ETN - Equestrian Trade News - February 2015

Equestrian Trade News

February 2015 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 39, No 2 Monthly

See you at the show!

Equestrian Trade News

BETA INTERNATIONAL 2015 Official preview Industry

Show floorplan and exhibitor list

Equestrian Trade News

EQUESTRIAN TRADE NEWS FEBRUARY 2015

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Editor’s Comment HEY, HO. The national news is as grim as the weather, election fatigue is already setting in, the horses can’t wait to be turned out and the mornings just don’t seem to get any lighter. That’s February for you...

So how about getting away from it all for a couple of days?

Wouldn’t it be great to go somewhere warm with lots to see and do? Somewhere to meet like-minded people, soak up new knowledge and check out the latest innovations while indulging in the uninterrupted luxury of thinking about your business?

Such a paradise awaits you this month at the NEC, Birmingham. See you at BETA International 2015!

WORKING my way through some annoying but must-do jobs, I decided to do something about the missing rubber cap that covers the lock on my horse trailer tow bar.

So I went online, found the part number and phoned the manufacturer, fully expecting ‘a right palaver’...

Having explained my need, I was all ready to quote my debit card number for payment when the gentleman said: “Don’t worry, they’re not expensive; we’ll just send you one out.”

And on that generous note, Ifor Williams Trailers has a loyal customer for life.

WHAT fun it was at Olympia to indulge in some girly stuff. I met up with friends, did a bit of clothes shopping, bought a few Christmas gifts and treated my horse too.

I enjoyed browsing around the stands, engaging the sales people and hearing their patter. Gullible as I am, I nearly bought an exercise machine and a make-up kit. Largely because they’re items I know very little about, I was easily convinced that they’d change my life for the better overnight.

But when it came to being sold to by some of the equestrian suppliers, I wasn’t so easily taken in... The frightening thing is that, while I know a little about horses and the legislation governing the way some products are promoted, many horse owners don’t.

And while I might look silly with my badly applied make-up, wobbling about on my exercise machine, at least I’ve only my pride to damage by pinning false hopes on their effects.

THE equestrian trade can count itself very modern in terms of breaking the glass ceiling said to prevent women from rising to the top career-wise.

We have Claire Williams heading up BETA, a female BETA chairman in successful retailer Lynda Mortlock and Claire Thomas organising BETA International.

Many other organisations – from The Pony Club to the National Office of Animal Health (NOAH) – are also led by women. And there’s no more inspirational entrepreneur than Deborah Meaden who appears at BETA International this month.

Of course, more women than men have always ridden, at leisure level at least. But it’s good to note that they’re now wearing the trousers as well as the jodhpurs.

Liz Benwell

CONTENTS

FEBRUARY 2015

NEWS......................................................................... 4 PRODUCT NEWS Latest ideas, launches and innovations............... 10 LETTERS.................................................................. 16 IT’LL NEVER HAPPEN TO ME Managing the risks with good insurance advice...... 18 RETAILER PROFILE Meet the Saddlesdane team.................................. 22 WORM CONTROL FEATURE The latest developments....................................... 24 AMTRA ACCREDITED SQP CPD FEATURE Consumers’ common questions answered.......... 28 PEOPLE Celebrating new jobs and new babies.................. 32 FIT FOR PURPOSE Are clothes correctly sized for riders?................ 34 BUSINESS CONSULTANCY Making the most of social media with Laurie May.... 38 BETA MEMBERS’ PAGE 2015 BETA BUSINESS AWARDS SHORTLIST....... 40 HOW’S YOUR IMAGE? How to promote with good photography.............. 42 COUNTY COURT JUDGMENTS................................ 44

FRONT COVER: The picture that adorns ETN’s front cover this month is an extract from Plaster Panel ll by foremost equestrian artist Lydia Kiernan. You can see more of her work at www.lydiakiernan.co.uk

News

4

Animal health giants unite

£18.3m sale to fund retail focus

PET and agricultural pharmaceutical giant Elanco says its acquisition of Novartis Animal Health will create a new global leader in its field.

The deal, which was finalised on 1 January, is reportedly worth $5.4 billion.

Elanco, a division of Eli Lilly & Co, develops and markets products to improve animal health, food animal production and companion animal care in nearly 70 countries. It employs approximately 7,000 people in more than 40 countries.

Elanco acquired Janssen Animal Health in 2011 and last year created an equine business unit to serve relevant veterinary practice customers.

RURAL retailer Countrywide says the £18.4m raised from the sale of its livestock and agricultural businesses will allow it to focus on its 53 stores across England and Wales.

“This represents a significant opportunity for the equine business within Countrywide,” said Sara Blackshaw (pictured), the retailer’s equine category manager.

“We have seen the business grow substantially over the last three years and we are in a strong position to continue this growth with our new corporate focus.”

The group’s LPG energy and turf businesses are also to be maintained.

However, around 80 employees have been “affected” by the sale of its livestock feed, arable and crop marketing concerns, says Countrywide Farmers plc.

Feed firm supports laminitis research

Revenue up for pet chain with equestrian store

SPILLERS, as part of the Waltham International Laminitis and Obesity Research Consortia, continues to support research into the disease with involvement in two new PhD programmes.

One study will explore the effects of diet on the microbiota [gut flora] of senior and obese horses. The other will try to discover more about predisposition to pasture-associated laminitis.

“Our work not only aims to build our knowledge but also to give practical support to owners of susceptible animals,” said Clare Barfoot, Spillers’ research and development manager.

PETS at Home’s progress into in-store grooming and veterinary services boosted its revenue by 7.8% (to £182.2 million) in the third quarter of 2014.

The pet store chain owns Yorkshire based equestrian retailer Ride-Away.

Pets at Home’s fee income from joint venture veterinary practices was up by 32.9% to £6.4 million.

During the financial quarter, the retailer opened seven new stores giving a total of 392 nationwide.

Five veterinary practices and eight ‘groom rooms’ opened in the quarter, bringing the totals to 308 and 160 respectively.

“We continue to expect gross openings of at least 25 stores, 60 veterinary practices and 50 groom room salons in the financial year 2015,” says a Pets at Home statement.

The retailer’s VIP club loyalty scheme gained more than 250,000 new members during the quarter to reach a total of 2.9 million.

VIP card swipe rate at store tills represented 61% of revenue.

Hat manufacturer acquires gloves range

GERMAN riding helmet manufacturer uvex sports has taken over compatriot riding glove label Schwenkel.

Zebra Products will continue to distribute both brands to UK and Irish retailers.

“We want to preserve the brand and we will carry on with the name Schwenkel with the existing product portfolio,” said Falk Pewestorf, CEO of uvex sports group.

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: 0345 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 £39.95 (UK), £73.00 (Europe), £86.00 (rest of the world).

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

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

FEBRUARY 2015 EQUESTRIAN TRADE NEWS

Abbey England.............................................105 Academy for Master Saddle Fitting..................12 Allen & Page..................................................37 Agrihealth....................................................111 Airowear........................................................85 The Animal Health Company.........................107 Animalife.............................................3, 7 & 31 Beris/Horse Bit Shop.......................................39 BETA International........................................121 British Equestrian Directory............................112 Back On Track.................................................44 Battles............................................................63 Bedmax..........................................................99 Bequestrian....................................................33 Bluefin...........................................................18 Breyer .........................................................103 Carrots UK....................................................115 Citrus-Lime...................................................109 Classified........................................................43 De Lacy Executive...........................................57 Ekkia......................................................67 & 68 Equetech........................................................77 Equisal...........................................................24 Equisafety......................................................55 Faulks & Cox Ltd.............................................95 Finest Brands International........................9 & 73 Flettner........................................................113 FreeStep.......................................................108 Fynalite........................................................113 Golly Galoshes...............................................10 Grays of Shenstone.......................................125 Greenwood Forest........................................123 Grubs Boots Ltd..............................................70 Hilton Herbs.................................................123 Horse & Country TV........................................75 Harold Moore.................................................32 Herbal Horse................................................117 Henderson Products......................................116 Hit-Air..............................................................6

Honeychop Horse Feeds................................104 Horse First....................................................101 Jenkinsons Equestrian.....................................21 John Whitaker International............................87 Kanyon Footwear...........................................92 Kings Saddlery..............................................117 Life Data Labs Inc.........................................118 Likit/Stud Muffin...........................................115 Magic Brush.................................................119 Mars..............................................................41 Matchmakers International............................OBC Merial Animal Health Ltd................................25 Natural Animal Feeds........................................5 Noble Outfitters..............................................81 Norbrook Laboratories Ltd.......................27 & 91 Charles Owen & Co (Bow) Ltd.........................79 Alan Paine Country Clothing...........................71 Paskacheval.................................................100 Plevin.............................................................88 Professionals Choice.......................................97 Saracen Horse Feeds.......................................17 Schockemöhle................................................13 Shearwater Insurance.....................................20 Sherwood Forest/Puffa................................... IFC Shires Equestrian............................................89 Snowhill Trade Saddlery................................. IBC SEIB...............................................................19 Stable Environment.......................................125 L S Sales (Farnam) Ltd.....................................93 Symonds Saddlery............................................8 TopSpec.........................................................53 Trilanco..................................................14 & 15 Virbac............................................................35 Waldhausen GmbH & Co KG...........................11 Westgate EFI................................................106 Westgate Labs................................................26 W F Young Inc................................................49 Zoetis.............................................................29

www.equestriantradenews.com

5

Verm-X founder sells majority share

PHILIP GHAZALA, the founder and managing director of Verm-X, has sold a majority share in the business.

The investor is Piers Millar who’s spent many years in the private equity industry. He becomes chairman of the intestinal hygiene control manufacturer.

Kevin Byrne joined Verm-X at the start of the year as sales director.

“I’m delighted to have Piers and Kevin on board,” said Philip.

“This sets us up well for the next stage of our growth and to work closer with our key customers and suppliers.”

Launched in 2002, Verm-X is exported to more than 50 countries and has won a number of environmental awards.

Philip Ghazala is a regular commentator on equestrian coverage for FEI TV. He also compères the horse demonstration arena at BETA International.

Pictured are, from left, Philip Ghazala, Piers Millar and Kevin Byrne.

How ETN boosted a business COVERAGE in ETN has helped a young business raise capital and secure export opportunities.

At the end of last year, Becky Benfield launched a crowdfunding campaign to back her UK made range of model horses.

She needed to raise £25,000 and offered investors the chance to design their own models.

Her story was covered in ETN’s December magazine and on the title’s e-newsletter.

Now Becky has contacted ETN to say she had exceeded her Kickstarter crowd-funding goal having raised £31,106 so far.

“We are totally ecstatic. The coverage in ETN helped us attract pledges from individuals within the UK equestrian industry and create future opportunities for distribution overseas,” she said.

Copperfox Model Horses can be seen at BETA International 2015 this month.

www.equestriantradenews.com

News

6

SOPHIE INSPIRES: A recent Finest Brands International (FBI) team meeting had added sparkle thanks to a visit from paralympic, world and European gold medallist Sophie Wells. The ambassador for the Toggi and Champion brands gave an inspiring talk and is pictured here with the FBI team.

Why growth is on the cards CONSUMERS are set to rely even more on credit and debit cards over the next decade.

Total spending on cards in the UK is set to soar from 9.9 billion payments worth £477 billion last year to 17.3 billion payments with a value of £840 billion by 2022, says the trade body UK Cards Association.

Most of the growth is expected come from debit cards, which were first introduced 26 years ago.

Nine in ten adults now use debit cards, equating to almost 47 million debit card holders across the country.

Innovations in technology will make card use more convenient. With no need for pin numbers, ‘tap and go’ contactless payments for items costing under £20, thus largely replacing cash, are expected to balloon.

The next phase of payment technology will be wireless, such as the Barclays PayBand, say industry experts.

Visitors to last year’s Wireless festival were given wristbands which were enabled with contactless technology, allowing them fast entry onto the site and to make purchases at the event.

Credit card borrowing has been “subdued” in recent years, said the UK Cards Association’s report, due to a mood of caution among consumers, But experts predict that the appetite among people to put high-value items on their credit cards is set to increase as the economy and household budgets improve.

Fresh format for forum

BETA LAUNCHES LATEST EQUESTRIAN SURVEY THE 23rd National Equine Forum, to be held on 5 March in London, has a new format. The aim is to open up more debate and discussion with panels of speakers and delegates, say the organisers.

The Forum brings together representatives from all echelons of the equestrian industry, including government, equestrian sport, veterinary science and welfare.

The findings of the latest National Equestrian Survey, commissioned by BETA, will be presented by Claire Williams, executive director of the trade association.

Other major discussion topics include the economic impact of racing on the industry, how participation in equestrianism can be increased, the general election and an equine manifesto, fly grazing and livery yard licensing. Equine passports, training opportunities and further education are also on the agenda.

A number of five-minute topical slots will be interspersed throughout the day. In addition, the Forum will see the presentation of the Sir Colin Spedding Award. The late Professor Sir Colin Spedding founded the Forum and chaired it for 19 years.

The Forum has as its president HRH The Princess Royal.

Tickets are available to equestrian trade delegates and equestrian professionals at a cost of £100 per person, including lunch and refreshments throughout the day.

To apply or become a Friend of the Forum, contact the hon secretary, Ms Tracy Allen, at Warwickshire College, Moreton Morrell, Warwick, CV35 9BL email teallen@warkscol.ac.uk. For further information on the Forum visit www.bef.co.uk/NationalEquine-Forum/ www.equestriantradenews.com

7

“Secure future” for BETA International venue as NEC sold THE NEC, Birmingham, home to BETA International for 20 years, has a new owner.

Birmingham City Council has sold the NEC Group to LDC, the private equity arm of Lloyds Bank. The deal includes a 125-year lease on the NEC site.

“We’re pleased to say it’s business as usual,” said BETA International organiser Claire Thomas. “The sale of the NEC is good news for exhibitors and visitors. It ensures a secure future for the venue and its long-time clients.”

The NEC Group, which also includes Birmingham’s International Convention Centre and Barclaycard Arena, joins LDC’s portfolio of more than 80 businesses across the UK. Together they employ 37,000 people and generate £4 billion revenue and £430 million profit.

• BETA International 2015 is on 22 – 24 February. ETN’s official preview starts on page 45.

WINNING TEAM: The Oswestry branch came out on top in a retail display competition organised by Dengie among the Wynnstay group of stores. As part of a Healthy Tummy promotion, store staff used colourmatched props, diagrams of the digestive system and open bales with an invitation to handle and smell the low-starch, low-sugar, shortchopped fibre feed. Their reward was a slap-up lunch courtesy of Dengie. Pictured, from left, are the winning team of manager Ian Davies, Adam Law, Eifion Matthews, Ian Wilson, equine specialist Sheenagh Pearson and Alan McKinnon.

Online catalogue a first for saddle maker

FRANK Baines Saddlery has launched an online catalogue.

However, the Walsall based company says it remains ‘trade only’ with enquiries and orders directed to stockists.

“While our range of saddles, bridles and accessories has always been listed on our website, this is the first time we’ve produced a catalogue,” said Victoria Coleman, general manager of Frank Baines Saddlery.

“We felt an interactive PDF would be more user-friendly for our customers and stockists,” she added.

The company is launching new saddles this year; see Product News in this issue.

www.equestriantradenews.com

News

8

How I faced the dragons...

AND WON INVESTMENT

Nicola Fletcher, managing director of equestrian high visibility specialist Equisafety, talks about taking part in the hit TV show Dragons’ Den. Her appearance was broadcast last month (25 January) in the first of a new series of the popular BBC 2 programme in which budding entrepreneurs pitch to business ‘dragons’ in the hope of securing investment.

“I was approached at a show by the Dragons’ Den researchers and decided to apply”, Nicola told ETN. “However, I must admit I wasn’t aware of the amount of paperwork required by the BBC, and the depth and accuracy necessary before even the first set of interviews.

“I was impressed by how thorough the BBC team was in selecting people. Yes, this is a TV entertainment programme, but it has a very serious outcome. If a deal is offered, then the paperwork sent in earlier is heavily scrutinised.

“Following the selection interviews, and the paperwork being examined, a meeting was arranged to meet the Dragons’ Den programme team at the

Peter Jones said I should be very proud at what I have achieved. new BBC Studios at Manchester Docks. I had to perform my ‘pitch’ and prove I was confident enough to stand in front of a camera without becoming a jabbering wreck.

“Even though I consider myself to be a confident person, it was intimidating being surrounded by the production

Maker of Walsall’s finest riding saddles.

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

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

All enquiries welcome Tel: 01922-639821

Email: symondssaddlery@hotmail.co.uk

FEBRUARY 2015 EQUESTRIAN TRADE NEWS

Nicola Fletcher won investment thanks to her successful Dragons’ Den appearance.

team and cameras and having to remember what I wanted to say.

I seemed to be talking for hours, but in fact it was only minutes.

“That meeting went without a hitch and I was told that the programme producer would look at the filming and have the final say.

“A few weeks later I was asked for even more paperwork and then received the email I’d been waiting for – an invitation to apply for investment from the Dragons.

“The day of filming came and I set off with my marketing banners, mannequins and samples. Along with the other entrepreneurs, I had to go to the studios the night before to show the producer what products we wished to take in with us. I was lucky as everything I arrived with was allowed to go through.

“We set off for the studios early, all excited at the prospect that in the next few short hours our lives could completely change for the better.

“Thankfully I was first to enter the ‘Den’ and meet the Dragons. My only concern was remembering my pitch. You try selling your company in a few minutes, in one take with no errors! Believe me, it’s very difficult; never mind when you add in the nerves and the worry that the BBC is filming you.

“I did make a bit of a mess of my pitch, but once it was the

Q&A section I relaxed and loved every second. Deborah Meaden was the first to question me and when she commented that she wore one of our pink waistcoats, all the other Dragons lent forward to look at her.

“I stood there with a huge grin on my face. The Dragons were very complimentary about me and my company. Peter Jones said I should be very proud at what I have achieved.

“I was in front of this intimidating but nonetheless friendly panel for well over an hour, but it felt like minutes. I would do it again in a heartbeat as it was the one of the craziest, most exciting and memorable experiences of my career.

“I’m extremely proud to say that Duncan Bannatyne and Piers Linney saw potential in my company and offered me a deal, which I was delighted to accept.

“The future of Equisafety has always been bright, but now the sky’s the limit. With my design capability, the technology expertise that Piers Linney can offer and Duncan Bannatyne’s connections in the lifestyle market, I’m convinced that Equisafety can look forward to a very exciting, and highly visible, future in the UK, Europe and internationally.”

• Equisafety is exhibiting at BETA International for the first time. Deborah Meaden will also be at the trade fair. www.equestriantradenews.com

News

NEWS IN BRIEF • WORKERS at Barbour’s Gateshead

warehouse were set to be balloted on strike action as ETN went to press.

The dispute was over working hours.

A strike planned for earlier last month was called off after staff accepted a new deal proposed by the company. But on 19 January, it was reported that half of the 135 workers were about to walk out.

Barbour was said to be asking staff to sign a new deal by 30 January requiring them to work until 11pm.

• THE next chief executive of The Pony Club is to be Pip Kirkby, currently general manager of Market Rasen Racecourse.

• HILTON Herbs celebrates its 25th

anniversary this year with free gifts for customers, promotions and a few surprises. The Somerset based company, founded by Hilary and Tony Self in a disused stable, now has 18 employees and exports to more than 40 countries.

As well as supplements for horses and dogs, Hilton Herbs has created products for chinchillas, bulls and snails.

• BLUE Chip Original has been voted

Product of the Year by readers of Your Horse magazine. Said Clare Blaskey, founder of the feed company: “I’m thrilled; the fact that this award is chosen and voted for by the public over six months, and voters had a free rein to choose any horse related product, makes this a great award to win.”

Product News

10

High fashion for horses B JENKINSON & Sons celebrates 180 years of supplying the equestrian trade with the launch of its nattily named Elicouture rugs brand.

Key to the collection, which includes the Quantock Lite, Penpont Lite and Chiltern, are eye-catching designer outer materials.

As Keith Ellis of Jenkinsons explained, rugs like these with just 100g fill or no filling are increasingly popular.

“The demand for this type of rug has grown beyond all expectation as users now like to be able to layer their rugs,” he said. “They tend to use the lighter weight one for most of the year, then add fleeces or other rugs when extra warmth is required or remove layers when the weather is warmer.”

The ripstop, waterproof outer fabrics used in Elicouture rugs are complemented by a host of functional features. These include leg gussets for freedom to roll and run around the field, leg straps for security and comfortable cotton linings.

Keen as always to support the trade, Jenkinsons intends to advertise the new range to consumers in the coming months to ensure good demand via retail outlets.

Jenkinsons continues to offer its usual rugs range in standard colours. t Jenkinsons 01924 454681

• THREE-QUARTERS of retailers expect

sales to rise in 2015. The optimistic results of a survey by the British Retail Consortium (BRC) also reveal that 78% of store owners see themselves taking on more staff in the next 12 months.

Retailers’ chief worries include business rates. The tax was a concern for 53% of respondents, while nearly three-quarters said the government should be pressed for reform.

• A CHRISTMAS trip to Germany at the

invitation of whip manufacturer Fleck was a seasonal treat for two Zebra Products sales reps who had hit their targets. Sarah Cumner and Catherine Betts toured the Fleck factory in Schwarzach before joining managing director Rudi Maisack and his team for a party. “It was really beautiful with all the Christmas lights, we must say a big thank you to Rudi and Fleck for their generosity,” said Sarah who is pictured (right) with Rudi and Catherine.

FEBRUARY 2015 EQUESTRIAN TRADE NEWS

Saddle-maker spreads the cost RIDERS can buy a new Sue Carson Saddle from £75 per month, thanks to a new credit facility introduced by the saddle-maker.

“We understand that the cost of a new saddle is a significant investment,” says Sue Carson, “so it made sense to offer a sensible staged payment option to help more riders chose the saddle they really want.”

She added that consumers, especially those choosing a bespoke model, are increasingly asking about ways to spread the cost of buying a saddle.

The scheme involves an initial down payment followed by monthly installments. Based on a £2,700 saddle, credit payments (after a £600 deposit) would be 12 monthly payments of £ 175 (0% APR), 24 monthly payments of £ 101.72 (14.9% APR) or 36 monthly payments of £ 75.86 (19.9% APR). t Sue Carson Saddles 01629 540343 www.equestriantradenews.com

Product News

12

Goodbye to mud

New for Spring 2015

MUCKY boots leaving a trail of mud on car floors and kitchen carpets are an occupational hazard for horse owners.

Horsey dad James Koumis suffered as much as anyone – so he decided to invent a solution.

The Aquabrush is portable, easy to clean, eco-friendly, reusable and needs no power source.

It comprises a set of double action bristles fitted with a ‘pop up action’ nozzle. When opened, the nozzle allows a jet of water to flow out from the bottle. It’s closed off again by clicking the nozzle back down.

The brush is made in the UK, just outside Luton. All you need to add is water.

James says it works as well on the family pony’s hooves as his walking boots and daughter’s wellies.

The Aquabrush can also be used for cleaning bikes, sports kit and spot cleaning carpets. It comes in four different vibrant colours with a bag and micro cloth. t Aquabrush 01727 836646

RHINEGOLD springs into action with a host of new products for the new season.

The Rhinegold Reflective Pro Riding Hat conforms with PAS 015 and is kitemarked. The ventilated hat has a removable, washable liner featuring a soft suede style Coolmax lined harness. Dayglo reflective piping offers enhanced visibility.

Available in sizes 6 3/8 – 7 1/4 in black or navy, the trade price is £32.50.

FEBRUARY 2015 EQUESTRIAN TRADE NEWS

Soft, jersey feel, casual pull-on style Rhinegold Comfey Jods have a drawstring waist, reinforced knee patches and front zip pockets.

In navy/royal trim, they’re also available with crystal embellished pockets in navy/ red and black/white.

Sizes are 24”-34” waist and trade prices of £14.90 (plain) and £16.99 (crystal).

Rhinegold also introduces its Elite range of Paddock Boots with shock absorbing comfort sole and fresh design features. Made from the softest of leathers and a joy to wear, they’re available as an Indiana laced version (trade price £29.50) or Detroit zip-up version at £29.50.

Sizes are 3-8 and colours black or brown.

The Elite Comfort Show Jacket is made in stretch fabric for ultimate wearability and comfort. Clever tailoring gives the garment a distinguished look. With front crystal embellishment for added glamour, sizes are 8-16 in black or navy. The trade price is £29.50.

Rhinegold products are available to the trade exclusively through Snowhill Trade Saddlery.

See more exciting new products in the latest edition (issue 18) of its catalogue to be published in April. t Snowhill Trade Saaddlery 01243 672323

www.equestriantradenews.com

13 Henry helps owners stay chic and clean AN equestrian apron, new from the German maker of MagicBrush, could soon be every horse owner’s best friend.

Clever Henry has variously sized pockets designed to hold everything from small items such as a mane comb, hoof pick and plaiting bands to a mobile phone and, of course, a MagicBrush.

And we all know how often we can’t find a hoofpick or the mane pulling comb clatters to the floor...

In two sizes (small/medium and large/ extra large) and made from easy-clean fabric, Clever Henry has an adjustable neck straps for height adjustment and can be tied back and front.

A useful design feature is that the apron folds apart to protect the jodhpurs or trousers when the wearer kneels down.

Clever Henry comes in a choice of colour combinations such as Petticoat (soft lilac/true lilac/pink kiss) and Tropic (tropical pink/green/yellow), many of which match MagicBrushes.

Supplied in colourful sets of three, Magic Brushes have special conical bristles that groom and massage simultaneously. The brush’s back works well as a sweatscraper.

Great at tackling dried on mud and sweat, MagicBrush suits even the most sensitive horses, can be used all over the body – and cleaned in the washing machine.

• Clever Henry (RRP £39.95) and Magic Brushes will be available at BETA International 2015 from Trilanco (stand J7.1) and Kerbl (stand C2.1).

In case of emergency...

WITH the foaling season getting underway, it pays to keep a stock of useful specialist products.

When something goes wrong, breeders tend to need that vital something ‘now’...and you can’t blame them when an emergency happens.

Nettex has developed Whole Colostrum for Foals, a balanced nutritional feed for the newborn foal when the mare has little or no colostrum.

This first feed provides the essential energy vital for new born foals to survive, plus the correct probiotics help to stabilise gut flora. A 250g tub has an RRP of £42.99. t Nettex 01634 257150

Bags of style THE SATCHEL style Kenton messenger/groom’s bag is new from Equetech for spring 2015.

With a designer print snaffle and ribbon print lining exclusive to the equestrian fashion brand, the bag is styled in Equetech’s exclusive tweed.

Bold chocolate coloured leather straps and brass effect buckles will tempt your customers to carry the Kenton away!

Finished with an Equetech gold shield badge, this bag (RRP £54.95) compliments the brand’s tweed show wear collection. t Equetech 1296 688 966 www.equestriantradenews.com

Product News

16

New saddles “are worth the wait”

New feeds offer “affordable quality”

FOLLOWING two years’ research and development, Frank Baines Saddlery has launched eight fresh saddle designs.

The four new dressage models are Cadence, Union Lux (pictured), Pirouette Deluxe and Elegance Deluxe; while the new quartet in jumping styles are Eternity, Edessa, Encore and Evolution.

“Designing new saddles is a time-consuming process because of the amount of research and development and testing required,” said Garry Baines, production manager at the Walsall based company.

Led by Frank Baines himself, the in-house team has been testing new trees to suit today’s changing shapes and breeds of horses.

They’ve also looked at flap positions, shapes of knee blocks, new materials and increasing demand for rider customisation.

“By making adjustments to key components of our core saddle designs, the changes enhance the flexibility of riding positions and support and improve the feel of close contact between rider and horse,” added Garry.

“It’s taken two years’ development – the new saddles are worth the wait!”

The just-launched saddles are available to order and typically have a four to six week lead time. t Frank Baines Saddlery 01922 640 847

SPILLERS has launched new and improved versions of three of its most popular feeds.

The competitively priced ‘essentials’ range comprises Spillers High Fibre Cubes (RRP £9.45 for 20kg), Spillers Horse & Pony Cubes (£8.25/ 20kg) and Spillers Cool Mix (£10.45/20kg).

The new feeds replace the similarly named original versions.

Spillers High Fibre cubes are cereal-free and now contain live yeast and fructo-oligosaccharide for pre and probiotic digestive support.

Chelated minerals have been added to SpillersHorse & Pony Cubes, while Spillers Cool Mix remains as the original and still includes added magnesium known for its calming properties.

To help owners determine the right product for their horse or pony, each of the new Spillers essentials packs highlights its distinguishing features and benefits. Additional guidance is provided by an easy-to-use essentials selection chart.

“By stocking these affordable and quality products, your customers will enjoy the benefits of a Spillers branded portfolio, while the increased demand and competitive margins deliver more profitability for your business,” said Nikki Collins, trade sales manager at Spillers.

Spillers essentials are backed by a new advertising campaign and major in-store promotions. t Contact your local Spillers regional sales manager or tel 01908 226626

Letters

The bare facts…

Dear Editor It was encouraging to see barefoot hoofcare featured in ETN (January 2015). Far from being controversial, barefoot is a very simple and natural management regime.

I would like to add some points; barefoot hoofcare professionals have no need to become qualified with Dip WCF, AWCF or FWCF [farrier] qualifications, as they do not work with metal horse shoes or prepare a foot for a shoe.

As Mr Bennett [the author] stated, the barefooted horse has better circulation that its shod counterparts. This is because by de-shoeing, the frog is no longer held off the ground, so the load on the outer hoof wall is relieved by transferring some of the load to the horse’s sole.

Because solar loading appears to promote blood flow through the foot, this promotes a stronger, healthier hoof.

Onto hoof boots; as the largest retailer and a wholesaler of these items, I must highlight their benefits. They are not merely a ‘protective device’, and most certainly not a ‘substitute’ for horse shoes, but they are certainly a replacement. Horse shoes load excess weight onto the hoof FEBRUARY 2015 EQUESTRIAN TRADE NEWS

wall, restricting blood flow throughout the hoof capsule. Conversely, hoof boots increase weight distribution over a wider area on a hard, flat surface and, importantly, provide shock absorption on concussive surfaces.

An important benefit of working with a barefoot trimmer, who will undergo continued professional development throughout his or her career, is the extra support given regarding nutrition and exercise to horse owners, something farriers do not routinely provide.

Yours etc Lucy Nicholas, Proprietor Trelawne Equine and author of The Barefoot Horse (JA Allen).

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

Insurance

18

It’ll never happen TO ME...

They manage risks and mop up messes for equestrian businesses....

ETN gets some advice from our industry’s specialist insurers.

Stop thieves in their tracks Whether it’s minor shoplifting or a large break in, there are ways of protect your business against financial loss, says Oliver Lawton of Shearwater Insurance.

SINCE equestrian retailers stock expensive items such as saddles, rugs and clothing, they can be prime targets for thieves.

Although you shouldn’t assume you’re covered by your commercial combined or shop policy, theft is usually included in your premium, unless it has

been specifically excluded.

However, some insurers put a limit on theft by stipulating that there must be signs of violent and/or forcible entry or exit at your premises. So check your policy wording and ensure you have all the necessary security measures in place.

Your local crime prevention officer or locksmith (ideally a Master Locksmiths Association member) can advise on suitable locks and other devices, but as a guide…

1) The final exit door should

Trading at shows can leave businesses vulnerable to thieves.

be protected by at least one of the following: • A mortice deadlock with a minimum of five levers that conforms to BS3621 or above.

• A cylinder rim deadlock of high quality.

• A close shackle padlock with a minimum of five levers that can be fitted on a coach-bolted locking bar.

2) Fire exit doors should be approved by the fire safety inspecting officer and fitted with a push/panic bar and hinge bolts.

3) Other external doors should be protected in the same way as your final exit door or with two key-operated mortice security bolts, or two key-operated surface mounted bolts.

4) All accessible opening windows, including those reachable from flat roofs, should be protected by an appropriate key-operated lock or key-operated security bolt with removable key.

It’s important to meet security guidelines set by your insurer to ensure you’re fully protected in the event of an incident.

Because theft tends to be opportunistic, if you have not complied with the insurance company’s security requirements, or your existing security arrangements have not been agreed by insurers, they may refuse to pay out for a claim.

Many insurers now require premises to have an alarm. In some cases they may require

Continued on page 20 FEBRUARY 2015 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

19

NEW NAME, SAME GREAT SERVICE

SOUTH Essex Insurance Brokers has changed its name to SEIB Insurance Brokers and has a new logo.

Saddle fitters will be pleased to hear that among its new offerings for 2015 is a fresh insurer with competitive rates for them.

The company re-brand reflects SEIB’s national and international operations.

“SEIB has grown steadily over the 50 years it has been in business and has nationwide clients in a number of niche business sectors,” said CEO and founder Barry Fehler.

“Our policy of providing the excellent service that you would expect from a local broker is still at the core of our business, and we continue to handle claims and enquiries in house for some sectors.”

SEIB offers insurance services for horses, horseboxes and equestrian business including retailers and saddle fitters. It also provides member benefits for the British Horse Society, World Horse Welfare and British Showjumping.

Links with BETA go back many years and include a special offer of interest free

www.equestriantradenews.com

Links with BETA go back many years and include a special offer of interest free credit for members. credit for members.

“New schemes are now in place for a variety of equestrian businesses,” said Nicolina MacKenzie, “so even if you have called before it would be worth picking up the phone again, particularly for saddle fitters as a new insurer is providing cover and rates are very competitive.”

SEIB is wholly owned by insurance group Ecclesiastical which is owned by a registered charity. In 2014 Ecclesiastical donated £16.5m from its profits to good causes. t SEIB 01708 850000

Insurance the likes of police response alarms and metal roller shutters if insuring large amounts of stock

Protecting cash Most insurers pay for loss of cash held in connection with the business, provided it’s suitably protected. This means it’s on your premises during business hours and locked in a safe outside of them.

You need a suitably ‘cash rated’ safe. For example, a £2,000 cash rated safe can hold £2,000 pounds and must be correctly installed.

You won’t be covered for loss or shortages due to mistakes or if money is left in an unattended vehicle. You must also report losses to the police within 24 hours and notify your insurer as soon as any incidence occurs.

Credit cards This is a grey area and varies significantly from insurer to insurer. Typically fraudulent credit card use by your customers is not covered. However, under the money section of the policy

20 wording there may be a small sub limit.

Tradestands Trading at shows often gives thieves extra opportunity due to poorer security and visibility than in store. You can, however, extend your policy to include stock cover at shows and exhibitions.

If you insure against petty pilfering, there will be an excess usually of between £100 and £500, so it may not be worth claiming for smaller items.

Get what you pay for Sometimes the cheapest policy does not mean getting the best cover. In fact, when it comes to commercial insurance, it’s often false economy to pay a lower premium because it can reflect the quality of cover.

So check your policy wording carefully and ensure that your business needs are met by talking to an insurance broker.

• Shearwater Insurance 01992 718 666

COMMERCIAL MUST-HAVES EXPLAINED Whatever the exact nature of your business, there are two types of insurance cover you can’t afford to ignore, says Naomi Phillips of Bluefin Insurance Services.

The first and foremost is employers’ liability (EL) insurance - a legal requirement regardless of the duration of the work, or whether staff are permanent or temporary.

Employers are responsible for their employees’ health and safety while they are at work. If an employee is injured or falls ill as a result of the work environment or the work they’re undertaking, they could be entitled to claim compensation from their employer.

Employers often fail to make sure their existing EL insurance policy covers them while trading at shows where temporary staff are employed for two or three days. Without the correct cover in place, employers are placing themselves and their businesses at risk as they could be liable in the event of a claim. They could also face prosecution for noncompliance with the law.

The second musthave insurance cover is professional indemnity (PI) insurance. There’s a common misconception that this comes under public liability, but in most cases it doesn’t.

There are many jobs in the equestrian industry that involve providing advice or

If an employee is injured or falls ill as a result of the work environment or the work they are undertaking, they could be entitled to claim compensation from their employer. carrying out design work for customers, saddle fitting for instance. And of course, mistakes can be made - even by someone with many years’ experience.

If a claim is brought because of advice provided, and the giver of that advice does not have PI insurance, this person or business risks paying thousands of pounds in legal fees and compensation.

The value of insurance should never be underestimated. To ensure you have the right cover, speak to a specialist equestrian insurance advisor. Not only will they empathise with the industry’s nuances, but they understand the risks - and can advise on ways to minimise them. t Bluefin Insurance Services 01225 444553 • Naomi Phillips competes in dressage at prix st georges level. She has worked in the insurance industry for 14 years.

THE SHOW MUST GO ON...

EVENT Insurance Services has launched a new division, called Equestrian Event Insurance, to offer cover specifically to equestrian show organisers.

The company says it can cover anything from riding club events to county shows and international competitions. t Event Insurance Services 01425 470360

FEBRUARY 2015 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

22

Retailer Profile

BIGGER AND BETTER BETA/SEIB Retailer of the Year nominated Saddlesdane is thriving in its new store. Ashley Rossiter travelled to Kent to find out more.

B

ased on the outskirts of Faversham, Saddlesdane is a 386 square metre store owned and run by wife and husband team Janice and Andy Vant.

While Andy is quick to point out that Janice is the driving force in their business and he is “more ‘background”, it’s clear that their joint desire and focus has made this business the success it is.

Janice is a keen horsewoman whose ethos is also Saddlesdane’s mission statement: Horses are a passion, not just a sport.

Nestling adjacent to the family’s indoor arena in which affiliated and unaffiliated showjumping and dressage shows are held, the new store is as impressive as the story behind it.

“I started Saddlesdane in 2003,” said Janice. “At the time there was just one [tack] shop locally which didn’t bring together all the elements many of my friends and I wanted from a shop – personable service and something different. So we set up [our own] shop.

“After our third expansion at the old premises [close to the new Saddlesdane], we decided we really needed to think about something bigger and better. Having built the indoor school in 2010, it was always our intention to build on a retail space to move into, as we were rapidly outgrowing the space we had!”

This vision finally became a reality on 14 June, 2014.

Now, with customers travelling from as far a field as Surrey, the shop has no shortage of trade thanks to its central location between Maidstone, Faversham and Canterbury and excellent road network.

Janice Vant at the till

FEBRUARY 2015 EQUESTRIAN TRADE NEWS

Staff are like family, from left, Lynn Uphill, Sally Martin, Janice Vant, Andy Vant and Hannah Wright.

‘Family’ of staff

Honest guidance

Working alongside Janice are two full time sales staff and two part time staff who she fondly refers to as “our family”. The feel good factor is echoed by the staff’s interaction with one another on the shop floor and obvious to anyone entering the shop; it definitely adds to an enjoyable shopping experience.

Janice’s daughter Victoria Birt looks after the show and event side of the business. This sits well with the retail operation, as competitors also spend.

“We’ve had great feedback from competitors who would rather wait to make a purchase when they’re here competing, simply because they love the service, products and ranges,” said Janice.

“We’re also building a canteen area overlooking the indoor arena, which we hope to have completed by early 2015, again to add something more to our customers’ visits.”

Janice always employs “thoroughly nice people” but is equally keen to train them to add further to their value. “All my staff ride anyway or have horses and I always allow them time off for training. I see it as key to helping them help our customers make informed choices.”

When it comes to guiding customers in their decision-making, Janice believes in honesty – even if it might mean taking less money at the till.

“We’ve built our reputation on being trustworthy and open in the advice we give to our customers,” she explained. “If we think the customer would be better off with a different product which might be cheaper, then we recommend it.”

Saddlesdane also has an online store which Janice admits is ‘in development’.

“We’re slowly getting there, but it’s still early days. Currently it’s used more as a medium for advertising and information for our events calendar, but it does enable customers to buy online should they be unable to physically visit.”

“Internet shoppers tend to shop on price, surfing the net for the best deals, and often we just can’t compete with that,” said Janice.

“We have qualified staff and overheads to factor in. So what we miss out on price slashing, we make up for with informed and educated advice which is worth far more.” www.equestriantradenews.com

23 attended store open days, completed staff training and provided staff clothing. “We’re also part of the Bridleway group [of retailers], which has been hugely beneficial for us,” said Janice.

So what does the future hold for Saddlesdane?

“We’d like to develop the online business but also build on the competition and events side. We really want to offer visitors and competitors somewhere they can enjoy spending time browsing in the shop and relaxing in our canteen.”

Well, if the coffee and cake are to the same standard as the customer service and collections in store, they’ll be onto a winner!

• The BETA/SEIB Retailer of the Year Awards, part of a series of 2015 BETA Business Awards, will be presented at the BETA Gala Dinner on 22 February. See the March issue of ETN to find out if Saddlesdane wins an award.

Well thought out displays and ideas

Flowing displays The new shop’s layout, design and display are incredibly well thought out. So what was Janice’s inspiration?

“I don’t have any real training; however I took advice from people in the trade, together with my own gut feel,” she said. “I learnt from our old shop – and when the opportunity presented itself to start from scratch with generous floor space, I was excited.”

Saddlesdane’s retail space has wide aisles and a natural flow throughout the store.

Casual clothing and gifts are to the fore, customers then travel past competition wear, tack and boots with accessories, grooming and supplements beyond. The till point is at the store’s centre.

Stylish details such as a rocking horse and carriage which meet you as you enter the store, stunning tapestry style cushions, a homeware range and rotating glass jewellery cabinet showcase Janice’s talent for visually engaging with customers.

Planning is key to successful sales, she believes. “We purposely put casual clothing and gifts at the front because people generally

Casual clothing is at the front of the store

www.equestriantradenews.com

When the opportunity presented itself to start from scratch with generous floor space, I was excited. don’t come to a store deliberately for either; they normally come for essentials or competition wear, which are further into the store’s layout.”

Local support Saddlesdane stocks a balanced mix of top end premium and good quality mainstream brands. The selection not only reflects customer demand for quality over quantity, but also the fact that Janice is mindful not to encroach on other local tack shops.

“Rather than compete for trade, we wanted to create a new business model which worked in harmony with our neighbouring retailers,” she explained.

Alongside the well-known brands are a local teenager’s designer browbands. It’s part of having a good relationship with customers.

“We were approached by a young lady, saw her designs and said we would sell them for her as we really liked them,” said Janice. “We like supporting local talent.”

Indeed, giving back is something of a Saddlesdane speciality. The local riding club is helped, a venue made available for the local RDA’s annual show and the shop is a bit collection centre for an equine welfare charity working in Gambia.

But Janice knows only too well that it’s new ideas and brands that keep pulling in the punters. “We always attend BETA International and Spoga because for us it’s important to see what’s going on outside of the shop.”

Working closely with supportive suppliers has been useful too. Their representatives have

Lots of choice

Clothing and jewellery well displayed instore

How the store stays fresh Janice uses the nearby old shop for sales clearance, opening on the first Saturday of each month. This keeps the new store looking fresh, clutter free and doesn’t distract shoppers with jumbled rails of odd sizing and different stock.

EQUESTRIAN TRADE NEWS FEBRUARY 2015

Worming

EDUCATION, EDUCATION, EDUCATION Instead of simply selling as many drugs as they can, reputable animal health companies are investing in initiatives to educate and inform horse owners about responsible worm control.

24 Latest addition and golden rules NOROPRAZ Equine Paste is the latest addition to Norbrook’s equine anthelmintic [wormer] range.

Noromectin was Norbrook’s first product within this group. Launched in 2002, it fast became a trusted global brand offering an effective ivermectin paste for routine worming.

Noropraz contains an ivermectin with praziquantel. It can be used to combat insecta, the adult stages of all equine internal parasites of relevance and now the very important additional element of tapeworms too.

Noropraz is safe for use throughout all stages of pregnancy and lactation, whilst also being able to form an integral part of a foal’s routine treatment regime.

Educational programme Norbrook has also developed an educational programme aimed at encouraging horse owners to become more pro-active in the fight against anthelmintic resistance.

The Golden Rules of Worming promote the responsible use of wormers by offering a simple, intuitive four-step plan which is readily adaptable to suit any individual needs.

Golden Rule 1 - planning. Golden Rule 2 – Testing. Golden Rule 3 – Know your horse’s worms. Golden Rule 4 – Know your wormer.

Where the professionals put their trust VIRBAC’S 3D Worming approach provides SQPs with a sound foundation on which to engage with consumers.

Importantly, it prompts discussions on correct worming – and how to provide the best individual parasite protection for customers’ animals.

Virbac works with the husband and wife team of international riders William and Pippa Funnell who have an important sport horse breeding operation in The Billy Stud.

The company also has links to leading show producer Katie Jerram.

These professionals trust Virbac’s 3D Worming approach for year round protection.

Leading wormer brands Eraquell and Equimax fit perfectly within the 3D Worming approach.

Equimax and Eraquell come in easy-to-use, easy-to-handle ergonomic syringes which reduce spit out and treat up to 700kg quickly and effectively.

For horses that are difficult to worm, Equimax and Eraquell tabs can simply be added to feed. Tabs treat up to 800kg and come in handy resealable tubes.

Virbac recognises the important role played by SQPs through the Virbac Equine SQP of the Year Award which has been developed to support SQPs who are eligible to prescribe equine products.

The award acknowledges the hard work and commitment required to become an SQP. Details can be found at www.3dworming.co.uk t Virbac 01359 243243

FEBRUARY 2015 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

Worming

26

Worm all weights NOW is the time to remind your customers about the importance of tackling encysted small redworm (ESRW), tapeworm and bots.

You can also reassure them that larger horses can be wormed conveniently thanks to an innovative, larger syringe from Zoetis.

Equest and Equest Pramox are both now available in cleverly designed, 700kg syringe doses, providing easy-grip, flexible and accurate worming, whether treating Shetlands or Shires.

Horses appear to be getting bigger, with many now weighing over 575kg, the maximum dose for old syringes. Under-dosing is a cause of resistance so it’s important to treat horses accurately according to weight, to maintain the effectiveness of the wormers currently available.

Wendy Talbot, vet at Zoetis, said: “Worming larger horses often meant the inconvenience of two syringe insertions, or risking underdosing. The new, 700kg syringes are suitable for horses great and small but especially make it easier and more cost-effective to worm larger horses accurately with just one application.”

The new syringe is ergonomically designed to be used one-handed with a good, safe grip. The syringe barrel is short and wide for easier handling, even for those with smaller hands, and the dial-a-dose calibration in 25kg increments ensures accurate dosing according to weight.

Equest is an oral gel containing moxidectin for single dose control of roundworms - including encysted larval stages of small redworms, and bots.

Equest Pramox is an oral gel containing moxidectin and praziquantel for single dose control of all three species of tapeworm, roundworms including encysted larval stages of small redworms, and bots.

Equest and Equest Pramox are licensed for use in breeding, pregnant and lactating mares and have been shown not to adversely affect the fertility of mares.

Equest and Equest Pramox are the only equine wormers to contain moxidectin, providing comprehensive worm control and the longest dosing interval (13 weeks) of any equine wormer currently available.

The new 700kg syringe is supported by eye-catching prescriber

materials and a comprehensive media campaign.

Your customers can also visit www.esrw.co.uk to improve their knowledge and understanding of ESRW. The site contains an informative video, a quick quiz and a helpful advice leaflet that can be downloaded.

For general worming advice they can visit www.wormingyourhorse. info for general worming advice.

For further information please contact your Zoetis Account Manager.

Testing before worming is best ROUTINE testing rather than routine worming, is the way forward for good, modern horse worm control, says Gillian Booth of Westgate Laboratories.

It’s an approach that should be – and increasingly is - promoted by SQPs. “No more random dosing leading to ineffective programmes and speeding drug resistance,” she adds.

It’s easy to start selling Westgate Laboratories’ simple to use, tailor made worm count service in your shop to encourage your customers to use routine testing. The offering includes all customised paperwork supplied for your business - and absolutely no set up costs.

“Some horses will only need one dose of wormer a year,” said Gillian. “Other regularly wormed horses will still have worm problems which you can then sort out.

“Old fashioned dosing programmes are simply not good enough these days, so take your business into the lead by offering a quality testing service.

“Don’t forget you can also stock the new Equisal saliva test for tapeworm too.”

Retailers can rely on Westgate’s proper laboratory based tests which are correctly prepared using a centrifuge for quick and reliable results. These results are reported directly to you, the retailer, to give the best service for your customers.

No SQP? Then simply stock Westgate Laboratories’ worm count service in its attractive shiny pouches - and its experienced team will deliver results plus SQP advice. Attractive PoS boxes are available on request. t Westgate Laboratories 01670 791994

FEBRUARY 2015 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

CPD Feature

28

ETN’s series of CPD features helps SQPs (Suitably Qualified Persons) earn the CPD (continuing professional development) points they need. The features have been accredited by AMTRA, and highlight some of the most important subject areas for SQPs specialising in equine and companion animal 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. SQPs who read the following feature and submit correct answers to the questions below will receive two CPD points. For more about AMTRA and becoming an SQP, visit www.amtra.org.uk

WINTER WORM CONTROL

Having engaged your customers to use the responsible habit of regular faecal worm egg counts during the summer, it can be difficult to persuade them that they need to change tactics and worm strategically during the winter months. Wendy Talbot, national equine veterinary manager at Zoetis, answers some of the common questions you may be asked by consumers – and helps you bust the jargon to explain common phrases and acronyms to your customers.

During the winter, FWECs can be misleading.

Q. Surely I can use faecal worm egg counts (FWECs) in the winter as well as in the summer then hopefully I won’t have to use any wormers at all?

A. During the winter not only will many horses spend much less time at grass and so won’t pick up worms through grazing but also worms don’t cycle in such great numbers when the temperature drops. This means that FWECs are not as useful during the winter.

Ideally, for mature horses, a faecal worm egg count should be carried out every six to eight weeks, from spring turnout time until October, to identify any high shedders and as a starting point for monitoring how the horses’ worm burdens are developing over the grazing season. This will identify those that need dosing for redworm and those that don’t.

Using the FWEC approach saves the cost of worming horses unnecessarily during the summer, while protecting the health of those that do and the efficacy of

the wormers, by helping to slow resistance. The test can also help horse owners check that their wormer is working, if a FWEC is taken before and after administering a wormer. Over time, the frequency of FWECs may be able to be reduced for horses that are showing consistent egg shedding levels.

However, during the winter FWECs can be misleading simply because fewer eggs may be produced while the worms’ breeding cycles are reduced. In addition it’s important to remember that encysted small redworm, tapeworm and bots will not show up in a standard faecal worm egg count so must be treated on a strategic basis.

Q. I had a FWEC done for my horse in January and the results were ‘<50 no eggs seen’, so why are you advising me to worm for encysted small redworm, tapeworm and bots. Surely this is just wasting my money?

FEBRUARY 2015 EQUESTRIAN TRADE NEWS

A. Although your horse’s FWEC was negative, it’s crucial to be aware that there in fact are three common parasite threats that will not show up in a standard FWEC: encysted small redworm, tapeworm and bots.

It is very important to treat for these parasites on a strategic basis during the late autumn and early winter.

Encysted small redworm are the larval stages of the small redworm.

They won’t show up in a standard FWEC because the larval stages are buried in the horse’s gut wall and therefore they do not develop into adults or produce eggs which can be tested for in the droppings.

Untreated, encysted small redworm may develop and emerge en masse from the gut wall in the early spring, causing diarrhoea and colic with a mortality rate of up to 50%.1The veterinary recommendation is that all horses should receive a treatment for encysted small redworm during the late autumn/winter, regardless of their faecal worm egg count.2,3 It’s crucial to remember that even if your horse’s FWEC is negative you

must still treat for encysted small redworm before the early spring, to protect your horse from this deadly parasite.

The only way to treat for encysted small redworm with a single dose is with a wormer containing moxidectin. Alternatively a five-day course of fenbendazole can be used.

It is important to remember that there is now widespread resistance to fenbendzole in cyathostomeparasite populations3 whereas moxidectin has been shown to be effective against these benzimidazole resistant worms and has a 13-week recommended dosing interval.

Tapeworm also won’t show up in a standard FWEC. This is because even if your horse’s FWEC is negative it could still have a tapeworm burden. The only way to check is to ask your vet to conduct a separate tapeworm test using a blood or saliva sample. A horse that is infected has been shown to be 26 times more likely to develop ileal impaction colic than a non-infected horse, and eight times more likely to experience spasmodic colic.4 The accepted method for tapeworm control is to break the cycle by using a wormer containing praziquantel or a double dose of a pyrantelabout every six months,5 traditionally in the spring and autumn.

Bots won’t show up in a standard FWEC. They can be very annoying and potentially damaging to your horse and should be addressed during the winter to prevent infection that can result in mouth irritation, ulcers and stomach irritation. 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.

www.equestriantradenews.com

CPD Feature Q. I use FWECs and worm my horses responsibly, so do I really need to poo-pick every day as well?

A. Clean grazing reduces overall worm burdens and reduces the need for excessive use of wormers.

Poo-pick regularly during the grazing season – ideally every day.

If this isn’t viable, consider smaller paddock sizes so that each field can be alternately grazed, harrowed and rested. Cross-grazing with sheep and cattle is also effective at reducing horse parasite burdens on the pasture as they will ‘hoover up’ the worms without being affected.

Q. I have always routinely rotated the type of wormer I use all year round but now I’m told this is wrong. Why? A. We now know that rotation alone will not prevent the onset of resistance as there are not enough drug classes to allow us to do this.

Reducing frequency of treatment and selectively treating those horses

30 that need it is more important than rotating a product every time through the grazing season.

It is now recognised as best practice always to select the most effective wormer for the type of worms targeted. It’s important to explain the efficacy of the various classes of wormer against the parasites being tackled and any known resistance on the premises.

Make sure you get a full history to ensure that no one class is always being used.

Q. I am worried that I shouldn’t use a course of benzimidazole to treat my horse for encysted small redworm because of problems with resistance?

A. The more exposure worms have to the active ingredient of any wormer, the more likely they are to develop resistance to that active.

Some of the more established actives such as fenbendazole have widely published resistance to small

Jargon buster

Using a weighbridge to discover a horse’s weight can aid accurate dosing.

(Photo: Steve Bardens)

Accurate dosing: Selecting the most appropriate wormer for the parasite targeted and dosing according to the weight of the horse (determined using a weigh tape or weighbridge).

Accurate dosing helps to maintain the effectiveness of the wormers available.

ESRW: encysted small redworm – the larval stages of the small redworm living inside the horse’s gut wall. They are one of the most common and harmful worms found in horses.

FWEC: faecal worm egg count.

The number of worm eggs in the dung sample are measured and then reported as eggs per gram (epg). For a mature horse over

three years, the standard level requiring treatment is usually above 200epg depending on the horse’s worming history.

It’s worth noting that the result <50epg (no eggs seen) doesn’t guarantee that there were no eggs in the sample as only a very small sample is studied under the microscope. Encysted small redworm, tapeworm and bots will not show up in a standard FWEC. Individual approach: All horses respond differently to the same circumstances so it’s imperative to assess every horse independently, as well as of part of the group in which it is kept, when you plan your worming tactics.

FEBRUARY 2015 EQUESTRIAN TRADE NEWS

Do I really need to poo-pick every day?

redworm and resistance to wormers is now widely regarded as a serious issue in the field.3 Resistance to macrocyclic lactones (ivermectin or moxidectin) is more rarely reported but unless action is taken, resistance is very likely to occur to these actives over time.

A faecal egg count reduction test can be a useful and simple way to determine if this drug is still effective for the control of cyathostomins in your area. Moxidectin is the Pasture management and FWECs: Good pasture management and regular faecal worm egg counts (FWECs) are now seen as the lynchpins of a good worm management programme, especially during the grazing season. The former should help to keep the worm burden on the pasture to the minimum while the latter will help you to target the right horses with the right wormer at the right time.

Resistance: This is when a parasite population previously controlled by a drug is no longer susceptible to that drug.

The active ingredient of the horse wormer kills the sensitive parasites in the population, but those parasites not affected go on to create new generations of resistant parasites. Frequent dosing or under-dosing can cause resistance to occur, as can the effectiveness of the wormer.

Under-dosing means that parasites which are only partially susceptible to the drug may survive and reproduce instead of being killed as expected with the correct dose. Dosing correctly and as infrequently as possible is the key to managing the issue of resistance in our horses.

Rotation: The now outdated practice of using a different class of drug each time you worm your horse to try and prevent resistance to any one wormer ingredient. Rotation alone will not prevent the onset of resistance as there are not enough drug classes

only other alternative for the treatment of ESRW. Remember that fenbendazole is usually still a good choice for the treatment of ascarids in foals or pinworms in adults.

References : 1. Dowdall S.M.J. et al (2002) Veterinary Parasitology 106, 225‑242. 2. Nielsen (2012) Veterinary Paristology. 185. 32-44. 3.

Matthews (2008) Equine Veterinary Education 552560. 4. Proudman CJ Journal of Equine Veterinary Science (2003) 23 (1) 6-9. 5. Proudman and Matthews, In Practice (2000) 22, 90-97.

to rotate to enable this method to work. Reducing frequency of treatment and selectively treating those horses that need it is more important than rotating a product every time through the grazing season.

Refugia: The worms that, for whatever reason, remain unexposed to the wormer used and therefore the development of resistance is minimised. These worms importantly contribute to the next generation of worms and may then be susceptible to the next wormer used. The largest and most important source of refugia is parasites on the pasture and those parasites in horses that are not treated. A smaller source is any stages not treated by a wormer (i.e. larval stages).

Routine worming: Worming at pre-set intervals throughout the year; now largely regarded as outdated as it can encourage resistance to occur.

Strategic worming: Worming with a specific wormer at certain times of year, identified as the optimum times to treat for these particular parasite burdens. For example, tapeworm and ESRW in the autumn.

Targeted or selective worming: Worming to treat for a specific type of worm in only those animals that need it. For strongyles this is most effectively done following a faecal worm egg count (FWEC).

www.equestriantradenews.com

SQP CPD quiz

SELECT YOUR ANSWERS AND TICK THE BOXES 1. Why are FWECs not as useful in winter as in summer?

A The worms don’t cycle in such great numbers

B The samples don’t travel well in cold weather

C Grazing horses ingest more eggs as there is less grass in the field 2. During which period are FWECs most effective?

A Between summer and autumn B Between spring turnout and October C All year round

3. Which worms will not show up in a standard worm egg count?

A Tapeworm, bots and large redworms

B Encysted small redworm, tapeworm and large redworm

C Bots, encysted small redworm and tapeworm 4. Where will you find encysted small redworm in the horse?

A Buried in the liver B Hidden in the wall of the colon C Buried in the gut wall

5. T o which wormer ingredient is there now widespread resistance in small redworm (cyathostomes)?

A Moxidectin

B Fenbendazole

C Both of the above 6. When should a faecal egg count reduction test be used?

A To check for an ESRW burden B To check if a tapeworm treatment has worked C To check the efficacy of a wormer against cyathostomes

8. How much more likely is a tapeworm-infected horse to develop ileal impaction colic than a non-infected horse?

A 56% more likely

B 10 times more likely

C 26 times more likely 9. What does rotation mean?

A The alternate practice of worming and then FWECs B Using a different brand each time you worm C The outdated practice of using a different class of drug each time you worm

10. What are refugia?

A Worms that remain unexposed to wormer during a treatment

B Worms which refuse to be killed by the wormer

C Dead worms excreted as refuse

TWO CPD POINTS Full name............................................................................

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

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

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

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

!

EQUESTRIAN TRADE NEWS FEBRUARY 2015

People

• Matchmakers International has appointed a new team of area sales managers to work alongside Amelia Crisp European sales director, Laura Cackett.

Managing accounts in Scotland and northern England is Wendy Campbell. She joins Matchmakers International having run a sales team at a Honda dealership in Scotland. Wendy has previously worked with horses and currently shares a horse that she enjoys riding.

Covering the south-east is Nina Bye who started her career working with horses after graduating from Merrist Wood College. Nina has most recently been working in recruitment.

She owns a sport horse called Ted. Charlotte Ridge joins Matchmakers International from a sales position in the swimwear sector. She is experienced in merchandising - invaluable for helping equestrian retailers in her new south-west territory. Charlotte has two horses.

The company’s new area sales manager for the Midlands and Wales is Jilly Baker. She has spent most of her career in the clothing sector including running her own business offering a personal shopping experience for women. Jilly has a livery yard and four horses of her own; her son is a Pony Club member.

Amelia Crisp, covering the eastern region, is the newest member of the team. With an IT background, she was an account manager selling network and storage solutions. Amelia shares a sport horse called Stevie and hopes to go eventing this spring.

Managing the north is Angela Pearson. Having worked for Matchmakers International for 14 years in various roles, including customer service and marketing, she’s also been helping train the new team. Angela has a paint horse and enjoys showing.

32

Wendy Campbell

Charlotte Ridge

Jilly Baker

Angela Pearson

•Kate Hayward has joined Saracen Horse Feeds as sales representative for the Midlands.

Based at Belper in Derbyshire, she has previously worked for Monarch Equestrian, Fieldhouse Riding Equipment and Dengie.

Kate enjoys show jumping her 17hh Irish sport horse. In 2010, she came third at Horse of the Year Show in the Search for a Star showing final.

• Dengie’s Laura

Dolphin has been promoted to national sales manager after three years with the company.

She was previously northwest and Wales area sales manager and now heads Dengie’s UK sales team.

Laura lives in Shropshire with her husband Stephen and two boys, Elliott (eight) and five year old Barney, who are all rugby-mad. She owns an Irish sport horse and a Haflinger pony.

33 • When cricket commentator Jonathan Agnew announced he’d taken up riding – and had fallen off - Finest Brands International (FBI) offered to check that his safety gear was up to scratch.

A visit to R & R Country’s Melton Mowbray store was duly arranged where Jonathan was fitted with a Champion Ventair skull cap and Evoflex body protector.

Pictured from left are R & R Country retail manager Wendy Beal, Jonathon Agnew in his new riding gear and Karen Kilday, area sales manager for FBI. • Friendship Estates has appointed

Karen Howarth to its sales division.

She covers the north of England, Wales and Scotland for the regional producer of Horsehage and Mollichaff which also makes ReadiGrass and Friendly ReadiGrass.

Beverley, East Yorkshire based Karen has worked as a sales agent and managed her own dealing, hunter livery and breaking and schooling business for 18 years. Karen’s daughter Sally has now taken over the yard.

• BETA’s Tina Hustler and her

husband Chris are celebrating the arrival of their first child.

Holly Amelia Rose was born on 20 December weighing 7lbs 10oz. Congratulations flooded in from BETA members, friends and colleagues.

• Congratulations to Likit brand manager Lindsay Gall and her husband Fraser on the birth of their son. Rory John Gall, who weighed in at 6lbs 8oz, was born on 20 December – an early Christmas present for the couple as he wasn’t due until midJanuary.

• Is this ETN’s youngest reader? Pierce Ward is the son of Irish saddler Alan Ward, whose company KOPL Distribution exhibits digital saddle fitting system EquiScan at BETA International this month.

Better Business

34

PURPOSE

FIT FOR

The way clothing fits matters enormously to consumers, especially when they’re shopping for riding and outdoor gear. Sizing and fit expert Ed Gribbin explains how suppliers can make their clothes fit better.

T

here are some issues that cut across all types of garment design and development, be it fashion, lingerie, childrenswear, corporate clothing or indeed high performance sportswear.

Fit is one such issue and it’s one that has massive implications for equestrian brands, retailers and their customers.

As the genuine consumer comments in the text box illustrate, the current fit of equestrian clothing is an emotive issue for consumers – with real commercial implications for suppliers.

Customers reward good fit with loyalty to a brand. In comparison, some 85% of consumers will not return to a brand if they have had a bad fit experience. Indeed, how a garment fits is the number one reason a consumer will

purchase a garment and the number one reason they will return it.

Real over ideal There are two key areas that equestrian garment designers and brands need to address to improve consumer fit satisfaction.

The first is the core body shape (CBS) upon which they base their designs and product development. The CBS used by brands often bears very little resemblance to the real people who make up their target customer demographic.

Some of this emanates from the industry’s use of professional fit models who maintain a ‘perfect shape’ and supposedly represent the ‘ideal’ woman or man; they do not, however, reflect the shape and size of the brand’s real customers.

Furthermore too many

We asked a group of riders ‘What do you hate most about riding clothes?’ And they replied...

Peter (21, tall and slim). “Anything that I wear around my lower leg is always baggy because my legs are skinny so half chaps, long riding boots and jodhpurs wrinkle up and twist round.”

Pam (45, small but with curves): “If jodhpurs fit on the hips, they always gape open at the back because the waist is too big. I either have to wear a belt, or get cold kidneys. For the same reasons, tops are often not long enough at the back to tuck into the jods.”

Jane (36, tall, athletic): “My bugbear is riding jackets with arms that are too short. When I’m riding, and especially jumping, the arms sometimes barely cover my elbows!”

Bernice (28, fuller figure): “With tops and jods, if the waist/ bust size is correct, the overall garment is too long. This is especially the case with jods which then end up being bulky under long boots.”

Lou (17, model figure!): “I hate jackets and waistcoats with necklines that irritate me under my chin when riding. The whole thing seems to ‘ride up’ when I’m riding” FEBRUARY 2015 EQUESTRIAN TRADE NEWS

companies are still relying on body measurement data collected during World War Two when young men and women ‘joined up’ and were measured for their uniforms.

The government kept this data and it became the ‘standard’ starting point for sizing and fit.

85% of consumers will not return to a brand if they have had a bad fit experience.

Most industry professionals have known for years that this so-called ‘standard’ was out of date, but until about ten years ago, with the advent of 3D body scan technologies, there was no empirical evidence to show how the shape of the population had actually changed.

Through the use of 3D body scanners, combined with body measurement data derived from such accredited sources as the World Heath Organisation, the National Health Service, the Centre for Disease Control and other national statistics bureaux around the world, we now have access to detailed information on the current size and shape of consumers.

We know that since the 1940s huge changes in diet, lifestyle, exercise regimes and ethnic mix have had a significant impact on the average body shapes and sizes of consumers by country and by region.

Detailed data The last major body scan study done in the UK was back in 2001, but sizing and fit consultancy Alvanon performed its own studies in 2007, 2008 and 2012. When comparing the older data with both NHS and World Health Organisation statistics, it’s apparent that, while people are still getting larger, the rate of change has significantly slowed.

The percentage of overweight or obese people appears to be levelling out and there is a better awareness of key factors that impact body size and shape, such as diet, exercise and lifestyle. That being said, Alvanon’s data suggests that average height has increased marginally over the past decade, by less than 1cm, for both men and women.

Averages of key girth measurements, such as chest, waist and hips, have also increased slightly, between about 1 and 2cm on average.

All in all, the average person is probably about one-half size larger than a decade ago.

Body shape and posture changes with age

Furthermore consumer populations do not stay the same. Age is a massive factor in body shape. No one in their forties is the same shape now as they were in their teens. www.equestriantradenews.com

WORKING

TOGETHER

The Experts trust 3D worming

PIPPA FUNNEL L THE BILLY STUD

KATIE JERRAM

FOR MORE EFFECTIVE EQUINE WORMING

WILLIAM FUNNELL THE BILLY STUD

&

Equine professionals William and Pippa Funnell and Katie Jerram trust the 3D Worming approach from Virbac, for year round protection.

Reduce spit out with the easy to use and easy to handle ergonomic syringe. Treats up to 700kg quickly and effectively.

Tried and trusted brands Equimax and Eraquell fit perfectly into the 3D worming approach.

For horses that are difficult to worm - Equimax and Eraquell tabs can simply be added to feed.

Tabs treats up to 800kg and come in a handy resealable tube.

Brought to you by Virbac, manufacturers of Equimax and Eraquell

GET THE RIGHT ADVICE AND GIVE THE RIGHT ADVICE:

3dworming.co.uk FOR EFFECTIVE, SUSTAINABLE PROTECTION Further information available from: Virbac Ltd, Woolpit Business Park, Windmill Avenue, Woolpit, Bury St. Edmunds, Suffolk IP30 9UP. Tel: 01359 243243 www.virbac.co.uk.

Use medicines responsibly. www.noah.co.uk/responsible Equimax速 is a registered trademark of Virbac SA. Equimax速 contains ivermectin/praziquantel. POM-VPS Eraquell速 contains ivermectin. POM-VPS

Shaping the future of animal health

Better Business Between the ages of 25 and 50 the average person loses about 2cms of height and a further 2cms between the ages of 50 and 65 due to spine contraction.

Posture changes affect positional changes in chest and bust measurements and stature; the shoulder slope increases, the back hunches and the pelvis moves forward.

Of course, the fact that riders are not standing up and stationary, but sitting and altering their back pitch and leg compression constantly complicates the fit issue.

Shaping up…and down The second area that equestrian brands should address is grade rules. These formulae for creating different

36 sizes based on a single CBS, were invented in Germany in the early 1900s by clothing production engineers.

No data was available on body shapes, so having logical and mathematical grade rules made for ease of manufacturing. The same formulae are still in common use.

The issue here is that while grade rules are linear - they assume that key body measurements increase or decrease by the same amount for people who need larger or smaller sizes - people are not linear.

A key lesson for the clothing industry derived from modern body scan studies is that people do not grade linearly.

The body shapes of women between the sizes of 10 and 16 are all different. Yet the industry, by using linear grade rules, ensures that the shape of clothing is exactly the same at every size.

In the UK, this usually means that a higher percentage of consumers who need the core size (usually a size 10/12 or M for women or a size 40 or M for men) will find that the shape of the garment fits the shape of their body. However, for consumers who need larger or smaller sizes, a higher percentage of people are likely to complain about sizing and fit. And this is primarily because the shape of the clothing does not match the shape of their bodies.

The 3D body scan process – from consumer to virtual avatar or technical fit mannequin.

How to get fit satisfaction Step 1: Access the body shape data that is most representative of a brand’s target consumer population and identify that brand’s CBS. Imagine the customer shape data a 3D body scanner at HOYS or Badminton would yield!

Step 2: From the body shape data identify the best grade jump rules up and down the size range.

Step 3: Create pattern blocks based on the brand’s CBS and grade rules – and base future designs on them too.

Step 4: Invest in virtual avatars and /or physical technical fit mannequins that represent the brand’s CBS. These are crucial tools in the fit armoury and are used by designers and manufacturers to ensure a core fit standard is accurately and consistently applied across the product design and development process.

Step 5: Use ‘live’ fit models that most closely resemble a brand’s CBS. Use live models to test the

FEBRUARY 2015 EQUESTRIAN TRADE NEWS

functional elements of a design – so important when fitting garments where movement is crucial to performance.

Fit is not about size or measurements; it’s all about shape. The body is threedimensional and when clothing standards are developed that actually represent the threedimensional shape of the real human bodies they’re aimed to fit, then the odds of that clothing fitting will increase dramatically.

Where to find fitting help ALVANON is the world’s leading garment sizing and fit consultancy group. Its president and author of this article, Ed Gribbin (pictured) has helped numerous leading sports brands improve the fit of their performance clothing.

Alvanon has compiled the world’s largest database of more than 400,000 3D body scans of consumers. It uses this data or commissioned project-based body scan surveys to help clothing brands determine the best body shape, or shapes, to use as the basis for their standard of fit, and then helps those same brands develop the optimum fit avatars, mannequins, grade rules and block patterns, based on their analysis of the data relevant to a particular brand.

• For more information, visit www.alvanon.com or email Sandra. ball@alvanon.com tel 0207 792 5977.

www.equestriantradenews.com

Retail Consultancy

38

#SocialMediaMarketing Want to engage with your existing customers and gain new ones?

Laurie May looks at how clever use of social media can help.

T

hink of using social media like a funnel, to point people to where you want them to go.

Depending on your conversion goal, this could be to purchase a product online or visit your store; or perhaps to send customers to your website to make a purchase, read about a product or special offer, or sign up to a newsletter or data capture form.

Of course, you might also want to keep them on your social media channel ...

Social media is a place where brands can act like people; and customers like doing business with other people rather than with companies. Indeed, studies have shown that social media has a 100% higher leadto-close-of-sale rate than outbound marketing.

A high number of social media followers tends to improve trust in and credibility of your brand too. As such, simply building your audience can improve conversion rates on your existing traffic1.

Last year, 92% of marketers claimed that social media marketing was important for their businesses, with 80% indicating their efforts increased traffic to their websites2. If you don’t already have a website, this a first step before embarking on a social media campaign.

Facebook and Twitter So social media has benefits for business, but how can you maximise its effectiveness, grow your customer base and increase conversions?

Let’s look at running a promotion on Facebook and Twitter.

First, reasons to run a promotion on social media: Drive traffic Promote new products or services Grow your email list Reward fans The best way to engage fans is to offer them something of value in exchange for interacting with you. You could focus on a giveaway, for example, particularly if you have new, popular and interesting products. Or you could ask for a sponsor or think about teaming up with another local business or supplier.

Before you start, check terms of service on giveaways and promotions. For example, Facebook pages must not promote the sale of prescription pharmaceuticals, although pages for online pharmacies may be permitted with prior approval from Facebook3.

Next, define the start and end dates of your promotion, plus a method of collecting entries. If using Facebook, make sure it’s an approved method such as: Create a post for entry Send messages direct to page Ask people to like or comment on a post and use likes as a voting mechanism. So, you could ask users to enter

• • • •

• • •

FEBRUARY 2015 EQUESTRIAN TRADE NEWS

by posting a photo on your page and select a winner based on the number of likes.

Ask users to answer a question, and pick the first correct response as your winner.

While Facebook now allows you to run promotions directly on your page, using an app can be a great way to run a contest. Consider Ripe Social4 or Heyo5 as third party app suppliers.

If your contest is running on Twitter, set up a landing page on your website that your Tweets will link to. This should include: Full breakdown of contest Sample Tweets and hashtags to illustrate how to participate.

Call to action Twitter contest rules are on its website, and are generally simpler than Facebook rules.

You can run two types of contest on Twitter: a sweepstake with a random prize draw, or an actual competition, whereby the winning of the prize requires a degree of input from the entrant that is then judged6.

Twitter competitions come under the CAP (Committee of Advertising Practice) code of advertising and sales promotions.

• •

Set T & Cs You’re required to draft official rules for a contest and let participants know about them. These should state what prizes you’re giving away, how winners will be selected, who can enter, start and end dates, etc. Publish these on your website or as a PDF on a tab on your page7.

(Facebook says you must also include a complete release of Facebook by each participant, and acknowledge that the promotion is in no way sponsored, endorsed or administered by or associated with Facebook.)

Promote your contest

• •

• U se all existing social

•

• •

channels to drive to the post Send out email to existing contacts Display flyers or posters with Facebook URL or Twitter handle.

Advertise on website Follow up with winner within 48 hours Congratulate winner on Facebook or Twitter Ask for a photo of winner holding product Read Facebook and Twitter guidelines Include an image on your post Run Facebook ads or promoted Tweets*

• • • • • • •

www.equestriantradenews.com

39 Worth paying for?

You may have heard that Facebook has decreased organic reach for pages. This means that to be seen in your community’s news feed you need to spend money, but should you boost or promote your posts?

Boosting a post is very easy to do, and available for any post on your pages timeline.

Click ‘Boost Post’ in the lower right corner of your post. For a small spend you can reach a large audience this way.

Another way to push a post into Facebook’s newsfeed is to use the ads manager or power editor. This gives you more targeting, pricing and bidding options. In the Facebook ads manager click ‘page post engagement’ option and you will get more targeting options. You will also see different bidding and budgeting options.

Both of these options are good methods to promote your business and products, and can be used with a simple post, as well as a promotion.

Remember though, if you’re paying to get more views of your content, ensure it is good quality and has a call to action that will benefit your business.

Don’t pay to promote someone else’s content, even if you think it’s great, as this will send users back to their site, not yours.

Promoted Tweets are regular

Tweets with the added bonus that they can reach more people who are interested in your business. They should be used to place your best content in front of the audience that matters to you at the right time.

Promoted Tweets are a great place to promote engaging content that includes a call to action to users. Using Promoted Tweets you can: Drive website traffic Offer coupons and deals in the copy of your Tweets Drive leads using Lead Generation Cards Promote sales and giveaways If your goal is to drive awareness for your business, promoted Tweets can: Expand the reach of your content.

Connect with influencers and brand advocates by ensuring they see your content Promote awareness around events and product launches Retweets can help you to gain an even broader audience for your messages

• • • • • • • •

References www.forbes.com www.hubspot.com 3 www.Facebook.com 4 www.ripesocial.com 5 www.heyo.com 6 www.econsultancy.com 7 www.socialmediaexaminer.com 1 2

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

Zoetis runs training in social media for its customers. Find out more from your account manager. www.equestriantradenews.com

BETA Members’ Page

40

We’re through to

THE FINALS! 2015

N

ominations for the BETA Business Awards are closed and the finalists can now be revealed.

All companies, individuals and events deemed to have made a big difference to the equestrian industry are listed below.

The response from trade members and consumers has been fantastic, with a high level of nominations received. Huge congratulations to all those in the running for one of these prestigious business accolades, which will be presented during the BETA Gala Dinner, at the National Motorcycle Museum, near Birmingham, on Sunday 22 February.

Although the finalists have now been named, the search for the ultimate winners is still ongoing.

Depending on the category, this might include members’ votes, visits from secret shoppers, incognito telephone calls and submissions being considered by an independent panel.

Harry Hall Retail Employee of the Year

Andrea Leavis – Countrywide Farmers, Melton Mowbray, Leicestershire Becky Foggin – Aivly Country Store, Ringwood, Hampshire Rachel Ealey – Tower Farm Saddlers, Rugby, Warwickshire Samantha Francis – Countrywide Farmers, Ashbourne, Derbyshire Taylor Downes – Countrywide Farmers, Wrexham, Clwyd

Caldene Competition Equestrian Event of the Year Burghley Horse Trials Bramham International Horse Trials Hickstead Derby Horse of the Year Show Your Horse Live

TSM Rider Award

Charlotte Dujardin – nominated by Charles Owen and Zebra Products Victoria Leavesley - nominated by Neue Schule Roberta Sheffield - nominated by Bliss of London, Cyclo-ssage, Mark Westaway & Son and Showerking Michael Hogson - nominated by Abbey England Sophie Wells - nominated by Weatherbeeta

SEIB Retailer of the Year – Mail Order/Internet Retailer Equestrian.com – Sowerby Bridge, West Yorkshire VioVet – Luton, Bedfordshire Supplement Solutions – Preston, Lancashire Silverburn Browbands – Mintlaw, Aberdeenshire The Horse Bit Shop – Goole, East Yorkshire

SEIB Retailer of the Year – Large Tack Shop Aivly Country Store – Ringwood, Hampshire Tower Farm Saddlers – Rugby, Warwickshire Bodle Bros – Burgess Hill, West Sussex Wadswick Country Store – Corsham, Wiltshire R & R Country – Selby, North Yorkshire

The 2015 BETA Gala Dinner plays host to the BETA Business Awards, where the winners will be presented with their trophies.

Haygain Nutritional Helpline of the Year Allen & Page Dodson & Horrell Saracen Horse Feeds Simple System TopSpec Equine

Equine Careers Sales Representative/Agent of the Year Peter Bell – Shires Equestrian Products Kelly Whapples – Trilanco Miriam Drummond – Weatherbeeta Suzi Law – TopSpec Equine Shane Broughal – Tredstep, Schockemöhle, Prestige, Zilco, Casco, Horslyx

UKTI Export Award Bliss of London British Horse Feeds Group55 (Animology)

Blacks Solicitors Trade Supplier of the Year Battle, Hayward & Bower Shires Equestrian Trilanco

SEIB Retailer of the Year – Medium Tack Shop RB Equestrian – Great Brickhill, Buckinghamshire Eland Lodge Equestrian – Ashbourne, Derbyshire Redpost Equestrian – Totnes, Devon Colne Saddlery – Cheltenham, Gloucestershire

SEIB Retailer of the Year – Small Tack Shop Tower Farm Saddlers – Earls Barton, Northamptonshire Eskdale Saddlery – Carlisle, Cumbria Saddlesdane Equestrian Supplies – Faversham, Kent Equicraft of Backwell – Backwell, Somerset Stutley Equestrian – nr Royston, Hertfordshire

FEBRUARY 2015 EQUESTRIAN TRADE NEWS

BETA Social Media Award Aivly Country Stores Bliss of London British Horse Feeds Dengie Horse Feeds Group55 (Animology) Weatherbeeta

CONTACT LAURA CLEGG AT BETA: Tel: 01937 587062 Website: www.beta-uk.org or email us at laurac@beta-int.com Stockeld Park, Wetherby, West Yorkshire LS22 4AW

www.equestriantradenews.com

Better Business

42

HOW’S YOUR This concept shot was created as a website header to show the jackets’ waterproof nature. (Photo: Leslie Bliss)

Anybody can take a photo, so why spend your precious marketing budget on a professional photographer? Leslie Bliss has some answers.

T

he old adage “a picture is worth a thousand words” remains as true today as it was when it was first quoted early last century.

Of course you can take your own snaps, but ask yourself, do they show off your products and convey your company at its best? Do they make you look amateurish?

A professional photographer will use equipment worth thousands of pounds and process the images using hardware and software of similar value.

You can have two people with exactly the same cameras standing side by side, photographing an object - and the results can be completely different.

A professional photographer knows how to create

technically correct photos, composed in such a way that they are uncluttered and balanced. They’ll also be beautifully lit as well as creative because they’ve been shot at an angle and with an aperture that transforms your product.

At fashion shoots, the photographer directs the models to create a look that suits the products, choosing the best locations and poses.

A slight change of angle or capturing a special moment especially when unpredictable equines are involved - is specialist work.

It takes time and patience to achieve something different, something that’s unique to your product.

Clever processing On average, for every hour photographing, a professional

will spend two hours in front of a computer monitor. Post processing is highly skilled and allows the photographer to create completely different effects.

Good processing will bring out all the detail, the best crop, colour balance and sharpness.

The image will have been composed in such a way that it communicates a message about your product. A good photographer will come up with ideas and concepts to promote your product in an original way.

When you use a professional photographer, you’re making an investment. If you use the images wisely, the return will easily pay for your photographer many times over.

Paying, say, £600 for a half-day shoot may sound

expensive, but consider how much use you will have from those images. They will appear on your website, in advertising and, if they are special, you could benefit from free editorial, such as an ETN cover, as well as appear in other publications.

Choose your photographer carefully as this is an unregulated industry. BIPP stands for the British Institute of Professional Photography: members have the correct insurance for the job and their work will be of a consistently good standard.

Every photographer has a different style. Pick up the phone and discuss your ideas.

Are they enthusiastic about your product? Do you want to work with this person? Can they see your vision?

Torty Ayling, owner of Jackets By Torty, wearing her product with one of her horses.

(Photo: Leslie Bliss)

Leslie Bliss LBIPP is a former dressage editor at Horse & Hound magazine. More recently, photography has become her passion. Last year, she was accepted by the British Institute of Professional Photography and qualified as a Licenciate. The front cover of the January 2015 issue of ETN featured Leslie’s work. You can see more at www.lesliebliss.co.uk

Could your product be a cover star?

ETN welcomes submissions of images for potential front cover appearances. They need to be portrait in shape, at least 3MB and pin sharp, uncluttered and not overtly commercial. Unusual images are especially well received. Please submit thumbnails for consideration to editor@equestriantradenews.com FEBRUARY 2015 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

43

www.equestriantradenews.com

EQUESTRIAN TRADE NEWS FEBRUARY 2015

CCJs

44

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

List your website here

For more information call 01937 582111

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.

CHARLOTTE CROCKER T/AS LOTTIE CROCKER TACK SHOP, CROSS LANES FARM, CROSS LANES, SPENCERS WOOD, READING, RG7 1JH, £733 DAWN SLATER T/AS SADDLE BAGS, SPRING MILL, MAIN STREET, WILSDEN, BRADFORD, BD15 0DX, £6,700 FERGUS ANSTOCK T/AS THE KATHRYN STUD, ASPLEY HALL FARM, MILL LANE, HULCOTE, BEDFORDSHIRE, MK17 8BP, £910 CRAIG EYRE T/AS CARR BANK STABLES, 19 CLIPSTONE AVENUE, MANSFIELD, NOTTS, NG18 2AR, £1,443 HANNAH JACOBS T/AS EQUIFEEDS, ALDEN FARM ESTATE, ALDEN LANE, UPTON, OXFORDSHIRE, OX11 9HS, £973 WAYNE GARRICK T/AS WAYNE GARRICK EQUESTRIAN, TACK FARM, ULLINGSWICK, HEREFORD, HR1 3JQ, £1,269 WHITEGATES FARM & EQUESTRIAN, STEVENS LANE, LYMSPHAM, NORTH SOMERSET, BS24 0BY, £558 1642 EQUESTRIAN LIMITED, 5 COMMERCIAL ROAD, SKELMANTHORPE, HUDDERSFIELD, HD8 9DA, £1,420 HILL FARM EQUESTRIAN (A FIRM), HILL FARM, BURTLE ROAD, BURTLE, BRIDGWATER, TA7 8NB, £264 PETER ALLEN T/AS PETER ALLEN FEEDERS, ELM FARM BUS PARK, GROVE, WANTAGE, OXON, OX27 7PD, £3,051

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

T h e Vo i c e o f t h e

2015

NEC, B irmingham, UK 22-24 F ebruary www.beta-int.com Equestrian Industry

Main Sponsor

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

MAKE THE MOST OF YOUR VISIT WITH ETN...

• WHO has new products • WHAT to see • WHERE to find the best deals • WHEN – complete show timetable inside • You’ll find a pull-out show floorplan and exhibitor listing starting on page 64

OFFICIAL BETA INTERNATIONAL 2015 PREVIEW

WELCOME TO THE SHOW

46

BETA INTERNATIONAL 2015 BY NUMBERS… FAIR FACTFILE

Visitor guide and show timetable...47

NEWS & PREVIEWS

Highlights unveiled.........................48

TWO DECADES OF MEMORIES

Looking back over 20 years at the NEC.....................................50

LYNDA MAKES A DIFFERENCE

Meet BETA chairman Lynda Mortlock..............................52

DEBUTANTS HAVE A BALL

Check out these new exhibitors......54

FASHION SHOW PREVIEW

Catwalk action to expect................58

GIVING SOMETHING BACK

BETA International’s chosen charity................................62

LIST OF EXHIBITORS & SHOW FLOOPLAN

To help you plan your visit .............64

CREAM OF THE CROP

Just a taste of country clothing to be seen......................................69

ETN SPONSORED INNOVATION AWARDS

Who will be judging these prized accolades?.....................................74

MEET THE SPONSORS

Big brands get behind BETA International.........................76

HORSE DEMONSTRATION ARENA & SEMINAR AREA What to see and arena timetable....78

BETA International 2015

36 Number of years at the NEC, Birmingham 20 Number of exhibitors 290 New exhibitors for 2015 120 Exhibitors from outside the UK 72 76 Country clothing/outdoor exhibitors Pet exhibitors 23 Visitors expected 5,000+ Years Neue Schule has been main sponsor 2 Products in the Shires New Product Gallery 90 Scenes in the Equi-Theme Fashion Show 10 Tables in the TopSpec Coffee Shop 8 Exhibition days 3 Bars and eating places 5 Live horses in the Charles Owen Arena 2 Years established

VISITOR TIPS

Making first-timers feel at home.....81

WHO’S WHO

Meet the team that makes the trade fair happen.....................82

Circumference in metres around the show

600m² CPD seminars 2 Toilets 60 Judges of ETN sponsored innovation awards 4

WIN £1,000s FOR YOUR STORE!

See the fantastic prizes in ETN’s prize draw............................83

Miles to be walked by show organiser

STAND-BY-STAND GUIDE............84

Claire Thomas

watch this space!

(Figures quoted correct at time of going to press) FEBRUARY 2015 EQUESTRIAN TRADE NEWS

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47

THE SHOW...

BETA International 2015 takes place at the NEC, Birmingham on Sunday, Monday and Tuesday, 22, 23 and 24 February. Opening times are 9.30am-6pm Sunday and Monday, and 9.30am-4.30pm on Tuesday.

GETTING THERE

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, which is free during BETA International, with shuttle buses taking visitors directly to the doors of the exhibition halls. The postcode for sat. nav. users is B40 1NT.

HOTELS BIRMINGHAM and the surrounding areas have hotels for all budgets. Whether you wish to make your 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 pre-registration 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. There are also bars and various fast food outlets within the exhibition halls.

WIN £1,000S OF PRODUCTS! 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. See page 83 for more details.

CLOAKROOMS

INTERPRETERS SHOULD visitors require their services, interpreters are located at the Information Desk just inside the main entrance to BETA International.

ORGANISING TEAM...

BETA International is organised by Equestrian Management Consultants, part of the BETA Group. ETN is the official and exclusive media partner of BETA International.

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

SUNDAY, 22ND FEBRUARY 09.30.............Show opens 10.30............. The Charles Owen Learning Centre @ the Horse Demonstration & Seminar Arena programme commences 11.00.............Fashion Show sponsored by Equi-Thème 11.40.............Saddle fitting* 13.00............. SQP CPD seminar – ‘Reds, Tapes & Pins’ (10 points available)* 14.00.............Fashion Show sponsored by Equi-Thème 15.12.............Charles Owen/Airowear* 15.40.............An audience with Neue Schule* 16.30.............Fashion Show sponsored by Equi-Thème 16.25.............World Horse Welfare* 18.00.............Show closes

MONDAY, 23RD FEBRUARY 09.30.............Show opens 10.00.............Neue Schule Press Breakfast (press only) 10.20............. The Charles Owen Learning Centre @ the Horse Demonstration & Seminar Arena programme commences 11.00.............Fashion Show sponsored by Equi-Thème 11.30.............Saddle fitting* 12.30............. Deborah Meaden – Hoof ambassador ‘Common Sense Rules for Business’ plus Questions & Answers* 13.20.............Charles Owen/Airowear* 14.00.............Fashion Show sponsored by Equi-Thème 15.02.............An audience with Neue Schule* 16.30.............Fashion Show sponsored by Equi-Thème 17.15............. The Equestrian Trade News Innovation Awards presentation.

The Wine & Hamper Company Best Stand Awards presentation All presentations on the Fashion Show stage 18.00.............Show closes

TUESDAY, 24TH FEBRUARY 09.30.............Show opens 10.08............. The Charles Owen Learning Centre @ the Horse Demonstration & Seminar Arena programme commences 11.00.............Fashion Show sponsored by Equi-Thème 11.40.............Saddle fitting* 13.00............. SQP CPD seminar – ‘Reds, Tapes & Pins’ (10 points available)* 14.00.............Fashion Show sponsored by Equi-Thème 14.30.............An audience in Neue Schule* 15.12.............Charles Owen/Airowear* 16.30.............Show closes *to take place in The Charles Owen Learning Centre @ the Horse Demonstration & Seminar Arena within a rolling programme of practical, product based sessions.

The above times are correct when going to press but may be subject to alteration.

EQUESTRIAN TRADE NEWS FEBRUARY 2015

BETA International 2015

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

TIMETABLE

WELCOME TO THE SHOW

Welcome to

TIMETABLE

NEWS & PREVIEWS

48

BETA International “is a wonderful showcase” says Dragons’ Den star on eve of trade fair appearance ENTREPRENEUR extraordinaire Deborah Meaden will be at BETA International on Monday, 23 February.

The Dragons’ Den star, who is a keen rider and horse owner, will take part in a question and answer session in the horse demonstration arena, present prizes and tour the show.

Deborah is an ambassador for Hoof, the British Equestrian Federation (BEF) initiative to encourage people back into the saddle and explore the benefits of horse riding.

“I’m delighted to lend my support to BETA International which is such an important event for the equestrian world,” she said.

“The show provides a wonderful showcase for the industry.”

SQP CPD points to be gained

BETA International 2015

VALUABLE CPD points for SQPs are on offer at AMTRAaccredited seminars.

Worth 10 points, seminars will be presented by veterinary management consultant Jim Wishart on Sunday 22 and Tuesday 24 February.

“Seminars are an important part of the trade fair and we are extremely pleased to give retailers with an SQP qualification the opportunity to top up on their CPD points,” said BETA International organiser Claire Thomas.

“Hosting them on two different days allows visitors flexibility when planning their timetable.”

The 75-minute seminar is free and open to all visiting SQPs. There is no need to book, but you should bring your SQP number so that you can register on the day.

• SQPs can earn more CPD points via the AMTRA accredited feature in this issue of ETN (see page 28) and online at www.equestriantradenews.com

Bitting advice rewarded THE show’s main sponsor Neue Schule will name the winner of its National Bitting Adviser of the Year award – and present £2,000 worth of prizes.

The company invited consumers to nominate the expert they think most deserving of the accolade.

Shortlisted finalists have been invited to BETA International where the winner will be announced on Monday 23 February. The top prize is £1,000 worth of Neue Schule products for the winner’s store, plus £1,000 worth of equestrian goods for themselves.

FEBRUARY 2015 EQUESTRIAN TRADE NEWS

Who will win best stand?

EVERY exhibitor is automatically entered for the Best Stand Awards, sponsored by The Wine and Hamper Company.

There are two categories – the Best Large Stand (32 square metres and over) and Best Small Stand (under 32 square metres). Judges are Tony Morley, of the sponsoring company, and a representative from World Horse Welfare, BETA International’s chosen charity.

Learn, enjoy and tap your toes A SADDLE fitting demonstration, new products in action, celebrity appearances and horses and ponies hoping to find forever homes are just some of what’s to be seen in the horse demonstration and seminar arena.

Over at the fashion show stage, meanwhile, you can catch some fantastically choreographed catwalk action with music and lights to match.

Yes, it showcases the new collections from leading labels – but the show is such fun and so entertaining too.

Seating is available at both feature areas which are within the exhibition halls and free to visitors.

Free coach travel RETAILERS visiting BETA International can use a free coach service.

Comfortable coaches will travel to the NEC, Birmingham, on the first day of the show, Sunday 22 February, from Norwich, Exeter and Carlisle. There are timetabled pick-up points en route (see www. beta-int.com).

All coaches are scheduled to leave the NEC at 5.30pm.

To book, contact Jackie Woolley, tel 01937 582111 email jackiew@beta-int.com

Want to find new products?

HEAD for the Shires New Product Gallery. The centrally located feature area is created by visual merchandisers to show how products might look in-store.

Each item is labelled to highlight the exhibition stand on which it can be found. You can also pick up a free information sheet as a handy reference guide.

The Shires New Product Gallery displays items introduced to the market during the 12 months preceding the trade fair. It’s separate from the BETA International Innovation Awards which are sponsored by ETN and this year have a new ‘technical outdoor clothing and footwear’ category. Find out more about the awards and judges on page 76.

Discover more on new products in ETN’s stand-bystand preview starting on page 84. www.equestriantradenews.com

THE VENUE

50

TWO DECADES It’s 20 years since BETA International was first held at the NEC, Birmingham.

ETN indulges in a little reminiscing...

1995

1996

1998

BETA International moved from Sandown Park to the National Exhibition Centre (NEC), Birmingham. “Fears that a move to the NEC would rob the trade fair of its unique atmosphere have proved unfounded,” wrote ETN editor Liz Benwell. BETA chairman Terry Bird added of the new venue: “It’s the long term effects and potential which are so exciting...”

Pictured (and hardly changed) are Jim Bentham of Robinsons and Nicky Mackenzie of SEIB.

Moving to the purposebuilt NEC provided more space and, crucially, put the entire exhibition onto one, open-plan floor. Fresh features sprang up including a larger horse demonstration arena with overhead video screens. Dressage stars Richard Davison, Ferdi Eilberg and Jane Kidd and a grand prix horse drew huge crowds of spectators. Visiting Kent retailer Andrew Langston of Langstone & Sons, said: “You get out of touch when you’re stuck in the shop the whole time. Coming here is a good chance to see a few friends.”

Nowadays, it’s called networking...

A bottle of finest malt whisky was presented to Keizo Nishimura (pictured with BETA International founder Antony Wakeham).

Mr Nishimura was exhibiting at his last trade fair following the sale of his company Soyo International.

He had attended every BETA International since 1988.

Meanwhile French retailer Stephanie Moulliet was feeling the effects of that year’s strong pound sterling.

“Nice stuff, beautifully presented but expensive,” she told ETN.

1999

HRH The Princess Royal visited and is pictured with then BETA secretary Penny Marriner talking about National Riding Week, the trade association’s initiative to get more people riding.

“Well thought out new ideas, interesting foreign stands and manufacturers sharpening up on prices,” was what pleased retailer Sidney Harris who had travelled from Everything Equestrian in Norwich.

2000

Another royal guest was HRH The Duke of Edinburgh.

He’s pictured with [to his right] the then BETA chairman Chris Burleigh and the team from Gary Docking Carriage Horses who gave a demonstration.

BETA International 2015

1997

Merial began a four year main sponsorship of BETA International.

The New Product Gallery, still a popular feature at the show, was launched.

2001

2002

As BETA International closed, the first cases of foot-andmouth disease were reported by national media. Hunting and point-to-pointing was suspended, riders were warned to stay off bridleways and shows were cancelled.

On a happier note, the show’s retiring founder Antony Wakeham was the subject of a surprise This Is Your Life.

“If only half of [these products] find their way into tack shops, the customers are in for an expensive time,” said pro-hunting campaigner Janet George who was full of admiration for the show. This was the last year in which BETA International had an equestrian theme; it was Western riding.

2003

2004

2005

“Britain is the world leader in equestrian products, and that’s the message I’ll be taking back to South Africa,” said visitor John Booth of HI Merwitz in Johannesburg.

Multi-medal winning paralympian Lee Pearson was among the judges for the new BETA International Innovation Awards [previously known as the new product awards].

Matchmakers International began a two-year main sponsorship of the show. The inaugural BETA Gala Dinner, at which the new BETA Business Awards were to be presented, was cancelled following a fire at the venue, the Metropole Hotel. The glittering social occasion has been held on the Sunday evening of the trade fair every year since.

Camouflage jodhpurs and jackets were the talk of the Fashion show.

BETA Trade Fair committee chairman Rob Welch reported “a good flow of visitors all wanting to do serious business.”

FEBRUARY 2015 EQUESTRIAN TRADE NEWS

2006 Bedding brand easibed became the show’s main sponsor. American journalist Paul Wahl visited the show and reported: “I would like to export to the USA the wonderful job the organisers of BETA International do in providing an enjoyable setting for vendors, buyers, the press and everyone else. It’s truly the royal treatment.” www.equestriantradenews.com

51

2007 The Mounted Section from Nottingham Police [now disbanded] complete with their horses enthralled with a dramatic demonstration of crowd control.

“BETA International refreshes us with ideas for the next 12 months,” said visiting retailer Roy Male of Wychanger Barton.

THE VENUE

AND MANY MEMORIES...

2008 Abbey Saddlery & Crafts [now Abbey England] began a three-year main sponsorship. BETA [the trade association] celebrated its 30th birthday with president Jane Holderness Roddam cutting the cake. Patrick Keane won the Society of Master Saddlers’ saddlemaking competition for the third year running.

2011 Actor and horse fan Martin Clunes appeared with horse whisperer Monty Roberts; while top event rider Oliver Townend strutted his stuff alongside professional models in the fashion show. Virbac became the main sponsor. “A visit to BETA International always freshens up our shop,” said John Coupland from Eland Lodge Equestrian in Derbyshire.

The majestic Thwaites brewery horses made a big impression in the horse demonstration arena.

2010 Zara Phillips appeared on the fashion show catwalk. Seminars enabling SQPs to earn CPD points were introduced and continue today. BETA [the trade association] launched its certification scheme to demystify hi-viz standards. Pet and small-holder products were exhibited as retailers looked for diversification opportunities.

2012

2013

War Horse puppets from the West End stage show took star billing.

As excitement built towards the London Olympics, international riders bidding for team places were interviewed. ITV news anchor Alastair Stewart was at the show too. Buyer and Canadian retailer Linda Moore of Vancouver based The Carrington Shoppe reported being “very impressed.”

Special guests included Ellie Harrison from BBC TV’s Countryfile and former TV soap star Claire King. German buyer Jochan Haget of Horsebrands said he was pleased to find “many upmarket brands.”

1980 – The BETA Travelling Trade Fair took in ten venues during a two week tour. The first venue was a hotel in Dunblane, Scotland. The 20 or so companies taking part included gift company Grays [now Grays of Shenstone and still an exhibitor] who transported everyone’s stands, displays and samples from venue to venue.

The people mostly travelled by coach, prompting great camaraderie and lasting friendships.

1982 – The BETA Travelling Trade Fair went to Europe with shows in France, Germany, Italy and Holland.

1986 – What had become the BETA Trade Fair settled at two racecourse venues which had proved popular in its travelling days, Doncaster in South Yorkshire and Sandown Park in Surrey.

1989 – The trade fair became an annual, one-venue, three-day show at Sandown Park in the month of March.

2014 Neue Schule became main sponsor – and is back this year. Pictured are Sarfraz Mian and BETA International organiser Claire Thomas.

The trade fair’s chosen charity World Horse Welfare brought some rehabilitated ponies to the show; happily they all found new homes.

And Jane Barber who was buying for Horse Couture in Oldham concluded: “It definitely beats seeing clothes in a catalogue.”

1990 – The trade fair becomes known as BETA International reflecting an increasing number of overseas visitors and exhibitors. Each show had a theme, usually based on an equestrian sport such as show jumping or eventing, which was incorporated into the year’s logo.

1995 – BETA International moved to the NEC, Birmingham.

2015 – BETA International celebrates 20 years at the world-renowned exhibition centre.

EQUESTRIAN TRADE NEWS FEBRUARY 2015

BETA International 2015

AND WHERE IT ALL BEGAN...

www.equestriantradenews.com

2009

LYNDA MORTLOCK

Lynda aims to make a

difference

Essex retailer Lynda Mortlock is chairman of both the British Equestrian Trade Association and BETA International’s Trade Fair Committee. She talks to ETN about these challenging roles and her hopes for this year’s trade fair.

L

ynda Mortlock, a shrewd businesswoman and co-owner of Ingatestone Saddlery Centre and The Garden Centre in Rettendon Common, Chelmsford, has been a member of BETA for many years – at least 30, she says, but it has been that many she has lost count!

She took over as BETA chairman from Dengie Horse Feeds managing director Ian Hassard last year and hasn’t looked back. “Taking up this position is a massive honour and I feel upholding the quality of chairmanship is a really big responsibility,” she says.

“There have been so many distinguished people in the past that I hope I can do my bit to make a difference. I would like to bring a fresh, new look to the association and encourage retail members to have their say, as I feel that they have previously felt they had little influence in the trade.

Retailers do care – and not just about their own businesses.”

Belonging to BETA is something that Lynda is passionate about. She feels it forms a bond between all elements of the trade and delivers a common ground.

“When you’re running your own business, it’s easy to be single-minded about it,” she explains. “Becoming involved in BETA offers a way of

BETA International 2015

52

I would like to bring a fresh, new look to the association and encourage retail members to have their say.

FEBRUARY 2015 EQUESTRIAN TRADE NEWS

Retailers need to make the effort to come along to BETA International. We need them all to play their part in our big equestrian family. counteracting this by developing a broader view of the trade.”

Membership brings many benefits, but Lynda is keen to point out that a proactive approach reaps dividends.

“Members must make an effort to secure the benefits and training offered by BETA,” she says. “We are entitled to so many things, such as training courses, show vouchers, export advice – the list is endless.

“One of the best bits about BETA membership, though, is that there is always someone on hand to offer advice and help, should you need it.”

Lynda’s role as head of the Trade Fair Committee is equally important and allows her to appreciate the close link between BETA and Equestrian Management Consultants – the commercial arm of the trade association and organiser of the BETA International trade fair.

“It’s great to see that the BETA International organising team is made up of a lovely group of people who are truly passionate about the trade fair,” she says. “This makes our role as committee members a real pleasure and we are called on to offer support in terms of providing advice and ideas when they are needed.

Lynda (right) was honoured to become BETA chairman when Ian Hassard’s term in office came to an end. Nikki Newcombe is the trade association’s new vice-chairman.

”There are many challenges involved in running a trade fair of this size and we have some lively discussions and the occasional sensitive issue to talk through, but BETA Council members and Trade Fair Committee members are extremely appreciative and supportive of the organising team, which is based at Stockeld Park, in North Yorkshire.” www.equestriantradenews.com

53 entertainment facilities will boost the appeal of BETA International to overseas visitors,” she says.

“Although Birmingham might not be seen as the sexiest place to visit, there are not many other shows where you can get off the plane and virtually walk to the venue.

“The NEC is served by plane, train and motorways, so it is really easy to reach from anywhere in the UK – or the rest of the world.”

Lynda – who was brought up in Woodford, Essex, rode as a child and competed in showjumping all over the country – is well qualified to provide support to both trade association and trade fair. She is able to draw on valuable experience gained in the equestrian business she owns with her brother, Barrie Mortlock.

Ingatestone Saddlery Centre has a 20,000 sq ft retail area, feed barn, farriers supply area and café, employing 50 full-time and 45 weekend staff.

The pair also bought The Garden Centre last January. “Although it is in need of quite a bit of modernisation, it is hoped that it will be a formidable business within five years,” says Lynda.

LYNDA MORTLOCK

Lynda is committed to ensuring that BETA International is a tremendous success, wants the 2015 show to be the “best ever” and is calling on her fellow retailers to help make this happen.

“We need lots of retailers,” she emphasises. “They need to make the effort to come along to the show. If they do, I know that they will enjoy it. We need them all to play their part in our big equestrian family.

“BETA International is the place to find new products, pick up on trends, learn, chat, drink, laugh, renew friendships, gain new contracts, get ideas – perhaps about diversification, claim offers and discounts, and prove to the trade that you are serious about running a professional business.

“You have to make an effort rather than just sit in your shop and wait for trade to come to you.”

Lynda is emphatic that BETA International is a serious contender on the world stage and believes the forthcoming introduction of the Resorts World leisure development to the NEC complex can only serve to strengthen its position.

“I think the improvements to

When it comes to business, Lynda Mortlock certainly doesn’t take things sitting down, preferring a proactive stance to boost trade.

NEW EXHIBITORS

DEBUTANTS SET TO HAVE A BALL...

ETN talked to just some of the companies that can be seen at BETA International for the first time this year.

Shopper’s best friend

Compulsory plastic bag charges already exist in Scotland and Wales, effectively banning most retailers from handing out free carriers. Similar legislation is expected to arrive in England later this year.

The result is that more people will revert to using proper shopping bags, long-lasting and attractive receptacles to keep in the car or hang in the kitchen ready to go when needed.

That’s also one reason why Joey D is making its BETA International debut. “We do bags that are sturdy, durable and pleasant to have around,” said Caroline Deacon, who runs the 15 year old Edinburgh based business with her husband Joey Deacon (hence the firm’s name).

“We do lots of

BETA International 2015

54

game fairs and horse shows from the Royal Highland to Olympia and we’re looking forward to meeting more retailers and wholesalers,” added Caroline.

Joey D also supplies jackets, skirts and, appropriately for its home city, kilts.

Swedes tackle British problem

welcomed by the organising team and feel that BETA International is the best fair at which to meet many retailers.”

Karin believes Sprightly’s Muddie Socks, designed to protect horses from mud fever, will be of particular appeal to British horse owners.

Karin Bolmgren of Swedish company Sprightly was looking for a trade fair to launch a new product across Europe.

“BETA International was the best choice,” she said.

“We have been very much

The company also distributes Coldflex self-cooling vet wraps and Bionic anatomic riding gloves.

“Our ambition at BETA

International is to make new contacts with retailers, wholesalers and distributors.

Until now, we’ve only operated on the Swedish market, so this is all very new and exciting for us,” added Karin.

Reaching out to tack shops Andrea Hicks of A H Saddles is coming to BETA International for the first time to make contact with more tack shops.

“I’ve always done direct sales and now I want to go to the trade,” she said. “In fact, I’d rather go through tack shops because we are so busy and have so many orders we can barely cope in some areas...”

Consumers tend to find what they need when buying a complex product such as a saddle through a variety of media, says Andrea. “They’ll research on the computer but then they want a local contact so they can look at and feel the product, test the quality and then get the back-up service they require.”

Somerset based A H Saddles

Continued on page 56

FEBRUARY 2015 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

NEW EXHIBITORS

56 specialises in saddles for wider equines. It’s a market that has expanded from traditionally wide cobs and ponies to the modern sports horse. The company has changed its image to meet this new demand, while it can also cater for the quirky fits too.

It markets strongly on the internet, concentrating heavily on search engine optimisation to ensure consumers find A H Saddles. But what about the crucial business of saddle fitting?

“We sell a great deal abroad, so we are used to fitting remotely using templates and pictures,” says Andrea. “Ideally we like working with saddle fitters, but not all tack shops have one, so we are well placed to work with them too.”

Showing good growth A visit to BETA International 2014 prompted Suffolk based Honeychop Horse Feeds to book

a stand and exhibit for the first time in 2015.

“We do a lot of shows, but the environment at BETA International is quite different because it’s a trade show,” said Rachel Haigh.

However, the team from Honeychop clearly liked what they saw at the NEC, the home of BETA International.

“It seemed very professional and as we have expanded a lot as a company, we thought we ought to give it a go. Now we’re really looking forward to being part of it.”

Foxy solutions The fact that an estimated 80% of horse owners also keep dogs is what tempted pet grooming product specialist Animology to exhibit at BETA International for the first time.

Fox Poo Shampoo is among its evocative offerings.

Established in 2010, Animology is already supplying outlets in more than 40 countries. “We’ve just sent 50,000 units for cats to Saudi Arabia – can you believe it?” said Shaun Warrington.

The company plans to launch an equine range, and to enter it into the ETN sponsored Innovation Awards at BETA International as well as showcasing its pet collection.

“We know that most horse owners also have dogs – you see them everywhere at stable yards and shows,” added Shaun. “So when we were recommended BETA International by another pet company who had been there, we thought it sounded ideal for us.”

Exporting ambitions Although not strictly a newbie, Equisafety is returning to BETA International for the 2015 show.

The high visibility specialist last exhibited more than a decade ago.

“The time was right to revisit the event, particularly since we have now become British Equestrian Trade Association (BETA) members,” said managing director Nicola Fletcher.

“As the company is growing significantly, and more importantly, now selling outside of the UK, I believe that BETA will be able to help and guide me forward.

“At the show, I’m looking forward to meeting old friends and making new ones, as well as showing them the existing products and items that will join them during autumn 2015.”

• A full list of BETA International 2015 exhibitors can be seen at www.beta-int.com and on page 64.

What’s the NewZone?

BETA International 2015

Visiting buyers seeking new companies should be sure to check out the NewZone stands.

A long-standing feature of BETA International, these ‘entry level’ stands were devised especially for companies exhibiting for the first time.

NewZone stands are generally sized at 6 square metres each, often grouped together and have facias with red lettering,

making them easy to spot.

Special NewZone rates are based on a sliding scale and add up to 40% less than the standard rate for the first year, 20% for the second year and 10% for a third appearance at the show.

“We offer a package format to help new companies get a foot on the ladder,” explained James Palmer of BETA International.

FEBRUARY 2015 EQUESTRIAN TRADE NEWS

“We offer a table, chairs, facia, carpet, media centre support and of course a listing in ETN. And, generally, first year prices work out at under £1,000 for all this. All companies need to do is turn up on the Saturday, display their products and off they go.

NewZones are a great way to introduce a new company, product, concept or service to the industry. As James points

out, exhibiting in this way often results in an international distribution deal.

“We have more than 100 NewZone stands each year and they provide some of the most innovative, exciting aspects of the show,” added James.

To find out about NewZone stands, contact James Palmer on 01937 582111 or email jamesp@beta-int.com

www.equestriantradenews.com

FASHION SHOW BETA International 2015

NEW

fashion frontier

Country and equestrian clothing is set to create a stir on the runway in 2015. ETN goes backstage to check out some of the classy collections on offer at BETA Internationalâ&#x20AC;&#x2122;s Fashion Show.

T

58

he Fashion Show offers an exclusive premiere of autumn/ winter and spring/ summer stylish country and equestrian ranges. With colours stretching from slate grey to rich ruby hues and luxurious fabrics embracing everything from tweeds to soft quilting, the garments highlighted offer new frontiers for retailers seeking sassy new stock. This show-stopping feature is sponsored for a second year

by Ekkia under its flagship brand Equi-Thème.

Ekkia: CSI 5* Hickstead 1960

These beautifully cut bombers and polo shirts, in a range of soft pastels, were inspired by Hickstead. www.ekkia.co.uk Stand: E6.1 FEBRUARY 2015 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

59

FASHION SHOW

Tredstep Ireland

Elegant breeches and slimline sports tops are the hallmark of this quality brand. www.tredstep.com Stand: M7.1

Toggi tweed makes a welcome return in the shape of this fabulous jacket with figure-flattering cut and wonderful attention to detail. www.toggi.com Stand: F6.1

Caldene: Training

Some seriously stylish riding wear can be found in a cool collection of colours, including this gorgeous silver-grey gilet. www.caldene.co.uk Stand: H5.1 www.equestriantradenews.com

EQUESTRIAN TRADE NEWS FEBRUARY 2015

BETA International 2015

Toggi: Eltham

FASHION SHOW

60

Champion: Evo-Flex body protector

This lightweight and flexible body protector combines exceptional performance with extraordinary comfort. www.championhats.co.uk Stand: F6.1

Ekkia: Equitâ&#x20AC;&#x2122;M

BETA International 2015

Hi-tech materials are matched with functional design across this collection of stylish jods, breeches and tops. www.ekkia.co.uk Stand: E6.1

Classic Canes: Labrador stick Derriere Equestrian: Padded Support System (DEPSS)

Underwear will never be the same again with this scientifically developed range of padded supportive undergarments for male and female riders. www.derriereequestrian.com Stand: F10.3 FEBRUARY 2015 EQUESTRIAN TRADE NEWS

Designed for the country lover, this walking stick has a beautiful Labrador head in a choice of black, brown or ivory colourways. www.classiccanes.co.uk Stand P7.2

www.equestriantradenews.com

61

FASHION SHOW

Horseware Ireland: Polo Collection

Kerbl: Covalliero

Charles Owen: Airowear

Harry Hall

This padded Heritage jacket in toasted coconut is bang on trend, waterresistant and breathable – perfect for town or yard. www.horseware.com Stand: E7.1

www.equestriantradenews.com

Durable and comfortable, this range is big on styling and extra features – and suitable for riders of all ages. www.harryhall.co.uk Stand: H5.1 EQUESTRIAN TRADE NEWS FEBRUARY 2015

BETA International 2015

Style and safety combine in the brand’s collection of air jackets, BodyBase Pro and Hickstead body protector. www.airowear.co.uk Stand K2.1

This fabulous range features long padded jackets, coats, fleeces, breeches and knitwear in shades of aquamarine, beech and winter blue. www.kerbl.com Stand: C2.1

CHOSEN CHARITY

62

GIVING SOMETHING BACK...

World Horse Welfare is BETA International’s chosen charity for the third consecutive year. Here’s how your company can show your support...

F

or almost 90 years, this international charity has worked across the UK and worldwide to improve the welfare of horses through education, campaigns and hands-on care.

Supporting the responsible use of horses in sport through its role as independent welfare advisor to the FEI and the BHA, working across Africa, Latin America and Asia to improve the care of working horses and campaigning effectively for better welfare laws across Europe, World Horse Welfare strives to help all horses no matter what role they play.

In the UK, the charity has faced an unprecedented demand on its resources as it rehabilitated and rehomed almost 300 horses while rescuing another 255 in 2014 alone.

World Horse Welfare’s national network of dedicated field officers have investigated thousands of welfare concerns reported to the charity or when assisting other charities.

Each year they rescue hundreds of horses from situations of abandonment, neglect and cruelty. The horses are restored to

Neue Schule adopts a pony

Rehoming is essential to make space for other horses in need. health through an individual rehabilitation programme at one of the charity’s four rescue and rehoming centres, and prepared for new homes through the charity’s rehoming scheme. Rehoming is essential to make space for other horses in need.

“World Horse Welfare is so appreciative of the support of BETA International and throughout the equestrian industry,” said the charity’s Lucie Stangl.

“We’d like to thank in particular Abbey England, Charles Owen, Carr & Day & Martin, Horse & Hound, Horse & Rider and PONY magazines, Horse & Country TV, Monarch Equestrian and Verm-X who have shown committed support.”

Main sponsor at BETA International 2015Neue Schule has recently adopted skewbald gelding Joseph who is being rehabilitated at Penny Farm in Lancashire. It’s just one example of how companies can get involved.

The opportunities for corporate involvement include sponsoring a project or event, donating items for auction and raffles, team fundraising, volunteering and taking part in our sponsored challenge rides.

Scan the QR code on your phone to find out more and support the work of World Horse Welfare.

• Visit stand D8-5 to find out what benefits a charity partnership can offer and how your company can give something back to horses whose wellbeing is at the heart of the equestrian industry.

What happened to Pie?

BETA International 2015

WORLD HORSE WELFARE horses and ponies looking for second chances in new homes can be seen in a demonstration at BETA International on Sunday, 22 February.

Last year, trade fair visitors saw a horse called Pie hoping to catch the eye of a new owner. And he found one in Gillian Duckworth.

Originally rehomed as a field buddy for her eventer and as an

Pie on arrival at World Horse Welfare in 2012, looking very sorry for himself despite having been given a bath.

FEBRUARY 2015 EQUESTRIAN TRADE NEWS

occasional hack, Pie has gone from strength to strength and now competes in dressage and also loves jumping. “He is universally loved and admired,” says Gillian.

The contrasting perception of the value of Pie over the last three years from abandoned, emaciated and left as rubbish to a wellloved, priceless family horse is heartening to see. His success story is just one example of this charity’s work.

Pie enjoying life with his rehomer Gillian.

www.equestriantradenews.com

FLOOR PLAN

FLOOR PLAN FLOOR PLAN 64

This Floorplan and Exhibitors’ List is correct as of 22nd January 2015. E&OE

A7.2

E9.3 E9.5

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CATERING B5.3 C5.1

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E10.3 A7.3 E10.4 A7.2

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HALL 7 F10.3 F10.2 E10.4

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HALL 6

P7.1

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STABLES

STABLES

E11.2

A7.4

Tredstep Ireland M7.1 OUT ZONE Treehouse E4.2 Trespass M6.1 D6.1 Triad Orthopedic A4.2 CATERING Trilanco J7.1 Tuffa Footwear Limited N6.4 Turtle Fur M10.4 D5.1 D5.2 Ungula Naturalis C4.1 C5.2 C5.3 P2.1 B5.2USG GmbH Utopia Saddlemakers J10.2 M4.1 B5.1Vale Brothers B5.3 Ltd C5.1 C5.4 Vetericyn Animal Health E10.2 D5.3 Waldhausen GmbH & Co KG B7.1 Walsh Products C3.2 D4.2 EFI E8.1 B4.2Westgate B4.3 C4.2 C4.3 Woodlands Shavings E5.8 World Horse Welfare D8.5 Horse Live &C4.4 D4.1 D4.4 D4.3 B4.4Magazine,Your C4.1 B4.1Your Horse Total Confidence Live K9.5

C3.3 D3.2 B3.3 C3.2 www.equestriantradenews.com

The Charles TheOwen Charles Owen Learning Centre Learning CentreD9.2 @ The Horse @ The Horse D9.1 Demonstration Arena

E11.2

E10.2

D10.3

D10.1 E9.1 D10.3

Demonstration Arena

Stetson + Hardy + Parsons P7.3 Stubbs England K4.2 D7.2 SupaStuds Ltd F1.3 T R M E2.1 Tandy Leather H10.2 A5.1 D7.3 D7.1 B7.1 Tapaq Enterprises C7.1 Taurus Footwear K8.2 Tayberry Outdoor Ltd P3.2 Thunderbrook Equestrian K9.2 Toggi/Champion F6.1 Tom Browns Equine Products F9.3 TopSpec Equine Ltd K6.1 Tradewinds Outdoor Ltd P5.1 D6.2 CHILL Trainer Reins J9.2

B3.2

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Main Sponsor

Main Sponsor

L9.4

STABLES

STAND

Nastz International F10.1 Neue Schule D2.1 Newlife Industries B3.3 Nikwax Waterproofing P4.2 Noble Outfitters D7.1 Norbrook Laboratories E3.1 Omega Alpha Equine Ltd F10.4 Open Field Footwear M10.2 Outback Outfitters P10.6 Oxford Blue P4.1 P J Pet Products D7.2 pampeano polo F11.1 Panache Equestrian A3.1 Parallax Plastics D9.3 Paskacheval E5.2 Patrick Saddlery Ltd H11.2 PC Racewear P10.4 Peak & Brim Hats J1.1 PellMell P11.3 Pennine M2.1 Petal Enterprises L10.5 Petface Ltd G3.1 Petrie K10.1 Pôle Hippolia C5.4 PolyPads & Libbys A7.4 Portmann Outdoor N7.2 Premier EPOS J11.2 Prestige Italia J10.1 Professional’s Choice F8.6 Pureflax F8.5 Purica Store D9.4 Racesafe C7.2 ReadySupp C3.4 Redpin Publishing Ltd J5.3 Regent Footwear E10.3 Rockfish M3.1 Rolltack D4.4 D11.1 D11.2 D11.3 Roy French Horsemanship E11.3 Ruth Lednik P11.4 S.R Global A4.1 Saddle Clinic F1.2 The Saddlery Training Centre H11.4 Schockemöhle Sports GmbH H10.1 D10.2 Seahorse Atlantic Ltd D3.4 SealSkinz Limited N6.2 Seeland International A/S Q2.1 Sherwood Forest Ltd / Puffa Country Sports Ltd Q3.1 D10.3 D10.1 Shires Equestrian Products J2.1 Shooterking P3.3 Showquest M11.1 The Owen SidasCharles UK L10.4 D9.2 Learning Silverline TackCentre Inc (Manufacturers) D11.2D9.3 Silvermoor C5.1 @ TheEquestrian Horse Haylage SlowFeeding F8.3 Demonstration D9.1 Snowflake Bedding Arena L1.1D9.4 The Society of Master Saddlers (UK) Ltd J11.1 Solar Technology International Ltd M10.3 Spa Sport P9.5 Spooks & Paddock Sports F10.5 D8.2 D8.3 D8.4 C7.2 Sprightly K9.3 SSG Gloves D8.4 Stable Environment Limited E11.4 D8.1 D8.6 Stance Equine/Boomerang Copra Meal E10.1 D8.5

L9.4

A4.1

STAND NAME

A7.1

STAND

L9.4

FEBRUARY 2015 EQUESTRIAN TRADE NEWS

STAND NAME

Equiscan presented by KOPL Distribution G11.1 Equisense Designs Flexi-rac M9.2 EquiSports Performance/EquiSox/JockeySox E9.1 Equissential F11.2 Equitrade Switzerland E4.5 Equiture C1.3 Equi-vation C4.4 Equus Health D1.2 Esperado J5.1 Etrical B3.1 Euro Plus(Manufacturers) D11.1 euro-star K5.1 Evolution Professional Equipment P10.2 Fairfax Saddles Ltd F4.1 Faulks & Cox Ltd C7.1 First Euro (Designer & Manufacturer) F1.1 Flettner Ventilator K10.5 Flint’s Yard D1.1 Forelock Books B1.1 FreeStep E10.4 Fyna-Lite J1.2 Gain Horse Feeds C4.3 Gallop Equestrian Ltd K7.1 Gersemi P9.1 Glamourati E9.3 Global Herbs D10.3 Grays of Shenstone Ltd H3.1 Grubs Boots Ltd P2.2 Guardian Equestrian D4.2 Gumleaf Clothing P9.3 H K M Sports Equipment GmbH N2.1 Hack-Cam(gizapaw.co.uk) C1.2 Harpley Equestrian Ltd A1.1 Hawkins Organic E9.5 Haygain Hay Steamers E3.4 Heather Hats and Accessories P10.8 Hemcore Bedding D8.6 Herald & Heart Hatters M9.4 The Herbal Horse and Pet B4.3 Herschel Far Infra Red Heaters K10.4 Hilton Herbs Ltd E4.1 Hi-Tec K4.3 Honeychop Horse Feeds B2.2 Hooftorch K10.6 Hopus Technology Inc E3.5 horizont L4.1 Horse & Country TV D6.1 Horse & Hound D7.3 Horse & Rider and Pony Magazines P6.2 M/s.Horse Clothing Impex Pvt Ltd (Sister Concern of M/s S B International) D4.1 Horse First Ltd H1.1 Horse Health Trade H2.1 Horse Tech International F8.1 Horsecrocz B3.4 Horsequest UK Ltd C5.2 Horseshape GmbH & Co. KG B4.4 Horseware Ireland E7.1 Horslyx J4.1 The House of Cheviot Ltd P8.4 A7.4 House of Gilet P10.7 HRP Equestrian D3.2 Hunter - Outdoor K1.1 A7.3 Ibrahim International Limited B2.3 Ice Horse F11.3 Intelligent Retail E3.2 Jacaru Australia PTY Ltd P7.1 Jamiq International J9.4 Java International E11.2 Joey d P10.5 John Whitaker & Brogini F7.1 Just Feeds K9.4 K M Elite Products K9.1 Kanyon Outdoor LLP M9.1 Kastel Denmark P6.3 Keela P3.1 Kevin Milner Countryside Card Collection and Prints A7.1 Keyflow (UK) Ltd D9.2 Kings Saddlery J10.4 Kingsland / Tucci / KEP J5.2 Kyron B1.3 L S Sales (Farnam) Ltd / Leslie Sutcliffe A2.1 La Valencio D6.2 Lakeland Footwear K10.3 Laura Cohen Designs A7.2 A5.2 Life Data Labs F1.4 Likit Products D10.1 Lintbells E3.3 A5.1 Loddon Engineering Limited D8.1 Lord and Lady Muck C3.1 Lorenzini Titanium F9.1 A4.3 Matchmakers International Ltd H5.1 Medco Enterprises E5.4 Medi Trading A4.3 Medilogic E3.6 A4.2 Mike Poole Saddler E9.2

A7.2

STAND

A H Saddles J10.5 Abbey England G10.1 Absorbine E2.2 Adam Ellis of UK Saddles Ltd J10.3 Addi Brothers Industries L10.6 Agrifence F10.2 Agrihealth L2.1 Al Basti Equiworld E2.3 Alan Paine Country Collection Q7.1 Albert Kerbl GmbH - Covalliero & Stockshop Wolseley C2.1 Anderson & Co A2.2 The Animal Health Company Ltd B5.2 Animalife H4.1 Animology / Pet Rebellion A5.2 The Aquabrush D8.3 Arctic Fox / Starling P11.1 Ariat Europe Limited H7.1 Armstrong Richardson Wholesale E4.4 Ashwood Leather N6.3 Aspfase A7.3 Aztec Diamond Equestrian (UK) Ltd F9.2 Baillie Haylage B3.2 Baleno N7.1 Barker Knitwear P10.1 Battles G4.1 Bed - Down Horse Bedding L10.3 Bedmax Shavings Ltd J1.3 Bedsoft & Haysoft B5.1 Bedwell Bedding Ltd D3.1 BellEqui Equestrian B5.3 Beretta Clothing L9.1 Black Yak Ltd P11.5 Bliss of London K4.1 Botanica International Ltd B4.1 Bowlby Equine K10.2 Breyer Model Horses L3.1 Bridleway Equestrian J4.3 British Country Collection H1.2 British Equestrian Trade Association G7.1 Bucktrout Tailoring / Harris Tweed Clothing Co. L9.5 Cal Rei / Tally Ho Equestrian C1.1 Caroline Cook Fine Art/Emma Wyatt Gifts D5.3 Carr & Day & Martin,Day,Son & Hewitt F2.1 Carrots M5.1 Casada C3.3 Celtic Equine Supplies Ltd D5.1 Le Chameau L7.1 Charles Owen & Co. (Bow) Ltd / Airowear K2.1 Charles Sainsbury-Plaice Greeting Cards & Gifts L9.4 Chatham P8.3 Chillout Horsewear Ltd K8.1 Chriwen P6.1 Chrysalis Clothes Ltd P8.1 Citrus-Lime Ltd M1.1 Classic Canes P7.2 Cloakrooms H11.3 Comfybed Plus D11.3 Commercial Laundry Supplies E5.1 Copperfox Model Horses B4.2 Country Pet C5.3 Curragh Veterinary Supplies Ltd E4.3 Dainese E2.4 De Lacy Equestrian Recruitment P4.4 De Niro Boot Co N6.1 Dee Two Ltd L11.1 Deerhunter P8.2 Derriere Equestrian Ltd F10.3 Dexshell UK & Proclimate P5.2 Dimacci D4.3 Easitill Ltd N8.1 Easyspur,Easytap,Easystuds D9.1 Ekkia E6.1 Eldon Horse L10.2 Ella and Cherry London M1.2 Emerald Green Feeds K11.1 English Utopia Ltd P4.3 Eqipad B1.2 Equ Streamz D5.2 Equest & Equest Pramox M2.2 Equestrian Business M10.1 Equestrian Event Insurance C4.2 Equestrian Polo Creation (Breeches India) L10.1 Equestrian Trade News P1.1 Equetech N1.1 Equi-Ads E11.1 Equidiet (UK) Ltd D3.3 Equidivine F8.2 Equilibrium Products F3.1 Equinail SAS L9.2 Equine America (UK) Ltd J4.2 Equine Careers D8.2 Equine Productions J9.1 Equine Products UK Ltd B2.1 EquiNutritive J9.3 Equisafe - the safest fencing E5.6 Equisafety Ltd M5.2

A7.1

STAND NAME

Main Sponsor

P4.1

P4.3

P4.4 P3.2

L4.1 M4.1

P3.1

P3.3

Q2.1

FASHION SHOW

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OF THE CROP

Country clothing continues to offer rich pickings for retailers looking for versatile stock. ETN looks at some of the BETA International exhibitors from this growing sector.

ALAN PAINE Stand: Q7.1

COUNTRY CLOTHING

THE CREAM ALAN PAINE SPECIALISES IN DURABLE, STYLISH TWEEDS, PERFORMANCE WATERPROOFS AND VERSATILE FLEECES.

SARAH LLOYD, PR and marketing manager Our core customers are country clothing stores, gun shops and shooting grounds. In recent years, our most popular garments have been pure-wool Compton tweed coats and Durham waterproof jackets. As the Alan Paine Country collection has developed, it has paved the way into new areas such as the equestrian sector.

Q: Tell us about the company.

Alan Paine Knitwear has been established since 1907 and is based in Nottinghamshire.

Q: What do you offer buyers?

Alan Paine offers a comprehensive, affordable range of quality products

– the majority of which are stock-supported. Prices are set at a realistic level that won’t compromise retailer margins.

Q: Do you wish to expand your export markets?

We currently have 150 stockists overseas, with retailers spread worldwide, from Sweden and Spain to New Zealand and the Czech Republic. However, we are still looking to grow our export business and will be aiming to develop this in 2015.

EQUESTRIAN TRADE NEWS FEBRUARY 2015

BETA International 2015

www.equestriantradenews.com

Q: How long have you been exhibiting at BETA International and what will you be bringing to the show?

We have exhibited for seven years and this time we will be introducing several new collections, including the Cambridge ladies’ waterproof range and Loden gents’ Richmond tweed, plus additions to our perennially popular Compton and Rutland tweed ranges. There will be new colours in our fleece wear, too, plus a new luggage collection.

70 GERSEMI Stand: P9.1 MARICELA ALEXANDERSSON, creative director.

GERSEMI OFFERS FASHION-FORWARD EQUESTRIAN AND COUNTRY WEAR. Q: Tell us about your brand.

Gersemi was set up in 2009 and is based in Sweden, with a second warehouse in the US. We supply high-end and exclusive boutiques with garments that often have more than one function.

With Gersemi, you can take our clothing from the barn straight into town without looking out of place. We strive to be really fashionforward so that we have crossed into the fashionable country clothing market with ease. This sector looks for equestrian-inspired fashion, which is right on trend at the moment.

Q: Have you exhibited at BETA International before?

This will be our first time exhibiting at BETA International with Gersemi, although we have exhibited several times in the past with our previous brand name, Kyra K. Weâ&#x20AC;&#x2122;re really excited about showing our garments to UK and international buyers at the show. We will be taking pre-orders for our autumn/ winter 2015 collections, as well as introducing our current spring/summer range, which is available for immediate delivery.

We want to meet buyers to discuss the benefits we offer, such as advertising and good margins, and give special discounts to loyal customers who place orders at the show.

71 BERETTA

(distributed by GMK) Stand: L9.1 EMMA PARKIN, head of marketing

BERETTA OFFERS A WIDE RANGE OF COUNTRY CLOTHING, INCLUDING HIGHLY TECHNICAL OUTERWEAR AND ACCESSORIES. Q: Who are Beretta’s core customers?

Our core customers have traditionally been gun shops and country clothing outlets but, with the help of PR, we have gained an increased presence in more high-street locations. Our best-selling lines to date have been our Brown Bear jacket and trousers.

Q: Have you exhibited at BETA International before?

This is Beretta’s first year at BETA International and we are hoping that it will open new doors for us. We would like to meet decision

makers who are looking for a solid brand name and an opportunity to stock something different. We will bring a wide range of clothing and accessories – everything from shirts to technical outerwear.

What do you offer buyers?

Beretta is one of the biggest names in the shooting sports field, with a full range of products. It provides great margins for retailers at 40 per cent-plus and supports them with advertising campaigns across a range of premium shooting and country sports titles, and in-store initiatives.

COUNTRY CLOTHING

72 SEELAND INTERNATIONAL Stand: Q2.1

SEELAND OFFERS A WIDE RANGE OF SHOOTING AND COUNTRY CLOTHING AND FOOTWEAR.

EWEN STEEL and SIMON ESNOUF, UK sales agents into the country clothing and lifestyle markets. Our best sellers in recent years have been the Woodcock waterproof jacket for adults and the Eton waterproof jacket for kids.

Q: Tell us about the company.

Seeland is a Danish-based company that has been successfully trading in 17 European countries. It has showrooms in Crieff, Perthshire, and Aylesbury, Buckinghamshire, and counts gun shops, country clothing stores, equestrian shops and agricultural retailers as regular customers. Over the past five years, we have expanded

SHERWOOD FOREST Stand: Q3.1

Seeland offers good margins, a reliable delivery network, national advertising campaigns, a dedicated

UK sales force, large trade showrooms in the North and South, and good stock levels throughout the year.

Q: Why do you choose to exhibit at BETA International?

We have been exhibiting for 10 years, as we like the diversity of buyers and are also seeking to expand further into the equestrian sector.

We will be highlighting a mix of men’s, women’s and kids’ collections – including best-selling ranges from last season and a complete selection from the 2015 spring/summer and autumn/ winter collections.

Q: What sort of service do you offer retailers?

SHERWOOD FOREST DESIGNS AND MANUFACTURES EQUESTRIAN, HUNTING AND COUNTRY CLOTHING.

BETA International 2015

DANIELLE RIGGOTT, senior designer years has been the versatile Gadwall hunting jacket.

Although the introduction of Sherwood Forest’s leisure wear range has really appealed to women’s boutiques and fashion stores, our customer profile has not changed much and we have found that we have more stockists with multiple stores that, in return, give a greater profile to the brand.

Q: Tell us something about the company.

Sherwood Forest was established in 1974. It is based in Nottingham and considers saddlery and tack shops, as well as independent country and hunting stores, its staple customers. Our best-selling item in recent

Q: Why is BETA International so important to you?

We have attended for more than 18 years and it’s a show that we always get really excited about. There’s a good atmosphere and great footfall, and having a large stand allows us to grasp the buyers’ attention and ensure that we can show

FEBRUARY 2015 EQUESTRIAN TRADE NEWS

them the full collection. We will be unveiling our new autumn/winter 2015 ranges of equestrian, country and hunting clothing, as well as showing all our core products.

ensure that we do not miss out on any new accounts.

BETA International is a great opportunity for us to catch up with all our customers and check that they are happy with our products and service. It’s also the perfect time to gain interest from potential stockists and widen our customer base.

Q: What do you offer retailers?

Sherwood Forest offers great value and outstanding quality with style and sophistication.

Our customer service is excellent, with great margins and no ordering stipulations.

Our carriage paid is £250 to www.equestriantradenews.com

INNOVATION AWARDS

High flying AWARDS

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The BETA International Innovation Awards have spelled success for scores of new products. ETN looks at these highly regarded accolades and the judges who decide on the winners.

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he Innovation Awards, sponsored

by Equestrian Trade News, BETA International’s official media partner, celebrate the industry’s enviably high levels of craftsmanship, design, improved technology and creativity found in a wide range of products that are new to the market.

All exhibitors are invited to enter suitable products provided that they have been launched during the 12 months preceding the show and have not appeared at BETA International 2014.

The awards feature 10 categories that reflect the wide range of exhibitors

represented at the trade fair: Country Fashion & Footwear, Feed & Supplements, General, Horsecare Equipment & (horse) Clothing, Pet Products, Rider Clothing, Rider Footwear & Chaps, Saddlery & Tack, Safety & Security and Technical Outdoor Clothing & Footwear.

Judging takes place behind closed doors so that a panel of specially selected judges can consider each entry on its own merits. The entire process will take place over several hours on Sunday 22 February, with awards presented to the winners

on the Fashion Show stage on Monday 23 February by ETN editor Liz Benwell and advertising manager Nicki Lewis.

Companies that win one of the coveted engraved crystal trophies also have the right to use the BETA International Innovation Awards logo in their marketing for the next 12 months. These, plus framed certificates, are presented to all winners and those highly commended.

Each exhibitor that has entered a product will display a large, red “Innovation Awards Entrant” sign on its stand.

“The Innovation Awards have continued to grow

in stature over the years and today are regarded as one of the industry’s most prestigious events,” says Claire Thomas, organiser of BETA International.

“They attract a wide range of entries of the highest calibre and you can really feel the sense of anticipation in the halls as we wait for the winners to be announced.

Products that pick up a trophy are given a terrific boost because the awards really push them into the spotlight and secure a fantastic amount of media and trade attention.”

BETA International 2015

This year’s panel of judges comprises four individuals, each a specialist in his or her own field…

Alex Colquhoun As chairman of British Eventing’s Young Rider Selection Committee, Alex Colquhoun is passionate about most things equine. He was a member of the Junior European Eventing Championships gold medal-winning team in 1972 and has owned several successful horses, including Carawich, who won Burghley in 1975, and The Poser, winner of the British National Championship at Gatcombe in 1988, ridden by Robert Lemieux.

Alex is an insurance consultant for Lloyd’s of London and a member of the Lloyd’s Livestock and Lloyds Veterinary Liaison Committees. He loves racing, art, photography and salmon fishing, and is the father of actress Sophie Colquhoun.

FEBRUARY 2015 EQUESTRIAN TRADE NEWS

Sara Blackshaw After a career as a fashion buyer for the Alexon Group, Sara moved to the equestrian sector, where she has worked as a category manager for Countrywide Farmers for the past six years, taking responsibility for equine accessories, feed, bedding, clothing and footwear.

She has also introduced an import department and played a key role in own-brand development across all categories. Away from work, Sarah enjoys time at home with her three dogs, three horses, a cat and a very supportive partner.

www.equestriantradenews.com

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INNOVATION AWARDS

John Sommerville Horses play a pivotal role in vet John Sommerville’s life.

As a partner in North Yorkshire practice Rae Bean & Son and father of a full-time professional event rider, he is never far from a set of hooves.

John qualified as a vet from Glasgow University in 1984. He and his wife, Jennifer, have two sons – event rider James and vet William. When he’s not working, John is happy to lend a helping hand as support crew for James and providing veterinary cover at his local BE events. He and Jennifer also own some promising horses, including Captain Levade, on whom James competes at BE Advanced level.

Sophie Webster Show rider and producer Sophie Webster has ridden for as long as she can remember. She works with her mother running a livery yard and riding school in Derbyshire, where they teach adults and children with disabilities to ride at their Pony Club centre. She also breaks and produces horses and ponies for the show ring.

With her horse of a lifetime, Polo, a 16.2hh grey gelding, Sophie is enjoying growing success, including winning the Novice Dressage Rider class in the National Side Saddle Championships. This year, she has her sights fixed firmly on HOYS.

MEET THE SPONSORS

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Meet the sponsors Some of the equestrian industry’s most famous names are supporting BETA International 2015.

ETN meets the sponsors...

Main Sponsor Neue Schule Stand D2.1 FOR the second year running, Neue Schule – a world leader in the technology of horse bits promoting comfort, communication and performance – is BETA International’s main sponsor. “The show remains an essential date in the UK equestrian trade’s calendar and offers tremendous development opportunities for those wishing to enhance or explore their own export potential,” said the company’s CEO, Sarfraz Mian.

Based in Stokesley, North Yorkshire, Neue Schule was formed in 2000 by bitting expert Heather Hyde, who introduced the country’s first bit bank in the late 1990s. Its pioneering approach to bit design – with increasingly accommodating profiles and the use of cutting-edge materials – reflects the German meaning of its name, “new school”.

Using state-of-the-art engineering techniques, Neue Schule creates high-performance, superior-comfort bits. Each is cast from its own unique mould and made from Salox gold, which encourages the horse to relax in the mouth and not fixate on the presence of the mouthpiece.

The company sponsors many high-profile riders from a wide range of disciplines, including eventers Mark Todd and Nicola Wilson, showjumper Laura Renwick, dressage rider Richard Davison and endurance star Catriona Moon.

Neue Schule will present its prestigious Expert Bitting Adviser of the Year award during BETA International. Based on consumer nominations, this accolade is intended to raise the profile of professional bitting advisers. The prize is £1,000 worth of Neue Schule products for the winner’s store, plus £1,000 worth of equestrian goods for him or herself. www.nsbits.com

BETA International 2015

Horse Demonstration & Seminar Arena Sponsor Charles Owen Stand K2.1 A CELEBRATED manufacturer of riding hats and helmets for more than a century, Charles Owen is sponsoring the Horse Demonstration & Seminar Arena for a third year. The family-owned business, run by Roy Burek – following in the footsteps of his father and grandfather – exports more than 70 per cent of its British-made products.

Roy is passionate about rider safety and widely regarded as an expert authority on head protection. The company’s ethos of fashion, fit and function are clearly visible in its extensive range of riding hats and helmets for everyone from professional riders such as Charlotte Dujardin, whom it sponsors, to young children who enjoy weekend hacks on their ponies. www.charlesowen.co.uk FEBRUARY 2015 EQUESTRIAN TRADE NEWS

Exhibitor bag sponsor HorseQuest Stand C5.2

LEADING equestrian sales website HorseQuest is the exhibitor bag sponsor for 2015. Attracting more than 450,000 monthly visitors, the user-friendly website features all things equestrian, from topclass horses and ponies to transport, saddlery and property, and offers advice and support. The HorseQuest group also includes HorseQuest America, Australia and New Zealand, providing buyers, sellers, agents and breeders with the perfect online marketplace. www.horsequest.co.uk

New Product Gallery Sponsor Shires Equestrian Stand J2.1 and J4.3 (Bridleway) ROYAL Warrant holder and long-time BETA International exhibitor Shires Equestrian Products is the New Product Gallery sponsor for a second year. The family-owned business established more than 40 years ago by Malcolm Ainge, who still runs the company from its Herefordshire base, is a leading name worldwide in clothing and equipment for horse and rider. Its vast product range extends from rugs and saddlery to rider wear, country clothing, footwear and stable equipment, providing goodquality choice at affordable prices. www.shiresequestrian.com

Coffee Shop Sponsor TopSpec Stand K6.1 TOPSPEC, a family business manufacturing a wide range of feed balancers, blends, chops and supplements, is once again Coffee Shop sponsor. Owned by equine nutritionists Philip and Nicola Tyler, the company strives to achieve excellence in all aspects of feed production, from sourcing premium ingredients to manufacturing processes that conform to the highest European standards. www.topspec.com

Visitor bag sponsor Hy Stand G4.1

WHOLESALER Battles’ popular Hy brand of products for horse and rider is visitor bag sponsor for 2015. The collection combines the highestquality products for the best-value prices. It includes riding gloves, leather products, girths, yard and riding boots, first-aid dressings and bandages, equine boots, jodhpurs and breeches, whips, saddle pads, numnahs, rugs, hi-viz wear and competition clothing. www.battles.co.uk www.equestriantradenews.com

77

Fashion Show Sponsor Equi-Thème Stand E6.1 FRENCH company Ekkia’s stylish Equi-Thème brand sponsors the Fashion Show for a second year. Created in 1985, Equi-Thème revolutionised equestrian fashion by leaving behind traditional corduroy breeches and quilted jackets to adopt modern, revolutionary styles. The brand – official supplier of the French equestrian teams – boasts colour, flattering fits and comfortable material, and designs that make a statement.

Equi-Thème is part of the Ekkia portfolio of 19,000 products, including comfortable, hard-wearing and distinctive garments developed and made in Europe and Asia. Ekkia has one of the largest distribution operations in the world and two warehouses with a stocking capacity of 74,000 metres. www.equi-theme.com

Official Clothing Sponsor Toggi Stand F6.1 FINEST Brands International’s Toggi range ensures that members of the BETA International organising team look their best throughout the trade fair. The company’s Toggi and Champion brands are loved by horse riders of all ages and skill levels, from Olympic gold medallists to weekend enthusiasts.

Toggi is well known for its leisure and rider wear, while Champion has played an integral role in the design and development of riding hats and body protectors. FBI has been a BETA International exhibitor for more than 30 years. www.toggi.com

Innovation Awards Sponsor ETN Stand P1.1 EQUESTRIAN Trade News, official media partner of BETA International, is once again the Innovation Awards sponsor. The industry’s leading trade title for more than 35 years, ETN has the latest news from the trade, products and launches, informative features, opinion and CCJ listings from this vibrant sector. Published by Equestrian Management Consultants (EMC), a subsidiary of the British Equestrian Trade Association (BETA) and organiser of BETA International, it is mailed free to all retailers and BETA members, and is available by subscription to bona fide members of the equestrian and associated trades. www.equestriantradenews.com

Best Stand Awards Sponsor The Wine & Hamper Company

THE Wine & Hamper Company, which offers a selection of hampers, gift baskets and wine packs for all occasions, returns as BETA International Best Stand sponsor. Selling to both corporate and gift markets, the business also personalises wine and champagne bottles, and runs a wine import and wholesale service. www.wineandhampers.com www.equestriantradenews.com

HORSE DEMONSTRATION & SEMINAR ARENA

The theatre of

EQUESTRIAN LEARNING...

ETN previews the products and personalities who’ll be topping the bill in the Charles Owen Horse Demonstration & Seminar Arena.

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his year’s rolling arena programme is as packed as ever, hosted as usual by Philip Ghazala.

The arena is within the main BETA International halls and every demonstration and seminar is free to everyone who wants to watch and listen. Tiered seating is available, plus plenty of standing room for those who wish to dip in and out.

So much to learn...

you get the best from your business and your people.” Zoetis’s equine team has created an AMTRA approved nine-point business CPD workshop to complement its technical CPD events for equine SQPs. The workshop introduces new skills around questioning strategies, language and communication for the benefit of SQPs, their customers and their horses. All equine SQPs are welcome to join in with Laurie’s tester sessions, free of charge. l ‘Red, tapes and pins’ is the natty title of this year’s AMTRA accredited seminars. Worth ten CPD points to SQPs, and held on the Sunday and Tuesday, they will be presented by veterinary management consultant Jim Wishart. l A poignant moment on Sunday will be a parade of rescued and rehabilitated horses and ponies lucky enough to find themselves in the caring hands of World Horse Welfare. The equines taking part are looking for new homes.

Putting products through their paces

l The withdrawal of the European riding standard (EN1384) and what it means for retailers and consumers will be explained by Roy Burek, managing director of riding hat manufacturer and arena sponsor Charles Owen. Roy will also lead practical sessions on the next generation of body protection and introduce visitors to Airowear’s new air technology. In addition, Roy will relate how the wearing of shoulder pads can reduce rider injury. l Fresh from the new series of TV’s Dragons’ Den, Deborah Meaden will be in the arena on the Monday. She’ll be talking about her work as a HOOF ambassador, her love of horses and recipe for success in business.

BETA International 2015

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l Heather Hyde has made it her life’s work to understand and improve how riders communicate with horses via the bit. So it will be a real treat to hear her speak in ‘An Audience with Neue Schule’. Expect to learn something new from Heather who is the founder of innovative bitting specialist Neue Schule, the show’s main sponsor. l Saddle fitting exercises the minds of riders and retailers alike, so be sure to catch Ken Lyndon-Dykes’ presentation ‘Modern Innovations Giving Flexible Saddle Fitting Solutions For Awkward Horses’. A former three-day eventer, Ken is one of the world’s foremost saddlers and saddler fitters. He is also an expert on consumer issues surrounding the retailing of saddlery. l Sample AMTRA-approved business CPD with daily taster sessions run by Zoetis equine business consultant Laurie May. The author of a current ETN business consultancy series (see page 38), Laurie will address the issues businesses face every day. “A large part of what we do is training,” she says, “to help FEBRUARY 2015 EQUESTRIAN TRADE NEWS

l Join Stephanie Macejko to find out why the Breyer model horse brand is still gaining fans after 65 years.

Breyer has made portrait models of the likes of Milton, Secretariat, Totilas (pictured) and Salinero to name just a few. How it’s done will be revealed here. You can also learn some trade secrets about how experienced Breyer stockists display and sell the brand. l Glamourati glitter quarter-marks brought sparkle and style to the 2014 Olympia Christmas finale; while British international vaulters Joanne and Hannah Eccles are fans. Now you can see close-up how quick and easy they are to apply. Horses can safely be decorated with crisp, clear patterns to last a day or weeks, with no artistic skill required. Designs range from unicorns and stars to country flags, custom logos, text and team names.

British Showjumping allows Glamourati designs in affiliated competitions. l Ever innovative Irish company Horseware introduces the Rambo Stirr UP. With an easy-to-use, drop-down mechanism, this stirrup gives riders an extra six inches for an easy ‘leg-up’ into the saddle of even the largest of horses. Horseware also launches a version of its Sportz-Vibe ZX massage rug incorporating wireless technology. Features include three different frequency settings and remote controlled synchronisation of up to six panels.

Continued on page 80 www.equestriantradenews.com

HORSE DEMONSTRATION & SEMINAR ARENA

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TIMETABLE SUNDAY, 22nd

l Hear from renowned horse trainer Roy French of Roy French Horsemanship why the Idolo Tether Tie is the safe, smart, horse-friendly, modern alternative to baler twine when it comes to tying-up horses. Invented by Roy to reduce horse injury and stable damage, it also educates equines about how stand quietly and happily when tied up for the farrier, vet and owner. l Endurance rider Carol Chapman will demonstrate why she loves the new Block the Shock saddlewear range from Stable Environment. The Saddle Seat provides unrivalled comfort for riders with back problems; while the Luxury Pressure Relief Numnah and Half Numnah help give horses maximum comfort and freedom of movement. Features include high performance memory foam, removable fillet pads for use when horses change shape and a British wool section to wick away moisture. l Equidiet (UK) will show you EquidGel, its complete, forage based feed that encourages fluid intake to satisfy metabolic needs. The highly palatable feed comes in drink form to appeal to an animal’s instinct to forage rather than its regulatory thirst response. “You can lead a horse to water and you can make it drink as much as you like,” says Sandra Murphy of Equidiet (UK).

“EquidGel not only provides increased hydration to reduce the effects of dehydration, it also delivers high quality nutrition at the same time.”

BETA International 2015

l Matchmakers International unveils new ClimateMasta rugs which allow owners to adapt their horses’ clothing to suit weather conditions – without using multiple rugs. Outers come in with 100g fill and fixed neck. Consumers then choose from three weight options (100g, 200g or 300g) of inner liner. The selected liner fits simply and securely into the rug at various points with a red indicator line showing it’s correctly done. The rug can then be used as one complete piece. l The Big Black Boot by Ice Horse provides a hassle free cooling solution for stressed hooves or sore feet. Clever features include re-usable inserts and a patented soft ice formula. The latter means the ice envelops the leg from above the coronary band to the toe for more than two hours’ cold compression therapy. The US made Big Black Boot, which has a rubberised sole for traction and support, is ideal after hard work or riding on rocky ground.

In three sizes, it can be used on barefoot or shod horses.

Following each product demonstration, there is usually an opportunity for members of the audience to ask questions.

You can find out more and talk directly with the suppliers by visiting exhibitors’ stands.

FEBRUARY 2015 EQUESTRIAN TRADE NEWS

10.30-10.46 ..... Charles Owen/Airowear – ‘What you need to know about the withdrawal of European hat standard EN 1384’ 10.48-11.08......Equest & Equest Pramox 11.10-11.18......Ice Horse 11.20-11.28......Roy French Horsemanship 11.30-11.38......Glamourati 11.40-12.00...... Ken Lyndon-Dykes - ‘Modern innovations giving flexible saddle fitting solutions for awkward horses’ 12.02-12.10......Matchmakers International 12.12-12.20......Stable Environment 12.22-12.30......Equidiet (UK) 12.32-12.52......Horseware 13.00-14.15...... CPD Seminar – ‘Reds, Tapes & Pins’ with Jim Wishart (and Tuesday) 14.20-14.28......Ice Horse 14.30-14.50......Breyer Model Horses 14.52-15.00......Roy French Horsemanship 15.02-15.10......Equidiet (UK) 15.12-15.28...... Charles Owen/Airowear – ‘The next generation of body protection’ 15.30-15.38......Matchmakers International 15.40-16.00......An audience with Neue Schule 16.02-16.10......Stable Environment 16.12-16.20......Glamourati 16.25-16.50 .....World Horse Welfare (Sunday only)

MONDAY, 23rd 10.20-10.36 ..... Charles Owen/Airowear – ‘What you need to know about the withdrawal of European hat standard EN 1384’ 10.38-10.58......Equest & Equest Pramox 11.00-11.08......Ice Horse 11.10-11.18......Roy French Horsemanship 11.20-11.28......Glamourati 11.30-11.50...... Ken Lyndon-Dykes - ‘Modern innovations giving flexible saddle fitting solutions for awkward horses’ 11.52-12.00......Matchmakers International 12.02-12.10......Stable Environment 12.12-12.20......Equidiet (UK) 12.30-13.15...... Deborah Meaden – Hoof ambassador - ‘Common sense rules for business’ + Q&A (Monday only) 13.20-13.36......Charles Owen/Airowear – ‘The next generation of body protection’ 13.38-13.58......Horseware 14.00-14.08......Ice Horse 14.10-14.30......Breyer Model Horses 14.32-14.40......Roy French Horsemanship 14.42-14.50......Equidiet (UK) 14.52-15.00......Matchmakers International 15.02-15.22......An audience with Neue Schule 15.24-15.32......Stable Environment 15.34-15.42 .....Glamourati

TUESDAY, 24th 10.08-10.24 ..... Charles Owen/Airowear – ‘What you need to know about the withdrawal of European hat standard EN 1384’ 10.26-10.46......Equest & Equest Pramox 10.48-10.56......Ice Horse 10.58-11.18......Breyer Model Horses 11.20-11.28......Roy French Horsemanship 11.30-11.38......Glamourati 11.40-12.00...... Ken Lyndon-Dykes - ‘Modern innovations giving flexible saddle fitting solutions for awkward horses’ 12.02-12.10......Matchmakers International 12.12-12.20......Stable Environment 12.22-12.30......Equidiet (UK) 12.32-12.52......Horseware 13.00-14.15......CPD Seminar – ‘Reds, Tapes & Pins’ with Jim Wishart (and Sunday) 14.20-14.28......Ice Horse 14.30-14.50......An audience with Neue Schule 14.52-15.00......Roy French Horsemanship 15.02-15.10......Equidiet (UK) 15.12-15.28......Charles Owen/Airowear – ‘The next generation of body protection’ 15.30-15.38......Matchmakers International 15.40-15.48......Stable Environment 15.50-15.58......Glamourati The above times are correct when going to press but may be subject to alteration.

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If this is your first year as a visitor at BETA International, here are a few pointers to help you feel at home. to BETA International is free to bona fide members of the • Admission

trade. Pre-register at www.beta-int.com to get in quickly on arrival. the BETA International website for travel deals with Virgin • Check

trains and availability on the free coach service from various UK destinations with pick-up points en route. you arrive at the NEC by car, parking is free. You can take a • When

shuttle bus (also free) which drops you right outside the exhibition halls. The Birmingham International train station and airport are just minutes away.

the halls, it’s mainly carpeted and a comfortable room • Inside

temperature. There’s a cloakroom in which you can leave outdoor coats.

• The dress code is business attire. As a visitor, you will feel out of place in jods and riding boots. Comfortable, well worn-in shoes are a must. items to take: notebook and pen, electronic planner and/ • Suggested

or calculator, your phone, business cards, reading glasses, this issue of ETN containing the official preview complete with show floorplan and exhibitor list. are plenty of refreshment places, as well as bars and catering • There

outlets, to be found without leaving the exhibition halls. Loos are in plentiful supply too.

• Do keep up your fluid intake. You’ll be doing a lot of walking and talking. By the way, if you or any of your staff have mobility issues, contact the organising team who will be pleased to assist. The show is all on one level. this issue of ETN to find out which companies are exhibiting, • Study

who’s launching new products and what you would like to see. Have a plan, but allow time to explore and discover the unexpected too. make time for the fashion show, a visit to the horse • Also

demonstration arena and seminars. You’re probably beginning to see why many retailers spend two or more days at BETA International...

• If you are in doubt about where to find anything or need an interpreter, call at the Information Desk near the main entrance.

Alternatively, ask a member of the BETA International organising team, easily spotted in their corporate uniform.

• Be sure to respect BETA International’s ‘no touting’ policy – because it’s strictly upheld. So when visiting, don’t bring samples or marketing literature or attempt to sell or promote your products or services while at the show.

• Do come along to the ETN stand (P1.1) and enter a prize draw to win £1,000s worth of products for your store. We’ll be delighted to see you, would love to hear more about your business – and our kettle is always on!

VISITOR TIPS

VISITOR TIPS Everything you need to know (but might be afraid to ask)...

IT’S YOU

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Put a face to that name!

BETA International gives you the chance to put faces to names and you never quite know just who you might see. ETN looks at a few of the people who will be in the halls…

JACKIE WOOLLEY

CLAIRE THOMAS

Operations manager Jackie Woolley liaises directly with the show’s extensive network of contractors.

She is passionate about ensuring that exhibitors receive the best promotional materials and services, and has spent the past year working hard to achieve this. Home life revolves around her three teenage daughters, running a family taxi service to national dance competitions and getting the eldest ready for university.

As organiser of the show, Claire Thomas is responsible for ensuring that everything runs smoothly. She is on duty from build-up to break-down and works hard to ensure that BETA International is a positive experience for all involved. In her leisure time, Claire is a keen equestrian and owner of D Grand Spiel, a promising, young event horse.

CLAIRE WILLIAMS NICKI LEWIS

You will probably see Nicki Lewis, ETN’s advertising manager, visiting clients in the BETA International halls – as well as being on the magazine’s bright green and purple stand. Away from her sales role, Nicki and her husband are very into their music and regularly open up their home for concerts.

BETA executive director Claire Williams works hard to promote the many benefits of becoming a trade association member.

She will spend a considerable amount of time on the BETA stand explaining to retailers ways in which the trade association can help them. In her downtime, Claire loves nothing more than riding Amarillo, her Lusitano mare,

LIZ BENWELL

As editor of Equestrian Trade News, the show’s official media partner, Liz Benwell enjoys a ringside seat to the trade and, when it comes to keeping up with the all the latest company and product news, she has a well-earned reputation as the industry’s newshound.

An enthusiastic horsewoman, Liz enjoys considerable success as an endurance rider in her spare time.

HEATHER HYDE

BETA International 2015

As director and founder of main sponsor Neue Schule, Heather Hyde can be seen on the company’s stand and in the Horse Demonstration & Seminar Arena, where she will be conducting a teach-in. When she’s not working, Heather loves giving bitting advice and spending time on her hill farm with three German shepherds and brood mare and foals.

DEBORAH MEADEN

As star of hit TV show Dragons’ Den, Deborah Meaden is known for her forthright approach to business. She can be spotted throughout the halls on Monday 23 February as she tours the stands and takes part in a seminar and Q&A session.

Outside her corporate work, Deborah is an ambassador for the British Equestrian Federation’s Hoof programme and a keen rider.

FEBRUARY 2015 EQUESTRIAN TRADE NEWS

JAMES PALMER

BETA International sales manager James Palmer retains close contact with exhibitors from the moment they sign up for a stand to the time they leave at the end of three days’ successful trading. He can be spotted circulating throughout the halls, ensuring that everything is running well and offering support and advice where needed. On his days off, James enjoys off-road driving and water-skiing.

DEBORAH HAYWARD

Taking care of visiting media representatives and ensuring that celebrity guests are taken care of is all part of a day’s work for press officer Deborah Hayward. She makes sure that exhibitor material is displayed in the Media Centre and all news, awards results and photographs are supplied as quickly as possible to journalists covering the show. At home, Deborah loves walking, gardening and interior design. www.equestriantradenews.com

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Retailers attending BETA International are invited to call at the ETN stand (P1.1) to enter our famous winner-takes-all prize draw. Just bring your business details...but remember you can only enter at BETA International 2015. Here’s what you could win for your store.

AIROWEAR K2.1 BodyBase Sport (1 x children’s and 1 x adults’). The winner can choose from five different colours.

ETN P1.1 A Retailer Profile editorial feature written especially for you, to appear in a forthcoming issue of ETN.

TRILANCO J7.1 Easidri towel, popular with horse and dog owners

FAULKS C7.1 Three of the new TubTrug dripfeed FYNALITE J1.2 Pellet Master fork with aluminium handle GRAY’S OF SHENSTONE H3.1 Bronze model Welsh Mountain pony HORSE & COUNTRY TV Selection of DVDs

D6.1

ALAN PAINE COUNTRY COLLECTION Q7.1 Ladies’ Bromford shirt

HILTON HERBS E4.1 Counter display box (12 x 400g) of herbal treats

ANIMALIFE H4.1 Animalife jacket, cap and saddlepad

HONEYCHOP HORSE FEEDS B2.2 Five bags of Honeychop Calm & Shine

BATTLES G4.1 Exclusive new Lincoln Platinum Range including: Lincoln Platinum Pro Mag 5 Calmer, Lincoln Platinum Pro Breathe Respiratory, Lincoln Platinum Pro Complete Vitamins & Minerals, Lincoln Platinum Pro Flex Joints, Lincoln Platinum Pro Hoof Fit and Lincoln Platinum Ultimate Flex Performance Joints.

JOHN WHITAKER INTERNATIONAL F7.1 John Whitaker Gripper Gloves

BRITISH EQUESTRIAN TRADE ASSOCIATION G7.1 A pair of tickets to either this year’s Bramham International Horse Trials or the 2015 Festival of British Eventing presented

by BETA at Gatcombe Park. The winner to choose the event depending on location.

CARROTS M5.1 Six funky fashion hat covers CHARLES OWEN & CO (BOW) LTD K2.1 A helmet of your choice CITRUS-LIME LTD M1.1 10% off Citrus-Lime’s in store and online Retail Solutions EQUETECH N1.1 Equetech Patent Riding Hat Vanity Case www.equestriantradenews.com

L S SALES (FARNAM) LTD A2.1 More than £300 (RRP) of fly control products NOBLE OUTFITTERS A pair of the amazing new MUDS innovative waterproof boots

D7.1

NORBROOK LABORATORIES E3.1 Norbrook show rug and six months’ supply of Noroquin Joint Powder for horses PLEVIN L1.1 10 bags of Snowflake Premium Equine Wood Pellets SCHOCKEMOHLE SPORTS H10.1 A Lennox waterproof unisex blouson with mesh lining and detachable hood THE ANIMAL HEALTH COMPANY B5.2 1litre each of the following shampoos: Super White, Super Red, Super Gold, SuperBlack, new Scurf Off and new SensiSkin

WESTGATE EFI E8.1 Rodney Powell Superflex body protector in either grey/black or navy 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 would like to thank all these companies for generously donating prizes. Their advertisements can be found in this issue of ETN and they are all exhibiting at BETA International 2015 too.

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

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

ETN: did you know?

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

Vo i c e o f t h e E q u e s t r i a n I n d u s t r y • ETN is the one andT h eonly official media partner of BETA International

• Latest developments include a weekly e-newsletter (see below to sign up) and AMTRA accredited SQP CPD features on worming nutrition.

• ETN’s exclusive listing of industry CCJs is among its most-read features.

• ETN’s news and product features are read by retailers, distributors, manufacturers and industry opinion formers in 40 different countries.

• ETN was launched in 1979

by Equestrian Management Consultants (EMC), the commercial arm of the British Equestrian Trade Association (BETA). EMC remains the publisher today.

• ETN has a website at www. equestriantradenews.com where you’ll find breaking news, feature lists and information about how to get involved with the title.

• Sign up to receive ETN’s free weekly e-newsletter. Contact Nicki Lewis on 01937 582111 or email nickil@beta-int.com

EQUESTRIAN TRADE NEWS FEBRUARY 2015

BETA International 2015

BRITISHEQUESTRIANDIRECTORY. COM P1.1 A 12 month Gold Listing on www. britishequestriandirectory.com worth £95

KANYON OUTDOOR M9.1 A pair of ladies’ Alder boots and a pair of men’s Briar boots

WALDHAUSEN B7.1 Alicia riding jacket in night blue and Fun Sport breeches in fuchsia/night blue Equestrian Trade News

AGRIHEALTH L2.1 A bottle each of Leovet 5Star Detangler, Power Phaser and Cellsius

TOGGI F6.1 A Grafton jacket

Equestrian Trade News

AGRIFENCE F10.2 DP1205 Dual Power Electric Fence Energiser 12v/mains power 1.0 joule. £149.95 (RRP)

EQUISAFETY LTD M5.2 Polite waistcoat as see on Dragons’ Den.

Equestrian Trade News

ABSORBINE E2.2 Absorbine Botanicals products, PoS materials and a super Botanicals gift for you

ETN PRIZE DRAW

D AN 1 ST P1 .

£1,000s worth of products to be won!

STAND GUIDE

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A H SADDLES Stand See high quality, J10.5 traditionally hand-made English leather saddles developed to fit the modern horse and pony.

AH Saddles are designed by Andrea Hicks, a saddle fitter and designer who has specialised in difficult-to-fit breeds for more than 20 years. Her range of saddles aims to improve and simplify saddle fitting.

“The saddles incorporate different tree shapes and saddle designs so that they correctly fit a large variety of wider and flatter breeds such as native ponies, warmbloods, native crosses, New Forest ponies, Connemara ponies, quarter horses, cobs, Arabians and more,” she explains.

AH Saddles’ range includes general purpose, competition, pony, working hunter and show saddles. Pictured is the Super Cob GP model.

ABBEY ENGLAND Stand You’ll find some excellent discounts at G10.1 this showcase of British manufacturing. A highlight is a vast range of riding and driving bits.

See also Equus polymer boots and accessories, made from UK sourced rubber and suitable for all climates. The range covers rein grips, bit guards and martingale stops – with discounts available on Equus Overreach Boots throughout February.

Looking for high quality, British-made buckles, locks and accessories? Goods from the Abbey England Foundry will impress.

As well as bespoke designs, the foundry’s fruits adorn high-end fashion handbags, briefcases and belts as well as equestrian goods.

Abbey England also distributes Stubbs stable and tack room equipment plus Fiebing’s Horse Care products.

AGRIHEALTH Stand You’ll find this Northern Ireland based L2.1 manufacturer and wholesaler on a new, larger stand.

BETA International 2015

“We need the space as we have lots of new products at this year’s show,” said Stephen Murphy, “from the German horse care

range Leovet and ever popular Liveryman clipper and trimmer range to Fenceman electric fencing equipment.”

LamiGel, a new feed product, can be seen on this stand too.

Leovet introduces new Leoveties Treats. In attractive packaging, added benefits include bio-mos for gastrointestinal health. Cellsius, from the same label, is a leg care product designed to aid recovery. Its ‘waterdrop’ technology ensures it bonds to horses’ wet legs.

Also making its debut is Leovet’s 5Star Detangler. As well as providing healthy, nourished hair, it’s said to help prevent itching and dry skin while moisturising thanks to its wheat Pentavitin content.

ANDERSON & CO Stand Meet the specialist publishing company for the horse racing A2.2 world.

Anderson & Co publishes European and North American Trainer magazines (quarterly titles covering the training and development of the Thoroughbred) as well as the hard-backed horse racing diary The NTF Racing Diary.

It also represents leading monthly bloodstock publication Thoroughbred Owner & Breeder.

This year sees the launch of add-on services in print and online. Stop by to find out more.

FEBRUARY 2015 EQUESTRIAN TRADE NEWS

ABSORBINE Stand Absorbine’s 120 years’ E2.2 knowledge and experience have gone into creating Absorbine Botanicals Natural Herbal Massage Foam and Body Rinse.

Launched at BETA International 2015, the new formula pampers horses with a blend of 12 herbs and essential oils, including arnica and aloe vera, to cool and comfort tired muscles.

The convenient Massage Foam gently eases muscles and tendons while the drip-free formula makes it easy to apply to legs and body. The light liniment can be used under wraps and bandages.

The super concentrated Body Rinse makes more than 100 litres of body wash with soothing aromatherapy that leaves horses refreshed. The eyecatching packaging is calibrated for easy measuring and the hook bottle enables it to hang in the washing area.

People behind the products Introducing...

Chris Jacobi of Absorbine (stand E2.2) Why must visitors to call at your stand?

To see new Absorbine Botanicals, have a chance to sample the products and get introductory offers. And of course to review the full range of Absorbine grooming and horse care products.

What’s the story behind one of your products or services?

When it comes to caring for sore muscles and tendons, horse owners have trusted Absorbine since 1892. Our story began with a deep love of horses. Absorbine founder Wilbur Fenelon Young and his wife Mary Ida knew that without the horse, America would be a very different place. So in 1892, Wilbur and Mary Ida decided to dedicate themselves to helping keep horses as healthy as possible.

They developed a natural formula of herbs and essential oils that became Absorbine Veterinary Liniment. More than 120 years later, our line of products has grown considerably. But we haven’t forgotten our roots. Which is why we remain committed to offering horse care products of only the highest quality.

Absorbine has come a long way. But Wilbur and Mary Ida’s spirits will always be a part of our bloodline.

Who is your equestrian hero or heroine – and why?

Mary Ida Young – she was passionate about horses as well as being a visionary businesswoman.

What are you looking forward to most about BETA International 2015?

I will enjoy meeting up with Absorbine distributors from around the world; it’s a chance to get to know them and better understand their needs. But it is also great to catch up with industry friends old and new.

www.equestriantradenews.com

STAND GUIDE

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ALAN PAINE COUNTRY COLLECTION

ANIMALIFE The creator of Vetrofen and Vetroflex celebrates its first BETA International by offering every visitor to this stand a free glass of bubbly.

Stand H4.1

Eligible buyers can register to become Accredited Retailers at the show - and take advantage of exclusive offers and starter packs.

You could also be among the first to see Animalife’s new online training portal - plus brand new products.

Animalife offers a premium range of equine supplements. Formulated by leading international nutritionists to help support health and performance, they’re endorsed by professional riders such as Trevor Breen, Nicole Pavitt, Piggy French and Gareth Hughes.

The company also supports a large network of equestrians through the Team Animalife scheme, so has a loyal customer following across the levels.

BETA International 2015 will see Animalife launch several new Lifestage formulations – for even wider consumer appeal. It was last year that the company introduced the concept of supporting equines at various stages in life with Growing, Healthy, Senior and Intense Lifestage formulations.

Animalife supports bricks and mortar equestrian retailers with a passion.

Stand Alan Paine unveils a greatly expanded A/W 2015 Q7.1. collection.

New ranges include a Cambridge ladies’ waterproofs collection, a gent’s Loden collection and the Richmond collection. See also additions to the perennially popular tweed ranges and a wealth of fresh colours and fabrics.

Look out for stylish breeks and a long hooded coat with fur collar joining the Cambridge ladies’ waterproofs collection; while a ladies’ wrap is added to

the Richmond Collection that emphasises tweed and wool. Gents can cut a dash in the brand’s new pure wool Loden collection.

The Alan Paine Luggage Collection arrives in tweed and leather, and canvas and leather. Pieces include a luggage bag, briefcase, laptop bag, ladies’ bucket bag, ladies’ saddle bag plus a coordinating purse and gent’s leather wallet.

BETA International 2015

THE ANIMAL HEALTH COMPANY Stand B5.2 The company that brought you NoBute The Original marks 25 years in business with new products, old favourites and show deals.

A recent addition is Westcotts dog food which last November launched a complete puppy food. A new poultry range is steadily growing too.

Come along to this stand and sign up for a special retailers’ newsletter packed with topical updates, seasonal products and one-off deals.

FEBRUARY 2015 EQUESTRIAN TRADE NEWS

Through its Accredited Retailer scheme, Animalife offers many benefits to the trade including generous margins, PoS items, marketing support and an ever-evolving portfolio of products to meet consumer demands. Find out how you can get involved on this stand.

People behind the products Introducing...

Ross Riley, director of Animalife (stand H4.1) Why must visitors call at your stand? As it’s our first BETA International, it will be a unique opportunity for visitors to find out about our Accredited Retailer Scheme, learn about the new products being launched and take advantage of our exclusive special show offers – all while enjoying a glass of bubbly on us!

Putting something back: Ross Riley What’s the story behind one of your products or services? presenting to the winning team at the Animalife sponsored British Riding Clubs Launched in 2014, our new Lifestage Horse Trials Championships. ranges came about because we realised that there was a demand for different formulations to support horses throughout their lives, whether they are leisure animals or high performance horses, young or old. Having worked with riders, nutritionists and vets, we identified which areas needed additional support; then we created four different Lifestages to target these.

Launching with Vetrocalm last year in Growing, Healthy, Senior and Intense formulations, we now offer Vetrofen Intense and Vetrogard Intense. We’ll be launching several new Lifestage formulations at BETA International 2015.

Overall, the concept gives end users the chance to select the most targeted product for their horses’ needs.

Who is your equestrian hero or heroine – and why? My Mum who is Jocelyn Riley from Equestrian Direct... From both a personal and business point of view, I admire the way she has established and run a very successful equine company over the years, while still balancing her passion for riding and competing. Animalife has been very much inspired by the qualities I have learnt from her.

What are you looking forward to most about BETA International 2015? Meeting many of our existing and future Accredited Retailers as well as explaining why we believe that bricks and mortar equestrian outlets are the cornerstone of our industry. www.equestriantradenews.com

STAND GUIDE

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ARCTIC FOX/STARLING

ASPFASE

Stand See new winter riding gloves made from soft feel synthetic P11.1 leather, yet which are washable (drip dry) but don’t shrink, curl or crack.

The Arctic Fox collection of hats, scarves, headbands and neck warmers together with faux fur bombers, trappers and headbands always sell well.

Starling knitted hats come in a phenomenal number of designs and colourways. See the regular designs plus 50 new models.

Orders over £100 taken at the show qualify for an extra 10% discount.

ARIAT EUROPE

Stand The Ariat H7.1 Challenge range, new last year, expands for 2015 with two new Paddock Boot styles.

Spring 2015 also sees the launch of two new high specification tall boot styles, the Monaco Stretch and the V-Sport.

Looking ahead to A/W 2015, a new Extreme insulated range has been designed for protection against wet weather and freezing temperatures.

Patented ATS footbed technology is now available in an upgraded Pro version and will be used in some of the new Extreme and Country collections for extra stability and support.

For the country boot market, Ariat launches the stunning new Berwick Tall GTX for men and women.

Stand It’s a fond farewell this year to Aspfase. For 27 years, the A7.3 South Glamorgan based company has supplied and laid BETA International’s horse demonstration arena surface; but this will be its last.

Over the years, Aspfase footing has provided good going for a variety of human and equine special guests.

“I’ve met some interesting people and enjoyed so many of the demonstrations,” says proprietor Arnold Caton.

Displays by the Royal Horse Artillary, the mounted police, brewery dray horses and the War Horse puppets have been among his most memorable.

And, of course, hundreds of products have been brought to life on the arena’s live horses.

“I’ve enjoyed every one of the exhibitions – and I’ve never failed to sell the demonstration surface!” revealed Arnold.

Aspfase continues to sell Equimulch, its recycled product that makes an ideal equestrian surface.

ARMSTRONG RICHARDSON WHOLESALE Stand This large, family run pet and equestrian wholesaler offers E4.4 nationwide delivery of all major brands of feed, bedding, hardware, supplements, health care and accessories.

With more than 12,000 products to choose from, you can save your space for retailing and use us as your stock room, says Armstrong Richardson.

A team of buyers negotiates a great selection of monthly promotions from leading brands, whilst regular range reviews ensure the product offering is up-to-date with market trends.

AZTEC DIAMOND Stand This new F9.2 British brand, based in the north-east of England, offers fashionable, highly technical apparel at accessible high street prices.

From leisure wear to competition attire, every equestrian discipline is catered for. Although trading for just eight months, this exciting new label already has a large social media following.

A best seller is Aztec Diamond breeches, made from ultra-light, four-way stretch fabric for a ‘second skin’ feeling.

FEBRUARY 2015 EQUESTRIAN TRADE NEWS

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BAILLIE HAYLAGE Stand See the B3.2 new ‘handy’ bale range. The 20kg bales come in three energy levels to suit every equine from those in light work to high level competition.

Baillie Haylage has been producing dust free grass on its own farm for almost 20 years. Every bale is guaranteed and is completely traceable. No additives or preservatives are used.

BEDMAX SHAVINGS Stand This exhibitor lays claims to be the UK’s largest producer of bespoke J1.3 bedding for horses. Samples of its large-flake, purpose-made, 100% natural, dust-free shavings made from British pine can be seen here.

Bedmax is used in the UK and overseas by all sectors of the equine industry, including equine hospitals. The company holds a Royal Warrant

of Appointment granted by HM The Queen, for the supply of shavings to the Royal Stud at Sandringham.

Bedmax benefits from the antiseptic properties associated with pine. The flakes produce a deep, aerated, cushioning bed and are made in strictly controlled conditions to ensure the same high quality in every bag.

Ask about this bedding brand’s high level of retailer support.

STAND GUIDE

BALENO Stand Since N7.1 1973, Baleno has protected Europe’s countryside enthusiasts by wrapping style around innovation in fabric and design.

The label’s first S/S Country Lifestyle range will be on show together with a preview of AW2015/16, including more styles and colours within the ladies’ range.

Compelling RRPs and a full stock service are offered.

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BATTLES Stand See exciting new brands to Battles – including supplement G4.1 ranges from Lincoln and Science Supplements.

Grab introductory offers on the Lincoln Platinum range to get stocked up the season ahead.

Hey Sport has joined this leading wholesaler’s portfolio, bringing innovation in cleaning and care of riding wear.

From a Foam Active Cleanser for materials unsuitable for the washing machine, to a Sport Rug Wash to get those winter rugs sparkling again, it’s a thoroughly useful range.

Other new products to look out for include Pet Rebellion, some eyecatching HySHINE Pro Grooming Brushes with Grooming Bags to match, plus the popular Hilton Herbs.

This year also sees Battles introduce discounts and unbeatable offers on leading brands such as Absorbine, Hy, Horse First, Fly Away and Groom Away. Call in so that you don’t miss out!

People behind the products Introducing...

Jim Bowen, managing director of Battles (stand G4.1) Why must visitors call at your stand?

Battles is the current Trade Supplier of the Year [Jim is pictured with Battles’ 2014 BETA Business Award], and continuously delivering exciting new products.

This year sees new products from the Lincoln Platinum, Bionic Gloves, Horse First and Science Supplements ranges - to name just a few.

With more than 9,000 products from market leading brands, we really do offer retailers the best choice. Visit our stand for amazing show offers and exclusive deals designed to give retailers high profit margins. Please feel free to have a browse around our fantastic new ranges too.

BETA International 2015

What’s the story behind one of your products or services?

We were the first leading equestrian wholesaler to reduce our carriage paid limit for orders to £100. This came about after we undertook a customer survey asking what could be improved about our service.

This really does show how we are continually working with our customers to provide the best possible level of service, and taking their views into consideration. We believe this small change has already made such a difference to our customers.

Who is your equestrian hero or heroine – and why?

Now that’s a tricky one – there are so many talented equestrians to choose from! It would have to be our golden girl Charlotte Dujardin, recently crowned BT Sport Action Woman and narrowly missing out on BBC Sports Personality of the Year. What an inspiration to us all!

Being able to reach the level and get the recognition that she has, and from such a normal upbringing, really does show you how with hard work and determination (plus a little help from Valegro!) you really can achieve anything.

What are you looking forward to most about BETA International 2015?

As always, interacting with our customers is our favourite part of the show. It’s always so nice to put faces to those names that we speak to on such a regular basis. With the launch of some very exciting new products in 2015, we have lots to look forward to and will be very busy showcasing these. Our exclusive BETA International offers this year are definitely worth checking out.

FEBRUARY 2015 EQUESTRIAN TRADE NEWS

BEDWELL BEDDING Stand Discover Equinola Horse Bedding, made from oilseed rape D3.1 straw dried in the summer sunlight. The straw is baled in the field into 500kg bales, stored, then processed into smaller bales.

The straw is precision chopped, screened and dust extracted before pleasant smelling lemon tea tree oil is added to deter bed eating.

This highly absorbent, bio-degradable bedding is effective on rubber mats and in deeply bedded stables, with four to six bales needed to start a bed.

BELLEQUI EQUESTRIAN Stand Affordable, innovative competition and casual wear for children B5.3 and adults is shown by this NewZone exhibitor. For a twist on tradition there’s a waterproof tweed printed show jacket.

“With great profit margins and low retail prices, everyone will feel they have brought a high quality product at the right price,” says Craig Woodall.

“We provide over 1,000 colour options with our show jackets.”

See also the new Pénélope Leprevost Horse Protector Boots by Zandonà.

The Italian manufacturer has been working with the French international showjumper for the last six months.

BLACK YAK Stand Does the thought of a 6am start make you smile or shiver, P11.5 asks this exhibitor. Black Yak says its Fair Trade practical, stylish clothing, can make the difference.

From timeless classics to funky designs, these pure new wool, hand-knit jackets, jumpers, hats and wristwarmers fit the bill.

Fleece lined for warmth, to avoid tickle and for the convenience of machine washing, these garments help start any day with a smile.

BLISS OF LONDON Stand Since its launch in 2011, this brand has particularly captured K4.1 the imagination of a younger generation who aspire to have saddles made to their own taste and styling.

Bliss of London offers dressage, jumping, hunter and all-purpose saddles, all of which can be custom made to suit a variety of horse and rider profiles.

“We understand how best to assist saddle fitters and pride ourselves on our delivery times, communication, dealer promotion/support and excellent customer service from our own in-house saddle fitters,” says Nikki Newcombe.

BOTANICA INTERNATIONAL Stand This exhibitor B4.1 caters for the growing awareness of natural products.

Its herbal range, developed for humans and animals, contains a combination of natural ingredients, all with proven beneficial properties.

Botanica’s herbal system works to promote healthy cell growth.

The use of a wash is followed by its Herbal Cream which is readily absorbed into the skin. Daily washings and cream application are recommended.

BRITISH COUNTRY COLLECTION

Stand Looking for children’s casual country clothing? Then check out H1.2 this stand where you’ll find exclusive and fun designs of horses, dogs and farmyard animals featured in colourful t-shirts, hoodies, jackets and accessories With sizes ranging from babies to extra large adults, there’s something for every horse and dog lover. New designs for this year include Two Shetlands.

British Country Collection’s tweed jackets and gilets offer good value for money, while accessories such as gym sacks and baseball caps at £2.99 are ideal impulse buys. www.equestriantradenews.com

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BRITISH EQUESTRIAN TRADE ASSOCIATION (BETA) Stand Make sure G7.1 that you visit the BETA stand to learn more about the benefits you can enjoy as a member and discover the latest initiatives we have launched to promote the equestrian trade.

Retailer education is a crucial part of BETA’s work and a wide range of courses are on offer at different venues throughout the UK. These include SQP training, CPD modules, retail sales skills, safety and lorinery courses, and the BETA City & Guilds Hat & Body Protector Fitting qualification. We’re pleased to add a course on digital marketing and social media to the mix in March.

Rider safety continues to be a powerful theme in many BETA initiatives.

Recent changes to the EN 1384 riding hat standard have sparked a degree of uncertainty. Direct any questions to us and we will do our best to answer them for you.

This year will see the publication of the BETA 2015 National Equestrian Survey, which has been commissioned to provide a detailed view of the equestrian world today. It features accurate statistics and a wide range of issues such as levels of participation in equestrian activity. A 5% discount is offered for any orders made and paid for at the show.

BETA has a great range of member incentives, including corporate clothing with preferential rates from Lands’ End and discounted legal services for members and their families from Leeds-based Blacks Solicitors. We are also offering a new digital marketing tool with 15% off the price of an animated logo from Equine Events UK. Our latest benefit is discounted onhold marketing messaging from PH Media and we are currently negotiating professional indemnity insurance with special group rates.

Trade association merchandise is always available to member-retailers, including new BETA wobbler displays promoting hat and body protector fitting and NOPS, and laminated NOPS and body protector posters for instore display. These together with BETA’s great range of information guides, including Saddle Up Safely – The BETA Guide to Tack Care and The BETA Guide to Avoiding Prohibited Substances, are all available on the stand, so don’t forget to pop by and pick up a free copy.

BRITISHEQUESTRIANDIRECTORY.COM Stand Discover how you P1.1 can reach out to your target audience with www. britishequestriandirectory.com.

This easy to navigate website features a fantastic set of digital directories offering the most extensive range of online listings today. You can also stop by to say hello to Ask ED, the website’s cute and cuddly mascot!

The site includes the British Equestrian Directory (BED), which is aimed at both trade and consumer, and the Trade Suppliers Directory (TSD), a tradeonly guide considered as something of an industry bible for more than 30 years. This ultimate reference tool is also available in a handy printed version and is packed with identical listings.

The directories – online and printed – offer a fantastic opportunity to highlight your business. All listings are offered free of charge with paid for enhancements and advertisements available to suit all budgets. All

advert bookings made at the show are eligible for a 10% discount.

Britishequestriandirectory.com is owned by Equestrian Management Consultants (EMC), a wholly owned subsidiary of the British Equestrian Trade Association (BETA) and publisher of Equestrian Trade News. www.equestriantradenews.com

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BREYER MODEL HORSES

Stand Famous horses from Frankel to Milton have been immortalised L3.1

by Breyer. Today, the model horse brand’s Best of British range includes a limited edition Polo collection, the Clydesdale horse and Welsh ponies. New for Spring 2015 is a Welsh cob, Shetland pony and Irish Connemara (pictured).

Alongside its models, Breyer offers craft kits which reflect the artistic process of making a model. A ‘Learn to

Draw’ set includes a glossy instruction book, eight pencils, tracing paper, drawing paper, stencils and a decorated model.

The Pony Gals collection features Bits Beanies, Jasmine and Ella, the colour changing horses. Then there’s the bestselling Chloe Care for Me Vet Set. Chloe is an interactive, plush pinto sport horse that sighs, whinnies and swishes her tail.

Breyer play accessories include articulated rider figures, saddles, bridles, rugs, horse boxes, stables, jumps and more.

People behind the products Introducing...

Farel Williams of Breyer Model Horses (stand L3.1) Why must visitors to call at your stand?

Breyer is the largest range of model horses in the world. There are models of various scale sizes and plenty of life-like accessories to go along with them. For 2015, there are exciting new product lines and fantastic new deals to discover.

What’s the story behind one of your products or services?

The Breyer brand was created 65 years ago and has since become known as the finest range of model horses in the world. The detail, quality and authenticity are unmatched.

Who is your equestrian hero or heroine – and why?

Charlotte Dujardin on Valegro – for winning Olympic gold.

What are you looking forward to most about BETA International 2015?

Meeting existing customers and forming relationships with new customers.

BRIDLEWAY EQUESTRIAN Stand Bridleway is a brand created exclusively for independent J4.3 retailers to provide excellent margins and exclusive territories.

There are currently more than 60 retailers in the group. They can all sell a range of products that is not discounted and is not available through every retailer in the country.

A substantial marketing programme promotes the brand and its retailers.

Members also benefit from discounts negotiated with third party suppliers.

Good retailers are sought to join Bridleway in some areas of the country.

The plan is to grow the group to around 100 retailers throughout the UK. www.equestriantradenews.com

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CARR & DAY & MARTIN – DAY, SON & HEWITT

Stand Carr & Day & Martin celebrates its 250th anniversary this year.

F2.1 Founded in 1765, it’s believed to be the world’s oldest company involved in the manufacture of horse care products.

The company has held a Royal Warrant since the reign of King George IV. A one-stop shop for the horse owner, its product range falls into four categories: Leather, Coat, Hoof and Health Care. See the BETA International 2014 Innovation Award winning Equimist 360 spray technology here too.

Supplements manufacturer Day, Son & Hewitt – another Royal Warrant holder - is a mere sapling in comparison at 175 years.

This brand works hard to sapling buying decisions for retailers and consumers. A daily sachet dosing system ensures active ingredients are delivered fresh and intact, for cost effective results.

CHARLES OWEN/AIROWEAR Stand K2.1

Exciting new collections in head, shoulder and body protection will be launched on this combined stand.

Charles Owen introduces a new sparkly option of the YR8. Made

of a special sparkle fibre, the black bling and shiny silver centre seamlessly complements the black or navy microsuede side panels.

Airowear launches a new hybrid body protector. Certified to SATRA M38

safety standard, it combines tailoring with inflatable technology to provide protection of the hips, neck and torso.

Also new from Airowear is a thermal balancing and moisture-wicking baselayer incorporating removable shoulder protectors, certified to BETA 2009 Level 3.

People behind the products Introducing...

Roy Burek of Charles Owen and Airowear (stand K2.1)

BETA International 2015

Why must visitors call at your stand?

This year we’re inviting retailers to join us on the combined Charles Owen / Airowear stand for the product launch of the most innovative safety products to date. These include body protection using air technology and self-adjusting sizing. We are also looking forward to showing some new and innovative materials we’re using for our helmets.

What’s the story behind one of your products or services?

Shoulder protection… Research tells us that this added protection can reduce shoulder and collarbone injuries by 80%. We’ve therefore set out to develop two different options for riders – shoulder pads that work with a body protector and the new BodyBase Pro with integrated shoulder protection that can be worn alone.

Who is your equestrian hero or heroine – and why?

Charlotte Dujardin has inspired a new generation of equestrians as well as impressed an even larger group of riders in a variety of other disciplines. Her commitment to wearing a helmet while riding at home and in competition goes beyond her relationship with Charles Owen as Charlotte personally chooses to wear her helmet each time she rides.

What are you looking forward to most about BETA International 2015?

We are launching all of our new products and gaining feedback from stores so that we can ensure we meet the new level of expectations of safety from consumers.

FEBRUARY 2015 EQUESTRIAN TRADE NEWS

CARROTS Stand M5.1

Looking for something bright and beautiful? Then head for Carrots’ stand. Here you’ll

find fun and fashionable accessories, cute gift ideas, children’s clothing and trendy adults’ designs.

Alongside best sellers such as lightweight Competition Gloves and Leather Show Gloves, you’ll find the Sparkle collection which brings diamante detail to socks, hat covers, clothing and gloves.

With sporty fashion a key trend for 2015, Carrots is expanding its popular XC range – and introducing a bold, bright star design. If sweetness and light is your customers’ thing, gorgeous new hat cover and glove styles tick all the boxes.

There’s also an Irish Tweed selection, perfect for shooting, hunting and riding – or simply spectating in style.

CITRUS-LIME Stand Citrus-Lime – whose experts are regular M1.1 ETN contributors specialises in retail solutions in store and online, with tailored packages for equestrian, country and saddlery retailers.

New for 2015 is Cloud Reporting, an online reporting module focussed on presenting essential retail information to customers.

Developed in house, it’s the first of CitrusLime’s Cloud based modules.

“Our retail consultants concentrate on what retailers need to make good business decisions,” says Liz Chegwin.

“Our product range is focussed around giving you the best possible return on your investment, through the most efficient retail offering.”

Ask about Click & Collect, fully managed stock control, plus the many other features and services Citrus-Lime provides.

COMFYBED PLUS Stand Comfybed Plus D11.3 is a woodchip and woodshavings blended baled bedding.

It’s dust extracted and wrapped on hooded pallets for supply to the trade.

Ingredients are manufactured on site by Greenwood Forest Products, so a consistent supply is guaranteed – whatever the weather.

“Our research indicates that consumers are continuously looking at ways to reduce stabling costs. Everybody wants the very best, but they worry about lower quality,” says Colin Smith.

“We pride ourselves on producing to the very highest standards, so that Comfybed Plus isn’t only perfect first time, but every time.”

Greenwood Forest Products is primarily a timber merchant specialising in garden buildings. The residue is used to produce pet, poultry and equine bedding. The company has the only double chute small pet baler in Europe, capable of producing more than one million small bales per year.

COUNTRY PET Stand See the new Tuff range of dog toys and waterproof dog beds.

C5.3 Country Pet manufactures and distributes luxury pet toys and accessories for the equestrian market.

The toys are designed for safe, durable, pet play and are appropriate for every age of dog and level of activity. Competitive pricing, engaging packaging and eye-catching design are part of the package. www.equestriantradenews.com

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CHAMPION Stand See the entire F6.1 Champion riding hat and body protector collection on display.

Exciting new developments will be unveiled to join the popular Ventair, high-fashion Evolution Couture (pictured) and sparkling Junior X-Air Star. Look out

for best sellers with a new twist too.

Cardiff based Champion has been a driving force in the design and development of rider safety equipment for nearly four decades. The company is a long standing supporter of equestrian institutions such as the British Horse Society and British Showjumping.

Retailing Champion means supporting a British manufacturer as well as offering consumers products that meet the best safety standards.

People behind the products Introducing...

Sarah-Jane Fedarb of Finest Brands International (owner of the Champion brand – stand F6.1) Why must visitors call at your stand?

At Champion, our reputation is built on safety. We pride ourselves on our knowledge and understanding of the latest technologies that retailers need to be aware of.

We’re launching some exciting new products, and some of our favourites have had a face-lift.

BETA International is a great place to pick our safety experts’ brains.

With so many developments taking place, retailers who are interested in the safety of their customers should certainly schedule in some Champion time.

What’s the story behind one of your products or services?

My father and mother – John and Bridget Ayres - shared a deep love of horses, were dedicated riders and loved the sport of horseracing.

Back in the 1970s, John recognised the totally inadequate protection offered by riding hats; so he and my mum started tinkering with ideas in the basement. They came up with a new design of riding hat which was far safer than anything else on the market...And so Champion was born.

The business was given a great boost from the start when TV’s Esther Rantzen covered the problems of riding without a safety hat on her consumer programme That’s Life. She highlighting the superior protection offered by Champion hats - and advised every rider in the country to wear appropriate safety headwear.

John had always championed this particular cause and Champion Manufacturing will continue to do so.

Who is your equestrian hero or heroine – and why?

Champion The Wonder Horse! My parents and I watched this TV show all the time when I was young, and it is he who inspired the name Champion for our business.

What are you looking forward to most about BETA International 2015?

Seeing our customers of course! The show is a great place to catch up and chat with our loyal customers face to face. That and the first ten minutes after the show closes on Tuesday, when we can relish a job well done before the mania of break-down begins!

www.equestriantradenews.com

new division dedicated to the sector is led by experienced recruiter Amanda Latham and supported by Sarah Milburn (pictured).

Both consultants are passionate and knowledgeable equestrians.

Stand This new exhibitor addresses the F10.3 fact that riders’ underwear is often overlooked.

Derriere Equestrian, a UK company founded last year, specialises in non-chafing, abrasion-free, padded, stylish underwear that protects riders from friction and resultant discomfort.

“It’s not often spoken about in polite company, but riding can cause painful chafing and even saddle sores,” says managing director Claire Galer.

Derriere Equestrian has discrete, padded underwear for male and female riders. “Not only does it need to be comfortable, stylish and effective, it’s also essential that sports undergarments are wicking, bacteriostatic and performance tested,” adds Claire.

DEXSHELL UK & PROCLIMATE

Stand Dexshell makes waterproof socks, gloves and hats with a P5.2 water-resistant outer layer, a Porelle inner membrane and comfortable lining.

Use of the latest lamination technology ensures a close fit.

A waterproof, breathable, unisex range includes what’s claimed to be the world’s first ‘bagless’ waterproof hat, and first child’s waterproof sock.

The

ETN (EQUESTRIAN TRADE NEWS)

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Equestrian Trade News

They have the backup of the De Lacy team in order to serve the needs of professional employers and those seeking to develop their professional careers in the equine and pet industry.

De Lacy Equestrian recruits for all grades of executive staff from graduate trainee to managing director, covering all disciplines from sales and marketing to commercial, technical, operations and retail.

DERRIERE EQUESTRIAN

Equestr Trade ian News

Stand De Lacy Equestrian P4.4 is a new executive recruitment division of De Lacy Executive Ltd, the UK’s largest land-based business recruitment consultancy.

De Lacy has been recruiting executives for the equestrian industry for 15 years. The

Stand Established by Irish equine E4.3 vet Donald Collins, this is one of Europe’s leading suppliers of veterinary consumable products.

All items are selected for quality, safety and efficacy to be used by veterinary hospitals, studs, trainers and pet owners.

The company name derives from its base on the Curragh in County Kildare, Ireland, the headquarters of Irish horseracing.

Products, including bandages, dressing, cotton wool, gloves and poultices, carry the Curragh prefix.

BETA International 2015

Why must visitors to call at your stand?

We offer a specialist service in executive recruitment to the equestrian trade based on 15 years’ experience.

What’s the story behind one of your products or services?

The best candidates often do not apply to job adverts! De Lacy Equestrian offers a proactive recruitment service by making direct contact with the candidates employers are seeking and so raising the standard of applicants from which to choose. In addition, professionals seeking to further their careers are offered the best advice and assistance on managing their careers to meet their ambitions.

Who is your equestrian hero or heroine – and why?

AP McCoy because of his decency, drive, passion and bravery.

What are you looking forward to most about BETA International 2015?

To have the opportunity to discuss with professionals in the industry how we can help them develop their careers. Also to discuss how we will provide a different level of recruitment service to BETA members.

FEBRUARY 2015 EQUESTRIAN TRADE NEWS

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Stand ETN has been P1.1 associated with the equestrian trade for as long as BETA International trade fairs have been running – that’s 36 years!

Once again this year, ETN is BETA International’s official media partner.

Call at this stand to find out more BETA International’s about getting involved with ETN’s official media partner latest developments including a weekly e-newsletter, CPD features for SQPs (on worming and nutrition) and saddle fitters plus an e-shot mailing service.

ETN recently conducted some readership research. “We were particularly interested in retailers’ views and discovered that the majority find ETN useful, reading it cover-to-cover every month,” says editor Liz Benwell.

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NEC, Birmingh 22-24

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Main Sponsor

Equestrian Trade News

Introducing...

John Davies, director De Lacy Equestrian (stand P4.4)

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Equestrian Trade News

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Equestr Trade ian News

DE LACY EQUESTRIAN RECRUITMENT

CURRAGH VETERINARY SUPPLIES

Equestr Trade ian News

CHRIWEN Stand German brand P6.1 Chriwen Womanly was founded in 2012 – and is shown at BETA International for the first time.

“Our desire is to provide your customers with the feeling of comfort, well-being and convenience,” says Jan Wenchel.

“Nothing is more fulfilling than to wear what you really like and what suits you.”

See the current summer collection and preview Chriwen for A/W 15/16 with coats, fleeces and sweat jackets. Great designs and a feminine cut are ongoing themes.

Equestrian Trade News

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“The most popular sections are news, new products and, of course, the CCJs.”

ETN is mailed free to UK based equestrian retailers. Subscribers are manufacturers, wholesalers, distributors and associated categories in 39 different countries.

BRING YOUR BUSINESS CARD TO THE ETN STAND FOR YOUR CHANCE TO ENTER A PRIZE DRAW FOR £1,000s WORTH OF PRODUCTS FOR YOUR STORE. SEE PAGE 83 FOR MORE DETAILS.

www.equestriantradenews.com

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97 Stand With almost E6.1 14,000 products in its 644-page catalogue, this French wholesaler offers probably the most comprehensive range of equestrian products in Europe.

Ekkia showcases garments from its flagship brand EquiThème in the fashion show - which the brand also sponsors - as well as on its stand.

Always well worth a visit for merchandising ideas, the Ekkia stand has ‘shop windows’ in which its gloriously colour-coordinated stock is displayed. Take this opportunity to discover fresh themes and styles within the new 2015 Equi-Thème spring/summer collection.

Ekkia’s three UK sales representatives Ellie Norrie, Dean Mastouras and Piers Westerman will welcome you to the stand. Orders can be placed via the EkkiaPro website which enables retailers instantly to check if an item is in stock although this supplier is noted for its high stock holding.

People behind the products Introducing…

Jean François Vignion of Ekkia (stand E6.1) Why must visitors call at your stand?

To discover all our new products for 2015.

What’s the story behind one of your products or services?

Our experience with horses is the secret to our success, alongside our daily experience with numerous tack shops who receive many requests from riders all around the world.

Who is your equestrian hero or heroine – and why?

I particularly admire Charlotte Dujardin, especially for what she did at the 2014 World Equestrian Games [held in Ekkia’s home country, France] – and she continues to surprise me.

What are you looking forward to most about BETA International 2015?

To meet as many of our English partners as possible.

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EQUESTRIAN BUSINESS Stand Equestrian Business returns to BETA International with a new M10.1 look, extended product features and editorial opportunities.

The publication for equestrian buyers and suppliers has an established readership of retailers, distributors, wholesalers, veterinary practices and trade account holders. “Our independent voice means that the equestrian trade really takes notice of what we have to say,” says the title’s Allison Kemp.

“Equestrian Business has been at the forefront of equestrian trade marketing for over 12 years, helping you to promote your business to over 5,500 key decision makers,” she adds.

“Our online offering is more diverse than ever before, with social media and an actively evolving website offering what you need to be seen across the internet.”

EQUETECH Stand This will be N1.1 a first trade show in seven years for this popular clothing label.

Established since 1992, Equetech is one of the UK’s great success stories. Supplying more than 500 retail outlets nationwide, the brand is also represented in the USA and Australia.

As well as designing in the UK, Equetech produces more than 40% of its range - from riding clothing and underwear through to socks and stocks – on these shores. Creating quality, affordable riding wear is at the heart of its ethos.

EQUILIBRIUM PRODUCTS

Stand Established in 2001, Equilibrium Products is renowned for F3.1 scientifically researched product development and is a former winner of BETA International Innovation Awards.

Last year saw the arrival of Munch healthy snacks with added benefits. For 2015, Equilibrium Products adds what it tantalisingly describes as “a new and exciting concept to our nutrition range.”

Call here for promotional offers on Stretch & Flex, Tri-Zone, Equi-Chaps, Equilibrium Therapy, Net Relief & Field Relief.

Be the first to discover the new products, meet the team and benefit from tempting promotions - all over a cup of tea and a slice of Equilibrium Products’ infamous cake.

EQUINE AMERICA (UK) Stand Best known for its Cortaflex joint supplement, Equine America J4.2 was founded in 1997 by South Carolina, US based Bruce Snipes.

A pioneer in the use of biotin and electrolytes for horses, Bruce brought Cortaflex to the equestrian public’s attention when it was successfully tested in a double blind clinical trial at Michigan State University.

Cortaflex is now available for horses, dogs, cats and people. See the full Equine America range here.

EQUINE CAREERS

Equetech’s distinctly English designs and flair for combining classic with contemporary will be on show. Exciting new additions celebrate high fashion trends with practical styling.

The company will open its books to new accounts by appointment and offer great retailer incentives for the new season.

BETA International 2015

EQUI-ADS Stand There are E11.1 two Equi-Ads magazines. Equi-Ads Scotland, said to be the country’s oldest equine magazine, is widely respected for its editorial content written by equine vets and nutritionists with supporting articles and results from the main riding disciplines. Many successful equine businesses in the country advertise within its pages.

Equi-Ads (England & Wales) covers all the main regional contests and disciplines.

Copies are stocked by 1,400 outlets. Its website includes a directory indicating magazine stockists and where they are.

The national edition of Equi-Ads carries advertisements and editorial in all editions – amounting to 50,000 copies every month, says the publisher. The magazine has an editorial board of lecturers, vets and nutritionists.

Call at this stand if you would like to stock Equi-Ads. FEBRUARY 2015 EQUESTRIAN TRADE NEWS

Stand Equine Careers is dedicated to office and professional D8.2 vacancies within the equine Industry.

Founded and run by Emma Dyer, pictured above left presenting the sales rep/agent of the year award at the BETA Business Awards which it again sponsors this year, Equine Careers won a BETA International Innovation Award in 2010.

Services offered include vacancy advertising, management, recruitment, HR consultancy and sales training. Current vacancies will be displayed at BETA International.

Equine Careers’ Sales Agents Database holds details of agents nationwide seeking further products to represent. Agents or companies looking for agents can find out more at this stand.

EQUINE PRODUCTIONS Stand Find out how a combination of equestrian knowledge and film J9.1 making techniques can promote your business.

Equine Productions’ work is regularly shown on Channel 4 Racing, Horse & Country TV and Racing UK. It increasingly makes adverts and documentaries too.

Web-based production can be discussed here too. “There’ll be a time when video on a website is as much expected by customers as the website itself,” says Sam Fleet. www.equestriantradenews.com

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EQUINUTRITIVE

EQUISAFETY Best known for its high visibility products, Equisafety launches the Equiprotex Level 3 / EN1150 body protector. It’s said to be the world’s first reversible body protector with removable tail extender (RTE).

Stand M5.2

Stand This feed and supplements company was launched in J9.3 November 2014 to promote grain free feeding and a back-tobasics approach.

EquiNutritive is the sole distributor of Chia de Gracia chia seeds in the UK and Ireland. Described as “an equine superfood”, this product is said to have a broad range of health benefits for all horses.

EquiNutritive aims to develop innovative products that will enhance and optimise the well being of every horse.

EQUISAFE Stand This fencing supplier offers rail-system electric fences, line E5.6 electric fences, dressage fences and gallops or race track fences in high density polyethylene.

The fences are electrified via an embedded spiral conductor in the rails.

The fencing is resistant to UV light, permanent, strong and competitively priced. Importantly, it’s safe for horses. The fencing looks good, requires no maintenance and a ten year warranty is provided.

This never-seen-before design offers riders two new features. The reversible garment has high visibility to the EN1150 standard on one side and black on the other. Both sides pass EN13158:2009.

The patented RTE system guarantees that the body protector will always be the perfect fit, says Equisafety. For instance, parents of young riders need only buy the tail to keep the body protector fitting correctly.

Retailers meanwhile can stock a smaller amount of sizes of the body protector as they can hold RTEs to suit different riders’ heights. The protector still passes all necessary European standards, without the RTE, says Equisafety.

The Equiprotex is made from lightweight, breathable memory foam which is highly flexible and becomes softer with the body’s heat. The foam regulates the body’s core temperature using a 3D structure of air chambers making for an ideal microclimate.

EQUISCAN PRESENTED

BY KOPL DISTRIBUTION Stand This saddle fitting G11.1 system returns to BETA International with its new distributor for the UK and Ireland.

Eire based KOPL Distribution is run by saddler Alan Ward. Having trained at Cordwainers College and now a Society of Master Saddlers (SMS) member, he’s run a bricks and mortar store and workshop since 1999.

Honoria O’ Neill, of Irish retailer Saoirse Saddlery, has been using Equiscan and told ETN: “Our saddle fitting division has experienced a 125% increase in new business in the last eight months with excellent customer retention.”

EQUISPORTS PERFORMANCE/EQUISOX/ JOCKEYSOX

Stand EquiSox are equine compression socks designed to optimise E9.1 post performance recovery.

Acting like human flight socks, they support and stimulate the circulatory and lymphatic system, which in turn can reduce swelling and filling of the lower limb.

Also on show are JockeySox, designed to assist anyone who sits in a saddle.

EquiSox and JockeySox are manufactured in Britain to the same stringent standards as surgical grade human compression garments.

EQUISSENTIAL Stand This environmentally friendly, F11.2 biodegradable product is used daily in the mucking out regime to reduce the level of irritants entering the horse’s respiratory system. Equine health and performance stand to benefit. “[It’s] been accredited as a genuine scientific breakthrough and removes ammonia on contact, offering horses an enhanced living environment,” says James Law. Equissential is also said to eliminate odours, germs and bacteria with useful bio-security implications. See it in action at this stand.

FEBRUARY 2015 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

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EQUITURE

Stand This stand will sparkle with handmade, bespoke crystal C1.3 browbands. They’re made in the UK from English Sedgwick leather and Preciosa crystals.

Equiture offers more than 40 different coloured crystals in hundreds of combinations. Browbands can be V shaped, curved or straight – with matching stock pins, earrings, fly veils and even dog collars available.

“We get many comments from customers saying how much better our products look in the flesh compared to photographs online, and many more asking what shop they can visit to view the products,” says Sian Cornelius.

ETRICAL Stand Witnessing a number of B3.1 nasty falls when riders were dragged by a trapped foot prompted Yves Rainfray to create his own safety stirrups.

Etrical stirrups, brought to BETA International by this French family run business, allow the foot to remain completely free – when riding or falling.

In addition to the safety aspect, the polyamide, elastomer and natural rubber stirrups have comfortable, wide anti-slip footrests. Designed for any type of riding, they suit beginners, professionals and all ages.

Yves’ invention is covered by a French patent and the products are manufactured in France.

EQU STREAMZ Stand These pain relief bands D5.2 for horses have a patented design.

“They contain a unique smartmaterial which creates a 360º energy field around a horse’s fetlock providing a low cost and natural response to a variety of health related symptoms,” says Matt Campbell.

EQU StreamZ bands can be left on the horse 24/7, providing continuous support. They can be used post exercise or in cases of decreased mobility or inflammation.

StreamZ products are made in Britain.

EURO-STAR Stand HV Polo and Imperial Riding K5.1 are also on this stand. euro-star shows its ESX Protection breeches, while matching horse equipment consists of rugs, saddle pads, bandages, boots, fly bonnets, halters and ropes.

The HV Polo fashion brand is inspired by the sport’s heritage in Argentina.

It features rich embroideries on jackets, waistcoats and fleeces and is complemented by saddle pads, boots and bandages.

With fresh colours and sparkly rhinestone detail, Imperial Riding is dedicated to a young audience. Check out competition jackets, patent spur straps, bling browbands and satin saddle pads. www.equestriantradenews.com

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FAULKS & COX Stand A complete efficiency overhaul at Faulks & Cox Ltd has made C7.1 its comprehensive profit-making service for equestrian retailers even better.

“Our products have always been top retail profitspinners and this success created a need for ever more efficient warehousing and delivery,” says Chris Birch, sales

manager.

“Delivering a diverse range of fast-moving products such as Tubtrugs and Wm.Faulks Tools is a challenge. Our managing director Dean Cox has spent over a year introducing measures that ensure orders leave the same day or next morning. Online trade ordering is also now available.”

Find out more about Faulk & Cox’s best branded quality, best designs, best point of sale stands and best service on this stand.

“We love to meet all our customers at BETA International and get the chance to hear their feedback… perfection and profit are our goals,” adds Chris.

FIRST EURO Stand This long-standing BETA F1.1 International exhibitor launches new customised show jackets and tops, winter and summer jackets, polo shirts, t-shirts, sweatshirts, hoodies, gloves and half chaps.

The collection from this Pakistan based manufacturer comes in a host of colours and sizes, styled to appeal to equestrian enthusiasts.

“Using the best technology available, our range is designed to keep the rider even more comfortable and relaxed,” says First Euro’s managing director Noman Arshad.

FLETTNER VENTILATOR Stand This K10.5 exhibitor has more than 80 years’ experience supplying ventilators worldwide.

It’s UK made ventilation system for horseboxes and trailers requires no power source, comes with a lifetime warranty and can be fitted in just 15 minutes.

People behind the products Introducing...

Chris Birch, sales manager, Faulks & Cox Ltd (FCL), - Stand C7.1

BETA International 2015

Why must visitors to call at your stand?

There are loads of new products and point of sale stands to see, all designed to maximise profits for you. Plus, a cheery smile of course!

What’s the story behind one of your products or services?

FCL started in 1981 with Tyre Rubber Products. Among those products was a deep, flexible rubber basket which sold more to gardeners than equestrian customers. In the mid-1990s, this was developed into a flexible plastic tub and Tubtrugs was born.

It’s hard to believe that before that date, there were no colourful, lightweight, flexible, two-handled tubs in the world!

Who is your equestrian hero or heroine – and why?

No one person. I believe everyone involved with horses is part of a huge family who share a common love for these amazing creatures.

The person who goes out on a dark, freezing cold morning to break the ice and put hay out before going to work is as heroic as the stars of the show circuit.

What are you looking forward to most about BETA International 2015?

Meeting all the customers who hopefully look on us at Faulks & Cox as friends as well as suppliers.

FEBRUARY 2015 EQUESTRIAN TRADE NEWS

Positive ventilation, as provided by the Flettner Ventilator, removes excess heat from the horsebox as well as moisture, odours, ammonia and airborne spores.

The Flettner roof vent works by continuously extracting air when the vehicle is moving, and also when the vehicle is stationary subject to a light breeze.

FLINT’S YARD Stand BETA International 2014 saw D1.1 the arrive of Itching?, a natural repellent lotion for use on itchy and sensitive equines. This year, Flint’s Yard returns to launch a “brand new innovative range.”

“We pride ourselves on being a British company offering the very best level of customer service with fantastic product and sales support,” says co-founder Clare McCombe.

All products have a striking shelf presence and favourable retail mark up.

FORELOCK BOOKS Stand Meet the B1.1 publisher of horse and pony adventure stories that today’s children and young equestrians love.

Forelock titles encapsulate the close relationship between equine and human, the thrill of riding and the confidence that comes with such responsibility.

Discover a new range of stories by Britain’s best equestrian authors, produced in small format hardback to collect and treasure forever. www.equestriantradenews.com

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FREESTEP Stand Discover InstaMag Spray On E10.4 Magnesium Calmer at this stand.

“It’s a spray-on mist for the quickest possible result; faster because it does not need to be fed and then absorbed through the gut,” says Andrea Gentles of FreeStep.

“The product is sprayed onto the neck/ears to be absorbed through the skin for a fast delivery to the brain.”

A Light Mist aerosol, tolerated by even the most sensitive horses, can be used continuously to mist throughout the day. The Heavy Mist version achieves a fast delivery of 12ml in ten sprays.

Explains Andrea: “Gently rub into the neck area, the closer to the ears the better, and wait for the results in under 20 minutes.

“InstaMag is a direct application [that] bypasses the digestive system. [It’s] good for spooky, excitable horses and those lacking in concentration; it promotes a relaxed and willing attitude.”

GERSEMI Stand This Scandinavian brand’s A/W 2015 collection P9.1 will be shipped directly from its warehouse in Sweden. Special offers are available on orders placed at the show.

“We at Gersemi are looking forward to meeting our valued UK retailers,” says Jan Alexandersson. “We will also show our S/S 2015 collection, available for immediate delivery.”

See also SIGYN Breeches and new SIRI Breeches, plus the breathable, waterproof IDUN show jacket with exchangeable buttons.

FYNA-LITE Stand Fyna-Lite celebrates 30 J1.2 years of manufacturing excellence in Britain with its best ever range of stable tools.

“Our substantial investment in new machinery and tooling is really starting to pay off,” says general manager Leon Fynn.

“We’ve increased the quality of our products through better manufacturing processes and the use of higher specification materials. We can’t wait to show these new, improved products to the trade at BETA International.”

Fyna-Lite offers a fork for every bedding system, with a handle variant for every operator. Whether your customers use shavings, straw, wood pellets, paper, hemp or rubber matting, Fyna-Lite has a fork, broom, shovel, trolley or tool to meet their needs.

High quality field and contractor tools are available too.

GUARDIAN EQUESTRIAN Stand See the Fence Buster range turnout rugs, designed to stop horses breaking D4.2 through electrified fencing.

Patented special sections are built into the chest and neck cover to ensure fences stay up - and horses stay safe. Made with a 1,680D ballistic nylon Teflon coated outer, they also have integral wither pressure relief pads.

Guardian Equestrian offers free delivery on orders taken at the show.

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GUMLEAF CLOTHING Stand This country clothing label is P9.3 owned by Norfolk farmer Alistair Paterson and based in a converted barn on his property.

Gumleaf wellington boots are handmade in Europe from natural rubber. The non-slip, deep tread soles have enough cushioning to make them a pleasure to wear all day, every day.

“The best-selling Gumleaf Viking was the first boot to be designed with a gusset at the back to accommodate those with wider calves - or who want to be able to wear boot socks and tuck in a pair of jeans,” says Sarah Edmonds.

Gumleaf’s neoprene-lined Norse is now available in blue and red - and proving very popular with the equestrian market.

GRUB’S BOOTS Stand Three P2.2 new boot designs join this range of neoprene performance footwear.

The Rainline (pictured) is ideally suited to wet summer weather. Featuring the same level of comfort, warmth, waterproofing and grip as others from the brand, it’s available in navy, sage, aubergine, pink and Fiji blue.

A new boot for the agricultural sector, the Tayline, will be launched alongside the Ceramic S5 5.0 - a safety boot for tradesmen.

Call here for some great offers. Grub’s sponsored international event rider Ben Hobday will be visiting the stand throughout BETA International. And you can enter a competition to win an Emily Cole illustration of Ben and the Grub’s sponsored horse, Ciletto.

GLAMOURATI Stand They’ve only been around for six months, but already these E9.3 glitter quartermarkers have made news in The Daily Mail and The Daily Telegraph.

At Olympia, Glamourati was invited to decorate the Christmas finale horses and add extra sparkle to Joanne Eccles’ vaulting displays.

The glitter quartermarkers are safe, easy to apply, simple to remove and can last up to two weeks. Designs include unicorns, stars, country flags, custom logos, text and team names.

British Showjumping (BS) allows glitter quartermarkers in its affiliated competitions. For retailers, Glamourati says it offers a generous mark-up.

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GAIN HORSE FEEDS

Stand See this C4.3 Wexford, Ireland based feed manufacturer’s newly designed packaging.

Gain Horse Feeds, the equine arm of global human nutrition and cheese group Glanbia plc, produces consistent, palatable, dust free feeds for all equines. Top trainers and riders Aidan O’ Brien, Jim Bolger, Nick Skelton, Oliver Townend , Aoife Clark, Lucy Jackson and Germany’s Christian Ahlmann are fans.

The company has been making feeds for 25 years.

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GRAYS OF SHENSTONE Stand You’ll find this wellH3.1 known gift specialist’s stand opposite the exhibition’s main entrance.

This year’s focus is on restocking, with tempting incentivised offers available depending on sizes of orders placed at the show.

Grays also previews its summer Introductions and takes forward orders for the autumn.

Be sure to check out new Internet Gift Packs - specially designed gift boxes for easy offering on your website.

HKM SPORTS EQUIPMENT Stand Klaus Egbers and N2.1 his design team at this energetic German brand have created new collections to bring colour and style to your store.

The emphasis is on practical and aesthetically pleasing items, at tempting prices.

See the exquisite new HKM collections for spring/summer 2015 and autumn/winter 2015/16, and find out more about the service provided and profit margins available to UK retailers. HKM delivers swiftly via DPD and has a UK call centre.

HARPLEY EQUESTRIAN Stand UK manufacturing A1.1 with many years’ experience is the hallmark of this highly skilled team.

On show will be the stretch Good Hood designed to stay safely central away from the horse’s eyes; plus the BOBhat to be worn under any hat to keep head and ears warm and protect the hat lining.

Well established ranges from Harpley Equestrian include Cool Leg Wraps, Hot-Chilly Leg Wraps, Magnetic Therapy items and the stylish, thermal and wicking Warmwick collection of exercise sheets, leg wraps and dog coats. Then there’s the finishing touch for any rider - Hairnets and Bow-nets.

With a proven track record for efficient customer service and speedy deliveries, Harpley Equestrian also undertakes commission manufacturing.

HAWKINS ORGANIC Stand See natural preparations for horses, hounds and humans.

E9.5 They’re made in Suffolk and contain “as many organic ingredients as we can squeeze into a bottle,” says director of this new exhibitor Belle Brocks.

Grooming essentials including Buck Off fly spray, Lemon Drizzle dog shampoo and Muck Off hand wash.

Also see the original, reversible head warmers and scarves by Annabel Brocks. Made from faux fur with fine tweeds and fabrics, they’re perfect for equestrian spectating, outdoor pursuits and a must-have skier’s fashion accessory.

As worn and endorsed by Charlotte Dujardin, Belle says: “We’re working with Charlotte on a limited edition collection to be launched for A/W 2015.”

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HAYGAIN Stand See a new hay E3.4 steamer for the one horse owner.

The lightweight, compact HG ONE is ideal for everyday use on the yard or for taking to shows.

It holds approximately 8kg of forage in a net or wedges.

Haygain hay streamers reduce dust in equine forage. Four models are available, including the HG-1000 for a full bale of hay.

Also on this stand is the Flexineb equine nebulisation device as well as Envirocair veterinary disinfectant.

HEATHER HATS & ACCESSORIES Stand Now into its third year in business, P10.8 Heather Hats and Accessories is back with more headlining ideas.

The Heather range now includes caps and hats in tweeds by Abraham Moon, Urban, Harris and Mallalieu. Blending classic fabrics with contrasting satin linings is a hallmark of this brand.

Good value waxed cotton styles are made from Halley Ecowax.

See new styles in ladies’ and men’s bags made from British tweeds too.

“Judging by the amount of repeat business generated for current customers, it pays dividends to visit us and see what we have to offer,” says Jon Stafford.

HERALD & HEART HATTERS

Stand Discover a stunning collection of ready-to-wear ladies’ and M9.4 gentlemen’s hats for town and country.

Influenced by Herald & Heart’s rich heritage, muted earth hues are complimented by the introduction of bright colours. Harris Tweed, leather and British Millerain also feature.

HRP EQUESTRIAN Stand Be first to see Wing Saddle Pads which boast intelligent airflow D3.2 design technology.

Suitable for all disciplines, the design is said to reduce localised pressure on the horse’s back, enhance cooling and comfort and lessen muscle fatigue.

HRP Equestrian, an Irish family company, also introduces the Groom’s Caddy, packed with handy competition necessities.

A 10% discount is offered on all orders placed at the show. www.equestriantradenews.com

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HILTON HERBS

THE HERBAL HORSE + PET

Stand B4.3

This exhibitor from South Africa makes horse and pet supplements featuring herbs such as Sutherlandia, Rooibos and Devil’s Claw.

“We haven’t been in the UK market long but so far customer feedback has been extraordinary,” says Beryl Shuttleworth.

Stand E4.1 animals.

In 2015, Hilton Herbs celebrates 25 years as a leading manufacturer of herbal supplements and topical products for

All products are formulated by a medical herbalist, using human-grade ingredients, and produced in a UFASapproved facility in Somerset.

With a strong core market in the UK, the company exports to more than 40 countries worldwide including the US and Japan as well as Europe.

At BETA International, Hilton Herbs launches its Mud Defender products to the trade.

HORIZONT Stand Electric fencing specialist horizont UK, in association with L4.1 Hotline, has become the exclusive UK distributor for German wholesaler Pfiff Equestrian.

For 40 years, Pfiff Equestrian has supplied customers on home soil as well as exporting to more than 60 countries.

The extensive horizont range of electric fencing can also be seen.

She quotes two customer testimonials. Hannah says: “We have a mare who is always right on the edge at competitions. However, since putting her on your Calm Mix she has been transformed.”

Another customer, Lucy, says: “Tom has the ability to see imaginary monsters. After the first inclusion there was an immediate difference. It’s palatable and excellent value for money.”

HI-TEC

Stand This British outdoor footwear K.4.3 brand exhibits innovative and stylish products for everyone who enjoys the fresh air.

Hi-Tec’s hallmark is high performance at great value.

Designed for warmth and comfort, this footwear is crammed with the latest technologies including Thinsulate insulation, Vibram outsoles and OrthoLite sockliners.

“Team Hi-Tec looks forward to showcasing our new products and meeting the BETA International visitors,” says UK and Ireland marketing director Helen Durant. “See you there!”

HONEYCHOP HORSE FEEDS Stand This well B2.2 known name in horse feed is a new exhibitor for 2015.

Honeychop comprises a range of chopped, dry forages.

With around 24% fibre content, these feeds produce slow releasing energy for fuel without equine excitement.

Honeychop is made from conservation grade oat straw, home-grown or sourced locally by this Suffolk based company.

“We want the best for every horse, which is why we will not use less digestible wheat or barley straw,” says Rachel Haigh.

“Oat Straw is softer and tends to be more palatable, which is important as it is easier for horses to digest due to a lower lignin content.”

Honeychop adds essential minerals, such as calcium and salt, to its chaffs.

Some varieties also feature added herbs and alfalfa.

There are Honeychop products to suit the good doer or laminitic, senior equines, excitable horses, fussy feeders, garlic lovers – and those who prefer traditional oat straw chaff.

FEBRUARY 2015 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

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HORSE & HOUND Stand For more than 130 years, everyone D7.3 equestrian has read Horse & Hound. The weekly magazine remains unmissable every Thursday.

This season sees several perfect bound bumper issues. There’s the show directory guide (26 February), Badminton report (14 May), Burghley (10 September), Horse of the Year Show (15 October) and review of the year (3 December).

Discipline specials will be guest-edited by John Whitaker (2 April), Richard Davison (26 March) and Oliver Townend (5 March).

The European championships in eventing, showjumping, dressage and para dresssage are highlights of the 2015 calendar. H&H will be on the scene and reporting from each event, in the magazine and on its website.

Horseandhound.co.uk is the place online for breaking news, coverage from major events, training videos, entertaining features and hundreds of horses for sale.

H&H’s sister title Eventing will also be on this stand.

Stand 2014 was a breakthrough year for Horse & Country TV with D6.1 the likes of Baileys, KBIS, Horse First and Pikeur making television advertising part of their marketing mix.

The H&C TV Everywhere service was launched for smartphone, laptop and tablet so that viewers no longer need a Sky subscription to watch.

The channel also saw new distribution in Holland and Sweden and, from February 1 this year, is broadcasting in Australia.

“Perhaps the biggest leap forward this year has been in the quality of the ads running on the channel,” says Richard Burdett.

“With production companies such as Equine Productions and Cavewood able to produce great creative work within realistic budgets, there’s never been a better time to put the power of television to work for your brands.”

HORSE&RIDER PONY MAGAZINE Stand With a new editor and art editor in place on P6.2 monthly magazine Horse&Rider, expect to see a new, fresh look to the title this year.

Editor Louise Kittle – who you can meet on this stand - started her journalistic career at publisher DJ Murphy in 2005 with sister title PONY magazine. More recently she has worked as magazine group editor in the B2B sector. Louise has British Horse Society (BHS) qualifications and of course loves riding.

PONY Magazine, the horsey publication for young riders, has been inspiring generations of riders since 1949.

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HORSE & COUNTRY TV

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HORSE FIRST Stand See this famous range in its red and H1.1 white livery, from the well established Relax Me and Hoof First, to its newest product Vital-V.

Top riders such as Michael Whitaker, Scott Brash and William Fox-Pitt use Horse First supplements to help get the best performances from their horses.

As company owner Paddy Hughes points out: “Horse First supplements are manufactured by horse people for horse people, and deliver results that can be seen and felt.”

Come along to this stand to discuss the advantages of Horse First supplements from a practical perspective. And find out about the exceptional retail and marketing support that comes as standard.

HORSLYX Stand Find out more about licks and lick holders. Meet your regional J4.1 sales manager, view point of sale items and make the most of exclusive show offers.

Horslyx help balance nutrient deficiencies. The weatherproof licks are perfect for use in the field or the stable throughout the year, providing your customers with a cost effective method of supplementing the diet with minimal calories.

Palatable Horslyx keep stabled horses occupied, promote natural trickle feeding and work well as a distraction or reward too.

With no chemical hardeners, artificial colours or preservatives, they’re the ideal nutritional addition to your customers’ feeding regime.

HORSECROCZ Stand British made Horsecrocz take B3.4 the pain out of poulticing hooves.

They’re for use over other hoof dressings to keep them clean, or if a shoe has been lost to protect the hoof until the farrier comes.

Compared with their first showing last year, Horsecrocz are now made in much improved, flexible, robust plastic allowing them to be reused several times.

Three sizes fit most horses and they are easy to put on and remove.

HORSEQUEST Stand Equine sales website HorseQuest makes its debut at the show.

C5.2 Founded in 2000 by former show pony breeder and judge Alison Roeves, HorseQuest has since expanded into America and Australasia.

The website offers advertisers the chance to reach an equestrian rich audience at a click of a button. An experienced team is on hand to make the advertising process as hassle free and enjoyable as possible from start to finish.

HorseQuest receives in excess of 450,000 unique monthly visitors and offers flexible advertising packages.

ICE HORSE Stand This American made cold therapy treatment for F11.3 horses features reusable inserts which stay cold for more than two hours.

When frozen, the patented formula turns into soft, fluffy ‘snow’ while the outer wrap provides uniform compression to reduce inflammation and heat in tendons and ligaments.

Fans include event riders Lucinda Fredericks and Buck Davidson plus showjumping greats Laura Kraut and Rich Fellers. Leg, hock and back wraps are available, plus a new ice hoof boot.

INTELLIGENT RETAIL Stand Find out how EPoS and e-commerce can be linked for central E3.2 stock control and ease of operation in-store and online.

“Lots of smaller retailers try and sell across multiple channels but fail because it’s like running multiple businesses - and they simply don’t have time,” says Claire Rock.

“We have hundreds of retailers doing it successfully. With Intelligent Retail, you only do things once, it’s beautifully simple and you work efficiently to increase profits with central stock control and reports.”

Ask about no obligation, on-site consultancies.

KASTEL DENMARK

BETA International 2015

HORSESHAPE Stand This 3D-scanning B4.4 system from Germany measures horses’ backs to provide innumerable saddle fitting solutions.

Mobile and easy to use, it measures the horse’s back surface area digitally, quickly and with great accuracy. The data is then uploaded and processed on an online platform.

All measurement information can be accessed anytime and worldwide with all devices such PCs, laptops, tablets and smartphones. Scans can be printed out; users can even create life-size models of horses’ backs.

Saddle fitters work with constantly changing shapes. So the ability to measure and store every precise detail, and digitally share it too, is well worth exploring.

FEBRUARY 2015 EQUESTRIAN TRADE NEWS

Stand Kastels are Danish P6.3 fortresses used over the centuries for protection from armies and the elements. Their strength has inspired this clothing collection exhibited by Kastel Denmark.

Contemporary Danish design is combined with functional elements such as fabric breathability and sun protection. Durability and quality are paired with fashionable flare.

Brand owner Charlotte Jorst is an accomplished rider. Her collection is equally appealing to those who love golf, tennis, running, cycling or walking.

The comfortable and versatile garments are perfect for relaxing or socialising in too.

“Our lives are busy...so my vision for Kastel Denmark is beautifully designed active wear that protects like a fortress against the sun while eliminating the guesswork of dressing for multiple activities,” says Charlotte. www.equestriantradenews.com

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Stand Get up close and personal with John F7.1 Whitaker’s Ultimate close contact saddle.

Ideal for experienced riders, it features a forward cut and puts horse and rider in very close proximity for subtle yet effective communication.

With calfskin covered knee rolls and seat, the leather saddle has a Latex under panel. It’s neatly finished with new JW diamond embossing, while a cantle plaque adds style and sophistication.

Like all John Whitaker saddles, the Ultimate is built on an adjustable, injection moulded elastic nylon tree. Setback, shortened tree points are designed to decrease pressure on the horse’s shoulders when jumping.

Available in black or Havana, in seat sizes 17”, 17.5” and 18” and widths narrow, medium and wide, the RRP is £1,350.

People behind the products Introducing...

Gemma Bates of John Whitaker International (stand F7.1) Why must visitors to call at your stand?

We have a superb range of equestrian products from casual rider wear and performance wear to saddles and bits. Everything we sell is tried and tested by expert equestrians to ensure it lives up to the task and enhances the comfort and performance of horse and rider.

What’s the story behind one of your products or services?

We’re particularly proud of our saddle range. We’ve spent more than ten years perfecting it, listening to our customers, testing the saddles and tweaking them. We now feel the range is perfect.

Each saddle has a different market; be it a close contact model for the more experienced or KidsSaddle for younger riders. We also cater for dressage and eventing.

Who is your equestrian hero or heroine – and why?

John Whitaker of course! John has the ability to spot and train winners, his career spans decades and he’s still pulling in the prizes.

What are you looking forward to most about BETA International 2015?

The buzz and excitement of the event is always a massive draw. The range of exhibitors and products is always interesting. It’s great to see what new products and innovative ideas are available, as well as the chance to meet with so many others in the trade.

www.equestriantradenews.com

EQUESTRIAN TRADE NEWS FEBRUARY 2015

STAND GUIDE

JOHN WHITAKER & BROGINI

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KANYON OUTDOOR See country and waterproof boots, made by experienced shoemakers to offer comfort, style and endurance at a fair price.

Stand M9.1

“Our footwear is handmade by craftsmen and traded with integrity so that our customers trust and enjoy our products,” says Ellie Taylor.

New for A/W 2015, and joining Kanyon’s existing range of boots, is a premium grade collection in a variety of styles and leathers with RRPs up to £195.

Current best sellers include the Gorse X Rider in brown and black grain with three calf fittings and a riding friendly sole. Yew and Ash styles come with standard and wide calf fittings plus adjustable side laces for an exact fit.

KEELA Now In Print and Online www.britishequestriandirectory.com Distributors • Manufacturers • Wholesalers Reach your target audience …

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BETA International stand P1.1

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The ultimate online equestrian directories Thousands of key contacts BED ~ aimed at the Consumer TSD ~ for the Trade Get your company listed today Telephone Jennifer Dalton on +44(0)1937 582111 or email jenniferd@beta-int.com

Stand This exhibitor’s new P3.1 Heritage brand crosses from country sports into bushcraft.

It’s predominantly UK made from British fabrics and yarns, including Harris Tweed, British Millerain, Pittards Leather and Ventile.

Collection highlights include Keela Heritage trousers which are durable and comfortable for the everyday adventurer.

See too the Heritage Waistcoat with 15 pockets and the Ventile Heritage Smock with rollaway hood and side zips for easy pulling on.

KENNEDY EQUI PRODUCTS Stand Experience with sport horses and D 9.1 engineering for the plastics industry come together here.

Easytap addresses the difficulties of studding up horses. Pilot threads self locate to prevent cross threading, while stainless steel means no more rusty studs.

Easyspanner has a handle at 45 degrees, avoiding that all too common knuckle-bashing. All can be supplied in the handy Easykit.

See also Easyspur , a lightweight , stainless steel spur with a polyamide rubber mix body that fits snugly around any size of boot and prevents movement.

KEVIN MILNER COUNTRYSIDE CARD COLLECTION Stand Photographer Kevin Milner specialises in the countryside, A7.1 farming, equine and aerial work. He also has a greeting card company selling to retailers.

“All the photos on my cards are my own work; and they’re all printed in the UK and on sustainable paper,” says Kevin.

“I also make cards for many other companies and bespoke cards for individual shops.”

Come and admire Kevin’s work and ask about free display stands and postage with eligible orders.

He also offers photography, video and aerial work for rural organisations and commercial clients. www.equestriantradenews.com

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KINGS SADDLERY Visit this Walsall based saddle manufacturer – and enter a prize draw to win a saddle. There are new launches to see too.

Stand J10.4

Kings Saddlery has for 30 years worked with UK and overseas customers.

“We’ve listened to consumers over the years and we believe our latest designs add a fresh and innovative look and feel to our collection,” says Diane Nash.

Kings Saddlery’s customised service includes modifications to front and rear gussets, plus variations on panels, flap lengths and widths.

“When customers tell us a horse would benefit from having specific adjustments made, owning our own tree company enables us to address any issues in-house, quickly and efficiently.

“As a family concern, we’re committed to giving customers what they want,” adds Diane.

L S SALES (FARNAM)/ LESLIE SUTCLIFFE Stand New Red Cell A2.1 Competition and Red Cell Recovery are great products to keep your clients’ horses fighting fit and healthy, says importer Leslie Sutcliffe.

She offers more than half of USA based Farnam’s 185 supplements and grooming products to the UK trade.

“LS Sales (Farnam) imports fine products to offer your customers great ideas, while you make good profits. 48 hour delivery is available on most products from a fully stocked warehouse,” she adds.

Also on this stand is SimpliFly, a larvae lifecycle inhibitor for use in conjunction with Tri Tec14 fly spray to help keep stables fly free. It’s also ideal for those concerned about biosecurit; using both products together kills virtually all airborne carriers of infectious diseases.

Sealtex Latex Bit Wrap, Westfield Handmade Whips, Stride Free race exercise saddles and Tingley rubber overshoes are also available from LS Sales.

LIKIT PRODUCTS/STUD MUFFINS Stand Visitors to the Likit D10.1 stand are in for an added treat this year.

Having acquired the licence to manufacture Stud Muffins horse treats, Scottish parent company Talisker Bay exhibits both brands.

Bright and colourful, the Likit stand provides plenty of inspiration for retailers’ in-store displays. The range itself includes licks, treats and an extensive selection of stable toys.

Stud Muffins are re-launched with a choice of pack sizes that are re-sealable to maintain freshness.

The wholesome treats contain linseed, fenugreek and whole grains.

Look out for special show offers on Likits and Stud Muffins. The products are available through wholesalers and BETA International exhibitors Westgate EFI and Trilanco.

www.equestriantradenews.com

EQUESTRIAN TRADE NEWS FEBRUARY 2015

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LINTBELLS Stand Lintbells makes its BETA International debut with its equine E3.3 supplements range.

Perfect for the start of the show season is Yumega Horse Skin and Coat for an enviable show ring shine through skin and coat condition.

The Lintbells Equine range also includes Yumove Joint and Active Joint for joint health and mobility, and Yumega Hoof for optimum hoof health.

LORD AND LADY MUCK Stand New for 2015 C3.1 from the makers of child-safe pony shampoos are Lord and Lady Muck grooming brushes.

The eye-catching brushes are printed with the popular Lord and Lady Muck characters, making them a must-have for any child’s grooming kit.

Small enough to fit most children’s hands, there’s a dandy brush and body brush. The latter has an elasticated strap to fit small or larger hands.

See also new, cool and aristocratic Lord and Lady Muck T shirts.

LORENZINI TITANIUM Stand The lightness and strength of titanium lends itself perfectly to F9.1 bits, stirrups and spurs. And they’re all products shown by this Italian engineering company.

Titanium is bio-compatible, non-magnetic and has low heat conduction.

It’s also aesthetically pleasing.

Here you can see and feel how smooth titanium bits are in the horse’s mouth, and examine titanium and aluminum stirrups. Designed with Italian flair to enhance rider stability, they come in many colours.

A new range of neoprene equine boots has titanium inserts for protection.

Spurs are strong, lightweight and elegant.

BETA International 2015

NEUE SCHULE Stand The leading manufacturer of bits returns as main sponsor of D2.1 BETA International for a second year.

The designs for Neue Schule’s products draw on Heather Hyde’s lifetime of bitting expertise. Using 3D CAD programmes, design concepts are made into models before being manufactured into bits favoured by many riders.

Every Neue Schule bit component is cast from a unique mould and made from Salox Gold, a metal specifically designed for use in the horse’s mouth.

Its high-thermal conductivity allows the bit to reach blood temperature rapidly and thus feel less like a foreign object.

2015 sees the introduction of Neue Schule’s Turtle Top bit, already much talked about and available to see on the stand.

“Neue Schule is committed to excellence and education, and has developed innovative tools to enable knowledgeable bit selection by retailers and riders,” says CEO Sarfraz Mian.

The company sponsors high-profile riders such as eventer Nicola Wilson, dressage rider Richard Davison, endurance star Catriona Moon and carriage driver Amanda Saville.

FEBRUARY 2015 EQUESTRIAN TRADE NEWS

MATCHMAKERS INTERNATIONAL Stand See H5.1 some bold product developments for A/W 2015 from Harry Hall, Caldene, Masta and Cottage Craft.

The Caldene Training collection (pictured here) is set to hit the headlines this autumn.

Comprising elegant, durable riderwear and accessories, it’s all about ‘at home’ chic.

Safety – in and out of the saddle - is the main focus for the Harry Hall brand. Come and take a look at a number of new products, carefully created to meet the highest safety standards.

Masta, meanwhile, has thrown away the rule book and come up with a completely new concept in rugs. Visit this stand to catch the collection’s debut.

Cottage Craft continues its mission to provide good quality products at down-to-earth prices. Discover a wide range of tack room and stable essentials – plus some exciting new in-store merchandise solutions.

A warm welcome awaits as Matchmakers unveils its new collections.

Retailers can meet the entire UK and European sales teams too.

NOBLE OUTFITTERS Stand See the brand that’s D7.1 taking the American equestrian market by storm.

As well as good value and good quality products that function well, Noble Outfitters fosters a strong sense of community via its online presence.

Highlights from this diverse product range include a capsule textiles collection, the innovative Wave Fork manure fork, Muds – the ultimate in comfy wellies, Perfect Fit gloves, a sock range, plus equestrian essentials.

Don’t forget to take the Wave Fork Challenge while visiting this stand; and ask about early order incentives. The UK distributor is Bradshaw Taylor.

PAMPEANO POLO Stand From polo mallets and player kit to complete sets of pony tack, F11.1 this exhibitor specialises in the wholesale of polo equipment. pampeano is also renowned for its luxury polo belts and dog accessories.

The latest addition to its lifestyle collection under the Piaffe label is a collection of leather belts. In vibrant and neutral colourways, Piaffe belts retail at a lower price point than pampeano’s. www.equestriantradenews.com

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NORBROOK LABORATORIES Stand Noropraz Equine Paste is the latest addition to Norbrook’s E3.1 equine anthelmintic [wormer] range.

Noromectin was Norbrook’s first product within this group. Launched in 2002, it fast became a trusted global brand offering an effective ivermectin paste for routine worming.

Noropraz contains an ivermectin with praziquantel. It can be used to combat insecta, the adult stages of all equine internal parasites of relevance and now the very important additional element of tapeworms too.

Norbrook has also developed an educational programme aimed at encouraging horse owners to become more pro-active in the fight against anthelmintic resistance.

The Golden Rules of Worming promote the responsible use of wormers by offering a simple, intuitive four-step plan which is readily adaptable to suit any individual needs.

People behind the products Introducing...

Lizzie Leonard-Appleton of Norbrook Laboratories (stand E3.1) Why must visitors call at your stand?

To learn about Norbrook’s equine wormers, Noropraz and Noromectin and our Golden Rules of Worming. There will also be the opportunity to enter a competition to win a year’s membership to SQP Webinar each day of the show.

What’s the story behind one of your products or services?

Since its foundation more than 40 years ago, our company has grown to be one of the world’s leading pharmaceutical companies.

Norbrook Laboratories has established itself as a global leader in the development of revolutionary veterinary and animal health medicines.

Noropraz is Norbrook’s latest equine anthelmintic, joining Noromectin in 2013.

Who is your equestrian hero or heroine – and why?

Bob Champion and Aldaniti for overcoming the greatest of personal obstacles to win the 1981 Grand National. [The jockey had defied cancer and the horse recovered from career threatening injury. A film was made of their story.]

What are you looking forward to most about BETA International 2015?

Meeting new and old faces and seeing exciting new products in the equine market.

PARALLAX PLASTICS Stand See new and improved Hay-Saver (slow feeder).

D9.3 Features include an easy-to-use, slide-on lid and reinforced plastic grill. It can also be used as a hay soaker and water trough.

The Hay-Saver, available for direct dispatch or with discounts on pallet prices, is part of a range of hay feeders, stable mirrors, buckets and troughs manufactured in the UK by Parallax Plastics.

www.equestriantradenews.com

EQUESTRIAN TRADE NEWS FEBRUARY 2015

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PANACHE EQUESTRIAN Stand Established last year, this UK A3.1 based company distributes a range of bridles and leatherwork accessories.

The products are made using best quality, full grain, supple leather, with a high grade wax finish and good quality, non-rust buckles and fittings.

Attention to detail is paid to stitching and styling across show and competition bridles for every discipline.

Panache also supplies reins, breastplates, stirrup leathers and headcollars, with new products to be added soon.

PATRICK SADDLERY Stand This Walsall based saddle H11.2 manufacturer and long-time supporter of BETA International was founded in 1996.

Award winning saddler Patrick Keane and his team are renowned for their high quality, innovative saddle designs.

Launching this year is the mono flap, close contact dressage saddle – which remains under wraps until the show. Visit the stand to find out why this is the closest contact dressage saddle to date...

Jump and event saddles from Patrick Saddlery can also be seen.

Pictured are Luso jump saddles in ‘cognac and conker’ calf leather (other colours available).

PC RACEWEAR Stand This P10.4 clothing brand’s apparel has been well and truly road-tested.

Developed with top Irish jockey Paul Carberry, the practical, stylish collection includes the PC jacket, riding tops and warmers, PC riding trousers, racing and show jumping breeches, plus accessories.

PC Racewear appeals to both sexes. It comes in a choice of colours and sizes for adults and children in windproof, water resistant, breathable fabrics.

Attention to design detail makes it ideal for those who ride in all weathers yet want to look smart.

PÔLE HIPPOLIA Stand Interested in doing business with France? Then visit this stand.

C5.4 Hippolia cluster is a French national network of 150 member companies dedicated to health, nutrition and care, horse and rider equipment, infrastructure, transport and services.

“You can meet your future French partners among Hippolia’s companies attending BETA International,” says Aurore Foursin.

If you already export to France, or have aspirations to do so, ask about Calvados Stratégie (Normandy Horse Team) and how you can tap into one of Europe’s top three markets. This economic development agency also helps business start-ups in the region.

PRESTIGE ITALIA Stand See the new X-Advanced monoflap saddle and innovative RP J10.1 girth from this leading Italian saddlery manufacturer.

Thanks to its narrow twist, the X-Advanced offers riders excellent close contact; while the relatively shallow seat gives freedom of movement.

Leather inserts in a unique print give the saddle a pleasing appearance.

The RP girth has been designed to cope with issues many sport horses have in their breastbone areas. Find out more on this stand…

PURICA STORE Stand North American exhibitor Purica Store introduces a joint D9.4 supplement called Recovery EQ. “We believe so strongly that Recovery EQ is the number one horse supplement in the world that we encourage professionals to give it to their most difficult case,” says Barak Anderson “Remember, there is no placebo effect with an animal so when your worst case responds, well, the proof is in the proof!”

The US publication Horse Journal said this Canadian product was its “best performer overall” in a joint supplement trial.

REDPIN PUBLISHING Stand Redpin publishes some of the best-loved equestrian magazines J5.3 including Ridgeway Rider, Equestrian Plus, All Horse, South East Rider, East Anglia Rider, Welsh Rider and Scottish Rider.

Meet the team and find out why readers are saying the likes of “I love it, we read Welsh Rider on our tea breaks at the yard and can’t wait for each issue,” from S Williams. And “All Horse is very well produced, it’s good quality and you don’t have to pay for it,” says S Norbury. Or “I don’t have time to log on to websites, Equestrian Plus gives me everything I want,” comments G Keeton.

Native Pony is the magazine for native breed lovers, while Inharness covers all aspects of harness horses from showing to trade.

Redpin also produces magazines, programmes, catalogues and newsletters for external clients including the British Equestrian Federation, The Pony Club and the British Driving Society. Call here for a quote, re-design or refreshment of your publishing requirements.

FEBRUARY 2015 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

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REGENT FOOTWEAR Stand See the Pro Cotswold Zip with full back zip. It’s a signature E10.3 boot from this long established UK manufacturer. And check out Supercell, a long leg country boot.

Elite, a short boot with front zip in a high shine finish, looks equally at home with gaiters or jeans. Then there’s the top selling showing jodhpur boot, the Junior Steed.

Regent Footwear offers show discounts on forward orders. Pick up a new catalogue too.

ROCKFISH Stand See a stunning collection M3.1 of vulcanised rubber boots.

They are hand-made and come in rubber formulations optimised for resistance to cracking.

Rockfish specialises in boots to be worn in horsey places. With a 12 month guarantee, they are resistant to associated acids.

New additions include 11 new colours in existing styles, Kids’ ‘mini me’ Originals in matt, gloss and metallic finishes, Neoprene lined ladies’ Original boots, a new pastel collection and a zipped two-tone boot.

And the hot news for autumn...the Rockfish Chelsea Boot in solid and contrast colours.

ROY FRENCH HORSEMANSHIP Stand Tying up a horse E11.3 used to be simple; one attached the lead rope to a loop of sisal baler twine which snapped should the horse panic and pull back.

Nowadays, baler twine is made from stronger material which doesn’t give as easily, hence the rise in horse injuries and stable damage. Horse trainer Roy French invented the Idolo Tether Tie as a safer, affordable alternative.

Used correctly, Tether Tie can also be used to train any horse to tie up.

“Old or young, it can teach patience and give confidence,” says Roy. “It’s excellent for horses that have learnt to escape from other tying devices, such as baler twine and products that break open to release the horse.”

Tether Tie works entirely on friction. It gives the horse as much release as he needs, but without making a habit of breaking away when he feels like it – although it will release him in extreme circumstances.

“A horse will only pull back until he gets the required amount of release he’s looking for, usually two or three strides, then he will stop,” says Roy. Tether Tie looks smarter than baler twine. It’s waterproof, rustproof and comes in eight colours. www.equestriantradenews.com

EQUESTRIAN TRADE NEWS FEBRUARY 2015

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SSG GLOVES Stand A new product for hot D8.4 weather riding joins this Canadian brand’s extensive gloves collection.

The ultimate in ventilation and comfort, Kool Skin gloves are washable and surprisingly durable yet retain SSG’s famous feel and grip.

Available in black, you can get your hands on them here...

SADDLERY TRAINING CENTRE

SEAHORSE ATLANTIC Stand This seaweed D3.4 supplement from Ireland is formulated from a species of kelp. Known as Kelp Care, it’s been developed by a marine biologist and zoologist.

Sourced from the Atlantic Ocean, a special feature is its low iodine concentration. However, it retains a high concentration of vitamins, minerals, amino acids and omega 3 fatty acids.

The supplement has been the subject of successful veterinary trials on racing Thoroughbreds, says Seahorse Atlantic. International show jumper Cian O’ Connor is a fan.

SEALSKINZ Stand A new treatment technology is set to enhance this supplier’s N6.2 popular waterproof socks and gloves.

Nanosealz enables Sealskinz to create lightweight, water repellent gloves that are super soft and breathable.

The Fairfield, which uses the new technology, has silicone grip palms and finger tips for firm handling. Like the new Ultra Grip Touchscreen glove, it’s touch screen compatible too.

Other highlights for 2015 include the new Chester XP and Elgin XP Gloves, now with much thinner palms for a clear feel of the reins.

In socks, the Mid-Weight Mid-Length line features Hydrostop, a silicon free elastic cuff. As well as keeping the socks in place, it creates a barrier to help stop water getting inside.

Stand The Saddlery Training Centre provides training courses H11.4 designed to enhance or update the skills of those working in the saddlery trade.

It’s run by renowned saddlery trainer Mark Romain, pictured with student Kerry Salomon.

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 the only training provider in England offering the Government’s Apprenticeship Scheme in Saddlery, 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 or the centre’s short courses.

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SHERWOOD FOREST & PUFFA COUNTRY SPORTS Stand These two well known labels unite Q3.1 again this year on an impressive stand near the Fashion Show.

“The dual purpose stand proved so popular last year that we’ve decided to keep the same format and display both new collections to their fullest,” said Daniel Riggott of the Nottingham based brands.

Sherwood Forest stays true to its roots, showcasing a colourful pallet of equestrian clothing offering functionality, value for money and fun.

Alongside this sits a more traditional range of country sports garments, noted for its style and affordability.

Iconic brand Puffa Country Sports exhibits an exciting A/ W15 collection which includes a plethora of colours and patterns to tempt the eye. There’s no doubt that Puffa Country Sports has re-established itself in the mainstream of British minds and hearts.

Don’t forget to leave your business card when you visit this stand, because this is your entry into two prize draws to win a Puffa original gilet or a Sherwood Forest quilted jacket.

People behind the products Introducing...

Hari Krishan Sohal, of Sherwood Forest (stand Q3.1) Why must visitors to call at your stand?

We offer great quality products at very good value. In addition, our collections consist of a vast range to enable the retailer to purchase numerous products under one brand name.

What’s the story behind one of your products or services?

The Kirby Jacket is a great technical waterproof equestrian jacket at an affordable price. At the time we first developed and manufactured this jacket, there was a big gap for just such a well designed equestrian jacket.

Here at Sherwood Forest, we always like hearing about consumers who enjoy wearing our brands in great outdoor locations... So permit me to share this lovely photograph with you. Elizabeth Ward from North Wales received a Sherwood Forest Hereford jacket for Christmas – and we were delighted to receive this image of her riding Frenchie on the beach.

Who is your equestrian hero or heroine – and why?

Charlotte Dujardin; the nation was inspired by her performance which gave so many young riders hope.

What are you looking forward to most about BETA International 2015?

Meeting our customers face to face and offering a great service.

www.equestriantradenews.com

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SCHOCKEMOEHLE SPORTS Stand This famous German name will H10.1 be giving some new products their first outings at BETA International.

Look out for Equinox breeches and the new Xtreme Line bridle collection.

Both are packed with innovation.

The Schockemoehle Sports A/W15 collections of apparel and horse clothing will be presented.

Well worth noting are the fashion label Fior Da Liso and the Tonics footwear brand.

SHIRES EQUESTRIAN PRODUCTS Stand This family J2.1 owned, Herefordshire based business has been a leading name in equestrian equipment for more than 40 years.

Offering a full range for horse and rider, Shires’ watchwords are good quality at affordable prices.

Shires has held a Royal Warrant to supply HM The Queen with equine equipment, clothing and footwear since 2009.

“It’s a reflection of our commitment to products that deliver performance and reliability,” says marketing manager Louise Ainge. “With full control, from design to manufacture, you can be assured of excellent value for money.”

Winners of Trade Supplier of the Year [a BETA Business Award] in 2011 and the runner up in 2012 and 2013, Shires remains totally supportive of the retail trade.

The company increasingly generates consumer awareness through print and social media - and by distributing more than 90,000 copies of its annual catalogue to the equestrian public.

BETA International 2015

SNOWFLAKE BEDDING Stand For more L1.1 than 40 years, single horse owners to large competition and livery yards have used this bedding.

Manufactured from 100% kiln dried, virgin softwood, Snowflake products go through a dust extraction process before baling. The result is an absorbent, insulating, comfortable bedding that’s quick and easy to muck out.

The Snowflake range covers woodshavings, a blend of woodshavings and woodchip, chipped wood and softwood pellets. Users include

top riders Ben Maher, Matthew Wright, Spencer Roe, Angus Smales and Izzy Palmer.

FEBRUARY 2015 EQUESTRIAN TRADE NEWS

SOCIETY OF MASTER SADDLERS Stand Craftsmanship J11.1 and skills of talented apprentices will be on show as they compete in the Society of Master Saddlers’ (SMS) competitions throughout the three days.

Prize money has been donated by The Worshipful Company of Saddlers.

Visitors can also watch leather work being made in the nearby Saddlery Pavilion.

“The competitions are a fabulous shop window for the youngsters who take part,” said Hazel Morley of the SMS. “Everyone is very welcome to visit the Saddlery Pavilion to see the students at work and ask questions.”

Apprentices and students will make pelham roundings on the Sunday, a lead rein with butterfly attachment on the Monday and an Irish Martingale on the Tuesday.

On the Sunday, competitors will include the following apprentices training at the Saddlery Training Centre: Julia Balfour of Chobham Rider, Victoria Barnett of Bearhouse Saddlery, George Hills of The Saddleman and Leslie Evans of Whiterose Saddlery.

On the Monday, second year Capel Manor College students will include Lydia Newsome, Stephanie Rubbo, Corrin King and Imogen Arnold.

On the Tuesday, first year Capel Manor College students showing their leatherworking talents include Charlotte Fuller and Chang Choi. Joining them will be Saddlery Training Centre apprentices Sam Davies-Thomas of Harley Equestrian and Peter Robinson of T&C Robinson, Lincs.

Members and officials from the SMS will be on hand in the Saddlery Pavilion to answer questions and offer advice about the various courses available and membership benefits.

SPOOKS Stand A well-known brand in F10.5 Germany, Spooks clothing returns to BETA International for a second year.

The range offers trend-setting colourways in tailored casual and competition clothing with a great fit. For the trade, it promises good margins and competitive retail pricing.

The competition range includes new show jackets, two new styles of breeches and show shirts in new fabrics.

In casual clothing, new styles have sequin detailing, lace trim and innovative fabrics to stimulate consumer interest.

SPRIGHTLY Stand This cheerfully named Swedish K9.3 company estimates that 2.4 million horses across Europe and North America are affected by mud fever. So it’s tackling the problem with a new product.

Muddie Socks are a protective boot designed to help prevent the painful equine skin complaint, otherwise known as pastern dermatitis. The boots completely cover the pastern area, going all the way down over the hoof.

“It’s successful because it keeps mud, water and dirt out of the sensitive pastern area, leaving it clean and dry even in bad weather conditions,” says Karin Bolmgren of Sprightly. www.equestriantradenews.com

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STABLE ENVIRONMENT Stand E11.4

Discover Block the Shock, a range of saddle accessories that concentrates on comfort for horse and rider.

Riders with back problems who have used the Saddle Seat report unrivalled relief with up to 90% shock absorption.

Meanwhile the luxury pressure relief numnah and half numnah help give horses maximum comfort and freedom of movement. All products in the range have easy-to-fit, secure saddle fastenings.

The numnah has integral memory foam which is said to help to relieve muscles in the horse’s back from pressure caused by the rider’s weight, allowing freer movement and improved performance.

Four removable fillet pads slot into pockets for extra protection should a horse change shape. There’s also a removable British wool section, secured with Velcro and designed to wick away moisture.

“The slow recovery memory foam quickly moulds to the horse’s back shape. Memory foam is renowned for its load spreading and pressure relieving qualities,” says Mags Roxburgh of Stable Environment.

STANCE EQUINE/ BOOMERANG COPRA MEAL Stand This first-time exhibitor has imported copra (coconut) meal into E10.1 the UK for equine feed use since 1999. Boomerang Copra Meal has since joined forces with Australian brand Stance Equine to offer copra meal alongside innovative coconut oil based supplements.

CoolStance Copra Meal is a low starch (less than 2%) conditioning feed for all horses and ponies. Grain free and non-heating, it can help maintain a healthy gut and metabolic state.

PowerStance, a coconut oil supplement that’s powdered to make it easy to use and mess free, can be added to all horses’ diets for more shine and condition.

Launching at BETA International is Turmericle, said to be the first supplement to mix the currently popular turmeric with powdered coconut oil alongside resveratrol [linked to antioxidants] and black pepper.

STETSON & HARDY & PARSONS Stand In 1865, John B. Stetson fashioned the hat that would become P7.3 the symbol of American independence, integrity and strength.

Today, says this exhibitor, everything that carries the Stetson brand - from authentic Western wear to rugged actionwear and contemporary street wear - stays true to these values.

Belts and leather goods specialist Hardy & Parsons was founded in 2002.

Using best English vegetable dyed bridle butt leather, each piece is handmade in Britain.

The range includes an iconic Quick Release belt which traces its origins to early Victorian times. See also the Tantalus drinks cabinet, the ultimate in refinement and style.

STOCKSHOP WOLSELEY Stand See the latest from Wolseley – C2.1 the Kite clipper. With its powerful 200watt rated permanent magnet motor, it’s ideal for professional use.

New to the Wolseley range of electric fencing are brightly coloured fence posts in pink and petrol.

As the UK distributor for German manufacturer and supplier Albert Kerbl GmbH, Stockshop Wolseley displays a wide range of equestrian products. Highlights include the new season’s collection of Covalliero clothing with matching horsewear.

Grooming products from German brush manufacture Haas can also be viewed here.

www.equestriantradenews.com

2015

22-24 February NEC, Birmingham, UK

The world’s leading equestrian, country clothing, outdoor and pet product exhibition ● Come and see new and innovative products and benefit from unique show offers ● Please register to visit at

www.beta-int.com

Tel: +44(0) 1937 582111 Email: info@beta-int.com Web: www.beta-int.com

MAIN SPONSOR

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STUBBS ENGLAND Stand See innovative new products, reliable quality and a great K4.2 colour range on this stand. It’s the first time Stubbs has had its own stand at BETA International.

From design and development to using plastic moulding, metal fabrication, plastic coating, sheet metal work and joinery – the Nottinghamshire based company makes all of its own products in its own factories.

Specialities include horse toys, barrows and trolleys, racks for boots, saddles, rugs and hay, mounting and pole blocks, mangers and buckets, manure collectors and much more.

Leave your business card on this stand – and you might win a Stubbs display horse.

THUNDERBOOK EQUESTRIAN Stand This equine feed and herbal K9.2 supplement company was founded in 2009, as a direct result of the owners’ herd developing laminitis and EMS [equine metabolic syndrome].

Now it concentrates on finding feeding solutions for metabolically challenged horses.

“Feeding healthy horses with the correct diet is also important, preventing problems before they occur,” says Fiona Tooke. “And that’s why more and more owners of leisure and competition horses are turning to our feeds.”

Thunderbrook Equestrian’s founder and managing director Deborah Carley will be available to answer your questions.

TOPSPEC EQUINE TRM Stand From its factory adjacent to the Curragh - home of Irish E2.1 horseracing, TRM exports to more than 60 countries.

Internationally acclaimed products include Stride - one of the world’s first joint supplements, GNF, Staysound, Curragh Carron Oil, Calphormin - for strong bones, and Hoofmaker.

TRM sponsors UK riders Oliver Townend, Dan Neilson, Pippa and Millie Allen, Carmen Edwards plus international showjumpers Steve Guerdat and Reed Kessler. The company is official supplier to Team Ireland Equestrian.

TRM sponsored rider and 2014 Badminton winner Sam Griffiths will be on this stand during the show.

TANDY LEATHER Stand The Tandy Leather Factory is a leading distributor of premium H10.2 leather and supplies. With more than 95 years’ experience in the business, it has over 100 outlets worldwide.

Call here to see a selection of products from leathers and tools to rivets, buckles and conchos. Leather carving and stamping tools will be displayed, and you can pick up a free 186 page catalogue.

TAYBERRY

Stand K6.1

Ask the TopSpec and Equerry teams about special offers when you call at this stand.

A major focus for TopSpec is a ‘buy three bags, get one free’ offer on new UlsaKind Cubes, running throughout the show. Launched last autumn, UlsaKind Cubes are formulated to be highly sympathetic to the equine digestive system, even when it’s compromised by excess acidity.

TopSpec is well known for its outstanding range of feed balancers, blends, chops and additives developed to meet the total requirements of any horse or pony.

From the Equerry range comes another special BETA International offer: buy 45 bags of Equerry and get five of your choice free.

The Equerry range contains something for every equine. Highlights are High Fibre Cubes, Performance Cubes and Sports Mix for horses in hard work, as well as Conditioning Cubes and Mixes, Stud & Youngstock Cubes and Mix, Veteran Mix and Racehorse Cubes.

Equerry Condition Cooler Mash, a cereal grain-free conditioning mash product, is proving exceptionally popular.

Equerry products are manufactured by HJ Lea Oakes, one of the longest established independent animal feed manufacturers in Britain. The firm was founded in 1675 when the Lea family began milling feeds for Cheshire farmers.

TopSpec sponsors the BETA International Coffee Shop – a great networking and refreshment stop - once again this year.

BETA International 2015

Stand This stand promises to be bursting with stunning new clothing P3.2 and footwear.

At affordable prices, the A/W15 range could be an asset to any country or equestrian store.

The collection is created by in-house designers, achieving products unique to the label. Designs appeal to current trends and styles with that ‘Tayberry twist’ its customers love.

TRADEWINDS OUTDOOR Stand Meet the UK distributors for Australian made classics Barmah P5.1 Hats and Redback Boots.

“If you don’t stock them already, come and see why our products are favourites with many countrywear retailers, farmers and vets worldwide and are so popular in the farming forums online,” says Gavin Brown.

New from Barmah is a panama style hat, and a range of kangaroo leather accessories, including wallets and plaited leather belts. See some crushable Italian made felt hats too.

“Bushcraft equipment provides good crossover sales for most retailers,” adds Gavin. This range includes a new brand of British made fire starter, called StrikeFire, knives from Mora of Sweden, billy kettles and pots and pans from Zebra Head and emergency and adventure rations from MX3 in France.

Place an order at the stand for a 10% discount.

FEBRUARY 2015 EQUESTRIAN TRADE NEWS

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TOGGI Stand Head to this stand for F6.1 the unveiling of an A/ W15 clothing and footwear collection guaranteed to delight and excite your customers.

Featuring a tantalising choice of styles with innovative new fabrics and glorious new colour trends, each Toggi piece is tailored to combine form with function.

The new outerwear collection features sleek performance fabrics.

The Arundel ladies country coat (pictured) is made from a beautiful waterproof , breathable synthetic fabric that’s printed to look like a natural woollen cloth.

The luxurious Albourne is a classic ladies’ country coat with removable fur collar for added warmth and cosy comfort. While for active equestrians, the waterproof, breathable Keddington jacket is expertly designed by riders for riders.

Made from 100% wool, the new Toggi tweed collection balances style and tradition. Pieces such as Crosbie and Braemar feature glorious tweed patterns countered by striking contrast colour trims. Matching accessories are available.

The striking new Toggi Varsity capsule collection presents a collegiate and sporty feel that younger customers will adore. Meanwhile the fun and fabulous Toggi Children’s collection has inspiring new pieces to keep little champions warm, dry and cosy.

People behind the products Introducing...

Julia Smith, of Finest Brands International (owner of the Toggi brand - stand F6.2) Why must visitors call at your stand?

BETA International heralds the start of the new season for Toggi, so visit our team to see the latest collections, find out about special offers and enjoy our legendary FBI hospitality.

What’s the story behind one of your products or services?

When developing the Toggi Clementine (S/S 2015) and Toggi Keddington (A/W 2015) jackets, we asked all sorts of riders from happy hackers to our Champion and Toggi brand ambassadors “what features would you like to see from the ultimate riding jacket?” Then we looked at the catwalk and high street trends, and worked on incorporating all these features into a riding jacket.

Working with our suppliers, we produced prototypes which were tested by many riders. The jackets then went back to the design department for changes to be made, before fresh prototypes were made and rider-tested. This process happened many times until we were completely happy with the finished product. The Keddington will be unveiled at the show.

Who is your equestrian hero or heroine – and why?

Sophie Wells, a Toggi brand ambassador, is truly inspirational. At just 24, she’s a gold medal winning paralympic rider as well as riding for her country and at grand prix level in ‘regular’ dressage.

What are you looking forward to most about BETA International 2015?

It provides a tremendous opportunity for us to launch new products.

I love seeing our retailers’ reactions to our new collections; it’s extremely rewarding.

www.equestriantradenews.com

EQUESTRIAN TRADE NEWS FEBRUARY 2015

STAND GUIDE

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TRILANCO Stand This leading animal J7.1 health and equine products wholesaler has lots to offer the serious retailer. In fact, you’ll be amazed at the innovative and interesting products to be seen here.

In addition to the company’s recently launched catalogue containing more than 10,000 products, Trilanco has some superb show offers from top manufacturers.

TRAINER REINS Stand Ferry Equine developed this riding aid to help J9.2 riders achieve a correct hand position and rein contact.

Designed to inspire confidence in horse and rider, safety has been considered too. Trainer Reins have a breakaway strap which is easily reattached.

Retailers are invited to visit this stand to learn more about how Trilanco’s systems, efficient ordering, great stock levels and own delivery vans can support their businesses.

Manufacturers and suppliers are encouraged to come and meet the team too. Says Trilanco’s Martin Balmer: “We invite people looking to work with a wholesaler to distribute their products to come and test us...”

People behind the products Introducing ...

Martin Balmer, managing director of Trilanco (stand J7.1), pictured here with, from left, Lisa Balmer (Martin’s wife and a director of Trilanco), their son Harry, daughter Jessica plus her show jumpers and Rosie, the bearded collie.

Why must visitors call at your stand?

As twice winner of Trade Supplier of the Year [a BETA Business Award], it’s important for any serious retailer to come and see us. We stock more than 10,000 products from leading suppliers across the globe. We’re also the friendliest team around. In addition, using a wholesaler like Trilanco can save a retailer time and money, enabling you to offer your customers a truly exceptional service.

What’s the story behind one of your products or services?

This is tricky as we stock so many products. We carry the products that people want to buy; we’re led by our customers and our team of area sales managers to ensure that we stock the best products that sell well.

Who is your equestrian hero or heroine – and why?

Jessica Balmer, my daughter who has been riding since she could walk! Jessica is studying for a degree in equine business management [a combination of equine studies and business management] and is currently the only university student on the Elite Squad of the Equine Academy for show jumping at Hartpury College.

BETA International 2015

Jessica rides Picador, a talented but quirky eight year old who she’s produced from a five year old to be competitive in good 1.25m classes. A new and exciting prospect is Westwind Salamanca [Lally], a nine year old mare who has previously been successful at 1.40m. Jessica and Lally have qualified for the final at the Blue Chip Winter Showjumping finals in April.

What are you looking forward to most about BETA International 2015?

The show provides us all with a great chance to catch up with all our customers, even though our area sales managers and delivery team have regular contact with the vast majority. We get to chat about new ranges and how these might fit a particular retailer; we get to find out more about our customers, what our customers like about us and how we can help them further…We also get to enjoy a drink and a chat with our retailers and suppliers.

We also use BETA International to source new products to add to our range. The BETA International Innovation Awards [sponsored by ETN] always provide food for thought.

All in all, the show is a really valuable experience for us each year. It’s three, flatout busy days - but we all love it!

FEBRUARY 2015 EQUESTRIAN TRADE NEWS

TUFFA FOOTWEAR Stand See recent launches including Broadland and N6.4 Breckland Boots in new extra wide to fit calves up to 21”.

Tuffa invites you to see, try and learn more about Showtime Boots designed with Lynn Russell, Polo Royale for polo players and Sandown Boots for jockeys.

Best sellers Easy Peasy Pull On Chaps for children, Suffolk Boots for country activities, plus jodhpur boots, safety boots, country boots, long leather riding boots, chaps, gaiters and gloves will also be on the stand.

USG Stand Owned and run by Stefan Schwanbeck, this P2.1 German company specialises in safety products notably the award winning Flexi body protector and Equairbag.

USG Flexi and Flexi Motion body protectors meet BETA Level 3.

The addition of the Equiairbag makes this product unique, says USG. At BETA International, you can find out how the Flexi Motion - made from small triangular modules – offers a comfortable fit and flexibility in the saddle.

Also to be seen here...saddle pads and matching fly veils in stunning shades. Plus eye catching breeches, some with beautiful bling, others with traditional appeal. A clever add-on sales idea are co-ordinating diamante belts and scarves.

USG also distributes the Kentucky equestrian brand.

UTOPIA SADDLEMAKERS Stand Customise, don’t J10.2 compromise; that’s the message from first time exhibitor Utopia Saddlemakers.

With 20 years’ experience behind him, company owner Nick Stone introduces a range of saddles with modern styling suitable for all disciplines.

Utopia also offers a superior bespoke collection made to exacting requirements in the finest materials.

This team offers a wealth of saddle making and saddle fitting experience, as well as being riders themselves. www.equestriantradenews.com

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VALE BROTHERS Stand New from Harry Dabbs M4.1 Saddle Makers is the Future Dressage saddle.

Just like the existing Future Jump and Event models, this saddle’s unique panel and flap design (patent pending) aids freedom of the scapular (shoulder).

Also making its debut is the Equerry Synthetic General Purpose saddle. It’s manufactured on one of Harry Dabbs’ most versatile wooden spring trees that can be adjusted by machine The colourful, ergonomically designed S-Line brushes, previewed at BETA International 2014, are now in full production. They come in three short dandy, long (flick) dandy or body brush style and two sizes.

This stand also displays old favourites and fresh new products from Thermatex, Harry Dabbs, Edward Goddard, Equerry, Stablemates and KBF99.

VETERICYN ANIMAL HEALTH

Stand Vetericyn gels and liquids are a family of E10.2 animal wound, skin, eye and ear care products that are safe for all species.

Ideal for use on cuts, abrasions, skin irritations and scratches, the formulation is anti-bacterial and anti-fungal yet safe to use anywhere.

Vetericyn has been shown to be effective on horses, livestock, cats, dogs and even exotic animals like birds, snakes, rabbits, lizards and gerbils. It’s immediate acting and won’t test positive in competition animals.

WALSH PRODUCTS Stand Since 1914, Walsh Products has manufactured in the US and C3.2 supplied the racing and equestrian industries globally.

“We don’t take shortcuts in the manufacturing process of the finest horse halters in the world,” says Susan Treiber Robinson.

Walsh Exclusive horse training equipment was designed with input from some of the company’s elite sponsored riders.

“The Walsh Training Line contains the reliable and durable products required for a winning performance,” adds Susan.

Walsh Canine offers luxury products for dogs.

www.equestriantradenews.com

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WALDHAUSEN Stand Get up close to the B7.1 new ELT collection and pick up a Waldhausen A/W 2015 catalogue.

ELT proves that up-to-the minute fashion and elegance can co-exist with comfort and practicality.

Discover carefully chosen materials and quality conscious workmanship across Waldhausen’s ranges for horse and rider. Currently trendy colours and interesting detail complete the look for the coming season.

WESTGATE EFI

Stand A new children’s range joins the Mark Todd Collection. It’s E8.1 just one of many exciting launches to discover at equestrian distributor Westgate EFI (WEFI).

Retailers can take a close look at Zandona tendon and fetlock boots which are ergonomically designed for excellent protection without restricting movement.

Manfredi show jackets make their debut. A modern classic with a flattering cut, they’re machine washable and feature interchangeable collars in a choice of colour and finish.

In addition, WEFI has taken on exclusive UK distribution for Harcour, a chic young French brand specialising in equestrian apparel.

WEFI will showcase its new Gatehouse PAS015 helmet.

Technical and safety manager Helen Riley will be on the stand to advise retailers on the latest developments in EU safety standards.

Customers are invited to pre-book appointments. Buyers can benefit from show offers of up to 30% discount.

BETA International 2015

WORLD HORSE WELFARE

YOUR HORSE, YOUR HORSE LIVE & TOTAL CONFIDENCE LIVE Stand Explore the Bauer Equine stable.

K9.5 Total Confidence Live is a new interactive event designed to build rider confidence. In addition to shopping and professional rider demonstrations, riders of all levels are invited to bring their own horses to take part in clinics with top coaches.

Your Horse monthly magazine aims to inspire, motivate and help riders of all levels by giving access to good information, advice and experts.

Your Horse Live is an annual event that mixes practical advice, shopping and live demonstrations from top riders and trainers.

HorseDeals.co.uk helps people buy and sell horses. It offers a ‘hold until sold’ policy, unlimited text and photo/video upload and an advanced search criteria.

FEBRUARY 2015 EQUESTRIAN TRADE NEWS

Stand BETA-International’s chosen charity World Horse Welfare D8.5 is dedicated to improving horse welfare across the UK and internationally.

Through a combination of education, campaigns and hands-on care of horses, the charity has achieved many milestones over the last 88 years.

“Since 1927 we have strived to protect and care for each new generation of horses, upon which so many industries and individual livelihoods rely” says Roly Owers, chief executive.

The charity’s approach is practical, evidence-based and continues to tackle immediate welfare issues as well as laying the foundations for their prevention.

World Horse Welfare rescues and rehabilitates neglected horses and operates the largest rehoming programme in the UK. Overseas, vital training programmes are expanding into some of the world’s most deprived regions where the horse is a vital working partner in the community.

The charity also operates successful campaigns on horse welfare issues and in particular to end the long distance transport of horses to slaughter.

The charity is funded entirely through voluntary donations,including corporate partnerships which support the vision of a world where every horse is treated with respect, compassion and understanding.

ZOETIS Stand M2.2 Discover why new 700kg Equest and Equest Pramox syringes make it easier for your customers to worm every size of horse accurately.

You can also find out more about Zoetis’ business consultancy services.

“At Zoetis, we understand the issues facing businesses every day,” said a spokesman.

“It’s why we introduced our own equine business consultancy, with services covering many aspects of running, promoting and managing a business.”

Zoetis will be running a taster session for its AMTRA approved nine point business CPD workshops each day at BETA International. They’re focused on communication techniques, and visitors are welcome to come and join in.

The company’s equine account managers and equine business consultant will be on the stand ready to answer your business, technical or general questions.

www.equestriantradenews.com

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Visit these stands

and benefit from the show offers available.

Abbey England G10.1

Absorbine E2.2

Agrifence F10.2

Exclusive show offers available on Equus Overreach Boots, from Abbey England. Visit the stand to find out more or contact Abbey England throughout the month of February to benefit from discounted products.

The new Absorbine Botanicals Massage Foam and Body Rinse will be launched at BETA International. Visit our stand to find out more about these amazing new products and enter our prize draw for an Absorbine Botanicals gift.

FREE CHOCOLATE BAR! If you have a retail outlet, this voucher qualifies you to a free chocolate bar! Get your energy boost at the Agrifence stand and discover our exclusive BETA International offers.

Alan Paine Country Collection Q7.1

Animalife H4.1

Battles G 4.1

WIN AN ALAN PAINE DURHAM WATERPROOF JACKET! Come along to the Alan Paine Country Collection stand Q7.1 and enter our draw to win a gent’s or ladies’ Durham jacket.

Have some bubbly on Animalife at BETA International and discover the exclusive benefits of our Accredited Retailer Scheme.

Find out about our new website and online training portal and make the most of special show offers. Visit us on stand H4.1.

If you are looking for fantastic offers designed to give you a high profit margin, visit the Battles stand at BETA International. With the launch of our new Lincoln Platinum supplement range we will be bringing you some great introductory offers that you will not want to miss.

Breyer Model Horses L3.1

British Equestrian Trade Association G7.1

britishequestriandirectory.com P1.1

Order a minimum of £300 from Breyer Model Horses and receive an additional 5% discount. Only at BETA International.

All orders with payment placed at BETA International for the National Equestrian Survey will benefit from a 5% discount.

The survey is expected to be published in April 2015.

Book an advert in the BED or TSD online directories – to receive a 10% discount. This offer is exclusive to advertising booked at the show.

Citrus-Lime Ltd M1.1

Equetech N1.1

Make the most of special offers including... 5% off Spring range orders for immediate delivery, 5% off Autumn range forward orders placed for September delivery, 10% when both above orders are placed. Terms & conditions apply.

5% off your initial purchase of Citrus-Lime’s in store and online Retail Solutions if you sign up at the show. Or come and say hi and pick up some Citrus-Lime organic coffee.

Present this voucher to receive a discount on your Equetech Autumn/ Winter 2015 forward order. The voucher will also entitle the bearer to a FREE goody bag!

EQUESTRIAN TRADE NEWS FEBRUARY 2015

BETA International 2015

Carrots M5.1

www.equestriantradenews.com

THE SHOW OFFER SPECIAL

The Show Offer Special

THE SHOW OFFER SPECIAL

128 Faulks & Cox Ltd C7.1

Flettner Ventilator Limited K10.5

Gray’s of Shenstone H3.1

What’s at Stand C7.1? Don’t miss your chance to benefit from FCL’s 30 years of industry knowledge and powerful brand equity. We’ll set you up with P.O.S that simply works! Exclusive BETA International deals and uncomplicated market leading brands!

Wind power – smarter ventilation.

At Flettner our priority is the wellbeing of the horse in transportation • Simple installation • Cost effective • Maintainance free. Visit K10.5 to enter our draw to win a Flettner and hudl wi-fi tablet.

Box of 36 Pony Pals pens worth £54 RRP FREE with carriage paid orders over £350 placed at BETA International 2015.

Honeychop Horse Feeds B2.2

John Whitaker & Brogini F7.1

Kings Saddlery Ltd J10.4

Win a mixed pallet of Honeychop (this will be 4 bags of each product; 28 bags in total) Just come along to the stand B2.2 and fill in an entry form.

Visit the John Whitaker stand at F7.1 where trade customers can receive ten free John Whitaker crest caps when they purchase ten of any of our current saddle pad range.

Retailers & fitters who present their business cards will be entered into our free draw to win a saddle featured on our stand.

All orders placed at the show will receive 5% discount. This discount must not to be used in conjunction with any other offer.

L S Sales (Farnam) Ltd / Leslie Sutcliffe A2.1

Likit Products D10.1

Noble Outfitters D7.1

New POS display stands and special offers will be available for Likit Products and also Stud Muffins horse treats which are being re-launched at the event.

Come and meet the team to see this exciting new brand from the U.S. and receive your complimentary pair of socks. Try the amazing MUDS™ boots and take on the ‘Wave Fork Challenge’ whilst you’re there!

Norbrook Laboratories E3.1

Parallax Plastics D9.3

Sherwood Forest / Puffa Q3.1

Visit stand E3.1 and enter a competition to win a year’s membership for SQP Webinar.

Receive a free HD bucket with every hay feeder ordered at the show.

All participants that visit the Puffa and Sherwood Forest stand – Q 3.1 next to the fashion show will have the chance to win a Puffa Original gilet or a Sherwood Forest quilted jacket.

Toggi/Champion F6.1

Waldhausen GmbH & Co. KG B7.1

Westgate EFI E8.1

Stop by the FBI stand for the latest Toggi clothing and footwear collections, to see the latest new Champion safety products and for exclusive special offers.

Stop by the Waldhausen stand to see our show offers.

Visit the leading equestrian distributor to benefit from exclusive show offers of up to 30%. As usual, the stand will be packed with new products and top riders will be visiting.

BETA International 2015

Buy a box of 12 Tri-Tec14 -946ml bottles get 2 tubs 1.63kg SimpliFly (120 Day supply)worth £60.00. 15% off all orders placed at BETA International at the L S Sales (Farnam) stand A2.1.

FEBRUARY 2015 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

Equestrian Trade News

February 2015 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 39, No 2 Monthly

See you at the show!

Equestrian Trade News

BETA INTERNATIONAL 2015 Official preview Industry

Show floorplan and exhibitor list

Equestrian Trade News

EQUESTRIAN TRADE NEWS FEBRUARY 2015

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

PRODUCTS WORTH £1,000s TO BE WON 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 (stand P1.1) to enter our prize draw

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

2015

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

Main Sponsor

ETN is the official media partner of BETA International

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