Equestrian Business November 2015

EQUESTRIAN www.ebmonthly.co.ukuk

Bringing buyers & suppliers together

Nov 2015 Issue 160

Let’s talk products

Warm up with winter fashion Inside...

winter ailments

The latest advice

launch it Brand new products

Licks, treats and toys

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View our brand new Collection now on line www.sherwoodforestltd.com

Equestrian November 2015 Business www.ebmonthly.co.uk

Inside this issue...

4 News

The latest industry round up

10 Product Watch

24 In Focus

Licks, treats and toys

New and exciting items to stock

12 Career Insights Moving on up

13 Launch It

Brand new to the market

14 Company Profile 30 years of Horseware

28 Winter Fashion Keeping warm

34 Let’s Talk Products Winter jackets

40 Ken Lyndon-Dykes The birds and the bees

16 Winter Ailments Health inside and out

22 Company Profile

Masham Micronized Feeds

41 Suppliers Directory

Contacts at a glance

42 Interview

Five minutes with Sam Horrell

EQUESTRIAN Managing Editor

Production

Vanessa Britton Vanessa@ebmonthly.co.uk

Allison Kemp +44 (0)1953 852946 allison@ebmonthly.co.uk

Content Editor Cathy Wood +44 (0)1953 852941 editorial@ebmonthly.co.uk

Advertising Sales

Accounts Mel Boggia +44 (0)1953 852935 creditcontrol@ebmonthly.co.uk

Sharon Long Design +44 (0)1953 852931 Carra White advertising@ebmonthly.co.uk carra@ebmonthly.co.uk

Disclaimer Whilst every care has been taken to ensure that the information and reviews contained in this magazine are both accurate and up-to-date, neither Equestrian Business nor its contributors accept any liability to any party for loss or damage incurred by reliance on the information contained in this magazine or through omission or errors, howsoever caused.

Equestrian Business, The Old Dairy, Watton Road, Hingham, Norwich, Norfolk, NR9 4NN, UK

enquiries@ebmonthly.co.uk www.ebmonthly.co.uk Front cover image: Toggi Sugar Plum jacket

EQUESTRIAN

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2016

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Equestrian Business

3

uk news A round-up of the UK’s equestrian trade news

If you have some news you’d like to share email us at: editorial@ebmonthly.co.uk or tweet@EBMonthly

FORWARD FEATURES December

H

❚ 2015 Bestsellers/ 2016 Sneak Preview

❚ Hoof & Leg Care: Winter Focus

❚ Let’s Talk Products: Short Boots

January 2016

Trade Show Special ❚ Show Previews: BETA Int, spoga horse spring, AETA Int, Al Fares Dubai ❚ 4 Business: FIRST AID training, equipment and laws ❚ Let’s Talk Products: Long boots

EQUESTRIAN www.ebmonthly.co.ukuk

Bringing buyers & suppliers together

Bringing buyers & suppliers together

Sept 2015 Issue 158

Diversification

Bulking up Sales seasonal supplements

caring for veterans

EQUESTRIAN Bringing buyers & suppliers together

Health & diet advice

30

yEARS of fyNAlITE

Oct 2015 Issue 159 Let’s taLk products

Yard tools and equipment Inside...

brilliant bedding

Market trends & product development

product watch

ASk ThE ExpERTS

New on the market

Let’s taLk products

Warm up with winter rugs Inside...

SeaSonal feed

Expert advice for winter

5 MinuteS With…

Mark Bryan from Black Country Saddles

XmAS GIfT GUIdE

Our media pack and a full list of features for 2016 is available.

To get your hands on either of these, email: allison@ebmonthly.co.uk Furthermore, give us a call and see what we can do for you over the next 12 months.

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procedures, which has led to the company winning the BETA retailer of the year award on four occasions, and operates an online sheet for her customers to fill in and tailors a worming programme for all her clients.

“Having had many years as an AMTRA Examiner I know what is required in reference to the AMTRA code of Practice,” added Chris Taylor. “Hannah was able to give correct information on worms, resistance and timing of treatments.”

“It is really great to be recognised for our efforts,” said Hannah.

“We are online retailers but we are committed to advising our customers of the correct worming approach for the time of year. I am over the moon to have won this award, really pleased.

It rewards where I have been

Growth for Hunter

www.ebmonthly.co.ukuk

Inside...

annah Wild, from the online company Supplement Solutions, has been crowned the 2015 Virbac 3D Worming Equine SQP of the Year. “All the candidates were of a high standard,” said Chris Taylor, Virbac technical director, “but Hannah demonstrated a full working practical knowledge of worming.”

Hannah set up Supplement Solutions in 2004 and has grown the business into a well-known brand. “My responsibility is to run the company and look after the team, ensuring that everything is done correctly and legally. We have a brilliant team of just four ‘can do’ people and the business is operated with excellent customer service in mind,” she says.

Hannah is a stickler for correct

heading with the business and is a brilliant accolade for that. We want to do the things right so it’s so good to be acknowledged for putting that into practice. Virbac has always been an excellent company to deal with and I appreciate the partnership we have developed over the years.”

Aug 2015 Issue 157

EQUESTRIAN

www.ebmonthly.co.ukuk A fast moving market

Hannah Wild is SQP of the Year

Equestrian November 2015 Business www.ebmonthly.co.uk

D

uring a period of investment, Hunter displays strong growth and maintains increased profits, while continuing both to develop and cement its status as a global lifestyle brand. ❚ Strong sales growth – up 17% year on year to £95.7 million (2013: £81.7 million) ❚ Profit before tax up 5% to £15.4m (2014: £14.6m) ❚ Opened the first flagship store on London’s Regent Street in November 2014 ❚ Established a Joint Venture with Itochu in Japan during the year, to enhance the development of the brand in that key market ❚ Sell-in of the brand’s first spring/summer collection, with particular success in new product categories such as the Hunter Original Slide

❚ Significant investments made in a new multi-language, multicurrency e-commerce platform, the development of new product categories, key hires, IT systems and the operational infrastructure to support further revenue growth James Seuss, chief executive officer, comments: “During 2014,

we made significant progress in further developing Hunter from a single product business into a global lifestyle brand.

We invested in the direct to consumer side of the business, opening our first flagship store in London and launching a new EU e-commerce platform, while at the same time we increased profit. A joint venture with Itochu in Japan has given us the opportunity to enhance the development of the brand in one of our key markets, and our second flagship store is set to open in Tokyo in spring 2016. The brand segmentation strategy set out by the business in 2013 is now in place with strong sellthrough of new Hunter Original product categories, and the introduction of our new line, Hunter Field. We are currently on track to deliver further growth in 2015.”

November 2015 www.ebmonthly.co.uk

Equestrian Business

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news

New partnership

E

quilibrium Products’ latest success, Simply Nutrition, is now available through UK distributor, Trilanco.

Simplyirresistible and the munch range of healthy snacks with added benefits can now be ordered directly through major UK distributor, Trilanco.

Martin Balmer, Trilanco managing director, says: “We’re pleased to be stocking Equilibrium Products’

Simply Irresistible and Munch ranges. Both of these innovative lines really complement the existing products we offer, and we’re sure our customers, and their customers, will really like them. All the products have been well thought out and fill a gap in the market.”

Alison Sherwood Bruce, sales director at Equilibrium says: “Working with Trilanco allows us to fully extend the reach of our equine nutrition to tack shops and feed merchants across UK. We are looking forward to working with the Trilanco team and building on the success of our new range.”

Moorland Rider launches new website

M

oorland Rider is delighted to announce the launch of its new website, which contains more information on products than ever before. In addition, it also has a blog showing press cuttings, and a prominent stockists section.

“We’d like to invite all our stockists to come forward and contact us for a free listing on our website,” says Caroline Graham from Moorland Rider.

“As we sell through a number of wholesalers, we know that a lot of companies stock our products, and this facility on our new site means we can help promote them to people interested in our

range. We’ve also added a blog that will showcase our latest press cuttings. This information can be really useful to retailers, particularly those active on social media, as they can see some of the publications that we’ve been featured in and how our products have performed in tried and tested features.”

To get your company listed in Moorland Rider’s stockists section, just contact the company by emailing info@ moorlandrider.co.uk and explain where you buy your Moorland Rider products.

For more information, see www. moorlandrider.co.uk

Society of Master Saddlers’ interesting visit ReadySupp support

M

embers of the Society of Master Saddlers were recently treated to a varied and interesting visit to one of London’s oldest funeral businesses. Those attending were hosted by Stan Cribb, Senior Partner of T. Cribb and Sons Funeral Directors and Carriage Masters.

The East London business was established in 1881 and is steeped in history and heritage.

Said SMS Chief Executive Hazel Morley: “We enjoyed a very interesting tour around their establishment seeing

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Equestrian November 2015 Business www.ebmonthly.co.uk

their carriages, hearses, both motorised and horse drawn, the harness room and the stables with their wonderful Fresian horses.

“Some members who were on the visit had made items for them over the years and were pleased to see them in use.

“Karen Schlotter, one of our committee members who had organised the visit, made them a head collar as a thank you gift and we also presented them with a DVD of the new SMS film – ‘The Mysterie of Saddlery - from Hide to Horse’.”

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eadySupp has added leading UK show horse producer, judge, author and Horse & Hound columnist Katie Jerram to its team of professional riders.

Jerram, who has been producing champion show horses from her Essex base for over 25 years produces for Her Majesty The Queen, among others, and qualified 16 horses for HOYS this year. She came across the benefits of the ReadySupp after moving one of her lightweight show horses on to the products to help improve his work, she was so impressed with the

results that she is now feeding the range to her yard.

www.spogahorse.com

Visit the industry event for those who have made their passion their profession.

International Trade Fair for Equestrian Sports

Secure your ticket online at: www.spogahorse.com/tickets

PASSION & PROFESSION spoga horse • Cologne

31.01. – 02.02.2016 International Business Media Services, 42 Christchurch Road Ringwood BH24 1DN, United Kingdom, Tel. +44 1425 48 68 30 Fax +44 1425 48 68 31, info@koelnmesse.co.uk

210x145-spoho_F16 GB-Equestrian Business Monthly.indd 1

08.10.15 11:11

November 2015 www.ebmonthly.co.uk

Equestrian Business

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news

Rapid growth for Thunderbrook

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hunderbrook Equestrian, a Norfolk based equine feed and supplement business, has enjoyed a very successful 2015, going from having 20 stores supplying its products to over 250. The feed and supplements, formulated by research scientist Dr Deborah Carley, are the first on the UK market which uses no waste by products, fillers, preservatives, synthetic vitamins, GM ingredients or molasses, whilst also using high quality natural source vitamins and

Trilanco on hot list L

eading animal health and equine products wholesaler, Trilanco, has been listed as one of the UK’s fastest growing private companies in Real Business’s Hot 100.

The Hot 100 list started life in 1997 and helps to showcase

the UK’s fastest growing private companies. It does this through rigorous and definitive analysis of the UK’s mid-market economy.

“We’re very proud of any list we make or award we’re nominated for or win,” says Martin Balmer, managing director of Trilanco.

Living wage

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chelated organic minerals to produce nutritionally dense feeds that are fed in small amounts. To date, sales and growth have been driven by word of mouth, referrals from vets and other professionals. However, demand has exceeded the ability to supply the feeds by mail order alone, so Thunderbrook feeds are now available to the trade, currently via Gladwells and Scarterfields, with more wholesalers coming on board soon.

ollowing the announcement of a new National Living Wage for the over 25s, a survey of employers has found significant numbers of small firms are planning to slow job creation, raise prices or postpone or cancel planned investments to compensate for the higher statutory rate.

The Federation of Small Businesses (FSB) research found 38% of small employers expect the new National Living Wage of £7.20 an hour to negatively impact their business when it comes into force in April 2016.

“The Real Business Hot 100 looks at all sectors of UK business, so it’s exciting to be recognised on a national scale. This year’s number one was Whitworths and with other well-known companies included in the list, it really does make us proud. Our philosophy at

Trilanco is a pretty simple one, and that’s that we want to work with our customers and provide what they need. There are lots of ways that we do this and I’m very lucky to have such a strong team who make it happen. I like to think the recognition we’re receiving proves we’re doing something right.”

This latest accolade joins Trilanco’s listing as one of London Stock Exchange’s 1000 Companies to Inspire Britain and the company’s listing in the Greater Manchester Fastest 50 2015.

The Derriere Day Conference

O

ctober 14 saw Derriere Equestrian open its doors to the equestrian trade and the inaugural Derriere Day Conference was launched.

Held at The Lifford Hall in Broadway, Worcestershire the event attracted retailers and equestrian trade from the UK, Ireland, Poland, the Netherlands, Sweden, and Italy. With other retailers from the Derriere family in Germany, Denmark and Finland very keen to be a part of the event. Further afield in Australia, Japan, USA and Canada Derriere retailers are keen to log in and view the presentations online, to take advantage of this outstanding CPD experience.

The concept of the Derriere Day was the brainchild of Claire Galer, managing director at Derriere Equestrian. After the first successful year of trading, Claire felt an important factor of successful business practice is that of looking after your clients,

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Equestrian November 2015 Business www.ebmonthly.co.uk

customers and colleagues and where possible giving back to the industry and to the trade.

Claire says of the event: “I wanted to organise a conference for our industry that provided a platform for learning and expansion of skillsets and knowledge. With all content focused on current trends and tools to optimise retailer’s sales and marketing skills in these areas.”

The day featured guest speakers Sarah Orchard of Orchard Marketing and Amy Fothergill from Horse and Hound. Claire Galer opened the presentations with an overview of Derriere Equestrian’s first year of trading and the journey the business has travelled so far, this was followed by a short briefing on optimising Derriere displays and points on staff training and increasing sales. Michella Jorgensen of Team Derrieres Padded Support System Design in Italy flew

over for the event and joined Claire on stage to discuss the development, research and manufacturing process the DEPSS has gone through to bring the products to market.

76 guests registered for the day, the turnout was very pleasing for the first of an event of this kind.

Tim Galer, director at Derriere Equestrian, introduced all the speakers throughout the day and assisted in fielding questions.

After such a successful inaugural event, Derriere Equestrian has already started putting in place the plans for an even bigger event next year. Claire says: “We have been approached by a number of brands to join us next year and to work with us on this great concept. I cannot reiterate how important it is to us to work closely with all of our clients and ensure they feel looked after by our brand.

We will once again plan to bring to the trade an informative,

interesting and engaging day of sales and marketing for the retail trade once again in 2016. We would like to thank all those that were involved, the entire team who pulled together such an outstanding day, our exceptional guest speakers, our beautiful models, Juliet Ascroft of ‘For the love of food’ who ensured everyone was well catered for throughout the day, Ian Piper for his video skills and of course a big thank you to all those that attended the event from all over the UK and from Europe too.

An absolute success and we feel very proud to have hosted such a beneficial event for the equestrian trade.”

For more information on this event, to view presentations via YouTube and to register your interest for next year, please contact team Derriere Equestrian on: info@ derriereequestrian.com and visit www.derriereequestrian.com

November 2015 www.ebmonthly.co.uk

Equestrian Business

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product watch Mind your beeswax!

Mother Bee is a brand new range of natural Beeswax Based products effective on both humans and animals.

Based on an old family recipe and made from all natural products, the Soothe and Protect Cream came into being when a local vet used the cream for one of the animals and was converted on the spot.

Since then, the company has launched not just the Soothe and Protect for Animals but also a range of products for the humans who care for them.

www.motherbeeonline.co.uk

Trust Trusteed

Bio-brilliant Rainbow bright

Stable Guard kills 99.9999% of bacteria, fungi, viruses and spores.

While many other stable disinfectants on the market do not destroy spores, Stable Guard uses advanced technology in Chlorine Dioxide and can destroy the spores as well. Stable Guard destroys biofilm, which is millions of bacteria stuck together by their own secretions of polysaccharide glue. Many other disinfectants will just pass the biofilm or bounce off as they can’t penetrate it. Chlorine Dioxide reacts with the RNA and DNA in the bacteria cell, so therefore the bacteria can’t build resistance to the Chlorine Dioxide.

www.trus-steed.co.uk

Safe-Care Equine Bio-Hoof is a powerful germicide treatment, which has been created to support a healthy hoof environment.

Highly effective against thrush, abscesses and seedy toe this carefully formulated spray is becoming a firm favourite with farriers and horse owners alike.

BioHoof is plantbased, contains no harmful chemicals and can also be used on cattle.

www.safecare-equine.com

Rainbow Trugs are a British made brand of flexible Trugs and accessories. The range of coloured Trug-Lids turns a Trug into a stackable storage container which can be colour co-ordinated for different horse feeds. Initially designed with the equestrian industry in mind, the 14 litre Rainbow Trugs have thicker sidewalls and base, strong handles and are made from a flexible food grade material.

Rainbow Trugs are available in 7 sizes (from 2.2 to 75 litre) and 14 colours.

Trug-Lids are available in 6 sizes.

www.RainbowTrugs.com

Luxury and comfort Clearly measured Calm Leisure is a brand that encompasses both British design and manufacturing. The company’s ethos is to provide quality, luxuriously comfortable and functional products made with modern bamboo material.

The range includes shaped base layer tops, both short and long sleeved, which are soft next to the skin and keep the wearer’s temperature comfortable whether riding, teaching or mucking out.

The uniquely shaped underwear has been designed to sit under breeches with a smooth boxer fit incorporating an arched leg design.

The products are tested by professional riders Sharon Hunt, Lucy Cartwright and Jess Dunn for quality and comfort.

www.calmleisure.co.uk 10 Equestrian November 2015 Business www.ebmonthly.co.uk

Measom Freer’s popular range of blue measures is now available to order in Clear SBC Polystyrene. Ranging in size from 0.5 to 150ml they are ideal for the precise dispensing and dosing of powders, pellets, dried goods and liquids making them suitable for a wide range of product sectors. The hand scoops can also be ordered in clarified polypropylene for bulk handling of product. Logos or company details can easily be added to the handles in the in house screen printing shop.

All products are designed and manufactured in the UK, with a minimum order of just a single box.

www.measomfreer.co.uk

From slopes to stables

Torpol technology Polish company Torpol manufactures a wide range of horse rugs, magnetic products and accessories. With more than 20 years experience in the textile industry, Torpol is proud to set new standards and look for the best materials to manufacture its equine range.

www.torpol.com

Home grown goodness There is no better feed for horses than the natural goodness of grass. But as the temperature falls and winter pastures become less nutritious customers may want to try the next best thing.

The Graze-On range is manufactured from 100% natural home grown grass that is flash dried to lock in valuable nutrients including essential amino acids and antioxidants not present in hay.With a feed value virtually identical to high quality fresh grass, Graze-On provides an excellent source of digestible fibre to maintain great condition and a healthy digestion.

Available in two formats: Short chop (15kg bales) and pellets (20kg bags).

Learning with play

www.snoodydo.com

www.northerncropdriers.co.uk

Crafty Ponies’ soft toy pony is a revolutionary multi-award winning concept that teaches children all about horses and ponies. The pony comes with a miniature leatherette working saddle, bridle and numnah. Every day, children can access Crafty Ponies e-riding school there they will find many hours of video lessons, puzzles, games and daily social media updates to keep them occupied for hours. Not just a soft toy horse, it’s a revolutionary, fun, educational concept to teach children all about horses and ponies.

www.craftyponies.co.uk

SnoodyDo proudly presents Snoody on the Slopes ski hat collection.

Beautifully designed in the UK, the ski hats offer a vibrant accessory to look the part!

With polar fleece lining for warmth and comfort, these hats provide both style and comfort and are perfect for any outdoor activities.

A dog’s dinner All of Natures Harvest products are 100% natural, made with human grade ingredients including regionally sourced meat, vegetables and functional herbs, with no artificial flavours, colours or preservatives. The range includes: Complete Wet Food for adult dogs in six tasty varieties, plus Puppy and Senior; Grain Free Elite complete wet food for adult dogs in three varieties with sweet potato; Wheat Gluten Free Mixer (a complementary feed that can be added to all wet food, raw and home cooked meals); and Air Dried Treats in three tasty varieties.

www.judgeschoice.com November 2015 www.ebmonthly.co.uk

Equestrian 11 Business

Career insights

Opportunities

Claire Galer is founder and managing director at Derriere Equestrian Ltd, the equestrian

In the hot seat…

Q A

John Davies

What does your job entail?

After years of research and designing, the products were launched to the world globally in September 2014. We now sell into 192 retail shops around the world. As a small business with such accelerated growth, my job encompasses many areas of work and has given me somewhat of a fast track at increasing the skillset! From design development, performance testing through to manufacture and all that entails bringing a product to market is my job.

Plus the intricacies of technical fabric choices, packaging, import, export, intellectual property, sales, marketing and having a good head for figures!

Q A

What qualifications do you have?

BSc (Hons) Equine Science.

ITEC Dip EQ. MESMA. ITEC Dip Hu spts. MIGIPP. Having trained as a Registered General Nurse as the foundation of my career, I then went on to study Equine Science and graduated with a BSc(Hons) degree in 1997. This led me into a fascinating career with Dodson & Horrell in equine nutrition, sales and marketing. Later I worked as an independent consultant

On the move…

for pharmaceutical and equestrian feed companies whilst undertaking my professional training with Mary Bromiley MBE in equine sports therapy.

In 2004 I graduated in Human Sports Massage and achieved a career Diploma in Equine Sports Therapy. For 10 years I worked full time as a sports therapist, providing services to riders in many disciplines from novice level right through to team partnerships competing at Grand Prix and Advanced level. I am also chairman of The Equine Sports Massage Association and chairman of MAST RMPR LANTRA. Achieving great success as a musculoskeletal therapists gave me the opportunity to work closely with riders discussing their skeletal alignment and position within the saddle. With health, medicine, anatomy and physiology as the man focus on my career path, this gave me a wide breadth of knowledge in rider anatomy to ensure the basis behind the technics and scientific requirements and design of our products were clarified and delivered to market to the highest quality and with an exceptional level of efficacy.

Q A

What is the best part of your job?

I get great enjoyment out of many areas of my job,

particularly enjoying the design work, trips to our manufacturing sites in Italy and Tunisia to work with production, quality control and our design teams. However, I also love the interaction in our sales environments with both our trade clients and when working with our trade clients, speaking with their end users at events, exhibitions and shows. We have been very fortunate to have built a strong network of retailers in the ever growing Derriere family and work with some fabulous people.

Q A

What is the worst part of your job?

Without a doubt not having enough hours in the day to get through the mountains of emails in my inbox!

Q A

If you could do any other job in the world, what would you do?

I would have absolutely loved to have been a professional singer – performing artist! To have been in the female version of One Direction would be pretty fun too!

Luke Saunders

Luke Saunders has been appointed brand manager for Spillers the major Mars Horsecare UK brand. The equestrian world is new to Luke and he is enjoying the challenge of learning about horses, while offering the distinct advantage of being able to deliver a fresh perspective to the business. “It doesn't matter whether you are selling biscuits, chocolate or horse feed, the same fundamentals of marketing still come into play,” he explains.

Kieren Crampton

Kieren Crampton has joined John Whitaker International as senior purchasing officer. Kieren says: “I am professional, enthusiastic and hardworking! Back in the day I used to be a chef in a little hotel in Todmorden. These days most of my spare revolves around the gym, eating out and beating our sales manager Freddie at squash.”

www.delacyexecutive.co.uk johndavies@delacyexecutive.co.uk 12 Equestrian November 2015 Tel: 01885 483440 www.delacyexecutive.co.uk Business www.ebmonthly.co.uk

A452 Territory Sales Manager North – B2B De Lacy Executive is seeking a B2B Territory Sales Manager to manage existing merchants and identify new ones in the north. Our client supplies via the merchant trade a range of equipment to farmers and others in the rural community.

Key Responsibilities: develop positive business relationships with new and existing customers, Key Account Management, keep abreast of market developments and inform management, travel extensively within the territory, assist in marketing campaigns.

A457 Area Sales Manager Equine Feed SW/South Wales De Lacy Equestrian seeks an area sales manager/equine feed advisor to join a highly experienced team, to cover the South West of England and South Wales.

Our client is a long established family owned business, with over 175 years of experience of manufacturing feeds for all types of horses but specialising in the needs of the equine athletes and performance horses.

C204 Animal Health Specialist/ Product Manager Our client seeks a product manager to run the Animal Health division of their very successful agricultural business.

The company prides themselves on the traditional pillars of good customer service, quality technical advice, and competitive pricing.

The primary responsibility of the role is to manage the purchasing of the Animal Health portfolio. You will have the capability to create promotional material (e.g. newsletters) alongside organising seasonal campaigns. A key element to this role will be the coaching of the sales team to initiate and drive continuous improvement.

G242 Country Store Manager – South East Our client is a significant regional rural retailer of goods and services to farmers and the general public.

We are looking for highly motivated individuals who are commercially aware and able to demonstrate strong leadership and communication skills.

An agricultural background is an advantage but we would also like to hear from candidates who have an empathy and understanding of rural life.

Find out more about these jobs and others in the Equestrian and Agricultural sectors by emailing johndavies@delacyexecutive. co.uk

launch it

Shine on

A new supplement from the Animal Health Company promotes a show winning shine on the horse’s coat.

N

ew to The Animal Health Company’s equine supplement range is ‘O’Mega Shine. This is a feed supplement to help the horse attain and maintain a show winning coat. This oil, unlike some on the market, is 100% British and 100% vegetarian. ‘O’Mega Shine is made from cold pressed hemp seed oil which boasts 87% Omega Oils 3, 6 and 9 and also contains essential fatty acids.

‘O’Mega Shine has been successfully trialled by consumers who have been converted to its benefits above other products on the market.

They noticed a much improved skin and coat condition along with better mane and tail growth.

One owner said her horses were shining from the inside out and

she was amazed that just a quick groom was enough to get the horse show ready and gleaming.

She also noted that her horse has improved hoof condition.

Some oils recommend a large daily dose for best effect, but ‘O’Mega Shine has a small daily dose of just 15ml on average, so based on this dose a 2.5l bottle will last one horse 125 days, making it exceptionally good value for money for the customer.

‘O’ Mega shine can also be used as a massage rub where the skin is sore, irritated and dry, soothing and moisturising the area without leaving it greasy.

Hemp seed Oil has been found to have antibacterial and antifungal properties too, so this multi functional oil is a must have for your shelves.

To order this product or for more information contact... www.animal-health.co.uk or call +44 (0)1787 476400.

November 2015 www.ebmonthly.co.uk

Equestrian 13 Business

company profile

Lucind a Gree was a n early n fan

s nnes

Gui Mac Tom

celebrates 30 years The iconic Irish brand Horseware has been in business for 30 years and is celebrating this magnificent milestone with special edition rugs that signify its heritage.

H

orseware started with a small team in Dundalk, Ireland in 1985. Founders Tom and Carol MacGuinness looked to create a waterproof yet breathable and warm rug for horses, which was also functional and stylish. After months of researching and testing out of the family’s home in Dundalk, the Rambo Original was born. The creation of the iconic green and red Rambo Turnout would be the rug that would revolutionise the equestrian blanket industry.

Horseware’s Rambo Rug collection is still made in house at the Headquarters in Dundalk.

With the success and demand for the Rambo, Tom has broadened Horseware’s horizons even further by constantly pushing the industry bar higher with the standards of quality rugs equipped with the latest blanket technology and innovation.

2015 marks Horseware’s 30th anniversary and we are pleased to have remained the world’s most trusted producer of horse rugs.

14 Equestrian November 2015 Business www.ebmonthly.co.uk

With the success within the equestrian industry, Horseware has expanded into other markets including clothing, dog rugs and sports therapy products for both equine and canine. Some of the latest innovations include Hypocare Ice Vibe, Sportz Vibe and Ionic Blankets.

Although Horseware’s headquarters remain in Dundalk still today, the company has expanded globally with an office and warehouse in the United States, and production facilities in China and Cambodia.

Since the small team in 1985, the company has grown into a worldwide company employing approximately 500 people. In Dundalk, we employ 125 people, Horseware’s two factories in China have around 250 employees, 80 in Cambodia and 36 in the USA. Horseware products are sold worldwide, with the biggest sales coming from the UK, mainland Europe, North America and Australia.

Horseware's new HQ

Old building Opening

Find out more at www.horseware.com , email Jessie Smith at Jessie.smith@horseware.com, or phone +353 (42) 9389000.

November 2015 www.ebmonthly.co.uk

Equestrian 15 Business

Winter Ailments

Health inside and out Retailers will be called upon for advice on how to deal with all sorts of minor winter ailments, from loss of condition to skin problems. Customers should be advised to consider their horse’s health from the inside out.

Why is Cushing's more of a concern in winter?

Dr Chloe Casalis de Pury MA(Cantab) VetMB MRCVS, from Dodson & Horrell answers…

“While Equine Cushings Syndrome, or PPID, is a permanent, year-round condition, the symptoms of the disease can make winter especially hard. Three of the main symptoms of PPID are muscle wastage, weight loss and poor immune function.

Horses with PPID can severely struggle to regulate their body temperature during cold periods.

Loss of condition means less insulating body fat, while muscle wastage means that there are fewer muscles to produce heat and can make horses less likely to move around and keep warm. Coupled with a potential decrease in appetite, these horses are unable to take in

16 Equestrian November 2015 Business www.ebmonthly.co.uk

enough calories to compensate for the energy lost in maintaining body temperature and so can lose more weight shockingly quickly.

This is often compounded by poor immune function, leading to an increased risk of foot abscesses, sinusitis and skin conditions, which can go unnoticed when horses are rugged up 24/7 or in less work.

Managing a horse with PPID over the winter requires careful monitoring and fine tuning of their diet; however, with the right support most horses with PPID can lead a normal, happy life even through winter.

The key is to provide the right amount of calories, quality

protein and antioxidants.

Calories must come from low starch and sugar sources, such as fibre and oil. Ad lib hay or haylage is a good place to start, fed alongside a tailored, specialist hard feed that also supplies enough amino acids to maintain muscle mass. Good levels of protected antioxidants (vitamins E and C) will support immune health. Even when the horse is turned out 24/7 it is vital to remove all rugs and allow them to dry out or replace with clean ones, and to give the horse a thorough groom and once over.

This will allow owners to spot the early signs of weight loss, muscle wastage, skin conditions and parasites such as lice.”

C

ommon winter ailments include mud fever, rain scald, coughs and colds and loss of condition, and for all these conditions there are a choice of feeds and supplements, preventative measures and topical applications that can help. Retailers may not consider a dietary approach when dealing with customer concerns about winter illness, but diet is a really good place to start. Dr Chloe Casalis de Pury MA(Cantab) VetMB MRCVS, from Dodson & Horrell says: “We know that customer queries about illnesses increase over the winter; on the D&H Nutritional Helpline we see calls relating to common ailments such as viral infections and colic increase by about 30% from October through to March.

Of course, the first stop for any such concerns should be the customer’s veterinary surgeon, but retailers have a vital role to play in supporting customers with how to feed to help promote winter health.

“Prevention is better than cure; ensuring that our customers’ horses have a balanced, complete diet is the first step to ensuring a healthy, trouble-free winter.

In particular, maintaining fibre intake can help to regulate digestive function and avoiding problems during cold spells or periods of no turn-out. This can be achieved by providing plenty of hay or haylage plus a good quality chaff or unmolassed sugar beet alongside hard feed. We do see an increase in coughs and colds over the winter months. Some of these are due to spending an increased time indoors, while others may be infectious; providing

Rain scald is a bacterial infection of the skin, usually on the back and hindquarters

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www.animal-health.co.uk November 2015 www.ebmonthly.co.uk

Equestrian 17 Business

winter ailments “Prevention is better than cure; ensuring that our customers’ horses have a balanced, complete diet is the first step to ensuring a healthy, trouble-free winter”

drying rugs that can be easily changed and washed to prevent the spread of bacteria is key.

Similar antibacterial skin washes and barrier creams can also help in mild rain scald cases.

immune support through added antioxidants and essential fatty acids is crucial over the winter months. Finally, any winter illness will be exacerbated by, or may result in, weight loss and loss of condition. Providing high quality nutrition, in terms of both calories and protein, will help to support customers’ horses through any problems and ensure that they reach spring in good condition.”

Keeping warm

Skin issues

Good all round condition is important, but for some horses skin conditions are almost inevitable. Advise owners as early as possible in the season to take precautions to protect their horses. Mud fever is a bacterial infection that is caused when the bacteria enters wet or broken skin. Prevention involves stopping the horse’s legs getting wet and muddy, or preventing the bacteria entering the skin.

The first is almost impossible in winter, although thoroughly drying legs after washing is key, but the second is possible with barrier creams or turnout boots. If a horse is at risk from mud fever, legs can be washed with an antibacterial cleansing product such as Hibiscrub. Other products that are excellent for washing muddy legs in winter are

IV Horse’s Multi-Wash, Lincoln’s Fungiklenz and Hypocare’s Mud Fever. Customers should be advised to dry legs and feathers thoroughly and then apply a barrier cream too. Nettex’s Muddy Marvel Barrier Cream creates a breathable waterproof barrier that prevents bacteria from entering the skin. IV Horse’s MFP contains Tea Tree Oil and creates an immediate barrier to help protect against harmful bacteria.

If the opportunity for prevention has been missed and mud fever has already set in, veterinary intervention may be required, depending on the severity of the condition. If there is scabbing then these needs be removed and an antibiotic ointment applied, then the area must be kept as clean and dry as possible. If there is swelling or lameness then pain killers and rest may be required.

Rain scald is a similar problem, but can occur along the back, hindquarters and neck of the horse – the areas that get wettest in a downpour. Prevention is important but simply rugging a horse may not be the best way as it commonly occurs on rugged horses where the skin is slightly damp. Emphasising the importance of using a properly waterproofed rug is a good idea, and promoting wicking and

A common myth is that providing additional hard feed will help horses warm up in cold weather.

In actual fact, hay and haylage produce four times as much heat as concentrate feeds when they are digested. Providing a bale of hay or haylage in the field may be more beneficial than suddenly increasing hard feed amounts, which can carry with it the risk of digestive disturbances. A similar myth is that a warm bran mash is THE thing to feed on a winters’ evening. Chloe says: “While the odd bran mash now and then is unlikely to do any significant harm, feeding bran regularly can actually be detrimental to the horse’s health. Horses need a balance of the minerals calcium and phosphorus in a 2 to 1 ratio.

Bran actually contains these minerals in the opposite ratio, 1 to 2. It therefore unbalances the minerals within the horse’s body and, in extreme cases, can adversely affect bone strength and skeletal health. For a better way to promote large intestinal movement and digestive function customers should replace that bran mash with some unmolassed sugar beet made with luke-warm water. It will provide just as much fibre and be better for the horse’s overall health.”

If legs are washed in winter they should also be thoroughly dried to prevent mud fever

18 Equestrian November 2015 Business www.ebmonthly.co.uk

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Equestrian 19 Business

20 Equestrian November 2015 Business www.ebmonthly.co.uk

‘Carbon emissions’ – before the Volkswagen disaster – were not words one automatically associated with scams! When comparing diesel emissions with petrol emissions, diesel won all the way and businesses – and individuals – were encouraged (sometimes bullied) into selecting diesel over petrol.

Are we surprised that VW attempted to conceal the rate of highly destructive emissions? Well yes, in the sense that we were told that the technology used to test emission rates was state of-the-art. After all – Vorsprung durch Technik! Well top of the range it might have been, but apparently it wasn’t geared to produce honest and reliable results.

The EU encouraged the use of diesel cars in order to help fulfil the carbon emission targets. Today half the new cars sold in the UK are diesel, which is interesting because many months back it was ‘suggested’ that manufacturers were programming testing so that emissions were ‘minimised’.

Honesty, integrity and impeccable business ethics are all imperative in businesses no matter what their size. It happens that VW are huge and their influence is thus massive. By tinkering with the emissiontesting system in their cars, VW may have had an adverse effect on the lives of people – not only today, but also in the future. If climatologists’ predictions are correct in relation to the cause and effect of climate change, (most scientists back their theories), the differences between the genuine emissions and the emissions as tested could influence the scale and timing of what used to be called ‘global warming’. And of course, we are told the VW scams may only be the beginning of a bigger story. I have no doubt that someone out there is making calculations to determine overall effects even as I write!

This sort of scandal is initially perceived in national terms –

November 2015 www.ebmonthly.co.uk

Equestrian 21 Business

company profile

Masham Micronized Feeds

Speedi-Beet from British Horse Feeds revolutionized the way horse owners feed sugar beet. This groundbreaking development in equine nutrition was recognised with a Queen’s Award for Innovation in 2008. The success of Speedi-Beet stems from a patented micronization process which was fuelled by a specialist division of I’Anson Brothers Ltd – Masham Micronized Feeds (MMF). Here we find out how MMF can help your business grow.

mmf was established in 1974

to develop products based on a new technology called micronization, in which infrared rays are used to cook feedstuffs at lower temperatures and for shorter times than other heating methods.

Why is Micronization beneficial?

❚ ❚ ❚ ❚

❚

❚

Top quality products Advanced technology Excellent service Extensive and developing product range Comprehensive quality assurance systems Fully UFAS and BETA NOPS accredited ingredients

Micronization improves the nutritional value of cereals pulses and oilseeds. Benefits include an increase in available energy and improved digestibility due to the gelatinization of starch molecules.

This is particularly beneficial in equine diets so that feeds are economical due to the high digestibility value. Micronization also creates a vibrant and aesthetically pleasing product in flaked form – ideal for creating visually appealing finished feeds.

Sales director Will I’Anson says: “Our customers, in some 30+ countries around the world, come to us for quality products, and professional service with a personal touch.

“Since 1974, a vigorous research and development programme has enabled us to extend and develop the micronization process. We are the sole inventors, manufacturers and patent holders for several products and amongst those the number one selling quick-soaking horse beet – Speedi-Beet.”

Why should customers come to MMF?

How can MMF help your business?

Over forty years on, Masham Micronized Feeds is now the UK market leader and one of Europe's largest, most experienced suppliers of cooked, micronized animal feedstuffs to traders, wholesalers and feed manufacturers in the agricultural, pet and equine sectors. The MMF brand prides itself on:

22 Equestrian November 2015 Business www.ebmonthly.co.uk

Specialist sourced ingredients Ever wanted to include a small quantity of a special ingredient but couldn’t justify the expense or the quantity of the minimum order?

As a primary supplier to the feed industry, MMF source and stock many specialist products and make them available in small quantities to be tagged onto any order.

Cost effective Minimising price fluctuations in a volatile global market is key to risk management. We can help with that, fixing volume contracts for the period of time required for your business. Protecting your prices and keeping your customers happy!

Custom manufacture Choosing Masham Micronized Feeds means you’re choosing from a wide selection of our manufactured stock products,

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from Micronized ingredients, equine mixes to small holder products and long fibre coarse rations. Despite our extensive range, we know you might need something different and our custom manufacturing services deliver just that.

For further information please phone us on +44(0)1765 689518, email enquiries@mmfeeds.com or visit www.mmfeeds.com.

Suppliers Of High Quality Ingredients To The Trade For Over 40 Years

• Specialist flaked ingredient manufacture • Bespoke coarse ration manufacturer • Consistently high quality products to exacting specifications • Manufactured in a fully accredited UFAS & BETA NOPs approved factory • UK market leader and one of Europe’s largest, most experienced suppliers of cooked, micronized animal feedstuffs

When you purchase our quality cooked ingredients, you will enjoy the UK’s most comprehensive range of micronized cereals, pulses and straight ingredients. For a solution to your needs contact us at...

Tel: +44 (0) 1765 689518 Web: www.mmfeeds.com Email: enquiries@mmfeeds.com November 2015 Equestrian 23 www.ebmonthly.co.uk

Business

In Focus Horse owners increasingly become aware of the serious benefits of stable toys and the need for environmental enrichment” Licks, however, particularly if they offer a nutritional element, may do better with feed and supplements. Treats are likely to be impulse buys, particularly at Christmas time, so place these near the till area to encourage sales.

Promoting natural behaviour

Licks, treats and toys Providing environmental enrichment, reward or a distraction, licks, treats and toys are becoming more popular.

H

orse owners are becoming more aware of the need to replicate as natural a lifestyle as possible for their horses in the stable and stable toys play an important role in this. Stable toys and licks help to enrich the horse’s environment and many even offer an easy way to balance the horse’s diet with vitamins and minerals. There are a wide range of uses for this type of product, so it is worth brushing up on their benefits to entice customers. Likit brand manager Lindsay Gall says: “It is a constantly growing market, as horse owners increasingly become aware of the serious benefits of stable toys and the need for environmental enrichment. This was recently

24 Equestrian November 2015 Business www.ebmonthly.co.uk

highlighted when we asked customers to tell us why they use Likits – the majority of those that responded were using our products for a variety of reasons ranging from stretch exercises and rewarding good behaviour, to overcoming an extreme phobia of being contained in the stable.”

The demand for healthier licks and treats has also increased, as horse owners are aiming for less sugar in their horse’s diets.

Jasmin Dawson from Bizzy Bites says: “This may be in part due to the emergence of various health supplements and super foods for humans, making people more aware of options for improving their own health, as we can now see many of said supplements

appearing for horses appearing on the market.... such as chia seeds and spirulina.

“I think people also want to consider whether the ingredients in the lick are non GM and do not contain additives and preservatives which is where we can again see the parallels between what we look for in our own food as well as our horses.”

Categories

It can be difficult to decide what to class licks, treats and toys as, but they probably fall into different categories.

Items such as stable toys, treat balls and so on are likely to be classified as stable equipment so may do best when placed alongside tools and bedding.

Whether horses are stabled or turned out, their behaviour is modified away from their natural state, which can have a detrimental affect on their health. Licks and toys play an important role in promoting more natural behaviour; for instance a lick placed on the floor in the stable or field encourages the horse to stretch down. Jasmin explains: “We've found that by creating a toy that not only you can hang up but can leave on the ground, encourages the horse to stretch down and mimics grazing behaviour which is hugely helpful for long term stabled horses and horses on box rest for alleviating stress and boredom. This is also useful to help the horse stretch over their top line when they may not be getting to do so whilst being relatively stationary for long periods.

“We also wanted to create a product that could help reduce atypical behaviours such as cribbing and wind-sucking which we felt could be achieved by targeting the behaviour directly where it is displayed (mostly on

Does flavour matter?

What type of flavours do horses prefer? Lyndsay Gall from Likit answers: “Every horse is different but apple, mint and carrot have always been best sellers although, interestingly, many owners tell us that their horses love more unusual flavours such as cherry and blueberry.”

th

!

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The Elico Equine Decahedron...

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To order stock, or to enquire about becoming

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The most popular stable toy on the market with a persona of its own.

A twenty-sided, equine boredombeater. Fill with treats and let the horse play – with tasty rewards!

Helps prevent stable boredom Acts as a trickle feeder to avoid overeating Made from strong military-grade materials (beware of inferior copies!)

Choice of 5 distinctive colours in two sizes

Look for the triangular white label as your sign of quality.

Beware of inferior copies.

November 2015 www.ebmonthly.co.uk

5

YEARS

Equestrian 25 Business

in focus “Licks and toys play an important role in promoting more natural behaviour”

says: “When recommending a particular product it is good to ask some pertinent questions as to the horse’s personality. For example, a food-motivated horse will be willing to work harder for their reward and would therefore benefit from a more challenging toy such as the Boredom Breaker, whereas a more cautious type would benefit from a more simple wall-mounted toy such as the Tongue Twister.”

Don’t forget that if you are recommending a snack ball you need to ensure that the customer has a suitable type of feed to use. Usually pelleted high fibre feeds are best so it might be a good time to recommend such a product. Also, don’t forget to ask how they will use the product – for instance if the customer likes to do ‘carrot stretches’ with their horse they may prefer to use treats instead, as they are easy to fit in the pocket and make less mess. Plus, mid clipping season it makes sense to recommend items like licks for unwilling clippers, to help keep them still and calm.

the top of stable doors). As such we specially designed a door and wall bracket to work with our toy which has a back plate you can screw onto the door and once attached, the toy spins round so the horse can interact with it and enjoy the challenge of trying to reach the lick, yet due to the spinning action, there is no fixed surface for the horse to crib on.

So although we can't actually eradicate such behaviours, the positive feedback on the effectiveness of this has been phenomenal.”

Recommending the right product

Some horses do not like licks or toys at all and will not consume or interact with them, but it might be that they have just not been offered the right type of product. Matching the right toy to the horse is important as every horse’s personality and needs are different. Lindsay

Likit Boredom Breaker in use

The Bizzy Bites equine teether

Have you tried?......

TM

toys and treats for a happier, healthier horse

likit.com

available from

26 Equestrian November 2015 Business www.ebmonthly.co.uk

The Healthy Horse Treat

business matters

Integrity matters

In light of the VW emmissions scandal, Mark considers big business ethics.

Mark Lumsdon-Taylor ❚ Director of Finance and Resources, the Hadlow Group He attended Keele University where he read Law and Economics. ❚ On leaving, he joined Macintyre Hudson a leading London accountancy firm undertook an ACA training contract and quickly rose to become a director of audit. ❚ Joined Hadlow College with an initial brief as a ‘troubleshooter’ to design and implement fiscal recovery and to effect change within the College’s central services. ❚ Appointed Director of Finance & Resources in 2004 after extensive work involving further recovery and reorganisation of the college’s activities, (Hadlow is rated Outstanding by Ofsted) ❚ Awarded Accountancy Age UK Finance Director of the Year (Public Sector) in 2007, was a runner up in 2010 and was shortlisted for the 2013 Award. In 2008, Hadlow College was awarded the title ‘KEIBA Large Company of the Year’ for its performance in business.

Awarded the Business Finance Awards 2014 title ‘UK Finance Director of the Year Public Sector and Voluntary’. ❚ Shortlisted for the Institute of Directors’ London and the South East Young Director of the Year Award 2014 and the Institute of Directors’ London and the South East Chairman’s Award for Leadership in Corporate Responsibility 2014.

‘Carbon emissions’ – before the Volkswagen disaster – were not words one automatically associated with scams! When comparing diesel emissions with petrol emissions, diesel won all the way and businesses – and individuals – were encouraged (sometimes bullied) into selecting diesel over petrol.

Are we surprised that VW attempted to conceal the rate of highly destructive emissions?

Well yes, in the sense that we were told that the technology used to test emission rates was state of-the-art. After all – Vorsprung durch Technik! Well top of the range it might have been, but apparently it wasn’t geared to produce honest and reliable results.

only be the beginning of a bigger story. I have no doubt that someone out there is making calculations to determine overall effects even as I write!

This sort of scandal is initially perceived in national terms – something that is undermining Germany’s standing in the world. But of course, the associations don’t stop - they link to all those car owners who deliberately chose diesel because they thought they were ‘helping the planet’ and are now personally affronted.

This might not be quite the right time to sell a dieselengine VW van or car but, for sure, the scandal will go away to be eclipsed by something that threatens professional ethics on an even larger scale.

“Honesty, integrity and impeccable business ethics are all imperative in businesses no matter what their size” The EU encouraged the use of diesel cars in order to help fulfil the carbon emission targets.

Today half the new cars sold in the UK are diesel, which is interesting because many months back it was ‘suggested’ that manufacturers were programming testing so that emissions were ‘minimised’.

Honesty, integrity and impeccable business ethics are all imperative in businesses no matter what their size. It happens that VW are huge and their influence is thus massive.

By tinkering with the emissiontesting system in their cars, VW may have had an adverse effect on the lives of people – not only today, but also in the future.

If climatologists’ predictions are correct in relation to the cause and effect of climate change, (most scientists back their theories), the differences between the genuine emissions and the emissions as tested could influence the scale and timing of what used to be called ‘global warming’. And of course, we are told the VW scams may

Toshiba, Enron, Bank of Credit and Commercial International (sometimes dubbed the ‘bank of cocaine and criminals’), Tesco, Olympus – and on and on. All highly respected. Trawl the broadsheets and stories will mount and mount – but wade through local newspapers and every one of them will have recorded similar stories that are limited by the size of the businesses involved (SMEs probably) and their relative lack

of influence.

‘His word is his bond’ – was once a meaningful phrase that encapsulated just about everything that invoked trust.

To be termed ‘honourable’ was once one of the most soughtafter compliments. Now is seems – increasingly – to be associated with ‘he’s not very sharp’! On the reverse side, Harvard MBA (Master Business Administration) class of 2009 constructed an initiative to facilitate a widespread movement of MBAs who ‘aim to lead in the interest of the greater good’. What has been described as ‘a managerial version of the Hippocratic oath’ involves signees pledging to manage the companies for which they work ‘in ways that safeguard the interests of all stakeholders – including fellow employees and clients and the wider community’.

The equestrian industry – in all its many wide and varied aspects – has a pretty good reputation when it comes to business practices. The fundamental of the business – the raison d’etre – are horses and their riders and it is true to say their safety is often in the hands of manufacturers and retailers. BETA and the Society of Master Saddlers have codes that instil honourable conduct.

They recognise that abuses could put people’s lives at stake.

They know that integrity really does matter.

November 2015 www.ebmonthly.co.uk

Equestrian 27 Business

winter fashion

Keeping your customers warm As countryside fashion is continuing to make waves in the mainstream make sure you have the latest collections in store and display them to maximise exposure to customers.

A

“Retailers should ensure that their stock is well merchandised and coordinated”

s Aldi launched its latest equestrian range at the end of October, with items such as country boots retailing at £19.99, equestrian retailers may be beginning to feel worried. But impressive as the budget supermarket’s low-priced collection is, equestrian retailers can rest assured that horse riders and owners are still spending in specialist stores on a wide range of clothing and equipment.

The BETA Industry Survey indicated that shopping is on the rise. Buying equestrian goods in bricks-and-mortar stores and online has continued to grow.

In 2011, 83% of people bought from a retail store and, four years later, 97% do so. In 2011, 49% of people ordered equestrian goods from the Internet and this figure has grown to 64%. This year, indirect spending on equestrian items such as hats and body protectors, clothing, books and magazines stands at £560 million. Although these figures do not directly show the spend on clothing and accessories, these will form a significant share of sales and winter will bring a boom in sales, not just for the change in weather, but also for the festive season. This season’s clothing collections are rich in dark autumnal hues that evoke a sense of luxury and warmth. Louise Deery, head of design at Toggi explains that Toggi’s autumn/winter collection follows the seasonal trends: “We are seeing a lot of autumnal reds, rich browns and country greens this season. left: Toggi's Aldwick coat demonstrates the autumnal colours that will be popular at the moment

28 28 Equestrian Equestrian November November 2015 2015 Business www.ebmonthly.co.uk Business www.ebmonthly.co.uk

These are deep, rich colours but are lifted with soft pinks and blues. Luxury trims such as fur and leather are bang on trend and look fabulous in pieces such as our Blythburgh Jacket and Ashfield Padded Coat.”

Melanie Selman, marketing manager for Ariat agrees that darker colours with accent details or co-ordinating items are the way to go: “Solid outerwear pieces in dark colours such as black, navy, brown and dark green work perfectly with our mid and base-layers in strong colours such as coral, lagoon and limelight – many of the outerwear pieces have contrast linings/piping or accent colours to tie in with these key colours for this season.”

These co-ordinating items are particularly helpful for promoting multiple buys – for instance woo the customer with glossy images of ‘matchy-matchy’ clothing and you may find they push the boat out for the whole outfit.

Accent colours on seams and zips are big this season. This is Harry Hall's Beswick jacket

WWW.toggi.com

the riding collection featuring keddington and clementine Waterproof & Breathable

Ripstop fabric, taped seams and durable water repellent finish ensures protection from extreme weather conditions.

extra wide zip up side vents

allowing freedom of movement and an easy fit over the saddle.

Articulated Sleeves and Action Back Allowing unrestricted movement across the back and the arms.

Removable Engineered Hood

Adjustable for a secure fit in high winds. Features a November 2015 reinforced peak to protect www.ebmonthly.co.uk against downpours.

Equestrian 29 Business

winter fashion Getting technical

Many of the equestrian clothing collections are increasingly recognising the rider as an athlete, producing stretchy, wicking clothing to allow maximum performance. The craze for brightly coloured and boldly patterned fitness clothing fuelled by celebrity endorsed sports collections, has trickled into equestrian clothing too, with HKM and PK Sportswear just some of the brands embracing this trend. Bright patterns and neon colours are key here, but also technical fabrics, as Louise explains: “We are seeing a greater interest in technical fabrics and textured outerwear.” High tech materials are important to provide good performance for riders, but design is also key and more breeches are now offering low profile, ultra

“We are seeing a lot of autumnal reds, rich browns and country greens this season” slim designs that allow for a sleek finish around the ankle.

Jackets are designed to fit snugly, but allow for layering and movement when riding and Melanie explains that for Ariat the key is in the V3 technology, used in various items in its collection: “Ariat’s V3 technology has been implemented in both our breeches and more recently some of our performance jackets to ensure comfort and a close, flexible fit. An elastic ‘V’ panel built into the back waistband of the breeches, and the shoulders of the jackets, offers

Mixing autumnal colours with bold statement pieces are a key trend. This Equetech outfit does it well

superior stretch and recovery to accommodate varying body shapes and maintain flexibility.”

Competition fashion

Equetech's Ladies Hunt Frock Coat

30 Equestrian November 2015 Business www.ebmonthly.co.uk

Modern materials and designs are now well-established in traditional competition clothing, creating a hybrid that offers the best of both worlds. Take a look at Mountain Horse’s Laurel Event Jacket, as featured in our ‘Let’s Talk Products’ feature over the next few pages to see the perfect example of this sports/tradition cross over. The stretch fabric allows the rider to move, the shape and colour are decidedly traditional but zips add a sporty edge.

Equetech has also introduced a Hybrid Hunt Frock Coat, once more combining tradition with modern styling and technology.

Styled along classic lines, this 100% pure wool jacket looks traditional, but inside it features a unique weather resistant membrane across the shoulders plus hidden stretch panels to allow the rider to wear a body protector or some types of air vest unobtrusively underneath.

Keeping customers warm when competing is key and lightweight layering items are important.

Thanks to long hours spent in the saddle on winter mornings, hunting fans would like the classic stock shirt from Racesafe which offers warmth thanks to the thermal knit construction and a material called Viloft which makes the shirt very light weight.

This shirt provides a classic look, with the warmth required.

Anyone who has stood in a collecting ring at a winter show jumping show knows the discomfort of cold feet, so make sure you promote winter socks and insoles at this time of year.

Thin enough on the leg to fit under long boots or chaps, but warm enough in the foot to stop toes freezing, Heat holder socks are a popular choice and cross over from outdoor brands to equestrian, whilst Woof Wear’s Bamboo socks are warm but also feature an anti-fungal property too.

Eskeez do thermal socks as well as a wider collection of thermal

PK Sportswear's Legrand breeches represent a new direction for legwear

November 2015 www.ebmonthly.co.uk

Equestrian 31 Business

winter fashion underwear and base layers that are worth a look as they offer excellent warmth whilst still being lightweight and don’t bunch up under clothing.

Broadening markets

As traditionally country brands such as Joules, Barbour and Hunter make huge inroads into the high street and high fashion worlds, other equestrian brands are also seeing an increase in customers. “Toggi’s customer base is quite broad and although we are still very popular with equestrian retailers, we have also seen a demand for our products from smart country shops and lifestyle retailers,” says Louise.

However, it takes a conscious effort for the company to make headway in these markets and Louise adds that “the Toggi brand is synonymous with refined, authentic style, more so than mainstream fashion. However, we do keep our collections forward thinking and contemporary. Our heritage is with Country and Equestrian retailers and whilst we love the fact that our customer base continues to grow, we do not want to denigrate the brand by taking it too far away from its roots.”

Ariat’s apparel collection is also designed primarily with riders in mind and Melanie explains that it includes: “Functional features such as moisture movement fabrics, oversized hoods, two-way zips and rear vents to ensure maximum comfort in and out of the saddle. The collection also features more fashionable

items to take people from the yard in to town with ease, many items within the collection are suitable for taking the dog for a walk or taking the children to school and we are certainly starting to see demand for the apparel grow both in and out of the equestrian world.”

“We are certainly starting to see demand for the apparel grow both in and out of the equestrian world” Learn to accessorise

You don’t have to be a fashionista to display clothing well and you can take plenty of inspiration from the point of sale and marketing materials provided by brands. If you have a bricks and mortar store then regular costume changes on your dummies will look good, plus keep window displays fresh with a new colour theme each week. For websites, a look book, blog or design ideas might give customers some inspiration.

Louise says: “Accessories play a great role in pulling together an outfit and they also add interest in store. Toggi’s latest collection of accessories includes colourful scarves in cosy cable knits and colourful prints, all of which complement the colours across the rest of the range. Retailers

Toggi Blythburgh demonstrates the use of fur in design which elevates this jacket into more than just a yard coat

should ensure that their stock is well merchandised and coordinated and Toggi’s seasonal brochure is packed with tips for creating sophisticated looks that consumers will love.”

Key items are still often based around luxury, with fur collars, cuffs and headbands flying off the shelves at the moment. Faux fur is a popular material for accessories, not least because it adds warmth but also because it works very well with the tweeds and autumnal colours currently seen on a wide range of garments. Accessories can also help to make a bland item look far more elaborate – for instance plain belted jacket will be elevated to fashion level ten with Accesories such as this Ariat Sparkle Headband will help tie together clothing displays in store

32 Equestrian November 2015 Business www.ebmonthly.co.uk

a matching fur hat and scarf.

Also consider belts and jewellery in the accessories lines – a belt can really pull an outfit together, whether it is jeans or jodphurs, and a touch of horsey themed jewellery goes a long way.

How you market the latest winter clothing and accessories is important and Melanie has some good advice: “Refer to advertising and the provision of new hangtags and point of sale for key styles.” Also make the most of updated imagery on apparel stands and posters, rather than recycling last year’s items. Melanie adds: “The location of the brand in store is also vital; a well lit area of the store with strong footfall is important to ensure that the consumer not only sees the product, but also ensures the POS is clearly visible to draw attention to specific styles.”

November 2015 www.ebmonthly.co.uk

Equestrian 33 Business

What to stock for successful sales....

Winter Jackets The array of winter jackets you can order now is huge, so check out the best of the best sellers and brand new products in our shop window feature.

E

very horse owner needs a decent winter jacket and nowadays the offerings are both technical and stylish.

Fur still plays a big role in leisure

jackets, but in competition wear it’s all about the stretch. To see the latest offerings for the winter season, check out our guide to the best winter jackets.

Ariat

Acclaim Down Jacket The Acclaim Down Jacket takes a traditional approach to apparel and incorporates it with modern features. Using cosy premium down insulation and flattering channel quilting, this jacket is wind and water resistant and incorporates the unique V3 design to ensure total freedom of movement and flexibility – so no matter what the outdoor pursuit, the wearer can stay warm and comfortable.

Features include an inner storm cuff, novelty print lining and a two-way zipper.

Sizes: XS–XL Colours: Ganache RRP: £159.99

Ariat

Furlough WP Insulated Jacket With a fashionable military style look, the Furlough Waterproof Insulated Jacket is made from a waterproof twill fabric with a polyfill insulation and seam sealed waterproof construction to keep the elements well and truly out! A two-way zipper, detachable hood that is sized to fit over a riding helmet, removable belt and back saddle vents make this funky jacket an essential item for winter both in and out of the saddle.

Sizes: XS–XL Colours: Navy, Ganache RRP: £199.99

34 Equestrian November 2015 Business www.ebmonthly.co.uk

Lets Talk Products Ariat

Baleno

Highland Jacket

Dynamica

Utilising the V3 fit system, the Highland Jacket is Ariat’s first waterproof stretch jacket, allowing for superior range of motion when riding and working.

Made from a waterproof stretch shell outer with sealed seams and Thermore synthetic insulation, the Highland Waterproof Jacket features back vents, adjustable storm cuffs and collar, a two-way zipper, zippered chest pocket and removable hood that is sized to fit over a helmet.

The Dynamica is waterproof and breathable to protect against the elements as well as being part of Baleno’s interactive lining system. This means that the Sally gilet or the Sarah fleece can be zipped in to give flexibility for all four seasons. The detachable treat pocket makes the Dynamica a firm favourite with paws and forelocks too.

Sizes: XS–XL Colours: Lava Beach RRP: £199.99

Sizes: XS–XXL Colours: Navy, Black, Red RRP: £136.99

Baleno

Caldene

Sandown

Cadence Jacket

The high quality men’s Sandown Jacket is made from 60% nylon 40% polyester two-tone noiseless fabric.

This robust men’s country jacket is waterproof, breathable and windproof, making it suitable for a multitude of country pursuits. Quilted for extra warmth in cold months.

This fashionable and modern stretch competition jacket, features zip pockets, two rear vents and subtle branded buttons. 94% polyester and 6% elastane allows good range of movement and the jacket is available to suit all. Comes with free Caldene gloves and suit carrier bag.

Sizes: S–XXXL Colours: Dark Olive RRP: £179.95

Sizes: Men’s 36”–46”, ladies 34”–42” & child’s 28”–34” Colours: Black in mens. Blue & black in ladies & girls RRP: from £120.00–£145.00

Caldene

Equetech

Scope Jacket

Whaddon Jacket

This short fitted stretch soft-shell jacket has a breathable stretch fabric with contrast colour collar and elbow patches for a modern and stylish look.

Featuring zip pockets, two rear vents and subtle branded buttons.

Materials: 94% polyester and 6% elastane. Free Caldene gloves and suit carrier bag.

The best-selling Whaddon Quilted Jacket is a stunning new shorter length style jacket for this autumn/ winter. Featuring a fashionable detachable faux fur lined hood, a technical ‘down-feel’ polyester insulated lining and water resistant and wind proof outer shell. With an inner storm flap, back vents with gussets secured with solid Equetech embossed press stud fasteners, full length front two-way central zip and deep front slanted pockets with secure zips.

Sizes: Ladies 34”–42”, child’s 28”–34” Colours: Blue RRP: from £120.00–£145.00

Sizes: XS–XXL Colours: Navy/Tan RRP: £124.95 November 2015 www.ebmonthly.co.uk

Equestrian 35 Business

Lets Talk Products Finest Brands International

Finest Brands International

Toggi Brightwell

Toggi Haughley

Toggi’s immensely popular, British made Heritage wax collection sees the new Brightwell ladies wax jacket take pride of place for the coming season. Fusing fashion and function with its subtle tartan check, this flattering belted style features smart epaulettes and a buckle adjuster at the neck. Four practical patch pockets and deep cuffs mean that this jacket will be a wearable yet stylish addition to any wardrobe. Proudly made in Great Britain using Millerain waxed cotton. A complimentary tin of Toggi wax and carrying bag is included.

Haughley is a stylish yet practical men’s country coat. Waterproof and breathable with taped seams and a durable water repellent finish, Haughley features lightweight padding throughout. The collar contains a pack away hood to protect from showers, while double entry bellow pockets at the hem and hand warmer pockets at the chest keep hands warm and cosy. Curved seaming at the elbows helps with ease of movement and leather trims complement the wonderful country feel of this coat.

Sizes: XS–XXL Colours: Deep Thyme Tartan Check RRP: £179.00

Sizes: XS–XXL Colours: Olive RRP: £150.00

Finest Brands International

Finest Brands International

Toggi Keddington

Toggi Sugar Plum

The all new Keddington jacket from Toggi is expertly designed by riders for riders.

Packed full of features, Keddington’s articulated sleeves, action back, shaped hem and back vents offer superb comfort and movement whilst in and out of the saddle. Waterproof and breathable with a ripstop fabric and durable water repellent finish, this hard working jacket features an engineered hood which packs away neatly in to the collar. Every Toggi collection is supported by extensive offline and online consumer marketing campaigns, from advertising to instore POS to elite rider sponsorship.

Sugar Plum from Toggi is the perfect coat to keep little ones dry and toasty when the weather takes a turn for the worst this winter.

Waterproof and breathable, with brilliant performance features such as taped seams, a fully functional hood with removable faux fur trim and useable patch pockets, Sugar Plum has a luxuriously soft outer fabric and is beautifully lined with cosy fleece.

Sizes: 8–20 Colours: Black RRP: £140.00

Sizes: 3-4, 5-6, 7-8, 9-10, 11-12 Colours: Aubergine RRP: £70.00

Harry Hall

Harry Hall

Beswick

Blouson Jacket

The ladies Beswick is a fully waterproof and breathable padded jacket. An interactive system allows customers to customise and create a layering system by zipping in extra pieces from the range. Features include bold reflective prints throughout the jacket, shaped outer cuffs with a sleek inner stretch cuff, elasticated waist and double vented rear with snap closures.

This 100% polyester microfibre jacket is machine washable and a classic style that is practical for all equestrian and country people. This fully waterproof jacket features taped seams; a storm flap on the centre front zip and two handy lower zip pockets. Great for keeping warm on colder days this riding jacket is fleece lined and has elasticated hem and cuffs to keep the elements out. This jacket is also ideal for branding as there is an easily accessible internal embroidery zip panel.

Sizes: 8-18 Colours: Navy Blue, Turquoise RRP: £85.00

Sizes: Children’s 3–12, adult’s S–XXL Colours: Navy RRP: £55.00

36 Equestrian November 2015 Business www.ebmonthly.co.uk

Lets Talk Products Jack Murphy Clothing

Mountain Horse

Alexis Parka Coat

Cheval Jacket This padded women’s winter riding jacket is warm and very practical. It’s made with a polyester fill which is insulating, lightweight and really easy to care for making it a great choice for your customers. It is perfectly suitable for riding thanks to the removable hood, two-way front zip and ribbed cuffs inside the sleeves which help keep out draughts. The charming silky printed lining adds a touch of luxury.

The competitive retail price point of this jacket, along with the cruelty-free faux fur trim, is certain to make it attractive to shoppers.

A Jack Murphy play on the trendy Parka design, the Alexis is waterproof, windproof and breathable. Features internal drawstring for a more waisted look when preferred, quilt stitch detailing and grown-on hood with faux sherpa lining and faux fur trim.

Machine washable, YKK Zip. Waterproof, windproof, breathable.

POS cards, product and lifestyle images provided for stockists.

Sizes: 8–18 Colours: Pitch Black, Deep Claret RRP: £139.99

Sizes: XS–XXL Colours: Black, Safire Blue RRP: £110.00

Mountain Horse

Mountain Horse

Conrad Jacket

Elliot Jacket

The Conrad jacket is designed especially for the boys. It is waterproof to Mountain Horse’s highest standard and the breathable fabric has fully taped seams. The ‘double collar’ and faux fur lining add warmth without too much bulk. The front zip is two way for comfort in the saddle, also helped by the rear riding vents. The detachable, adjustable hood offers good sideways visibility and there are five roomy pockets.

This is a brilliant winter jacket, ideal for kids, with a lightweight and warm polyester fill and water-resistant fabric. There’s a two-way front zip which makes the Elliot comfortable to wear in the saddle, plus a detachable hood with faux fur trim for a stylish finish.

Sizes: XS–XXL Colours: Black RRP: £199.00

Sizes: 130-170cm Colours: Navy, Wild Purple RRP: £59.95

Mountain Horse

Mountain Horse

Laurel Event Jacket

Windsor Jacket

This high-performance competition jacket provides a winning edge to any show outfit and is available to order now for spring 2016. The stretch fabric is designed to move with the rider’s body giving a great fit and feel on the flat or over fences. It has a silver-coloured front zip, a front zip pocket and two pockets with silver buttons, plus rear riding vents.

The Windsor somehow manages to be practical and elegant all in one. It’s a real workhorse of a jacket with an air of refinement that means your customers don’t have to compromise performance for good looks. It’s waterproof, windproof, breathable and warm. They’ll find all the typical Mountain Horse added extras that transform an ordinary coat into a useful riding jacket: detachable, adjustable hood; rear riding vents; a two-way front zip and lots of pockets for all their equestrian essentials.

Sizes: XS-XXL Colours: Black, Navy RRP: £119.00 (adults) £85.00 (kids)

Sizes: XS–XXL Colours: Black, Navy, Brown RRP: £169.95

November 2015 www.ebmonthly.co.uk

Equestrian 37 Business

Lets Talk Products Noble Outfitters

Pikeur

Evolution Insulated Jacket

Garito

New for autumn/winter 2015, the Evolution jacket is 100% waterproof, fully seam sealed and breathable. 120 gram polyester insulated lining brings added warmth, while the detachable three panel adjustable hood zips off for multiple uses. YKK two-way front zipper covered by snaps, internal stretch storm cuffs, back vents, hidden storm flaps and a detachable front storm skirt make this jacket perfect for winter.

The innovative Garito competition jacket is a sporty, functional men’s riding jacket which features three zip pockets and is made from bi-elastic, light and breathable Softshell. Optimal climate regulation is ensured by means of the additional mesh inserts on the front and back section as well as the net lining.

Made from 70% polyamide, 23% elasthane and 7% polyurethane the Garito provides stretch fit and the stylish stitching makes this jacket stand out from the crowd.

Sizes: XS–XXL Colours: Black, Dark Navy RRP: £159.95

Sizes: 44–58, 90–110 Colours: Black, Nightblue RRP: £149.00

Pikeur

Pikeur

Lessino

Sarissa II

Lessino is a very sporty, waterproof and windproof men’s jacket. It features suede leather details on the hood, the drawstrings and the poppers and the jacket has two chest pockets and two slanting pockets below. The contrasting inside finish is quilted with Primaloft insulation for warmth in winter. This is a highly breathable and waterproof jacket made from 61% polyamide and 39% polyester.

Light, elastic and extremely breathable, the Sarissa II women’s riding jacket is sure to stand out in the arena. The modern style jacket is designed with two pat pockets at the front, two rear slits, half mesh lining at the back as well as fashionable buttons.

73% polyamide with 27% elasthane ensures the jacket allows the rider to move and flex whilst remaining uncreased.

Sizes: XS–XXL Colours: Navy RRP: £199.99

Sizes: 34–48, 72–96 Colours: Black, Navy, Anthracite RRP: £169.99

Pikeur

PK Sportswear

Valentina

Franklin

The Valentina jacket features a very attractive looking fabric with a marbled look. Wind-proof, water-proof and breathable, the Valentina features taped seams and is AAC finished under the front and back yoke. It has a detachable hood with zip and an inner collar with fleece lining. On the sleeve is a waterproof zip and inside it is a knitted wind-stop. The inner lining is quilted with 145g wadding.

This beautiful bomberstyle jacket is part of PK Sportswear’s autumn/winter 2015/2016 range. Made from a mix of nylon and cotton, it is waterproof and breathable and is finished with special detail. The detachable hood creates a sporty look and it is completed with two zipper pockets and a PK logo on the back.

Sizes: 34–46, 72–92 Colours: Denim Blue, Walnut, Anthracite RRP: £199.99

Sizes: XS–XXL Colours: Peacoat, Coffee, Midnight Navy RRP: £149.00

38 Equestrian November 2015 Business www.ebmonthly.co.uk

Lets Talk Products Sporting Hares

Townend Direct

Beauchamp Blazer

Townend Master Paddock Coat II

Stand out in a field full of jackets with the stunning Beauchamp Blazer. Hand sewn from a luxurious wool blend which is fully lined with taffeta-silk for an incredible feel. The flagship product from Sporting Hares features real opening cuffs, wooden buttons, single vent, deep functioning pockets and is finished off with an eye-catching velvet under-collar in the brand’s trade mark colours.

A classic styled ladies coat ideal for all occasions with soft touch material, flattering seam detail, showerproof with windproof qualities and fleece lining for added warmth. Features a chest pocket with hidden zip closure, two front pockets with welt closure and antique silver poppers and side entry pocket.

Internal security zip pocket and waist channel, zipped riding vent with gusset, adjustable cuffs with knitted internal rib storm cuff, throat tab and packaway hood.

Sizes: 8–18 Colours: Royal Teal, Paddock Green RRP: £135.00

Sizes: XS–XL Colours: Navy RRP: £110.00

contacts:

Coming next month....

Ariat

+44 (0)1367 242818

www.ariat.com Baleno

info@baleno.be

www.baleno.be Caldene

www.caldene.co.uk Equetech

+44 (0)1296 688966

www.equetech.com Finest Brands International

+44 (0)1132 707000

www.toggi.com Harry Hall

Mountain Horse

www.mountainhorse.co.uk Noble Outfitters

+44 (0)1572 772508

www.nobleoutfitters.co.uk Pikeur Reitmoden +49 (0)5203 70431

www.pikeur.de

PK Sportswear

+44 (0)1352 763350

www.zebraproducts.co.uk Sporting Hares

+44 (0)1686 640249

prep@sportinghare.com

www.harryhall.co.uk

Townend Direct

Jack Murphy Clothing

www.townenddirect.com

+44 (0)1768 867590

www.jackmurphy.eu

+44 (0)1522 529206

In December the Let’s Talk Products feature profiles the range of short boots and chaps available for the winter season.

From traditional jodhpur boots, to yard boots, muckers, paddock boots and more, this will be a comprehensive guide to the main brands.

Chaps will also be included as they go hand in hand with short boots for many riders.

If you would like to submit a product for consideration contact letstalkproducts@ebmonthly.co.uk

EQUESTRIAN January 2016 The January 2016 issue of Equestrian Business will preview all the main national and international trade shows: BETA Int, AETA, Spoga horse spring and Al Fares.

This issue is already filling up fast so if you want to be in the widest distributed issue of the year then get in touch with Sharon now on advertising@ebmonthly.co.uk

November 2015 www.ebmonthly.co.uk

Equestrian 39 Business

ken lyndon-dykes

The birds & the bees The equestrian world needs to look at the bigger picture and make more effort regarding ecology and biodiversity.

KEN LYNDON-DYKES I hope readers will forgive the fact that I am in philosophical mode this month.

Equestrianism involves land – and land involves the environment. Pressures on the environment and the countryside have never been greater. Some years ago I owned a farm; it was at a time when I was eventing and the farm was mostly devoted to the needs of competition horses. I also had a small rough shoot and some fishing. I quickly became aware that owning land involved responsibilities that I hadn’t previously considered.

I count myself fortunate to live in Kent – the Garden of England.

Despite being the busy gateway for traffic from the continent, and despite proximity to London, over 85% of Kent’s landmass is officially designated rural.

And in this county rural directly relates to farming and growing food – thus our landscape is largely managed by farmers and growers and it is the diversity of their activities that results in the Garden of England’s unique scenery. A glorious, scenic mix of orchards, arable, livestock and mature woodland.

Farmers are often unfairly cited as solely responsible for soil degradation, soil and water pollution, loss of biodiversity,

40 Equestrian November 2015 Business www.ebmonthly.co.uk

resource depletion – and other environmental damage. At the same time, their enormous contributions in terms of the environment are frequently overlooked or ignored. In fact, without the initiatives farmers implement, the environmental diversity in the Kent countryside would decline. I have no doubt these comments apply to many other counties in the British Isles.

The United Nations designated 2011 – 2020 as the UN Decade of Biodiversity. It is only relatively

“Biodiversity benefits can be achieved in a tiny area – even a window box” recently that scientists have begun to understand the amazing complexity of the interrelationship between different species – biodiversity.

Taking as an example: global reduction of honeybees threatens to impact on food production because of the significant role bees play in the production of fruit and vegetables. Albert Einstein’s comment – ‘Mankind will not survive the honeybees’ disappearance for more than five years’ was dramatic, but the present-day connotations are

concerning. So, the preservation of biodiversity is fundamental to environmental policy and the contributions made by farmers are increasingly important. It occurs to me that not all the people who keep their horses on their own land recognise ways they can get involved.

George Jessell is a farmer and landowner at East Brabourne in an area designated as Outstanding Natural Beauty.

George’s current involvement with horses relates to sixteenyear-old daughter Amelia, who has taken up eventing, and the fact that one of his tenants is running a livery yard.

With the assistance of Paul Cobb, Kent’s co-ordinator for the Campaign for the Farmed Environment, and Dan Tuson from Natural England, George has implemented a number of environmental enhancement initiatives. Among these, the most beautiful are possibly the two areas – 11 hectares and about 1 hectare – dedicated to wild flowers. Game covert strips are resulting in an increase in the numbers of English partridges, nightingales, corn buntings, and other species. An area in the centre of an arable field has been left bare to provide habitat for skylarks and various other projects are recording equally impressive results.

Charles Tassell is another farmer/landowner with a direct involvement with horses; his wife Jane keeps ‘Bertie’ at home.

Based at Church Farm, Ulcombe, Charles has instituted a diversity scheme that ensures existing obsolete resources are not wasted. Guided by an architect, the attractive, functional conversions complement their rural setting and help to fulfil the demand for premises from small to medium-sized businesses.

This type of sustainable development has the knockon benefit of reducing land for building.

Guided by the Kent Wildlife

❚ Ex-international level three-day-event rider. ❚ Qualified Society of Master Saddlers’ saddle fitter and a member of the society’s executive committee, ❚ Owns and runs SaddleWorld, one of the largest saddle retailers in the UK. Ken is increasingly in demand as a professional witness and adjudicator in reation to saddlery-related claims and disputes. ❚ He is also well-known as an inspirational and interesting lecturer/speaker.

Trust and Paul Cobb, Charles has also undertaken a number of environmental projects.

Sheep and cattle – managed by a local grazier – have been re-introduced on land where poor drainage has reduced the viability of growing arable crops.

Other initiatives include grass margins with wild flowers… seed mix plots for birds...beetle banks…stubble left for overwinter shelter…some cultivated areas are left un-cropped for birds...and headlands have become conservation areas.

Not everyone who keeps their horse in the home environs owns as much land as George and Charles but, as has been pointed out by far more knowledgeable people than me, biodiversity benefits can be achieved in a tiny area – even a window box.

Equestrianism, in all forms, is very time-consuming and this sometimes makes us insular and relatively unaware of big global challenges. On this occasion I would like to be shot down in flames by readers anxious to indicate some of the valuable environmental-related work being undertaken by those in equestrianism. Replies, please!

suppliers Directory To advertise in the suppliers directory the minimum requirement is 5 insertions at £20 each.

A sixth insertion is then added free of charge, producing a net cost of just £16.60 each.

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Hunter-Outdoor (K & K CLOTHING) +44 (0)121 555 8334 www.rockall.info

EQ Life Magazine +44 (0)1953 852946 ww.eqlife.co.uk

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Equestrian Vision +44 (0)1403 865320 www.equestrianvision.co.uk EquiAmi Ltd +44 (0)1584 891049 www.equiami.com Equine Management +44 (0)1825 840002 www.equineman.com

Equisafety Ltd Clarendon Equestrian Ltd +44 (0)1516 787182 +44 (0)1825 733361 www.clarendon-equestrian.com www.equisafety.com

Harold Moore +44 (0)114 2700513 www.haroldmoore.co.uk Harpley Equestrian +44 (0)115 9611537 info@harpleyequestrian.co.uk www.harpleyequestrian.co.uk

Parkgate Equestrian +44 (0)1306 631374 www.parkgateequestrian.co.uk

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Haybar +44 (0)1723 882434 www.haybar.co.uk

Kozi Kidz +44 (0)1302 746680 www.kozikidz.co.uk

Hemp Technology Ltd +44 (0)1986 835678 www.hemptechnology.co.uk

Lets Talk Horses + 44 (0)1953 850678 enquiries@letstalkhorses.co.uk

Hilton Herbs Ltd +44 (0)1460 270700 www.hiltonherbs.com

Life Data Labs Inc +1 256 3707555 www.LifeDatalabs.com

Holdsworth PR +44 (0)1903 892060 www.holdsworthpr.co.uk

Likit For orders Westgate EFI +44 (0)1303 872277 www.likit.com

Honeychop Horse Feeds +44 (0)1359 230823 www.honeychop.com

Littlemax +44 (0)1668 213467 www.littlemaxshavings.com

Horse & Jockey Ltd +44 (0)1981 550467 www.capcover.net

LS Sales (Farnam) Ltd +44 (0)1608 683855 www.lesliesutcliffe.biz

Pfizer Animal Health +44 (0)1304 616161 www.wormingyourhorse.info PressPoint +44 (0)1953 851513 www.presspoint.co.uk Rima Exports +91 972 1504005 rimaexport@gmail.com Robinson Animal Healthcare +44 (0)1909 735000 www.robinsoncare.com Rockall +44 (0)121 5558334 www.rockall.info Rockies +44 (0)1606 595025 www.rockies.co.uk

Sportmark by Signam +44 (0)1926 417300 www. sportsmark.co.uk a Stable Safe +44 (0)7500 091650 www.stable-safe.com Stormsure +44 (0)3333 441500 www.stormsure.co.uk a Taurus Footwear and Leathers Ltd +44 (0)1328 851432 www.taurusfootwearandleathers.

Tayberry + 44 (0) 2920 464606 www.tayberry.co.uk Toggi +44 (0)113 2707007 www.toggi.com Trelawne Equine Ltd +44 (0)8442 578585 www.trelawneequine.co.uk Vale Brothers +44 (0)1239 614648 www.kbf99.co.uk Vetericyn +353 91 796896 www.vetericyn.com Virbac Animal Health +44 (0)1359 243243 www.equimax-tabs.com

W F Young, Inc Saracen Horse Feeds +001 413 526 9999 + 44 (0)1622 718 487 www.absorbine.co.uk www.saracen-horse-feeds.co.uk Wahl Seaquim +44 (0)1227 740555 +353 (0)8623 64609 www.wahl.co.uk www.seaquimequine.net Westgate EFI Ltd Science Supplements +44 (0)1303 872277 +44 (0)8456 800606

Classic Showjumps +44 (0)161 765 2010 / 2014 www.classicshowjumps.com

Exo2 +44 (0)1335 372600 www.exo2.co.uk

Horsefair +44 (0)1264 811425 www.horsefair.co.uk

Maquien Design +44 (0)8000 925699 www.maquiendesign.co.uk

Clipper Sharp +44 (0)1823 681076 www.clippersharp.comt

Faulks & Co. +44 (0)1455 848184 www.wmfaulks.com

Horse First Ltd +44 (0)2830 848844 www.horsefirst.neta

www.sciencesupplements.co.uk Westgate Labs +44 (0)1670791994 Silvermoor www.westgatelabs.co.uk +44 (0)1665 602587

Cox Agri +44 (0)845 600 8081 www.coxagri.com

Fly Away +44 (0)1384 877857 www.flyaway.ltd.uk

Horse Health Trade +44 (0)2380 814360 www.horsehealthtrade.co.uk

Maxavita +44 (0)8450 752754 www.maxavita.com a Mears Country Jackets Ltd +44 (0)1922 476930 www.mearsjackets.com

Smart Grooming +44 (0)1823 681076

Worklite Ltd +44 (0)1279 418052 www.work-lite.com

Horses with Attitude +44 (0)1274 852139 www.horseswithattitude.co.uk

Measom Freer +44 (0)116 2881588 www.measomfreer.co.uk

Solocomb +44 (0)1235 511358 www.solocomb.co.uk

Your Gift Horse +44 (0)1454 510102 www.yourgifthorse.com a

Creative Equine Marketing Friendship Estates +44 (0)780 3728646 +44 (0)1302 700220 www.creativeequinemarketing.co.uk www.friendshipestates.co.uk

www.silvermoor.com

TBK

Performance Wear for Horse and Rider

Nom 201 inated 2 Sup Trade pli the er of yea r

Affordable Designer Jodhpurs & Breeches, headcollars and Saddlery Unique and Innovative designs generating excellent retail profitability Please call or email for your free catalogue

Email: k.bentley@tbkltd.com Tel: 01580 292632 Fax: 01580 848042

November 2015 www.ebmonthly.co.uk

Equestrian 41 Business

interview

5 minutes with...

Sam Horrell

Dodson & Horrell’s Marketing Director What is your job title and what does it entail?

Marketing director. I oversee all activities relating to any of the brands that form the Dodson & Horrell Group.

My team has responsibility for all the communication and development of our brands from Brand Ambassadors, through to events and new product development. I see my role as ensuring that we are consistent in our communication to both end users and our trade customers.

What was your career path that led to this point?

I joined the company in 2010 in product development which gave me a thorough understanding of

the links between departments and different aspects of the business as a whole, along with the importance of communication and alignment between departments to get a project launched. After which I moved to head up the commercial team as an interim until a new commercial director could be appointed. These roles allowed me to get a wide range of experience and understanding of the business from different perspectives.

What is it like working in a family business?

We can be dynamic and respond to customer needs

Sam Horrell as well as drive the long term strategy to shape the business for the future.

We have a number of staff who have been with us for years and it is this longevity and commitment that is important to the business.

There is genuine commitment to invest in the future of the company.

What do you think is the secret to Dodson & Horrell’s success?

Putting innovation at the core of our business and being able to adapt to changing customer demands. Continued investment in the markets in which we operate and continuing to look for new areas.

How has the equine feed industry changed in recent years – is it for better or worse?

The market has consolidated over recent years, which means there is a need to work closer with our retail customers. Added to which innovation in the market has enabled us to produce even better feeds with more science behind them – this can only be good for our business, customers and end users.

Where do you see the business in the next ten years?

Continuing to grow domestically in both existing and new categories, with a strong international presence. www.dodsonandhorrell.com

42 Equestrian November November 2015 2015 Business www.ebmonthly.co.uk

Quickfire questions: What do you do in your spare time?

I like to run, it’s a great time for me to get out into the countryside, listen to music and run – I can be gone for hours!

Do you have any pets?

I have a Hungarian Vizsla named Widget.

What was the last film you saw at the cinema? Jurassic World What is your favourite holiday destination?

The Alps – as I like to cycle up Alpe d’huez If you could do any other job in the world, what would you do?

Be a part of a National Geographic Expedition team.

Find us online...

Equestrian Business is growing, so to find out more, access news as it happens or discover how you can get your brand in front of thousands of key decisions makers thanks to our website, visit www.ebmonthly.co.uk. Trade account holders access the full site content, including online versions of the magazine.

To find out more email enquiries@ebmonthly.co.uk.

November 2015 www.ebmonthly.co.uk

Equestrian 43 Business

By Appointment to Her Majesty The Queen Manufacturer of Horse Bedding Bedmax Limited Northumberland

MAXIMISE YOUR BENEFITS FROM ALL THE BEDMAX BRANDS Your sales of BEDMAX Shavings over the past 15 years have helped make us the best-selling brand of purposemade bedding for horses in Britain.* But at the same time as we’ve been growing BEDMAX, we’ve been developing new, related brands your customers might like.

All our brands benefit from the reputation for quality that BEDMAX has established, and they all come with our same commitment to whole-hearted service and support for our retailers and customers. *British Equestrian Trade Association National Equestrian Survey 2011 & 2015

Find our more about all our products at:

bedmaxshavings.com/products Or call us to arrange a visit from your regional BEDMAX sales manager, and find out how you can benefit more from all the brands in the BEDMAX stable.

November 2015 Equestrian 52 01668 213467 www.ebmonthly.co.uk

Business