ETN - Equestrian Trade News - June 2015

Equestrian Trade News

June 2015 Volume 39, No 6 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

T h e Vo i c e o f t h e E q u e s t r i a n I

SITTING PRETTY Celebrating side saddles Earn SMS CPD points Meet Badminton winner William Fox-Pitt’s saddle-maker

FOCUS EUROPE: PLUS

• Show trader’s diary • How to buy advertising • Be a better internet retailer ETN is the official media partner of BETA International

Top brands and continental trends

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

Editor’s Comment HOW to promote equestrian sport among the general public, and in particular television audiences, has been the subject of renewed debate.

In dressage, solutions such as shorter tests, allowing snazzier rider clothing and introducing competitive pas de deux have been suggested.

The FEI even ran a survey which reported that what the majority of dressage audiences like best about the sport is its grace, elegance and harmony.

Such attributes as these – like anything done well – are only achieved through hard work, repetition and training. So, those who seek to change dressage, please be careful what you wish for.

This discipline has become hugely popular because it’s accessible to all riders and doesn’t involve too much potential for falling off. Its fashion element has brought new products and sales opportunities to our trade in spades.

So let’s not lose what dressage does best in pursuit of a quick televisual fix.

ASK any rider what they hate about summer and they’ll say “flies.” Not the ones on their jodhpurs, of course, but annoying insects.

This summer, some really effective repellents and insecticides are available. Among them is a licensed product with proof that it works, while another is also fully tested and sold by prescription only from suitably qualified persons.

Yes, the equine fly control business just got deadly serious.

Now all we need are the right conditions for sales to really take off.

PEOPLE are always quick to knock something new and different; the revamped Horse & Hound being a case in point.

Well, I still enjoy my Thursday dose of equestrian reading.

There might be less text in the new-look weekly, but my goodness some of those wonderful pictures really do say 1,000 words.

And as you read this on ‘proper paper’, I’m sure you’ll agree that you still can’t beat a tangible magazine as reader, advertiser or, dare I say it, the subject of a news story or feature.

Print still means a lot even to young people. I went on a beach ride with some friends during which all those under 30 were snapping away on their phones. They swapped pictures and posted them on Facebook. It was soon forgotten fun.

Then we published one of the pictures in ETN. And when they saw it in print, those same young people were awe-struck.

It was passed round, shown to friends and family and, so I believe, cut out and kept.

There’s more on the media - and how to be part of it – in this issue of ETN.

Liz Benwell

CONTENTS

JUNE 2015

NEWS......................................................................... 4 SHOW TRADER’S DIARY Guy Roper reports from Badminton..................... 10 PRODUCT NEWS What’s new?............................................................ 12 BETA MEMBERS’ PAGE.......................................... 16 PEOPLE.................................................................... 17 FLY CONTROL SPECIAL A vet’s advice.......................................................... 18 Gallery of products................................................. 20 RETAILER PROFILE Leicestershire based Buckaroo............................ 24 MEDIA FEATURE Why use an advertising agency............................. 26 PR with a purpose.................................................. 28 FOCUS EUROPE COVER STORY Take a trip across the Channel to meet some major players...................................... 32 An insider’s view of Irish opportunities............... 37 SITTY PRETTY: SADDLES FEATURE COVER STORY SMS CPD on side saddles...................................... 38 Meet Badminton winner William Fox-Pitt’s saddle-maker......................... 40 Saddle fitting legends busted............................... 42 Product gallery....................................................... 43 BETTER BUSINESS Be a better online retailer..................................... 48 COUNTY COURT JUDGMENTS................................ 50 FRONT COVER: This stunning image evokes this month’s ETN features on European companies and saddles. It comes courtesy of Dutch wholesaler HORKA and shows its Glossy saddle pad (£45.95), Pronto breeches (junior £ 67.95, ladies’ £ 71.95) and leather belt with bit decoration (£34.95). More details from HORKA tel 0031-(0)38-465 57 70 Or www.horka.com

News

4

Hickstead to be televised after all THE Equestrian.com Hickstead Derby meeting will be shown live on Horse & Country TV for the first time later this this month.

Showjumping fans were disappointed when it was revealed that Sky Sports’ coverage wasn’t happening this year.

However, the Sussex venue is launching Hickstead.tv and live streaming this season - while the Derby itself will be broadcast by Horse & Country TV on the afternoon of 28 June.

Found on Sky 253, the channel is available in more than 10 million UK homes, with more than 1m people tuning in during the final quarter of 2014 (see below).

“We think this combination of live streaming and live broadcast television points the way ahead for wider coverage of equestrian sport, both in the UK and abroad,” says Horse & Country TV’s managing director Richard Burdett.

Lorraine Meadowcroft, CEO of the Derby meeting’s title sponsor, online retailer Equestrian.com, added that the move was “an amazing opportunity to bring the event to a new global audience.”

The Royal International Horse Show (28 July - 2 August) will be broadcast by Sky Sports, with action from the final two days of the show also available on Hickstead.tv.

Live stream televised content on Hickstead.tv will be produced

by Impact Media with multiple cameras, presenters, features, commentators and interviews. Anyone with an internet connection mobile, Wi-Fi or fixed - can watch.

A million watch H&C TV ALMOST one million individuals watched Horse & Country TV at some time during January to March this year.

The figure of 991,000 was released last month by the Broadcasters Audience Research Board (BARB) which measures television audiences in the UK. “In the previous quarter [October - December 2014], our reach was 1,096,000 so this isn’t a flash in the pan,” said Richard Burdett, managing director of Horse & Country TV. Average quarterly audience figures for the first three quarters of 2015 were 722,000.

“These figures do not include the Republic of Ireland where H&C TV is widely available and, anecdotally at least, is even more popular than in the UK,” added Richard.

Do you know a special SQP? NOMINATIONS have opened for the 2015 Virbac Equine SQP of the Year Award.

The accolade is designed to recognise and reward the UK’s outstanding equine suitably qualified person. Previous winners have been acclaimed for giving excellent advice on worming and top class customer service.

Retailers are encouraged to nominate any SQP they believe is deserving of the award. The closing Last year’s Virbac Equine SQP of the Year was Domino date for nominations Phillips from Carrs Billington in Cumbria, seen here receiving her award from top show rider Katie Jerram. is 31 July.

Retailers who nominate an SQP could enjoy additional publicity for their businesses.

The retailer who nominates the winner will also receive a pair of Saturday night ringside tickets for the Horse of the Year Show (HOYS) on 10 October.

SQPs are trained and qualified to be legally entitled to prescribe and supply wormers. To maintain this status, they undertake a programme of further education (CPD) to ensure their knowledge is up-to-date. ETN runs regular CPD features and quizzes to help them achieve this.

The Virbac Equine SQP of the Year award recognises SQPs’ dedication to being animal health professionals. Virbac, the company behind Equimax and Eraquell wormer brands, offers the following prizes to the winning SQP: • VIP hospitality evening at this year’s HOYS including overnight accommodation at the new Genting Hotel for the winner plus one guest.

• £500 of Virbac 3D Worming branded clothing to be dual embroidered with your company logo/name.

• A keepsake trophy and certificate.

Submit your nomination for the Virbac Equine SQP of the Year at www.3dworming.co.uk where there’s also more information about the award.

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

JUNE 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

Academy for Master Saddle Fitting.......................44 Albion Saddlemakers...........................................41 Animalife........................................................3 & 7 Frank Baines Saddlery Ltd....................................47 Barrier Animal Healthcare.....................................22 Battles.................................................................15 BETA International...............................................36 Classified.............................................................49 Ekkia.....................................................33, 34 & 35 Equine Careers....................................................17 Faulks & Cox Ltd..................................................19 Holdsworth PR....................................................31 Horse & Country TV.............................................29 Horslyx................................................................14 John Whitaker International.................................45 Lillidale Animal Health.........................................11 Mirror Me PR.......................................................31 MSD Animal Health.............................................20 Natural Animal Feeds.................................. 9 & OBC Outdoor Trade Show.............................................6 Charles Owen & Co (Bow) Ltd..............................12 SEIB......................................................................5 Sherwood Forest................................................ IFC Shires Equestrian.................................................43 Snowhill Trade Saddlery......................................IBC Spoga...................................................................8 L S Sales (Farnam) Ltd..........................................23 Trade Suppliers Directory.....................................50 United Sportproducts Germany GmbH..................32 Web Directory.....................................................50 Wow Saddles......................................................46 Zebra Products....................................................13 Zoetis..................................................................21

www.equestriantradenews.com

5

Online retailer acquired ANIMAL insurer and microchip specialist Pethealth has acquired a majority shareholding in internet retailer VioVet. Shortlisted as an SEIB online retailer of the year at the 2015 BETA Business Awards, VioVet stocks 35,000 products including equine and pet medication, feed and equipment.

Pethealth, part of the Fairfax group - a North American based financial services company, began by providing pet microchip identification and database services to help owners trace lost pets.

More recently Pethealth has been retailing pet pharmacy and care products. Its other brands include Petango, Petprotect and Vet Meds Direct.

VioVet was founded in 2006 by Luke Cousins, the then 16 year old son of a St Albans based vet John Cousins. The aim was to enable the family’s veterinary practice to sell online following a change to prescription medications legislation.

VioVet now operates from a warehouse in Luton to which it moved in 2013 after what it describes as “tremendous growth”.

Sean Smith, CEO at Pethealth, confirmed that the previous VioVet ownership team was staying on as shareholders.

Retailer told to improve AN online retailer has been told to do better at taking information from consumers before prescribing and supplying animal medicines.

Edinburgh based vetmedsdirect.co.uk is the subject of an improvement notice from the veterinary Medicines Directorate (VMD), a government agency.

Internet sales of veterinary medicines via vetmedsdirect.co.uk and the Amazon.co.uk marketplace were not prescribed or supplied in accordance with the Veterinary Medicines Regulations 2013, says the VMD. The improvement required is for all orders of POM-VPS and NFA-VPS products to obtain sufficient information to allow proper prescribing/ supplying. In addition, all supplies must be individually authorised.

The retailer was also told to update internet site questions on all VPS products with SOPs [standard operating procedures] put in place for prescribing and supplying.

• Veterinary medicines classified as POM-VPS may be prescribed by any Registered Qualified Person (RQP) ie a vet, pharmacist or SQP (Suitably Qualified Person). A clinical assessment of the animal(s) is not required and the animal does not have to be seen by the prescriber.

However sufficient information about the animal and the way it is kept must be known to the prescriber.

• Veterinary medicines classified as NFA-VPS may be supplied by an RQP provided the requirements for supply are met. These medicines do not require a prescription

PRIZED SADDLE: All consumers who nominate retailers for SEIB/BETA Retailer of the Year Awards are entered into a prize draw to win a Wintec saddle. This year’s winner was Emma Moss, pictured (right), receiving her prize from Wintec representative Lizzie Kay. The presentation took place at award winning Tower Farm Saddlers.

www.equestriantradenews.com

News

6

TOP RURAL BUSINESS: TopSpec has been commended as a business that makes a positive contribution to its region’s rural community and economy. The feed company duly won the Yorkshire Agricultural Company sponsored Best Rural Business category at the Harrogate Advertiser Business Awards last month.

“We were delighted to win,” said Katy Mickle of TopSpec. “We try to work with the local community and alongside regional suppliers while also employing people based in the area to work at head office.” Katy and Ollie Reade (right) are pictured collecting TopSpec’s award.

Why the taxman is after horsebox owners HORSEBOX owners who use their vehicles for business and pleasure are being watched by the taxman.

Under its campaign against tax evasion, HM Revenue & Customs (HMRC) has warned builders, plumbers, doctors and dentists – and is now focusing on businesses owning horseboxes.

“Horseboxes are expensive purchases and their use is often blurred between business and personal,” says Fiona Hawkins at James Cowper Kreston.

“HMRC believes that tax revenues are not correctly being calculated and this is what it is seeking to address.”

Fiona says it’s businesses that perhaps mix commercial use with taking their horses to a weekend show that the taxman will be looking for.

“HMRC has increasingly sophisticated IT systems and access to other government department, such as DVLA, to check on ownership. It is not unknown for HMRC officials to use publically available software, such as Google’s Street View, to back up any suspicions,” she adds.

“They also have a habit of extending into other parts of a business, where further errors might be found.”

Fiona offers this advice: • Keep records of when used – this could simply be a paper diary of when and who used the horsebox • Ensure that records include estimated mileage and nature of use • Tell your accountant, book-keeper or tax adviser how that horsebox was used • If you have been using a horsebox for both business and personal use, consider telling HMRC before they approach you. But be sure to take advice from your accountant beforehand • Make sure that VAT is being correctly accounted for if there is mixed personal and business use

Magnesium really does calm horses…

THE long-awaited proof that magnesium can potentially help calm horses has arrived.

Magnesium is a popular ingredient in so called calmer supplements.

However, there’s never been any published evidence until now.

New research, conducted by the Waltham Equine Studies Group and Australian collaborators, has shown that magnesium can significantly slow down reaction speed responses in horses.

Presented at the Equine Science Society (ESS) in Florida in last month, it investigated the effects of magnesium aspartate supplementation on six Standardbred geldings.

www.equestriantradenews.com

7 ON TOP OF THE WORLD: Simon Middleton of Zebra Products was among the first to congratulate Scott Brash when the British showjumper became world number one last month.

The 29 year old rider from Peebles had held the lead in the Longines Rankings for 16 months before losing it to Germany’s Daniel Deusser. But thanks to a good run of form with Hello Sanctos – pictured here at Miami Beach - he’s snatched it back.

“We’re honoured to have such a great ambassador as Scott endorsing the Veredus range of horse boots [which can be clearly seen in the photo],” said Simon. Zebra Products distributes the brand.

(Photo: FEI/Amy Dragoo-arnd.nl)

OBITUARY Geoffrey H Gibson: master saddle-maker and classical riding instructor

GEOFFREY H. GIBSON, a skilled saddler and renowned horseman, died earlier this year (27 January). He was 84.

For more than 40 years, Geoffrey specialised in the manufacture of bespoke saddles fitted to horse and rider. His business was based first in Fersfield near Diss, Suffolk in the 1970s before moving to Stibbard, near Fakenham in Norfolk where it remained for 28 years.

His loyal customers came from the USA, Canada and the Middle East as well as the UK. Geoffrey made all types of saddles, including side saddles. He also offered courses in saddlery and saddlemaking.

As well as being a master saddler, and a member of the executive committee of the Society of Master Saddlers (SMS) in the 1980s, Geoffrey was a great horseman. He studied classical equitation in France, Germany, Sweden and Portugal, and was believed to be the only Englishman ever to ride in the Swedish cavalry.

Geoffrey made regular trips to Walsall for saddlery supplies and would always take time to share stories and expertise with friends and colleagues. “These trips and the associated camaraderie were sorely missed after he retired,” said his daughter Paula Gibson.

Geoffrey was also a regular visitor to BETA International.

Paula added that her father never really retired, even when he and his wife moved to Beccles in Suffolk with a view to doing so. “He was always tinkering in his workshop,” she said. “Making saddles was his work and his hobby.”

Saddlery trainer Mark Romain told ETN: “I was fortunate enough to have known Geoffrey for more than 20 years. He was a lovely man who was very skilled and knowledgeable about classical riding and side saddles.”

Geoffrey Gibson is pictured about 25 years ago riding Sylvia Loch’s Palomo.

www.equestriantradenews.com

News

8

Gone to bed EVENTING magazine, a sister title to Horse & Hound, has closed. The last issue was the June edition.

Publisher Time Inc. UK which recently gave Horse & Hound a newlook design, plans to feature more eventing in the weekly magazine.

Horse & Hound content director Sarah Jenkins told ETN, before going on maternity leave last month, that the publisher is “still investing in the print product.”

She added: “We’re developing a range of new digital, retail, e-commerce, learning and event initiatives to appeal to the UK’s equestrian enthusiasts, and you can expect more news on this front before too long.”

Time Inc. UK’s portfolio of equestrian franchises also includes horseandhound.co.uk, Horse & Hound Buy & Sell and Horse & Hound Compare.

It’s also to offer travel packages to the European Eventing Championships at Blair this autumn.

In addition, Horse & Hound has unveiled an online equestrian event entry service called equo to launch later this summer.

NEWS IN BRIEF • WHOLESALER, Trilanco, has made the London Stock Exchange’s 1000 Companies to Inspire Britain. The list comprises small and medium sized businesses showing consistent growth over three plus years while outperforming industry peers. Said managing director Martin Balmer: “To have been recognised in this way, on a national level, is really great for us and makes us all feel incredibly proud of what we’ve achieved.”

• ONLINE retail sales of non-food products in the UK grew 15.4% in April versus a year earlier, when it had risen by 11.2% over the previous year, says the British Retail Consortium. Online sales are up too. In April 2015, thety represented 17.6% of total non-food sales, against 15.9% in April 2014.

• PEST control specialist PelGar International has acquired pesticide manufacturing company Agropharm. Its natural pyrethrum range is one of Agropharm’s best known products. PelGar will offer its rodenticides and insecticides to Agropharm’s existing customers.

• A LOTTERY winner has bought Norfolk equestrian centre Forest Edge Arena for his girlfriend, showjumper Samantha Burbidge. Adrian Bayford plans to spend some of his £148m windfall on improving the competition venue near Swaffham.

• THE ABRS (Association of British Riding Schools) is to extend its riding school approval scheme to livery yards. Yards must become ABRS members to apply. “This will enable livery yards to reap the benefits offered to riding schools and… give quality assurance to the public when choosing livery yards as well as riding schools,” said ABRS chairman Julian Marczak.

Livery yard proprietors who sign up can benefit from the association’s members’ benefits too.

• YORK BASED retailer Ride-away is sponsoring a new series of Express Eventing in a bid to raise its profile. Under a three-year deal, Ride-away will support Express Eventing Challenges at Bolesworth International this month (June) and the CLA Game Fair at Harewood House in Yorkshire in late July, early August. A series of five competitions is planned for 2016, say Express Eventing organisers.

www.equestriantradenews.com

2016

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

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

Main Sponsor

New product showcase wins support

ROYAL WARRANT holder Shires Equestrian is to sponsor the trade fair’s New Product Gallery for a third consecutive year.

The popular feature area highlights the latest lines, brands and designs to visiting buyers.

“We’re delighted to continue our sponsorship, as it reinforces our initiative to reach out to the equestrian retailers who are an integral part of our business,” said Shires Equestrian managing director Malcolm Ainge.

Show organiser Claire Thomas commented: “Shires is highly respected by the equestrian community and we’re extremely pleased that they have decided to support us once again.”

All BETA International exhibitors are invited to place products in the Shires New Product Gallery. For details, contact James Palmer tel +44 (0)1937 582111.

Helping horses home and away BETA INTERNATIONAL 2016 is supporting two equestrian charities, a UK based one plus an international organisation.

The Brooke is dedicated to improving the lives of working horses, donkeys and mules in some of the world’s poorest communities.

BETA International’s second chosen charity is Hope Pastures, a Yorkshire-based centre that rescues, rehabilitates and rehomes equines throughout the region.

The Brooke and Hope Pastures will be at the show with information stands and sessions in the Horse Demonstration & Seminar Arena, enabling visitors and exhibitors to find out more about their work and how to get involved.

“We’re extremely pleased that The Brooke and Hope Pastures have accepted our invitation to become chosen charities for 2016,” said BETA International organiser Claire Thomas.

“They both do a fantastic job – one on the world stage, the other on a more local basis – to improve the lives of millions of equines. The trade fair offers them a prime opportunity to raise awareness, build partnerships and introduce fundraising initiatives at the industry’s leading B2B equestrian show.”

“The Brooke is delighted and very grateful to have been chosen as one of BETA International’s charities for 2016,” said Peta Ingram, chief executive of the charity that helps almost 1.5 million working equines each year in 11 different countries.

Kim Pengelly, fundraising and PR co-ordinator of Hope Pastures, described the opportunity to gain exposure at BETA International as “a step-change opportunity.”

But she ruled out using the appearance to make the charity any bigger.

“Our existing model works well and allows us to achieve our aims with minimum overheads,” she said. “We just hope it brings us further support and funding to allow us to take care of more animals in need and help them to have fulfilling and useful lives.”

Where and when 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.

www.equestriantradenews.com

Show Trader’s Diary

10

Changes for the better Show trader and ETN diarist Guy Roper reports from last month’s Badminton horse trials.

A HURRICANE gave me and the shell scheme serious palpitations on the Wednesday start. However, the volume of happy Grassrooters [competing in Badminton’s amateur championship] soon made up for the soaking.

Despite the embattled appearance of the site, with many stands having to batten down their fronts, trade was pretty brisk and the PBC (plastic bag count) satisfyingly high.

Even the weather can’t come between the British and their shopping, and the scene was set for a good Badders to be had by most.

Small but significant changes this year included directing people through the trade village - a welcome idea. Likewise the putting up of screens (a la WEG) gave us happy behind-our-stands campers a bit of privacy.

The new street signs were fun. I overheard a few people debating what they were about. Hinnegar Way, anybody? No, I didn’t know either…

Good too that they added a whole new row of stands opposite the food court and the big screen. It was typical of the careful, incremental change that was an emerging theme this year.

It’s always nice to be appreciated, but I was taken by surprise by the first free bacon butty I’ve ever had at Badders, and very nice it was too. Yes, it’s a good move that other events are adopting the BETA tradestand holders’ breakfast from Gatters and Brammers; that’s another few quid my membership has saved me!

Organisers are listening Traders often feel they’re shouting unheard into the wind. But actually, given the above improvements, I do believe [Badminton organiser] Hugh Thomas and his team are listening.

So, please, tell them what you think. And don’t just give them the negatives; if you liked the new screening, then say so. If they’re going to try, let’s help them make changes for the better.

For me, power and water issues were better this year but Wi-Fi signals were still very patchy. These days, broadband connections are just as basic a service as electrical hook-up; but despite more repeater units around the place, traders still had issues.

All credit to the chum with the large sign saying ‘Our credit card machines work.’ But he shouldn’t have had to write it, let alone use it so often he’d laminated it.

Trading at the premier events is vital to his and my businesses. And if we sell someone a leaky pair of boots or tack that breaks first time out, we’d soon hear about it.

So well done Hugh T for recognising that shopping is a vital part of the Badders visitor experience. After all, we are not just the event’s partners, we’re its customers too.

Cheers

Guy

• Read Guy’s report from the new Total Confidence Live show - in which he says ‘If the punters ‘get’ it, they will love it’ at www.equestriantradenews.com JUNE 2015 EQUESTRIAN TRADE NEWS

PHOTOS: Bob Hook

www.equestriantradenews.com

Product News Stays where it’s needed

12 Boots with impact

EQUIMINS’ new Hoof Disinfectant Gel overcomes annoying and wasteful run-off.

Made to the same formula as Hoof Disinfectant Spray, the gel element makes it easy to apply – and ensures it stays in place.

The disinfectant is made from safe bactericidal and fungicidal oils, plus a biocide developed for the environment to which hooves are exposed.

Hoof Disinfectant Gel is applied precisely with a brush. It’s available in 500ml tubs with an RRP of £8.75. t Equimins 01548 531770

Laminitis on film IF CUSTOMERS are concerned about laminitis, tell them about a new video.

Designed to explain laminitis and how to prevent or manage it, the film was commissioned by British Horse Feeds.

The maker of Speedi-Beet also supports The Laminitis Trust charity.

To watch on YouTube, search for ‘laminitis by British Horse Feeds’. t British Horse Feeds 01765 680300

HYIMPACT Pro over-reach boots from Battles come in black, purple, burgundy, blue, white or pink.

That’s a colour to match every customer’s cross country colours.

The hardwearing boots feature an anti-spin heel knob to help minimise movement. Sizes are small to extra large. t Battles 01522 529206

Chip and pin on the go ARE you missing out on important sales by failing to take card payments at shows?

Doing so can bring in extra sales, reduce queues at the till and give customers the confidence to shop securely.

Adelante says its chip and pin machines are competitively priced and work almost anywhere.

All of its mobile machines come equipped with roaming SIM cards. Wi-Fi and contactless card payment machines are offered too.

Machines can be hired for as little as three days. t Adelante 01628 820600

13 Grease is the word EVENT Grease, new from NAF, is designed to protect horses going cross country.

The water repellent grease lubricates the skin, allowing the horse’s legs to glide over jumps.

Event Grease washes off easily with shampoo and water. Sizes are 1kg (RRP £12.99) and 2.5kg (RRP £24.99). t NAF 0800 373106

Something in the air

WEARING hi-viz when hacking is just as important on summer days as during the winter.

With the comfortable Air waistcoat from Equisafety, your customers will be only too pleased to ‘be seen to be safe’.

Fastened by a front zip, touch-and-close side straps make the garment fully adjustable for wearing over different thicknesses of clothes – even body protectors.

The machine washable Air comes in pink, orange or yellow with a plain back or choice of signage including Please Pass Wide & Slowly Thank You, Horse in Training Please Slow Down, Caution Young Horse and Smile You Are on Camera.

Sizes range from small child to extra extra large adult with RRPs from £19.99 to £24.99. t Equisafety 0151 678 7182

Top marks SUPREME Products’ new quarter marking comb has three interchangeable heads. So it can be used on any size of horse or pony.

The comb heads lock into the ergonomically designed handle to help produce clean, sharp quarter marks.

At 25mm, 35mm and 50mm, the different combs cover most quarter marking size requirements. The RRP is £12. t Supreme Products 01377 229050 www.equestriantradenews.com

Product News

14 Hidden support

Let there be light!

EQUETECH has re-vamped its underwear collection.

Added extras include a support panel around the tummy area on the dressage briefs plus hip support across all styles.

The range caters for men and women. t Equetech 01296 688966

MAINS electricity is a luxury not always enjoyed in stables and outbuildings. Yet it’s a near necessity, especially in winter.

The Solar Hub, a BETA International 2015 Innovation Award winner, provides easy-fit lighting and power anywhere there’s no grid connection.

Using a solar panel, a lithium battery hub and super-bright 300lm LED strip, the Solar Hub I kit is enough to illuminate a 4m by 4m workshop or stable for up to six hours every night of the year.

Built-in 12v and 5v output sockets allow multiple devices to be powered or charged too.

The complete system takes no more than a few minutes to set up with no special wiring knowledge or tools needed. If more light is needed, an expansion pack can be added.

SolarHub II contains four LED strips and connection cables, enabling a much larger room to be lit - or up to four rooms. This is ideal for stable blocks or barns.

A 20-year guarantee is offered on the solar cells. t Solar Technology International 01684 774000

Ideas and inspiration for summer TWO new titles from J A Allen do what good text books do best – explain and motivate.

Equestrian Pilates, appropriately subtitled Schooling For the Rider,

by Sue Gould Wright is a brilliantly simple explanation of this popular technique.

Plentiful photos show real riders doing their exercises in stable yard settings, so what better inspiration to get fit and supple? Equestrian Pilates has 128 pages and comes in paperback with an RRP of £15.99.

Also well worth stocking this summer is Training and Riding with Cones and Poles by Sigrid Schope. With an RRP of £12.99, it’s cleverly wire bound to lie flat for reference.

This volume is packed with colourful, practical illustrations and loads of useful and fun exercises to do with a horse – many of which readers would otherwise never have thought of.

With more riders confined to arenas, this book inspires inexpensive equestrian enjoyment. t J A Allen 0207 251 2661

For designer dogs YOUR customers already love leather saddlery, so how about dressing their dogs to match?

The Leather Dog Co was founded by Tom Bane who was seeking something stylish for his French bulldog.

His inspiration, he says, was the vintage Chesterfield sofa range – which could bring a whole new meaning to keeping the dogs off the settee…

The UK made dog coats come in black, navy blue, brown, deep red and bottle green. And being leather, you don’t need to be reminded that they’re durable, warm and weatherproof. t Tom Bane 07527 211012

BETA Members’ Page

BRAMHAM JUST GETS BETTER. . .

BETA is looking forward to a busy Bramham, flying the flag for rider safety.

O

ur recent BETA Council meeting took place at beautiful Bramham Park, where the rolling, green fields and surrounding countryside provided a real taster of what we can expect this month when BETA sponsors the CIC 3* at the Equitrek Bramham International Horse Trials from 11 to 14 June.

The BETA team will be out in force – helped as always by a dedicated bunch of enthusiastic volunteers – raising the profile of our work and that of our members.

We are pleased to be able to offer another fantastic luxury BETA hamper for horse and rider thanks to the generosity of member companies that have donated some simply stunning products. The same goes for those that have supplied some great horsey bits and bobs for the famous BETA goody bags.

We will be sticking to our usual highly successful formula of on-stand competitions, promotions, BETA Best Stand Awards, tradestand holders’

BETA Council met at Bramham Park just weeks before the trade association returns to sponsor the CIC 3*. breakfast – and this year, for the first time, we will be supporting the Pony Club Team Show Jumping, where every competitor will have an opportunity to collect a fabulous BETA plaque to commemorate their participation.

We were also delighted that so many of you contacted us to claim a pair of tickets to the event as part of our annual giveaway.

Bramham is always a fabulous experience, with great competition and a fantastic shopping village. We hope everyone visiting – and appearing there – has a great time and don’t forget to stop by at the BETA stand to say hello.

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 JUNE 2015 EQUESTRIAN TRADE NEWS

16

Let’s get down and digital!

WE CAN now confirm dates for the next social media and digital marketing courses with Tim Fidgeon. There is a choice of 8 and 9 July in Yorkshire or 20 and 21 October at Stoneleigh Park, Warwickshire.

Although each course runs over two days, we can accept bookings for one day – for either the social media or digital marketing 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.

Welcome to new BETA members WE ARE extremely pleased to welcome the following companies to BETA now that their applications for membership have been approved by its council: Helite UK T/A Airvest, Otley, West Yorkshire – Trade Eskdale Saddlery, Carlisle, Cumbria – Retail Robert Smith, Shrewley Warwickshire – Equine White Rose Saddlery, Malton, North Yorkshire – Retail Micronized Food Products, Northallerton, North Yorkshire – Trade Thunderbrook Equestrian, Griston, Norfolk – Trade Head2Hoof Equestrian, Paulton, Bristol – Retail Sundown Products, Huntingdon, Cambridgeshire – Trade Streamz Global, Brookmans Park, Hertfordshire – Trade Shino Grivel, London – Associate Horzehoods, Stockport, Cheshire – Trade Campbell Environmental Oils, Stow-on-the-Wold, Gloucestershire – Trade E&E Corn Supplies, Bishop Auckland, Co Durham – Retail Country & Stable of Olney, Buckinghamshire – Retail Chia UK, Sheffield – Trade Beewear, Yardley Gobion, Northamptonshire – Retail Satin Stitch Equestrian, Newton Abbot, Devon – Retail Equine Supplies, Liverpool – Trade Pophams Saddlery, Highbridge, Somerset – Retail The Hayman, Northampton – Retail Feed Merchant Happy Horse Saddlery, Melton, Suffolk – Retail.

NOPS on the menu at BETA Feed Conference

I

f you work in the feed industry or you’re a retailer selling feed or a university lecturer focused on equine nutrition, the annual BETA Feed Conference is an unmissable event for you.

Held at Whittlebury Hall, near Towcester, Northamptonshire, it will take place on Thursday 25 June, with key speakers from the equestrian industry discussing NOPS – naturally occurring prohibited substances – and the latest developments in feed and legislation.

The day – including a delicious lunch and refreshments – costs £85 for BETA members and £120 for non-members. It offers a unique opportunity to network with others from the equestrian industry and ensures that you stay in touch with this fast-moving sector. www.equestriantradenews.com

17

People

• Jess Forgie has joined TopSpec as the feed firm’s business development manager for the West Midlands and North Wales.

Jess trained as an AI technician, worked at the renowned Twemlows Stud in Shropshire and has produced young horses for grading in the UK and Germany. She worked for Wynnstay Farmers for many years as an equine specialist.

• Saracen Horse Feeds has taken on Rosie King as area sales manager for the south-east of England. She previously worked for Merial Animal Health in administration and sales and has experience working with horses.

Rosie used to show her now retired 19 year old mare Folly in veteran classes. She’s also planning some dressage and showing with her new ride, a Dutch gelding called Rokke.

• Richard Brown of Abbey England is the new committee president at the Leather & Hide Trades Benevolent Institution (LHTBI).

Founded in 1860, the institution provides financial help for disadvantaged leather industry workers and their families. “I’m delighted to have this opportunity to help the trade in whatever way I can,” said Richard.

• Horse of the Year Show (HOYS) organiser Grandstand Media has appointed Richard Todd as show director. He will oversee HOYS as well as the new British Showjumping National Championships and Stoneleigh Horse Show at Stoneleigh Park on 11 – 16 August.

Richard, formerly chief executive of Surrey County Agricultural Society and previously a captain in The Kings Troop Royal Horse Artillery, starts his new job next month (July).

Another fresh face at the Grandstand Group [Grandstand Media’s parent company] is marketing manager Amy Grattan, who comes from a wealth management background. Also new is press & PR manager Kirsty Pasto who has worked with the likes of Penguin Books Australia and the Equestrian Federation of Australia.

• Animalife has appointed Sue Davis to support its 300 Accredited Retailers. She’s answering queries and helping them maximise sales.

Sue previously worked in a school as administration officer for special needs, and before that as a legal PA. “I’ve enjoyed 15 years of providing learning, administrative and personal support to students, parents and staff within a school environment,” she said. “I hope to bring a personal and informative service to Animalife.”

Sue enjoys keeping fit, singing, travel and spending time with her family and friends. www.equestriantradenews.com

• Congratulations to West Yorkshire retailers Ben and Mia Burnhill on the arrival of their first child, a daughter. Olivia Anne Burnhill was born on 7 May – General Election day weighing 7lb 10oz. The Burnhills’ Cleckheaton based business was established in 1855. Could this be the sixth generation to join the family firm? “Well, she already has the tee-shirt,” said proud father Ben. • Dave Darley has resigned as general manager of Vale Brothers.

He left the company on 30 April.

Dave was the managing director of E Jeffries, staying on when Vale Brothers acquired the saddlery company in January. “I’ve resigned,” he said. “In the interests of both parties, it was the right thing to do at the right time.”

Dave had worked for Jeffries since 1990. He was sales director for 22 years before moving to Brisbane, Australia for 18 months to work for distributors JC Milton and Tallahesse. He returned to Jeffries in 2013 as managing director.

He told ETN that he has no firm plans about his future. “I didn’t leave with the intention of doing anything specific,” he said.

Vale Brothers and Jeffries are moving into a new factory in central Walsall. In a statement, Peter Wilkes, managing director of Vale Brothers, thanked Dave for his “work and input over the past few months, particularly over factory move planning…we wish Dave all the best for the future and know he will be successful in whatever path he follows.”

• Garry Cox has joined Hilton Herbs as UK and export business development manager.

He’s spent eight years in the equestrian and agri-business sectors, most recently with Wincanton based retailer Ridemore Equestrian.

Garry lives in Somerset with his wife, daughter, cat and dog and is interested in philosophy and the great outdoors. He’s also a karate black belt.

FIND YOUR FUTURE

SALES AGENTS

available nationwide to represent more products.

Established and experienced Agents waiting to hear from you.

For further details on our Sales Agents Database, contact emma@equine-careers.co.uk

EQUESTRIAN TRADE NEWS JUNE 2015

Fly Control

18

Take control of flies…

Flies are a major irritation to horses and can also spread disease. Wendy Talbot, Zoetis vet, pinpoints the worst offenders and explains how you can help your customers take control.

group of chemicals known as Pyrethrins, derived from the crysanthemum flower; Cypermethrin and Permethrin are synthetic forms of the natural pyrethrins belonging to a group known as synthetic pyrethroids and Benzyl Benzoate is formed from benzyl alcohol and benzoic acid.

It’s significant to note that a prescription insecticide will have been rigorously tested, which is an added benefit to your customers.

Cypermethrin has the longest expected activity of horse insecticide ingredients currently available. It is a prescription only medicine and may control files for up to four weeks, providing longterm relief for your customers’ horses.

Proper control of flies will help your customers provide a more comfortable environment for their horses and also to help reduce the possibility of numerous diseases. Ideally, owners should opt for a combination of management and pharmacological interventions.

“THE SPREAD OF SARCOIDS, A TYPE OF SKIN TUMOUR, HAS BEEN LINKED TO FLIES.” Applying a fly repellent or insecticide to a fly rug can make it even more effective; while regular removal of droppings reduces fly breeding grounds.

E

ctoparasite is the term used to describe parasites that affect animals externally.

Horses are prone to attack from many species, including house flies, horse flies, black flies, blow flies, bot flies, mosquitoes, midges, lice, ticks and mites.

The damage Flies cause stress and bother to horses but that’s the least of it. They can also cause dermatitis, pruritic (itchy) conditions, lumps and skin lesions. They may trigger conjunctivitis and headshaking.

They can contaminate wounds and have the potential to spread other diseases. The spread of sarcoids, a type of skin tumour, has been linked to flies. Biting midges Cullicoides spp. can be a particular bugbear as they are the cause of the allergic condition sweet itch.

Mosquitoes are also well known biting pests. Over 30 species have been recorded in the UK, including those with the potential to spread diseases such as West Nile Virus, a fatal disease that is luckily not found in the UK at present1,2.

Flies may also carry other parasites that can infect the horse such as Habronema spp. and Onchocerca cervicalis,

which can affect the skin and, in extreme cases. the eye.

begun to control breeding, and continued at regular intervals throughout the season.

When recommending a repellent to your customers, make sure that it has an HSE number or that it has been authorised by the EU.

Taking control

Advising on insecticides

Knowing the type of fly that is causing a problem can be useful in deciding how best to control it.

In general, flies thrive and breed in warm, moist conditions such as on dung, rotting bedding or spilt feed material. From these unsavoury places they can spread bacteria to the horse, especially to vulnerable areas such as the eye and wounds.

Frequent removal of droppings from the pasture and stable will reduce fly breeding grounds. Keeping the muck heap well away from stables and paddocks and keeping stables meticulously clean will reduce the risk of flies bothering the horse.

Fly rugs and facemasks have become essential pieces of kit for many horses during the summer. Applying a fly repellent or insecticide to the rug can make it even more effective.

Insecticides have a medicinal function by killing the insects.

This necessitates a licence from the Veterinary Medicines Directorate (VMD) to ensure responsible, safe and effective use.

Currently there are four different active ingredients licensed in Veterinary Medicinal Products for use on horses in the UK. Pyrethrum belongs to a

Role of repellents A repellent aims to make the horse less attractive to the fly whereas an insecticide aims to kill the fly as soon as possible after contact with no biting needed.

For maximum effectiveness, treatment should be started before the fly season has

JUNE 2015 EQUESTRIAN TRADE NEWS

References 1. Nick Golding, Miles A Nunn, Jolyon M Medlock, Bethan V Purse, Alexander G C Vaux and Stefanie M Schafer. (2012) West Nile virus vector Culex modestus established in southern England. Parasites & Vectors 5:32 doi:10.1186/17563305-5-32.

2. Public Health England (2014). Advice on staying mosquito-bite free this summer. https://www.gov.uk/government/news/phe-advice-on-staying-mosquito-bite-freethis-summer--2

KILLS ON CONTACT Deosect contains cypermethrin, an insecticide with a quick knockdown effect, killing flies rapidly on contact.

It is easy to apply using a sprayer or a sponge to suit the individual horse’s needs. With one 250ml tin providing 25 treatments for fly and lice control for a single horse, Deosect is ready to be prepared, summer or winter – whenever it is needed.

Deosect contains cypermethrin. It is classified as POM VPS and can be prescribed by suitably qualified persons (SQPs).

Contact your Zoetis equine account manager for further information. www.equestriantradenews.com

19

Prepare to beat those

pests!

ETN reviews effective products for a fly free summer.

Licensed for proven efficacy COOPERS Fly Repellent Plus formula has been relaunched in attractive new packaging.

The product from MSD Animal Health is licensed to repel and kill flies, in addition to being licensed to treat biting lice and as an aid to controlling sweet itch.

Its legal category AVM-GSL enables responsible ‘over the counter’ retail sale.

Coopers Fly Repellent Plus contains permethrin and citronellol for long-lasting protection.

“When looking at the viability and convenience of stocking a particular product, it makes sense to choose a product which is licensed and as such has evidence proving its efficacy,” said a spokesman for the Coopers brand.

“As well as this, consider for how long it will continue to prove effective: the requirement to regularly re-apply can prove difficult logistically for your customers.”

A single application of Coopers Fly Repellent Plus provides up to four days’ relief from flies. It additionally eliminates adult populations of biting lice and viable eggs for up to three months.

Available in a 600ml pack/bottle, it has a shelf life of up to four years. Coopers Fly Repellent Plus is available via your wholesaler. t MSD Animal Health 01908 685 685 www.equestriantradenews.com

Fly Control HSE licensed repellents BARRIER Animal Healthcare manufactures two fly repellents that are HSE licensed.

Both do an excellent job in deterring flying and biting insects, especially midges – yet are kind to the animal, the user and to the environment.

Super Plus Fly Repellent (HSE No: 8725/6) is the company’s number one selling fly repellent, being tried and trusted by thousands of horse owners.

As well as ingredients known to deter the larger biting pests, it includes concentrated avocado oil that’s high in vitamins A, D & E to condition and nourish dry, flaky skin. It’s also available in a gel for use on awkward areas.

This formulation can be applied to sore areas to help soothe, calm, stop the need to rub and help protect against the effects of midge bite.

However Barrier’s Enhanced Formula Fly Repellent (HSE No: 8724) includes even more ingredients known for their antiseptic properties.

Both products are available in 20, five and one litre plus 500ml trigger sprays and refills. t Barrier Animal Healthcare 01953 456363

20 No flies on us

THE latest fly rug from Jenkinsons - the Elico Zebra Combo Fly Sheet – comes with an optional extra matching fly mask.

The good quality mesh cooler uses a striped pattern widely established to help deter insects. It looks pretty ‘cool’ too.

With double breast straps, cross surcingles, leg straps, tail flap and belly flap, plus a lined neck to avoid rubbing, this rug has all the attributes for summer comfort in the field.

A loop fastening at the top of the neck fastens the neck piece to the head collar to avoid slipping.

Available in sizes from 5’ to 7’, the RRP is just £39.50 with the co-ordinating fly mask at £11.95 Customers preferring a more traditional fly rug will like the Elico Mendip Combo Rug. This model features mesh material, an integral neck cover, double breast straps, leg straps, belly flap, shoulder gussets and tail flap. t Jenkinsons Equestrian 01924 454681

Long-lasting and economical PICK your problem bug and Tri-Tec 14 kills them all - while giving your shop profits too, says distributor Leslie Sutcliffe.

The product holds HSE licence 9215 and has been used as an onhorse spray in the USA for many years.

It kills the carriers of Lyme disease (ticks) and swamp fever plus the Scottish midge, horse flies, house, stable, face, horn and deer flies, plus mosquitoes, gnats and lice.

Tri-Tec 14’s formula contains cypermethrin, pyrethrins and strong polymers to keep it in place for up to 14 days – hence the name. Applied by trigger spray to keep the hands clean, it’s effective, long lasting and economical. t Available from wholesalers Battles and Trilanco or LS Sales (Farnam) 01608 683855 JUNE 2015 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

Fly Control The honey trap…

THE H-Trap from Sentomol helps reduce horsefly numbers. It works by attracting, then trapping, females of the species.

Horseflies are attracted by heat emitted by their prey, namely large warm-blooded animals. The H-Trap mimics this phenomena with a large black ball that absorbs the sun’s rays and emits heat, drawing the horsefly to what it thinks is a source of food.

The fly lands on the ball, tries to bite into it and when she finds herself unsuccessful, flies away. But as she takes off, she’s guided upwards by a canopy into a collection chamber that can be emptied as needed.

Independent trials have shown that the H-Trap can reduce horsefly numbers by up to 90% in areas continually protected by the trap.

Being of robust design, it can be re-used year after year. The RRP is £180. t Sentomol 01600 713396

Fly control toolkit ABSORBINE puts a total fly control toolkit into your customers’ hands.

UltraShield is the ultimate insecticide, knocking down insects instantly while providing a long lasting shield. It can be used in stables and barns too.

The UltraShield brand Fly Mask is made from new, tear resistant Rip-Shield material for protection against all types of flying insects. It has two adjustable safety-release closures.

The Mitt and Miss Mitt – designed for fly control, grooming and leather care products – are ideal for applying repellent or insecticides to horses that don’t like sprays.

Absorbine products are available via your wholesaler.

22 Repellents at the ready

THE versatile NAF Off repellents range reduces fly menace whether your customers’ horses are ridden or turned out.

NAF Off Deet Power offers all day protection and comes in spray and gel form. RRPs start at £6 for 200ml.

NAF Off Extra Effect is the natural way to repel flies during warm summer days. Available as a spray or gel, sizes include a 2.5 litre refill at RRP £23.50.

A traditional summer fragrance features in NAF Off Citronella which comes in sprays, washes and gel for summer coats.

Meanwhile handy NAF Off Citronella Tags are made of silicone and come with a stretchy loop making them easy to attach to manes, tails, tack or rugs. Wristbands for riders, fragranced with citronella oil, are also available.

NAF Off Citronella Wash is a refreshing, naturally scented, no-rinse body wash for horses t NAF 01600 710726

Stripy solution

THE new Sweet Itch Zebra fly protection rug is designed to prevent even the tiniest biting midges from getting to the horse.

Meanwhile the zebra stripe pattern has been scientifically proven to repel horse flies.

Prevention is key to avoiding this miserable syndrome. So particular attention has been paid to covering the mane and tail areas.

An elasticated, detachable belly flap covers from the elbow to the sheath. There are also leg straps, plus an overlapping, padded and lined front for comfort.

The Bucas Sweet Itch Zebra also offers UV protection. It can be teamed with the Buzz Off Zebra Face Mask too. The RRP is £131. t Zebra Products 01352 763350 JUNE 2015 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

Retailer Profile

24

KICKING UP THEIR HEELS! Buckaroo Equine enjoys a hot spot at one of the country’s leading competition centres. Deborah Hayward went along to find out what makes this rural tack shop a clear winner.

Nicola Barry (right) owns Buckaroo Equine, with Georgie Richardson managing the shop while she expands its saddle-fitting service.

R

iding two horses before 7.30am, helping in her own tack shop and saddle-fitting until 8pm is all in a day’s work for Nicola Barry, equine science graduate and owner of Buckaroo Equine.

“I know that I put in really long hours, but I do it because I love it – it’s a lifestyle, not just a business,” she explains.

Nicola set up shop at Vale View Equestrian, Old Dalby, Leicestershire, six years ago, combining her passion for horses with entrepreneurial flair. The shop’s fantastic location, sited in one of the country’s top training and competition venues, made the enterprising venture a nobrainer.

“We have riders here every single day of the week,” she says.

“The centre has two internationalsize indoor schools, two outdoor arenas, a water complex, a livery yard and a café.

“There are shows every

Saturday and Sunday, as well as something going on midweek.

Caroline Moore is based here and she trains young riders and juniors for the GB eventing squad. Team GBR and the para squad also come here, so we are never short of customers!”

Nicola first came across the store when she visited the centre as a competitor while working as a sales agent for Equissage.

“The previous owners had decided to sell and I didn’t want to pass up this fantastic opportunity,” she explains. “So, with initial investment from my father, I bought all the stock, took over the lease and set up a new business.”

Buckaroo Equine’s customer base consists mainly of competition riders, so stock is geared towards this market. “We do a lot of top-end brands,” says Nicola. “I like nice things and I wanted to offer lots of beautiful, well-made products.

JUNE 2015 EQUESTRIAN TRADE NEWS

“When we took over the shop, we extended the space to give us room for a larger saddlery range and a wider collection of clothing lines. Our customers like Kingsland, Cavallo, Pikeur, Vertigo and Esperado.”

Buckaroo remains a real family business, with mum Lesley offering an embroidery service and sister Charlotte helping out whenever she can.

“When we started off, it was just me and my mum running things,” recalls Nicola. “It remained that way until last year, when we took on Georgie Richardson to manage the shop and allow me to expand our saddle-fitting service on a fulltime basis.”

As a qualified Society of Master Saddlers (SMS) saddle-fitter and a member of the Master Saddle Fitting Consultants (MSFC) Society, Nicola is well placed to offer a first-class service. “My qualifications sit well together –

We’re working with two exBarnsby bench saddlers to develop our own brand of saddles. the SMS is highly respected in the UK and the MSFC Society is really starting to get there,” she says.

“I never want to stop learning.

Going to Holland to study for the MSFC allowed me to look at the science side of things, such as biometrics - the way in which the horse moves, while the SMS course focused more on the actual saddles.

“Both qualifications are a real addition to my business and important to our customers. They show that I am committed to www.equestriantradenews.com

25 learning, have gone away and done the exams, and have a good knowledge.”

Nicola spends much of her time on the road fitting saddles with her cocker spaniel puppy, Lacey, for company. However, the extensive facilities on the store’s doorstep mean customers often bring their horses to her for fitting and trial sessions.

Saddle-fitting is where Nicola’s heart lies and this is reflected in her store’s display of brands such as Harry Dabbs, Kent & Masters, Fairfax, Equipe, Amerigo and John Whitaker.

Buckaroo Equine also sells good quality second-hand saddles. “Not everyone can afford a new saddle, but at least they can come along and get a second-hand one fitted properly,” says Nicola.

Now the official launch of her own line of saddles is imminent.

“We are working with two ex-Barnsby bench saddlers in Walsall to develop our own brand, Sovereign Saddles,” Nicola explains.

“We’ve already had three batches, which have sold well in the shop, but we will now put them out to other retailers.

We have put a lot of time into developing them, trying different trees, leathers and blocking, and generally tweaking them.

The range is priced from £900 up to just under £2,000 and includes a GPs, a mono flap dressage saddle and jump saddle.

Nicola is keen to develop her

A trade show allows you to feel the quality of a product and find brands that you haven’t stocked before. business and feels that further training and sourcing new products is key. “Georgie is taking her SMS qualifications, which will help expand our saddle fitting capability,” says Nicola. “She has also undergone manufacturer training with Airowear, Charles Owen, Equilibrium Products, Racesafe, Carr & Day & Martin, NAF and Global Herbs.”

Looking for fresh lines, Nicola and Georgie attended BETA International and Spoga rather than buying from catalogues.

“A trade show allows you to feel the quality of a product and find brands that you haven’t stocked before,” explains Nicola.

“We are really excited about the new Waldhausen clothing and equipment we have ordered.”

Nicola and Georgie never miss a trick when it comes to promoting the store. When shows are on at Vale View, competitors collect clear-round tickets and dressage test sheets from Buckaroo’s

Georgie is studying for SMS qualifications to increase the shop’s saddle-fitting capability.

counter; while the store stays open during every show.

They also decamp to showjumping’s Scope Festival every year and enjoy a presence at Vale View’s arena eventing finals filmed by Horse & Country TV. Holly Gillett, a rising star in international showjumping, has become a Buckaroo brand

ambassador.

“We have had a truly amazing six years,” says Nicola. “And we have lots of plans for the next few years, including introducing an online store and developing our saddlery range even further.

Watch this space…”

ETN asks Nicola Barry What do you do when you’re not working?

I showjump and compete at least once a week, so we really have to juggle to fit everything in. It’s busy at the moment – we’ve done the Blue Chip championships, Wales & West, Chepstow International and Windsor. My best horse is Darien, a sevenyear-old mare I’ve had since she was four. We have 35 horses at home. We either breed them or buy them as foals or yearlings to produce and sell on.

What’s your tip for dealing with returned goods?

Despite offering the best service, retailers can get caught in the middle between the customer and supplier. One wants their money back and the other says that the item has not been used correctly. To help avoid this, our policy is to try to advise people when they make a purchase. We highlight what a product is designed to do and emphasise what should be avoided.

Did you experience any problems with the withdrawal of EN 1384, the European hat standard?

People panicked at first and wondered what to do – particularly those who had spent £400 or £500 on a new hat for Christmas.

The whole situation has been made a bit easier now that we have been given information to pass on to our customers and most riding disciplines have published their tagging rules.

Are safety garments big business for you?

We sell a lot of riding hats, particularly European brands such as Uvex and Kep, which are loved by dressage riders. Since British Dressage made up-to-standard hat compulsory, they’ve all been buying these. Hats are now considered fashionable. We don’t sell many body protectors but stock a full range of Rodney Powell garments as well as air jackets.

Is bling in or out?

On taking over the shop, Nicola extended its space to give more room for clothing lines and a large saddlery range.

www.equestriantradenews.com

Most definitely in! We sell a lot of it. Our new supplier, Equiture, is based just up the road and has been set up by a lady who makes the most amazing diamante browbands. She came with 20 and we sold ten in the first week.

EQUESTRIAN TRADE NEWS JUNE 2015

The Media

26

The numbers game Why don’t more companies in our industry use advertising agencies? That’s the question I was left asking after interviewing Amanda Greenwood, managing director of Wrigley Foster, says Liz Benwell.

T

he media buyer’s mission is to get maximum bang for his or her advertiser clients’ bucks. Well, yes… but actually there’s more to it than that.

Surprisingly, working with a good media buyer can also be therapeutic, inspirational even, for a business and the team running it.

An experienced media buyer listens to clients with an objective ear, makes a plan, then gets the best deal for maximum publicity within an allocated budget.

Amazingly, all this can be free to the client apart from a one-off - and in some cases very modest - consultation fee.

Wrigley Foster’s smallest client spends just £500 per annum with the agency. “Our largest spent over £500,000 and every year we aim to minimise costs, add value and achieve new things,” said Amanda.

Well, perhaps I shouldn’t mention this free-to-thecustomer aspect because agencies actually earn their keep in commission from the media with which they do business. And that, of course, includes ETN…

“The Sun and The Daily Mail have huge circulations. But if an equestrian company was to advertise in them, how much wastage would there be?

Full service vs specialist Twenty years ago, full service agencies, offering a package of strategy planning, creative work and media buying plus ancillaries such as promotional literature and PR, were the norm. And they still exist.

But nowadays, prompted perhaps by the broader church that modern media covers following the dawn of digital, agencies are more likely to specialise in one of these areas. In Wrigley Foster’s case, it’s media buying in the human and animal healthcare sectors.

So what can a client expect

Amanda’s advertising tips • Include a call to action in digital advertisements. Get people to click on a banner by offering them a prize, for instance. Be clear what you want them to do.

• Don’t try to squeeze too much onto each advertisement, particularly when amending print adverts to a digital format.

Pick one or two key messages. For instance, stick to your brand and its unique selling point.

• Spend time working out what you want your advertising campaign to achieve and to whom it will be targeted.

• Remember to set aside a budget for producing advertisements. Give a creative agency a clear brief; ensure PR, media buying and creative teams communicate well and work together.

• Don’t make assumptions; get the facts and figures. Just because you read a magazine doesn’t mean your target audience will.

• Look for publications offering strong, independent editorial.

CPD is now mandatory for specialist audiences, such as SQPs, and many titles and websites offer this free.

• Don’t be lulled into thinking that you can rely on social media alone to promote your company, your products and your profile. Yes, it’s free apart from time spent – but are you reaching saturation of your audience, and is it delivering the right message? And remember, reaching the right people relies on them knowing you’re there in the first place.

JUNE 2015 EQUESTRIAN TRADE NEWS

Value of editorial An obvious but often over-looked fact is that any media must attract and retain readers. Advertisers need an audience to get their message across.

“Each title will live or die by its content - and independent editorial is absolutely key to that,” said Amanda.

“A publication could be full of articles, but unless they are fresh, interesting – spikey even – the readership won’t stay interested. Original editorial written with integrity is something we look out for and like.” when working with an agency like this?

“Firstly and key, we ask the client to think about what they’re trying to achieve,” says Amanda. “They may wish to sell product, increase brand awareness, attract people to a show, launch a new product or differentiate their product from others in the market. We need to know their objectives before we can formulate a plan.”

Next comes establishing the client’s target audience.

Amanda isn’t content with simply ‘farmers’ but insists on a more specific definition such as ‘dairy farmers with 200-plus herd’ or ‘equine vets’.

“This process helps people rationalise what they’re trying to do,” she says. “It often has useful spin-offs too, say by focussing on other aspects of a business, such as where sales reps fit into the plan.”

“Like detectives” Next comes the serious number crunching… “We often liken ourselves to

detectives; always checking, double checking and verifying,” says Amanda.

Indeed the media buyer’s best friend is credible data.

“We aim to get 100% coverage of a client’s target audience, so we buy the necessary research to help achieve this,” Amanda explained.

Different yardsticks are used to assess the various types of media. Within magazines alone, there are paid-for, controlled circulation and free categories to be considered when allotting each title a value to a client advertiser.

“The cheapest rate card is not necessarily an indication of the best value,” said Amanda.

“We look at circulation as well as what a magazine is delivering editorially to its readers. It can be better to pay more because you’ll get more.”

Measuring circulation Circulation – for which readership figures are sometimes erroneously and www.equestriantradenews.com

27 over-ambitiously quoted – should be measurable by recognised industry standards. “A transparent publication should have an ABC [Audit Bureau of Circulation] certificate,” said Amanda. “This ensures the circulation numbers have been independently verified.

The media buyer analyses numbers of users of digital media, radio listeners and viewers of television too.

“With websites, accurate trafficcheckers are used for monitoring. As an agency, we’re looking to track the number of unique users and interactions with a site.”

Television channels, she added, are the subject of a continuous national survey, responses to which are weighted and grossed up to represent the national average.

There are similar checks and reports available to purchase on radio stations and the mainstream national press.

But context is everything when presenting statistics to a client.

“The Sun and The Daily Mail have huge circulations. But if an equestrian company was to advertise in them, how much wastage would there be? They would be better in an equestrian magazine where the majority of readers are interested in horses, and there is little wasted circulation.”

Amanda pointed out.

Specialist audience All this data is a veritable maelstrom of information which few individuals or companies have the resources or means to access. Clearly the complexity of collecting and collating it is exactly why companies entrust their advertising budget to an experienced media buyer.

When advertising is aimed at a specialist audience, yet more number crunching is called for. “In this case, there will be a more limited number of vehicles to reach a target audience,” said Amanda.

AMANDA GREENWOOD has worked in media for over 30 years. She’s managing director of Wrigley Foster which was founded in 1992.

For more details, tel 01628 488344 email amanda@wrigleyfoster.co.uk or visit www.wrigleyfoster.co.uk

www.equestriantradenews.com

So she turns next to additional data acquired

by Wrigley Foster. “We buy independent research that tells us more about the readership habits of, say, vets.

“We can then break it down into small animal vets, equine vets, sheep vets and so on, and then find out which media they consume for news, for clinical advice, for jobs advertisements, for research…”

Also on the media buyer’s radar are the geographical location of desired readers, and the environment in which they do their reading.

The large animal vet who’s out and about on farm visits might choose a mobile phone to access information, particularly for drug dosages.

Whereas the shop based retailer or SQP might find it more convenient to flick through a tangible magazine.

Indeed, research confirms that specialist audiences still prefer the print magazine format to receive their news.

Close eye on competitors Wrigley Foster also buys data from top analysts Nielsen Business Research to help clients keep tabs on their competitors.

“From this data we can see who has been advertising, where they’ve been advertising, how much they’ve spent – and use all of this information within our client’s strategy,” said Amanda.

“It’s essential to have this, along with a really thorough brief from the client, in order to get great standout attention from their advertising.”

It’s in this area that media buyers at Wrigley Foster work closely with counterparts from creative and PR agencies. And it highlights Amanda’s mantra to her clients: be clear about what you want to achieve.

Where there’s plenty to shout about!

Exhibiting at BETA International 2016?

Give it your best shot by maximizing your profile, says the trade fair’s press officer Deborah Hayward.

A

lerting the media to your brand, products and presence at BETA International enables it to spread the word to a wider audience – your potential customers.

But you need to communicate concisely, clearly and at the right time for the media to pick up your message.

Pre-event publicity tips Write a press release containing short, snappy details about your product and company. Keep the information to one page. Add your contact details and website address. Include a photo (of decent size and resolution) and attach as a JPEG to the email.

Identify magazines and websites you wish to target. Be realistic – a cycling monthly will not be interested in your new riding boots!

ETN, BETA International’s media partner, carries news about the trade fair and its exhibitors leading up to the show. ETN editor Liz Benwell should be top of your list for press releases. Exhibitors are invited to submit editorial for publication in ETN’s January BETA International preview issue. See the Exhibitors’ Online Manual for details.

Series advertising can play a powerful role in your PR strategy. Choose your publication wisely; even the most beautiful advert will bite the dust if it appears in the wrong place.

Claim your free marketing material from the show organisers. This includes print and digital visitor leaflets for you to send out, and

personalised email banners to highlight your presence.

Book your products into one of BETA International’s special features – the Shires Equestrian New Product Gallery, the Charles Owen sponsored Horse Demonstration & Seminar Arena and the Fashion Show – to raise their profile. If you have something new, enter it in the Innovation Awards, sponsored by ETN. Encourage buyers to your stand by submitting a show offer available only to trade fair visitors. These are uploaded to the BETA International website and published in the show’s official catalogue.

BETA International has FB, Twitter, Pinterest and Linkedin pages. Follow them to stay in touch.

Remember that BETA International 2016 is a month earlier than usual - on 24 to 26 January, so account for this when planning your promotions.

To claim your free marketing materials or appear in a special feature, contact BETA International press officer Deborah Hayward, email deborahh@beta-int.com or telephone +44 (0)1937 582111

EQUESTRIAN TRADE NEWS JUNE 2015

The Media

28

PR with a purpose Suppliers and retailers must foster good public relations with customers. But how?

ETN asked Ashley Rossiter to answer some readers’ PR queries.

When exhibiting at BETA International, support from a UK based PR agency can lend credibility to a new brand hoping to break into the UK market.

Q. We’re a long established family business that supplies equestrian products. Everyone in the trade knows us, so why do we need PR? A. It’s great everyone knows you, but knowing about you and being aware of important developments within your company are two very different things. A PR [agency] can help you shift through your business stories, tweak and pluck out the most relevant and present them to the media as an attractive, ready-touse package. This will ensure you get the word out there to those who know you - and those who should know about you.

Q. We’re a saddlery company spending thousands of pounds per year on advertising with equestrian magazines. Surely they should give us editorial as part of that package, shouldn’t they?

A. Editors often get a tough time about this, but there are only so many times they can take the same information from your website and rework it into a fresh piece of news or product story.

Having a PR on-board helps create interesting content and angles which not only appeal to editors but are written to fit with their magazine style – making them more likely to be used.

Q. We run a successful tack shop. Yet when I read our local equestrian magazines, I see that a retailer 20 miles from us – who isn’t nearly as big - gets lots of coverage. How are they managing this when we spend more on advertising than they do?

A. This is where a good PR is worth their weight in gold. It’s not only their creative thinking you’re gaining, it’s also their contacts, media relationships and influence. These pooled together are a PR’s tools that maximise their clients’ visibility. Your advertising spend is key, but it’s also about presenting editors with original ideas and stories they want to publish.

Q. I like the sound of using a PR company. But surely, with a digital camera and an email connection, isn’t it cheaper to do it myself?

A. Yes it is. But do you have long standing relationships with the press, a reputation for delivering great stories and ability to write well constructed press releases?

PR is about more than issuing press releases, and running your own business and attempting to do your PR on the side means those lucrative press opportunities are never truly fulfilled.

Deadlines wait for no man or brand and sometimes last minute publicity chances can be missed in a sea of junk mail or phone messages. Using an agency enables you to crack on with your ‘day job’ while we spread the word to the wider media, JUNE 2015 EQUESTRIAN TRADE NEWS

Q. We’re a German manufacturing company hoping to secure trading partners and promote our products in the UK. How could a PR consultant help us?

A. While introducing any new brand requires forethought, an international dimension adds challenges. A UK based PR has the advantage of knowing the editors and the publications, which is key when introducing an unknown. In fact, handled carefully, your brand’s newness in itself has potential for great coverage.

If you don’t have a huge advertising budget and UK consumers cannot yet purchase your items (even online), then your target audience is retailers. Therefore the trade media would be entirely a PR’s initial focus.

Many Germans speak excellent English, but a written language is another matter. Poorly translated press releases are often overlooked by time-pressed editors. Support with well written information, proof reading UK advertising and marketing material, through to PR support at BETA International would all benefit from a UK based agency’s backing.

Q. We’re a clothing company and have decided to bite the bullet and employ a PR agency. How do we choose one?

A. All PRs tell you how great they are because, well, that’s what they’re good at! So do some research yourself; ask the magazines who they like working with and then take a look at each company and put together a short-list to approach.

Study their brand experience. Have they represented a clothing brand previously and how long for? As the PR will be representing your brand, do they ‘fit’? For example, as a former fashion stylist and PR, I have a strong understanding of the fashion world’s culture and clothing terminology.

You also need to feel that you will enjoy working with your chosen PR and that there is fertile ground between you.

ABOUT THE AUTHOR ASHLEY ROSSITER is the managing director of MirrorMePR, a public relations and marketing agency specialising in equestrian, country and lifestyle brands.

More details at www.mirrormepr.co.uk www.equestriantradenews.com

The Media

30

HOLDSWORTH PR BRIEF PROFILE: An established and reputable marketing and PR agency with over 20 years’ experience in the equestrian industry, Holdsworth PR provides a broad range of public relations, marketing and publicity services for companies and organisations in the equestrian and rural sectors.

KEY PEOPLE: Rachael Holdsworth, Senior Consultant; Jenny Viner, PR Account Manager, Emily Conroy, PR Assistant CURRENT CLIENTS: Absorbine/W. F. Young, Inc.; American Thoroughbred Products Limited; Back On Track UK; Back on Track Benelux; British Equestrian Federation; Kevin McNab & Emma Dougall international event riders; McTimoney Animal Association; SEIB Insurance Brokers; Trailblazers; World of the Horse.

HOW CAN YOU HELP EQUESTRIAN BUSINESSES SUCCEED? By turning your marketing ideas into reality, delivering your message to the most appropriate audience and making sure you are seen and heard, we can ensure that your business is visible throughout the equestrian world, whether you are targeting top level athletes or novice riders at grass roots level. Our knowledge and experience as well

MIRRORME PR

as an extensive network of media contacts enable this agency to create a wide variety of opportunities for exposure in print, broadcast, digital and social media. We can manage your advertising schedule to a specific budget, create ad copy or artwork, run product launches and promotional campaigns, create newsletters, digital campaigns and customer incentives and manage sponsorship. Using exciting and relevant promotional activities, we can develop and implement successful campaigns that reach your target audience, increasing awareness, raising your profile and supporting sales growth.

CONTACT TEL NO: +44 (0) 1903 892060

BRIEF PROFILE: A public relations & marketing agency specialising in equestrian fashion and products, country and lifestyle luxury brands.

KEY PEOPLE: Ashley Rossiter MD CURRENT CLIENTS: Dressage Deluxe, Childéric Saddles, Shadow Horse, Timothy Foxx, Verdo Horse Bedding, Aloeride, Golly Galoshes, First Focus Consultants, Equetech,Freddie Parker.

At MirrorMePR we understand that choosing the right PR Company can be a difficult decision, which is why we will only ever give you our honest opinion on what we feel we can do for your product(s).

Whether you’re a small company wanting to build your profile or an international name looking for a multi-media campaign, we offer a ‘Big Agency Service’, with the personal touch. Our services cover a wide spectrum, from social, print and online media through to managing your brand’s sponsored riders.

With a wealth of experience within the equestrian industry and plenty more outside, we offer our clients a fresh approach and an unrivalled bespoke PR service, which does what we promise: Results driven PR with achieved return on investment.

CONTACT TEL NO: + 44 (0) 1932 918 089

TIM SMITH MARKETING

JUNE 2015 EQUESTRIAN TRADE NEWS

Advertisement feature

BRIEF PROFILE: Tim Smith Marketing Ltd (TSM) is a full service PR and marketing agency, founded in 2002 and headed by MD, Tim Smith. We combine journalism, marketing and media expertise with a love for all things pet and equestrian related, along with a passion for country sports, luxury goods and fine dining.

KEY PEOPLE: Tim Smith (MD), Becky Taylor, Claire Hogarth, Joanna van den Bos, Sarah Mason, Jacqueline Spouge (Account Managers).

CURRENT CLIENTS: A wide variety of pet and equestrian clients, covering everything from veterinary supplies to fashion accessories.

HOW CAN YOU HELP EQUESTRIAN BUSINESSES SUCCEED? TSM is well-known for developing successful PR & marketing strategies to help businesses grow. We offer an excellent bespoke service for all our clients and provide a dynamic and inspirational approach to all aspects of public relations, marketing, print and design work.

CONTACT TEL NO: +44 (0)1724 784600 www.equestriantradenews.com

31 ANDREA SEXTON PR BRIEF PROFILE: Andrea is a specialist in PR, marketing strategy and brand development. She has over 20 years experience in the equine industry and has worked with many top international brands and riders.

Her skills include: PR,media and campaign planning, promotion of brands and products, market research and management of sponsored athletes.

Andrea has a background in equine science and is close to completing an MSc. in Strategic Marketing.

KEY PEOPLE: Andrea Sexton Assisted by a student apprentice and by Richard Jones Design.

CURRENT CLIENTS: Team GB riders, equestrian and lifestyle brands both in the UK and Europe. Andrea also works with clients in the arts and events industries and with other sports such as cycling, triathlon and rugby HOW CAN YOU HELP EQUESTRIAN BUSINESSES SUCCEED? “I have a wealth of knowledge of the equine industry in the both the UK and Internationally. This knowledge enables me to pinpoint the best possible PR and marketing

strategy for any type of business or individual. I am used to working with varied budgets and create unique, cost effective campaigns that build brand profiles and boost sales.

My work outside the equine sector also enables me to bring fresh ideas to my clients and my aim is to bring a modern and creative view to PR and marketing in the equine industry.”

CONTACT TEL NO: +44 (0) 7887 997922

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EQUESTRIAN CREATIVE NETWORK

BRIEF PROFILE: The global showcase of marketers, publishers, broadcasters, designers, photographers, artists, software developers and journalists with an equestrian flair.

KEY PEOPLE: Director, Liam Killen HOW CAN YOU HELP EQUESTRIAN BUSINESSES SUCCEED? Members of the Equestrian Creative Network (ECN) can help you stand out from the crowd with new thinking for your writing, photography, graphic design and digital production. Search the ECN and browse portfolios of members’ work, find out what other clients have said about them, and be

inspired by the very best outside-ofthe-box thinking.

ECN members give you a feel for their work by creating content rich portfolios with photos, video, testimonials and news stories. Join more than 3,000 subscribers of the ECN newsletter and receive creative news, views and inspiration from members, straight to your inbox.

You can gain extra coverage for your press releases by joining the ECN Newswire - this feature is available to in-house press teams as well as PR agencies. You can also find the right people by listing your creative role in our jobs section.

WEB ADDRESS: equestriancreativenetwork.com Twitter: @EquineCreatives

www.equestriantradenews.com

EQUESTRIAN TRADE NEWS JUNE 2015

Focus Europe

32

Take a Europe ETN travels across the channel in search

Destination Germany, Italy and more…

A dazzler from Deutschland

ZEBRA Products, which distributes a number of upmarket European brands, regularly takes stockists on trips to the products’ places of origin.

Visits to the Equipe factory in Italy are particularly popular with saddlery shops and saddle fitters.

This Spring, proprietors and colleagues from nine retail businesses were invited to the German home of bit manufacturer Sprenger. As well as visiting the company’s head office, they got to see the entire production process. The group is pictured outside Sprenger’s factory.

“It was fascinating to see the vast amount of physical effort that goes into producing each bit,” said Kathryn Jacquet from RB Equestrian. “It was also interesting to have an insight into the research and development behind each Sprenger product.”

Victoria Highfield, from Online for Equine, agreed. “The trip has helped improve our sales figures as our staff are far better informed when it comes to discussing the bits with customers.”

Erica Leeson from Harley Equestrian described the visit as “fascinating and informative.” t Zebra Products 01352 763350

GERMAN brand HKM can always be relied upon for striking products. And the new softshell Seaside riding blazer is no exception.

Incorporating all the latest competition jacket musthaves, what sets it apart is its slightly shimmering material.

Despite its stunning appearance, the fabric is breathable, windproof, water and dirt repellent as well as machine washable for easycare.

The Seaside blazer comes in dark blue or black. t HKM +49 (0)711 - 87 900 11

Swedish well-being prompts return custom BACK on Track – founded in Sweden in 2000 - manufactures clothing, horse wear and dog products which use infrared technology to promote a feeling of well-being.

Ceramic particles fused into fibres of fabric cause heat to radiate back toward the body which supports blood circulation.

Back on Track’s founder, Swedish doctor Erland Beselin, learned of this technology via ancient Chinese medicine, Many customers who have felt the benefits of the Back on Track effect come back for other items. It’s all good repeat business for retailers.

“Because of the belief we have in our products, we’re able to offer a very generous package to our stockists,” says Harald Blomqvist, UK manager.

Harald spends much of his time training retailers. “It’s very important that our stockists understand how Back on Track infrared technology works,” he explained. www.equestriantradenews.com

33

ean tour

of clever continental products.

Dutch brand has worldwide appeal STYLE, comfort, good quality and affordable prices have earned HORKA fans across the world. The brand stars on the front cover of this month’s ETN too.

These Dutch designed collections feature fresh royal blue, turquoise and magenta combined with light, breathable materials, striking embroidery and rhinestones.

HORKA caters for that very European trend of co-ordinating horse and rider. In its S/S 2015 collection, matching colour themes run through the Florida vest, Sporty shirt and Parish breeches as well as the Glamour saddle pad, Glitter brushing boots and Diamond fleece rug.

What European riders want HORKA’s Lonneke Treffers points out that there are international variations in consumers’ taste and their needs.

“In general, Dutch and Scandinavian riders like bright colours, while in the UK and Germany riders prefer less striking designs,” she said.

“It depends also on the country’s climate. A country such as Argentina wants equestrian clothes which are breathable and lightweight whereas, for example, Ireland would prefer water resistant, warm clothing.”

Defined differences present no problem to HORKA, Lonneke added. “HORKA’s goal is to be your full-fledged total supplier in the market for equestrian products.”

This cheerful label most certainly offers UK retailers something fresh, new and different. t HORKA 0031-(0)38-465 57 70

German fair presents new awards TWO new awards will be up for grabs at spoga horse autumn, to be held in Cologne, Germany on 30 August to 1 September.

The first accolade recognises sustainability and CSR [corporate social responsibility] projects; and the second, sales concepts.

Meanwhile spoga’s innovation awards, now in their 14th year, will be amalgamated with one overall prize being presented across all product groups.

“Consumers’ interest in sustainability is growing,” say spoga’s organisers. “If companies don’t react to this, it could become a competitive disadvantage for them in the long run.”

The sales concept award will recognise suppliers’ support for the retail trade. Ideas to be considered might include ‘swap old for new’ campaigns, prize draws, samples to acquaint consumers with new products, product training and useful marketing material.

Entry to the spoga horse awards closes on 15 July.

As ETN went to press, spoga horse autumn organisers were reporting that 80% of planned exhibition space was already booked.

Among the 250 companies signed up for the show are Ariat, Bucas, Ekkia, Equiline, HKM, Kask, Passier, Pikeur, Sprenger, Uvex, Waldhausen and Zaldi. www.equestriantradenews.com

Focus Europe

34

French label is packed with innovation PARIS based TdeT has manufactured equestrian products since 1997.

The company was previously well known in the UK, not least for its BETA International 2003 innovation award winning rein grips.

At the time TdeT was distributed by Jeffries and Westgate – and stocked in Harrods. Now the brand is back with a 100-page trade catalogue packed with innovative products and patented designs.

Take the Quercy saddle. The GP style in buffalo leather has adjustable knee blocks.

The tree is by well-regarded French saddlemaker Guy Marceau, yet the RRP is just £499.90.

Other TdeT products to check out are its famous Ultra reins for comfort, wear resistance and patented grip. Then there are great gloves of which top French showjumper Patrice Delaveau is a fan.

Synthetic Biotack bridles and reins come in a wide range of colours, while carbon tendon boots weigh just 106 grams.

Notable TdeT innovations include Zip-Zip chaps, said to be the only ones of their kind with two zips.

Adjustable dressage whips are another intriguing offering, while this label’s latest design breakthrough involves stretch neck rugs.

Leather bridles, horse boots, saddle pads and numnahs, breeches and bits are all available from TdeT’s 10,000 sq ft warehouse nearby Paris.

Orders can be placed through a trade website 24/7 and shipped within 24 hours, says the company.

“All TdeT staff speak good English, which is unusual for French people. Some of them even have a bit of British sense of humour,” jokes marketing manage Lucie Ollivier t TdeT +33 1 30 52 85 05 www.equestriantradenews.com

35 The trade’s Irish friend

LOCATED in Donard, in the foothills of the Wicklow mountains, Mackey has been serving Irish retailers for more than 25 years.

Family owned and run since 1989, Mackey stocks more than 1,000 different products for distribution to 350 retail outlets throughout the island of Ireland.

In addition to a range of good quality products under its own brand, Mackey is the sole Irish agent for Weatherbeeta, Bates, Wintec, Carr & Day & Martin, Charles Owen, Point-Two, RaceSafe, Stubbs and Likit.

Mackey says its success has been built on dedication to its brand partners, its retail customers and, of course, end users.

Effective marketing is a top priority here, Mackey having worked with many of the country’s equestrian bodies, including SJI (Show Jumping Ireland) and the IPC (Irish Pony Club).

“If you’re an Irish retailer looking for the best equestrian products, or you’re a manufacturer looking to expand into the Irish market, Mackey is the company to talk to,” says a spokesman. t Mackey +353 45 404 620

German saddlery’s girth solution

PASSIER has developed a girth for dressage saddles that tend to slip forward.

The problem, says the German saddlery company, often affects horses with a naturally very forward girth groove.

Passier’s new girth has a soft lining, curved shape for elbow freedom and well set-back buckles. It comes in black or Havana and sizes 45 to 80cm.

Colourful cloths from The Netherlands THIS polycotton BR Triomphe saddle pad has wide decorative tape with silver-coloured detail.

There’s an anatomically shaped back seam while the retaining straps and girth loops have Velcro closures.

In true continental style, co-ordinating cotton ear bonnets are available to match the saddle pads which come in white, light blue and burgundy. t Bieman de Haas 00 31 0487-597880 www.equestriantradenews.com

Sp St 80 ac an % e d So ld

Focus Europe French connection to great products

2016

Who better to tell us more about EKKIA than the French wholesaler’s UK reps?

NEC, Birmingham, UK 24-26 January

&Y] MR FIJSVI [I WIPP SYX Abbey England Absorbine Adam Ellis Saddles Agrihealth Al Basti Equiworld Alan Paine Country Collection Amberley Aromatics Anderson & Co Animalife Animology/Pet Rebellion Arctic Fox/Starling Ariat Europe Limited Armstrong Richardson Wholesale Ayaan Sports Br & Anky Baillie Haylage Baleno Battles Bedmax Shavings Ltd Bedwell Bedding Ltd Beretta Clothing Bliss of London Botanica International Ltd Breyer Model Horses Bridleway Equestrian British Country Collection British Equestrian Trade Association The Brooke Carr & Day & Martin,Dayson & Hewitt Carrots Celtic Equine Charles Owen & Co (Bow) Ltd/Airowear Chia UK Cloakrooms Comfybed Plus Covalliero / Kerbl De Niro Boot Co Dee Two Ltd Easyspur,Easytools,Easystuds Ekkia Emerald Green Feeds Equestrian Polo Creation Equestrian Trade News Equestrian Woodchip Ltd Equilibrium Products Equine America (UK) Ltd Equine Careers Equiscan presented by KOPL Distribution EquiSupplies Equiture Equus Health Esperado Euro Plus (Manufacturers)

euro-star Fairfax Saddles Ltd Faulks & Cox Ltd Fearns Farm Partnership First Euro (Designer & Manufacturer) Fyna-Lite Gallop Equestrian Ltd Glamourati Glitter Quarter Markers Global Herbs Globe Traders UK Ltd Grays of Shenstone Ltd Grubs Boots Ltd Gumleaf Clothing H K M Sports Equipment GmbH Harpley Equestrian Ltd Haygain Hay Steamers Heather Hats and Accessories Honeychop Horse Feeds Hope Pastures Horse & Donkey Sanctuary Hopus Technology Inc Horse & Country TV Horse & Hound Horse & Rider and Pony Magazines Horse First Horse Health Trade Horseware Ireland Hunter - Outdoor Ice Horse Intelligent Retail Jenkinsons/Elico Equestrian John Whitaker & Brogini K M Elite Products Kanyon Outdoor LLP Kastel Denmark Khuram Iron Store Kings Saddlery Limited Kingsland/KEP/Tucci Kyron L S Sales (Farnam) Ltd /Leslie Sutcliffe La Valencio Lavenham Le Chameau Life Data Labs Likit Products Lord and Lady Muck Lorenzini Titanium Matchmakers International Ltd Medilogic Minexcel Nutrition

36

Neue Schule Nikwax Waterproofing Noble Outfitters Open Field Footwear P J Pet Products pampeano polo Parallax Plastics Patrick Saddlery Ltd Petface Ltd Professional's Choice Racesafe Redpin Publishing Ltd Rockfish Rudds Wellies Rugsafe UK Ltd S.R Global Saddle Clinic The Saddlery Training Centre Schockemöhle Sports GmbH Seeland + Harkila Sherwood Forest Ltd/Puffa Country Sports Ltd Shires Equestrian Products Showquest Silverline Tack Inc (Manufacturers) Snowfake Bedding The Society of Master Saddlers (UK) Ltd Solar Technology International Ltd Spooks & Paddock Sports Sporting Hares Stetson + Hardy + Parsons Stockpin Chic Stormchase Stubbs England TRM Tandy Leather Thunderbrook Equestrian Toggi/Champion TopSpec Equine Ltd Tredstep Ireland Treehouse Trilanco Turtle Fur Ungula Naturalis USG GmbH Vale Brothers Ltd Waldhausen GmbH & Co KG Walsh Products Westgate EFI Wolseley

The world’s foremost trade exhibition for the Equestrian, Country Clothing, Outdoor and Pet Product sectors.

Main Sponsor

For further information please contact: James Palmer on Tel: +44 (0) 1937 582111 Email: sales@beta-int.com Web: www.beta-int.com

What are your top three best-selling EKKIA lines?

1. Equi-Thème Cristal softshell competition jacket; the material is so comfortable and the design is lovely.

2. Equi-thème Combo rug; the quality and price are just amazing.

3. Norton fly sheet; consumers are Dean Mastouras represents EKKIA in the West always asking Midlands, south-west, Wales and Ireland. where they can find this product.

What does EKKIA deliver that’s new to UK retailers?

A breath of fresh air! Even at a time when we’re seeing more and more colour in the shops, EKKIA remains the pioneer.

Please tell us something that UK retailers may not know about EKKIA… Free delivery is offered on orders over £350, and charges are modest on lower priced orders.

What’s your top tip for retailers who wish to make the most of stocking EKKIA this summer?

Contact me! t Dean Mastouras +447792936890 What are your top three best-selling EKKIA lines?

1. Equi-thème Verona breeches; a must-have in every store.

2. Equi-thème Dolce jacket; a new version of this popular fleece has been designed for the coming winter with UK customers in mind.

3. Equit’M Summer Clothes; a Piers Westerman represents EKKIA in the East timeless, Midlands, East Anglia and the south-east affordable collection.

What does EKKIA deliver that’s new to UK retailers?

This company is able to supply 80% of what a shop needs. So working with EKKIA is a good alternative for stores willing to reduce their number of suppliers and work more efficiently.

Please tell us something that UK retailers may not know about EKKIA? Each product is tested before being approved.

What’s your top tip for retailers who wish to make the most of stocking Ekkia this summer?

Give me a call ASAP! t Piers Westerman +447896698746 www.equestriantradenews.com

37

Focus Europe

Island of opportunity Thanks to its famous affinity with the horse, Ireland has historically punched above its weight on the international equestrian scene. Jenny Doran gives an insider’s view of the Emerald Isle’s equestrian market, its media and prospects therein.

Top class showjumping at the Dublin Horse Show

I

reland’s proximity and shared language make it an ideal first step into exporting for British-based companies.

However, many are surprised by how under-developed is the Irish equestrian media.

Undoubtedly affected by Ireland’s relatively small population (4.5m) - and perhaps by the Irish love of free services, there are few equestrian publications, offline or online.

Indeed, the only one of significance is The Irish Field. This newspaper sells 14,500 copies weekly, has a readership of 55,000 and digital sales of nearly 2,000

People enjoying the village at Tattersalls

going on. Nearly half the population is ‘on Facebook’, a medium that makes up 63% of Irish social media activity.

Given the cost effectiveness of Facebook advertising and the targeting it offers, brands and retailers can reach Irish equestrian enthusiasts through correctly implemented paid promotions.

On the ground Companies prepared to get active ‘on the ground’ can benefit from working with Ireland’s competitive disciplines’ governing bodies.

Showjumping is by far the most popular horse sport. In 2014, ShowjumpingIreland (SJI) celebrated its 60th

Market value Ireland is the largest producer of thoroughbreds in Europe and ranked fourth in the world. In 2012, the sector contributed nearly €1.1 billion to the Irish economy, and directly employed 14,000 people. The Irish sport horse industry generates in excess of €708 million and more than 12,000 full-time job equivalents. weekly. Primarily dedicated to racing, it also has a comprehensive sport horse section with a loyal readership.

Unfortunately The Irish Field has an advertising rate card to match its perceived importance to the industry.

But as they say – you get what you pay for!

Social media Facebook is the go-to place for Irish equestrians looking to interact and know what’s www.equestriantradenews.com

anniversary with a membership exceeding 7,000, estimated 50,000 supporters and 1,500 show days annually with 154,000 competition entries.

SJI produces a monthly news and shows bulletin for members. The online and print publication is well read and carries advertising, as does the SJI website at www.sji.ie.

The Association of Irish Riding Clubs (AIRC) has approximately 3,500 members across 130 clubs nationwide.

There are media and sponsorship opportunities at national and club level.

Cost effective advertising is available through the association’s website www.airc.ie - and in Link Up, the AIRC’s members’ publication. While the reach may be small compared with UK based equivalents, members are active and dedicated.

Considering Ireland’s prowess in breeding and producing event horses, Eventing Ireland has relatively small membership figures.

Hit hard by the recession, memberships and registrations are starting to increase, however. Last season saw 1,145 registered members and just short of 9,000 entries the sport’s biggest ever.

Eventing Ireland offers limited advertising opportunities, but works hard to maximise exposure for sponsors, at events and online through www.eventingireland. com. Innovations such as day memberships, ‘Try Eventing’ style competitions and next month’s new national championships will interest companies aiming at this highspend segment.

The least developed of the mainstream competitive sectors, dressage is enjoying impressive growth.

Membership of Dressage Ireland topped 800 for the first time in 2014 with the Youth Development Scheme really starting to pay off. Dressage is worth following in Ireland.

Busy shows The Dublin Horse Show takes place in August at the historic grounds of the Royal Dublin Society (RDS) in Ballsbridge, Dublin. Now in its 142nd year, the five-day show is a premier sporting and social event attracting 100,000 domestic and international visitors. Its 300-plus tradestands sell out months in advance.

World class competitors, around 25,000 visitors and legendary Irish hospitality can be found at Tattersalls International three-day event.

‘Tatts’, on the last weekend in May at Ratoath in Co. Meath – 20 minutes’ drive from Dublin airport, has an expanded shopping village accommodating 70 units.

ABOUT THE AUTHOR JENNY DORAN is the managing director of Halcyon Days, a specialist equestrian marketing agency based in Dublin, Ireland. Halcyon Days provides marketing support services to companies looking to grow their businesses in Ireland, the UK and further afield. For details visit www.halcyondays.ie or tel 00353 1 8436667.

EQUESTRIAN TRADE NEWS JUNE 2015

CPD Feature

DEVELOPMENT OF THE SIDE SADDLE

38

In ETN’s latest CPD feature accredited ACCREDITED BY by the Society of Master Saddlers (SMS), Nick Creaton BHSI and Laura Dempsey, master saddler, side saddle specialist and SMS vice president, celebrate the side saddle of yesteryear and its modern day equivalent. SMS members who read the feature and submit correct answers to the quiz that follows will receive CPD recognition.

SIDE SADDLE HISTORY There’s historical evidence that the Assyrians used a sideways chair with a wicker hood for transporting their ladies on horses, writes Nick Selle Fermier Creaton. Paintings also exist depicting Sarmatian warriors riding side saddle in the fifth to four century BC. However, Anne of Bohemia, wife of King Richard II, is credited with introducing the side facing chair (selle fermier) to Britain in the 14th century.

Such side facing chair saddles usually had a foot rest known as a planchette (little plank). These were still being produced in Walsall for adults well into the second half of the 19th century; while for children, manufacture continued well into the 20th century.

By the early 15th century, works of art depicted ladies facing more forward while usually sitting to the nearside and independent of being led. They were using the earliest form of side saddle which had a single horn around which the lady placed her right leg.

Leaping head

The greatest revolution in side saddle design came in 1830 when Jules Charles Pellier is generally agreed to have invented the pommel known as the leaping head. This afforded the lady much greater security and allowed her to hunt and keep up with the best of them.

By 1880, the French cut back head was employed by the most prestigious of London saddlers as opposed to the full head which caused the saddles to sit uphill.

The advent of Caprilli’s (1868 – 1907) forward jumping seat, led to much flatter seats compared with the dipped seats previously seen.

In 1938 the famous London saddlers Mayhew, together with Doreen Archer Houblon, patented her Twingrip leaping head.

This enabled the lady to get more forward in keeping with Caprilli’s Il Sistema and is still preferred today by many riders when jumping.

JUNE 2015 EQUESTRIAN TRADE NEWS

SIDE SADDLES TODAY Modern side The modern side saddle with saddle takes its a Wykeham design from models Pad made in the 1920s onwards and little has changed to this day, writes Laura Dempsey.

The majority of ladies today ride on old saddles discovered in tack rooms and attics and that have been refurbished. This presents many challenges, the primary one being safety.

All old saddles should be assessed by a saddler before use. The tree is of rigid construction and there should be no movement in any direction, anywhere.

In addition to the usual steel reinforcement, some trees have a secondary reinforcement bar at the front which is desirable for a jumping saddle.

Some trees had aluminium instead of steel in order to keep weight to a minimum. Unfortunately, this often corrodes and crumbles, rendering a saddle dangerous to use. A telltale sign, even without opening the saddle, is a white talc-like dust present when feeling between the panel and tree.

Webbing is flax and can perish, so girth straps must be checked closely. All stitching and materials need to be safe and useable. Most balance straps are attached to the tree by two small screws only; so it’s prudent to check how they’re doing!

Not every saddler is comfortable with these ‘working antiques’. It takes a long time to gain the necessary experience

www.equestriantradenews.com

39 to repair and fit them safely and correctly.

Laura Dempsey

ETN SMS CPD questions SELECT YOUR ANSWERS AND TICK THE BOXES 1. What is a sign of damage to the aluminium reinforcement used in a tree?

Fitting side saddles When fitting side saddles, the objective is exactly the same as with an astride; to enable the horse to move freely and comfortably while supporting the rider in an optimum position.

Panels should be broad and flat to distribute the rider’s weight over as wide an area as possible. To date, wool is still the best medium for this whether in the form of a serge flocked panel or a Wykeham pad.

A type of felt pad used instead of a panel, this gives closer contact and stability for wider horses with little wither.

Balancing a side saddle requires the panel to be constructed asymmetrically with it being made close contact on the front left but very full at the back, whereas the right side is very full at the front and less at the back. This sets the saddle slightly to the right of the spine and tilted to the right before the rider gets on. Her weight then brings it central.

The rider requires a seat that is wide enough to support her hips and right leg. Ideally, it is built up slightly higher under the left seatbone to support the rider by tipping her weight forward behind the right knee. This is not only the strongest area of the rider’s grip but is also over the strongest part of the horse’s back, just as it would be astride.

Pommels should be positioned so that they allow the hips to be perfectly square on the saddle. Rarely is this the case as old saddles were made for an individual and many modern day riders find they are twisted left with the right hip further forward.

To help with straightening the hips, a ‘queen’ can be added to the back of the upper pommel. This is basically padding that moves the right leg central, with the knee in line with the horse’s spine, and the right hip back, thus securing the rider in the saddle.

Riding position

www.equestriantradenews.com

A strange odour

B.

A talc-like dust

C.

Flakes of wood

D.

No telltale signs

2. To date, which is the best medium used in panels?

A.

Pure wool

B.

Latex

C.

Acrylic flock

D.

Memory foam

3. What is the name given to the pad used instead of a panel, when a closer contact is desired?

A.

Saddle pad

B.

Gig pad

C.

Wykeham Pad

D.

Riser Pad

4. It is preferable for the rider to be forward in the saddle, especially when jumping.

What may help to achieve this?

A.

Grippy leather seat

B.

Shorter stirrup leather

C.

Twin-grip leaping head

D.

Flexi stirrup iron

5. What work can be done within the seat to aid the rider with getting their weight forward?

A.

Create a dip for the right thigh

B.

Build up slightly more under left seat-bone

C.

Hollow out under the left thigh for a closer contact

D.

Build up back of seat in the cantle area

6. The optimum position for the right knee is where?

A.

Slightly to the left of centre

B.

On the edge of the seat on the right

C.

In line with the horse’s spine

D.

In line with the left scapula

7. What is a planchette?

A.

Describes the flat seat of modern saddles

B.

A style of riding aside

C.

The outfit worn by riders

D.

The foot rest

8. Before mounting, how should the saddle be positioned?

A.

Absolutely central and level

B.

As far right as possible

C.

Slightly to the right and higher on the left

D.

Slightly higher on the right

!

Many riders feel their riding improves with a side saddle and their horses move more freely.

This probably has much to do with how secure a rider feels.

Should the need to grip arise, they do so onto the saddle pommels rather than clamping their legs to the ribcage and thus transmitting tension.

Many riders have better Side saddle hands as a result of this remains popular for huntng secure feel.

The day will inevitably come when the old side saddles will no longer be viable, although keen saddlers are being trained with new saddles being produced in small numbers. A couple of Walsall companies, Aulton & Butler and Vale Brothers, are to be thanked for producing new trees and supporting this.

While it is a style of riding that has been around for thousands of years, side saddle is something of a lost art and it will take time to regain the exquisite skills of a bygone era.

The Saddlery Training Centre in Salisbury is doing what it can by running side saddle refurbishment and manufacturing courses (see page 43 in this issue of ETN). Meantime the riding public must be patient.

• A list of SMS side saddle specialists can be found on the Society of Master Saddlers’ web site www.mastersaddlers.co.uk

A.

Full name............................................................................

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

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

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

Send your completed answers to: ETN/CPD Feature, Equestrian Trade News, Stockeld Park, Wetherby, West Yorks, LS22 4AW. EQUESTRIAN TRADE NEWS JUNE 2015

Saddles & Saddle Fitting

40

IT’S ALL IN THE DETAIL Celebrity endorsements come and go, but 2015 Badminton winner William Fox-Pitt’s working relationship with Albion Saddlemakers has spanned three decades, writes Liz Benwell.

Sherry Belton of Albion Saddlemakers and William Fox-Pitt discuss saddles and horses.

IT WAS a freezing cold day at Weston Park when a 16 year old William Fox-Pitt first sat on an Albion saddle.

Since then, the rider and the saddle brand has each gone on to world class achievements.

Yet they’ve continued to work together.

William Fox-Pitt (now 46) has eventing in his genes, both parents having completed Badminton. He was a talented teenager commencing his competitive career when Paul

and Sherry Belton were founding Albion Saddlemakers.

“We met the family at Weston Park and William’s mother Marietta said she really liked the look and feel of the saddles,” recalled Sherry.

Paul and Sherry were invited to the Fox-Pitt family home in Kent “to see if we could make something William liked.” It led to Albion creating the first of 50 or 60 saddles the company has supplied, fitted and fine-tuned for the Fox-Pitt string ever since.

William Fox-Pitt on Albion Saddlemakers’ “immaculate standards” “Albion saddles provide the best mix of horse and rider comfort.

Their attention to detail is incredible and they take huge trouble in continually developing their products.

“We have a superb range of dressage and jumping saddles in various fittings to suit each individual horse. The Albion range also includes a variety of bridles, breastplates, girths, martingales, stud guards and head collars made to their immaculate standards.”

JUNE 2015 EQUESTRIAN TRADE NEWS

William gives the horses every chance to be as good as they possibly can be.

“We made William’s first dressage saddle,” said Sherry.

The rider she’s known for three decades is, she adds, “a lovely man; so unassuming and such fun.”

William, now based in Dorset, is officially sponsored by Albion Saddlemakers. But the relationship clearly goes much deeper than the usual commercial arrangement.

“What’s been so wonderful about working with William is

that he’s such a horseman and such a true professional,” said Sherry. “He has given Albion and me the opportunity to work with so many different types of horses, including some difficult-to-fit horses, and horses competing at all levels to the very top.

“It’s enabled us to learn so much about what works and what doesn’t, and why. Working with William has really helped us become better at what we do.”

Team effort As the rider/saddler relationship progressed, Paul Belton asked William what he most wished for in a cross country saddle.

Using his saddler’s skills and vision for design, by 2007 Paul had developed Albion’s now acclaimed single-flap, closecontact Kontact Lite to William’s criteria.

So just what were the eventer’s demands of a saddle? “William wanted shoulder freedom, www.equestriantradenews.com

41

William Fox-Pitt riding Bay My Hero in an Albion saddle to win the 2014 Rolex Kentucky three-day event.

loin freedom and a strapping arrangement that helped the herring-gutted horse by allowing the girth to stay in place during galloping and jumping,” explained Sherry.

If the sport of eventing is the ultimate test of horse and rider, the same can be said of saddles. Yet it’s not just the actual competing for which they must be spot on.

“Event horses start the season with eight to ten weeks’ fittening work which involves a great deal of sitting in the saddle in walk,” said Sherry.

“During this time, it’s important that each horse’s saddle allows its back not only to be comfortable, but to improve during the process. And unless the saddle fits correctly, that can’t happen.”

Each Fox-Pitt season is punctuated with saddle checks.

“We start with a decision-making day to discuss what will suit each individual horse,” said Sherry.

All the four-star horses have their own set of equipment; while the provision and fitting of Albion bridles, breastplates, nosebands and reins (William prefers different types for various horses) are finalised – often after much discussion about each horse’s needs.

Further saddle consultations happen in early April (pre Kentucky/Badminton), in midwww.equestriantradenews.com

summer when there’s often a big championship coming up and then before Burghley later in the year. Each time, the same meticulous system of discussion, assessment and alteration is followed.

As well as checking the horses’ backs, Sherry asks William and his staff how they are going and how they have changed. “I then watch the horses work on the flat and jump,” said Sherry who is accompanied by at least one saddler who does alterations and any required repairs on site.

Sherry is keen to emphasise that Albion Saddlemakers’ longstanding role in William’s success is about being part of his holistic management methods.

“It’s all about detail,” she said “William has a continuously consistent approach to everything he does.

“From fitness to feeding, from turning out the horses to their shoeing and saddles, he makes sure the horses are comfortable from the feet up and in the best condition and position from nose to tail.

“William gives the horses every chance to be as good as they possibly can be.”

Yes, Albion Saddlemakers has played no small part in the story of one of the most remarkable event riders the world has ever seen.

Saddles & Saddle Fitting

42

THE STUFF OF LEGENDS… It takes tact and skill to encourage customers to question their beliefs. Members of the Master Saddle Fitting Consultants (MSFC) Society bust some myths.

“If I buy an adjustable saddle and my horse changes shape, I can swap the gullet and the saddle will still fit…”

If the adjustment is one or two sizes narrower or wider, then most probably, provided change is uniform under the saddle. Be aware that changing the angle of the front of the saddle may affect the curve of the tree; as you go wider the tree may curve up. Your customer’s saddle may need to be changed if their horse alters significantly.

Tree types

“These thick saddle pads will be so comfy for my horse…”

They may look comfy, but can be uncomfortable and harmful like wearing thick, fluffy sock-slippers inside court shoes. Saddles should be fitted for use with thick pads - whether gel, foam or wool - only if there is good reason for their use. However, a thin, cotton numnah is preferred in most situations.

Shaped numnahs are better for all horses, even those with low withers. For medium and high withers, a pad designed for high withers is better. Numnahs with d-ring attachments are less likely to sink down onto the withers.

“My horse is a MW (medium-wide)…”

In exactly which make and model? Again, something which differs between manufacturers – and for good reasons such as length of tree-point, tree type – standard or hoop, panel and panel-gusset design and head height.

“My horse is a Thoroughbred so needs a high-withered saddle with deep gussets and a narrow fit…”

Very few horses fit a narrow saddle. Those who do probably have under-developed or atrophied muscle and, once healthy and a little fitter, will require a medium wide or wide fit. In such remedial cases, a saddle fitter may use saddle pads with insertable pads Rabbit, a pure bred TB, giving a good impersonation of an Arab or Quarterhorse (or shims) to support the saddle as the horse builds muscle.

Even if a horse appears to have a curvy backline due to a high wither, the part of the back which carries the saddle may be relatively flat.

“My horse is 11 so won’t change now…”

As set out in a recent study by Dr Sue Dyson, most horses change from season to season at least, due to competition and/ or nature’s bounty. A twice yearly saddle check is recommended.

JUNE 2015 EQUESTRIAN TRADE NEWS

“My saddle was custom-made for my horse so the problem (decline in performance, bucking, walking away when mounted etc) can’t be saddle related…”

In addition to equine shape changes as outlined above, materials wear, compact and shift, so the saddle may alter, even if horse and rider remain exactly the same – which is highly unlikely.

“As long as the saddle fits my horse, my comfort doesn’t matter…”

Commendable though this sentiment is, it’s not quite correct.

The saddle should support the rider in a good position with little effort on their part. An unbalanced rider takes more effort for the horse to carry, and may cause damage in the longer term.

“I’m just backing my horse so any old saddle will do in case it gets broken…”

Backing is such an important experience for the horse, physically and mentally. If an owner’s existing saddle fits, is sound and a happy introduction to saddling and riding for the horse, and allows it to develop and move fully, that’s brilliant. If not, a well-fitting and regularly checked and adjusted saddle will not hamper the young horse. A good quality new or second-hand saddle should hold value too.

“I’m tall / large so need an 18” saddle…”

The most important measurement for the rider is hip to knee length, not total height or buttock size. The saddle must be a suitable length for the horse, so the rider may have to adapt his or her riding style.

Although cobs are often good weight-carriers, they are equally also often short-coupled and therefore not able to carry a 17” or 18” saddle safely.

About MSFC

MSFC Society members have either qualified or are students with the Dutch based Academy for Master Saddle Fitting Consultants. Their aim is to exchange ideas and information while working to develop best practice in saddle fitting.

MSFC Society members encourage engagement with other practitioners, including vets and physiotherapists, in remedial or complex cases.

The MSFC course and examination are accredited by the Utrecht University School of Veterinary Science. Candidates attend a seven-day course in Holland. Lecturers included course founder Dr Gerry van Oossanen and British master saddlers Laurence Pearman and Emily White. www.equestriantradenews.com

43

SITTING PRETTY ETN looks at the latest developments in saddles and their fitting.

A true professional

Demand for training at all-time high

“WHEN it comes to saddles I find it hard to beat my Professional saddle,” says John Whitaker, pictured here riding Lord of Arabia.

“It’s ideal for any competing rider thanks to its soft yet hardwearing calfskin leather,” adds the showjumping maestro.

John points out that saddles have made huge technological advances since he started riding several decades ago. These developments are highlighted by the range from John Whitaker International, of which the Professional is a part.

Other features of John Whitaker’s favourite saddle include short tree points for shoulder movement, memory foam flocking and a Latex seat. t John Whitaker International 01706 340500

INTEREST in its training courses is at an all-time high, says the Society of Master Saddlers (SMS).

“We’re running a waiting list on both the Introduction to Saddle Fitting Course and the International Qualified Saddle Fitters’ Course,” said Hazel Morley, SMS chief executive.

“We will continue to assess demand and may in the future look to putting on more courses.”

The International Qualified Saddle Fitters’ Course involves four days of tuition and one day of assessment. It leads to the City & Guilds / SMS Certificate in Saddle Fitting. Candidates must have at least three years’ experience in saddle fitting and be employed by or own a business which is retailing saddles supplied by an SMS UK trade member.

Candidates are assessed on equine conformation and action in hand, horse description, saddle assessment and fault identification, taking a template and practical saddle fitting.

The Introductory Course in Saddle Fitting covers tree design and types of leather, physiology of the horse’s back, the horse in movement, principles of saddle fitting, completing record forms and practical back assessment.

Other upcoming SMS events include The Art of Customer Care, a seminar in Walsall on 16 June; Centaur Biomechanics Day in Warwick on 6 August; refresher course and manufacturers’ showcase at Moulton College on 24 August and a visit to Walsall on 16 September. t Society of Master Saddlers 01449 711642

www.equestriantradenews.com

Saddles & Saddle Fitting

44

It’s all about teamwork CONTINUALLY spending money on equine treatments without addressing saddle fit is an endless money pit, says saddle designer David Kempsell.

He’d like to see more consumers view saddle fitters as part of their horses’ support network, along with their physios, vets, farriers and trainers.

“The better a saddle fitter does their job, the quicker the horse is likely to change shape. Saddle fitting can be as beneficial as a treatment,” said David who runs First Thought Equine.

The company behind Flair, Kinda, Korrector, WOW Saddles and Classique also trains saddle fitters.

“We want our fitters to approach saddle fitting by building a continually improving performance with more regular monitoring of the changing musculature of the horse,” explained David.

“We expect that after spending time finding the right specification of saddle for the customer, there will be a change in shape and performance within a very short space of time.

“This means that customers should require a follow-up within a matter of weeks from the first fitting. And there is no end result; it’s a continually ongoing process.”

Training to fit No existing qualification is needed to train to become an accredited WOW saddle fitter, although a “certain level of understanding” is required. Indeed, First Thought Equine prefers candidates who know horses.

“While it’s relatively easy to train someone the system we use to formulate a specification for horse and rider, we cannot teach someone an eye for the way a horse moves or - more

Finding the right specification for horse and rider can sometimes be challenging.

importantly - should or could move,” said David.

“We are unusual in that we build a saddle to the horse – rather than having a complete saddle and undertaking changes to make it fit.

“This requires understanding of all the relevant parts and how they interact together. There are Good fitting with constant monitoring 21 different headplate sizes, can lead to a happy horse and rider two curvatures of tree and 15 combination. different standard designs of panel, all of which add up to around 620 different fitting options for one horse in one seat size. The choices are vast.”

WOW training courses cover equine biomechanics and asymmetry. “It’s vital that the fitter understands how they can take away a lot of the bias of horse and rider using the saddle, to end up with a much better performing, straighter combination,” said David.

“Our courses leave saddle fitters feeling confident that they can play an important role in a rider’s team through a relationship built on trust and ongoing support.”

SMS qualified saddle fitter and master saddler Laura Dempsey has attended a couple of First Thought Equine courses over the years. “I found them to be extremely informative in a professional but fun environment,” she reported.

“The practical fitting sessions are some of the best I’ve ever attended, with a very hands-on approach and the chance to try out variations of what works best for the individual horse. I came away feeling a better saddle fitter overall.”

Three-day courses Three-day courses to train accredited WOW saddle fitters are run at First Thought Equine’s workshop in Kent. They are free of charge, providing a demo kit is purchased.

Demo kits, which cost £10,500 excluding VAT, are made up of eight seats, nine panels, seven flaps and a wide selection of headplates. Each kit provides fitters with 60 permutations of saddle style combinations, offering over 70 different fittings for horses. Each one also creates seven or eight complete saddles that the fitters can take to clients.

Cost effective choice Last year, First Thought Equine launched the Classique Saddle to deliver the benefits of a WOW saddle at a significantly lower price.

“The Classique is wool flocked but uses the WOW tree and gives customers a wide range of spinal profiles and headplate sizes,” said David. “So there’s a certain level of adjustability without requiring a total build of the saddle.” t First Thought Equine 01227 831614 JUNE 2015 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

Saddles & Saddle Fitting

46

Why side saddle skills challenge the best

Students on a saddle repair and flocking adjustment course. From left Caroline Truss, trainer Mark Romain, Victoria Sheehy, Catherine Baker, Jocelyn Danby, Keiran Forsyth and co-trainer Laurence Pearman. This course is only available to those who have passed City & Guilds Level 2 and 3 Saddle.

MODERN saddlers, it seems, are keen to acquire the skills of their predecessors.

Side saddle refurbishment and manufacturing courses run by the Saddlery Training Centre have never been so popular.

“The Queen Elizabeth Scholarship Trust in conjunction with The Saddlers’ Company has awarded many bursaries to saddlers wishing to attend these courses,” said Mark Romain who runs the Salisbury based centre.

“And there’s also an increasing number of people riding side saddle. But I think that’s only part of story.

“Historically, side saddle work was always recognised as the highest level of craft skills. It was only after completing an apprenticeship and then gaining further experience that you progressed to working on side saddles.

“Traditional skills such as building and blocking seats using stuffed bellies and set seats together with the hand seaming of doe skin seats with pigskin facings and saddle flap leather will challenge the best of saddlers,” explained Mark.

He believes many modern saddlers are keen to aspire to the skills of saddlers of the past. “We see the evidence of those skills in side saddles made 70 and even 100 years ago and it inspires us to master those techniques.”

All-round service Another trend noted at the Saddlery Training Centre are an increasing number of mature students entering the trade.

“They’re keen to gain City & Guilds qualifications and eventually join the Society of Master Saddlers to have those skills recognised,” said Mark.

“There’s also an increasing recognition that saddle fitters who are able to work on saddles are better placed to offer an allround service.

“We’ve seen quite a few saddle fitters in recent years attending courses to gain their City & Guilds, and thus become qualified saddlers as well as saddle fitters.

Saddlers are flocking to the Saddlery Training Centre to learn more about refurbishing and Personally I think making side saddles. From left are Sally Greaves, this is a trend that Nicola Watson, Jocelyn Danby, Tiffany Parkinson will continue in and Clare Barnett. years to come.”

Enlightened saddle fitting ENLIGHTENED Equitation is running a series of courses to train the fitting of FlexEE Finesse and SoftrEE saddles.

Running this month (June) and in July and September, the courses are run by trainer Heather Moffett and MSFC saddle fitter Catherine Morris. www.equestriantradenews.com

47 Saddles score high percentages Italian saddle brand Amerigo announced a partnership with international dressage riders Michael and Maria Eilberg earlier this year. In a sport that makes exacting demands on saddlery, ETN wondered exactly which products the siblings have chosen for their top horses…

MICHAEL and Maria’s preferred saddle style is the Amerigo Sienna in soft calfskin leather.

As well as being comfortable, they like the security and support the large knee rolls offer plus the close contact feel with their horses.

The Sienna is available in the Classic, Vega and Cervia versions. Michael and Maria choose whichever is appropriate to the shape of each of their horses.

Michael famously rides a number of top mares. But particularly with Woodlander Farouche and Woodlander Dornroeschen, who can be cold-backed, he’s struggled to find suitable girths.

However, he reports being delighted with the new Amerigo dressage protector girth. Shaped for comfort, the front edge (facing the elbow) is padded with calfskin, while it offers pressure placement said to help improve a horse’s way of going.

Maria is a fan of the Vespucci patent double bridle from the Amerigo range, particularly for its padded noseband, which is adjustable on both sides. She also likes that all the bridle parts that usually go directly over the poll are incorporated into one padded headpiece.

Michael and Maria’s father Ferdi Eilberg trains the duo and is instrumental in their choice of saddles. Although it’s early days, feedback from Team Eilberg is positive, as Michael said: “Maria and I are happy, the horses are happy, our trainer is happy and so is the physio – so I guess that says it all.”

Great results Michael and Maria are scoring great results internationally riding in their Amerigo saddles.

Currently busy qualifying for the National Championships, at least one Eilberg is hotly tipped to represent GB at the Europeans in September. Then, of course, it’s the Rio Olympics in 2016… t Zebra Products 01352 763350

The ultimate illusion TEKNA look like traditional leather saddles. But concealed within are the advantages of modern manufacture, covered by a five year structural warranty.

Built on a lightweight synthetic tree, the saddles are made with highly technical, breathable materials designed to maximise performance, durability and comfort while minimising maintenance.

New for 2015 is a small range of Letek saddles. With many features in common with Tekna saddles, they have a leather outer covering.

The Tekna range, which also covers girths, bridles, reins, stirrup straps and horse boots, is distributed in the UK and Ireland by Shires Equestrian. t Shires Equestrian 01568 613600 www.equestriantradenews.com

Better Business

48

Want to be

a better ONLINE

RETAILER

ETN asked consumers what gets their goat when shopping online – then invited retail expert Liz Chegwin to suggest some solutions.

Shopper: I really like the look of a jacket, but I can’t see whether it has a single vent or double vents at the back.

Solution: A limitation of shopping online is that customers can’t touch and inspect products. In store, initial interest in an item is quickly followed by picking it up, feeling it, then looking at the price. To compensate, online shoppers require good quality information such as multiple images, close-ups, technical specifications and sizing detail. And it all needs to be as easy to read as picking an item off a shelf.

Shopper: I’ve read good and bad things about a particular supplement on retailers’ websites and equestrian internet forums. Should I believe any of it?

Solution: Reviews can and do influence consumers who research what to buy; they’re perceived as a reliable source of information. However, consumers are learning that some are more reliable than others.

Travel website TripAdvisor, for example, doesn’t allow bad reviews to be deleted by a featured hotel or B&B, therefore what appears is generally unbiased. Most retail websites’ reviews, on the other hand, are monitored and controlled, so may be viewed

as less credible.

If every review of a product rates it as amazing, the impact of these reviews can be lost. Whereas genuine reviews create a useful source of information appreciated by customers choosing between similar products.

Overall, having real reviews on an e-commerce site improves customers’ shopping experience and hopefully encourages them to shop with you again.

Shopper: I emailed to ask a question two days ago and haven’t heard back…

Solution: There’s no such thing as an online customer and an in store customer; they’re the same person.

Indeed, trends are quickly moving towards merging in store and online shopping, for example via click and collect (buying online and picking up in store).

The personal engagement offered in store can’t be replicated. However, online retailers can make it easy for customers to contact them.

So consider Q & A sections on product pages, provide easyto-find contact details and use prominent enquiry forms.

When a customer takes time to contact a retailer, it’s a really positive sign demonstrating they’re keen to buy from you. Failing to reply is terrible customer service likely to result in a lost sale - if not a lost customer.

JUNE 2015 EQUESTRIAN TRADE NEWS

Shopper: I’ve found the site - but I can’t find the product I want…

Solution: Search options and navigation are extremely important to be able to find what customers want to buy.

It’s pointless having a stylish, attractive site if it doesn’t fulfil basic requirements.

I would imagine the site referred to has a high ‘bounce rate’ with a large percentage of customers landing on it then quickly leaving again.

Google analytics will tell you this; while more investigation will indicate which areas of the site are not performing well.

The bottom line is that if the customer can reach the product they’re looking for, and it’s shown as in stock, you’re more likely to make a sale.

appeals to customers needing an item for the weekend.

This is one of the most important commercial offerings to get right. You need to be able to offer ease of shopping and convenience at competitive prices. Clearly displaying stock levels, flexible return and multiple delivery options including click and collect is part of offering first rate customer service. And it’s all easily achievable by an independent retailer.

Shopper: I’ve made my order but I’m disappointed that there’s no delivery option apart from to my home address – and I’m out at work all day.

Solution: Many independent retailers struggle to compete on price with their larger national counterparts.

Fortunately, many customers no longer buy purely on price but on many aspects, including convenience.

Delivery and returns play a big part in the decision to buy. Click and collect has almost become expected while offering next day delivery

ABOUT THE AUTHOR Liz Chegwin is from Citrus Lime, the online and in store retail solutions experts. For more information and/ or inspiration for your e-commerce operation, contact Citrus Lime on 01229 588628. www.equestriantradenews.com

49

Sizes 2cm x 1 column 4cm x 1 column 8cm x 1 column

£ 65 85 125

Print Area (mm) 20 x 42 40 x 42 92 x 42

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 Pure

AGENTS & RETAILERS REQUIRED

COD LIVER OIL

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

Reply in condence to:

1000, 205 and 25 litre containers UK Distribution • FEMAS assured Also blended oils to customer spec SMS Ltd 01638 717708 ken@smsuk.eu

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

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

FOR SALE

Equestrian Trade News

SUBSCRIPTIONS 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

Midlands Based Equestrian Accessory Business Excellent Customer base Well established business Market leader Please apply in confidence To: PO Box 1615, ETN, Stockeld Park, Wetherby, LS22 4AW

COMING SOON

Box Number replies should be addressed to:

PO Box number, ETN, Stockeld Park, Wetherby LS22 4AW

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

BUSINESS OPPORTUNITY Unique opportunity to purchase the leading trade stand on the UK eventing circuit HORSES IN SPORT All major horse trials booked + Olympia.

Website, vehicles, marquees etc. available or will sell separately. Very protable.

Serious enquiries only. Call 07876778900 A place in the sun forces retirement. www.horsesinsport.co.uk

DISTRIBUTION AVAILABLE

Equestrian Trade News

EQUESTRIAN PRODUCTS DISTRIBUTION OPPORTUNITIES NOW AVAILABLE IN AUSTRALIA T h e Vo i c e o f t h e E q u e s t r i a n I n d u s t r y

Coming soon in ETN. . .

AUGUST ISSUE • A celebration of British companies and

manufacturing – the latest and greatest British offerings • Below the belt – jodhpurs, breeches, riding boots and spurs • Bits, bridles and training gadgets – for good communication between horse and rider • Summer horsecare – seasonal suggestions to keep horses happy and comfortable Editorial for consideration should be received by 1st July 2015 Telephone: 01937 582111 Email: editor@equestriantradenews.com

www.equestriantradenews.com

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 prole equestrian brands such as Royal Kerckhaert Horse Shoes, Farriers Formula, Hawthorne, Vitaex, 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 condence.

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

EQUESTRIAN TRADE NEWS JUNE 2015

CCJs

50

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

BRIDGEHOUSE TACK SHOP LTD, BRIDGEHOUSE, EQUESTRIAN CENTRE, FIVE OAKS ROAD, SLINFOLD, RH13 0QW, £500 NICHOLA ANNABLE T/AS MEYNELL SADDLERY, SARACENS COACHING HOUSE, MAIN ROAD, BRAILSFORD, ASHBOURNE, DE6 3DA, £84 MINSTER SADDLERY, 64 HIGH STREET, MINSTER, KENT, CT12 4AB, £767 MANOR HOUSE STABLES, HOLYWELL DENE ROAD, HOLYWELL, TYNE AND WEAR, NE25 0LJ, £94 TALLULAH’S EQUINE RESCUE, 33 WATERLOO ROAD, NEW BRIGHTON, MERSEYSIDE, CH45 2JN, £482 MARIA COSTELLO T/AS EQUINE ELITE IRELAND, KILCONNELL STUDD, FETHARD, COTIPPERARY, IRELAND, £4,359 HONEYSTAR EQUESTRIAN LIMITED, 11 HEYGARTH DRIVE, GREASBY, WIRRAL, MERSEYSIDE, CH49 2PL, £223 HONEYSTAR EQUESTRIAN LIMITED, 11 HEYGARTH DRIVE, GREASBY, WIRRAL, MERSEYSIDE, CH49 2PL, £705 KENT SPORTS HORSES LTD, 12 BONNEY WAY, SWANLEY, KENT, BR8 7BL, £285 TITAN HORSE TRAILERS LTD, 83 DUCIE STREET, MANCHESTER, M1 2JQ, £8,066 RACHEL STONE T/AS GENUINE HORSES AND COBS, FOUR ACRE FARM, SCHOOL LANE, PUTTENHAM, GU3 1AS, £5,247 Appointment of Liquidator CYMRU COUNTRY FEEDS LIMITED, 4 ATLANTIC QUAY, 70 YORK STREET, GLASGOW, G2 8JX Bankruptcy Order STASIAK, CHRIS J (STUDFARM FENCING), SPRING HOUSE, SPRING WALKS, THETFORD, NORFOLK, IP24 3BU

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