by working dogs and their owners,” says Grant Rogers, managing director at 3P. “We feel equine and country stores offer the perfect retail environment to promote our range to horse owners, many of whom also have working dogs.”

New from 3P will be the Maelson Dry Box 22Kg dry dog food storage bin, Maelson Soft Kennel in dark green, Maelson Soft Bed metal framed dog bed, and from Petmate – the Deluxe Vari Kennel Junior.

UK ROSETTES Stand HERE’S a completely new stock line idea. An C1.1 exquisite range of gift rosettes, Ready-To-Go Show Sets and rosettes in luxurious soft satin ribbon are attractive for both store and profit margin.

Gift rosettes from the Signature range feature lavish satin, velvet and diamante crystals in a range of stylish colours with elegant tails. They make the perfect keepsake.

A bespoke service is offered with rosettes to mark any special occasion such as a wedding or birthday, or customised mementoes in team or corporate colours for any promotional activity.

The Ready-To-Go Show Sets are perfect for any small event from a local show to a school sports day; a no fuss solution straight off the shelf.

YOUR GIFT HORSE

www.equestriantradenews.com

Stand THIS exhibitor’s brand, Day, Son & Hewitt, has F2.1 manufactured premium quality horse supplements for 175 years and has been a Royal Warrant holder since 1865.

Its flagship lines are Relaxin, a calming supplement and Synoflex, a mobility and joint support supplement.

All the products are manufactured in-house and in line with Good Manufacturing Practice (GMP). [A Medicines and Healthcare Regulatory Authority (MHRA) quality assurance scheme, GMP is that part of quality assurance which ensures that medicinal products are consistently produced and controlled to the quality standards appropriate to their intended use and as required by the marketing authorisation (MA) or product specification.

GMP is concerned with both production and quality control.]

Each tin of Day, Son & Hewitt supplements contains 30, accurately measured sachets. This convenient method of feeding ensures freshness, accuracy and minimal wastage.

The products are easy to merchandise, simple to replenish and the bespoke point of purchase unit ensures that they always look fantastic.

Day, Son & Hewitt won a BETA International 2008 Innovation Award for Feed and Supplements. Martin Jennings, with more than 20 years’ experience in the industry, has recently joined the team as national sales manager. Meet him on this stand – and find out what this brand can do for your store.

EQUESTRIAN TRADE NEWS FEBRUARY 2011

BETA International 2011

Stand LOOKING for inspiring gifts for Spring? Check N5.1 out new ‘baker boy’ hats with diamante horse embellishment.

A stylish alternative to the baseball cap, they are perfect for covering up ‘hat hair’ after riding! Complete the look with an enamel snaffle bangle with a hint of bling (pictured).

Also new is a wide selection of home wear, with wall clocks featuring the designs of artist Diane Hennchen plus a ‘Keep Calm and Carry On’ mug and coaster gift sets.

Here you’ll find brilliant products, fabulous margins and special show offers, says this exhibitor. Can you afford to miss out?

CARR & DAY & MARTIN

HORSE & PETCARE

3P ENTERPRISES

Stand Guide

NIKWAX

111

CHARLES BENTLEY & SON Stand ESTABLISHED in 1860, this is a UK based, family run L4.1 company. An in-house design department constantly monitors equestrian trends to create ranges that target important consumer markets.

Slip Not uses soft grip technology to provide comfortable and effective grooming. Slip Not Pro is a luxurious range of grooming products; the larger brushes and appropriate colour combinations making it ideal for adults and professional users.

Fresh and fashionable, LuckyStar is the UK’s first patterned equestrian grooming range. Its dashing blackberry and lime star pattern is eye catching and perfect for young riders.

Also from Charles Bentley is Traditional Wooden. A stylish range featuring elegant shapes, it’s made from a mixture of natural and synthetic fibre with finger grooves for comfortable grip. The sturdy yet smooth wooden blocks are varnished for durability. A good choice for those who appreciate heritage.

CHESTFIELDS EQUINE PRODUCTS Stand Producing healthy skin and glossy coats, this “natural C3.1 yet effective” collection is ideal for the dedicated horse owner who wants to ensure their horse is well cared for and always looks his or her best.

Products within the Chestfields range – Total Bodywash, Show & Shine, Mane & Tail, Cut & Graze, Sheath Cleaner, Stable Wash, Pet Shampoo, Horse Box & Trailer Wash and Multi-Purpose include soy, corn and palm kernel.

They also feature a propriety blend of other plant seed esters [organic, often fragrant compounds formed in a reaction between an acid and an alcohol with the elimination of water] and de-ionized water, which are free of any elemental [basic] contaminants and toxins.

Chestfields says its products are eco-friendly, non-toxic, readily biodegradable, non-reactive and non-irritant - so are perfect for sensitive equines.

CLEAN ROUND Stand CLEAN Round, a shampoo that retails at £12.99 per B4.1 litre, has been proven to kill the strangles virus (streptococcus equi).

Also available as a rug wash and stable detergent/biocide, it can eradicate ringworm and other fungi too. Its inventor says it’s also showing promise in alleviating the symptoms of sweet itch.

The active ingredient is DuoMax E10, which has been proven to kill viruses including that which causes strangles by the National Health Service bacteriology laboratory in Birmingham. Clean Round has exclusivity in the equine market.

Clean Round comes in three ‘flavours’, strawberry, peach and cedar wood. It can be used neat on stubborn stains or diluted as a body wash.

112

FEBRUARY 2011 EQUESTRIAN TRADE NEWS

CLEVELAND STUDIOS Stand CLEVELAND Studios (CSL) specialises in all forms of C1.3 identification but its speciality is personalised pet name tags.

Highest quality materials available are sourced from UK suppliers for this skilled team to make tags to customers’ specifications. A range of materials and finishes is available including brass, acrylic and CSL’s own material nicron which produces a silver-coloured, metal tag.

The full collection will be on show at BETA International, plus CSL’s wholesale pet products. Those interested in becoming agents will receive a welcome pack including a pet tags display board, a styled display board, order forms and information on how to log into the agents area of the website. Orders can them be made.

CSL agencies already exist in veterinary surgeries, pet shops, grooming parlours, kennels, catteries, hydrotherapy centres and tack shops.

CYCLO-SSAGE Stand CYCLO-SSAGE, which markets German manufactured B2.6 massage systems in the UK and worldwide, launches a “new and exciting product.” Find out more at the show!

Using a non-invasive massaging action, known as cycloidal massage, three unique Systems – Pro Personal, Pro Equine and Pro Canine – offers benefits for for humans, horses and dogs respectively.

Cycloidal massage is a multi-directional, non percussive action which increases blood and lymphatic circulation by stimulating deep muscle activity. In turn this will ease muscle spasm and pain associated with the secondary symptoms of many arthritis and joint mobility problems, as well as helping to promote healing after injury and speed up recovery after strenuous exercise.

The Pro Personal and Pro Canine systems also incorporate infra red heat zones to stimulate further blood and lymphatic circulation.

EMVELO Stand EMVELO’S hygiene products can be used to help B7.3 minimise stress from odours, disease and insects.

Stable+ concentrate is a natural probiotic culture containing aromatherapy oils. Laboratory tests show it to be effective at occupying surfaces with good bacteria, thus crowding out bad bacteria. Regular application to bedding and surrounds helps suppress harmful microorganisms. Manure dries quickly, making it less odorous too.

Meanwhile Breathe+ helps provides relief for horses exhibiting breathing difficulties.

Provided as a concentrate, it’s diluted and misted in the stable and onto bedding with a hand sprayer. www.equestriantradenews.com

How to buy... horsecare products This is a vast product category with lines covering show preparation through to everyday horsecare and cleaning. ETN asked Sarah Turnbull of Supreme Products for some helpful buying hints to bear in mind while touring BETA International.

Q. What ‘must have’ show products should retailers stock?

A. Whether showing at top-level and trying to qualify and compete at Horse of the Year Show or competing in showing classes at their local show, all horse owners will require a few key products to help with their turnout.

A good shampoo is vital and horse owners nowadays tend to go for colour-enhancing shampoos really to help bring out the shade of the coat. Supreme Products Blue Shampoo has always been a big seller as has High Shine Shampoo – both of which can be used on all coat colours.

A top quality coat gloss is key and can make a big difference to the finish and polish of the coat. For those owners with greys, coloureds or horses with a lot of white on their legs, help with whitening is also important so Leg & Body Whitener should also be on the ‘must have’ product list.

For owners wanting that bit of extra definition, a product such as Glistening Oil or Highlighter Gel will enhance the eyes and nose; while a Black or Clear Hoof Paint will provide the finishing touches for hooves. Supreme Products Sparkle has been the best selling product for more than 15 years and this gives a glamorous finish to coats, manes and tails – a product everyone loves!

If you are serious about making sure your customers leave satisfied, make sure a few members of staff have knowledge of how to use the products and how they work.

Q. What horse care products are key items?

A. When it comes to horse care, owners are looking for staple items that they use on a daily basis, that are required in emergency situations or that are seasonal.

A regular use Shampoo, Body Washes, Foot Care Spray and Leather Care products should be part of your ‘year round essentials’, while Fly Sprays and Leg & 114

FEBRUARY 2011 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

Mud Guards are important depending on the season.

Inevitably all horse and pony owners will be looking out for products that help in emergency situations so it is important to have a Horse Care Cream, and Skin & Cut Care Spray on the shelf as these as really useful products to have in the tack room or on the lorry for when those situations arise.

Q. What advice would you give retailers for displaying products for show preparation, everyday use, tack and leather care, therapy and first aid?

A. Show horse and pony owners will tend to look in one area for all the products they need for the show ring and they are often very ‘brand loyal’. So bearing this in mind, we have always felt that our whole range is better displayed together as this is a specialist area and with the branding it makes a much stronger impact.

Break down the display area into shampoos, whiteners and brighteners, hoof care and so on to make the customer’s decision process easier.

Keep the shelves well stocked and tidy; products displayed in a jumble will only make the whole business of selection more of a headache for customers. Clearly sign these areas to make shopping easy and stress free.

Show horse and pony owners are often very ‘brand loyal’.

Q. What’s the best way to buy products at BETA international?

A. There are lots of factors to consider when making your buying decisions as a retailer.

Do you prefer British made products? What type of customers do you have? Are your customers looking for show preparation products, horse care products or both?

If, as a retailer, you want to attract customers looking for show preparation products it is vital that you stock enough of them and meet their requirements, particularly during the season from February to September / October. Similarly, make sure your first aid and wound care fixture has a good selection of products to cover every eventuality.

The worst situation is that a customer leaves without everything he or she needs, especially if they are going to a show or need a product urgently.

• Founded in 1993, Yorkshire-based Supreme Products continues to grow, while maintaining its focus on British manufacturing and customer service. Find out more at stand H5.1 www.equestriantradenews.com

Stand Guide

HORSE & PETCARE BETA International 2011 116

EQUILIBRIUM PRODUCTS Stand SEE and feel the therapeutic effects of the new F2.2 hand-held Massage Mitt (pictured) which complements the successful Equilibrium Therapy Massage Pad. And examine some revolutionary new equine boots to the Tri-Zone airlite range.

Equilibrium Products will celebrate ten years of exhibiting at BETA International – and invite retailers to join them for cake every day.

During the decade, the company has grown from one product to a full range across six brands - Stretch & Flex, Field Relief and Net Relief, Equi-Chaps, Tri-Zone and Equilibrium Therapy.

Each year, Equilibrium introduces new and innovative products to the market via BETA International. The company’s founder, Margaret Donnelly says: “BETA International has provided us with the ideal platform to showcase our new products whilst building valuable relationships with a wide range of customers.”

Truly an accolade-winning company, Equilibrium Products has twice achieved the BETA Export Award, the BETA International Best Stand Award on three occasions, as well as Innovation Awards for various products.

With horses’ welfare in mind, Equilibrium continues to design and produce good quality products, each one being rigorously and independently tested in the laboratory and field before launch. 2011 is no exception; the company will be bringing a number of exciting new products to the market. Look out for the Equilibrium stand in a new location.

TUBTRUGS/WM FAULKS TOOLS Stand ALL aspects of horse management are catered for B6.1 at this Faulks & Co’s stand.

The one common point about all equines, be they finely tuned racehorses, hunters or kids’ hobby Shetlands, is that they all take in food and drink at one end and inevitably plop it out of the other! Indeed, if anyone bred a steed which didn’t perform these necessary functions, they’d be a millionaire overnight!

No freezing cold night buckets of water, no buying hay and shavings, no mucking out, just riding! However, until those heady, futuristic days arrive, your customers continue to coddle their four legged friends with endless attention in return for carrying them around.

This is why you must visit Tubtrugs’ stand where you’ll find every conceivable item of management equipment; all top quality, all great designs, all at excellent price points.

See Tyre Rubber Products, Tubtrugs Multi-Tubs and the new Wm.Faulks range of stable and paddock tools which cleverly combines solid, traditional practicality with style and value.

Meet Chris Birch, sales manager, to find out how the range can boost your business’s turnover and keep your customers coming back.

FLY AWAY FABTEK Stand FABTEK is the sole manufacturer of horse wear B7.2 using Zorflex activated carbon technology with silver. It will launch Mudtek antibacterial equine boots and pastern wraps.

Zorflex, effective against common mud-borne bacteria, provides the products with powerful antibacterial properties in a non-invasive and non-toxic manner. Mudtek products therefore help maintain a healthy environment of the equine lower limb.

Fabtek also launches Meditek, its veterinary wound dressings range that employs Zorflex technology.

FEBRUARY 2011 EQUESTRIAN TRADE NEWS

Stand FLY AWAY, incorporating the B2.5 Groom Away range, presents new products in its natural fly repellents collection including triple strength formula Max Strength Fly Repellent.

Groom Away’s range for professional turnout in the show ring sees the addition of two totally natural new products - a refreshing and soothing Lavender Wash, also containing citronella, and Stain Away to lift stains without the need for abrasive chemicals.

Seal To Heal also features on this stand. Find out about outstanding results achieved from this innovative wound care product – plus offers only available at the show. www.equestriantradenews.com

GAME READY Stand VISIT this stand for a demonstration of the Game Ready B5.2 Accelerated Recovery System for equines.

The secret weapon of top riders and veterinarians for preventing injury in their horses and speeding recovery from a multitude of ailments, Game Ready is used for post-workout therapy, chronic lameness, acute lameness, cellulitis, tendonitis, pre- and postoperative care, bowed tendons, stocked-up legs, wind galls and more.

Delivering dry cold and active compression, it uses the same physical therapy and athletic training principles relied on by human athletes requiring RICE (Rest, Ice, Compression, Elevation).

HEALING TREE Stand SEE topical wound and skin care, grooming D5.2 products and hoof treatments, said to be the first to combine naturopathic [drug free] ingredients with pharmaceutical agents.

Sunscreen and a hair restorer are launched.

Both trialed with great success, the hair restorer can be sprayed where rugs have rubbed or directly into the hair follicle on the mane and tail.

Dr Eric Witherspoon, creator of Healing Tree products, will be available to answer any questions about the products’ contents and use. The IceHorse range of heat and swelling reducing equine boots is on this stand too.

KERATEX HOOFCARE Stand CALL at this stand to meet leading UK hoofcare experts – D6.1 and see new and revolutionary products.

Keratex Hoof Hardener has just been voted 'Horse Journal 2010 product of the year'. Learn more about its patented formula, how supporting promotional material has been scrutinised and passed for publication by the Veterinary Medicines Directorate (VMD) and how it has long proven to be the top farriers’ favourite.

You can also find out more about other Keratex products, all specially developed to focus on the strength, quality and condition of the hoof, including disinfectants, a moisturiser, hoof fillers, supplements and much more.

Founded in 1990 by two horse owners with a background in science, Keratex is now one of the world's best known hoofcare product ranges and the choice of serious horse people.

MAGNETIC EQUINE PRODUCTS Stand UNIQUE magnetic therapy products can be viewed here.

B1.3 Designed to bring top magnetic technology to people, horses and other animals, the range is created in house by this Essex based company.

MERIAL ANIMAL HEALTH Stand VISIT this stand for SMART coffee, E1.4 from a SMART car with SMARTies!

Yes, Merial Animal Health’s great stand has beverages on offer, plus plenty of information about the innovative SMART worming campaign which encourages owners to take a new, tailored approach to worming their horses.

Retailers can find out more about Merial’s Spring Worm Egg Count promotion which follows last year’s highly successful campaign. Retailers purchasing EQVALAN Duo during February and March can get four tubes free when they purchase 20. In addition, to help owners start SMART worming, Merial will supply 20 free Worm Egg Count vouchers worth £10 each.

Merial also launches its new online SQP training programme and retailer website, while showing off some great new point of sale material. Look out for a new SMARTest store competition too; it’s coming soon. www.equestriantradenews.com

EQUESTRIAN TRADE NEWS FEBRUARY 2011

117

Stand Guide

HORSE & PETCARE

PJ PET PRODUCTS

SCRUFFS

Stand THIS supplier of rawhide dog chews, Munchy E6.6 Chews and dog toys launches a series of ‘ready to go’ retail packs plus free point of sale display stands .

The aim is to enable the equestrian retailer quickly and easily to enter or enhance their pet product offering. They can then capitalise on high margin products by taking advantage of the high ‘dog populated’ equestrian sector.

The proven product range is designed to cater for all types of dog, small to large, with a variety of products to suit all tastes. Just as importantly, the recommended pricing points (from £0.99 to £1.99) are designed for fast moving sales and high retail margins.

PJ Pet Products offers a choice of brand too. Its own Ready to Go range is a complete product offering ready for delivery - perfect for small retailers looking for a no-hassle, fast selling line with an eye-catching brand. For larger trade customers, there’s also a free own branding service.

Ask about a BETA International introductory offer too. It’s available on all orders over £275 taken on the stand.

Stand ESTABLISHED in 2005, pet bed manufacturer E6.7 Scruffs has a strong presence in the UK and Europe.

Since the first Scruffs Classic bed, the company has produced many different styles with durability as a watchword. Its collection now includes a water resistant bed, an orthopaedic mattress and an ECO pet bed made with recycled cover and filling.

Scruffs pet beds are produced with good quality fills and excellent cushioning for resilience and insulation. Fabrics range from hard-wearing 600-denier fabrics to super-soft fleece. In most cases, Scruffs beds have a non-slip polyester base and can be machine washed.

SHOESECURE

BETA International 2011

POLYBARROW

118

Stand ETN had a sneak preview A2.2 of new PolyBarrow. Like many horses owners, especially in this winter’s harsh conditions, a good wheelbarrow is a lifeline, writes Liz Benwell. PolyBarrow turned out to be a true workhorse of wheelbarrows – the best I have ever used. It’s lightweight, not too tall but with long handles for good manoeuvring.

The [90 litre] bucket is wide rather than deep, making it ideal for transporting buckets of feed, bales etc. It even has a handy tray at the front for carrying other bits and pieces. Its one-piece plastic [no rust] construction [no rivets, no stress points] makes it very robust with a long life to be expected.

PolyBarrow comes in green, black, red, yellow or white and is beautifully proportioned for the female [or male] horse keeper.

FEBRUARY 2011 EQUESTRIAN TRADE NEWS

Stand SHOESECURE, the product B2.1 that prevents horses’ front shoes being pulled off, is selling worldwide following its debut at BETA International 12 months ago. Now, as ShoeSecure returns to the NEC, a rideon version of this ingenious, easy-touse, cost effective device is in development.

Retailers, vets and farriers are snapping up ShoeSecure in Sweden, Finland, Germany, Czech Republic, Australia and New Zealand.

“It’s so rewarding to get feedback from horse owners who share my frustration about horses that continually lose shoes,” says inventor Muriel Colquhoun. “I even got three Christmas cards from happy customers.”

It was when Muriel’s short coupled, big moving horse pulled off his front shoes for the umpteenth time that she decided to invent a solution. Her quest was to develop something to save time, money, frustration and hoof damage – but without compromising correct foot balance and heel support.

ShoeSecure is designed to protect the heels of the front shoes from being struck into by the horse’s hind feet. It’s shaped to maximise protection without impacting on the horse’s gait. Made in thermoplastic polymer, it’s abrasion resistant and durable, yet maintains a degree of flexibility.

Bespoke studs by SupaStuds hold the ShoeSecure firmly onto the front shoes. It’s also suitable for some remedial shoes such as heart bars.

www.equestriantradenews.com

TRELAWNE EQUINE

www.equestriantradenews.com

VIRBAC ANIMAL HEALTH Stand SINCE entering the equine market 10 years ago, H2.3 this manufacturer of wormer brands Equimax and Eraquell has been dedicated to providing horse owners with balanced information on correct worming practices.

The first company to launch its wormers in both ergonomic 700 kg syringes, and palatable tabs, Virbac is well established as a CPD provider. Education is an integral part of the company’s ethos to offer impartial training that encourages a sustainable approach to worming. Its 3d worming programme has the same philosophy.

Virbac begins its tenth anniversary celebrations as main sponsor of BETA International. The company sees this important event as the ideal platform to promote its work within the industry, not least the provision of services and support for retail business.

BETA International 2011 also sees the presentation of the inaugural Virbac Equine SQP of the Year Award, which will take place on the Fashion Show stage at 2.10pm on Sunday, 20 February.

WICKED OR WHAT Stand THIS exhibitor promises a “magical concept D6.4 involving little effort and low cost yet enormously appreciated by a vast number of pet owners”. Yes, this is a must-have gadget that solves the eternal problems that pet hairs cause.

Wicked or What, the creator of The CarPET , says this very marketable product instantly lifts, gathers and removes even the trickiest pet hair and fluff. It doesn’t wear upholstery or leave any form of stickiness - and it will last indefinitely.

Hygienic and easy to use, you simply brush the block over the surface for great results on furniture, car seats and carpets. It works well on horse rugs too. With “fantastic trade prices” on offer, it’s a product that appeals to pet stores, groomers, equestrian outlets, car valeting and cleaning services and the gift market.

EQUESTRIAN TRADE NEWS FEBRUARY 2011

BETA International 2011

Stand TRELAWNE Equine is the UK distributor of B7.1 Easycare barefoot horse boots. The range includes Old Mac’s boots, Boa Hoof Boots and the Easysoaker, a medicinal boot ideal for applications such as soaking and poulticing. Trelawne Equine also stocks the Rider’s Rasp.

This company was born as a result of its management team’s expertise in natural horsecare products. Its website, trelawneequine.co.uk, features an advice centre offering information on subjects such as measuring a horse for barefoot hoof boots.

Trelawne Equine works closely with hoof care professionals including farriers, vets, the Equine Podiatry Association (EPA UK) and UK Natural Hoof Care Practitioners (UKNHCP). The company also offers a free enewsletter about natural horsemanship product developments.

Trelawne Equine is open to trade customers and seeks potential retail stockists. Find out why the barefoot horse is said to have improved traction, better circulation and a naturally-functioning hoof by visiting this stand.

Stand VETERICYN is a nonE6.5 toxic, broad-spectrum, topical spray product. This onestep solution for minor wounds, cuts, scratches, abrasions and skin irritations is based on patented technology that mimics the body’s own immune system.

Vetericyn products were launched in the US 18 months ago by US animal health company Innovacyn. BETA International marks their arrival in the UK. “There isn’t any aspect of horse care that we haven’t utilized Vetericyn for,” said American vet Dr. Brad Gordon.

“The ability to manage the animal successfully has gone way up with a very low complication rate because it is so easy to use.”

While his Australian counterpart Clinton Anderson commented: “Since the [Vetericyn] solution is literally as safe as water, I was able to apply the product near the delicate facial area. It didn’t sting or irritate. In fact, how fast Vetericyn went to work was unbelievable.”

Vetericyn is available in over-the-counter formulation in 500ml, 250ml and 120ml bottle sizes. Double-strength Vetericyn VF is the vet-only version. The product is steroid and antibiotic free, making it suitable for competition horses.

HORSE & PETCARE

Stand SUPREME H5.1 Products has launched a new range of show preparation products. The Heritage Collection is designed to give ‘traditionals’ and native breeds which are shown with full manes, tails and feather – added shine and gloss.

The new range compliments Supreme Products’ existing Professional Collection and includes Citronella Shampoo (for gentle cleansing and conditioning), High Shine Serum (for finishing touches to the coat, quarters and legs) Coat Shine (helps lay hair and provides a lustrous base shine on the coat), Mane & Tail Builder (aids regeneration of damaged mane and tail hair and revives rubbed patches) and Ultra-Condition (helps prevent hair breakage and produces fuller looking manes and tails).

“The native and traditional market is growing and we wanted to launch a range of products that would be more suited to that type of coat and mane texture,” said Sarah Turnbull of Supreme Products.

“We have five products in this range at present and hope to expand on this in coming years. We are delighted with the results and feedback so far.”

VETERICYN ANIMAL HEALTH

Stand Guide

SUPREME PRODUCTS

119

Stand Guide

EQUIAMI

Stand THERE’S never L3.1 been a better time to join Aerborn as a retail partner; find out why at this stand.

Renowned for friendly customer service and good quality products at sensible prices with attractive profit margins, becoming a stockist is a profitable move for any tack shop, says this long-time manufacturer.

Aerborn has announced that for 2011, “we have overcome the lethargic supply chain and is set to be back up to speed with fast deliveries that we’re known for.”

New rugs launching include ‘Mr Snug’s The Under Rug’ with cotton outer, 300gm fill, cross-over surcingles, tailpiece and EquiVents for freedom of movement. Aerborn recently introduced the Aerolite range including CombiRisers, relief pads with front and rear shims – the ideal saddle fitting aid.

Stand THIS training aid is different from most in that it D6.3 has a UK patent, granted in 2009.

EquiAmi is used and endorsed by top eventer Rosie Thomas, seen here with her four star horse Barry’s Best. It’s also useful for equine rehabilitation work and is making life easier for staff at Hartpury Equine Veterinary & Therapy Centre in Gloucestershire.

The aid is self-centring, encourages engagement, selfcarriage and wither lift while discouraging leaning and resistance. With regular and correct use, horses develop power, lightness and swing with improved balance, paces and soft contact.

EquiAmi is simple to use and does not require adjustment for rein changes.

See a video of it in action on this stand.

THE BIG HORSE SHOP Stand HEAVY horses are increasingly popular as riding C4.2 and leisure horses as well as for showing, breeding and as draught horses.

Yet these equine giants measure out of most commercially available horse clothing. They are simply too big, forcing their owners to compromise on fit and the horses on comfort.

The Big Horse Shop introduces its own-manufactured EPIC range to address the problem. Developed by the owner of two ‘heavies’ and designed to cater for all outsized equines, careful attention has been paid to getting the proportions right in every case.

EPIC rugs come in sizes 6’6” to 7’6”, there are matching neck covers to fit all these bigger sizes, EPIC travel, brushing and bell boots accommodate huge hooves and colossal cannon bones. The range also includes big bridles, huge headcollars, bits and training products.

The Big Horse Shop manufactures commemorative rugs for Thwaites Brewery Shire Horses (pictured). Also shown is an EPIC turnout rug with detachable hood.

120

EQUISCAN Stand The EQUIscan Topographer PRO is a measurement E3.11 system that enables saddle fitters to measure, save and reproduce the shape of a horse’s back with great accuracy.

The fitter can also place the tool on the underside of a saddle to compare its shape with that of the horse’s back.

EQUIscan Topographer PRO captures the horse’s back shape using 11 elements and eight cross ‘ribs’, all moveable so they can mimic the shape of the back. They then lock into position to allow for measurement and analysis.

Readings can be taken by eye, computer or laser when designing new saddles, reflocking or fitting.

FRANK BAINES SADDLERY

BETA International 2011

SADDLERY & ACCESSORIES

AERBORN

Stand SEE the full range J3.3 of dressage saddles from this Walsall based company including the Omni Dressage (pictured).

So popular have this model’s special features become that Frank Baines has introduced its Reflex and Elegance dressage saddles in deluxe models with pre-moulded flaps and Equilux leather in the seat and pads.

The jump and event saddle ranges will also be shown; look out for the Reflex CC, Elan CC, Enigma and popular Enduro LDR for long distance riders.

Accessories from Frank Baines encompass bridles, girths and stirrup leathers.

FEBRUARY 2011 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

Stand VISIT Golly Galoshes to examine this British-made, J1.1 former winner of a BETA International Innovation Award.

Tried and tested with 15 years’ riding in all terrain from sand schools to Scottish glens, Golly Galoshes keep horses’ legs dry, clean and comfortable in their work. That’s why are loved by show producers to endurance riders.

Truly a versatile gaiter for horses, Golly Galoshes are zipup with a comfortable fleece lapel, hook and loop closure and 2” reflective strip for added hi-viz value when riding on the roads. They are available in discreet black for show jumpers and show people to use in the warm-up arena, or reflective yellow, orange and fluorescent pink for the safety conscious rider going hacking.

In the last year, more and more horses with leg injuries have benefited from Golly Galoshes which can be used to keep dressings clean and dry (in or out of the stable), therefore helping healthy healing to happen.

‘Be seen, stay clean’ are just two reasons why your customers will thank you for calling at this stand and stocking this product – a must have for every tack shop.

Stand ESTABLISHED for more than 20 years, Kings H5.3 Saddlery uses the finest hides, birch and wools to produce it saddles to suit everyone from happy hackers to competitive riders.

These saddles are hand-made by skilled craftsmen who take time and pride in what they do. The result is a beautiful, functional product. Value for money is also important to this company, so its saddles are affordable too.

HASTILOW COMPETITION SADDLES Stand THE Concept (pictured) H6.2 was designed by a collaboration of Master Saddlers and qualified saddle fitters to ensure perfect performance and a flexible, custom fit.

This saddle line has been developed on a completely adjustable Bio-Kinetic tree with Simatree technology.

There are three panel types to accommodate different wither and back shapes - Angular for high withered horses, Regular for the standard back, and Wider for the broad horse.

The Concept comes in pre-oiled Memel leather, so no breaking-in is required. The seat and pads are in nubuck for rider security and a solid leg position. There are five billet girthing attachments, front and rear gussets add stability to the panel while options in knee roll design are available too.

IDEAL & WRS SADDLE COMPANY

MAGLOC Stand THE Equi-SR from MagLoc eliminates the need to B1.1 press buttons or spring clips on lead ropes.

Simple and quick, it enables a singlehanded connection to – and release from – a headcollar at arm’s length.

The system works using strong magnets that attract, causing the two separate components (one part attaches to the headcollar, the other is on the end of the lead rope) to click together with one hand movement. You simply hold one part up to the other and they click together.

The device incorporates a safety release, allowing the horse to break free without harm or distress.

The product has many potential applications such as attaching dog leads to collars, or tidying and storing shooting and fishing equipment.

PATRICK SADDLERY Stand PATRICK Saddlery H6.1 was so pleased with the results of exhibiting at last year’s BETA International that it’s returning this time. This Walsall company, run by award-winning saddler Patrick Keane, enjoyed particularly positive discussions with many saddle fitters On show will be a new Premium range of saddles, aimed at attracting more UK customers. Offering the ultimate in comfort, the competitively priced range is manufactured in high quality leather with the superb workmanship that has become synonymous with this brand - yet it comes at a competitive price.

See also the Decorus saddles featuring Patrick Saddlery’s unique personal position stirrup bar.

SADDLERY & ACCESSORIES

KINGS SADDLERY

Stand Guide

GOLLY GALOSHES

Stand ALONGSIDE its H5.4 extensive range of saddles with standard width fittings, this regular BETA International exhibitor company provides a ‘design to order’ service which is growing in popularity, especially among saddle fitters. (See page 67 in this issue of ETN).

Pictured is a new design from Ideal, derived from its Suzannah dressage saddle. Suitable for dressage, flatwork and training, the new Suzannah Low Head has been developed to accommodate horses with a flat, low profile across the withers.

All visitors to this stand will get free entry into a prize draw to win a branded jacket, leather girth and a pair of hide wrapped leathers. www.equestriantradenews.com

EQUESTRIAN TRADE NEWS FEBRUARY 2011

121

Stand Guide

SADDLERY & ACCESSORIES BETA International 2011 122

PINK EQUINE Stand PINK Equine, D4.1 famous for adding a splash of colour and a bit of bling to equestrian items, returns for the first time in three years.

See a stunning collection of Swarovski crystal tack and accessories, including browbands and bridles.

Launching at the show will be a new selection of personalised, interchangeable chaps – the first of their kind - along with the most versatile breastplate on the market.

Items designed to help riders co-ordinate and personalise all their horsey gear, including horse boots, crystal whips, sheepskin pads, dog collars and belts will also catch your eye – because everything has been designed with the retailer in mind.

POLYPADS Stand POLYPADS showcases its popular range of BritishJ6.1 made saddle pads and accessories. In top quality polycotton, they suit a variety of saddles and sports. With a rainbow of colours from which to choose, embroidery is available too.

Besides its Classic saddle pads, PolyPads offers high tech items. Tail guards, pet beds and a hi-viz range make the items stand out as a stock staple.

PolyPads recently acquired British synthetic tack manufacturer Libbys (see News in this issue), bringing bridles and training aids into the PolyPads’ portfolio.

RUGS R US Stand THIS UK based import company can get top D6.2 quality rugs made for you at competitive prices.

All products are manufactured to meet trade customers’ requirements in colours, bindings, fastening types etc.

Company logos can be incorporated too, either ready supplied or created by the Rugs R Us design team.

With more than half a century’s experience in horse clothing, Rugs R Us sources turnout, stable, fly or fleece rugs plus boots and bandages. It also offers to remove the hassle of importing by dealing with ‘nasty surprises’ such as customs and port charges.

FEBRUARY 2011 EQUESTRIAN TRADE NEWS

SOCIETY OF MASTER SADDLERS (SMS) Stands BETA International is an important shop H5.2 & J8.1 window for the Society of Master Saddlers (SMS), writes Pat Crawford.

As well as affording a unique opportunity to show off members’ craftsmanship, it offers the chance to provide advice and supply information about the Society’s membership criteria, qualifications, training and courses.

SMS’ central ideals relate to maintenance and improvement of strictly controlled craft standards aligned to the welfare and the safety of horses and their riders.

Membership is strictly managed and disciplinary action is taken in the case of failure to comply with the standards of professionalism and integrity expected.

The Society has an elected executive committee headed by a president and vice president. The full time office is run by an appointed chief executive and her assistant. The committee meets at regular intervals to decide policy and affairs.

Membership of the Society is divided into two main categories: Corporate - which relates to businesses in the retail or manufacturing sectors - and Individual, which covers those with craft skills who may or may not have commercial premises. The Corporate categories include Master Saddler Retail, Master Saddler Trade, Approved Retailer and Allied Trade. The Individual categories cover Master Saddler, Master Harness-maker, Qualified Saddler and Qualified Harness-maker. Trainee membership is covered by the Affiliated Registered Trainee Saddler and there is also a category for Affiliated Qualified Saddle Fitters.

In 2001 the SMS introduced membership to embrace people in other countries who hold a UK-recognised saddlery qualification and/or the Overseas Retailers’ Qualified Saddle Fitter Certificate. Membership now spans the globe and includes Australia, New Zealand, Canada, the United States, Kenya, the United Arab Emirates, South Africa and Europe.

Saddlery competitions For the last few years, the SMS has run saddle-making and bridle-making competitions at BETA International which always bring enthralled visitors crowding around the workbenches every day. This year, the scenario is slightly different because bridle-makers and saddle-makers will be competing for two separate prizes.

The Society works closely with The Worshipful Company of Saddlers. One of the oldest liveries in the City of London, the Saddlers’ Company owes its origins to its formation as a trade guild during the Middle Ages. Today it is vibrant and forward-thinking and proud to support the saddlery industry. In partnership with the SMS, the Saddlers’ Company was responsible for launching the Millennium Apprenticeship Scheme which continues to produce such beneficial results.

It takes a minimum of four years to train to become a Qualified Saddler and/or a Qualified Harness-maker. People enter the industry from a wide variety of backgrounds with varying academic qualifications. Many new entrants have an equine-related qualification while those making a change of direction mid-career often enter with helpful professional or commercial experience. Various training options are available, by far the most popular being the apprenticeship method. Two apprenticeship schemes are available - the ‘Millennium’ and the ‘Modern’. Although similar, they have slightly differing structures and most entrants opt to undertake them simultaneously. Once qualified, the focus of most SMS members will be on achieving the coveted ‘Master’ title. The invitation to adopt the title is only bestowed on those whose craftsmanship meets the high standards set by the SMS. The Society’s Annual National Competitions are held in February at Saddlers’ Hall, the Worshipful Company of Saddlers’ magnificent livery hall in the City of London. The www.equestriantradenews.com

The competition area at BETA International.

Saddlers Company hosts the elegant reception and also sponsors the generous prizes. The hall is packed for the prizegiving, a traditional and formal occasion which is led by the Master of the Saddlers’ Company. The schedule includes classes for saddlers, bridlemakers and harnessmakers of all levels of Winners from SMS bridle and saddle experience. making competitions, Isobel Russell from The SMS attends a Stroud Saddlery and Shaun Marsland from the Ideal Saddle Company. number of major equine shows and events and the Society stand is always one of the most popular with visitors seeking advice and information. The SMS provides editorials offering advice and information for national, regional and local equestrian-related titles and many individual members give saddle-fitting and other demonstrations for equestrian clubs, take part in debates and sit on various equestrian-related panels.

Horses and riders throughout the equestrian world benefit from the work undertaken by the SMS and the Society is proud of its influence and the standards for which it stands.

The SMS invites you to visit the British Saddlery Pavilion at BETA International.

VALE BROTHERS Stand VISIT Vale Brothers to see new products from leading M3.1 equestrian brands including saddles from Harry Dabbs and Jaguar Equestrian, cooler rugs from Thermatex, innovative grooming brushes and tools from Equerry and Stablemates, plus a collection of fresh styles in whips from Edward Goddard.

Jaguar Equestrian’s brand new Endurance saddle is previewed for the first time at BETA International.

Manufactured with a tri-layered, padded seat for instant and long lasting rider comfort, it also features large, cushioned knee rolls which enable the rider to maintain control over difficult terrain – attributes to be appreciated by professional and amateur long distance riders.

There’s also an adjustable rear Y girthing system to promote for balance along the length of the panel and help the girth find its natural position. Meanwhile, wool filled panels curve away from the horse’s back encouraging freedom of movement.

New from Thermatex and launched here is the KSR Cooler rug. KSR stands for Knitted Summer Rug. A lightweight, breathable rug in acrylic with a smooth finish, it’s ideal for travel, after exercise or shows. The KSR comes in 22 fabric colours with 18 binding options. www.equestriantradenews.com

EQUESTRIAN TRADE NEWS FEBRUARY 2011

123

Stand Guide

INFORMATION &

MEDIA

EQUESTRIAN TRADE NEWS (ETN) Stand ETN celebrates its P1.1 35th birthday this year. It has been the equestrian industry’s top trade publication for all of those three and a half decades.

Published by EMC Ltd, organiser of BETA International and part of the BETA Group, ETN is truly part of the trade. The monthly title is mailed free to retailers and British Equestrian Trade Association (BETA) members.

Bona fide trade members can subscribe.

Packed with news and opinion, ETN informs, inspires and entertains its specialist readership. A list of County Court Judgments from the equestrian industry is published every month. ETN is also the only equestrian title to publish AMTRA accredited features that enable SQPs to earn CPD points.

Find out more about how your business can benefit from working with ETN and other publications in the EMC stable Trailblazers magazine (mailed directly to in excess of 18,000 competitor consumers), The Trade Suppliers Directory and British Equestrian Directory which have been combined online to create the formidable www.britishequestriandirectory.com ETN’s Nicki Lewis and Liz Benwell look forward to meeting you at BETA International. Call at this stand for a chance to thousands of pounds worth of products in a free prize draw, have a sit down and enjoy a coffee or tea while discussing how ETN can enhance your commercial endeavours.

BETA International 2011

ANDERSON & CO

124

Stand QUARTERLY magazine European Trainer is the A1.3 European Trainers’ Federation’s (ETF) official publication. It’s sent to members, subscribers around the world and industry professionals. Each issue contains a trainer profile, Stakes races schedule, articles on thoroughbred training and a Product Focus section.

Thoroughbred Owner & Breeder, incorporating Pacemaker, is the only monthly bloodstock magazine that has its circulation verified by the Audit Bureau of Circulation (ABC). It’s sent to over 11,000 readers, including members of the Racehorse Owners’ Association and the Thoroughbred Breeders’ Association, industry professionals and subscribers. 96% of readers have horses in training or at stud.

FEBRUARY 2011 EQUESTRIAN TRADE NEWS

BAUER MEDIA Stand Your Horse M2.4 publisher Bauer says its recent acquisition of Horse Deals has created the ultimate equestrian platform for advertisers.

Bauer provides the equine industry with one of the UK’s widest and most comprehensive reaches across a multi-media platform comprising two magazines, websites, social forums and a consumer event, Your Horse Live.

Your Horse is a top selling, equestrian monthly magazine and is committed to inspiring riders to get the most out of their lives with their horse, all year round and no matter at what level they ride. It offers advice, features on horse care, articles on how to improve riding ability, comprehensive gear and product reviews.

Horse Deals is packed with features, news and expert comment, making it the number one monthly in which to advertise anything equestrian from horses to houses - and everything in between.

The Your Horse and Horse Deals portfolio creates the ideal opportunity for brands, retailers and other equestrian businesses to reach and target their customers. Visit this stand and talk to the team about opportunities for you and your business.

BRITISH EQUESTRIAN TRADE ASSOCIATION (BETA) Stand COME along to visit G4.1 the BETA team and find out more about the latest initiatives and benefits offered to the trade association’s members.

BETA will be launching its new City & Guilds qualification for hat and body protector fitting, which will equip retailers with certification of a nationally recognised standard. A fitters’ register will then set up by BETA to help consumers wishing to source a professional fitting service. The City & Guilds programme will be run in conjunction with BETA’s existing range of safety courses.

As part of its commitment to business development, a new, two-day business course is being unveiled by BETA. Focusing on business management skills on one day and marketing on the other, it will feature speakers covering topics ranging from managing staff and performance reviews to merchandising and social networking.

Information will also be available on the series of CPD courses currently being run for SQPs (suitably qualified persons) selling wormers and flea treatments. These daylong courses are AMTRA-approved and carry 44 points, which will help SQPs to complete their requirement for CPD training. (See wormer feature in this issue for more details). www.equestriantradenews.com

BETA has teamed up with the Worshipful Company of Loriners to support the Friends of Marwari/Kathiawari UK Bit Donation Scheme – set up to replace the severe, home-made bits in which these beautiful Indian horses with their curly, touching ears are often ridden.

As part of the scheme, BETA retailer members are being asked to place collection bins in-store for customers to deposit their unwanted bits. These are then collected by the charity and taken to India for distribution.

BETA and the Loriners Company will also launch a lorinery display competition at the show. This aims to acknowledge and reward the retailer showing professionalism and innovation in the display and sale of lorinery.

Hot off the press is an updated and revised edition of the BETA Guide to Riding Holidays. This glossy, A5 publication contains key contacts and information needed for booking an equestrian holiday in the UK and can be supplied to retailers for free distribution in-store.

The listings also enable users to locate BETA members with SQPs and those who have been trained by the trade association to fit safety equipment or provide a full lorinery service with trained staff offering bitting advice and bits.

For those involved in the feed industry, BETA will hold a feed conference for the first time in 2011. This will cover topical issues such as the recent feed use and marketing regulations, and provide updates on the work that BETA and its committees have been doing on herbs, naturally occurring prohibited substances (NOPS) and mycotoxins.

• BETA retail members who visit BETA International on at least two days can benefit from a £50 subsidy per company. Ask for a signed attendance slip at the BETA stand, then submit it to the BETA office, together with bank details, by the end of April.

D J MURPHY PUBLISHERS Stand JOIN the Independent Publisher of the Year 2010 to P7.4 discover how its three equestrian titles, which reach generations of riders, can help you promote your business.

Horse&Rider, the IPAC (Independent Publishers Advisory Council) Consumer Magazine of the Year 2010 and a top selling equestrian monthly magazine, targets dedicated horse owners and riders who want the best for their horses.

PONY Magazine is the UK’s best-selling horsey teen magazine, targeting young riders who account for around a third of all riders in the UK. I Love Ponies and Pets magazine targets girls aged 5-8 who love horses and ponies and features a free, exclusive Pretty Pony Pals model.

These three magazines engage around 400,000 readers with excellent editorial and provide print and digital platforms for manufacturers and retailers to promote products and services to leisure riders of all ages. Whether you’d like advice on promoting your brand or making the web work harder for you, D J Murphy Publishers is pleased to help.

Meanwhile, retailers can add value to their businesses by stocking these magazines in store with no risk, no hassle and no advanced costs.

www.equestriantradenews.com

Stand Guide

INFORMATION &

MEDIA BETA International 2011 126

EQUI-ADS Stand LEADING UK-wide, free advertiser Equi-Ads E3.5 returns to BETA International following a four-year absence.

In its 16th year of publication, Equi-Ads is liked for its indepth articles on health, management and training issues.

Each month topical articles on feeding and healthcare are provided by experts. It’s the ideal backdrop for advertisers to promote their products, says the publisher.

Advertisement positioning is carefully planned, with editorial backup, to ensure maximum response for advertisers. Inserts are available.

Equi-Ads says it’s easy to obtain an independent printer’s guaranteed certificate of insertion confirming the actual numbers of magazines in circulation, so advertisers know for certain how many magazines are carrying their message to potential customers.

Equi-Ads can be targeted nationally throughout the UK, Scotland only or England and Wales only.

EQUINE CAREERS Stand THE new Sales Agents Database created by E2.7 www.equine-careers.co.uk is the only industry specific database of its kind.

An easy to use and access map, found on the www.equine-careers.co.uk website brings companies and agents together. Agents can be sourced by the territories they cover; companies are able to view agent contact details and current portfolio before approaching them directly.

Agents are required to register and companies subscribe to use the database.

FELLOWS MEDIA/BHS/BRC Stand VISIT this stand to find C1.2 out more about the wide range of advertising and sponsorship opportunities available within British Horse, the highest circulating equestrian magazine (ABC audited), and Rider which goes to all British Riding Club members.

You can also find out about website advertising opportunities on EMAGIN, the world’s first equine mapping and geographical information network. Located at www.emagin.org, the site uses digital BING mapping, aerial photography and Ordnance Survey 1:25000 data to display equestrian routes, businesses and events throughout the UK and Ireland.

Other target audiences available include riding schools, livery yards and riding instructors.

IPC MEDIA Stand FOR more than 125 years, Horse & Hound has F6.1 been Britain’s equestrian bible. For professional riders, competitive amateurs and anyone who works in the industry, Horse & Hound is the weekly must-read that keeps the reader up to date with all the latest news, reports, opinions and expert analysis. Readers love the adverts too; if it’s important, it will be in H&H Horseandhound.co.uk is the place online for equestrian enthusiasts, with breaking news and up-to-the-minute coverage from all the major events. During the World FEBRUARY 2011 EQUESTRIAN TRADE NEWS

Equestrian Games (WEG), traffic peaked at over 500,000 page views in a single day!

Aimed at the dedicated equestrian, Horse provides valuable training and horsecare advice to help readers achieve their goals.

The newly designed title is being sold in more stores than ever before.

Eventing is a highly targeted magazine for anyone who loves the action-packed sport of horse trials. This is the serious end of the competition scale, something that’s reflected in the advertising carried.

MAI PUBLICATIONS/ THE EQUESTRIAN Stand MAI Publications E2.6 has combined its bi-monthly equestrian titles The Equestrian Lifestyle Magazine and Ireland’s Equestrian to create The Equestrian – a bright, glossy, must-have monthly featuring the best of everything horsy in the UK and Ireland.

The move means readers can enjoy their regular ‘fix’ of news, results, features, fashion, photo galleries, competitions and advice every month of the year, as well as interacting with the publication via Twitter and Facebook.

“Our plans for the magazine have already been warmly received by readers and we’re overwhelmed by the extremely positive response,” said editor Deborah Hayward.

“The Equestrian will include a 50/50 mix of Irish and British content, and Ireland will have its very own front cover.”

A wide range of advertising opportunities to suit all tastes and budgets is available – from beautifully designed advertorial spreads to powerful display and classified advertisements. Bespoke advertising packages featuring a selection of different media are also offered. Sales executive Laura Hardwick will be on the stand to tell you more.

MCL PUBLISHING/ HORSE SCENE Stand PUBLISHER MCL D1.1 Publishing says Horse Scene, a national magazine, distributes 53,000 copies monthly via tack shops, feed merchants, equestrian centres, livery yards, riding schools and shows. The title is also direct mailed to the trade and professional riders, with a readership of 150,000.

Horse Scene is glossy and informative, so unlikely to get left on the shelf. This ensures advertising generates the required reader response. Visit this stand for help with planning your advertising campaign, fantastic rates and dedicated support. www.equestriantradenews.com

TORQ SADDLERY TRAINING CENTRE

Stand UNUSUALLY for a BETA International exhibitor, E2.2 TORQ is into food for humans, not horses!

This is a fitness consultancy and sports nutrition company that’s developed a range of performance nutrition products for athletes.

The TORQ brand was launched into the cycling world in the late 1990s and now enters the equestrian market.

WORSHIPFUL COMPANY OF SADDLERS

www.equestriantradenews.com

EQUESTRIAN TRADE NEWS FEBRUARY 2011

BETA International 2011

Stand THE Saddlery Training Centre, run by Mark H6.4 Romain (pictured assessing Luke Andrew’s work), provides training courses designed to enhance or update the skills of those working in the saddlery trade.

Courses are available in saddle, harness, bridle and side saddle manufacture as well as repair and refurbishment of all kinds. Short courses are also offered to support trainees and more experienced saddlers gain City & Guilds Qualifications.

The centre is currently the only training provider in England offering the Government’s Modern Apprenticeship Scheme which is suitable for full time, employed trainee saddlers. Those saddlers who are self employed or working part time may consider attending the New Entrants Training Scheme.

Visit this stand to discover new opportunities for the future.

Stand THE earliest surviving H6.3 record which refers to a Guild of Saddlers in London dates from the second half of the 12th Century. The Company has retained a close interest in the British saddlery trade ever since.

In addition to substantial grantgiving to a very wide range of charitable causes, the objects of the Company include the furtherance of the craft of saddlery and its associated trades and the promotion of excellence in horsemanship.

The Saddlers’ Company works closely with The Society of Master Saddlers, the City & Guilds’ Institute and UK Saddlery training centres in setting training standards and developing saddlery-making qualifications for all those working in the trade.

The Company offers significant bursaries and other funds to support saddlery trainees and apprentices. It provides funding for training in all riding disciplines. It awards saddlery and saddlery vouchers as prizes at many equestrian competitions, particularly aimed at young riders.

The aim of this support is to encourage the manufacture and use of high-quality British saddlery and tack and to encourage all riders to use it for the safety and comfort of both horse and rider.

INFORMATION

Stand Showing World is the D2.2 definitive magazine for the showing fraternity. Reaching top professional producers as well as amateur competitors, the title also caters for studs and breeders.

Offering advertisers a guaranteed and highly targeted readership, Showing World reaches its target audience by free and direct mailing.

Six issues per year are sent directly members of the National Pony Society, British Show Horse Association, British Show Pony Society, Coloured Horse and Pony Society, Ponies Association (UK) and Veteran Horse Showing.

Showing World is also available on subscription and is free to view on line at www.showingworldonline.co.uk Also on this stand is Country Pet & Equine, a free title for pet owners, smallholders and country lovers in East Anglia and central areas.

Country Pet & Equine is distributed thorough tack shops, feed stores and garden centres, plus vets and pet shops.

The quarterly is also sent directly to local smallholder groups and distributed at high profile venues such as Woodgreen Animal Shelter and Jimmy’s Farm.

&

Stand THIS exhibitor of many years’ standing J4.3 sponsors the New Product Gallery this year.

“Many of the products [in the gallery] will be featured in our magazines,” said editor Sara Haines.

“This is an exciting period for Redpin as the company continues to evolve and expand. BETA International is a key platform for the equestrian industry and we are proud to be associated with the exhibition.”

Find out more about all six Redpin regional titles at this stand – and discover how they can help you develop your business in 2011.

MEDIA

SHOWING WORLD

Stand Guide

REDPIN PUBLISHING

127

Stand Guide

ADDENDUM

FYNA-LITE

NEUE SCHULE

Stand FYNA-LITE J1.2 celebrates 26 years of manufacturing excellence by exhibiting its full collection of forks and tools alongside the new Boss Tools manure fork range.

The Boss Tools manure fork is a cost effective tool manufactured in Fyna-Lite’s factory in Alcester using the same jigs and techniques as its Premium Hi Strength Manure Fork.

Also on the stand will be existing product ranges, including the Multi Mucka, Rubber Matting fork, Super Lite fork, Hi-Strength and Ash handle manure forks, Multi Weeda, Groovy fork and the Shavings fork ranges.

Stand THIS bitting specialist can tell retailers about L3.2 opportunities for growth, and how it can deliver healthy margins across a diverse product range.

Neue Schule’s collection of ergonomically designed bits incorporates Salox Gold, a patented alloy that promotes acceptance through thermal conductivity. Mouthpieces quickly achieve body temperature, accelerating comfort for the horse and improving rider communication.

A range of Starter Pack option is offered; while instore displays are available to generate interest and sales across the entire collection. In addition, Neue Schule is adding valuable resources to its website to support retailers.

COUNTY SADDLERY Stand THIS American owned company, headed by Gene E1.5 Freeze and with a factory in Walsall, aims to meet many European retailers at BETA International.

County Saddles are the choice of Dutch world champion dressage rider Edward Gal who formerly rode the ‘wonder horse’ Totilas. "I was riding in County [saddles] long before my great success with Totilas,” said Edward. “They allow both me and my horses to perform to the highest level and help keep my horses sound. I truly believe County makes the best saddle in the world".

Totilas' new German rider Matthias Rath added: "I tried many other saddles on Totilas after he came to my stable and wasn't satisfied. Totilas went so well for Edward in County that I had to try one and find out why. Now I know and Totilas will remain in County saddles.”

WOOD TREATMENT Stand SMART HORSE wood pellets are an alternative to E6.2 straw or wood shavings. This is a bedding said to reduce mucking out time while being economical, light and easy to use.

Manufactured exclusively by Wood Treatment Ltd at its mill in Bosley near Macclesfield, Smart Horse is made from high quality raw material from sustainable UK sources. The finished product is free from chemical additives and ecofriendly.

Smart Horse is keen to talk to prospective distributors in all areas – and to give away samples.

TRIPAL INTERNATIONAL Stand THE Kanyon Outdoor brand of waterproof and M7.3 outdoor footwear starts 2011 in growth mode with new products and an expanding trade customer base.

Best sellers from the current range include waterproof country boots retailing at around £100-£120. New styles feature a zip-sided country boot, yard boots and general walking boots.

Kanyon Outdoor is also to launch an injected, PU Wellington boot. Exclusive to the brand, it will offer the lightness, comfort and durability of PU at a competitive price.

BETA International 2011

FAIRFAX SADDLES

128

Stand FAIRFAX SADDLES - the renamed Thorowgood – F4.1 can be found in its usual place showing its ranges of Fairfax and Kent & Masters leather saddles and accessories, Thorowgood synthetic saddles and Prolite saddle pads and boots.

Completely new and unseen by shops before its launch at BETA International is the Thorowgood T8 Hybrid series. This model continues the product line onwards and upwards from the existing Thorowgood T4 and T6 ranges.

Made in England and retailing at £495, the Thorowgood T8 range is a hybrid design that mixes soft leather hides on the seat and knee pads with Thorowgood’s trademark durable leather-look synthetic materials elsewhere.

“Looks-wise, this is definitely our greatest innovation in 20 years” said Rupert Fairfax, “and it gives saddle-fitters a worthwhile sale at a key price point.”

An addition to the Kent & Masters leather saddle range will be its pony dressage range. Retail prices start at £595 for the GP pony and £645 for the dressage models.

Thorowgood and Kent & Masters saddles are made in England.

FEBRUARY 2011 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

Equestrian Trade News

February 2011 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 35, No 2 Monthly

WORMERS SPECIAL

Vis it

a

AMTRA accredited SQP CPD feature inside

t W IN St BE FO £1,0 and TA R Y 00 P Int OU s P 1.1 er na R S RO tio TO DU na C RE T S l

EQUESTRIAN TRADE NEWS FEBRUARY 2011

• Official preview • Floorplan & exhibitor list

N ET