Equestrian Trade News
November 2013 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
Herbs for hoernssees s The common approach
Fibre power! Forage produc ts highlighted GM: the next b ig debate?
Plus ing boots
eat Chill b trol n o c k c sto Better
NEC, Birmingham, UK 16-18 February 2014 www.beta-int.com
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Volume 37, No 11 Monthly
... the magazine for the industry, about the industry, by the industry
CONTENTS
Comment AS the supermarket reported on their financial performances earlier this autumn, it became clear that either end of the scale was thriving. Aldi’s sales grew a whopping 32.7% in the 12 weeks to September 15, compared with the same period last year, according to retail analyst Kantar Worldpanel. Sales also rose 14.3% for fellow budget chain Lidl. Thanks to these hikes, Aldi’s and Lidl’s market shares have increased. At the top end of the market, meanwhile, Waitrose continues to reign supreme, its sales rising by a majestic 9.7% Not such good news for ‘the big four’. Tesco, Asda and Morrisons saw a decline in market share; while only Sainsbury returned a tiny 0.2% increase. “Strong performances by retailers at both ends of the market pose a significant challenge for the big four supermarkets,” said Edward Garner of Kantar. When we hear from people in our trade that the top luxury brands and cheap ‘n’ cheerful are selling – while the inbetween faces fierce competition - his words begin to ring true. “The combined growth of Lidl, Aldi and Waitrose ...is forcing the major supermarkets to compete for an ever-smaller middle ground,” added Edward as if to underline the point about an all too familiar squeeze. TO say that weather forecasters are damaging the rural economy may be a bit harsh; but think about it. Ever since Michael Fish made light of what turned out to be a hurricane in 1987, the Met Office seems intent on being a prophet of doom. Take last weekend. I was looking forward to an organised social ride and my friend was due to go out with the bloodhounds. The previous evening’s forecast was so apocalyptic that I nearly didn’t go and she cried off completely. As it turned out, she missed a cracking day’s hunting – and the hunt missed out on her cap. I had a lovely ride and didn’t even get wet, but the ride revenue was considerably down on predictions due to many participants cancelling “due to the bad weather forecast”. So please, Met Office, do try to be more optimistic. And if you can’t, do try to use less gloom ridden language. After all, one weatherman’s cold, damp day is a hunt follower’s excellent scenting conditions. JODHPURS and breeches show no mercy when it comes to revealing every physical flaw. The dreaded VPL (visible panty line) is just for starters; and that goes for men as well as women! Many horsey people ‘live’ in their jods, wearing them like a badge of honour. So well done to the manufacturers who have met this need by creating riding legwear that’s trendy yet traditional, functional yet fashionable.
Liz Benwell
NOVEMBER 2013
NEWS.........................................................................6 PRODUCT NEWS .....................................................12 2013 BETA CONFERENCE & AGM..........................22 2014 BETA BUSINESS AWARDS PREVIEW ...........24 SPECIAL REPORT GM: the next big feed debate?...............................26 FIBRE POWER FEATURE COVER STORY Forage that performs.............................................29 The golden thread of feeding ................................31 PEOPLE ...................................................................35 RETAILER PROFILE Shops that do pet products too .............................37 BOOTS, SOCKS & GLOVES To keep out the chill ...............................................39 HERBAL PRODUCTS COVER STORY Vet’s view.................................................................48 Commonsense feeding ..........................................50 BETTER RETAILING COVER STORY Stock control...........................................................51 MY HORSE WORLD With Sue Carson .....................................................52 COUNTY COURT JUDGMENTS................................54 FRONT COVER: Our main cover photograph shows action from the British Horse Feeds Red Dragon Festival of Endurance, held in midWales last month. The autumnal image was captured by David Saunders Photography (tel 01691 683766 or www.saundersphotography.co.uk). Inset are dried herbs, courtesy of herbal supplement specialist Hilton Herbs.
Equi-Ads magazine acquired PUBLISHER Equi-Ads Ltd has been acquired by Stone Leisure who will continue to produce its free, national, monthly magazine. Established for 18 years, Equi-Ads is distributed mainly via tack shops, a format that will continue. “Equi-Ads has enjoyed 18 years of good growth, so I see no reason to change much,” said Bob Griffiths of Stone Leisure. Following the acquisition, Equi-Ads’ Perth office has been closed. However, Aline Niven-Smith and Kirsty Clark remain based in Scotland looking after advertising and accounts respectively. The title’s website and Facebook content is being revised by Bob’s son Mark Griffiths. Stone Leisure puts Equi-Ads’ circulation at 49,000, with proof of printing and distribution available. Tack shops are invited to apply to carry stock of EquiAds to give away to customers. Bob Griffiths said that some stores take as many as 500 copies per month. Stone Leisure also publishes Motorhome & Campervan magazine, local newspaper The Long Eaton Chronicle, plus magazines for members of the fire brigade and Boys’ Brigade. The company also organises exhibitions for motorhomes. Some “strong new editorial content” would be unveiled in Equi-Ads soon, added Bob.
Express breeches delivery THE UK distributor of Cavallo breeches is running a seasonal trade promotion. Zebra Products is pledging a three week delivery turnaround on breeches that are ordered and not held in stock in the UK before 31 December. In addition, the distributor will cover the extra express cost, normally £13 per order. Cavallo Corvina breeches (pictured), from the new mid-season collection, are included in the offer.
H&C TV launched in Sweden HORSE & COUNTRY TV is now being carried by Sweden’s largest cable network Com Hem. “We’re delighted that Com Hem has recognised that there’s a large and passionate audience for equestrian sports and
country lifestyle in Sweden,” said H&C TV’s CEIO Heather Killen. H&C TV on Com Hem will be a channel specially created for the Swedish market with local productions as well as subtitling.
Com Hem is the largest pay-TV operator in Sweden, serving 1.8 million homes. H&C TV is available in about 10.5 million homes in the UK and Ireland on the Sky platform and on cable across The Netherlands.
ADVERT INDEX
Equestrian Trade News Stockeld Park, Wetherby, West Yorkshire LS22 4AW Tel: 01937 582111 Fax: 01937 582778 – Sales Email: sales@equestriantradenews.com Website: www.equestriantradenews.com Publisher: Equestrian Management Consultants Ltd Editor: Liz Benwell Email: editor@equestriantradenews.com Tel: 0845 6185007 Advertising Sales: Nicki Lewis Email: sales@equestriantradenews.com Tel: 01937 582111 Fax: 01937 582778 Advertising Copy: Nicki Lewis Email: sales@equestriantradenews.com Tel: 01937 582111
6 NOVEMBER 2013 EQUESTRIAN TRADE NEWS
Subscriptions Distributed on a controlled-circulation basis to the retail trade. Paid-for annual subscriptions are £39.95 (UK), £73.00 (Europe), £86.00 (rest of the world). The magazine is independent of all groups. Editorial views expressed in ETN are not necessarily the official view of any organisation or group. Copyright: All material is copyright Equestrian Management Consultants Ltd. Design & Print: G.H. Smith & Son, Market Place, Easingwold, North Yorkshire YO61 3AB Tel: 01347 821329 Fax: 01347 822576 Email: etn@ghsmith.com Web: www.ghsmith.com ISSN 1462-9526
Allen & Page ...............................................................31 Animalife ............................................................3, 4 & 5 Ariat Europe .............................................................OBC B Jenkinson.........................................................11 & 23 Bailey’s Horse Feeds ....................................................30 BETA International .......................................................47 Bliss Bedding...............................................................15 Brentwood Equine Fair.................................................10 British Horse Feeds ......................................................34 Classified ....................................................................53 Country Pet .................................................................37 Dodson & Horrell Limited .............................................29 Earlswood Supplies .......................................................7 Easy Net .....................................................................32 EKKIA .......................................................9, 20, 21 & 41 Equisafety ...................................................................44 Faulks & Cox Ltd ..........................................................13 Finest Brands International...........................................45 Global Herbs ...............................................................48 GWF Nutrition .............................................................17 Hacked Off ..................................................................19 HCS Services ...............................................................16 Hilton Herbs ................................................................49 HorseHage ..................................................................28 Just Feeds ...................................................................15 Life Data Labs Inc ........................................................49 Likit.............................................................................18 Pelgar .........................................................................14 Saracen Horse Feeds....................................................27 Sherwood Forest/Puffa ................................................IFC Smart Grooming ............................................................8 Snowhill Trade Saddlery..............................................IBC South Essex Insurance Brokers........................................7 Spoga .........................................................................12 L S Sales (Farnam)........................................................19 Tagg Equestrian...........................................................16 TopSpec ......................................................................33 Web Directory .............................................................54 Worklite Ltd.................................................................42 Zebra Products ............................................................43
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Robinsons sells stake to Sports Direct ROBINSONS COUNTRY LEISURE, the UK’s biggest equestrian retailer, has agreed to sell a strategic equity stake to Sports Direct PLC for an undisclosed amount. Robinsons says the deal gives it the resources to follow a far more ambitious plan of expansion, while Sports Direct gains a foothold in another specialist leisure market. “We’ve seen a number of changes taking place in the equestrian retail landscape recently, and we believe the pace of that change will only increase, which is why we felt the time was right to attract the investment of a proven leader in the area of leisure retailing,” said Paul Bentham, Robinsons’ sales & marketing director. Robinsons currently operates a catalogue and web shopping service, based in Wigan, plus four equestrian superstores at Ashton-in-Makerfield in Lancashire, Cannock in Staffordshire, Basingstoke in Hampshire and at Radyr, just outside Cardiff. Sports Direct is a FTSE100-listed company with more than 470 stores in the UK. The company recently posted pre-tax profits of £207m. ● ETN editor Liz Benwell comments: In many ways, Robinsons Country Leisure and Sports Direct were made for one another. The latter began as a single store – Mike Ashley Sports - in Maidenhead, Kent in 1982. It grew to become the UK’s number one sports retailer. Robinsons was founded by an equally visionary character, former riding instructor Jim Bentham. That business, too, has gone on to lead in its field. It comes as no surprise that Robinsons has become the first equestrian retailer to team up with a sports retail giant. RideAway, of course, has been the other subject of a ‘big deal’ lately, but they sold out completely to Pets At Home. In fact, Robinsons has regularly done things first. It was the first in our trade to run a supermarket style saddlery, to bar code and scan at the checkout – the first to have a checkout at all - to offer Christmas themed horsey gifts, to pioneer mail order and, later, internet equestrian shopping. With Sports Direct now having a significant stake in Robinsons, will suppliers be quaking at the thought of all that buying power? Are there more stores to come in new locations? Will equestrianism become more recognised as an accessible mainstream sport for all? Is this, as one pundit put it, the beginning of the end for the independent equestrian shop - or a sign that the equestrian trade has finally grown up?
Watchdog defends SQPs’ professionalism SQPS have every right to describe themselves as fully trained and qualified to provide advice and dispense veterinary-strength treatments. Four complaints, including two from veterinary professionals, about a Pets At Home radio advertisement have been thrown out by the Advertising Standards Authority (ASA). The advert’s voice-over said: "... I'm a professionally trained flea fighter. We can give you advice and recommend the best veterinary treatment for your pet...” The complainants challenged whether the adverts misleadingly implied Pets At Home employees could provide advice equivalent to that available from a vet. The advertising watchdog noted that SQPs [suitably qualified persons] are a legal category of professionally qualified animal medicines advisors. They are entitled to prescribe and/or supply certain prescription only veterinary medicines under the Veterinary Medicines Regulations. Pets At Home is also a VMD [Veterinary Medicines Directorate] accredited internet retailer and has SQPs in its support office to assist customers who seek advice by telephone. The ASA did warn that about potential confusion, however. Consumers might not be aware of the distinctions between the different categories of veterinary medicines and who can prescribe them, it said.
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EQUESTRIAN TRADE NEWS NOVEMBER 2013 7
Feed brands work together
UNDER a new partnership between Baileys and British Horse Feeds (BHF) each company is promoting the other’s products. Baileys has distributed BHF’s Speedi-Beet and Fibre-Beet since 2010. Now it’s advising consumers how to integrate its “preferred beet choice” with Baileys’ feeds. “Speedi-Beet and Fibre-Beet give us further strings to our bow when we are finding solutions to customers’ feeding challenges,” said Liz Bulbrook, Baileys’ director of nutrition. The companies will occupy neighbouring stands at Your Horse Live at Stoneleigh on 9/10 November. Pictured are Baileys’ and British Horse Feeds’ sales and marketing teams spending a day together, pooling feeding and product knowledge.
Rural retail chain offers new ways to shop COUNTRYWIDE Farmers has opened a new 5,000 sq ft store in Malborough. It’s the rural retailer’s first presence in the Wiltshire town. “Our new store will bring together expert advice with competitive prices for bulk items such as feed, bedding, seed and fertiliser to name just a few,” said Steve Collard (pictured), Countrywide’s stores director. Current deals include free delivery on orders over £300. Countrywide Marlborough is also offering a ‘personal service for equine businesses’ whereby equestrian specialists visit yards. Angela Molson is the store’s first equestrian account manager: “I’m really looking forward to visiting all the equestrian businesses in and around the area,” she said shortly before the store opened on 30 September. Countrywide now has 53 stores and recently launched an new 150 page catalogue featuring more than 7,000 products including 4,000 new lines The group offers consumers four ways to shop: in store, by phone, online at home or its latest development, on-line in store using new kiosks (pictured) with touch screen modules and a choice of more than 14,000 products. Purchases are delivered straight to the customer’s home, collected in store or sent directly to the yard. Countrywide says it’s “further expanded its links” with Jeffries Saddlery, Ariat, Robert Lemieux Horse Health range and Gatehouse riding hats.
Credit card terminals “like bombs” INTERNET retailers are being hit by card fraud “on an industrial scale”, a risk management expert told the 2013 BETA Conference. While chip and pin technology is increasingly protecting face-toface transactions, so called ‘cardholder not present’ sales remain vulnerable to fraudsters. Meanwhile in-store retailers should treat their card processing terminals with respect, added Tony Mooney of First Data Merchant Solutions. “Your credit card terminal is a small, unexploded bomb which can go off in your face at any time,” he said. See a full report from the BETA Conference & AGM in this issue of ETN.
8 NOVEMBER 2013 EQUESTRIAN TRADE NEWS
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NEWS IN BRIEF
ETN puts SQP CPD online
DUBARRY of Ireland is to open a retail store in London. The outlet, at 34 • Duke of York Square, Kings Road, Chelsea, will carry the Irish brand’s
SQPS can now earn CPD points with ETN online as well as in the magazine. ETN runs AMTRA [the regulatory and training body for animal medicines] accredited CPD features in three of its monthly print issues per year. Each feature is followed by a quiz. SQPs [suitably qualified persons] who answer correctly earn two CPD [continuous professional development] points to help them maintain the qualification. Now the features and quiz are available online too at www.equestriantradenews.com ● See the December issue of ETN for the first Society of Master Saddlers (SMS) accredited CPD feature and quiz for saddle fitters.
collection of clothing, footwear, leather goods and accessories. “Our Dublin store in College Green [opened in October 2012] has been a major success, not just in terms of sales but more importantly in increasing awareness of the Dubarry brand and heritage,” said marketing director Michael Walsh. The London store is scheduled to open early this month (November). CASSIE HARTLEY, who works at Staffordshire based Black Country • Saddles, won the Intermediate Show Hunter title at the Horse of the Year Show (HOYS) last month. Cassie (20) was riding Faye Hesketh’s Acheval Boutique Amadeus, a bay gelding was produced by the Katy Carter Show Team. “Qualifying for and riding at HOYS is always amazing; to actually win was incredible,” said Cassie whose father John Hartley is the joint owner of Black Country Saddles. says its heated and therapeutic clothing for horse and rider is • EXOGLO no longer distributed through Shaws Equestrian. Instead all orders should be placed via the company’s head office. “Retailers will remain fully supported by ExoGlo directly until new distribution is confirmed,” said a spokesman. EQUINE charity’s warning about the dangers of ragwort was • AN misleading, according to Friends of the Earth. A leaflet, produced by Redwings Horse Sanctuary, attracted three complaints to the Advertising Standards Authority (ASA) by the Swansea branch of the environmental campaign group. Only one was upheld by the advertising watchdog, the ASA conceding that Redwings had over-estimated the number of seeds a ragwort flower produces.
10 NOVEMBER 2013 EQUESTRIAN TRADE NEWS
Clothing brand opens first shop CLOTHING, rugs and shooting apparel label Lansdown opened its first retail store in Cardiff city centre last month (8 October). “We aim for the shop to benefit not just ourselves, but also our trade customers who we hope will visit to see how we can help them present our brand in a retail environment,” said marketing manager Pia McGee. Lansdown’s Cardiff store is in St David’s Mall. The Carmarthen based company was the official clothing merchandise partner of this year’s Blenheim International Horse Trials.
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Supplements company is top exporter NORTHERN Ireland based Horse First was joint winner of the Exporter of the Year award at the Greater Newry Business Awards. “We have a fantastic team, loyal customers and we are proud that our products are currently exported to over 32 countries,” said Tanya Hughes of Horse First.
The company has been selling equine supplements for just over five years. Norbrook Laboratories was joint winner of the Exporter of the Year award sponsored by InvestNI. Pictured, from right, are Tanya Hughes, Mark Bleakney of InvestNI and Terri Brosnan of Horse First.
Essex show could be first of a series THE new Brentwood Equine Fair, to take place in the Essex town on 1/2 March next year, could be the first of a series of regional events. Organisers Warwick Bloomfield and Martin Earl, of Equus Imports, say they have created the new fair using ideas picked up while exhibiting at other shows with their tradestand. They are aiming to attract up to 100 tradestands to the Brentwood Equine Fair. Ticket prices for visitors will be £10 each, with concessions and group discounts. On site car parking will be free. “We’ll be offering visitors lectures, demonstrations and interesting, educational features – but not in a way that detracts from the shopping,” said Warwick. “We want traders to experience a steady flow throughout the show.” The show will be indoors, the venue being a sports centre which often accommodates concerts. “We want it to be a cosy but busy show,” added Warwick. Exhibitors will have the opportunity to showcase their products in a 15m by 8m arena with an equine-friendly surface. Equestrian commentator Philip Ghazala will host the arena, present products and interview inventors. “We don’t want dozens of stands all selling the same cut-price tack,” said Warwick. “We want new, innovative and interesting products to be shown.” Tradestand rates are £35 per square metre for open space and £50 per square metre for shell scheme. Equus Imports is looking at other potential show venues across the UK. One possibility is the Three Counties showground at Malvern.
Cash in on the pet market! F-R-I-E-N-D-S – do you need ‘em? Yes! Here’s Coco, resident Labrador at wholesaler Walk Trot Canter, in her own spoof (or should that be woof) of that endearing TV advert... But seriously, Coco is showing off a lead and rabbit from the new Country Pet range. Designed to enable equestrian retailers to dip their hooves into the pet sector, the safe and durable range comes in eye-catching packaging for in-store display. Check out the full range of Country Pet toys and accessories by giving Coco a call on the dog and bone... t Walk Trot Canter 07590 714539
Get riding fit at your desk ACHIEVING core strength is the Holy Grail for riders – but it’s not easy to exercise when you spend all day at a desk. The HumanTool from Back in Action is designed to provide the ideal workout during office hours or while watching TV. The saddle style seat, which sits without attachment on any office or dining chair, positions the pelvis correctly for building core strength. In short, it mimics the position in the saddle. Every tiny move you make, turning from side to side or reaching over to grab something, inner muscles are required to work. Core strength and posture are said to improve within a week. Available in black, red or blue, the RRP is £129.95. t Back in Action 0207 935 9120 An ETN test: This is a fantastic bit of kit, writes Liz Benwell. I’m sitting on one as I write and am finding it really comfortable. As well as feeling that I’m toning my riding muscles, it definitely frees up the lower back and alleviates ‘numb bum’ syndrome! It’s easy to use with no setting up required, and good to know something useful is being achieved while sitting at a desk. I haven’t fallen off mine yet!
Free clipper blade offer HCS Services, the new UK distributor for Hauptner clippers, is offering free extra sets of blades this autumn. Additional blades, worth £38 to the trade, will be given to retailers when they order the Hauptner 2000 Plus clipper (while stocks last). It is up to stockists if and how they pass on the saving to their customers, says the distributor. German company Hauptner was established in 1857. t HCS Services 0191 259 6666 www.equestriantradenews.com
Rugs with silver linings AFTER nearly a decade on the market, Viking rugs from FalPro have gained legions of fans. There are three main reasons why many users say they wouldn’t swap to any other rug: the cut, the layering system and the Silver Interactive Technology. The result of this trio of benefits is a rug that doesn’t rub, appears to adapt to the horse’s body temperature, is self cleaning and therapeutic too. Pro Fal Vikings comes in sizes 5’ to 7’3” in 40g, 200g and 400g weights, with optional removable zipped neck covers. The Viking’s layering system is similar to that used in technical offshore yachting and mountain climbing clothing. That is, it renders the garment waterproof while simultaneously eliminating condensation. This not only makes the rug highly breathable, but the hotter the horse becomes, the more cooling air is drawn in between the layers of the rug. Like all ProFal turnout rugs, the Viking has an extra blotting layer next to the anti-rub lining. This prevents any leakage from the stitch holes penetrating through to the inside of the rug.
Power of silver Silver Interactive technology – a thread of pure silver woven into the rug’s lining - was introduced to the equestrian market by FalPro in 2004. Silver’s conductive properties, which have been shown to increase blood flow, are well documented in human health. The medical community also recognises silver as an effective antimicrobial agent which works best in warm, moist conditions – such as the inside of a rug. Another benefit is that, since silver conducts electricity better than any other fabric, it eliminates static and associated equine discomfort. Silver Interactive fabric also inhibits the growth of odour-causing bacteria and fungi in textile products. Ammonia – the main cause of ‘stable smells’ - binds readily to silver, resulting in further odour reduction. As far as warmth goes, Silver Interactive minimises radiative heat loss by reflecting it to the skin. So Viking rugs are great for keeping horses warm without over-heating. Silver Interactive technology does not wash off or wear out and lasts the life of the product. t TAGG Equestrian 01636 636135
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Digestive support
Just what the trainer ordered
THE changeover to winter forage can leave some horses’ digestive systems struggling to adapt. Loose droppings and possible weight loss are typical indicators. Feeding Baileys Digest Plus prebiotic gives the bacterial populations of the hindgut the support they need as they get used to the new fibre sources arriving in the gut. It can be fed long term to counteract on-going problems such as old age, or when a horse is under stress from travelling, competing or a change of routine. Digest Plus has also been effective for scouring foals, after a course of antibiotics, horses on box rest and those that suffer from recurring digestive upsets. t Baileys Horse Feeds 01371 850247
PONY CLUB mums, trainers and spectators at indoor shows know just how damned cold it can be standing around on a cold winter’s day. So Liz Hayman, of clothing label Equetech, set about finding a solution aided and abetted by international dressage trainer Pammy Hutton. “We did a bit of collaborating in the summer over coat designs,” said Liz. “Pammy wanted a proper ‘standing in the freezing cold’ coat. So I came up with a design to tick all the boxes.” Pammy collected her new coat at the British Dressage National Championships, the first two days of which were unseasonably cold. “It definitely put a smile on her face,” added Liz. The down quilted jacket has a wind resistant shell with water repellent finish and oversized pillow collar to protect the neck and face. “It’s my new winter wonder coat,” said a warmed-up Pammy. “Honestly, it’s the only one long enough for us taller ladies.” t Equetech 01296 688966
Balancer helps maintain veterans’ mobility NEW TOPSPEC Senior Lite Feed Balancer contains a multi-supplement with levels of micronutrients and digestive aids normally only found in high quality, specialised supplements. Importantly for older equines, the palatable, non-heating, low calorie product includes micronutrients known to help maintain mobility. For instance, the scientifically recommended rate of 10 grams of glucosamine/500kg horse/day is a key feature. Overall, the specification provides micronutrients to balance the diets of good-doers at rest or in light to medium work. Using TopSpec Senior Lite Feed Balancer helps to maintain mobility and won’t promote weight gain. Feeding it will help to improve hoof quality and promote a supple skin with a shiny coat too. It also helps to maintain a healthy immune system and includes a highly available source of vitamin C to help maintain healthy lung tissue. In addition, there are powerful levels of vitamin E and selenium. These act as anti-oxidants, neutralising the harmful presence of excess free radicals which may speed the ageing process. Two yeast products to help maintain a healthy hindgut environment are important for elderly horses and ponies on restricted/poor grazing. While TopSpec Senior Lite Feed Balancer offers good quality protein, there are only low levels of sugar and starch. It’s important to keep the starch intake of elderly horses relatively low when fibre intake is compromised, says the company, in order to maintain healthy hindgut function and avoid loose droppings. Senior Lite is available in 15kg sacks. t TopSpec 01845 565030
Instant feeding answers A NEW ‘live chat’ area on Dengie’s website gives consumers instant nutritional advice from the company’s equine nutritionists. You can use it in-store too...just key in a question and wait a few moments for the answer. “The new website and live chat have been introduced to make nutrition advice and information really easy to access and simple to understand,” said Dengie marketing manager Lisa Wilson. t Dengie 01621 773883
It wouldn’t be Christmas without ... THE new Christmas Selection Box from Likit Products is packed with goodies. There are cut-out characters, a game and an exclusive competition code that can be entered online. The eye-catching box contains 100g packs of Likit Snaks in apple and cinnamon plus mint and eucalyptus flavours, plus Likit Treat Bars in carrot, apple and cherry. The Likit Selection Box is sure to be a hit with equestrian shoppers of all ages during the festive season. It’s available from wholesalers Westgate EFI and Trilanco t Likit Products 01655 750523
Picture perfect promotions
THANKS to advances in technology, it’s easy to take photographs yourself these days. It’s also very easy to allow amateurish-looking images to spoil an otherwise good promotion. Whether you’re putting together a new brochure, updating your website or need new marketing material, photographer David Saunders can give your products, services or store a fresh new look. Since 1999, David has photographed horses and equestrian people, clothing and products both on location and in the studio. His equestrian knowledge ensures his work is technically correct and totally authentic, while his artistic flair means the end result is sure to grab potential customers’ attention. Typical of the truly professional photographer, David is well versed in capturing the best shots in difficult conditions to help keep costs down and ensure reliable results. He has no fear of working with children and animals! David has provided this month’s ETN front cover image; his photography appears in many other international magazines. He also covers corporate and social events and can provide an on-site, instant printing service. Library shots are available as well as commissions. This stunning image is from last year’s FEI world endurance championships. t David Saunders Photography 01691 683766 16 NOVEMBER 2013 EQUESTRIAN TRADE NEWS
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Jodhpur brands seek stockists GALLOPERS UK is looking for more UK stockists for its Hacked Off and Hoof It jodhpur brands. Fresh designs for each season appealing to all ages and budgets make the brands desirable for consumers and fast moving for retailers, says Gallopers UK. The company has been wholesaling for six years. With a new autumn/winter collection available for delivery, attractive margins and excellent customer service are also offered. t Gallopers UK 01427 787823
Bedding supplier pledges price freeze NO PRICE increase until at least March 2014 – plus guaranteed delivery for new and existing stockists. That’s the cast-iron offer from Bliss Bedding. Bliss Bedding, a premium quality, dust-extracted rape straw product, is delivered directly to retailers by the company’s own transport fleet. With no third party hauliers or wholesalers involved, competitive prices and reliable delivery are the order of the day, says Bliss Bedding’s Ben Stubbs. “We have secured enough rape straw to last at least double our current capacity,” he said. “So we can guarantee supplies throughout the winter.” With conventional straw supplies likely to be under pressure following a difficult 2012/13 growing season, Bliss Bedding is ready to step into the breach. “We’re keen to supply new stockists and we can offer them the same guarantees as our existing stockists,” added Ben. “In fact, we may even be able to extend the price freeze beyond the end of this winter...but we always like to be able to keep our promises. As well as a friendly, helpful approach to ordering, pricing and delivery, Bliss Bedding has an in-house marketing team to help promote its products in your store. The finely chopped rape straw used to create Bliss Bedding is dust extracted and treated with Trus-Steed Stable Guard which leaves a bitter, unpalatable taste. The biodegradability of rape straw means the bedding breaks down quickly on the muckheap, making Bliss an easy to manage and economical bedding choice. Bliss Bedding offers Bliss Basic, Bliss Citronella and Bliss Eucalyptus alongside Just Feeds products. t Bliss Bedding 01335 310202
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Hatters get their heads together JOHN STAFFORD, formerly with Jack Murphy Outdoor for 20 years, and milliner Lee Williamson are the names behind Heather Hats and Accessories. The pair has pooled their experience of headwear manufacture to create Harris and British Derby tweed caps, felt hats and waxed cotton headwear for ladies and men. Heather Hats sales manager John Stafford developed the accessories side of the Jack Murphy Outdoor brand; while Lee Williamson, a director of Heather Hats, specialises occasion wear millinery. The result of their collaboration is a modern twist on traditional country styles; luxury satin and contrast cotton twills can be found in many of the hats. The desire to provide retailers with high quality at affordable prices is also a driver for Heather Hats and Accessories, they say. The company is due to introduce more new products at BETA International 2014 with handbags, purses, gloves and scarves, plus a new selection of British tweed hats. t Heather Hats and Accessories 01525 717535
18 NOVEMBER 2013 EQUESTRIAN TRADE NEWS
Christmas is coming ADD some sparkle to your store with these 8cm diameter Christmas baubles. Decorated with sparkling horsey patterns in red/gold or blue/silver, they are made from plastic so are safe for households with children and dogs. Six baubles of one design are packaged in a transparent box. t Jenkinsons 01924 454681
Breathe easy COUGH FREE is a supplement containing a combination of herbs designed to open the equine airways. It’s ideal for horses stabled for the winter, or in need of an early spring 'pipe cleaner' before the season begins. t LeslieSutcliffe 01608 683855
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New bit material was two years in testing GERMAN bit brand Sprenger has introduced a new material called Sensogan. It’s said to be an improvement on Aurigan, the alloy Sprenger has used in its bits for more than 20 years. However the brand’s UK distributor Zebra Products points out that Sprenger’s popular Aurigan bits are far from obsolete. “Aurigan is still very valid,” said managing director Simon Middleton. “Sensogan is just Sprenger’s latest development.” Existing Sprenger bit bank customers, of which there are about 50 in the UK, can choose to replace their 26 bits with a 20% discount from trade, added Simon. The launch is supported with merchandising offers too. New customers can buy bit ‘test centres’ featuring Sensogan with a 30% discount. And a counter top display unit plus a bit of their choice come free when stockists order ten Sensogan bits.
White-gold Sensogan gives bits a white-gold colour which does not easily tarnish and is easy to polish to a high shine. The range is identified by a stamped black ring on the mouthpiece cheeks. Sprenger spent two years developing Sensogan, its aim being to intensify the positive features of Aurigan. Testing was undertaken at the veterinary college of Hannover and the German Riding School in Warendorf The result is a composition of copper, manganese and zinc; reduced copper content combined with manganese providing a more regulated process of oxidation. Sensogan is available in several Sprenger bit styles including the KK Ultra, Dynamic RS, WH Ultra and Turnado ranges, plus weymouths, bradoons and jumping and training bits. Different bit rings can be ordered to match stainless steel or bronze coloured bridle work. The costs are said to be in keeping with the Aurigan range. t Zebra Products 01352 763350
Bedding has added silver BEDDING brand Nedz has added silver to its organic chopped straw formula. Silver is said to help combat bacteria, viruses and fungi, making it useful in instances of wounds and skin conditions. It also reportedly encourages healing. Natural Nedz bedding also includes manuka, aloe vera and cade oil for their anti-bacterial, antiseptic, anti-fungal, and anti-parasitic properties. t Nedz 01254 677762 www.equestriantradenews.com
EQUESTRIAN TRADE NEWS NOVEMBER 2013 19
Top trade talks at BETA Conference Speakers (left to right) Mike Berry, Bill Smith, Asad Ali, Richard Dearden and Tony Mooney join BETA executive director Claire Williams and BETA chairman Ian Hassard, (third right) celebrate a successful conference.
eventy delegates from large international brands to small independent retailers, attended the British Equestrian Trade Association’s 2013 Conference to hear a line-up of key industry experts speaking on some of the sector’s most topical subjects. Issues ranging from better retailing to digital marketing were explored at the event, which took place at Whittlebury Hall Hotel & Spa, near Towcester, Northamptonshire, where delegates also took advantage of some prime networking opportunities. Tony Mooney, of First Data Merchant Services, talked about ways in which retailers could minimise the risks to their businesses from credit card fraud. He highlighted the fact that payments made when the card holder is not present – such as in the case of online transactions – were the fastest growing type of fraud. “Good housekeeping is key,” he said. “Follow correct procedures and always check the facts.” Asad Ali, a partner in Leeds-
S
based Blacks Solicitors, looked at the protection of intellectual property, with trademarks and copyright taking centre stage. In an upbeat presentation, he explained that intellectual property does not necessarily relate only to a product – it can also be the branding, logo, slogan or even smells, for example. Mike Berry, of the Digital Marketing Institute, raised the issue of digital marketing and congratulated delegates on their social media and online marketing skills. He emphasised the speed with which the world of communication was changing and urged delegates to consider a wide range of digital platforms to stay connected. Richard Dearden, managing director of John Lewis, Brent Cross, gave a fascinating insight into this successful high-street chain and its operating model in which all employees are partners, sharing in the financial success of the stores. He spoke of the way in which John Lewis had tackled tough economic times and
22 NOVEMBER 2013 EQUESTRIAN TRADE NEWS
Seventy delegates enjoy the conference’s programme of key industry speakers.
developed its online sales in response to customer demand. In the past year, for example, it had made £1 billion worth of sales from consumers who preferred to shop on the website. Bill Smith, aka The Shop Doctor, brought his extensive knowledge of retailing to the conference, providing a powerful presentation packed with tips on how to generate
increased footfall and encourage existing customers to spend more. A store’s exterior is just as important as the interior, he urged, and thoughtful visual merchandising could reap dividends – but don’t forget the basics. “Know your regulars, welcome new customers, work on eye contact and don’t forget to smile,” he said.
BETA attended five consumer events over the year, including Bramham International Horse Trials, where it sponsored the CIC 3*.
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BETA BY NUMBERS BETA executive director Claire Williams presented an interesting and entertaining picture of the trade association over the past year (October to October) to members at the AGM – with the help of numbers…
BETA membership 800 BETA members 64 new membership applications 147 membership packs sent out BETA International 20 exhibitors in 1979 251 exhibitors in 2013 4551 visitors in 2013 141,953 visitors to the BETA International website in the runup to the 2013 trade fair BETA courses 26 courses covering safety, lorinery, merchandising and medicines 335 people trained, from RDA instructors to SQPs
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Body protectors 16 licensees in the scheme 246,000 labels and swing tags sent to companies to attach to garments 124,000 body protectors made under the scheme Consumer events 142,781 visitors to the five consumer events attended by BETA Media 130 publications worldwide sent BETA press releases 2.5 million readers seeing commissioned BETA editorial features BETA Business Awards 3,756 nominations received for eight BETA Business Awards Take up the Reins 4,399 people – many firsttimers – riding one of the mechanical horses BETA website 4,372 average monthly visitors
14,395 page views per month 604 queries via the website UKTI funding £117,100 funding sourced 58 member companies receiving funding for six shows Feed 74 delegates attending the BETA Feed Conference 42 NOPS members 0 feed positives from morphine COUNCIL CHANGES Two council members, Tremayne Roden, of Aerborn, and Tracey Morley-Jewkes, of Belstane Marketing, have stepped down and nominations were received for Anna Franklin, of Thomas Irving, and Ruth Bishop, of Ruth Bishop Consulting, who were both welcomed to the BETA Council by other members: BETA chairman Ian Hassard, Dengie Horse Feeds; BETA vicechairman Linda Mortlock, Ingatestone Saddlery; BETA treasurer Peter Phillips, Abbey
England; Hayley Cox, Anything Equine; Sara Blackshaw, Countrywide Farmers; Catherine Hale, LFA Celtic; Heather Hyde, Neue Schule Bits; Alison Sherwood Bruce, Equilibrium Products; Andy Haines, Redpin Publishing; Chris Gordon, Dodson & Horrell; David Dyer, David Dyer Saddles; Ian Mitchell, Heritage Marketing; Ian Silman, Equicraft Saddlery; Malcolm Ainge, Shires Equestrian; Michael Mullavey, Weatherbeeta; Nicky Mackenzie, SEIB; Nikki Newcombe, Bliss of London; Peter Wilkes, Vale Brothers; Richard Lawrence, Matchmakers International; Simon Wetherald, Bardsey Mills; Wendy Hofstee, Unicorn Trails.
SUBSCRIPTION INCREASE BETA announced that membership subscriptions would increase by up to 2 per cent with effect from July 2014.
EQUESTRIAN TRADE NEWS NOVEMBER 2013 23
Time to celebrate!
T
he 2014 BETA Business Awards will be presented at the British Equestrian Trade Association’s glittering Gala Dinner next February. ETN takes a look at the awards and finds out how to nominate the individuals and companies you think deserve to win. The search for winners of the 2014 BETA Business Awards is now under way, with nominations being sought for each of the nine categories. These prestigious business accolades are designed to reward those who have made a significant contribution to the equestrian industry. Winners will be presented with their awards at the BETA Gala Dinner, at the National Motorcycle Museum, near Birmingham, on Sunday 16 February. The award categories are…
2014
Joules Equestrian Event of the Year
TSM Rider Award
This award acknowledges the event – an indoor or outdoor consumer show – that works best with its tradestand exhibitors, taking their needs and requirements into consideration. Visitor experience will also be considered – the award was opened up to consumer nomination and vote for the first time last year. Nominations: Tradestand holders – individuals or companies – that have exhibited at such events from January 2013 onwards are invited to nominate an event, explaining why they think it caters well for the trade. Consumers, too, will be asked to nominate their favourite event, giving reasons for its success. An independent judging panel will make the final decision. Entry deadline: 10 January
NOW in its 11th year, this award recognises sponsored riders who have made the greatest contribution to the trade. It is presented to those who have participated fully in building a relationship with their sponsors, generating good results for them as well as themselves. Nominations: Sponsoring companies can nominate riders, with supporting information such as competition results, details of personal appearances and involvement with product development. Entry deadline: 17 January
Equine Careers Sales Representative of the Year THIS award is open to both employed and self-employed sales representatives and agents, and will be awarded to the individual judged outstanding in his or her approach to customer service. Nominations: Retailers and suppliers can nominate, giving the reason they think the nominee deserves to win. The final decision will be made by a BETA members’ vote Entry deadline: 10 January
BETA Lifetime Achievement Award This is to honour those who have made a significant contribution to the equestrian industry over a long period of time. Nominations: Biographical details of the nominee are invited from all sectors. Entry deadline: 17 January
24 NOVEMBER 2013 EQUESTRIAN TRADE NEWS
UKTI Export Award COMPANIES of all sizes that have generated substantial and sustained increases in export activity over a three-year period can be entered for this award. Nominations: Information should include details about the level of export and growth in relation to the size and turnover of the company, planning and strategy, and the degree to which the products or services have been adapted to an export market. Applications will be judged by UKTI. Entry deadline: 10 January
Harry Hall Retail Employee of the Year NOMINATIONS are being sought for the employee showing initiative, excellence in customer service, product knowledge and commitment to professional retailing. The winner will also be given a cash prize of £200 and his or her employer will receive BETA training vouchers. Nominations: The award is intended for shop-floor employees only, not managers, and nominations are invited from employers or sales representatives. An independent judging panel will draw up a shortlist, followed by interviews to determine the winner. Entry deadline: 10 January
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SEIB Retailer of the Year THIS award is for tack shops and feed merchants – they do not need to be BETA members – who are nominated by their customers. It includes categories for large and small retailers, and mail-order and Internet retailers. Nominations: Customers can nominate their favourite retailer online by logging on to www.retaileroftheyear.org.uk or completing a form in-store. Cards with nomination details are available from the BETA office, as well as the forms on which retailers can add their details to make it as easy as possible for customers to nominate them. Once nominations have been received, retailers will be sent a questionnaire from BETA that must be completed and returned by 31 December 2013 to be considered for the next stage of judging. Shortlisted companies are then put forward for a vote by the trade members of BETA. This award also involves mystery shoppers and incognito telephone calls organised by BETA. Entry deadline: 9 December
Haygain Nutritional Helpline of the Year THIS accolade goes to the company that offers exemplary service in nutritional advice to customers, both trade and retail. Nominations: Customers can send their nominations by post or log on to the Haygain website, www.haygain.com, to download a form. A shortlist will be drawn up for final judging, which will include incognito calls. Entry deadline: 10 January
It’s party time! The final touches are being added to preparations for the BETA Gala Dinner – arguably the best night in the equestrian industry’s social calendar. Guests gather in formal attire for a stylish champagne reception, before enjoying a delicious three-course meal and coffee.
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Blacks Solicitors Trade Supplier of the Year This award will go to the manufacturer, wholesaler or distributor judged to offer the best in delivery, customer service, product knowledge and awareness of retailers’ requirements. Nominations: Retailers can nominate the supplier they feel offers them the best service and works to help them build sales and profitability. Suppliers are also able to nominate themselves by submitting a formal application on why they think they deserve to win. Shortlisted companies will be judged, followed by a further retail members’ vote. The final judging stages will be overseen by an independent panel Entry deadline: 10 January
HOW TO NOMINATE IF YOU would like to nominate an individual or company, please provide the name, award category, reason for nomination and your name and address, then post to BETA, Stockeld Park, Wetherby, West Yorkshire LS22 4AW, fax 01937 582778 or email tinah@beta-int.com. Please include any supporting information you think appropriate. Entries must be received by the dates stated. Help and advice on making a nomination is also available, contact Tina Hustler at the BETA office.
Winners of the 2014 BETA Business Awards are then announced, followed by dancing and entertainment. Guests are invited to support the evening’s charity raffle for the RDA, for which BETA fundraises throughout the year. Tickets cost £56 per person, £510 for a table of 10 and £612 for a table of 12 – all plus VAT. Ensure you don’t miss out on this special evening by booking your place now. Contact BETA, telephone 01937 587062 or email tinah@beta-int.com
EQUESTRIAN TRADE NEWS NOVEMBER 2013 25
The next ‘big thing’ in feed? Do you know whether the horse feed you sell contains genetically modified (GM) ingredients? More importantly, do your customers know – and do they care? A team of experts from the British Equestrian Trade Association (BETA) Feed Committee bring us up to speed. DEFRA’s website states that no genetically modified (GM) crops are grown commercially in the UK. However, in this age of globalisation that doesn’t mean to say that GM doesn’t affect the UK horse feed industry. Increased demand for food across the globe and the use of crops as bio-fuels has driven up prices. So farmers are looking for crops that are more efficient and require fewer inputs to reduce costs and increase yields. One way to achieve this is to use GM varieties. This has meant that certain crops, such as soya – all of which is grown outside Europe, are becoming increasingly difficult, if not impossible, to source reliably as non-GM varieties. As a result, GM crops are being imported for use in animal feed and, to a lesser extent, in some human foods. It is a legal requirement to label feed and foods containing GM materials (Regulation No 1830/2003). So consumers should be able to make an informed decision as to whether they wish to consume GM products or feed them to their animals.
How can GM crops benefit us? GM crops are modified to help provide protection against pests and herbicides, thus improving their growth to assist farmers’ efficiency and production. GM crops may also help to reduce damage to the environment; they may be more sustainable than non-modified varieties as fewer chemical inputs such as fertilisers and pesticides are required. GM crops have also been produced with enhanced nutrient levels to improve people’s health and act as a humanitarian tool. For example, GM varieties of rice have been produced to help reduce malnourishment in developing countries.
What are the main concerns about GM? Genetic modification of crops provokes strong reaction and opinion from many different individuals and organisations. The main concerns over their use fall into the broad categories of potential harm to the environment and to human health. Environmental concerns include whether GM can bring harm to other species of plants and animals; also whether the indiscriminate transfer of genes can create more problems such as breeding ‘superweeds’. Human health fears include increasing the risk of allergies and any potential long term effects of introducing foreign genes into food crops. 26 NOVEMBER 2013 EQUESTRIAN TRADE NEWS
Most farm animal feed products in the UK which contain soya now include GM soya. However, on the whole, with the exception of possible allergies, scientists believe GM foods do not present a risk to human health.
Are consumers bothered? In response to the concerns raised by manufacturers about the supply of non GM materials, BETA carried out a survey earlier this year to find out how the horse industry felt about the GM issue. The survey found that although 65% of retailers felt that nonGM wasn’t an important issue for their customers, 45% of horse owners stated it was an important issue to them with only 24% saying it wasn’t. This difference may be due to many horse owners simply assuming that the majority of horse feeds contain non-GM ingredients; although in reality this is becoming increasingly difficult to achieve.
Why supply non-GM feeds? Organic holdings and farms approved by the Soil Association are obliged not to use GM feed materials. If they use horse muck as a natural fertiliser, the horses from which the muck is sourced must be fed on feed that is non-GM, although it is not required to be organic. It’s also a requirement of the Laminitis Trust [whose approval mark is widely recognised] that non-GM materials are used. So there are a variety of reasons why a manufacturer might want to try to maintain a non-GM status. The biggest challenge for UK horse feed manufacturers, therefore, is to find alternatives to soya if they wish to supply nonGM feeds.
What is soya? Soya is a member of the legume family along with peas, beans and alfalfa. Like all legumes, soya is a great source of protein. The major soya bean growing countries are the US, Argentina and Brazil; all the imports of soya products into Europe are from these countries. www.equestriantradenews.com
The soya used in horse feed produced in the UK is intrinsically linked to the animal feed industry which has increasingly moved to GM varieties. In fact, most farm animal feed products in the UK which contain soya now include GM soya.
Why do horse feed manufacturers use soya? Soya is a protein source from plant origin and so is ideal for herbivorous animals with increased protein requirements, such as breeding and young stock. It’s also an important ingredient in concentrated feeds such as balancers. Soya contains a good range of essential amino acids – those that have to be supplied in the diet because the horse cannot produce them in sufficient quantities itself.
45% of horse owners stated non-GM was an important issue to them. What are the options for manufacturers? There are several alternatives to soya oil that are non-GM, such as rapeseed oil, which manufacturers may choose to change to. Several are already in the process of changing or have changed. Some manufacturers may prefer to use GM soya oil to avoid making a change to existing formulations. It is much more difficult to find alternatives to soya bean meal, so many manufacturers may choose to use soya bean meal that is GM, or supplement their formulations with other protein sources such as rapeseed, sunflower or distillers grains. Soya hulls provide a source of highly digestible fibre yielding a similar energy to cereals and so are particularly useful for manufacturing low starch, high energy horse feeds. The few alternatives available include sugar beet and alfalfa, but are not without their pros and cons.
How will I know if a feed contains GM material? It is a legal requirement to declare the presence of GM feed ingredients on the label. So checking the labels of the feeds you stock is a simple way to find out. If you have any questions about the use of GM ingredients, then contact the manufacturer for more information.
Consumers are increasingly knowledgeable about what goes into their horses’ feed buckets. But how will they react to the next big issue – GM vs non-GM?
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Why next season starts here...
Correct winter feeding ensures your customers’ horses are ready to go when the 2014 competition season begins, says Lizzie Drury MSc RNutr.
There’s nothing like grazing on grass, but with careful winter management your customers can satisfy their horses’ need to trickle feed.
ood feed management through the winter results in horses and ponies that are in optimum condition to start training and fitness work when the spring arrives.
G
And it often falls to the feed retailer to assist those customers who are struggling to keep their horses in optimum condition at this time of year.
The problem When horses begin to spend more time in their stables, many owners prioritise keeping them warm with heavyweight rugs. As the weather gets colder, they also feel inclined to give their horses big buckets of concentrate feed at least twice a day. But what they often don’t prioritise the most important element of a horse’s diet - FIBRE! Quite simply, owners are failing to meet their horses’ need to trickle feed and allow them to exhibit, as far as possible, their natural grazing behaviour. It’s also likely that their choice of concentrate feed may be unsuitable.
The solution Sometimes, no matter what management routines are put in to place, some horses can’t cope with increased stable time. Ideally they should have some sort of turnout, even just for an hour or so a day. However, many horses can relax quite happily into winter routines providing your customers make it their priority to meet the horse’s fibre intake. www.equestriantradenews.com
Saracen Show Improver Pencils are a barley and oat free formulation which includes Equi-Jewel, a high fat stabilised rice bran. Designed to help maintain a steady temperament while supporting optimum muscle and topline development, this ration is palatable so helps to maintain fussy feeders and poor doers.
Here’s how: ● Forage should be fed ad-lib. As a rule, owners should ensure that’s at least 2 – 2.5% of their horse’s bodyweight in good quality forage. ● Owners of overweight equines or gooddoers should speak to a qualified nutritionist about how best to reduce calorie intake while feeding adequate levels of forage. ● Make customers aware of hay replacement products, such as Saracen Super Fibre Pencils, which contribute to the horse’s essential fibre intake. Note that such products should only be used as partial hay replacers ● Tie haynets at different points in the stable (where practical), helping to stimulate the horse’s natural drive to browse while on the move. ● Fresh, clean water should always be available. ● Concentrate feed is required to ensure adequate vitamins and minerals are provided. Feeds that draw energy (calories) from highly digestible fibre sources – known as super-fibres - should be recommended so that condition can be maintained without promoting excitable behaviour. t Saracen Horse Feeds provides a free nutritional advisory service for stockists and their customers, tel 01622 718487.
Welcome to the cafeteria CAFETERIA style school dinners are popular – but when it comes to healthy eating, horses probably benefit from helping themselves more than children. Research has demonstrated that providing feed in a cafeteria style improves horses’ fibre intakes, says Lizzie Drury. Cafeteria style involves offering a variety of different fibre sources such as hay, haylage, alfalfa, high fibre pencils or Hi-Fi, to encourage horses to browse between them. There can be an option of feeding points too, including nets of hay and haylage placed at different points in the stable, a pile of chaff on the floor and perhaps some high fibre pencils hidden in some hay on the floor. There’s no right or wrong way to offer cafeteria style forage. It’s about finding a combination of fibres and feeding styles that best encourage the horse to increase his fibre consumption.
The golden thread of feeding Fibre and forage – the basis for every equine diet - comes in many forms, as ETN discovers. Grass on tap TOPCHOP Grass is a blend of dried, British grasses. It’s ideal for horses and ponies needing a soft, palatable chop; and tempting for fussy feeders including fit performance horses and elderly equines. TopChop Grass is suitable for all horses and ponies other than those prone to laminitis and those that need to lose weight. It can be fed solely with a TopSpec feed balancer or supplement. Additional feed, for example a TopSpec blend, can be added if extra nutrients for work or condition are required. TopChop Grass is dust-extracted and the grass has been high-temperature dried. These two procedures minimise potential mould, making the chop suitable for horses and ponies with respiratory problems. The product is lightly coated with soya oil but contains no molasses or other sugar coating. It has a non-GM formula. TopChop Grass comes in 15kg sacks, RRP £11.95. t TopSpec 01845 565030
Fast food for horses ALLEN & PAGE’S Fast Fibre is a barley and molasses free, ‘quick soak’ feed. Ideal for good doers or for horses that become excitable even on low energy feeds, it’s also useful when good forage sources are limited. Soaked Fast Fibre can be fed to horses with dental problems as a partial or complete hay replacer. And since it’s high in fibre and low in starch and sugar, it’s a great feed for those prone to laminitis. It also contains the prebiotic Ceregest GLC2. t Allen & Page 01362 822902
What are super fibres? WITH winter around the corner, your customers should be looking for a high value, slow release energy source for their horses, says Dr Tom Shurlock of British Horse Feeds. The products that fit this bill are sometimes termed super fibres. Super fibres generate more energy than traditional forages because the hindgut microbes ferment the fibres more completely during their transit through the gut. This is partly down to the fact that a higher proportion of the fibre is soluble, allowing greater microbial activity, and partly due to the profile of the fibre itself. Sugar beet pulp is one such super fibre, and arguably the best. In fact, sugar beet fibre has a double effect. Not only does beet pulp have a high energy value, it has also been shown to improve the energy value of fibre sources fed alongside it. This is probably through a prebiotic effect on a type of fermenting bacteria in the hindgut. It’s worth noting that the National Research Council in the United States actually includes a factor for this when describing beet based products. Fibre fermentation in the hindgut also generates heat. And, in winter of course, reducing heat loss is a major activity for horses. By replacing some of the hard feed with a highly fermentable fibre source, such a Speedi-Beet, your customers can maintain the energy levels required by a horse and improve the quality of the slow release energy. In fact, why not encourage your customers to stay with a beet product throughout the year and complement this with targeted hard feeds? Speedi-Beet is priced at RRP £10.95-£11.90 per 20kg bag. t British Horse Feeds 01765 680300 www.equestriantradenews.com
Putting forage first BETWEEN 70 to 100% of a horse’s diet should be provided by forage, says the maker of HorseHage. So it stands to reason that a horse owner’s choice of forage is their most important feed purchase is terms of hygienic and nutritional quality. Decent forage is dependent upon the quality of the grass harvested and its dry matter at the time of baling. Weather conditions while it’s being made significantly affect the end quality. Freedom from dust and mould spores is possibly even more important than the nutritional value of forage. Hay is never 100% dust free and even soaking it only removes some of the dust spores. In addition, the nutrient value of soaked hay will be greatly reduced and once the hay begins to dry the spores become airborne again. Unlike hay, haylage is usually dust-free. However, has it been properly wrapped to exclude contamination? A reputable bagged forage such a HorseHage overcomes all these concerns. Good forage at a reasonable price is a cost effective option. Poor hay at any price is a false economy. Top quality bagged forage from a well-established, reliable producer such as HorseHage has a high nutritional value as well as a full nutritional analysis and quality guarantee. It can be more expensive than hay, but the quality is consistent and there is no waste. HorseHage comes in four different varieties and has lower sugar levels (around 5%) than hay (around 10%). The High Fibre and Timothy varieties are safe to feed to laminitics. t HorseHage 01803 527257
Laminitis studies unveiled SCIENTISTS have advanced the understanding, prevention and management of laminitis with the publication of four new papers on the subject. One study considers the role that grass fructan may have in the development of laminitis. A second paper discusses the influence of water temperature when soaking hay, a common practice to reduce water-soluble carbohydrate content. Other papers cover a possible link between recurrent laminitis and reduced anti-inflammatory capacity; and the potential anti-inflammatory benefits of exercise. The work on these studies has been co-ordinated by The Laminitis Consortium, a research body initiated by The Waltham Equine Studies Group which provides the science for Spillers feeds. Two of the studies were funded by The Laminitis Trust. “These four new studies give further evidence to support some of the established management practices we advise for horses and ponies prone to laminitis,” said Clare Barfoot, research and development manager at Spillers. “These include the importance of feeding a balanced diet alongside appropriate forage, grazing restriction and regular, low intensity exercise whenever clinically possible.”
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What’s the alternative? FOLLOWING a good 2013 hay making season, this winter’s forage should be of better nutritional quality than the previous couple of winters’. However, some horses are not good forage eaters or palatability may be an issue. In these cases, alternative fibre sources should be recommended to ensure sufficient fibre is consumed to support a healthy gut, says Baileys Horse Feeds. Baileys Alfalfa Plus Oil not only provides digestible fibre but also quality protein for muscle tone. It offers additional slow release calories from 11.5% oil too. Baileys Alfalfa Blend combines alfalfa, green oat straw and clover, is grown according to organic principles and contains no preservatives or mould inhibitors. Both chaffs can be added by the handful to the compound ration or fed in larger volumes in a separate bucket as an alternative to hay or haylage. The latter feeding method encourages natural foraging behaviour, which is particularly beneficial for the stabled horse. t Baileys Horse Feeds 01371 850247
New kid is a block JUST FI-BLOCKS, from Just Feeds, contain nothing but alfalfa and fescue grasses. Made without additives or coatings, Fi-Blocks are held together purely by the compression exerted during manufacture. The result is a totally fibre based product. Each Fi-block weighs 1kg, so owners know exactly how much forage their horses are eating too. Great for extending eating time, they can be fed as they come, or soaked to make a chop for horses with poor dentition. Fi-blocks are available in two varieties, Alfablend (75% alfalfa, 25% grass) or Meadowblend (75% grass, 25% alfalfa). Just Feeds is also home of Bliss Bedding. t Just Feeds 01335 310061
• Popular agent John Hopes retired last month after 35 years working in the equestrian trade. Over the years John has represented many well known brands and called on countless retailers. In fact, he reckons he’s driven enough miles during his career to reach the moon and back – twice. John began his sales career in menswear at the age of 21; he also sold schoolwear and fashion. His only involvement with horses was “riding a bit as a teenager because I‘d heard that’s what all the best girls did.” By 1977, he found himself in the equestrian market having got a job as a representative for Harry Hall when the label was part of the Austin Reed group based in Basingstoke. In 1983, John decided to become a freelance agent and, over the years, represented a number of equestrian brands mainly in the southwest of England. They have included Matlock & Brown, Masta Horse Clothing, Classic Horse Clothing, Shires, Mr Fox, Sherwood Forest, Regent Boots, Sole Provider, British Country Clothing, Gorringe and Grays of Shenstone. But to many of his retailer customers, John has been ‘Mr Airowear’. That association came about following a chance meeting with Lucy CarrSeaman, founder of the body protector manufacturer, at the 1989 BETA Trade Fair when it was held at Sandown Park. “It’s been a pleasure working with John for 24 years,” Lucy told ETN. “His support and optimism through the downs and enthusiasm and cheerfulness through the ups has been appreciated by all the Airowear team. I would sum up John as a true gentleman and will miss him hugely.” John’s retail customers were also keen to pay tribute on his retirement. “A lovely man who is so good at his job without being too pushy,” said Sarah Gracey from Millwheel Tackshop in Warfield, Berkshire. While Edith Learmonth at Leonard Coombe Saddlery, Newton Abbot added: “We have really appreciated John’s fantastic service. We’ve never known an agent who has consistently looked after us for so long. We hope he enjoys his retirement.” Recalling many a cake-eating session with John during visits to his Colne Saddlery store, Maurice Emtage said: “I’ve known John a long time and think very highly of him.” For John, the major changes he’s seen during his long career include riders taking safety more seriously and a new generation of retailers. “Many of my original [retail] customers’ children have now taken over – and they are all still a delight to work with. The equestrian trade looks solid for the future,” he said. John (71) lives with his wife Vicki near Badminton in Gloucestershire. Retirement will allow more time for his enjoyment of gardening and cycling as well as acting as groundsman for the cricket club he founded in 1984. He also plans to continue fund-raising for his local church and spending time with his grandchildren.
• Peter Kearon has joined Trilanco as business development manager. “His experience and expertise make for an excellent fit with the business,” said Martin Balmer, managing director of the animal health wholesaler. Peter will be working with Trilanco’s suppliers, sourcing new ranges and driving the company’s export business. “I’m looking forward to working in a family owned, British company with a great reputation in both the animal health and equestrian industries,” he said. Peter has been working at cohesive bandage specialist Andover for the last nine years. Before that, he was with Robinson Healthcare and Marksway HorseHage. He has a degree in equine science, was brought up with horses and comes from an agricultural background. “I drive too fast, love curry and am a thoroughly nice bloke!” Peter told ETN. “For my sins, I’m a Liverpool fan - as are all the best Trilanco employees - which allowed me to meet my wife and the gift of my two kids. They are also Liverpool fans... seeing as I buy the food and they are too young to argue...” • Two members of staff joined Aivly Country
Store in Ringwood earlier this year. Becky Foggin (top) had worked at the Aivly site over ten years ago when it was occupied by Framptons pet and garden centre. She then went to work for the British Racing School in Newmarket before heading back to Hampshire. “Staff development at Aivly is really consistent and with professional training from equestrian brands such as Ariat, NAF, Baileys, TopSpec and dog brands from Barking Heads to Burns Nutrition, I’m learning a huge amount,” she said. Horse owner Rachel Elliott (right) joined Aivly from clothing retailer Beales. “I wanted to combine my equestrian and retailing experiences,” she said. “It’s great to be able to get customers’ feedback first hand on recommended products, be they bits or supplements.” Living as she does on a dairy farm, Rachel also assists Aivly’s agricultural clients.
• Congratulations to Della Farrington, Horsemasters Distribution sales rep for the north and northwest, and her husband Darren on the birth of their daughter. Megan Rose was born on 6 August weighing 8lb. • Dan and Rachael Tuck are pictured with their horse Bramble
following their wedding in Gloucestershire in September. Rachael (nee Harry) is the sales director of Snuggy Hoods. The couple honeymooned in Dubai and Sri Lanka.
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EQUESTRIAN TRADE NEWS NOVEMBER 2013 35
• Horseware managing director Tom MacGuinness moved closer to his ambition to represent Ireland at WEG 2014 last month. The inventor of Rambo rugs came second in a 120km endurance race at the PanAmerican Games in Uruguay riding Horseware LR Artista. Tom now needs two more completions to be considered for selection to Team Ireland for the World Equestrian Games (WEG) in Normandy next year. He has been competing in international endurance races for less than a year, but has already moved up from a world ranking of 1,595 to the top 500. Tom founded Horsewear in Dundalk, Ireland in 1985. • Equine Careers has teamed up with human resources (HR) guru Julie
Godwin. So the recruitment specialist can now offer consultancy on the likes of employment law, performance management, training, contracts and disciplinary issues. “By no means all companies have the luxury of their own in-house HR specialist,” said Equine Careers founder Emma Dyer. “This is where Julie can help, either for ad hoc advice to more in-depth consultancy'. Equine Careers is the only website dedicated to advertising office and professional vacancies within the equestrian industry.
• It’s rosettes all round for BETA’s Tina Hustler and her lovely coloured mare Ethel. The pair came fifth in the final of the Northern Show Cross series, held during Countryside Live at the Great Yorkshire Showground last month. “What an amazing horse – and she’s only six,” said Tina. Show Cross is a hybrid show jumping/cross country competition.
• Helen Dart, owner
of Bookham Saddlery in Surrey, is the new president of the Society of Master Saddlers (SMS). A Master Saddler, side saddler and saddle fitter, Helen is a lecturer for the SMS and a British Horse Society Instructor (BHSI). She breeds performance horses and is the district commissioner of the Surrey Union branch of the Pony Club. Thanking outgoing SMS president Laurence Pearman (with whom she is pictured) for his “great work”, Helen said: “I’m hoping to deliver a much more educational approach this year, not only to our members and saddle fitters, but also to the general public to help promote our trade and the welfare of our horses. “We already have a number of workshops planned and we are hoping that they will be well attended.” Peter Wilkes of Vale Brothers is the new vice president.
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• Master Saddler Helen Reader and Zennith triumphed in the novice
dressage at the British Riding Clubs NAF National Championships. Carmarthenshire based Helen, who runs HR Saddlery, competes with two horses. Zennith (pictured) is a nine year old, 17hh Dutch warmblood. Helen’s other horse, Tinahely Rocketa, was well placed at the championships too. Helen says a good alarm clock and early starts help her run her business and train her horses.
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Going to the dogs... and cats and chickens Penny Richardson meets some equestrian retailers for whom diversifying has become a ‘pet’ subject. witched on equestrian retailers all over Britain are adding pet sections to the horsey products already on sale in their stores and online — and it’s paying off. “Pet products are a very important side of our business. In fact, if I had to guess, I would say that our pet food and horse feed sales are about 50-50,” says Lara Johnson, partner at The Country Store (Collingham), a Yorkshirebased independent family business. The Country Store started life in 1998 as an animal feeds retailer and the business has since expanded to include pet bedding and accessories, a saddlery, smallholding supplies and country clothing department. The latter side has grown so quickly that Lara opened a second shop in September selling clothing only in nearby Boston Spa. The Country Store stocks most of the leading pet brands and Lara believes that the pet and equestrian sides of the business complement each other well. “They go hand-in-hand because there is, of course, a great crossover. Most horse owners also have a dog or two, so they love the idea of being able to come here and get everything they need in one go,” she says. But it’s not just equestrians who are beating a trail to the store. “We’re on the outskirts of Leeds and there are a lot of people in the area who dream of living a more rural lifestyle and keeping a few animals,” explains Lara.
S
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The Reed family established the Tack and Feed store in the Welsh village of Old Cwmbran 13 years ago and it’s now a thriving equestrian and pet products business. So what came first: equestrian or pets? “We started off as equestrian only and added to that with dog products. Small animals came next and we then introduced the poultry side,” says Tammy Reed, who runs the business with the help of her parents.
When rug manufacturers began making dog coats, Wadswick Country Store decided to stock pet products.
Pet sales keep us going in the summer when horse feed sales go down. The Reeds have plenty of practical experience. Tammy, a BHS instructor, got her first pony at the age of six and is also an SQP, dispensing wormers and Frontline products to horse, dog and cat owners. Her father, Steve, is a shooting enthusiast who has bred English Springer Spaniels for 40 years and her mother, Lyn, is the store’s exotic bird expert. Tammy says that the pet side now accounts for around 40% of their business. “It keeps us going in the summer, when horse feed sales go down because owners turn their animals out,” she explains. Tammy believes that all equestrian business owners need to diversify to survive. EQUESTRIAN TRADE NEWS NOVEMBER 2013 37
Indeed, the Reeds pride themselves on trying their utmost to obtain any product their customers request. “The fact that we’re a onestop shop goes down well. We have one customer who is prepared to drive here for1hr 30min because we get special rhea [flightless bird similar to an ostrich] food for her,” says Tammy. “We’re also the only outlet in the area for Equilibrium equestrian products and Skinners dog food.”
Dog beds, leads and toys are always in demand. So will Tammy diversify into products for more animal breeds? “I’m learning all the time, but I think I’d draw the line at snakes and lizards,” she jokes. Family firm Frosburys has been trading for more than 30 years from Guildford in Surrey. As well as a shop and online store, Frosburys also acts as a wholesaler, selling items such as bedding and feed to pet stores. Frosburys carries a full range for horse and rider, but also stocks feed and products for small pets from chinchillas to rabbits and hamsters and for larger animals, such as llamas. “Our equestrian side is definitely the biggest, but the pet product and feed sales are certainly an important part of the business,” says office manager Jane Stone. “But anything that boosts trade is welcome and we enjoy the variety of customer all the different products bring to the store.” Jane says that dog and cat feeds are among their best sellers. “We stock all the major brands and they sell very well,” she says. “And dog beds, leads and toys are always in demand.” Diversification can work both ways, as was proved when the giant Pets At Home business acquired Yorkshire equestrian retailer Ride-Away at the end of 2012, saying at
the time that this would help its “accelerated growth plan”. Alan’s Ark in Soham, Cambridgeshire, has done the same, albeit in a slightly smaller way. It began as a pet and feed business and Carole White now runs Ark Equestrian, a thriving tackshop, while husband Alan looks after the separate pet accessory and feed store. The equestrian side came about after the Whites bought a second shop in Fulbourn, near Cambridge. “We were going to stick to pets, but the Fulbourn shop had a small tack department that seemed popular, so it all started from there,” explains Alan. The Whites have since gone one step further on the canine side, as the Soham business is also the base for a dog training centre and hydrotherapy pool. The buildings and land are rented from the Whites, but both businesses have a symbiotic relationship. “It works both ways. I steer customers towards the dog training centre and they then recommend our products to their clients,” says Alan. “I wouldn’t be without it.” The dog centre is now the biggest in East Anglia and Alan recently rented another acre to establish a gundog training area. He is already thinking ahead to further projects. “I would love to add a grooming parlour and a vet’s surgery to the business. It’s only an idea at the moment, but I haven’t ruled it out!” he says. In 1986, Willie and May Russell established Russell’s Country Store as a diversification project on the family farm in Linlithgow, Scotland. Now, they own a thriving business that encompasses two stores and is still growing fast. “Our turnover has increased by 30% over the past year,” says May, who agrees that the pet side is growing fast. “The must-have pets in this area are chickens,” she adds. “When we started, we used to sell around five tons of chicken feed a month. It’s now grown to 20-25 tons, which means there are an awful lot of
38 NOVEMBER 2013 EQUESTRIAN TRADE NEWS
Frosburys caters for animals from chinchillas to llamas.
The Country Store also sells the rural lifestyle at shows with its tradestand.
A dog training centre is adjacent to Alan’s Ark’s.
chickens in Linlithgow!” Three years ago, the Russells built an extension to their shop that has helped sales for other pet products. “We could show off all the dog leads, coats and toys much better and it’s certainly paid off,” she says. However, May is also bullish about the equestrian side of the business. “It’s still growing, although it is quite weather-dependent,” she explains. Carolyn Barton, MD of Wadswick Country Store in Wiltshire, also believes that there is a growing market for pet products. “We established the pet products side when equestrian manufacturers began making dog coats, using offcuts from
their horse rugs,” she says. “These sell really well, as do leads, toys and dog treats. And all types of dog bed, from the expensive tweed variety to cheaper models, are very popular.” Carolyn is another retailer who agrees that the poultry market is growing fast. “Chickens are incredibly popular at the moment and we sell a lot of feed, supplements, drinkers and feeders,” she says. Diversification into pet products has definitely been a good move for all these retailers. And, as Carolyn Barton points out: “These days, when you manage to attract people into your shop, you have to sell them what you can.” www.equestriantradenews.com
If the hands and feet are dry and warm, the outdoor enthusiast is well on their way to beating the chill.
Kick on this winter! SHERWOOD Forest’s popular ladies neoprene lined wellington, the Derlington, is back for another season in navy or mulberry. The lightweight rubber wellington has reinforced seams to stand up to the toughest of challenges. An adjustable strap ensures it’s practical as well as fashionable. For extra warmth – and an add-on sale - offer Sherwood’s stripy Derrymore socks. Twin-packs feature Sherwood Forest branding and are guaranteed to add a splash of colour in-store. t Sherwood Forest 0115 942 4265
Married in wellies... Britannia rules the feet BRITANNIA Products has made socks for many well-known countrywear labels – not to mention Everest expeditions and the military. Now the British manufacturer, run by master hosiers since the 1920s, is turning its attention to technical equestrian socks. The first rider-friendly range from Britannia Products is Argyle with Merkalon or Coolmax. It comes in a range of colours to be ‘on trend’ throughout the year. Argyle with Merkalon is manufactured in best combed cotton, with a wool/polypropylene sole for extra warmth and comfort. Polypropylene is one of the finest thermal insulating fibres available. It has excellent wicking properties, and is superb for keeping feet warm and dry in adverse weather conditions, says Britannia Products. Coolmax is a technical fabric that keeps users’ feet dry and comfortable. For many years, Britannia Products’ Outdoor Pursuits range has been worn on expeditions to Everest, K2, The Sahara and South America. “We have also supplied them to military units in Afghanistan and Iraq. However now we feel it’s time to launch them into the UK marketplace,” said a spokesman. The company also offers a corporate branding service. t Britannia Products 01246 224121 www.equestriantradenews.com
IT WAS a muddy match made in heaven – a wedding and Grub’s wellies especially created for the occasion. Long before their big day, bride and groom Elena and Rick Lee fell in love with the unspoilt woodland at Arnside Knott, Lancashire. It was the perfect location for their wedding. In fact, everything was perfect, from the marquee to the views of the Lake District. Even the weather couldn’t spoil their special day when Grub’s provided bespoke, brightly coloured Frostline wellies for the bridal party. t Work-Lite 01279 418052
EQUESTRIAN TRADE NEWS NOVEMBER 2013 39
Easy care winter boots
Just fur fun
COPENHAGEN Winter Boots from Jenkinsons are designed for everyday use anywhere outdoors. There’s a removable inner lining made of thermo-insulting material, plus a removable shaft which is washable at 30 degrees C. Reflectors on the leg’s Velcro closures help in the hi-viz stakes, while the boot’s waterproof foot has a heel for riding suitability. Warm, cosy and easy to clean; it’s the ideal boot for a horsey winter. In black, sizes are 31 to 43. t Jenkinsons 01924 454681
CALDENE’S fabulous new fur collection gives your customers the classic winter look – with RRPs from just £15.99. The range features a fur hat, snood, mittens, scarf and headband all faux of course. The range is nevertheless really soft, reassuringly warm – and terribly trendy. Each item is available in grey/brown. t Matchmakers International 01274 711101
From ocean to dry land... LEADING boat shoe manufacturer Chatham Marine has turned its attention to keeping your customers comfortable on dry land. Chatham’s new country and equestrian footwear collection comprises high leg, waterproof leather boots – and features technical excellence borrowed from the boating market. Styled to grab attention in store, these boots also tick all the boxes when it comes to practical, rugged features for a ‘real’ country lifestyle. Pictured is the Woodstock from Chatham (RRP £150). Like its counterpart for men, the Chargot, Woodstock is made from beautifully soft leather and lined with a suede-like material. The Woodstock’s laces with toggle arrangement enable the boot’s leg to be tightened all the way up to keep out the rain (and hay and straw). The top strap with Velcro fastening completes a snug fit which, together with a decent heel, makes these boots suitable to ride in. The men’s version has a full length zip. Other innovations from Chatham are sticky rubber soles for great grip on mud or concrete and underfoot padding. Chatham’s Country range has RRPs from £59 to £179. t Chatham 0845 2700 217
Short and stylish EQUI-THEME Laine boots from EKKIA have pure wool linings and inner soles to keep feet warm. A rear zip allows for easy putting on and taking off, while elasticated laces ensure a close fit to the foot. These leather boots have a top stitched toe and lambskin binding for a luxurious look and feel. The RRP is £98.90 and sizes are European 36 to 41. t EKKIA 00 33 3880 74006
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Spanish style for British weather
For cosy toes THERMAL socks from the Eskeez high performance base layer range have soft, snug brushed fleece on the inside. Made with four-way stretch, they keep the feet warm without excess bulk; available in sizes small, medium and large. t Westgate EFI 01303 872277
THE Matador boot from Welligogs is guaranteed waterproof and has a breathable membrane. With distinctive Spanish styling, the boot has a side zip and is buckled at the top to allow for loosening or tightening around the calf. Welligogs says the Matador’s waterproof, breathable membrane means the boot can comfortably be worn for longer periods than other leather or rubber boots. Other features include a reinforced thermo rubber sole, moleskin lining and cushioned footbed. Sizes UK sizes 4 to 8 are available. t Welligogs 01785 662277
Bringing boots to heel Boots come in many guises nowadays... BETA helps you decide which are safe for riding in – and which aren’t.
RETA IL TIP
THE trend for multi-purpose garments such as jackets and fleeces that double up for riding and leisurewear is a triumph of versatility and value. With boots, however, styles worn for riding are a different animal from those kept firmly on the ground. For safety’s sake, a riding boot needs to have a small heel – no less than ½in high – to prevent the foot slipping through the stirrup. It should also have a smooth, firm sole with a solid shank between the heel and the ball of the foot. A boot should feature plenty of support to the ankle. A reinforced toecap – as opposed to a steel toecap - is a good idea to help prevent injury if trodden on by a horse. Boots with steel toecaps, or safety boots, must always meet appropriate safety standards. Traditional long riding boots or short jodhpur boots teamed with chaps or gaiters have been worn for many years. But today’s choice of country boots is becoming an increasingly attractive option for many riders, particularly those with wider calves who find the generous dimensions make them more comfortable to wear. Some country boots are sold as dual-purpose footwear and clearly state that they are suitable for riding. They have a heel of a suitable height, with a sole that is neither too chunky nor deeply ridged. Other boots, however, are totally unsuitable for wearing in the saddle. They tend to have quite chunky, deeply grooved soles with wide, boxy toes that could cause the rider’s foot to become caught in the stirrup. This could result in serious injury, with the rider being dragged along the ground in the event of a fall. Many of these boots also have a low, rounded heel that will do nothing to stop the foot slipping straight through the stirrup. Customers seeking a country boot for riding should check out the sole and heel, then make sure that their stirrups are wide enough to cope with the boot’s chunkier profile. Encourage them to try the boots in a stirrup. There should be a ½in gap at either side of the widest part of the foot.
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Award winning versatility THE Blenheim boot from Toggi was named ‘best in test’ by Horse & Rider in the magazine’s 2012 Big Boot Test. The judges no doubt recognised this handsome boot’s versatility that appeals to today’s busy horsey folk. Riders who don’t want to be constantly changing footwear between stable, field and saddle love Toggi Blenheim and Canyon waterproof leather country boots. Both styles feature ‘riding safe’ soles, waterproof leather uppers and waterproof and breathable membranes. Toggi offers socks for winter wear too. Choose from the super soft, warm fleece Candie to the Dalemy (pictured) with its padded towelling sole and added bamboo for improved anti-bacterial properties. t Finest Brands International 0113 270 7000
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Ultimate winter riding glove
THE 10 Below is the best winter glove for warmth and grip, says supplier SSG. Made with the brand’s special digital fabric on the palm, these gloves are breathable and durable A Spandura back is exceptionally elasticated, while a waterproof membrane, Thinsulate lining and polar fleece inner provide layer upon layer of warmth. The 10 Below is available in black and adult sizes 5 to 12. The trade price is £14. t SSG 00 353 429 389000
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How to sell gloves Gloves are no longer just for RETA keeping hands warm. They’re for IL grip on the reins, correct turnout T IP and protection. In short, they’re a great year-round seller – when you get the merchandising and price points right, says Simon Middleton, UK distributor for Schwenkel. RETAILERS should take time choosing their gloves rather than considering them as a ‘last minute’ stock item. In fact, gloves can be a real help to your turnover as they don’t take up much space, make great add-ons sales and are a perennial essential. The phrase “you get what you pay for” could have been invented for gloves. Schwenkel spends huge amounts on developing fabrics and leather treatments to create durable yet sensitive examples. These products may not be cheap, but they perform. Which gloves? You can’t stock every brand or type of glove, so narrow down your options. If you have lots of eventing or hunting customers, then a selection of modern leather gloves with anti-slip properties will sell. Include traditional colours such as brown and tan rather than just black. White’s alright: Offer white gloves for dressage riders and stock them in polyurethane – which washes well - as well as leather. Size matters: Gloves are measured in inches around the hand at the fullest part, excluding the thumb. Women riders tend to have bigger hands than non-riders, the average female rider’s hand being a size 7.5. When you see glove reps, try the gloves on to get a feel for the various brands’ sizing. Don’t assume that Schwenkel, Ariat and Roeckl will be the same fit. Leather gloves generally have more ‘give’ than the polyurethane; and those with stretch inserts/panels over the knuckles, such as these German Master gloves, offer great flexibility.
Wave and smile: Create an eye-catching glove display instore and keep it fresh. Perhaps brighten up a redundant area in the store using point of sale material featuring Schwenkel brand ambassadors Carl Hester, Michael Eilberg and Isabell Werth.
Technical training: Ask reps to help train you and your staff to understand the various gloves’ technicalities. A £70 pair is clearly far superior to one priced at £19.99 – but the customer needs to know why. t Zebra Products 01352 763350
www.equestriantradenews.com
Funky and technical NEW from Ariat, Women’s Jena H20 Insulated Boots combine this label’s technical advances with a funky, quilted appearance. Made from waterproof leather and suede upper with waterproof membrane, 200g Thinsulate insulation keeps feet and legs warm. The lace-up-style features a moulded heel clip, shock absorbing midsole, slip-resisting, non-marking Duratread outsole and ATS [advanced torque stability] technology for support and comfort. Available in coffee or dark brown, in sizes 3 – 7.5 and 8.5, the RRP is £199.99. Also pictured and perfect for winter riding, Women’s Bancroft H20 Insulated Zip Boots come in waterproof leather. They have a thermal footbed with X-static lining to regulate temperature. There’s also a waterproof membrane. In black only, sizes are 3 – 7.5 and 8.5. RRP is £144.99 t Ariat Europe 0845 600 3209
Wolf in boots
Ready to work A NEW addition to the Mark Todd Collection, this leather work boot is designed for day long comfort. With a soft cotton lining, lace fastening and padded ankle combined with a sturdy, moulded sole, it offers outstanding support. Available in brown in sizes 37 to 45. t Westgate EFI 01303 872277
Great value chill beaters COUNTRY ARCTIC riding boots from HKM come in good quality leather, fully lined with luxurious faux sheepskin. Yet they have an RRP of just £90. In black or brown, waterproof soles and water resistant leather further enhance those toasty toes. With Christmas just around the corner, these colourful Country Life Horse socks would make a great stocking filler display. Available in brown, blue, red and grey, the cosy cotton/polyester mix socks are decorated with horse shoes and galloping ponies. The RRP is £5.95 per pair. t HKM UK 01952 691784
FAUX FUR boot liners are all the rage again this winter. This example from Equetech suits wellies or country boots, giving extra protection, warmth and a fashionable twist. Made from anti-pill polar fleece with faux fur trim, they are machine washable. Caramel, marmoset and arctic wolf colours are available in one size, ladies’ 4-8. t Equetech 01296 688 966. 46 NOVEMBER 2013 EQUESTRIAN TRADE NEWS
www.equestriantradenews.com
Selling point or scam? When I see the words ‘herbal’ or ‘natural’ branded on equine products my cynical antennae start to twitch, says veterinary surgeon Tom Beech. atural’ and ‘herbal’ have become essential selling tools for manufacturers as consumers desperately try to ‘get in touch with their natural horse.’ The rise in sales of organic produce in supermarkets was the nod that manufacturers needed to start pushing such products. No longer are owners keen to use drugs such as good old ‘bute - they now want Buteless Bute... So what does all this mean? Is herbal or natural the way
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forward, or just another scam to sucker in punters? Looking at the perceived definitions of the two words, for me ‘herbal’ insinuates the use of a plant matter that has positive medicinal properties; ‘natural’ indicates that the substance is not man-made. Speaking to veterinary colleagues recently this has also been their understanding and interpretation of the terms. As with any products I’m asked to appraise, they must i. do no harm and ii. be effective. Yes, we’d like things to be cheap; yes, we’d love a great profit margin; but for me if they work, then that is the main concern. It’s no good pedalling a cheap but ineffective product. This does nothing for the horse, nothing for client relations and nothing for your morals. There’s no reason why natural or herbal products cannot be beneficial. In many ways, they can dramatically improve a horse’s health and wellbeing. I frequently use them during my cases involving performance issues especially those involving a full overhaul of the horse’s management regime. Indeed, many modern human and animal medicines have evolved from herbal or natural remedies. Yes, many of them are great and are indeed naturally occurring, but we rely on manufacturers to produce a high quality, effective end product from them. And therein lies the problem – a few underhand manufacturers that twist the words to sell their wares. It’s this part of the chain that can fall apart and, more
importantly, sully the good work of the many ethically minded producers out there. The majority of herbal and natural products fall within the murky, grey area of what are termed ‘nutraceuticals’. Part nutrition, part pharmaceutical, they fall outside the stringent legislation to which new nutrients or pharmaceuticals must adhere. This leaves them open to abuse and, unfortunately, it is this abuse that often casts a shadow over the good work of those that manufacture high quality herbal or natural products.
McDonald’s menu... Generally, horses should be living a more natural life. With the intensive breeding that’s taken place, clearly we can’t expect a modern Thoroughbred to be turned out on the Shetland Isles and thrive like a local hardy pony. But we should all take a step back and look at a horse’s natural needs. Are we supplementing their diets because keeping them indoors too much leads to physical and behavioural issues? And does typical modern pasture lack in diversity? This summer, I spent a month in Mongolia where the life of a captive horse is as close to being natural as is manageable. Their routine and diet is simple - and they thrive. There are no issues with vices as the horses are either being ridden or turned out in vast open spaces. Their diet needs no supplementation as they graze on a wide variety of grasses, herbs and shrubs. There are many lessons to be learnt from such a place. www.equestriantradenews.com
Mongolian herders’ horses waiting to begin a day’s work. Their lives can be hard, but they live naturally and are, on the whole, happy.
These horses live a natural life and though times can be hard, they are on the whole, happy. With this in mind, the use of natural or herbal products should be embraced - but in conjunction with natural husbandry regimes. There’s little point keeping a horse cooped up all day and expecting a bucket of some natural remedy to magic away all its issues. That’s not going to work at all. Neither is using an absurdly-named, pretentiouslyobscure herb going to undo the effects of a generally poor diet and exercise regime. It would be like ordering the entire McDonald’s menu and believing that a Diet Coke will balance it all out. Life is not that kind!
miracle supplement, they head straight for the local feed store. Which natural and herbal products should you choose to stock? Ask yourself, are they really natural? Are they just a gimmick? If you feel this to be the case, then take the brave step and don’t stock them. A more positive, pro-active approach would be to make sure that when someone comes into the store to buy a supplement, their true needs are discussed. Do they really need that mint or garlic enriched chaff or would their horse benefit more from a palatable multivitamin? Is the horse having a varied enough diet? Does it require natural supplementation? These actions will begin to help the horse live a more
Who do horse owners come to with their problems first? The vet? Pfft, I wish! No, they come to you, the retailer. What to stock So how to help the consumer? Well, the onus falls on two camps, firstly the retailer and secondly the vet. I place retailers first, not out of flattery, but for the sheer fact that you all have far more power than any vet. Who do horse owners go to with their problems first? The vet? Pfft, I wish! No, they come to you. As soon as they’ve read about some new www.equestriantradenews.com
natural life and, more importantly, educate or at least change horse owners’ current thought processes. It’s only due to a lack of knowledge that their horses are managed as they are. It’s down to you and other equine professionals to encourage the change and disseminate helpful, positive information. The future is bright; the future is natural.
EQUESTRIAN TRADE NEWS NOVEMBER 2013 49
When less is more
Supplements are fashionable, but Heather Giles advocates adding a bit of common sense to the feed bucket too. quine feed supplements are generally regarded as a modern invention. But the first equine feed supplement, a liquid ‘tonic’, was manufactured in 1834. Then in 1929, Equivite launched a vitamin/mineral supplement which still remains a best-seller. In the days before ‘complete’ feeds, most horses had a relatively simple diet of what we now call ‘straights’,such as oats, plus hay or chaff. Any supplements fed were to make up for dietary deficiencies in the cereals or forage. Spillers launched the first complete feed, Horse & Pony Cubes, in 1958 - and the equine feed industry has never looked back. Today there’s a myriad of feeds and supplements on the market. Vast sums are spent on sponsorship and advertising to persuade horse owners that their horses cannot do without these products.
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Do horses need supplements? Let’s consider how the Oxford English Dictionary defines a supplement: “thing added to something else in order to complete or enhance it” Keep that in mind because if horses are already being fed a complete feed and getting access to pasture or long fibre (hay or haylage) then, providing they have no specific health problems, they probably don’t need supplements. Owners shouldn’t compare their horse with his field companions. They should ask themselves: does he look in good health and is he coping with his work? If so, he probably doesn’t need a feed supplement.
It’s also important to be honest about how hard a horse is working. Doing less than an hour a day with a bit of a hack or a competition at the weekend is not working hard! Feed companies invest fortunes in research and development and the clue is in the name ‘complete feed’. So owners shouldn’t supplement ‘just in case’. If a horse’s feed is appropriate for his lifestyle and work-load, he probably doesn’t need a supplement. Advice about horses’ health, behaviour or diet should be sought from reputable professionals. If a horse has a chronic digestive problem or sharp teeth, no amount of supplements will help until the cause of the problem is resolved. Equally, if he’s uncomfortable in his back or feet, then feeding a supplement will not improve his ‘top-line’.
are the ones that have a beneficial nutritional influence on the horse. However there may be other ingredients, such as ‘carriers’, to improve the presentation of the active ingredients or make them more palatable. Examples are liquid herbal products which are often blended with cider vinegar or water.
Your customers shouldn’t be too swayed by advertising, testimonials or what their yard neighbour uses on their horse.Celebrities who endorse supplements often get them for nothing and this may influence their opinion.
Equine Billy Bunters Despite our best efforts, the life of modern equines is far removed from that of their pre-historic cousins. Mother Nature is not kind and cuddly and the life of a feral horse is hard. By over-rugging, overfeeding and oversupplementing, we’re producing equine Billy Bunters with behavioural problems on which we then spend even more money trying to resolve. There is a happy medium. So don’t be afraid to help your customers go back to basics and remember that, sometimes, less is more.
Cost per day Supplements come in varying sizes and presentations so the all-important cost per day can be very difficult to calculate, particularly if a socalled ‘loading’ dose is suggested. To compare the costs – and pass on the information to your customers - you need to find out from the manufacturer how many grams of the product there are in a level scoop. Then do your maths; don’t do it simply on product price and dosage.
Choosing supplements So if owners need to buy supplements, how on earth to do they decide which one? Equally, how do you decide which to stock? One of the most important things is to buy from a company that has a solid manufacturing history and a good track record in the industry. Make sure the labelling on the supplement is completely transparent; if you can’t see what’s in it - and you can’t find out - then don’t buy it! Every ingredient should be identified and listed in order of importance. Typical analysis (the percentage of fibre, fat, protein, etc) should also be shown, together with clear dosage instructions taking the weight or height of the animal into account. A genuine supplement will have ‘active ingredients’ which
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Labelling should be clear. Every ingredient should be identified and listed in order of importance.
ABOUT THE AUTHOR HEATHER GILES is marketing manager for supplement manufacturer Hilton Herbs. She has been involved with horses all her life having been a successful endurance rider and breeder of Arab horses. She currently has a home-bred Anglo-Arab competing at novice level eventing. Heather points out that this article discusses horses in general rather than those undergoing specialist training or those with specific health issues.
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Time to take stock... Good management of stock levels will ensure retail profit margins are maximised, says Katya Williams. lthough holding large quantities of stock can appear to be a good thing - after all, you’re investing in a product you hope to sell and make profit on - there are many pitfalls that need to be avoided. Every penny invested in stock that’s sitting in storage or on a shelf is a penny that cannot be invested elsewhere. In an ideal world, stock is turned regularly, releasing the working capital tied up in it which can then be invested in new or better selling stock lines, reducing overheads or put back into the business through advertising and labour. If product is not moving, capital remains in the form of stock that has not or will not sell. Items, particularly seasonal ones, may then become obsolete. In order then to move the stock and release the capital, the product has to be discounted. If this happens on a regular basis, retailers end up working to lower profit margins and subsequently there will be less money coming into the business to invest in next season’s product. If this situation isn’t identified and rectified, it will continue season after season and retailers may find themselves in financial difficulty.
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Too little stock Holding too little stock can cause problems too. Failure to fulfil orders leads to lost business, bad customer experiences and a tarnished reputation. Not holding enough of the correct product lines can also lead to frequent ‘customer special orders’ with suppliers. Though these solve problems in the short term, frequent small orders can incur www.equestriantradenews.com
unbudgeted costs for shipping, time delays in fulfilling orders and lost profit margins. The key to solving problems of over or under-stocking is to anticipate and plan. By following some basic principles, the pitfalls of stock issues can be avoided and a business can run smoothly and successfully.
Data management First and foremost is data management. Knowing your stock is the foundation of good stock control. Ageing stock and top selling products need to be identified quickly and efficiently. If particular lines aren’t moving, these need to be identified swiftly and the product then needs to be discounted and promoted to release working capital. Similarly, using historical sales data, a retailer can easily identify which products sell well and can then invest in products that are sure to turn a profit. Often, retailers follow the Pareto principle (also known as the 80/20 rule), whereby 80% of your profit comes from 20% of your product range. This can also be applied to your customer base. Monitoring and identifying stock turn is another key aspect of good stock management. Seasonal stock should be turned two/four times a year. Once this capital is released, it should then be invested directly into new product. The size and frequency of these orders should be closely monitored to ensure retailers are making the most of their profit margins. The minimum and maximum re-order levels should be frequently analysed and set to the correct levels to ensure that retailers are always holding the correct balance of
Good stock management means less discounting and ultimately more profit.
stock required. The benefits that result from good stock control are high in impact and far reaching. Managing your stock efficiently and effectively means better customer service; orders can be reliably taken and fulfilled leading to a better level of customer satisfaction and thus more sales.
Less discounting Good stock data records help accounting costs; all data is recorded and analysed and better business decisions can be made as a result. Most
importantly, better stock management means less discounting, more accessible working capital and ultimately more profit. Intelligent ordering is imperative. If a retailer is unable to identify and know their stock; what has sold well, what was discounted and what to invest in, running a successful business can become an impossible task. With the correct stock control system, stock management can make the difference between a business that succeeds and one that doesn’t.
ABOUT THE AUTHOR KATYA WILLIAMS is from Citrus Lime, the ‘clicks and mortar’ specialist and provider of epos, workshop, e-commerce and stock control solutions. Tel 0845 603 9254.
EQUESTRIAN TRADE NEWS NOVEMBER 2013 51
When fashion becomes faux pas
Saddler, businesswoman, competitor, judge and horsewoman Sue Carson looks at the horse world from her perspective.
iders who go out to compete want to look the part. But what is the correct turnout these days?
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Horse sports’ governing bodies have a difficult job. We all moan about how they restrict things and ask what’s wrong with a bit of glitter on a horse's bottom or ‘individual’ clip marks? So it must be a struggle to write those parts of the rule book which leave people to their own devices. I remember judging someone once who turned up with a pink bridle and the reins fastened to the noseband rather than the bit. Trouble was the rule book only specified that reins must be used – but didn’t say how. For me, the picture needs to be subtle. In fact, the route that the show jumpers have gone down is almost a bit cheesy. During my trip to SCOPE [show jumping festival], I saw riders in gold and even pink boots; surely a step too far. Of course, what’s tasteful for one person is not for another. I’d heard that British Dressage (BD) was intending to relax its riding boots rule. Currently this states that boots which must be black or brown or the same colour as the coat. Specifically BD states that multi-coloured or patterned boots are not permitted except for traditional or patent top boots. Well, having seen some colourful footwear at SCOPE, I do wonder where it would all end.
The governing bodies work hard to maintain standards in keeping with the traditional nature of our sport, but without being too restrictive on modern trends such as 'bling'. My advice to retailers is, whether you like it or hate it, stock a little bit of bling; but please keep it tasteful and subtle rather than 'in your face'. We [Sue Carson Saddles] do individual bling to order and recently supplied a saddle with a pink cantle to match the rider's cross country colours. Despite my initial reservations, it definitely added to the picture. Anyway, at the end of the day, it's about supplying the customer with what he or she wants. Bling is on many shopping lists - and the customer is always right!
Clothes must fit For some time now, I’ve hankered after a coloured horse. But I’m always being told that if I rode one, I wouldn't be taken as seriously! Just like the dressage judge’s first impression of a horse and rider combination as they trot around the arena, it all comes down to perceptions. Although I don't judge like that, I can't avoid noticing when clothes don't fit correctly. Fit is part of presenting the right picture. For instance, can one of you designers out there tell me why is it that a rider wearing a stock and crash hat sometimes looks like they don't have a neck? If you sell clothing, riders appreciate being able to try on different garments and then sit in a saddle. While there's an argument that tight jodhpurs 'hold everything in', it's no good if you can't sit down in the saddle properly to ride well. Customers should be encouraged to buy garments that do the job, such as jackets big enough and cut correctly to allow a jumping rider to move sufficiently. I love patent boots and so bought a pair, then despaired for a while as they took so much breaking in. I just couldn’t get my heels down and sit in the saddle. I
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Is bling still the thing? Next month sees diamante plaiting bands, like these by HKM, become ‘dressage legal’ under BD rules.
persevered and it's been worth the effort, but I still haven't worn them on my grand prix horse. Good looks must be functional too. On another practical note, I believe all children should wear sticky bottom jodhpurs and proper long boots. If I ride in just jodhpurs and short boots, my legs slip all over the saddle and the stirrup leathers bruise the inside of my calves. Children need every opportunity to ride as well as possible and even half chaps at least help keep their legs still. Overall, I agree that the governing bodies need to keep a rein on their rulebooks. We need to keep some traditional values and set the scene correctly, so let's not open the net too wide. Some riders just cannot seem to look smart and need all the guidance they can get. Coloured jackets, for instance, need to be tailored and to fit well in order to look right. Think of a size 16 in a mini skirt - yuk! But a size 8 can wear a bin liner and still look good. If you sell clothing, provide mirrors and honest advice. Think back to that pink bridle and reins and how there's always someone who wants to take things a step too far... which is why the rule books are written the way they are. www.equestriantradenews.com
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EQUESTRIAN TRADE NEWS NOVEMBER 2013 53
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