Ebm september 2013 lr

SEPTEMBER 2013 Issue 137

Winter Jackets Dressed to impress Page 34

Better bedding business Proactive partnerships Supplementing sales

Monthly

EQUESTRIAN

Bringing buyers & suppliers together www.ebmonthly.co.uk

Autumn Winter 2013 Collection www.puffacountry.com TEL: +44 (0) 115 942 4265

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Equestrian Business Monthly | September 2013 www.ebmonthly.co.uk

INSIDE THIS ISSUE 4 NEWS 8 MAKE DO AND MEND Rug recovery

10 ON THE YARD Better bedding business

16 OFF THE SHELF Supplementing sales

22 CLIPPING AND TRIMMING A cut above

26 CURRENT AFFAIRS

34 LET’S TALK PRODUCTS Winter jackets

39 AT THE SHARP END

Mike Potter gets down to business

& Five minutes with…

Tim Smalley

40 OPTIONS, CHOICES, DECISIONS

Proactive partnerships

Get them right!

29 LAUNCH IT

41 ON THE MARKET

New products to the market

30 TIME FOR CHANGE

Changing seasons

Pick of the industry’s products

42 SUPPLIERS DIRECTORY

On the cover EQUESTRIAN

BUSINESS

Monthly

Equetech Cadence Quilted Jacket

Editorial:

editorial@ebmonthly.co.uk

Sub Editor Kate Scott Advertising Sales & Production: Allison Kemp Tel: +44 (0)1953 852946 advertising@ebmonthly.co.uk

Design: Phil Wells studio@presspoint.co.uk Equestrian Business Monthly, The Old Dairy, Watton Road, Hingham, Norwich, Norfolk, NR9 4NN, UK Tel: +44 (0)1953 850678 Fax: +44 (0)1953 851936 enquiries@ebmonthly.co.uk www.ebmonthly.co.uk Disclaimer Whilst every care has been taken to ensure that the information and reviews contained in this magazine are both accurate and up-to-date, neither Equestrian Business 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.

If you have a Smart phone, iPhone or Android phone, all you have to do is download a QR code reader app and scan the barcode and it’ll take you directly to the Equestrian Business Monthly website where you can access the latest news stories, features and products on the market.

September 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

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FORWARD FEATURES October

* Winter Feed – forage and fibre * Stocking up for Christmas – a guide to the best seasonal gifts * Worming

November

* Bulking up – Feeding for weight gain * Beating Boredom – licks, treats and toys * Hi Viz – fluorescent and reflective wear for horse, rider and pets * Retail Insurance

December

* Golden oldies – veteran care & management * Saddle up – riding and training equipment for the horse * Non-prescription healthcare * New season, new business trends Our media pack and a full list of features for 2013 is available. To get your hands on either of these, email: allison@ebmonthly. co.uk. Furthermore, give us a call and see what we can do for you over the next 12 months.

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UK NEWS

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

A round-up of the UK’s equestrian trade news SMS ‘Fit for Purpose’ Support for vet grads

H

ow often do you hear your customers say – “I must lose weight and get fitter,” “My horse is just not fit enough,” or “My saddle seems to move.”

An informative and forwardthinking awareness day has been developed by the Society of Master Saddlers to educate riders, owners, student vets and trainers about the importance of saddle fit and fitness of the horse and rider.

The ‘Fit for the Purpose’ day takes place on Saturday, October 19 at The Unicorn Equestrian Centre, Netherswell, Stow-on-the-Wold.

This fascinating day is all about properly preparing the rider, the horse and the saddle for any and all occasions so that the best possible results can be achieved.

Well-known saddler expert Ian Hastilow will be chairing this exciting day which has just 100 places available – book your ticket today!

Speakers include Dodson & Horrell Nutritionist, Louise Jones BSc, MSc, R. Nutrition; ‘Ride with Your Mind’ Instructor/Coach, Dorothy Marks; Vet, Jane Nixon MA VetMB BSc MRCVS; SMS Veterinary Consultant, Stewart Hastie BVMS MRCVS; Winston Williams, BSc (Hons) MMCA IVCA MRCC and Emma Phillips, BSc (Hons) MMCA IVCA MRCC who will look at chiropractics for the horse and human.

There will also be a range of Saddle Work Stations to provide advice, practical knowledge and experience.

These include help on saddle panels and construction; recognising the difference between quality and inferior saddles; types of tree and broken trees; and saddle safety.

Tickets are £60 and include refreshments, lunch and a goody bag.

To book your place contact Hazel Morley on 01449 711642 or email enquiries@mastersaddlers.co.uk

Equestrian Business Monthly | September 2013 www.ebmonthly.co.uk

T

he Royal Veterinary College (RVC), London recently held a case study workshop day for last year’s vet graduates who have been in practice for one year. The case based day was an opportunity for graduates to present and discuss cases they have seen in their first year around a series of lectures and updates in key areas.

Dr Meriel Moore-Colyer, principal lecturer at the Royal Agricultural College, Cirencester, gave a talk entitled ‘Haygain: Technological advances in the treatment of RAO’ and included a presentation of Haygain and the research and development carried out to date.

Haygain hay steamers are a range of scientifically proven hay steamers that eliminate respirable dust in hay and haylage by killing mould spores and bacteria to produce hygienically clean forage.

Mr Matt Walsh, of Nortev Ltd gave a presentation on

‘Flexineb: Advances in drug administration for the respiratory patient,’ demonstrating why Flexineb is an effective, easyto-use drug delivery device.

Flexineb is a silent, portable equine nebuliser that produces a very fine aerosolised mist for fast drug or saline solution administration.

Partner at Buckingham Equine Vets, and European Specialist in Equine Internal Medicine, Phillip Ivens MA MVetMed DipECEIM VetMB MRCVS, gave a very interesting presentation on the ‘Advances in the treatment of RAO.’ With more than 50 graduate vets in attendance, the event was both informative and productive.

“The day was a chance for vets to get together to listen to new research and different views in order to broaden their knowledge on respiratory problems,” said Brian Fillery of Haygain.

Reserves travel costs paid

I

n an agreement with the British Equestrian Federation’s World Class Programme, The Horse Trials Support Group (HTSG), a long-standing backer of British Championship Eventing teams, is to pay the travel costs of the reserve horse for Great Britain’s Eventing team at the Rio de Janeiro Olympic Games in 2016.

The costs will cover the travel expenses for the official travelling reserve rider, horse, groom and up to two owners of the reserve horse. Rio 2016 sees a new format introduced for the eventing competition, with only four riders (instead of five, as we saw in London 2012) competing in the team competition, with

the best three scores to count.

In addition, each team will be entitled to an official travelling reserve. With this change, it is vital that there is a travelling reserve for the Eventing team in Rio, should a substitution be required after the team departs the UK. Equestrian Performance Director, Will Connell MBE, commented; “This is an extremely generous offer of support by the HTSG and will allow even greater support to be given to the riders and horses as they prepare for Rio. The format of having an official reserve that travels with the team is new for eventing in 2016, although it has been around for a while in jumping.”

Phil Duff resigns

A

riat International Inc., the leading equestrian footwear and apparel brand in the UK and Europe recently announced that longstanding brand ambassador, Phil Duff has resigned as Managing Director of Ariat Europe.

Having pioneered his own business, The SMD Group, for many years prior to introducing Ariat to the UK, Phil managed the growth of this innovative brand in the UK for over 13 years. The SMD Group was acquired by Ariat Inc. in 2010 and Phil was retained as Managing Director of Ariat’s European subsidiary. Under his leadership the business in Europe has flourished and has since set the highest industry standards for sales, marketing, customer service and after-sales warranty, while also offering the most efficient and reliable delivery services, with excellent margins to the retailer.

“Phil has made many important contributions to the Ariat business over his 17 years with the brand. He was instrumental in the creation of Ariat as the number one equestrian footwear brand in the UK as well as the strong development of our business in Europe, helping to build the foundation upon which we will continue to grow. Most importantly Phil has built an impressive team at Ariat Europe who share his dedication and passion for the brand,” said Beth Cross, President and CEO of Ariat International. “Phil has been a valued partner to me throughout the years; I am grateful to him for his guidance, his widely respected market knowledge, his infectious enthusiasm, the customers he has introduced to the business, the strong team he has built and of course his passion for Ariat. His contribution will be greatly missed by all in our company.”

“I have been fortunate to have enjoyed many very happy years in partnership with the Ariat brand. I remain committed to the continued growth and success of the Ariat brand and I feel fortunate to have worked with such a talented team here in Europe,” said Phil Duff.

Distributor appointed

D

ue to the increasing popularity of the Elima-Net, Parell Products have joined forces with wellknown equestrian distributor, KM Elite Products, to ensure the Elim-a-Net is available to an even wider audience.

With three sizes available, Pony, Cob and Horse, there is an Elima-Net to suit every equine and this was one of the appeals of the product for Managing Director of KM Elite, Karl Middleton. “The versatility of Elim-a-Net means

that we can offer the product to every equine, from small ponies up to large horses,” he states.

The creator of Elim-a-Net, Ellie Parkin, is thrilled to have the support from KM Elite. “Since launching the product back in 2009 we have helped so many horses and owners manage a variety of problems, however there are still a lot of people who have not reaped the benefits and it is exciting to have the support of such a reputable distributor as KM Elite to help us bridge the gap.”

Smartphone glove

W

oof Wear has added a conductive Smartphone riding glove to its already popular Grand Prix Glove range. In the fast paced world we live in, riding with a phone is a common occurrence so Woof Wear felt it made sense to create a glove which makes life easier for riders. The Smartphone glove incorporates conductive fibres in the index finger and thumb of

each hand allowing the use of a touch-screen phone without the need to remove gloves.

Signal search

T

he Countryside Alliance is asking people in rural areas to become phone detectives and help them map real phone reception rates across the UK. We all pay the same to run our mobile phones, regardless of where we live. But rural businesses and individuals tell the Countryside Alliance they have a far poorer service.

Now the Countryside Alliance is searching for evidence to ensure people living in the countryside are not forgotten by mobile phone companies and that they benefit from the Government’s £150m mobile phone infrastructure project.

Countryside Alliance executive chairman Barney WhiteSpunner, said: “The rates of phone coverage quoted by phone companies are a best case scenario. We all know how much phone reception can vary in the countryside and we feel households and businesses based there are at a disadvantage.”

The Countryside Alliance is asking people to download the free RootMetrics app onto their smartphone or tablet and use it while they are at home as well as

while they are out and about.

The app tests the strength of their signal and automatically records the result. You can also use it to check which company provides the best service in your area.

The information will be used to lobby phone companies and the government to improve rural reception.

For further information on how to use the app and to see results so far, visit www. rootmetrics.com/uk/

September 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

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UK NEWS

Assistant trainer pleads guilty

A

Thoroughbred mare is recovering in World Horse Welfare’s care after a man running a Cambridgeshire yard taking in and selling on ex-racehorses pleaded guilty to causing her unnecessary suffering.

The 15.2hh mare called Una Vita Pius (known as Galaxy) was taken to the charity’s Norfolk Rescue and Rehoming Centre after being found collapsed in February this year. She was emaciated, very weak, dehydrated, and suffering from diarrhoea. Michael Hammond, of Lester Piggott Way, Newmarket, who described himself in court as an ‘assistant racehorse trainer’, was sentenced at Cambridge Magistrates Court yesterday on August 15 and was ordered to pay £1,000 costs to

World Horse Welfare and complete 40 hours community service. Mr Hammond had originally pleaded guilty by letter, but the court deemed the offence of such serious nature that his presence was required at court. Galaxy’s owner, Ms Heidi Challis of Queensway, Soham, was also in court yesterday. She had also pleaded guilty, but the court accepted she had played a lesser role in the horse’s condition. She received a £70 fine and was ordered to pay the charity £470 in costs.

Viki Cooper, supervisor at Hall Farm, says: “When Galaxy came in to Hall Farm she was incredibly weak. We had a vet on hand to treat her straight away. She had to have an emergency fluid drip due to her dehydration and diarrhoea, and

antibiotics to fight off a salmonella infection, and for the first few days it was touch and go. A few months later Galaxy is now a different horse.

She is full of life and is continuing to gain weight. Galaxy is a very gentle and willing mare so we’re sure she will continue to flourish as her rehabilitation continues.”

Galaxy on arrival.

Galaxy now.

Chat show host to manage Newmarket jockeys

W

The fun continues throughout the day. ill chat show host and Sun columnist Jeremy Kyle make Alex Ferguson’s Everything kicks off on the Warren Hill Gallops days as coach seem a distant memory? from 9am to 10am when top trainers will canter Kyle is taking on the position as manager for horses and provide a commentary on each horse. top jockeys at the Betfair Newmarket Open The Betfair Newmarket Open Day is raising Day on Sunday 22 September 2013. They money for the British Racing School, the National will play a team of top racehorse trainers Horse Racing Museum and the New Astley Club. managed by retired footballer Micky Quinn in All money raised goes direct to these charities. a five-a-side football match. The teams will go www.newmarketopenday.co.uk. head to head with ferocious competition and this is certainly a game not to be missed.

Top jockeys including Frankie Dettori will be battling the likes of Hugo Palmer, Ed Walker and Ed Dunlop, trainer of the famous horses Ouija Board and Snow Fairy. Quinn will be ONE keeping the trainers in check and hopes to iPH R ALL O F S P P see one of his players follow in the footstepsA E OWNER S S R R O E H D I of Bobby Charlton or David Beckham.

R AND Frankie Dettori commented, “The trainers don’t stand a chance against us agile jockeys!”

Ed Dunlop commented: “The jockeys may have the ability and the speed but with our NE iPHO ALL size and tenacity they are in for some serious R O F S P AP competition and ferocious tackles!”

WNER O E S HOR D RIDERS AN

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FRE

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FRE

Your horse...

Next month in Equestrian Business Monthly

In the October issue Equestrian Business Monthly is looking at some hot topics, providing a riveting read for the trade. Winter feeding is under the spotlight, looking at fibre and forage and what you need to know when asked questions by consumers.

With so many changes in the Worming marketplace affecting how manufacturers can and can’t promote to the general public, we delve in to the facts to see what impact it might have on those who sell wormers to the public.

Winter ailments are big business and often retailers are the first people on hand with advice and product knowledge, so it pays to have the right products on the shelf and back-up advice to hand.

If you’ve got an opinion on how to choose products to stock, or some top tips or advice for the trade we want to share your opinion with Equestrian Business Monthly’s trade audience.

Email: editor@ebmonthy.co.uk

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POM-VPS

Triple bursaries awarded

F

ollowing last year’s regional campaign, run across the South West, Equine Premium is pleased to announce that once again it has awarded three £200 Bursaries, this time to members of South East Riding Clubs. The three recipients of the £200 bursary, Alison Sadler of Aspley Guise and District Riding Club, Natalie Olive of Thames Valley Riding Club and Rosie Eustace of Rogate Riding Club, were presented with their cheques by Anna Flynn, South East Territory Manager. The bursary will go towards the cost of lessons and developing their skills. Protexin Equine Premium is please to also announce that with an 80% increase in applications this year, it will be running the Bursary Award across the whole of the UK in 2014, offering four £200 bursaries divided by the regions of Wales, Scotland, the North of England and the South of England.

“Huge thank you Protexin for this fantastic opportunity to

help progress with the training of my two five-year-olds. I’m already a huge fan of both the Gut Balancer and Acid Ease to help keep my horses working at their best and look forward to trying the Quick Fix at our next competition, said Alison Sadler.

Natalie Olive explained how last winter, Jill Coulson’s homebred mare, Embla Phoenix Piper came into her life, and with that the realisation she needed to ‘up her game’ to do justice to the wonderful mare. “I’m thrilled to be awarded a Protexin training bursary and plan to invest it into our flying changes with a view to advanced medium debut in 2014,” she said.

“I am really excited to have won the bursary training award from Protexin,” commented Rosie Eustace. “I’m really looking forward to putting it to good use and hopefully improving my horse’s eventing results. I am also looking forward to seeing how the Protexin products can help the horses on our yard.”

Alison

Natalie

Rosie September 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

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the return will be quicker but the initial outlay is obviously more.

Of course, having your own equine laundry equipment means you can clean more than rugs – numnahs, saddlecloths and so on could also be cleaned.

Size matters

Make do

and mend

Modern laundry machines are simple and effective, providing varying wash cycles to suit different rugs and customer requirements. 13kg capacity for the washing machine is an absolute minimum requirement, but machines with a capacity of 16kg upwards, especially for the larger rugs or for washing more than one at a time are preferred.

Machines are basically the same as domestic washing machines but are much larger and more robust, for use with all types of horse wear including large New Zealands.

Dan explains why you can’t you wash a horse rug properly in

A developing part of the horse rugging sector is now dedicated to cleaning, repairing and reproofing rugs of all types. Whether you act as an agent for a cleaning company, stock waterproofing and repair products, or have a little spare space to set up the cleaning equipment for yourself, take a look at the extra opportunities rug services could offer to your business.

Repair not replace Although you may have a large stock of rugs in store, customers are increasingly looking to save money and offering a cleaning, repairing and reproofing service is a great way to keep your customer’s loyalty and increase customer service. With the credit crunch hitting horse owners hard and with money still tight, washing a rug is a much more affordable option, so people are more often making the choice to clean, repair and reproof than buy a new product. For consumers who want to wash and repair their own rugs, Stormsure feels it has the perfect answer with its Horse Rug Repair Kit. At just £12.49 it can fix several rugs making it particularly cost effective.

The repair kit enables fixing of waterproof winter turnout rugs, summer turnout rugs and stable

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rugs. “Very often a new rug is out of the question and our motto of ‘make do and mend’ comes into play,” says Maddy Robinson of Stormsure. “It gives the customer a feeling of after sales care that we believe keeps them coming back and that is ultimately what the retailer wants, a strong, devoted shopper that returns to them year in year out. By offering an alternative solution such as a rug repair kit shows that they are not just wanting the ‘big sales’ but that they are willing to look after their customers’ best interests.”

Dan Holdsworth, Brand Development Assistant at Storm DFX agrees, adding: “If you are seen to be actively trying to help make a product bought by an end user last longer, you will gain a favourable reputation as a trusted retailer. Nobody likes a product that lasts a short time,

Equestrian Business Monthly | September 2013 www.ebmonthly.co.uk

so it is important retailers do as much as they can to ensure products last longer. Retailers can make more margin and profit by selling repair/maintenance services, whilst also boosting consumer satisfaction. You can’t really beat that combination.”

Setting up shop If you are thinking of setting up a washing and repair service yourself, cost is obviously the first consideration. However, the cost of leasing machinery and set up can be quickly recouped if used effectively and marketed well. When leasing an equestrian laundry package such as one washer, one dryer and five years service cover, you would only need to be processing around four to five rugs per week to pay for the equipment. When buying new or reconditioned equipment outright,

a domestic washing machine, even if you can actually get it in.

“Due to the size of the machine the rug would not have enough room to get fully treated – as the water and chemicals would not be able to reach all parts of the rug.

This wastes water, not forgetting time and money,” he says.

Space issues Many machines are less than a metre wide but check requirements for installation, which are normally a threephase electricity supply, a water supply and drainage. Also, think about ‘dirty and clean areas’ for laundry storage. A solid floor is essential, and ideally an outside wall for dryer venting.

HORSE RUG REPAIR KIT Will help you fix several rips, leaks and tears in your Horse Rugs. There are 3 nylon patches for larger rips and 2 self-adhesive Tuff tape patches for smaller nicks and tears, plus 2 tubes of glue.

Save pounds by making the repair yourself.

• No expensive courier charges.

• No Stitching.

• No compulsory laundry.

Small nicks can be repaired in just a few seconds. Large rips can be repaired easily and most times you will never even see the patch!

Watch the video www.youtube.com/glueshop that demonstrates how to make a good quality repair using these items. It will give you all the confidence you need to do a good job first time round.

Trade and wholesale enquiries welcomed.

Available at www.stormsure.com

Use the right cleaners Always ask the supplier about the right washing and proofing products to use for optimum results. In some cases, the machines can clean, condition and reproof in cycles with the touch of a button, but for other machines, a separate system may be required.

Acting agents If you cannot or do not wish to set up an outfit yourself, you can act as a collection point for a local company. It may not be the most lucrative option, but any add on service that you can offer to your customer to bring them through your door is a bonus.

Make sure you advertise this service if you offer it, particularly in the spring when winter rugs have taken a battering.

Repair and protect Rug repair kits are available to stock, helping customers repair rips and damage, if only temporarily. Many rug washing companies also do repairs and can replace straps or patch up rugs like new. Waterproofing is very

important for turnout rugs but the right product is essential. You could stock a variety of products to help waterproof rugs, from sprays to washes. Storm’s Rugwash and Rugproof products are specifically formulated for equine use, and used by professional service providers. The Rugwash effectively cleans, rinses easily and leaves any DWR finish unaffected.

Available in 25lt cans for cost effective maintenance of rugs.

The air cure formula of the Storm Rugproof requires no further drying via a tumble dryer ensuring less cost to the end user. ■ September 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

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Better Bedding Business With consumers becoming increasingly more open to trying alternatives to traditional bedding materials such as straw and the ever popular shavings, we take a fresh look at the market and asked industry specialists for their opinions on the business of bedding, its purchase, storage and up selling.

Bedding basics Most retailers agree that their best seller is still probably wood shavings. They are usually cheaper to purchase initially, but there is also an element of tradition about shavings. However, Lisa Cooper, Managing Director of Nedz describes how the bedding industry has changed quite significantly over the past ten years with the introduction of many alternatives to conventional straw and shavings. “Technology has advanced meaning that raw material can be processed to be healthier and more efficient, and the latest innovation of pelleted bedding has taken the market by storm,” she says.

“Customers are now looking for the most cost effective, easy to use bedding option which means manufacturers have had to respond accordingly.

Tim Smalley from Bedmax Shavings agrees that the weather can have a considerable impact.

“In very cold, wet and snowy weather people will bring their horses inside and therefore they will need horse bedding,” he says.

“If inclement weather results in an early autumn and a late spring there will again be a much greater demand for horse bedding as was seen last year. If there is a drought and limited grass resources many people will need to bring their horses inside. A very wet summer like last year will result in poor supplies of straw which is another factor which has an impact.”

Storage issues For retailers, storage issues can be a major factor in determining which bedding types they stock, and how many options they

Production For some types of bedding, the British weather has a major impact on production. “For chopped straw the weather does have a huge impact on production,” says Lisa. “Being a natural byproduct of the farming industry, if the crops are not flourishing due to the weather, then neither is the raw material.”

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Equestrian Business Monthly | September 2013 www.ebmonthly.co.uk

can provide customers with.

Factors to consider and to check on with manufacturers include whether products can be stored outside or must be under cover, what size and type of packaging they come in, and whether pallets are shrink-wrapped or come with waterproof covers.

Some come on a pallet covered in a plastic sheet and the products are double plastic wrapped so they may also be stored outside. UV protection can also mean less deterioration of products stored outside.

“Bedding is always a contentious issue in terms of storage,” says Tim. “Bedmax always recommend that its shavings are stored in a cold, dark and dry environment to ensure that the customer receives their shavings in optimum condition.”

“It is usually more cost effective to purchase bedding in bulk, therefore storing it to avoid spoilage is imperative,” says Lisa.

“Most companies will supply pallets of bedding fully wrapped to prevent damage from water or heat, however once this wrapping has been opened it is advisable to store in a dry, undercover area away from direct sunlight.”

Ordering and promotion Whether from a stock control or cash flow point of view, or simply because of lack of storage, or lack of demand, minimum order quantities can also significantly influence the retailer’s decision to take on a new bedding type. These appear to vary widely, with some manufacturers only requiring a one-pallet order for delivery, and others working in artic loads.

Markup and an attractive selling price will undoubtedly be a critical factor, though the importance of this will be affected by demand and brand awareness. For newer products particularly, marketing support in the form

of advertising campaigns and a variety of point of sale material to explain how the product works will also be beneficial.

The perception of bedding is that it is a low-margin product taking up a lot of space and yet for most retailers it is an essential stock item.

Tim offers sensible advice, saying “bedding will always be a bread and butter product. It is an essential item for the end user and therefore will bring customers into retail stores to purchase higher margin products.”

“Offering your customers a wide selection of products is important to ensure you can maximise sales,” says Lisa. “It is advisable to stock products, which vary in price, raw material and usage so you do not ‘double up’ on products. Rather than simply considering price when choosing which products to stock bear in mind the size of the bale and the usage. A seemingly cheap product may require double the quantity which does not make it cost effective to the end user and will not encourage repeat business. “

Up selling Providing yard equipment alongside bedding products also makes commercial sense, but why isn’t a straightforward broom, fork and shovel good enough for mucking out anymore?

Leon Fynn, General Manager at Fyna-Lite has some specific views.

“Stable management systems have changed so much over the past few years,” he says. “The introduction of new bedding materials has required innovative advances in fork design to satisfy the requirements that each bedding type throws up. Deep or thin litter, rubber matting, different sizes of shavings, chopped straw, paper, cardboard, wood chip, flax and so on, all have different requirements for effective stable cleaning. The traditional ‘one size fits all’ approach for tools simply doesn’t work anymore.”

With cash strapped customers, what’s the best advice a retailer can give the consumer when advising on bedding tool purchase that won’t break the bank?

“It’s always best to offer a tool that is designed to work with a certain type of bedding,” advises Leon. “A shavings fork works best on shavings, a pellet fork works best on pellet bedding, a traditional manure fork is good

September 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

11

On the Yard Survey Reveals Specialist Bedding Growth

for straw and so on. Each person is unique in terms of height and strength and has a different style of mucking out. Fork design and handle length and grip preference is often critical in terms of offering a product that is ideal for the customer. In my experience, people often come to be fitted for a fork. They will use this product for long periods of time every day, so the design, balance and feel have to be spot on.”

Green credentials In the days before we all became aware of climate change and the part each of us can play in mitigating it, getting rid of used bedding was a simple matter.

With a growing interest in environmental matters and the costs of muck disposal on the increase like everything else, the green credentials of your bedding suppliers may also be called into question by customers. Everything from the sourcing of sustainable timber to the time taken for muck to rot down is a legitimate question for today’s eco aware horse owner to ask.

“As a company we carefully consider our social and corporate responsibility and carbon foot print,” says Tim of Bedmax. “We recycle where possible and give customer advice and support in terms of composting their used shavings. From the dust which we extract from the timber, we produce Hotmax fuel logs.”

“Disposing of chopped straw products is simple and easy, as well as being cost effective,” says Lisa. “Chopped straw is highly absorbent meaning small amounts of bedding are removed during mucking out and what little bedding there is rots down within 2-3 months – as opposed to 2-3 years in the case of wood based products. Once this process has occurred the by-product can be safely spread on fields as a totally natural fertiliser without running the risk of removing valuable nitrates from the soil.”

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According to Lisa, chopped straw is one of the most environmentally friendly bedding types due to the methods in which it is grown, the natural formula it is treated with and the methods of disposal.

“Unlike wood based products, straw is a waste product left over from the harvest of wheat or rapeseed,” explains Lisa. “By re-using it as a bedding product for horses we are able to utilise a by-product, which would normally be ploughed back in to the ground or left to rot.”

Tim is quick to stress that Bedmax shaving are made from the raw material and not from the waste product of another industry.

The shavings are cut from the whole tree, screened to remove the dust and dried to sterilising temperatures. When producing its shavings the company’s key priority at all times is to produce a product that will benefit the welfare of the horse.

Price points Most manufacturers will offer price breaks for bulk buys, for instance Nedz offers pallets as a minimum direct delivery, with price breaks at eight and sixteen pallets. “There are often incentives for new customers and occasional special offers for larger quantities,” adds Lisa.

Perceptive retailers will also maximise sales of tools alongside bedding and as the number of different bedding types have grown over the last few years, so has the requirement for specialised tools. “Fyna-Lite has always been at the forefront of bringing new technology advances in tool design to the market place,” says Leon. “A fantastic example is the Pellet Master Stable Fork. This fork has been specially designed for use on pellet type bedding materials. Its narrow spacing between the tines picks up all the small bits of debris but lets the valuable bedding fall through and the rounded ends wont damage the bedding floor.”

If a retailer is able to offer products that compliment each other, then sales of both bedding and tools will grow. “We have worked with many bedding companies over the years who have found that being able to offer a fork that has been designed to work with their bedding system has been key to the growth of their bedding,” says Leon. ■

Equestrian Business Monthly | September 2013 www.ebmonthly.co.uk

Bedmax Shavings has conducted a survey of 600 horse owners about their choice of bedding, recent changes in their choices and the type of bedding they currently prefer. The survey suggests that more horse owners are following a growing trend towards purposemade bedding and away from the traditional favourite, straw.

Until this survey, traditional straw bedding has featured as one of the most popular choices of bedding in the UK, despite the emphatic evidence that straw is a major source of dust and spores in the stable. Now, increasingly more horse owners appear to understand the crucial difference that bedding can make to the health, welfare and performance of their horses. (However we must be aware that these figures may also be as a result of last year’s wet weather and poor harvest resulting in a short supply of straw, especially high quality straw.)

The survey indicates a significant proportion of owners switching to purpose-made bedding from straw and small, by-product shavings.

In welfare terms, owners are looking for bedding that is: • Dust free to help reduce respiratory problems • Supportive and cushioning • Hygienic, clean and absorbent Secondary factors influencing potential buyers are: •A bed that is easy to use, and quick to muck out • A bed that lasts • Minimising wastage • Value for money.

The favourite equestrian activity for respondents showed patterns largely unchanged from previous surveys: • 38% leisure riding • 18% dressage • 15% eventing • 12% showing • 10% show jumping The type of bedding currently used by respondents shows a marked change from previous surveys: •5 4% purpose-made wood shavings • 15% straw • 13% by-product wood shavings •8 % other – including fibre, rape straw, hemp and flax.

This indicates a major increase in the demand for purpose-made wood shavings in recent years, and a very substantial decline in the proportion of horse owners using straw.

When asked if they had changed their bedding brand over the past two years, just over 50% of the respondents confirmed that they had switched from various types of bedding. The main two types of bedding that horse owners had changed from was straw, at 36% and by-product shavings at 25%.

The survey concluded by asking owners their main reasons for changing their bedding type. The results are as follows: • 27% because of cost • 22% because of dust The results of the survey address •2 0% because previous bedding a number of factors to take into was not absorbent enough account, such as: •12% cited unreliable supply • The number of horses owned, or •1 1% confirmed that smell looked after encouraged them to change • Where the horses are kept bedding.

• Principal preferred activity to do • 4 % found their previous bedding with the horse was not supportive enough • The type of bedding currently used by owners The evidence of more than 10 years of surveys has shown • If the owner has changed their a steady rise in the number bedding in the past two years of horse owners rejecting the • The type of bedding that they beddings that dominated the previously used market 15 years ago – straw • The main reason for changing and by-product shavings. The their bedding type latest Bedmax survey appears to demonstrate that this trend Of the people who took part in has accelerated sharply over the survey: the past two years, as more • 37% owned one horse and more owners opt for the •32% owned two horses assurance of high quality, • 51% keep their horse(s) at DIY purpose-made bedding in the livery interests of their horses’ health and welfare.

• 41% keep their horses at home

Coming next month…

Soon it will be time to dust off those Christmas lights and pin up the tinsel, but for now it’s time to choose what’s hot to stock over the festive period. From smaller trinkets, pony treats and grooming products to larger items of tack or clothing, there is a huge array of products on the market that can be promoted as the ideal Christmas gift, with something suitable for every family member. In the October 2013 issue are running ‘Stocking up for Christmas – a guide to the best seasonal gifts.’ If you would like your products included, email allison@ebmonthly.co.uk or call +44 (0)1953 852946.

September 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

13

On the Yard PRODUCT

Better Bedmax

PRODUCT

Grabbit, drag it, wash it

Bedmax shavings are dust free, extremely easy to use and absorbent. Made primarily of British pine, they are 100% natural with no preservatives. The flakes are designed to produce a deeper, more aerated bed and the shavings are made in strictly controlled conditions.

Bedmax has a Royal Warrant of appointment to Her Majesty The Queen, for the supply of shavings to the Royal Stud at Sandringham and is used by trainers, racecourses, eventers, show jumpers, vets and equine hospitals.

Rubber matting is a convenient bedding option, but mats are often left in situ leaving an undesirable cocktail of bacteria and ammonia to fester underneath.

Such actions are largely down to the cumbersome nature of rubber matting, which is why the award winning Grabbit Mat Mover is proving popular.

The Grabbit clamps onto rubber matting to provide a handle that enables horse owners and stable staff to move bulky rubber mats quickly and easily, to be hosed down or disinfected as required.

www.bedmaxshavings.com

www.wefi.co.uk

PRODUCT

Back friendly

PRODUCT

Better bedding options

Looking after horses can be particularly bad news for backs. With this in mind Eazitools have developed the Eazi-Lift range of stable tools and equipment to minimise the stresses and strains mucking out can cause to the user’s back. The unique shape of the shaft reduces the need to bend the back and puts the body in a much better posture position.

The Eazi-Lift Plastic Shavings Fork is now available in purple with a choice of handles.

Nedz offers three bedding options to suit all customers. Nedz Pro, made from oil seed rape straw creates a super absorbent bed; Nedz Original, made from chopped wheat straw offers horses the snug feel of straw, in an easy-to-muck-out, hygienic form and Nedz Advance, which uses chopped straw ground and pressed into a pellet form that’s treated to control moulds and spores. Nedz Pro and Nedz Original are treated with Natural Nedz offering anti-bacterial, antifungal and anti-insecticidal properties, whilst also reducing ammonia levels.

www.eazitools.co.uk

www.nedz.co.uk

PRODUCT

Pellet master

PRODUCT

Become a stockist

The New Fyna-Lite Pellet Master Stable Fork is the only professional stable tool designed specifically for use on Pellet Bedding systems. The Pellet Master Fork features very tightly spaced tines to allow the bedding to fall through, whilst still collecting the smallest pieces of debris. The fork also features rounded tines, which prevents damage to rubber matting.

Available with a choice of three different handle materials, including wood, fibreglass and aluminium, and three grips, softex, D grip and T grip.

Walmsley Premierbed card bedding is made from clean highly absorbent corrugated cardboard chopped into little square pieces. It is the modern dust-free alternative to traditional horse bedding materials such as straw, hemp and wood shavings. Simple, cost effective and highly efficient it is designed to meet the strict criteria already used extensively by racing yards, show jumping yards and event yards. Walmsley Premierbed is looking for stockists. If you are interested in stocking this product, call +44 (0)7939 077313.

www.fynalite.co.uk

www.walmsleypremierbed.co.uk

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Equestrian Business Monthly | September 2013 www.ebmonthly.co.uk

LOOKING FOR ACRES OF PRESS COVERAGE?

SPEAK TO PRESSPOINT When it comes to Equestrian PR and Marketing, PressPoint has been helping its Clients to stand out from the field for a very long time.

Working with Clients who have both big and not so big budgets, we’ve been devising successful marketing and PR campaigns since 1984.

During that time we’ve built the sort of relationships with the equestrian consumer and trade press that will really help to get your product noticed.

And along the way, we’ve developed all sorts of other clever skills too, like producing websites and highly successful e-marketing campaigns, to add to our experience in graphic design and marketing.

But perhaps the best thing of all, we still don’t cost the earth.

To find out more, please call Mark on 01953 852942

enquiries@presspoint.co.uk

15 www.presspoint.co.uk

September 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

Supplementing Sales With a vast and ever-increasing array of supplements on the market, retailers face the choice of stocking numerous products in each category or potentially missing out on sales.

Recent surveys conducted

by Sportswise suggest that the equestrian feed industry as a whole is a growing one comparing figures from 2011 to 2013. Feed is one of the top three annual expenditures for horse owners and professionals alike. With further developments in equine nutrition there is an increased awareness by horse owners and professionals of the importance of the right diet in order to support health and performance.

Knowledge is key With many ‘complete’ feeds on the market, having sufficient knowledge in order to discuss with customers the extra need

“ Feed is one of the top three annual expenditures” for supplements and feed balancers over the winter months is key to repeat sales.

“Retailers will benefit from having at least one member

16

of staff with a reasonable grounding in equine nutrition who has an ability to strike a balance between giving objective advice and achieving sales; not selling a supplement just for the sake of the sale,” says Heather Giles, sales and marketing manager at Hilton Herbs.

When it comes to probiotics, Jonathan Nelson director of the Protexin Equine Premium brands says: “It’s difficult to have a one size fits all approach to a complete feed for a horse as they all vary in size, weight, appetite and work. Any supplementary probiotic will enhance the utilisation of that feed, even if the feed already includes a probiotic as some do.”

Natalie Noble, sales and marketing representative for Brinicombe Equine feels specific advice is needed: “It is important that the retailer remains mindful of the changing needs of horses going into the winter months and the challenges found with feeding complete feeds,” she says. “The horse’s dietary requirements vary throughout the year with the winter months challenging

Equestrian Business Monthly | September 2013 www.ebmonthly.co.uk

not only their nutritional management but also their health.

“Feeding complete feeds at the recommended feed rate can be difficult for some because of several factors including health issues such as obesity and intolerances, leaving them open to nutritional imbalances. Feeding a concentrated feed balancer will provide the horse with a balance of nutrients without the

bulk. “Additionally, Natalie feels that using nutrition to support the horse through common winter ailments is another factor to consider when feeding and one that is often overlooked.

Tracking trends While the sector is undoubtedly a growing one, have there been any true advances over the past few years, or emerging trends?

BREATHE GREEN LIPPED MUSSEL

SOOTHING • ANTIOXIDANT

CLEAR & HEALTHY

AIRWAYS

EQUINE RESPIRATORY HEALTH

Find out more at maxavita.com 08450 752 754 Ask for MaxaBreathe in your local equestrian retailer

equine health care

September 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

17

OFF THE SHELF Quite rightly, the emphasis is now on fibre-based feeds using oils and ‘super fibres’ such as sugar beet to provide energy sources, with both pre-biotics and pro-biotic complexes included.

“The supplements market is still expanding with a lot of duplication of product type but

nutritional or energy requirement within a diet, they just enhance what is already being fed and can help boost the immune system.”

Shelf staging Presentation is the foundation of the sale chain with the customer’s eye needing to be caught in order for the rest of the sale process to happen. Natalie has some great suggestions: • It is important to make sure that the product is clearly visible, accessible, clean and with a good amount of expiry left on it.

• The next stage is that the customer will want to gather

“ There’s a lot of duplication of product type but very little true innovation” very little true innovation,” says Heather, adding “UK supplement manufacturers competing in a very crowded market-place are relying heavily on advertising and

celebrity product-endorsement.”

Over recent years there have been developments in the management of horses and ponies with metabolic disorders which have become more common in the modern horse. “Problems such as equine metabolic syndrome

18

(EMS), laminitis, managing the overweight or obese horse and equine cushings disease (ECD) can be nutritionally managed,” says Aimee Redfearn, Brinicombe Equine’s equine development manager. Further studies are helping manufacturers in the feed and supplements industry to produce nutritional support by minimising the effects of excessive dietary starch and sugar.

“There have also been further developments in supporting evidence for the benefits of including probiotics in the horse’s diet and the importance of this alongside a high fibre diet as a healthy basis for the horse,” says Aimee, “particularly those who have challenged digestive systems with problems such as gastric ulcers which have been well documented as being an increasing problem in performance horses. These developments have helped to tailor horses’ diets to specific needs which can make the market

Equestrian Business Monthly | September 2013 www.ebmonthly.co.uk

rather confusing when deciding which product to choose for a horse.”

Retailers are advised to make use of the advisory service manufacturers provide to be able to recommend the right product for customers.

Jonathan feels there has been an increased awareness of probiotic supplementation due to better education and marketing. “This has enhanced the understanding of its uses in the human health market which in turn has helped gain trust and more understanding about using probiotics with horse owners,” he says. “Also, a realisation that probiotic supplements are not supposed to replace any

“ The customer will want to gather the first important snippet of information” the first important snippet of information which will either encourage them to read on about the product or speak with a sales assistant.

• Make sure that product information is available in the form of accessible information sheets or use product info shelf tabs. I also find that taster samples for the customer to take away work well.

After the customer’s eye has been caught and they have some information to hold their interest it then really falls down to customer service and a sales assistant being

September 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

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OFF THE SHELF on hand to approach the customer or be visible for the customer to see and to be able to seek further assistance.

“Place or group products together and let the consumer choose from a range of products,” advises Jonathan. “For instance, put all joint products, all skin products and all gut related products together, but keep the brands together as a display within the displays.”

Heather’s advice is to keep shelves uncluttered and leave space for suppliers’ POS material and catalogues, to help

customers make choices. “With supplements coming in all shapes and sizes it’s often impossible for customers to make direct comparisons regarding price,” she says. Heather’s top tip is to make up a simple cost-per-day list of supplements and make it available to customers.

Stock selection With so many products available, how can you ensure you choose the right brands/ products in order to keep them selling and not sitting on the shelf month-on-month?

Stick to manufacturers with credibility in the industry, full traceability, and transparent packaging, who are able to provide product backup to shops and their customers alike. Choose products by category so that you can pick and choose, concentrating on products which are unique in the marketplace, rather than taking the whole range from several manufacturers which will give you unnecessary product duplication on the shelves is Heather’s sensible recommendation.

Having a reasonable selection of stock on the shelf is beneficial to offer customers a choice, but

20

as a series of niche products and offer the best available within each niche, but back that up with a broad general range,” says Jonathan. “The probiotic market is probably the most specialised and definitely niche. There are lots of general products that include some probiotic, but only a couple of true probiotic preparations.”

Best sellers

without cramming every brand in.

If they are hit by a wall of tubs, all designed to perform in a certain manner, customers can easily loose sight of what they came in for. “It is important for the retailer to maintain a good level of product knowledge; a customer will need a level of sales support to ensure they purchase a product that suits the need of their horse or pony. It is when the customer purchases a product that is most suited that they are more likely to return for further purchases,” says Natalie.

“I advise that the retailer uses the seasonal products as a guide but also not to be blinded by

“ Winter supplements were very much needed in June 2012!” set seasons, for example winter supplements were very much needed in June 2012 when we had torrential rain and a high number of mud fever outbreaks.

We sold a considerable amount of Think Mud last summer with many customers promising to use it the next time there was a hint

Equestrian Business Monthly | September 2013 www.ebmonthly.co.uk

of oncoming wintry weather be it June or December. Listening to your customers’ needs, whether it be from a nutritional or financial perspective will contribute to rotation and movement of stock.”

Another piece of guidance in supporting the sale of stock is to remain in touch with your sales representative. Good representative’s will provide the retailer with a service second to none, and will be on hand to provide everything you require to make having a brand’s equine products in store a pleasure.

Alongside supplying you with your product needs they are also on hand to provide product training, nutritional advice for you and your customer and will endeavour to regularly promote your store as a stockist through media channels and attending open days and events.

“To give customers the best choice consider the supplement market

With so many products available, it doesn’t stop the finest emerging as top sellers and usually there is a key factor that contributes to its success.

Protexin Equine Premium’s Gut Balancer is easily the brand’s best seller. It is extremely concentrated, very effective and smartly packaged with a clean clinical look, while the branding is globally recognised within the niche probiotic segment.

It is Brinicombe Equine’s Think Fly, the first in-feed fly deterrent available on the market that sits top of its best seller list. “We put Think Fly’s success down to its winning formulation of a unique blend of herbs and spices, known as RepelEx, which creates an effective, dual acting nutritional deterrent alongside ingredients which support healthy skin and coat condition,” says Natalie.

Hilton Herbs’ best seller is without doubt its Bye Bye Itch supplement and Bye Bye Itch lotion, for seasonal itching in equines. “The product’s huge success is due in no small part to successful field trials prior to launch, but mostly due to the fact that it works!” concludes Heathers. ■

OFF THE SHELF PRODUCT

Think mud

PRODUCT

Better balance

Think Mud cuts out the hassle of having to apply daily barrier creams and can even provide support in cases where mud fever has already taken hold. A daily supplement, it is designed to help maintain skin integrity during wet and muddy conditions. It helps to support condition from within and maintain the horse’s natural defences giving the best chance of effectively fighting off the bacteria present in mud.

Complex natural ingredients maintain a healthy immune system, support blood circulation and skin integrity.

A nutrient rich lick such as Horslyx can provide a simple and cost effective method of balancing and supplementing the equine diet. The well-formulated lick includes essential vitamins, minerals and trace elements, including the unique Healthy Hooves package containing Biotin, Zinc, and Methionine.

Available in four different formulations; Original, Respiratory, Mobility and Garlic, Horslyx will appeal to even the fussiest of feeders. Along with optimum levels of forage, Horslyx allows horses to slowly trickle feed the nutrients required, allowing for optimum digestion and absorption.

www.brinicombe-equine.co.uk

www.horslyx.com

PRODUCT

Move freely

PRODUCT

Calm and composed

Global Herbs has expanded its Movefree range of products.

The plants in these supplements work like a new oil change for a horse’s joints, enabling them to make HA (hyaluronic acid) for their joints more efficiently. Clicks fade and even the most difficult joints can start to work normally. Movefree is suitable for all horses, from the highest levels of competition to the leisure horse. Direct customers to view Global Herbs’ new booklet ‘The ultimate Joint Supplement’ on their website.

Compose 2x is a pelleted, concentrated equine calming supplement containing nutrient ‘nerve regulators’ including tryptophan, thiamine, and magnesium. Tryptophan, one of the essential amino acids, is a building block of a chemical in the body responsible for the transmission of nerve signals through the brain. The plant proteins of grains and hay in equine diets are low in tryptophan content. Thiamine is important in energy metabolism and helps control hyperactivity while magnesium is important in maintaining correct nerve transmission and muscle function.

www.globalherbs.co.uk

www.lifedatalabs.com

PRODUCT

A host of herbs

PRODUCT

Breathe to the max

Freeway, Freeway Gold, Senior Horse, Equimmune, Equimmune Gold, Calm & Collected, Calm & Collected Gold and Thrive & Shine are just a few of the products from Hilton Herbs to help with breathing, immune function, age-related health issues, weight-loss, general mobility, anxiety and hyperactivity. All products are manufactured in the UK with an emphasis on quality, cost-effectiveness, and transparent packaging. Attractive incentives, product training, point-of-sale material and experienced after-sales support are all offered.

MaxaBreathe is a unique supplement from Maxavita designed to help support the respiratory system and to help maintain clear and healthy airways. The key ingredient in MaxaBreathe is Green Lipped Mussel, which contains high levels of Omega-3 ETA fatty acids, known to have potent soothing properties. Amino acids and anti-oxidant including Vitamin C, work alongside to help clear congestion, reduce coughing and ease irritated airways. A respiratory herbal blend, it contains natural soothing herbs to support the immune system.

www.hiltonherbs.com

www.maxavita.com September 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

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A CUT ABOVE

As autumn approaches it is prime time for clipper sales and servicing as customers rush to remove their horse’s winter coat. Furthermore, products for trimming and tidying remain popular year round as competing continues through all seasons.

O

ver the years clippers have become lighter, quieter and more compact, they are now more ergonomically designed to fit into the hand comfortably, and there are some products made specifically for the smaller hand. There are now many re-chargeable clippers, in addition to the traditional mains powered products. The most significant advance in recent years is the introduction of permanent magnet motors.

These are lighter and smaller than standard DC motors but give comparable power. This has enabled manufacturers to produce lighter and slimmer clippers which are easier and more comfortable to use. For rechargeable trimmers the introduction of Lithium Ion technology means trimmers give more power with less weight and less recharge time, some of the more advanced models will clip for a longer period of time than they take to recharge spare batteries, so a charged spare is always ready to use.

Sharp sales Clippers are seen as high-priced items by both consumers and retailers. Nicky Darling, Product Manager at Wahl (UK) Limited advises how to make good profits out of selling clippers. “Knowledge is key when it comes to selling clippers,” she says. “Consumers often look to the retailer to provide them with the understanding they need to purchase correctly

22

and use efficiently. While some customers clip all year round, the majority of clipping takes place in the autumn and winter so being prepared for the season can be the difference between making a sale or not. Often horses begin to grow their coat in September and while the competition season is still in full flow you should be prepared for clipper sales from this time onwards. Point of Sale is important, highlight the key unique selling points of a product and offer the additional bonus of being ‘on hand’ to advise customers – something that can only be provided in-store.

Also by offering a ‘one-stopshop’ which sells everything a consumer could need for clipping such as overalls, oil, brushes, preparatory equipment, trimmers and even extension leads, you can encourage customers to come in store for convenience.”

Ken Twigg, Heiniger UK’s Product Manager offers a word of caution: “If at all possible, try to stay out of price wars and set yourself an acceptable price that offers an acceptable margin,” he says, adding, “Furthermore, choose high quality clippers; the last thing any retailer wants to see is the clipper returned under complaint as this costs time and money that erodes the original profit margin.”

Offering good advice As clippers do not tend to be a regular repeat purchase, it is

Equestrian Business Monthly | September 2013 www.ebmonthly.co.uk

important that you stock the relevant accessories to encourage ongoing custom when it comes to the care and maintenance of clippers. Nicky advises that “having knowledgeable staff that can advise on the variations of

clippers, how to use them and what a customer needs to do to keep them in good working order will ensure customer confidence and ensure they return to you whenever they need to make additional purchases. Once the

September 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

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Clipping and trimming initial clippers are purchased there are many add-on items that can be promoted. Not only are these the obvious items such as spare blades and clipper oil, but also thinking outside of the box and providing products to help prepare the coat prior to clipping, and maintain condition afterwards. Trimmers are also an excellent add-on sale as they offer good value for money, can be handy for those hard to reach areas and can be used all year round for general tidying up.”

“Pick a brand of clippers that has the necessary quality and product benefits that will make customers want to buy it,” says Ken. “Deal with a manufacturer that gives a good back up service and a good warranty period. The only direct add-ons needed are spare blades and clipper oil. Better suppliers give a spare set of blades and oil with new clippers but they will need to be replaced eventually.

Merchandising clippers alongside other consumables used at clipping time, including shampoos, finishing products and brushes will assist in augmenting the overall sale.”

Offer to demonstrate Retailers and their staff should have a good understanding of the way the clippers they stock work. Not only this but be able to demonstrate the reasons they choose the brands they stock.

Nicky’s view is that “if a product is slightly more expensive than another brand, it could be that

24

you choose to stock that product because you believe the quality is superior and your customer will get better, longer lasting value for money. It is also important for staff to be able to advise customers on the safety surrounding clipping,” she says, “especially for customers who may be inexperienced and needing

Equestrian Business Monthly | September 2013 www.ebmonthly.co.uk

some guidance. Many customers may ask which is the best type of clip for their horse, or the best way to look after a certain type of coat, so it is important that your staff can assist.”

If the clipper is from a reputable supplier and manufacturer Ken does not believe the retailer needs to know anything about the more

technical aspects of the clipper.

He says: “In order to sell clippers there are essential topics to cover: • Is the clipper powerful enough to do the job, both in terms of the thickness of the coat and the number of times the clipper will be used?

• Is it light enough to be used for the time span needed to do the job?

• Is it slim enough for the user to get his or her hand round it to clip without getting tired?

Ken agrees that retailers should have a thorough knowledge of the available models in the range to help the customer make the right decision. “In addition to this, a knowledge of the blades required for specific tasks, how to set the blades, change the blades and advice on care and basic maintenance of clippers would be of benefit in providing the customer with a reassured sale,” he says. Further information in order to draw comparisons between models and competitors can often be found in supplier’s literature or from a supplier’s sales representative so ask for all the extra information you need.

“You should also ‘know your blades’ in order to sell the correct blade type to your customer,”

Clipping and trimming Nicky agrees. “A ground blade will last longer and stay sharper than a stamped blade, providing the customer with better value for money in the long term.

Sometimes it can be false economy to purchase the cheapest product.”

Retailers can find relevant information from the manufacturers and should ensure there is good aftersales service for both them and their customers.

They should equip themselves with as much information as possible to troubleshoot queries and assist their customers in resolving any issues.

Fit for purpose It is essential that the customer is sold the correct product for the job. “Retailers need to know which products are quiet and suitable for nervous or young horses, or which clippers are best suited to very thick, dirty or greasy coats,” advises Nicky. Most clippers work perfectly, but what happens if a customer is not happy with their purchase? “When a customer feels a product is faulty, a basic inspection should soon determine whether the issue reflects on

user inexperience or indeed a manufacturing fault,” says Nicky. “Most warranties will only honour equipment failure due to component issues, not operator misuse. If retailers purchase from reputable manufacturers with solid backgrounds in this very specialist area, then they will have the comfort of knowing

PRODUCT

that a support network exists to assist and advise them whenever

necessary. In addition, British based companies can offer UK servicing and repair facilities to ensure the consumers experience is as trouble-free as possible.”

“If a customer is considering a new clipper they must feel happy that it is supplied with a good, lengthy genuine UK warranty,” says Ken. “Some warranties from clippers imported from outside Europe may not be worth anything and could prove expensive for the retailer if they cannot find anyone to honour it and they have to honour it themselves.

Most warranties, however, only cover manufacturing defects and not wearing parts so the customer must be aware of this.

If a customer wants to return a clipper as they have changed their mind it must be in a completely re-saleable condition and the decision whether this is the case must lie with the retailer.” ■

Customers will appreciate being able to handle the clippers in store, to feel the weight and balance, and possibly even switch them on to hear how noisy they are. Due to the cost of clippers it may not be practical to keep all clippers in unsealed boxes for customers to try at their leisure, instead, think about using working display models and storing them away from the standard shelves, so that you can help the customer make the right decision and supervise the trial.

PRODUCT

PRODUCT

Long life

New Xperience

Compact clip

Liveryman’s new additions to their rechargeable clipper range are the first to use brushless motors with a lifetime of 10,000 hours. The new, more powerful Harmony Plus gives up to two hours clipping time from the internal battery and up to a further three and a half hours from the battery pack. The Liveryman Elite is a 90 watt clipper, with a short slim body. Taking standard A2 blades it is quiet and has an aeration system to help keep blades cool.

Drawing on advanced permanent magnet motor technology, Xperience is lightweight, slim and ergonomically designed, making it easy to grip. The low vibration motor makes it comfortable for prolonged use. One of Heiniger’s most powerful clippers, it is excellent for use on thicker coats but will also make quick work of fine coats. Xperience features a soft start motor, which gives a quiet start to clipping – great for nervous horses – and the motor is exceptionally quiet running.

The Avalon Equine Clipper is a compact, well-balanced and lightweight unit, which provides 2.5 hours of quiet, low vibration clipping powered by a rechargeable battery pack. Powerful enough for full body clips, yet easy to manoeuvre around difficult areas, the Avalon clipper is ideal for use where there is no access to mains power and fully recharges in just 3 hours. It features high quality German ‘snap-on’ blades, that require no tensioning or alignment, plus cool running technology.

www.agrihealth.co.uk

www.coxagri.com

www.wahl.co.uk September 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

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CURRENT AFFAIRS CURRENT AFFAIRS CURRENT AFFAIRS CURRENT AFFAIRS

Proactive partnerships There is certainly no doubt that when adored horses of yesteryear such as Ryan’s Son and Boomerang, gave way to the commercialism of horses known as Sanyo Music Centre and Sanyo Video, the heartbeat of equestrianism slowed a pace.

For some companies, such as Charles Owen is not just a business — it is a family! When Charles Owen develops a sponsor partnership with a rider or event a relationship is developed. This new relationship is similar to that of a family with both parties looking out for each other. Charles Owen has been striving to create a safer world for over 100 years and its sponsorships hold the same ideals that the company stands for.

Charles Owen and the riders it works with must be willing to weather the ups and downs of the equestrian world together, day in and day out. The company looks to sponsor riders who have the same

T

he Horse of the Year Show and Hickstead plummeted from our TV screens and with big money on the decrease, it was time for the stars of the sport to re-evaluate their positions.

Many top riders turned even more so to private owners, always the life-blood of equestrian sports, to step in and shore up continued competitive aspirations. In the late 70s and 80s David Broome, Harvey Smith and Caroline Bradley were household names; more recently you’d be hard pressed to find a non-equestrian to name one top rider. However with 2012 and our fabulous gold medal tally, do we now have a chance to ring the changes and start to put equestrianism back in the limelight?

The truthful answer is that all sports, not just equestrianism, now march to different beat.

Those at the top of the game are largely all professionals and therefore need to make their living from competing and this means welcoming support from wherever it comes. This opens up great opportunities for brands to capture the buying public’s imagination and with it their loyalty, but the relationship needs to be symbiotic if it is to flourish and be mutually considerate.

Brands need to ‘give’, but riders need to ‘give back’ and in the process, perhaps surprisingly, it is consumers who can come

26

out on top, by being ‘given’ to.

Brand ambassadors The term ‘brand ambassador’ has readily slipped in to the marketing language of many brands. In reality most brand ambassadors are those that are either sponsored or supported by that company, either in terms of product or hard cash. However, there are some high-profile users of brands that are happy to be true ‘brand ambassadors’ of a product because they have used it over a period of time and genuinely think it is the best on the market.

For companies there is nearly always a synergy with the riders or events they choose to sponsor. For instance, Grubs Footwear is proud to sponsor world class eventer Ben Hobday, where the aim is to give an insight into all levels of the sport, together with the hard work and long hours of training.

Grubs feels that this will promote how amateur and professionals go head-to-head in the sport. The aim of the relationship is to give a unique insight into what goes on behind the scenes at major three-day events and the company will be uploading video blogs from trot-up to the actual ride around the cross-country course.

This will offer an insight into the grass roots of the sport, something that Grubs is keen to promote.

Equestrian Business Monthly | September 2013 www.ebmonthly.co.uk

views on equestrian safety and is proud to work with riders who are wonderful ambassadors for both the brand and safety in general.

Names of the game A core element in the success of the Toggi and Champion brands has been a number of high profile and extremely powerful sponsorships and they have supported several top class riders such as Pippa Funnell and Piggy French for many years.

The fundamental motivating factor for the brand is to give something back to equestrianism and the industry in which Toggi and Champion have been so

September 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

27

CURRENT AFFAIRS CURRENT AFFAIRS CURRENT AFFAIRS CURRENT AFFAIRS

successful. Such sponsorships not only help to maintain the profile of the brands within the industry, but the company’s design team also works closely with the riders who act as core testers for many of their new designs, providing feedback and insight to ensure that the riding products that they produce offer unrivalled performance and outstanding reliability. In a nutshell, Toggi and Champion design products that riders will want to wear and perform as they need them to perform.

Two examples of Charles Owen riders are Charlotte Dujardin and Nick Skelton. Though they ride in different disciplines, have different personas, and have different followings, they are Charles Owen ambassadors for the same reason — they trust that Charles Owen will take care of them and allow them to get back in the saddle and on with being two of the top riders in the world.

One of Charles Owen’s most recognizable sponsored riders is Charlotte Dujardin. She chose safety and in turn changed the face of dressage with her bold decision to choose to wear her Charles Owen helmet at the London Olympics. Not only has Charlotte won double Gold and broken world records, but she has also become a true ambassador for safety and the iconic face of the Charles Owen brand.

28

“I trust Charles Owen to take care of me with safety and style,” says Charlotte.

British Showjumping legend, Nick Skelton, also took Gold in London, puts his trust in Charles Owen. A true ambassador to the brand he says, “My Charles Owen hat is the most important part of my

Equestrian Business Monthly | September 2013 www.ebmonthly.co.uk

equipment; your head needs good protection and I think this is the best helmet.”

Additionally for Toggi, it is important for them that its riders are ambassadors for their sport and are both riders and people that younger generations will look up to. The company always seeks sponsorships that it feels

will work for them in the long term and that will grow and develop over time. The comany’s riders are passionate about the Toggi and Champion brands and do a great job in their roles as brand ambassadors and while the company totally understands the time commitment that is needed to reach the very top of a sport, today’s media driven society does require that riders become increasingly media savvy themselves, which is something that Toggi riders are fortunately good at. Furthermore, with the advent of social media there are increased opportunities for a rider to be proactive on a brand’s behalf and this is something that Toggi finds extremely exciting.

Joseph Murphy, leading Irish Event rider and a relatively new addition to the Toggi and Champion stable of rider’s comments: “As a professional event rider, I’m keen to be associated with companies that produce top quality products that I would stand by and use myself on a daily basis. I would never put my name to a product or a brand that I don’t believe in and as I’ve been a fan of both Toggi and Champion products for many, many years, I’m delighted now to be an official brand ambassador.”

CURRENT AFFAIRS CURRENT AFFAIRS

Launch It

Horses with Attitude Horses with Attitude introduce their new Winter collection of clothing and gifts, featuring some great new products, ideal for Christmas.

HWA’s exclusive collection of clothing and accessories provides a bright vibrant mix of fun and fashion, all with an equestrian and country twist.

Also available is the Farmers with Attitude brand of clothing and gifts, specially designed for country store outlets.

Not just riders The process of selecting events to sponsor is similar to the rider selection process. Charles Owen’s flagship sponsorship is at Hickstead, the show that represents British Showjumping more than any other.

Toggi’s long-standing partnership with and support of the British Equestrian Federation (BEF) through the official Toggi Team GBR range has also been hugely successful since its inception in 2006. In developing this strategic partnership the company wanted to extend support beyond the individual rider to British equestrian sports in general in the build up to the London Olympics.

Giving back There is no doubt that successful sponsorship partnerships work well for both parties often

producing a new wave of loyal brand followers who aspire to achieve the same heights as their ‘celebrity’ riders. Well chosen sponsorships have certainly allowed Charles Owen to become a globally recognised brand. As a result the company is now able to reinvest in equestrian sport and support the top riders of the future.

Through its association with the BEF Toggi has not only helped to develop a formidable British identity for the Equestrian GBR Teams, but with a percentage of each sale from the Toggi Team GBR supporters range going to the BEF to help generate additional funds for all the equestrian disciplines, customers have helped to provide much needed additional funds for British equestrian sports too, which is a win-win situation. ■

The exclusive ladies and girls loungewear range has been increased for 2013 with further designs and styles offering more choice for customers.

Keeping to the fun element with a large gift selection – great for Christmas, including brand new designs this year, such as Iphone covers and Ipad/tablet sleeves

The Horses with Attitude range is now also available from B Jenkinson & Son Wholesalers.

For further information on becoming a stockist or HWA’s Drop ship service please contact the Salesline on +44 (0)1274 852139 or email sales@ horseswithattitude.co.uk View the entire range at www. horseswithattitude.co.uk

September 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

29

advise customers not to use them unless any scabs have fully healed.

A dirty, poorly maintained coat is commonly the cause of most winter skin conditions. However, a diet that is lacking in essential nutrients will also have a negative effect on skin and coat health.

It is therefore a good idea to ask customers what they are feeding their horses, and perhaps have a few supplements on hand to suggest ways of boosting vitamin and mineral intake.

Seasonal stock take

Changing

SEASONS

As summer turns to autumn and marches on to winter, horse owners begin to change routines and reassess their horse’s health and wellbeing.

Considerations such as warmth, increased feeding, bedding and coat care to prevent winter ailments come to the fore, but riders, owners and grooms also need to look after themselves, considering whether new gloves, coats and hi-viz clothing are needed. Most decisions are based around whether the horse will be kept in or out and whether it will be kept in work or turned away.

Coat care The thicker coat grown by most horses in winter is its first defence against the cold and snow. Keeping it in good condition therefore is essential and there are many products on the market designed to help, presenting a good opportunity for increased seasonal sales.

Winter traditionally sees the sales of rugs, clippers and creams start to rise, so now is a good time to re-visit some of the important considerations for good winter coat care. Horses tend to be very sensitive when it comes to their coat and skin, and are susceptible to a wide range of problems if proper care is not

30

taken – interestingly, studies have shown that chestnut horses can be particularly vulnerable due to their thinner skin.

Mud fever and rain scauld, both caused by the bacterium Dermatophilus congolensis, are key risks during the winter, especially for older horses or those with weaker immune systems.

The bacteria causes the skin and underlying tissues to become swollen and inflamed, eventually resulting in hard loss and cracked, scabbed skin. This can also cause damage to the hair follicles, and it is important that the skin be kept soft, so as to help with hair regrowth. There is a range of barrier creams on the market designed to protect skin from mud – though

Equestrian Business Monthly | September 2013 www.ebmonthly.co.uk

The feed business is undoubtedly one of the most seasonal that retailers have to contend with.

Predicting the start of the ‘feeding season’ is always tricky as it is largely weather dependent – not only on prevailing weather conditions at the time, but also on the conditions over the summer and the subsequent availability of grass and conserved forage. In some years owners will need to start feeding supplementary feed as early as August, while a wetter summer and milder autumn may delay the mass introduction of concentrate feed until October.

As many feed products have only four to six months shelf life, strategic ordering at this time of year is essential to avoid either being out of stock or being left with stock that is out of date – neither outcome is one which is good for business.

Fibre first While some horses and ponies are stabled during winter, many

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September 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

31

Time for change vitamins, minerals and trace elements in the right proportions to ensure the nutritional and energy needs of the horse are fully met. Feeding a balanced diet all year round should be a considered as a kind of ‘nutritional investment’ in a horse’s continued health and well-being.

are kept out at grass, rugged if necessary and do very well. Just how well they do depends to a great extent on condition going into winter and also feeding management throughout the cold winter months. As the ambient temperature falls to six degrees centigrade and below, grass stops growing altogether and even paddocks that look covered in grass will have little feed value. This means that horses’ energy intake from pasture falls as the temperature drops and

they may lose weight quickly, as more energy is also needed to maintain body temperature. If a horse is shivering, supplying hay or haylage will help to warm the horse from within.

Through the winter months though, there is still a need for a balanced diet, whether a horse is working or not. For most horses and ponies, a variety of good quality forage is very nearly an ideal diet and all owners need to do is ensure they also provide a source of

As autumn progresses many owners will start to become concerned about their horses dropping condition and sales of conditioning feeds start to increase. The most effective way to promote weight gain is through a specially formulated conditioning feed with a concentrated formula that means that meal sizes can be kept manageable whilst the overall calorie content of the diet is increased. For those for whom weight loss is desirable, balancers will keep those all important nutrient levels balanced without providing any additional calories.

Visibly different With days becoming shorter and the weather closing in, horse owners have to make sure they are safe on the road when riding.

High visibility (hi-viz) products are now available in a huge variety and should be stocked year round. Make sure you know what is available to stock this winter and what the British Regulations and European Standards in hi-viz garments actually mean.

The British Horse Society (BHS) recommends that riders wear something hi-viz at all times when they ride out regardless

32

Equestrian Business Monthly | September 2013 www.ebmonthly.co.uk

of the time of day, at all times of year, regardless of the prevailing weather conditions.

This means year round sales of hi-viz garments are possible and manufacturers and retailers can help to get the safety message across. Wearing hi-viz clothing is not just important for poor light and riding on roads. The BHS makes a good point advising that not only does wearing hi-viz allow riders to be seen on the road, but also off road and in the event of any accident they can be spotted by emergency services. Retailers must make sure they get the message across to customers and manufacturers must continue to develop new materials and technology to help riders be seen and be safe. ■

September 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

33

What to stock for Successful Sales

Girl’s Terrace Jacket Ariat Europe Ltd Sizes: child’s XS - XL Colour: navy RRP: £79.99

£79.9

9

Ariat has introduced the Terrace Jacket, made from a wind- and water-resistant diamond quilted shell combined with polyfill insulation. Additional features include a two-way zipper and an adjustable waist tab. There are also zippered hand pockets to keep essential belongings safe and a saddle vent for added comfort whilst riding.

Winter jackets This month the spotlight falls on winter jackets.

With budgets still tight, performance, durability and practicality come to the fore as fundamental requirements although style is still an important consideration.

L

ess likely to be slave to fashion and more concerned with practicality, riders will still select something that makes them look good and there are a number of different looks to choose from, to suit different personalities and preferences.

Most riders know that layering is key to keeping warm in winter and the gilet is perfect in this situation. A staple item for riders for many years, gilets provide practical body warmth without the restriction of sleeves. Great for layering over a fleece and under a waterproof jacket on those freezing mornings, gilets must be back in store this winter.

Technical jackets this season include reflective designs and 3- or even 4-in-1 styles. For that distinguished look, quality tweed or cavalry twill jackets will always be popular – even more so now ‘equestrian style’ has became buzzword on the high street. The price tag may be higher, but such jackets really can be considered as investment to be worn for many years to come, made with high quality, natural materials such as wool, lambswool and cashmere. Tweed meanwhile will never go out of fashion. This fabric is made from rougher wool (although silk tweed also exists), woven fairly loosely so as to make it flexible and comfortable to wear. The weave effect may be twill (diagonal) or herringbone, sometimes interwoven with

34

different colours to produce various attractive designs.

Alternatively, more modern and ‘sporty’ looking jackets and blousons appeal to many. For this season, trends have seen country clothing manufacturers take aspects of other sports to produce garments that look good even in a non-equestrian setting.

Often made partly or wholly from durable polyester, these jackets are waterproof yet also breathable.

The fabric of the jacket must resist liquid water (for example rain or snow) from passing through the material but still allow through water vapour (evaporation from sweat) in order to prevent discomfort of the wearer.

The design – for example, taped seams, adjustable cuffs and inward-facing zips – is partially responsible for waterproof effectiveness, but largely this is due to the fabric, which may be either inherently repellent of water or have been coated with waterproofing material.

For example, Durable Water Repellency (DWR) is a chemical treatment (usually fluoropolymers or silicone) applied to the fabric to form a protective barrier on the outer layer. It is usually used in conjunction with a breathable and weatherproof membrane to increase performance.

Remind customers that DWR can be removed through cleaning and should be reproofed when necessary.

Equestrian Business Monthly | September 2013 www.ebmonthly.co.uk

Regent Insulated Parka Ariat Europe Ltd

£179

.99

Sizes: women’s XS - XXL Colours: navy, espresso RRP: £179.99 Made from a waterproof shell with taped seams throughout, the Regent Insulated Parka features polyfill insulation and a waterproof zipper construction. An oversized, detachable hood will fit over a riding hat. There are also plenty of good-sized pockets, a saddle vent, a two-way zip and an adjustable waist.

Bower Caldene

£90.5

0

Sizes: ladie’s S - XL Colours: black and chocolate RRP: £90.50 The Caldene Bower is a fitted faux suede belted jacket that’s great for the unpredictable British weather. It features a detachable hood, twoway zip and riding vents. With a wide range of sizes from small to extra large, black and chocolate colours are perfect for going from yard to town.

Aron Cavallo

Sizes: men’s XS - XXL Colours: sapphire, ruby, topaz RRP: £169.00 This all-round jacket is ¾ length with a twoway zip and riding vents, adjustable waist string, a detachable fake fur trimmed collar and integrated hood in the neck. Padded and heat insulated it’s roomy enough to fit over another garment and features many pockets and is fully breathable, waterproof and windproof.

£169

.00

LET’S TALK PRODUCTS

Cadence Quilted Jacket Equetech

Sizes: women’s XS - XL Colours: plum RRP: £107.50

£107

.50

With a power/down polyester insulation, the jacket’s wind-resistant shell has a waterrepellent finish while the over-sized pillow collar is designed to protect the neck and face.

Featuring a checked cotton brushed lining, useful front pockets with zip fastenings, an elasticated easy fastening belt with brass effect fittings and scooped back hem.

Men’s Hunt Coat Equetech

Sizes: 38” - 46” Colours: black RRP: £232.50

Quilted Jacket Equi-Direct (Fashion brand from Equisafety) Sizes: S – XXXL Colours: Sunflower yellow, Fuschia pink and Tropical orange RRP: £69.99

£232

.50

Lina

Gersemi Sizes: women’s XS – XL Colours: blue stone, Bordeaux, ink, mocha RRP: £200.00 A short, quilted jacket padded with ultra-soft, lightweight down filling, it features a back elasticated panel, a two-way zip complete with storm flap and stainless steel press studs. The high collar is lined with soft fabric and there is also an oversized detachable quilted hood. Water-repellent nylon or luxurious tweed options.

Junior Poneez Waterproof Jacket

Atwick

Sizes: 3/4 5/6 7/8 9/10 years Colours: purple RRP: £43.50

£43.5

0

Harry Hall Sizes: ladies S - XL Colours: navy and red RRP: £64.50

This lightweight waterproof jacket will appeal to your younger customers. Ideal for wearing around the yard or whilst riding, the new Poneez jackets has a funky design across the back of the jacket of contrast stars and hearts accented on the front. The fabric is machine washable making it practical too.

Cosy and stylish, the Harry Hall Atwick waterproof jacket is perfect for an outdoor adventure. This waterproof jacket with a detachable hood features a double placket front for extra warmth, an elasticated half belt with popper fastening and zipped pockets. It has Harry Hall embroidery on the sleeve.

Aspey Jacket

Unisex Blouson Jacket

Equisafety Ltd

Sizes: child 7-10yrs, adults XS - XXL Colours: yellow/black, pink/black, orange/black RRP: £69.99 100% waterproof and breathable, with 360 degrees of reflection and fluorescent properties it’s made from Ripstop fabric with a fleece lined inside collar. Features include a two-way zip, two large zipped pockets, two inside pockets and a unique pull down warning triangle, which can be rolled up into the collar.

9

This all-round jacket is ¾ length with a two-way zip and riding vents, adjustable waist string, a detachable fake fur trimmed collar and integrated hood in the neck. Padded and heat insulated it’s roomy enough to fit over another garment and features many pockets and is fully breathable, waterproof and windproof.

This high-quality jacket has been designed in the style of a frock coat with waisted seam and double concealed zip flap pockets. Made from the finest quality 100% pure new wool with half lined classic Tattersall check wool lining, it has a water-resistant internal membrane on the shoulders.

Equetech

£69.9

£69.9

9

John Whitaker Sizes: XXS - XXL Colours: navy RRP: £70.00

£200

.00

£64.5

0

£70.0

0

A stylish, microfibre, shower-proof jacket it’s lightweight, fleece lined and features a full front zip and side pockets with red, white and blue elastic on the cuffs and waist. It also has an inside zip pocket, two front zip pockets and the distinctive John Whitaker branding on the back and chest.

September 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

35

LET’S TALK PRODUCTS Editor’s choice

Cosmos Padded Jacket Justtogs Ltd Sizes: XS - XXL Colour: black RRP: £120.00

£120

.00

An attractively designed long padded jacket that’s extremely warm and insulating, it’s designed for the coldest weather. Made of a durable fabric it is stylish yet practical. Features include a detachable hood and detachable fur-trim, zip pockets, a quilted lining in the upper body section and a two-way zip.

Juniper Jacket Justtogs Ltd

Mountain Rider Jacket Mountain Horse

Sizes: XS - XXL Colours: red, navy, brown RRP: £149.95

£149

.95

The Mountain Rider Jacket is waterproof, windproof and packed with features. It has a detachable hood, two-way front zip, riding vents and five practical front pockets, plus one inside. The Mountain Rider has a unisex fit and is 100% polyester with a nylon lining.

£69.9

9+

Sizes: JS - JXL, XS - XXL Colours: navy and grey RRP: jnr £69.99 / ladies £89.99

Arctic Peninsula Hi-Tech 4 in 1 Jacket Result Clothing

£140

.00

Sizes: S - XXXL Colours: royal/black, black, red/black, yellow, black/royal, navy RRP: £140.00

An extremely attractive yet practical design offering a generous length incorporating a combination of fleece and quilt lining. Also featuring an adjustable waist, fleece lined collar and adjustable cuff. The hood is lined, quilted and removable. Features include two external press studded pockets, four side pockets and one internal press studded pocket.

A warm and versatile 4-in-1 jacket featuring breathable weatherproof technology. Many features include a detachable hood, zip opening underarm vents, elasticated cuffs, a longer back panel and extra strong seamless shoulders to ensure water deflection. The reversible inner jacket has a moisture wicking fleece with high insulation and zip closing pockets.

Mark Todd Ladies Winter Jacket Westgate EFI £99.9

AirDown Core Inflatable Gilet Result Clothing £48.0 0

The Mark Todd Ladies Winter jacket is a stylish coat whatever the activity.

Manufactured in Jacquard Taslon fabric with a PU waterproof coating its features include a front zip fastening under the storm flap, stand up collar, removable hood, waterproof pocket zips and a quilted satin lining.

This gilet uses AirDown air insulating technology to create a lightweight mid-layer.

However, when worn underneath a good windproof outer jacket and inflated it will provide protection against temperatures as low as -20ºC. It is also waterproof, windproof and breathable with a front zip fastening and two lined zip closing pockets.

Modesty Jacket

Classic Soft Shell Jacket

9

Sizes: ladies 8 - 18 Colours: grey, chocolate RRP: £99.99

Mountain Horse Sizes: XS - XL Colours: red, black RRP: £165.00

£165

This short, bomber style jacket is packed with practical features. Waterproof and breathable it has a detachable, adjustable hood with removable faux fur trim. The front zip is two-way and there are plenty of big pockets. A wide knitted cuff at the waist and sleeves really help keep out cold draughts.

36

Equestrian Business Monthly | September 2013 www.ebmonthly.co.uk

.00

Sizes: adult’s XS - XXXL Colours: black RRP: £48.00

Result Clothing

Sizes: adult’s S - XXXL Colours: navy, grey, black, red, azure RRP: £37.00 This mid-layer technical jacket delivers high performance with a multitude of features.

It is wind and waterproof, with a shaped longer back panel, has multiple zip closing pockets, a decorative front and back yoke, an inner layer of microfleece, an inner storm flap and adjustable shockcord hem.

£37.0

0

LET’S TALK PRODUCTS

Core Junior Winter Parka Result Clothing

Sizes: child’s XS - L Colours: black, bottle, burgundy, navy, red, royal RRP: £17.00

Urban Fell Lightweight Technical Jacket

£17.0

0

Result Clothing

Sizes: ladies 8 - 16 Colours: black, navy, royal, moss RRP: £42.00

This waterproof and windproof jacket has taped seams, a concealed hood, full front zip, concealed front pockets and reflective tape across the lower back. Additional features include fleece lining and trim in the pockets and collar, adjustable draw-cord hem, a storm flap and reflective tape on the cuffs.

Lightweight and quick drying, it features Result HydraDri technology, a fabric that offers an exceptional waterproof and breathable performance. It features taped seams, an integrated hood, front zip fastening and lined zipped pockets. With tear release cuffs, inner storm flap and an adjustable shock-cord hem this jacket offers your customers all round protection.

Holkham Down Feel Jacket Result Clothing £31.0

Team Blouson Jacket

A fitted and soft to touch down feel jacket with poly wadding insulation and a StormDri water repellent ripstop micro peach outer. With a front storm flap and storm closing cuffs there are also two side pockets and pullers on all zip fastenings.

Hidden back and chest areas are left free for embroidery.

This fully waterproof and breathable jacket features a cosy fleece lining and satin linings to the sleeves. Additional features include zip close fleece lined hip pockets, sleeve and inner pockets, inner media pocket, elasticated wrists and high line collar. An inner lower back zip enables embroidery and it is also machine washable.

La Femme Soft Shell Jacket Result Clothing £40.0

Team Riding Jacket

Made from a waterproof, windproof and breathable fabric, this soft shell jacket features a patented interchangeable collar system. It is lined with microfleece and has shaped panels for fitted styling. Other features include a front zip fastening, three zip closing pockets, an inside phone pocket and a decorative front and back yoke.

This ¾ length jacket is fully waterproof and breathable with a cosy fleece lining, two-way front zip and rear back vents.

Features include zipped pockets, inner media pocket, storm flaps, wrist adjusters, dipped rear hem, fold away peaked hood and fleece trimmed high line collar.

Rugged Stuff Long Lined Coat Result Clothing £50.0

Toggi Nico

Designed to be hard wearing, waterproof and windproof it has double stitched taped seams, a concealed hood, spacious front pockets and a scalloped collar. Additional features include elasticated cuffs, inside pockets and plenty of reflective detailing. It is made from a coated polyester micro outer and active fleece lining for warmth.

Nico is a semi-fitted padded jacket featuring a removable hood, elasticated cuffs and an elasticated drawcord at the hem. Pockets sewn into the side seams include zip fastenings for added security.

The brushed cotton fabric in vibrant check design at the back neck gives a deep and warm pop of colour.

0

Sizes: ladies 8 - 16 Colours: navy, black RRP: £31.00

0

Sizes: ladies 8 -18 Colours: black, sky, red, navy RRP: £40.00

Sizes: child’s XS - XL Colours: black, red, bottle, navy, royal, burgundy RRP: £50.00

0

Shires Equestrian Products

£42.0

0

£41.5

0+

Sizes: maids: XXXS - XXS / ladies s: XS - XXL Colours: navy, royal, purple RRP: maids £41.50 / ladies £49.99

Shires Equestrian Products Sizes: women’s XS - XL Colours: navy, purple RRP: £79.99

Finest Brands International Sizes: 01-06 Colours: Black RRP: £65.00

£79.9

9

£65.0

September 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

0

37

LET’S TALK PRODUCTS

Toggi Pemberton

Finest Brands International Sizes: 8 - 20 Colours: chocolate, navy RRP: £115.00

Contacts

£115

.00

Ariat Europe Ltd +44 (0)845 600 3209

www.ariat-europe.com Caldene +44 (0)1274 711101

This ladies fitted waxed cotton jacket, has diamond quilting and a floral lining which are country classics whilst the modern silhouette means that the Pemberton suits town or country. The stylish collar can be worn open or fastened high with the self-fabric tab offering added protection against the cold.

www.caldene.co.uk Equetech +44 (0)1296 688966

www.equetech.com Equisafety Ltd +44 (0)151 678 7182

www.highvisibility.uk.com

Toggi Roxbury

Finest Brands International Sizes: 8 - 20 Colours: black, royal purple RRP: £100.00

Finest Brands International +44 (0)113 270 7000

£100

.00

Finest Brands International Sizes: 8 - 20 Colours: loden RRP: £135.00

Horsemasters Distribution +44 (0)1464 432596

www.mountainhorse.co.uk

Finest Brands International Sizes: men’s XS - XXL Colours: olive RRP: £100.00

£135

.00

Justtogs Ltd +44 (0)1922616777

www.justtogs.co.uk Result Clothing +44 (0)1206 865605

www.resultclothing.com Shires Equestrian Products +44 (0)1568 613600

www.shiresequestrian.com Westgate EFI +44 (0)1303 872277 Distributor of Mark Todd

www.wefi.co.uk Zebra Products Ltd +44 (0)1352 763350 Distributor of Cavallo and Gersemi www.zebraproducts.co.uk

Customers often have little choice when it comes to safety equipment, with most venues, organisations and industry leaders enforcing rules that make items such as body protectors compulsory. Body protectors should be replaced at least every three to five years, depending on use, which means a repeat, high-value purchase for regular users.

Plus, technology now develops quite frequently, especially with the increased use of air jackets, so finding out what’s currently available is a good idea.

In the October issue, Let’s Talk Products investigates the styles and types currently available. If you are a manufacturer and would like your products to be showcased, register your interest by emailing editorial@ebmonthly.co.uk and we’ll send you the details of how your brands can be included.

£100

Water resistant the Worcester features a twoway zip and popper fastening and protective moleskin fabric at the shoulders, elbows and pockets. Also benefitting from large hand pockets and a useful game pocket at the back, ribbed cuffs ensure that the wearer stays warm with a rugged country look.

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www.johnwhitaker.com

Coming next month…

Made from brushed polyester fabric with a DWR coating and taped seams, the Shelly ladies country coat is fully waterproof and breathable. With a generous, detachable snug faux fur collar and zipped pockets at the side front seams, Shelly also has a pretty floral lining, mid-thigh length cut and a studded back.

Toggi Worcester

Harry Hall +44 (0)1274 711101

www.harryhall.co.uk

The Roxbury features four pockets, with Toggi branded antique brass popper fastenings, positioned to be flattering and practical with a self fabric belt with antique brass buckle to enhance the feminine fit. The high collar, front zip fastening and added self fabric placket with popper fastening keep out the cold.

Toggi Shelly

www.toggi.com

John Whitaker International +44 (0)1706 340 500

Equestrian Business Monthly | September 2013 www.ebmonthly.co.uk

.00

sharp end At the

Mike Potter provides sales & retail on mpotter@talktalk.net training for equestrian retailers. Contact him

A

nyone who has read my columns knows that I am passionate about sales skills, indeed almost evangelical.

One of the down sides to this is the negativity and mis-apprehension about selling that many people have. Most believe it is about strong arm tactics to ‘make’ people buy products, which it most certainly is not, or that it’s all about customer service which while important, is not actually selling.

The fall back position for many is that it can only be done by natural born sales people who have the’ gift of the gab’.

And that got me thinking.

I left school at sixteen in 1980 with few qualifications, no job and no idea what I wanted to

do, my cunning master plan having been shot to pieces just a few months before leaving school at a time of massive youth unemployment.

Eventually my sister’s father-inlaw got me a job as a warehouse boy in a national shoe retailer’s head office. It was boring, tedious work. The low point was pulling frozen diesel soaked leaves out of a blocked drain.

Then one day I was reading the trade magazine and saw an advert for the company I worked for asking for staff for it’s shops. I figured it couldn’t be any worse than what I was doing so applied and as I had been a hard worker they accepted my application. A suit was bought on HP (thank’s to parents and

Burton’s) and happy days.

Except it wasn’t. I was back where I started doing stock in the stock room. Then to my horror I found out I had to serve customers. That’s right, talk to strangers, mostly old strangers, totally outside my experience.

Being a teenager, anyone over twenty was ancient and not worth my attention. Even worse I would at some point be expected to talk to mothers and sell children’s shoes. That’s right, children. At seventeen I wanted nothing to do with kids. Many sleepless nights and on one occasion just about being physically sick at the thought of it, so scared was I. Until, I tried it. Then I found most people are actually

quite nice, even the really ancient ones over forty. More importantly if I was serving customers I did not have to be in the stock room and the better your selling ability (this was the days of one-to-one personal service) the longer it took.

Anything was better than being down in the basement stock rooms, bored to death. Then one big day I made the biggest sale in the shop for the whole year, £323.82 (I was earning £36 a week just to put that in context) and I’ve never looked back, I got the selling bug.

So anyone can learn to sell if they want to, but that’s the big problem, most people don’t want to, preferring to make excuses than take money. ■

producer of tailor made dust-free shavings for horses in the UK.

targeted marketing and PR. Something else that differentiates is being granted a Royal Warrant of Appointment to Her Majesty The Queen, for the supply of shavings to the Royal Stud at Sandringham.

It is an honour for the company and wonderful recognition of the quality of the product.

5 MINUTES WITH...

TIM SMALLEY With those within the equestrian industry scattered across the country it can be hard to put a face to a name. Tea Break takes a look at various people in the equestrian community and finds out just how they got where they are today. This month we caught up with the managing director of Bedmax, Tim Smalley.

When was the company established?

Bedmax was established in the year 2000, near Belford in Northumberland. It was the first company in Great Britain to make shavings specifically for the purpose of horse bedding. This was at a time when increasingly more horse owners, along with many equine professionals including vets and racehorse trainers, realised that traditional bedding materials were a major source of dust and spores which lead to respiratory disease in stabled horses.

Who by?

The company was established by myself and Chris Leyland and we are still both very

much involved today.

How has it grown over time?

From the outset marketing was taken seriously. Initially selling throughout the North of England and Scotland, as orders increased production rates were innovatively and continually increased too.

Large step increases were then undertaken by successively building two new factories geographically well placed to ensure that Bedmax shavings were available to all mainland areas of the UK. The business is continually evolving and has ventured into selling shavings to different equine disciplines and new countries.

Today Bedmax is the largest

What do you put the company’s success down to?

It is a secret, but certainly a major factor is the committed and hardworking team of staff at all levels within the company. In terms of the product, Bedmax is designed to provide an ideal stable environment by ensuring that it maximises cushioning for joints and hooves, minimises moisture content that can damage hooves and that it provides dust free bedding that offers antibacterial protection. Another major factor is the relationships that the company has with its customers, being very close to its customers and priding itself on offering the highest level of customer service.

What’s next for the company?

Bedmax undertakes on-going product and consumer research to ensure awareness of any changing trends and preferences in the bedding market; implementing adaption to any changes swiftly to ensure the product evolves to meet these changes. ■

What makes Bedmax different to other bedding companies?

With three production plants, the company is able to supply customers in all mainland areas of the UK. It also has a UK wide sales team and ensures that it supports its retail outlets through

September 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

39

KEN LYNDON-DYKES

OPTIONS, CHOICES, DECISIONS

T

—get them right

he equestrian industry is small - but it is very diverse, thus it affords a broad range of career opportunities.

I would suggest that neither of these facts is understood by the majority of young people before they enter an education or training programme. Even more surprising, many do not pick up on these crucial points whilst they are students.

A while back a friend of mine undertook basic research concerning the aspirations of degree students. The most popular choice cited was a job as an equine nutritionist. Few of the students seemed to have stopped to consider that the relatively limited number of feed processors - even accounting for the very small regional firms - automatically

“ The most popular choice cited was a job as an equine nutritionist” limits the possibilities of getting a worthwhile job. Even more worryingly, with the feed industry in mind and without further investigation, a fair proportion of them were intent on moving on to a Master’s that would add specialist qualifications.

Being cynical - but with more than an element of truth - by natural progression, situations

like these will almost undoubtedly add to the statistics relating to graduates failing to achieve job offers. However, I think the underlying problem is even more fundamental. We need young people to undertake meaningful research well before they enrol on any course. ‘Loving horses’ is

40

definitely insufficient reason for opting for some sort of degree in equine studies. Nor is a love of horses enough to validate training for a career-related BHS or similar qualification.

There is a lot of discussion – and disagreement – about the value of degrees and other qualifications.

Opinions seem to be fairly equally divided into ‘essential in today’s world’ or ‘a complete and utter waste of time’. Of course, neither of these polarised views is correct.

What the debaters fail to take into account is the type and content of the degree programme. This especially relates to vocational degrees which, by their very nature, should be designed to fulfil the needs of a specific industry. But are they designed around industry’s needs? Are they revised sufficiently regularly to accommodate industry’s changing requirements? The chances are that most employers who take time to consider these questions will answer in the negative.

On an even more fundamental level, employers in all industry sectors - and at all levels - complain that applicants often lack basic skills. One of the biggest problems relates to spelling: take away the spell check and a lot of applicants are lost. Basic grammar is another concept lost on many - and a far too large percentage cannot do simple addition, subtraction or multiplication without the use of a calculator!

In the not distant past, prospective entrants to the Foreign Office were mostly recruited from Oxbridge – and the qualification most favoured was a First in Classics. It is obvious now – and was fairly apparent even then – that a classical education would only have limited immediate value in the Diplomatic services or a related sector. What the Foreign Office was buying-in was a graduate who obviously had the brains, the desire, the stamina and the motivation to complete a stiff degree programme.

Such attributes are still recognised but I suggest that today’s employers are confused by the diversity of the degree courses on offer. Many are bemused

Equestrian Business Monthly | September 2013 www.ebmonthly.co.uk

by degree programmes that embrace two, three or even more specialist subjects that often appear totally unlinked.

This generates the accusation

“ Today’s employers are confused by the diversity of the degree courses on offer” that it is impossible to study so many subjects simultaneously - which inevitably leads to accusations of dumbing down.

Equally, problems exist from the perspectives of new entrants to many sectors in the equestrian industry. Thrilled to have acquired the job, keen and motivated - not a great deal of time later they recognise they are stuck - the job simply doesn’t afford any career progression. This most especially applies to the hundreds of very small businesses that make up the bulk of the equestrian industry - but even some larger businesses fail to afford opportunities for advancement.

On the other hand, there are businesses - some of them quite small - where employees are actively encouraged to advance their knowledge and skills. Businesses where it is recognised that, utilised to the best possible advantages, upgrading qualifications, extending skills and making greater use of natural abilities can help to encourage client loyalty - and enhance the bottom line!

One of - possibly the biggest - problem in the equestrian industry relates to the small margins generally achieved. Take livery yards and riding schools as examples: the services they provide may be perceived as ‘expensive’ by their clients but the chances

are that fees have been pared to the bone in order to compete. The fees applied by equine vets are often perceived as incredibly high because of the horse owner’s failure to see the bigger picture. Although account is taken of the vet’s time, no consideration is given to the very considerable overheads and increasingly vast investment in equipment demanded in today’s veterinary practices.

People who have no direct involvement with horses continue to perceive horse owners as bloated plutocrats whereas, of course, the opposite is usually true! It isn’t much of an exaggeration to suggest that the vast majority of horses in this country are subsidised in one or more ways, the brunt being borne by employers and employees in the small business sectors. (At the same time, let us not forget the majority of horse owners regularly go without necessities in order to equip their horses with luxuries!)

Having said all this – and possibly seeming rather negative – I would assure potential students and prospective entrants that there are good and progressive (the latter word is very important) career options in the equestrian industry. It is a case of lateral thinking – pausing to take all factors into consideration – including how a career might be progressed by additional training and qualifications. My advice: ‘think middle to long term – consider the next few years rather than next few months’! ■

KEN LYNDON-DYKES is an ex-international level three-day-event rider.

A qualified Society of Master Saddlers’ saddle fitter and a member of the society’s executive committee, he owns and runs Saddleworld, one of the largest saddle retailers in the UK. Ken is increasingly in demand as a professional witness and adjudicator in relation to saddlery-related claims and disputes. He is also well-known as an inspirational and interesting lecturer/speaker.

ON THE MARKET PRODUCT

Reduce mycotoxin risk

PRODUCT

Save spoiling

Mycotoxin poisoning is a problem that many are unaware of. Invisible to the naked eye, mycotoxins are toxic chemicals produced by some types of mould growth. The difficulty facing horse owners is that not all moulds produce mycotoxins and the ones that do can die off leaving no visible trace of contamination.

Alltech’s Lifeforce Elite contains a mycotoxin binder that acts as a binding agent for up to 37 different mycotoxins helping to prevent them from being absorbed into the horse’s gut.

The Hay-Saver is a multifunctional slow-release feeder for use in the stable or field, which protects hay from spoiling by keeping it off the ground and sheltered from the elements. The unique ‘no escape’ grill encourages healthy eating patterns, prevents boredom and restricts gorging as well as providing a natural eating position recommended by vets. The feeder is multifunctional and can act as a water trough and hay soaker.

It is part of a large range of plastic corner hay feeders, wheelbarrows and flexible buckets.

www.lifeforcehorse.com

www.parallaxplastics.co.uk

PRODUCT

High fashion twist

PRODUCT

Rug repairs

A contemporary padded jacket with zip off sleeves is the first innovative garment brought to you by Equi-Direct, the new fashion collection from Equisafety Ltd. Made from soft, peach-skin polyester, this water-resistant/ shower-proof, extremely breathable and lightweight jacket, is available in three striking fashionable colours, which are complimented with sculpted black panels and silver-grey piping. Lightly padded for extra warmth, the jacket has a large snuggly ‘puff’ collar, but zip out the sleeves to reveal a gilet — two garments for the price of one.

The Stormsure Horse Rug Repair Kit has patches of different weights, to match the material and there is sufficient adhesive and patches to make several repairs.

Small nicks can be repaired in just a few seconds while large rips can be repaired easily and typically the patch won’t be seen.

When customers buy the product, direct them to watch the video at www.youtube.com/glueshop as it demonstrates how to make a good quality repair using the repair kit’s items.

www.equisafety.com

Available at www.stormsure.com

PRODUCT

Flies away

PRODUCT

Spell it out

Defleqt Fly Spray is a 100% natural insect repellent protecting against all insect pests. Its nonstaining, invisible formula is safe and kind to both horse and environment and it is HSE approved as being an effective chemical alternative, with no Deet included. Defleqt Midge Away Cream is a super strength natural formula that stops the itch rub cycle by repelling all midges, biting insects and flies. Max Strength, containing citronella oil, provides the ultimate protection against all flying and biting insects.

New Hypocare point of sale material has been designed to enhance awareness of the product’s key benefits. As well as shelf strips and ‘thought bubbles’ that can be added to the free standing Hypocare display units, the company is also producing shelf wobblers; with all items listing a range of seasonal ailments that can be alleviated by using this simple spray application. Containing hypochlorous acid, Hypocare mirrors the body’s immune system to fight infection by destroying pathogens associated with bacterial, viral and fungal infections.

www.flyaway.ltd.uk

www.wefi.co.uk (distributor) September 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

41

SUPPLIERS DIRECTORY Abbey Diagnostics +44 (0)1638 552122

Classic Showjumps +44 (0)161 765 2010 / 2014

Faulks & Co. +44 (0)1455 848184

Horse Haylage +44 (0)1562 770088

Merial Animal Health Ltd +44 (0)1279 775858

www.abbeydiagnostics.co.uk a

www.classicshowjumps.com

www.horsehaylage.com a

www.merial.com

Abbey Saddlery and Crafts Ltd +44 (0)1565 650343

Clipper Sharp +44 (0)1823 681076

www.abbeyengland.com a

www.clippersharp.comt

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

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Cox Agri +44 (0)845 600 8081

Friendship Estates +44 (0)1302 700220

www.coxagri.com a

www.friendshipestates.co.uk a

Acorn Developments +44 (0)1432 276600

www.acorndev.co.uk

Albedo100 UK Ltd +44 (0)113 3955266 www.albedo100.co.uk

Allen and Page +44 (0)1362 822900 www.allenandpage.com a

Andis Company +1 262 884 2600 www.andis.com

Andover Healthcare, Inc. +1 978 4650044 www.andoverhealthcare.com a

Animal Health Company +44 (0)1787 476400 www.equinehealthandherbal.co.uk a Aubiose +44 (0)7739 165083 www.aubiose.co.uk

Creative Equine Marketing +44 (0)780 3728646 www.creativeequinemarketing.co.uk

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

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

Durango +1 740-753-1951 www.DurangoBoot.com a

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

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

B Jenkinson & Sons Ltd +44 (0)1924 454681

eGlove +44 (0)1491 280089

www.elico.co.uk a

www.eglove.co.uk

Baileys Horse Feeds +44 (0)1371 850247

EQ Life Magazine +44 (0)1953 852946

Fynalite +44 (0)1789 764848 www.fynalite.co.uk

Girbau UK +44 (0)1462 427780 www.girbau.co.uk a

Global Herbs +44 (0)1243 773363 www.globalherbs.co.uk

Golly Galoshes +44 (0)7585 557775 www.gollygaloshes.com

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

Griffin Nuumed +44 (0)1458 210324 www.nuumed.co.uk a

Equestrian Creative Network

www.haroldmoore.co.uk a

www.blackcountrysaddles.com

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

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

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

cdVetuk +44 (0)845 512 0423 www.cdvet.org.uk

Champion + 44 (0)113 2707007 www.championhats.co.uk

Charles Owen +44 (0)1978 317777 www.charlesowen.co.uk

Clarendon Equestrian Ltd +44 (0)1825 733361

www.equiads.net

Equimat +44 (0)1536 513456 www.equimat.co.uk a

Equine Speedskip +44 (0)1989 769435 www.equinespeedskip.com a

Equestrian Supplies +44 (0)1254 831645 a Equestrian Vision +44 (0)1403 865320 www.equestrianvision.co.uk a

EquiAmi Ltd +44 (0)1584 891049 www.equiami.com

www.haybar.co.uk a

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

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

Hilton Herbs Ltd +44 (0)1460 270700

www.hiltonherbs.com

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

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

Horse & Jockey Ltd +44 (0)1981 550467

www.equineman.com a

www.capcover.net aa Horsefair +44 (0)1264 811425 www.horsefair.co.uk a Horse First Ltd +44 (0)2830 848844 www.horsefirst.net

www.equisafety.com a

Exo2 +44 (0)1335 372600

www.clarendon-equestrian.com www.exo2.co.uk

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Haybar +44 (0)1723 882434

Equine Management +44 (0)1825 840002 Equisafety Ltd +44 (0)1516 787182

www.horseware.com

Horslyx +44 (0)16973 32592

New Equine Wear +44 (0)1172 303700 www.newequinewear.co.uk

Parkgate Equestrian +44 (0)1306 631374

Parallax Plastics Ltd www.hucklesbyassociates.co.uk +44 (0)115 966 3836

Bedmax Shavings +44 (0)1922 621676 Black Country Saddles +44 (0)1668 213 467

Horseware Ireland +353 42 9389000

www.naf-uk.com aa

www.gainhorsefeeds.co.uk

ww.eqlife.co.uk

Equi-Ads +44 (0)1738 567700

www.horseswithattitude.co.uk

Natural Animal Feeds +44 (0)800 373106

Gain Horse Feeds +44 (0)7912 197000

wwwbaileyshorsefeeds.co.uk a

www.bedmaxshavings.com a

Horses with Attitude +44 (0)1274 852139

Mirrors for Training +44 (0)1902 791207

www.horslyx.co.uk

Harold Moore +44 (0)114 2700513

www.equestriancreativenetwork.com

Horse Health Trade +44 (0)2380 814360

Equestrian Business Monthly | September 2013 www.ebmonthly.co.uk

www.parkgateequestrian.co.uk

Hucklesby Associates +44 (0)1362 696309

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

Jack Murphy +44 (0)1768 867590 www.jackmurphy.co.uk

Kate Negus +44 (0)1249 740590 www.katenegus.com a

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

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

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

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

Life Data Labs Inc +1 256 3707555

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

Littlemax +44 (0)1668 213467

www.littlemaxshavings.com

LPD +44 (0)121 580 0880

www.parallaxplastics.co.uk

Pellet Beds +44 (0)1789 761333 www.pelletbeds.com

PelGar +44 (0)1420 80744 www pelgar.co.uk

Pfizer Animal Health +44 (0)1304 616161 www.wormingyourhorse.info a

PressPoint +44 (0)1953 851513

www.presspoint.co.uk a

Rima Exports +91 972 1504005

rimaexport@gmail.com a

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

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

Rockies +44 (0)1606 595025

Spartan Equestrian Products +44 (0)1474 705065 www.spartanequestrian.com Spoga + Gafa +44 (0)208 6818166 www.spogagafa.com

Sportmark by Signam +44 (0)1926 417300 www. sportsmark.co.uk a Stable Safe +44 (0)7500 091650 www.stable-safe.com Stormsure +44 (0)3333 441500 www.stormsure.co.uk a

Taurus Footwear and Leathers Ltd +44 (0)1328 851432 www.taurusfootwearandleathers.co.uk a

Tirus Equestrian +44 (0)1603 720148 www.plod.co.uk

Toggi +44 (0)113 2707007 www.toggi.com

Tony Fernandes +44 (0)1142 620899 www.tonyfernandesdesign.com Top Paddock +44 (0)1469 563995 www.top-paddock.co.uk a

Trelawne Equine Ltd +44 (0)8442 578585 www.trelawneequine.co.uk a

Unicorn Leather +44 (0)1883 382310 www.unicornleather.co.uk aa

Vale Brothers +44 (0)1239 614648 www.kbf99.co.uk

www.rockies.co.uk

Vetericyn +353 91 796896

Rugs R Us +44 (0)7969 659894

www.vetericyn.com aa

www.equirugsrus.co.uk a

Saracen Horse Feeds + 44 (0)1622 718 487

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

W F Young, Inc

www.mearsjackets.com a

www.saracen-horse-feeds.co.uk +001 413 526 9999 a www.absorbine.co.uk Seaquim a +353 (0)8623 64609 Wahl www.seaquimequine.net +44 (0)1227 740555 Science Supplements www.wahl.co.uk a +44 (0)8456 800606 www.sciencesupplements.co.uk Westgate EFI Ltd a +44 (0)1303 872277 Silvermoor a +44 (0)1665 602587 Westgate Labs www.silvermoor.com +44 (0)1670791994 a www.westgatelabs.co.uk Smart Cart aa www.smartcartsuk.com Worklite Ltd a +44 (0)1279 418052 Smart Grooming www.work-lite.com +44 (0)1823 681076 a a

www.measomfreer.co.uk

www.solocomb.co.uk

www.lpdlpd.co.uk a

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

Maquien Design +44 (0)8000 925699

www.maquiendesign.co.uk a

Maxavita +44 (0)8450 752754 www.maxavita.com a

Mears Country Jackets Ltd +44 (0)1922 476930 Measom Freer +44 (0)116 2881588

Solocomb +44 (0)1235 511358

Your Gift Horse +44 (0)1454 202033 www.yghtrade.com a

“From small acorns great forests grow�

www.sherwoodforest-uk.com

September 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

TEL: +44 (0) 115 942 4265

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