Ebm web june 2013

JUNE 2013 Issue 134

BEST IN SHOW INDUSTRY ADVICE Page 10

EXTENDING THE REACH LET’S TALK: NUMNAHS RIDER SAFETY: HATS

Monthly

EQUESTRIAN

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

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

INSIDE THIS ISSUE 4 INDUSTRY

30 ON THE

5 NEWS

Pick of the industry’s products

COMMENT

MARKET

31 AT THE

SHARP END

Mike Potter gets down to business

&

Five minutes... with Martin Balmer

10 SMARTEN UP YOUR SHOW RING STOCK

Words of wisdom on stock choices

18 RIDER SAFETY

32 ASK THE EXPERTS

Shaking up sugar and wool wonders

33 HELMET

AWARENESS DAY

Get a head of hat sales

Educating equestrians

22 EXTENDING

34 SUPPLIERS

Catering for more than equestrian staples

Who’s who

THE REACH

26 LET’S TALK PRODUCTS

EQUESTRIAN

BUSINESS

Cover Image: Willow, Ridden by Amanda Miller turned out for success, by Barry Paffey.

Monthly

Numnahs and saddle pads

DIRECTORY

Editorial: editorial@ebmonthly.co.uk

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

Design: Carra White www.whitehousemedia.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.

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

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FORWARD FEATURES July

Busting a gut – low calorie & weight management Boots & barefoot Rider safety – body protectors Europe & beyond

August

Media guide Take a look around – shop fitting Up to scratch – yard and stable essentials Transport & travel – innovations for safe journeys

September

A cut above the rest – clippers and accessories Bedding – straw, shavings and other alternatives Winter supplements – from calmers to joint mobility Storage solutions & stable hygiene products

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Comment INDUSTRY

Innovation rains supreme

While the reins are still held tightly on the economy and news breaks that the East of England show has come to an end after 200 years, it’s good to see that some are still innovating whatever the weather throws at them.

A

n entrepreneur, whose Eureka moment came at last year’s wet and windy Grand National, has reinvented the umbrella with the help of WMG at the University of Warwick.

The Rainshader protects you from the elements while watching major sporting events – crucially it doesn’t blow inside out, poke passers-by in the eye or drip on neighbours’ shoulders. It’s also fully customisable offering a significant branding opportunity.

Kenilworth entrepreneur Stephen Collier, owner of Hospitality Umbrellas said: “It was pouring with rain, the wind was howling and I was struggling with my umbrella. I thought there had to be a better way.

Traditional umbrellas have a lot of drawbacks in busy environments as they can blow inside out and make it difficult to navigate through crowds. The basic design of the umbrella hasn’t changed for centuries, so it’s time to make it more suitable to modern settings.”

Christopher Brown, WMG Knowledge Transfer

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

Specialist, said: ”We are very proud to support this initiative and privileged to work with Stephen’s company Hospitality Umbrellas Ltd – a company that has had the courage and conviction to get the product to market”.

East of England

The East of England agricultural and country show has come to an end having made huge losses last year, where footfall was just 50% of that expected.

The decision to end more than two centuries of summer shows was not taken lightly. However, the trustees of the society recognised that the event had become disconnected from its agricultural roots, and had been failing on many fronts over several years.

Most importantly, the losses incurred by the charity could not be tolerated. In place of the show, a one-day education event is to be held, for which some 4,000 school children are expected to attend. A two-day livestock show is also planned for the same weekend.

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

Trainee saddler wins prestigious award

T

rainee saddler Rachael Davie has been rewarded for her hard work and business initiative by winning the prestigious Saddlers’ Company Award. Now in its fifth year, the award is presented by the Worshipful Company of Saddlers in conjunction with the City & Guilds Lion Awards and Medal for Excellence Programme. Rachael travelled to Buckingham Palace to receive the award from HRH The Princess Royal.

“To win the award and be presented with it by HRH The Princess Royal was brilliant,” said Rachael. “It has really given me confidence that my business is going in the right direction and offering an excellent service which is very important for me.”

The Saddlers’ Company Award is given as part of their support and

encouragement of the saddlery trade, especially for apprentices and trainees.

“The award is judged on the City & Guilds criteria of highly developed skills, outstanding knowledge, versatility and adaptability, innovation, and originality as well as considering the entrants’ individual circumstances,” said Patrick Burns of The Saddlers’ Company.

“Rachael’s nomination stood out and the judges recognised the great effort she has made to set up her workshop and make it a success.”

A member of the Society of Master Saddlers, 22-year-old Rachael runs her business, repairing all leather goods from bridles to belts, from Gatleys in Storrington, Sussex.

With support from business owner Robin Duke, the workshop division has grown significantly, running

well alongside the horse feed, bedding, saddlery and clothing sectors of the country store.

Rachael is nearing completion of a four year course to become a Qualified Saddler and won the Saddler’s Company Award for

showing outstanding initiative and enthusiasm in setting up her business. The award included a prize of £500 and a perpetual trophy, with Rachael using the money to help grow and develop her business further.

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

UK NEWS

Spillers expands sales team S

pillers has appointed two new professionals to support demand for their substantial portfolio of horse feeds.

Victoria Davies is the new regional sales manager for the North of England and will be joining the sales team offering support to the trade. With a degree in marketing and hands-on experience of her family’s flat race training and Thoroughbred breeding business in North Yorkshire, Victoria is also a successful amateur jockey who has had four winners to date. She has an excellent understanding of the market, as well as a thorough

knowledge of horse nutrition.

She said: “Spillers is one of the oldest and most highly regarded companies in the horse feed business and I am very proud to be a member of their highly professional team.”

Vanessa Macdonald is the new competition nutritionist for the North and East of England and will be joining the nutritionist team who provide free, expert nutrition consultations and support for competition yards.

Based in Newmarket and a keen horsewoman, she holds a degree in Equine Science from

Warwickshire College and has co-written a number of equine research publications. Vanessa has previously evented her own horse up to advanced level and groomed for event rider Sharon Hunt. Vanessa will be providing expert nutritional advice and will be running weigh clinics for competition yards, livery yards and riding clubs.

She said: “I’m passionate about my horses and am therefore looking forward to help more people improve their horses’ health and wellbeing with the Spillers range.”

Vet students seek funds

F

inal year vet students, Eleanor and Nikki, hope to travel to India for five weeks, when they qualify this month, to volunteer for TOLFA, a charity based in Rajasthan where there can be up to 300 sick or injured animals undergoing treatment in the hospital. “We need to raise a total of £2200, with £1150 as a compulsory contribution to the charity, and the remaining £1050 to get us to India,” say the girls.

They’ve raised £600 so far, and if you would like to help visit the website at www.vets2india.co.uk

Issi Russell receives award

C

irencester-based Master Saddler and bridlemaker, Issi Russell, was awarded the Highly Commended Certificate by HRH The Princess Royal at the City and Guilds of London Institute Awards at Buckingham Palace. The certificate is presented to one of the nominees for the Prince Philip Medal 2013, and was presented to Issi for her outstanding contribution to the saddlery and bridle making industry.

“I feel very fortunate to be recognised for my work, which is a true passion and something that I

enjoy everyday, and meeting HRH The Princess Royal was a great occasion for me,” said Issi.

One of the most successful contributions to her work was the creation of the ‘IR’ bridle, a high welfare bridle that is more comfortable for horses’ ears. It is now manufactured internationally and has been used on countless horses.

Issi is recognised as one of the best bridlemakers in the country and undoubtedly improved the lives and performance of many horses with her new bridle designs.

Plan a party at Your Horse Live

H

ave you got a group of customers who are mad about horses and want to enjoy a fantastic day out with friends?

The Your Horse Live team is challenging you to become a party planner and will reward the person who can get the most people to attend with a luxury hamper worth £250!

So, have a think about how many

of your customers and friends would love a day out and get planning.

Your Horse Live is on November 9th and 10th at Stoneleigh Park.

Remember to book all tickets together. To book tickets in advance and save money visit www.yourhorselive.co.uk or call 0844 581 0770. Hotline closes at midnight on November 4th.

Ban on anabolic steroids in UAE

H

Issi Russell with Cirencester Saddlers proprietor and Society of Master Saddlers President Laurence Pearman and HRH The Princess Royal

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

is Highness Shaikh Mohammad Bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, has ordered the drafting of an anti-doping law in horse-related sports.

The law will prohibit the import, sale, purchase and use of anabolic steroids in all equine sports.

“I have always believed in the integrity of horse racing and all other horse sports,” Shaikh Mohammad said on the Godolphin website.

Referring to the recent eight year ban of Godolphin trainer Mahmoud Al Zarouni by the British Horseracing Authority after horses tested positive for a banned substance, Mohammad said: “I have, in light of the

unfortunate recent event, directed that a decree be issued making, with immediate effect, the import, sale, purchase or use of anabolic steroids in horse sports a criminal offence under the UAE penal laws.

“Regrettably, one of my stables in Europe has recently fallen below the standards that I expect and will tolerate. As soon as the internal investigations are complete and the requisite pre-emptory rules are put in place, Godolphin will go from strength to strength and lead, once again, adherence to the highest standards in that gracious sport.”

He added: “This would reaffirm our keenness to safeguard equestrian sports, which are deeply linked to both our history and our heritage.”

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

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UK NEWS

Doing its ‘Bit’ for Charity

T

Uvex appoints ambassadors

U

vex helmets is delighted to have signed Laura Tomlinson (nee Becholsteimer) and Izzy Taylor as the first of its product ambassadors.

One of the most popular riders on the dressage circuit, Laura represents all that uvex stands for on an international scale; she will be wearing the perfexxion helmet at home and whilst competing.

Only when she rides at Grand Prix level will she revert to the traditional top hat. Following the accident suffered by her fellow rider Courteney King-Dye, Laura is one of the riders who is most anxious to promote helmet safety, and for that reason chose uvex.

On the eventing circuit, Izzy is dynamic, athletic, instantly recognisable, ambitious and stylish. Her status as a mother of two competing at international level at the age of 29 marks her out as being someone that many admire and want to emulate. As a camera compatible individual she is also a great media figure.

Uvex is a family run business and has been at the forefront of sporting engineering since it was established in 1926. The company has an in-house museum charting the story of its development, as well as its own in-house testing laboratory, situated in the centre of Bavaria in the city of Fuerth.

The mind-sets of athletes are changing, along with the materials used by technologically advanced manufacturers, helping to enhance athletic performances.

Demand across the disciplines for sharp looking, high performance, premium products has led uvex to the UK market where traditionalism is slowly being usurped by the demand for sleek performance products.

Uvex and Zebra would like to take this opportunity to thank both Laura and Izzy for becoming ambassadors for the brand and are looking forward to working with them throughout the coming seasons.

Jockey Club Grassroots Series J

ockey Club Racecourses, the largest racecourse group in the UK, has unveiled ‘The Jockey Club Grassroots Flat Series’; a six-month series of races aimed at supporting the foundation levels of Britain’s second biggest spectator sport.

The Series consists of 38 races split into two distance categories – Sprint and Middle Distance. Run exclusively at nine of The Jockey Club courses, it will climax with two £25,000 finals at Warwick Racecourse on October 3rd 2013.

To be entitled to enter into the final a horse simply needs to compete in at least one of the corresponding qualifiers. These will be annotated as ‘The Jockey Club Grassroots Series Qualifiers’ after the race title.

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The initiative follows on from the highly successful Grassroots Jump Series launched at Jockey Club Racecourses for the 2012/2013 Jumps season, which culminated in March at Haydock Park Racecourse.

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

Paul Fisher, Group Managing Director, Jockey Club Racecourses, said: “Supporting the foundation levels of British racing is really important to us. After announcing a record contribution to prize money from our own resources for 2013, funding initiatives such as The Jockey Club Grassroots Series is further demonstration of our commitment to support quality, including midweek, at all levels of the sport.

“With £50,000 available at the climax of The Jockey Club Grassroots Series, we’re hopeful owners and trainers will welcome the opportunity and get behind the initiative, while supporting the racecourse group investing the most into British racing.”

he Gambia Horse and Donkey Trust (GHDT) teamed up with Neue Schule to hold a charity bitting talk at Somerford Park, Cheshire to help raise muchneeded funds.

A small UK registered charity the GHDT work to improve the health, welfare and productivity of working equines through the provision of essential veterinary services and educational programmes for Gambian farmers and children. A healthy working equine can increase a family’s income by up to 500%, so through improving the welfare of equines it is also possible to improve the lives of their owners.

The evening was a complete sell out and raised nearly £400 through ticket sales and a prize raffle, a number of bit donations were also received on the run up and during the evening all of which go toward improving the lives of the working horses and donkey’s in the Gambia. A huge thank you goes to everyone who helped make the night a great success! To donate an old bit or for more information on how you can contribute to the GHDT contact Anna Saillet anna_ghdt@hotmail. co.uk or call 01978 710292

Michael Darley joins Jeffries

J

effries Saddlery is pleased to announce that Michael Darley has been appointed sales agent for the South of England and Wales.

He Joins Dave Cook who is the Jeffries sales agent for the North of the UK. Both have extensive knowledge of Jeffries Saddlery and its products.

GN EBM AD_GN 19/03/2013 16:33 Page 1

Neue Schule sponsors Andrew Heffernan

I

nternational event rider Andrew Heffernan, based at Somerford Park Farm in Cheshire, has an excellent reputation not only as an instructor but also for matching the right horse to all types of riders - from intro to international level. Andrew, who has had particular success with the Neue Schule Special Jumping Bit says: “I have to say I’ve never encountered such a diverse bit, Unlike most bits that are more

than just a snaffle the horses really do remain at the end of the rein to a consistent feel. I have found it particularly useful for horses that are sensitive in the contact and especially those who tend to throw their heads up in front of a fence, but I’d go as far to say that every horse I’ve tried in it has improved in its way of going as a result. The Special Jumping Bit has become my first port of call when wanting more than just a snaffle!”

Allen & Page’s sales team grows

I

n a move that further strengthens its sales force, Allen & Page is pleased to announce that Laura Sheppard joined the company in April as Area Sales Manager for the West Midlands.

Having scooped up the hotly contested top spot for the Haygain Nutritional Helpline of the Year award at BETA International 2013, Laura’s appointment will see that same knowledge and experience taken out and about in the West Midlands area.

“Having joined the business with a BSc Degree in Equine Science, Laura’s qualification and experience in working with horses will really benefit both trade customers and horse owners alike,” said Marketing Manager Clara Baillie-Lane.

Laura, who owns her own 12-yearold ex-racehorse called Paddy comments: “I’ve always owned horses and worked as a groom, before studying for my degree.

I also come from, and still live in, Worcester so am very familiar with the area and its horsey population. I wanted to find a job that allowed me to use what I had learned in my degree and I’ve always been interested in equine nutrition, so the role with Allen & Page is perfect.”

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

9

Preparing for the show ring

Smarten up

your show ring stock

For retailers who’ve been in business for many years, there’s probably little to learn about stocking choices, but when it comes to choosing stock for the show ring, whether for the horse or rider, think again as rules and regulations constantly change as to what is and what is not allowed. As today’s customers go in search of the latest trends, you’d better be sure you have them in stock, but not at the expense of popular core lines. This month in Equestrian Business Monthly, some of the industry’s top brands offer some words of wisdom.

SO MUCH CHOICE! When it comes to clothing, choose garments with added features, so consumers feel they are getting added value in their purchase, advises Equetech. Accessories are also a great way to help riders update or complete their look so it’s important to stock a variety of finishing touches such as bun nets

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stock pins and gloves.

Vale Brothers recommends that retailers are aware of fashion trends and topical issues, as show riders like to blend traditional styles with innovation – anything to get them noticed in the ring but not disapproved of. For the comfort of the horse, correctly fitting tack must be a priority and helps to maximize freedom of

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

movement – showing is all about catching the judge’s eye!

There is a plethora of information available that could guide retailers to a more educated stocking decision, declares Fuller Fillies, for example: if the modal average for dress size in the UK is size 16 (meaning there are more ladies 16 and over than below), why stock only the odd larger

size and a whole raft of smaller sizes? We also know for example that the vast majority of our competitive ladies show Natives and Cobs whilst only 10% of them participate in dressage, however, despite sharing this information, stockists still take in twice as many of the black or navy jackets than the tweed. So ask your suppliers what research information they

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www.nettexequine.com June 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

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Preparing for the show ring

have – and follow it!

A thorough understanding of the retailer’s own customers’ needs and preferences is key, comments Toggi. Are customers generally more traditional in the look they go for or do they like a bit of bling?

Westgate EFI says that dress for the show ring is still very traditional and understated compared to many disciplines, so bear that in mind when buying everything from boots and breeches to tack. Rather than carry too many different brands, choose a couple of good names at different price points so there is something to suit every pocket.

When it comes to riding hats, stock a quality velvet with a decent leather harness.

avoid over stocking As showing is fairly seasonal, you need to employ tactics that make sure you’re not left with too much stock at the end of the season.

With the weather being so unpredictable and many shows being cancelled due to this, Nettex always advises retailers to order the lines they would normally sell in smaller quantities on a little and often basis. They offer a next day delivery service so can get product delivered quickly, however it’s not ideal to leave orders to the last minute as there may be a chance products are low on stock.

Although show wear is considered to be seasonal, Toggi feels that popular core lines sell extremely well from year to year, so there is little need for retailers to worry about being left with excess stock.

By selecting brands that offer consistent, proven designs and styles and access to top up orders throughout the season rather than opting for the latest fads, retailers can maximize sales and reduce the likelihood of being stuck with stock that they cannot sell at the end of the season.

Build a display at the front of the

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shop (or a page on your website), showcasing favourites plus new innovative products, advises Vale Brothers. Update the display regularly to keep it interesting and fresh. Study the long-range weather forecast and display products that will be useful for the appropriate conditions.

Simple standard selling practices, states Fuller Fillies – Be prepared to offer show wear at a discount towards the end of the season and convert the stock back into cash for winter stocks; everybody loves a bargain and if you are left with it into the winter you have to consider the storage costs too.

The only way anyone is going to buy a tee shirt when it’s snowing is if it represents a REAL bargain; the same applies to show wear.

Even if you are selling it back out at little over cost, you are bringing customers into the shop and you never know what else you can sell them once they are there.

Manufacturers will rally against retailers who serially discount, but none of them will object to an ‘end of season’ sale.

online anxiety With an upsurge in online sales, as customers opt for lower prices and the convenience of having products delivered to their door, local retailers are often left struggling to maintain profits.

Vale Brothers thinks that online retailers are useful for consumers who prefer to do their shopping from the comfort of their home.

The internet is also the perfect tool for researching product info, checking prices and finding bargains. However, by visiting a local outlet consumers are able to ask questions and build a relationship of trust. Consumers don’t always take immediate notice of advertising; the retailer is able to capitalize on this by recommending products that they may not have been aware of. Once consumers have walked through the door, the retailer has a captive audience providing the staff possess product knowledge and an approachable attitude.

Face to face customer relations, product advice and knowledge is so important, states Equetech – picking up consumables such as feed and supplements, helps to upsell on other high end products.

Online shopping is becoming more popular. Customers have quick access to product ranges, information on the products and many sites now have a stock

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

availability listing and can deliver the next day, says Nettex. With many horse owners so tight for time it is a quick and simple solution without them having to leave the house or for those last minute purchases.

In our case particularly, the local tack shop has a very obvious advantage in that customers can try on the goods, comments Fuller Fillies, providing they have enough stock to offer different size options. The flip side of this works for the online retailer in that they generally offer more size options and more stock options accompanied by a plethora of information on sizing. Traditional retailers could take note of this and provide a similar level of information which they could print off onto information sheets at little cost, and understand that whilst a customer might be happy to wait for provision of an online purchase they will move on elsewhere if the shop doesn’t have what they want.

Westgate EFI agrees on the point of customers being able to try goods on. A local retailer offers personal fitting services, which is especially important for safety items such as hats and body protectors. Being able to

see and touch the products and try on clothing helps ensure that customers are buying the right item with the best fit. However, it cannot be denied that an online retailer does have the advantage of lower overheads and can be keener on price.

Toggi is also in unison on this issue: the local tack shop has many advantages over online retailers when it comes to clothing, with the ability to try items on in store before purchase being number one of these. Having a good fit for the perfect look in the show ring is very important and they find that riders still prefer to try their gear on in store before purchase.

Riders can also be more confident when purchasing an entire show outfit that items will fit and work together when trying on in store rather than purchasing online.

Sales success Getting stock choices spot on is crucial to sales success, so should retailers look to stock ‘best sellers’ whatever the brand, or are there benefits to stocking ranges?

Nettex thinks it depends on the individual retailer, where they’re based and what the market demands in that area, as again

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

13

Preparing for the show ring

there is so much available on the market. Stocking ranges has benefits as it builds confidence with the consumer but also consumers have the option to choose products within a range that can enhance the overall end result when used in conjunction.

However what is becoming more apparent is that consumers want value for money and effectiveness of products. There is now so much available they are becoming disillusioned with many ranges having duplications of products within the range that do the same job. This often causes confusion and frustration when making a purchase. Nettex also offers staff training and staff incentives which help to drive sales and raise brand awareness. Retailer incentives can be individually tailored to suit their own market and Nettex aims to get the right products on the shelf that turnover quickly without over loading the retailer with stock. This is proving very successful as retailers can achieve growth linked to their customer base without being dictated to about what they have to stock and not having to take large quantities.

Research! Cries Fuller Fillies. You need to know your customers, not what their horse is called; although this is a nice way to make friends out of them it doesn’t make them into customers. Gather information on size/preferences/ the products they find difficult to find and use it. Have a survey by the counter and offer a free draw every quarter: you will

14

soon have valuable information that you can use to make stock decisions that work. There has been a definite trend for stores to hold fewer stocks but that simply drives the consumer towards online purchasing; the answer isn’t to stock LESS, it’s to stock SMARTER! By talking to brand reps, retailers can really get a feel of the most popular styles, colours and sizes and hold stock of these throughout the year, advises Toggi. For less popular or more unusual colours, they advise retailers to hold just one or two in stock in the most popular size. This way customers can see the colour and if they like and want it but their size is not available, it can be ordered in for them and quite often delivered into the store the very next day.

Best sellers will always have their place and bring in a steady income, but retailers need to be more adventurous and open minded about new lines if they want to see their business grow, comments Vale Brothers. As a company they offer posters, staff training and detailed product information.

Social media also plays an important part in promoting the company’s products.

Choose a product line that offers different colours and alternate colours to sizes, so you only have to hold half the amount, is Equetech’s sound advice. Also offer a next day service to get products into the shop, but make sure your supplier sends orders out the same day as required. It

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

is possible that for some brands consumers can order products on the company’s website, and have them delivered to their local stockist. This way the store still gets the sale and the footfall.

Also research companies who have a trade website where you can view stock levels and order day or night; this also assists international retailers that struggle with time differences.

Equetech is bringing out point of sale posters on discipline regulations to help guide customers to the right products in stores. These are free of charge to valued stockists.

The most accurate and up-to-date information would come from the individual showing associations themselves, advises Westgate EFI. The BHS offers a comprehensive guide that is available for everyone, advises Fuller Fillies.

Typically, riders entering competitions at a more advanced level KNOW what the rules are and those entering lower levels are not subject to such detailed rules. In the company’s experience it is they who seek the advice and only minimal knowledge/guidance is required to get them wellequipped.

Whilst the internet, in terms of online sales, is often the source of much consternation for those with retail premises, it can also be a helpful tool: a point-of-view shared by Toggi. The internet is a great resource on what to wear and retailers should try to keep up to date as much as possible with the various requirements for different disciplines and class types. Toggi have some retailers who keep a check list in store of various ‘dressing do’s and don’ts’ for different class types that staff can easily access should a question arise, which they think is a great idea. ■

marketing impact It’s been said that selling products is all in the marketing, but surely retailers have a real influence too?

Vale Brothers feels that while marketing unquestionably plays an important part it is the retailer who has the power to nail the sale.

Product knowledge, experience, and confidence are all key attributes but above all retailers must possess excellent customer care.

Nettex knows that marketing plays a very important role in helping to sell products but also feels that retailers can have an influence as many run in-store promotions linked with a supplier’s advertising schedule which increases sales in store and helps to move stock off the shelf quickly and efficiently.

what to wear?

As different classes have differing rules and regulations, it can be difficult for retailers to ensure they give customers the correct advice on what to wear.

If you are a retailer and have some top tips of your own, get in touch to share your views with other readers. Simply email: editorial@ebmonthly.co.uk

The powerful manufacturer of horse care products from Germany !

PowerDetangler With UV and fly protection.

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

15

Preparing for the show ring PRODUCT

PRODUCT

ShowSheen Try-Pak

Power Detangler

The Absorbine Try-Pak includes travel-sized bottles of (120ml) ShowSheen Original Hair Polish & Detangler, ShowSheen 2-In-1 Shampoo & Conditioner, and ShowSheen Stain Remover & Whitener, all in a handy zipped case. ShowSheen Try-Pak is a product that will appeal to all, with the ease and convenience it provides for travelling to shows without the need to take large bottles for final touch ups, and once empty the containers can be refilled. With an RRP of £10.95 this product will also appeal to young buyers, first time ShowSheen users or will make an ideal gift.

For more information contact your Absorbine wholesaler or visit www.absorbine.co.uk.

Power Detangler is a complete grooming spray and a must have product for the show season that also provides fly protection. It can be used on the mane and tail for detangling and adding volume and on the body to enhance colour and add shine. The inclusion of UV filters help to protect against bleaching of the coat.

With an RRP of £12.99 it’s available in a dark bottle with walnut stock to enhance darker coats, and in a red bottle with camomile to enhance lighter colour coats.

www.absorbine.co.uk PRODUCT

Agrihealth: +44 (0)2838 314570 www.agrihealth.co.uk PRODUCT

Show Shimmer

Nettex Coat Shine

Show Shimmer is an equine coat enhancer that provides an all over glossy shine to a horse’s coat, neck, plaits and quarters. It will enhance and sharpen any black points, enriching the depth of colour and shine, resulting in the ultimate professional finish and will even make a grey’s tail glisten. With an RRP of £9.99 it’s quick and easy to use in final preparation and is excellent for ‘fixing’ quarter markings. When catching the sun or glistening under lights, a horse stands out from the crowd with this professional level shimmer product.

Nettex Coat Shine is an effective coat dressing for horses.

It produces a stunning high shine that will simply dazzle the judges this season. This non-oily formula seals and coats the hair to repel dust, dirt and stable stains, leaving a horse feeling fresh and looking great for longer. When sprayed directly onto the coat or applied with a cloth and then brushed through it leaves a lasting shine.

With an RRP of £4.50 for 200ml and £9.99 for 500ml it’s cost effective as a little goes a long way.

When applied to a clean coat, Nettex Coat Shine is ideal for use before clipping to reduce those unsightly clipping lines. No wonder it’s the choice of champion show riders such as Lynn Russell.

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

Nettex: +44 (0)1634 257150 www.nettexequine.com

PRODUCT

PRODUCT

Antibacterial Brushes

Showman Detangler

KBF99 grooming kits not only help to protect a horse from illness and disease, they also reduce scurf, without the use of chemicals, and promote a healthy shiny hair coat when used as part of a hygienic daily management routine. KBF99 was tested at Coventry University and killed 99% of the bacteria/fungus test culture (Strangles, Ringworm and E.coli). KBF99 will also kill some viruses/parasites and appears to reduce mud fever in ongoing trials. Prices start at £2.00 and products are available in a range of colours. The KBF99 additive is effective for a minimum of two years and all products feature a minimum best before date.

Showman Detangler is one of a comprehensive range of grooming products from Wahl. Based on natural ingredients, including vitamins A, D and E, plant proteins and mineral oil, this professional strength de-matting spray is designed to condition as it detangles, effectively separating and de-knotting the hair without pulling. The unique blend of natural hair polishers, lubricants and deep conditioning agents make it perfect for use as a long-term leavein conditioner, and protect hair strands against breakage and splitting. Showman Detangler contains no silicone, and therefore leaves no slippery or sticky residue to attract dirt and dry the hair. Available in 500ml spray or 3.8litre refill, prices start at £8.19.

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

Wahl: +44 (0)1227 744330 www.wahl.co.uk

16

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

How Do Wholesalers Work?

For more info and nutritional advice

01622 718487

www.saracenhorsefeeds.com

DON’T PANIC

There has been a lot written about sugar and starch levels in horse feeds and forages because they play an IMPORTANT role in equine health. Feeds and forages vary in starch and sugar content and ‘high sugar’ feeds can be detrimental to horses because they may disrupt normal digestion, potentially increasing the risk of colic and laminitis and even exacerbating certain medical conditions such as muscle myopathies or Equine Metabolic Syndrome.

However, there is an increasing amount of misleading information available about the role of sugar and starch in the equine diet that is resulting in much confusion and panic amongst horse owners. We receive many calls from customers enquiring about feeds that are completely sugar free, as they want to eliminate sugar from their horse or pony’s ration..... and yet they turn their horses and ponies out on fresh pasture on a daily basis!

FEED THE DIFFERENCE

Get the real run down on sugar and starch and ‘safe’ feeding for your horse or pony from Saracen Horse Feeds. Visit our website or call our helpline for professional advice. facebook.com/pages/Saracen-Horse-Feeds twitter.com/saracenfeeds youtube.com/saracenhorsefeeds

FOR PRODUCT REVIEWS AND MORE INFORMATION ABOUT OUR RANGE OF FEEDS PLEASE VISIT OUR WEBSITE WWW.SARACENHORSEFEEDS.COM June 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

17

Rider Safety

O

GET A HEAD

of hat sales

Stocking and selling riding hats is a complex subject and one that can directly impact the safety of each and every customer. Retailers have several choices of hat brands they can choose to stock and many different models to choose from within those brands.

This month we asked some of the top equestrian hat manufacturers for their advice on making the right choices when it comes to putting product on the shelves.

18

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

ne thing that all manufacturers agree on, is that first and foremost you need to consider your own customers’ needs.

“Considerations like: In which disciplines do my customers ride? How conservative are my customers - do they like colour choices, embellishments or custom options? What size ranges would most suit my customers - do I have more children than adults - should I stock a greater selection in the smaller sizes or do I have more sales in the bigger sizes? All of these decisions will help aid the store in stocking the best selection suited to their demographics, thereby increasing sales in hats,” says Charles Owen & Co. “Budgetary considerations are also important,” says Champion, “and retailers should choose brands that give access to a wide range of price points, so customers can choose the best style and price combination to suit their needs and pocket.”

“If the retailer is adjacent to a riding school or trekking centre it is likely that they would benefit from stocking a junior skull cap, some dial-adjustable helmets and a velvet,” says Gatehouse Hats.

“On the other hand, if the shop is close to a major competition venue it would be wise to seek out the latest fashion items whilst maintaining the required safety standards.”

Another important consideration for retailers is the level of customer service support offered by a brand, including the average time from order to delivery.

Where a brands’ products are made can have a huge influence upon lead time, which affects a retailer’s need to carry stock and consequently on cash flow. “By choosing locally made brands retailers are not only helping to support UK industry, but can also benefit vastly from superior customer service and reduced delivery times,” Champion comments.

In addition to choosing which brands to stock, you also need to consider your own knowledge and fitting skills. At Charles Owen, education is paramount, which is why they offer complete fitting training by their sales representatives to certify retailers and their sales staff. Charles Owen also provides more extensive fitting education at the BETA training courses that occur throughout the UK.

ATHLETE: HAns-DiETEr DrEHEr, Photographer: Julia rau

“Retailers looking to sell hats should have at least one member of staff that has undertaken the BETA safety course on hat and body protector fitting,” recommends Champion, which supports all retailers with in store training for their staff as requested and needed. This allows Champion to educate staff on the entire Champion product range,

be accepted by retailers.

Gatehouse would of course look into any potential manufacturing fault, however returns and refunds are not given on helmets as they cannot be accounted for once they are out of the company’s hands. If a helmet is dropped there may be no visible signs of damage, however internally the shockabsorbing liner of the helmet will not recover following an impact.”

Champion concurs: “Most hats show very little signs of damage to the outside after a fall or hard knock and for this reason are generally non-returnable after they have left the store, unless a genuine fault is found,” adding “riders should therefore be absolutely sure that the hat is fit for purpose and a good fit before purchasing the hat and leaving

“An important consideration for retailers is the level of customer service support offered by a brand” the differences between the different models and their suitability for different customers and disciplines.

Gatehouse also offers in-house training sessions for stockists, issuing certificates to indicate that staff are competent. Such training builds product knowledge that enables staff to sell with confidence, whilst displaying the certificate enhances the shop’s reputation.

Of course all retailers want to ensure they sell sound products with safety the overriding factor.

However, what should you do if a customer is dissatisfied with their purchase and wishes to return the item – surely this is a tricky situation?

“We strongly advise that the customer must be absolutely certain that the helmet is a good fit and that they are happy with the style, colour, price and so on before making their purchase and leaving the shop,” says Gatehouse. “Riding helmets cannot be resold once they have left the premises, therefore returns should not

the store. Retailers should make their customers aware of this fact, to help avoid potential problems should a customer feel the need to return a hat in the future.”

Charles Owen guarantees their products against defects, however if a customer is unhappy with their purchase and would like to return it, they advise that it is the retailer’s decision as to whether to accept the return.

While there is a multitude of hat styles to choose from, from traditional riding hats, to skull caps, ultimately some will emerge

HigH-TEcH ToP cLAss uvex perfexxion active unique look – extremely light – highly stable IAS 3D Fitting System. Allows for adjustment of depth and circumference.

BSI Kitemarked to BS EN 1384 and SEI certified to ASTM F1163 Light weight 335g Removeable, washable sanitised helmet lining Adjustable soft harness World Class German Design and Technology True through ventilation Sizes XXS-XL Zebra Products Ltd. - UK & Irish Distributor Phone: 01352 763350 info@zebraproducts.co.uk

uvex-sports.com facebook.com/uvexequestrian

BS EN 1384 KM 582561 EQUESTRIAN HELMET

EN 1384

Cert. Mod. (ASTM F1163-04a)

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

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Tailored Just for You The Ayr8 with Piping

20

Equestrian Business Monthly | June 2013 www.charlesowen.co.uk www.ebmonthly.co.uk

BY APPOINTMENT TO HER MAJESTY THE QUEEN PROTECTIVE HEADWEAR MANUFACTURERS WREXHAM

Kitemarked to PAS015 and BSEN1384

Certified by SEI to ASTM F1163

as best sellers and are therefore always a shrewd stocking choice.

The Champion Junior Plus Jockey skull, for instance, is a top seller thanks to its PAS 015 2011 certification and kitemarked status and the exceptional Champion comfort and fit that it offers, not to mention its great value price as this model is vat free. The Champion Ventair Skull is also extremely popular and is chosen by many of the world’s leading event riders due to its comfortable fit and the fact that it conforms to the exacting safety standard PAS 015 2011.

The H.S.1 Skull Cap remains the top selling product for Gatehouse.

Its popularity over the last five years is down to the Snell E2001 safety standard, which the helmet maintains along with the British Kitemark and BSEN1384. The helmet is the choice of a high percentage of the world’s leading event riders and the example that they give naturally promotes the helmet. That said, the new Conquest helmet is also finding favour across the equestrian disciplines and now comes a very close second.

Charles Owen is very proud of its Ayr8 helmet, available in microfibre suede, leather look, velvet and airbrushed versions.

With its superior fit, exceptional ventilation and triple safety standards and certifications, the Ayr8 is one of the most innovative and stylish hats on the market.

We’ve seen bright, contrasting

colourways and bling, but what do manufacturers think is the next biggest trend in riding hats?

“That would be telling!” says Gatehouse, “although our personalised helmets are increasingly popular in certain disciplines. Gatehouse is one of the only popular brands to provide removable, washable liners in some of its helmets and it seems logical that this will become a standard feature in the near future for reasons of comfort and hygiene.

“With Charlotte Dujardin’s gold medal performance at London last August, we’ve seen hats with piping grow into quite a significant trend, comments Charles Owen.

“This trend has added a bit of colour to headwear while still maintaining the conservative look; riders have enjoyed using the piping on their hat to match other parts of their attire, such as their show jacket.” ■

PRODUCT

Champion Air-Tech A new addition to the Champion stable, the striking Air-Tech helmet combines a stylish modern design with a high tech ventilation system and innovative adjustable head sizing ring which allows the Air-Tech to cover a wide range of head sizes in 3 models. This highly ventilated and lightweight helmet is BSI Kite marked, meeting BS EN 1384 2012 and CE marked through British Standards. It also features a removable head lining which is made from high tech moisture wicking material, for exceptional comfort.

The striking new Air-Tech helmet combines a stylish modern design with a high tech ventilation system and innovative adjustable head sizing ring, not to mention the confidence and peace of mind that comes as standard with the Champion brand

Champion: +44 (0)113 270 7000 www.championhats.co.uk

This highly ventilated and lightweight helmet is BSI Kitemark® to BS EN 1384 2012

PRODUCT

• Small - 6 1/4 - 6 5/8 or 51cm – 54cm • Medium - 6 3/4 - 7 or 55cm – 57cm • Large - 7 1/8 - 7 1/2 or 58cm-61cm

Charles Owen Ayr8 with Piping Known for blending the best of safety and beauty, the Charles Owen Ayr8 with Piping features the latest in safety technology in a fully customisable helmet.

Customers can choose between the exclusive leather look or a more traditional microfibre suede along with piping in a multitude of colours.

There are tens of thousands of combinations so a truly unique helmet can be created.

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

Ventilated riding hat Excellent fit with comfort and security Available in sizes 6 1/4 to 7 3/4 Colours: Black, Navy, Black & Slate and Navy & Hot Pink BSI Kitemark® to BS EN 1384 2012

PRODUCT

Uvex protects Uvex helmets undergo lengthy in-house testing and satisfy the criteria required by all governing bodies and associations. The importance of correctly fitting helmets has been a long standing and contentious topic, and uvex has addressed the problems facing retailers and their staff by developing a fitting system that enables the depth of the helmets to be adjusted: the IAS 3D System. Uvex helmets provides millimetre by millimetre fit, enabling the helmet to fit any shape of head securely and safely.

Navy & Hot Pink

Black & Slate

Navy

Black

J UN IOR XX air R ID IN G H A T

Zebra Products: +44 (0)1352 763350 www.zebraproducts.co.uk

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Tel: 0113 270 7000 | www.championhats.co.uk

June 2013No. Business Monthly | Equestrian B.S.I. LICENCE 6640 www.ebmonthly.co.uk BS EN: 1384.1997 inc. A1,

21

Smallholder & pets

extending the Reach

With the economy still pretty flat, shoppers are keeping a tight rein on spending. However, one area that is maintaining positive sales is that of pets and smallholders, with the nation’s throng of animal lovers splashing out on food and accessories for their pets and livestock.

It seems that pet owners and livestock keepers are willing to sacrifice not only their own luxuries, but often their own necessities to ensure their animals are healthy and well kept. In order to save money, eight in ten consumers have changed their food shopping habits, but current research shows that only one in ten pet owners have cut back on what they spend on their animals. The UK pet food and supplies market, worth an estimated £2.7bn, has been quite resilient during the downturn, with ‘super-premium brands’ performing well. trade tactics

R

etail outlets that cater for more than equestrian staples, such as tack and feed, are realising the benefits of a broad diversification strategy helping them to ride out difficult trading times. With an estimated 80% of horse owners also owning a dog, and increasingly more people with ‘a little land’ keeping a few smallholder animals, embracing a wider range of

22

customers or even just increasing the spending per existing customer makes perfect sense.

The smallholder, pet and wildlife sectors can provide extra revenue streams and astute product placement will also see customers carrying off poultry feeds with their equine diets.

There are many reasons a business might diversify, and diversifying doesn’t always mean expanding. It can also result in a consolidation of lines proven to sell, making room for stock aimed at different

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

species. One customer will rarely walk out of the store with two types of shampoo or fly repellent, but they’ll happily consider buying what they need in one go for their horse, dog, poultry and wild birds.

Diversification can also be a survival strategy to ensure year round sales, for instance ensuring you still sell sacks of food to dog, poultry or goat owners when horses are turned out to grass. For equestrian retailers, diversification into pets, livestock and wildlife is a natural progression. It’s

fairly simple to add feed for other animals to your order thanks to some feed companies manufacturing a wide variety of products from horse feed to chicken feed.

“Horse owners with land are quite likely to have the space needed to keep other animals, and for many, smallholder animals are a popular choice,” says smallholder feeds manufacturer The Smallholder Range. “By stocking smallholder feeds you would provide a convenient ‘one-

Smallholder & pets stop-shop’, which could help you to retain customers rather than loosing them to another retailer.

Additionally, a wider range may encourage new customers through the door!”

Smallholder smart When considering new lines, don’t forget to assess your own knowledge too, or at least know where to point customers in order that they can get quick, sound answers.

“The digestive system of livestock species differs from horses, which means there is some variation in their nutritional requirements,” advises The Smallholder Range.

There are many factors which need to be taken into account when recommending a feed for a horse including; age, body condition, work load and temperament, but for livestock, selection is often much simpler.

It is generally only the species of animal, their age and reason why they are being kept that needs to be considered when choosing an appropriate feed. The Smallholder Range Area Sales Managers can provide in-store

product training if needed and the friendly nutritional helpline is also on-hand for advice, not just for retailers, but for customers as well. The helpline can also help customers to find their local stockist.

Stocking new products is all very well, but how can you ensure they will be popular and what support should you expect from your suppliers?

Look for suppliers who extensively promote their products through the media, on-line and at shows to increase public awareness.

Suppliers should also be able to advise new customers where they can buy the products from and help them with any feeding queries. Good suppliers will also provide in-store product training so you can be confident that you are recommending the right products for your customers’ needs, which all helps towards repeat sales. Also ask them what eye-catching point of sale materials they supply, and make sure you use them. A prominent display helps to ensure products fly off the shelves.

Equine nutrition trends have largely focused on problem solving

Natural Free Range Layers Pellets and Crumble from the Smallholder Range

Providing optimum nutrition all year round…

Natural Free Range Layers Pellets • Omega 3 We add extra Omega 3 in the feed so you get extra in your eggs

Small pellet size – suitable for Bantams

• Boosted with vitamins and minerals Including calcium for a complete nutritionally balanced diet • No artificial colours Natural ingredients such as grass, maize and marigold petals are included for lovely golden yolks with a deep rich taste

Natural Free Range Layers Crumble Providing all the benefits of Natural Free Range Layers Pellets with the extra advantages of a crumble.

Handy 5kg bags now available!

• Creates less dust and waste than a regular meal/mash • Helps to prevent selective feeding

Don't make a meal out of feeding your chickens, feed our Crumble! hens Feeding your

Contact us today for a FREE factsheet on feeding your hens Tel: 01362 822 902 or visit www.smallholderfeed.co.uk

le provides a Pellets or Meal/Crumb balanced. These Range Layers Natural Free feed that is nutritionally calcium) and premium complete vitamins, minerals (including golden all the eggs with a natural grass, feeds provide for good sized including ingredients needed taste. Natural ingredients as opposed rich yolk and deep petals are included, extracted and marigold or solvent Non-GM maize identical’ products, sunflower. Our soya or extracted support good to cheaper ‘nature as extracted to ingredients, such prebiotcs are also included GLC3 own Ceregest digestive health.

this you put in” and get out what and to your hens saying that “you There’s an old when it comes be reflected in will more true than could not be food you feed quality of the eggs they produce. their eggs. The and taste of the the quality, quantity 16 feed from around quality layers basis be fed a good a free access Hens should be provided on 100 – Feed should hen will eat between weeks of age. round. An average (ad lib) all year per day.

150g of feed feed a layers is no need to belief that there because they are going It is a common laying into lay. that are not they have come before feed to hens or to pullets a hen particularly through a moult, periods are times when feed is not these If a good quality could be In fact, both balanced diet. the hen needs a complete laying performance of that the always be remembered provided, then egg future. It should nutrition for need quality affected in the as well as to the laying hen good health, not only does a year! also for maintaining at least once production, but set of new feathers produce a complete the free range; their chickens room to scratch like to keep have plenty of Many owners and young this is that they insects, seeds advantage of a healthy diet, for food including about looking the contribute towards receives all These will all green shoots. every chicken be fed that ensure feed should however, to a complete balanced essential nutrients, diet. part of their as the main

that not all feed Choosing aa feed for your hens, remember yourself, or giving

Top tips for feeding

When choosing eating the eggs what same. If you are important to know exactly feeds are the is used. and family, it them to friends the quality of the ingredients and is in the feed essential nutrients receiving all the chickens are a specially formulated To ensure your best to provide to worry about balance, it is you don’t have in the correct - this has of this is that of ingredients feed. The advantage the best combinationthat is easy and convenient. working out a form done for you in already been

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ble) Pellets (or Meal/Crum all year Offer Layers basis (ad lib) on a free access round feeders to made poultry the feed Use purpose and to avoid prevent wastage spoiled from getting feed and uneaten Clear away spilt vermin regularly to discourage for the feeding space Provide sufficientso that all the hens get number of hens, enough feed to give your hens Dont be tempted this is illegal following as of 2001 kitchen waste Mouth outbreak the Foot and do not be chickens but as We all love our them with treats ‘spoil’ to tempted do – spoil what you will this is exactly many health problems are as them. There by ‘treats’ such that are caused bread, etc. but by porridge, pasta, quality, specially providing a good and limiting the amount formulated feed help to ensure your can of treats, you of nutrients right balance hens get the and egg production for good health

✓

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

23

Smallholder & pets

diets in the last few years, so it pays to ensure you know if there are there any similar trends in smallholder or pet diets.

Many smallholders like to feed their animals as naturally as possible, so stocking feeds made from organic or non-GM ingredients services this market.

Smallholder Range and Organic Feed Company products are both free from genetically modified (GM) ingredients. Although no crops can be guaranteed to be completely GM free, they go one step further than most and only ever use Hard IP ingredients - this

means that the crops are grown from Non-GM seeds in a protected area away from any GM crops, which helps to avoid possible contamination. The alternative and more commonly used Soft IP (FEMAS), could contain almost one tonne of GM contamination in every 100 tonnes of ingredient.

Small breeds are popular with smallholders, but they do have their own problems, such as a susceptibility to being overweight. This is something that The Smallholder Range has considered when creating its Pot-Bellied Pig Feed and

PRODUCT

Specifically for smallholders

Based on years of research into the needs and feeding requirements of free range smallholder animals, the Smallholder Range provides optimum nutrition for owners who really care about what they feed their animals.

Providing a more natural alternative to commercial diets formulated to produce fast growth rates, Natural Free Range Layers Pellets is one of the most popular feeds within the range. Containing grass, maize and marigold petals to promote a naturally golden yolk colour and boosted with vitamins and minerals, the pellets provide everything hens need for optimum healthm, and the small pellet size is also suitable for bantams.

If your customers prefer to feed a crumble, then there’s also Natural Free Range Layers Crumble.

Both are available in 5kg and 20kg bags.

Allen & Page: (0)1362 822902 www.smallholderfeed.co.uk

24

Pygmy Goat Mix, which are both high in fibre and lower in protein to help keep these breeds trim.

Small breeds have also been considered in their poultry range - all pellets are 2.5mm in size, which makes them ideal for bantams.

LIVESTOCK Poultry is just one small part of a vast livestock sector available for the equestrian retailer to tap into.

Many smallholders have a variety of animals on their land, from pigs and ducks, to donkeys, sheep,

PRODUCT

and cows. All these animals have specific feed and lifestyle requirements but if targeting the smallholder, it is worth trying to stock smaller quantities as many customers will only need to feed a small number of animals.

Many equine product manufacturers are branching out into other animals, making dog coats and beds for instance, so it is worth considering wholesalers who can supply a huge variety of products for a range of animals and customers. Wholesalers can supply almost everything you need to diversify, and the biggest benefit is that all products are available under one roof, which reduces order time and saves on carriage. Additionally, you are not obliged to commit to large volumes and can take a cautious or experimental approach while you build up your business.

However, contemplate that forfeiting tried and trusted best sellers in favour of trendy new stock could prove costly if your customers can’t get what they need. Embracing new ideas is important to keep a business viable, but make sure existing loyal customers are not forgotten as you forge a new path. ■

PRODUCT

Lovely lawns

K9 Care

Dog Rocks is a unique product that helps to stop pet urine killing lawn, box hedge and shrubs. The only 100% natural, safe, hassle free and non medicinal way to rid your lawn of urine burn patches, Dog Rocks are a prevention and a cure; with regular use they help to keep lawns green and urine burn patch free. While nitrogen is an essential component in healthy soil, a high concentration of it can cause grass to turn yellow or brown.

Urine is naturally high in nitrogen and it alone can cause grass burns. However, lawn fertilizer also contains nitrogen.

An excess of either or a combination of both may result in an overdose of nitrogen, thus ‘burning’ the grass.

Placed in a dog’s water bowl and changed every two months, Dog Rocks help to eliminate these unsightly marks without any need for medication. Dog Rocks are endorsed by vets and sold to pet owners worldwide.

4-in-1 K9 Care contains the natural repellents found in Neem and Lemongrass pure essential oils. Neem has a profound natural action against unwanted pestiferous, blood sucking and biting insects. It’s been used for centuries because of its proven natural, antibacterial and antifungal qualities and is a natural alternative in the treatment of skin allergies, such as eczema, psoriasis and dermatitis. Lemongrass has a natural antibacterial action, is beneficial to respiratory problems, eczema type conditions, runny eyes and coughing. It works to assist the digestive system and tones the heart. Because of the natural antibacterial, antifungal properties of Neem and Lemongrass, it’s also a good preventative measure in reducing germs being carried around the house after a walk.

Dog Rocks: +44 (0)1628 822243 www.dogrocks.co.uk

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

Stable Environment: +44 (0)1422 310483 www.stable-environment.co.uk

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

25

What to stock for Successful Sales

Gel Out Seat Saver Acavallo

Sizes: One size Colours: Brown or black

£41.0

0

RRP: £41.00

This ‘Best Seller’ seat saver offers the rider stability and minimizes bounce whilst reducing concussion on the lower back.

It is ideal for the naughty horse, the youngster, the novice rider or a big moving horse. Discreet and easy to fit it also makes retail sense with a 60% margin.

Numnahs & saddle pads

Numnahs and saddle pads are year round sellers and there’s a huge variety to stock. Every year technology moves on and materials develop, so whether your customer needs a pad for comfort under the saddle or a discreet cotton cloth to keep the saddle clean, there’s plenty to choose from.

S

addle fitters always say that thick padding should not be used under correctly fitted saddles, but many people still like to use padding as cushioning.

Pads can be used in a variety of ways to adjust the fit of a saddle – a temporary fix perhaps but handy for young horses and those changing shape regularly due to fitness levels. Gel, air and now shims (small plastic inserts to alter saddle fit) are now available to allow tiny adjustments to the fit of the saddle. Many manufacturers do recommend that the fit of the pad is altered by a qualified saddle fitter and it is important that these pads are not misused by novices.

One noticeable design feature of almost every numnah, saddle pad and half pad on the market

26

at the moment is that they have a high wither design. This helps to ensure the pad doesn’t get pulled tight across the withers, causing pressure points. Some saddles, no matter how wellfitted, are prone to slipping, but now manufacturers have devised non-slip pads to help secure the saddle. Flexible and breathable, these discreet pads can fit under the saddle to keep it secure.

Numnahs in all colours of the rainbow and made from gel, cotton, or sheepskin ensure interesting displays but it may be difficult to decide what to stock.

Just make sure you have a variety to suit all budgets and sizes and utilise the fast stock ordering services of suppliers who offer a quick turnaround.

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

Amerigo Mattes PM Saddle Cloth and Pad £6

2.00

Amerigo

Sizes: Medium, full Colours: Brown or black RRP: Saddle pad around £146 – saddle cloth around £62 A Sheepskin pad made of the highest quality natural materials for shock absorbency and weight distribution.

It has excellent wither clearance and optimal strap positioning. The cloth and pad are designed to work together, the pad being exactly the right size for the cloth, so it will not rub or slip.

Barnsby Grip Pad Barnsby

£70 +

Sizes: Pony, cob and full Colours: White, black, navy, burgundy, dark green and grey RRP: Between £70 and £80 The revolutionary nonslip saddle pad from Barnsby is manufactured from soft cotton with a Neoprene overlay to support the saddle area.

The underside is lined with an exclusive speciality rubber that provides complete adherence to the horse. The Grip Pad, which comes in a range of colours, absorbs sweat and does not pinch or rub.

LET’S TALK PRODUCTS

Bucas Max Dressage Saddle Pad Bucas

Sizes: One size Colours: White/white; black/gold; navy/gold

£41.0

0

RRP: £41.00

Cavallo Equest Eko Saddle Pad Cavallo

Sizes: Full Colours: Various

£95.0

0

RRP: £95

Bucas’ unique ‘Power Stay-Dry’ fabric helps remove sweat and moisture away from the horse thus ensuring comfort while helping to prevent overheating and an anti-bacterial lining helps to keep the saddle pad fresh. Quilted with high density wadding, this saddle cloth also offers some shock absorbing qualities as well as looking smart. Hook and loop adjustment straps help provide a tailored fit for every saddle, and with General All-Purpose and Dressage designs available.

Machine washable, this saddle cloth is ideal for everyday wear, yet smart enough for competitions.

The Cavallo Equest Eko Saddle Pad is a beautiful pad made with the finest lambswool for comfort and weight distribution. It is available in many co-ordinated colours and with other Cavallo Equest accessories such as head collars, show rugs and fly veils.

Air Mesh Cushion Numnah

Gelite Shaped Saddle Pad

£34.9

Cottage Craft

9

Sizes: Full Colours: Black and white RRP: £34.99

HiWither Half Wool Saddlepad Griffin NuuMed

A fabulously versatile saddlepad and a real performer, the HiWither Half Wool Saddlepad is one of NuuMed’s most popular styles. Made in a top quality 5oz quilt with NuuMed’s lightweight half wool lining for added protection over key pressure points, it still allows the rider a close leg contact. Available in gp, dressage, forward cut and close contact styles.

Sizes: Standard, large Colours: Black and brown RRP: between £60 - £80

£60 +

The Gelite pad incorporates equine cushioning technology, which induces air circulation and heat dissipation, essential for reducing sweating. The gel impregnated foam has an elastic memory that moulds to any shape for optimum fit, while the lighter weight allows for greater flexibility of use. Made in the UK, the range includes: saddle pad, contour pad, Gelite shaped saddle pad, Gelite quilted saddle pad and riser pad.

The Air Mesh Cushion Numnah from Cottage Craft helps to keep horses comfy whilst riding. The numnah features a part air mesh covered Neoprene numnah top and cotton lower. With a competitive price point it is available in black and white.

Sizes: M, L, XL Colours: Black, brown, white

Jeffries Saddlery

RRP: £68.00

£68.0

0

HiWither Original Full Wool Numnah Griffin NuuMed

Sizes: M, L, XL Colours: Black, brown, white

£95.5

0

RRP: £95.50

Cut to NuuMed’s HiWither design, this is a very effective numnah giving an excellent level of comfort.

It has the many positive benefits of NuuMed’s classic wool, offering high levels of protection whilst its rolled edges looked exceptionally smart. Available in gp, dressage, forward cut and close contact styles, it’s also obtainable with NuuMed’s Lightweight wool.

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

27

LET’S TALK PRODUCTS

Horze Rochelle Allround Saddle Pad

£23.9

Horze UK

Sizes: Pony, full Colours: Azure blue, dark brown, white

9

RRP: £23.99

A stylish all-round saddle pad in elegant colours, it’s a great fitting and breathable pad that stays in place.

Appealing contrast colour piping and HZ logo on bottom left corner, together with diamante crystals give this pad an added touch of elegance.

£14.4

Horze UK

9

RRP: £14.49

The Horze ‘Price-Z’ lightweight saddle pad is well-designed, great quality and easy on the wallet. The classic quilted diamond pattern with extra padding stays in place providing comfort and style.

The generous size fits comfortably under a 17.5 saddle rather than being a little too short like most pads.

Self-coloured binding adds a clean, polished look. Reinforced nylon billet and girth straps complete this all-purpose saddle pad.

GSP - Pro-Elite Reversible Saddle Square John Whitaker International LTD Sizes: Full Colours: Navy blue

RRP: £40

The New Pro-Elite saddle square is a reversible, heavily padded design which has soft cotton on one side and a waffle fabric on the other. Available in navy with white piping it features the John Whitaker globe logo and embroidery.

28

£26.9

Horze UK

9

Sizes: Pony, full Colours: Black, black/chilli red, chocolate chip brown, winter blue, dark blue, chilli red RRP: £26.99

A beautiful diamond quilt pattern, moisture wicking capabilities and impeccable attention to detail sets this best selling pad apart.

A soft, breathable honeycomb lining combined with an ergonomic shape ensures a secure fit to eliminate rubbing and friction and accommodates a horse’s natural shape. High-density quilting provides shock-absorbing protection, and cooling action. Extra relief through the wither area adds increased comfort with reinforced nylon girth and billet Velcro straps for easy use. Double cords, wrap the entire pad giving it a defined, rich look.

Price-Z General Purpose Saddle Pad Sizes: Pony, full Colours: Black, brown, dark blue, white, red

Horze Toulouse All Purpose Saddle Pad

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

HySPEED Jumping Horse Saddle Cloth HySPEED

£21.0

0

Sizes: Pony or cob/full Colours: Brown with pink trim and horse embroidery, navy with raspberry trim and horse embroidery RRP: £21.00

£40.0

A smart saddle cloth with contrasting trim and a horse embroidered motif on the side, the HySPEED Jumping Horse Saddle Cloth is durable, high quality and machine washable.

The HySPEED range provides comfort for competition and everyday use.

0

LeMieux Pro-Sport Close Contact Square

£34.9

Horse Health

Sizes: Medium and large Colours: Black, grey, navy, white, brown Made with the now familiar LeMieux swan neck and signature girth protection areas the LeMieux Pro-Sport Close Contact Square has new locking loops and contoured D-Ring straps. The inner waffle lining aids stability whilst permitting air flow and managing heat and sweat.

It’s made of high quality fabric that retains shape and resists shrinkage. Also new for 2013 is a half square and a suede version with a popular 70% margin.

RRP: £34.95

5

LET’S TALK PRODUCTS

LeMieux Pro-Lamskin Half Pad Horse Health

£57.5

Sizes: xs, s, m, l Colours: Black/black, natural/black, natural/white, white/white, brown/brown, taupe/brown, grey/grey RRP: £57.50

0

Premier Equine International Ltd Sizes: Full Colours: Black and white

Made from grade 1 Australian Merino Lambskin, the Merino Lambskin Half Lined Dressage Square has a high wither and clear spine design. With the highest quality cotton affording anti-rub protection. Velcro adjustable straps also provide stability. Wool has the ability to absorb up to 30% of its own weight in moisture, keeping the horse dry and comfortable.

The natural fibres of the wool are less likely to cause skin reactions or allergies. Anti-rub protection is also provided by the addition of a new 2520D ballistic nylon girth protection cover.

Contacts Jeffries Saddlery: +44 (0)1922 642222 www.ejeffries.co.uk

Battles: +44 (0)1522 529206 (Hyspeed) www.battles.co.uk/hyspeed

John Whitaker International: +44 (0)1706 340500 www.johnwhitakerintltd.com Premier Equine: +44 (0)1469 532279 www.premierequine.co.uk

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

Tottie: +44 (0)1274 711101 www.tottie.co.uk

Horse Health: +44 (0)2380 814360 (LeMieux, Acavallo) www.horsehealthtrade.co.uk

Zebra Products: +44 (0)1352 763350 (Distributor for Cavallo, Mattes & Bucas) www.zebraproducts.co.uk

Horze UK: +44 (0)1235 856376 www.horze.co.uk

5

RRP: £49.95

Tottie

9

£30.9

9

Sizes: Pony, cob, full Colours: Purple, dark navy, red, stone, black pink and blue RRP: £30.99 Available in pretty colours Paris Saddlecloths are real head turners.

The general-purpose cotton saddlecloth features metallic silver taping and the number one at the corner.

Coming next month…

Barnsby: +44 (0)1922 621676 www.barnsby.com

Cottage Craft: +44 (0)1274 711101 www.cottagecraft.co.uk

Sizes: Medium & full Colours: Black, blue, brown, white

£49.9

Paris Saddlecloth

£76.9

RRP: £76.99

Horse Health

The Pro-Sorb saddle correction system allows for pad inserts as either a front or rear riser, or as a tool to correct bi-lateral imbalance, or it can simply be used as an extra shock absorbing layer. Including four 10mm and four 6mm insert pads, extra pads are available separately. New for 2013, this half pad also offers a 70% retailer margin.

A best seller from the LeMieux range, the Pro-Lamskin Half Pad features 100% luxurious Merino Wool and the signature swan neck fitting which offers spinal clearance.

Suitable for machine washing it combines perfectly with plain squares.

Merino Lambskin Half Lined Dressage Square

LeMieux Pro-Sorb Plain Half Pad

Jodhpurs, breeches, chaps and over trousers are such a staple item in the horse owner’s wardrobe that it would be hard to imagine an equestrian or country store without them. Available in a rainbow of colours and patterns, there is no excuse for bland or boring, and now customers can enjoy high-tech advances in materials that provide added grip in the saddle, suede reinforcements, four-way stretch, ultra-wicking material and even breathable deer skin.

In the July issue Let’s Talk Products investigates the products 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.

Correction: In last month’s issue we listed an incorrect price for the Easyboot Trail Hoof Boot.

The correct RRP is from £59.99 per boot. Call 0844 257 8585 for further information or visit www.trelawneequine.co.uk

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

29

ON THE MARKET PRODUCT

New hook-on rug rail

PRODUCT

Proviz Nightrider Hi-Viz

Available in sizes short and long, the new Stubbs Hook-On Rug Rail requires no permanent fixings, making it ideal for use at shows and on the yard. Handy for hanging rugs, saddlecloths and bridles, it is built to last with a durable steel construction with Stubbyfine coating. Suitable for hooking over walls and doors, which are up to 7cm thick, the swivel hooks suit all bar spacing and turn flat for transit.

Earlswood Supplies has been granted exclusive distribution of the highly acclaimed Proviz Nightrider range of hi-viz products.

The Triviz is a self-contained, removable electroluminescent lighting panel that attaches exclusively with super strength Velcro to the Proviz Nightrider range. The red light is created by organic, specially treated phosphor. Charged

by USB, the Triviz triangle is considerably more effective at night than LED lighting and is lightweight. The light produced is absolutely uniform and visible from a great distance.

A large range or products are available including jackets, vests, tabards, child’s vests, hatbands, armbands and horse bands, spats and sheets.

Abbey England: +44 (0)1565 650343 www.abbeyengland.com

Earlswood Supplies: +44 (0)845 0171351 www.earlswood-supplies.com

PRODUCT

The gel to repel!

PRODUCT

Shape-up with Saracen

Equimins’ new Fly Repellent Gel 3535 is an effective and long-lasting fly repellent product that can be used on horses and other animals. The new gel is designed to be powerful, easy to apply and excellent value too with a standard 500g tub lasting the average horse around a month. The gel contains 15% Ethyl Butylacetylaminopropionate, better known as IR3535. “This product was on trial during 2012 and proved to be very efficacious, especially compared with other products based on Deet,” said David Willey, MD of Equimins.

Saracen’s Shape-Up Balancer is a low starch, high fibre mix designed to provide a balanced diet at low intake levels, helping to maintain a normal, healthy metabolism. It can be used as a calorie controlled ration for those prone to laminitis, Equine Metabolic Syndrome or Cushing’s in order to meet micronutrient requirements without excess sugar, calories and starch intake. Shape-Up Balancer incorporates some of the most recent and up to date nutritional innovations for horses and ponies that require a low starch and low calorie feed.

Equimins: +44 (0)1548 531770 www.equimins.com

Saracen: +44 (0)1622 718487 www.saracenhorsefeeds.com

PRODUCT

Stress buster

PRODUCT

Multi action spray

ProKalm is an innovation in managing stress and anxiety in horses allowing them to perform to their potential.

A fast acting and effective calming supplement, it can deliver results in as little as 30 minutes from feeding.

Consisting of a unique combination of herb extracts and amino acids without the inclusion of valerian, magnesium or tryptophan, ProKalm is independently, scientifically and clinically tested and does not sedate or affect gait or performance.

It is available in a tub giving approximately five weeks supply or as a single dose syringe.

5-in-1 Fresh H-Air is a multi action spray developed using Eucalyptus and Tea Tree pure essential oils. Both act as natural decongestants helping to alleviate breathing problems and minimise dust in the coat and bedding. Eucalyptus pure essential oil is so versatile it protects the body all year round, but is renowned for its effectiveness against coughs and colds. It also helps combat viral infections, bronchitis, rheumatism, muscular strains and used in veterinary care as an antiseptic. Sweet itch sufferers may also benefit greatly.

Science Supplements: +44 (0)8456 800606 www.sciencesupplements.co.uk

Stable Environment: +44 (0)1422 310483 www.stable-environment.co.uk

30

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

sharp end At the

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

S

ome years ago there was a widely held view that the predicted future of equestrian retail was large regional superstores. These would kill off all the small shops because of economy of scale, stock range and cheaper prices. At least one of these major players was telling suppliers that we would have no choice but to support them otherwise when they had killed off all the small shops they might not want to deal with us and they were going to be the only game in town.

Many suppliers also felt that the regional superstore was the way to go because this suited their needs to cut back on costs especially those involved with the rep servicing a large area and equally

large number of accounts.

I also remember having a heated discussion with a rep who assured me that his prediction was that all the smaller shops would be the first to go in the recession.

So a few years down the route we still have very few regional superstores and the main player in this field has just announced their intention to sell off their stores and go back to supporting their retailers. There are a few independent superstores (and I don’t mean here the large number of ‘one stop shop equestrian superstores’ that are no bigger than my front room and the superstore tag only exists in the mind of the retailer), but we certainly have not seen a huge growth in their number. And yes,

large numbers of retailers have gone but not just small ones.

So why have these predictions not come about? The small shops surviving is easy to answer, they tend to be run by people as interested in the lifestyle benefits of running their own equestrian business as the financial ones, and in any case have much lower overheads especially staffing and stock.

And the really large superstores will take a lot of getting right, especially if you want a chain of them. Economy of scale works both ways, you need a lot of staff, a lot of stock and a lot of turnover and profit to make it work. This in a trade with poor margins and low volume. You also need a large amount of hardcore

retail management and business experience, a background in high street retail either running a large store or better still lots of large stores. This in a trade where the only qualification for a job, at whatever level, is ownership of a horse, not a proven track record of experience and success in a business environment.

You also need passionate, knowledgeable staff, who above all have huge amounts of people and communication skills: where only the second of these counts and the first is easily faked in an interview, and no one is concerned with the last and most crucial.

So it really is no surprise that neither of these predictions has come to pass.

Why has Trilanco become such a loved brand?

I don’t think there’s just one thing that makes a business or a brand popular, it’s a combination. Our team are an essential part of our success. Our customers regularly tell us that we’re the friendliest team around, and that’s something that we are really proud of. We keep customers informed with the latest offers in eshots. We’ve developed an eshop to allow them to shop any time of the day or night, and we’ve developed bespoke software to make ordering really easy. Our delivery service, with our own vehicles undertaking delivery runs across the UK, is something we’re very proud of. Our range

is pretty extensive too and our prices are keen, enabling our customers get the vast majority of their stock from one place.

Five minutes with…

Martin Balmer Scattered across the country it can be hard to put a face to a name in this business. ‘Five Minutes With’ takes a look at various people in the industry and finds out just how they got where they are today. This month we caught up with Martin Balmer, Managing Director of Trilanco who has been involved with the business since his parents started it in the late 70s.

When was the company established?

1979.

Who by?

Derek and Sylvia Balmer.

How has it grown over time?

Trilanco has continued to grow in every way since it started trading. We now employ over 50 people at our Poulton-le-Fylde base and stock more products, from more manufacturers than even before; so much so that we’ve had to expand our warehouse. We also supply a growing number of retailers not just in the UK, but globally.

What’s next for the company?

We’re always looking at ways to improve what we do, so the short answer is to focus on improving and enhancing our business to benefit our suppliers and retailers, and we have many plans regarding the execution of this.

We were honoured to win the Blacks Solicitors Trade Supplier of the Year Award at the BETA Business Awards this year, and we were equally delighted to win the award the year before; would it be greedy to say we’d like to win it next year too?

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

31

experts Ask the

If you’ve got a question that you want answering, let us know at: editorial@ebmonthly.co.uk

SHAKING UP THE SUGAR DEBATE There has been much written about sugar and starch levels in horse feeds and forages which results in horse owners being cautious, seeking out feeds that are low in sugar and starch, without really knowing why. Is sugar really bad and if so why? Saracen Horse Feeds offers the following opinion.

B

oth sugar and starch play an important role in equine health. Feeds and forages vary in starch and sugar content and ‘high sugar’ feeds can be detrimental to horses because they may disrupt normal digestion, potentially increasing the risk of colic and laminitis and exacerbate certain medical conditions such as muscle myopathies or Equine Metabolic Syndrome. However, there is also an increasing amount

of misleading information available about the role of sugar and starch in the equine diet that is resulting in much confusion and panic amongst horse owners. We receive many feedline calls from people asking for feeds that are completely sugar free, as they want to eliminate sugar from their horse or pony’s ration, and yet they turn their horses and ponies out on a daily basis!

THE WONDERS OF WOOL Have you ever wondered why saddles are flocked with pure wool?

We talk to Rob Cullen of Black Country Saddles on why pure wool is the tried and tested formula when it comes to ensuring a comfortable fit for the horse.

L

ook at many photographs from the saddle making industry of yesteryear and one thing that features prominently is that of talented craftsmen using pure wool to flock saddles. Those pictures, although in black and white, would remain true in the coloured photographs of today with pure wool standing out as the very best material to use

32

even in the 21st century.

Rob points out: “Pure wool is a natural material that absorbs, retains and of course also releases moisture acting like a sponge and moulding to the shape of the horse. It also eliminates the problem of static electricity.

“The aim with all saddles is that they stay close to the horse’s back with as little movement or

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

‘bounce’ as possible and certainly without any ‘spring’. Using pure wool is the best way to achieve this. “We have always used pure wool and rely on 100% Jacob’s wool which we have found has the best consistency and holds its shape better than other materials.”

Devoted to ensuring their saddles are made to the highest specification, and with the very

best components, over the years, Black Country Saddles has undertaken a number of studies looking at the benefits of pure wool when it comes to flocking.

One study was aimed at finding out whether there was scientific evidence to support the view that British wool produced a more evenly filled saddle and reduced the number of pressure points on the horse. Testing 100% British wool against a conventional synthetic filling found that the wool-filling recovered shape much more easily after 100 cycles of compression and offered a much softer, energy absorbing structure than the conventional synthetic filling which was more rigid.

Rob also mentions: “When we carried out the research we were delighted that the results backed up the huge amount of evidence we have gathered over the years from clients and riders.

“The feedback has always been that pure wool provided the horse with the most comfort and a superior saddle fit with minimal movement whatever the activity.”

Photographs by Christopher Doyle

international

Photographs by Christopher Doyle

Helmet Awareness Day

Riders4Helmets.com has teamed up with leading helmet manufacturers to host International Helmet Awareness Day 2013 on Saturday June 22nd. Building on the success of their event in 2012, participating retailers all over the world will be offering discounts on helmets to equestrians on this day.

W

e are absolutely delighted at the growth of the event since it was first held as a US based National event in 2010,” said Lyndsey White, Riders4Helmets. “To be in our third year of hosting and organizing the event on an International level is truly a testament to the support of the helmet manufacturers, retailers and equestrians around the globe who continue to realise the importance of ongoing safety education. Carmen ter Rahe has joined the Riders4Helmets team this year to assist with growing International Helmet Awareness Day even further as our Ambassador in Australia.”

The Riders4Helmets campaign was founded in 2010 as a direct result of Olympian Courtney King-Dye’s accident, with the aim of educating equestrians on the benefits of wearing a properly fitting, secured and certified helmet. “In 2012, International Helmet Awareness Day received support from ten helmet manufacturers and 600 retailers in four countries,” said King-Dye. “Whether you are a

helmet manufacturer, retailer or equestrian, I hope that you will lend your full support to this important event in 2013.”

International Helmet Awareness Day is not just an opportunity for equestrians to purchase a helmet at a special one-time discount, more importantly it is an opportunity for equestrians to be educated. Riders4Helmets will therefore be live streaming ‘Get Educated’ webinars via Riders4Helmets.com on Saturday June 22nd, in which equestrians will be able to ask a variety of experts real-time questions. The webinars will feature experts in fields such as: Traumatic Brain Injury and Concussion; Psychology (why equestrians choose not to wear a helmet); Neuro Physiotherapy; Helmet Manufacturers; Traumatic Brain Injury Survivors; Leading Equestrians (including Olympians); and, Helmet Testing Agencies. Riders4Helmets will announce the confirmed lineup of participants prior to June 22nd. The educational aspect of International Helmet Awareness Day will be supported by

participating retailers, many of whom have already made plans to offer educational events in their stores on June 22nd.

Helmet brands that have committed involvement in International Helmet Awareness Day 2013 to date include: Samshield, Champion, Gatehouse, Uvex, Charles Owen, GPA, Antares-Sellier, Tipperary Equestrian, LAS (Leslie Sutcliffe), One K, Ovation, KEP Italia, Troxel and Aegis (Devon-Aire). Additional helmet brands are expected to announce their participation soon. “We are grateful to the helmet manufacturers for their continued support of this important event,” said Chad Mendell, Riders4Helmets. “The Riders4Helmets campaign has continued to grow on a global level.” 46,000 unique visitors per month currently visit Riders4Helmets.com to read the many articles, watch educational videos and share their stories.

The campaign has hosted four Safety Symposia in the past three years and will be hosting an International Safety

Conference in the UK in September 2013.

Retailers who wish to participate in the event may register by visiting www.Riders4Helmets. com/ihad/retailer-information/.

Retailers are encouraged to register in order to ensure that they receive educational materials in time for the event. Late registrations will however, still be accepted through June 20th.

Individuals or organizations wishing to hold an event to recognize International Helmet Awareness Day may email admin@riders4helmets.com for helmet awareness graphics and educational brochures.

You can also follow the campaign at www.facebook.com/ riders4helmets and www.twitter.com/riders4helmets.

Riders4Helmets was founded in early 2010 after Olympic dressage rider Courtney King Dye was seriously injured in a riding accident. King Dye, who remained in a coma for a month following her accident, was not wearing a helmet at the time of the incident, and is still undergoing rehabilitation.

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

33

SUPPLIERS DIRECTORY Abbey Diagnostics +44 (0)1638 552122

Classic Showjumps 0161 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.wmfaulks.com a Fly Away +44 (0)1384 877857 www.flyaway.ltd.uk

www.horsehaylage.com a

www.merial.com

www.horsehealthtrade.co.uk

www.mirrorsfortraining.co.uk a

Abbey Saddlery and Crafts Ltd +44 (0)1565 650343 www.abbeyengland.com a

Acorn Developments +44 (0)1432 276600

www.acorndev.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 Tel - 01787 476400

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

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

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

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

Dodson and Horrell +44 (0)1832 737300

www.dodsonandhorrell.com www.equinehealthandherbal.co.uk a a Dog Rocks

Arden Wood Shavings +44 (0)1675 443 888

+44 (0)1628 822 243 www.dogrocks.co.uk www.ardenwoodshavings.co.uk a Durango Aubiose +1 740-753-1951 +44 (0)7739 165083 www.DurangoBoot.com a www.aubiose.co.uk Earlswood Supplies B Jenkinson & Sons Ltd +44 (0)8450 171351 +44 (0)1924 454681 www.earlswood-supplies.com www.elico.co.uk a a Eazitools Equestrian Baileys Horse Feeds +44 (0)1302 746077 +44 (0)1371 850247 www.eazitools.co.uk wwwbaileyshorsefeeds.co.uk a a eGlove Barnsby +44 (0) 1491 280089 +44 (0) 1922 621676 www.eglove.co.uk www.barnsby.com

Bedmax Shavings +44 (0) 1922 621676

EQ Life Magazine +44 (0)1953 852946

www.bedmaxshavings.com a

ww.eqlife.co.uk

Black Country Saddles +44 (0)1668 213 467

Equi-Ads +44 (0)1738 567700

www.blackcountrysaddles.com www.equiads.net

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

Burlerrow Farm Miscanthus +44 (0)1208 841264

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.burlerrowfarmmiscanthus.co.uk

www.equestrianvision.co.uk a

cdVetuk +44 (0)845 512 0423

EquiAmi Ltd +44 (0)1584 891049

www.cdvet.org.uk

www.equiami.com

Champion + 44 (0)113 2707007

Equine Management +44 (0)1825 840002

www.championhats.co.uk

www.equineman.com a

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

Clarendon Equestrian Ltd +44 (0)1825 733361

Equisafety Ltd +44 (0)1516 787182 www.equisafety.com a

Exo2 +44 (0)1335 372600

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

34

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

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

Gain Horse Feeds +44 (0)7912 197000 www.gainhorsefeeds.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

The Grand Plan Consultancy Limited (GPC) +44 (0)1608 654040 www.thegpc.co.uk

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

Griffin Nuumed +44 (0)1458 210324 www.nuumed.co.uk a Harold Moore +44 (0)114 2700513 www.haroldmoore.co.uk a Haybar +44 (0)1723 882434 www.haybar.co.uk a HaySoft +44 (0)1277 375647 www.haysoft.co.uk

HeadStart Media Ltd +44 (0)1449 722505 www.headstartmedia.co.uk

Hemp Technology Ltd + 44 (0)1986 835678

Horse Health Trade + 44 (0)2380 814360 Horses with Attitude +44 (0)1274 852139

www.horseswithattitude.co.uk

Horslyx +44(0)16973 32592

www.newequinewear.co.uk

www.hucklesbyassociates.co.uk

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

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

Jamie Hall Photography +44 (0)7717 476792 www.jamiehallphotography.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 LPD Tel: 0121 580 0880

www.hiltonherbs.com a

www.lpdlpd.co.uk a

www.honeychop.com a

www.lesliesutcliffe.biz aa

www.capcover.net a

www.maquiendesign.co.uk a

www.horsebedding.co.uk a

www.maxavita.com a

www.horsefair.co.uk a

www.mearsjackets.com a

www.horsefirst.net

www.measomfreer.co.uk

Horsefair +44 (0)1264 811425 Horse First Ltd +44 (0)2830 848844

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

Nedz +44 (0)1254 677762

Hucklesby Associates +44 (0)1362 696309

www.littlemaxshavings.com

Horsebedding.co.uk Ltd. Tel: 01476 585 973

www.naf-uk.com a

www.nedz.co.uk a

Hilton Herbs Ltd +44 (0)1460 270700

Horse & Jockey Ltd +44 (0) 1981 550467

Natural Animal Feeds +44 (0)800 373106

www.horslyx.co.uk

www.hemptechnology.co.uk a

Honeychop Horse Feeds +44 (0)1359 230823

Mirrors for Training +44 (0)1902 791207

LS Sales (Farnam) Ltd +44 (0)1608 683855 Maquien Design +44 (0)8000 925699 Maxavita +44 (0)8450 752754

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

New Equine Wear +44 (0)1172 303700 Parkgate Equestrian +44 (0)1306 631374 www.parkgateequestrian.co.uk

Pellet Beds +44 (0)1789 761333

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

Sportmark by Signam +44 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.pelletbeds.com

www.taurusfootwearandleathers.co.uk a

PelGar +44 (0)1420 80744

www.plod.co.uk

www pelgar.co.uk

Tirus Equestrian +44 (0)1603 720148

Pfizer Animal Health +44 (0)1304 616161

Toggi +44 (0)113 2707007

www.wormingyourhorse.info a

www.toggi.com

PressPoint +44 (0)1953 851513

www.presspoint.co.uk a

Tony Fernandes +44 (0)1142 620899 www.tonyfernandesdesign.com

www.pro-mats.co.uk

Top Paddock +44 (0)1469 563995

Pro Mats +44 (0)121 308 6662 Rima Exports +91 972 1504005

www.top-paddock.co.uk a

rimaexport@gmail.com a

Trelawne Equine Ltd +44 (0)8442 578585

www.robinsoncare.com a

Unicorn Leather +44 (0)1883 382310

Robinson Animal Healthcare +44 (0)1909 735000 Rockall +44 (0)121 5558334 www.rockall.info a

Rockies +44 (0)1606 595025

www.trelawneequine.co.uk a

www.unicornleather.co.uk aa

Vale Brothers +44 (0)1239 614648

www.kbf99.co.uk a Verdo Rugs R Us +44 (0)1264 342 009 +44 (0)7969 659894 www.verdorenewables.co.uk a www.equirugsrus.co.uk a Virbac Animal Health Saracen Horse Feeds +44 (0)1359 243243 + 44 (0)1622 718 487 www.equimax-tabs.com www.saracen-horse-feeds.co.uk a a W F Young, Inc Seaquim +001 413 526 9999 +353 (0)8623 64609 www.absorbine.co.uk www.seaquimequine.net a Science Supplements Wahl +44 (0)8456 800606 www.sciencesupplements.co.uk +44 (0)1227 740555 www.wahl.co.uk a Showing World +44 (0)5601 301216 Westgate EFI Ltd www.showingworldonline.co.uk +44 (0)1303 872277 a a Silvermoor Westgate Labs +44 (0)1665 602587 +44 (0)1670791994 www.silvermoor.com www.westgatelabs.co.uk a aa Smart Cart Worklite Ltd www.smartcartsuk.com a +44 (0)1279 418052 Smart Grooming www.work-lite.com +44 (0)1823 681076 a a Your Gift Horse Solocomb +44(0)1454 202033 +44 (0)1235 511358 www.solocomb.co.uk www.yghtrade.com a www.rockies.co.uk

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

35

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