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
July 2011 Volume 35, No 7 Monthly
RUGS
ON SHOW Are you ready for the new season?
BEDDING TO BUST THE DUST
S U L P ed Industtry
A Fe e repor T E B t Firs nferenc e diary Co trad : n O s ’ What
RIPE FOR THE PICKING A/W clothing arrives in style
... the magazine for the industry, about the industry, by the industry
CONTENTS
JULY 2011
Comment
NEWS .......................................................4
IT’S raining as I write, but the drought – which Defra took an aeon to acknowledge - has already stunted the growth of grass and cereal crops in much of England. Now everyone’s waiting to see what the weather will do next. Even a brilliant, dry hay and straw harvest won’t save the day entirely because, although the quality will be good, the quantity available won’t be. It’s a standing joke that farmers are always moaning; this year they really have had something to moan about. And when they start forking out for equine quality ex-farm straw, horse owners will be joining them. Fortunately there are plenty of alternative - and cleaner – bedding products available as featured in this issue of ETN. Grain prices, and the knock-on effect on feed and straw costs, were a big talking point at the first BETA Feed Industry Conference. But if you imagined this might be another moaning opportunity, nothing could be further from the truth at what was a really upbeat event. The big names in the feed industry were there, working together with their trade association to understand new legislation and labelling requirements and how best to serve their retail and end user customers. This was BETA at its very best. Roll on the 2012 edition.
PEOPLE...................................................13
FAR be it from me to turn into a bunny hugging, natural horsemanship, Parelli practising, barefoot fanatic, but.... how different might things be if horses made a noise when they felt pain? Like a dog that yelps when you accidentally stand on its paw, what if a horse did the same when a girth pinched, or it squealed when a bit cut into its tongue. Badly fitting tack is one of the most common causes of inadvertent and unnecessary discomfort which sometimes borders on cruelty. Unless their owners correctly interpret the warning signs such a flattened ears or nipping teeth, how sad that some horses must suffer in silence. WHILE reporting a profits hike of 13% to £714m in the last financial year, Marks and Spencer has admitted that its stores’ layouts have been in need of a revamp to improve the shopping experience. The brilliantly job-titled 'director of space' Neil Hyland has been appointed to oversee the process. Well, that’s a luxury only a high street giant can afford. But every retailer can benefit from sparing a few moments to be ‘director of space’. Liz Benwell
www.equestriantradenews.com
LETTERS .................................................12 BETA FEED CONFERENCE Report from the inaugural event ....................14
PRODUCT NEWS ......................................16 BEDDING FEATURE How Bedmax busted the dust ........................18 Mind that muckheap....................................20 Product Gallery ..........................................22
DOGS AT WORK Canine chums in the trade ............................25
FOUR DECADES OF FEED GWF celebrates its 40th anniversary ................26
BETA MEMBERS’ PAGE ............................28 VIEW FROM AMERICA Should John Nunn keep the day job ................29
SPONSORS ..............................................30 AUTUMN/WINTER 2011/12 How to sell footwear ...................................31 Product Gallery ..........................................32 LEGAL EAGLE The cost of agents ......................................36
WHAT’S ON Trade diary ...............................................37 RUGS FEATURE Better merchandising .................................38 Product Gallery ..........................................39 What to stock ............................................40
HI-VIZ FEATURE News and products .....................................41
SADDLERY MATTERS Ken Lyndon Dykes’ clients get a reality check ...44
COUNTY COURT JUDGMENTS ....................46 Our front cover shows the Amigo Mio Stable Sheet from Horseware Ireland. An example of a good quality rug at a fantastic price, this super stable sheet is 100% polyester and incorporates a moisture management system. It’s a classic, original shaped rug with a silky shoulder lining, sold in packs of five or individually. Sizes are 5’6” to 7’; colour is navy/red.
EQUESTRIAN TRADE NEWS JULY 2011 3
Can sugar beet save the day? AS the wheat, oats and barley harvests look set to be down in drought-affected areas of England, the sugar beet crop appears to be holding up well. “It’s too early to make precise comments, but our suppliers are reporting that the crop looks OK at present, although it will start to suffer if we don’t see more rain,” said Simon Parker at British Horse Feeds, manufacturer of Speedi-Beet. Plantings of sugar beet, an important ingredient in some compound feeds as well as specialist sugar beet products, are reportedly down by around 5%. That equates to 20,000 tonnes of beet pulp, according to Simon. “This could be made up by imports, although Europe has also had a very dry run of weather and it remains to be seen what impact this will have on the overall market. “With our buying power, we will do our best to make sure our customers get the best deal possible.” • The lucerne or alfalfa harvest was well underway last month. One major producer told ETN that the unseasonably warm Spring weather had caused the crop to be ready for harvest rather sooner than usual, causing an over-supply rather than the desired gradual cropping pattern. The UK sugar beet crop looks OK. Clockwise from left, beet shreds, SpeediBeet, beet pellets.
More suppliers sign up to Shopatron Woof Wear is the latest equestrian company to sign up to Shopatron. The online shopping site directs orders from suppliers’ or brands’ websites to consumers’ closest stocking retailers for fulfilment. Frank Baines Saddlery, E. Jeffries and Horseware Ireland have been signed up for some time; while Shopatron is well established with equestrian brands in the US. “We started with Shopatron because we wanted to increase sales for our retailer network,” said Stella Harlinghausen of Woof Wear which specialises in equine protective boots. “It’s especially beneficial for retailers who don’t have their own website. It also gives individual consumers the opportunity to see and buy all our products in one place regardless of their location. “We had retailers signing up immediately and people buying off our website very soon after it was launched, so we’re very pleased with how it has taken off.” Speaking from Shopatron’s UK base in Swindon, Ben Greenaway confirmed that “at least two more major UK equestrian companies are shortly to come on board.” “Shopatron gives everybody, including retailers, a better feeling about trading online. It rewards retailers who hold stock and enables them to test products they may never have stocked before,” said Ben. Retailers signed up to the scheme are able to view data to see which products have been selling well – and where they have been selling. Founded in 2001, Shopatron works with almost 1,000 brands and 12,000 retail partners across 35 industries.
Aldi launches equestrian hi-viz BUDGET supermarket Aldi introduced a range of “affordable” high visibility equestrian products on 26 June. ETN understands it is being supplied by Equisafety. The collection, which meets relevant British and European standards, includes items for horse and rider (pictured). It will be sold at Aldi stores throughout the UK. The hi-viz range is being sold as economically priced packs. • More on high visibility gear on page 41.
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Equestrian Trade News Stockeld Park, Wetherby, West Yorkshire LS22 4AW Tel: 01937 582111 Fax: 01937 582778 – Sales Email: sales @equestriantradenews.com Website: www.equestriantradenews.com Publisher: Equestrian Management Consultants Ltd Editor: Liz Benwell Email: editor@equestriantradenews.com Tel: 0845 6185007 Advertising Sales: Nicki Lewis Email: sales@equestriantradenews.com Tel: 01937 582111 Fax: 01937 582778
Subscriptions Distributed on a controlled-circulation basis to the retail trade. Paid-for annual subscriptions are £39.95 (UK), £73.00 (Europe), £86.00 (rest of the world). The magazine is independent of all groups. Editorial views expressed in ETN are not necessarily the official view of any organisation or group. Copyright: All material is copyright Equestrian Management Consultants Ltd. Design & Print: G.H. Smith & Son, Market Place, Easingwold, North Yorkshire YO61 3AB Tel: 01347 821329 Fax: 01347 822576 Email: etn@ghsmith.com Web: www.ghsmith.com
Advertising Copy: Nicki Lewis Email: sales@equestriantradenews.com Tel: 01937 582111 ISSN 1462-9526
4 JULY 2011 EQUESTRIAN TRADE NEWS
Aerborn ............................................................................16 Airowear...........................................................................41 Arden Wood Shavings .......................................................20 Asmar Equestrian ................................................................7 Bedmax ....................................................................17 & 19 Bedwell Horse Bedding......................................................22 BETA International.............................................................27 British Horse Feeds ............................................................14 Buffera Ltd ........................................................................35 Carrots..............................................................................31 Classified ..........................................................................45 Countryfayre .....................................................................24 Davies & Co/Black Mat Co..................................................24 Equetech...........................................................................34 Equisafety .........................................................................43 Faulks & Co.......................................................................21 Finest Brands International ..............................................OBC Fyna-Lite ...........................................................................23 Gallop Equestrian Ltd........................................................IFC Gumbies ...........................................................................34 GWF Nutrition.....................................................................9 Horka..................................................................................6 Horse & Country TV ...........................................................10 Kanyon Outdoor...............................................................IBC Pegasus/Nedz Beds ...........................................................23 Pfizer Animal Health Ltd.....................................................13 PolyPads ...........................................................................41 Sante Franglais..................................................................15 Shires Equestrian Products .................................................11 Sherwood Forest Ltd..........................................................33 South Essex Insurance Brokers .............................................5 Spillers..............................................................................15 SPOGA Horse ......................................................................8 Tagg Equestrian.................................................................39 Trailblazers........................................................................12 Tuffa .................................................................................35 Unibed..............................................................................20 Wood Treatment Ltd ..........................................................22 Worklite ............................................................................32 Web Directory ...................................................................46 www.britishequestriandirectory.com...................................30 Zennar/Rockfish.................................................................42
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Young royal chooses Airowear body protector A CHARMING photograph of The Queen riding with two of her grandchildren graced the national press on the eve of Royal Windsor Horse Show. “Queen Elizabeth II rides in Windsor Great Park with her two youngest grandchildren, James, Viscount Severn (three) and Lady Louise Windsor (seven),” was the caption. What readers of The Times, The Daily Telegraph, The Express and The Daily Mail – plus that week’s Hello magazine – also saw was that Lady Louise was wearing a body protector; a Reiver 010 by Airowear (pictured), to be precise. “Our next project is to upgrade Lady Louise to a Junior Outlyne,” said Airowear’s marketing manager Chrissie Beattie whose company press cuttings file has swelled considerably following such high profile coverage. Lady Louise was a bridesmaid at the Royal Wedding in April. She is the elder child of Prince Edward, Earl of Wessex, and Sophie, Countess of Wessex and ninth in line to the throne.
H&C TV wins big-name broadcast award Horse & Country TV picked up the prize for Best Specialist Channel at last month’s Broadcast Digital Awards in London. The awards, hosted by comedian and TV presenter Russell Kane, celebrate the best content and delivery from UK digital broadcasters. Other winners to join Horse & Country TV on the roll of honour included ITV2 and BBC Four. Horse & Country TV’s entry focused on advertising initiatives such as Stud Break [dedicated ad breaks for stallion owners and stud farms] and the online strategy where 59,000 Facebook friends interact with the channel Heather Killen, Horse & Country TV’s chairman, said of the award: “It’s a testament to the efforts of the team who have worked so hard over the past two years to give the equestrian sector the channel it deserves.” • The Broadcasters’ Audience Research Board (BARB) Quarterly Channel Reach report for the first quarter of 2011 showed that Horse & Country TV’s average monthly reach [the total number of unique individuals who watched the channel during the period] was 588,000.While across the quarter as a whole, 1,149,000 people tuned in - a 20.5% increase on the same period last year.
Law makes it easier to sue copiers NEW legislation is set to help firms protect their intellectual property rights by taking legal action against copiers. Its main feature is the introduction of a damages cap of £500,000 for claims made in the Patents County Court (PCC). This simpler legal framework means companies claiming damages up to that amount are less likely to face a considerably more expensive trip to the High Court. Pressure group Anti Copying In Design has welcomed The Patents County Court (Financial Limit) Order 2011 which clarifies which disputes can be heard in the PCC and which should go to the High Court. In practice, this means that if a legal case is worth less than £500,000 there is more certainty about the levels of financial risk. However, ACID would like to see easier access to intellectual property protection for small firms. Dids Macdonald, its CEO, said “We also need a fast track intellectual property small claims court for micro enterprises who form the majority mass within the creative industries, and who will still find it prohibitively expensive to take legal action. “We are cautiously optimistic towards this positive first step by a Government which appears to be serious about providing access to more cost and time effective justice in order for SMEs to enforce their intellectual property rights." To date, ACID accredited law firms have achieved more than £3million in costs and damages in over 450 settlements. Contact tel 0845 6443617 or visit www.acid.uk.com www.equestriantradenews.com
Pictured, from left, host Russell Kane and judge Martin Trickey (head of cross platform production at the BBC), Richard Burdett (commercial director of Horse & Country TV) and Jonathan Rippon (Horse & Country TV head of programming).
How (not) to get that job DRESSING inappropriately is the most common job interview mistake, according to a survey by office design company Maris Interiors. Three quarters of managers surveyed said that candidates ‘frequently harmed their chances at interview’ by poor dress, also citing lack of preparation and an arrogant attitude as common failures. More surprisingly, 13% of managers said they had experienced an interviewee either answering a phone call or replying to a text message; and 5% said they had suspected a candidate of being drunk. More extreme mistakes made during interviews included one candidate showing off his scar [the survey didn’t record where], one repeatedly calling the interviewer ‘Mum’, and another filing her fingernails throughout. A manager recruiting for a social media strategist was surprised when one candidate announced they were live-tweeting the interview. He didn’t get the job.
Website targets East Midlands
National Riding Festival “on hold”
SIMON Mapletoft (right), who created Equestrian Life magazine before selling the regional title in the 1990s, is behind a new equestrian website for Derbyshire, Nottinghamshire, Lincolnshire and Leicestershire. eastmidlandsrider.com will concentrate on news and information about East Midlands equestrian events for local riders. "It's rich with well written, up-to-the-minute editorials, useful information and fantastic competitions,” said Simon. Access to the site will be free for the first few months, after which subscriptions will be offered for an annual one-off fee.
AT a time when many in the trade feel that maintaining the number of people who ride is crucial to sustaining sales, the National Riding Festival has been put “on hold.” The Festival, originally a British Equestrian Trade Association (BETA) initiative designed to promote riding on the premise that more riders equals more customers, was handed over to the Countryside Alliance Foundation (CAF) last March [2010]. The CAF was also gifted the Festival’s assets including Trigger the mechanical horse, the name and goodwill. Under the agreement, the CAF was to continue promoting riding. At the time CAF chairman Roger Wilson said “the Festival has found a natural home” and announced that the next Festival was scheduled for this year [2011]. However, when ETN contacted the CAF last month [May], press officer Tracey Casstles said: “There’s no activity at the moment, it’s under review and on hold. “We lost a member of staff who was going to head it up. It’s a bit tricky at the moment, but we’ll let you know as soon as we know what’s happening.” Asked if the Festival would continue to involve BETA, the riding school organisations and competitive disciplines’ governing bodies as previously, Ms Casstles said she hoped so.
Eventing Worldwide closes FIVE years after it was launched to provide a news, images and debating platform for the eventing community, the Eventing Worldwide website has closed. Founder Hilary Manners has blamed password sharing for a funding shortfall. “We believe that around three times more people were viewing than had paid subscriptions,” she said. A subscription to Eventing Worldwide, for entitlement to view the site’s image galleries, top rider blogs, articles and advice features, cost £12.50 per quarter. Hilary was in the process of refunding part subscriptions when ETN contacted her. “I’m devastated but [financially] it was barely washing its face. For some reason, people think that when something is on the internet, it should be free,” she said. Eventing Worldwide, which remains open to view until the end of the year, saw its final update after Bramham last month. Hilary says she’s “open to offers of interest.” She can be contacted on 01400 250472.
“The Riding Festival was an excellent vehicle for promoting riding. It united many of the equestrian industry’s constituent bodies in following a common goal of increasing rider numbers, which is so vital to the ongoing health and growth of the industry,” said Claire Williams, executive director of BETA. “I hope that the CAF is able to realise the Festival’s true potential in the future and BETA would welcome the chance to be involved once again.” The Festival was established in 1999 as a not-for-profit company, the National Riding Festival 2000 Ltd, which was dissolved when it was handed over to the CAF. Sponsors included Jeep (1999 – 2003) and Petplan (2006 – 2008). The lack of a main sponsor was cited as among the reasons for its change of ownership in 2010. In its heyday, the Festival prompted an annual 33 television slots, 163 radio pieces and 44 national press articles promoting riding. 30,000 people rode Trigger.
...Meanwhile, publisher launches Let’s Ride campaign THE Association of British Riding Schools (ABRS) and DJ Murphy Publishers have announced the launch of Let’s Ride! -a nationwide campaign to get more people in the saddle. The scheme offers new riders £5 off the price of a lesson at any participating ABRS approved riding school with a voucher from PONY, Horse&Rider or PonyPals magazines. The three magazines which, according to the publisher, account for 58% of monthly equestrian magazines sold on the newsstand, are also incentivising their readers with a free lesson for every four new riders introduced to the sport. The scheme is supported by hat manufacturer Champion, who will be awarding the school that returns the most vouchers with £1,000 worth of junior jockey helmets. Games and gift label Filly Princess will reward the youngest group of riders. Let’s Ride is supported by Champion sponsored riders, Pippa Funnell, Lucinda Fredericks and Piggy French too. “Riding is not just a unique sport involving another living being, it is a very enjoyable way of taking physical exercise and it can be extremely social and good fun,” said Pippa. To find out more at www.letsride2011.co.uk 6 JULY 2011 EQUESTRIAN TRADE NEWS
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Six of the best for BETA at Gatcombe THE British Equestrian Trade Association (BETA) is set to be presenting sponsor of the Festival of British Eventing for the sixth consecutive year. The sponsorship puts BETA before an audience of more than 50,000 visitors who will flock to Gatcombe Park, Gloucestershire, from 5 to 7 August, for three days of competition, including the British Open, the Intermediate and Novice Championships, and the BETA sponsored Pony Club Team Show Jumping Championships. The trade association will maintain a high-profile presence at the event with an information stand (pictured) where its team will promote BETA’s work and invite riders to bring their hats and body protectors along for a safety check. The BETA Trade Pavilion – packed with BETA-member trade stands – will host RoboCob, the mechanical horse that allows riders and non-riders to try out their skills in the saddle. BETA will be repeating its prize draw in which visitors could win a hamper of horse-and-rider equipment worth £2,000, as well as handing out goodie bags. Member companies are invited to participate.
BETA also hosts Gatcombe’s annual tradestand holders’ breakfast where winners of the BETA Best Stand Awards will be announced. “We are extremely pleased to be sponsoring Gatcombe for another year,” said BETA executive director Claire Williams. “Visitors come from all over the country and all walks of life, but they each share a passion for equestrian pursuits. “Our involvement with the event provides us with a wonderful opportunity to meet people who are both knowledgeable and keen to find out just how BETA can help them.” Event director Tim Henson added: “We are proud to have BETA working with us as part of our team for another year and I cannot speak highly enough of the organisation and the people involved. They work hard, are extremely enthusiastic about the event and put a lot of effort into it, which is why our relationship is so successful. “BETA brings a great deal to equestrianism, particularly rider safety – and the presenting sponsorship of the Festival of British Eventing is yet another way that the association gives something back to the sport.”
Stirrup leather warning SADDLERY company E. Jeffries is reminding retailers that one and one eighth inch stirrup leathers are the most suitable width for general riding activities. The traditional seven eighths or one inch widths may no longer be sufficiently substantial, particularly for adults, says the company. This is because today’s hides (used to make stirrup leathers) are from animals slaughtered at a younger age (under 30 months) due to regulations following the BSE scare. E. Jeffries’ ‘super quality’ leathers are one and one eight inch wide – and of sufficient strength to resist stretching. It’s recommended that the left and right stirrup leathers are regularly alternated to even up strain imposed during mounting. www.equestriantradenews.com
New shop opens in Notts TRACEY Thompson, owner of Newark, Notts based Chukka Cove Saddlery, has opened a second store at Bingham near Nottingham. The new shop, Vale Saddlery, is on the site of the former Shelton House Saddlery which closed more than a year ago. The two businesses are completely unconnected. “There was a real gap in the area,” said Tracey. “It’s a big hunting area and a very horsey one. At Vale Saddlery, we’ve a fair bit of stock with some different lines in clothing and boots from Chukka Cove. We’re just taken on Shires and HKM which is exciting.”
NEWS IN BRIEF •
HRH The Prince of Wales and HRH The Duchess of Cornwall are to visit the Great Yorkshire Show on Wednesday 13 July. The Prince of Wales is Patron of the Yorkshire Agricultural Society which organises the event.
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GRAZING muzzles can reduce pasture intake of ponies by more than 80%, according to new research presented at the Equine Science Society Symposium in Nashshville, USA last month. Delegates also heard that ponies on restricted turnout may adapt their grazing behaviour to eat more in a short time span. The new research shows that the use of a grazing muzzle could be a much more effective and reliable solution if used appropriately.
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BETFRED, the British Equestrian Federation’s (BEF) Researching Equines Database (www.befred.org), has just uploaded its 2,000 item. Anyone can access the research for free. It ranges from work carried out by undergraduates to PhDs; the status attained by each project (whether it has been peer reviewed or not) is always made clear. Research topics include equine anatomy, health, breeding, tack and nutrition – some related to generic groups of products such as bedding.
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KM Elite Products is promoting its new website as “the one stop shop for any horse owner.” It features special summer offers plus free postage and packing on orders over £50.
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The sixth annual Equetech Canter for a Cure sponsored ride raised more than £15,000 for Cancer and Bio Detection Dogs research, the charity dedicated to training dogs in the detection and recognition of human disease by odour. Currently, Equetech is donating £1 for every Red Grizzle fleece sold.
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Engaging a PR company has paid off for The Pure Feed Company which now has nearly 5,000 fans on its Facebook page, a growing following on Twitter, a new brochure and is about to launch a new website. “We asked Jenny Doran of Halcyon Days to help get our message out and to get our brand in front of as many potential clients as we could,” said managing director Robert Fowler.
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Dr Keith Foster, of Fine Fettle Feed, has published a paper How to help a horse run faster which is available to download at www.finefettlefeed.com The study gives an insight into the physics of equine movement and the bio-chemistry involved.
• SCATS Country Stores at Marden, Kent, was due to close on 14 June. • Are too many farriers being trained? Writing in Forge magazine last month, Thomas Dale from Guildford, Surrey, said the number of registered farriers had reached saturation point at a time when the number of horses in work [and therefore needing shoeing] was diminishing. “It’s madness to keep churning out more farriers – they are being trained for future unemployment,” he wrote in the farriers’ trade journal.
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NEWS IN BRIEF • HOOF, the Olympic legacy project of the British Equestrian
Federation (BEF), has invested £25,000 of capital funding into an arena roof for Mount Mascal Stables, a London riding school.
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GREEN lipped mussel supplement specialist Maxavita is supporting the World Horse Welfare equine charity by donating 25p from the sale (to end users) of every promotional tub branded with a special sticker until November. MaxaFlex, MaxaCalm, MaxaBreathe, MaxaHoof, MaxaBiotic and MaxaPower are included in the promotion.
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THE equine training aid EquiAmi has been granted a full patent in the USA. The product from the Shropshire based company already has a UK patent.
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WHOLESALER Abbey England is sponsoring the Arts & Crafts competitions which form part of the Riding for the Disabled (RDA) national championships at Hartpury College in 9/10 July.
• Clothing and gift retailer Horses with Attitude is sponsoring the
new Young Equestrian Leaders Award (YELA) developed by Riding for the Disabled (RDA) and launched at the Royal Windsor Horse Show. The scheme recognises young people who volunteer with a British Equestrian Federation (BEF) member body, such as the RDA, and is open to young people aged 13-25.
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West Sussex based stables manufacturer Redmire Stables & Buildings Ltd has gone into liquidation. A creditors’ meeting was held on 31 May. The liquidator is RSM Tenon, Eastleigh, Hants.
Saddler celebrates 90th birthday FRIENDS, family and colleagues gathered to celebrate saddler Frank White’s 90th birthday last month. Far from being retired, the indefatigable Frank still runs his workshop business in Surrey. Frank started his training to become a Society of Master Saddlers (SMS) qualified saddler while in the Royal Army Ordnance Corps (RAOC) in 1942. After the Second World War, he returned home to Shere in Surrey to start a saddlers’ workshop business. He went on to train several apprentices too.
In 2005, Frank was awarded the Fellowship of the SMS. He’s pictured (centre) at his birthday party with two other SMS Fellows, Julia Forsyth and Neil McCarraher.
Moving and growing EQUINE Natural Choice Ltd t/a Lenrys has moved into bigger premises. Equine Natural Choice acquired Lenrys, and with it the Horsewise and Petwise brands, five years ago and moved the company from Norfolk to Buckingham. “Due to expansion, we have now moved into bigger premises in Lincolnshire,” said Karen Smith of the company. “We supply the trade; wholesalers and retailers and also export to France, Sweden and Ireland.” The new contact details are Bleak House Farm, Dawsmere Road, Gedney Drove End, Spalding, PE12 9NW. Tel 01406 550590.
Earn extra CPD points with ETN – island retailer among those to benefit AMTRA has confirmed that its accredited features which appear regularly in ETN are to be worth two CPD points each, double their current worth of one point. The awarding of CPD points is subject to submission of the correct answers to the quiz that accompanies each article. SQPs (suitably qualified persons) need to earn CPD (continuing professional development) points in order to maintain their status as prescribers of certain animal medicines such as equine wormers and some licensed small animal product. Launched almost 12 months ago, ETN’s CPD features have met with an enthusiastic response from the trade – especially those working in far-flung locations who find it hard to attend CPD events. Kim Skinner, of Skinners Shop on the Scottish Isle of Tiree told ETN: “I’ve found them to be really interesting reading, yet presented at a level that’s easy to understand. It’s so important to keep up-to-date [as an SQP] especially when you’re not based on the mainland.” Skinners Shop sells predominantly cattle and sheep products, plus agricultural equipment and clothing to the local crofting community. However, Kim says there’s a burgeoning equine market on Tiree. “There are about 800 people living here, with many visitors during the summer. More people are coming to live here too, and many of them want to have a pony or two.”
Search engines steam ahead of tweets WHILE online sales continue to compete well with bricks-andmortar shops, a survey has called into question the effectiveness of social media to retailers. Sixty-two percent of online retailers say their return on investment (ROI) is either unaffected by the likes of Facebook and Twitter or that the benefits remain unclear, according to Forrester Research ‘state of online retailing’ survey, released last month to the National Retail Federation in America. Although the online retailers were underwhelmed by the results of their marketing efforts on social networking sites, they did note benefits such as building brand awareness and improving customer service.
So what does work? A whopping 90% of online retailers said search-engine marketing was the most effective source of acquiring customers. 49% pointed to affiliate marketing or paying commission for referred business. Email marketing and having a social network presence such as
Facebook each garnered 18%. Ten percent indicated that direct mail and sweepstakes were a help, whereas seven percent cited offline advertising and remarketing ie. targeting website visitors who have previously visited your site. Just one percent said microblogging ie. Twitter helped them find customers. The survey’s analysts concluded that online retailers see social marketing strategies as experimental. 82% are pursuing them simply to learn more about what they can do. 61% see the primary ROI from social marketing as “listening to and better understanding our customers," while 52% are participating because they don’t want to be left behind. Another 45% cite the “tremendous buzz” about social networking, and 37% say they’re participating because it’s inexpensive to do so. Online retailers in the US reaped $176 billion in sales last year, an 11% increase over 2009. • For more on internet marketing, see our media feature started on page 22.
NAF sponsors international eventing NATURAL Animal Feeds (NAF) is the new sponsor of Hartpury International Horse Trials which takes place at the Gloucestershire college next month (11-14 August). What’s now known as the NAF Five Star International Hartpury Horse Trials runs competitions up to three-star level. "We are privileged to have NAF as title sponsor,” said director Janet Plant. The event has a trade stand village adjacent to the dressage and show jumping arenas. More than 300 competitive entries are
expected – plus a host of spectators and shoppers. Car parking, admission to under 10s and everyone on the Wednesday to Friday is free. Entrance on Saturday and Sunday is £10 per person. “So many eventing competitors are loyal users of our products, and this sponsorship gives us an opportunity to show our appreciation and to support those who support us,” said Tracey Lloyd, NAF sponsorship manager
Claim your free retail display directory THE Shop and Display Equipment Association (sdea) is offering ETN readers a free copy (worth £10) of its newly published retail display directory. The book is packed with contacts for shopfittings, signage, point of sale ideas and visual merchandising products and services. The sdea has also included a collection of this year’s most stimulating retail concepts, from Joules new London store to the tenfloor Hyundai department store in Korea. Claim your copy by calling sdea on 01883 348911 or email directory@sdea.co.uk
Stock clearance: a retailer’s view Dear ETN, I’d like to welcome Simon Middleton and Ed Vant to the world of the retailer. [The managing directors of Zebra Products and Westgate EFI respectively have told ETN about the difficulties of disposing of end-of-line product.] Balancing supply with demand is a challenge we all face. What and how much to buy are more or less everyday decisions for retailers. The challenge is managing the life-cycle of the product, something of which, in theory at least, the manufacturer/distributer should have a longer view than the retailer - and therefore a better opportunity to be proactive. Discounting stock at the bitter end should be the last resort. I guess one reason many retailers are reluctant to take end-of-line stock, even at a hefty discount, is that we operate in a niche market which is not high volume. If you sell an end-of-line product to a customer for half the price, it doesn’t mean the money they save will be spent with you, or indeed in the sector. While the margin percentage may be the same, we would have to sell twice as much product to achieve the same total margin; difficult in a good market, probably a challenge too far in the current climate. The way forward is better communication between suppliers and retailers, with more effort in the middle of the product life-cycle in terms of advertising (national by supplier, local by retailer), merchandising and in-store promotion to drive product sales before it becomes ‘end-of-line’ in the normal sense. There is obviously a cost to this; however this is likely to be marginal compared with discounting, especially if a retailer has stock in hand for which they have paid full price. On the subject of business models, I also believe that the manufacturers’/distributers’ pigeons are likely to come home to roost if their business models continue to impact upon the trade. In their desperation to stay afloat by chasing every sale, supplying ‘back room internet retailers’ and ‘spare stable retailers’ while also falling over themselves to supply the farmer co-op type businesses, they are contributing to the spiral of decline. Why? Because we operate in a relatively small, niche market. The back room/part timers generally only use price cutting as their model. They may not sell massive volumes, but with many customers researching online before they shop, they do colour the customer’s judgement as to price and value. The farmer co-op type business model also tends to be price driven. They are professional; slow moving lines do not have a place in their business model and, like it or not, if you lose the ‘bread and butter’ business from the specialist shops to the businesses above, it does have a significant impact on their viability. My guess is that most manufacturers/distributers cover their overheads with core lines, profit coming from the peripheral products. Fewer specialist retailers will reduce the volume of these peripheral products, (as well as customer choice) because the others are not generally prepared to carry the stock. This will leave even less opportunity for profitability in the supply chain. Add this to the trade’s tendency to want to play in each other’s sandpit, producing to a price and, what seems to me at least, a downward spiral of quality and value, and the industry’s future looks more pessimistic than optimistic. I suggest the solution is a recognition that profitable, well run and stocked, specialist shops, working with the supply chain to deliver quality products at value for money prices, with excellent product knowledge and a genuinely good customer experience, will lead to the long term viability of the industry. The current modus operandi will only deliver more of the same. Yours etc Steve Fennell, The Paddock Pantry, Sturminster Newton, Dorset
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. 12 JULY 2011 EQUESTRIAN TRADE NEWS
www.equestriantradenews.com
• Redpin Publishing, the name
behind Ridgeway Rider, All Horse, South East Rider, East Anglia Rider, Welsh Rider and Equestrian Plus, has appointed Fiona Townsend to its editorial team. A horse owner with a masters degree in equine science from Aberystwyth University, Fiona previously worked for Intelligent Worming and the Welsh Assembly. The position was advertised with www.equine-careers.co.uk which Redpin director Sara Haines says produced “a huge response.” She added: “We are delighted that Fiona has decided to join Redpin. We continually strive to offer our clients the very best service and now we are able to add technical and scientific dimensions to our editorial team."
• Monty Roberts, pictured with
Martin Clunes at BETA International 2011, was made an honorary member of the Royal Victorian Order for services to the Royal Family and horseracing in The Queen’s birthday honours list. Tentimes champion Flat trainer Henry Cecil was awarded a knighthood.
• Jenny Lightfoot has joined Blue Chip as marketing co-ordinator while marketing manager Liz Sayfritz is on maternity leave. This is Jenny’s first job in the equine industry following her graduation in Equine Science from the University of Lincoln. • Photographer Matthew Seed, whose image appeared on the front cover of ETN’s February 2011 issue, is ‘in’ with Dragon’s Den star Deborah Meaden. Having seen Matthew’s work, horse lover Deborah asked if he would donate an equine photography session for a private auction she was organising in aid of the NSPCC. “I resisted the temptation to say those immortal words ‘I’m out’”, confessed Matthew. “Of course I was very happy to support such a wonderful charity.” • Dylan Sharpe is the new head of media
relations at the Countryside Alliance. He was previously head of press for the victorious NO to AV referendum campaign and press officer for Boris Johnson on his 2008 London mayoral campaign.
• Michael Heyworth has taken on the agency for Gallop Equestrian. He will be covering North Wales and the north of England from North Lincolnshire to the Scottish borders. Almost decade ago Michael worked for Eddie Palin Distribution and has since become a self-employed agent with several equestrian clients including Smart Grooming, British Country Clothing and Horizon electric fencing. “Gallop Equestrian appealed to me because it’s a company with innovative products that are just right for today’s market. They also have a positive attitude of offering very good customer service,” said Michael who is based in Hebden Bridge, West Yorkshire. His tel no is 07802 549376. • Becky James has been
promoted to director at Propress Equine Haygain. She joined the hay steamer specialist three years ago. While studying for a masters degree in equine science at The Royal Agricultural College in Cirencester, Becky conducted field trials on steaming hay and says it’s transformed the way horses are fed.
• Tom Blacklock has joined Virbac Animal Health, manufacturer of Equimax and Eraquell wormers, as equine brand manager. He takes over from Callum Blair who has become senior veterinary adviser to the company. From a Dorset farming family, Tom is a natural sciences graduate and moves to Virbac from Roche, where he worked in medical sales latterly as product manager for Tamiflu. He was due to be married at the end of last month (June). • Paul Hurst has joined plus size equestrian clothing company Fuller Fillies team in a creative role, overhauling the company’s website, handling photography and brochure production. The owner of Wibble, a TB x Shire, Paul has worked for retailers Robinsons and RideAway as photographer and graphic designer.
BETA unites industry at first feed conference Liz Benwell reports from the inaugural BETA Feed Industry Conference, held at Stoneleigh on 25 May.
T
he feed industry is notoriously competitive. Yet even with a delegate list reading like who’s who in the sector, the first BETA Feed Industry Conference saw them put rivalries aside to concentrate on the greater good. As Chris Gordon, chairman of the British Equestrian Trade Association (BETA) Feed Committee which organised the day, said: “We need to keep our house in order to avoid having more legislation thrust upon us.” This was very much an industry specific day, the aim being to update feed manufacturers, distributors and retailers on current legislation. Time was also devoted to identifying future challenges and to providing networking opportunities. Complete copies of presentations, with accompanying notes, were made available to delegates. What follows are some of the headline topics. Joseph Nicholas, of the Animal Feed Unit at the Food Standards Agency (FSA), put the emphasis on legislation, labelling and marketing of feeds and supplements. He urged manufacturers to communicate with the FSA,
particularly with regards to establishing new “particular nutritional purposes [parnuts]” for horse feeds. He said he would also like to see more “scientific substantiation” for supplements. “We tend to see more [unauthorised medicinal] claims for products made for horses than, say, for livestock.” Joseph also explained a new ‘functional group’ of additives known as mycotoxin binders, and indicated that relaxation of the rules relating genetically modified (GM) raw materials was unlikely. New information presented by Trading Standards expert Jeremy Adams included the requirement for both names to appear on labels when a feed is manufactured by one company for another. Pointing out that feed hygiene regulations cover all feed businesses – including retailers and transporters - he said that the best way to avoid enforcement visits was to work with a Primary Authority (PA) that best suits each company’s needs. Sainsbury’s, for instance, had chosen to work with Oxfordshire Trading Standards. “A PA will save the business money by ensuring it complies with regulations but without
14 JULY 2011 EQUESTRIAN TRADE NEWS
Tim Morris addresses delegates.
overspending,” said Jeremy, adding that a PA can overrule a local authority. He went on to urge the equestrian feed industry to self regulate. In response to a question from the floor about the increased incidence of internet retailing of feed and supplements, he said: “If you suspect [feed hygiene]
Brand analysis, in terms of market share and consumer perception, showed that the best known makes of compound feeds remain best sellers with consumers declaring them to be “trustworthy”, “high performance” and “well presented.” Following a poor early growing season, delegates were keen to
We see more [unauthorised medicinal] claims for products made for horses than for livestock. regulations are not being met, please bring it to our attention. “We want to see a level playing field. So if people are taking financial advantage, then we need to apply enforcement.” Great anticipation surrounded the pre-launch release of some statistics from the forthcoming National Equestrian Survey (NES). BETA commissions such research approximately every five years, with the resulting NES being widely adopted as the industry standard for numbers of horse, riders and breakdown of commercial equestrian activity in the UK. Although the 2010 NES is due for release later this year, Nick Talbot of Sportswise - the company BETA employs to undertake and analyse the research, gave delegates an overview of as yet unconfirmed findings. Of particular interest to the feed industry was an indicator that sales of ‘straights’ had increased and that consumers were more actively seeking money-saving promotions.
hear from Robert Clegg, commercial director of Mars Horsecare, about the implications of the rising cost of raw materials. “These are unprecedented times. Wheat is currently at £200 a tonne, maize is at an all-time high, the world population is up and 40% of the US maize crop is being converted to ethanol for fuel,” was how his hard-hitting presentation began. Robert went on to say that much depended on the forthcoming harvest here - “we need some rain in the UK and France” - and in the US: “We need a significant increase in yield to meet predicted stocks-to-use ratios. Supplies are already tight, so a good harvest is key.” Market prices are influenced by changing population, the development of Asia and consumption patterns around the world, he added. “We’re in a high cost price food environment. Even political stability can affect prices; while corn [maize] prices track www.equestriantradenews.com
those of crude oil.” Robert also looked at what he called ‘niche’ crops such as oats and lucerne for which forecasts are ‘well down”, while oilseed rape, like maize was attractive for power/fuel. “The sugar market has gone up steeply too.” In these uncertain times, he felt manufacturers needed “good relations with key suppliers.” A squeeze on hay and haylage also looked likely. Robert concluded that “wheat isn’t going back to £100 a tonne and if we don’t get some rain
up a lot more on claims or implied claims for treatment and whether this makes a product medicinal [hence needing a licence].” The conference returned to the subject of claims in a later discussion, Joseph Nicholas from the FSA warning: “If you make overt claims, you are likely to lose the use of those products.” Tim Morris added that, in racing, “trainers are becoming a lot more sceptical about supplements.” There followed discussion about the difference between feeds and supplements
Wheat is currently at £200 a tonne, maize is at an all-time high and 40% of the US maize crop is being converted to ethanol for fuel. soon, these highs will not be the end of it – especially if anything goes wrong with the US grain harvest.” Asked if GM might provide a solution to the ever growing global demand for food and subsequent high prices, Robert pointed to a “drift in the white meat [poultry] sector towards GM.” Professor Tim Morris, a vet who worked in the pharmaceutical industry before joining the British Horseracing Authority (BHA) as director of equine science and welfare, gave delegates a glimpse of what goes on behind the scenes with regards to the detection and avoidance of so-called ‘doping.’ He began by describing the UFAS BETA NOPS Code, developed to reduce the risk of disqualification [of winning racehorses] from naturally occurring prohibited substances, as “a stunning result for an industry scheme.” Tim added: “The BHA can’t endorse products, so when people ask ‘is my product suitable for racing’, there’s the NOPS scheme. NOPS has changed horse owners’ and trainers’ attitudes. “If BETA wanted to talk to members about a supplements scheme, we would be pleased to talk about endorsement of that too. There’s a real opportunity there for products and marketing.” As well as opening many delegates’ minds to the approachability of the BHA and its fairness in dealing with trainers’ ‘nutritional mishaps’, Tim warned that the Veterinary Medicines Directorate (VMD) was “tightening www.equestriantradenews.com
and potential blurring of the two. (According to legislation, supplements and feed are viewed to be in the same category of complementary feeding stuffs.) Back on the speaker’s podium, a British international endurance rider’s successful battle to clear her name after her horse failed a dope test was related by her lawyer James Pheasant of Burges Salmon. Christine Yeoman was stripped of a competition win and suspended by the FEI [international equestrian sport’s governing body] when ractopamine [“a pig growth promoter banned in the EU and even in China”] was found in her horse’s system. The source of the ractopamine was eventually traced to a contaminated supplement “marketed as not containing any prohibited substances and recommended by Christine’s vet.” James explained that under FEI rules, when an individual [rider] chooses to use a supplement, they bear responsibility. “The FEI said that a rider should discuss [concerns about a supplement] with the supplier. But it’s unrealistic that a rider can quiz a manufacturer.” Pointing to “the extraordinary burden on competitors”, he added: “The statement that a supplement is free from prohibited substances was not enough – but it’s not clear what is enough.” To finish the presentations, Claire Williams, executive director of BETA, provided a progress report on NOPS, reporting that 29 companies were registered with 21 of those having been audited and
approved. Since NOPS is very much about risk reduction, Claire added that the BHA was looking at sharing test results with BETA to enhance the early warning [of a naturally occurring prohibited substance] system. Moves were afoot to promote awareness of NOPS beyond racing, where it’s already widely understood. BETA was also looking at international membership, having had enquiries from feed companies in Denmark, Belgium and Holland. The first BETA Feed Industry Conference was attended by the big names in manufacturing, marketing and distribution of feed. A couple of newcomers to the market, whose products involve aloe vera and blackcurrants [more of which in an upcoming ETN] indicating that this is an ever evolving arena where science continues to vie with nature. During the breaks for morning coffee and lunch there was little enthusiasm for small talk everyone was too busy discussing what the speakers had had to say.
Chairman Chris Gordon.
Some agreed, others didn’t; but BETA’s new initiative certainly got delegates talking and thinking. The consensus was that the BETA Feed industry Conference – superbly hosted by the congenial Chris Gordon who mixed lighthearted quips with pertinent questioning of speakers - should be repeated in 2012. The idea was also mooted by some delegates that a similar trade-only event should be held to discuss other areas such as safety.
EQUESTRIAN TRADE NEWS JULY 2011 15
Head-shaking: a double whammy THE whole is greater than the sum of its parts. When it comes to helping head-shaking horses, never was there a truer saying about Equilibrium’s Net Relief Muzzle Net and Riding Mask used together. Research is on-going into head-shaking, a predominantly seasonal condition that causes horses to do anything from vertical head twitching to scraping their noses along the ground. But for now it’s here to stay. The Net Relief Muzzle Net is by far and away for the most effective product to help head-shakers lead a useful ridden life; while the Net Relief Riding Mask is perhaps used more widely to keep flies at bay and aid concentration. But the two together work so well that I would plead with all retailers stocking them to let their customers know, writes Liz Benwell. My head-shaking horse is 75% cured when riding in the muzzle net alone and 100% cured when the riding mask is added. So please tell your customers with head-shaking horses – use a muzzle net and a riding mask. Think of it as an anti-head-shaking kit. t Equilibrium Products 01442 879115.
Five times better NIKWAX has reformulated its leading waterproofing product, the new TX.Direct version 11.1 lasting up to five times longer. The product is designed for washing into outdoor clothing to extend their useful, waterproof life. It’s environmentally friendly too. A 300ml bottle has an RRP of £8.25. t Nikwax 01892 786400.
Robust rug rack FUSIONS’ robust rug rack system comprises a plate that fixes to the wall (it comes with brackets) and three 24” steel poles on which the rugs hang. It’s strong enough to support three soaking wet New Zealands. The poles are on a swivel mechanism so that when the rack is not in use, they can be neatly tucked away against the wall. It enables rugs to be dried and aired, but without taking up too much space when not needed. Made in Wales, this rug rack already sells to America via the internet, now the supplier would to make contact with UK retailers. The RRP is £25. t Fusions 01269 845660. 16 JULY 2011 EQUESTRIAN TRADE NEWS
www.equestriantradenews.com
Supplements re-branded NOBUTE supplements from The Animal Health Company have been rebranded in new bright, bold packaging – but the recipes remain the same. The water based formula of NoBute, the 14 year old range’s original joint product, is still based on an aqueous solution of devil's claw. Said Paul Westcott, managing director of The Animal Health Company: “We wanted to introduce the new NoBute image first as we are currently working on new brands and packing for our other products for equines, canines and pets which will follow shortly.” t The Animal Health Company 01787 476400.
Cure for frozen pipes ASK any horse owner about his or her biggest headache during last winter’s ‘big freeze’ and they’ll say frozen pipes. Even the most diligent yard manager struggled to water 20-odd horses via a washing up bowl under the sole working tap in the kitchen sink. Equine health and welfare issues, such as cases of colic, were on the up. So it’s exciting to come across a product that keeps outside pipes and taps flowing in sub-zero temperatures. Trace heating is already used in industrial situations. Equitrace has adapted the concept for safe, economical application to stable yards. It’s easy to install too. A cable runs along the outside of the pipework, fixed with sticky aluminium foil and covered with insulation. It’s plugged into a standard three-pin plug – and is ready to go. Equitrace only switches on when the temperature drops below 5 degrees centigrade, so is cost-effective to run. Cables cannot overheat, posing no risk of fire. Equitrace has a five-year guarantee. t Equitrace 01484 851450.
Protecting pink muzzles SOLARSPORT Equine 30 Superior takes sunscreen for horses to a new level. The non-greasy cream absorbs instantly and offers up to seven hours’ block protection. It’s water resistant and comes in a squeezable tube with a soft applicator pad. Most sunblock products are designed to be ‘plastered’ onto the skin to create a reflective screen. Solarsport Equine 30 Superior works differently because it remains effective when absorbed, so it still works when the horse is grazing etc. ETN tried out Solarsport Equine 30 on a horse with a pink muzzle that’s had annual sunburn in years past. We found it prevented any burning, even though the horse lives out and it’s been very sunny this year. The product is easy to apply and non-wasteful too. t KM Elite Products 01403 759659. www.equestriantradenews.com
Tim Smalley, managing director of Bedmax, was invited to speak at the 2011 National Equine Forum. In the presence of HRH The Princess Royal, he addressed delegates on the past, present and future of bedding. This is an extract from his speech.
T
wenty three years ago my brother and I started a business making haylage for horses. My family had been breeding thoroughbreds for some time, so we knew that the racing industry in particular was looking for dust-free forage to replace hay. At the time, equine veterinary professionals were pointing the finger at dust as the biggest cause of respiratory problems among stabled horses. Haylage quickly replaced hay as the principal forage in UK stables. But dust remained a problem because the vast majority of horse owners and trainers were still using straw as bedding. Straw is also full of dust and spores – quite apart from being too dependent on the British weather for its quality and supply. As dust in bedding became the number one enemy of stabled horses, we started making shavings for bedding. That was 11 years ago. Peanut shells Less than 50 years ago, most horses were stabled in stalls,
Tim Smalley: on a dust-free mission.
and on straw. Straw was the cheapest, nearest and most economical material; in the UK there were very few alternatives. Bracken was used, peat and sometimes dried seaweed. In hotter countries, sand or beaten earth was used with anything fibrous and dry on top. This often meant dried dung. But it could be anything from peanut shells, palm leaves or citronella grass. Stalled horses were practical, especially for maintaining large numbers, which is why only the army and the police retain this system today. They required minimal bedding; mucking out was quick, easy and efficient.
18 JULY 2011 EQUESTRIAN TRADE NEWS
Stalls gave way to loose boxes, completely changing the emphasis on bedding. Boxes require far greater amounts of bedding and much more maintenance. In 2000, when we began making Bedmax, our research showed that the great majority of stabled horses in the UK at the time were bedded on straw. It was a natural material, plentiful, cheap, locally grown and usually available. I would be the first to say that when straw is good, it makes superb bedding. Broken down and dusty Both straw and the equine market have changed out of all recognition in recent years. Modern harvesting equipment is wonderful for harvesting grain but is hard on the straw, breaking it down and making it dusty. Grain crops are now very short stemmed. Consequently the straw does not have to be as strong as it used to be which is exactly the opposite of what’s needed for horse bedding. Because it is shorter, there’s less of it; supply has been
reduced further by modern practices of ploughing straw back into the soil, plus a growing demand for straw in stock bedding and feed. At the same time, horse owners have become more knowledgeable and more demanding. In all our surveys of horse owners during the past decade, a consistent 98% have confirmed that when it comes to choosing bedding, their horses’ health and well-being is their over-riding priority. Not cost, or convenience, or the colour of the bag, but their horse's well-being. And that's where we came in... What customers want Professional trainers and competitors, of course, look for the best to get the best performance out of their horses. Recreational riders also tell us they are prepared to pay a premium, if necessary, for the best of everything, including bedding... They want a bed that is: • dust free • supportive and cushioning www.equestriantradenews.com
• hygienic and clean • natural These are top of the welfare wish-list. However, owners with big looseboxes also want bedding that is: • easy to use and quick to muck out • they want the bed to last • they want to minimise wastage • and they want value for money – especially when they are paying twice or three times as much for their bedding today as they did for straw ten years ago. These are all the demands we tried to address when we developed Bedmax shavings. We chose purpose made softwood shavings as the best route to achieve all these demands. When we first started making Bedmax, a growing number of trainers were using shavings already; they had already been identified as the best potential replacement for straw by the professionals. But the shavings they were using were by-products of the wood processing industry, and they tended to be full of dust. 5% dust content was not uncommon. The trainers wanted something better than that. We extract the dust from our shavings so the content is lower than 0.2% and we're constantly trying to better that. By-product shavings also tend to be quite light, small and thin. This means they break down under pressure, which creates yet more dust and particles, as well as a flat, uneven bed as it absorbs moisture. We cut our shavings from raw timber, so we can control the size; and we cut a proportion into big flakes. This makes them more resilient and less breakable, helping to keep the bed deep, supportive, dry on the surface and better aerated for longer. We know our customers want natural bedding, so by cutting our shavings from raw timber we can be absolutely certain they're 100% natural. And we use as much pine as we can because pine fibres are springier, and because there are oleoresins present in pine which have proved to have antiseptic www.equestriantradenews.com
Horses’ health is the over-riding factor when bedding is chosen.
properties. It doesn't just smell hygienic. It is hygienic. Value for money We also believe that our shavings offer the hard-working owner or groom important advantages too. Bigger shavings that stay dry on the surface are easier to muck out and less wasteful. When our shavings are used properly, customers tell us that they last longer than other forms of bedding, which means they offer better value for money at a competitive price. We developed Bedmax as a response to a demand from owners who put their horses’ welfare first. We take that seriously, and I think our success as a company reflects our customers’ view that we have managed to address these priorities – at least until a better bedding comes along. There has been an explosion of alternatives. Hemp, flax and mixtures of the two, shredded paper, pelletised wood dust, rubber matting and combinations of these options too. The Future What does the future hold? Certainly the present materials will continue to be available although the cost may rise. I do not see new materials arriving unless global warming enables more hemp or flax to be grown here. In 2008 the banking industry came a spectacular cropper and the world changed. We had been making Bedmax for eight years of economic prosperity, but from 2008 and into the foreseeable future it is clear that cost – or more importantly, value for money – is likely to be a much bigger factor in the decisions horse owners make about what they buy. t Bedmax 01668 213467.
Many horse owners are blissfully unaware of the legal implications their mucking out could have, warns equestrian bedding manufacturer Nedz.
B
iodegradability of bedding has always been a selling point. However, with recent legislation changes and the government clamping down on rules and regulations with respect to muckheaps, now’s the time for your customers to ensure their bedding is as quick-rotting as possible!
Did you know...? manure is used as a • Iffertiliser to benefit the land, it’s no longer treated as waste and as such, is not subject to the Environmental Permitting (EP) Regulations 2007. You also do not need a waste transfer note or waste carrier registration if you are moving manure that is to be used as fertiliser. If you ‘discard’ your waste, i.e. burn, tip 20 JULY 2011 EQUESTRIAN TRADE NEWS
or bury it, it is still classified as controlled waste and that is subject to EP Regulations. muck heap should be at • Aleast 10m away from any watercourse and should not be situated in an area prone to flooding. In addition, you should bear in mind the prevailing wind to avoid any odour pollution. heap should not • Abemuck in a single position for more than 12 successive months and you should leave a two year gap before returning to the same site. material can have • Bedding a significant impact on the quantity of waste and the speed at which it rots down. Straw based www.equestriantradenews.com
An out-of-control muck heap
bedding maximises the nutrient value of the compost; this material also decomposes within several months as opposed to some wood based bedding that can take one to two years. today’s litigious • In environment, following
made from chopped straw which rots down within several months and can be safely spread on fields meaning your customers should be exempt from the EP Regulations 2007. t Nedz 01254 677 762.
some simple guidelines can avoid your customers being landed with a costly fine and a huge upset. When choosing bedding, suggest they consider the whole picture rather than simply the cost per bale. A cheaper product could cost more in the long run. Nedz products are
www.equestriantradenews.com
EQUESTRIAN TRADE NEWS JULY 2011 21
A boom year With straw off the farm likely to be in short supply this season, even more horse owners and yard managers will be seeking alternative bedding. Environmental issues and equine health benefits are other factors they’ll be taking into account. ETN looks at the latest developments in this important sector.
New pallet system aids storage A double-stack pallet system for bedding has been launched by Hadfield Wood Recyclers, makers of easibed. While the same number of pallets can still be loaded onto a lorry, the new system allows more bales per pallet and better cost efficiency for customers. easibed is made from clean, white recycled wood and manufactured specifically for the equine market. New-look bales have robust packaging and the manufacturer says that reduced prices are available. easibed is used by top riders including show jumpers Ellen Whitaker and Billy Twomey and dressage star Richard Davison. Said Ellen (pictured): “We use easibed on our whole yard and find it so easy to keep the beds really clean.” t easibed 0161 370 2360.
Get the price and the product right, and bedding creates valuable repeat sales all winter. With such a wide choice on the market, customers often need help in deciding what to use – and what to buy.
RETA IL TIP
• Make use of the excellent point of sale (POS) material (leaflets, brochures etc) that many suppliers offer. • Create samples of bedding in clear bags. Leave them open so that customers can feel, smell and examine the product. • If your bedding is stored outside or in a building not accessible to customers, make an in-store display using the samples and POS materials. • Bedding is bulky, so always be ready with a helping hand to load bales into customers’ cars. Or sell them a small trolley. • Where viable, a delivery service for feed and bedding is much appreciated. • Make good use of the next couple of months to call on local riding schools and livery yards to find out if you can supply their bedding. 22 JULY 2011 EQUESTRIAN TRADE NEWS
www.equestriantradenews.com
for bedding? The only chopped straw pellet Marketed as the only chopped straw pellet available, Nedz Advance is safe, hygienic and highly absorbent. In manufacture, best quality straw is chopped to form short fibres. This is then passed through a dust extraction process before being treated with steam to sterilise the raw material and render it unpalatable for horses. The raw material is compressed into small pellets which break down only when they are laid in a stable and walked on by a horse. Each pellet absorbs up to five times its own weight in liquid. A little goes a long way with Nedz Advance as the pellets increase in volume to create a soft, yet sturdy base that doesn’t move or stick to rugs and droppings. What little bedding is mucked out will rot down within four to six weeks. Nedz Advance reduces ammonia levels and provides a virtually dust-free environment. 15kg bags have an RRP of £6 - £7 each. t Nedz 01254 677 762.
Backing an Olympic prospect Top eventer Nicola Wilson, world team gold medallist and surely a strong Olympic prospect, uses Equinola bedding from Yorkshire based Bedwell Bedding. Made from high quality, precision chopped, screened and dust extracted oil seed rape straw (canola), Equinola is highly absorbent. The bedding is treated with essential oils including lemon scented tea tree oil – well known as a natural insect repellent and deodoriser. “All my horses love lying down on Equinola bedding and with its many benefits I can be assured their health needs are met. Another plus is that the bedding is biodegradable,” said Nicola. David Sanderson, managing director of Bedwell Bedding and pictured with Nicola, added: “We’re very proud to be associated with Nicola and to provide her team of horses with Equinola bedding which meets the high standards Nicola sets when it comes to her horses’ well being”. t Bedwell Bedding 01845 567533.
Good enough for police horses... ComfyBed manufacturer Eco has been appointed bedding supplier to the Metropolitan Police and for the Imber Court police horse training centre. Made from seasoned wood fibre, ComfyBed is soft, absorbent and virtually dust-free making it ideal for horses with respiratory challenges. It drains well for a dry bed and odour-free environment. The nature of the fibres in ComfyBed make the bed easy and quick to muck out, a huge cost and time saving, especially for yards with multiple boxes. The beds are firm and supportive to help prevent injury. Waste ComfyBed rapidly breaks down to form a biodegradable mulch. The brand is approved by the Association of Organic Farmers and Growers for use in organic systems. ComfyBed comes in 25kg bale bags, sealed for outside storage. Once the bed is established, one to two bales a week are required to top up. The RRP is £5.95 per bale. t Eco ComfyBed 0844 2640 485. www.equestriantradenews.com
EQUESTRIAN TRADE NEWS JULY 2011 23
Ultra-clean, soft and safe
Celebration of innovation
Safemix Equestrian, manufactured by Arden Wood Shavings, is a blend of premium quality woodshavings and shredded, soft woodfibre. This ultra-clean bedding is soft, safe and comfortable. It is super-absorbent, while its fibrous nature allows bales to go far - thus reducing costs and time spent mucking out. Arden’s manufacturing processes include meticulous screening and sanitisation for hygiene and consistently high quality. The bedding passes through two dust-extraction processes making it ideal for horses with respiratory conditions. Safemix has been used by international show jumper Robert Smith for all his horses for the last 18 months. Competitively priced, introductory offers are available to new stockists. t Arden Wood Shavings 01675 443 888.
Fyna-Lite is celebrating 26 years of manufacturing innovative, British made stable tools and field maintenance equipment. “The number of products has grown considerably since the company was started by my father George in 1985, but the same values and skills are as important today as they were then,” said Fyna-Lite’s general manager Leon Fynn. “Investment in tooling and machinery has been pivotal in our quest to improve the quality of our products. As our reliance on sub-contract services has been cut, so the speed at which we can manufacture each batch has increased along with ability to be more flexible with a production run if the need arises.” Fyna-Lite offers a fork for every bedding system – shavings, straw, wood pellets, paper, hemp or rubber matting - with a handle variation suitable for every operator. It’s all about ensuring the end user has the best possible tool for the job, adds Leon. t Fyna-Lite 01789 764848.
TOOLS FOR THE TASK Drying agent kills pathogens New to the equine market, Stable Dry is made from natural minerals and acts as a drying agent on the bedding to improve health and hygiene. It contains a broad spectrum, Defra approved disinfectant to reduce smells and ammonia. It also kills most pathogens within five minutes, destroying the breeding ground for bacteria, and remains active for up to a week. Peppermint essence gives Stable Dry, which can be used under or over any type of bedding, a fresh smell. It’s available in 5kg and 10kg buckets with 15kg buckets due out soon. t Country Fayre UK 0845 0940 560.
It’s a mega mover! Ideal for rubber and conventional stable flooring, the new Stubbs Mega Mover from Abbey is a high capacity, lightweight fork. Durable steel construction, welded handle and galvanised Stubbyfine coating mean it’s built to last and is easy to handle. The high sides prevent frustrating roll off and increase capacity for fast, efficient mucking out. The RRP is around £29.99. t Abbey England 01565 650343.
Effective against equine herpes Equine V1 - Virucidal Disinfectant, available in one and five litre sizes from Barrier Animal Healthcare, is said to be the first natural, non-toxic, non-irritant, non-corrosive virucidal disinfectant suitable for use in organic systems. Equine V1 has a very pleasant smell and is ideal for disinfecting stables, yards, tack rooms and feed rooms including internal structures, as well as equipment, utensils and grooming kits. The product is effective against equine herpes virus (EHV1-AB4) and all known bacteria, fungi, yeasts and moulds. Areas in which it has been used can be restocked with animals immediately. t Barrier Animal Healthcare 01953 456363.
Faulks’ fling with a red-head Tyre Rubber Products are as valuable a stable tool today as when Faulks & Co introduced them in 1981. Feeding, watering, mucking out, storing baler twine and grooming tools, the familiar recycled tyre rubber bowls have done your customers proud. Next came the lighter, sexier Tubtrugs which do all the same jobs but in a blaze of glorious, flexible colour. Faulks’ next stable yard innovation was William Faulks tools. With models for mucking out shavings or straw, clearing muck piles, fixing fences, trimming hedge and clearing ditches, they’re all designed to do the job with minimum fuss. Take the newly design-registered Riddler fork (pictured) with its unique, undulating tines which knock shavings through but retain the poo. And now the Redhead (also pictured); William Faulk’s latest fling is with this super lightweight, D handled curved shaft, bright red-headed shavings fork which greets the hand like a long lost friend. “This winter will be a bit of a contest between the Riddler and the Redhead rakes,” said Chris Birch of Faulks. “Both have been so well received that it’s going to be nip and tuck as to which sells the best.” t Chris at Faulks 07966 288272. 24 JULY 2011 EQUESTRIAN TRADE NEWS
www.equestriantradenews.com
Every dog has his (work) day They’re good company, excellent security guards and wonderful workmates. No wonder there are dozens of dogs ‘working’ in the equestrian trade. Meet some charming canines... Well travelled terrier: Paddy works at Horse Bit Hire. He can be found on the company’s tradestands from Gatcombe to Blair Castle throughout the summer and also undertakes yard visits from his base near Middlesborough. Owner Gail Johnson worked for bit supplier Neue Schule for five years before setting up her own company. “A key factor in deciding to go it alone was that I could have Paddy with me all day,” she says. “Also, I love spending more time with horses and coming to work in my jodhpurs.” Gail offers her customers advice by phone, email or at her tradestands. She’s a Myler accredited bitting advisor.
Rescue to retail: He may have once been a rescue dog, but nowadays Spud is a valued member of the team at Gateshead retailer North East Equestrian. “Spud comes to work all the time with me,” says Louise McWilliams. “However, he doesn’t work weekends and has Mondays off - a dog has to rest!” Spud spends most of his time in the shop window amusing passers-by. He also likes to help serve customers. “He’s very polite, standing tall at the counter and using eye contact,” explains Louise. “He even manages to get a few treats bought for him.” This clever canine has also taken to wearing corporate clothing. North East Equestrian is currently revamping its ecommerce website, which runs alongside its retail shop. The new version should be up and running this month (July). Barks in German: Isabella is a German Weimaraner who works at HKM Sports Equipment’s UK call centre. “She spends every day protecting us from delivery men. When she's not barking at the postman, she's snoring on her sofa,” says Alison Goodwin. “And her flatulence issues are a constant source of amusement!” However, Isabella does have a very special role. “Since HKM is a German company and none of us speaks German, we occasionally ask her to help with translations,” admits Alison. www.equestriantradenews.com
Late newshound: Brucie, an 18 month old Mini-Schnauzer, is an office dog at Sirenia Press Solutions. But he leaves his work close to deadline. “He spends almost all of the day curled up in his basket asleep,” says owner Kathy Carter. By 3pm, however, Brucie begins to stir and start investigating. “He’s soon unpacking my colleague Lynette’s handbag, which is usually on the floor – lunch, tissues and anything small enough to be stolen is his usual target.”
Do you work in the equestrian manufacturing, distribution or retail trade and own a horse? Perhaps this equine has helped inspire a business idea, the creation of a new product or enables you to gain useful knowledge and experience to serve customers in your shop? ETN would love to hear more about the horses that have helped shape our trade. Please send a picture and tell us why your horse is special. Contact editor@equestriantradenews.com EQUESTRIAN TRADE NEWS JULY 2011 25
Four decades of feed ETN celebrates the 40th anniversary of GWF Nutrition (the trading name of Gro-Well Feeds Limited) which remains to this day a family owned, independent specialist in the design, production and sale of feeds and supplements
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stablished in the summer of 1971, what was then Gro-Well Feeds occupied a tithe barn in South Wraxall, Wiltshire where feeds were mixed for the then thriving agricultural market. Stephen Tucker, now managing director, chairman of the board and nutritionist, has been involved with the company since 1977. He remembered those early days. “The main difference was the number of small farms that kept livestock. In the 1970s and 1980s, there were literally farm animals round every corner and the presence of horses was obscured by the numbers of cows, sheep, pigs and poultry that were farmed in the UK. Today it’s very different as agriculture has declined.” In the late 80s, the company moved into equine products after recognising continued uncertainty in agriculture. GroWell Feeds also began to concentrate more on nutritional development and research with an emphasis on animal welfare.
Packed with precision in the GWF Nutrition warehouse
In the winter of 1980/81 the company moved premises to a purpose built mill in Melksham, Wiltshire. When the site was initially purchased for development, two
Stephen Tucker, pictured outside GWF Nutrition’s headquarters, originated the feed balancer concept.
Stephen recalled: “Many of what were small farms are now new small holdings with horses and even alpacas. You had to adapt, sell up or fold, just like the small farms. “Through experience and sound nutrition, GWF Nutrition has evolved as the new face of Gro-Well Feeds Ltd and we now trade around the world. Did we ever envisage that? Not in a million years!” 26 JULY 2011 EQUESTRIAN TRADE NEWS
Having its own manufacturing facilities minimises costs, provides flexibility and helps keep prices competitive.
metres of chalk had to be put down before building could even begin on what was a grassy bog. Today the building serves as head office and production premises for GWF Nutrition. Having its own manufacturing facilities undoubtedly minimises costs, provides flexibility and helps keep GWF’s prices competitive. The trading name changed from GroWell Feeds Ltd to GWF Nutrition in 2008 to reflect the business’s focus on nutrition and nutricine based functional feeds. Marketing director Simon Vowles, with the company for 21 years, says he has seen many changes, especially the move from serving the UK’s farming industry to specialist manufacture of feeds and supplements that are traded globally. “GWF has built its reputation on staying true to the animal’s way of being,” he said. GWF Nutrition has capitalised on its nutritional and manufacturing expertise to www.equestriantradenews.com
Stephen Tucker (left) and Simon Vowles toast four decades in feed.
bring to market several new and revolutionary products. Equilibra 500 feed balancer for horses, Joint Aid for Dogs and Camelibra for alpacas and llamas are just some. Today the company has a south coast research establishment, proven product ranges, an increasing worldwide distributor network, undeniable experience and associations with organisations such as The Kennel Club. It appears the past 40 years have merely set the foundations for an exciting future.
How the balancer was pioneered In the early 1990s Stephen Tucker and his colleagues originated the forage balancer concept. It was a move, they say, inspired by concern for horse welfare and common sense. They felt a horse’s diet should be forage based rather than involving large amounts of grain. They were convinced a horse’s digestive Equilibra 500 + system would be healthier Omega 3 features with smaller quantities of omega 3 for optimum health. concentrated feed than was then commonly fed. On this new fibre based diet, horses and ponies showed a number of other beneficial traits. They were calmer and more content with a better attitude to their work. Their coats shone, their condition improved and they grew strong healthy hooves. In 1996, the product was renamed from Gro-Well Feed Balancer to Equilibra [horse in balance]. Stephen says: “The fact that the market is now full of other feed balancers shows that this first product from GWF Nutrition pioneered a whole new industry for which we can be justly proud. It was right then, and still is twenty years later.” Earlier this year, the product was re-launched as Equilibra 500 + Omega 3. The new formula includes high quantities of Omega 3 for optimum health, fertility and performance.
www.equestriantradenews.com
BAG YOURSELF SOME TICKETS
BETA backs Trailblazers
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ETA is offering members the opportunity to win two tickets per company for the Festival of British Eventing, at Gatcombe Park, Gloucestershire, from 5 to 7 August. To enter, send your name and business name, quoting, “Gatcombe tickets”, and preferred day – Friday, Saturday or Sunday – by email to tinar@beta-int.com, fax to 01937 582728 or postcard to BETA, Stockeld Park, Wetherby LS22 4AW. Numbers are limited and entries will be drawn at random. The competition will close on 15 July.
We’re game for fair promotion THE team will be flying the flag for BETA at this year’s CLA Game Fair, from 22 to 24 July, at Blenheim Palace, Oxfordshire, where they will be promoting the work of the trade association and its members, as well as highlighting the importance of correctly fitted and up-to-
standard hats and body protectors. BETA’s newly revised Guide to Riding Holidays in Great Britain, a colourful, glossy, A5 booklet, will also be put under the spotlight. If you are at the show, remember to come on to the stand to say hello.
BETA’s stand at the CLA Game Fair will be a hive of activity as the team promote the trade association’s work.
BETA will be sponsoring the Trailblazers Championships, from 22 July to 7 August, at Stoneleigh Park, Warwickshire, where it will invite riders to bring their hats and body protectors along for a safety check.
Trailblazers offers professionally run competitions for grassroots riders, giving them the opportunity to qualify for championship finals through first- and secondround qualifiers.
Have a swinging time! DON’T miss the BETA Golf Day, at Walsall Golf Club, on Wednesday 10 August. The event costs £60 per player or £180 per team of three. Entry includes coffee and bacon bap on arrival, 18 holes of golf, individual prizes to sixth place, a team prize and longest drive, nearest pin and other hidden prizes as sponsored. Cheques, made payable to “The BETA Golf Society”, should be sent to Ian Mitchell, 10 Fairways, Toft, Bourne, Lincolnshire PE10 0BS, no later than 30 July. For further information, telephone Ian on 01778 590353 or 07736 957073, or contact Tina Rogers in the BETA office.
New members welcomed
SQP course reminder
The following applications for membership have been approved by BETA Council: Bluegrass Horse Feeds, Dungannon, Co Tyrone (horse feed manufacturer) – Trade. CSY Retail Systems, Nottingham (POS Systems) – Associate. Countrysmiths, Gerrards Cross, Buckinghamshire (Internet retailer) – Retail, Full. Pegasus Tack, Hildenborough, Kent (retail shop) – Retail, Full. Everything Equestrian, Busby, Glasgow (retail shop) – Retail, Full. Equestrian Direct, Ullenhall, Warwickshire (all-weather surfaces) – Associate. Jodhpur Shop, Osaka, Japan (Internet retailer) – Overseas retail. Pengelly Equestrian Services, Cindeford, Gloucestershire (arena construction) – Associate. Trus-Steed, Kelso, Roxburghshire (wholesaler) – Trade.
COURSES to qualify to sell medicines as an SQP (equine and companion animals) are being held on 6 and 20 September, with an exam on 21 September. All courses are held at Lantra House, Stoneleigh Park, Warwickshire, and cost £190 plus VAT for BETA members and £220 plus VAT for non-members. For further information or to book a place, contact Tina Rogers in the BETA office.
REMINDER
Website: www.beta-uk.org or email us at tinar@beta-int.com Stockeld Park, Wetherby, West Yorkshire LS22 4AW
Look out for your annual member subscription being sent out during this month. 28 JULY 2011 EQUESTRIAN TRADE NEWS
Body protector manufacturer removed from BETA scheme Leki Harness Co has had its licence to the BETA body protector standard revoked.
CONTACT TINA ROGERS AT BETA:
Tel: 01937 587062
www.equestriantradenews.com
A VIEW FROM AMERICA
THE BEST REP BY MILES... ...or keep the day job? It’s a close call for John Nunn
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sk me if I’d like the life of an onthe-road sales rep – and my answer wouldn’t be ‘yes’ but ‘hell yes!’
I’ve always thought that while the challenges are many, if done correctly and with the vim and vigor of any entrepreneur, you’ll succeed. If not, good luck in making ends meet and keeping a job. Over here, the vast majority of ‘repping’ is done through what we call ‘independent sales representation’. Some companies hire and employ their own team to rep solely their products, but this is rare in the ‘English’ sector and only slightly more common in the Western sector.
The retailer always runs out of time or money. Even large companies here understand that an independent rep is the financial way to go; or is it? A salaried sales rep costs $40,000 per year, along with paying for their vehicle, fuel, hotels, some meal reimbursement, samples and health insurance. Total bill for the company per year is approximately $75,000 to $85,000 or closer to $100,000 if there are plane fairs to cover. Whether they are employed or ‘selfcontractors’ the rep’s duty is to interest buyers in their companies’ merchandise, keep up with the paper trail that accumulates, file meaningful sales reports and still sell enough to pay for dinner. Most of the time independent reps here in the States receive 10% of all sales on the www.equestriantradenews.com
accounts in their territory. Sometimes that varies and some wholesalers feel they have so much to offer the retailer in the way of SKUs [stock-keeping units] that they pay the sales rep as low as 7% on sales. Usually sale commission is only paid after the retailer pays his bill. So there can be a time gap from when the sales rep writes the order to when they actually get paid. As an incentive, my own wholesale company pays 15% of all orders written by reps and 10% on orders sent in by the store direct. How big can a territory be here in the US? Well, I know some reps that cover Virginia to Maine or the tip of Washington State to the bottom of California and are expected to see their clients at the very least twice a year, if not three times . That’s 1,000 miles or more and may include 60-75 stores or more. With fuel being what it is here (I’m not complaining compared with England) as well as hotel expenses, wear and tear on the vehicle, time away from your family etc - how does one do it and make money? Maybe by taking on lots of lines and giving yourself more opportunity to sell more? Or do I sell more? Whose line do I show first? I know all retailers have two bags that they hang over a sales rep’s head when they walk into a store; a money bag and a time bag. At some point, one of them will explode because the retailer always runs out of time or money, it’s inevitable. What happens when I know I’m only making it through town twice a year to see this customer and I have seasonal clothing or blankets to show? How is the retailer going to get to see the other eight lines I have taken on in order to have enough to make it worthwhile? Where do my loyalties lie? Successful reps take on a few noncompeting lines, yet enough to make their travels worthwhile. One that comes to mind is Troxel, Stubben and Professional’s Choice. The neat thing is that not just, say, the east coast rep does this, but other reps across the
county have the same trifecta [set of three]. This allows them to share information such as which products do well for them and why. So what about samples? Who pays for them? That tends to get split about 60:40. Some companies provide samples, the majority make you pay for your own samples and expect you to sell them off when they start to look shop-worn. In case you haven’t noticed, I’m starting to think twice about my ‘hell yes’ answer. In fact, are there any paid salaries out there? After asking around, I find that most of the consumer commodity product manufacturers are paid salaries with commissions on top. The plus is you know what you’re going to be making in the way of salary, your fuel and hotels are covered and you get to wear a company shirt. However, you still have all the paperwork and now you have a boss to answer to. You still don’t get to see your children’s first day of school, you might miss graduation if you’re not careful plus it’s usually your car you’re putting 75,000 plus miles on every year. Can take my answer back and keep my current job?
About the author JOHN NUNN is the owner of Bit of Britain Saddlery located in Oxford, Pennsylvania. Bit of Britain specialises in the discipline of eventing but branches out to include dressage and show jumping. Within 20 years, John has grown his business from a delivery lorry at the racetrack into one of the largest retailers in the US today. Over 6,000 sq ft of store front, three mail order catalogues a year, a mobile unit that attends over 30 shows per year and five websites reach out to every type of equestrian consumer. John is also a horseman who loves to ride and compete when time permits.
EQUESTRIAN TRADE NEWS JULY 2011 29
• Ariat’s team of sponsored riders has been extended to include Nicola Wilson, William Fox-Pitt and Tina Cook. “Ariat boots are undoubtedly the most comfortable,” William FoxPitt says. “I spend all day, every day in mine and could not imagine wearing anything else.” Tina Cook, pictured, is an equally enthusiastic fan of the footwear.
• Dodson & Horrell has a new feed agreement with para dressage duo Angela Weiss and Sophie Wells. Angela is the British Dressage para equestrian director and also trains Sophie who at 21 is already a world and European medallist.
• Everyone connected with the easibed, Hickstead Feeds, Veredus, Animo, Equiform Nutrition, Sam Shields riding hats, Horseware, and Amerigo brands was celebrating last month when their sponsored rider Billy Twomey won Valencia grand prix and was on the winning Irish nations cup team in La Baule, the first super league show of the season. (Photo credit: Stefano Grasso/GCT). • New sponsorships for Pfizer Animal Health this season include The Pony Club Show Jumping Championships, Trailblazers show jumping qualifiers, the veterinary inspection at Badminton and the Burghley Sponsored Ride. The manufacturer of Equest and Equest Pramox remains associated with eventer Mary King and the Blue Cross animal charity.
• Polo player Anna Ward (26) has secured sponsorship from clothing brand Tottie. Based at the White Rose Polo Club in East Yorkshire, Anna is currently a -1 goal player [2 is the lowest handicap] and appears in the Ladies Nationals at Ascot Park this month. Richard Lawrence, at Tottie brand owner Matchmakers International, said: “Anna is extremely ambitious and hard working with an exciting future ahead of her.”
• Lancashire-based show rider and producer Sue-Helen Shuttleworth (nee Bolton) is the latest recruit to Team Supreme Products. Sue, with her husband Andrew who is a farrier, specialises in coloured and ‘traditional’ horses. They took reserve champion coloured at HOYS with Del Boy V. “Sue is featured in our brochure and worked with us in the latter part of last year to help develop the new Heritage Collection [for coloured and traditional horses],” said Sarah Turnbull of Supreme Products. • Natural animal care specialist Emvelo Products is supporting the Orchard Scurry Driving Team this season. Chris and Paul Orchard from Kent have been competing in scurry driving for ten years and are regulars at the Horse of The Year Show and Hickstead with their white ponies, Touch and Go.
• Show jumper Joe Davison, son of dressage star Richard Davison, helped secure the British team’s victory in the Young Riders nations cup at Bonheiden, Belgium. Ten teams competed, a member of the USA team being Jessica Sprinsgteen, daughter of rock legend Bruce Springsteen. Joe is clearly loyal to his sponsors and provided ETN with a comprehensive list of their names and products, namely: UK Sport (World Class Development Programme), Dodson & Horrell (horse feed), easibed (dust-free bedding), TriZone (protective boots), Cyclossage (massage rugs), Agrihealth (clippers and electric fencing), Kevin Bacon (hoof care), Masta (rugs), Neue Schule (bits), Martin Collins (riding surface), Horse First (calmer supplement), Suregrow (paddock fertilizer).
• Spillers has renewed its sponsorship of the British Grooms Association (BGA) for a further 12 months. The feed manufacturer has supported the organisation since its inception in May 2007. 30 JULY 2011 EQUESTRIAN TRADE NEWS
www.equestriantradenews.com
Five steps to faster footwear sales The average horsey person owns five pairs of equestrian boots ranging from competition footwear to wellies and yard boots, says Hollie Chapman who focuses on five things you can do now to maximise your footwear sales in time for the Autumn/Winter season. 1. Prominent display: boots are beautiful Depending on the space available, aim to have two types of display: a creative display to attract and a display to show a range of stock. A creative display in a prominent position within the store will help to attract attention. Variety is key: change the display every couple of weeks in line with a current theme – new stock, the local equestrian scene, season, weather etc. If a dressage competition is being held in the area, display a range of dressage boots. Likewise, if the weather is wet, brighten up your shop with a colourful display of the season’s wellies. Make the most of POS (point of sale) displays from manufacturers and group boots by style. If floor space is an issue, consider using wall space for a mounted display unit. Always display the right boot (rather than a pair) to minimise risk of theft. TOP TIP: Remember that leather and man-made materials lighten in sunlight, so ensure your display is out of direct light and rotate stock accordingly.
2. Stock boots that your customers want Base your footwear stock around your customers – are there high numbers of dressage riders or is there a Pony Club branch locally? Consider current fashion trends when ordering stock, both equestrian and mainstream, for example, ‘country chic’ yard boots, bright wellies. www.equestriantradenews.com
recommendations based on personal experiences if possible. Most boot manufacturers use European sizing, which includes half sizes. EU to UK conversions can vary between brands. A general guide is below:
TOP TIP: Ensure you stock a variety of different styles, colours and prices to cater to all customer groups.
3. Maximise space for a comfortable fitting area Make the most of the space you have so that the fitting area is as welcoming as possible. Ensure that the fitting area is well lit, has seating and a long mirror. Having a shoe horn and boot remover close by could help to save embarrassment for customers when trying on boots. Many people don’t come prepared for trying on shoes. Make sure you have a spare pair of socks the customer can try boots on with. TOP TIP: Have some boot pulls handy too.
5. Add on sales Footwear related add on sales are fairly easy to achieve and require suitable placement and a prompt from the salesperson. Essential items to stock for add on sales include: Insoles: Boot slightly too big? Stock a range of insoles to allow the customer to try with the boot. An insole can make up to half a size difference. Socks: New boots, new socks? Why not! Position a sock POS stand next to the boot display for further add on sales. Chaps: If a customer is trying on chaps, ask if they would like to try the matching boots as well or vice versa. Shoe care: Leather and synthetic boots need to be looked after in order to last. Make sure you stock a range of leather care and synthetic care goods near the till for final add on sales.
4. Good service is the key to closing a sale Understanding your customer and building a relationship based on trust is crucial to successful sales. A friendly and helpful salesperson will always make more sales than a pushy one. Engage your customer in conversation to find out what they are looking for. Know the special features of each brand and style. Make Size conversion chart EURO 35.5 36
37 37.5 38 38.5 39
40 41
42
43
44 45
UK
4
6.5
8
9
10 11 11.5 12
3
3.5
4.5
5
5.5
6
7
46
47
About the author Hollie Chapman, marketing communications manager for equine supplements specialists Maxavita, previously worked in merchandising and sales in the footwear retail industry. EQUESTRIAN TRADE NEWS JULY 2011 31
Ripe for autumn Inspire your clothing rails and freshen up your footwear shelves.
Retailers wanted
Short and sweet
ASMAR Equestrian, the Canadian brand that scooped a BETA International 2011 Innovation Award, is now ready to team up with UK-based retailers. Its outerwear range includes rich colour palettes and ageless styles with a flattering fit. “We’ve been delighted with the response so far from UK retailers, but are still considering applications from new retailers that would be interested in stocking this range of sophisticated, yet technical products,” says company CEO, Noel Asmar. “We’re specifically looking for boutique shops, online stores and country retailers whose customers enjoy being around and riding horses.” Asmar Equestrian produces competition clothing as well as casual and outerwear. Retailers should email their enquiries to asmarequestrian@gmail.com
FJORD all weather jodhpur boots, with waterproof membranes, are the latest addition to Tuffa’s range of short leather boots. Featuring Aquasel insoles, the Fjord has waxed nubuck leather uppers, black rubber riding soles with spur rests and water resistant elastic inserts. The RRP is £84.99. Tuffa has also launched a muck boot. Splosher Boots have waterproof rubber soles, Thermolite uppers, fleece linings and insoles plus touch and close straps. The RRP is from £25. t Tuffa 01953 880914.
Free on-pack gifts BUFFERA is running a ‘Back to School’ promotion involving free, on-pack gifts with Kids and Junior Original Buff Multifunctional Headwear. Promotional packs will be delivered in store from 1 August, the offer running while stocks last. Kids Original Buff (aimed at 4-8 years) comes with a Buff branded pencil case and Junior Original Buff (912 years) with headphones. RRP remains £13 for both. t Buffera 01707 852244.
Cosy Kelly THE Tottie Kelly fleece features a full front zip with knitted cuffs and hem. Available in dark chocolate, black and dark grey marl, the RRP is £53.50. t Matchmakers International 01274 711101.
Attractive prospect BEAUTIFUL tailoring, lightweight warmth and easy-care practicality will attract your customers to Mountain Horse’s Regal range. A waistcoat, short jacket and knee length Regal Coat have insulation of 80% duck down and 20% feathers, while the shiny polyester outer is the height of this season’s fashion. The coat and jacket have invisible magnetic buttons, a detachable hood with faux fur trim. The Regal range is available from September. t Horsemasters Distribution 01462 432596.
www.equestriantradenews.com
Fashion, function, innovation EVER innovative, euro-star has co-ordinated fashionable sportswear pieces to provide lightweight layering and temperature control for winter riding. Pictured are the ladies’ Gisa jacket and Delmi body warmer, teamed with breeches and polo shirts. t euro-star in the UK 07887 997922.
Packed with technology ARIAT Trent boots feature water resistant leathers and Ariat’s exclusive 4LR technology to maintain comfort. There’s also a wrap system for a customised fit and hardwearing Duratread riding outsole for durability. The RRP is £149 t Ariat-Europe 0800 600 3209.
EQUESTRIAN TRADE NEWS JULY 2011 33
Nordic heritage THANKS to its Nordic heritage, Gersemi takes equestrian clothing into a new realm. This season’s colours are deep shades of ink, anthracite and black with hunter green, burgundy and bark. All the pieces are designed to be mixed and matched. Scandinavian inspired, cotton knits team with down filled jackets, coats and vests. t Zebra Products 01352 763350.
Clever co-ordinates THEY’LL make fantastic in-store displays and prompt add-on sales. New from Sherwood Forest for A/W 2011 are Buttermere polka dot and Melbury horse print hat bags (RRP £29.99) plus co-ordinating Dandy boots (RRP £45). The hat bags have an internal vanity mirror, front zip pocket, satin lining and adjustable carry handle. Colours are navy/pink, and pink/ecru in the Buttermere and chocolate/pink and purple/ecru in the Melbury. Team them up with fun, practical Dandy boots with two-tone soles, bright uppers, and removable faux fur innersole. They’re also available in Brumby horse print. t Sherwood Forest Ltd 0115 942 4265.
Updated for autumn THE Equetech Blenheim chunky sports gilet has been updated for autumn and has a detachable hood. Features include microdown filling, a soft jersey lining to the body, contrast front zip, popper fastening to storm flap and two deep zip front pockets . A scooped back hem and fitted design make this a flattering garment. t Equetech 01296 688 966.
For toasty toes NEW Saddlecraft fleece lined yard boots have a soft Sherpa fleece lining, great for cold winter days on the yard. With a Thermolite insulation layer, the boots have a front zip fastening and waterproof rubber soles. They’re available to order now for autumn delivery. t Westgate EFI 01303 872277. 34 JULY 2011 EQUESTRIAN TRADE NEWS
www.equestriantradenews.com
Kick on with Kanyon! KANYON Outdoor is brimming with bright footwear ideas in that sought-after medium price, good quality bracket. There’s a country boot with extra wide fitting option, country boot for children, super warm snow boots and a welly that’s said to feel like walking on air. First up, the laced country boot comes in two leg fittings and can be adjusted to fit up to a calf size of 20”. It also has a waterproof K-Dry membrane lining and comes in full grain leather combined with suede. The similarly designed country boot for children fits from a UK children’s 10 to UK adult 2 ½. It has a full length zip. New Kanyon Outdoor Supalite wellington boots are made using injection moulding of PU (PolyUrethane) – a process that offers tremendous benefits to the wearer. PU is a hard foam comprising millions of microscopic air bubbles and is about 40% lighter than rubber. Air is a good insulator, helping keep feet warm; while air bubbles expand and contract as the wearer walks, so the sole is inherently shock absorbing to reduce fatigue. Another advantage of PU is its resistance to attack by fertilizer, urine, cleaning products and fuel oil. The Kanyon Outdoor Supalite range complies with ENISO 20347 standards in non safety and EN ISO 20345 for S4 and S5 categories of safety protection. And how did Kanyon’s new snow boots come about? “Last year, we got called so often by people looking for cold weather boots that we contacted some friends in Canada who helped us develop a range in time for this winter,” said Mark Burman at Kanyon Outdoor Each of three styles has a 3M Thinsulate lining, waterproof foot and a water resistant nylon leg. Limited stocks of snow boots are available from October. Other new styles will be in Kanyon Outdoor’s warehouse next month [August]. t Contact Kenyon Outdoor 0845 872 6370.
Complete autumn wardrobe THE new Toggi collection has the whole horsey lifestyle covered, from jackets and coats to tops, accessories and footwear. We’ve chosen the innovative ladies’ waterproof suit, combining the waterproof Element jacket and Severn waterproof over-trouser – great for winter riding and yard work. Toggi’s winter tops come in a variety of rich, autumnal colours. Your customers can choose from winter fleeces, polos, rugby shirts and long sleeved tops. We like this autumnal themed Fenwick. Toggi also caters for men with gilets and jackets combining traditional looks with technical twists. Accessories are big this autumn. From the striped Lindell scarf, Livia beret and Lorelle wristlets, all made from lambswool, to Toggi’s popular Drover and Explorer leather bush hats and socks such as Paget, Carlin and Vermont. t FBI 0113 270 7000.
Pretty in paisley PAISLEY is a big high street trend – so Carrots has bought a touch of the detailed style in subtle black and greys to its two most popular items, the Hat Cover and Gloves. The stretch Hat Cover fits over any skull cap; the gloves are made from stretchy fabric for comfort on and off the reins. RRP is £28 for the set. t Carrots UK 01245 445 362.
www.equestriantradenews.com
EQUESTRIAN TRADE NEWS JULY 2011 35
The cost of agents Many firms prefer self-employed agents over employed reps – but there’s no such thing as a free sales force, warns lawyer Stephen Sidkin.
T
he cost of using agents is not confined to the payment of their commission. Instead the crunch can arise because under the Commercial Agents (Council Directive) Regulations 1993 (as amended) agents enjoy many rights and protections. Indeed, in some respects these go beyond the rights of employees under unfair dismissal law. For most businesses the largest statutory entitlement which a terminated agent will have is a right to compensation or indemnity. For the indemnity to exist, the parties must have expressly elected for it to be part of the agency agreement. If they have not, the right of the terminated agent to compensation will automatically arise. As such, unless the agent has committed a serious breach of the agreement, or in some other way wrongfully terminated the agreement, or walked away from the agency, the agent will be entitled to compensation. For many years there was uncertainty as to how to calculate compensation. This uncertainty was exacerbated by the lack of any guidance in the Regulations. However, as a result of a decision of the House of Lords in 2007 this uncertainty has been somewhat reduced. The decision concerned an appeal by an agent who was unhappy with the amount of compensation under the Regulations which he had received from his principal following termination. He thought that he should be entitled to twice his average annual commission calculated over the three years prior to termination. The Lords disagreed. Instead they decided that compensation is to be awarded for the damage suffered by the agent as a result of the
termination of the agency agreement. In determining the agent’s loss the starting point is to make an assumption that the agency would have continued and that a hypothetical purchaser would have been able to perform the agency agreement. Following this the House of Lords pointed out that it is necessary to place a value upon future income. Whilst this is helpful, the judgment leaves open some questions, not least as to whether a distinction is to be drawn between an agent who has found new customers as opposed to an agent who has “minded” an existing customer base. It is also possible that the judgment will reduce the number of cases being litigated because the parties are able to agree on a valuation. However, where cases do reach court, expert evidence as to valuation will be required not least so that the judge can understand the methodology used. This judgment is good news for agents. This is because if an agent has performed well, and if the principal’s business is rising or at least steady, then the agent can expect to achieve substantially more than the prior benchmark of “twice the average commission of the last three years” which the agent appearing for the House of Lords sought so long to preserve. Indeed there have been cases where the terminated agent has produced valuations of his agency up to eight times net earnings. If the entitlement to “no fault” compensation or indemnity was the only right which a terminated agent has, then it is possible that many businesses would be more inclined to accept the position. It is, however, the case that the statutory entitlement of agents are cumulative. As such a terminated agent is
36 JULY 2011 EQUESTRIAN TRADE NEWS
entitled to a minimum period of notice from which it is not possible to contract out. In the case of an agent who has been engaged for two years or more, notice must be a period of three months ending at the end of a calendar month - unless the parties have agreed beforehand that notice may expire at any time during a month. Accordingly it is possible to envisage situations where an agent can be entitled to a period of three months and 30 days as a result of notice being given at the wrong time (and in the absence of a provision in the agency agreement entitling notice to expire on any day of the month.) Failure to give proper notice can be expected to result in a claim for damages by the agent. A terminated agent will also be entitled to commission earned but not paid at the time of termination. Usually this is uncontroversial. However, such a provision may call into question whether the commission accounting provisions of the Regulations have been observed. These require commission to be paid no later than the last day of the month following the quarter in which commission accrued. It is not possible to contract out of this right. Further the fact that it is possible that at the end of the month following that quarter the customer has not paid the principal is irrelevant to the entitlement of the agent. In contrast it is possible for the parties to contract out of the statutory entitlement of a terminated agent to posttermination commission. This is commission which arises within a reasonable time after termination of the agency as a result of the agent’s efforts before termination. It is intended to reward the terminated agent in a situation
where the benefit of his efforts is visible only after termination and so does not impact on his above right to compensation or indemnity.
There have been cases where the terminated agent has produced valuations of his agency up to eight times net earnings. In addition it is likely that the terminated agent will look to claim against the principal for “back commission”. This is a particular entitlement which arises under the Regulations. It provides for an agent to receive commission on all orders which the principal has confirmed but which are not subsequently fulfilled for reasons for which the principal is responsible. Accordingly if, for example, the principal has made short deliveries and the customer has refused to pay, the principal will still be liable to the agent for commission on the full amount of the order. Again this is an entitlement of a terminated agent from which the parties cannot contract out. Despite the statutory entitlements, it is possible to draft an agency agreement which to a considerable extent levels out the playing field so far as the principal is concerned and which ultimately is consistent with what a principal/agent relationship should be – a ‘win:win’ situation for both parties.
• Stephen Sidkin is a partner in Fox Williams LLP.
www.equestriantradenews.com
Welcome to ETN’s new guide to upcoming shows, events, training courses and conferences of interest to the trade. 4–6
JULY
Spoga trade exhibition in Cologne, Germany. BETA will be leading a British group of companies. Tel 01937 587062, email tinar@beta-int.com
6 Saracen Horse Feeds Gala Conference Day at Warwickshire College featuring educational demonstrations and talks from the likes of Joe Pagan, president of Kentucky Equine Research, and Saracen nutritionist Lizzie Drury. Top riders attending include Carl Hester (pictured). Tickets cost £42.50 including refreshments, lunch and afternoon tea plus goodie bag worth over £25.00. Details from Saracen on 01622 718487.
22 – 7 August Spillers Trailblazers Championships at Stoneleigh Park. These national finals in show jumping, dressage, showing and (new for 2011) combined training attract around 2,000 entries. Finalists compete over two or three days, most staying onsite with their horses. For tradestand availability, email trailblazers.4me@btconnect.com
8 – 11 11 – 14 NAF International Hartpury Horse Trials includes a tradestand village adjacent to the indoor and outdoor arenas at the Gloucestershire centre. More details from Janet Plant on 01452 702355.
13 – 15 AETA (American Equestrian Trade Association) trade exhibition in Philadelphia from 13th - 15th August. Funding secured by BETA through UKTI is available to eligible companies seeking to boost export sales. A British group of exhibitors is planned. Tel BETA 01937 587062 or email tinar@beta-int.com
18 – 21 Blair Castle International Horse Trials & Country Fair, Perthshire, hosts the European Young Rider Eventing Championships. For tradestands tel 01796 481543
18 – 21 Equifest, East of England Showground, Peterborough, expects 10,000 entries from 2,000 horses with showing and show jumping in 20 rings. For tradestands tel 01733 235551
24 26 – 31 Longines Royal International Horse Show at Hickstead, Sussex. Tradestand space was “very nearly sold out” as ETN went to press. Contact Simon@hickstead.co.uk tel 01273 834315 ext 131 for details. Among the features of Hickstead’s new iPhone ‘app’ is a facility for spectators to locate their favourite tradestands.
AUGUST 5-7 The Festival of British Eventing, Gatcombe Park, Gloucestershire with BETA as presenting sponsor for the sixth successive year. Opportunities include exhibiting in the BETA trade pavilion or participating in the prize draw on the BETA stand. Tel 01937 587062 email tinar@beta-int.com www.equestriantradenews.com
The (new) All England Jumping Championships at Hickstead. Tradestand and sponsorship opportunities are available. Contact Simon@hickstead.co.uk tel 01273 834315 ext 131 for details.
13 BETA safety course for hat and body protector fitting, Lambourn, Berkshire. Tel 01937 587062, email tinar@beta-int.com
24 World Horse Welfare Here To Help Day (see above for details) at Hall Farm, Norfolk.
OCTOBER 17 BETA AGM & Annual Conference, The Belfry, Warwickshire. Hear inspirational speakers and network with key people at this famous golfing and spa hotel. Incorporates BETA’s annual general meeting. Tel 01937 587062..
22 World Horse Welfare Here To Help Day at Belwade Farm, Aberdeen. See above for details.
NOVEMBER 12-13
World Horse Welfare (WHW) runs a Here To Help Day at Bridgwater College, Somerset with talks on feeding by Dodson & Horrell, equine insurance with SEIB, worming with Merial, bitting with the Loriners’ Company and saddle fitting with the Society of Master Saddlers. The cost is £25 to include lunch, refreshments and goody bag. Contact Sam Chubbock on 01953 497217.
Your Horse Live, Stoneleigh Park, Warwickshire. Voted BETA/Joules Equestrian Event of 2010, this show combines live arena entertainment with shopping. To exhibit in 2011, contact Nicky Townshend tel 01733 395011.
SEPTEMBER
South West Christmas Equine Fair at Westpoint, Exeter. This popular consumer show is run by Contour Exhibitions and features equestrian demonstrations plus extensive shopping, contact Lisa Scattergood on 01392 421500 or 07710 743045 for more details.
1-4 Burghley Horse Trials. The 50th anniversary of the three-day event held near Stamford, Lincolnshire.
DECEMBER 3-4
HOW TO GET LISTED ETN welcomes submissions to What’s On from all organisations, commercial companies, shows and events. Please include your dates, venues, contact details and why your fixture/event/training is of interest to the trade.
EQUESTRIAN TRADE NEWS JULY 2011 37
Horse owners shop for rugs with equal eagerness and enjoyment as when purchasing their own clothes – if not more so! So it’s important retailers’ merchandising matches up, says Emer Bermingham of rug specialist Horseware Ireland.
I
ronically enough, the rise and rise of on-line retailing - a perfectly acceptable way to sell rugs – has also served to highlight the importance of enhancing customers’ in-store shopping experience. Rugs are tactile, giving retailers the ideal opportunity to promote touching and feeling of the product, backed up with the provision of good customer service and advice. In today's competitive environment, a retailer must display their stock in the best possible light – literally! Everyone is competing for the consumer’s dollar and without a doubt there are more choices out there than ever before. Merchandising is about understanding the way your customers shop – so study them. By using this knowledge, you can position your displays to increase sales. Equally important is the training of shop assistants to enable them to fulfil the customer’s need for product information. A confident recommendation and sound advice will so often help close a sale. As horse rugs are a bulky and require space, they can be a difficult commodity to display well.
Effective use of point of sale materials such as posters.
38 JULY 2011 EQUESTRIAN TRADE NEWS
Miniature rugs make great scaled-down sales tools.
Traditional rug display arms hang rugs vertically with the front of the rug 7’ up in the air and the spine facing the customer which - unless your customer is only worried about colour - does not lend itself to showing off the style or benefits and features of the product because they can’t be seen. If you have the room, horizontal rug arms work best. These make the rug easily visible, display it as it would be on a horse and allow for that all-important touching and feeling. The ultimate showcase, of course, is a life-sized equine mannequin. Miniature display rugs Horseware has recently worked with some of its retailers to create miniature versions of its rugs to provide a scaled-down, space saving sales tool. Hanging swing tags on each style to show a picture of the rug on a horse with description of the key features and benefits for browsing customers also works well. Retailers with a self-service selling environment can ‘talk’ to their customers this way. With such a wide variety of horse rugs on the market, it’s vital for shop assistants to understand what they are selling and to be familiar with the unique features of each rug. Being able to discuss terms such as ‘breathable’ and ‘waterproof’ is crucial. As the seasons change, so will horse owners’ requirements for rugs – from light turnouts and fly protection in summer to heavy duty turnouts and stable rugs in winter. The Horseware website with its listings of all its rugs - along with video clips starring managing director Tom MacGuinness - makes for useful reference. Like humans, horses vary in stature as well as height. So a 16hh Thoroughbred may not necessarily need the same rug size as a 16hh Irish draught. It’s important to
An equine mannequin is the ultimate showcase for rugs.
advise customers of this to prevent the unnecessary disappointment of rubbing or slippage. A horse should be measured from the centre point of the chest, over the high point of the shoulder, around the body to the centre point of the tail. For an illustrated guide to rug fitting, visit www.horseware.com and go to the sizing charts section.
New training scheme Horseware is developing a new online Training Academy which will present product information, video demonstrations, illustrated picture guides and recorded voice-overs to help retailers and their staff gain excellent product knowledge. Courses will be modular, students passing all modules being recognised by Horseware. The Training Academy will be available from late September 2011. “Our plan is to combine education with assessment to encourage all Horseware retailers to raise their product knowledge together,” said Emer Bermingham of Horseware.
www.equestriantradenews.com
What smart horses are wearing ETN brings you an early season taster of the autumn/winter rug market. Silver secrets SINCE Tagg Equestrian acquired Fal Pro, it’s kept its promise to maintain the brand’s top quality. The Fal Pro Viking turnout offers a layered construction, with a separate duvet liner and absorbent blotting layer next to the outer shell. This makes the rug waterproof while virtually eliminating condensation and maintaining breathability. The addition of silver interactive technology (see ETN June, page 17) provides dynamic temperature control and anti-static features, while the anti-microbial agent present in silver knocks out bacterial and fungal microorganisms. The Viking is available in 40gm with optional neck cover, 200gm and 400gm with inclusive neck cover, and in sizes 5’6 to 7’3. The trade price is from £115. t Tagg Equestrian 01636 636135.
Sweet as candy BRIGHT and colourful, new candy strip turnout from Loveson is perfect for small ponies. Sized 3’6 to 5’9, it has a 600 denier rip-stop outer and polycotton lining. The waterproof, breathable rug has cross surcingles, a tail flap, leg straps and adjustable front. The trade price is £26. t Tagg Equestrian 01636 636135.
Jim-jams time! THE Snuggy Hoods Snuggy Jams Set is a matching hood and rug set (also available separately) modelled here by top show producer Lynn Russell and her equine team. Made of soft polar fleece, it gives all over coverage including ears and belly, areas from which heat can be lost when horses are clipped. The belly band is offered in a ‘turnout fabric’ option. Machine washable, these ideal under-rugs have silky shoulder and mane savers. RRPs are from £73 for the rug only. t Snuggy Hoods 01225 783399.
Sherwood for horses too LEADING country clothing brand Sherwood Forest has produced a rug range. The Ascot stable rug has channel quilted detail, 200g filling, a standard neck, shaped tail flap, low crossed surcingles and is polycotton lined. In sizes 4’9” to 7’, it comes in aubergine/brown or navy/blue check with an RRP of £65. Retailing at around £90, the Ascot 300 combo turnout is waterproof and breathable with 300g filling, elasticated crossed surcingles and polycotton lining. t Sherwood Forest 0115 942 4265.
A lovely mover THE Rambo Optimo is designed to follow the horse’s movements, no matter how exuberant. A special Rambo Split, positioned at the base of the neck, enables the rug to follow the horse’s every antic. Meanwhile, the back of the Optimo sits firmly in position. This rug has a 1000 denier ballistic nylon outer, leg arches, tail guard, SureFit neck, reflective strip, stainless steel fastenings, antibacterial lining and safety surcingles. It comes with a 400g Optimo liner as standard. Colours are chocolate and tobacco or black and pewter; sizes 5’ to 7’3”. t Horseware Ireland +353 42 938 9000. www.equestriantradenews.com
EQUESTRIAN TRADE NEWS JULY 2011 39
What to stock
T
oday’s horse owners expect a great deal from their rugs. Masta’s newly launched Turnoutmasta range for Autumn/ Winter 2011 is the culmination of more than 30 years’ experience in rug production. So who better to ask for their top ten tips on how to meet those needs? 1 – Look to stock heavyweight rugs with around 350g thermal insulating filling and middleweights with around 200g of similar filling. Extensive research has been carried out by Masta to determine the ideal rug weight required to benefit horses according to seasonal changes. 2 – With the winter days being short, and when time is limited, owners are always looking for easier and faster ways to rug their horse. Front fastenings and surcingles need to be simple and quick to do up, while being hard wearing and adjustable too. Buckle and clip front fastenings are ideal.
Are they looking for rugs that last or a ‘value’ option? 3 – Rugs need to be flexible and comfortable whether stable or outdoor. Out in the field and during poor weather conditions is where rug material is really put to the test. 4 – The denier is the weight of yarn used in the fabric, the higher the number and construction, the stronger the rug. But it’s not just the higher the denier, the stronger 40 JULY 2011 EQUESTRIAN TRADE NEWS
the rug; it’s also the quality of the weave plus the type of material which determines the strength. 5 – Ripstop is the pattern created within the fabric, giving the appearance of lots of little squares. These ensure if the rug rips, it will be limited to the tear, instead of the entire rug.
6 – The fit of a rug is a key factor when making a purchase. Owners want to ensure their horse is comfortable, and that the horse has the freedom to move. As horses all come in different shapes and sizes, elements to check are the placing of the gussets, a well designed tail flap and a secure fit without being either too tight or gaping. 7 – When deciding on whether to stock fixed neck, removable neck or high neck rugs, it’s important to look at what are proving popular with your customers each season. Some owners will prefer the flexibility of a rug that comes with a separate neck cover while others will opt for a fixed neck, believing they are easier to put on and ensure the horse stays clean and warm.
8 – Although traditional block colours will always have their place in the market, the ‘must have’ colour schemes for this autumn/winter season are checks in a variety of colourways.
The ‘must have’ colour schemes for this autumn/winter season are checks in a variety of colourways. 9 – It goes without saying that knowing your customers is key, when it comes to your choice of what to stock. Do they generally prefer rugs in one colour or do they go for the brighter the better? Are they looking for rugs that last a number of seasons or do they prefer a ‘value’ option with the intention of buying a new rug every few years. Meeting customer requirements is obviously important when it comes to making sure products fly off the shelves. 10 – Displaying rugs in store has never been an easy task, but the more effectively this can be done, the better your sales results. Rug hanging racks or model display horses are the best way to showcase rugs. Clearly it’s impossible to have all rug sizes on show, but where possible one of each rug design and style does need to be on the shop floor – keeping them hidden in the storage room will not improve sales! t Matchmakers International 01274 711101. www.equestriantradenews.com
See those sales grow! ETN has the latest high visibility news and products Gap in the market? A worryingly high proportion of riders choose not to make use of hi-viz gear, according to a new British Horse Society (BHS) survey. The upside of such a startling revelation is that there appears to be plenty of potential for converting the sceptics into hi-viz buyers! The BHS points out that wearing hi-viz equipment when riding on the road can give vehicle drivers three seconds extra ‘reaction time’ – that’s equivalent to a car, driven at 30 mph, travelling the length of a dressage arena. Wearing hi-viz gear can also make a rider more visible to rescuers if lying injured following a fall.
The Parsons Rump WORCESTERSHIRE horsewoman Jan Parsons invented the Parsons Rump to help keep herself and her horses safe when hacking on the roads. The hi-viz device is secured to the saddle by a patented coupling. The Parsons Rump is adjustable and designed to give more freedom than an exercise sheet. Jan can create bespoke sizes and welcomes trade enquiries. t Jan Parsons 01684 310049.
Hi-viz for all Battles’ HyVIZ range covers waterproof riding jackets, tabards, waistcoats, hat bands, arm and leg bands, tail bands – and even a bridle set. In pink and yellow, it’s all certified under the BETA hi-viz scheme. t 01522 529 206. www.equestriantradenews.com
EQUESTRIAN TRADE NEWS JULY 2011 41
Coming soon to Asia ROCKFISH is hoping to break into the Asian market with its hi-viz gear, just as it’s done with its wellies. “The Asian market has suddenly got very outdoorsy,” said Jules Aldred of Rockfish. “They are getting into cycling, riding, hiking and walking and want specialist garments for specific sports.” Rockfish’s new Pro-lite wellington boot is selling via a number of department stores, such as Lotte and Aland, in Japan, Korea and China and has recently appeared in Asian fashion publications. Pictured is a garment from the company’s hi-viz collection. This waterproof, soft shell jacket with detachable hood complies with EN1150 and has an RRP of £74.99. t Rockfish 01503 240615.
Hi-viz for horses EQUETECH’S British made Vision Neckband is adjustable to fit all shapes and sizes. A girth strap holds it in place. Available in pink or yellow, it has an RRP of £16.25 and is made from soft 38mm polyester webbing with printed 25mm reflective stripe. Equetech also offers a hi-viz breastplate and bands that snap around equine boots. t Equetech 01296 688 966.
This is no softly, softly approach! “OH, my goodness, I thought you were a policeman,” called out the motorist as he slowed down almost to a halt next to the horse I was riding. Yes, I was wearing the Polite range by Equisafety, writes Liz Benwell. And that wasn’t the only ‘big’ reaction I had. Every car slowed down by at least 50%, some gawped and white van man, mobile phone to ear, looked terrified. But they all steadied up; and that’s all most riders care about. This range of hi-viz gear, enhanced with blue and white hatching reminiscent of the police, is probably one of the cheekiest ever to hit the equestrian market. It’s also very well made, thoughtfully designed – I particularly like the zipped pockets in the waistcoat - and well packaged for retail sale. Equisafety achieved invaluable coverage on the news pages of Horse&Hound last month under the headline ‘Double take for riders in Prolite range’. “The Horse&Hound article had a great response, but we are finding that we are getting more sales due to word of mouth,” Equisafety’s Nicky Fletcher told ETN. “We get some fantastic emails from customers saying what an amazing effect it has on slowing the traffic down and our Facebook friends are constantly posting photos of them wearing the range, which I love to see.” The Polite brand has been trademarked. “We have had two companies copy us but they were dealt with in court,” added Nicky. So what do the police make of it? “We have worked from the beginning with the police. We’ve made sure that we don’t cross the line and laws aren’t broken. There is nothing they can do to stop it,” said Nicky. t 0151 678 7182.
Trade only website V-BANDZ launches a trade only website this month (July). At the password protected site www.v-bandz.com, retailers can purchase the company’s products that are tested to a CE level of EN1150 and EN13356. An online newsletter is also available. This autumn, V-Bandz launches a CE compliant, flashing lightweight harness and hatband for riders. t 0845 095 6810. 42 JULY 2011 EQUESTRIAN TRADE NEWS
www.equestriantradenews.com
RETA IL TIP
BETA scheme explained
Safe and visible
THE British Equestrian Trade Association (BETA) introduced its High Visibility Certification Scheme to end confusion surrounding hi-viz garments and accessories. The scheme was created following industry concerns over the number of uncertified garments on the market and the re-classification of highvisibility garments under EU legislation to category II Personal Protective Equipment (PPE). BETA’s scheme denotes compliance with the three high visibility standards for equestrian clothing. Coloured labels and stickers correlating to each are used - EN471 is represented by an aqua label, EN1150, a royal blue label and EN13356, a navy blue label. Westgate EFI, Battles, V-Bandz and Airowear are already signed up. Those wishing to join should contact BETA. “The scheme highlights that its member companies that are producing safety garments that are properly tested and conform to the appropriate standard. It also helps consumers make informed choices,” said BETA’s executive director Claire Williams. “As there still appears to be a certain amount of confusion in this sector, it would be extremely helpful if retailers could inform their local colleges and riding centres about the need for their employees to wear hi-viz garments that meet the EN471 standard. “Many may still be riding in non-compliant or leisure garments they mistakenly believe to be hi-viz.” t BETA 01937 587062.
AIROWEAR’S hi-viz range uses high quality materials with fluorescent, reflective and retroreflective properties to make riders as visible as possible. Airowear has joined the BETA hi-viz scheme, while all of its hiviz tabards and waistcoats are CE marked and tested to EN1150 for leisure use. ETN asked Airowear for some tips on which hi-viz gear to stock as basics: • Hat bands make good 'add on' sales with helmets and are hassle-free for riders. The best type are the elasticised, slim-line hat bands designed to fit around all styles of helmet and which can stay on all year round. • Hi-viz exercise sheets are particularly effective because their bright, block colours help riders to be seen from a long distance. The best examples are those which are waterproof with a smooth fabric and fillet strings to minimise flapping. Saddle and girth straps to secure the sheet are useful too. • The traditional hi-viz waistcoat remains popular because it’s designed to be lightweight and adjustable for easy wearing over light clothing in summer and heavier clothing in the winter. t Airowear 01434 632 816.
Every picture tells a story Saddle fitter Ken Lyndon Dykes devises a way of encouraging clients to take a reality check.
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considerable percentage of the enquiries I get for new or secondhand saddles originate over the telephone - and many relate to horses and riders I’ve never seen before. Thus my ability to arrive at the client’s premises with a selection of saddles likely to fit the horse and be suitable for the rider is dependent on the information provided over the telephone. The questions I ask about the horse include all the normal ones – breed or type, height, age, some aspects of conformation such as wither, level of fitness and how much it varies throughout the year, stable or grass kept, the main discipline or sport and the level of the involvement. I also add a few additional questions – things that occur to me whilst we are talking. Questions relating to the rider(s) include height, weight, competition level and/or riding standard, whether or not regularly helped by a trainer or instructor, what type of saddle –or if the client wants a general purpose saddle, the main discipline or sport any preferences in regard to brand, colour and so on. Again – I ask for additional information regarding some of the answers the client has given. You would imagine this adds up to a reasonably infallible description of the animal. One that enables me to select 20 or so saddles likely to provide a good fit for the horse and accommodate the rider comfortably. Of course, the answers often reveal a potential problem – a horse shared by two riders of vastly differing height and physique for example. (I then aim to accommodate the taller/larger/heavier rider.) Therefore - it is extraordinary the degree to which some descriptions are totally unrelated to reality. Only a couple of months ago I was contacted by a lady who described herself as ‘about 5’ 7” and quite slim’ – and her horse as ‘a 15.2 hack-type I compete regularly’. I arrived in the yard and was greeted by a very amply proportioned lady and I asked if my client had arrived – obviously assuming Asking clients for photographs encourages a sense of reality.
44 JULY 2011 EQUESTRIAN TRADE NEWS
His saving grace was a decent wither.
this wasn’t she! ‘That’s me’, she said. She then presented the horse - a very hairy cobtype – and proceeded to tell me that the kind-looking animal is ‘brilliant to hack out no matter what the circumstances’! She added ‘he’s doing very well in the classes my riding club runs for the Best Hacking Horse’! In my mind’s eye I had been visualising a
I visualised a slim, competent rider on an immaculate show hack. I got an over-endowed lady on a plain animal of indeterminate breeding. slim, competent rider on an immaculately presented show hack. What I got was an over-endowed lady on a plain but sensible animal of indeterminate breeding. One quite surprising thing in his favour was that he had a decent wither, a real saving grace in these larger, cob-type animals. And luck was with me that day; I had on board a number of saddles I had selected with my next client in mind – a rider whose description of her own physique just happened to correspond rather well with the much-larger-than-expected client! There really isn’t much point in the client deliberately providing ‘false’ information which usually relates to mistakes or to the client’s preference for spectacles of the rosetinted type. Whatever the reason, every now and then I encounter a situation where not one of the saddles I have so carefully selected is suitable. Then – when the client is
presented with a bill for call-out and mileage – it is he or she who is discomfited! I hope I’ve found a simple way of at least ameliorating a perennial problem – one that everyone in the industry will have experienced many times over. I’m asking clients to confirm their verbal descriptions in an email – and also to forward recently taken digital image(s) of themselves and their horse. Already there are signs that this is encouraging a greater sense of reality! Every picture tells a story and the images plus written responses to questions – are definitely helping to reduce the type of problem I have described. The act of confirming in writing is helping to focus clients’ attention on the importance of providing correct information - and to check the accuracy before pressing the ‘send’ key. I’ve only so far had a couple of moans and no downright refusal to comply. Clients actually appreciate that this type of involvement helps to eliminate potential problems and so enable me to provide an even better service. Anyway, emailing the client a form with standard questions to complete – plus suggestions of additional information they may consider helpful – means their answers generally only occupy a few minutes. I am also attaching their written responses to the standard saddle fitting certificate provided at the conclusion of every fitting additional data that could be useful during later visits. Useful records all round. About the author Ken Lyndon-Dykes is a saddle designer, Society of Master Saddlers' Qualified Saddle Fitter and former international three-day event rider. www.equestriantradenews.com
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EQUESTRIAN TRADE NEWS JULY 2011 45
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