Equestrian Trade News
July 2014 Volume 38, No 7 Monthly
T h e Vo i c e o f t h e E q u e s t r i a n I n d u s t r y
DESIGNS ON RIDERS Latest clothing and footwear
Tips from a high street sales assistant
NEW CONSUMER LAWS If you retail, are you ready?
PLUS Know your bedding Exclusive CCJ listing People, news and new products
ETN is the official media partner of BETA International
2015
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... the magazine for the industry, about the industry, by the industry
CONTENTS
Comment SO how will the 5p per plastic bag tax, which comes into effect in October 2015, affect you? Well it won’t if you’re a small retailer, because they’re exempt. So too are biodegradable and paper bags. In fact, the new law may come as a relief to some retailers because branded bags aren’t cheap yet customers expect them for free. In Wales, Scotland or Northern Ireland where plastic carriers are already ousted, everyone quite happily carries a shopping bag to as well as from - the shops. Apart, that is, from the disgruntled English shopper who damned well isn’t going to pay 5p for a bag – and tells the assistant so with the same volume and ferocity that he orders “two beers” when he’s on holiday abroad. Will stores lose out because their chosen branding is absent from shoppers’ own bags? At Your Horse Live or Burghley you’ll see carrier bags proudly held like trophies. Even the humble plastic version says something to and about consumers… so perhaps another means is needed to identify with whom they’ve just shopped. On the subject of plastic bags, I wish our environmentally friendly Government would tax dog poo bags too. Yes, picking up in busy public places is the right thing to do. But finding full plastic poo bags abandoned on a footpath across fields, in a forest or on the beach is infuriating. Poo rots away in a matter of weeks at most; the bags will be there for a thousand years… BE sure to read Grant Hadwin’s advice on efficient e-commerce in this issue of ETN. I thought this subject a bit dry, until I went shopping online the other day. I wanted two dog harnesses, found them and ordered what I wanted. Then, as you do, browsed around the site and ordered more items. Having filled my shopping basket, I tried to proceed to payment. It wouldn’t let me because “some of the items are not available in the quantity ordered”. But it didn’t tell me which items, so I rang customer services. After ten minutes’ explaining my problem to a very tetchy individual, she eventually studied my order and said that only one of the sizes of harness I wanted was in stock. I would have to keep checking back to order a second. Could she give me any idea when they would be in stock? “Probably later in the week,” I was told, “but you can receive an email letting you know when stock is available.” Oh, good, well I’ll wait and order both items together then. “Oh, no, you can’t do that. You’d have to order the one remaining harness so that we are completely out of stock in order to request the email telling you they are in stock again.” Yes, and then I’d have to pay two lots of postage...so are they available in a store? “I’ve no idea, I’m on the website side,” said the assistant. Next day I tried to shop on this site again, only for an error message to announce there was a problem with the website. I emailed customer services as suggested and, 48 hours later, have heard nothing. Aargh! So was this a small, inexperienced retailer that hasn’t quite got to grips with multi-platform e-commerce? No. It was Pets At Home.
Liz Benwell
JULY 2014
NEWS.........................................................................4 PRODUCT NEWS .....................................................12 BETTER BUSINESS How efficient is your e-commerce? ......................15 BEDDING FEATURE Get ready for autumn sales ...................................16 NEW CONSUMER LAWS COVER STORY If you retail, are you legal?....................................22 BETA MEMBERS’ PAGE ..........................................24 BETTER BUSINESS Do you trust your courier?.....................................25 CLOTHING & FOOTWEAR COVER STORY Tips from a high street sales assistant ................26 Gallery of products.................................................30 Buff up your sales ..................................................34 GIFTS & IMPULSE BUYS Treats and toys .......................................................35 PEOPLE Who’s new in the trade...........................................36 HI-VIZ FEATURE Highlighted products .............................................38 SPONSORS & SHOWS Guy Roper reports from Bramham.......................40 BETTER BUSINESS How to take good photos........................................42 LETTERS Readers air their views..........................................44 COUNTY COURT JUDGMENTS................................46
FRONT COVER: This striking image features Tredstep Ireland sponsored rider Callan Solem. Callan is an American grand prix showjumper.
£1.5m upgrade for Stoneleigh Park AROUND £1.5 million is set to be ploughed into improving conference and event facilities at Stoneleigh Park in Warwickshire. Grandstand – Stoneleigh Events, sister company to HOYS organiser Grandstand Media, plans to upgrade conference space and exhibition halls over the next 12 months. The organisation took over the event business management at Stoneleigh Park last January. It has been joined on site by its parent company, event management specialist Grandstand Group, which has moved its headquarters from Hertfordshire. “Stoneleigh Park is renowned for hosting large-scale agricultural and equestrian events and we want to enhance its high profile as an event venue within those sectors as well as the corporate market,” said Helena Pettit, managing director of Grandstand – Stoneleigh Events. Stoneleigh Park, former home of The Royal Show, hosts the likes of Your Horse Live and the Trailblazers championships.
New premises for flood victim GLOBAL HERBS, whose factory was flooded in February, has moved into new premises in Chichester, Sussex. The supplements company, which has just launched a new pet range to run alongside its equine and avian products, was previously in Lavant for more than nine years. The move has given Global Herbs more room to expand and access to better transport links, said marketing manager Steve Jenkins.
OBITUARY ROBERT JOHNSTON ROBERT JOHNSTON of Horse First died unexpectedly on 26 May. He was a hugely popular figure, regularly seen around the show circuit on the supplement company’s stand. The company’s managing director Paddy Hughes told ETN: “We are shocked and devastated to lose our close friend and colleague.” The Horse First offices were closed for a week as a mark of respect but are now reopened.
ROYAL REWARD: Joanna Heard, from Cirencester Saddlers, was presented with a City & Guilds/ Saddlers’ Company award by HRH The Princess Royal at a Buckingham Palace ceremony. Joanna was recognised for the high standard of her practical work in bridle, saddle and harness making.
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Equestrian Trade News Stockeld Park, Wetherby, West Yorkshire LS22 4AW Tel: 01937 582111 Fax: 01937 582778 – Sales Email: sales@equestriantradenews.com Website: www.equestriantradenews.com Publisher: Equestrian Management Consultants Ltd Editor: Liz Benwell Email: editor@equestriantradenews.com Tel: 0845 6185007 Advertising Sales: Nicki Lewis Email: sales@equestriantradenews.com Tel: 01937 582111 Fax: 01937 582778 Advertising Copy: Nicki Lewis Email: sales@equestriantradenews.com Tel: 01937 582111
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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
Animalife ................................................................3 & 7 Battles ......................................................................OBC Bedmax.......................................................................17 BETA International .......................................................23 Buffera Ltd ..................................................................33 Carrots ........................................................................35 Classified ....................................................................45 Comfy Bed ..................................................................20 Earlswood Supplies .....................................................38 Ekkia.............................................................................5 Equestrian Management Consultants ...........................44 Equetech.....................................................................29 Equisafety ...................................................................39 Faulks & Cox Ltd ..........................................................19 Finest Brands International...........................................27 Fynalite .......................................................................21 GB Animal Bedding .......................................................6 Horslyx........................................................................37 Horze..........................................................................32 Jenkinsons Equestrian..................................................11 Nedz...........................................................................18 HJ Lea Oakes...............................................................13 Parkfeeders .................................................................20 Plevin Products............................................................18 Sherwood Forest.........................................................IFC Snowhill Trade Saddlery..............................................IBC South Essex Insurance Brokers........................................5 Spoga .........................................................................10 Trade Suppliers Directory..............................................46 Web Directory .............................................................46 Westgate EFI .................................................................9 WorkLite Ltd................................................................31
www.equestriantradenews.com
Saddle maker in administration JABEZ CLIFF LIMITED, best known for its Barnsby saddlery brand, was placed into administration on 17 June. The Walsall based business has closed with 26 staff made redundant. Andy McGill, of accountants Smith & Williamson, has been appointed as administrator for the 221 year old company. He said that moves to restructure the business had proved unsuccessful. “We are working to sell the assets of the business, including the respected Barnsby brand, in order to maximise the realisation for creditors including employees,” he added. Jabez Cliff entered a Company Voluntary Agreement (CVA) at the end of last year. As reported by ETN (June issue) its managing director James Hitchen was selling discounted saddles on a tradestand at Badminton in May. The company held a Royal Warrant as a supplier to The Queen. “The directors have worked very hard during the last six months to try and turn the business around,” said Andy McGill. “It had been hoped that it might be possible to boost international sales but unfortunately market conditions have proved too tough and opportunities have not matched their expectations.”
MBE for saddlery trainer
Mark Romain with his wife Dawn
MARK ROMAIN – who has trained more than1,500 saddlers from around the world - was awarded the MBE in the Queen’s Birthday Honours list last month. He has been recognised for services to the saddlery industry and saddlery training in the UK and overseas. With his wife Dawn, Mark (57) owns and runs the Saddlery Training Centre in Salisbury. The only training centre to provide a government apprenticeship scheme in the industry, the couple set it up 14 years ago when the then Countryside Agency training facility closed. “It [the MBE] came right out of the blue,” said Mark who has also trained more than 200 apprentices. “I still really enjoy teaching and working with the apprentices. It’s so nice to see them progress and their careers flourish.” If his MBE was to generate publicity for a certain aspect of the saddlery industry, Mark would like to see it directed at older entrants. “It would be great if we could secure more funding to help the people coming into the industry as a second career,” he said. While many in the trade will be delighted to see Mark’s hard work rewarded, he had his own thanks to give. “My wife Dawn has played such a big part in everything we do. I couldn’t have achieved any of this without her support.”
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EQUESTRIAN TRADE NEWS JULY 2014 5
Feed firm turns trade-wise A FEED firm that previously supplied consumers directly has teamed up with a retailer. Chestnut Horse Feeds, known for its ready-filled bulk bin system, is working with Tunbridge Wells based Broadfeed animal feed and saddlery superstore to distribute across the south-east of England. The feed is also available in 20kg bags.
Wholesaler’s shop closed WEATHERBEETA was due to close its Horsatack store in Droitwich at the end of last month (June). The wholesaler announced its intention “to exit retail” in February last year. Weatherbeeta’s second Horsatack store in Milton Keynes continues to trade but is understood to be on the market. “Weathebeeta is committed to focusing 100% on their wholesale business,” said a company statement.
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Fashion show sponsor gets encore EKKIA is set to return to BETA International 2015 as fashion show sponsor for a second consecutive year. Named the Equi-Thème Fashion Show after the French wholesaler’s flagship brand, it features up to ten different exhibitors’ equestrian and country clothing collections. “Ekkia’s sponsorship brings a sophisticated, continental stamp to proceedings and serves to endorse the trade fair’s strong international credentials,” said BETA International organiser Claire Thomas. “We are looking forward to our return visit as sponsor of the fashion show,” said Ekkia chairman Jean François Vignion. “It proved a highly effective way of presenting our Equi-Thème range to an international audience of industry buyers and made our regular appearance in this extremely attractive and appealing feature even more special.”
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Carl Hester: “I’m not riding on these saddles for the money”
THE sum that Carl Hester receives as brand ambassador for Fieldhouse’s new PDS saddle range remains undisclosed. But the dressage ace says it wasn’t the money that motivated him to work with the Walsall based company. “I can ride in any saddle,” Carl told ETN. “But using any saddle on my horses isn’t an option.” He added that his grand prix horses are seen by a physiotherapist weekly. “Of course there are going to be people that are cynical. But I don’t need the money; I own my own place and I don’t need the extra work. I was more interested in learning more about saddles and helping develop the range.” The Olympic team gold medallist was speaking at the saddle brand’s trade launch during which he welcomed around 40 retailers, saddle fitters and press (including ETN) to his Gloucestershire base. Following a tour of the Hester stable yard, with retailers given the chance to meet equine superstars Uthopia and Nip Tuck [tipped as Carl’s possible world championship ride], there was a ridden demonstration. With commentary by Carl, guests saw two youngsters and a grand prix horse in action - all ridden in PDS saddles.
Firm to dress Met police TAGG EQUESTRIAN has won a four year contract to supply the Metropolitan Police with William Funnell branded breeches and SSG riding gloves. The company had already registered with the Blue Light police tendering system, and went on to secure the deal after applications opened for equestrian equipment. A 12 month wait followed the submission of samples, said Tom Eastwood of Tagg Equestrian. “We’re delighted that the Mayor's Office for Policing and Crime has accepted our tender,” he added. “Not only is this a great product endorsement but also recognition that Tagg can fulfil the requirements of a professional organisation. We look forward to working with Metropolitan Police and their procurements services over the next four years.” Tagg Equestrian is also an Official Rug Supplier to the Equestrian Team GBR.
Wholesaler slashes carriage paid WESTGATE EFI has permanently lowered its carriage paid level to £100. The change came into effect on 16 June and applies to the UK mainland “Although the economy is showing signs of recovery, market conditions can still be tough and we have taken this step to increase support for our retailers,” said WEFI sales and operations manager Tracey Woods. “The move will give more flexibility to our customers, enabling smaller businesses to purchase more manageable quantities, as well as allowing larger outlets to better manage stock levels and place top-up orders as required.”
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Another winning Bramham for BETA LAST month’s Bramham International Horse Trials saw sunshine, rain, BETA sponsoring the CIC3* and 54,226 visitors. It was BETA’s second year as sponsor of the international competition won by William Fox-Pitt riding Chilli Morning. Alison Sherwood-Bruce, chair of the BETA PR committee, joined the Yorkshire event’s president Nick Lane Fox to present prizes. BETA vouchers went to the winning rider and his groom. BETA enjoyed a high profile throughout the event as visitors called at the trade association’s stand in its new location facing the main arena for free hat and body protector checks, plus 10% discount vouchers off the price of new safety garments purchased from participating BETA retailers. Star of the stand was the BETA luxury hamper, with more than £1,500 worth of equestrian goodies up for grabs. Prizes for the hamper and BETA goody bags were donated by BETA members. “Bramham – just down the road from BETA’s Wetherby base - offers a fantastic opportunity to engage with our home crowd and other horse enthusiasts across the north,” said BETA executive director Claire Williams.
“Our presence helped us to drive home the message about rider safety and explain just what BETA and its members do for consumers.” BETA goody bags were presented to all those who signed up to join the National Equestrian Research Panel, designed to gather feedback on industry products and consumer spending habits. Doggy bandanas were handed out in exchange for a small donation to the RDA. BETA hosted a tradestand holders’ breakfast, where the BETA Best Stand Awards were presented by Nick Lane Fox. Retailer Ayr Equestrian won the Best Large Stand award, with retailer R & R Country named runner-up and riding holiday company In the Saddle highly commended. Former BETA chairman Roger Cooper won the Best Small Stand award with his dog bed business Hugo & Hennie, with alpaca blanket and throw maker So Cosy runner-up and online country interiors company Interior Flair highly commended. “The overall standard was extremely high and we were very impressed with how they had used all the space available to maximum effect,” added Claire. (Photos: Bob Hook)
of the Visitors make the most er to event’s changeable weathy from enjoy a little retail therap ands. a diverse range of tradest
Left: Ayr Equestrian director Kevin Galbraith is presented with the BETA Best Large Stand award by Bramham president Nick Lane Fox.
Above: BETA PR committee chair Alison Sherwood-Bruce and Bramham president Nick Lane Fox present prizes to the top ten riders in the BETA CIC 3*, won by William Fox-Pitt.
The BETA stand is right in the thick of the action in its new location.
Bits in product recall BIT company Neue Schule issued a product recall at the end of May. The company is asking riders to stop using its 1CCB or 1CCE Comfy Contact bits immediately because of “a potential safety concern.” Neue Schule is offering to refund postage
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when consumers return bits which will be “re-engineered and returned to you shortly.” Retailers holding stock in the UK and internationally have been contacted too. According to the company’s Facebook page, the bits’ side arm connections to the
ball joint and/or central barrel parts are the potentially affected assemblies. Neue Schule CEO Sarfraz Mian told ETN that the bits concerned were “in the early stages of being on the market” and that the number distributed was “in the hundreds.”
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PRESS CALL: BETA continues its quest to educate the equestrian industry about the legality of claims made for products, most notably feeds. A BETA Media Briefing day, held at Stoneleigh, covered prohibited substances too. The topics were aired at this year’s BETA Feed Industry Conference too(see ETN June issue). Journalists, publishers and public relations agencies gathered for the media briefing. BETA executive director Claire Williams outlined the requirements of UK and European law as well as the sporting regulators. Barry Haycraft and James Freer (pictured) of the Veterinary Medicines Directorate (VMD) gave delegates an insight into the work of this Government agency. It was pointed out how VMD is keen to help companies and the press avoid making illegal claims. BETA’s feed industry consultant Ruth Bishop then presented some do’s and don’ts when it comes to substantiating claims. This was of particular interest to marketers tasked with promoting products. To conclude a day punctuated by much interaction, ETN editor Liz Benwell hosted a question-and-answer discussion.
Check your tel numbers, businesses warned NEW legislation, which came into effect on 13 June, means the end for so-called rip-off telephone numbers such as 0844 and 0871. Affected businesses are required to switch to lower cost, basic rate numbers including those starting with 01, 02 and 03, mobile numbers and those which are free-to-caller from fixed and mobile telephones. From 13 June, a call to a mail order company or high-street retailer about a faulty item is no longer allowed to incur a service charge such as that found on calls to 0844, 0845 and 0871 numbers. Charges above the basic rate will still be allowed for services that don’t form part of the contract, such as technical support. Businesses are also still free to use such numbers for sales lines, if they so wish. ● For more on new consumer laws, see page 22.
Body protector poster is free BETA has published a new body protector poster. It’s free to retailers. The A3 sized BETA Guide to Body Protectors poster is perfect for in-store display or as a pin-up poster in the tack room. It identifies old and new body protector standards and has tips on caring for, fitting and replacing body protectors. “The poster is a great way to highlight all aspects of body protector wear,” said BETA executive director Claire Williams. To obtain free copies of the poster for distribution in-store, contact Tina Hustler at BETA (the British Equestrian Trade Association), tel 01937 587062 or email tinah@beta-int.com
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BETA International: independent audit announced
GENEROUS GESTURE: Matchmakers International has donated Caldene, Harry Hall and Tottie products to the Riding for the Disabled (RDA). “The equestrian equipment, clothing and leisure wear has gone down a storm,” said RDA chief executive Ed Bracher. Liz Hopper of Matchmakers International she was “delighted to support this very worthwhile charity." The charity has 500 volunteer groups across the UK and organises equestrian activities for as many as 28,000 disabled people of all ages. Pictured are RDA volunteers eagerly opening packages of donated products, while RDA office dog Skye guards a pair of wellies.
THE number of visitors who attended this year’s BETA International has been verified by independent auditors. ABC (Audit Bureau Circulations) issued the three-day trade exhibition’s 2014 attendance certificate last week. Total unique attendance at BETA International in February was 4,358. In addition, there were 725 re-entries on separate days. “Achieving an ABC attendance figure is an exacting exercise,” said Claire Thomas, organiser of BETA International. “However, we believe our exhibitors deserve an independently verified figure each year.” ABC was established in 1931 to measure circulation, engagement and loyalty. Its integrity is recognised across international publishing and exhibition sectors. BETA International 2015 returns to the NEC, Birmingham on 22 – 14 February. For details, contact James Palmer on 01937 582111 or jamesp@beta-int.com
Sunday deliveries: the race is on AS internet shopping has grown, so Sunday deliveries were bound to follow. Soon after carrier DPD launched the UK’s first Sunday delivery service, Parcelforce Worldwide followed suit with a service for its contract retail customers. Shoppers who choose the Parcelforce Sunday service through participating retailers receive a text message between 30 and 90 minutes before delivery. Meanwhile, Parcelforce’s owner Royal Mail is to pilot Sunday afternoon opening at 100 of its busiest delivery offices across the UK later this summer. Royal Mail is also to trial Sunday parcel deliveries to addresses within the M25 motorway. DPD's CEO Dwain McDonald said his company had run Sunday delivery trials in London and Manchester earlier in the year. “77% of recipients [of parcels] said that Sunday deliveries would positively influence their online purchasing decisions in future, which is a great message to send out to retailers thinking about their service offering.” Dwain McDonald: “Sunday deliveries can positively influence online purchasing decisions.”
NEWS IN BRIEF THE DEVON County Show has offered tradestand holders a 25% • refund on stand fees after its third day was abandoned. Organisers say they lost an estimated £500,000 after heavy rain caused the car parks to become potentially unsafe during last month’s show. than 100 companies have signed up to exhibit at the ninth • MORE Outdoor Trade Show (OTS) at Stoneleigh Park in Warwickshire on 9 – 11 September. Recent bookings have come from the likes of travel accessories supplier Troop London, Blue Desert, Euroleathers and Horizon. Regatta Outdoors is among the companies exhibiting for the first time. OTS was established in 2006 with 46 exhibitors. won the Federation of Small Businesses (FSB) • EQUIFEAST Worldpay UK Business Innovation of Year Award in May. The supplements company, which launched in 2005, says it has tripled its UK sales in the past three years. EUROPE’S only model horse festival takes place in Newmarket • next month. Among the highlights at The Utterly Horses
Supplier in summer sales drive
NETTEX is running promotions in a bid to drive sales via bricks and mortar retailers this summer. “With many retailers finding it tough to compete with online competition, Nettex has introduced a new marketing initiative to help attract customers back into their local retailer,” said a statement from the company. In April, Nettex “restructured” its trade prices. Following the move, sales have increased 18% year-on-year nationwide, says the company. Current marketing support packages give retailers up to 20% off during “key buy-in periods” on selected product ranges. Nettex is also attending major consumer shows for the first time this season. t Nettex 01634 257150
Money back guarantee extended SUPPLEMENTS company Animalife has extended its money back guarantee scheme. Previously it only applied when consumers purchased directly from the company. Now the money back offer covers Intense Lifestage products purchased via Animalife accredited retailers’ stores. The move is Animalife’s latest initiative to support bricks and mortar retailers as only this category of stockist can be accredited. The Animalife Intense Lifestage range is designed to support horses and ponies during challenging times. It comprises Vetrofen Intense, Vetrofen Intense Instant, Vetrocalm Instant and Vetrogard Intense. Vetroflex Intense and Vetrovit Intense are soon to be added. Animalife invites businesses to sign up as accredited retailers in just a few easy steps. t Animalife 0845 3650050
Clippin’ clever idea
Hullabaloo, on the 29 - 31 August at the National Stud, will be the unveiling of a model of Sharon Hunt’s Olympic event horse Tankers Town. Farmers has opened a Patch & Acre country store in • CORNWALL Tavistock. International event rider Lucy Wiegersma cut the ribbon to launch the retail group’s third new look outlet. ROBINSONS is expanding. The equestrian retail giant announced it • was planning to open “at least one new Robinsons Superstore somewhere in the UK this year.” A circular email to customers went on to ask them for suggestions as to where. THE 2018 World Equestrian Games (WEG) will be held in Canada. • The multi-discipline world championships will be based around the Bromont Olympic Equestrian Park, venue for the 1976 Montreal Olympics equestrian competitions.
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A BROWBAND for head-shy horses has been launched by Kate Negus Saddlery. It has clips at either end that can be undone to make it easier to tack up a sensitive horse. The new design is available on all styles of browband from Kate Negus Saddlery who can also convert existing ones. t Kate Negus Saddlery 0780 115 0571 www.equestriantradenews.com
Summer version of jockeys’ favourite PC RACEWEAR, the clothing range inspired by leading Irish National Hunt jockey Paul Carberry, is winning fans across all sectors of the horse world. So those customers who love the water resistant, breathable PC Racewear breeches will be delighted to hear that a summer version has arrived. Made of brushed cotton, they have a soft, comfortable feel yet are robust enough to withstand daily wear. The design appeals to men and women with belt loops, two slanting front zip fastening functional pockets and contrasting ultra-grip knee and seat patches. The lower leg is a Lycra sleeve for a non-bulky fit under chaps or long boots. PC Summer Breeches come in chocolate, beige and navy in a full range of sizes. t PC Racewear 353 863 842 327 or 07802 925239
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Here’s to a psychedelic summer YOUR young customers will love this bright and breezy collection for the summer holidays. The Elico Matterdale Headcollar with brassed fittings comes in pony, cob and full sizes at an RRP of £8.60. Our model wears the Psychedelic Horse Hoodie with pink contrasting inner hood and horse’s head outline. The kangaroo pouch pocket has an opening for that essential ear phone cord feed. In sizes for 7 - 13 year olds, the zero rated RRP is £14.60. The collection is completed with Daytona Jodhpurs, a two-tone garment with zip fastening and front pocket. In pink/navy colourways, the zero rated RRP is a cheerful £11.25. t Jenkinsons Equestrian Wholesaler 01924 454681
EQUESTRIAN TRADE NEWS JULY 2014 13
www.britishequestriandirectory.com
Deals wanted for new ‘app’
For tip top condition
UK equestrian businesses can reach new customers for free via a Smartphone app. The free-to-use app, which allows consumers to view deals and discounts in their area, has been developed by Staffordshire-based StableHands. The company is an equine insurance claims handler that sees the app as a means to create brand awareness. Already more than 6,000 consumers are using it, says Lucy Quy, a founding director of StableHands. So what’s in it for retailers, feed merchants, saddle fitters and physiotherapists that are promoting their deals on it? “There really is no catch, no commitment required and nothing to pay,” said Lucy. “We’ll simply help them set up their offers on our system and help promote the deals to our users.” Further spin-off benefits for participating companies include a monthly social media newsletter featuring their deals. The free app is available for Smartphones using either Android or Apple’s IOS operating systems. Derbyshire retailer Draycott Tack and Feed has signed up. “When StableHands initially approached us, we were a little sceptical,” said owner Joanne Smee. “But since we uploaded our first special offers for our leather goods and rugs, we’ve increased our day-to-day sales.” Stablehands is an FSA (Financial Services Authority) approved insurance claims manager. Lucy describes its main function as holding owners’ hands at what can be an emotional and difficult time. “People are often so upset when their horse is ill or has died that they don’t know how to cope with all the paperwork,” she said. “Equally, the insurance companies get frustrated when they don’t get the correct paperwork submitted to proceed with a claim.” t Stablehands 01283 617517
EQUERRY Condition Cooler Pellets are new to the horse feed range from HJ Lea Oakes. Designed for all equines, the pellets must be soaked for five to ten minutes before feeding. It’s an ideal feed for those with poor teeth. High in fibre, low in starch and low in sugar, elevated levels of vitamin E are included to help support the immune system. The product is formulated without barley but with soya and linseed to aid condition and shine. It also contains Actisaf yeast which stabilises the gut, increases digestibility and decreases lactic acid in the hind gut. Fans include show producers Julie Templeton and Alan Charlesworth. HJ Lea Oakes’ feeds are fully traceable and quality assured under the Universal Feed Assurance Scheme (UFAS) and manufactured at its non-GM mill in Cheshire. t HJ Lea Oakes 01270 782238
Gus likes to play rough
Catalogue is a first THE ELICO Equestrian brochure made its debut last month (June). The glossy publication details a wide range of exclusive products at competitive prices from Yorkshire based wholesaler Jenkinsons Equestrian. Elico is the brand name for this family business that has served the trade since 1835. The brand is owned by the Ellis family, its name deriving from theirs. Now in its third generation, Keith and wife Elizabeth Ellis are at the helm. “The Elico range has been put together with feedback from retailers,” said Elizabeth. “Comments and advice are always welcome to help us decide on additional products to be featured in future portfolios.” The brochure is designed as a counter copy for consumers to view, accompanied by a trade price list in page order, along with RRPs. t Jenkinsons Equestrian 01924 454681
Headlights for riders
WE couldn’t resist this happy picture of Gus with his matching Buff and ball. The Jack Russell terrier, who belongs to ETN designer Holly Webster, kindly agreed to try and test the latest Dog Buff. The canine version of the popular multifunctional headwear comes in small and regular sizes. It features retro-reflective material for improved visibility in poor light conditions. Updated Dog Buff point of sale is available free to retailers with orders. “Dog Buff is tough when a dog plays rough,” woofed Gus. t Buffera 01707 852244 • Find out how to ‘buff’ up your sales on page 34. 14 JULY 2014 EQUESTRIAN TRADE NEWS
THE UVEX supersonnix children’s riding helmet can be accessorised with flashing lights. Fixed with clips to the helmet’s shell, the battery operated LED lights can be set to flash intermittently. The lights work as a visual safety aid, to provide light to see the way or – since these are kids’ helmets – as a bit of fun. The RRP is £6.50 each. The uvex supersonnix comes in a range of styles, colours and designs. The lightweight helmets weigh just 335g and have a ventilation system to funnel air over the top of the head. It features uvex’s IAS 3D ring system that allows for adjustment around the head’s circumference as well as over the top by means of operating a dial. Sizes are 49 – 52 cm and 52 – 55cm, and the RRP £119.00 - £129.00. t Zebra Products 01352 763350 www.equestriantradenews.com
How efficient is your e-commerce? Multi-channel retailing puts potential extra business at your fingertips. But efficiency is everything when taking on extra retail channels, says Grant Hadwin. he first major jump for any bricks and mortar store is to move into the ecommerce arena. When choosing an e-commerce platform, choose a fully integrated platform to reduce your overheads including administration costs.
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There are three main reasons why customers buy online; stock availability, price and delivery options. Work out efficiency gains by assigning a value to you own time, and working out how much time - and therefore money you will save over a year by having an integrated system. By having your stock availability immediately visible online, your customers can be confident that placing an order with you isn't going to lead to disappointment.
Establish trust with your customers, and they will likely buy from you again. Otherwise you risk losing them forever because they crack open the laptop and search again on a competitor's site. Earn their trust, and maybe they'll even recommend you to their riding friends. Your customers' lives are busy ones, too. If they check online to make sure you have what they need before popping into the store at lunchtime, they won’t feel you’ve wasted their time by listing something online you don't have in stock. There are three main reasons why customers buy online; stock availability, price and delivery options. An integrated system shows exactly what you have in stock so the customer is assured that if and when they order, they will receive it. If you then show realistic delivery times and provide options such as ‘click and collect’, two of the main reasons for shopping online are covered. Once you have these efficiencies in place you can look at other routes to market that are achievable through the same efficient platform. If you have an eBay and Amazon store you can use the same e-commerce platform and product information to list on these market places too. It then
becomes an even more efficient way of selling online. This means you can be just as competitive as possible on price, allowing you to tick all three major requirements for a successful multi-channel retail business. An integrated e-commerce platform equals more efficiency which means reduced overheads and increased profitability.
ABOUT THE AUTHOR GRANT HADWIN is from ‘clicks and mortar’ specialist Citrus Lime tel 01229 588 628.
What’s what ● Multi-channel retailing offers your customers a choice of ways to buy products. A true multi-channel strategy covers purchases from a bricks and mortar store, ecommerce site, online market places, mobile devices, tablets, click and collect functionality and mail ordering. The aim of a multi-channel retailing strategy is to maximise revenue and loyalty by offering your customers choice and convenience. ● A fully integrated e- commerce platform is a transactional website (e-commerce site) which is integrated to a stock control and ordering processing system. This means that, as a retailer, you gain all the benefits possible from your retail system and website being integrated.
www.equestriantradenews.com
EQUESTRIAN TRADE NEWS JULY 2014 15
Stable relationships
With the longest day behind us, it’s time to think about stocking up on bedding and stable equipment.
FERGUS BYRNE had barely begun his new job with Suffolk based bedding supplier Hemp Technology when the company went into administration. A number of buyers made approaches, but they all fell by the wayside leaving Fergus wondering what to do next. “I decided to take the bull by the horns Fergus with his faithful Jack Russell and set up my own terriers, the tri-colour Skipper and bedding company brown and white Kerry, Skipper’s selling Hemcore, mother, who sadly died recently. Rapport and Flaxcore,” said Fergus. So his new business GB Animal Bedding Ltd was launched in January 2014. His first mission was to iron out some packaging glitches, such as bad seals on the bags, to ensure the bedding stays dry while stored. They say you should believe in what you sell, and Fergus has probably mucked out and bedding down more horses than most. After becoming an apprentice jockey in Ireland aged 16, he came to England and spent five years race riding under National Hunt rules. During that time he rode and schooled Grand National winners Rhyme n Reason and Maori Venture. “I loved it, but I was spending more time on the ground than on horses’ backs,” said Fergus. “When the nurses started greeting me by name as I arrived at the local hospitals, I decided that it was time to get a proper job.” For the next decade, he was work rider and head lad at Beckhampton stables with the colourful trainer Jeremy Tree and his assistant Roger Charlton. Great horses such as Rainbow Quest, Pennine Walk, Danehill, Quest for Fame and the enigmatic Two Timing came under his care. Fergus remembers once legging up a cocky young jockey called Pat Eddery onto Two Timing. “We watched them canter down to the bottom of the gallops, and it seemed Two Timing was going faster than Pat wanted. “Mr Tree was looking through his binoculars, and I heard him say to Mr Charlton: ‘Oh dear, it looks like Pat has gone into town for the morning papers...’” No harm was done, and Two Timing went on to win at Royal Ascot. Four years’ travelling horses to the races was followed by Fergus signing up for JETS’ (Jockey Educational Training Scheme) business and management courses. “That led to a job as a sales rep with an animal feed company. I did 14 years and more than one million miles on the road during which time I built up many useful contacts with merchants and wholesalers,” he said. Now, having launched GB Animal Bedding, he aims to renew many of those trade contacts.
16 JULY 2014 EQUESTRIAN TRADE NEWS
Retailers can offer customers a choice from GB Animal Bedding.
Which bedding? The bedding market is a baffling one with so many products on offer. So how can you help your customers choose? Fergus advises taking their personal preference into consideration – which is why it’s important to stock a choice. Other considerations include: ● Dust-extracted ● High absorbency ● Low odour ● Labour saving ● Economical to use ● Easy to dispose of ● Convenient to handle ● Environmentally friendly GB Animal Bedding offers a choice of three different types of bedding. Made from distinct products, they all use the same manufacturing process and are dust extracted. ● Hemcore, supplied in 16kg bags, is made from the soft inner core of the hemp plant stem. Grown and processed in the UK and Holland, it is not bleached and no chemicals are added at any stage of its growth. Hemcore is highly absorbent and easy to muck out, making it an economical choice. ● Rapport, which comes in 20kg bags, is made from the straw of the oilseed rape plant. The straw is graded and softened on the hemp processing line to create an ‘open’, absorbent bedding. Rapport is also a great bedding for poultry. ● Flaxcore, in 22kg bags, is made from the straw of the flax(linseed) plant. It’s processed by the same machinery as Hemcore and Rapport . Flax, like hemp, is a ‘bast’ fibre ie the fibre is on the outside of the stem. Flax plant stems are much finer than those of hemp, giving a smaller particle size. The fibre is separated from the woody inner core after processing and sold into the paper, automotive and insulation industries. Flaxcore is a low cost but effective alternative to Hemcore and Rapport. All three beddings are packed into heat-sealed, recyclable polythene bags with plastic hoods which can be stored inside or out. Hemcore and Rapport rot down quickly on the muckheap too. Fergus has experimented with trial heaps and found they compared favourably with Much of the straw and shavings. hemp used t GB Animal Bedding in Hemcore 07903 073840 or is grown in the UK. 01235 411413
www.equestriantradenews.com
Suitable for organic systems EQUINE V1 from Barrier Animal Healthcare is a non-toxic, nonirritant, non-corrosive virucidal disinfectant that’s suitable for use in organic systems. With a pleasant smell, it’s ideal for disinfecting stables, yards, tack rooms and feed rooms including internal structures, equipment, utensils and grooming kits. Equine V1 is effective against Equine Herpes Virus (EHV1AB4) and all known bacteria, fungi, yeasts and moulds. It has a high dilution rate and fast turnaround where immediate access and the re-stocking of animals is required. t Barrier Animal Healthcare 01953 456363
Working in a winter wonderland AS we enjoy (fingers crossed) a good summer, the realities of a British winter seem like a distant nightmare. However, the cold and mud bring forth great sales opportunities – and not just for Christmas gifts! “From September onwards sales start to creep up and up, until by November it’s go, go, go,” says Chris Birch at tools and utensils specialist Faulks & Cox. “There are so many more things horse owners need to buy and renew in winter. So retailers should plan to fulfil that need. Stock should be relevant and, crucially, available in good time to allow customers to absorb the offering.” Chris adds that expertly presented stock makes it easy for customers to find, pick up and buy the products they seek. “Hopefully they will buy products they were not seeking as well,” he adds. “We all know about impulse purchasing, but how do we get such sales when we are selling down-to-earth, basic products like stable tools? “Profit Packs are the answer. Our purpose-designed point of sale stands come complete with dedicated header cards that enhance the look of any store. “Combine these with our brightly coloured, top quality branded tools and tubs and it’s a winning formula that increases sales and profits massively in very short time” added Chris. t Faulks & Cox 01455 848184 18 JULY 2014 EQUESTRIAN TRADE NEWS
www.equestriantradenews.com
Stack ‘n’ store
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Verdo offers non-slip bales and promotional material.
STOCKING bedding is often considered the domain of merchants with plenty of room. But space need no longer be a prerequisite of getting involved with this market which prompts umpteen consumer returns, says Lyndsay Sims of Verdo Horse Bedding. “One full pallet (65 bags) of Verdo takes up the same room as eight bales of shavings. More floor space means more profit for the retailer in terms of offering more selling room or simply enabling retailers to stock more of their best selling lines.” Verdo packaging is nonslip, adds Lyndsay Lyndsay Sims: leave space around another consideration for bedding stacks. retailers who want to maximise selling space. “You can stack bags quite high in a narrow area, a big bonus for our smaller retailers,” she explained. But a word of warning: “When you stack high and tightly, it’s worth asking brands what point of sale material they can offer to ensure that the bedding doesn’t get missed.” Storing bedding outside is a huge space saving exercise – as long as it stays dry. Verdo offers branded waterproof pallet covers. “Our pallets can be stacked on top of each other using a forklift if necessary, thus allowing retailers a more cost effective solution by buying in bulk,” says Lyndsay. “Horse owners are very much dictated to by weather patterns. So being prepared to meet a sudden demand for bedding, say in prolonged wet weather, is key.” Although bedding doesn’t have a shelf life, it does need to be stored in a dry, rodent free environment, added Lyndsey. “Ideally there should be all round access to ensure that something doesn’t make its nest in the lower pallets, rendering the affected bags un-saleable. “Also on this note, ensure that the bedding you’re buying in is sealed in good quality plastic because shifting bedding can compromise packaging and cause tears and holes.” t Verdo Horse Bedding 01264 342009
www.equestriantradenews.com
Feeder has wide appeal THERE are few products that appeal to as many sectors as its Hay Bar does, says Park Feeders. Top competition yards, studs, racehorse trainers, rehabilitation centres and veterinary hospitals are using the system for their horses’ general welfare. Hay Bar has been supplied to customers in Hong Kong, South Africa and the USA. The system saves time and effort filling nets as well as reducing waste forage - and therefore mucking out time. Indeed, time is an equally precious commodity for large yards paying staff and happy hackers battling reduced daylight hours. Park Feeders has recently introduced Hay Bar Deluxe. With a reinforced top edge, it helps to cope with the destructive horse. t Park Feeders 01723 882434
For a relaxing retreat THE stable should provide a relaxing retreat for horses. In hot weather, coming in can offer welcome shade, provided the stable remains hygienic. Flies can be an irritating nuisance, while the heat can exacerbate unpleasant ammonia smells. The Nedz range aims to overcome these problems. Nedz Original and Nedz Pro provide a fresh bed on a soft yet sturdy base made from chopped straw. The highly absorbent, dustextracted bedding provides an environment that’s low in ammonia and dust spores helping to protect respiratory health. Nedz Original and Nedz Pro also contain the Natural Nedz formula to help repel insects and banish bacteria. This organic treatment is anti-bacterial, antiseptic, anti-fungal, and anti-parasitic, says the company, helping to keep the stable environment clean and fresh. Nedz Original and Nedz Pro are priced between £6 and £8 per 20kg bale. t Nedz 01254 677762 20 JULY 2014 EQUESTRIAN TRADE NEWS
www.equestriantradenews.com
Mucking out made easy
RETAIL TIPS ● APPROACH the livery yards in your area about working together. For instance, would they like you to organise evening lectures through the winter on everything from feeding to first aid, bitting to bedding? Many suppliers are keen to support stockists by providing nutritionists and other experts, plus raffle prizes, promotional material and merchandising support. So talk to them too. ● STOCK up on stable equipment ready for the winter rush. Check out stable toys, rubber matting, haynets. Create a mini ‘perfect stable’ in the corner of your shop. ● BEDDING is no longer an ‘agricultural’ type product. Glossy point of sale and merchandising aids are available, so ask your reps for some and display it prominently in store.
THANKS to some ingenious designs, Fyna-Lite makes light work of stable duties. The Warwickshire based company has specialised in stable management tools since 1985. Its British made products are created from the best quality materials to ensure a long working life. Fyna-Lite forks are also designed to be well balanced and as light in weight as possible. “Our designs reflect our own practical experience in the yard,” says Leon Fynn of Fyna-Lite. “Our aim is to make mucking out as easy as possible. t 01789 764848
New laws affect all retailers A radical change to consumer legislation has just happened and there’s another in the pipeline, says Sarah Riding. onsumer law relating to the supply of goods and services has been getting increasingly outdated in recent years, especially with the arrival of digital content such as downloads and software. The Consumer Contracts (Information, Cancellation and Additional Charges) Regulations 2013 (CCR), which came into force last month (13 June), replaced existing legislation and apply to any retail business selling to a consumer. There are a number of changes retailers need to be aware of.
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Under the new law, the retailer has only one attempt to get it right. Firstly, more information must now be provided to consumers prior to a purchase. The level of detail required depends on the method of purchase. For in-store purchases, consumers must have access to the complaints handling policy and any aftercare or guarantee information. If consumers have the right to cancel, they must be provided
with a cancellation form. If the goods are being sold online, a retailer must identify if they are acting on behalf of another trader and provide their contact details in addition to their own. A retailer must also make it clear to consumers that the order implies an obligation to pay; the purchase process must ask consumers explicitly to acknowledge this. Digital content is dealt with specifically by the regulations for the first time. Information, for example, regarding the functionality of digital content and the software/hardware requirements must now be provided by a retailer.
Cooling off It’s also important to be aware that digital content cannot be provided to the consumer during the ‘cooling off’ period, unless they explicitly acknowledge and consent to waive their cancellation right. In relation to cancellation rights, the cooling off period for consumers has been extended from seven to 14 calendar days. The cooling off period for goods starts when the consumer receives the goods. If it relates to digital content and services, it starts from the day on which the contract was entered into.
22 JULY 2014 EQUESTRIAN TRADE NEWS
Refunds Following the introduction of the regulations, if a consumer exercises their statutory right to a refund, then it’s the responsibility of the business to refund the price paid and the cost of the standard delivery charges. Refunds must be made to the consumer within 14 days of receipt of the returned goods, or receipt of evidence that the goods have been sent back. In the case of provision of services or digital content, refunds must be made within 14 days’ notice that the consumer wants to cancel.
Inertia selling Inertia selling is also covered in the legislation. In other words, consumers are protected from unsolicited sales or additional charges which have not been agreed in advance. In such cases, the consumer is not required to pay for products and service charges to which they did not agree.
Helpline charges Also new is that if a business offers a helpline service to its customers, then they should only be charged at a basic rate. (See news page 10)
The Consumer Rights Bill For all its far-reaching implications for retailers, CCR is not the only change on the horizon for retailers.
Digital content is dealt with by the regulations for the first time. The Consumer Rights Bill is not yet law but when in place, it will introduce new provisions which aim to ensure that consumers are both better informed and protected when they buy goods, services or digital content. Current legislation including the Sale of Goods Act 1979 and the Unfair Contract Terms Act 1977 will be replaced with an aim of simplifying and removing inconsistencies from the current regime. The Bill will also seek to clarify the standards a consumer can expect when making a purchase and the actions available if the standards are not met. It will also provide clarity on whether terms are fair or unfair. With the Bill expected to become law in the second quarter of 2015, it’s vital that retailers start considering their sales processes now. The first of several changes worth noting relates to accurate descriptions. Goods, digital content and services must meet the descriptions www.equestriantradenews.com
given by the trader before they are sold. Goods and digital content must be fit for purpose and of satisfactory quality, whilst services must be provided with reasonable care and skill.
that retailers review their current standard terms and processes against the new requirements and ensure compliance with CCR from the implementation date of 13 June.
Faulty goods The Bill clarifies a period of 30 days for consumers to reject faulty or substandard goods and to receive a full refund. This change removes the current ambiguity which, rather than providing an actual number of days, refers to a ‘reasonable period of time’. Another important change relates to whether a consumer agrees to accept a repair or replacement. Under the new law, the business has only one attempt to get it right, whilst under the current legislation, retailers have an undefined number.
Digital content As with the CCR, the proposed Consumer Rights Bill deals with digital content for the first time. Significantly, that the content must not harm the consumer’s device or any existing digital content stored. If it does, the trader by law would be obliged to repair the device and provide compensation. There is also much needed guidance within the Bill on unfair terms. It proposes clarification of which contract terms can be challenged in a court so that it can decide whether or not they are fair. A useful list is provided in the draft Bill which will give clarity in this area.
The cooling off period has been extended from seven to 14 calendar days. Even though the Bill has yet to come into law, businesses should start planning for necessary amendments. This is especially important in the world of digital content. Where processes or procedures will need to be changed, businesses should start to plan for this now. The online experience and terms and conditions will also need to be updated. The aim should be to ensure the consumer has the right information at the right time so that the business is not exposed to claims or providing a longer cooling off period than intended. Staff training may also be necessary to bring your colleagues up to speed.
ABOUT THE AUTHOR
Inspections Finally under the Bill, from next year traders will receive notice of routine inspections from enforcement authorities such as Trading Standards to allow them to make necessary arrangements.
What do retailers need to do? The proposed changes are designed in the main to offer better rights and protection for consumers. Retailers need to understand their extent and impact. For a start, it’s imperative www.equestriantradenews.com
SARAH RIDING is a partner and commercial law specialist at national law firm Irwin Mitchell.
BAG A TICKET TO GATCOMBE
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here’s not long to wait now until August, when we will be packing our bags and heading to Gatcombe Park, Gloucestershire, for the Festival of British Eventing, where BETA is presenting sponsor for a ninth year. To celebrate, we are offering BETA members the chance to bag some tickets for the event. Just email us your name, address and the day you would like to attend. Gatcombe runs from Friday 1 to Sunday 3 August. Enter “Gatcombe Ticket Giveaway” in the subject line and we will pop you in the prize draw. Gatcombe is a glorious opportunity for us to fly the flag for BETA and really shout about the work we do for rider safety, as well as highlighting just how the trade association and its members can be of benefit to consumers. The entire BETA team will be
out in force, offering free safety checks for riding hats and body protectors. All those taking advantage of this initiative will be presented with a handy discount voucher giving them a 10 per cent saving when buying a new safety garment from a participating BETA retailer. BETA’s luxury prize draw will certainly be a talking point, with its £1,500 worth of equestrian equipment and clothing for horse and rider. All prizes have been kindly donated by BETA members – as are the fantastic horsey bits and bobs found in the BETA goody bags. The latter are handed out to everyone who signs up to join BETA’s National Equestrian Research Panel, which was set up to gather consumer feedback for the industry. BETA will also be hosting its highly popular tradestand holders’ breakfast, where winners of the Best Stand Awards are announced.
THE BETA show voucher scheme helps retailers to forge links with their local equestrian community by providing sponsorship in the form of gift vouchers. Paid-up members can apply for the vouchers, which are available in units of £25 per class – with a maximum value of £100 in any one calendar year from each member. The vouchers can be redeemed in any BETA retail member’s shop.
Get recognition with a Business Award
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wo of the 2015 BETA Business Awards – the SEIB Retailer of the Year and the Haygain Nutritional Helpline of the Year – are open to consumer vote. Make sure that your customers are aware of these important industry accolades and understand how to nominate those they think worthy of winning. The SEIB Retailer of the Year Award celebrates the different faces of equestrian retailing throughout the UK. Customers nominate online at www.retaileroftheyear.org.uk or by completing a form in-store. Make sure you have plenty available by downloading forms from the BETA website, www.betauk.org, or contact Tina Hustler in the BETA office to order some. All those making nominations are automatically entered into a prize draw to win a Wintec saddle donated by Weatherbeeta. Feed companies hoping for the Haygain Nutritional Helpline of the Year title should encourage their customers to send nominations by post to the BETA office or via the Haygain website, www.haygain.com, where they will be able to download a form.
The Haygain Nutritional Helpline of the Year was won by TopSpec at the 2014 BETA Business Awards. Win tickets to Gatcombe and enjoy a day out at this wonderful event – or offer them as prizes to your customers.
BETA AGM and social media day THE annual BETA AGM will be at Whittlebury Hall, Towcester, Northamptonshire, on Monday, 13 October, followed by a digital marketing and social media day, complete with presentations and workshops. Members – and non-members – will get the opportunity to find out more about these highly effective mediums and how they can best benefit their own businesses. Full details will be made available in the forthcoming BETA Summer Newsletter.
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Get ahead with your CPD points SQPs – don’t leave your CPD points to the last minute! BETA is offering CPD days starting in the autumn, giving you plenty of time to claim enough points before the 30 June 2015 deadline. For dates and venues, contact Tina Hustler in the BETA office.
CONTACT TINA HUSTLER AT BETA Tel: 01937 587062 Website: www.beta-uk.org Email: tinah@beta-int.com Stockeld Park, Wetherby, West Yorkshire LS22 4AW www.equestriantradenews.com
Do you trust your courier? For many businesses, the contact a courier has with its customers may be the main human interaction a company has with its clients. For an online business it can often be the only human contact, says Kate Lester.
Will my package be delivered immediately? "Same day" is the equivalent of chauffeuring your Very Important Parcels (VIPs) because they need to get to their destination quickly. One courier might quote you £50 and another £25. So you go for the cheaper one, however that courier can only afford to charge 50% of the price because he takes two consignments. So he picks up your VIP, then goes to another company to pick up somebody else's VIP, then delivers the other person's VIP and only then will he deliver yours. So you're basically getting a consolidated courier which, when it's really urgent, isn't what you are paying for or wanting. Make sure your same day courier is going to chauffeur your Very Important Parcels (VIPs) directly.
Does tracking make a courier better? Frankly if you have the time to track a courier from Guildford to London (i.e. 60 90 minutes) you need to manage your time better! Ask instead for email notification on delivery so you can rest assured it's delivered without having to monitor your courier. You should be able to book and then not worry about your delivery - trusting your reliable courier to deliver on time every time. Make sure www.equestriantradenews.com
your courier is so reliable you don't have to check up on them
Is big best? Not necessarily. Even if you spend £50,000 a year, will one of the major carriers who turnover in excess of £500 million a year properly value your account? The sales person will care briefly about the commission, but after that you risk being a faceless number in a corporate machine. Make sure your courier is big enough to cope and small enough to care. Locally owner managed depots are smaller companies that are more likely to care.
Will my courier find me the best price option? Did your insurance company offer you the best price option at renewal? Well neither will some courier companies on services, other than your core requirement. Every different carrier has a different speciality subject and needs to be played to its advantage both in its service provision and its pricing. Some aren't good at fragile stuff and some will volume out, meaning unexpected additional charges, sooner rather than later. Some are poor at same day and others don't do 24 hour. So choose with care. Choose a courier who offers a multi carrier solution to adapt to your needs.
Does it matter who delivers or collects my goods? Hello?? A courier is the lifeline of your business and will fundamentally make or break your client relations. You want an ambassador for your company, a high quality service provider and a great problem solver. Because if your goods don't get where they need to be, think of the client implications of that. Choose a courier who gets this and provides you a guaranteed service standard - or your money back.
Is it all about price? No. It's all about COST not PRICE. Anyone can compare an overnight delivery pound for pound. But what is their guarantee and what is their customer services policy when things go wrong? This is the true cost of logistics. Efficient
logistics saves you time and money in more ways than a pre-booking charge. It streamlines operations, relives admin and simplifies booking. So beware of low cost so called solutions providers they make their money somewhere and that will be by cutting corners somewhere. Choose a courier who prices with enough margin to provide you with quality.
Are there differentiators between couriers other than cost? Hmm. Other than insurance, reputation, customer care, awards, trading records, staff turnover, courier relations, vehicles, appearance and general helpfulness, then we guess not! All couriers are not the same.
Is a courier just a cost to my business? A courier can be just that, a drain on your bottom line. Just another figure in your ever escalating profit and loss. Or they can be your greatest ally, a friendly professional face to your customers and a solution provider to make your logistics nil cost and in some instances help you turn a profit on logistics. It just depends what kind of courier you choose.
ABOUT THE AUTHOR KATE LESTER is CEO of Diamond Logistics which has been serving businesses for 22 years in same-day, overnight, international and actual fulfilment warehousing solutions. Diamond Logistics has a national franchise network offering a one stop logistics solution to businesses.
EQUESTRIAN TRADE NEWS JULY 2014 25
“Customers who try will buy...” Want to sell more clothes? ETN asked Tess Simon, a sales assistant for a high street clothing brand, how the mainstream professionals do it. Size dilemmas MOST manufacturers ‘size flatter’ nowadays which means that the standard sizes are bigger than they used to be. Funnily enough, large customers tend to ask for a size that’s too big for them, which can look as unattractive as something that’s too tight. Sometimes, when a customer is in the changing room and I have an idea they may need a different size, I’ll hand them the garment off the hanger so they can’t easily see the size. If it fits and they like what they see, the size doesn’t matter.
When customer touches a garment, steer her towards the changing rooms.
ne in ten people who enter our store buy something. Eight in ten who try on clothes go on to buy. So the big thing is to get customers into the changing rooms. But first we have to get them into the store. Our main door is always
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open whatever the weather. If it’s cold, we turn up the heating. We have someone near the door to meet and greet. They say ‘hello’ to welcome everyone who comes in. As a sales assistant, I like to let my target customer get on with looking around for a few
minutes, but I watch them closely while pretending to be doing another tidying type job. As soon as they look at a specific item, I go over and say something about the thing they are looking at, such as ‘that’s a nice pattern’ or ‘is that the sort of thing you’re
looking for?’ As soon as they touch or pick up a garment, it’s time to steer them towards the changing rooms. I say ‘would you like to try it on?’ If I don’t make the effort and suggest the trying on, the customer rarely takes the initiative. ‘Let me hold that
Changing room must-haves...
A couple of suggestions
● A full length mirror. ● Good lighting which is already switched on when the customer enters. ● Plenty of places to hang clothes, the customer’s own and clothing they’re trying on. ● A chair to sit on or put things on. ● Privacy - a proper door, a curtain isn’t good enough. ● Some help – be there to take away the ‘no good’ items customers have tried on or fetch new ones. ● Tidiness – overloaded, cluttered changing rooms confuse customers and make choosing too much like hard work.
One: Equestrian retailers might like to copy our store’s idea and use mystery shoppers. You could ask anyone unknown to your staff to undertake the task – but give them a specific brief about what you want checking. Honest, unbiased feedback is very useful. Two: We constantly ask our customers to tell us about them, so it’s only fair we should tell them something about us. So how about taking some pictures of you and your staff riding their horses, walking their dogs and so on to display instore? It could be a good talking point.
26 JULY 2014 EQUESTRIAN TRADE NEWS
www.equestriantradenews.com
while you find something else to try on’ is another useful line. By now, I’m aiming to become their shopping friend; finding new items for them, advising, encouraging and getting an interaction going. Once I know the customer is definitely going into the changing room, I arrange their chosen items inside. If they’ve picked a top, I hang it up with a skirt to suggest an outfit. Then I leave them to it, saying ‘I’m just outside if you need anything...’ After a few minutes, I tap on the door and say: ‘How are you getting on with the trousers?’, ‘Do you need another size...?’ If you have more than one changing room, it’s important to let each customer know it’s them you’re talking to. Ideally, I try to get into the
changing room with the customer - or get them to come out wearing the clothes. Only then can I really combat their worries and fine tune their choices. You’ve also now got the chance to do up buttons and
zips properly and tuck in labels so the outfit looks its best. I’m always honest with people if something doesn’t suit them – I want them to come back and tell their friends nice things. By now I’m assuming they’ll
Secondary shoppers WHEN husbands are frogmarched into the store, becoming the wife’s co-conspirator is helpful. ‘Maybe you can get him into that colour shirt because I’ve never been able to...?’ Secondary shoppers in the form of husbands and children accompanying their wives also need dealing with because the primary shopper mustn’t feel harassed or rushed. Bored husbands hanging around often appreciate a joke such as ‘for goodness sake don’t tell her her bum looks big in that...’ Children, especially disruptive ones, need distracting. They like shiny things, mirrors and face pulling. If a child asks to try on a garment, I address him or her directly but involve the parent by asking if it’s OK. When youngsters appear to be teenagers or older, I talk to them as the primary shopper. No matter how bored, rude or irritating, all secondary shoppers get a ‘hello’ ‘thank you’ and ‘goodbye’.
buy something; it’s a case of what and what else. People go shopping with the intention of buying and the means to do so in their purses. They just need a bit of positive help.
It’s good to talk CUSTOMERS should not be hounded or ignored – but something in between. As an absolute minimum everyone who comes into our store gets a personal ‘hello’, ‘thank you’ and a ‘goodbye’. If they clearly don’t want to talk about, say, a garment they are looking at – try commenting on the weather. Do anything to engage the customer. Very few people fail to respond if you are polite but not patronising.
Aim to become their shopping friend.
28 JULY 2014 EQUESTRIAN TRADE NEWS
www.equestriantradenews.com
“I’ll get it online”
At the till
Sometimes shoppers who have tried on a garment say ‘thanks but I’ll get it online.’ I quickly point out that their size may not still be available online and how nice it would be to go home with their new purchase today.
At checkout, we fold clothes nicely but don’t use tissue paper or trimmings. I try to appear quick while folding and packing, but I’m actually allowing enough time for the customer to look around at impulse offers from this new vantage point. It’s very important to keep chatting to the customer at this stage because once they’ve left the till, that’s it, they’ve gone. Before I total the till, I always ask ‘do you need anything else?’ Often people will have seen something else and are umming and erring about it... keeping them engaged can turn indecision into ‘I might as well get it while I’m here.’
Add-on sales While the customer is in the changing room, you have a golden few moments to sell them something extra. ‘Hang on while I grab a cardigan. I can think of one that would look great with that dress,’ I often say. If the customer has confided they are shopping for an occasion, they will welcome suggestions for scarves, jewellery, shoes or belts.
Few shoppers ignore a friendly ‘hello’ and a big smile.
Identity crisis IT’S got to be obvious who are shoppers and who are customers. We don’t wear name badges because the opportunity to introduce yourself to a customer is another useful chance to interact. Instead, we wear branded lanyards to identify us as staff. Corporate clothing might look smart but it’s a missed sales opportunity; you’re trying to sell your stock, not polo shirts with ABC Tackshop on them! All our sales assistants wear clothes from our current stock. If we don’t want to wear the stuff, why should our customers? One customer comes in about once a month and buys whatever I’m wearing in her size.
www.equestriantradenews.com
Living the rural life ETN looks at the latest clothing and footwear collections. Best in the country A BEAUTIFUL new country boot from Rhinegold is brand new this season. Two styles are available. Made in Portugal to high standards of European styling and craftsmanship, these long leather boots are comfortable and practical for all outdoor activities. Available in soft, waxy brown or nutmeg suede, they feature embossed branding to the outside of the heel. They are sized from 4 to 8, including 5 ½. The trade price for the waxy brown country boot is just £62.50, while the nutmeg suede version is £59.50. t Snowhill Trade Saddlery 01243 672323
For winter warmth HARRY HALL Drift boots are fully lined with fleece and topped off with faux fur. Made in dirt and water resistant suede, they have a lightweight moulded sole. Available in ladies’ sizes 3 – 8 in brown and black, the RRP is around £58.49. t Matchmakers International 01274 711101
Finishing touches
Multi-purpose footwear JODHPUR boots are highly versatile, looking just as good with jeans as jods. New from Horze, Hamptons leather jodhpur boots (RRP £59.99) are soft and comfortable. They feature laces in front and zip closures at the heels. With a sturdy sole designed for riding and walking in comfort, there’s elastic at the top of the shaft for an adjustable fit. With stylish embossing at the front, they come in dark brown or black. New to the Horze Standard range, Havanna jodhpur boots (RRP £71.99) have a close fit at the ankles, elastic side panels and a diagonal zip along the outside Lined with soft pig leather, the outer leather is shiny while the soles are hand-stitched. Colours are jet black or tan. Horze also has a new softshell show jacket. Shirley (RRP £63.99) is made in waterproof, breathable material. The ultra thin garment is stretchy so ideal for competing in warm weather. Features include a logo with crystal detail, press buttons, inner zip closure, ergonomic shoulder seams and two slits at the back. Available in navy blue or black, limited stock is available, says Horze. t Horze UK 07824 387643
30 JULY 2014 EQUESTRIAN TRADE NEWS
THE Equetech cable knit headband is ideal for keeping the ears cosy without overheating the head. With a fleece lining, one size fits all. Colours are fir green, caramel and navy, and the RRP £10.95. This black leather belt with dot-dash crystal chain is perfect for competitions or to dress up a pair of jeans. Matching browbands are also available. In three lengths, RRPs are from £33.50. t Equetech 01296 688966 www.equestriantradenews.com
Hitting the right mark WHEN today’s consumers want fashion, function and affordability, the latest Toggi clothing and footwear collections hit the spot. Highlights include the padded, water repellent Toggi Grafton jacket with detachable fake fur collar and floral lining. The smart Toggi Haworth jacket presents a feminine fit in a classic design. It’s lightly padded for warmth, has a water repellent finish, softto-touch fabric and printed lining. New to this label’s British made wax jacket collection, Toggi Aylesbury is a fitted silhouette enhanced by feminine seam lines and waist adjusters. The curved shoulder panels and deep cuffs add to Aylesbury’s elegant look, while the buckle fastener at the collar gives a contemporary edge. For chilly days, Toggi has cosy cable knits and textured fleeces. Made from fine, soft lambswool, Toggi Malden features a zip neck fastening. The new Toggi Kingham full zip cardigan comes in a soft wool blend, has a flattering, fitted shape and high neckline.
Shirts and sweatshirts The Toggi Malvern sweatshirt has floral and bird print trims complemented by subtle chest embroidery. The Toggi Sandridge, with its super stylish neck tie, is made from soft cotton with added stretch. Autumn/winter 14 sees Toggi introduce fun designs for younger style-conscious equestrians. From the teenage-focused black collection, the quilted, water repellent Toggi Mila jacket has traditional diamond quilting and sporty blouson styling. For younger outdoor lovers, the Toggi Heavenly jacket is waterproof and breathable, with taped seams and a hood.
Fabulous footwear The Toggi Roanoke is a stylish, full length tumbled leather riding boot. Available in London tan, it features a full length side YKK zip and elasticated panels on the rear. The Toggi Caymen full length riding boot features a full grain and patent leather upper. With a full length rear zip and elastic front lace system, it’s easy to fit. Meanwhile Toggi Cartwright riding boots feature a curved side zip, rear cordura panel and side elasticized panel for exceptional comfort and fit. Featuring an anatomic arch moulded footbed with a gel cushion for additional comfort and shock absorbency, the Cartwright also features a lightweight rubber sole unit. t Finest Brands International 0113 270 7000 www.equestriantradenews.com
When safety meets fashion Riding hats are among the fastest selling fashion items as riders embrace a bit of bling and sleek styling. ETN asked event rider and international stylist Michael Ashton how to help your customers look good in their headgear. AS THE horse world evolves and moves away from strict tradition, riders have the freedom to be more fashion conscious. And aesthetically pleasing riding hats are the latest must-have item in today’s equestrian wardrobe. Of course, it is the retailer’s job to meet customers’ demands - but not at the expense of safety or comfort. Indeed, the trained stockist is best placed to give advice on appropriate safety standards for riders’ planned activities and to meet the rules of their chosen disciplines. Offering consumers a good choice of brands and styles helps avoid Cinderella moments. These occur when buyers want to shoehorn their heads into hats that they want for fashion reasons, yet which are patently not the right shape for their skull.
RETA IL T IP Left: Style the customer’s hair as if riding.
Add a hat silk for an authentic look.
Egg head Helping the customer try on hats is all important, and not just to get the right fit. Jockey skulls can look particularly unflattering when scrutinised in front of a mirror, so try adding a hat silk to banish the stark ‘egg-head’ appearance. No-one thinks twice when they are wearing one around the yard or at a competition, so putting the image in context will make it more readily accepted to the customer. While traditional velvets and modern showjumping helmets are generally easier on the eye, the overall look can still be improved by styling the hair as if one was riding. This is also important in terms of hat fitting. Keeping a supply of new hairnets and elastic hair ties to hand enables you to achieve the optimum fit, as well as giving the customer the most professional appearance. Although riders rarely seem to understand and appreciate the development and testing that goes into helmets, they will almost certainly want to see how they look before parting with their cash. So beyond ensuring that they buy the brand that best fits their head shape and that it’s adjusted correctly, provide them with a mirror and good lighting. A second, hand-held mirror for an all-round view is useful too. About Michael Ashton (right): The UK based New Zealander is an amateur event rider with an ambition to qualify for next year’s British Eventing Grassroots Championship and so ride at Badminton. In his ‘other’ life Michael is an internationally renowned celebrity make-up and hair stylist. He’s been personal stylist to recording artist Adele for more than seven years; other clients include Amber Heard, Bianca Jagger, Daisy Lowe, Elle McPherson, Eva Herzigova, Neve Campbell, Joaquin Phoenix and Zac Efron.
32 JULY 2014 EQUESTRIAN TRADE NEWS
Above: The Gatehouse Conquest is an example of fashionable safety headwear.
www.equestriantradenews.com
Fusion of classic and contemporary
THE new Jack Murphy Autumn Winter ‘14 collection embraces the brand’s signature fusion of classic and contemporary influences. Garments for men and women encompass tweed, knitwear, waxed styles, quilts, classic shirts and fleeces. In fact, the new collection is the epitome of country chic with an inimitably twist. Texture is key this season, says Jack Murphy. So look out for lavish tweeds, luxurious linings, sumptuous faux fur accents and eclectic fabric combinations throughout. The colour palette features sumptuous berry tones of wine and red, wintry blues, earthy hues of brown and cream, refreshing greens, hints of glorious pink and warming shades of orange. t jack Murphy 01768 867590
Stretchy protection
THE Highland is Ariat’s first waterproof stretch jacket. With sealed seams and synthetic insulation, it has back vents, adjustable storm cuffs and collar, a two-way zip, zippered chest pocket and removable hood that fits over a helmet. In sizes extra small to extra large, the RRP is £199.99. t Ariat Europe 0845 600 3209
Garments with feel-good factor
BACK on Track garments were developed in Sweden. They incorporate Welltex fabric with infra-red technology. Ceramic particles are fused into the fabric’s fibres, causing heat to be reflected back towards the body. This is said to increase blood circulation, relieve joint tension, improve performance and help avoid injury. The garments, which include underwear, wraps and braces as well as this polo neck sweater, work best worn next to the skin.
All round top performers
FOR dog walking, riding, shooting, gardening...Grub’s neoprene boots have got the lot. In fact, the word is out that they are among the most comfortable, tough and practical outdoor footwear around. Grub’s boots offer excellent grip with their uniquely designed soles; while insulating and waterproof properties keep feet warm and dry whatever the weather. “The Grub’s brand is steeped with innovative technology and up to date materials for the ultimate performance boots,” said David Foster of supplier Work-Lite. “We pride ourselves in designing and manufacturing the highest quality boots possible. They offer superior comfort and ultimate traction on a variety of terrains. “The way in which Grub’s boots are put together sets us apart from the rest.” Grub’s ambassador and international event rider Ben Hobday added: “My Grub’s boots are by far the comfiest I own. They’re so practical when I’m on the yard with the horses and brilliant for walking cross country courses.” These Frostline boots are insulated and have a cushioned foot-bed. They come in mossy green, black, fuchsia, violet and camouflage, the latter being popular with men and particularly field sports enthusiasts. In UK sizes 4-13, they retail from around £70. t Work-Lite 01279 418052 www.equestriantradenews.com
EQUESTRIAN TRADE NEWS JULY 2014 33
s e l a s r u o Buff up y s... the Buff appeals to them all – and makes a
all ages, both sexe Riding, dog walking, country sports... ory this season. ss ce ac tty na is th of st mo e th ke ma to great gift idea too. ETN finds out how orm just What’s fashionable this season?
A pocket history THE Buff was born in Spain when off-road motorcyclist Juan Rojas sought a versatile garment to wear on and around his head while riding in all weathers. With more than 25 years’ experience in the textile industry, Juan - who comes from Igualada near Barcelona - began experimenting with different materials. Eventually he found a microfibre that was breathable and able to wick away moisture. When knitted in a certain way, it was also wind resistant. Juan called his product Buff, a derivation of the Spanish word ‘bufanda’ meaning scarf. And so in 1992, Original Buff arrived.
What’s functional this season?
● Insects are a perennial problem for outdoor people in the warmer months. Insect Shield Buff, with built in, odourless insect repellent, is a seamless tube of Coolmax Extreme fabric offering at least 93% protection from harmful UV rays. The range includes ten patterned designs and four plain with a RRPs of £21.
● Original Buff is a multifunctional tubular head and neck wear accessory that’s designed to keep wearers warm in the cold while wicking sweat away from the skin when it’s hot. The lightweight, breathable, seamless, polyester microfibre fabric is also wind resistant and comfortable. Worn under a riding hat, Original Buff keeps ears warm, heads cool and helps avoid the dreaded hat hair.
34 JULY 2014 EQUESTRIAN TRADE NEWS
Chic Buff products perf terparts like their functional coun - with added sparkle.
● Chic Buff is new for A/W14-15. Incorporating glamour, luxury and elegance, it sports an imitation diamond logo. The range comes in Headband, Headband Knitted, Neckwarmer Knitted, Bandana Pro, Original, Polar and variants. Chic Buff products perform just like their functional counterparts - but with added sparkle for extra fashion spin. ● Infinity Wool Buff is back in four solid and four tie-dyed patterns. This Merino wool garment looks great draped in one or two loops around the neck. It dresses up any outfit without compromising function; it’s warm, odour resistant (being inherently anti-microbial) water resistant
and made from sustainable fibre. Ideal for a smooth transition from yard wear to weekend wear.
Retail tips
● Buff point of sale and merchandising materials are offered free to the trade with stock orders. ● Orders can be placed on the company’s trade website 24/7. Here retailers can see what’s hold in stock and make use of Buff’s best sellers lists when ordering. ● Merchandising materials are well proven. They make consumers aware of how to wear the products and where to find them in store. ● A well stocked, point of sale unit in a high footfall area of the store works wonders. Retailers should also consider matching Buff headwear with other brands; for instance a Hood Buff teamed with a hoodless jacket or coat. ● Buff Headwear is fun, functional and ideal for the equestrian market. It has high turnover potential that the team behind the brand would like to help you realise. t Buffera 01707 852244 www.equestriantradenews.com
Little luxuries
For the girl who has everything…
Token gestures
THESE retro miniature designs are perfect for the girl who just can’t get enough handbags – or to pop a money gift into. With clip closures and well-made linings, the outer sides feature high quality photo printing on fine fabrics. Matching rhinestones are mounted on one side. Supplied by Jenkinsons to the trade in packs of six, the RRP is £5.95 each. Matching ‘horse in love’ design umbrellas are available too. Each has 80 crystals, and the RRP is £18.95. t Jenkinsons Equestrian Wholesalers 01924 454681
CARROTS offers gifts for all eventualities. The magical design of the Gorjuss range brings an ethereal tone to everyday items, including pencil cases, notepads, trinket tins and mugs. For more substantial gifts, Carrots has hat cover and gloves sets in a range of styles from sporty cross country themes, blingy sparkle collections and cute and cuddly designs to cater for children and adults. Prices start at £6 for the Gorjuss Trinket Tin. t Carrots 01245 445362
Acting on impulse GIFT ideas from Toggi include the new Brompton which can be worn as a scarf or a bobble hat. Meanwhile, Toggi’s Beeston gloves come in classic knitted lambswool with a twist. Conductive fibres woven into the yarn of the gloves’ fingertips enable touch screen devices to be used while wearing them. t Finest Brands International 0113 270 7000
www.equestriantradenews.com
Bespoke luxury EQUI-SCUTO luxury leather handbags can be created in a variety of colour combinations. The Yorkshire based company also offers a bespoke design service for personalised handbags. Other items available to order include leather equine boots and bridle leather belts, both of which can be embellished with Swarovski crystals. t Equi-Scuto 01765 676738
EQUESTRIAN TRADE NEWS JULY 2014 35
• Jess Forgie is a new account manager for equine bedding brand easibed and poultry bedding easichick. The Shropshire based 25 year old has worked as an AI [artificial insemination] technician at Twemlows Hall Stud. More recently she was a retail supervisor and equine specialist for Wynnstay Group.
• David Ellerton was elected chairman of NOAH (National Office of
Animal Health) for 2014 at the body’s AGM in London on 15 May. David is managing director of Virbac. A member of the NOAH board since 2005, he served as treasurer for three years before becoming vicechairman.
• Horse & Hound’s chief sub and showing editor Nicola Jane Swinney was due to leave the weekly title last month. She had been on Horse & Hound for 27 years. Nicola Jane plans to write books and pursue her other interest, that of restaurant reviewer. Meanwhile, Julie Harding is due to leave Horse & Hound’s sister title Eventing magazine this month. She told ETN that Eventing would continue to be produced by the Horse & Hound editorial team. • There are two new
• Jasmine Cabourn has joined
Grandstand Media, organiser of Horse of the Year Show (HOYS), as marketing assistant. She worked for the company on placement from university, and has re-joined the team after graduating in marketing with business management. Jasmine has competed with British Eventing and British Dressage.
• BETA field officer Tricia Nassau-Williams and her home-bred Standard Shetland filly Roughtor Diamond have been doing themselves proud on the county show circuit. Among the highlights so far has been a fourth in top class company at Royal Windsor, where the yearling behaved immaculately. “It was a thrill to be competing there as it was a childhood dream of mine,” said Tricia. Since Roughtor Diamond is rather a big name for a small pony, she’s known as Tiny at home. [Photo courtesy of ES Photography] 36 JULY 2014 EQUESTRIAN TRADE NEWS
faces at Battles. Hannah Prangnell joins the wholesaler as marketing executive having previously worked for a builders’ merchant. “Moving to Battles has been great, I’ve learnt so much already,” she said. Hannah is a fitness fanatic who competes in Crossfit with her next competition happening this month. She also completed the London Marathon this year. Brian Robertson has joined Battles’ marketing team as website designer. Originally from Ayrshire, he spent 23 years in the RAF followed by 13 years with the Ministry of Defence at RAF Waddington which is near Battles’ Lincoln headquarters. “This is my dream job, working at what I love doing and meeting so many nice people,” said Brian whose military service as an engineer on search and rescue helicopters took him to Northern Ireland, Belize, the Falkland Islands and Cyprus. Nowadays, Brian enjoys golf, music, computing, genealogy and watching most sports. He is married to Noreen and has two grown up children.
• Annalise Kerr, who was marketing manager at Dodson & Horrell, has left the company. She had been with the Northamptonshire based feed manufacturer for around 18 months.
www.equestriantradenews.com
• Laura Cackett joins Matchmakers International as European sales director this month. She was previously with Horseware Ireland for more than a decade, latterly as UK business manager. Laura is part of a fresh management team working on what the company describes as “an exciting facelift” of the Harry Hall, Caldene, Masta, Cottage Craft and Tottie brands. In January, West Yorkshire based Matchmakers International was acquired by International Riding Company Ltd (IRC). Now the co-chairmen of IRC, Oliver Hoare and Edward Wakefield, are also cochairmen of Matchmakers International. “Our investment is helping the company to improve its product range, focusing more fully on its customers and partners [retailers],” said Oliver. Earlier this year, a number of high calibre recruits joined Matchmakers. Commercial director Liz Hopper was previously with Hallmark UK and Marks & Spencer, while product director Julie Nuttall came from Sports Direct. They were joined by regional sales director Max Wakefield while Stuart Sharp joined the board as finance director in April. “Everyone has been busy getting out and about meeting suppliers and retailers. We also recognise the importance of playing our part in the industry,” said Liz who represents Matchmakers International on the BETA Council.
The month of May saw Ariat Europe’s former managing director Phil Duff join the board as nonexecutive director. Another new face is marketing director Rachel Bowles, a dressage fan who joins from 3G Mobile. For the first time, Matchmakers International has recruited a senior brand manager. Joanne Ward moves from Regatta to take up the post. Another new role sees product technologist Rachel Evans brought in from JD Sports and Gelert. New retailer merchandiser Chris Breheny, who joins from Republic and before that Morrisons, will be someone retailers will want to talk to. As will Lisa Ripley who’s new to leading Matchmakers’ customer operations team. “We are delighted to have attracted outstanding people to join our business,” said Liz. “Combined with the great team we had already and a board committed to invest in training, we’re very excited about the energised direction of the business.” Matchmakers is keeping the specifics of its upcoming collections under wraps. “All the brands are going to look and feel very different,” revealed Liz. “We can’t wait to launch the Spring/Summer 2015 collection to the trade.
Laura Cackett
Front from left, Joanne Ward, Rachel Evans, Rachel Bowles and Liz Hopper. Back from left, Max Wakefield and Chris Breheny Julie Nuttall
Stuart Sharp
Lisa Ripley
SEEING THE LIGHT
High visibility gear is a must-have for many riders who hack out – and it’s become quite a fashion item too. ETN reviews the market. Export success for hiviz innovator HI-VIZ specialist Equisafety has boosted its export sales with an order from an Australian police force. More than £1,000 worth of Polite equine apparel has been shipped to the Specialist Enforcement Group, Northern Territory Police. The items concerned are similar to those shown in the photograph. As can be seen, they stand up to use in all sorts of conditions. And did you know?.... ‘ecilop’ is Australian slang for police – as that’s the word you see in your mirror when they’re behind you! t Equisafety 0151 678 7182
One-stop hi-viz shop THE Harlequin range includes a selection of hi-viz equipment for horse and rider. Its watchwords are good quality combined with keen prices. The Harlequin Hi-Viz Tabard uses reflective tape meeting EN20471. Available in medium and large for adults, as well as a one-size child’s version, it’s priced to the trade at £2.90 for the adult sizes and £2.50 for the child’s. These tough neoprene brushing boots feature reflective tape and handy Velcro fastenings. They come in yellow or black, sized for pony, cob and full; trade price is just £6.95. The Harlequin Reflective Headcollar is made from strong, bright yellow nylon, and features reflective Day-Glo material on the cheeks and noseband. It’s available in pony, cob and full sizes, priced to the trade at £4.50. The Harlequin Reflective Tailguard is an excellent way to improve rear visibility. It features convenient Velcro fastenings with ties for added security. £2.70 is the trade price. t Snowhill Trade Saddlery 01243 672323
38 JULY 2014 EQUESTRIAN TRADE NEWS
www.equestriantradenews.com
Be seen in style
Battery powered light source THE Champion high visibility gilet, which meets EN1150: 1999, features an electroluminescent light source powered by an AAA battery pack. It doesn’t need a third party light source to illuminate the reflective tape. Made from durable fabrics and featuring a mobile phone pocket on the outside for easy access in case of emergency, it’s a great garment for all-year-round safety. Children’s sizes have an RRP of £29.90, while adults’ sizes retail at around £35.90. t Finest Brands International 0113 270 7000
WITH dappled shade and bright sunlight, being seen while hacking out in summer is just as important as during the winter months. Golly Galoshes keep horses’ legs and boots clean and dry while the reflective and fluorescent versions offer great visibility. Top professional riders including eventer Victoria Bax (pictured) use breathable Golly Galoshes to keep boots and bandages pristine, clean and dry both in the arena and out hacking. The gaiters feature secure hook and loop fastenings, full-length zips with protective fleece lapels and reflective strips as standard.
www.equestriantradenews.com
Champion high visibility gilet in action
EQUESTRIAN TRADE NEWS JULY 2014 39
• TopSpec is the new sponsor of the Young Rider Dressage Championships at the Sheepgate BYRDS Under 25 Championships. The feed company is providing a £500 prize fund for the competition that takes place during a sixday dressage extravaganza at the Lincolnshire centre in August. “TopSpec has a growing loyal customer base with dressage clients and this is a great way to support young riders in the dressage world,” said Katy Mickle of the company. • Airowear is the new sponsor of ring 4 at the All England
Jumping Course. Last year the company launched a show jumpers’ body protector, named Hickstead. Ring 4 has been renovated last to provide an all-weather surface plus permanent fences including its own devil’s dyke, steps and water splash. It hosts many important national classes at the various Hickstead meetings. A Hickstead body protector will be presented to each of the three individual champions at the Hurst College National Schools & Pony Club Championships on 7 August.
• Express Eventing, the arena
• Tweed fashion label
version of three-day eventing, returns to this year’s CLA Game Fair, to be held at Blenheim Palace in Oxfordshire from Friday 18 until Sunday 20 July.
Timothy Foxx has renewed its contract with top eventing name Gemma Tattersall. Gemma was seen wearing the brand’s new Catherine jacket at the Badminton trot-up.
• The Waltham Equine
Studies Group sponsored the International Conference on Equine Exercise Physiology (ICEEP) held in Chester last month in conjunction with Kentucky Equine Research. ICEEP is held every four years with the aim of advancing understanding of the physiology, function and health of athletic horses through the promotion of scientific research. The Waltham Equine Studies Group provides the science behind Spillers feeds.
• easibed has become official bedding supplier to The All England Jumping Course, Hickstead. The Manchesterbased company has signed a two-year deal to equine bedding for the showground’s major meetings. High profile easibed users include show jumpers Ellen Whitaker and Billy Twomey, dressage rider Richard Davison and polo player Oliver Hipwood.
• WeatherBeeta is a new sponsor for top young show jumper Jess Dimmock. “I’ve always been a big fan of WeatherBeeta rugs...they’re comfortable, flexible, hard wearing and look smart,” said Jess. “I don't know who is more excited about joining team WeatherBeeta - me or the horses!” Jess won the Under 23 British Championship at Olympia last year. Ellen Bates, general manager of Weatherbeeta Ltd in the UK described her as “an outstanding young, talented athlete.”
• Saracen Horse Feeds is sponsoring Danielle Heath. The
Cheshire based show rider and producer is pictured winning at Royal Windsor with Oathill Take The Biscuit. Saracen is also backing two competition venues, The College in Bedfordshire and Patchetts Equestrian Centre, Hertfordshire. Both are benefitting from financial and nutritional support from the Saracen team who will be on hand at main competitions with equine feeding advice.
• Somerset based event rider Dani Evans, who made her Badminton debut last month, has secured sponsorship from clothing manufacture PK International Sportswear via its UK distributor Zebra Products. Dani is also an ambassador for the Patey hats range while her competition horses are supported by NAF.
40 JULY 2014 EQUESTRIAN TRADE NEWS
• Charlotte Fry (18), a member of the British junior dressage team for this year’s European championships, has joined the TopSpec team of sponsored riders. “Gaining support from TopSpec is fantastic,” said Charlotte. “Dressage horses have to feel well and receive the very best nutrition to perform at the highest level. www.equestriantradenews.com
Bacon butties, mud and teamwork Show trader and ETN diarist Guy Roper reports from a bracing Bramham International Horse Trials. WE tradestand holders often get taken for granted. So we all sat up sharply during the BETA exhibitors’ breakfast when a bit of appreciation came our way. Nick Lane-Fox, Bramham’s president, stressed the vital role we play in attracting the crowds by broadening the event's offer. "We all know people come here for the shopping," he said, to appreciative laughter which recognised the grain of truth within. Later on, and as good as his word, Nick and his wife Rachel were spotted in the trade village seeking retail therapy. As we tucked into the biggest sausage and bacon baguettes in captivity, or virtuously enjoyed the healthy alternatives, Nick handed out the awards for best stands. Not even a highly commended came my way [see News for the winners], so I listened carefully as my betters’ attributes were extolled. The common thread was good merchandising. Ayr Equestrian staff used quiet periods to clean their stand, and not just restocked but re-sized their displays. Yes, attention to detail is essential to attract the passing pound.
The mud could have bee n worse...
Listening organisers From the traders’ point of view, Bramham organisers do listen. In previous years there had been problems with arena-side crowds backing up onto the nearby stands and killing business. This year there was more space between the stands and the rails to allow free movement behind the spectators. The first beneficiary was sponsor Yorkshire Post, whose elderly double-decker promotional bus arrived in a cloud of smoke thanks to the new layout. Presentation is vital at shows, and not just of one’s stand. In Bramham’s daily flip between bright sunshine and bitter rain, the plentiful supplies of warm water in the showers were a big boost to morale as well as personal hygiene. Feeling good is part of looking good and looking good helps shift stock. Ask the award winning R&R Country team in their smart livery. There was no doubt who to ask about prices on that stand....
Nothing like a free BETA breakfast to set you up for the day.
Flanders without the swans As for the mud, it was bad but could have been worse. Bramham is fortunate in having old turf over limestone, so the trade village and arenas drain quickly. It was still a good weekend for welly sales, though, and umbrellas broke all records (and all over the place in the strong winds). Trading was as mixed as the weather, with reduced footfall but many reporting higher quality visitors. Aside from the emergency purchase of weather protection, some stands had an exceptional show. Most were reporting roughly expected takings, even though daily figures fluctuated wildly. Flexible thinking and incredible efforts by the Bramham organising team helped save the weekend days. Later start times widened the shopping window on Saturday and Sunday, and cancelling the Saturday evening show jumping saved Sunday's arena events. They kept the action flowing and we kept trading. That's teamwork! Cheers,
Guy
• SSG Gloves is encouraging top riders to wear its brand with big money bonuses. Under its ‘Go Low For The Dough’ promotion at Burghley (September 4 – 7), the company has put £15,000 up for grabs, £3,000 for each phase. To qualify, competitors must wear SSG Digital riding gloves, the winners being the leader after dressage, the clear cross country round nearest the optimum time and the clear show jumping round closest to the time allowed. An additional £6,000 bonus prize goes to the Burghley winner if he or she wears SSG Digital gloves in all three phases. www.equestriantradenews.com
ntr y The going on the cross cou
was surprisingly good.
There’s always a cu stomer somewhere ... PHOTOS: Bob Hook
• Italian riding boot brand Parlanti is sponsoring young
showjumper Jessica Mendoza. The 18 year old joins other international riders Edwina Tops-Alexander, William FoxPitt and Piggy French who compete in Parlanti. “We have been keeping an eye on Jessica's progress and have been impressed by her professionalism and style and are delighted to be supporting her,” said the company’s Fabrizo Perielli. Riding Spirit T, Jessica finished third in the grand prix in Arezzo, Italy where the new deal was sealed. Her other sponsors include Antares Sellier, Baileys Horse Feeds, NAF and Sovereign Horseboxes. EQUESTRIAN TRADE NEWS JULY 2014 41
How to improve your images First impressions count. So if your website or brochure would benefit from some bright new images, the summer is the perfect time to reach for the camera. Jessops Academy tutor Phil Gould shares some photography tips. quine or product related photography is no different from any other photography. It's all about the five Ls... Location: Every location tells a different story. So whether you’re shooting at a stable yard, show or event, in a field or even in the wild, look at the big picture. Is the backdrop suggesting the right feel for your business or product? Light: The best time for photography is early morning and late afternoon when the light gives you that warm glow. As the sun rises to midday the light becomes harsh, creating hard shadows. Be careful using flash close to a horse that’s not used to it as he may be spooked.
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Lenses: Different lenses create different effects and styles that bring your images to life. Here are some suggestions: ● Use Macro lenses for the close up of a horse’s eye to capture those lovely long eye lashes. ● Consider Portrait lenses to blur out the background and give you standout head and bridle shots. ● A Telephoto lens brings the subject closer to you, when horses are across a paddock for instance. This can help achieve a natural image, say for rug shots. ● Wide angle lenses can give you dramatic images and larger group images, for instance if arranging products.
Luck: That special photo will always involve a little bit of luck. Sometimes your favourite image will be coincidence. 42 JULY 2014 EQUESTRIAN TRADE NEWS
Love: Your love of your subject will shine through in your images – and remember if you love it, that’s all that matters! www.equestriantradenews.com
More photography tips ● With every image you take, ask yourself three questions: 1. Tell a story; an image says a thousand words 2. What do you want in focus? 3. How much do you want in focus? ● Living space: Always leave enough space round your photo. Then, if you want to make a canvas or crop into the image, you can do so without changing the composition of your shot. ● Shutter speed: Change your shutter speed to create motion: 1/1250 to freeze the horse and 1/40 to blur the horse ● Get low: This will ensure a horse’s legs don't look short or too long. A different perspective can make for some fantastic shots too. Wear knee pads to help protect your knees – and be careful not to startle your subject. ● Ears forward: Lazy ears or ears back in irritation are detrimental to an image because this does not create a happy picture for likeminded horsey people. Use any means to get the ears pricked. ● Well groomed: Horses used in product shots should be pristine. Every stable stain, sweat mark or lumpy plait will be there for all to see, so check and double check. Think of it as dressing up for that wedding shot. ● Take lots of photos: Shoot from different angles and sides; experiment with different styles and watch for
Change shutter speed to create motion.
the bond that the owners have with their animals as your models relax. Have fun and enjoy it. Give your customers something to relate to. ● Backgrounds: always do a last-minute background check. While you’re setting up the shot, has someone parked a car or hung out the washing? Telegraph poles appearing out of horse’s backs are a typical distraction. Let the customer see the horse and the product, with no distractions. Photos courtesy of Jessops.
Relaxed subjects look natural
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Want to learn more? One day photography courses are available in selected Jessops stores across the UK. Ranging from beginner levels through to more specialist courses, they cover a range of topics. For example there are courses on Compact System and Bridge cameras, Digital SLRs (beginner and advanced) plus courses on specialist topics like photographing cities, weddings, birds of prey and macro photography.
ARE YOUR PRODUCTS COVER STAR MATERIAL? “It’s a money-can’t-buy opportunity,” ETN is offering said ETN editor Liz Benwell. “We are companies the particularly keen to see original opportunity to have images that haven’t appeared their products elsewhere, such as in brochure and appear on its front websites.” cover. As well as featuring on ETN’s front cover, the winner’s product will receive editorial coverage inside the issue. Liz went on to provide a few hints for producing that winning cover shot. “It needs to be an A4 portrait (upright) format, a powerful image with an uncluttered background and without overt branding,” she said. “Many companies will be doing photo-shoots this summer, and might like to consider snapping something special with a view to entering it for the ETN cover competition.” Send your images to editor@equestriantradenews.com (Initially up to 1MB for assessment purposes)
EQUESTRIAN TRADE NEWS JULY 2014 43
How do they get away with it? Dear ETN, While reading the listing of County Court Judgments (CCJs) in ETN May issue, I noticed that a local saddlery shop competitor of mine appears. In fact, the business is listed again having re-started under a different name and address just a few months ago. Over the last few years, I’ve watched this company in its various guises and its combined CCJs now amount to nearly £40,000. How do they do it? We've been trading for more than 30 years and yet since the recession, some of our suppliers have asked for pro forma payment on orders of just a few hundred pounds. So how does a new business get so much credit? And talking of credit, this type of trader is no credit to our industry! Yours etc Name and address supplied.
Thoughts on saddles and pads Dear ETN, More and more riders are heavier and ride with no consideration for the horse. One example is five hours’ hunting without dismounting. In my day, if you did not have a second horse you were sent home after three hours. Saddles in balance on traditional trees should ride level pommel to cantle in ridden walk. If this is not the case, then either the saddle is too wide and tipping forward causing muscle atrophy – or no thought has been given to add more flocking and re-level the saddle. Some modern makes of saddles with wide trees and wither gussets under heavy riders should be attended to every three months. There is a desire by some to reflock softly, but the rider’s weight will still pass via compression through the sandwiched saddle. There is also a danger of too-soft flocking allowing the horse to feel the underside of the fixed tree. In addition, it’s my experience that flocking can migrate with horses’ muscle movement to the back of the saddle panel. The saddle then loses its balance which causes untoward muscle wastage under the concentrated weight just behind the shoulder. Impeding the horse’s shoulder rotation makes saddles swing. When this happens, using point or balance straps makes matters worse. The horse will then be compromised further and forced to work in the confines of a ‘straight jacket’, unable to move his shoulder and unable to lift and swing his loins. The other thing to bear in mind is that, while the saddle may be the correct width and start off level, it can gradually drop into muscle atrophy already caused. Riders who do hill work, where 50% of the time most of their weight is to front of the saddle, should also be vigilant. If a horse cannot walk in a correct four-time beat downhill, as he does on the flat, you have problems. Incorrectly fitted saddles cause pressure which in turn causes muscle fibres to die due to a lack of blood flow. Muscles are also neglected in other important areas. For example, weight carrying muscles need building up slowly by riding steadily for long periods. Horse walkers or exercising in hand will not do it. Using the wrong – usually too wide - saddle on weak muscles while backing a horse is another issue. Finally, I’d like to share two products that have proved useful to me as a saddle fitter. One is the Stephens gel pad which appears to provide a gentle pumping action under the saddle. Amazingly, the holes were put into these pads to let sweat through, but observation has led me to see how this feature has a useful spin-off. The only other item worth mentioning is the Airflex Comfortzone numnah. This keeps horses’ backs dry while its natural movement makes it useful for hunting. I’m not paid to recommend these products; it’s just that my experience in fitting nearly 10,000 horses has found them to helpful. Maybe one day someone will invent the perfect saddle pad. Yours etc Jenny Smith, Saddlewise Southwest, Plymouth
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. 44 JULY 2014 EQUESTRIAN TRADE NEWS
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EQUESTRIAN TRADE NEWS JULY 2014 45
County Court Judgments from England and Wales and the Scottish version, which are called Court Decrees.
List your website here For more information call 01937 582111
The judgments listed are those recorded by the Registry Trust Ltd and appear to be of a commercial nature. Judgments/Decrees can be for damages rather than debts, and their listing here does not imply an inability to pay.
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