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 2012 Volume 36, No 7 Monthly
Meet the trade’s new workhorse
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2013 17-19 February 2013 NEC, Birmingham, UK
ETN is the official media partner of BETA International
BETA INTERNATIONAL: “Why we’re honest about visitor numbers”
SPECIALIST RETAILERS: how they make it work
... the magazine for the industry, about the industry, by the industry
CONTENTS
Comment NEVER mind the Olympics...There’s an intriguing two-way contest taking shape on the consumer shows front. Announcements that box offices were open at Your Horse Live (10/11 November) and Horse World Live (16-18 November) came within hours of one another last month. The two events, to be held at Stoneleigh Park and ExCel, London respectively, combine celebrity rider appearances and demonstrations with prime-time pre-Christmas shopping opportunities – and much more besides. Back in February, when it was realised that the new Horse World Live would happen hot on the heels of the long-established Your Horse Live, there were accusations of consumer show over-kill. But now - as wet and windy weather plays havoc with our summer show circuit and leaves many traders with stock to shift - we might just all be thanking our lucky stars for having not one, but two, major indoor equestrian shopping fixtures to look forward to. Funnily enough, the last time a consumer shopping and celebrity type equestrian fair did well at Excel, London was in 2001- foot-andmouth year, when nearly everything else was cancelled. DO you compare your businesses with others in the equestrian trade or with others in general? Or, indeed, do you look outwards at all? My question is prompted by a phone call from a gentleman who creates and maintains e-commerce websites in many different sectors. He was touting for business, so first I asked him a question. “As an e-commerce expert, how do you see the equestrian trade on the internet?” “Sleepy,” was his reply. “So how well do you know our trade?” I responded, bristling slightly. “Well, I’ve done some research and, apart from about three big players, equestrian e-commerce appears to be a bit of a backwater compared with other areas we work in,” he said. Perhaps he has a point, at least about the value of comparing our trade with others. Is it enough to sit on one’s laurels, happy at being the biggest fish in the pond [and the best at metaphors] or should the equestrian trade be quicker to compare itself with other predominantly independent, specialist sectors from jewellers to undertakers? We all know that, whether you’re retailing saddles or sausages, the same principles apply. Just as an outsider can sometimes find clarity where we see only stagnation, it can’t hurt to look outwards occasionally. NO sooner was the first equestrian Olympic team (for eventing) announced for London 2012 than the controversy started. How could Tina Cook and Miners Frolic possibly be selected ahead of Nicola Wilson and Opposition Buzz? Was Zara Phillips really included on merit or because it’s Jubilee Year? In the end, it’s medals – or lack of - that will do the talking. Meanwhile, let’s be grateful that equestrianism remains an Olympic sport and say GOOD LUCK!
Liz Benwell
JULY 2012
COVER STORY NEWS Meet Ask ED......................................................4 COVER STORY NEWS FEATURE BETA INTERNATIONAL: visitor numbers explained....10
LETTERS .......................................................12 PEOPLE.........................................................13 PRODUCT NEWS.............................................14 BETA MEMBERS’ PAGE ...................................16 COVER STORY CLOTHING & FOOTWEAR Does your changing room shape up?......................17 Trend in kids’ country and equestrian clothing ...........................................18 Gallery of latest collections .................................20 COVER STORY SPECIALIST RETAILERS How they make it work .......................................24
HI VIZ Stand out products to stock .................................26 DOGS AT WORK..............................................27 NEWS FEATURE New trade friendly website .................................28 BEDDING & STABLE EQUIPMENT Topical themes explored.....................................30 Gallery of latest products ...................................32 SPONSORS & SHOWS......................................37 INSURANCE When bad weather hits shows..............................38 GIFTS FOR ALL OCCASIONS A 90th anniversary celebration.............................39 Gallery of great ideas.........................................40 FEED DEBATE Are concentrates safe for youngstock?...................42 SADDLERY MATTERS ......................................44 COUNTY COURT JUDGMENTS ..........................46 FRONT COVER: Ask Ed is the new face of www.britishequestriandirectory.com – home of the British Equestrian Directory (BED) for consumers and trade, and the trade-only Trade Suppliers Directory (TSD). This easy-to-navigate website offers the largest available source of key contacts for the equestrian and country sectors. It provides thousands of key contacts across a wide range of categories and is cross-referenced for easy use. Find out more in News on page 4.
R VE RY CO TO S
Win a mug with ED’s Weekly Whinny
Top brands in new trade list
ONLINE directory www.britishequestriandirectory.com is celebrating its first birthday by introducing a new search tool called Ask ED. ED’s Weekly Whinny – a competition giving website visitors the chance to bag a china mug, decorated with ED’s portrait – marks the launch. Ask ED will play a game of hideand-seek with visitors, concealing himself in both sections of the website – TSD and BED – in a different location every week. To help visitors find him, Ask ED will provide a handy clue on the British Equestrian Directory’s Facebook (BEDdirectory) and Twitter (@BEDonline) every week. As soon as ED is spotted, his location should be emailed to directories@beta-int.com without delay – the first past the post wins the prize! Britishequestriandirectory.com is the ultimate reference guide for the equestrian and country sectors. It is made up of the consumers’ British Equestrian Directory (BED), containing more than 13,500 listings in over 200 categories, and the TSD – Trade Suppliers Directory – a trade-only resource with more than 1,700 listings for UK manufacturers and suppliers across 250 categories. The TSD is also available in print. “Ask ED is a welcome addition to Britishequestriandirectory.com and a wonderful way to mark our first year,” said Claire Thomas, commercial manager of Equestrian Management Consultants (EMC), publisher of the online directory and a wholly owned subsidiary of the British Equestrian Trade Association (BETA). For further information about the directory, listings and advertising, contact Jennifer Dalton, telephone 01937 582111, or email directories@beta-int.com
WESTGATE EFI’s 2012/13 trade list celebrates the distributor’s 54 year history with a patriotic themed cover. The catalogue combines proven lines from top manufacturers with own brands such as Mark Todd, JHL, Coolex and Saddlecraft. Recent WEFI acquisitions Rodney Powell body protectors and Gatehouse riding hats also feature. Mark Todd products and autumn/winter clothing are unveiled, along with additional footwear and a new Comfort Collection from Jumpers Horse Line.
The Gatehouse Conquest riding helmet makes its first appearance and Equi-Theme returns to the WEFI trade list after a six year break. Eskeez (thermal base layers) and Karoo Equine (stock pins and grooming brushes) join Tekna in WEFI’s list of exclusive suppliers. A CD version and counter copies are available.
Campaign targets “knock-off Britain” A CAMPAIGN by the glossy home style magazine Elle Decoration highlights a problem that’s equally prevalent in the equestrian market. ‘Fight the Fakes’ aims to call the government’s attention to unfair legislation on intellectual property rights. Currently in the UK and Europe, designers cannot rely on the same laws as copyright owners. So, for example, infringing on an artist’s or author’s work is a crime while only civil redress is available if the design of a horse rug, saddle or riding boots is stolen. It’s also the case that an artist or songwriter can enjoy more than 50 years’ copyright protection, whereas under unregistered design rights a designer is lucky to have five years before a reasonable licence must be granted, according to Anti Copying in Design (ACID). “Just because it’s not illegal here in the UK, doesn’t make [design] copying right,” said ELLE Decoration UK editor-in-chief Michelle Ogundehin. “Our lax intellectual property laws with respect to design, mean the UK has become a safe harbour for these copyists – and the idea of Britain as the home of the knock-off doesn’t exactly fill me with national pride.”
ADVERT INDEX
Equestrian Trade News Stockeld Park, Wetherby, West Yorkshire LS22 4AW Tel: 01937 582111 Fax: 01937 582778 – Sales Email: sales @equestriantradenews.com Website: www.equestriantradenews.com Publisher: Equestrian Management Consultants Ltd Editor: Liz Benwell Email: editor@equestriantradenews.com Tel: 0845 6185007 Advertising Sales: Nicki Lewis Email: sales@equestriantradenews.com Tel: 01937 582111 Fax: 01937 582778 Advertising Copy: Nicki Lewis Email: sales@equestriantradenews.com Tel: 01937 582111
4 JULY 2012 EQUESTRIAN TRADE NEWS
Subscriptions Distributed on a controlled-circulation basis to the retail trade. Paid-for annual subscriptions are £39.95 (UK), £73.00 (Europe), £86.00 (rest of the world). The magazine is independent of all groups. Editorial views expressed in ETN are not necessarily the official view of any organisation or group. Copyright: All material is copyright Equestrian Management Consultants Ltd. Design & Print: G.H. Smith & Son, Market Place, Easingwold, North Yorkshire YO61 3AB Tel: 01347 821329 Fax: 01347 822576 Email: etn@ghsmith.com Web: www.ghsmith.com ISSN 1462-9526
Allen & Page ...............................................................13 The Animal Health Company..........................................7 Animalife ......................................................................3 Arden Wood Shavings Ltd............................................32 BETA International .........................................................6 Bliss Bedding Ltd .........................................................35 Buffera Ltd ..................................................................21 Carrots UK Ltd .............................................................41 Classified ....................................................................45 Davies & Co/Black Mat Co............................................30 easibed .......................................................................34 Equetech.....................................................................23 Equisafety Ltd..............................................................27 Finest Brands International ..........................................IFC Fynalite .......................................................................32 Gray’s of Shenstone Ltd ...............................................40 Horslyx........................................................................29 B Jenkinson & Son .......................................................11 Orchard Farm ..............................................................31 Pegasus/Nedz Beds......................................................34 Plevin..........................................................................35 Sebago.....................................................................OBC Shearwater Insurance Services Ltd................................38 Sherwood Forest Ltd....................................................18 South Essex Insurance Brokers........................................5 Smart Grooming ..........................................................12 Snowhill Trade Saddlery..............................................IBC Spoga ...........................................................................9 Taurus Footwear and Leathers Ltd ................................22 United Sportproducts Germany GmbH ............................8 Waldhausen GmbH & Co KG ........................................21 Weatherbeeta..............................................................15 Worklite Ltd.................................................................20 WTL/The Boden Group of Companies ...........................33 Web Directory .............................................................46 www.britishequestriandirectory.com/TSD ......................28
www.equestriantradenews.com
BETA to take export mission to China
THE British Equestrian Trade Association (BETA) has secured funding to support a trade mission to the China Horse Fair in Beijing on 16-18 October. UK Trade & Investment (UKTI) funding of £1,400 is available to eligible companies for allowable expenses. BETA’s executive director Claire Williams has visited China (see ETN February issue). “With the rise in living standards and a changing attitude towards [horse] sport, riding has become more affordable and more fashionable than it has ever been before,” she said. “Whilst still only within the grasp of the wealthy and middle class, Beijing alone has about 60 riding clubs and about 80% of the nation’s horse riders. China’s national sports bodies are keen to be competitive on the international equestrian stage, so the demand for quality horses, training facilities, equipment, and services in China keeps increasing.” China brought in 4,000 horses last year, a tenfold increase from 2006, creating new sales opportunities for suppliers. European branded products are sought after and command a premium over Chinese products, added Claire. “Horse riding is widely seen as having the same potential that golf showed ten years ago and it’s vital for companies wishing to tap into this potential market to start early.” BETA will attend the China Horse Fair to co-ordinate the British group. Pre-fair briefings on doing business in China and will also be available. Contact BETA on 01937 587062.
Direct-to-consumers site offers “a separate way of buying” A NEW website inviting consumers to buy feed supplements, balancers lotions and potions “direct for less” has been advertised across the consumer equestrian press www.horseandponydirect.com offers free UK delivery on most orders of over £60 and discounts for purchases of three or more items of one product line. Stock is all ownbranded. ETN can confirm that the directors of Horse and Pony Direct Ltd (HPD), incorporated on 19 January, 2012, are Clare Blaskey – also a director of Blue Chip Feed – and Guy Blaskey. There is no link between HDP and Blue Chip Feed, other than Clare Blaskey’s directorship of both companies, said Guy Blaskey. He runs HPD on a day to day basis alongside his direct-to-the-public canine supplements e-commerce internet site, Pooch and Mutt.
www.equestriantradenews.com
“Blue Chip remains one hundred percent committed to retailers, whereas HPD offers a separate way of buying, another avenue that is coming in across every industry,” added Guy. “Blue Chip remains a top of the game feed balancer, the best there is. The balancers from HPD are an introductory range of good, basic feed balancers which will appeal to people whose horses are currently only getting grass.” Guy added that, rather than taking sales from the trade, HPD could help expand the market for balancers to a new, younger market. HDP also offers calming, coat shine, hoof, mineral and vitamin, joint and garlic supplements; plus lotions and potions from hoof oil to leather soap spray, shampoo to insect repellents.
Spoga is “almost full” THE annual Spoga horse autumn trade fair (Cologne, Germany, 2 - 4 September) has “almost completely booked” the Koelnmesse exhibition centre’s hall 4, say the organisers. About 330 exhibitors from 27 countries are due at the show. Besides German companies such as Cavallo, Herm. Sprenger, Schockemöhle Sports, leovet, Passier, Pikeur, UVEX and Waldhausen, visitors can also see products from Jansen (Holland), Ekkia (France), Ariat (UK), Prestige (Italy), Zaldi (Spain), Kingsland (Norway), Bögebjerg (Denmark), Horseware (Ireland) and Double You (Switzerland) Making their spoga debuts are Derby from Germany, Mike+Charlie (Holland), Zilco (UK), Veredus (Italy) and Stübben (Switzerland). The garden fair spoga+gafa runs alongside spoga horse autumn. Both fairs are open from 9am to 6pm (5pm on the Tuesday).
Happy Mouth bits recalled AMERICAN wholesaler English Riding Supply has recalled 3,400 Happy Mouth bits following four reports of broken bits leading to rider falls and injuries. The US Consumer Product Safety Commission, an American government agency, says that English Riding Supply has co-operated in the recall. It’s also warned consumers to stop using the products. The bits involved have steel braided wire running through the plastic mouthpieces. In some cases, these had become frayed, rusted or worn, causing the bit to break. Model numbers included in the recall are 462172SS, 462177SS, 462181SS, 462184SS, 464123SS, 466898SS, 466904SS and 467248SS. Model numbers can be found on a label attached to the product. ‘Happy Mouth’ is engraved on the plastic mouthpiece. Happy Mouth bits are manufactured in Korea by Soyo International Corp, of Kobe, Japan
Box offices open TICKETS for Your Horse Live (Stoneleigh, 10/11November) and the new Horse World Live (Excel, 16-18 November) consumer shows went on sale last month. For Horse World Live, Friday and Sunday tickets are priced at £16 for adults and £12 for children which gains entry to the shopping and some other attractions, but not the main arena. To see headline demonstrations and gain entry to the show, tickets Shopping at and seat packages are Your Horse Live. available for morning or afternoon performances at £24 for adults, £16 for children, or £31/£24 all day. Children under five are free; group discounts are available. On the Saturday, when Horse World Live hosts Express Eventing, tickets cost £48 for adults and £38 for children, inclusive of an all-day seat. Shopping only tickets are available at £10 for adults and £5 for children. Tickets for Your Horse Live, which include access to all parts of the show and main arena attractions all day, are £16.50 in advance or £21 on the door (adults), £13.50/£16 (concessions/students) and £8/£9 (children 5-15 years, under 5s are free). Family tickets (two adults and two children) cost £45 in advance or £50 on the door. Groups of ten or more £14.50 per person (in advance only). All advance tickets are subject to a £1 booking fee per ticket.
Magazines in management buy-out DJ Murphy (Publishers), the publisher of Horse&Rider and PONY Magazine, has been acquired from Signature Publishing Ltd by a buy-out team. The new owners include current advertising director Andrea Moffatt, publishing director Terry Grimwood, operations director Steve Moore and commercial director Marion O’Sullivan MBE. Kate Austin also joins the team, returning to the role of managing director that she previously held from 1995 to 2005. DJ Murphy (Publishers) Ltd (DJM) was founded more than 60 years ago by Marion O’Sullivan’s father David - also Kate’s grandfather. The company remained in family ownership until its acquisition by Signature Publishing in 2006.
Published monthly, Horse&Rider and PONY are highly regarded as leading equestrian consumer titles. The current staff is to remain in place, based at its existing offices in Grayshott, Surrey. “We’re delighted to have the opportunity to take on such a successful publishing company,” said Andrea Moffatt, speaking for the management team. “DJM has the best editorial, advertising and marketing people in the business. Our plan is to focus their efforts solely on the equestrian sector and invest in the continued growth of Horse&Rider and PONY Magazine, both in print and online.” Marion O’Sullivan is a former winner of the BETA Lifetime Achievement Award. www.equestriantradenews.com
Website plans superstore A WEBSITE based on advertising and equestrian advice plans to open an online superstore later this year. HorseKing (www.horseking.co.uk) has been set up by Lizzie Shearing and Daniel Duhig who, outside their business interests, are members of the British polocrosse team. The HorseKing retail operation will be an online e-commerce shop. “We are planning on stocking riding
wear, saddles, bridles, stable equipment, yard equipment, rugs and so on,” Lizzie told ETN. “Ideally, as we are a start up company, we would be looking for suppliers who can send out orders quickly to us following our purchase, and with very small minimal orders as obviously cash flow is crucial at this stage.”
SMS takes “new approach” IN a move described as an “exciting new era” for the Society of Master Saddlers (SMS), leading media agency TSM has been appointed to handle the society’s marketing and public relations. “We’re delighted to be working with the SMS,” said TSM’s Tim Smith. “This is an exciting new era for the society and we will be working hard to promote their message to a wider audience.” “We are all very excited to see where this new approach to our marketing and PR will lead,” said Hazel Morley, SMS chief executive. Established in 1966, the SMS was formed to serve as a trade association for the craft retail saddler, but has since embraced many more aspects of the industry.
BETA FEEDS A NEED: More than 60 delegates gathered at Stanford Hall, Leicestershire on 13 June for the second British Equestrian Trade Association (BETA) Feed Industry Conference. The programme was a specialised one aimed at those working in the feed industry. Tim Franck, of the Food Standards Agency’s Animal Feed Unit, provided a legislation update, Todd McCully, from Government Grants & Tax Consultants (GGTC), reminded delegates that they might qualify for R&D tax credits, and Ruth Bishop, of Mars Horsecare, gave talks on regulatory guidance and compliance in the equine industry, plus an update on mycotoxins, focusing on managing the risk of their occurrence in the equine diet. Kate Jones, nutritional developments manager at Natural Animal Feeds (NAF), presented a guide to claims substantiation and clinical trials, and Chris Allen, of Leeds-based Blacks Solicitors, looked at social media – and encouraged delegates to use Twitter to promote their businesses, resulting in a flurry of tweets that evening. BETA executive director Claire Williams, who provided an update on the trade association’s work, said afterwards: “There’s no doubt that the conference fulfils a need in the equine feed industry, providing a much-needed forum and a prime networking opportunity.”. Pictured, from left, are Todd McCully, from Government Grant & Tax Consultants, Chris Allen, of Leeds-based Blacks Solicitors, Tim Franck, of the Food Standards Agency’s Animal Feed Unit, Kate Jones, nutritional developments manager at Natural Animal Feeds, BETA executive director Claire Williams, Ruth Bishop, technical director of Mars Horsecare, and Chris Gordon, technical director at Dodson & Horrell and BETA feed committee chairman. www.equestriantradenews.com
Snowhill offers Sebago and John Whitaker
SNOWHILL Trade Saddlery has become the exclusive distributor to the UK equestrian market of luxury American footwear brand Sebago. The leading wholesaler is also extending its offering of John Whitaker International products following a collaboration established between the two companies last year. Sebago, renowned for its upmarket marine and yachting shoes for more than 50 years, will be available to UK equestrian retailers for autumn/winter 2012 from Snowhill. The John Whitaker range is already proving an enormous success for the West Sussex based wholesaler, said operations director Christine Dale. “We look forward to increasing our range significantly over the summer months,” she added. “In addition we will be working with John Whitaker International to offer more exciting products.” Snowhill Trade Saddlery has supplied the equestrian trade for more than 25 years and is exclusive UK distributor of the Rhinegold, Heritage and Windsor Equestrian brands.
Are shows becoming a magnet for thieves? SHOW circuit traders who lost valuable days’ business due to wet weather earlier this season now face another threat – theft from their stands. More than £2,000 worth of stock was stolen during Houghton International, the Norfolk event held at the end of May, from Blaze Clothing. The Joules stand was also targeted. “It’s very disappointing as we’ve already lost 22 [show] days this year,” said Gary Yates of the clothing label. “I’ve been doing the shows for six years, and never had so much as a pair of socks pinched – until now.” Gary believes the theft, which took place during the night despite staff sleeping behind Blaze’s tented stand, was “an organised job”. It wasn’t until a number of their branded hangers were found elsewhere on the site that suspicions were aroused. “They were very clever and left the extra small sizes at the front of each rail, and took the middle section, so until you went to look for something, you couldn’t see anything was missing,” explained Gary. Blaze hoodies, jackets and fleeces were stolen. “I would expect this sort of thing at a county show, but not at a horse trials, added Gary. “It seems we will all have to be on our guard.” See the page 38 for advice about insuring against losses at shows. www.equestriantradenews.com
Weather plays havoc with shows
BRAMHAM Horse Trials was one of few shows to go ahead in an otherwise washed-out week early last month. Unseasonably wet and windy weather forced the Suffolk Show to cancel on day two. People arriving at Trinity Park, Ipswich were turned away from the site due to public safety concerns. As ETN went to press, traders were waiting to hear whether they would be reimbursed for their stand rental. “Standholders contacting [the Suffolk Show] so far have been advised that they will be contacted in the next couple of weeks and updated as to intentions,” said a spokesman.
High winds also affected the Royal Cornwall Show where the sheep classes were abandoned and marquees reportedly damaged. At the South of England, show jumping classes were cancelled due to high winds. Meanwhile in West Yorkshire, Bramham went ahead, much to the relief of traders and competitors alike. Organisers cancelled Friday’s stallion parade and young event horse classes to preserve the main arena - and warned spectators to bring brollies and welllies for cross country day. By Sunday (pictured), the sun came out and so did the crowds.
NEWS IN BRIEF • EIGHT bits from the Bombers Bits range are now dressage ‘legal’ and can be used in British Dressage (BD) affiliated competitions. Distributed by Equine Management, the range features blue sweet iron metal which oxidises easily and is said to encourage bit acceptance.
• EVENT riders Matthew Wright and Matthew Heath were suspended by British Eventing (BE) last month. The riders, both 29, were arrested on suspicion of assault during the evening of 26/27 May during the Houghton International Horse Trials in Norfolk. Both were released on bail.
• WHOLESALER Trilanco is now jointly [with Westgate EFI]
distributing Likit stable toys and treats to the trade. “I’m very pleased that Trilanco will be helping us grow the Likit brand in the UK,” said Andrew Robertson, managing director of Talisker Bay International which manufactures Likits.
• BLAIR Castle in Perthshire is to host the FEI European Eventing Championships 2015. A former winner of the BETA/Joules Equestrian Event of the Year Award, ‘regular’ Blair gets 40,000 visitors over four days in August each year. The 2015 jumping, dressage, driving, vaulting and reining FEI European Championships will be held in Aachen, Germany.
• JUST Chop, new from Just Feeds, is a high fibre, low sugar, low
energy, unmolassed feed. Suitable for all horses and ponies, it’s made from a blend of meadow hay with premium oat straw and no additives. Just Chop is an ideal hay replacer.
www.equestriantradenews.com
It’s as easy as
Independent ABC auditing means BETA International attendance figures are never rounded-up or padded-out.
ETN looks at why audited visitor numbers are so important for trade shows such as BETA International.
A
show’s attendance figures are always eagerly awaited, with many regarding them as a true reflection of the event’s success. But are people right to make judgments based on numbers alone?
Our ABC figures keep us credible, honest and true to our exhibitors and visitors Claire Thomas, BETA International. How do they know that the figures are correct and not rounded up, padded out with members of the public or a pure ‘guestimation’, counting visitors who have been back and forth through the entrance several times a day? If records of visitor numbers have no substance, how can they be regarded as credible? It’s vital that they can be backed up and supported by relevant data – which is why BETA International’s attendance figure is annually and independently audited by ABC.
Audit Bureau of Circulations (ABC) monitors and reports on media [print and online] circulation and distribution plus exhibition attendance. It’s acknowledged as the industry standard and ensures that all figures from BETA International are clear and comparable. Martyn Gates, ABC’s group executive director of standards, operations and compliance, says that this information is crucial for potential exhibitors and sponsors when considering whether to buy into a show. “Certification from ABC provides them with transparent, credible and comparable data,” he explains. “It delivers trust in trading with integrity and professionalism, and the independent auditing demonstrates to exhibitors and visitors the value of investing in an event. “The exhibition audit is an independent verification of the attendance claim made by organisers who arrange a count of attendance and other data defined by industry standards – such as stand space occupied – at their event. “They then submit these figures to our audit team, which performs a series of checks to verify that the claim submitted has been compiled in accordance with the standards and can be verified
10 JULY 2012 EQUESTRIAN TRADE NEWS
by supporting records.” Only single entrances are ever counted at BETA International and that’s a point of which show organiser Claire Thomas is justifiably proud. “Including repeat entries can be misleading, as it gives a false impression,” she says. “At BETA International, our badging company QRS goes to great lengths to ensure that the correct data is supplied to ABC. After all, we want to provide accurate facts and figures for everyone involved in the show. “Our exhibitors want to know how many different people paid us a visit, not how many times someone bobbed in and out throughout the day. They also need to be assured of quality buyers, those who are at the show for the right reasons, who are serious about doing business and looking to place orders.
“At this year’s trade fair, we succeeded in delivering another excellent show with a wide range of industry buyers, from small, independent retailers to large, multi-store chains. Our ABC figures keep us credible, honest and true to our exhibitors and visitors.”
• BETA International is the
world’s leading trade exhibition for the equestrian, country clothing and pet product markets. The 2013 show will take place at the NEC, Birmingham, from 17 to 19 February. Organiser Equestrian Management Consultants is a wholly owned subsidiary of the British Equestrian Trade Association. For further information about exhibiting at the show, contact James Palmer, telephone +44 (0)1937 582111 or email jamesp@beta-int.com
AUDIT BUREAU OF CIRCULATIONS Commonly referred to as ABC, this organisation is the industry body for media measurement. It offers a world-class audit and compliance service to check that data and processes meet these industry standards and delivers a valued stamp of trust across the media world. It is governed by the industry, with advertisers, media agencies and owners, and trade bodies sitting on its board. Because it is a membership body, any profits are invested back into the organisation. For further information about ABC, log on to www.abc.org.uk www.equestriantradenews.com
Paying tribute to Pat Dear ETN rs (SMS) The executive committee of the Society of Master Saddle ing a full recently carried out a review of all of its activities, includ been taken to membership survey. Following this, the decision has and publicity, ting marke y’s Societ the to embrace a new approach Ltd has taking account of the fast moving electronic age. TSM role. this on take to ted appoin been y subsequentl and We would like to acknowledge, publicly, the hard work officer, and press ng outgoi our rd, Crawfo Pat by commitment shown to the to thank her sincerely for the dedication she has shown Society during her time working with us. Over that time Pat held the post of press officer for almost 20 years. and work y’s Societ the ng coveri s article ous she wrote numer publicising members’ achievements. sentiment Mark Romain, the Society’s training adviser, adds his p schemes, stating that Pat’s promotion of the saddlery apprenticeshi awareness g bringin in ant signific been has ations qualific training and high quent subse the and UK the in le of the quality of training availab unity. skill level of our members to the wider riding comm
and wise words On a personal note, I have always found Pat’s advice always had She . greatly her with g workin miss will I and invaluable heart. at y Societ the good reputation of the Yours etc Hazel Morley, chief executive, Society of Master Saddlers.
Sell, sell, sell Dear ETN,
I read with interest the Media feature in last month’s ETN. With so many and varied equestrian consumer titles in our sector, it emphasised how important it is to distinguish between sales and marketing. Picture the scene. You have made your shopping list and are doing your regular supermarket shop. A staff member taps you on the shoulder to tell you about the store’s great new steaks. They sell millions every year; they taste great; and they’re on offer. How can you refuse? You take some info, but politely decline to buy them today. You have nothing against them, but steaks aren’t on your shopping list. The sales lady asks when she can come back to you to discuss her steaks, and you tell her you will come back to her, if you want them – you continue with your shopping. But as you are negotiating the aisles, she taps you on the shoulder again. “These steaks are great! It’s national steak week. Everyone’s eating steak. You will miss out if you don’t have steak...” And so it goes on. Now, these bullying tactics would be frowned upon in the supermarket, yet they happen frequently in the world of advertising. Many business owners, or their public relations and marketing representatives, are contacted regularly via telephone to be offered advertising opportunities. It is a fine and proven sales method...when used well. The sales representative will cheerily call up, often reading through a script that showcases their seemingly impressive ‘reach’ or circulation. As a PR consultant, I have spoken to a sales person once, then had them call me half an hour later about a different client, running through the same sunny ‘how are you’s’ and sales spiel, despite the fact we’d just spoken. It’s important for these commercial enterprises [magazines, websites etc] to get more of a feel for marketing instead of sales; to put themselves in the ‘headspace’ of the potential client, business or product. There’s not a brand in the country that advertises on every equestrian commercial title or website available. It is always a case of choosing the ones that fit your demographic, your geographical target market, your target audience or your budget. If you’re targeting eventers, no amount of badgering from a show jumping resource should make you take up their offer. And maybe you don’t want your newly-launched saddle brand to feature in a saddle fitting special in the printed press, where your modest advert will get lost amongst the scores of glossy ads from the big boys. Perhaps you’d prefer it to go into next month’s cross country special, where it will get noticed? No matter how good a particular offer, how persuasive a sales team, or how great an advertising rate, paid-for promotion should fit into a company’s marketing schedule. It is down to sales teams to work out how their offering can fit in with a brand’s current marketing plans, rather than use a bullish, scattershot sales approach that only talks about their own unique selling points (USPs). They need to work out the benefits of their offering, and apply it specifically to the company or product in question, based on the company’s brand values and current needs, rather than read from a tired sales script. One bit of marketing advice always rings true – sell the sizzle, not the steak. Yours etc Kathy Carter, Sirenia Press Solutions, by email.
ETN welcomes letters to the editor. Please write to The Editor, ETN, Stockeld Park, Wetherby, LS22 4AW or email editor@equestriantradenews.com Correspondents are asked to supply their name and business name; requests to publish letters with name withheld will be considered individually. Please note that letters may be edited for reasons of space and clarity.
12 JULY 2012 EQUESTRIAN TRADE NEWS
www.equestriantradenews.com
• Craig Millard, former manager at Olney Saddlery and a Society of Master Saddlers (SMS) Qualified Saddle Fitter, is the new distributor for Sue Carson Saddles in the Midlands and eastern England. An equine sports science graduate, Craig’s equestrian CV includes riding for Dutch international eventer Eddie Stibbe. He has also produced young event and dressage horses including some for his long term trainer Judy Harvey.
• The Sherwood Forest and Puffa marketing department said goodbye to Imelda Booth and Claire Brudenell in May. Imelda was leaving the well-known clothing brands to work in recruitment consultancy, with Claire heading for an arts and crafts company.
• Get well soon is the message to Liz Hayman whose fashionable,
functional clothing label Equetech is admired by riders and retailers alike. Following a fall from a young horse, Liz underwent an operation. Nevertheless, sporting a sore back and ribs in a palette of colours interesting enough to inspire her next Equetech collection, Liz was back at work last month.
• After three years as British Eventing’s marketing and commercial
director, Mike Barnes has left to launch his own marketing consultancy under a new company called Brand Extension Ltd.
• Actor Brian Blessed will read the Horse of the Year Show’s (HOYS) traditional closing Ode to the Horse during this year’s show finale. Formerly read by the late Simon MacCorkindale, Ronald Duncan’s poignant verse was written in 1954 when the first HOYS organiser Colonel Sir Mike Ansell approached the poet and playwright on a train journey down to Devon. He asked Duncan to compose a tribute to the horse to use at the show. By the end of their journey, the work was complete. (Picture: Steven Cowell) • Well done to Jodie Baker, equestrian sales manager at Torne Valley Farm and Country Stores in Tickhill, South Yorkshire, and the first person to complete the HorseHage and Mollichaff Stockist Training Programme. Jodie has worked at Torne Valley for almost two years and combines her full time job with running a small livery yard where she keeps her own horse. “More people are coming in to ask our advice on feeding their horse or pony when they purchase their feed,” she said, “so it makes sense to understand how different products can be of benefit to various types of horses.”
Hold those licks
Child’s first saddle
THE new 15kg Lick Holder from Horslyx protects the product from wayward hooves in the field and stable. Tested against kicks, knocks and tipping, the re-usable holder (RRP £17.99) offers a weatherproof and cost effective feeding method. It complements the existing 5kg Lick Holder for stable use.. Horslyx is available in Original, Garlic, Respiratory and Mobility formulas, in 5kg and 15kg tubs. t Horslyx 01697 332592.
THE Kool Kidz range of saddles and accessories is designed to give tiny children a confident first taste of sitting on a pony. Available in a blue stripe or pink floral design, the saddles have a hand grip for security, crupper and girth straps. The RRP of £79.95 includes nylon stirrup leathers and irons. Coordinating saddle cloths are offered. t Jenkinsons Equestrian Wholesalers. 01924 454681.
Polo is ‘in’ – but where to get the gear? IT’S enjoyed by Princes William and Harry – yet it’s never been more accessible. Yes, polo is the equestrian scene’s big news. Not only are more people playing, but they love the polo ‘look’ too. With the number of polo clubs in the UK doubling to approximately 65 in the last ten years, the Pony Club is also fostering legions of new, young players. To the trade, polo represents an exciting new market. As well as customers actually playing the game - thus requiring specialist clothing, equipment and tack - there’s a burgeoning demand for polo inspired accessories. The South American connection is key to stocking authentic polo gear. If you want English saddlery, you go to Walsall. For polo, you go to Argentina – and that’s where it can get tricky. It’s notoriously difficult to find good quality Argentine polo equipment such as tack, leather goods including boots and kneepads, plus polo sticks and balls, unless you know where to buy and who to deal with. Argentina is essentially a third world country with inherent trading problems and prolific corruption, according to Jennifer Ferrarese of polo equipment importers Pampeano. Buckinghamshire based Pampeano produces the complete range of polo equipment in Argentina, wholesaling in the UK and Europe. Good quality and sensitive pricing are its watchwords. Pampeano is a useful resource for retailers, especially those near polo clubs, who may be asked for polo equipment for their customers but don’t know where to get it. The company’s leather accessories and patriotic polo belts (pictured) would, of course, appeal to a whole host of customers. Cheat sheet “With no minimum order requirements, retailers can tread gently into any of our product ranges,” says Jennifer. Pampeano provides a handy product ‘cheat sheet’ for those whose polo product knowledge is a little lacking, has a team ready to answer questions and welcomes trade visits to its base near Aylesbury to view and discuss its polo range and any client requirements. Although predominantly a summer sport, ‘arena polo’ with teams of three (instead of four) players per team is played on artificial surfaces in the winter as well. In fact, it’s very likely polo is happening somewhere near you. t Pampeano 0871 200 1272. 14 JULY 2012 EQUESTRIAN TRADE NEWS
Free guides show the way SUPREME Products has created a series of ‘How To’ guides on plaiting, applying equine make-up and quarter marks. Supplies of the illustrated guides are available free to stockists to pass onto their customers. Each includes a list of suggested products to use. The guides cover How To Produce Perfect Plaits, How To Produce Perfect Quarter Marks, How To Produce Perfect White Socks and How To Apply Perfect Make-Up. “We aim to provide information on how to use our products to get the best results,” says Sarah Turnbull of Supreme Products. “Highlighting the eyes and around the muzzle can make such a difference but it can also easily look wrong. One of the questions we get asked time and time again is how to produce quarter marks and sharks’ teeth.” The illustrated guides feature Supreme Products’ sponsored team members Jerome Harforth and Robert Walker. t Supreme Products 01377 229050.
Worms, eggs and counting... SUMMER can be a quiet time on the wormer sales front. But this year SQPs will be kept busy thanks to Pfizer Animal Health and Westgate Laboratories teaming up to educate horse owners about the importance of faecal worm egg counts (FWEC) to seasonal worm control. “A FWEC involves collecting a sample of fresh dung and sending it, in the packaging provided, to a laboratory,” said David Booth of Westgate Laboratories who can supply the necessary kits to retailers. “There it’s analysed and the number of worm eggs in the sample measured and reported back as eggs per gram. Results and worming can then be discussed with an experienced animal health advisor [SQP – suitably qualified person].” Westgate Laboratories can also send results directly to retailers to encourage customers to work closely with the store’s SQP to devise a suitable worming programme. “FWECs are invaluable during the grazing season as they indicate how many eggs each horse is contributing to the contamination of pasture,” explained Ben Lacey of Pfizer. t Westgate Laboratories 01670 791994. www.equestriantradenews.com
Equine footbath saves the day When heavily pregnant mare Sea Cookie became lame, her owner Sue Singleton resorted to using a Paxton footbath to soothe and clean her hooves. The product from Leafield Environmental is normally used in the treatment of foot rot and digital dermatitis in cattle. At 2m long and with a slipresistant surface, it’s ideal for equine use too – and a lot less hassle than most utensils usually used for ‘tubbing’. "Sea Cookie voluntarily puts all four feet in the footbath," said Sue. "It must be a soothing experience. I'm also finding the footbath easy to move about, empty and clean.” Thanks to the Paxton footbath, the story has a happy ending. Sea Cookie is sound again and enjoying her handsome colt foal, a great, great grandson of Mill Reef, who’s been named Coral Reef. The pair is pictured 30 minutes after the birth. The Paxton Footbath is available to the trade and has an RRP of £236. t Leafield Environmental 01225 816506.
Safety tie gets upgrade EQUI-PING, the re-usable quick release device that makes tying-up horses safer, has been upgraded. Now featuring a sleeve to cover the release mechanism, Equi-Ping stays at the same RRP of £5.99. They come in seven colours. Almost 50,000 Equi-Ping units have been sold to customers in thirteen countries including the US, Australia and Middle East. t Equi-Ping 07801 522876. .
Animated sales pitch HORSE boot brand Kentucky Horsewear has launched an animated video to promote its Tendon Grip product. It’s available for retailers to run in store or online. The two-minute film was created by Ruvter, a Belgian animation agency. As Thomas Tuytens, CEO of Kentucky Horsewear told ETN, plans are in place for more. “The Kentucky range incorporates so many technical aspects, that often it’s hard to engage the consumer via written literature. So video offers a valuable selling tool to retailers.” The film can be seen at http://www.youtube.com/watch?v=HOfba1O-YSQ t Equiport (UK distributor) 01565 723525. www.equestriantradenews.com
EQUESTRIAN TRADE NEWS JULY 2012 15
DONATIONS ROLL IN FOR HAMPER
W
e would like to say a very big thank-you to all the companies who have made such generous donations of products to the BETA luxury hamper – a star attraction on our stand at the Festival of British Eventing, at Gatcombe Park, Gloucestershire, from 13 to 15 July. The eagerly anticipated hamper, giving visitors to the event a chance to win a handsome prize of more than £2,000 worth of goodies for horse and rider, includes a saddle from Thorowgood, rugs and a Collegiate bridle from Weatherbeeta, a rider outfit from the Townend range, KBF99 products from Vale Brothers, fibre feed from Dengie, a girth from Bliss of London, lotions and potions from Red Horse Products, impact sports boots from Equilibrium Products, Horse & Rider magazines from DJ Murphy, an arena mirror from Mirrors 4 U, a 4 Star Helmet from Charles Owen, a body protector from Airowear, Lunar Rider hi-viz garments from Westgate EFI and £100 worth of vouchers and a picnic hamper from Joules. We will also be handing out our much-coveted BETA goody bags during the event, which have been stuffed to the gills with all sorts of horsy gear from BETA members. With the BETA team about to de-camp to the event we have sponsored for seven consecutive years, there is just time to make last-minute offers of donations for both the hamper and goody bags. If you would like to help, please contact Tina Rogers in the BETA office.
Riding Hat Clinic set for Hartpury BETA field officer Tricia Nassau-Williams will head up a Riding Hat Clinic, organised by the trade association at the RDA National Championships, from 13 to 15 July at Hartpury College, Gloucestershire. Riders and spectators will be able to call in for information and advice on riding hat standards, garment care, replacement requirements and finding the appropriate fit.
Contact details of BETA retail members – particularly those that have attended a BETA safety course – will be supplied, with visitors encouraged to seek their services. The RDA’s flagship event will see hundreds of riders of all abilities taking part in disciplines such as dressage, vaulting and musical rides, and each will have qualified for a place in the championships through one of the RDA’s 18 regional competitions.
BETA supports Trailblazers
New members welcomed
BETA is proud to be a supporting sponsor of the Spillers Trailblazers Championships for a fourth year. Its branded marquee will be set up at the event, which takes place at Stoneleigh Park, Warwickshire, from 20 to 29 July, providing a handy meeting-point for riders and supporters, and a comfortable environment for them to check results and top up on refreshments. Free hat and body protector
The following applications for membership have been approved by BETA Council:
checks will be carried out on the BETA stand during each of the championship days. All those taking advantage of this service will receive a 10 per cent discount voucher off their next purchase from a BETA member retailer. Trailblazers offers professionally run competitions for grassroots riders. Winners of first- and second-round qualifiers go through to the Championships.
Kanyon Outdoor/Tripal, Kettering (clothing and footwear manufacturer) – Trade. Racing Blue, Cheltenham (feed supplements manufacturer) – Trade.
Rebel's of Sweden, Beamish (UK agent) – Agent. Harpley Equestrian, Nottingham (manufacturer) – Trade.
Combi-Ride, Kirkby-in-Ashfield (surfaces manufacturer) – Associate.
Yorkshire Saddlery Repairs, Pontefract (saddlery workshop and fitter) – Retail, Provisional.
Barton Saddlers, Evesham (qualified saddler and retail shop) – Retail, Provisional.
Manefaire, Bishops Stortford (retail tack shop) – Retail, Provisional.
Prepare to tee off!
Ruggles Equestrian, Loddington (rug manufacturer) – Trade.
f you haven’t already booked a place on the annual BETA Golf Day, why not do so today? It’s always a really good event – great fun and a super way to entertain friends and clients, and you don’t even have to be a BETA member. It takes place next month, on 8 August, at the Toft Country House & Golf Club, Bourne, Lincolnshire. Rooms have been made available at a preferential rate of £80 for a double or twin room, and £60 for a single – all including breakfast – so you could even make a bit of a break of it by staying over. Entry to the BETA Golf Day costs £60 per person and includes coffee and a bacon bap on arrival, 18 holes of golf, individual prizes up to sixth place and a team prize. Those nearest the pin and players with the longest drive also win prizes. To secure a place, cheques made payable to “The BETA Golf Society” should be sent to Ian Mitchell, 10 Fairways, Toft, Bourne, Lincolnshire PE10 0BS. For further information on the event, contact Ian, telephone 07736 957073 or email ian-mitchell@msn.com.
Point Two Equine, Ockley (air jackets) – Trade.
LFA Celtic, Ireland (manufacturer and supplier) – Overseas Trade.
I
16 JULY 2012 EQUESTRIAN TRADE NEWS
Harmsworth Stud, Aylesbury (livery yard) – Equine.
H G Hayter & Son, Wimborne (feed retailer) – Retail, Provisional.
CONTACT TINA ROGERS AT BETA: Tel: 01937 587062 Website: www.beta-uk.org or email us at tinar@beta-int.com Stockeld Park, Wetherby, West Yorkshire LS22 4AW www.equestriantradenews.com
T IforMa E CHANG E ? A small make-over to your changing room could send sales soaring, says Noel Asmar, CEO of Asmar Equestrian.
C
ustomers who use a changing room are 71% more likely to buy — and buy twice as much — than those simply browsing the sales floor, according to Envision Retail, a London-based consultancy. And when customers are offered a personal service while in the changing room, they buy nearly three times more than the casual shopper. Some high street retailers have been known to create elaborate strategies such as installing ‘slimming’ mirrors and specific lighting to flatter customers and increase sales. But such dramatic action is not necessary. Simple, inexpensive changes such as making people feel more comfortable can help. Perhaps your changing rooms are in need of an update or are slightly dingy, in which case people will be less likely to try on clothes. As previously mentioned, you need those buyers in your changing rooms! Before renovating your existing fitting or changing rooms, a few slight changes to your sales technique could help. Accompanying a potential buyer to the changing room – and hovering outside if appropriate - dramatically increases the chances of a sale. A customer who has to go back and forth to change clothes and get different sizes can quickly find themselves stressed and fed-up, whereas a steady stream of clothes being bought to the customer will enhance the shopping experience without inconveniencing them. www.equestriantradenews.com
Create a place for customers to linger longer with big mirror, framed pictures, cute chair and fresh decor.
Having someone on the shop floor encouraging the use of the changing rooms can also help turn a potential browser into a paying customer. It goes without saying that a changing room should be clean, while all the little touches and extra finishes leave a lasting impression too. Hooks and hangers are a great addition; stripping off and
putting clothes in a pile straight on the floor isn’t a great way to start off the customer’s experience with you. As much space as you can spare also helps, as small changing rooms can quickly become annoying and are not places anyone wants to spend time inside. In summary, attention to detail and visual appeal of
dressing rooms is paramount for the customer and also your business. Here are my top changing room tips for retailers: • Giving a sense of privacy is essential. Not everyone likes communal changing. • A minimum of three hanging hooks is a great idea. This may seem basic, but you wouldn’t believe how many changing rooms have only one hook, or sometimes even none! • Flooring is something to think about. People are taking their shoes off, and although carpet feels nice it isn’t the most hygienic. • Revitalise regularly. A fancy hook to hold back the curtain, a fresh coat of paint or a cute chair in the room can work wonders. • Add a second mirror. Customers like to see the back of their clothes too. • Take pictures of clothes you have in stock and frame them. Change the pictures regularly. They are much prettier than posters and a real focal point. • Have a clear and prominent sign indicating the location of your changing room, so customers know it exists and where to find it. • Try to keep the area at a comfortable temperature, not too hot and not too cold, tempting customers to linger longer and try on more outfits. • All staff should be aware of the store’s security policy with regards to discrete monitoring of what customers take in and out of the changing room.
EQUESTRIAN TRADE NEWS JULY 2012 17
Fashion fuelled by
pester power
Selling children's country clothing isn't simply about thinking smaller, says Deborah Hayward. It’s the year of the Queen’s Diamond Jubilee and London 2012 - and clothes are key movers and shakers in the celebrations. Adult ranges have been scaled down and jazzed up to cater for the kids, a discerning bunch with their own ideas and an acute sense of style. These mini-fashionistas can make or break a brand, so it’s vital that manufacturers nail this season's trends.
While the nation has lovingly embraced the Union Jack, it's also embarked on a trip down Memory Lane, opening the door to a palette of pastel colours reminiscent of yesteryear. OK, the kids won’t share the memories, but they’re loving the delicious sugar pinks, baby blues, aquas and lemons. Prints are becoming a big season success, too – the bolder the better!
18 JULY 2012 EQUESTRIAN TRADE NEWS
“The tribal look and animal prints, often seen in adult fashion, are becoming increasingly popular with children,” said Mary Hart, owner of Carrots UK. “We’ve also noticed that neon pastels such as tangerine and green are being used for whole garments or on bows or stitching.” Prints are also cast in a leading role for Tottie’s collection of cheery children’s
clothing. “We have used a lot of stripes, florals and horses," said Christine Bower, international fashion director at Matchmakers International, home of this popular kids' brand and Harry Hall, which has added a sizeable array of patterned jodhpurs to its riderwear selection. “Children want to be stylish and comfortable in the saddle, but they don’t want to be covered in different designs
www.equestriantradenews.com
Sugar-sweet polo shirts and matching socks from Carrots UK rock the passion for pastels and prints.
Tottie's candy-pink polo shirt has plenty of cute appeal for doting grannies.
with lots of bright colours. Quirky, understated details are definitely the way forward.”
Traditional tweeds A mini-me version of everyone's favourite country fabric - tweed - is set to make a big impact on the kids' catwalk this autumn. “It’s being given a really modern look, with coloured highlights running through,” said Mary. “Co-ordinating details such as linings, piping and appliqué give them a much younger spin and plenty of kid appeal.”
Small prints make a big statement on Harry Hall jodhpurs.
WHAT’S IN & WHAT’S OUT
A changing fit Despite children's designs sometimes being scaled-down adult versions, it's important that they are made to fit their proportions. “Kids are getting bigger, so larger sizing is a trend, even in boots,” said Mary. “I noticed that Clarks shoes are getting ready to launch an 'I' width shoe range for kids to cater for the growing demand.”
www.equestriantradenews.com
OUT
✓ Pretty detail.
✓ Garish neon colours.
✓ Prints – including horse, stripes, animals and flowers.
✓ Over-the- top pictures.
✓ Patterned wellies.
✓ Shell suits. ✓ Baggy clothing.
✓ Fun accessories such as bags, hats, belts, socks and purses.
✓ Frills and flounces. ✓ Cartoon characters.
✓ Red, white and blue colour combos. ✓ Pastels in sugared-almond hues. ✓ Tailored detail and slim fits.
Granny bait When it comes to retailing kids’ clothing, the customer is often not the consumer – so you need to appeal to both. “The consumers, in this case the children, want a product for design and trend, but your customer, often the parent, is looking for sizing, quality and value,” explained Mary. “There is also the ‘granny bait’ angle, for which the item must be cute. In this instance, the price is not usually an issue, but it does need to be visually appealing.” Keep an eye on what’s happening in the high street because kids love to follow
IN
Kids will love Carrots UK's patriotic accessories.
BETTER RETAILING • Keep clothing displays looking
fashions. What they see in their favourite mainstream stores they will expect to be on offer in country and equestrian outlets as well. “It’s all about giving them the confidence that comes with wearing the latest styles – whether it’s on the yard or at an equestrian event,” added Christine.
fresh and bang-up-to-date. Change them regularly to give a different perspective and prevent clothing looking jaded. • Sizing is vitally important. If you take delivery from a supplier and the sizing looks wrong, complain and return it. No one will pay full price for a garment that is an odd shape or size. • Make sure you’re familiar with the brands you stock. It helps to know whether a garment has a large or small fit – especially if adults are buying for children who are not with them.
• Don’t over-crowd your displays.
The customer needs to see and appreciate your stock, not be overwhelmed by it. • Provide inspiration by mixing and matching garments to create a collection of outfits. This can lead to valuable extra sales. • Display a range of accessories near the till to encourage impulse buying. Hairbands, belts, socks, caps, scarves, gloves and bangles are eye-catching without taking up too much valuable space.
EQUESTRIAN TRADE NEWS JULY 2012 19
Looking good, wearing well ETN takes its pick from the latest equestrian and country clothing and footwear. Sneak peek HERE’S what’s new for A/W2012 from Sherwood Forest and Puffa. The Maywood long sleeve jersey has navy, ruby and chocolate stripes and features the new Sherwood Forest embroidered badge. In sizes 8 to 18, the RRP is £29.99 Bearing the famous Puffa label, the Denbigh parka jacket offers style and elegance for the winter months. Features include a check print lining, faux fur hood and elasticated belt. In fig and dark navy, sizes are 8 to 18 and the RRP £130. t Sherwood Forest/Puffa 0115 942 4265.
Ariat does denim ARIAT has introduced a new denim jeans collection to the UK. The women’s range has contoured waistbands and ‘slimming’ back pockets, while the men’s line sports deep pockets and reinforced belt loops. Debut products are the Ariat Ruby (pictured) and Ariat Turquoise jeans. Both styles offer a boot cut design and are made from 98% cotton and 2% spandex. t Ariat Europe 0845 600 3209.
Cute like Katie KATIE is the new kid on the block at Carrots. Perfect for little pony princesses, the new Katie Girl Hat Cover and Riding Gloves feature the heroine holding her winning trophy. With bold, contrasting pinks, this design is embellished with dazzling stars and horseshoe details. Yet, in true Carrots style, the accessories are fully functional and designed to wear well. The Katie Girl Hat Cover has an RRP of £14 and the gloves £13.50 – or RRP £25 for the set. t Carrots UK 01245 445362.
Back to black ASMAR Equestrian launches two new ladies’ riding tops for the summer - in black. Your customers can enjoy wearing these lightweight, breathable garments in the timeless, sophisticated colour without worrying about absorbing the heat. Thanks to Chitosante treatment, the Ladies Polo Shirt and Long Sleeved T are fast-drying and static-free. RRPs are £50 and £38 respectively. www.asmarequestrian.com
Boots that get noticed WHETHER I’ve been wondering around at a show, walking the dogs, mucking out or horsey shopping, I’ve never been asked so many questions about my boots, writes Liz Benwell. “What make are they? How much are they? Are they warm/waterproof?” I’ve even been grilled about my boots in the local post office with all questions preceded by “your boots look nice/fabulous/a bit different from the usual.” And the answers to these questions: the Yew Waterproof Country Boot from Kanyon Outdoors, RRP £144.95, yes they are waterproof, warm and - being very supportive in the foot – comfortable. The admiring comments are prompted by this boot’s incredible attention to detail which looks good, but is functional too. The Yew is made from water resistant, full grain leather with pig suede panels. Its top is finished with a scalloped elastic gusset at the back and a riveted strap and buckle to close the boot to a choice of fit. The side lace, with tie back and press stud to tuck it neatly away, hides a waterproof gusset with up to a three inch spread in the calf from ankle to top. Such adjustability means it suits a range of widths or can be opened up for people with high arches to put on the boots more easily. I like the fact that you can close the boot tightly around the leg for ankle support and to stop hay/straw/water getting inside. Kanyon Outdoor uses K-Dry waterproof membranes inside its country boots. Mine performed really well throughout the wet weather and in the snow too. Of course, dry feet are more likely to be warm feet. The K-Dry waterproof membrane comprises three layers laminated together via a special bonding process. Used in conjunction with Kanyon’s water resistant leathers and nubucks, the result is a waterproof and breathable product. Recently, I’ve been delighted to discover that the Yew Country Boot is every bit as cool and comfortable in warm weather as it is dry and cosy in winter. t Kanyon Outdoor 08707 706600.
www.equestriantradenews.com
Daring new range from Dublin
Thinking of autumn
WITH a fanfare befitting a high fashion launch, the beautifully presented ‘Dare to be Dublin’ collection has arrived – and definitely doesn’t disappoint. Every retail outlet needs a talking point. And this footwear range steps up to the mark in that respect and more. The boots and chaps, with a limited edition model in patent red leather, are no gimmick. Dare To Be Dublin is seriously good gear and great to ride in. Fun and frivolous, yes; but functional too. And when you kick off your boots and chaps at the door, there’s no danger of spotting which are yours! Indeed, a great deal of thought has gone into the design. “A podiatry designed foot-bed and technically engineered outsole ensure they’re more than up to the task they were intended for,” says Kate Peddie, product and marketing manager. “We knew our customer was wearing fashion elements in her everyday riding to express her individuality – so why not in her riding boots?” With a national advertising campaign shot by Marija Ivkovic and styled by Melinda Brady, the boots have been given to the full fashion treatment, something from which stockists will undoubtedly benefit. The new range comprises the Dublin Intensity Jodhpur Boot in three colours including red patent leather, Dublin Defy Jodhpur Boots in two colours, Dublin Intensity Gaiter matching the Dublin Intensity Boot and available in three colours including red patent leather and the Dublin Defy Half Chap matching the Dublin Defy Boot and available in two colours. t Weatherbeeta 01295 226900.
AS thoughts turn to autumnal stock, savvy retailers will be planning outfits to display in store. Take this new collection from Equetech. The Climate Hooded Gilet (RRP £72.95) in breathable polyester with a PU coating has a detachable hood with cuddle fleece lining. A ruched panel and scooped back hem make this a flattering garment. It comes in black/cornflower or coco/emerald. In similar colourways, the Equetech Grizzle Tunic (RRP £37.95), in quick drying, breathable fleece, is ideal for keeping out the cold. It has a chunky draw cord at the neck in contrast colour and embroidery to hem. Complete this warming outfit with new Equetech Winter Breeches (RRP £95.95). Made from soft, stretch, water repellent fabric with fleece lining, they have a stretchy suede seat for comfort in the saddle, belt loops and stud and zip fastening. The breeches, in black only, feature Equetech’s stretch Lycra panels to the outer leg seams, negating the need for Velcro. t Equetech 01296 688966.
Possums: a new line in knitwear THE world hadn’t seen a new, natural fibre blend for 100 years. And then there was Possmere – a combination of possum fur and merino sheep wool. Possmere has been used to create warm, light, soft yet hard wearing knitwear by new company Luxury New Zealand Original Knitwear. There are approximately 90 million brushtail possums In New Zealand. With no natural predators and being prolific breeders, they regarded as pests – not least because they eat more than 20,000 tons of vegetation each night. Possmere is manufactured from the fur of trapped possums, the preferred government controlled culling method. Each possum fibre is hollow with no scales, giving warmth without bulk. The polar bear is the only other animal with fur of the same structure. Luxury New Zealand Original Knitwear invites trade outlets to select from its Possmere collection of garments and accessories for men, women and children or can custom-make own label ranges. t Luxury New Zealand Original Knitwear 0844 776 3639.
What’s new from Toggi TOGGI’S new Rough Country menswear collection blends tradition with luxury. From the feature rich Trilogy 3 in 1 jacket to the warm Dalton fleece and the Anderson rugby shirt (pictured), Toggi Rough Country presents style and substance. Highgrove (pictured) is the new country boot from Toggi. With waterproof, full grain leather uppers, it has a waterproof, breathable ‘hydroguard’ membrane. Incorporating an anatomically shaped footbed moulded for arch support, a gel bag for comfort and shock absorbency, lightweight sole unit and elasticated side gusset with adjustable leather strap and buckle, the Highgrove is all about comfort. The latest Toggi Extreme collection, meanwhile, combines highly technical fabrics for outstanding performance, comfort and fit. Your customers will quickly appreciate the innovative designs of pieces such as the Cramer stretch jacket (pictured) which is waterproof and breathable with a soft inner fleece. Then there’s the Crestone soft shell jacket with its soft fleece reverse; plus the Carrick bonded fleece, all of which feature reflective trims to enhance visibility and safety. t Finest Brands International 0113 270 7000. 22 JULY 2012 EQUESTRIAN TRADE NEWS
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Best boots for the job THERE’S no such thing as a standard riding boot, or indeed a casual boot, these days. While out-of-the-saddle boots are required to multi-task, many riders will own boots for different disciplines. Get your stock right, and it could add up to extra sales. Event rider turned retailer Victoria Thirlby, a British Horse Society Instructor and British Eventing coach, is opening an outlet at Grendon Equestrian Centre in North Warwickshire. Laced field boots like Here she’ll be selling a range of riding and the Lancer from Taurus Footwear are popular outdoor boots, including those of her sponsor with jumping riders Taurus Footwear. “It’s noticeable that my clients spend more on riding boots these days, with leather most popular for everyday wear,” says Victoria. “Boots are often investment purchases, so it’s important to get the sale right. “For me, comfort is first priority – I wear my Today's modern boots not only for riding, but also around the jodhpur boots like the yard and when course walking. Durability, Pegasus from Taurus especially of the fastenings, is very important, footwear also look good with jeans and the boots must keep their shape and support, while still being comfortable. “Look out for well-stitched, quality leatherwear and remind your customers that they get what they pay for; buying cheap versions of a popular style boot can be a false economy.”
ETN asked Victoria for some tips on matching boots to customers:
RETA IL TIPS
• Short jodhpur-style boots: popular with younger riders while the more robust, modern shapes are great for busy horse owners as they look great with jeans. Often worn with half chaps, they’re suited to casual and pleasure riders. • Short paddock boots: These are more streamlined and smarter than jodhpur boots and tend to have more ankle support, if laced. Worn with gaiters or half chaps by riders of all disciplines. • Laced field boots: These are popular with showjumpers as they have a tighter fit at the ankle, for support. Ankle flexibility allows for a shorter stirrup length too. • Plain tall boots: Favoured by dressage enthusiasts, these boots have stiffened side panels to aid a still leg position, and are tall to elongate the leg and accommodate a longer stirrup length. A high Spanish style top completes the look. • Field boots with elastic inserts: Popular for schooling and cross country riding, as they tend to be durable and comfortable. Because cross country riders spend lots of time out of the saddle with the heels down as an ‘anchor’, stretch at the calf is helpful. Popular models have discreet, slim elasticated panels next to the zip. • Sporty boots: This new breed of boot takes its influences from trainers, walking shoes and snow sports. They may not be traditionally smart, but have clever design functionality and appeal to statement-makers. t Taurus Footwear 01328 851432.
Turning passion into profit Polo sales are very seasonal and weather dependent, says Tally Ho Farm’s Chris Adkins.
Competitors in show jumping, dressage or cross-country find it easy to buy the necessary gear. But if they want to try Western riding, endurance or polo – where do they go for equipment? Penny Richardson meets some specialist retailers.
W
hether it’s mounted games or side-saddle — or even mounted games riding side-saddle, somewhere in Britain is a retailer with a love of that sport and a shop full of specialist gear. Buckinghamshire-based [and appropriately named] Janet Weston has been running The Western Department for 22 years. She fell in love with the discipline at a young age. “Like many children, I wanted a pony, but I wanted a pony wearing a Western saddle!” she laughs. Janet graduated to a Quarter Horse and competed at a modest level, but now attends
shows with her tradestand instead. The majority of stock is ordered from America and customers come to her for highly decorated and specialised bridlework, saddles, pads and reins. Myler’s Western range of bits is also popular. “I have plenty of help from friends, but I’m basically a onewoman business. I’m not going to become a millionaire through my shop, but it keeps me out of mischief,” she reflects. While Janet chooses to carry stock for one discipline only, Tally Ho Farm in Berkshire is a general equestrian store, as well as being one of Europe’s top suppliers of polo gear.
24 JULY 2012 EQUESTRIAN TRADE NEWS
Owner Jeff Thomas is a former racehorse trainer who started a livery yard and feed shop in 1986. When polo clubs started up in the area, Jeff included polo gear when he expanded into the tack, clothing and equipment field. However, Tally Ho Farm’s Chris Adkins says the business wouldn’t survive on polo sales alone. “There’s no way we could do it,” he says. “It’s such a seasonal sport and earlier this year, the wet weather stopped people playing, so our sales on the polo side dwindled to almost nothing. “If I were advising someone wanting to go into the equestrian business, I’d tell them to open a mainstream tackshop and if they wanted to specialise, choose something like eventing, which is a strong seller for us at the moment.” Tally Ho Farm does have plenty of technical know-how, as some staff members play arena polo. Jeff Thomas also sponsors at local clubs. “We all love going to polo, as it’s an attractive game to watch, but our best-sellers in that discipline are polo balls,
so the profit margin isn’t exactly huge,” adds Chris Adkins. Polo’s spin-off sports require their own gear. Tony Shearing supplies the majority of the UK’s polocrosse players through his www.equineweb.com business, while horseball, similar to rugby on horseback, is another growing sport. The main equipment supplier is an Italian online store, but several Pony Club branches now play horseball, so it shouldn’t be long before a UK retailer picks up the equipment baton.
Side-saddle has never been more popular, but it’s getting harder to source the equipment.
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The Pony Club was the catalyst for Aly Hughes’s online mounted games equipment business. Aly got into it through her eldest daughter, a member of the Berwyn & Dee branch. Their team made it to HOYS, but Aly was then working full-time with vulnerable children and found it too time-consuming to make the equipment she couldn’t buy. “I started two businesses earlier this year,” she explains. “This one was supposed to pay for the horses, but it’s actually doing better than that. We’ve already had orders from Australia and Denmark and I’m now taking my tradestand to shows.” Much of Aly’s success is due to her enthusiasm. “I’ve gone into it prepared to listen to what people want and then I find or make it for them,” she says. “For instance, riding footwear has very little padding on the insole, but mounted games riders are on their feet a lot. I’ve managed to source special boots with thicker insoles.” Aly — who somehow finds time to make her best-selling rope reins from home — works closely with The Pony Club and Mounted Games Association (MGA). She currently has an additional task. “The MGA asked me to write a four-module child protection course that will cover things such as appropriate behaviour for overnight stays and training sessions. That’s keeping me extra busy,” she adds. Anyone with a question about side-saddle equipment can rely on Phillie Robertson for the answer. Berkshire-based Phillie has been running her online Side-Saddles business for almost ten years and is an acknowledged expert in this graceful discipline. “It all started when my daughter competed sidesaddle,” says Phillie, who has just returned with her tradestand from France and has a visit to Aachen pencilled in later this year. Phillie is so passionate about all things side-saddle that she happily spends hours answering queries. She designed her own best-seller — a riser numnah that helps fit antique side-saddles made for narrow Thoroughbreds to the www.equestriantradenews.com
Mounted Games competitors needs specially padded insoles in their boots.
chunkier modern day horse. “I also sell many veils, but most veil-makers have gone out of business. I’m sitting here now doing repairs to a veil,” she adds. Phillie does admit that it would be hard to make a living from her passion. “I do it from home to pay for my horses. I’d describe it more as a lifestyle choice than a job,” she explains. Passion for their sport is something Steve and Diane Berrisford aren’t short of. Although many endurance retailers are based in Wales, the Berrisfords run their Performance Equestrian online store from Northamptonshire — and it’s doing well. “Lightweight endurance tack appeals to riders from other disciplines, so we have a crossover of clients. They aren’t just endurance riders,” explains Steve, who started the business in 2000. “People taking up endurance had trouble sourcing basic equipment, so we started a mail order firm, selling products made by a friend,” he adds. “It went well and we graduated to an Internet business. I suppose you could say that we found a niche and then filled it.” Performance Equestrian also carries a range for another popular discipline, BHS Trec. Steve calls this “a natural progression”, as Trec enthusiasts already bought many endurance products. “We sell an awful lot of riding tights [cool, stretchy, padded jodhpurs] to riders from both disciplines,” he explains. Diane has been competing in endurance since the 1980s and the Berrisfords now sponsor Endurance GB and Trec competitions.
“We’ve made a good living from the sport, so it’s important to put something back,” adds Steve. When asked about retailers of racing equipment, most people would mention Gibsons of Newmarket. This celebrated saddlery has been in operation since the early 1900s and is still going. In Taunton in the West Country, White Horse Saddlery fills a similar role. Owner Michael Hunter came from the harness racing world and realised in 1995 that there was a business opportunity in Thoroughbred racing. “Trainers are such busy people that they don’t have time to go to a tackshop, so they need someone they can rely on to provide the right equipment,” he explains. Michael now supplies National Hunt and flat racing yards with day-to-day equipment, racing silks and paddock sheets in sponsors’ and owners’ colours. “The paddock sheets sell really well, but, contrary to popular opinion, racing isn’t full of rich people, so value for money is key,” he says. “I provide rugs that are sensibly priced, but do the job they’re intended for.” In the UK’s diverse equestrian world, you can also find retailers who specialise in equipment for small ponies or large horses. In Cornwall, Stephen Babb and his wife Alex combine their expertise in Internet sales and equestrianism to run The Pony Tackshop, which, as its name suggests, sells tack, stablewear and clothing for miniatures and ponies up to 14.2hh, plus the children who ride them. “The business came about because we’ve got four kids and when our eldest daughter had an 11hh section B pony, we struggled to find anything to fit,” says Stephen. “So we decided to have a go ourselves.” Stephen does admit that it would help if they sold equipment in larger sizes, too, but his enthusiasm for everything small is infectious. “Our suppliers range from Horseware to a saddle-maker on Bodmin Moor,” he explains. “Local pony owners test the products and we try really hard to support British
manufacturers. We now have a range of bridles for native ponies all made in the Midlands.” The Pony Tackshop has a big fan base on Facebook and sells all over the world. Lancashire-based Joanne Exton’s Big Horse Shop came about due to difficulty finding rugs to fit her part-Shire and traditional cob. And after eight years of making do and two more years agonising about the decision, she started her own company. “Business is really good, but I’ve decided to extend the range to cover smaller and bigger horses now,” she explains. “I was being contacted by the owners of native ponies, who found traditional rug sizes wouldn’t fit, so I’m now having them made in sizes from 5ft 6in-7ft 9in.” Joanne designs the rugs, which are then made abroad. “I’d dearly love to use a British manufacturer, but their costs would make the rugs too expensive for my customers,” she says. “Fitting a big horse can take 20-40% more material, so it’s important to keep the price as reasonable as possible.” Joanne may have shifted from her original concept, but she’s staying true to her origins. “My rugs are still made to fit the chunkier horse or pony. I like to say they’re suitable for the fuller figure only,” she jokes.
Making rugs for big horses can take up to 40% more material.
The Pony Tackshop was created by a family with four children and lots of ponies.
EQUESTRIAN TRADE NEWS JULY 2012 25
Stand out products The latest hi-viz should be easy to spot... Be seen, stay clean GOLLY Galoshes not only keep horses’ legs and boots clean and dry, but the reflective and fluorescent versions also offer great visibility when hacking. Ready for autumn, the brand has upgraded its collection with new fabrics and a new type of reflective tape to enhance these safety aspects. Golly Galoshes are breathable, waterproof and versatile, being suitable for use over boots or bandages or for first aid applications. Our picture shows paradressage rider Natasha Baker hacking in her hi-viz version. RRPs are from £25.99 per miniature pony pair to £34.99 for horse sizing. t Golly Galoshes 01465 861 274.
Meeting high standards WESTGATE EFI's LunaRider hi-viz collection includes a choice of garments that meet the latest safety requirements and are part of the BETA scheme (see below). While the brand’s unisex and ladies’ adult jackets and gilets conform to EN471 for professional use, the children's clothing carries EN1150 for leisure use. Stylish and practical, LunaRider clothing is manufactured in waterproof and breathable fabric with taped seams, 120g polysoft fill, reflective strips and two-way zip fastenings. Hat covers, tabards and reflective whips are also available, along with bridle kits and exercise sheets for the horse. t Westgate EFI 01303 872277.
Tabard lights up THE new Champion high visibility gilet has an electro-luminescent light source powered by an AAA battery pack. The garment is tested and certified to EN1190: 1999. Made in durable fabrics with reflective tape and an outside mobile phone pocket for easy access in case of emergency, it’s designed for anyone who rides on the roads. t Finest Brands International 0113 270 7000. 26 JULY 2012 EQUESTRIAN TRADE NEWS
Politely does it EQUISAFETY – the label that’s proved hi-viz can be flattering, fashionable and fun as well as serious about safety – has launched two new products. The brand’s popular Quilted Gilet has joined the Polite collection so is now sporting chequered Equi-Reflec Tape and POLITE writing on the back. With its fitted, figure-flattering shape, the gilet has two hidden zips at the rear for extension over the back of the saddle. A wind-shield collar with reflective piping – which can be folded over in warmer weather - is curved around the chin for extra comfort. There are two large waterproof front pockets, while all zips have easy grab pullers. Its fitted design means the gilet is not suitable for wearing over a body protector. In hi-viz yellow only, sizes are from small (10-12) to extra large (16-18). Flashing tail guard Also new from Equisafety is a Tail Guard with flashing LED lights. Made from neoprene, it won’t slip, is adjustable by a hook and loop fastening and fits most horses’ tails. In summer, it’s a great hi-viz accessory as its four, large flashing lights catch drivers’ attention, while the horse is not overheated by a sheet. The Tail Guard has an on/off switch and is powered by replaceable batteries. In one size and hi-viz yellow or pink, the RRP is £16.99. t Equisafety 0151 678 7182
Cutting the confusion BETA’s High Visibility Certification Scheme helps bring an end to the confusion surrounding high visibility garments and accessories. It covers items worn by riders, but not those used on horses. The scheme was created following industry concerns over the number of uncertified garments on the market and the reclassification of high-visibility garments under EU legislation to category II Personal Protective Equipment (PPE). BETA’s certification scheme denotes compliance with the three high visibility standards for equestrian clothing. Coloured labels and stickers correlate to each: EN471 is represented by an aqua label, EN1150 a Royal blue label and EN13356 a navy blue label. Only garments certified to a recognised standard are admitted to the BETA scheme where they will be monitored and checked annually to ensure they remain compliant. t British Equestrian Trade Association (BETA) 01937 587062.
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Dogs at work They keep us company while we work, guard the stock and greet the customers. How would we manage without them? Meet some more delightful dogs gainfully employed in the equestrian trade. WHAT AN ATHLETE: Elegant Ambrose is nearly eight and very well travelled thanks to accompanying his owner and NAF area sales manager for the south-west and South Wales Sarah Franklin on all her visits. “He is a fabulous companion,” says Sarah. “Although he sleeps between calls [to retailers], once we arrive he springs into action.” Ambrose’s speciality is quality control of snacks on display in country stores. He has also attended lots of retailers’ open days and numerous equestrian events. “Customers like him as he is well behaved and is a great advert for NAF Canine Superflex and Omega Oil,” said Sarah. As if to prove that latter point, our photograph shows Ambrose at his most athletic. He has been known to clear 1.60m – a respectable height for an international showjumper. “Five bar gates when following a quad bike are a breeze for him,” added Sarah.
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JUST AWAKE: They don’t come much cuter! Pictured at 14 weeks, Judy is a Jack Russell puppy who ‘works’ with Margaret Donnelly, founder of Equilibrium Products. “She comes into the office everyday to disrupt everyone's work, chew the computer cables and jump into the vans of all the delivery drivers,” said Margaret of the pup who’s clearly shaping up in the best Jack Russell traditions. WHAT’S IT ALL ABOUT? Alfie has the grand job title of head of canine thermography training and product testing at Veterinary Thermal Imaging (VTI). He’s also a Golden Retriever who belongs to Helen Morrell, managing director of VTI. Alfie loves acting as ‘guinea pig’ for the thermal imaging equipment – something saddle fitters are increasingly using. He’s not quite so keen on testing cooling products in winter, though. you to all dogs and owners who have sent in photos for this • Thank feature. You will appear soon – watch this space!
Do you have a dog at work? Tell ETN about the dog in your shop, office, warehouse or work vehicle. Email editor@equestriantradenews.com We love to see photos too!
EQUESTRIAN TRADE NEWS JULY 2012 27
AT YOUR SERVICE 24/7 Online ordering is a great way to do your regular retail buying. Snowhill Trade Saddlery’s new website – www.snowhilltradesaddlery.co.uk – opened in May, so ETN asked its designer Jamie Fredricks for a guided tour. Q. What made Snowhill decide to upgrade its website? A. We’d been offering our customers online ordering for about five years. In that time, while the old site had a few cosmetic make-overs, the technology platform it was sitting on remained pretty much unchanged. So this was an opportunity for a ground-up re-build,
Tweaks to improve usability include the persistent shopping basket.
taking advantage of some newer technology and also focussing the whole experience to work better for our customers, using the experience we’ve acquired.
Also, we wanted our site to reflect the eye-catching visuals we have become known for in the last few years and to give us the flexibility to present our products and ranges in more dynamic ways. Q. What new features does it boast? A. First off, you’ll probably notice the colourful, fresh new design. However, it’s not just a cosmetic thing: we really wanted to make the products more visible, so you can really see what you are getting. To that end, we’ve added more imagery to the site and in more prominent ways. Also, you can now explore our ranges by brand. So if you just want to look at John Whitaker or Heritage for example, you can. You can also filter your selections to narrow down what you’re looking for - so you can view just Rhinegold rugs, or just Sebago footwear and so on. There are numerous tweaks to improve usability, one of
28 JULY 2012 EQUESTRIAN TRADE NEWS
which is the persistent shopping basket. You can add products to it over the course of a week, if you wish, without them ‘timing out’ or disappearing. The advances in processing and network speeds in the last few years mean we can bring in handy features like this. Q. How does it work for a retailer wishing to order? A. First you need to be a business customer and have an account with us. Once you have logged in, you can choose to see just the options of colour and size that are in stock, or the entire range – which gives you the chance to request a reminder for OOS [out of stock] items.
Then you simply choose the colour, size and quantity you want and ‘add to basket’. The system gives feedback all the way along, and most of our customers have found it really easy to use. You can look at old orders and reorder the same items again. So if you are regularly ordering the same stuff week in, week out you can literally fill your basket with one click! Once you have selected your products you can look at and adjust your basket in a screen that will be familiar to anyone who has ever bought anything online. Then you just confirm some details and click the ‘Confirm Order’ button – it’s as simple as that. Because we only deal with
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You can explore the site by brand...
...or narrow down the selection.
trade customers, there’s no ‘payment stage’: we invoice our customers in the usual way and obviously have all their delivery details on file. We’re always looking to make the whole experience simple and user friendly, but also powerful enough for the more ‘advanced’ IT types! We are developing some advanced options and also are really interested in our users’ feedback and suggestions. Q. How can it help a retailer track down products when a customer asks for something unusual? A. You can explore our products in a number of ways: via the drop down menus, by brand, using the search box or
by handy categories, like ‘Special Offers’ or ‘Clearance’. It’s worth putting some ‘keywords’ in the search box if you’re asked for something unusual; the search system searches all the site text so you may get a match from the product description, for example. If all else fails, give us a call! Most of our sales staff are keen riders and horse owners and we have bags of equine experience in the company... so try us. We’ve probably heard of it, or we might just invent a new solution for you! Q. How does the new website protect Snowhill’s trade-only policy? A. This is 100% a trade website. As a web designer, I spend time researching other sites and it amazes me how some websites (and businesses) that claim to be ‘wholesale’ allow anyone with a credit card to rock up to their website and order just like that! I don’t know how their trade customers must feel about that... With Snowhill, you need to have a trade account. You can apply online, though we usually make enquiries or ask for trade references before granting it. We monitor our customer base very carefully and raise questions if the account activity doesn’t look quite right. The website is designed exclusively around the needs of business customers. You need to login before any price or availability data is revealed, so protecting our customers’ margins.
The website is a natural extension of the business relationship we already have with our clients. Q. What proportion of orders does Snowhill take via the website – and is this set to increase? A. We don’t disclose the exact percentages, but I can say it’s a significant part of our business. Clearly, many of our customers value the flexibility of exploring our products and making orders online, whenever it’s convenient to them. I can see the trend continuing further as other technologies, such as tablets and phone apps, become more prevalent in our client base. Q. Does Snowhill still have ‘humans’ to talk to on the phone for help and advice? A. Yes! Web is important for us, but so are traditional methods and I’m sure they will remain so. We have a team of dedicated customer support staff on the phones during office hours and field sales reps who are delighted to drop in on our clients. Q. How does www.snowhilltradesadlery. co.uk make the most of new technology? A. Talking techie for a moment, the design largely uses a ‘web standards’ approach built around the established web technologies of HTML, CSS and JavaScript. No proprietary technologies or plug-ins (such as Adobe Flash) are required, yet we are still able to deliver a rich and engaging experience. If you have an up to date browser
It amazes me how some websites that claim to be ‘wholesale’ allow anyone with a credit card to rock up and order.
(and if you haven’t you really should get one), you are good to go! As mentioned before, one of our goals was to deliver something that was visually more attractive, with more product and lifestyle imagery. To do that, we’ve been able to take advantage of the generally larger screen sizes and monitor resolutions that exist these days. Faster and more consistent broadband speeds also mean we can push larger files around and have rapid interactions with the database, that don’t feel too ‘laggy’. Most of our customers are using desktop or laptop computers in their offices or on the sales-counter of their shops. So the site is principally aimed at this kind of set up. However, we can see how tablet and even smart phone platforms might become more important to business users in the near future and are planning further dedicated support for these.
Taking bedding to the max Consumers’ demands of equine bedding have never been higher. They want comfort, absorbency, ease of use and, of course, the price must be right. And now they’re asking about dust levels, hoof health, disposal, reliable supply - and the bedding has to look nice too. ETN asked Tim Smalley, managing director of BEDMAX, how his brands tackle topical bedding themes. Q. BEDMAX and LITTLEMAX are made primarily from pine. Is the harvesting of pine to make bedding sustainable in terms of consistent supply and environmental impact? A. All forestry and the timber harvested from within it in UK today is managed. That means it’s no different from a crop of wheat, except that it takes 40 years - rather than one year – from planting to harvest. We source a great deal of the pine from which we make BEDMAX from The Forestry Commission (FC). As a government agency, the FC controls a large proportion of UK forestry and so is in a position to guarantee a supply which in turn stabilises the market. BEDMAX and LITTLEMAX are made from virgin pine. We don’t use recycled or waste material.
Owners make endless demands of bedding.
Q. As our understanding of equine respiratory challenges increases, stable hygiene has become even more important to both owners and the veterinary profession. How do BEDMAX and LITTLEMAX address the issue? A. There’s been a great deal of clinical work done to show that Tim Smalley: clinical work shows pine discourages the growth of pine, from which BEDMAX is made, bugs and bacteria. Although this discourages the growth of bugs and bacteria. hasn’t been specific to horse bedding, but it seems reasonable to suppose that the same principle applies. One study looked at the antimicrobial properties of kitchen chopping boards made from pine compared with plastic ones. The pine versions not only stopped the growth of e-coli, but killed it. Pine was used to scrub hospitals before the arrival of Dettol, while Jeyes Fluid contains pine. So the short answer is that pine enhances clean air in a stable, which is good for horses’ airways. We also take as much out of our products as is possible so they are virtually dust free. Perhaps the best anecdotal evidence is that many people who work in stables use BEDMAX and LITTLEMAX because it helps their respiratory health too. For anyone with competition or race horses, knowing the bedding is 100% safe – aside from its potential beneficial effects – means this important area of management is a job sorted. It must also be free from prohibited substances, because we don’t add anything to the pine. Q. Farriers are becoming concerned about bedding that is so absorbent, it leeches moisture from horses’ hooves with negative effects on hoof condition. Are you aware of this problem, and does it apply to your products? A. Farriers seem to like BEDMAX [which has larger flakes than LITTLEMAX] and I have known people try another bedding but revert to BEDMAX at the recommendation of their farrier. It’s especially useful for laminitic horses and ponies as it’s a hard wearing bedding that gives support to the soles of the feet. As far as affecting the moisture balance in hooves is concerned, by-product shavings tend to have a moisture content as low as 10% whereas we make BEDMAX and LITTLEMAX at 12-13% - and you can feel the difference. As for conditions such as mud fever, and general hoof health, we regularly hear good reports about horses bedded on BEDMAX and LITTLEMAX – presumably in connection with the properties of pine - so it can’t be doing any harm!
30 JULY 2012 EQUESTRIAN TRADE NEWS
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Q. Retailers are increasingly looking for areas in which to diversify. Do BEDMAX and LITTLEMAX present such opportunities? A. Our bedding works well for many other animals. Farmers have told us that it’s helped keep more lambs alive, it’s popular for game rearing, one stockist With its smaller shavings sells it to a customer for his lizards, sizes, LITTLEMAX is dogs’ ear canker has cleared up since BEDMAX’ little brother. being bedded on BEDMAX and the elephants in Prague Zoo like it too. So, yes, there are endless opportunities to diversify. In fact, our new bags will feature a whole host of different animals to make customers more aware of this fact. Q. We note that BEDMAX has a Royal Warrant. Can you tell us how this came about and whether it’s proving of special significance in Diamond Jubilee year? A. A Royal Warrant has been granted by HM The Queen for the supply of bedding to Sandringham [the Queen’s Norfolk estate and home to the Royal Studs]. We have just been granted an additional five years and this is something that we are very proud of. It is also a testament to all the hard work and commitment from all of the staff at BEDMAX. We increasingly export to The Gulf and the Royal Warrant means a great deal to customers there. My wife Rosanna and I are among the Royal Warrant holders invited to a garden party at Sandringham this summer, something we’re looking forward to. Incidentally, some of the pine used to make BEDMAX and LITTLEMAX is sourced from Sandringham. As a company, we’re marking the Jubilee with our Plant A Pine Sapling initiative which involves giving away 1,000 tiny pine trees at the various shows and events we attend. Q. BEDMAX and LITTLEMAX are increasingly seen supporting equestrian events. Please can you tell us how this benefits your retail stockists? A. We take a stand at all the big events – from Badminton to Blair Castle – and at shows such as Hickstead too. In some cases, we also provide the shavings for the event’s on-site stabling. The aim of attending such fixtures is to enable our salespeople – who are not on commission – to answer consumers’ questions, and drive them into stores. We use these events to meet the end users on a one to one, face to face basis and see it very much as part of our overall education process. Q. How do you define ‘value for money’ in the context of selecting bedding for horses? A. It has to be acknowledged that many more brands have appeared in our sector in the last three years, many of which have focussed on price point. Many of the by-product shavings come at a competitive price and fluff up into the most wonderful bed. But after a week, the bed has shrunk and the fluffiness has turned to mush. It’s at this point that the consumer might question ‘value for money’. We’ve been running a series of trials on yards in different parts of the country to compare BEDMAX with other brands and work out the respective cost per horse per month. Other factors to come into play when it comes to ‘value for money’ are size of bag – you’d be amazed how many people don’t realise some bags are 15kg compared with ours at 20kg – bed durability and time (which equals money) taken to muck it out and maintain it. Of course, it’s impossible to quantify what might ultimately be saved on vet’s bills. But there’s no doubt that a good quality bed with plenty of ‘body’ to it will help minimise injuries and the all important respiratory problems. ANSWERS (1.) Resilience and antiseptic properties. (2.) Because of the dust and spores that are often found in straw, plus quality and year round availability. (3.) 6-8 inches. (4.) 6 – 8 inches. (5.) Composting. (6.) Hooves, hocks, elbows, fetlocks and other joints.
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The choice of bedding can affect horses’ hoof and respiratory health.
Test your bedding knowledge Can you answer these questions correctly? Answers at the bottom of the page.
1. BEDMAX is the only brand of shavings in the UK made mostly from pine. What are the two main benefits of pine? 2. Why are more and more horse owners choosing to use shavings as opposed to straw? 3. What depth of BEDMAX shavings are recommended in a stable to maximise the benefits 4. What depth of bedding do vets and professionals recommend should be used on rubber matting? 5. What does Bedmax’s research show is the easiest and most sustainable way for owners to dispose of used shavings? 6. Which vulnerable parts of a horse’s anatomy does a good deep bed of BEDMAX help to protect and support?
What’s best for the stable floor? With autumn just around the corner – at least as far as ordering stock is concerned, now’s the time to check out the best beddings and stable equipment.
Tools of the trade FYNA-LITE is celebrating 27 years of innovation in stable tools and field maintenance equipment with its range of British made products. “The number of products has grown considerably over the last couple of years with the addition of the Mini Mucka children’s stable fork, the Skip and Scoop and the Plastic XL stable fork ranges,” said Leon Fynn, general manager of Fyna-Lite. “Whether your customers use shavings, wood pellets, straw, paper, hemp or rubber matting, we have a fork which has been designed specifically for their needs. “We’re currently working at adding to the range, and of course we’re constantly improving our processes to ensure that the end user has the best possible tool for the job. “As our products are manufactured by us in the UK, we’re able to offer fast delivery dates and superb customer support.” t Fyna-Lite 01789 764848. 32 JULY 2012 EQUESTRIAN TRADE NEWS
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Cold weather equals hot profits
A fresh start
WANT to cash in on stable tool sales? Check out Profit Packs, the pre-packed point-of-sale stands from Faulks & Cox. “It couldn’t be easier” says Chris Birch, sales manager. “We’ve worked out the most popular items and built a range of Profit Packs to suit all needs. All the retailer has to do is take the money and re-order stock.” Steve Le Voi of AK Feeds, Lichfield bought a range of Profit Packs at BETA International in February. “I just put the stands out and the stuff sells itself the customers can’t miss it, so it promotes impulse sales” he said. Faulks & Cox managing director Dean Cox says Steve’s is typical of the responses to Profit Packs. “All of our many brands can be bought in this way, saving the store time and yet making extra profit by super presentation,” he added. Pictured at AK Feeds is a customer tempted by a Gorilla Brush, just one of the many tools available in Profit Packs. t Faulks & Cox 01455 848184 or 07966 288 272.
EQUINE V1 Virucidal Disinfectant from Barrier Animal Healthcare comes in one and five litre concentrated form to be diluted. Natural, non-toxic, non-irritant and noncorrosive, it can be used around the stable, yard, feed room and tack room as well as on utensils and grooming kits. It’s suitable for organic systems. Equine V1 is effective against equine herpes virus (EHV1-AB4 Abortigenic/Paralytic Strain) and all known bacteria, fungi, yeasts and moulds including Staphylococcus aureus, Escherichia coli (E coli) and Salmonella poona. t Barrier Animal Healthcare 01953 456363.
Smart alternatives SMART Horse Bedding is available in two formats – pellets or shavings. Available in 15kg bags, Smart Horse wood pellets can substantially reduce mucking out time – and bedding costs - by removing solid material and replenishing with dry pellets. Smart Horse dust free shavings are made from kiln dried softwood which is highly absorbent. Free from chemicals, this produce provides a safe, clean and dry environment; it’s particularly suitable for animals which may have allergies or respiratory problems All Smart Horse products are manufactured in the UK t Smart Horse 01260 222111.
Little black number IF you would like to stock stable matting, The Black Mat from Davies & Co could be just the job. This affordable stable mat, made from top qualityrubber compound, has an anti-slip surface. It’s ribbed underneath to aid drainage and is easily cut with a Stanley knife to fit each stable. Black Mats are hard wearing and lie flat, even on slightly uneven ground. They can improve hygiene and reduce dust levels in the stable while saving mucking out time too. Mats can also protect against injuries. Stockists of The Black Mat are provided with point of sale materials, samples and marketing support as well as bulk buying discounts. Each mat is backed with a ten year, no quibble guarantee. t Davies & Co 01536 513 456.
Stable pongs: not to be sniffed at HORSES have an exceptional sense of smell. Large nostrils are one giveaway, while it’s reckoned that if you spread out the sensory mucous membranes of a horse’s nasal cavity, it would be large enough to cover his entire body. Many modern bedding products are treated with ingredients to mask stable odours and help repel insects, something that’s undoubtedly led to better hygiene and reduced beddingrelated health conditions. However, warns Nedz, it’s important to consider the horse’s delicate sense of smell and to ensure that the odour is not too overpowering for his comfort. Many of the commonly used bedding treatments’ strong odours can overwhelm the equine senses with potential negative effects, adds the leading bedding supplier. The right formulation, however, can have positive results - particularly for those suffering from skin irritations, respiratory conditions or who spend long periods stabled. The key is to strike the right balance in order to provide a restful, safe and comfortable environment. Nedz Original and Nedz Pro bedding products are treated with Natural Nedz made from manuka, cade oil and aloe vera. Cade Oil is a recognised antiseptic known to address skin irritation and with a subtle, fresh odour. Aloe Vera is a soothing substance identified for wound healing and its ability to help regenerate cells making it perfect for sensitive skin. Manuka oil is a type of tea tree oil with anti-bacterial, antiseptic, antifungal and insecticidal properties with no known side effects. Natural Nedz adheres to the dust extracted, top quality chopped wheat and rape straw used to create Nedz Original and Nedz Pro – beddings with mild, fresh scent which virtually eliminates harmful odours such as ammonia. In short, Natural Nedz strikes the balance between keeping the stable fresh and clean while ensuring the occupant is not overwhelmed with chemical smells. t Nedz 01254 677762. 34 JULY 2012 EQUESTRIAN TRADE NEWS
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Top with the cops WEST Yorkshire Police Force has signed a two year contract with bedding company easibed. The recycled white wood fibre bedding is being used by 18 operational horses stabled at Carr Gate in Wakefield. Breeds include Irish Draught, Irish Draught Cross/Shire and Clydesdale cross. The height of the horses ranges between 16.3 hands to 18 hands. “We’ve been really pleased with the product, the delivery and service given by easibed. The stable hands find it good to work with,” said Inspector Thackray of the West Yorkshire Police Force. easibed provides a dust-free, supportive bed with a consistency that allows the wet to drain through to the base where it is absorbed, leaving the top dry. It’s economical to use, easy to muck out and produces a small muck heap. t easibed 0161 370 2360.
The trusted name in equestrian bedding – Our brands include Snowflake & Woodpecker www.plevinproducts.co.uk National Sales Number: 0870 750 0805
Lightweight yet strong THE Harold Moore Shavings Fork works just as well to pick up droppings from an arena as in the stable. Made in England, the lightweight yet strong fork has a blade width of 33cms with round-edged polypropylene tines to reduce the risk of accidental damage to floor surfaces or horses. Ideal for use on rubber matting or with shavings, wood pellets and paper bedding, the fork is available with an extended D grip handle for extra reach. Colour choices are pink, purple, baby blue and lime green. t Harold Moore 0114 270 0513.
A soft touch THE BedSoft range is made in Essex from locally sourced wheat straw, oilseed rape straw and wood shavings. The straw is processed by shredding machine and the dust extracted. All BedSoft bedding is then bio-security treated with Trus-STEED featuring anti-viral, antibacterial and insect repellent properties. The treatment leaves a bitter taste to discourage bed eating while adding a fresh lemon fragrance. The four products available in the range are BedSoft Originial, BedSoft Bio, BedSoft Blend and BedSoft BioPlus. t 01277 375647.
Everyday kit gives hygiene boost YOUR customers can help protect their horses from harmful bacteria and fungi with KBF99 stable equipment. The multi-coloured range, with RRPs from just £2, includes buckets, brooms, shavings forks, salt lick holders and scoops. The products are coated with KBF99 which was tested at Coventry University where it was found to kill 99% of the bacteria test culture. Such bacteria are associated with strangles, ringworm and e.coli. The KBF99 additive is effective for a minimum of three years; all products feature a best before date. t Vale Brothers 01239 614648. www.equestriantradenews.com
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Tried and tested ABBOTT & Co. (Wessex) has produced Bedrap bedding for more than ten years. Manufactured from rape straw to a special milling standard , the result is a comfortable, absorbent bedding. Bedrap is used by racehorse trainers and is equally popular with large livery yards and private owners. It’s dust-extracted and supplied in a convenient bale size with 35 bales on a pallet. Pre-treatment with insect repellent products is available. Bedrap rots down to create a good quality compost. t Abbott & Co. (Wessex) 01285 653738.
Choosing the Wright bedding WOOD recycling company Plevin is sponsoring eventer Matthew Wright by supplying him with £10,000 worth of its Woodpecker shavings for use at his Nottinghamshire stables “Good quality bedding makes a huge difference to the health and well being of my horses and can actually enhance their performance,” said Matthew. “Cheaper bedding tends to be dusty and can impair a horse’s breathing. “It’s brilliant that Plevin is sponsoring me; I am delighted with the product.” Family-owned Plevin manufactures a range of sustainable products from virgin and waste wood materials. It employs 150 people across six sites and collects, processes and distributes 600,000 tonnes of wood a year. The company supplied bedding to the 2011 Horse of the Year Show. Woodpecker bedding is dust extracted and absorbent, providing natural odour control. Other Plevin products include Snowflake Supreme, Snowflake Softchip and Woodpecker Woodfibre. “We will be following Matthew’s career closely and are thrilled to know that our product can help improve the performance of his horses,” said Colin Smith, group sales manager at Plevin. t Plevin 01457 838444.
Toys improve stabled horses’ welfare PROVIDING ‘toys’ can improve stabled horses’ welfare, according to leading equine nutritionist and consultant to Likit Products, Dr Derek Cuddeford. He was commenting on an American study into chronic crib biting in adult horses and the various environmental influences that may affect this behaviour. Likit stable toys were offered to horses during the trial and it was found that the Tongue Twister significantly decreased cribbing. “The horses used in the trial spent an average of 23% of their time cribbing; that is about 5.5 hours in every 24,” said Dr Cuddeford. “Attempts were made to reduce cribbing activity by exercising the horses. However, ten minutes of cantering had no effect and 20 minutes of canter work led to a considerable increase in crib biting. In contrast, licking the Tongue Twister effectively reduced cribbing activity by 27%. “Crib biting has a range of negative effects and indicates reduced welfare at some point in the horse’s life. “It’s important to note that the beneficial effect of the Tongue Twister was measured in horses with fixated abnormal behaviour. Because the Tongue Twister encourages foraging activity in the stable, it is quite possible that the likelihood of any horse or pony developing abnormal behaviours be reduced. Thus, the welfare of any stabled equine should be improved through the provision of stable toys.” The study was carried out by Katherine A. Houpt, VMD, PhD at Cornell University. t Likit Products 01655 750523. 36 JULY 2012 EQUESTRIAN TRADE NEWS
Check out those chickens As the backyard/smalholder poultry market thrives across the UK, a new 10kg bale of poultry bedding is flying off the shelves. It clearly pays to think outside the loose box when it comes to bedding. Welsh retailer Farm and Pet Place has five stores and an e-commerce website. Among its biggest successes are sales of the new easichick 10kg bale of bedding for poultry and other birds. “We’ve been selling poultry products for a number of years and, having been on the shop floor myself, I knew customers were asking for bedding specifically for poultry,” said agricultural category manager Meurig Davies. “When I saw easichick had launched a 10kg easichick provides a clean bedding bale I thought, that’ll be that birds can dust-bathe in fantastic, as I definitely [Photo: Stephen Hughes Photography.] felt there was a gap in the market for it.” easichick launched the 10kg bale of poultry bedding last autumn. A sister product to horse bedding easibed, it’s made from clean, recycled white wood fibre which is organically treated to make it bio-secure, helping to protect birds from illness and common diseases. “We had to establish the product and make sure we created brand awareness,” said Claire Hayward of easi products. “We are achieving that through national advertising in poultryspecific press, as well as through our websites and social media. “The 10kg easichick bale is already proving a hit with people who keep poultry in their back yard. But even more than that, we’re seeing a growing number of fancy bird lovers, game keepers and people with birds like canaries and budgies use easichick because it provides clean bedding that the birds can dust-bathe in, which is what birds want to do.” Around 115 retailers and 10 wholesalers are selling the 10kg bale in the UK. Farm and Pet Place has stores in Anglesey, Abergele, Mold, Chirk and Ruthin. “For us, poultry is one of the few areas of the business that is actually growing,” said Meurig. “More people are going back to the ‘good life’, keeping a couple of chickens as a pet and reaping the benefits of having free range eggs as well.” t For advice on poultry bedding, speak to Claire Hayward on 07515 996635.
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Steve Jones, manager of Farm and Pet Place at Chirk.
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Merial Animal Health is supplying wormer and faecal worm egg count kits free to West Norfolk Riding for the Disabled (RDA) to support the group’s introduction of a yard-wide, targeted worming programme. Based at The Magpie Centre in King’s Lynn, the group has 16 horses providing riding and carriage driving lessons to more than 100 disabled riders and drivers each week.
Pikeur is the official outfitter of the German show jumping team for London 2012. During the Olympic Games the clothing brand, distributed in the UK by Belstane, will dress the team’s grooms, management and riders with casual and competition clothing. The TopSpec Supreme Ridden Championship at the Great Yorkshire Show (10 – 12 July) will see the overall champion winning £1,500 with the reserve taking home £250 in one of showing’s most generous prizes. “As a company based in North Yorkshire, TopSpec is delighted to sponsor this exciting supreme ridden championship once again,” said Nicola Tyler of TopSpec. The Great Yorkshire, at which TopSpec also has an information stand, attracts more than 130,000 visitors. Speedi-Beet, from British Horse Feeds’ quick soaking beet feed brand, is the new sponsor of the HOYS Grade C British Showjumping series. Qualifiers take place throughout the summer with a championships final at HOYS on 7 October. New wholesaler Walk Trot Canter (WTC) is backing Yorkshire based eventer James Somerville and his Swedish counterpart Ludwig Svennerstal with its Under Armour brand which the riders are pictured wearing. Ludwig, who will be representing his homeland at the Olympic Games, is also sponsored by another WTC brand, Glenbrae Knitwear.
Dodson & Horrell is the new title sponsor of the British Showjumping National Amateur & Veteran Championships which have finals at Aintree Equestrian Centre in November. “We’re looking forward to working with British Showjumping throughout the year and wish all of those contesting the championships the very best of luck,” said Sam Horrell, senior marketing manager at Dodson & Horrell. Irish wholesaler Darragh Equestrian Solutions in association with Tagg Equestrian are supporting young Irish show jumpers via the Tagg Bursary, part of the Leinster Summer Tour Series, for training with international rider Cian O’ Connor. “We’re committed to supporting the sport of showjumping, and in particular the progression of young riders to the senior ranks,” said Tom Eastwood, managing director of Tagg Equestrian. www.equestriantradenews.com
British based, Italian Olympic rider Vittoria Panizzon has joined the Ariat Pro team. “I’m absolutely thrilled to be supported by a company which offers products of such high quality and style,” said Vittoria whose top horse is Rock Model. “I particularly like Ariat’s waterproof country boot styles, the Olympia breeches fit beautifully and their Ridge Pull Ons are perfect for casual wear.” (Picture by Fiona Scott-Maxwell). Native pony producer and judge Lizzie Briant has joined the team of Dengie sponsored equestrians. “We’re thrilled to have Lizzie on board as an ambassador for the brand,” said Dengie marketing manager Lisa Wilson. “Her horses and ponies enjoy a Dengie fibre diet and their glossy coats and great condition make them a terrific endorsement of our products.” Spillers is keeping Fox-Pitt Eventing’s horses nutritionally on track this season. The company’s competition nutritionist Sarah Elphick helps hone every horse’s diet for maximum performance, working closely with head groom Jackie Potts.
East of England organisers are to give the show “a modern twist” for this year’s running on 6-8 July. New features include an outdoor evening concert, Friday’s Ladies Day, a new ‘green’ business hub, shopping village, interactive children’s events and a food court. More than 1,000 livestock and equine entries are expected, including heavy horses. In its heyday, the show - now in its 44th year - attracted 160,000 visitors to its Peterborough showground. How to get your event or sponsorship listed ETN welcomes submissions to Sponsors & Shows from all organisations, commercial companies, events, training courses and conferences. Please include your dates, venues, contact details and why your fixture/event/training is of interest to the trade. EQUESTRIAN TRADE NEWS JULY 2012 37
When the show can’t go on... Following a spate of event cancellations due to wet weather, ETN asks Oliver Lawton of Shearwater Insurance how traders can protect their businesses against loss in situations out of their control.
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ooking and attending an event or show is first and foremost a business decision – to increase sales and raise your company’s profile. There is a lot of effort and cost involved in selling at external venues; not simply the cost of exhibiting but also the additional staff, transport, accommodation if necessary and purchase of extra stock.
38 JULY 2012 EQUESTRIAN TRADE NEWS
Badminton washout: Cancellation cover should be a key element of an exhibitor’s insurance policy. (photo: Bob Hook)
For these reasons, the cancellation of a planned event can be detrimental to sales forecasts simply from the point of missed selling opportunities – add to that the non-refundable costs already spent and a cancelled event can be financially crippling. There are simple ways you can protect yourself against some of these shortfalls, however. One is through a specialist Exhibitors Insurance Policy. This offers business owners peace of mind that whatever happens, they are covered. Apart from the inconvenience of a cancellation, there won’t be further business shortcomings. An Exhibitors Insurance Policy offers many benefits, with Cancellation being one of the key areas. By including this in your cover, you are protected against irrecoverable costs incurred as a result of the unavoidable cancellation, abandonment or postponement of the event for reasons beyond your control, including extreme adverse weather conditions. Cancellation will cover any out of pockets expenses, including accommodation, staff booking, equipment hire and transport costs provided they are non-refundable and cannot be recovered - and insurers do not offer any form of betterment. So, using stock cover as an example, provided it cannot be sold by the client at another time, insurers will pay the costs of stock but take ownership of it as ‘salvage’ Before taking out a policy, ensure you are aware of any exclusions. For example, if the cover is taken out less than 14 days prior to the event date you may not be protected
against adverse weather. It is also important always to disclose full information to your insurers as if you are found to be in breach of contract further down the line, you may jeopardise your cover. In addition to the Cancellation element of your policy, you must ensure you are covered for Public and Employers Liability. Public Liability provides cover for your legal liability to pay damages, claimants’ costs and expenses which arise as a result of and in connection with your attendance at the exhibition e.g. third party injury and/or property damage. Employers Liability provides cover for your legal liability to pay damages, claimants’ costs and expenses which arise as a result of anyone who is employed by you for the exhibition including temporary staff, volunteers or helpers, whether paid or unpaid. Your policy can also include Exhibition Equipment cover, which protects you in the event of any loss of, or damage to, exhibition and associated equipment that you are responsible for during the exhibition. Exhibitors Insurance Policies are usually taken out as oneoff cover for specific events; however you can purchase an annual policy if you travel to multiple shows throughout the year. Some insurers may offer to extend your current business policy to cover you at events, but you should always check the details – never assume you are fully protected. t Shearwater Insurance 01992 707316. www.equestriantradenews.com
THEY’RE STILL PUTTING SMILES ON FACES As giftware specialist Grays of Shenstone celebrates its 90th anniversary, managing director Nick Gray recounts the fascinating history of one of our trade’s best-loved companies.
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N 1922, Frank Ralph Gray founded F. R. Gray selling hardware at local markets in Staffordshire and Derbyshire, namely Walsall, Lichfield, Burton, Derby and Uttoxeter. He’d spotted the shortages of domestic kitchenware and sourced local enamel suppliers, galvanisers and foundries in the Black Country. His initial form of transport for his wares was a hand cart and, later, a pony. Following the Second World War, further opportunities arose as local industry returned to domestic manufacturing after war work. In the meantime, he and his wife Gladys moved from Walsall to Aldridge and they opened a general shop in the new location. The next major change happened in the early 1950s when their youngest and middle sons Tony and Peter joined the firm after their National Service and F. R. Gray and Sons Ltd was born. The young ones saw that the way forward was with shops; so three were opened locally, selling hardware, glassware and fine china. One of the brands they were selling was Beswick ceramic animals - accurately modelled and reproduced miniatures of horses, cattle, sheep, birds and dogs. It was with this range that - on a whim - they took a tradestand on the end of the cattle sheds at the Shropshire and West Midlands Show in 1957. By now, an ex-army lorry had been acquired and
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following the success of the Shropshire shows, more shows were booked the following year. The country connection was established and the successive years saw early mail order efforts progress and even some wholesale selling to saddlery shops. The arrival of third generation with Peter’s sons Nick and Jon saw major expansion in the wholesale and export business. Subsequently, the closure of the shops enabled more effort to be channelled into mail order, and with the demise of Beswick a new range appeared in 1974 called Border Fine Arts. Thelwell cartoons The show activities were considered to be the most worthwhile as mail order was the latest, modern way of selling. The wholesale and export side was growing too, spurred on by a unique range featuring a funny horsey cartoon by Norman Thelwell. Gray’s became the world licence holder for many products and continues these products today, including, ceramics, polyresin, writing instruments and stationery. In 1994 the company began importing from the Far East where the products were made. We still buy from many of those factories today. It’s been a long association built on trust and friendship with people based so far away at that time - which we now take for granted as the world becomes smaller.
By now, some of the shows were giving way to our own Collectors Events and a revolutionary new way to sell The lnternet. We had outgrown the site at Aldridge and moved to larger premises at Shenstone with 20,000 sq ft of warehouse space. Jon Gray left the business in 2005, and the company was renamed Gray’s of Shenstone Ltd to reflect the new location and domain name. The business has evolved and moved on as trading has dictated but has always focussed on being a specialist supplier prepared to change as opportunities arise. “There is no fourth generation, but my wife and I feel sure Gray’s of Shenstone will be carried forward by other people who see the challenges and the pleasures of business - being of service to the important people our customers,” says Nick.
On a whim, they took a tradestand on the end of the cattle sheds at the Shropshire and West Midlands Show in 1957
Peter and Tony Gray at the Shropshire Show, 1957.
Returning from the Royal Highland Show, Edinburgh, 1968.
EQUESTRIAN TRADE NEWS JULY 2012 39
Make someone’s day... Whether it’s a birthday or a thank you for a good turn, get your customers thinking of your store as ‘the’ destination when they’re seeking that special gift.
Don’t forget the dogs! THIS new style Lapel dog rug, made with double-bonded Comfort Zone fleece, is aimed at gundogs - but would delight any outdoor loving dog. A panel helps dry the chest area while the long neck is ideal for warmth after a long day’s shooting. In black or blue and sizes XS to XL, the trade price is £10.50. t Tagg Equestrian 01636 636135.
A helping hand HORSEY hands always appreciate a little care, making Supreme Products De Luxe Hand & Nail Cream a thoughtful gift idea. The replenishing cream and moisturiser sees dry, sore hands and brittle nails revitalised thanks to 12 hour rehydration and protection. Scented with vanilla pod, the cream is presented in a pretty gift bag. The RRP is £12.50 for 225g. t Supreme Products 01377 229050.
Gifts to go! TOGGI’S Coast to Country luggage collection offers a tantalising choice of pieces from the spacious Admiral through to the Ensign small crew bag and Officer Navigator Laptop Case. Everyone loves a little luxury, something the pure silk Toggi Helvellyn equestrian themed scarf has in abundance. Colours are mocha and navy. The gift of warm ears never looked so good. The Emmons cosy quilted deerstalker hat has a water repellent finish and faux fur trim. It comes in blackberry and chocolate. t Finest Brands International 0113 270 7000.
Great gifts guaranteed YOU can always rely on Grays of Shenstone to come up with some great gift ideas. Take this Thelwell wall clock with neighing sound on the hour. In a presentation box, the SRP is £9.95 All ages will love the Bee Happy wooden cover notebook with 3-D design. Original, fun and great value, they are priced from £2.95. From the famous Romero Britto designers comes Frida the Plush Pony. A limited number of this charming, multi-coloured equine is available. The SRP is £19.95. t Grays of Shenstone 01543 483344.
It’s a wrap WESTGATE EFI has taken on new products from Compost Heap and Silly Filly. Silly Filly has invitations, wrapping paper and a selection of cards with an equestrian theme; while the Compost Heap range uses countryside humour to illustrate its collection of fridge magnets, keyrings, greetings cards and note pads. Ideal for retailers looking to expand into this useful market, the brands sit alongside other gift ideas in a dedicated section of the new WEFI trade list. t Westgate EFI 01303 872277. 40 JULY 2012 EQUESTRIAN TRADE NEWS
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Light up your street
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OK, it’s not strictly horsey; but what a great gadget for youngsters who cycle to the stables... Laser Light, from HighVisibility – a subsidiary of hi-viz specialist Equisafety – emits two parallel lines that form a virtual ‘lane’ to give cyclists more room on the road. It also has bright LED flashing lights. Rain and splash proof, Laser Light uses two AAA batteries (not included) which last around 10 hours. The device weighs 70g and comes in a smart box to protect and store when not in use. A great gift idea – especially for boys (big and small) who can’t resist gadgets – RRP £14.99. t HighVisibility 0151 678 7086.
Luxury in leather THIS gorgous Leather Headcollar from Kate Negus Saddlery is the sort of gift any horse owner would treasure forever. Made from top quality English leather, it features a padded headpiece and noseband plus brass fittings including a clip under the throat lash. In sizes full and cob, in black and chestnut, the RRP is £125. t Kate Negus Saddlery 01249 740590.
Two-in-one cushion THIS beautiful half tweed, half French linen cushion will jazz up any room or bed. The two-way design’s front is made from tweed patchwork, and the reverse in French Toile de Joey linen. Supplied with feathered pad, the RRP is £42. t Timothy Foxx 01296 423 399.
Olympic warm-up! WATCHING Britain win medals is always a treat – and there are many of those to be enjoyed on DVD from Equestrian Vision. Your customers and their friends can warm-up for the Olympics by watching Brits Emile Faurie, Carl Hester, Laura Bechtolsheimer and Charlotte Dujardin win their nation’s first ever European team gold medal. Team Grand Prix, a 100 minute DVD (RRP £21.99) is just one of a whole host of titles from major equestrian fixtures. t Equestrian Vision 01403 864173.
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Successful gifts sales means mastering the art of merchandising, and in particular enticing customers to make impulse buys. Items placed just inside the door sell the best, according to DVD specialist supplier Equestrian Vision. As the customer gets further into the shop, they require more direction – so products need to be clearly grouped and easy to find. Placing important and popular products further back will draw customers through the shop where other items they didn’t know they needed may catch their attention. Try to keep brand names and product types together; this will look more attractive than having them scattered around. For instance, placing the FEI Championships DVDs en masse and having clearly marked sections for training, documentaries and reviews, and highlighting new products, will create more impact and encourage impulse buying. Equestrian Vision can provide starter kits include counter top displays or whirly merchandisers to place strategically in the shop. The same principles apply to books, clothing accessories and other gifts. Special offers and discounted items should be placed around the till area to attract the attention of customers waiting to be served. Don’t forget the gift wrap!
EQUESTRIAN TRADE NEWS JULY 2012 41
Are concentrate feeds safe for youngstock? In the second of a series looking at the role of concentrate feeds, Dodson & Horrell nutritionist Louise Jones BSc, MSc, RNutr provides the answers to your customers’ concerns about feeding youngstock.
A correct balance of nutrients will help reduce stress during weaning.
Few topics in equine nutrition are more controversial than how best to feed growing horses. Nutritionists agree that all youngstock should be fed a suitable concentrate feed, but many horse owners believe this is unnecessary or, even worse, that concentrates lead to behavioural or developmental problems.
Do youngstock really need a concentrate feed? During the first few months of life, the foal’s main source of nutrition is its mother’s milk. However, as nutritional value of mare’s milk begins to decline, at around the third month of lactation, the foal relies more on forage to provide essential dietary protein, vitamins and minerals. However, research presented at the British Equine Veterinary Conference has shown that forage (grass, hay or haylage) alone will not meet the growing horse’s mineral requirements. And deficiencies in essential minerals, such as copper and zinc, can lead to problems ranging from a 42 JULY 2012 EQUESTRIAN TRADE NEWS
weakened immune function to poor hoof quality. In order to correct these mineral deficiencies, it’s essential that all youngstock receive a concentrate feed. The most suitable feed depends on how effectively the forage, and mare’s milk if the foal is still with its dam, meets the youngster’s calorie requirements. For example, a foal on calorie rich spring grazing may only need a low intake protein, vitamin and mineral balancer (such as Dodson & Horrell Ultimate
Deficiencies in essential minerals can lead to problems from a weakened immune function to poor hoof quality.
Balancer); whereas if the forage is quality poor or the milk supply limited then a concentrate feed formulated to be fed in larger quantities may be required (such as Dodson & Horrell Foal Creep Pellets or Foal Mix).
Does creep feeding lead to behavioural problems? The majority of studies on the effect of diet on behaviour in youngstock have focused on the weaning period, which is understandably quite stressful. Unfortunately, the results of these studies are often conflicting and this may mean that your customers are confused as to whether creep feeding is beneficial or not. An excellent study carried out in America examined the effect of feeding a pelleted concentrate feed on behaviour of foals during weaning. They recorded behavioural response but critically also measured the levels of cortisol, a hormone linked to stress. The results showed that feeding concentrates pre-weaning reduced www.equestriantradenews.com
stressful behaviour and also significantly lowered cortisol levels during the weaning period. This research shows that feeding a creep feed to foals whilst they are still with their mother is beneficial and helps them cope better with the weaning process. Another research study looked into the effect of feeding a concentrate feed on behaviour after weaning. This study found that feeding concentrates reduced the risk of wood chewing, which is known to be a precursor to behaviours such as crib-biting. However, confusingly, the same study found that crib-biting was higher in youngsters fed a concentrate feed. Clearly diet and behaviour is a complex issue and many other factors may be involved such as the method of weaning and post-weaning housing. Interestingly, despite the conflicting results in this study, the researchers did not conclude that concentrates should not be fed, only that they should be introduced gradually. This confirms that creep feeding from as early as two weeks of age is recommended.
Creep feeding from as early as two weeks of age is recommended.
Can feeding a concentrate feed cause developmental orthopaedic disorders? The concentrate feeding regime can have either a positive or negative effect on developmental problems. On the positive side, a suitable concentrate feed will ensure youngstock get a balanced diet as discussed above. Minerals such as copper and calcium play major roles in cartilage and bone health and it is known that developmental problems are more frequent in youngstock that do not receive a balanced diet. On the negative side, if concentrates are overfed they will supply excessive calories and lead to weight gain. And it is known that overweight youngtock are at significantly higher risk of developmental problems. A study on thoroughbred youngstock in the USA showed that osteochondrosis dissecans (OCD) lesions did not occur in youngstock that were the correct weight but those that were overweight had a 32% incidence. It’s important to choose a feed suitable www.equestriantradenews.com
Horse owners that choose not to feed a concentrate may be jeopardising their youngstock’s health and wellbeing. for the individual foal’s body fat score and breed. For example Dodson & Horrell Foal Creep Pellets are ideal for orphan foals or foals who need to gain weight, whereas Foal Mix is more suitable for native and warmblood types, who tend to maintain weight easily.
Protein and starch: are they bad? Concentrate feeds contain protein and starch, both of which are often accused of causing developmental problems. However, there is no evidence to support the idea that protein is a factor in these problems. In fact, it’s a vital nutrient needed to support correct growth and development. In recent years research has focused on finding a link between starch and developmental problems by measuring glycaemic response (i.e. blood glucose levels after a meal). Indeed, it has been shown that weanlings suffering from OCD do tend to exhibit higher blood glucose values. However, according to leading equine nutritionist Dr Derek Cuddeford, this may not actually be caused by the feed itself, but rather could be a result of a genetic difference in the way these individuals handle glucose. Nonetheless, to minimise blood A low starch intake is glucose levels after a achievable when feeding concentrates. meal, the current advice is to feed no more than 2g starch/kg bodyweight/meal. All Dodson and Horrell’s youngstock feed have been formulated with this in mind and by feeding several small meals a day, a low starch intake is easily achievable. For example, if feeding a 200kg weanling 1kg of Dodson & Horrell’s Foal Mix divided into two meals per day, the starch intake per meal is less than 1g/kg bodyweight, half the maximum recommended level. In conclusion, you should advise your customers that their youngstock should be fed a suitable concentrate from an early
Forage alone will not meet a growing horse’s mineral requirements.
age. This will not only ensure that the youngster receives the correct balance of nutrients needed to support correct growth, but will also help reduce stress during weaning. Well formulated concentrate feeds will not cause developmental problems provided they are fed correctly and according to the individual horse’s requirements. Horse owners who choose not to feed a concentrate are unfortunately misguided and may in fact be jeopardising their youngstock’s health and wellbeing.
Three-time Olympian Richard Davison (and strong contender for London 2012 as we go to press) and his wife Gillian have been breeding top class performance horses for several years. “We’re lucky our pastures are very good and our youngstock don’t need a lot of feed,” they say. “But we do want to make sure they get everything they need to grow up strong and healthy, which is why we introduce them to Dodson & Horrell Suregrow at an early age.” Several home-bred foals out of Richard’s former Olympic mare Ballaseyr Royale are already proving to have all the qualities of top class dressage horses. • For a list of references, email ljones@dodsonandhorrell.com
EQUESTRIAN TRADE NEWS JULY 2012 43
Customers: who’d ’ave ’em? Just how far should a retailer go to keep his customers happy, muses Ken Lyndon-Dykes. ‘
T
he customer is always right!’ A great marketing maxim said to have originated with Harry Gordon Selfridge (18641947), an American-born retail magnate who founded the Oxford street department store Selfridges. Except, of course, that the customer is not always right! The customer who is intent on buying a particular saddle – or rug – or other piece of equipment - that isn’t suitable is far from right. The novice rider entering the show ring for the first time and determined to equip her horse with matching coloured exercise bandages, browband and numnah – and herself with a show jacket in a similar shade – is obviously not right. The parent who is intent on buying her offspring a body protector and a hat ‘he will grow into’ and who obviously has no understanding that wearing safety-related equipment that doesn’t fit can be more dangerous than not wearing any at all! Obviously in cases such as these the retailer has the responsibility to provide advice. I know from personal experience that taking the time and trouble to discourage bad buys and encourage good buys results in appreciation and lasting customer loyalty. On a good day, I can be as persuasive as the next man. Nevertheless, I can recall three or four occasions when I have
failed to change the client’s mind and I have ended up turning the business away because I have refused to sell something demonstrably unsuitable. But what about the occasional customer who is abrasive and rude; are they right? Fortunately the equestrian world is such that we don’t have many customers whose attitude makes them difficult. However, it only needs one to undermine and demoralise staff.
It’s often cheaper, in real terms, to give a refund than to go into protracted arguments with a customer. Not only that, other customers suffer while members of staff focus their entire attention on the ‘difficult’ customer. Way back, we had a customer who had been afforded exemplary service over a period of several years – as was, of course, her due.
44 JULY 2012 EQUESTRIAN TRADE NEWS
We had gone the extra mile and delivered goods out-ofhours, and also helped her out with the loan of a bridle, at no charge, when her own was being repaired. She spent a fair amount of money with us and we enjoyed good relations. One day, this customer had to wait four minutes after nine o’clock, our official opening time, because the staff had been held up due to a road accident. The two members of staff concerned – who shared a car to journey to work – apologised profusely and explained what had happened. The customer was not remotely placated and said she was used to the door being opened early – before 9am – for her and certainly not late! She railed and ranted so much that both members of staff ended up in tears. I rang the customer and politely, but very firmly, said that members of staff were not at fault and that they had my full support. We didn’t see that particular customer for several weeks but then she gradually drifted back. There are occasions when members of staff need to be able to depend on employers taking their side unequivocally. Knowing that the employer is willing to stand up for employees engenders job satisfaction. Recognition that staff are valued and appreciated also produces loyalty and commitment.
I apply the phrase ‘the customer is always right’ in relation to returned goods. We are prepared to give refunds or exchange goods with almost no exceptions. The philosophy behind this apparent over generosity – some would say stupidity – is simple. It’s often cheaper, in real terms, to give a refund than to go into protracted arguments about the whys and wherefores of the situation. I know that not all my fellow retailers agree with this philosophy but over a period of time I have proved the ideology. Over the years, I can recall one – just one – customer who deliberately took advantage and repeatedly returned goods that had patently been more than ‘tried’. The odd customer takes advantage: get rid of them. The remaining customers value and appreciate the service: retain them for years. The staff: confident and happy knowing they have my support and understanding.
ABOUT THE AUTHOR Ken Lyndon-Dykes is a saddle designer, Society of Master Saddlers' Qualified Saddle Fitter and former international three-day event rider.
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EQUESTRIAN TRADE NEWS JULY 2012 45
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County Court Judgments from England and Wales and the Scottish version, which are called Court Decrees. The judgments listed are those recorded by the Registry Trust Ltd and appear to be of a commercial nature. Judgments/Decrees can be for damages rather than debts, and their listing here does not imply an inability to pay. DAILY HILL EQUESTRIAN LTD, WEST FARM, NEWTON BEWLEY, BILLINGHAM, CLEVELAND TS22 5PQ £8,369 MR IAN COLWELL T/A LLANBEDROG RIDING CENTRE, ABERSOCH ROAD, LLANBEDROG, PWLLHELI, GWYNEDD LL53 7UB £1,174 EAST ANGLIAN BLOODSTOCK, WYCK HALL STUD, DULLINGHAM ROAD, NEWMARKET, SUFFOLK CB8 9JT £774 CHEPSTOW RACECOURSE, ST LAWRENCE ROAD, CHEPSTOW, GWENT NP16 6BE £253 MR JASON SMITH , THE RUMER STUD FARM, LONG MARSTON ROAD, WELFORD AVENUE, STRATFORD-UPON-AVON, WARWICKSHIRE CV37 8AF £33,192 MR J HOPKINS T/A SOUTH HATCH RACING, 44 BURGH HEATH ROAD, EPSOM, SURREY KT17 4LX £5,313 PERLE O’ROURKE T/A PLANTATION STUD, EXNING, NEWMARKET, SUFFOLK CB8 7LJ £10,662 MS CATHERINE CHESTER T/A QUANTOCK SCHOOL OF RIDING, MIDDLE HALSWAY, CROWCOMBE, TAUNTON, SOMERSET TA4 4BA £4,055 MR JOHN NORRIS, GREEN HEDGES RIDING SCHOOL, WEST END, BAINTON, DRIFFIELD, NORTH HUMBERSIDE YO25 9NR £928 HEREFORD RACECOURSE CO LTD, RACECOURSE HOUSE, ROMAN ROAD, HOLMER, HEREFORD HR4 9QU £1,430 CHEPSTOW RACECOURSE PLC, THE RACECOURSE, CHEPSTOW, GWENT NP16 6BE £705 GREENGATE FARM EQUESTRIAN CENTRE, GREENGATE FARM, SANDHILL LANE, MARPLE BRIDGE, STOCKPORT, CHESHIRE SK6 5NP £2,804 MANOR FARM EQUESTRIAN CENTRE, SAWTRY WAY, WYTON, HUNTINGDON, CAMBS PE28 2DY £318
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MR PHIL BURNS, ADELAIDE COTTAGE VETERINARY CENTRE, 49 MILL STREET, GAMLINGAY, SANDY, BEDFORDSHIRE SG19 3JW £8,110 HURTWOOD PARK POLO CLUB LTD, UNIT 9B WINGBURY BUSINESS VILLAGE, UPPER WINGBURY FARM, WINGRAVE, AYLESBURY, BUCKS HP22 4LW £1,667 & £2,260 LINDA OSTLE, WATCH HILL EQUESTRIAN, THE COTTAGE, WATCH HILL, ASPATRIA, WIGTON, CUMBRIA CA7 3SB £371 KAREN BUCHANNAN T/A AFFORDABLE HORSE BOXES, THOMPSON STREET, CHESTERFIELD, DERBYSHIRE S41 9AR £836 GRAY HORSEBOXES & RACE HOMES UK LTD, UNIT 3 HARTLEY WOOD FARM, OAKHANGER, BORDON, HAMPSHIRE GU35 9JR £12,464 EQUESTRIAN SURFACES LTD, PHOENIX WORKS, PHOENIX WAY, SMALLSHAW IND ESTATE, BURNLEY, LANCS BB11 5SX £985 BETTER VETS, DUKE STREET, ST HELENS, MERSEYSIDE WA10 2JJ £822 MALTON RACING ASSOCIATION, CHAPEL COTTAGE, YEDINGHAM, MALTON, NORTH YORKS YO17 8SL £106 MRS KAREN WATT T/A MOORHEN FARM EQUESTRIAN, MOORHEAD FARM, PERRY GREEN, WEMBDON, BRIDGWATER, SOMERSET TA5 2BA £12,500 MRS ANGELA THOMAS T/A EQUESTRIAN CENTRE, CHURCH FARM, MONKNASH, COWBRIDGE, SOUTH GLAMORGAN CF71 7QQ £8,376 PERLE O’ROURKE T/A PLANTATION STUD, EXNING, NEWMARKET, SUFFOLK CB8 7LJ £10,637 LANGSHOT EQUESTRIAN CENTRE, GRACIOUS POND ROAD, CHOBHAM, WOKING, SURREY GU24 8HJ £304 MS LOUISE RILEY T/A CRACKER JACKS EQUESTRIAN, 3 MELTON TERRACE, RAVENSCLIFFE, BRADFORD, WEST YORKSHIRE BD10 0LN £339
T h e Vo i c e o f t h e E q u e s t r i a n I n d u s t r y
Coming soon in ETN. . . SEPTEMBER ISSUE • Worming focus – AMTRA accredited SQP CPD. • Firing on all cylinders – feeding for optimum condition. • Cutting edge – clippers and accessories. • Saddlery accessories – girths, numnahs, breastplates and stirrups.
Editorial for consideration should be received by 1 August. Telephone: 01937 582111 Email: editor@equestriantradenews.com 46 JULY 2012 EQUESTRIAN TRADE NEWS
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