ETN - Equestrian Trade News - July 2015

Equestrian Trade News

July 2015 Volume 39, 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

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 Spotlight on grooming and turnout

CELEBRATING T h e Vo i c e o f t h e E q u e s t r i a n EQUINE VETERANS Meeting the needs of golden oldies

ETN is the official media partner of BETA International

PLUS

• Profiling an award-winning online retailer • How you can offer customers credit • Bedding, clothing and new products

I

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

Editor’s Comment A SADDLE costing more than the horse…? How can that be? Many a horse owner must have struggled to explain that financial conundrum to husband/wife/partner/parents/bank manager.

Well, there’s good news on the cash flow front for consumers and retailers alike. Turn to ETN’s new Legal Digest page find out how it’s become cheaper and easier for retailers to offer consumer credit.

Till receipts for items such as rugs and bridles can easily add up to the £100s, while a £1,500 price tag is commonplace on saddles. So this welcome relaxation of regulations could mean fewer customers leaving the shop empty handed simply because they can’t find the readies.

APPARENTLY it’s now possible to use mobile phone activity to measure the numbers of people in huge crowds such as at festivals or demonstrations.

I wonder if it would also work to assess the attendance at shows such as Badminton, Burghley, the CLA Game Fair or some of our county shows?

These fixtures never appear inclined to put forward audited visitor numbers, unlike BETA International which is independently verified by ABC (Audit Bureau Circulations). Yet the organisers are quite happy to charge traders substantial fees to be part of the event.

I’m sure your customers would think twice about paying for a bag of feed without knowing how much was in it - or a pot of saddle soap which, for all they know, might be half empty.

“RETAILING has changed more in the last five years than the last 100” was a poignant quote I heard recently.

Our trade has always celebrated its ability to provide customers with personal service and expert advice. And anyone who thinks the advent of technology has brought those values crashing down should read Retailer Profile in this month’s ETN. Hannah Wild, whose online operation Supplement Solutions has grown with the Internet revolution, knows more than most about SEO optimisation and Google advertising. She also pops a friendly note and free chocolate bar or packet of Polo mints into every order she sends out.

People still value personal service. It’s just that the means of presenting it has changed…

Liz Benwell

CONTENTS

JULY 2015

NEWS......................................................................... 4 PRODUCT NEWS..................................................... 10 BEST TURNED OUT COVER STORY Putting on a show................................................... 14 Katie Jerram’s turnout tips................................... 15 Working with Charlotte Dujardin.......................... 16 SPONSORS & SHOWS............................................. 17 SQP INTERVIEW The hunt is on for this year’s SQP of the year...... 18 RETAILER PROFILE COVER STORY Meet Supplement Solutions.................................. 20 VETERAN HORSE COVER STORY A sanctuary’s advice on older equines................. 22 Good grub for golden oldies.................................. 26 Vet’s advice and product gallery........................... 28 BETA MEMBERS’ PAGE.......................................... 31 RETAIL CONSULTANCY Laurie May on keeping customers content.......... 32 CLOTHING & FOOTWEAR Previewing the new season’s collections............ 34 BEDDING FEATURE Wake up to the best in bedding............................. 38 LEGAL DIGEST COVER STORY How it’s easier for retailers to offer customer credit............................................. 43 PEOPLE.................................................................... 44 COUNTY COURT JUDGMENTS................................ 46 FRONT COVER: Absorbine sponsored rider Charlotte Dujardin rides Mercian Dressage’s Mercian Alegria on a lovely summer’s day. Read more about Charlotte’s partnership with Absorbine in this issue of ETN. Photo by Jon Stroud and reproduced courtesy of Absorbine (www.absorbine.co.uk)

News

4

Screwfix stocks equestrian products SCREWFIX has become the latest mainstream retailer to stock equestrian products.

A favourite with tradesmen and DIY enthusiasts, Screwfix was offering 183 equestrian lines as ETN went to press.

The retailer has 400 stores across the UK. Its e-commerce and mail order operation has a seven-day delivery service as well as click and collect.

Screwfix’s equestrian products cover grooming, horse wear, tack, feeders and fly control.

“Our equestrian range is part of our new extended Rural Supplies collection which launched in June of this year,” Screwfix spokesman Rachel Tillman told ETN. “We have released a capsule range but will continue to review the collection both on-line and in our publication using feedback from our customers.

“We are working with various brands and partners such as Stock Shop, Tubtrug, Wolseley, Bentley and will continue develop the range,” she added.

Battles, Lincoln, Carr & Day & Martin, Kerbl, JFC and Stubbs are among other brands being promoted on the Screwfix website.

SHOW KICKS OFF OLYMPIC YEAR: Last month saw the launch of the Liverpool International Horse Show.

To take place in the city’s waterfront Echo Arena on 1 – 3 January, it’s billed as a combination of top class show jumping, entertainment and shopping. Pictured are show promoter Nina Barbour and Olympic gold medal winning show jumper Peter Charles who hails from Liverpool. Organisers say the new show will have “a huge shopping village selling a range of goods from all things equestrian to designer fashion, gifts, jewellery and exclusive clothing.”

Magazine names top products PRODUCTS that performed best in a magazine’s tests have been named.

Horse&Rider Magazine presented trophies and rosettes for awards including Best in Test, Best Value and Readers’ Choice.

“We know that our readers make purchasing decisions based on reviews that we give in the magazine,” said editor Louise Kittle.

“So it was important for us to organise fair group tests that showcased the honest pros and cons of each item.”

Award winners are: Breeches: Best in Test: Equetech High Waist Denim Best Value: HyPerformance Frayer.

Horse Toys: Best in Test: Stubbs Rock ‘n’ Roll ball Best Value: Cottage Craft Horseball.

Detanglers and Coat Gloss Sprays: Best in Test: Carr & Day & Martin Dreamcoat Best Value: Barrier Animal Health Care Tangle Free and Silky.

Fly Rugs: Best in Test: Equi-Thème Fly Protector mesh summer sheet Best Value: Shires Sweet Itch Combo fly rug.

Cooling products: Best in Test: Horseware Ice-Vibe boots Best Value: Equine America Green Ice gel.

Leather Care: Readers’ Choice: Belvoir leather conditioning soap (Carr & Day & Martin).

Technical Base Layers: Best in Test: Born and Bred ladies’ cut personalised base layer Best Value: Hot Togs Ultra thermal leggings.

Gloves: Best in Test: Bionic AquaGrip gloves Best Value: Caldene 3-in-1 riding gloves.

Reins: Best in Test: Vespucci hand grip rubber reins Best Value: JHL pro rubber grip reins.

Tendon Boots: Best in Test: Back on Track Royal tendon boots Best Value: Majyk Equipe jump tendon boots.

Hoof care: Readers’ Choice: Kevin Bacon’s Original hoof dressing.

Shampoo: Best Value: Carr & Day & Martin Gallop Colour Enhancing shampoo Best in Test: NAF Show Off.

ADVERT INDEX

Equestrian Trade News Stockeld Park, Wetherby, West Yorkshire LS22 4AW Tel: 01937 582111 Fax: 01937 582778 – Sales Email: sales@equestriantradenews.com Website: www.equestriantradenews.com Publisher: Equestrian Management Consultants Ltd Editor: Liz Benwell Email: editor@equestriantradenews.com Tel: 0345 6185007 Advertising Sales: Nicki Lewis Email: sales@equestriantradenews.com Tel: 01937 582111 Fax: 01937 582778 Advertising Copy: Nicki Lewis Email: sales@equestriantradenews.com Tel: 01937 582111

JULY 2015 EQUESTRIAN TRADE NEWS

Subscriptions Distributed on a controlled-circulation basis to the retail trade. Paid-for annual subscriptions are £39.95 (UK), £73.00 (Europe), £86.00 (rest of the world).

The magazine is independent of all groups.

Editorial views expressed in ETN are not necessarily the official view of any organisation or group.

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

Allen & Page.......................................................23 Animalife........................................................3 & 7 Bedmax...............................................................39 BETA International...............................................46 Blacks Solicitors...................................................16 Classified.............................................................45 Dodson & Horrell Limited.....................................29 Faulks & Cox Ltd..................................................41 Finest Brands International...................................35 Fynalite...............................................................42 Greenwood Forest...............................................40 Jenkinsons Equestrian Wholesalers.......................17 Life Data Labs Inc................................................24 Lillidale Animal Health.........................................15 Natural Animal Feed......................................... OBC Nedz ..................................................................40 Noble Outfitters...................................................33 Plevin Products....................................................42 Saracen Horse Feeds............................................25 SEIB......................................................................5 Sherwood Forest................................................ IFC Shires Equestrian.................................................11 Snowhill Trade Saddlery......................................IBC Spoga...................................................................6 L S Sales (Farnam) Ltd..........................................27 Waldhausen GmbH.............................................19 Virbac Ltd..............................................................9 Web Directory.....................................................46

www.equestriantradenews.com

5

BETA on home turf at Bramham BETA’s sponsorship of the CIC 3* at Bramham International Horse Trials turned out to be a thoroughly Yorkshire affair.

Run on the trade association’s home turf, the competition was The Pony Club presentation won by local (Photo: ES Photography) rider Nicola Wilson with Annie Clover.

Bramham put BETA in front of an enthusiastic audience of horse owners and raised the profile of rider safety.

It offered free riding hat and body protector checks, supported the Pony Club Team Show Jumping for the first time and provided information about the work of BETA and its members.

All 80 Pony Club competitors were presented with a BETA stable plaque. Many of them collected a goody bag from the trade association’s stand, where they also received a free riding hat and body protector safety check.

BETA hosted its popular tradestand holders’ breakfast, where the winners of its Best Stand Awards were announced. Best Large Stand was French saddlery company Voltaire Design, with Friendship Estates runner-up. North Yorkshire-based Sue Barratt Creative Equine Photography claimed the Best Small Stand award with fruit gin and vodka maker Raisthorpe Manor as runner-up.

“This year’s horse trials proved another highly successful outing for BETA,” said its executive director, Claire Williams.

“We were able to show people what the association can do for them, answer their queries and find out what they were up The crowd in front of the BETA stand to with their horses, (Photo: Bob Hook) which is always extremely helpful.”

Throughout the four days, BETA attracted hundreds of entries for its luxury prize draw for £1,500 worth of equestrian gear supplied by BETA members, signed up new members to its National Equestrian Research Panel and handed out goody bags and BETA doggy bandanas in return for donations to the RDA. DONKEY KNOW-HOW: Countrywide has launched a range of products for donkeys.

Working with The Donkey Sanctuary, some of whose residents are pictured here, the retail chain has developed donkey rugs, head collars and feed.

“Donkeys are very different animals Berry, Hannah and Napoleon at Paccombe Farm from ponies and have different needs – not to mention a very different shape,” said Sara Blackshaw from Countrywide.”

“If donkeys get wet, it takes them ages to get dry. That’s why, here in the UK, they need well-fitting rugs and access to a stable or shelter in winter.”

www.equestriantradenews.com

News

6

Rural communications to improve NEW ‘PHONE CALL CHARGES ARE “BIGGEST CHANGES IN A DECADE”

spoga horse autumn: Business and networking, innovations and new products as well as a touch of entertainment All signs indicate that spoga horse is excellently positioned two months before the event begins: In total, Koelnmesse is awaiting more than 400 suppliers from over 30 countries. From totally new, fresh companies through to national and international top players, the who’s who of the industry will be represented.

Reaching the 75% mark, the level of internationality of the exhibitors is unique, over 30 exhibitors from Great Britain are also on board. For the trade visitors from the British island, it is the best opportunity to meet up with the entire world of equestrian sport in one concentrated location in addition to their most important, national contacts.

What’s more, the conditions are excellent: Thanks to its central location in Europe, the visitors can reach Koelnmesse in less than two hours per airplane and local public transport. Germanwings, Ryanair and Lufthansa fly to the Cologne/Bonn Airport from Great Britain several times a day. From there, the trade visitors can take the city train (Line 13) directly to the fair grounds without having to change trains, which only takes 15 minutes and is free of charge for holders of spoga horse admission tickets. The trade visitors can receive further information and also book flights and accommodations via our partners at favourable conditions via the spoga horse website (www.spogahorse.com --> Travel and accommodation).

Advertising feature

New addition to the supporting programme: The spoga horse award is replacing the previous Innovation Award this autumn. The spoga horse award will be conferred in the three categories: Innovations, Sales Concepts and Sustainability/CSR. All of the nominated articles will be presented at the trade fair in Passage 4/5, which promises high information content for the trade visitors.

The spoga horse auction, which also promises to offer a touch of entertainment, is also new to the programme of the autumn edition. The past season products of six exhibitors will be auctioned off every day in Passage 4/5 by an auctioneer. The trade visitors will have the opportunity to snap up the odd bargain, ranging from jodhpurs to numnahs, without a minimum price.

All further information is available at www.spogahorse..com

TOUGHER measures to protect broadband users are to be introduced by industry watchdog Ofcom.

Under a strengthened code of practice on broadband speeds, customers will be able to exit a contract should speeds fall below acceptable levels.

The move should benefit rural businesses for whom slow broadband speeds are a commercial handicap.

A Federation of Small Businesses poll shows that nearly half (49%) of rural small businesses are dissatisfied with their broadband service.

Clearer call charges Meanwhile, Ofcom is introducing new telephone call charge requirements.

From 1 July, landline and mobile charges must be made clear for calls to numbers starting 084, 087, 09 and 118, while Freephone must become free from mobiles as well as landlines.

Ofcom reckons that UK callers spend around £900m a year dialling these so called service numbers. Yet, until now, there’s been no requirement to tell callers how much they’ll be charged.

But now charges for service numbers must be made up of an ‘access charge’ going to the phone company, plus a ‘service charge’ set by the organisation being called.

Phone companies are responsible for setting their access charge, making it clear to consumers on their bills and informing new customers of the charge when they sign up to a contract.

Separately, the service provider – the party being contacted – must specify its service charge wherever it gives out or advertises the phone number.

So, whereas previously the following might be stated: “Calls cost Xp per minute from a BT landline. Calls may vary from other landlines and calls from mobiles may cost considerably more…” should now read: “Calls cost Xp per minute, plus your phone company’s access charge.”

Sharon White, Ofcom chief executive, described the new regime as “the biggest changes to telephone calls in over a decade.”

Find out more at www.ukcalling.info

Retailers missing out by not going mobile UK RETAILERS are missing out on £6.6 billion a year by failing to be friendly to mobile phone shoppers.

Nearly three in four consumers will shop more via mobile this year. Yet slow loading rates, security and poor payment options are impacting on their spending.

And it’s not just online sales that are affected.

In store sales are equally likely to suffer when retailers’ mobile offering is poor, according to a new report from VoucherCodes.co.uk and the Centre for Retail Research (CRR).

The study also reveals that 15% of consumers now use their mobile as a primary shopping device.

What’s more, consumers with a propensity to shop on mobile are also more prolific online spenders overall, making 47% more transactions than purely online shoppers.

Consumers themselves estimate mobile spending is set to grow, with 73% saying they will spend more on their mobile and 62% more via tablet this year. This compares with only 20% saying they would increase spending on PC. Retailers’ strong mobile presence can even help drive consumers back into stores. Almost half of shoppers (44%) said they would be more likely to visit mobile-oriented stores in 2015, and more than a third (36%) also said they would spend more.

• Read more on this story at www.equestriantradenews.com

www.equestriantradenews.com

7

What owners want from farriers…

THE days of horse owners tolerating farriers turning up late are long gone.

According to new research, the main reasons horse owners change their farriers are poor time keeping or a bad attitude towards the horses.

Being too expensive was the least likely reason for switching, however, quashing a commonly held misconception in the profession.

There’s also a demand for well-informed farriers. Nine out of ten owners want their farrier to engage in CPD [continuous professional development] training. Many cited extra qualifications in corrective farriery as a sought-after attribute too.

Also considered important were the ability to give advice on diet and other aspects of equine management for healthy hooves.

The majority of owners think farriers should have a “good professional appearance”. Although a well kitted-out vehicle and hand-making shoes were considered less important, as was the ability to ride or participate in farriery competitions.

Asked about additional services farriers should offer, 80% wanted emergency call-out. Two days was considered the maximum waiting time before a lost shoe should be replaced, with most owners happy to pay for this service.

Interestingly, only 8% thought farriers should supply and sell other horse products, the figure dropping to 6% specifically for hoof products.

Overall, farriers are highly respected with most owners asking their advice second only after a vet.

• The survey was conducted by the Farriers Registration Council with the results first appearing in Forge magazine.

Brand for sale as innovator retires

EQUINE boots brand New Equine Wear is on the market.

Richard Balfry, who first developed the protective boots 20 years ago, is retiring from the equestrian industry.

Richard, who turns 65 this year, will continue to run a small, Devon based commercial shipping company.

The sale of New Equine Wear includes the brand, product designs, intellectual property (IP), knowhow and, should the buyer want them, the machines for manufacture.

“It’s been a wonderful run and I’ve made a lot of friends in the industry and with professional riders,” said Richard.

New Equine Wear boots are popular with eventers (such as Mary King, pictured above) and National Hunt trainers.

www.equestriantradenews.com

News

2016

NEC, EC, Birmingham, UK 24-26 January www.beta-int.com

Another sell out on the cards

MORE than 80% of stand space at BETA International 2016 has been sold.

As ETN went to press, 159 companies from across the equestrian, country clothing, outdoor and pet product sectors had signed to exhibit at next year’s trade fair.

“This puts us in a really strong position as we move forward into the second half of the year,” said BETA International sales manager James Palmer.

“Now is the perfect time to consolidate our existing business and to push ahead as we work to deliver another sell-out show.”

BETA International news…from ETN…official media partner… BETA International news…from ETN…official media partner…

Main Sponsor

Who’s just signed up?

LATEST signings include wholesaler Jenkinson/Elico Equestrian, Dutch riding wear company BR & Anky plus British equestrian and lifestyle brand Lavenham.

Also to exhibit at BETA International 2016 are Canadian business Asmar Equestrian with its range of riding apparel and distributor Fearns Farm Partnership.

Sponsor returns to learning centre CHARLES Owen & Co (Bow) is to return to BETA International as sponsor of the Horse Demonstration & Seminar Arena, where the riding hat manufacturer will continue to host the Charles Owen Learning Centre in 2016 for a fourth consecutive year.

This popular feature remains a hub of activity throughout each of the show’s three days, with live-action product displays and retailer information sessions.

“Sponsoring the Horse Demonstration & Seminar Arena at BETA International has been an extraordinary experience for Charles Owen,” said the company’s managing director Roy Burek.

“The trade fair is very special to us and we look forward to supporting it for years to come.

“Charles Owen’s focus has always been on education and sponsoring this feature certainly provides us with a way to help retailers develop their businesses and become increasingly profitable.”

BETA International organiser Claire Thomas added: “We’re extremely pleased to welcome Roy Burek and the rest of the Charles Owen team back to the trade fair.

“The Charles Owen Learning Centre has continued to go from strength to strength, with exhibitors keen to book slots in its busy schedule of product displays, teach-ins and interviews.”

Charles Owen joins fellow BETA International supporters Battles, Ekkia, Shires Equestrian, Toggi, The Wine & Hamper Company and main sponsor Neue Schule.

Date and place BETA International, the world’s definitive trade exhibition for equestrian, country clothing, outdoor and pet products, takes place earlier next year - 24 to 26 January – at the usual place, the NEC, Birmingham. For information about exhibiting, contact James Palmer, telephone +44 (0)1937 582111 or email jamesp@beta-int.com.

JULY 2015 EQUESTRIAN TRADE NEWS

8

NEWS IN BRIEF • JOULES has secured £11 million of bank funding from Barclays to expand across Europe and North America.

E-commerce provides almost 25% of the label’s total sales with wholesaling a further 28%. Joules has 99 stores across the UK. Barclays says it has now “facilitated” the business up to £26 million.

• CRAGHOPPERS, Tresspass and Regatta are among the 100 companies due to exhibit at the tenth Outdoor Trade Show (OTS 2015) which takes place at Stoneleigh Park in Warwickshire on 15 – 17 September. The organisers are expecting around 1,500 visitors over the three days.

• PETS at Home plans to open around 25 extra stores across the UK over the next 12 months. The pet specialist, which owns Yorkshire based retailer Ride-away, has reported year on year revenue up by 8% to £666 million. Offering add-on services such as grooming and veterinary care are said to have contributed to increased earnings. The retailer currently has 400 stores and says it’s aiming for 500.

• A NEW body condition index (BCI) has been devised for horses. It works in a similar way to the body mass index (BMI) used in humans and can enhance the routinely used body condition scoring system. The work behind the development, by the University of Melbourne and Waltham Studies Group, was presented at the Equine Science Society (ESS) in Florida in May. • GOOGLE is to introduce a Buy Now button. Clicking the button displayed adjacent to a search result will take shoppers to a Google transaction page to complete their purchases.

Significantly, a Buy Now button allows consumers to shop without leaving the search engine giant’s site. It’s believed that merchants who fulfil orders will be able to retain customer data such as email addresses. Google has said the start date for the new button is “imminent.”

• COUNTRY clothing company Alan Paine has a new head office in Mansfield, Nottinghamshire, just two miles from its previous base. The new premises offer more warehousing.

• SHROPSHIRE based EquiAmi has reported a 20% year-onyear increase in sales of its training device. The company says it has more stockists, while famous fans include Natasha Baker MBE, Jonty Evans and Harry Meade.

• GERMAN brand HKM, whose softshell Seaside riding jacket was featured in the June issue of ETN, reminds retailers that there is an HKM UK sales office. The telephone number is 01952 691784.

www.equestriantradenews.com

Product News Cost effective performance PROLITE has launched a more affordable version of the Fairfax Performance Girth.

The Prolite Performance Girth, manufactured under licence from Fairfax Saddles, has an RRP of £89. Yet it boasts all the scientifically proven benefits of its leather counterpart which retails at more than £200.

The patent pending, design registered Fairfax Performance Girth, has been shown to increase the horse’s freedom of movement on the flat and help improve technique over a fence.

The cost effective Prolite equivalent is covered with antibacterial and hypoallergenic material which is designed to keep the horse cool too.

It’s available in dressage and long girth sizes in standard fit and a narrow gauge option for horses measuring less than 20cm between the front legs. The colour is black. t Prolite 01922 711 676

Helping the supplement go down…

DOG owners often worry their pets aren’t eating their supplements, especially when fed with a dry diet.

VetSpec has come up with a clever solution – a canine joint supplement in gravy form.

Omega-3 Joint Mobility + Gravy provides a high specification of nutraceutical joint support, while the scrumptious gravy helps disguise any other veterinary medication being fed.

The product is ideal for older or hard working dogs. Like all VetSpec products, it’s wheat gluten-free.

A half price introductory offer is available to all stockists for a limited period. t VetSpec 01845 565030

A bit more choice NEUE Schule’s latest bit, the Turtle Top with Flex, is now available with bridoon sized 55mm rings.

The new size – the original has 70mm rings - is suitable for double bridles and smaller horses.

From this month (July) the bit is offered with full cheeks too. This design increases stability and is often favoured for improving directional control when riding young horses.

The Turtle Top with Flex won a BETA International 2015 innovation award. t Neue Schule 01642 711777 JULY 2015 EQUESTRIAN TRADE NEWS

10 Hosing made easy BATHING horses is easy with the new Stubbs Hose Boom from Abbey England.

The sturdy steel frame with inner pipe is designed to be hung on a wall and can be folded back when not in use.

It eliminates the risk of trailing, tangled or trodden on hosepipes in stable yards.

The Hose Boom comes in four easy-to-assemble parts. The RRP is around £268 (hosepipe not included). t Abbey England 01565 650343

Crackin’ idea NEW Dengie Fresh Bed For Chickens, a softstraw bedding, comes in easy-to-handle 50-litre bales.

Developed in conjunction with the British Hen Welfare Trust, every purchase helps raise funds for the charity.

Fresh Bed includes pine oil with natural anti-bacterial and anti-fungal properties.

It’s made from biodegradable, chopped, dust-extracted straw and is perfect for ex-commercial hens that prefer to sleep on the floor rather than use a perch.

The RRP is £6.05 to £6.45, or £9.10 to £9.95 for 100-litre bales. t Dengie 0845 345 5115

One step ahead CAVALLO has launched a new collection of riding boots. They are distributed in the UK by Zebra Products.

Three jump models Fortis, Varius and Saltaris (pictured) are all round boots for any discipline. Made in soft nappa leather, they’re water resistant and dirt repellent with a technical comfort sole.

For customers seeking a classic jumping boot, the derby cut of the Fortis with its elastic lacing will appeal. Those wanting a more modern look could be tempted by the Varius and Saltaris with their vamp cut.

Each of the boots is available in a range of sizes and fittings and in black, mocca and cognac. RRPs are from £445.

New dressage models Insignis and Nobilis offer a modern design with high bow. Made of full grain leather, with optional extras such as rhinestones, patent leather, ray-optic motif or brushcalf cuffs, RRPs are from £475. t Zebra Products 01352 763350 www.equestriantradenews.com

11 Clinically proven first aid RENASAN is a new hypochlorous antiseptic spray with clinically proven antibacterial, antifungal and antiviral properties.

An ideal first aid product for use on cuts and grazes, it’s also effective against the pathogens that cause mud fever, ringworm, thrush, skin infections and strangles.

But while RenaSan kills harmful micro-organisms in seconds, it’s completely safe to humans, animals and the environment.

The suppliers say RenaSan is the only hypochlorous product on sale in the UK to be compliant with EU Biocidal Products Regulations EU528/2012.

RenaSan is from the same stable as Renapur leather care, whose sales team can be seen around the shows cleaning boots.

Hypochlorous is produced naturally in human and animal immune systems. It’s what the cells in our bodies use to fight infections and kill invading pathogens.

The RenaSan formula is pH balanced to horses’ skin, non-sting and is said to be competition safe. Various presentations are available.

The RenaSan Equine Antiseptic Spray comes in a 750ml bottle (RRP £17) and 5 litre tubs (£49.96). The latter is useful for cleaning yards following an infectious outbreak.

Also in the range is RenaSan Pet (RRP £12) in a 300ml bottle, ideal for dogs, birds and pets.

RenaSan Wound Angel (RRP £7), a 100ml pump spray, makes for great pocket sized protection when out and about. t RenaSan 01903 893990

Supplement has more muscle SCIENCE Supplements has introduced new Muscle Builder.

The supplement contains the optimal amounts of the only three key ingredients proven in controlled scientific studies to promote muscle growth and aid muscle repair.

Suitable for horses in training or competing in any discipline, it aids muscle development and supports recovery of muscle tissue after hard work.

Muscle Builder is also suitable for horses that struggle to maintain condition or healthy muscle development.

It contains HMB (B-hydroxy B-methylbutyrate) which is formed from the metabolism of the essential amino acid leucine and which has been shown in studies to support the reduction of muscle protein breakdown.

Also included is leucine, one of nine essential amino acids that must be obtained from the diet as they cannot be synthesised from other components in feeds or forage.

The third key ingredient is L-lysine, considered to be the first limiting amino acid when it comes to protein synthesis (ie. muscle growth) in horses.

Muscle Builder is suitable for horses competing under FEI rules. It’s available from wholesaler Battles or direct from Science Supplements. t Science Supplements 0345 5046940

Product News

HANDIMOOVA shifts loads of up to 60kg effortlessly over grass, gravel and even up steps.

The UK designed device (RRP £99.99) has hemispherical shaped wheels mounted on separate, inclined floating axles. This enables each wheel to move independently and therefore cope with uneven ground.

HandiMoova makes lugging loads easy for one person. It would be just as useful to a feed merchant, retailer with lots of boxes to move or your customers to get bales and bags from car to stables.

It folds down for easy storage in a cupboard or car boot. t HandiMoova 020 7117 0327

Sparkly safety KITEMARKED to PAS015, the Champion Junior X-Air Dazzle features a dazzling coloured centre panel with sparkling silver vent.

Built on a lightweight injection moulded shell with a soft, four point, padded harness, the helmet has an air flow system to help keep the head cool.

Launched at BETA International 2015, the Junior X-Air Dazzle is proving extremely popular with parents and children alike, says Champion.

Priced from RRP £75, colours are black/black, black/pink and black/silver t Finest Brands International 0113 270 7000

A LOUGHBOROUGH student has developed a polo helmet with built-in crash sensor.

Robin Spicer (23) plans to link it to a smartphone app via long range bluetooth to alert emergency responders to rider falls that may require medical attention.

He also aims to enable to sensor to send GPS coordinates of where an incident has occurred.

Robin, a polo player who’s studying industrial design and technology at Loughborough, has named his helmet the Armis.

He says it’s been designed with British Standards in mind, incorporating streamlined air vents and a double layered carbon fibre shell to prevent penetration.

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 Robin was awarded a £350 bursary from the James Dyson Foundation to help bring his project to life. t Robin Spicer 07949234662 Equestrian Trade News

Farriers’ favourite

Student develops intelligent helmet

Equestrian Trade News

Lugging loads made easy

12

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

Equestrian Trade News

Coming soon in ETN. . .

SEPTEMBER ISSUE •W Torming focus – developments and latest 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 FARRIER’S Formula from Life Data Labs is the number one recommended hoof supplement by farriers in the USA (reference provided).

Its remit is to support strong, fast growth of the hoof wall, sole, frog, and heel.

To complement its effects, Farrier’s Finish is a well-regarded topical liquid hoof dressing. Safe to use, it provides protection from wet and dry conditions and is effective against microbes.

Together, Farrier’s Formula and Farrier’s Finish provide healthy hoof growth and protection against thrush, white line disease and excessive wet/dry environmental conditions.

JULY 2015 EQUESTRIAN TRADE NEWS

products •A MTRA accredited SQP CPD feature – with quiz 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 • F iring on all cylinders – feeding for optimum condition •C utting edge – clippers and accessories plus 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 winter rugs Editorial for consideration should be received by 3rd August 2015 Telephone: 01937 582111 Email: editor@equestriantradenews.com

www.equestriantradenews.com

13 Suppliers’ directory being updated ETN’s sister publication the Trade Suppliers Directory (TSD) is being updated and revamped ahead of publication of the 2016 edition.

The ultimate retailer’s guide to suppliers, brands and their contact details will have added extras too, including a colourful show calendar and diary pages.

Packed with listings from the equestrian, pet and country sectors, TSD features 2,200 entries with 1,941 from UK manufacturers and suppliers across 244 categories.

“People like a good book – and you can’t get better than the TSD when it comes to sourcing products and services,” said Claire Thomas, commercial manager of Equestrian Management Consultants (EMC), publisher of the directory and a subsidiary of BETA. “Retailers have made it clear that they find it invaluable to have a printed directory in-store and we’re happy to deliver one that’s better than ever.”

Companies with listings will be asked to update their details this month (July) and next. The book is sent free to all BETA retail members at the end of November.

The TSD can also be purchased by members of the equestrian trade for £18 in the UK, £21.50 in Europe and £22.50 for the rest of the world.

The TSD has been published for more than 30 years. It’s also online at www.britishequestriandirectory.com All entries in the TSD are free, with a choice of advertising packages available in print and online formats. t Jennifer Dalton at EMC 01937 582111

Where can I put my saddle?

ETN Talks Horses

In the first of a new series, ETN chats to people in the trade about their horses.

Claire Williams

Executive director, British Equestrian Trade Association (BETA)

Who’s your favourite horse? Amarillo (aka Mello, although she is usually not!). She’s a 16.1hh dun Lusitano [a Portuguese breed] mare.

What do you enjoy doing together? Mello enjoys hacking; I enjoy hacking but really love dressage which she tolerates.

How often do you get to ride? From April to November I try to ride her every day. She’s at home so I see her once if not twice a day. For the rest of year she’s ridden less often due to work and weather causing her to be turned out. But I still ride one of the other horses in the yard two or more times a week if time and weather allow.

What’s your management mantra? Keep horses as naturally as possible, so that’s as much turn out as is possible and realistic and rugs only when necessary.

Feeding is kept simple; in our case that’s lots of fibre and a balancer for all; the level of work, age and weight determining which balancer. Needless to say ours only get BETA NOPS approved feed.

What are your top three equestrian products?

I couldn’t live without my WOW saddle and my saddle fitter who checks it every year. I wear Ariat footwear for walking, working, riding and mucking out. And the third is a tie between my riding hats (of which perhaps unsurprisingly I have three from three different British manufacturers for hacking, jumping and dressage) and Keratex hoof products that always come to the rescue when I have issues with Mello’s feet.

What are your equestrian ambitions? I’ve achieved one in buying Mello as a yearling and backing and bringing her on. The other is to ride a grand prix dressage test in competition. I’m realistic enough to know it won’t be on Mello but you can dream!

UNLESS it’s on a horse or in the tackroom, it’s always difficult to know where to put a saddle so it won’t get damaged.

Swedish horsewoman Ulrika Nordenstam, whose company is called Northern Well, has come up with a solution in the shape of a hanging saddle bag.

Her Hitch 3 in 1 is a protective cover, combined with a shoulder strap for carrying and carabiner hook for attaching to anything convenient. It can, for instance, be hung from the bars of American barn type stabling, as shown in the photograph.

Battles is the UK distributor. t Battles 01522 529206 www.equestriantradenews.com

What do you love about having a horse? Where to start when there are so many…? The fact that when you are with your horses or riding you leave all the world’s troubles behind you. The other thing I love about having horses is that they are great levellers.

If you’d like to talk horses with ETN, please get in touch via editor@equestriantradenews.com

EQUESTRIAN TRADE NEWS JULY 2015

Best Turned-out

14

Putting on a show

Presentation is everything in showing and dressage – both of which are more popular than ever. Here are some clever products from leading suppliers to ensure horses always catch the judge’s eye.

Shampoo and How to sell good grooming RETA shine

TIP

IL

IF retailers are astounded by the sheer number of products on the market in this category, then consumers most definitely will be!

A well regarded brand sells itself to a certain extent, but savvy shop staff should be sure to learn the finer selling points of good quality products too, says Rachael Holdsworth, European marketing coordinator for Absorbine.

It’s amazing what can be learned by reading the label, brochure or website - or asking a sales rep. A customer is always more likely to purchase if they receive confident, good advice.

If space is limited, try stocking fewer brands and offering a full range of products that are designed to work together.

And before they rush off to Superdrug or similar in a bid to save a few pence, make your customers aware of the importance of using products designed for horses. Horses’ skin has a different pH balance from humans’, which means that some human grade products can cause dryness or scurf.

Advances in technology have improved ingredients in horse grooming products. In the Absorbine range, this ensures the correct pH balance, deep cleaning power without harshness to the hair or skin and, of course, conditioning to bring out a beautiful silky and shiny coat, mane and tail.

Grooming products should be displayed for visual impact instore. Appealing packaging definitely attracts consumers and a strong, recognisable brand encourages trust and loyalty.

Take Absorbine ShowSheen hair polish and detangler. Renowned throughout the world, the brand has been extended over recent years to include ShowSheen 2-in-1 Shampoo and Conditioner, Detangler Gel and Stain Remover and Whitener.

All have the strong ShowSheen look of pearlised, salon style bottles for instant identification.

Absorbine products are available from your wholesaler.

Oh so silky BARRIER Animal Healthcare’s best-selling mane, tail and coat conditioner comes in a quiet action 500ml trigger spray.

Tangle Free & Silky contains pure natural silk protein for deep conditioning of each strand of hair. The result is a luxurious shine and flat finish that will not dry out the hair. t Barrier Animal Healthcare 01953 456363

JULY 2015 EQUESTRIAN TRADE NEWS

NAF’s new showing range The Fab Four features two shampoos, a stain remover and a coat shine spray.

Show Off shampoo (RRP £7.99) cleans deeply and leaves a bright shine. It smells wonderful too.

Stubborn stable stains are no match for Muck Off (RRP £7.99). The spray on formula even conquers ever persistent, seemingly impossible stains.

For extra sparkle, your customers should go for Shine On (RRP £9.99). Suitable to spray all over the coat, it’s great for silking up manes and tails too.

Pimp my Pony (RRP £7.99) is a yummy smelling wash designed to appeal to pony owners wanting the wow factor. t NAF 01600 710726

Equine and canine bathtime

HILTON Herbs has launched High Horse and Top Dog shampoos.

Replacing the Phytocleanse lines, there are three shampoos in each category – Blue, Conditioning and Medicated.

All are low-lather, parabens-free and pH balanced for animals. t Hilton Herbs 0800 294 1250

Hiding those blemishes SHOWING Brown is a chalk based concealer of marks, scars and blemishes.

It adds definition to dark legs and is ideal for last minute touch-ups too.

The product is sprayed onto the coat or applied with a soft cloth and allowed to dry – which takes just seconds, before any excess is brushed off.

Showing Brown dries to a matt finish to which show shimmer can be added. t Groom Away 01384 877857 www.equestriantradenews.com

15 Katie’s top turnout tips ETN asked top show rider and producer Katie Jerram, who’s sponsored by Supreme Products, to tell us how she accomplishes different turnout techniques scenarios.

QUARTER marks for show hunters: Supreme Products Quarter Marking Comb has interchangeable heads of different sizes to create various designs.

Katie says: “Your customers also need Supreme Products Deluxe Coat Gloss and Quarter Marking Spray to complete the look. The spray holds quarter marks in place and should be used as a finishing touch to give professional results.”

Native manes and tails: Full, flowing manes and tails are a key feature for these breeds. Supreme Products Sparkle gives the hair beautiful volume and shine.

Katie says: “I like using Sparkle to create glistening tails before I enter the ring; sometimes I use it as an all-over body spray to give that extra shine. It always picks up the light and gives a stunning appearance.”

Show pony finishing touches: When taking show ponies into the ring, make-up can be used as a finishing touch, to disguise unwanted marks or highlight features on the head.

Supreme Products Make-Up Palette consists of a stack of five different colours for use on small areas of black, dark brown, chestnut, palomino or white hair.

Katie says: “Make-up is particularly effective for adding extra shine and definition around the eyes and muzzle but it should be used sparingly.

Keeping greys white: Greys are always tricky to keep clean, but when presented at their best they really catch the eye. If your customers have tried tirelessly to get their greys looking spotless, yet still they look a bit yellow, suggest the whitening collection from Supreme Products.

Katie says: “Leg & Body Whitener is fantastic for creating beautifully white socks and is also very effective for ensuring that greys look flawless in the ring.

For best results apply to socks and then bandage overnight.”

Inspirational app: Katie is a huge fan of the Supreme Products App, the home of an extensive range of ‘how to’ guides, ‘get the look’ photo-books, what to wear advice plus product information. It’s ideal for anyone wanting to learn more about the intricacies of turnout and how to do it like the professionals. t Supreme Products 01377 229050

www.equestriantradenews.com

Best Turned-out

16

GROOMING and horsecare brand Absorbine signed up Charlotte Dujardin as a sponsored rider just prior to the 2014 World Equestrian Games.

The timing was perfect. Charlotte – who stars on ETN’s front cover - went on to take the individual gold medal thus becoming the first dressage rider ever to hold Olympic, World and European titles concurrently.

But how did the sponsorship deal come about?

“Charlotte has been a fan of Absorbine products since her showing days and when she approached us through her agent regarding sponsorship we were pleased to take her on,” said Chris Jacobi, general manager, equine division, at Absorbine.

Working with the best in the world could potentially be a daunting prospect. But according to Absorbine’s European marketing coordinator Rachael Holdsworth, Charlotte and her management team of Abby Newell at the London based sports consultancy Piaffe are proving to be very approachable, helpful and efficient to liaise with.

Charlotte provides numerous media opportunities linking herself with Absorbine. She’s active on social media and often tags Absorbine in posts, thanking her sponsor by name for

getting to use its range of products.

The rider also recently hosted a photo-shoot and interview session for the Absorbine UK team.

“The insight Charlotte gave us into the training and preparation of the horses was second to none,” said Rachael, “and a glimpse behind the scenes at one of the world’s top dressage operations was an unforgettable experience.

“Charlotte has also provided many useful comments about Absorbine products including tips on how she uses them for their absolute best results.”

Meeting the rider also gave Rachael some clues about why Charlotte really is at the top of her game. “Nothing is left to chance, she works exceptionally hard and is obviously incredibly talented. She gives her all to every task carried out and pays great attention to detail.

“This makes Charlotte even more desirable as a sponsored rider! She’s under pressure for media time, yet she remains cheerful and friendly for each interview and photoshoot,” revealed Rachael.

It goes without saying that the team behind Absorbine is excited about the brand’s continued relationship with Charlotte to Rio 2016 and beyond.

The full range of Absorbine products is available from your wholesaler.

R VE RY CO TO S

Working with Charlotte

WORKING WITH HER SPONSOR: Charlotte Dujardin meets Absorbine competition winner Tess LaSalle at the FEI World Cup Dressage Finals (which Charlotte and Valegro won) in Las Vegas earlier this year.

17

Sponsors & Shows

• American brand Noble Outfitters will be rooting for the Brits this eventing season.

The label’s sponsored rider Sophie Beaty has been named as part of the GB squad for the European Young Rider Championships in Poland in August.

Sophie (19) caught the selectors’ eyes following some good form with Stanly, a 16 year old bay gelding she owns jointly with Alison Booth. The young rider does more than simply lend her name to Noble Outfitters too. Sophie models the collection, which has involved galloping on the beach as well as more conventional posing.

• British Horse Feeds is sponsoring Foulrice Park Racing in Middleham, North Yorkshire with its Fibre-Beet brand. The yard, known as Little Spigot, is run by trainer Patrick Holmes and his business partners Colin and Ailsa Stirling.

“We started using Fibre-Beet last year and were impressed with the palatability - even the fussiest of horses enjoy it,” said Patrick.

“They look very well on the feed and maintain condition too.”

British Horse Feeds’ Will I’Anson (pictured with Colin Stirling at York races) said he hoped the association with Foulrice would “promote the benefits of feeding Fibre-Beet into this important sector.”

• Two new riders – Britain’s Izzy Taylor and Ireland’s Austin O’Connor - have joined Team Animalife. The supplements specialist’s initiative allows riders of all levels to receive promotional support and discounted products plus other exclusive benefits.

“I’ve used many of Animalife’s products with great results,” said Izzy. “Vetrocalm has helped improve a hot horse’s concentration levels markedly.

Vetrofen has made a dramatic difference to the suppleness of one of my older horses.”

Austin added: “Since using Vetroflex on the top competition horses we’ve noticed a huge difference in their suppleness.”

Wishing both riders a successful season, Animalife director Ross Riley said: “It’s very rewarding to have such positive feedback from professional riders and see the difference our products can really make.”

Sponsors’ Shorts • The Saddlers’ Company makes regular training grants to encourage participation in equestrian sport. This year, the funding is being used to support the para-equestrian jumping training programme run by British Showjumping.

• SEIB is the new title sponsor of the Trailblazers Championships at Stoneleigh Park on 17 – 29 July. The insurance broker has supported the national series for 15 years.

• The Mark Todd Collection and Arden Wood Shavings have been named official rug and bedding suppliers respectively for the British Showjumping National Championships on 11 – 16 August at Stoneleigh Park.

SQP Interview

18

“It’s all about knowledge and trust” Domino Phillips, who works at Carrs Billington in Cumbria, is the current Virbac 3D Worming Equine SQP of the Year. ETN asked Domino about her award winning year so far. someone who is able to prescribe horse wormers and advice.

What’s the best part of the job?

Seeing positive results and hearing feedback from customers.

Has the Virbac 3D Worming Equine SQP of the Year been an asset to Carrs Billington too?

Yes, it’s raised the profile of the business and highlighted the fact that Carrs Billington are very keen to train and support their SQPs. We’ve also seen more Domino Phillips, current Virbac 3D Worming Equine SQP of the Year, received her equine customers come award from show rider Katie Jerram during her winner’s VIP evening at HOYS. into the store as a result of the award. like a celebrity! Everyone How have your Who will be next? looked so glamorous. customers reacted?

THE 2015 Virbac 3D They’ve been great, very Do you think the SQP’s Worming Equine SQP supportive and full of praise. role is sufficiently Did you enjoy the winner will receive more publicised to consumers? winner’s presentation than £2,000 worth of Not at all, customers need evening? prizes. These include a to be made more aware of our Yes, it was fabulous. I felt role. The work that goes into VIP hospitality evening becoming an SQP is quite hard for the winner plus guest - but what does SQP mean to at the Horse of the Year Why SQPs are on the front line the customer? The role could Show with overnight Under current EU regulations, worming product details be marketed in a different way accommodation at the cannot be circulated to consumers. So Suitably Qualified to help promote us. new Genting Hotel, £500 Persons (SQPs) are in the front line when it comes to offering How do you relax? of Virbac 3D Worming I spend most of my spare horse owners help and advice on all matters regarding their clothing dual embroidered time with my animals. I have approach to worming. with the winner’s company two horses, a Shetland pony, a logo/name, plus a trophy “SQPs have a huge responsibility to provide members of dog, a few chickens and some and certificate. the equestrian community with sound, knowledgeable and ducks. I also like to spend responsible advice on horse worming, while being aware Nominations for the time with friends, eating out, of their wider obligations under the Veterinary Medicines 2015 Virbac 3D Worming walking and generally being Regulations,” said a spokesman for Virbac, manufacturer of Equine SQP of the Year outdoors. wormer brands Equimax and Eraquell.

What’s your advice to Award can be made via anyone going forward www.3dworming.co.uk.

The Virbac 3D Worming Equine SQP of the Year Award aims to the 2015 Virbac 3D Every nomination is entered to recognise the work and dedication of those SQPs who Worming Equine SPQ of into a draw to win HOYS go the extra mile to achieve a high level of competence and the Year finals?

Saturday Premium Ringside provide the best support for their customers.

Just go tickets. for it…

How did you feel when you won the title?

Over the moon! It took a little while for it to sink in. I really wasn’t expecting it at all, it was a great feeling.

Has winning the award had a positive effect on you as an SQP? Definitely; it’s given me more confidence and more determination to do the job well.

What goes into becoming a successful SQP? Knowledge and trust.

We need to help customers understand what we recommend and why we are prescribing the type of wormer we give them. I’m trying to persuade more customers to do faecal egg counts before worming. I keep records and find out which products customers have and haven’t used.

What’s the hardest part of the job?

Gaining knowledge and trust and being recognised as

JULY 2015 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

Advertising feature

19

www.equestriantradenews.com

EQUESTRIAN TRADE NEWS JULY 2015

Retailer Profile

20

Winning trophies and trust – Online

Award-winning Supplement Solutions enjoys a great reputation for customer service. Deborah Hayward visits the online retailer to find out why.

Good staff that you can rely on are key to great customer service says Supplement Solutions founder Hannah Wild, with (left to right) Katie Hest, Alice Middletone and Zanna Willey.

O

nline retail store Supplement Solutions was set up by Hannah Wild in 2004. A decade later, this enterprising equine science graduate has built up a business to be proud of, with three other full-time staff and almost 20,000 customers from the UK and overseas.

“That’s not enough, though, because if you consider how many people ride, we really need to grow this number,” says Hannah, who has won the SEIB Internet Retailer of the Year title – a BETA Business Award – four times and scooped the North West’s Young Entrepreneur of the Year title at the Be Inspired Business Awards.

“We don’t go looking to win trophies – we treat them as a bonus and a fantastic endorsement of our hard work,” explains Hannah. “Buying with us is about great service, excellent product knowledge and getting orders delivered quickly.

“It’s important to make our customers feel special and let them know that we value their business. When their package arrives on the doorstep, we want it to be well wrapped and beautifully presented, with a thank-you card inside with a personal message from me or one of the team – Alice Middleton, Zanna Willey or Katie Hest.

“We always pop in a packet of Polos, chocolates or horse treats too. It’s more personal and creates enjoyable shopping experience for our customers.”

“I wanted somewhere nice to work, not some concrete building with roller shutter doors and no heating,” says Hannah.

Supplement Solutions offers 4,000 products from about 200 brands. Items sold include feed supplements, shampoos, hoof care and first-aid ranges.

Wormers are prescribed and sold

by Hannah and Katie, both equine SQPs.

“If anyone wants to buy a wormer online, we set them a series of questions that are relevant to a particular product,” explains Hannah. “When we receive the order we also get a printout of the questions and answers. Once we’ve checked, we either approve the order or get in touch with the customer to speak to them about an alternative if we’re not happy with what they

Slick operation This specialist retailer runs a slick operation from a renovated meat factory in pretty Great Eccleston, near Preston, Lancashire. Covering 4,000 square feet, the building features a smart showroom-cum-shop for locals and sales reps, cloakrooms, offices, a packing room and store, with plenty of space to grow.

JULY 2015 EQUESTRIAN TRADE NEWS

Orders and customer queries are dealt with at Supplement Solutions’ Great Eccleston office.

www.equestriantradenews.com

21 want to buy.

“Unfortunately, some people don’t take our advice, cancel their order and go in search of a company that will supply the product. We may be lose some business, but we believe in acting ethically.”

Hannah and her team – all equine science graduates bar Alice, who has a degree in business and information management – share dealing with orders, answering emails, picking, packing, looking for new products and working on the website.

“Things run well because we

selling 250g things, the small stuff – we want to sell big. There’s plenty of room for both types of retailer. Supplements are not that easy for bricks-and-mortar retailers to stock because they go out of date and a £100 supplement in a tub is a very expensive thing to be sat on the shelf.

“We have a high turnover of these products, and specialists at the end of the phone to answer customers’ questions. We also stock supplements that most retailers wouldn’t necessarily hold.”

However, the life of an online

Supplement Solutions has won the BETA Business Awards’ SEIB Internet Retailer of the Year four times.

ETN asks Hannah Wild What did you do before setting up Supplement Solutions?

I worked for Tangerine Holdings, which bought Carr & Day & Martin, Horsesense and Vetplus. My old boss, David Haythornthwaite, didn’t share my vision for selling on the Internet but has remained a great support and we stock his products today.

Do you have any other business interests?

Every member of the team takes responsibility for packing orders.

employ good staff members,” says Hannah. “My recruitment process is really quite strict and the whole team is involved because finding the right applicant is a big thing, as we’re going to live with these people.”

Undercutting prices The busy office runs smoothly through the week from 8am to 6pm. But Hannah admits that setting up an online business was anything but easy. At that time, Internet retailing was met with suspicion as bricks-and-mortar shops criticised it for undercutting prices. Many still do.

“It was really hard to set up a wholesale account and some people wouldn’t touch us,” recalls Hannah. “After a couple of pushy phone calls, eventually one of the wholesalers opened us an account. We have since gone on to do lots of business with them.

“There are still some archaic manufacturers who won’t supply online, as they think we are a threat to bricks-and-mortar retailers. Some may be, but we’re certainly not. We’re open when shops are shut so that people can do their buying.

“Also, we’re not interested in www.equestriantradenews.com

retail business is not without its challenges as competitors slash their margins. “Our philosophy is not cheap,” says Hannah. “We cannot afford to be cheap, but there are some online companies that appear to be selling products for trade prices.

“They are just driving down the market down and eventually smaller retailers and independents won’t be able to survive. Amazon, for example, is a key example of an organization bringing about a decline in retail; but there are no rules to say you can’t price-fix.”

An addiction Supplement Solutions remains something of an addiction for Hannah. She confesses to checking orders on her mobile phone before she goes to bed – and even answering emails in hospital after the birth of her son, William, last year.

Her next plan is developing the company’s export potential.

“We’ve been on a [government funded] Passport to Export course and are having our website translated into different languages,” she says.

I help my husband, Henry, who owns two holiday parks in the Lake District and Lancashire where people site their own caravans on our land. However, Supplement Solutions takes up the majority of my time.

What is your best-selling product?

Red Cell, a Farnam product from LS Sales, sells well. Our key brands are NAF, Global Herbs, Equine America and Nutri-Science.

We also do really well with smaller brands and ranges such as Horse First and LexVet.

Are you a BETA member?

Yes, we have been on the association’s SQP courses and attended the conference in October.

Do you do much social media?

Yes, Alice takes care of this and makes sure that we have Facebook and Twitter feeds up to three times a day.

How much e-marketing do you do?

We have sponsored direct mailings, where suppliers can buy an e-shot from us. These tend to be informative rather than blingy ‘buy one, get one free’ things.

What promotions do you do?

We have a new loyalty scheme inviting customers to collect points to be exchanged for goodies. We also have several sponsored riders; they’re not professionals but are competing at a good level.

And we do a fair bit of Google SEO and Google Ads. If they’re looking for something, most people do a search on the Internet.

Do you ride?

I have ridden since I was a child and evented as an adult. I met my husband when he used to commentate at British Eventing fixtures. We have two horses at home that I ride and one that’s retired.

What do you miss about being employed?

That Friday feeling when you get in your car, put the radio on, the music’s pumping and a weekend of fun stretches ahead. I don’t have that cut-off any more. In fact, I never have time off unless I go on holiday. Saying that, I wouldn’t change a thing right now.

EQUESTRIAN TRADE NEWS JULY 2015

Veteran Horses

22

Hope for the best

Yorkshire based Hope Pastures – a BETA International chosen charity – helps horses and ponies of all ages. Yard manager Sophie Kendrick explains how the sanctuary ensures its older equines have happy lives.

O

ur veteran horses add greatly to the educational work we do at Hope Pastures. Being mature and chilled, they’re often perfect for our Pony Days, learning sessions and visiting special needs groups.

Based in Leeds, the sanctuary is highly accessible for people who wouldn’t normally have the chance to meet horses. Our veterans help teach them how to care for horses, as well as more general animal welfare. Their qualities also shine through during autistic spectrum sessions and with other support groups.

Yes, the likes of 30 year olds Tina and Sparky can have highly fulfilling lives while

Tina (30) has poor teeth and a special diet - but she looks great and loves meeting visitors.

enriching the lives of others.

Special care Tina has had several teeth removed and the rest are quite flat, which means that she can’t chew her food very well.

So she’s fed chopped hay plus a special diet including soaked grass nuts and sugar beet pulp.

Sparky has stumps for teeth, so he has soaked grass nuts and sugar beet with added alfalfa to bulk out his feed. His daily feeds are quite expensive but it means he remains healthy.

Many of our veterans suffer from Cushings disease which requires a fine balance of medication, specialist feeding

Hope Pastures’ veterans, like thirty year old Sparky, are calm around visitors who may not have met a horse before.

JULY 2015 EQUESTRIAN TRADE NEWS

The age old dilemma…

As well as emergency rescues, Hope Pastures gets many requests from dedicated owners begging us to take their elderly horses for retirement.

These horses have usually been given the best of everything throughout their lives. As they get older, however, they start to struggle with arthritis, poor dentition, lameness and weight loss and they become unrideable.

In some cases, the owner can no longer afford the care yet is unable to make the heart-breaking decision to have the horse put to sleep.

Although we absolutely adore oldies, they’re a specialist animal requiring total dedication. The high cost of their care must be met for the rest of their days, which can be anything from a few weeks to more than ten years. We have finite funds and need to make sure we use these to help animals in the worst conditions, many of whom are not veterans.

For those we can’t take in, we advise the owner on how to improve their horse’s care. If this isn’t an option then, as a final step, we refer them to the specialist organisations which can support them through each step of the decision to euthanize the animal.

Although this may seem harsh, sometimes it’s a kindness to let an elderly equine peacefully go to sleep in the home that they know. Our concern is always their dignity and welfare.

Emotional state Experience in admitting veterans over the years has given us a feel for their emotional state. If they’ve been settled and happy in the same home for ages, the sheer stress of moving to any rescue centre with new surroundings and new horsey faces is way too much to put an elderly horse through.

In this case, if they can’t give appropriate care, or it is too ill, the kindest thing owners can do is to allow their equine friend the calm dignity of going to sleep with their favourite feed, favourite human and familiar surroundings.

Other horses are very adaptable and moving to a retirement home may give them a new lease of life. We can’t know if this is likely, however, until we have had an in depth discussion with the owner.

From a human perspective, sometimes all an owner needs is the reassurance that euthanasia is a kindness and not an act of cruelty.

Continued on page 24

www.equestriantradenews.com

23

www.equestriantradenews.com

EQUESTRIAN TRADE NEWS JULY 2015

Veteran Horses

24 care, appropriate feed for the state of their teeth and a diet offering suitable calories (to minimise weight-loss) and nutrients. Feeds we like are high fibre cubes, and those with high fibre/high oil and low sugar/low starch for our Cushings sufferers. Palatability and the ability to soak are useful too.

Appropriate stabling and/ or shelter plus a wardrobe of rugs are absolutely essential to maintaining condition, especially over winter. While a younger animal may get away with coming out of winter lean, a veteran probably won’t.

About Hope Pastures Veterans help children learn to respect and care for equines of all ages.

and an appropriate routine.

Working with our vets, we have elderly (15 years+) equines tested for Cushings so that any treatment can be started early. This delays its effects considerably. Although there may be no outward signs of Cushings - retaining a thick winter coat, laminitis and/or fat pockets above the eyes – a horse may still be suffering from it.

Arthritis also affects many of our elderly residents.

Anti-inflammatory drugs are a standard treatment, but prolonged use can have sideeffects.

Arthritic horses need gentle turnout. Often they can’t cope with sharing a field with younger, more boisterous animals who want to play.

Hence we keep our veterans together in one herd.

One of the hardest decisions

we have to make is putting down a horse because his legs are failing due to arthritis – especially when everything else is just fine. They still enjoy their feed, love their friends, take pleasure from being groomed and lazing in the sun, but their joints are so stiff that one day, when they go down, they can’t stand up again without help.

It’s unfair and undignified, not to mention uncomfortable, for a horse to struggle to stand. Other horses in the herd, even those who were previously close buddies, can turn on a down horse. A prone horse is seen as weak; in the wild he would attract predators so is usually abandoned by the herd.

Although horses mostly sleep standing, the joints of arthritic horses cannot ‘lock’ and so they simply never sleep.

JULY 2015 EQUESTRIAN TRADE NEWS

Coupled with the inability to get up and down with ease, many veteran horses are constantly exhausted as they never have real REM sleep, which is vital to the physical and mental health of all mammals.

Ensuring veterans maintain condition involves good dental

Hope Pastures, a Leeds based equine sanctuary, rescues, rehabilitates and re-homes horses and ponies. One of two chosen charities of BETA International 2016 (the other is The Brooke), Hope Pastures is open daily to visitors.

Find out more at www.hopepastures.org

www.equestriantradenews.com

25

www.equestriantradenews.com

EQUESTRIAN TRADE NEWS JULY 2015

Veteran Horses

26

Good grub for golden oldies

Advances in veterinary medicine and better management mean many horses remain healthy and active into their twenties and thirties. And their twilight years can be enhanced with appropriate feeding, says Joanna Palmer.

A

s soon as their horses enter their late teenage years, some owners feel the urge to treat them as veterans.

However, horses should be fed according to need, regardless of age.

Ponies tend to age slower than horses. Previous lifestyle and workload also affect when a horse starts to feel, act and look his age. Owners should know how their horses usually look, feed and behave. Any deviation from normal may indicate a change in diet and/ or management is necessary.

When assessing diet, fibre must always come first. If a horse is not eating enough fibre, he will lose weight; no matter how much high calorie ‘bucket’ feed he’s also fed.

Old but energetic Providing they’re healthy and sound, keeping horses fit and active in their later years is highly beneficial for all round well-being.

A veteran horse’s diet should reflect his energy requirements to maintain weight and provide fuel for work, whether that be light hacking, competing or hunting.

Most veteran feeds have a digestible energy (DE) of around 11MJ/kg, a step up in calories from most standard mixes and cubes. Horses

that have required a high calorie conditioning diet (DE of >12MJ/kg) throughout their lives to maintain weight and condition will almost certainly need to remain on a similar diet in their later years to prevent weight loss.

Not all old horses lose weight. Some will remain good doers for their entire lives - and switching to a specific veteran feed may not be beneficial in terms of calorie content. Keeping a good doer at an ideal weight and body condition score is essential to avoid placing additional strains on the

JULY 2015 EQUESTRIAN TRADE NEWS

pain from sore gums put veterans at risk of choke and colic, simply because they’re unable to chew properly.

Fibre pellets or concentrate feed can be soaked with water to form a soft, palatable mash. This is often relished by even the fussiest of feeders regardless of how many teeth they have!

A fibre feed that’s quick and convenient to soak and combines the necessary ingredients with vitamins and minerals to provide a balanced diet - has the added benefit of increasing water consumption.

All horses can be reluctant to drink enough water, particularly in winter. Soaked, sloppy feeds help keep the digestive system hydrated and able to function efficiently.

Tooth trouble

Cereals warning

Even with regular attention from a qualified equine dental technician, deterioration in dental condition occurs naturally with age. Loose, worn or missing teeth and

As horses age, the efficiency of the digestive system declines and the absorption of nutrients into the bloodstream is reduced. Older horses are more likely to lose weight,

horse’s body.

Continuing to feed a low calorie feed (DE of 8MJ/kg or lower) that provides all the vitamins and minerals needed for a balanced diet is often the most appropriate diet for veteran horses and ponies showing no signs of unwanted weight loss.

A diet that provides essential fatty acids such as omega 3 and omega 6 oils is vital for all horses. Veterans in particular can benefit from the anti-inflammatory properties of omega 3 as an aid to joint mobility.

Linseed is a good source

of omega 3 oils and for this reason is often included in veteran feeds. Linseed is also high in calories and has great conditioning properties. Its oil content gives horses a lovely shiny coat; invaluable when contesting veteran showing classes.

Additionally, including pre and probiotics in veteran feeds can help improve the health and function of the digestive system, allowing older horses to gain the maximum available nutrition from their diets. www.equestriantradenews.com

27 therefore, and a change to a more nutrient dense concentrate feed is often required.

A good veteran feed is high in fibre and low in starch and sugar. Feeds which contain a high proportion of cereals should be avoided as these contain significantly higher starch levels than those using fibre and oil as energy sources.

A high starch diet can cause excitable behaviour; it’s also more difficult to digest and can make the horse more susceptible to laminitis or colic.

A low starch and sugar diet is also essential for any equine with a history of laminitis or Cushing’s disease, something that’s more common in older horses.

A horse’s ability to digest protein also declines with age and it’s often recommended that older horses are fed a diet that contains good quality protein with the correct balance of amino acids.

However, with advancing age comes an increased likelihood of medical conditions, some of which can be exacerbated by the horse’s diet. Liver disease, for instance, requires a low protein diet to be managed successfully.

In this case, giving a veteran feed with a good protein level puts additional strain on the already damaged liver.

ABOUT THE AUTHOR: JOANNA PALMER BSc (Hons) is a nutritionist for Allen & Page. For more information on feeding veterans visit www.allenandpage.co.uk or call the company’s nutrition helpline on 01362 822902 www.equestriantradenews.com

When recommending feeds to customers, relevant veterinary issues should be accounted for to ensure that the diet is suitable for the horse as a whole and not just in relation to his age.

A horse that lives into his thirties could spend more than half his life classed as a veteran. But it’s inevitable that his nutritional requirements will change significantly during this time.

Owners should regularly assess their horses through condition scoring and weigh taping. A diet that suits a horse well this summer may need amending to meet his nutritional needs during the winter - or in the years to come.

Veteran Horses

28

The twilight zone

What’s on the market to help older horses happy, healthy and active?

Vet’s Tip

WORMING AND VACCINATION: Older horses remain susceptible to worms, influenza and tetanus. Your customers’ vet and SQP, in the case of a worming regime, can offer advice.

Why packaging star Pollie’s in the pink BEFORE NAF launched In the Pink Senior, the balancer was trialled with riding club members. In conjunction, the manufacturer ran a competition to win the chance to be the face of In the Pink Senior.

The upshot is that In the Pink Senior packaging still features a picture of Kathryn Woolley and her horse Pollie. She was 19 at the time – and Pollie is still going strong at 23.

“Since feeding In The Pink Senior, Pollie not only feels very well in herself, she also looks in great condition,” says Kathryn.

“She’s noticeably active and enjoying life to the full.”

In the Pink Senior is formulated to meet the nutritional requirements of the older horse. It helps balance the diet and the digestive system, which enables the horse to maximise the value of his feed intake.

The fomulation includes pre and probiotics for optimum support of the gut, plus all the vitamins and minerals required by the older horse for all round health. t NAF 01600 710726

When he’s at that stage in life…

ANIMALIFE has designed a Lifestage range especially for older horses.

Vetroflex Senior provides joint, respiratory, digestive, hoof and immune support in a costeffective, all-in-one formulation.

Stabling and thus exposure to dust – which is often prolonged in older horses - increases the lungs’ antioxidant requirements. Other challenges facing veterans include changes in dentition and a gradual decline in immune system efficiency.

Vetroflex Senior provides amino acids and antioxidants to help maintain healthy joint cartilage and connective tissues. It also offers vitamin C for its effect on lung antioxidant levels, while supporting the horse’s natural immune defences.

Older horses who find it difficult to hold their condition may benefit from a prebiotic and a broad spectrum of B vitamins, says Animalife. These provide a pick-me-up and replenish levels caused by any reduced fibre intake.

FOS prebiotics, included in Vetroflex Senior, support the growth of beneficial microorganisms in the digestive tract to allow optimal function of the digestive system.

Vetroflex Senior is a palatable liquid supplement, available in 840ml or 1800ml easy-to-use bottles. RRPs are from £32.99.

Senior Lifestage is also available in Vetrocalm to target calming and behaviour.

Retailers can order directly from Animalife - with no minimum spend and free carriage on orders over £50 - or from wholesalers Battles or Trilanco. t Animalife 0845 365 0050 JULY 2015 EQUESTRIAN TRADE NEWS

16 going on 17…

D&H SIXTEEN Plus Mix is a high calorie muesli formulated for horses and ponies starting to show signs of ageing.

Ideal for working or retired veterans prone to weight loss, it includes linseed for skin condition.

It’s also high in fibre with additional yeast to support healthy digestion and hindgut function.

D&H Sixteen Plus contains good quality protein providing essential amino acids to support muscle tone and cell renewal, as well as biotin to support hoof growth and function.

Added glucosamine and MSM promote joint health.

The highly palatable product, also available as cubes, can be fed wet to horses that are struggling to chew. 20kg has an RRP of £12.50 t Dodson & Horrell 0845 345 2627

Vet’s Tip

RUGS: Older horses often feel the elements a bit more, so offer your customers a good selection of various weights of rugs for turnout and in the stable. Allowing veterans access to shelter from sun, flies, wind and rain throughout the year is important too.

Soaks in under three minutes MADE from non-GM ingredients, Veteran Vitality from Allen & Page is formulated for horses and ponies showing the first signs of ageing.

Providing all the nutritional requirements for optimum health in older equines, it’s gentle on the digestive system, highly palatable and has a calorie level to help with weight maintenance.

It soaks in less than three minutes, making it ideal for animals with poor teeth.

Veteran Vitality is suitable for horses at rest or in light to medium work. t Allen & Page 01362 822 902

Vet’s Tip

BOOST THE IMMUNE SYSTEM: Vitamins, minerals and other supplements are great for veterans.

They all help boost the immune system and help older horses stay healthier.

A general daily vitamin/mineral supplement is often a good start; others can be added to requirement. For example, an arthritic horse may have a glucosamine and chondroitin supplement, possibly even turmeric too, as well as any other natural herbs and spices that may assist. www.equestriantradenews.com

29 Balanced mobility TOPSPEC Senior Feed Balancer contains several supplements including the levels of micronutrients and digestive aids normally only found in high quality specialised supplements.

These include micronutrients known to help maintain mobility in older horses, such as the scientifically recommended rate of 10grams of glucosamine/500kg horse/day.

Because it allows elderly horses to use more nutrients from the forage and straights in their diet, feeding TopSpec Senior Feed Balancer often means that concentrate intake can be reduced with resulting benefits.

The product also promotes muscle development and topline, helps maintain good hoof quality and encourages a supple skin with shiny coat.

In addition, it helps maintain a healthy immune system and includes a highly available source of vitamin C to help maintain healthy lung tissue. The RRP for 15kg is £33.50 – no other supplements are needed.

Your customers can call the multi BETA Business Award winning TopSpec helpline for advice on feeding older horses. t TopSpec 01845 565030

RETAI L TIP

SINCE weak, wobbly or missing teeth are clearly the equine veteran’s worst enemy, why not keep a list of local equine dentists as well as vets handy in the shop? You could then pass it on to customers who are concerned their horses or ponies are dropping their food and/or losing weight. Always refer owners who are concerned about their horses’ health to a vet.

You can find out more about equine dentists at https://www.beva.org.uk/useful-info/Directories/ EquineDentalTechnicians

Vet’s Tip

EXERCISE: As a general rule, horses are best kept in light work provided they’re sound enough. Low level, regular exercise - often only in walk and ridden or inhand - keeps a horse moving and fit. Regular exercise also keeps weight down, maintains some muscling, keeps the joints moving and reduces boredom and depression.

Veterans may need a little more warming up and stretching before and after work. The emergence of veteran showing classes has been a great boon.

Saluting veteran dressage heroes DRESSAGE ace Carl Hester and his retired rides Liebling and Dolendo appear on Saracen Horse Feeds’ new Veteran Mix bags.

Saracen claims to be the first feed manufacturer to introduce a specific ration for older horses. That was back in 1994, and since then the company has continued to develop diets for equines aged 16+ in work, rest or play.

Saracen’s latest Veteran Mix formulation uses superfibres which contain a similar level of accessible calories to cereals. This enables the cereal portion of the recipe to be reduced - and likewise starch levels - to help avoid the likelihood of digestive disorders.

Veteran Mix also includes vegetable oil plus essential antioxidants such as vitamin E and added yeast for healthy hindgut maintenance.

The RRP is £12.99 for 20kg. t Saracen Horse Feeds 01622 718487 www.equestriantradenews.com

Veteran Horses No teeth? No problem

30

Vet’s Tip

MEDICATION: In some cases it’s just a matter of joint supplementation whereas others require regular blood tests to check the levels of Cushings or even liver problems. This is a job for the vet, but retailers can stock helpful back-up products. For example, a horse with Cushings is far more likely to get laminitis, so grazing and feeding will need managing. There are products available to disguise medication too.

Individual approach HORSLYX offers an easy-to-eat solution for equines with worn or no teeth.

The palatable licks contain high specification vitamins and minerals, including vitamin C, vitamin E and selenium, to support a healthy immune system.

The licks can be supplied alongside good quality forage as a cost effective, complete method of feeding veterans.

Mobility Horslyx offers the added benefits of glucosamine, MSM and HCl to support veterans’ healthy joint function.

Other formulations are Original, Respiratory and Garlic. All come in 5kg and 15kg tubs with RRPs from £10.75. t Horslyx 01697 332592

On the menu for OAPs WHILE some senior horses don’t need extra help to maintain their condition, others may struggle. That’s why Spillers designed its flexible Senior range.

Your customers can choose from a specialist fibre, a balancer and two different mixes to suit their senior horses’ individual needs.

Spillers Senior Conditioning Mix is formulated for the older horse that struggles to hold weight, while Spillers Senior Maintenance Mix is designed for veteran good doers.

Both contain small, easy to chew particles and have all the extra vitamins and minerals the older horse or pony needs, including glucosamine.

Spillers Senior Balancer is suitable for veterans that don’t need the recommended level of compound feed. It has added glucosamine, magnesium and biotin as well as extra levels of other vitamins and minerals to help support older horses with a balanced diet.

The mixes and balancer can be fed with Spillers Senior Fibre which offers mint, garlic, rapeseed oil, glucosamine, live yeast, good quality protein and vitamins and minerals. Its short chop and soft texture makes it easy on the mouths of older horses with worn or few teeth. t Spillers 01908 222888

Vet’s Tip

TIME TO SAY GOODBYE: It would be lovely to think that all horses could pass peacefully in the night. But this is not usually the case, so owners must take responsibility.

I always ask myself “does this horse still have a good quality of life?” If the answer is no – and to help stop any suffering further – it’s time to show him the respect that he deserves.

This is definitely an area in which your customers need veterinary assistance. A vet can be a soundingboard and give an owner a clinical, professional opinion about current quality of life and the horse’s future. The end comes as less of a shock for owners who have their veteran horses checked regularly by a vet. Also, when the vet is part of the horse’s twilight years, a great deal of the pressure is removed from the owner regarding end-of-life decisions.

With this aspect organised in advance, your customers can enjoy their veterans – hopefully for many years to come.

JULY 2015 EQUESTRIAN TRADE NEWS

HORSES age at different rates. So while it’s easy to pigeon-hole the more mature horse into the ‘veteran’ bracket, in reality most simply need treating and feeding as the individuals they are.

For those maintaining body condition on forage alone, a balancer – such as Baileys Lo-Cal - provides essential nutrients that may be lacking in a forage-only diet.

Lo-Cal includes good quality protein to help maintain muscle tone, plus vitamins and minerals, and Yea-Sacc yeast culture.

Yet it’s without the calories associated with traditional mixes or cubes.

Once the older horse or pony becomes dentally challenged, maintaining fibre intake can be a problem.

Baileys Alfalfa Plus Oil and Alfalfa Blend provide digestible fibre and protein, whilst Fibre Plus Nuggets are a tempting alternative to hay or haylage. Soaked Speedi-Beet and FibreBeet are also invaluable.

Those needing low starch diets can be fed Lo-Cal balancer to provide essential nutrients with Baileys Outshine high oil supplement for ‘safe’ calories. t Baileys Horse Feeds 01371 850247

Vet’s Tip

HOOF CARE AND GROOMING: This management aspect still needs attention, perhaps even more so.

Unshod hooves must be kept trimmed and balanced as well as picked out and checked for stones, abscesses and thrush. Grooming ensures an owner checks over the horse’s body. I’ve had clients discover many things when they groom, from lumps that have appeared to changes in weight.

Kind to fragile teeth DENGIE Hi-Fi Senior combines high temperature dried alfalfa with soft grasses, making it an ideal maintenance feed for veterans.

The short chop form is easy for oldies with poor dentition to chew; while adding soaked Dengie Alfa-Beet can also help.

Alfa-Beet is a great source of highly digestible fibre combining alfalfa with unmolassed sugar beet. It’s an ideal conditioning feed and perfect for older horses that struggle to chew.

Naturally low in starch, molasses-free and approved by the Laminitis Trust, Alfa-Beet has a sugar level of less than 5% – less than half of what you would expect to find in hay.

And because it’s soaked, it can help aid hydration too. t Dengie Feedline on 0845 345 5115 Tips in this feature are by Tom Beech MRCVS

www.equestriantradenews.com

BETA Members’ Page

31

A VERY BIG THANK YOU!

Venues set for digital media courses THE venues have now been set for our next digital marketing and social media courses run by Tim Fidgeon. The first takes place this month at the Mercure Hotel, Wetherby, West Yorkshire, from 8 to 9 July and preferential hotel rates are available for those who wish to arrange an overnight stay. The second course will be held at Lantra House, Stoneleigh Park, Warwickshire.

Although both run over two days, we can accept bookings for either the digital marketing or social media element, but preference will be given to those wishing to attend both days.

The two-day course costs £200 plus VAT for BETA members and £300 plus VAT for non-members. Single-day attendance costs £120 plus VAT for BETA members and £180 plus VAT for non-members.

Make a date with safety Photograph: Bob Hook

T

he BETA team arrived back from Bramham International Horse Trials after four highly successful days of raising the profile of BETA and its members through initiatives that included the BETA luxury prize draw, goody bags and discount vouchers giving 10 per cent off the price of a new safety garment.

None of this would have been possible without the support of our members who

donated such wonderful prizes and goody bag items, and we are extremely grateful. Thanks must also go to the members who gave up their time to help on the stand.

When things get busy, an extra pair of hands or two is invaluable. Being part of Team BETA for the day – or even a couple of hours – is great fun, as well as hard work, so, if you have any spare time and would like to help out, we’d be pleased to hear from you.

They’re qualified!

BETA sends hearty congratulations to those retailers who have been awarded their City & Guilds Level 3 qualification in Fitting Protective Horse Rider Equipment: Kelly Smith and Gemma Paternoster, of Dobbins’ Clobber, Buckinghamshire; Mickala Stanford and Annabelle Davies, of Ingatestone Saddlery Centre, Essex; Janice Vant and Lynn Uphill, of Saddlesdane Equestrian Supplies, Kent; and Sarah Ratcliffe, of Mill Saddlery & Riding Wear, Suffolk.

The qualification is a great endorsement of their skills and allows them to offer an even better service to their customers! All successful candidates are added to the BETA Register of Qualified Riding Hat & Body Protector Fitters.

The one-day course is open to all BETA members with some previous fitting experience and who have attended a BETA safety course, which is treated as an additional training day.

For further information on any of the items mentioned here

CONTACT LAURA CLEGG AT BETA Tel: 01937 587062

Website: www.beta-uk.org

Email: laurac@beta-int.com

Stockeld Park, Wetherby, West Yorkshire LS22 4AW www.equestriantradenews.com

THE next BETA safety course for riding hat and body protector fitting will take place at The Curragh, Co Kildare, on 28 July. This follows calls for an Irish venue and it is set at a cost of £80 plus VAT for members and £160 for non-members. If you would like to attend, we would urge you to book a place as soon as possible.

This course will take place only if enough delegates book on it, so please don’t delay otherwise you risk the course not running.

A second BETA safety course will take place at The Holiday Inn, Darlington, North Yorkshire, on 22 September at a cost of £75 plus VAT for BETA members and £160 plus VAT for non-members.

BETA safety courses ensure that attendees receive hands-on tuition in fitting hats and body protectors, and extensive background information on human physiology and the principles of safety equipment.

COMMITTEE MEMBER PROFILE

M

eet Wendy Beale, a new member of BETA’s Retail Committee and retail manager of R&R Country’s Melton Mowbray store, in Leicestershire, for four years.

She previously ran her own livery yard and worked at The Barn Shop, in Royston Hertfordshire.

“I was delighted to be asked to join the committee,” said Wendy. “It is a great opportunity to learn and express views – and to bring our own knowledge and experience to the table.”

Wendy has a passion for eventing and, although she rides more for leisure these days on her seven-year-old polo pony, Breeze, she is still heavily involved in the sport as a fence judge – and took that role at Burghley and the London 2012 Olympics.

At home, Wendy loves walking her Hungarian vizsla dog, Linka, whom she describes as her “pride and joy”, and her new, extremely healthy hobby – growing vegetables in the garden.

EQUESTRIAN TRADE NEWS JULY 2015

Retail Consultancy

32

What’s in store for your customers?

Are your customers being seduced by the internet? Read Laurie May’s tips to ensure they stay in love with bricks and mortar shopping too.

THE lines are blurring between online and bricks and mortar retailers. Even the most traditional ‘offline’ premises now offer online ways to browse, compare and, in many cases, purchase products.

So if your business is not online, I would ask why - as invariably your customers are.

“57% of decisions are now being made before the customer even speaks to a business,” says the Harvard Business Review. Therefore customers’ online experience becomes just as important as the in-store experience However, maximising the experience and delivery of your service while customers are in store can dramatically improve your sales.

Customers have overwhelmingly connected lives, a state which has an effect on their shopping behaviour.

Showrooming For example, customers may come into your store, ask your advice and/or browse products to make a purchase decision.

They will have used your hardearned expertise to understand which product best suits their situation to treat their horse for worms, which hoof supplement is most appropriate or which riding hat fits best…and then they search online - often while still in the store - comparing prices, promotions, ratings and reviews.

This common phenomenon is known as showrooming.

It gives shoppers a variety of purchase options, even prompting them to leave the store if they find a better deal elsewhere.

It’s not just showrooming that may thwart a purchase in-store. In their busy and connected lives, time-strapped

JULY 2015 EQUESTRIAN TRADE NEWS

customers spend less time in store. Often they may have to contemplate purchases with children, dogs and occasionally husbands in tow.

So time and attention is short.

In these times of changing shopping habits, customers want an easy, enjoyable and hassle-free shopping experience, whether in-store or online So what can you do to ensure customers who enter your store actually purchase while there?

Create a welcoming and relaxing environment The aim is to help customers feel at ease and cared for.

It could be as simple as providing a seating area for the children/husbands, with access to Wi-Fi (you can ask customers to register and provide a few details in return for Wi-Fi access) and materials

to keep them entertained.

Ensure that you provide warm and friendly assistance, where warmth is important in more ways than one. A physically cold building can mean that customers will not hang around longer than is necessary.

They definitely won’t want to try on clothes; and who wants to be shivering while trying to weigh up the merits of a range of saddle soaps?

So, if your store is cold, invest in some heating to make the environment more inviting.

It’s well known that horse owners often have other fourlegged friends. Welcoming the family dog into the store can increase the enjoyment of the visit to your shop and make it more of an outing than a chore.

If appropriate, a coffee machine can ensure people relax and are encouraged to spend more time in there too.

Make the best of your advice This applies to SQPs giving advice around POM-VPS wormers and fly control but also around your ability to help customers on nutrition, equipment, clothing and saddlery.

You’re trained and experienced on all of your products and the fact that you can provide a personalised advice to customers while they are in store is hugely valuable to them. However, you must make sure that they don’t have the opportunity to walk away and purchase elsewhere.

Building a rapport with the customer is essential, and begins from the moment they walk through the door.

Ensure that you use open questions to ascertain as much information about their horse/ dog/cat/goat as possible so www.equestriantradenews.com

33 that you can show your understanding of their situation and provide valuable bespoke advice.

Use the name of the animal when discussing the options and keep open body language.

Ensure that you explain the benefits of a specific product and not just list its features.

One trick I like to use is to get the customer physically to hold the product while you explain. It’s so hard for them to put it back down and walk out of the store when it’s already in their hand!

Also, be confident. Your advice is valuable and while you may not be the cheapest option out there, the service you provide more than compensates for a few extra pounds or pence.

Use in store special offers Pricing strategies can often quickly increase sales, but be

www.equestriantradenews.com

Cartoons by John May cautious and remember to monitor profit levels.

Perhaps put a special offer on a specific product to draw people into the store in the first place? You could opt for a price-matching strategy to ensure a sale if needed.

Perhaps enter people into a prize draw when they purchase in-store, or even think about using loyalty cards with valuable coupons and offers to reward loyal customers.

Or how about running open days with store-wide discounts and demonstrations? Keep in mind your target market though. Take a lead from B&Q who run OAP discount days on Wednesdays, and perhaps run a promotion on a specific day

during certain hours to attract the career-minded horse owner or the Pony Club mum?

Use EWOM (electronic word of mouth) Social media can be a hugely successful avenue for marketing effectively. Use your profile cleverly, with targeted adverts to drive people into the store. Perhaps use a special coupon code that’s only available through Facebook?

Use reviews in store 57.3% of people who access the internet when in store are doing so to find

product reviews, according to econsultancy.com. This indicates they are considering a purchase and merely require some reassurance, or the social proof offered by reviews. If you can provide written reviews at the point of sale or near the product, this can give purchasers the confidence to make a decision while in the store.

• Next month Laurie looks at how to increase conversions for e-commerce sites.

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

EQUESTRIAN TRADE NEWS JULY 2015

Clothing & Footwear

34

Say it with style...

ETN previews the latest collections.

French connection WESTGATE EFI has been appointed sole UK distributor for Harcour riding wear and accessories.

The French brand, offering chic, practical styles for young riders, incorporates competition wear and casual clothing. Designed to work together as a collection, the range includes belts, bracelets and handbags.

Harcour’s competitive price points and good quality materials will appeal to UK retailers, says WEFI. t Westgate EFI 01303 872277

Finishing touch NEW snaffle designs have joined Your Gift Horse’s Carina silver jewellery collection.

Necklaces, bracelets and earrings are crafted in solid sterling silver, enabling customers to mix and match and retailers to upsell other items. RRPs are from £24.50 This supplier also has new jewellery boxes that fit into the Royal Mail large letter category when packed in a jiffy style envelope. As well as saving on postage, the slimline packages can be posted through most domestic letter boxes. t Your Gift Horse 01454 510102

Warm and versatile THE Mountain Horse Cheval is a versatile, warm winter coat with removable hood. A twoway zip means you can sell it as a riding jacket too.

The lightweight, waterresistant fabric is easy-tocare-for polyester with a fill that washes and dries quickly.

There’s also an eye-catching printed lining for great display in-store.

With detachable faux fur trimmed hood, the RRP is £110. A cheval vest and long coat are also available. t Horsemasters Distribution 01462 432596 JULY 2015 EQUESTRIAN TRADE NEWS

Fresh from the US NOBLE OUTFITTERS, the American label best known for its Wave Fork stable tool and MUDS yard boots, launches its equestrian clothing collection to UK consumers this autumn.

The focus is on riding clothing that performs, enables layering and has the versatility to be comfortable in all weathers and levels of activity.

The range includes two key jacket styles, both constructed from a twolayer waterproof, windproof and breathable, soft handle fabric.

A technical power-stretch fleece gilet and jacket are fully wicking and breathable with a luxurious feel; while a softly quilted gilet is a good option for milder autumn days.

Base layers include a Tactel long-sleeve top with wicking Opti-dry anti-microbial moisture management system.

Riding 'tights' come in a light to medium weight, pull-on style with a handy pocket on the thigh. Prices start from RRP £19.95 for base layers and mid layers, and £149.95 for outerwear.

Also look out for Noble Outfitters’ competitively priced Perfect Fit gloves and technical riding and boot socks collection. t Noble Outfitters 01572 772508

Foot perfect NEW waterproof leather boots are set to join the Mark Todd Collection from Westgate EFI in time for autumn.

There are five styles, including an updated version of the popular Mark Todd Country Boot.

Two additional full length boots have been added – the pull-on Cromwell and Tall Zip Boot. The three-quarter length Adjustable Short Boot and Short Country Boot complete the range.

All feature waterproof, breathable Sympatex linings and sturdy grip soles. t Westgate EFI 01303 872277

www.equestriantradenews.com

35

www.equestriantradenews.com

EQUESTRIAN TRADE NEWS JULY 2015

Clothing & Footwear How to sell more clothing

36

RETAI L TIP

• Merchandise premium brands as premium brands… Displaying them all crumpled up on a rail in a miss-match of styles and sizes won't encourage anyone to spend top dollar.

• Make customers’ shopping experience an easy and inspirational one. Consider how your shop would look if you came in for the first time.

• Ask suppliers for POS material and visuals – and make the most of them.

• Get up to speed on the technical aspects of the clothing you stock, and encourage staff to showcase their knowledge and expertise too. Being informed gives you influence.

• Stock accessories to offer as add-ons. Hats, belts and socks can be displayed near the changing rooms; don’t be afraid to suggest items that complement a customer’s choice of outfit.

• Good lighting and forgiving mirrors are your chance to make the customer feel good about themselves. It’s no co-incidence that major high street players invest heavily in this area.

• Hang scarves in the changing rooms so that customers can wrap their faces and avoid make-up contact when trying on your stock.

• Many shops worry about displaying items that are white or light coloured. So use a suit hanger.

• Display co-ordinated outfits on mannequins, then advertise that other sizes and colours are available.

• With thanks to Liz Hayman of equestrian fashion brand Equetech.

Triumphant return of the riding mac!

EVERYONE of a certain age will remember riding macs. Now Rhinegold has revived one of equestrianism’s best loved garments.

The full length Rhinegold waterproof riding mac is lightweight and lined with breathable mesh. It’s just as suitable for walking the dog or spectating at a point-to-point as when mounted.

For riders, it features a second lower zip for optional coverage of the front of the saddle, elasticated leg straps and rear press studs for extra room when in the saddle.

There’s also a foldaway hood-in-collar, drawstring waist with toggles and two large press stud closure pockets. Available in sizes small to extra large in sage, the trade price is £24.50.

A perfect match for the mac are these Rhinegold Elite Colorado country boots.

In elegant, waxy suede leather, there are three Velcro straps for easy width adjustment. Soft leather inserts provide added comfort.

The Elite Colorado comes in UK sizes 3 to 8 including six and a half. The trade price is £39.50. t Snowhill Trade Saddlery 01242 672323

Seasonal showcase

World first in sun glasses?

BRITISH countryside brand Sporting Hares has what’s believed to be the world's first hand-crafted, wooden material sunglasses.

There’s Harris Tweed line available too, as pictured.

The company also offers field and wellington boots, luxurious socks and the new Beauchamp Blazer. t Sporting Hares 01686 640249.

JULY 2015 EQUESTRIAN TRADE NEWS

THIS season’s womenswear collection from Jack Murphy combines classic fabrics for intriguing juxtapositions.

Using luxuriant British tweed and wool, tactile fleece, gorgeous quilting, sumptuous faux Sherpa, elegant moleskin and lavish faux fur, this label has some distinctive designs.

Other key elements include a focus on flattering lines and feminine silhouettes. Spectacular in house designed prints are used in shirting and linings to stunning effect.

The palette features earthy greens and browns and understated shades of grey, black and cream, all of which are highlighted by vivid pops of seasonal colour in stunning jewel tones. t Jack Murphy 01768 867590 www.equestriantradenews.com

37 What’s ‘in’ for A/W 2015/16?

WE’RE set to see a host of rich ‘jewel’ colours for next season, to include greens, dark pinks and purples, says Pam Mildner of Zebra Products.

In terms of fabrics, texture and pattern will continue to play an important role as we’ve already seen in the S/ S15 collections.

Breeches styles will still bridge the gap between functionality and fashion with patterns, colour and alternative fabric effects such as denim.

While multi-purpose remains a theme, there will be more focus on practicality, ensuring items are fit for purpose as well as ticking a fashion box - particularly true for jackets.

Softshell versions will be robust enough to stand the test of time on the yard while longer coats will be designed a little bit shorter, still providing warmth without getting in the way.

Layering will remain popular with a host of options available to create this look. The advent of fabrics such as merino wool and primaloft help insulate and regulate body temperature. Given recent milder winters, this is helpful to ensure riders don’t overheat or chill when going from energetic schooling to standing around on the yard. t Zebra Products 01352 763350

Breathable fabrics that regulate body temperature feature this PK Sports Biscayo performance shirt.

Designed to delight Toggi Brightwell

Toggi Covent

Jewel colours will remain popular for A/W15/16 as seen in the Cavallo Felora jacket in burgundy. This ladies’ down jacket is heat insulating, windproof, water repellent and breathable.

Toggi Arundel

Breeches to bridge the gap between fashion and functionality will be ‘in’.

These Cavallo Cira denim five pocket Cavasoft full seat breeches include embroidery on the back.

www.equestriantradenews.com

Toggi Braemar

TOGGI’S AW15 collection is designed to delight and excite.

In outerwear, the Arundel ladies’ country coat is made from waterproof, breathable synthetic fabric printed to give it the visual texture of woollen cloth.

Tweed in 100% wool fabric re-appears in the Toggi catalogue this season. Notable pieces include the Braemar field coat with glorious tweed patterns countered by striking contrast colour trims.

A range of matching accessories is available too.

Toggi’s popular, British made Heritage wax collection sees the new Brightwell ladies’ wax jacket take pride of place for AW15. Fusing fashion and function with its subtle tartan check, the flattering belted style is a wearable yet stylish addition to any wardrobe.

Good quality, comfort and outstanding value for money are keynotes of Toggi’s footwear collection.

New pieces for this season include the handmade Covent dual purpose country and riding boot. In full grain leather, it has a Puratex waterproof and breathable microporous membrane. t Finest Brands International 0113 270 7000 EQUESTRIAN TRADE NEWS JULY 2015

Bedding

38

Rise and shine

With autumn just around the corner, it’s time to wake up to the best in bedding.

Breathe easy, sleep well WHETHER your customers are concerned about their horses’ summer pollen allergies or coughing when stabled in winter, Verdo Horse Bedding (pictured above) can help.

The wood pellet product has a low dust content as well as absorbing three times is own weight in liquid. So it not only helps maintain a dry environment, but also reduces ammonia.

The pellets are manufactured from 100% virgin soft wood and heat treated to eliminate pests and bacteria.

Verdo Horse Bedding comes in compact, easy to store bags. Once a small amount of water is added to the bag, a regeneration process is activated. Within approximately 15 minutes, the open bags can be emptied out onto the stable or lorry floor to create a soft, fluffy and dry bed.

The RRP per 15kg bale is £5.65 - £5.95. t Verdo Horse Bedding 01264 726760 JULY 2015 EQUESTRIAN TRADE NEWS

Get smart: sell stable tools BEDDING is a big outlay for most owners, particularly during the winter.

So whether they go for straw, shavings, wood pellets, rubber mats or a combination, the last thing they want is waste.

Choosing the right tools for shifting, sorting, stacking and sweeping can save bedding – and valuable time too. And that’s where Faulks & Cox (FCL) comes in…

Supplier to the equestrian trade since 1981, FCL provides an array of bedding tools in a fantastic range of colours and types… all on super-smart, practical Profit Pack stands.

“We don’t just sell the best products, our Profit Packs display them so the customer can’t help but pick them up… and once that happens you’re halfway to a sale,” says Chris Birch, sales manager at FCL. “So, you can have the Wm.Faulks tools, plus Tubtrugs and Gorilla Brooms all superbly presented in a way that enhances your shop and puts you in the saddlery smart-league.”

You can view FCL’s range online and order there too. Or, of course, ring the sales office on the number below. t Faulks & Cox 01455 848184 www.equestriantradenews.com

Bedding

40 Birthday bale launched EASIBED celebrated its 15th anniversary with a redesigned bale last month.

The new look 20kg bales coordinate with the company’s easichick poultry bedding. easibed claims to have been the first wood fibre bedding in the equestrian sector. The dust free, supportive, free draining and convenient bedding is made from clean recycled white wood. t Hadfield 0161 301 6600

Make the most of bedding sales Encourage your customers to think about the bigger picture rather than cost per bale. Talk to them about absorbency, bale size, biodegradability and ease of use, all of which can save time and money if they get it right.

Buying in bulk can get stockists the best price and therefore bigger margins.

However, storing to avoid spoilage is imperative. Most companies supply pallets of bedding fully wrapped to prevent damage from water or heat. But once opened, it’s advisable to store the pallet in a dry, undercover area away from direct sunlight.

Many customers like to touch and feel a bedding product before making a purchasing decision. So have a single bale open in-store. Tactile interaction gives customers confidence in what they’re buying.

Ask customers questions to find out exactly what bedding type will suit them. What size stable do they have? Do they have rubber matting? What kind of routine do they have?

Do they muck out fully each day or deep litter? How do they dispose of their bedding? Showing an interest in their situation establishes a great relationship and helps them choose the best product for their needs. It all adds up to customer satisfaction.

Understand what your customers want. In a survey of 146 horse owners by bedding brand Nedz, 27% said high absorbency was the deciding factor. This was followed closely by 26% citing dust free bedding as most important, while 25% rated comfort as their top priority. This compared with 17% who were primarily concerned with cost. The remaining customers put biodegradability as key.

• With thanks to Lisa Cooper from chopped straw bedding manufacturer Nedz. Nedz Pro is made from oil seed rape straw. It creates a sturdy yet comfortable bed which is super absorbent and requires a full muck-out only once a week. Nedz Original is a more traditional option being made from wheat straw. Both products incorporate the Natural Nedz formula with manuka, cade oil and silver. The bedding rots down within two to three months. 20kg bales retail between £7 and £8.50 each. t Nedz 01772 877096

RETAI L TIP

JULY 2015 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

41 Why bedding is a welfare issue

HORSES have evolved to live in herds, moving constantly over huge areas in search of food and water. So when the majority of UK horses spend a minimum of 12 out of each 24 hours in small boxes, there are clearly health and wellbeing issues to consider.

That’s why stabling horses has been the subject of on-going research by Bedmax since the bedding brand was launched 15 years ago.

Even before the bedding first appeared, the company spent two years asking vets, racing trainers, equestrian organisations, farriers and horse owners to identify problems connected with keeping horses in stables.

Bedmax then set out to make bedding that would help solve as many of those problems as possible.

Respiratory health. In a stable, even tiny amounts of dust and spores from forage and bedding can cause irritation or infection in a horse’s airways and lungs. So eliminating dust and spores is a top priority.

Hygiene. This is essential but tricky when a horse is standing or lying in its own faeces and urine for long periods. Bedmax is a pine shaving which is dried at sterilising temperatures and has scientifically proven antibacterial properties.

Hoofcare. Ammonia created by faeces and urine attacks the hoof wall and can cause serious disease. Farriers report that the combination of large and smaller shavings in Bedmax provide good hoof support, while the larger shavings on the top of a bed allows urine to drain to the base, away from contact with hooves.

Support and comfort. Horses can rest standing up, but they need an average of 60 minutes of deep, REM sleep every 24 hours, and can only achieve that lying down. A supportive shavings bed provides a deep, aerated, resilient surface that encourages horses to relax and rest properly.

Absorbency. Bedding plays a critical part in managing moisture (urine) in the stable. For best results a mix of approximately 30% very large and 30% very small shavings are required in every bag. The small shavings shake down to the base of the bed, where they absorb the urine that drains through the large shavings that form the surface layer.

What 15,000 consumer say Since Bedmax was launched 15 years ago, the company has researched 15,000-plus horse owners. “In all instances they tell us that their horses’ health and welfare is their top priority when choosing which bedding to buy,” said a spokesman. “But we know that owners have practical priorities too.”

Value for money and convenience top these requirements – something which Bedmax has also addressed: Value. This bedding is said to be competitive on cost; the length of time it lasts means it offers good value for money.

Convenience. Bedmax is easy to use, which helps save time.

Its pressure packed bags are easy to handle and store too.

Dependable. Bedmax is made in three dedicated production plants, so trade customers and consumers know they can always depend on supply, anywhere in the UK.

Retailer training Bedmax runs a bedding educational progamme. Its bedding specialists can come to your store to deliver staff training, or training can take place externally. To apply, call the number below or email rosemary.hope@bedmax.co.uk t Bedmax 01668213467 www.equestriantradenews.com

Bedding

42

Consumer competition to boost sales ARDEN WOOD Shavings is running a consumer promotion via stockists of its Safemix Equestrian bedding, giving your customers the chance to win prime seat tickets to the Horse of the Year Show (HOYS) 2015.

The promotion, from 1 July to 31 August, celebrates Arden’s association with HOYS as its official bedding supplier. Safemix is also the official bedding at next month’s British Showjumping National Championships & Stoneleigh Horse Show.

Produced by Arden in the West Midlands, Safemix is a blend of wood shavings and shredded soft woodfibre. It’s absorbent, soft, comfortable, safe, easy to use and of consistently high quality. RRP is around £5.40 +VAT per bale.

“These benefits combine with competitive trade prices and delivery terms for stockists, giving scope for healthy margins,” said an Arden spokesman.

Point of sale material is available to retailers to support the competition to win HOYS tickets. t Arden on 01675 443888

Fresh as a daisy CITRONELLA Fresh, a deodorising spray with lavender oil from Barrier Animal Healthcare, freshens up the stable environment.

Available as a 500ml trigger spray, the pleasant, explosive aromas of citronella and lavender work instantly to banish nasty odours caused by ammonia build-up from urine and faeces.

Citronella Fresh can be used in stables, lorries and trailers.

It also helps stop horses eating straw bedding, eliminates catspray odours and combats wet doggy smells. t Barrier Animal Healthcare 01953 456363

High performance for 40 years A LEADING name in bedding for more than 40 years, Snowflake is manufactured from 100% virgin softwood sourced from sustainable UK. sources.

The bedding is subjected to rigorous quality control checks at every stage with state of the art dust extraction to reduce the risk of equine respiratory problems.

Coupled with excellent absorbency and maximum comfort, Snowflake is indeed a high performance product.

The Snowflake equestrian bedding range includes Snowflake Supreme, Snowflake Standard, Snowflake Softchip and Snowflake Premium Equine Wood Pellets. t Plevin 0870 750 0805 • Pictured is Snowflake bedding ambassador Vikki Hayton.

Based in Nottinghamshire – close to where Snowflake is manufactured in Retford, Vikki is a British Dressage judge and accredited trainer who has ridden up to grand prix level.

JULY 2015 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

43

Legal Digest

Credit where credit’s due...

When high value items such as saddles commonly cost £2,000, it’s easy to understand why many consumers can’t find the cash.

F

or those with a love of all things equestrian, following their passion is an expensive business.

Owners spend an estimated £3,600 annually on each horse, according to BETA’s latest National Equestrian Survey. So when high value items such as saddles commonly cost £2,000, it’s easy to understand why many consumers can’t find the cash.

A couple of rugs and a new bridle can easily add up to several hundred pounds; yet increasingly, consumers are reluctant to reach for their credit cards. So the obvious way for retailers to close such sales is to offer the chance to buy ‘on tick’.

Historically, consumer credit services have been regulated with successive governments recognising the need to protect consumers against unscrupulous

The exemption is intended to assist businesses selling expensive items and interested in offering credit to consumers. www.equestriantradenews.com

retailers and, in many cases, grossly unfair arrangements.

However, while the government has been quick to help protect consumers, there appears to have been little or no consideration for retailers. If anything, the law has imposed a number of obligations and expenses on retailers who wish to provide consumer credit options to their customers.

Invariably, large companies are able to absorb such costs and tailor their processes with ease. But for small and medium sized businesses, the costs of meeting such obligations and expenses are often disproportionately high and can leave them feeling at a significant commercial disadvantage.

Thankfully, the landscape is changing with the transfer of responsibility for regulating consumer credit arrangements from the Office of Fair Trading to the Financial Conduct Authority (FCA) on 1 April 2014.

The FCA has identified that the best way to protect consumers is to focus on so called high risk firms such as payday lenders and debt collectors. Meanwhile, it’s been reducing obligations and costs for others, including small and medium sized businesses, to obtain licences to provide consumer credit services.

This reduction culminated in the exemption for instalment credit which came into force on 18 March 2015. This exemption removes the requirement for retailers offering consumer credit services to be licensed by the FCA, provided the credit they offer meets the following criteria: • it is repayable by no more than 12 monthly instalments; • it is offered to finance the acquisition of specific goods or services; • it is for a fixed amount which cannot be amended or altered; and • it does not involve any charges for interest or administration fees and is not secured against any land.

Clearly the exemption is intended to assist those small and medium businesses which sell expensive items and are interested in offering credit to consumers as a means of completing their purchase and not for any commercial gain.

This is great news for equestrian retailers as it allows them to offer assistance to their customers when purchasing expensive items without having the hassle or expense of being regulated by the FCA.

New, more relaxed regulations are making it easier and cheaper for retailers to offer consumer credit.

Saby Sambhi explains.

Of course, any such arrangements made with customers must comply with the above criteria in order to be exempt.

And each retailer has the option - but is not obligated - to provide their customers with such facilities.

Individual retailers will need to make a commercial decision as to whether or not providing such facilities will be commercially beneficial to them. After all, while offering credit may encourage more customers to proceed with high value transactions, there may be problems for the retailer with regard to cash flow.

Retailers should also consider their rights of recovery in the event that the customer does not maintain their periodic payments for the goods. Not to mention letting expensive items go out of the door before they have been fully paid for!

About the author SABY SAMBHI is a corporate and commercial solicitor for Blacks Solicitors LLP. Saby trained with a small corporate firm in the City and prior to joining Blacks worked in-house at Capital One and Intraining. Saby has experience in all areas of corporate and commercial work including consumer law, acquisitions, disposals and restructuring as well as dealing with a myriad of commercial agreements. Saby was recently invited on to BBC Radio Leeds to discuss consumer law issues. You can contact Saby via www.LawBlacks.com

EQUESTRIAN TRADE NEWS JULY 2015

People

• Ashley Rossiter, the managing director of MirrorMe PR, has become a member of the Public Relations Consultants Association (PRCA).

The largest of its type in Europe, RCA members are bound by a professional charter and codes of conduct. “This new association reflects MMPR’s continued commitment to our clients and maintaining industry standards,” said Ashley.

• Catherine Attersall has joined Equisafety to help run the high visibility specialist’s office and liaise with customers, retailers and wholesalers. She’s also involved with the company’s tradestand that exhibits at shows throughout the year.

Catherine is a social media enthusiast with plans to capitalise on these skills for Equisafety.

Out of work, she enjoys walking in the countryside with Millie, her two-year old Collie, going out with family and friends and developing her interest in interior design on her new house.

• Alan Paine has appointed Keith Barker of Barker Countrywear as agent for its Country Collection across the North of England.

Keith takes over from Simon Parry in Co Durham, Cumbria, Derbyshire, North Yorkshire, South Yorkshire, Northumberland and Nottinghamshire.

Keith’s background is in the Scottish knitwear industry; he started a small manufacturing business with his father in the mid1990s. In his spare time, he’s a keen horseman and occasional shooter.

• Dressage continues to attract the great and glamorous. The start list at the new Bolesworth International dressage competition included Nicolle Begovic, wife of Stoke City and Bosnia goalkeeper Asmir Begovic. Nicolle trains full-time with British Olympic rider Richard Davison.

JULY 2015 EQUESTRIAN TRADE NEWS

44 • A saddlery dynasty has a new generation. Baby Caleb is a first son for Black Country Saddles’ client executive Gemma Cullen and her partner Brett Gollick. Born on 26 May, a few weeks early, Caleb weighed in at 6lb 3oz.

New mum Gemma is the daughter of Rob Cullen, a partner in the saddle manufacturing business, and his wife Carol. “We’re over the moon and so excited to be grandparents,” said Rob. • Sales staff who scored highly in animal health examinations picked up prizes at the NOAH (National Office of Animal Health) annual dinner in London.

The top award of £100 went to overall winner Rowena Rogers, equine territory manager for MSD Animal Health.

Rowena, pictured (right) with NOAH chairman Catherine Sayer, gained the highest score in the NOAH Certificate of Animal Health (NCAH) examination taken in July 2014.

“Although I approached [my job] with a lot of equine industry knowledge, and continue to receive technical training from my company, studying for the NCAH qualification provided a welcome opportunity to refresh my knowledge base and gain additional knowledge,” she said.

• Congratulations to Anna Wiltshire, director of clothing and gifts label Carrots UK, who married Gary Hastings on 25 May. Their daughters Ellie and Amelia were bridesmaids.

Gary is a station officer in the Essex Fire Service and runs his own fire risk assessment consultancy. The couple honeymooned in Cornwall with plans for a warm weekend in Italy to follow.

Anna’s wedding day was made all the more special when her 26 year old Irish thoroughbred Nickel made a guest appearance. “I’ve owned him since he was three. He’s very much part of the family,” she said. www.equestriantradenews.com

45

Series discount available Lineage £2.50 per word. Minimum 10 words Please note that all prices quoted are subject to VAT, which will be added at the prevailing rate.

STOCKISTS REQUIRED

Equestrian Trade News

SUBSCRIPTIONS

AGENTS & RETAILERS REQUIRED Well established countrywear manufacturer seeks to expand. Well known brand in Europe. Good stock range. Full support provided. All areas.

Reply in confidence to:

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

Make sure you are getting ETN every month

SUBSCRIBE NOW 6 month & 12 month options available for UK, Europe & rest of the world For more information call 01937 582111

T: +44 (0) 121 555 8334 F: +44 (0) 121 565 3404

kraindi@aol.com www.rockall.info Manufacturers of Hunter-Outdoor Collection

DISTRIBUTION AVAILABLE

E-POS/E-COMMERCE

BESPOKE COTTON DRILL EVENT SHIRTS Large choice of colour combinations & designs. Hat silks & saddlecloths to match

TAN TIVVY of DEVON T: 01884 861136 E: tantivdev@aol.com

JOB VACANCY

EQUESTRIAN PRODUCTS DISTRIBUTION OPPORTUNITIES NOW AVAILABLE IN AUSTRALIA Tallahesse Pty Ltd is one of Asia & Australia’s leading equestrian distributors of Horsecare, Horse Health, Horse Feed and Farrier Equipment exclusively representing some of the World’s leading high profile equestrian brands such as Royal Kerckhaert Horse Shoes, Farriers Formula, Hawthorne, Vitaflex, etc.

Tallahesse is now looking to expand the range of products it distributes to its wholesale and retail trade customers throughout Australia and offers a full turnkey distribution opportunity for your products including full warehousing, sales and marketing support.

Interested companies please email pobox@equestriantradenews.com with brief details of products available along with distribution pricing.

All enquiries will be treated in the strictest confidence.

Marcus Yeomans Sales & Marketing Manager Tallahesse Pty Ltd 1 Charles Street St Marys NSW 2760 Australia + 61 2 8801 8200

PRINTING Promotional material for Point of Sale Brochures Leaflets Fliers www.equestriantradenews.com

EQUESTRIAN TRADE NEWS JULY 2015

CCJs

46

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

The judgments listed are those recorded by the Registry Trust Ltd and appear to be of a commercial nature. Judgments/Decrees can be for damages rather than debts, and their listing here does not imply an inability to pay.

List your website here

For more information call 01937 582111

JOHN MONGAN T/AS PINEWOOD STUD, 2 RICHMOND CRESCENT, LONDON, N9 7QJ, £4,495 PIETRO DI LUDOVICO T/AS THAMES VALLEY EQUINE CLINIC, HOWE COMBE LODGE, HOWE ROAD, WATLINGTON, OX49 5EX, £2,620 SEAMUS HAYES T/AS EQUINE ELITE IRELAND, KILCONNELL STUDD, FETHARD, CO TIPPERARY, IRELAND, £4,309 HORSE & RURAL LIFE MAGAZINES LIMITED, 93 MOOR END ROAD, MELLOR, STOCKPORT, CHESHIRE, SK6 5PT, £247 HAGGER RACE HORSE TRANSPORT, 11 LYNCH LANE, LAMBOURN, HUNGERFORD, BERKSHIRE, RG17 8XH, £1,323 GERMAN DRESAGE HORSE UK, WASH FARM, HALSTEAD ROAD, COLCHESTER, ESSEX, CO6 3LL, £790 A L BRATT T/AS ELITE SPORT HORSES, THE CONERY LANE, CONERY LANE, BRONINGTON, WHITCHURCH, SY13 3EZ, £1,677 NEWMARKET ELITE HORSEBOXES LIMITED, HOLLY HEDGE FARM, NEWCASTLE ROAD, HOUGH, NR CREWE, CW2 5JS, £37,212 Appointment of liquidator NORTHERN FEEDS SOLUTIONS LIMITED, BENSON HOUSE, 33 WELLLINGTON STREET, LEEDS, LS1 4JP INGMANTHORPE RACING STABLES LIMITED, INGMANTHORPE GRANGE FARM, INGMANTHORPE, WETHERBY, LS22 5HL FOX COVERT FARM HORSES LTD, 109 SWAN STREET, SILEBY, LEICESTERSHIRE, LE12 7NN Winding up order A J M (HORSERACING) LIMITED, AVERHAM PARK FARM, AVERHAM, NEWARK, NOTTINGHAMSHIRE, NG23 5RU

JULY 2015 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

48

JULY 2015 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com