November 2011 issue by Presspoint Media Ltd

Inside this issue Features 8

Forage and Fibre

MEDIA GUIDE

Dietary essentials discussed Equestrian media at a glance

26 BEDDING

The options explored

Regulars 4

WALK ON THE WILD SIDE

UK NEWS

LET’S TALK PRODUCTS

QUESTION TIME

LAUNCH IT

SECRET SURFER

Welcome to a new columnist The latest industry news Long boots

Retailer opinion

Products hitting the shelves Websites on show

Contact US Equestrian Business Monthly, The Old Dairy, Watton Road, Hingham, Norwich, Norfolk, NR9 4NN, UK T: +44 (0)1953 850678 F: +44 (0)1953 851936 E: enquiries@ebmonthly.co.uk W: www.ebmonthly.co.uk Editor – KATE HANNAM E: editorial@ebmonthly.co.uk Advertising Sales & Production - ALLISON KEMP T: +44 (0)1953 852946 E: allison@ebmonthly.co.uk Design – HOLLY TODD @ PressPoint E: graphics@presspoint.co.uk Disclaimer

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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 Monthly 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.

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November 2011

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EDITOR’S COMMENT

The squeezed middle Welcome to November’s issue of Equestrian Business Monthly, where we turn the focus to those winter concerns of forage and bedding and look at how customers can save money through implementing more efficient regimes, but in such a way that the retailer doesn’t lose out.

Most consumers are having to cut back, there’s no doubt about it, and one theme in particular that has been apparent since the economy started to slide is the idea of the ‘squeezed middle’ – the people who are neither very poor nor very wealthy, who are now finding life especially hard. It’s something that potentially has a profound effect on retail, and the recent sales performances of the mighty supermarkets illustrates this perfectly. At the time of going to press it had been announced that Tesco (Britain’s largest retailer) had reported its first fall in UK like-for-like sales since the early 1990s, and that the figures for Sainsbury’s were also significantly down. Due to government cuts, rising unemployment and the rising cost of living, consumers are instead spending their money in discount stores such as Aldi (sales up 25.6%) and Lidl (up 12.6%). At the other end of the scale, the more up-market Waitrose saw a sales increase of 8.9% during the last quarter. It points to a ‘two-nations’ trend, according to Martin Whittingham

of Kantar Worldpanel: “While some people are buying more from the discounters such as Aldi and Lidl to save money, others are treating themselves at Waitrose,” he sums up. This trend is equally reflected in the equestrian trade. It comes as no surprise that a recent Sportswise equestrian panel survey showed that 70% of horse owners have been affected by the recession, with 20% of them having switched to cheaper brands in an effort to cut costs. Lower-priced brands may increase in sales, whilst those who can afford the higherend goods may still be able to do so, seeing many of these products as luxurious treats or quality investments. But what happens to those goods priced at the middle of the market? Companies targeting the middle segment will have to fight harder to retain their market share – and they should do, for the middle is an important section to maintain and will be the first to benefit once the economy begins to pick up. Bearing in mind of course that, post-recession, consumers will stop broadly trading down and instead may

take a more thoughtful and practical approach to buying, and be more demanding of what they purchase.

New columnist This issue we welcome another new columnist into the Equestrian Business Monthly Stable. Suzanne Wild of Fuller Fillies will provide an informed, entertaining and at times controversial take on the ins and outs of the equestrian trade, starting off by tackling one of the buzz topics of the trade over the last few months – it’s certainly a must-read!

Don’t keep your thoughts to yourself! - email editorial@ebmonthly. co.uk or write to Equestrian Business Monthly, The Old Dairy, Watton Road, Hingham, Norwich NR9 4NN

Kate Hannam

WALK ON THE WILD SIDE An oncoming storm For those of you loyal to EBM at the exclusion of all other trade magazines – and why not – you may be unaware that trouble has been brewing recently; it appears that Zebra Products, UK supplier of Gersemi, Amerigo and Kentucky brands, has opened a small ‘clearance’ store in Flint, North Wales. In response, a group of retailers made an approach to BETA who asked Zebra to account for their actions. After speaking to Zebra’s MD Simon Middleton I wrote a letter in response to the resulting article addressing the issues raised and highlighting BETA’s seemingly less than sympathetic stance. By the end of last week I had received nothing but supportive emails and letters from the manufacturing side of the trade; household names standing alongside newcomers all saying the same: “I couldn’t have said it better myself,” and, 4

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“At last – somebody has spoken out!” My usual default setting is ‘speak and be damned’ so to receive such concrete support for my view is astounding; but I think it is portent for a maelstrom in the UK equine industry. Now the designer and manufacturer of a leading UK clothing brand, my personal experience encompasses retail, wholesale distribution and management consultancy; but it goes without saying that my longest role has been that of consumer so perhaps I have a unique take on the equestrian industry. You could say I’ve looked at life from all sides now… and the clouds are definitely gathering! Mathematics isn’t my strong point; however, I understand how the basics apply to the supply chain: the manufacturer buys in 1000 pieces at £X, he sells 10 pieces to 100 retailers at £X x2, the retailer sells 1 piece to 10 consumers at £X x4. Due to the VOLUME sold by the manufacturer he can afford any November 2011

‘hiccups’ like the odd quality issue. Due to the PROFIT enjoyed by the retailer he can afford to discount the odd slow seller. It may be simplified but this equation works and has done since the dawn of time. However; for a myriad of reasons retailers have decided that they are not going to buy 10 of anything; the rise of the internet where ‘stock’ can be sold with no stock holding, the recession and plain old lack of business acumen have all created an inert market. But when the fog clears there will be a new dawn, manufacturers will be supplying DIRECTLY to the consumer and cutting out the retailer completely. Retailers will be left with only the shoddy Eastern products which they picked up at BETA International – substandard copies, nice from afar but far from nice. The ever demanding consumer wins because they can get what they want, when they want it online, the manufacturer wins because they get a ‘double bubble’ of profit from every sale,

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in fact, only the retailer loses in this brave new world. So, retailers, rather than griping because a manufacturer or distributor is ‘battening down the hatches’ to survive, why not support them? Because the storm will pass and when the sun shines you might just find yourselves in the shade…

Suzanne Wild is designer and managing director at Fuller Fillies.

UK News A round-up of the UK’s equestrian trade news Limpet Saddle Glacialis wins stand at Your Pads under new Horse Live Lisa McCummings is heading to Your Horse Live with her business Glacialis after winning a stand at the two-day event through a national competition in Equestrian Business Monthly. Glacialis provides a unique and innovative product range of crystallised riding hats, gloves, stocks and jackets following the launch in April this year. The range is already proving hugely popular and Lisa is looking forward to showcasing the products at Your Horse Live. Your Horse Live takes place at Stoneleigh Park in Warwickshire from 12th to 13th November. The two-day indoor event not only promises celebrity riders, brilliant demonstrations and expert advice but also offers one of the largest equestrian shopping experiences within the UK. Says Lisa: “I was so thrilled when I was contacted about winning the stand competition. To be able to exhibit the Glacialis range at

Your Horse Live is brilliant and I can’t wait. I have been delighted with how well Glacialis is going and the stand at Your Horse Live will help provide the next step in developing the business further and reaching more people in the equestrian community. “The Glacialis range caters for all sections of the market from the extravagantly sparkled Champagne Riding Hat to dazzling gloves and stocks perfect for that special Christmas gift. I hope that the Glacialis stand will provide something new and never seen before at Your Horse Live and will be a guaranteed talking point at the show. “Your Horse Live, along with the expertise and support of the design team helping to develop the stand as part of the prize, will provide a perfect platform for helping our young business to grow.”

ownership

The founder of Limpet Saddle Pads, Aline Holmes, had a vision to help horses under saddle. Unfortunately Aline passed away last year but now Brigitte Manning has taken ownership of the Limpet brand and has the same vision – to help the horse whose saddles may slip or whose backs are uncomfortable when ridden. The new company was launched in June 2011. A full range of saddle pads is now available, with foam sourced from the original manufacturer to ensure unrivalled performance, and can be viewed at www.limpetsaddlepad.co.uk

Eqvalan Duo Equine Thesis of the Year finalists announced Now in its 13th year, this prestigious competition is open to every agricultural and equine university and college in the country and as a result the standard and quality of entries are exceptionally high. This year’s finalists are:

affect equine biomechanics and any developmental asymmetries?

Bill Chapman, Moulton College/ University of Northampton: Comparison of the efficacy of preloading versus reloading electrolyte supplementation in novice competition horses.

Lisa Randle, Warwickshire College: Prevalence of obesity and health issues in mature leisure horses in the Midlands of the UK: An equine body condition survey.

Caryl Ffion Marks, Hartpury College: A case control study to investigate risk factors for horse falls in steeplechase races at Cheltenham racecourse.

On the morning of Friday 11th November 2011 the finalists will have 15 minutes to make a presentation to a panel of judges and then 15 minutes to defend their thesis.

Eoin O’Brien, University of Limerick: An analysis of prepurchase veterinary certificates for sport horses in Ireland.

Christine Hills, Writtle College: Does grazing limb preference www.ebmonthly.co.uk

November 2011

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UK News

Changes to FEI Equine Prohibited Substance List The FEI, following approval by the FEI Bureau, has announced a small number of changes to its 2011 Equine Prohibited Substance List. These changes will be included in the 2012 List and will come into effect on 1st January 2012: • There are two additions to the Prohibited List: Magnesium Sulphate injections and any use of ACTH. • 17-Alpha-Hydroxy Progesterone is also being named on the List given similar biological effects to substances already on the List.

• Valerenic acid has been moved from the Banned Substance category to the Controlled Medications category. “We are constantly reviewing our Prohibited Lists in line with the latest scientific evidence,” says Graeme Cooke, director of the FEI Veterinary Department. “National Federations are now familiarising themselves and their athletes with these changes well in advance of the 2012 Equine Prohibited Substances List coming into force. “The FEI is also continuing to

South West Christmas Equine Fair line-up This year’s South West Christmas Equine Fair takes place at Westpoint in Exeter on Saturday 3rd and Sunday 4th December 2011, and promises a fabulous line-up of equestrian stars. Headlining in the equine arena will be Mary King, who will be incorporating both showjumping and dressage into her exciting demonstrations. International show jumper Philip Spivey and world-reining champion Shane Borland will be

providing a joint demonstration, a fascinating combination of fun and education. Australian Horsemanship, horse agility, stallion parades, a Pony Club challenge, showing classes and a junior show jumping competition form part of this year’s line-up. In addition, the show also features a dedicated shopping village of over 150 companies, including big name brands such as Joules, Ariat, Toggi and Thorowgood.

Canter For A Cure Sponsored Ride 2012 The seventh annual Equetech ‘Canter for a Cure’Sponsored Horse Ride will be held at Milton Keynes Eventing Centre, Buckinghamshire (just off the M1) on 13th May 2012 from 10am. Last year a record number of entries saw more than 250 horses and riders complete the course and raise over £15,000 for cancer research. Equetech traditionally encourages riders to ‘Think Pink’ for the event but

in 2012 year to celebrate the London Olympics the company has introduced a special colour scheme for one year only. “We are asking riders to surprise us with the Red, White and Blue theme,” says Liz Hayman, Equetech director. “Flags, ribbons and bright blocks of colour came to mind and we wanted 2012 to be a standout year for the charity and for the riders who complete the sponsored ride.”

New RS-tor video launched Inventor of the RS-tor rider safety aid, George Gorman, has launched a professional video to showcase the product’s use to retailers and consumers alike. It is available at www.rstor.co.uk (click on ‘product videos’) and also at You Tube; visit youtube. com/user/TheRstor. Says 6

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George: “Our original video did a good job of demonstrating the product, but this new version really showcases the RS-tor and its benefits. It is available to retailers for use in store or at events – call manufacturer PolyPads on +44 (0)1842 752020 to request a copy. November 2011

give everyone involved in horse sport the opportunity to stay upto-date with the latest prohibited substances and controlled medications lists by making them available online and in easily downloadable formats for iPhones and other mobile devices.” The 2012 Equine Prohibited Substance List will be accessible prior to 1st January 2012 via the easily searchable FEI Equine Prohibited Substances Database, which is free to download for Smartphones.

Pets at Home CEO steps down Matt Davies, Pets at Home’s group chief executive, is to step down from his role in the spring to pursue other opportunities. He has been with the company for 10 years, for the past seven as CEO, and will remain with the business until a successor is found. Pets at Home currently operates 295 stores across the UK and reports a good level of trade. For the 53 weeks ending March 31 this year, it reported a 10.3% rise in EBITDA to £93 million, driven by a 10.7% rise in revenue to £517.8 million.

New Appointments Countrysmiths appoints new customer services manager Countrysmiths Limited has appointed Aileen Munday as customer services manager based at the company’s North Oxfordshire warehouse. Aileen brings with her nearly 20 years of experience in retail sales and customer services, and has an impressive track record of working with fast growing businesses within the online sector. “I am impressed with how quickly Countrysmiths has grown as well as the range of quality products it sells. The business has very exciting plans for growth over the next 12 to 18 months and I look forward to contributing to this growth,” says Aileen.

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UK News News In Brief

Anatomy for performance The 2012 Horses Inside Out Conference, to be held at the Royal Agricultural College, Cirencester, from 25th to 26th February 2012, will look at various aspects of the eleven anatomical systems of the horse and examining how understanding them is useful in considering how we manage, train and care for horses. With two days of talks by leading world experts in their field all under one roof, this conference is a wonderful opportunity not to be missed. For more information, call Shirley on +44 (0)1159 212648 or visit www.horsesinsideout.com/ conference2012.html.

BETA International announces new sponsor

BETA International has announced that its Innovation Awards are to be sponsored by Horse&Rider Magazine in 2012. Horse&Rider won the IPAC Consumer Magazine of the Year award in 2010.

Shires to distribute Fine Fettle Feed Fine Fettle Feed has announced that Shires Equestrian has been appointed as the sole distributor for its product range.

High profile for Wheelbarrow Booster New product the Wheelbarrow Booster recently enjoyed some high profile publicity, being featured on Simon Mayo’s BBC Radio 2 Drivetime show as Innovation of the Week and appearing on the Alan Titchmarch Show on ITV.

UK News

Fellows Media takes up EBM’s advertising reins We are delighted to announce that with effect from the January 2012 issue of Equestrian Business Monthly, all commercial advertising will be handled by Fellows Media Ltd in Cheltenham, Gloucestershire. The team at Fellows Media have been working within the equine trade for nearly ten years and already work with both The British Horse Society and British Riding Clubs on their magazines. Mark Brown, Sales Director at Fellows Media, said, “We are really excited to be working with Equestrian Business Monthly. It is a fantastic publication which perfectly serves the needs of the trade. It sits well amongst our equestrian portfolio and will allow our advertisers to reach a good balance of both trade and consumer customers.”

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To discuss your campaigns for 2012 or for more information, please contact Mark and his team at Fellows Media on 01242 259249 or email mark@fellowsmedia.com. All editorial should still be sent directly to editor@ebmonthly.co.uk.

FORAGE AND FIBRE

Dietary inclusion of fibre and forage is essential to the physical and mental wellbeing of any equine. Equestrian Business Monthly examines the value of a high fibre feeding regime and highlights how both the horse and its owner may benefit. It is important first to distinguish between forage and fibre. Fibre is a nutrient found in many feedstuffs to varying degrees, and is vital to the horse not just for gut health but also as an energy source. Forages include grass, hay, straw and alfalfa and are high in fibre – and ideally, the horse should be receiving 1.5% to 2% of its body weight as forage per day. Less than this and there is a risk of the horse developing physiological problems such as colic or gastric ulcers, or psychological disorders such as crib biting or box walking caused through boredom and discomfort. Over thousands of years, the horse evolved on a tricklefeeding diet of grasses, herbs and other fibrous plants, and the importance of a high fibre diet for horses today cannot therefore be overstated. In fact, around 65% of the horse’s digestive system is devoted to digesting fibre – in the hind gut, also known as the caecum and colon. The hind gut contains a large population of microbial organisms whose job it is to break down fibrous material, a process that releases volatile fatty acids to provide the horse with an immediate source of slow-release energy. In addition, the fermentation process both synthesises all-important B-vitamins and generates a significant amount of slowrelease heat – particularly important to consider in winter, where feeding more fibre will help keep the horse warm. Fibre also plays an important role in digestive health, and when fed in insufficient quantities there is a risk of serious digestive disturbances 8

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including colic, dehydration and diarrhoea. The saliva produced through the greater chew time offered by fibre also helps to buffer the acid in the stomach, preventing the development of Equine Gastric Ulcer Syndrome. High fibre feeds require up to 8,000 chews per kilo to eat compared to as few as 1,200 for concentrates.

Nutritional value As a plant matures, its fibre content generally increases, whilst its energy content tends to decline. The nutritional value of forage such as hay can therefore vary massively, and ideally the horse owner should have the value of their own hay analysed to help them Image courtesy to devise of HorseHage the most appropriate diet for their horse. As a guide, earlycut meadow hay will be higher in quality – containing greater quantities of energy and protein and lesser quantities of fibre compared to later-cut hay. This makes early-cut hay a good choice for horses with a high workload or those that need to build condition, but it may be too nutritious for many and could lead to unwanted weight gain. For good doers, a later-cut or more stalky seed hay, perhaps also using high fibre, low energy oat straw to replace part of the hay ration, will be more appropriate. Feeding poor quality November 2011

forage should be avoided, for although the nutrient level will be lower these can contain unhealthy mycotoxins, dust, or mould. For overweight horses, soaking or steaming hay can be used to get the calorie content down further – recent research published in Veterinary Record showed that soaking hay for 12 hours reduces its sugar content by around 27%, with some losses as high as 54%. Grass hay is of course not the only potential source of longstem forage for horses. Alfalfa hay is generally higher in energy, calcium and protein than grass hays, and is therefore useful for broodmares and youngstock in particular. It has also proved useful in the diet of laminitics. Haylage meanwhile is a great forage for performance or stabled horses or poor doers, being less dusty than hay, and generally also higher in nutritional value. As haylage is around 50 to 75% dry matter (compared to 85% for hay), it should be fed in greater quantities than hay due to the greater water content. Chopped forage products can also be used to make up a part

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of the horse’s daily forage intake. Made from chopped or processed grass, hay, alfalfa or straw, chaff was traditionally used to add bulk to the diet but is now more recognised for its nutritional and dietary value. Quick drying at high temperatures seals in the nutrient content and often renders the feed higher in quality, with coatings such as molasses or oil sometimes added to prevent the product from shattering (which can reduce nutrient value). This addition of molasses can help to make the feed more palatable to fussy eaters, whilst a molasses-free coating may be more appropriate if the horse needs to be kept on a low-sugar diet. Straw is a popular type of chaff, and is used as the base for the Honeychop range of feeds. Southern area sales manager Felicity Mclachlan highlights: “We have a strict policy that only conservation grade oat straw is

Image courtesy of HorseHage

FORAGE AND FIBRE used in our chaffs, even when prices are higher and oat straw is scarce. This is because oat straw is considered to be the best amongst the cereal grain straws compared to barley or wheat straw. We feel this is important because it is softer and tends to be more palatable than wheat or barley straw. Oat straw also has a lower lignin content which makes it easier for horses to digest.” Well-known forage brand HorseHage meanwhile produces four varieties of chopped forage using ryegrass, timothy and alfalfa. Chris Tar, partner at Mark Westaway & Son explains more about these various forage types and which horses they can suit: “To make our ryegrass variety, the grass is cut at an early stage of growth to provide optimum protein and energy levels, which suits horses that are in hard work or those that need to gain weight. Ryegrass is also used in our High Fibre variety, but for this version the grass is allowed to mature before harvesting to attain higher fibre, lower protein and lower energy levels. This makes it more suitable for leisure horses or those that are resting, convalescing or laminitic. It also provides an excellent fibre source for competition horses that are being fed high levels of concentrates. “Timothy grass is also higher in fibre and lower in protein than many other grasses and so it also makes it very suitable for leisure horses and laminitics. It has a different ‘nose’ to ryegrass and is highly palatable so a good option for fussy feeders too. “Alfalfa is a legume (like peas and beans) rather than a grass and has higher levels of protein, digestible fibre, energy, calcium and vitamins. The protein content has the optimum balance of amino acids and lysine, which are especially important for growth, pregnancy and milk production. This means it is a good choice for brood mares and youngstock as well as horses in hard work and poor doers.” Another popular brand of chopped forage is Readigrass, also sourced from British ryegrass pastures. Joanne Smales of Friendship Estates explains: “ReadiGrass is dried under a low temperature so that only the moisture is removed, but all other nutrients are sealed in. Therefore ReadiGrass has a similar nutritional value to that of summer grazing. This creates 10

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a fibre product that can be fed in larger quantities to those horses requiring an increase in weight, or restricted quantities to those that simply need a small amount of good quality fibre in their feed. No molasses or other additives are added to ReadiGrass, it is a 100% natural feed so is also suitable to be fed as a full or partial hay replacer. The unique drying process prevents fungal spores and other contaminants found in hay, and the finished product is dust extracted.”

From field to shelf Chris Tar outlines the processes behind the production of HorseHage: “Unlike many types of haylage that are produced from fields that have been grazed year after year, all the grass used to produce HorseHage is from specially grown leys and every stage in the production is monitored carefully, from the sowing of the seeds through to delivery and sale of each bag. “One of the most important factors in producing a high quality forage is to harvest at the right time. Once the grass has flowered, it is tested for protein, fibre, ash and dry matter content and is mown once the desired conditions have been reached. It is turned evenly, several times to ensure consistent drying until the dry matter reaches the optimum level, when it is baled. The bales are hauled to the production shed and our special packing process squeezes and compresses the bale thoroughly before being packed into heatsealed bags. We do not bag the product in the field and it is never re-bagged from big bales. “Each bag is individually coded and palletised and then stored until fermentation in the bag has completed and the product is stable. This usually takes around six weeks. We then send samples for testing. All

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production is recorded using special bag codes which allow us to trace each individual bag back to the field it came from. The weather and date of harvesting is also recorded along with the time between cutting and baling. Any bags which are not up to standard are discarded.” Being high in fibre and medium in terms of energy provision, chaff products can be used to replace part of the long forage ration if for example hay is in short supply, or indeed part of the concentrate ration. As they are lower in density than concentrate feeds, a common mistake by horse owners is to underfeed chopped fibre products – remind customers that feed should always be provided by dry matter weight and not by volume. A benefit of fibre feedsis that they can generally be fed in greater quantities still to provide more energy or lengthen chew time without the risk of gut overload as might be incurred with a high starch concentrate feed. This is also true of fibrebased compound feeds – in pellet, nugget or cube form – which may simply be based on processed forage or might include higher energy fibre sources such as sugar beet or soya hulls – which type is the most suitable depends on the horse’s weight and workload. If more energy is necessary then oil can be added to provide extra, non-heating calories. Many of these products require soaking before feeding – particularly useful for providing fibre to horses that struggle to chew even chopped forage products. Fibre-based compound feeds can also be suggested to owners who still want to provide their good doer or horse in light work with a bucket feed, and may be fed as a complete feed if they are balanced with protein and micronutrients and fed according to guidelines. Some chaff products also contain added micronutrients, for example Honeychop, which includes the

FORAGE AND FIBRE essential minerals calcium and salt, often lacking in the diet but important for any horse that is worked regularly. Explains Felicity Mclachlan: “Calcium in the form of limestone is added to ensure that the calcium to phosphorus ratio of our chaffs is appropriate. Calcium is also vital for healthy growth, strong bones, teeth and hooves. Salt is another essential mineral required by a horse to function normally; a lack of salt can cause loss of performance. Honeychop contains these minerals at a functional level and a kilogram of chaff per day will contribute significantly to the overall intake of these minerals in the diet.” However, if a chopped, complete or indeed a concentrate feed is reduced to below the manufacturer’s recommended feeding amounts, or if the horse is to be provided a forage-only diet, then a broad spectrum vitamin and mineral supplement or balancer should be provided to make up for any nutrient shortfall. Many horse owners still do not understand enough about how to balance the diet, and thus it may be up to the retailer to provide more information.

Cost effective feeding As the cost of horse ownership – and horse feed in particular – climbs ever higher, horse owners are looking at ways to reduce expenditure, without having a detrimental effect on the horse. As many people struggled to secure enough forage to see their horses through the winter of 2010/11, and the hay that was available was considerably increased in price, it is likely that more customers will raise concerns about possible alternatives to hay in winter 2011/12, and how to feed in a more cost-effective manner. Forage and fibre is important for equine health, and many horses can be sustained on a fibre-based diet alone. Retailers however can emphasise not just the health benefits of this method of feeding – i.e. forage and fibre plus a balancer or full spectrum vitamin and mineral supplement– but also the cost savings that may be made by cutting down on concentrate feeds. Outlines Chris Tar: “Providing a high fibre diet by

basing the horse’s needs mainly around forage and choosing the highest quality forage available can help save money as customers may find they are able to reduce their horse or pony’s concentrate ration.” Felicity Mclachlan concurs: “It is certainly better for the horse to be kept chewing on forage than eating large amounts of cereals, and it is generally cheaper to Image courtesy of Honeychop

feed a kilo of a fibre-based feed than to feed a kilo of a concentrate feed. Typically 15p per kilo if feeding Honeychop Original versus a low energy branded mix and up to 50p per kilo if feeding hay or haylage. (Based on a bag of Honeychop at £5.50/12.5kg, a branded mix at £12.00/20kg and hay/haylage at £45.00/300kg.)” Felicity goes on to provide the following advice for horse owners that retailers can use to their advantage: “Horse owners should feed good quality hay or haylage, which will provide the correct amount of energy or calories to keep weight on the individual horse. Obviously this will differ from a highly-strung thoroughbred to a native pony so find the right forage to compliment the type of horse. Adjust the concentrate part of the feed to the individual and do not over feed. Consider using a feed balancer or generalpurpose supplement to provide the vitamins and minerals required for a balanced diet. “The more knowledge retailers have to help their customers choose a successful feeding regime to suit their requirements the more that customer will come back.”

New kid on the Blox

Hay Bar solution

James Halley, owner of Halley’s Feeds, was asked when visiting a horse show to produce a high fibre block of feed, which got him thinking about the ideal way for customers to feed their horses. Over the past year, James has developed a new way of feeding horses – High Fibre Blox. “Each Blox is exactly 1kg in weight, is easy to feed and horses (and horse owners) love them,” says James.

Running costs for any yard are becoming a serious problem: forage and bedding prices are rising higher. Feeding from the floor helps to ensure that there are less respiratory, dental and physio problems, all of which can prove costly. Waste forage and bedding is another unwanted expense – Hay Bar helps to ensure that forage and bedding are not mixed. Hay Bar truly sells itself as the initial outlay is quickly recouped.

Halley’s Feeds: +44 (0)1738 840830 www.halleysfeeds.co.uk/ebm

Hay Bar: +44 (0)1723 882434 www.haybar.co.uk

Quality haylage

Limited forage?

HaySoft is a nutritious haylage produced from specially grown ryegrass that is heat-sealed to retain goodness. HaySoft is available in two varieties: HaySoft Original and HaySoft High Fibre. It is uniquely cut and packed into three easy to manage sections, enabling it to be handled and distributed easily. Many horse owners struggle to break up packs of traditional haylage, but with HaySoft they can save time and hassle with the HaySoft prepacked sections.

If forage quality or availability is limited then recommend Hickstead Horse Feeds Hi Fibre Cubes. They are now formulated with an even higher fibre content of 22% for maximum gut health and can be used as a complete ration or as a partial forage replacer. They can even be soaked to form a mash for horses with poor dentition. Low starch and sugar content of approximately 12% and 5% respectively. RRP: £7.85–£8.85 (20kg).

HaySoft: +44 (0)1277 375647 www.haysoft.co.uk

Hickstead Horse Feeds: +44 (0)8450 250 444 www.hicksteadhorsefeeds.co.uk

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November 2011

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FORAGE AND FIBRE New improved flavour The new improved Honeychop Plus Apple has a stronger apple aroma with increased palatability and will be available soon – look out for the new improved apple stickers on the bags. Honeychop Plus Apple contains natural apple pieces and apple flavouring making it highly appetising for horses and ideal for fussy feeders. It provides variety in diet when grazing is limited and can keep horses occupied when stabled for long periods. It also contains salt and calcium at a functional level. Honeychop: +44 (0)1359 230823 www.honeychop.com

Quality guaranteed HorseHage dust-free bagged forage comes in four different varieties – Ryegrass, High Fibre, Timothy and Alfalfa – offering a choice to suit all types of horses and ponies, including laminitics. It is consistent and contains no chemicals, additives, mould inhibitors or inoculants and comes with a 100% quality guarantee. HorseHage is more digestible than other forages, allowing more efficient utilisation of the available nutrients, and is highly compressed into easily handled bales, which can be stored outside on a pallet. HorseHage: +44 (0)1803 527257 www.horsehage.co.uk

Nutritious content ReadiGrass stands out for its high quality – rich colour, fragrant aroma and highly nutritious content. The unique drying process prevents fungal spores and other contaminants found in hay, and the finished product is dust extracted. ReadiGrass can help maintain condition through the colder months and can be especially beneficial to older horses who struggle to chew hay or haylage. It can be fed alongside hard feed, as well as a complete or partial hay replacement. Friendship Estates Ltd: +44 (0)1302 700220 info@friendshipestates.co.uk

Lite Haylage

Silvermoor haylage has extended its range to include Silvermoor Lite. The high fibre, low protein and low sugar content of the haylage has been developed specifically to suit laminitics, aid weight control as well as suit horses and ponies at rest. Silvermoor Lite is a highly palatable, dust free haylage which provides a horse’s complete foragenutritional needs. With Active, Recreation and Lite Silvermoor Haylage has a product suitable for all types of horse. Silvermoor Equestrian Haylage: +44 (0)1665 602587 www.silvermoor.com www.ebmonthly.co.uk

November 2011

Equestrian Business Monthly

MEDIA GUIDE

Sell yourself

This comprehensive guide to some of the best equestrian publications, PR agencies and websites out there will help you target your marketing strategies to get your message across to the right people in the best and most cost effective way. In the current economic climate it is tempting to cut marketing expenditure; however, this strategy can in the long run cost a company more money than it saves. In this fast-paced and ever-changing world it is vital that businesses continue to reach out to their target audiences – building and maintaining brand awareness and informing them of any new products, promotions or services. When it comes to retail in particular, manufacturers also have a responsibility to advertise their products to the consumer on the behalf of their retailers, to bring profitable footfall into their stores. “Advertising is a vital channel of the marketing communication mix to convey a company’s brand to both customers and potential customers,” says Sara Haines of Redpin Publishing. “Many businesses’ knee-jerk reaction is to cut unnecessary expenditure to keep afloat in the turbulent economic downturns. Advertising is seen as an expense not an investment. As businesses succumb to financial pressures by reducing promotional spending, this leaves an opportunity for stronger firms that can maintain advertising levels or indeed increase them. It differentiates businesses from competitors and can create competitive advantage. Neglecting brand promotion during in an economic downturn will weaken the brand and make it less profitable in the long term once the recovery has happened.”

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Print advertising

Advertising in magazines – whether on a national or regional level, or both – remains a popular choice for many companies, and for good reason. Print advertising allows you to reach specifically targeted groups of people in a high-impact and tangible way. Although some people might worry about cost, if an advert is targeted in the right publication the value for money can be significant. Cost per advert may also be reduced if a run of adverts is booked for a set number of weeks or months. Sara Haines of Redpin explains more of the benefits: “Printed publications allow you to reach a large target audience. The publications know their reader profile and are loyal. This loyalty is important as its builds trust and respect between the two. They also have the added benefit of editorial features that can complement your product or brand.”

Online advertising

Advertising online is considered a less expensive option than print, and has the potential to reach greater numbers of people (although targeting a very specific audience may be more difficult). One of the main benefits is that an advertising banner can be linked to your own website to generate extra traffic and interest, and it is easy to monitor how much impact an advert has had by using simple

November 2011

software to show the number of click-throughs. However, the risk of your message simply being ignored may be higher, as internet users can easily block out (either mentally or using a computer programme) online adverts – so careful and strategic placement is crucial. Some equestrian websites (and indeed publications), in addition to online advertising, allow companies to use their databases for email marketing purposes, at a cost of course. E-shots are becoming more popular and can be a costeffective way of advertising a new product or offer to a select group – providing you can avoid the spam filters! Along with the rise of the internet has been the increased use of social media. This too can be used as a marketing platform, and experts have suggested that social media is particularly useful for making money out of existing customers and increasing loyalty. However, effective marketing in this way is difficult to master and is also very time consuming.

Television advertising

Television may sometimes be overlooked as a means of advertising for equestrian businesses, perhaps due to worries over cost or the process of producing a television campaign. However, as Richard Burdett, commercial director at Horse & Country TV explains, the existence of a strong equestrian broadcast channel now makes TV a very powerful medium and a viable option for equestrian marketers: “Advertising on Horse & Country TV offers remarkably competitive value – a four-week campaign of 112 thirty second spots (four spots a day, two of them in evening peak time) costs just £2,195.” Combining a TV campaign with

Equestrian Business Monthly

print advertising meanwhile can enforce your message more strongly: “We strongly recommend that equestrian advertisers combine TV with print,” says Richard. “This is because a message seen in two different media works harder than using one alone. So reallocating some of your print spend to TV will not only result in a more effective campaign, it will also make your print budget work harder.”

PR agencies

Employing the services of an out-of-house PR and marketing agency or freelancer ensures that experts do the legwork for you whilst negating the need for you to run a costly in-house team. They can help you target your advertising more effectively and increase your media coverage. Their services may include an array of communication methods – copywriting; PR; advert, web and brochure design; advertising and social media, as well as providing general advice, planning campaigns and managing any follow-ups. The government’s Business Link website advises that business should consider using a PR agency if their annual PR budget is greater than £10,000 to £15,000, whereas for smaller projects you can consider employing a freelance PR agent if necessary. Whichever media channel you choose, it is always important to evaluate how effective your strategy has been, for example by asking each new customer where they heard about your business or measure for any increase in enquiries or sales. This helps a company both see how its marketing strategy is performing in practice and plan any future campaigns.

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November 2011

Equestrian Business Monthly

MEDIA GUIDE British Horse

Equestrian Life Magazine

Publisher: Fellows Media Ltd Editor: Dave Prince +44 (0)2476 840462 Ad manager: Mark Brown +44 (0)1242 259249 mark@fellowsmedia.com www.bhs.org.uk

Publisher: Equestrian Life Ltd Editor: Louise Graham louise@equestrianlifemagazine.co.uk Ad manager: Sally Oyston +44 (0)1949 851555 Contact: info@equestrianlifemagazine.co.uk Email: info@equestrianlifemagazine.co.uk www.equestrianlifemagazine.co.uk

Price: £3.00 Coverage: National ABC Audited: Yes Circulation: 65,516 (ABC Jan – Dec 2010) Size: A4 Glossy Online: No

Price: £2.70 Coverage: National ABC Audited: No Circulation: See Media Guide Size: A4 Online: Yes

British Horse is the official membership magazine of The British Horse Society and the UK’s highest circulating equestrian magazine. Published bi-monthly and sent direct to over 75,000 members, no magazine reaches more horse owners.

The leading regional monthly magazine for competition and leisure riders. Extensive coverage of all disciplines at all levels. With features, rider profiles, competitions. Equestrian Life offers excellent value for money for the regional and national advertiser.

Equi-Ads

Equestrian Business Monthly

Publisher: Equi-Ads Ltd Editor: Mary Moore mary@equiads.net Ad manager: Liz Fincher Contact: liz@equiads.net Tel: +44 (0)1738 567700 Email: info@equiads.net www.equiads.net

Publisher: Equestrian Business Monthly Ltd Editor: Kate Hannam editorial@ebmonthly.co.uk Advertising manager: Allison Kemp allison@ebmonthly.co.uk Tel: +44 (0)1953 850678 www.ebmonthly.co.uk

Price: Free Coverage: National with two regional variations Areas: England/Wales, Scotland ABC Audited: No Circulation: Over 50,000 Size: A4 colour gloss Online: Yes Equi-Ads, now in its 17th year, is still providing advertisers with the best exposure to potential customers. Equi-Ads is well known for its in-depth and varied articles, provided by experts. Ad positioning is carefully planned to ensure maximum response.

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November 2011

Price: Free Coverage: International Circulation: 5,500 ABC Audited: No Size: A4 Online: Yes The leading independent publication for the UK and Ireland equestrian trade, direct mailed free-of-charge every month and available to view online. An unbiased publication, totally independent and not backed by any Equestrian Trade Association, but run by people who have years of experience within the equestrian trade.

Equestrian Business Monthly

MEDIA GUIDE

Horse Scene Magazine Publisher: MCL Publishing Editor: Pascale Armitage +44 (0)1274 878755 Ad manager: Caroline Ludkin +44 (0)1274 878734 Email: info@horsescenemagazine.co.uk www.horsescenemagazine.co.uk

Price: Free Coverage: National ABC Audited: No Circulation: 53,000 Size: A4 full colour glossy Online: Yes Horse Scene is the UK’s best free magazine. Distributed monthly to its extensive network of outlets, it is picked up within 48 hours of delivery. With a team of passionate writers, supporting editorial with your advertisements will put your point across and stimulate reader response.

Showing World Publisher: Robin Aldwood Publications Ltd Editor: Sandy Wooderson sandy@ showingworldonline.co.uk +(0)1449 722505 Ad manager: Tracy Robinson +44 (0)5601 301216 tracy@showingworldonline.co.uk www.showingworldonline.co.uk

Price: Free showing organisation members, also subscription Coverage: National ABC Audited: No Circulation: circa 15,000 Size: A4 full colour glossy Online: Yes Showing World reaches a targeted readership of showing enthusiasts including professional producers, competitors and breeders. Mailed free and direct to readers, six issues per annum, Showing World includes reports, features and product news.

Let’s Talk Horses www.letstalkhorses.co.uk Coverage: International Ad contact: advertising@letstalkhorses.co.uk Tel: +44 (0)1953 852936 Ad sizes available: Various

Let’s Talk Horses, from Equestrian Business Monthly, is the online guide to everything equestrian. The Let’s Talk Horses directory covers the whole of the UK and includes listings for businesses across a variety of fields. Potential customers can search nationally or locally to find information. Adding your business is free, but for a minimum monthly cost an enhanced listing ensures your business stays ahead of the rest.

MEDIA GUIDE Horse & Rider

The Native Pony

Publisher: DJ Murphy (Publishers) Ltd. Editor: Alison Bridge +44 (0)1428 601041 Ad manager: Abigail Cannon +44 (0)1428 601022 abi@djmurphy.co.uk www.horseandrideruk.com

Publisher: Redpin Publishing Editor: Sara Haines +44 (0)1380 734374 Ad manager: Andy Haines +44 (0)1380 734374 andyhaines@redpin.co.uk www.thenativepony.com

Price: £3.80 Coverage: National with some international Circulation: 39,272 Size: A4, average 164 pages Online: Apps available

Price: £3.50 Coverage: National ABC Audited: No Size: A4 full gloss Online: Yes

This IPAC Consumer Magazine of the Year 2010 and best-selling equestrian monthly targets dedicated horse owners and riders. Horse&Rider has in-depth entertaining features and has become a respected reference point for new product information, encouraging a loyal readership.

The UK’s only bi-monthly magazine dedicated to Native Breeds. Having been recently acquired in August 2011, Redpin is working in partnership with its readers to evolve and develop the magazine with its own distinctive style. The Native Pony Magazine gives advertisers a direct route to a highly targeted and passionate audience.

PONY

Pony Pals

Publisher: DJ Murphy (Publishers) Ltd Editor: Janet Rising +44 (0)1428 601035 Ad manager: Abigail Cannon +44 (0)1428 601022 abi@djmurphy.co.uk Tel: +44 (0)1428 601020 www.ponymag.com

Publisher: Signature Publishing Ltd. Editor: Penny Rendall +44 (0)1428 601045 Ad manager: Abigail Cannon +44 (0)1428 601022 abi@djmurphy.co.uk Tel: +44 (0)1428 601020 www.ponypalsmag.co.uk

Price: £3.25 Coverage: National, some international Circulation: 32,875 Size: A4, average issue 76 pages Online: Apps available

Price: £2.99 Coverage: National Circulation: 15,315 Size: A4, average issue 32 pages

PONY Magazine is uniquely positioned to target young riders. It has a dedicated and loyal readership who are sophisticated consumers with strong opinions and tastes, and PONY is the ideal vehicle to help you gain market share within this sector.

Aimed at the primary girls market, the content combines learning with fun and provides hours of entertainment for girls who love horses and ponies. Each issue comes with a free blister packed Pretty Pony Pals model, which offers excellent value for the cover price of £2.99.

Redpin Publishing

Rider

Publications: Ridgeway Rider (covering South West), All Horse (covering Midlands), Equestrian Plus (covering North), Welsh Rider, South East Rider, East Anglia Rider and Scottish Rider. Editor: Sara Haines sarahaines@redpin.co.uk Ad manager: Lisa Dure lisadure@redpin.co.uk Tel: +44 (0)1380 730888 www.look4horses.co.uk

Publisher: Fellows Media Ltd Editor: Maggie Smith +44 (0)2476 840592 Ad manager: Mark Brown +44 (0)1242 259249 mark@fellowsmedia.com www.britishridingclubs.org.uk

Price: £2.50 Coverage: National ABC Audited: No Circulation: 36,000 Size: A4 Glossy Online: No

Price: Free Coverage: Countrywide coverage Areas: England, Wales and Scotland ABC Audited: No Size: A4 full gloss colour Online: Yes Redpin Publishing’s portfolio of regional monthly magazines offers advertisers countrywide coverage with a strong regional identity. New for 2012, Scottish Rider Magazine was launched in October 2011. With its tried, tested and trusted formula, Redpin knows that it can get you the result you deserve with the company’s years of experience. Aimed at the grassroots rider and serious amateur competitor, Redpin is committed to getting your message delivered to your target customers. Redpin is dedicated to giving an engaging reader experience with captivating topical features, local news, events diary, exclusive giveaways and thoughtful editorial content. Being a free magazine ensures high levels of loyal readership.

Rider magazine is the membership magazine of British Riding Clubs and mailed out 38,000 copies four times per year. Readers of the magazine are highly active and competitive riders. 89% of readers own at least one horse and 90% compete in riding club events.

H & C TV Ltd Channel Name: Horse & Country TV Viewing figures: Average 513,000 unique viewers monthly Ad manager: Mary Bisco +44 (0)1633 647951 advertising@horseandcountry.tv Tel: +44 (0)1633 647948 www.horseandcountry.tv

Horse & Country TV (Sky channel 280) can be seen in over 10 million UK homes. In 2011 H&C TV won Best Specialist Channel at the Broadcast Digital Awards. With great shows like At Home with Carl Hester and the forthcoming Getting to Greenwich, the channel reaches over half a million viewers each month. 18

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November 2011

Equestrian Business Monthly

SAM FORREST PR • • • • • • •

Established for 18 years PR & Marketing Brand development Media Planning/buying Sponsorship & rider management International PR Pro-Active, Creative & Consistent

Sam Forrest PR have over 20 years experience of mainstream and equestrian PR, marketing, brand building, sponsorship and creative direction. With a strong background in promoting lifestyle, fashion and high street brands we have worked with many well known names. Our equestrian division has strong international media connections and we offer an international PR service, helping companies break into Europe and the USA. We create campaigns that encompass PR, marketing, advertising, sponsorship opportunities and POS ideas. We work as agents for many leading European riders, handling sponsorship and profile building. We offer solutions for companies of all sizes - projects, events or a full service PR and marketing consultancy – we can help. From delivering press releases to co-ordinating big location shoots – we are happy to work with a client’s visions and budgets. As our experience is not just in the equestrian industry – we offer a fresh approach as we have knowledge gained from other markets and territories. Some of the equestrian brands we work with include: British Dressage, Zebra Products Ltd, Bucas, Horse & Country TV, Amerigo, Equipe, Net-Tex Industries, Saracen Horse Feeds, Konigs, Schwenkel, Cavallo, Gersemi, Fleck, The Spanish Riding School of Vienna UK Tour, Dressage Deluxe, Bolesworth Classic and The Champions Tour.

If you want to find out how we can help then call Sam Forrest PR on 020 89475 475 or 07969 197433 or email us on info@samforrestpr.co.uk

MEDIA GUIDE Horse IT Ltd www.HorseIT.com and www.Equibusiness.com Coverage: Mostly national, some international users Editor: Jane Skepper jane@horseit.com Ad manager: Nikki Bloss nikki@equibusiness.com Ads available: Full online pages, banners, sponsor boxes, business listings, logos, eNewsletter inserts, competitions, giveaways, questionnaires, product promotions, new product free alert.

One of the longest established equestrian information websites with a dedicated usership of over 60,000 per month and an eNewsletter subscription of over 27,000. Incorporates the advanced online equestrian directory, equibusiness.com, providing free listings with website links to enhanced listings.

MirrorMePR

HeadStart Media Ltd

Contact: Ashley Rossiter Tel: +44 (0)1932 229414 Mobile: +44 (0)7973 122 673 Email: info@mirrormepr.co.uk www.mirrormepr.co.uk Services: PR, Marketing

Contact: Madeline Lee Tel: +44 (0)1449 722505 Email: madeline@headstartmedia.co.uk www.headstartmedia.co.uk Services: Public and media relations, marketing, SEO, web development, social media, media buying, design

Formally at SFPR, Ashley Rossiter is taking equestrian PR and marketing into a new realm with her own agency MMPR. MMPR offers a PR service that encompasses industry knowledge able to adapt to the changing market place. From social media through to press release writing and brand development, Ashley is now able to offer a bespoke PR service that delivers on all levels.

HeadStart Media Ltd now offers specialist expertise in SEO, social media and web development following the recent appointment of Madeline Lee. Having graduated with a first class degree in Business Management with Marketing, Madeline, who has been involved with horses all her life, spent a year with a top online marketing agency before joining HeadStart Media this year.

PressPoint Media Ltd

Holdsworth PR

Contact: Vanessa Britton Tel: +44(0)1953 852948 Email: vanessa@presspoint.co.uk www.presspoint.co.uk Services: Public relations, media buying, marketing, graphic design and print, CMS website design and build, copywriting.

Contact: Rachael Holdsworth Tel: +44(0)1903 892060 Email: info@rachaelholdsworth.co.uk www.holdsworthpr.co.uk Services: Media relations, brand awareness, building company profiles, sponsorship and advertising

PressPoint Media was established in 1984 as a full service agency specialising in the equestrian sector. With a dedicated team of equestrian writers, designers and marketeers PressPoint maximises all editorial opportunities and minimises advertising and print spend. A friendly, down-to-earth approach and great results sees clients retained on a long-term basis.

Holdsworth PR was established by Rachael Holdsworth in 2001. Her practical equestrian knowledge and wide range of media contacts puts her in a strong position to support companies in this field. Rachael is assisted by Jenny Viner and their experience covers a wide variety of activities from media relations to advertising, customer relations, communications and exhibitions.

Sam Forrest PR

Sirenia Press Solutions

Tel: +44 (0)2089 475475 Email: info@samforrestpr.co.uk www.samforrestpr.co.uk Services: PR, marketing, brand development, media planning/buying, sponsorship, rider management

Contact: Kathy Carter Tel: +44 (0)1732 330070/+44 (0)7786 691145 Email: kathy@sirenia.co.uk www.sirenia.co.uk Services: Public relations, social media and marketing

Sam Forrest PR has over 20 years experience of mainstream and equestrian PR and marketing. The company’s equestrian division has strong international connections and helps develop companies into worldwide brands with contacts in Europe and the USA. Sam Forrest PR creates media campaigns that encompass PR, marketing, advertising, sponsorship opportunities and POS ideas, and works as agent for many leading European riders, handling sponsorship and profile building. 20

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November 2011

Does your business require…A higher profile?, A positive and professional brand image? A smarter ROI for your advertising and marketing spend? A social media presence? Coverage in your target press and media? More customers and business interest? “Kathy Carter has carried out some really excellent campaigns. Kathy gets results – our PR costs have come down, but customer interest has rocketed.” George Gorman, www.rstor.co.uk

Equestrian Business Monthly

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November 2011

Equestrian Business Monthly

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let’s talk products

LONG BOOTS

Riding boots, country boots, muck boots and welly boots – this month’s Let’s Talk Products focuses on those winter staples designed to keep feet and legs warm, clean and dry during the colder weather. Worn for riding, for protection from inclement weather, for mucking out or simply in the name of fashion, stock a range of styles, price-points and colours to take all tastes into account. Riding boots of the finest Italian calfskin leather and elegant cut make a fabulous statement as well as being practical in the riding arena, and are bound to appeal to the serious competitor or as an investment piece for those with money to spend. Alternatively, at the less expensive end of the scale are synthetic equivalents that will do the job nicely when cost is of more concern. With manufacturers now adept at producing boots with performance footbeds for impact absorption, technical linings with thermal or moisture wicking properties and durable soles, even cheaper boots if selected carefully can perform to a high standard, although it is important to check for quality construction. Country boots meanwhile have seen a huge rise in popularity and are now seen as an integral part of country and equestrian fashion – must-have items to have in stock and also great gift items, even for non-equestrians. These attractive and versatile boots come in a range of designs

and heritage shades of browns, tans and greens in quality leather, sometimes with the addition of tweed or suede to vary style, and are a hard trend to ignore.

Wonderful wellies The Wellington boot first appeared in 1817, when the first Duke of Wellington instructed his shoemaker to modify the then traditionally worn Hessian boot into something more comfortable. The first ‘wellies’ were designed in calfskin leather, but in 1852 the rubber boot went into production after vulcanisation was developed (the process of treating rubber with sulphur at high temperatures to improve elasticity and strength). The boots were an instant success, replacing the cumbersome clogs worn by farmers and labourers. The first and second World Wars saw demand for the Wellington boot rise significantly, and this sturdy and practical boot gained in popularity, to the point

where it now has an almost iconic status. One of the most appealing features is that they are not just practical, but also versatile, durable and low-cost, and today nearly everyone owns at least one pair of wellies, but – particularly now they have become more trendy – they can always be tempted to buy a new pair. Today, wellies continue to be made from natural rubber such as latex, or a synthetic equivalent such as polyvinyl chloride (PVC).

The rubber content in wellies can vary – less expensive boots will have around 35% rubber content, whilst higher quality wellies will be 100% rubber. Generally, the greater the rubber content, the

lighter and more flexible the boot. PVC however is a soft and flexible alternative to rubber, and a good choice for customers on a budget. The lining of Wellingtons also varies – cotton or polyester are common, whilst some are moisture wicking and others are lined with neoprene – the latter is useful for keeping feet warmer on cold winter days. Green wellies are the most popular in Britain, whereas in Scandinavia and the USA black is the colour of preference. According to a recent article in British Plastics & Rubber magazine, despite the recession the Wellington boot is reviving sales figures due to several unusually wet and cold British summers in succession. Sales of wellies have reportedly surged, with Marks and Spencer seeing early sales of wellies this year almost doubling on 2010. Furthermore, the price of raw natural rubber appears to be on the decrease – positive news for manufacturers and importers. It seems therefore that the welly is here to stay!

Leonardo

Rockfish Pro-Lite

Available sizes: 36–46 in a large variety of Calf and Height fittings Available colours: Black Materials/bindings: Leather and nano-rubber RRP: £550.00

Available sizes: 3–8 Available colours: Pink, Aubergine, Chocolate, Black, Navy, Green Materials/bindings: Natural rubber, calendared nylon lining RRP: £44.99

Brogini.com

Rockfish

DeNiro Boots Co introduces a revolutionary new riding boot, a world first in the use of nanotechnology. Featuring a wealth of benefits including: Nano-rubber infused with a special gripping agent; Ride & Fly sole – a sole that features nanotech molecular particles and is approximately 70% lighter yet 200% superior in terms of grip, adherence to the stirrup and anti-shock action; Nano-holes and WRAT technology.

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November 2011

Domestic Wellingtons should pass a 200,000 flex test – the new formula Rockfish boot passes a 500,000 flex test. A superb quality, natural rubber Wellington boot. Features a gusset with adjustable buckle cushioned foot bed, light steel safety shank reinforced sole, traditional calendared nylon lining and a unique rubber construction – strong, flexible and light.

Equestrian Business Monthly

let’s talk products Magpie Wellington Boots Loveson (Tagg Equestrian)

Available sizes: 3–8 Available colours: Navy, with horse head motif in pink and purple Materials/bindings: PVC with cotton lining RRP: £20.95 sizes 3-5, £24.95 sizes 6-8 Colourful and cheerful, the new Magpie Wellington Boots from Loveson are ideal for all wet and muddy conditions. The horse head design in pink and purple on the navy boots make a strong statement.

Caballero

Holkham

Taurus Footwear

Available sizes: 4–10 in regular width, 5–8 in wide Available colours: Black Materials/bindings: Full grain calf leather upper, Dermo dry padded lining RRP: £164.95

Available sizes: 4–8 Available colours: Brown Materials/bindings: 100% waxy leather, Perlon lining with W-Tex membrane RRP: £179.95

Re-designed for the autumn/winter season, Caballero now comes in black full-grain calf leather and has been styled into an elegantly contoured full length riding boot. The Dermo dry technical lining has a high absorption capacity, is breathable and treated to prevent bacteria and odours. Caballero has covered elasticated rear panels for improved fit and comfort and is available in two width fittings.

A new addition to the range, the Holkham is a ‘designer’ country boot but at a realistic price! Holkham is made using waterproofed waxy leather with contrasting leather bands and stitching. It is fully lined using soft Perlon and has a W-Tex waterproof, windproof and breathable membrane. Not only does the Holkham look fabulous, it is functional and hardwearing.

Lancer

Toggi Blenheim

Toggi Equestrian Boots

Available sizes: 4–8 Available colours: Black Materials/bindings: Full grain calf leather upper, Dermo dry padded lining RRP: £169.95

Available sizes: 36–43 Available colours: Chestnut Materials/bindings: Full grain leather upper, hydro-guard membrane RRP: £169.50

New from Taurus Footwear, Lancer is an elegant, full-length leather riding boot with the added stylish detailing of elasticated front lacing. The boots are contoured with covered elasticated rear panels to improve fit and comfort is enhanced by the Dermo dry breathable padded lining with its high absorption capacity and Thermy-Tex treatment to prevent bacteria and odours.

The exquisite Blenheim riding boot combines the style and elegance of a high-class country boot with the comfort and performance you expect from a riding boot. Featuring a fully waterproof full grain leather upper, a waterproof and breathable hydro-guard membrane, anatomic arch-moulded foot bed with gel bag for comfort and shock absorbency and a double density durable lightweight sole unit, these boots will keep feet dry and comfortable.

Available sizes: Ladies standard 35–42, Ladies extra wide short fitting 37–42, Men’s 40–46 Available colours: Black Materials/bindings: Slush moulded onepiece Polyflex sole and upper RRP: Ladies £39.95, Men’s £42.95

Taurus Footwear

Finest Brands International

www.ebmonthly.co.uk

Finest Brands International

Toggi’s leather look Equestrian boots are made from a 100% waterproof slush moulded material, for outstanding all weather performance. Featuring a moulded counter and shank for increased support, these boots are extremely hard wearing and remain flexible for superb comfort down to -40 degrees.

November 2011

Equestrian Business Monthly

let’s talk products Toggi Quebec

Toggi Wanderer Classic

Finest Brands International

Available sizes: 37–46 Available colours: Chocolate Materials/bindings: Milled leather, Varidex waterproof membrane system RRP: £109.50 Customers can treat their feet this winter with the Quebec country boot from Toggi. This breathable and waterproof milled leather boot features a Varidex waterproof membrane system, an all terrain Thermo Rubber sole unit and Polyurethane cushioned insock with gel foam inserts for added comfort. The Quebec combine all-day comfort with outstanding durability and performance and, of course, Toggi’s enviable good looks.

Finest Brands International Available sizes: 36–48 (Pink 36–43) Available colours: Dark Green, Navy Blue, Pink Materials/bindings: 100% vulcanised natural rubber RRP: £63.90 The Toggi Wanderer Classic is made from 100% vulcanised natural rubber and is ergonomically designed for improved comfort and fit. Featuring a natural rubber sole, double steel shank for added reinforcement and an EVA cushioned insole for the superb comfort and performance that you would expect from a boot that bears the Toggi brand.

Da Vinci Tredstep Ireland Ltd

Available sizes: 30 Available colours: Black Materials/bindings: Italian calf outer, leather lining RRP: £319.99 The Tredstep Da Vinci Field Boot features a Pro-Flex design that allows full flexion of the ankle without the need to break in the boot. Made from Italian calfskin leather with full grain leather lining, and a high performance Vibram outsole. The full-length rear zip is supported by a flexible spine that maintains the height and elegant long line. The Da Vinci sports a classic European top line, side spur rests and zip guard.

Donatello

Country Rider

Muckboot Tyne

Available sizes: 30 Available colours: Black Materials/bindings: Premium leather outer, leather lining RRP: £224.99

Available sizes: 3–9 Available colours: Brown Materials/bindings: Waxed nubuck upper, wool lining, rubber sole RRP: from £159.99

Available sizes: 4–12 Available colours: Bark, Black Materials/bindings: Natural rubber overlay, 5mm CR-Foam insulation Airmesh lining

The Donatello is handcrafted using premium full grain nappa leather and supple leather lining. It has a classic European top line, side spur rests, rolled toe cap and swagger tab with a full-length YKK zip. Fitted with a high impact cushioning footbed with a Drylex moisture wicking top layer, and a forked Bartoli composite mid sole with an advanced shank providing stability and reducing foot fatigue.

The Country Rider boots are long, water repellent oiled nubuck leather riding boots, with luxurious natural wool linings. They have rubber riding soles and a clever, adjustable fastening system of elasticated and touch and close straps to allow the rider to get the fit they desire. Good looking, robust, winter ready and from Tuffa – what more could your customers want?

Tredstep Ireland Ltd

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Tuffa International Footwear

November 2011

Equestrian Business Monthly

Worklite Ltd

The Tyne is a riding boot specifically designed for the serious rider, with the same supreme warmth and comfort offered by the Muckboot range and a lightweight rubber sole. Natural rubber overlays act as a protective skin for the upper boot, with a 5mm CR-Foam insulation, breathable Airmesh lining. Triple reinforced toe area and quadruple reinforced heel area. Outsole is high abrasion natural rubber.

let’s talk products

CONTACTS Brogini Countries available: Worldwide +44 (0)1706 514230 www.brogini.com

Tredstep Ireland Ltd Countries available: Worldwide +353 12 950598 sales@tredstep.com

Loveson (Tagg Equestrian) Countries available: UK and Europe. In Ireland from Darragh Equestrian +44 (0)1636 636135 www.taggequestrian.co.uk

Tuffa International Footwear Countries available: UK and Ireland +44 (0)1522 529206 (Battles Ltd) www.tuffaboots.com

Rockfish Countries available: UK, Germany, USA, Japan, New Zealand +44 (0)1503 240615 www.rockfishriders.com Taurus Footwear Countries available: UK and Europe +44 (0)1933 674679 or +44 (0)7715 007474 jonathan@taurusfootwearandleathers.co.uk

Worklite Countries available: Not stated +44 (0)1279 418052 sales@work-lite.co.uk Finest Brands International Countries available: throughout Europe +44 (0)1132 707000 sales@toggi.com

Question

Sponsored by Let’s Talk horses www.letstalkhorses.co.uk Your portal to the equestrian world

Time

Name: Timothy Russell Company name: N/A

Name: Wayne Munday Company name: CountrySmiths Ltd

Q: “Do you foresee Lo ndon 2012 and its legacy as having a positive ef fect on yo ur business?”

What legacy? How could you possibly expect the farce of an Olympic Equestrian element of the London Games to enhance any business in the equestrian field? Yes, we have some strong potential squads, however, as we try to squeeze more humanity into our great capital every day I ask a simple question. Would anyone in their right mind have chosen to battle their way across the city to watch the best horses and riders in the world compete against each other? No. Not if they had been given the choice of a better, more accessible venue! We have many, and if one had been chosen the improvements necessary for an Olympic Games would have remained for the use of the nation. This could have lead to enhancement (think how much money will be wasted on this equestrian pantomime? It makes me sad). Trying to tell us that so much will be left for the nation and >>> To read the rest of this answer or have your say, visit the Business section at www.ebmonthly.co.uk

I define a ‘positive effect’ purely as sales growth rather than considering anything intangible. Firstly, I certainly hope there is a positive effect, though it has been a topic of much debate internally for months. So much so we have only graded the effect of London 2012 as ‘moderate’ when considering our current growth plans. The games will be a wonderful event for the country and it will be covered by all channels of media as well as word of mouth. In terms of equestrian events we have potential domestic medal hopes and the media coverage leading up to and during the games will naturally focus on these potential medal winning disciplines and their personalities. Countrysmiths is a digital business and we are always actively looking to leverage all aspects of media to promote our products. So who knows what digital opportunities may yet present themselves. We anticipate that London 2012 will create a surge in sales via our own website, our white label partner websites and affiliates. Increases >>> To read the rest of this answer or have your say, visit the Business section at www.ebmonthly.co.uk

Next month’s hot topic will be: “What is your opinion on wholesalers selling discounted products to the consumer direct?” To join the debate email editorial@ebmonthly.co.uk or Twitter@EBMonthly. www.ebmonthly.co.uk

November 2011

Equestrian Business Monthly

BEDDING

Put to bed Although it remains a popular choice, traditional straw is now just one of many different bedding options on the market. Retailers should emphasise that there is more to choosing a type of bedding than selecting the cheapest – there are a number of different points the horse owner should consider, and making the switch to more appropriate bedding can save them time, money and stress in the long run.

In this age where horse owners are looking to save as much money as possible (without compromising on their horse’s health or comfort), when it comes to bedding customers should look at the cost of bedding down their stable per week, rather than the cost per bale. A lower quality product may be less expensive but also less effective, meaning the horse owner may end up using twice as much. Not only this, but there are other cost implications to consider, such as muck heap size (and thus potential tax and removal

“

owner will also have the piece of mind of knowing they have a good supply of winter bedding stored in case of adverse weather or shortages. Indeed, retailers should also ensure they have enough stock to meet demand and the types and brands of bedding sold must be consistent in availability and quality.

Stable comfort Stabling a horse on inappropriate bedding potentially exposes it to harmful levels of dust, fungal spores, toxins and ammonia, which can cause a great deal of damage to the respiratory and

A lower quality product may be less expensive but also less effective

costs), mucking out time (staffing and opportunity costs) and the health of horses and humans alike (such as damage to the respiratory system from dust and ammonia). Costs may be further reduced by bulk purchasing, providing the customer has somewhere safe and dry to store the bedding before use. Buying bedding by the pallet load can make good economic sense, and not just for larger yards. The initial outlay is greater, but the savings can be significant as the cost per bale is reduced. The horse

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”

immune systems. Urine-soaked bedding meanwhile can cause the disintegration of the hoof wall and increase the risk of problems such as hoof wall cracks or thrush. The bedding chosen by the horse owner must therefore be as dust and contaminant free and as absorbent as possible. Traditional straw bedding is popular due to its ‘comfortable’ appearance, lower price point (although prices have risen

November 2011

in recent years) and availability, and generally has a good level of absorbency. Oat straw is the most absorbent, but is also more expensive, and the horse is likely to find it more palatable, making it unsuitable to use for bedding. Wheat straw is the more appropriate choice. One problem with straw however is the amount of dust it can contain – quality straw stored properly may be low in dust, but this can be inconsistent from bale to bale. Chopped straw bedding products may be more desirable, with the increased absorbency benefits of straw but processed to keep dust levels to a minimum. Alternatively, wood shavings have long been used for horses with dust allergies or prone to eating their bedding, and as a bonus may be more absorbent than straw. The degree of dustiness depends on the particle size, and the horse owner should be sure to choose a reputable brand of dust-extracted bedding to ensure the horse gets the benefit. Shavings derived directly from sawmills generally contain large amounts of fine sawdust, which can irritate the horse’s respiratory system and potentially cause permanent damage to the lungs. Although they might not have as much visual appeal, wood pellets, crumble or fibre bedding types meanwhile have greater absorptive qualities than straw and shavings, and when dust extracted are also another

Equestrian Business Monthly

low-dust option. Manufacturers advocate that wood pellets are anywhere between four and ten times more absorbent as shavings, and certainly the structure of the product and its increased surface area soak up any moisture very readily – reducing wet patches and stable odour. Wood pellets however may be more expensive to purchase than shavings, which has led to some horse owners opting to use them only in the usual ‘damp patch’ within the stable, and use shavings elsewhere. Dust extracted rape, flax and hemp straw (manufactured from the chopped stems of the plants) are also considered to be more expensive types of bedding, but again make up for the cost in added benefits. Rape straw is so absorbent, locking in moisture at the bottom of the bed, that suppliers usually advise that this bedding is fully mucked out just once a week – which may be appealing to those looking to save time, but is not those who prefer cleaning the stable every day. Likewise, hemp is also highly absorbent and low in odour, and is good for horses with respiratory problems. Rape straw generally the cheapest and is more common and easier to source, although harvests of both crops are on the increase. Another crop gaining in popularity is miscanthus. Also known as elephant grass, miscanthus is primarily a biomass crop, but can also be used for equine bedding. Able to absorb up to three times its own weight in moisture and naturally low in dust due to its ‘woody’ nature (although it

should still be dust extracted before being baled), interest in miscanthus bedding may rise

bedding types considered by many to be the best options for horses suffering from respiratory

as more people become aware of its suitability for bedding, but retailers must first establish that supply can be maintained before choosing to stock. Paper and cardboard meanwhile are in comparative abundance in terms of supply (and the margins are potentially higher), and are

issues, being naturally lower in dust and mould content than other bedding types. Both are also highly absorbent â&#x20AC;&#x201C; manufacturers claim corrugated cardboard bedding to be five times more absorbent than shavings, six times more absorbent than straw and www.ebmonthly.co.uk

November 2011

Equestrian Business Monthly

BEDDING twice as absorbent as hemp. Thicker paper with lower ink content is the most absorbent type of paper bedding, whilst corrugated cardboard bedding is more absorbent due to the increased surface area – and, as a bonus provides greater warmth due to layers of air becoming trapped

between corrugations. The downside is that both products, but especially paper, can be quite messy and blow around the yard. To improve the health and hygienic properties of a bedding type further, some companies treat their products with essential oils or formulas which may have varying properties – including fly repellent, bed-eating deterrent, odour control, germ killing and anti-bacterial. This varies between brands but can be factored in when narrowing down the choice depending on the customer’s preference. Alternatively, for add-on sales encourage customers to purchase a separate bedding treatment. Emvelo for example produces specialist sprays that promote a healthier environment by balancing microbial levels within the stable, which should be applied to the floors and walls of the stable, as well as on top of new bedding. Director Gill Goddard describes: “Good

management, regular mucking out and the replacing of bedding is the first step to a healthier stable environment. However, to ensure deep cleansing, good management should also include the use of a product which not only eliminates bad odours and controls insects, but also protects against the buildup of bad microorganisms. Such a product should

encourage a perfect balance of beneficial micro-organisms and bad, thus reducing disease and infection whilst creating a fresh, naturally hygienic environment.”

job done quickly and easily,” highlights Becky Ball, managing director of eazitools. “Retailers therefore should use imaginative displays and point of sale material in order to gain their attention and persuade them to replace the tools they are currently using.” The range of stable tools on the market today is impressive, with products available for every situation, in a variety of attractive colours, making them perfect to use to make an eye-catching display. Modern tools made by the leading manufacturers have also been specifically designed to make life easier around the yard and to reduce waste. Explains Becky as an example: “Our Ergonomic Shavings-Fork has been specially designed to reduce the strain on the user’s back when mucking out and features an extra grip handle and

Tooled up Once the bedding has been chosen, the customer should consider the tools they may need to make the job of mucking out as easy as possible. Here, the retailer should step in and make sure the type of tools the horse owner currently uses are the most suitable for the type of bedding they use. If they aren’t, this could result not only in the mucking out process being made more difficult, but also in unnecessary and expensive bedding wastage. “Many customers are using stable tools which they’ve probably had around their yards for years, without giving any thought to how good these actually are for getting the

double-cranked shaft to minimise leverage and improve posture.” Retailers can increase add-on

Image courtesy of Fyna-Lite

sales by grouping products together. Becky continues: “For example a customer may walk in intending to buy a Muck-Fork but also leave with a pair of eazi-grip gloves, which protect the user’s hands whilst mucking-out.” Choosing the right brand of stable tool is essential; ideally one that is affordable to encourage customers to purchase but still keeps quality as a major priority. “Quality control is stringent at eazitools and all tools are subject to rigorous testing processes before being sold on to customers,” describes Becky. So confident is eazitools in the quality of its products that the company has introduced a lifetime guarantee on all its tools. Becky says: “Durability is a must and we don’t compromise on quality just to keep manufacturing costs down. Our tools are designed to last, so that customers know that they are getting value for money. However, if a customer is not happy with the quality of their tool we will immediately replace it or provide a refund, no questions asked.”

Royal approval Bedmax shavings are dust free, easy to use and absorbent. Made primarily of British pine, it is 100% natural with no preservatives. The flakes are designed to produce a deeper, more aerated bed, and are made in strictly controlled conditions to ensure high quality in every bag. Maximises cushioning for joints and hooves, minimises moisture that can damage hooves and maximises resilience for comfort and support. Bedmax has a Royal Warrant of appointment to Her Majesty The Queen. Bedmax: +44 (0)1668 213467 www.bedmax.co.uk 28

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November 2011

Equestrian Business Monthly

BEDDING Eco-friendly bedding

Labour saving

Miscanthus bedding is extremely absorbent and finely chopped, soaking up as much as three times its own weight in moisture. Because of this, manure and wet patches can be sifted out and replenished, making less waste. The bedding is biodegradable and rots down quickly once removed, and its woody nature means the dust content is naturally low. This is why the bedding produced by Burlerrow Farm satisfies both the practical and financial needs of the horse owner.

Rubber flooring provides a safe, warm, comfortable floor and at the same time makes mucking out a quick and simple task. Rubber matting requires minimal bedding which ensures it is both labour saving and cost effective. The Earlswood Supplies range includes: stable mats, wall mats, single piece floors, ramp matting, liquid rubber flooring, horse walker flooring, walkway briquettes, horsebox and trailer flooring and ground ring mats. Also available is a complete range of forks, tools and wheelbarrows.

Burlerrow Farm Miscanthus: +44 (0)1208 841264 info@burlerrowfarm.co.uk

Earlswood Supplies: +44 (0)1295 758734 www.earlswood-supplies.com

Minimise strain

Healthier stable

eazitools Equestrian is a specialist manufacturer of innovative stable and field tools. New for 2011, introducing the range of high quality and durable plastic tools including the Ergonomic Plastic Shavings-Fork, which features a double-cranked shaft to minimise the strain on the user’s back. The specially designed head, made from heavy duty ABS plastic for exceptional strength, effectively sifts debris whilst reducing bedding waste. Rust/rotproof, lightweight and easy to clean, all tools in the range come with a lifetime guarantee.

The cleanest of stables can still be plagued by bad odours, disease and flying insects. The nature of a stable creates a breeding ground for bad bacteria, which remain the cracks and surfaces of floors and walls even after mucking out. Emvelo Stable+ mix of beneficial microorganisms re-dresses the balance of good and bad bacteria, thus reducing disease and eliminating odours even unpleasant ammonia smells. Use to create a fresher, safer and healthier stable environment.

eazitools Equestrian: +44 (0)1302 746077 www.eazitools.com

Emvelo: +44(0)1494 875848 www.emvelo.co.uk

Wide variety

Easy to handle

The variety of stable tools has increased considerably over the last few years. Although the Fyna-Lite Shavings fork is still the most favoured, other tools in the company’s range are becoming popular, such as the innovative Rubber Matting fork and the Multi Mucka range, designed to work on different types of bedding. The Super Lite fork is designed for smaller users, as is the Mini Mucka Stable fork for the very small helpers (5 to 8 years).

Harold Moore offers a range of stable and yard tools in a variety of fashionable colours. The range comprises shovels, forks, scoops, scrapers and brushes. Harold Moore polymer equestrian tools are sturdy but lightweight and easy to handle; will not rot or rust; are easy to clean, store and transport and virtually unbreakable. They are less likely to cause injuries to personnel or livestock, and the varying sizes and designs allow for many different uses.

Fyna-Lite: +44 (0)1789 764848 www.fynalite.co.uk

Harold Moore: +44 (0)1142 700513 www.haroldmoore.co.uk

Finer shavings

Comfortable bedding

Bedmax Ltd has launched Littlemax shavings specifically for horse owners who prefer a small flake shaving. Littlemax is dust free, very durable and absorbent and easy to use. This is a very high quality, fine horse bedding with a light appearance. Littlemax is produced from sustainable sources of primarily British pine, cut specifically for shavings and not as a bi-product. Littlemax shavings offer the anti-bacterial properties of pine, minimal dust and maximum absorbency, comfort and protection.

Dust extracted and sprayed with beneficial oils, Unibed is comfortable for the horse and easy for the owner to use. Treated with a unique blend of beneficial oils to help aid respiratory problems, inflammation and bruising, it provides a clean soothing environment for the horse or pony to rest. Muck heap friendly, it only takes three to six months to rot down compared to wood-based products.

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

Unibed: +44 (0)1977 796278 www.unibed.uk.com

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November 2011

Equestrian Business Monthly

LAUNCH IT

Combat seasonal itching Hilton Herbs is proud to announce the launch of two new products to combat seasonal itching in all equines. Formulated by Hilary Self Bsc MNIMH, medical herbalist at Hilton Herbs, both products were extensively trialled in the UK and 93% of trial participants felt it significantly helped their horse or pony. Both products fall into the Special Needs category in the Hilton Herbs’ range and will be launched to the public at Your Horse Live in November. The Bye Bye Itch supplement is designed to be fed to affected horses and ponies in the months prior to the ‘itching’ season and contains herbs rich in essential fatty acids – recommended to encourage a natural resistance to allergens and irritations – and additional herbs that have antihistamine actions and will improve skin integrity and coat condition. To complement Bye Bye Itch, Hilton Herbs has formulated a lotion that can be used on all affected areas of the body, containing ingredients that will reduce itching and encourage hair re-growth, and which is easy to apply and pleasant smelling.

For more information these fantastic products and details of introductory offers for retailers, contact Hilton Herbs on +44 (0)1460 270701 or email tradesales@hiltonherbs. To see the company’s field trials data scan the QR code or go to www.hiltonherbs.com.

AT THE SHARP END The elephant in the room

Some years ago an experienced retailer explained to me a basic concept of retailing as he saw it, which was: ‘You buy stock at half of what you can sell it for or less, and you have 30 days to pay for it, so if you can sell half of it in that time you have made the money to pay for it before the invoice is due. The turnover from the remainder pays for the next lot of stock, and so on.” Of course over the years you learn that you can play with

that concept a bit – a lower margin is ok if you can sell increased volume, and a very high margin and low volume of sales is equally acceptable. And somewhere in there are the loss leaders which don’t make much but bring people in, but they of course are offset by the high margin, high volume lines which is where you make your real money. So long as the majority of the stock you buy pays for itself from sales before you have to pay the invoice. That may be a bit simplistic but it’s the basic concept behind most retailing, at least as an ideal to work towards. The problem is that it appears to me on occasion that equestrian retail operates in a low margin, low volume environment and I’m not sure where the high margin, high volume money makers are. I do know that increasingly many retailers are telling me

that margins across the board are not high enough, especially compared to other retail markets. Where margins and volumes are acceptable the retailer often has to order large forward orders which will take a whole season to sell. I accept that this is standard practice in the equestrian trade even if it’s not in line with the ‘just in time’ concept of supply chain retailing which other retail markets enjoy. On the plus side, many retailers are now using EPoS and stock control systems to predict stock requirements more accurately and to generate higher volumes of sales from reduced stock holdings. Many are also improving shop layout and merchandising, all of which can have a marked effect on the volume of stock being sold. But that still does not address the issue of perceived poor margins.

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November 2011

I accept that the suppliers/ manufacturers themselves probably feel they are not getting the margins and volumes they would like, and I also accept that there are many issues that affect margins within a supply chain, some of which will be product-specific and beyond my experience. But I can’t help thinking that with all the efforts equestrian retailers are making to move their businesses forwards – marketing, websites, advertising, stock control, merchandising, etc – margins are the elephant in the room that everyone knows about but would like to pretend isn’t there. Mike Potter provides sales and retail training for equestrian retailers and can be contacted on mpotter@talktalk.net Equestrian Business Monthly

SECRET Surfer

If you would like the Secret Surfer to visit your website just send us your details. Email:editorial@ebmonthly.co.uk

www.smartworming.co.uk

www.cardboardbedding.co.uk

www.bedmaxshavings.com DESIGN: 8/10

DESIGN: 5/10

Visually strong, using colours very consistent with the company’s branding and striking imagery. Could add more images to break up longer chunks of text in places. One or two aspects need tidying in places – for example the spacing between text.

The black and green design is fairly modern and certainly striking. The big negative is that much of the text throughout is coloured grey, and is thus incredibly hard to read. Also, the centre of home page does not appear to load in older versions of Internet Explorer or Firefox browers – not well optimised.

NAVIGATION: 6/10 Navigation does work, but is a little more complicated than it needs to be, with a main menu at the top and two further menus either side. This makes some information harder to find – a lot of which is actually the info on the product. As a bonus however, the site is available in many different languages.

News and media:

8/10

News page is kept fairly up to date, with plenty of stories (although archive not immediately obvious). Separate, randomly named, ‘Diary’ page with extra information on RoR Series – a bit unusually sited. E-newsletter available.

Company information: 9/10 Excellent detail on staff – each key person has a page to their own, plus image, which really ‘humanises’ the company. ‘About us’ page contains some good information, but, being picky, perhaps more could be added – about manufacturing processes for example? Interesting page on ‘Sustainability’ however. Stockist search available.

Product information: 9/10 A great detail of information throughout the site, including a handy ‘Advice and FAQs’ page. Useful retailer login page allows orders to be placed online.

OVERALL SCORE OUT OF 50 www.ebmonthly.co.uk

Fairly straightforward, although it seems odd that the link to ‘Product’ is only available from the homepage and is not included in the top bar menu.

CONTENT:

NAVIGATION: 7/10

November 2011

News and media:

7/10

News section includes three stories (the website is fairly new), two of which are tried and tested reviews from magazines. Would prefer the news stories to be dated however. Separate ‘Testimonials’ page contains many interesting examples, as does ‘Press releases’ page. ‘Veterinary recommendations’ page a good idea. Links to various social media sites very apparent.

Company information: 4/10 No ‘About us’ page (although the ‘Product’ section contains bits and pieces). Scope to add much more here.

Product information: 9/10 This is very good. The ‘Product’ section contains a lot of information on the benefits, usage, delivery, storage and disposal of the bedding, which is very helpful and also quite interesting – shame it is so hard to read due to grey text! ‘Gallery’ also available (although pictures very small).

OVERALL SCORE OUT OF 50

Equestrian Business Monthly

www.equisafety.com

www.saddlerycourses.com

DESIGN: 8/10

DESIGN: 4/10

This new design is a definite improvement on the old site, more modern and with striking imagery. Again though, the grey text used in some areas is not ideal – white is better.

Old-fashioned design, cluttered and text heavy, with little imagery (none on home page). Needs tidying.

NAVIGATION: 8/10

NAVIGATION: 9/10

Left hand side menu is busy but it is logically sorted. Everything one click away.

No problems, though perhaps the link to the ‘Blog’ could be more obvious?

CONTENT:

CONTENT: News and media:

News and media:

7/10

1/10

No news page, but there is the aforementioned ‘Blog’. This is of course still young, but has three recent updates since the site’s relaunch, although they are quite small.

No news page. There is a ‘Newsletter’ page, but this is dated December 2010. Indeed, it does look like this is when the site itself was last updated, at least, that’s what it says on the home page.

Company information: 5/10

Good ‘About us’ page but scope for more. Under ‘Contacts’ is simply a contact form - always slightly irritating. Company contact details not given – the address and phone number are along the bottom of the site, but no email address. No stockist list available.

The site generally contains a lot of good information, about the saddler, saddlery and saddlery courses, although perhaps some of it could be pulled together more effectively to neaten and simplify the site. No ‘Contact us’ page, although the details do appear at the top of (only some) of the pages.

Product information: 8/10 Each product well presented, with good imagery and detailed information. Perhaps could add sizing guides, plus more information on hi-viz – for example standards – to the site.

OVERALL SCORE OUT OF 50

Product information: 5/10 Not a solely product-based website, but under ‘David May’s Showcase’ (a better link title needed here perhaps) can be found some examples – a line of detail and small images. Could be presented better. Photo gallery a nice touch, with lots to look at.

OVERALL SCORE OUT OF 50 www.ebmonthly.co.uk

November 2011

Equestrian Business Monthly

SUPPLIERS DIRECTORY bbey Diagnostics A +44 (0)1638 552122 www.abbeydiagnostics.co.uk

Davies & Co +44 (0)1536 513456 www.equimat.co.uk

Five Star Horse Bedding +44 (0)1732 863116 www.fivestarbedding.co.uk

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

Abbey Saddlery and Crafts Ltd +44 (0)1565 650343 www.abbeysaddlery.co.uk

Dodson and Horrell +44 (0)1832 737300 www.dodsonandhorrell.com

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

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

Agrifence +44 (0)1432 373920

Dog Rocks +44 (0)1628 822 243 www.dogrocks.co.uk

For Riders +44 (0)1865 377853 www.ivriders.com

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

Duralock +44 (0)1608 644988 www.duralock.com

Frank Baines Saddler +44 (0)1922 640847 www.frankbaines.com

Horse Source +44 (0)1924 848 438 www.horsesourceltd.co.uk

E. & E. Corn Supplies (Havens UK) +44 (0)1388 603333

Friendship Estates +44 (0)1302 700220 www.friendshipestates.co.uk

Horsesport www.horsesport.com

Airowear +44 (0)1434 632816 www.airowear.co.uk Amigo Stable Mirrors: +44 (0)1858 432652 www.amigostablemirrors.co.uk Andis Company +1 262 884 2600 www.andis.com

Earlswood Supplies +44 (0)8450 171351 www.earlswood-supplies.com

Animalife +44 (0)1527 857 920 www.animalife.co.uk

Easibed +44 (0)161 370 2360 www.easibed.co.uk

Arctic Fox – Bulls Eye International +44 (0)1923 210646 www.arcticfoxuk.com

Eazitools Equestrian +44 (0)1302 746077 www.eazitools.co.uk

Asmar Equestrian +1 604 601 2028 www.asmarequestrian.com

Eco Comfybed +44 (0)1202 593601 www.ecocomfybed.co.uk

Aubiose (Future Forks) +44 (0)1293 416759 www.futureshavingsfork.co.uk

Emvelo +44 (0)1494 875848 www.emvelo.co.uk

B2B +44 (0)870 7510605 www.btoblinks.net

Equivet +44 (0) 808 1084995 www.equivetanimalcare.com

B Jenkinson & Sons Ltd +44 (0)1924 454681 www.elico.co.uk

Equestrian Supplies +44 (0)1254 831645

Badminton Horse Feeds +44 (0)1425 658450 www.badmintonfeeds.co.uk Baileys Horse Feeds +44 (0)1371 850247 wwwbaileyshorsefeeds.co.uk Battles +44 (0)1522 529206 www.battles.co.uk

Equestrian Vision +44 (0)1403 865320 www.equestrianvision.co.uk Equi Matters Ltd: +44 (0)1494 721763 www.redmondrock.co.uk Equistro +44 (0)1280 814500 www.equistro.co.uk

Bling Equestrian www.blingequestrian.co.uk

Equetech +44 (0)1296 688966 www.equetech.com

Brinicombe Equine +44 (0)8700 606206 www.brinicombe-equine.co.uk

Equilear + 44 (0)1543 414474 www.equilear.co.uk

British Horse Feeds +44 (0)1765 680300 www.britishhorsefeeds.com

Equilibrium Products +44 (0)1442 879115 www.equilibriumproducts.com

Brogini +44 (0)1706 514 230 www.brogini.com

Equine America +44 (0)1403 255809 www.equine-america.co.uk

Buffera Ltd +44 (0)1707 852244 www.buffwear.co.uk

Equine Management +44 (0)1825 840002 www.equineman.com

Burlerrow Farm Miscanthus Equisafety Ltd +44 (0)1208 841264 Tel: +44 (0)1516 787182 www.burlerrowfarmmiscanthus.co.uk www.equisafety.com Cabotswood +44(0)117 9669944 www.cabotswood.com

Equisorb: +44 (0)1476 585973 www.equisorb.co.uk

Classic Canes +44 (0)1460 75686 www.classiccanes.co.uk

ESF Services +44 (0)1600 780051 www.tackrepair-rugwash.co.uk

Classic Showjumps 0161 765 2010 / 2014 www.classicshowjumps.com

Euro Front International +44 (0)1332 590460 www.eurofront.co.uk

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

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

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

Field Galleries +44 (0) 1932 342055 www.field-galleries.co.uk

D&H Animal Husbandry +44 (0)845 270 6691270 2224 www.dandhgroup.co.uk

Finest Brands International (Toggi and Champion) +44 (0)113 270 7000 www.toggi.com

www.ebmonthly.co.uk

Fresha Tank +44 (0)1733 203077 www.aquamidas.com Fuller Fillies Ltd +44 (0)1977 625 025 www.fuller-fillies.co.uk Future Forks (by Aubiose) +44 (0)1293 416759 www.futureshavingsfork.co.uk Fynalite +44 (0)1789 764848 www.fynalite.co.uk Gabriella Shaw Ceramics +44 (0)1730 821101 www.gabriellashawceramics.com Gee Up Equine Laundry +44 (0)1254 822066 www.geeupequinelaundry.co.uk Girbau UK +44 (0)1462 427780 www.girbau.co.uk

Horses with Attitude +44 (0)1274 852139 www.horseswithattitude.co.uk Horslyx +44(0)16973 32592 www.horslyx.co.uk Hows Racesafe +44 (0)1536 771051 www.hows-racesafe.co.uk Hucklesby Associates +44 (0)1362 820235 www.hucklesbyassociates.co.uk Hunter-Outdoor (K & K CLOTHING) +44 (0)121 555 8334 www.rockall.info Innovacyn / Vetericyn Europe +353 91 796896 www.vetericyn.com Intelligent Retail +44 (0)8456 800126 www.intelligentretail.co.uk

GollyGaloshes gollygaloshes@btinternet.com

IV Horse +44(0)1888 544261 www.4horse.co.uk

Grays of Shenstone +44 (0)1543 483344 www.graysofshenstone.co.uk

John Whitaker International +44 (0)1706 340500 www.johnwhitaker.com

Griffin NuuMed Ltd: +44 (0)1458 210324 www.nuumed.com

KC Sports Ltd +44 (0)1823 681100 www. powellprotec.com

Groomers Limited +44 (0)845 230 7997 www.groomers-online.com

Keratex +44 (0)1373 827649 www.keratex.com

Gumbies Ltd +44 (0)1258 839100 www.gumbies.co.uk

Kevin Bacon’s +44 (0)1296 662473 www.kevinbacons.co.uk

GWF Nutrition + 44 (0)1225 708482 www.gwfnutrition.com

Kingshead +44 (0)1738 580080 www.kingsheadequestrian.com

Halley’s Feeds +44 (0)1738 840830 www.halleysfeeds.co.uk

Kitt +44 (0)1278 727755 www.kitt.eu.com

Harold Moore +44 (0)114 2700513 www.haroldmoore.co.uk

LaundryStuff +44 (0)1226 717180 www.laundrystuff.co.uk

HARPLEY Equestrian Ltd +44 (0)115 9611537 www.harpleyequestrian.co.uk

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

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

LexveT International +44 (0)8003 345856 www.lexvetsupplements.com

HaySoft +44 (0)1277 375647 www.haysoft.co.uk

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

Healing Tree UK Ltd + 44 (0)7850 738875 www.healing-tree.co.uk

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

Heavenly Horse Tel: +44 (0)1724 721872 www.heavenlyhorse.co.uk

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

Hickstead Horse Feeds +44 (0)845 0250444 www.hicksteadhorsefeeds.co.uk

LITOVET +44 (0)1452 524012 www.litovet.co.uk

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

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

November 2011

Equestrian Business Monthly

Marie Bridgwater Equestrian PR & Media Consultant +44 (0)7795 416511 www.mariebridgwater.com Maxavita +44 (0)8450 752754 www.maxavita.com Measom Freer +44 (0)116 2881588 www.measomfreer.co.uk Medco Enterprises +92 524 602961 www.medcopk.com Merial Animal Health Ltd +44 (0)1279 775858 www.merial.com Natural Animal Feeds +44 (0)800 373106 www.naf-uk.com My Day Feeds +44 (0)845 6023782 www.mydayfeeds.co.uk Parkgate Equestrian +44 (0)1306 631374 www.parkgateequestrian.co.uk Osmonds +44 (0) 1948 668100 www.osmonds.co.uk PelGar +44 (0)1420 80744 www pelgar.co.uk Petlife +44 (0)1284 761131 www.petlifeonline.co.uk Pfizer Animal Health +44 (0)1304 616161 www.wormingyourhorse.info Polly Products +44 (0)1636 636132 www.pollyproducts.co.uk PressPoint +44 (0)1953 851513 www.presspoint.co.uk

Solocomb +44 (0)1235 511358 www.solocomb.co.uk Spartan Equestrian Products +44 (0)1474 705065 www.spartanequestrian.com Animal Health Company Tel - 01787 476400 www.equinehealthandherbal.co.uk Spoga + Gafa +44 (0)208 6818166 www.spogagafa.com Spillers +44 (0)1908 222888 www.spillers-feeds.com Stable Environment + 44 (0)1422 310483 www.stable-environment.co.uk Starkie’s +44 (0)116 2592022 www.starkiesbeeswaxcreams.com Stormsure Ltd +44 (0)1638 570478 www.stormsure.com Taurus Footwear and Leathers Ltd +44 (0)1933 674679 www.taurusfootwearandleathers.co.uk Tayberry +44 (0)1507 524816 www.tayberryoutdoor.com The British Horse Society +44 (0)8450 777692 www.bhs.org.uk Top Paddock +44 (0)1469 563995 www.top-paddock.co.uk Trailer Vision +44 (0)1775 640737 www.trailervision.co.uk Trelawne Equine Ltd +44 (0)8442 578585 www.trelawneequine.co.uk

RS-tor www.rstor.co.uk

Tuffa International Footwear +44 (0)1953 880914 www.tuffaboots.com

Robinson Animal Healthcare +44 (0)1909 735000 www.robinsoncare.com

Uncle Jimmy’s Brand Products +1 866 965 4669 www.jimmysballs.com

Rockall +44 (0)121 5558334 www.rockall.info

Unibed +44 (0)1977 796278 www.unibed.uk.com

Rockies +44 (0)1606 595025 www.rockies.co.uk

V-Bandz +44 (0)8450 956810 www.v-bandz.co.uk

Rowen Barbary Horse Feeds: +44 (0)1948 880598 www.rowenbarbary.co.uk

Virbac Animal Health +44 (0)1359 243243 www.equimax-tabs.com

Rower & Rub +44 (0)1223 969740 www.roewer-rueb.com

VSM Ltd: +44 (0)1664 506746 www.easywormer.com

Rugs R Us +44 (0)1695 716262 www.equirugsrus.co.uk

W F Young, Inc. +001 413 526 9999 www.absorbine.co.uk

Rutland Fencing +44 (0)1572 722558 www.rutland-electric-fencing.co.uk

Westgate EFI Ltd +44 (0)1303 872277

Santé Franglais Ltd + 44 (0)1858 464550 www.aloeride.com Sherwood Forest Ltd +44 (0)1159 424265 www.sherwoodforest-uk.com ShoeSecure +44 (0)1475 54068 www.shoesecure.com Silvermoor +44 (0)1665 602587 www.silvermoor.com Smart Grooming +44 (0)1823 681076

Westgate Labs +44 (0)1670791994 www.westgatelabs.co.uk Worklite Ltd +44 (0)1279 418052 www.work-lite.com Your Gift Horse +44(0)1454 202033 www.yghtrade.com Zilco +44 (0)1844 338623 www. zilcoeurope.com