etn - equestrian trade news - july 2012

July 2012Volume 36, No 7 MonthlyT h e Vo i c e o f t h e E q u e s t r i a n I n d u s t r y

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BETA INTERNATIONAL:“Why we’re honest about

visitor numbers”

SPECIALIST RETAILERS:how they make it workETN is the official

media partner ofBETA International

201317-19 February 2013NEC, Birmingham, UK

Meet thetrade’s newworkhorse

The best beddingPLUS:

Exclusive CCJ listing

... the magazine for the industry, about the industry, by the industry

NEVER mind the Olympics...There’s an intriguing two-way contesttaking shape on the consumer shows front.

Announcements that box offices were open at Your Horse Live(10/11 November) and Horse World Live (16-18 November) camewithin hours of one another last month.

The two events, to be held at Stoneleigh Park and ExCel, Londonrespectively, combine celebrity rider appearances and demonstrationswith prime-time pre-Christmas shopping opportunities – and muchmore besides.

Back in February, when it was realised that the new Horse WorldLive would happen hot on the heels of the long-established YourHorse Live, there were accusations of consumer show over-kill.

But now - as wet and windy weather plays havoc with our summershow circuit and leaves many traders with stock to shift - we mightjust all be thanking our lucky stars for having not one, but two,major indoor equestrian shopping fixtures to look forward to.

Funnily enough, the last time a consumer shopping and celebritytype equestrian fair did well at Excel, London was in 2001- foot-and-mouth year, when nearly everything else was cancelled.

DO you compare your businesses with others in the equestrian tradeor with others in general? Or, indeed, do you look outwards at all?

My question is prompted by a phone call from a gentleman whocreates and maintains e-commerce websites in many differentsectors. He was touting for business, so first I asked him a question.

“As an e-commerce expert, how do you see the equestrian tradeon the internet?”

“Sleepy,” was his reply.“So how well do you know our trade?” I responded, bristling

slightly.“Well, I’ve done some research and, apart from about three big

players, equestrian e-commerce appears to be a bit of a backwatercompared with other areas we work in,” he said.

Perhaps he has a point, at least about the value of comparing ourtrade with others.

Is it enough to sit on one’s laurels, happy at being the biggest fishin the pond [and the best at metaphors] or should the equestriantrade be quicker to compare itself with other predominantlyindependent, specialist sectors from jewellers to undertakers?

We all know that, whether you’re retailing saddles or sausages,the same principles apply. Just as an outsider can sometimes findclarity where we see only stagnation, it can’t hurt to look outwardsoccasionally.

NO sooner was the first equestrian Olympic team (for eventing)announced for London 2012 than the controversy started. Howcould Tina Cook and Miners Frolic possibly be selected ahead ofNicola Wilson and Opposition Buzz? Was Zara Phillips really includedon merit or because it’s Jubilee Year?

In the end, it’s medals – or lack of - that will do the talking.Meanwhile, let’s be grateful that equestrianism remains an Olympicsport and say GOOD LUCK!

Liz Benwell

CONTENTS JULY 2012

CommentNEWSMeet Ask ED ......................................................4

NEWS FEATUREBETA INTERNATIONAL: visitor numbers explained....10

LETTERS .......................................................12

PEOPLE.........................................................13

PRODUCT NEWS.............................................14

BETA MEMBERS’ PAGE ...................................16

CLOTHING & FOOTWEARDoes your changing room shape up?......................17Trend in kids’ country andequestrian clothing ...........................................18Gallery of latest collections .................................20

SPECIALIST RETAILERSHow they make it work .......................................24

HI VIZStand out products to stock .................................26

DOGS AT WORK..............................................27

NEWS FEATURENew trade friendly website .................................28

BEDDING & STABLE EQUIPMENTTopical themes explored.....................................30Gallery of latest products ...................................32

SPONSORS & SHOWS......................................37

INSURANCEWhen bad weather hits shows..............................38

GIFTS FOR ALL OCCASIONSA 90th anniversary celebration.............................39Gallery of great ideas.........................................40

FEED DEBATEAre concentrates safe for youngstock?...................42

SADDLERY MATTERS ......................................44

COUNTY COURT JUDGMENTS ..........................46

COVER STORY

COVER STORY

COVER STORY

COVER STORY

FRONT COVER: Ask Ed is the new face of www.britishequestriandirectory.com– home of the British Equestrian Directory (BED) for consumers and trade, andthe trade-only Trade Suppliers Directory (TSD). This easy-to-navigate websiteoffers the largest available source of key contacts for the equestrian and countrysectors. It provides thousands of key contacts across a wide range of categoriesand is cross-referenced for easy use. Find out more in News on page 4.

4 JULY 2012 EQUESTRIAN TRADE NEWS www.equestriantradenews.com

Allen & Page ...............................................................13The Animal Health Company..........................................7Animalife ......................................................................3Arden Wood Shavings Ltd............................................32BETA International .........................................................6Bliss Bedding Ltd .........................................................35Buffera Ltd ..................................................................21Carrots UK Ltd .............................................................41Classified ....................................................................45Davies & Co/Black Mat Co............................................30easibed .......................................................................34Equetech.....................................................................23Equisafety Ltd..............................................................27Finest Brands International ..........................................IFCFynalite .......................................................................32Gray’s of Shenstone Ltd ...............................................40Horslyx........................................................................29B Jenkinson & Son .......................................................11Orchard Farm ..............................................................31Pegasus/Nedz Beds......................................................34Plevin..........................................................................35Sebago.....................................................................OBCShearwater Insurance Services Ltd................................38Sherwood Forest Ltd ....................................................18South Essex Insurance Brokers........................................5Smart Grooming ..........................................................12Snowhill Trade Saddlery..............................................IBCSpoga ...........................................................................9Taurus Footwear and Leathers Ltd ................................22United Sportproducts Germany GmbH ............................8Waldhausen GmbH & Co KG ........................................21Weatherbeeta..............................................................15Worklite Ltd.................................................................20WTL/The Boden Group of Companies ...........................33Web Directory .............................................................46www.britishequestriandirectory.com/TSD ......................28

ADVERT INDEX

Equestrian Trade NewsStockeld Park,Wetherby,West Yorkshire LS22 4AWTel: 01937 582111Fax: 01937 582778 – SalesEmail: sales @equestriantradenews.comWebsite: www.equestriantradenews.com

Publisher:Equestrian Management Consultants Ltd

Editor:Liz BenwellEmail: [email protected]: 0845 6185007

Advertising Sales:Nicki LewisEmail: [email protected]: 01937 582111Fax: 01937 582778

Advertising Copy:Nicki LewisEmail: [email protected]: 01937 582111

SubscriptionsDistributed on a controlled-circulation basis to theretail trade. Paid-for annual subscriptions are£39.95 (UK), £73.00 (Europe), £86.00 (rest of theworld).

The magazine is independent of all groups.Editorial views expressed in ETN are notnecessarily the official view of any organisation orgroup.

Copyright:All material is copyright Equestrian ManagementConsultants Ltd.

Design & Print:G.H. Smith & Son,Market Place, Easingwold,North YorkshireYO61 3ABTel: 01347 821329Fax: 01347 822576Email: [email protected]: www.ghsmith.com

ISSN 1462-9526

A CAMPAIGN by the glossy home stylemagazine Elle Decoration highlights aproblem that’s equally prevalent inthe equestrian market.‘Fight the Fakes’ aims to call the

government’s attention to unfairlegislation on intellectual propertyrights.Currently in the UK and Europe,

designers cannot rely on the samelaws as copyright owners. So, forexample, infringing on an artist’s orauthor’s work is a crime while onlycivil redress is available if the designof a horse rug, saddle or riding bootsis stolen.It’s also the case that an artist or

songwriter can enjoy more than 50years’ copyright protection, whereasunder unregistered design rights adesigner is lucky to have five yearsbefore a reasonable licence must begranted, according to Anti Copying inDesign (ACID).“Just because it’s not illegal here in

the UK, doesn’t make [design]copying right,” said ELLE DecorationUK editor-in-chief MichelleOgundehin.“Our lax intellectual property laws

with respect to design, mean the UKhas become a safe harbour for thesecopyists – and the idea of Britain asthe home of the knock-off doesn’texactly fill me with national pride.”

Campaign targets“knock-off Britain”

ONLINE directory www.britishequestriandirectory.comis celebrating its first birthday by introducing a newsearch tool called Ask ED.ED’s Weekly Whinny – a

competition giving website visitorsthe chance to bag a china mug,decorated with ED’s portrait –marks the launch.Ask ED will play a game of hide-

and-seek with visitors, concealinghimself in both sections of thewebsite – TSD and BED – in adifferent location every week.To help visitors find him, Ask ED will provide a handy

clue on the British Equestrian Directory’s Facebook(BEDdirectory) and Twitter (@BEDonline) every week.As soon as ED is spotted, his location should be

emailed to [email protected] without delay – thefirst past the post wins the prize!Britishequestriandirectory.com is the ultimate

reference guide for the equestrian and country sectors.It is made up of the consumers’ British EquestrianDirectory (BED), containing more than 13,500 listings inover 200 categories, and the TSD – Trade SuppliersDirectory – a trade-only resource with more than 1,700listings for UK manufacturers and suppliers across 250categories. The TSD is also available in print.“Ask ED is a welcome addition to

Britishequestriandirectory.com and a wonderful way tomark our first year,” said Claire Thomas, commercialmanager of Equestrian Management Consultants(EMC), publisher of the online directory and a whollyowned subsidiary of the British Equestrian TradeAssociation (BETA).For further information about the directory, listings

and advertising, contact Jennifer Dalton, telephone01937 582111, or email [email protected]

COVERSTORY

WESTGATE EFI’s 2012/13 trade listcelebrates the distributor’s 54 yearhistory with a patriotic themed cover.The catalogue combines proven

lines from top manufacturers withown brands such as Mark Todd, JHL,Coolex and Saddlecraft. Recent WEFIacquisitions Rodney Powell bodyprotectors and Gatehouse ridinghats also feature.Mark Todd products and

autumn/winter clothing are unveiled,along with additional footwear and anew Comfort Collection fromJumpers Horse Line.

The Gatehouse Conquest ridinghelmet makes its first appearanceand Equi-Theme returns to the WEFItrade list after a six year break.Eskeez (thermal base layers) andKaroo Equine (stock pins andgrooming brushes) join Tekna inWEFI’s list of exclusive suppliers.A CD version and counter copies

are available.

Top brands innew trade list

Win a mug withED’s Weekly Whinny

www.equestriantradenews.com

THE British Equestrian Trade Association (BETA) has secured funding tosupport a trade mission to the China Horse Fair in Beijing on 16-18October.

UK Trade & Investment (UKTI) funding of £1,400 is available to eligiblecompanies for allowable expenses.

BETA’s executive director Claire Williams has visited China (see ETNFebruary issue). “With the rise in living standards and a changingattitude towards [horse] sport, riding has become more affordable andmore fashionable than it has ever been before,” she said.

“Whilst still only within the grasp of the wealthy and middle class,Beijing alone has about 60 riding clubs and about 80% of the nation’shorse riders. China’s national sports bodies are keen to be competitiveon the international equestrian stage, so the demand for quality horses,training facilities, equipment, and services in China keeps increasing.”

China brought in 4,000 horses last year, a tenfold increase from 2006,creating new sales opportunities for suppliers. European brandedproducts are sought after and command a premium over Chineseproducts, added Claire.

“Horse riding is widely seen as having the same potential that golfshowed ten years ago and it’s vital for companies wishing to tap into thispotential market to start early.”

BETA will attend the China Horse Fair to co-ordinate the British group.Pre-fair briefings on doing business in China and will also be available.Contact BETA on 01937 587062.

BETA to take exportmission to China

AMERICAN wholesalerEnglish Riding Supply hasrecalled 3,400 Happy Mouthbits following four reports ofbroken bits leading to riderfalls and injuries.

The US Consumer ProductSafety Commission, anAmerican government agency,says that English RidingSupply has co-operated in therecall. It’s also warnedconsumers to stop using theproducts.

The bits involved have steelbraided wire running throughthe plastic mouthpieces. Insome cases, these hadbecome frayed, rusted orworn, causing the bit to break.

Model numbers included inthe recall are 462172SS,462177SS, 462181SS,462184SS, 464123SS,466898SS, 466904SS and467248SS. Model numbers canbe found on a label attached tothe product. ‘Happy Mouth’ isengraved on the plasticmouthpiece.

Happy Mouth bits aremanufactured in Korea bySoyo International Corp, ofKobe, Japan

Happy Mouthbits recalled

A NEW website inviting consumersto buy feed supplements, balancerslotions and potions “direct for less”has been advertised across theconsumer equestrian press

www.horseandponydirect.comoffers free UK delivery on mostorders of over £60 and discounts forpurchases of three or more items ofone product line. Stock is all own-branded.

ETN can confirm that thedirectors of Horse and Pony DirectLtd (HPD), incorporated on 19January, 2012, are Clare Blaskey –also a director of Blue Chip Feed –and Guy Blaskey.

There is no link between HDP andBlue Chip Feed, other than ClareBlaskey’s directorship of bothcompanies, said Guy Blaskey. Heruns HPD on a day to day basisalongside his direct-to-the-publiccanine supplements e-commerceinternet site, Pooch and Mutt.

Direct-to-consumers site offers“a separate way of buying”

THE annual Spoga horseautumn trade fair (Cologne,Germany, 2 - 4 September) has“almost completely booked” theKoelnmesse exhibition centre’shall 4, say the organisers.

About 330 exhibitors from 27countries are due at the show.

Besides German companiessuch as Cavallo, Herm.Sprenger, SchockemöhleSports, leovet, Passier, Pikeur,UVEX and Waldhausen, visitorscan also see products fromJansen (Holland), Ekkia(France), Ariat (UK), Prestige(Italy), Zaldi (Spain), Kingsland(Norway), Bögebjerg(Denmark), Horseware (Ireland)and Double You (Switzerland)

Making their spoga debutsare Derby from Germany,Mike+Charlie (Holland), Zilco(UK), Veredus (Italy) andStübben (Switzerland).

The garden fair spoga+gafaruns alongside spoga horseautumn. Both fairs are openfrom 9am to 6pm (5pm on theTuesday).

Spoga is“almost full”

“Blue Chip remains onehundred percent committed toretailers, whereas HPD offers aseparate way of buying, anotheravenue that is coming in acrossevery industry,” added Guy.

“Blue Chip remains a top ofthe game feed balancer, the bestthere is. The balancers fromHPD are an introductory range ofgood, basic feed balancers whichwill appeal to people whosehorses are currently only gettinggrass.”

Guy added that, rather thantaking sales from the trade, HPDcould help expand the marketfor balancers to a new, youngermarket.

HDP also offers calming, coatshine, hoof, mineral and vitamin,joint and garlic supplements;plus lotions and potions fromhoof oil to leather soap spray,shampoo to insect repellents.


TICKETS for Your HorseLive (Stoneleigh,10/11November) and thenew Horse World Live(Excel, 16-18 November)consumer shows went onsale last month.

For Horse World Live,Friday and Sunday ticketsare priced at £16 foradults and £12 forchildren which gainsentry to the shopping andsome other attractions,but not the main arena.

To see headlinedemonstrations and gainentry to the show, ticketsand seat packages areavailable for morning orafternoon performancesat £24 for adults, £16 forchildren, or £31/£24 allday. Children under five are free; group discounts areavailable.

On the Saturday, when Horse World Live hosts ExpressEventing, tickets cost £48 for adults and £38 for children,inclusive of an all-day seat. Shopping only tickets are availableat £10 for adults and £5 for children.

Tickets for Your Horse Live, which include access to all partsof the show and main arena attractions all day, are £16.50 inadvance or £21 on the door (adults), £13.50/£16(concessions/students) and £8/£9 (children 5-15 years, under5s are free). Family tickets (two adults and two children) cost£45 in advance or £50 on the door. Groups of ten or more£14.50 per person (in advance only). All advance tickets aresubject to a £1 booking fee per ticket.

Box offices open

Shopping atYour Horse Live.

DJ Murphy (Publishers), thepublisher of Horse&Rider andPONY Magazine, has beenacquired from SignaturePublishing Ltd by a buy-outteam.

The new owners includecurrent advertising directorAndrea Moffatt, publishingdirector Terry Grimwood,operations director Steve Mooreand commercial director MarionO’Sullivan MBE.

Kate Austin also joins theteam, returning to the role ofmanaging director that shepreviously held from 1995 to2005.

DJ Murphy (Publishers) Ltd(DJM) was founded more than60 years ago by MarionO’Sullivan’s father David - alsoKate’s grandfather. Thecompany remained in familyownership until its acquisitionby Signature Publishing in 2006.

Magazines inmanagement buy-out

Published monthly,Horse&Rider and PONY arehighly regarded as leadingequestrian consumer titles.The current staff is to remainin place, based at its existingoffices in Grayshott, Surrey.

“We’re delighted to havethe opportunity to take onsuch a successful publishingcompany,” said AndreaMoffatt, speaking for themanagement team.

“DJM has the best editorial,advertising and marketingpeople in the business. Ourplan is to focus their effortssolely on the equestriansector and invest in thecontinued growth ofHorse&Rider and PONYMagazine, both in print andonline.”

Marion O’Sullivan is aformer winner of the BETALifetime Achievement Award.


BETA FEEDS A NEED: More than 60 delegates gathered at Stanford Hall,Leicestershire on 13 June for the second British Equestrian Trade Association(BETA) Feed Industry Conference.

The programme was a specialised one aimed at those working in the feedindustry. Tim Franck, of the Food Standards Agency’s Animal Feed Unit,provided a legislation update, Todd McCully, from Government Grants & TaxConsultants (GGTC), reminded delegates that they might qualify for R&D taxcredits, and Ruth Bishop, of Mars Horsecare, gave talks on regulatory guidanceand compliance in the equine industry, plus an update on mycotoxins, focusingon managing the risk of their occurrence in the equine diet.

Kate Jones, nutritional developments manager at Natural Animal Feeds(NAF), presented a guide to claims substantiation and clinical trials, and ChrisAllen, of Leeds-based Blacks Solicitors, looked at social media – andencouraged delegates to use Twitter to promote their businesses, resulting in aflurry of tweets that evening.

BETA executive director Claire Williams, who provided an update on the tradeassociation’s work, said afterwards: “There’s no doubt that the conferencefulfils a need in the equine feed industry, providing a much-needed forum and aprime networking opportunity.”.

Pictured, from left, are Todd McCully, from Government Grant & TaxConsultants, Chris Allen, of Leeds-based Blacks Solicitors, Tim Franck, of theFood Standards Agency’s Animal Feed Unit, Kate Jones, nutritionaldevelopments manager at Natural Animal Feeds, BETA executive director ClaireWilliams, Ruth Bishop, technical director of Mars Horsecare, and Chris Gordon,technical director at Dodson & Horrell and BETA feed committee chairman.

IN a move described as an “exciting new era” for the Society of MasterSaddlers (SMS), leading media agency TSM has been appointed tohandle the society’s marketing and public relations.

“We’re delighted to be working with the SMS,” said TSM’s Tim Smith.“This is an exciting new era for the society and we will be working hardto promote their message to a wider audience.”

“We are all very excited to see where this new approach to ourmarketing and PR will lead,” said Hazel Morley, SMS chief executive.

Established in 1966, the SMS was formed to serve as a tradeassociation for the craft retail saddler, but has since embraced manymore aspects of the industry.

SMS takes “new approach”

A WEBSITE based on advertising andequestrian advice plans to open anonline superstore later this year.

HorseKing (www.horseking.co.uk)has been set up by Lizzie Shearingand Daniel Duhig who, outside theirbusiness interests, are members ofthe British polocrosse team.

The HorseKing retail operationwill be an online e-commerce shop.“We are planning on stocking riding

Website plans superstorewear, saddles, bridles, stableequipment, yard equipment,rugs and so on,” Lizzie told ETN.

“Ideally, as we are a start upcompany, we would be lookingfor suppliers who can send outorders quickly to us followingour purchase, and with verysmall minimal orders asobviously cash flow is crucial atthis stage.”


SHOW circuit traders who lost valuable days’ business due to wetweather earlier this season now face another threat – theft from theirstands.

More than £2,000 worth of stock was stolen during HoughtonInternational, the Norfolk event held at the end of May, from BlazeClothing. The Joules stand was also targeted.

“It’s very disappointing as we’ve already lost 22 [show] days this year,”said Gary Yates of the clothing label. “I’ve been doing the shows for sixyears, and never had so much as a pair of socks pinched – until now.”

Gary believes the theft, which took place during the night despite staffsleeping behind Blaze’s tented stand, was “an organised job”. It wasn’tuntil a number of their branded hangers were found elsewhere on thesite that suspicions were aroused.

“They were very clever and left the extra small sizes at the front ofeach rail, and took the middle section, so until you went to look forsomething, you couldn’t see anything was missing,” explained Gary.

Blaze hoodies, jackets and fleeces were stolen.“I would expect this sort of thing at a county show, but not at a horse

trials, added Gary. “It seems we will all have to be on our guard.”See the page 38 for advice about insuring against losses at shows.

Are shows becoming amagnet for thieves?

SNOWHILL Trade Saddlery has become the exclusive distributor tothe UK equestrian market of luxury American footwear brandSebago.

The leading wholesaler is also extending its offering of JohnWhitaker International products following a collaborationestablished between the two companies last year.

Sebago, renowned for its upmarket marine and yachting shoesfor more than 50 years, will be available to UK equestrian retailersfor autumn/winter 2012 from Snowhill.

The John Whitaker range is already proving an enormous successfor the West Sussex based wholesaler, said operations directorChristine Dale. “We look forward to increasing our rangesignificantly over the summer months,” she added. “In addition wewill be working with John Whitaker International to offer moreexciting products.”

Snowhill Trade Saddlery has supplied the equestrian trade formore than 25 years and is exclusive UK distributor of the Rhinegold,Heritage and Windsor Equestrian brands.

Snowhill offers Sebagoand John Whitaker


NEWS IN BRIEF•EIGHT bits from the Bombers Bits range are now dressage ‘legal’

and can be used in British Dressage (BD) affiliated competitions.Distributed by Equine Management, the range features bluesweet iron metal which oxidises easily and is said toencourage bitacceptance.

• EVENT riders MatthewWright and Matthew Heath were suspendedby British Eventing (BE) last month. The riders, both 29, werearrested on suspicion of assault during the evening of 26/27 Mayduring the Houghton International Horse Trials in Norfolk. Bothwere released on bail.

•WHOLESALER Trilanco is now jointly [with Westgate EFI]distributing Likit stable toys and treats to the trade. “I’m verypleased that Trilanco will be helping us grow the Likit brand in theUK,” said Andrew Robertson, managing director of Talisker BayInternational which manufactures Likits.

•BLAIR Castle in Perthshire is to host the FEI European EventingChampionships 2015. A former winner of the BETA/JoulesEquestrian Event of the Year Award, ‘regular’ Blair gets 40,000visitors over four days in August each year. The 2015 jumping,dressage, driving, vaulting and reining FEI EuropeanChampionships will be held in Aachen, Germany.

• JUST Chop, new from Just Feeds, is a high fibre, low sugar, lowenergy, unmolassed feed. Suitable for all horses and ponies, it’smade from a blend of meadow hay with premium oat straw and noadditives. Just Chop is an ideal hay replacer.

BRAMHAM Horse Trials was oneof few shows to go ahead in anotherwise washed-out week earlylast month.

Unseasonably wet and windyweather forced the Suffolk Showto cancel on day two. Peoplearriving at Trinity Park, Ipswichwere turned away from the sitedue to public safety concerns.

As ETN went to press, traderswere waiting to hear whetherthey would be reimbursed fortheir stand rental.

“Standholders contacting [theSuffolk Show] so far have beenadvised that they will becontacted in the next couple ofweeks and updated as tointentions,” said a spokesman.

High winds also affected theRoyal Cornwall Show where thesheep classes were abandonedand marquees reportedlydamaged. At the South ofEngland, show jumping classeswere cancelled due to high winds.

Meanwhile in West Yorkshire,Bramham went ahead, much tothe relief of traders andcompetitors alike.

Organisers cancelled Friday’sstallion parade and young eventhorse classes to preserve themain arena - and warnedspectators to bring brollies andwelllies for cross country day.

By Sunday (pictured), the suncame out and so did the crowds.

Weather plays havoc with shows

Ashow’s attendancefigures are alwayseagerly awaited, withmany regarding them

as a true reflection of theevent’s success. But are peopleright to make judgments basedon numbers alone?

How do they know that thefigures are correct and notrounded up, padded out withmembers of the public or apure ‘guestimation’, countingvisitors who have been backand forth through the entranceseveral times a day?If records of visitor numbers

have no substance, how canthey be regarded as credible?It’s vital that they can bebacked up and supported byrelevant data – which is whyBETA International’sattendance figure is annuallyand independently audited byABC.

Audit Bureau of Circulations(ABC) monitors and reports onmedia [print and online]circulation and distribution plusexhibition attendance. It’sacknowledged as the industrystandard and ensures that allfigures from BETA Internationalare clear and comparable.Martyn Gates, ABC’s group

executive director of standards,operations and compliance,says that this information iscrucial for potential exhibitorsand sponsors when consideringwhether to buy into a show.“Certification from ABC

provides them withtransparent, credible andcomparable data,” he explains.“It delivers trust in trading withintegrity and professionalism,and the independent auditingdemonstrates to exhibitors andvisitors the value of investing inan event.“The exhibition audit is an

independent verification of theattendance claim made byorganisers who arrange acount of attendance and otherdata defined by industrystandards – such as standspace occupied – at their event.“They then submit these

figures to our audit team,which performs a series ofchecks to verify that the claimsubmitted has been compiledin accordance with thestandards and can be verified

by supporting records.”Only single entrances are

ever counted at BETAInternational and that’s a pointof which show organiser ClaireThomas is justifiably proud.“Including repeat entries canbe misleading, as it gives a falseimpression,” she says.“At BETA International, our

badging company QRS goes togreat lengths to ensure that thecorrect data is supplied to ABC.After all, we want to provideaccurate facts and figures foreveryone involved in the show.“Our exhibitors want to

know how many differentpeople paid us a visit, not howmany times someone bobbedin and out throughout the day.They also need to be assured ofquality buyers, those who areat the show for the rightreasons, who are serious aboutdoing business and looking toplace orders.

“At this year’s trade fair, wesucceeded in delivering anotherexcellent show with a widerange of industry buyers, fromsmall, independent retailers tolarge, multi-store chains. OurABC figures keep us credible,honest and true to ourexhibitors and visitors.”

It’s as easy as

ETN looks at why audited visitor numbers are so importantfor trade shows such as BETA International.

Our ABC figureskeep us credible,honest and trueto our exhibitorsand visitors

Claire Thomas,BETA International.

AUDIT BUREAU OF CIRCULATIONSCommonly referred to as ABC, this organisationis the industry body for media measurement. Itoffers a world-class audit and compliance serviceto check that data and processes meet theseindustry standards and delivers a valued stampof trust across the media world.

It is governed by the industry, with advertisers, media agencies andowners, and trade bodies sitting on its board. Because it is amembership body, any profits are invested back into the organisation.

For further information about ABC, log on to www.abc.org.uk

Independent ABC auditing means BETA Internationalattendance figures are never rounded-up or padded-out.

• BETA International is theworld’s leading tradeexhibition for the equestrian,country clothing and petproduct markets. The 2013show will take place at theNEC, Birmingham, from 17 to19 February. OrganiserEquestrian ManagementConsultants is a wholly ownedsubsidiary of the BritishEquestrian Trade Association.For further information aboutexhibiting at the show, contactJames Palmer, telephone +44(0)1937 582111 or [email protected]


Dear ETN,

I read with interest the Media feature in last month’s ETN. With so many andvaried equestrian consumer titles in our sector, it emphasised howimportant it is to distinguish between sales and marketing.Picture the scene. You have made your shopping list and are doing yourregular supermarket shop. A staff member taps you on the shoulder to tellyou about the store’s great new steaks. They sell millions every year; theytaste great; and they’re on offer. How can you refuse? You take some info,but politely decline to buy them today. You have nothing against them, butsteaks aren’t on your shopping list.

The sales lady asks when she can come back to you to discuss her steaks,and you tell her you will come back to her, if you want them – you continuewith your shopping.

But as you are negotiating the aisles, she taps you on the shoulder again.“These steaks are great! It’s national steak week. Everyone’s eating steak.You will miss out if you don’t have steak...” And so it goes on.Now, these bullying tactics would be frowned upon in the supermarket, yetthey happen frequently in the world of advertising. Many business owners,or their public relations and marketing representatives, are contactedregularly via telephone to be offered advertising opportunities. It is a fineand proven sales method...when used well.

The sales representative will cheerily call up, often reading through a scriptthat showcases their seemingly impressive ‘reach’ or circulation. As a PRconsultant, I have spoken to a sales person once, then had them call mehalf an hour later about a different client, running through the same sunny‘how are you’s’ and sales spiel, despite the fact we’d just spoken.It’s important for these commercial enterprises [magazines, websites etc] toget more of a feel for marketing instead of sales; to put themselves in the‘headspace’ of the potential client, business or product.There’s not a brand in the country that advertises on every equestriancommercial title or website available. It is always a case of choosing theones that fit your demographic, your geographical target market, your targetaudience or your budget.

If you’re targeting eventers, no amount of badgering from a show jumpingresource should make you take up their offer. And maybe you don’t wantyour newly-launched saddle brand to feature in a saddle fitting special inthe printed press, where your modest advert will get lost amongst thescores of glossy ads from the big boys. Perhaps you’d prefer it to go intonext month’s cross country special, where it will get noticed?No matter how good a particular offer, how persuasive a sales team, or howgreat an advertising rate, paid-for promotion should fit into a company’smarketing schedule. It is down to sales teams to work out how their offeringcan fit in with a brand’s current marketing plans, rather than use a bullish,scattershot sales approach that only talks about their own unique sellingpoints (USPs).

They need to work out the benefits of their offering, and apply it specificallyto the company or product in question, based on the company’s brandvalues and current needs, rather than read from a tired sales script.One bit of marketing advice always rings true – sell the sizzle, not the steak.Yours etc

Kathy Carter, Sirenia Press Solutions, by email.

ETN welcomes letters to the editor. Please write toThe Editor, ETN, Stockeld Park, Wetherby, LS22 4AW or [email protected] Correspondents are asked to supplytheir name and business name; requests to publish letters with namewithheld will be considered individually. Please note that letters maybe edited for reasons of space and clarity.

Sell, sell, sellPaying tribute to PatDear ETN

The executive committee of the Society of Master Saddlers (SMS)

recently carried out a review of all of its activities, including a full

membership survey. Following this, the decision has been taken to

embrace a new approach to the Society’s marketing and publicity,

taking account of the fast moving electronic age. TSM Ltd has

subsequently been appointed to take on this role.

We would like to acknowledge, publicly, the hard work and

commitment shown by Pat Crawford, our outgoing press officer, and

to thank her sincerely for the dedication she has shown to the

Society during her time working with us.

Pat held the post of press officer for almost 20 years. Over that time

she wrote numerous articles covering the Society’s work and

publicising members’ achievements.

Mark Romain, the Society’s training adviser, adds his sentiment

stating that Pat’s promotion of the saddlery apprenticeship schemes,

training and qualifications has been significant in bringing awareness

of the quality of training available in the UK and the subsequent high

skill level of our members to the wider riding community.

On a personal note, I have always found Pat’s advice and wise words

invaluable and I will miss working with her greatly. She always had

the good reputation of the Society at heart.

Yours etc

Hazel Morley,chief executive, Society of Master Saddlers.


• Craig Millard, formermanager at Olney Saddleryand a Society of MasterSaddlers (SMS) QualifiedSaddle Fitter, is the newdistributor for Sue CarsonSaddles in the Midlands andeastern England. An equinesports science graduate,Craig’s equestrian CVincludes riding for Dutchinternational eventer EddieStibbe. He has alsoproduced young event anddressage horses includingsome for his long termtrainer Judy Harvey.

• Actor Brian Blessed will read the Horse of theYear Show’s (HOYS) traditional closing Ode to theHorse during this year’s show finale. Formerly readby the late Simon MacCorkindale, Ronald Duncan’spoignant verse was written in 1954 when the firstHOYS organiser Colonel Sir Mike Ansell approachedthe poet and playwright on a train journey down toDevon. He asked Duncan to compose a tribute tothe horse to use at the show. By the end of theirjourney, the work was complete. (Picture: Steven Cowell)

• Get well soon is the message to Liz Hayman whose fashionable,functional clothing label Equetech is admired by riders and retailers alike.Following a fall from a young horse, Liz underwent an operation.Nevertheless, sporting a sore back and ribs in a palette of coloursinteresting enough to inspire her next Equetech collection, Liz was backat work last month.

• The Sherwood Forest and Puffa marketing department said goodbyeto Imelda Booth and Claire Brudenell in May. Imelda was leaving thewell-known clothing brands to work in recruitment consultancy, withClaire heading for an arts and crafts company.

• Well done to Jodie Baker, equestriansales manager at Torne Valley Farm andCountry Stores in Tickhill, South Yorkshire,and the first person to complete theHorseHage and Mollichaff Stockist TrainingProgramme.Jodie has worked at Torne Valley for

almost two years and combines her full timejob with running a small livery yard whereshe keeps her own horse. “More people arecoming in to ask our advice on feeding theirhorse or pony when they purchase theirfeed,” she said, “so it makes sense tounderstand how different products can beof benefit to various types of horses.”

• After three years as British Eventing’s marketing and commercialdirector, Mike Barnes has left to launch his own marketing consultancyunder a new company called Brand Extension Ltd.


Polo is ‘in’ – but where to get the gear?IT’S enjoyed by Princes William and Harry – yet it’s never been moreaccessible.

Yes, polo is the equestrian scene’s big news. Not only are morepeople playing, but they love the polo ‘look’ too. With the number ofpolo clubs in the UK doubling to approximately 65 in the last ten years,the Pony Club is also fostering legions of new, young players.

To the trade, polo represents an exciting new market. As well ascustomers actually playing the game - thus requiring specialistclothing, equipment and tack - there’s a burgeoning demand for poloinspired accessories.

The South American connection is key to stocking authentic pologear. If you want English saddlery, you go to Walsall. For polo, you go toArgentina – and that’s where it can get tricky.

It’s notoriously difficult to find good quality Argentine poloequipment such as tack, leather goods including boots and kneepads,plus polo sticks and balls, unless you know where to buy and who todeal with.

Argentina is essentially a third world country with inherent tradingproblems and prolific corruption, according to Jennifer Ferrarese ofpolo equipment importers Pampeano.

Buckinghamshire based Pampeano produces the complete range ofpolo equipment in Argentina, wholesaling in the UK and Europe. Goodquality and sensitive pricing are its watchwords.

Pampeano is a useful resource for retailers,especially those near polo clubs, who may beasked for polo equipment for their customersbut don’t know where to get it. Thecompany’s leather accessories andpatriotic polo belts (pictured) would, ofcourse, appeal to a whole host ofcustomers.

Cheat sheet“With no minimum order requirements,

retailers can tread gently into anyof our product ranges,” saysJennifer.

Pampeano provides a handyproduct ‘cheat sheet’ for thosewhose polo product knowledge isa little lacking, has a team readyto answer questions andwelcomes trade visits to its basenear Aylesbury to view anddiscuss its polo range and anyclient requirements.

Although predominantly asummer sport, ‘arena polo’ withteams of three (instead of four)players per team is played onartificial surfaces in the winter aswell. In fact, it’s very likely polo ishappening somewhere near you.t Pampeano 0871 200 1272.

Child’s first saddleTHE Kool Kidz range of saddlesand accessories is designed togive tiny children a confident firsttaste of sitting on a pony.

Available in a blue stripe orpink floral design, the saddleshave a hand grip for security,crupper and girth straps. TheRRP of £79.95 includes nylonstirrup leathers and irons. Co-ordinating saddle cloths areoffered.t Jenkinsons EquestrianWholesalers. 01924 454681.

Free guides show the waySUPREME Products hascreated a series of ‘How To’guides on plaiting, applyingequine make-up and quartermarks.

Supplies of the illustratedguides are available free tostockists to pass onto theircustomers. Each includes a listof suggested products to use.

The guides cover How ToProduce Perfect Plaits, How ToProduce Perfect QuarterMarks, How To Produce PerfectWhite Socks and How To Apply Perfect Make-Up.

“We aim to provide information on how to use our products to get thebest results,” says Sarah Turnbull of Supreme Products.

“Highlighting the eyes and around the muzzle can make such adifference but it can also easily look wrong. One of the questions we getasked time and time again is how to produce quarter marks andsharks’ teeth.”

The illustrated guides feature Supreme Products’ sponsored teammembers Jerome Harforth and Robert Walker.t Supreme Products 01377 229050.

Worms, eggs and counting...SUMMER can be a quiet time onthe wormer sales front.

But this year SQPs will be keptbusy thanks to Pfizer AnimalHealth and WestgateLaboratories teaming up toeducate horse owners about theimportance of faecal worm eggcounts (FWEC) to seasonal wormcontrol.

“A FWEC involves collecting asample of fresh dung and sending it, in the packaging provided, to alaboratory,” said David Booth of Westgate Laboratories who can supplythe necessary kits to retailers.

“There it’s analysed and the number of worm eggs in the samplemeasured and reported back as eggs per gram. Results and wormingcan then be discussed with an experienced animal health advisor [SQP– suitably qualified person].”

Westgate Laboratories can also send results directly to retailers toencourage customers to work closely with the store’s SQP to devise asuitable worming programme.

“FWECs are invaluable during the grazing season as they indicatehow many eggs each horse is contributing to the contamination ofpasture,” explained Ben Lacey of Pfizer.tWestgate Laboratories 01670 791994.

Hold those licksTHE new 15kg Lick Holder fromHorslyx protects the product fromwayward hooves in the field andstable.

Tested against kicks, knocks andtipping, the re-usable holder (RRP£17.99) offers a weatherproof andcost effective feeding method. Itcomplements the existing 5kg LickHolder for stable use..

Horslyx is available in Original,Garlic, Respiratory and Mobilityformulas, in 5kg and 15kg tubs.t Horslyx 01697 332592.

EQUESTRIAN TRADE NEWS JULY 2012 15www.equestriantradenews.com

Equine footbath saves the dayWhen heavily pregnant mareSea Cookie became lame, herowner Sue Singleton resorted tousing a Paxton footbath tosoothe and clean her hooves.

The product from LeafieldEnvironmental is normally usedin the treatment of foot rot anddigital dermatitis in cattle. At2m long and with a slip-resistant surface, it’s ideal forequine use too – and a lot less hassle than most utensils usually usedfor ‘tubbing’.

"Sea Cookie voluntarily puts all four feet in the footbath," said Sue."It must be a soothing experience. I'm also finding the footbath easy tomove about, empty and clean.”

Thanks to the Paxton footbath, the story has a happy ending. SeaCookie is sound again and enjoying her handsome colt foal, a great,great grandson of Mill Reef, who’s been named Coral Reef. The pair ispictured 30 minutes after the birth.

The Paxton Footbath is available to the trade and has an RRP of£236.t Leafield Environmental 01225 816506.

Animated sales pitchHORSE boot brand Kentucky Horsewear haslaunched an animated video to promote its TendonGrip product. It’s available for retailers to run instore or online.

The two-minute film was created by Ruvter, aBelgian animation agency. As Thomas Tuytens,CEO of Kentucky Horsewear told ETN, plans are inplace for more. “The Kentucky range incorporatesso many technical aspects, that often it’s hard toengage the consumer via written literature. Sovideo offers a valuable selling tool to retailers.”

The film can be seen athttp://www.youtube.com/watch?v=HOfba1O-YSQt Equiport (UK distributor) 01565 723525.

Safety tie gets upgradeEQUI-PING, the re-usable quick releasedevice that makes tying-up horses safer,has been upgraded.

Now featuring a sleeve to cover therelease mechanism, Equi-Ping stays at thesame RRP of £5.99. They come in sevencolours.

Almost 50,000 Equi-Ping units have been sold to customers inthirteen countries including the US, Australia and Middle East.t Equi-Ping 07801 522876. .


We would like to say a very big thank-you to all thecompanies who have made such generous donationsof products to the BETA luxury hamper – a starattraction on our stand at the Festival of British

Eventing, at Gatcombe Park, Gloucestershire, from 13 to 15 July.The eagerly anticipated hamper, giving visitors to the event a

chance to win a handsome prize of more than £2,000 worth ofgoodies for horse and rider, includes a saddle from Thorowgood,rugs and a Collegiate bridle from Weatherbeeta, a rider outfit fromthe Townend range, KBF99 products from Vale Brothers, fibre feedfrom Dengie, a girth from Bliss of London, lotions and potionsfrom Red Horse Products, impact sports boots from EquilibriumProducts, Horse & Rider magazines from DJ Murphy, an arenamirror from Mirrors 4 U, a 4 Star Helmet from Charles Owen, abody protector from Airowear, Lunar Rider hi-viz garments fromWestgate EFI and £100 worth of vouchers and a picnic hamperfrom Joules. We will also be handing out our much-coveted BETAgoody bags during the event, which have been stuffed to the gillswith all sorts of horsy gear from BETA members.With the BETA team about to de-camp to the event we have

sponsored for seven consecutive years, there is just time to makelast-minute offers of donations for both the hamper and goodybags.If you would like to help, please contact Tina Rogers in the BETA

office.

The following applications for membershiphave been approved by BETA Council:

CONTACT TINA ROGERS AT BETA:Tel: 01937 587062Website: www.beta-uk.org

or email us at [email protected] Park, Wetherby, West Yorkshire LS22 4AW

DONATIONS ROLLIN FOR HAMPER

New members welcomed

Prepare to tee off!

BETA supports Trailblazers

If you haven’t already booked a place on the annual BETA GolfDay, why not do so today? It’s always a really good event – greatfun and a super way to entertain friends and clients, and youdon’t even have to be a BETA member.It takes place next month, on 8 August, at the Toft Country House

& Golf Club, Bourne, Lincolnshire. Rooms have been made availableat a preferential rate of £80 for a double or twin room, and £60 for asingle – all including breakfast – so you could even make a bit of abreak of it by staying over.Entry to the BETA Golf Day costs £60 per person and includes

coffee and a bacon bap on arrival, 18 holes of golf, individual prizesup to sixth place and a team prize. Those nearest the pin and playerswith the longest drive also win prizes.To secure a place, cheques made payable to “The BETA Golf

Society” should be sent to Ian Mitchell, 10 Fairways, Toft, Bourne,Lincolnshire PE10 0BS. For further information on the event, contactIan, telephone 07736 957073 or email [email protected].

Riding Hat Clinicset for HartpuryBETA field officer TriciaNassau-Williams will head upa Riding Hat Clinic, organisedby the trade association at theRDA National Championships,from 13 to 15 July at HartpuryCollege, Gloucestershire.Riders and spectators will

be able to call in forinformation and advice onriding hat standards, garmentcare, replacementrequirements and finding theappropriate fit.

BETA is proud to be asupporting sponsor of theSpillers TrailblazersChampionships for a fourthyear. Its branded marquee willbe set up at the event, whichtakes place at Stoneleigh Park,Warwickshire, from 20 to 29July, providing a handymeeting-point for riders andsupporters, and a comfortableenvironment for them to checkresults and top up onrefreshments.Free hat and body protector

Kanyon Outdoor/Tripal,Kettering (clothing andfootwear manufacturer) – Trade.

Racing Blue, Cheltenham (feedsupplements manufacturer) –Trade.

Combi-Ride, Kirkby-in-Ashfield(surfaces manufacturer) –Associate.

Barton Saddlers, Evesham(qualified saddler and retailshop) – Retail, Provisional.

Ruggles Equestrian, Loddington(rug manufacturer) – Trade.

Point Two Equine, Ockley (airjackets) – Trade.

Harmsworth Stud, Aylesbury(livery yard) – Equine.

Rebel's of Sweden, Beamish(UK agent) – Agent.

Harpley Equestrian,Nottingham (manufacturer)– Trade.

Yorkshire Saddlery Repairs,Pontefract (saddleryworkshop and fitter) –Retail, Provisional.

Manefaire, BishopsStortford (retail tack shop) –Retail, Provisional.

LFA Celtic, Ireland(manufacturer and supplier)– Overseas Trade.

H G Hayter & Son,Wimborne (feed retailer) –Retail, Provisional.

Contact details of BETA retailmembers – particularly those thathave attended a BETA safetycourse – will be supplied, withvisitors encouraged to seek theirservices.The RDA’s flagship event will see

hundreds of riders of all abilitiestaking part in disciplines such asdressage, vaulting and musicalrides, and each will have qualifiedfor a place in the championshipsthrough one of the RDA’s 18regional competitions.

checks will be carried out onthe BETA stand during each ofthe championship days. Allthose taking advantage of thisservice will receive a 10 percent discount voucher offtheir next purchase from aBETA member retailer.Trailblazers offersprofessionally runcompetitions for grassrootsriders. Winners of first- andsecond-round qualifiers gothrough to theChampionships.


Customers who use achanging room are71% more likely tobuy — and buy twice

as much — than those simplybrowsing the sales floor,according to Envision Retail, aLondon-based consultancy.And when customers are

offered a personal servicewhile in the changing room,they buy nearly three timesmore than the casual shopper.Some high street retailers

have been known to createelaborate strategies such asinstalling ‘slimming’ mirrorsand specific lighting to flattercustomers and increase sales.But such dramatic action isnot necessary.Simple, inexpensive changes

such as making people feelmore comfortable can help.Perhaps your changing roomsare in need of an update orare slightly dingy, in whichcase people will be less likelyto try on clothes. Aspreviously mentioned, youneed those buyers in yourchanging rooms!Before renovating your

existing fitting or changingrooms, a few slight changesto your sales technique couldhelp. Accompanying apotential buyer to thechanging room – andhovering outside ifappropriate - dramaticallyincreases the chances of asale.A customer who has to go

back and forth to changeclothes and get different sizescan quickly find themselvesstressed and fed-up, whereasa steady stream of clothesbeing bought to the customerwill enhance the shoppingexperience withoutinconveniencing them.

A small make-over to your changing room could send sales soaring,says Noel Asmar, CEO of Asmar Equestrian.

for a

CHANGE?T I M E

Having someone on theshop floor encouraging theuse of the changing rooms canalso help turn a potentialbrowser into a payingcustomer.It goes without saying that a

changing room should beclean, while all the littletouches and extra finishesleave a lasting impression too.Hooks and hangers are a greataddition; stripping off and

putting clothes in a pilestraight on the floor isn’t agreat way to start off thecustomer’s experience withyou.As much space as you can

spare also helps, as smallchanging rooms can quicklybecome annoying and are notplaces anyone wants to spendtime inside.In summary, attention to

detail and visual appeal of

dressing rooms is paramountfor the customer and also yourbusiness. Here are my topchanging room tips forretailers:• Giving a sense of privacy isessential. Not everyone likescommunal changing.

• A minimum of threehanging hooks is a greatidea. This may seem basic,but you wouldn’t believehow many changing roomshave only one hook, orsometimes even none!

• Flooring is something tothink about. People aretaking their shoes off, andalthough carpet feels nice itisn’t the most hygienic.

• Revitalise regularly. A fancyhook to hold back thecurtain, a fresh coat of paintor a cute chair in the roomcan work wonders.

• Add a second mirror.Customers like to see theback of their clothes too.

• Take pictures of clothes youhave in stock and framethem. Change the picturesregularly. They are muchprettier than posters and areal focal point.

• Have a clear and prominentsign indicating the locationof your changing room, socustomers know it exists andwhere to find it.

• Try to keep the area at acomfortable temperature,not too hot and not toocold, tempting customers tolinger longer and try onmore outfits.

• All staff should be aware ofthe store’s security policywith regards to discretemonitoring of whatcustomers take in and out ofthe changing room.

Create a place for customersto linger longer with bigmirror, framed pictures, cutechair and fresh decor.


It’s the year of the Queen’sDiamond Jubilee and London2012 - and clothes are keymovers and shakers in thecelebrations.Adult ranges have been

scaled down and jazzed up tocater for the kids, a discerningbunch with their own ideasand an acute sense of style.These mini-fashionistas canmake or break a brand, so it’svital that manufacturers nailthis season's trends.

Selling children's country clothing isn't simply about thinking smaller,says Deborah Hayward.

Fashion

While the nation haslovingly embraced the UnionJack, it's also embarked on atrip down Memory Lane,opening the door to a paletteof pastel colours reminiscentof yesteryear. OK, the kidswon’t share the memories, butthey’re loving the delicioussugar pinks, baby blues, aquasand lemons.Prints are becoming a big

season success, too – thebolder the better!

“The tribal look and animalprints, often seen in adultfashion, are becomingincreasingly popular withchildren,” said Mary Hart,owner of Carrots UK. “We’vealso noticed that neon pastelssuch as tangerine and greenare being used for wholegarments or on bows orstitching.”Prints are also cast in a

leading role for Tottie’scollection of cheery children’s

pester powerfuelled

by

clothing. “We have used a lotof stripes, florals and horses,"said Christine Bower,international fashion directorat Matchmakers International,home of this popular kids'brand and Harry Hall, whichhas added a sizeable array ofpatterned jodhpurs to itsriderwear selection.“Children want to be stylish

and comfortable in the saddle,but they don’t want to becovered in different designs


• Keep clothing displays lookingfresh and bang-up-to-date.Change them regularly to give adifferent perspective and preventclothing looking jaded.

• Sizing is vitally important. If youtake delivery from a supplier andthe sizing looks wrong, complainand return it. No one will pay fullprice for a garment that is an oddshape or size.

• Make sure you’re familiar with thebrands you stock. It helps to knowwhether a garment has a large orsmall fit – especially if adults arebuying for children who are notwith them.

• Don’t over-crowd your displays.The customer needs to see andappreciate your stock, not beoverwhelmed by it.

• Provide inspiration by mixing andmatching garments to create acollection of outfits. This can leadto valuable extra sales.

• Display a range of accessoriesnear the till to encourage impulsebuying. Hairbands, belts, socks,caps, scarves, gloves and banglesare eye-catching without taking uptoo much valuable space.

Kids will love Carrots UK'spatriotic accessories.

Small prints make a big statementon Harry Hall jodhpurs.

Tottie's candy-pink polo shirthas plenty of cute appeal

for doting grannies.

Pretty detail.

Prints – including horse, stripes,animals and flowers.

Patterned wellies.

Fun accessories such as bags,hats, belts, socks and purses.

Red, white and blue colourcombos.

Pastels in sugared-almond hues.

Tailored detail and slim fits.�

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WHAT’S IN & WHAT’S OUT

Garish neon colours.

Over-the- top pictures.

Shell suits.

Baggy clothing.

Frills and flounces.

Cartoon characters.�

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IN OUT

Sugar-sweet poloshirts and matchingsocks from CarrotsUK rock the passionfor pastels andprints.

with lots of bright colours.Quirky, understated details aredefinitely the way forward.”

Traditional tweedsA mini-me version ofeveryone's favourite countryfabric - tweed - is set to makea big impact on the kids'catwalk this autumn.“It’s being given a really

modern look, with colouredhighlights running through,”said Mary. “Co-ordinatingdetails such as linings, pipingand appliqué give them amuch younger spin and plentyof kid appeal.”

A changing fitDespite children's designssometimes being scaled-downadult versions, it's importantthat they are made to fit theirproportions. “Kids are gettingbigger, so larger sizing is atrend, even in boots,” saidMary. “I noticed that Clarksshoes are getting ready tolaunch an 'I' width shoe rangefor kids to cater for thegrowing demand.”

Granny baitWhen it comes to retailingkids’ clothing, the customer isoften not the consumer – soyou need to appeal to both.“The consumers, in this casethe children, want a productfor design and trend, but yourcustomer, often the parent, islooking for sizing, quality andvalue,” explained Mary.“There is also the ‘granny

bait’ angle, for which the itemmust be cute. In this instance,the price is not usually anissue, but it does need to bevisually appealing.”Keep an eye on what’s

happening in the high streetbecause kids love to follow

fashions. What they see intheir favourite mainstreamstores they will expect to be onoffer in country and equestrianoutlets as well.“It’s all about giving them

the confidence that comeswith wearing the latest styles –whether it’s on the yard or atan equestrian event,” addedChristine.

BETTER RETAILING

Ariatdoes denimARIAT has introduced a new denimjeans collection to the UK.The women’s range has contoured

waistbands and ‘slimming’ backpockets, while the men’s line sportsdeep pockets and reinforced belt loops.Debut products are the Ariat Ruby

(pictured) and Ariat Turquoise jeans.Both styles offer a boot cut design andare made from 98% cotton and 2%spandex.t Ariat Europe 0845 600 3209.

ETN takes its pick from the latest equestrianand country clothing and footwear.

Looking good,wearing well

Cute like KatieKATIE is the new kid on theblock at Carrots.Perfect for little pony

princesses, the new Katie GirlHat Cover and Riding Glovesfeature the heroine holding herwinning trophy.With bold, contrasting pinks,

this design is embellished withdazzling stars and horseshoedetails. Yet, in true Carrots style,the accessories are fullyfunctional and designed to wearwell.The Katie Girl Hat Cover has

an RRP of £14 and the gloves£13.50 – or RRP £25 for the set.t Carrots UK01245 445362.

Sneak peekHERE’S what’s new for A/W2012 fromSherwood Forest and Puffa.The Maywood long sleeve jersey has

navy, ruby and chocolate stripes andfeatures the new Sherwood Forestembroidered badge. In sizes 8 to 18, theRRP is £29.99Bearing the famous Puffa label, the

Denbigh parka jacket offers style andelegance for the winter months. Featuresinclude a check print lining, faux fur hoodand elasticated belt. In fig and dark navy,sizes are 8 to 18 and the RRP £130.t Sherwood Forest/Puffa 0115 942 4265.


Boots that get noticedWHETHER I’ve been wondering around at ashow, walking the dogs, mucking out or horseyshopping, I’ve never been asked so manyquestions about my boots, writes Liz Benwell.“What make are they? How much are they?

Are they warm/waterproof?” I’ve even beengrilled about my boots in the local post officewith all questions preceded by “your bootslook nice/fabulous/a bit different from theusual.”And the answers to these questions: the Yew Waterproof Country Boot from

Kanyon Outdoors, RRP £144.95, yes they are waterproof, warm and - beingvery supportive in the foot – comfortable.The admiring comments are prompted by this boot’s incredible attention to

detail which looks good, but is functional too.The Yew is made from water resistant, full grain leather with pig suede

panels. Its top is finished with a scalloped elastic gusset at the back and ariveted strap and buckle to close the boot to a choice of fit.The side lace, with tie back and press stud to tuck it neatly away, hides a

waterproof gusset with up to a three inch spread in the calf from ankle to top.Such adjustability means it suits a range of widths or can be opened up forpeople with high arches to put on the boots more easily.I like the fact that you can close the boot tightly around the leg for ankle

support and to stop hay/straw/water getting inside.Kanyon Outdoor uses K-Dry waterproof membranes inside its country boots.

Mine performed really well throughout the wet weather and in the snow too.Of course, dry feet are more likely to be warm feet.The K-Dry waterproof membrane comprises three layers laminated together

via a special bonding process. Used in conjunction with Kanyon’s waterresistant leathers and nubucks, the result is a waterproof and breathableproduct.Recently, I’ve been delighted to discover that the Yew Country Boot is every

bit as cool and comfortable in warm weather as it is dry and cosy in winter.t Kanyon Outdoor 08707 706600.

Back to blackASMAR Equestrian launches two new ladies’riding tops for the summer - in black.Your customers can enjoy wearing these

lightweight, breathable garments in thetimeless, sophisticated colour withoutworrying about absorbing the heat.Thanks to Chitosante treatment, the Ladies

Polo Shirt and Long Sleeved T are fast-dryingand static-free. RRPs are £50 and £38respectively.www.asmarequestrian.com


What’s new from ToggiTOGGI’S new Rough Country menswear collectionblends tradition with luxury.From the feature rich Trilogy 3 in 1 jacket to the

warm Dalton fleece and the Anderson rugby shirt(pictured), Toggi Rough Country presents style andsubstance.Highgrove (pictured) is the new country boot

from Toggi. With waterproof, full grain leatheruppers, it has a waterproof, breathable‘hydroguard’ membrane. Incorporating ananatomically shaped footbed moulded for archsupport, a gel bag for comfort and shockabsorbency, lightweight sole unit and elasticatedside gusset with adjustable leather strap and buckle, the Highgrove is all aboutcomfort.The latest Toggi Extreme collection, meanwhile, combines highly technical

fabrics for outstanding performance, comfort and fit. Your customers willquickly appreciate the innovative designs of pieces such as the Cramer stretchjacket (pictured) which is waterproof and breathable with a soft inner fleece.Then there’s the Crestone soft shell jacket with its soft fleece reverse; plus

the Carrick bonded fleece, all of which feature reflective trims to enhancevisibility and safety.t Finest Brands International 0113 270 7000.

Possums: a new line in knitwearTHE world hadn’t seen a new, natural fibre blendfor 100 years. And then there was Possmere – acombination of possum fur and merino sheepwool.Possmere has been used to create warm, light,

soft yet hard wearing knitwear by new companyLuxury New Zealand Original Knitwear.There are approximately 90 million brushtail

possums In New Zealand. With no naturalpredators and being prolific breeders, theyregarded as pests – not least because they eatmore than 20,000 tons of vegetation each night.Possmere is manufactured from the fur of trappedpossums, the preferred government controlledculling method.Each possum fibre is hollow with no scales, giving warmth without bulk.

The polar bear is the only other animal with fur of the same structure.Luxury New Zealand Original Knitwear invites trade outlets to select from its

Possmere collection of garments and accessories for men, women and childrenor can custom-make own label ranges.t Luxury New Zealand Original Knitwear 0844 776 3639.

Daring new range from DublinWITH a fanfare befitting a high fashion launch,the beautifully presented ‘Dare to be Dublin’collection has arrived – and definitelydoesn’t disappoint.Every retail outlet needs a talking

point. And this footwear range steps upto the mark in that respect and more.The boots and chaps, with a

limited edition model in patent redleather, are no gimmick. Dare To BeDublin is seriously good gear andgreat to ride in.Fun and frivolous, yes; but functional too.

And when you kick off your boots and chaps at the door,there’s no danger of spotting which are yours!Indeed, a great deal of thought has gone into the design. “A podiatry

designed foot-bed and technically engineered outsole ensure they’re morethan up to the task they were intended for,” says Kate Peddie, product andmarketing manager.“We knew our customer was wearing fashion elements in her everyday

riding to express her individuality – so why not in her riding boots?”With a national advertising campaign shot by Marija Ivkovic and styled by

Melinda Brady, the boots have been given to the full fashion treatment,something from which stockists will undoubtedly benefit.The new range comprises the Dublin Intensity Jodhpur Boot in three colours

including red patent leather, Dublin Defy Jodhpur Boots in two colours, DublinIntensity Gaiter matching the Dublin Intensity Boot and available in threecolours including red patent leather and the Dublin Defy Half Chap matchingthe Dublin Defy Boot and available in two colours.tWeatherbeeta 01295 226900.

Thinking of autumnAS thoughts turn to autumnal stock, savvy retailerswill be planning outfits to display in store. Take thisnew collection from Equetech.The Climate Hooded Gilet (RRP £72.95) in

breathable polyester with a PU coating has adetachable hood with cuddle fleece lining. A ruchedpanel and scooped back hem make this a flatteringgarment. It comes in black/cornflower orcoco/emerald.In similar colourways, the Equetech Grizzle Tunic

(RRP £37.95), in quick drying, breathable fleece, is ideal for keeping out thecold. It has a chunky draw cord at the neck in contrast colour and embroideryto hem.Complete this warming outfit with new Equetech Winter Breeches (RRP

£95.95). Made from soft, stretch, water repellent fabric with fleece lining, theyhave a stretchy suede seat for comfort in the saddle, belt loops and stud andzip fastening.The breeches, in black only, feature Equetech’s stretch Lycra panels to the

outer leg seams, negating the need for Velcro.t Equetech 01296 688966.

Best boots for the jobTHERE’S no such thing as a standard riding boot,or indeed a casual boot, these days.While out-of-the-saddle boots are required to

multi-task, many riders will own boots fordifferent disciplines. Get your stock right, and itcould add up to extra sales.Event rider turned retailer Victoria Thirlby, a

British Horse Society Instructor and BritishEventing coach, is opening an outlet at GrendonEquestrian Centre in North Warwickshire.Here she’ll be selling a range of riding and

outdoor boots, including those of her sponsorTaurus Footwear.“It’s noticeable that my clients spend more

on riding boots these days, with leather mostpopular for everyday wear,” says Victoria.“Boots are often investment purchases, so it’simportant to get the sale right.“For me, comfort is first priority – I wear my

boots not only for riding, but also around theyard and when course walking. Durability,especially of the fastenings, is very important,and the boots must keep their shape andsupport, while still being comfortable.“Look out for well-stitched, quality

leatherwear and remind your customers thatthey get what they pay for; buying cheapversions of a popular style boot can be a false economy.”

Laced field boots likethe Lancer from TaurusFootwear are popularwith jumping riders

Today's modernjodhpur boots like thePegasus from Taurusfootwear also lookgood with jeans

ETN asked Victoria for sometips on matching boots tocustomers:• Short jodhpur-style boots: popular withyounger riders while the more robust,modern shapes are great for busy horse owners as theylook great with jeans. Often worn with half chaps, they’re suited tocasual and pleasure riders.

• Short paddock boots: These are more streamlined and smarter thanjodhpur boots and tend to have more ankle support, if laced. Wornwith gaiters or half chaps by riders of all disciplines.

• Laced field boots: These are popular with showjumpers as theyhave a tighter fit at the ankle, for support. Ankle flexibility allowsfor a shorter stirrup length too.

• Plain tall boots: Favoured by dressage enthusiasts, these bootshave stiffened side panels to aid a still leg position, and are tall toelongate the leg and accommodate a longer stirrup length. A highSpanish style top completes the look.

• Field boots with elastic inserts: Popular for schooling and crosscountry riding, as they tend to be durable and comfortable. Becausecross country riders spend lots of time out of the saddle with theheels down as an ‘anchor’, stretch at the calf is helpful. Popularmodels have discreet, slim elasticated panels next to the zip.

• Sporty boots: This new breed of boot takes its influences fromtrainers, walking shoes and snow sports. They may not betraditionally smart, but have clever design functionality and appealto statement-makers.t Taurus Footwear 01328 851432.

RETAILTIPS


Whether it’smounted gamesor side-saddle —or even mounted

games riding side-saddle,somewhere in Britain is aretailer with a love of thatsport and a shop full ofspecialist gear.Buckinghamshire-based [and

appropriately named] JanetWeston has been running TheWestern Department for 22years. She fell in love with thediscipline at a young age.“Like many children, I

wanted a pony, but I wanted apony wearing a Westernsaddle!” she laughs.Janet graduated to a Quarter

Horse and competed at amodest level, but now attends

shows with her tradestandinstead. The majority of stockis ordered from America andcustomers come to her forhighly decorated andspecialised bridlework, saddles,pads and reins. Myler’sWestern range of bits is alsopopular.“I have plenty of help from

friends, but I’m basically a one-woman business. I’m notgoing to become a millionairethrough my shop, but it keepsme out of mischief,” shereflects.While Janet chooses to carry

stock for one discipline only,Tally Ho Farm in Berkshire is ageneral equestrian store, aswell as being one of Europe’stop suppliers of polo gear.

Owner Jeff Thomas is aformer racehorse trainer whostarted a livery yard and feedshop in 1986. When poloclubs started up in the area,Jeff included polo gear whenhe expanded into the tack,clothing and equipment field.However, Tally Ho Farm’s ChrisAdkins says the businesswouldn’t survive on polo salesalone.“There’s no way we could

do it,” he says. “It’s such aseasonal sport and earlier thisyear, the wet weather stoppedpeople playing, so our sales onthe polo side dwindled toalmost nothing.“If I were advising someone

wanting to go into theequestrian business, I’d tellthem to open a mainstreamtackshop and if they wanted tospecialise, choose somethinglike eventing, which is a strongseller for us at the moment.”Tally Ho Farm does have

plenty of technical know-how,as some staff members playarena polo. Jeff Thomas alsosponsors at local clubs.“We all love going to polo,

as it’s an attractive game towatch, but our best-sellers inthat discipline are polo balls,

so the profit margin isn’texactly huge,” adds ChrisAdkins.Polo’s spin-off sports require

their own gear. Tony Shearingsupplies the majority of theUK’s polocrosse playersthrough hiswww.equineweb.combusiness, while horseball,similar to rugby on horseback,is another growing sport.The main equipment

supplier is an Italian onlinestore, but several Pony Clubbranches now play horseball,so it shouldn’t be long beforea UK retailer picks up theequipment baton.

Turning passioninto profit

Side-saddle has never been morepopular, but it’s getting harder to

source the equipment.

Polo sales are very seasonaland weather dependent, saysTally Ho Farm’s Chris Adkins.

Competitors in show jumping, dressageor cross-country find it easy to buy thenecessary gear. But if they want to tryWestern riding, endurance or polo –where do they go for equipment?Penny Richardson meets somespecialist retailers.


The Pony Club was thecatalyst for Aly Hughes’s onlinemounted games equipmentbusiness. Aly got into itthrough her eldest daughter, amember of the Berwyn & Deebranch. Their team made it toHOYS, but Aly was thenworking full-time withvulnerable children and foundit too time-consuming to makethe equipment she couldn’tbuy.“I started two businesses

earlier this year,” she explains.“This one was supposed to payfor the horses, but it’s actuallydoing better than that. We’vealready had orders fromAustralia and Denmark and I’mnow taking my tradestand toshows.”Much of Aly’s success is due

to her enthusiasm.“I’ve gone into it prepared to

listen to what people want andthen I find or make it forthem,” she says. “For instance,riding footwear has very littlepadding on the insole, butmounted games riders are ontheir feet a lot. I’ve managedto source special boots withthicker insoles.”Aly — who somehow finds

time to make her best-sellingrope reins from home — worksclosely with The Pony Club andMounted Games Association(MGA). She currently has anadditional task.“The MGA asked me to write

a four-module child protectioncourse that will cover thingssuch as appropriate behaviourfor overnight stays and trainingsessions. That’s keeping meextra busy,” she adds.Anyone with a question

about side-saddle equipmentcan rely on Phillie Robertsonfor the answer. Berkshire-basedPhillie has been running heronline Side-Saddles businessfor almost ten years and is anacknowledged expert in thisgraceful discipline.“It all started when my

daughter competed side-saddle,” says Phillie, who hasjust returned with hertradestand from France andhas a visit to Aachen pencilledin later this year.Phillie is so passionate about

all things side-saddle that shehappily spends hoursanswering queries. Shedesigned her own best-seller— a riser numnah that helps fitantique side-saddles made fornarrow Thoroughbreds to the

chunkier modern day horse.“I also sell many veils, but

most veil-makers have goneout of business. I’m sitting herenow doing repairs to a veil,”she adds.Phillie does admit that it

would be hard to make a livingfrom her passion.“I do it from home to pay for

my horses. I’d describe it moreas a lifestyle choice than a job,”she explains.Passion for their sport is

something Steve and DianeBerrisford aren’t short of.Although many enduranceretailers are based in Wales,the Berrisfords run theirPerformance Equestrian onlinestore from Northamptonshire— and it’s doing well.“Lightweight endurance tack

appeals to riders from otherdisciplines, so we have acrossover of clients. They aren’tjust endurance riders,” explainsSteve, who started the businessin 2000.“People taking up endurance

had trouble sourcing basicequipment, so we started amail order firm, sellingproducts made by a friend,” headds. “It went well and wegraduated to an Internetbusiness. I suppose you couldsay that we found a niche andthen filled it.”Performance Equestrian also

carries a range for anotherpopular discipline, BHS Trec.Steve calls this “a naturalprogression”, as Trecenthusiasts already boughtmany endurance products.“We sell an awful lot of

riding tights [cool, stretchy,padded jodhpurs] to ridersfrom both disciplines,” heexplains.Diane has been competing in

endurance since the 1980s andthe Berrisfords now sponsorEndurance GB and Treccompetitions.

“We’ve made a good livingfrom the sport, so it’simportant to put somethingback,” adds Steve.When asked about retailers

of racing equipment, mostpeople would mention Gibsonsof Newmarket. This celebratedsaddlery has been in operationsince the early 1900s and is stillgoing.In Taunton in the West

Country, White Horse Saddleryfills a similar role. OwnerMichael Hunter came from theharness racing world andrealised in 1995 that there wasa business opportunity inThoroughbred racing.“Trainers are such busy

people that they don’t havetime to go to a tackshop, sothey need someone they canrely on to provide the rightequipment,” he explains.Michael now supplies

National Hunt and flat racingyards with day-to-dayequipment, racing silks andpaddock sheets in sponsors’and owners’ colours.“The paddock sheets sell

really well, but, contrary topopular opinion, racing isn’tfull of rich people, so value formoney is key,” he says. “Iprovide rugs that are sensiblypriced, but do the job they’reintended for.”In the UK’s diverse

equestrian world, you can alsofind retailers who specialise inequipment for small ponies orlarge horses.In Cornwall, Stephen Babb

and his wife Alex combine theirexpertise in Internet sales andequestrianism to run The PonyTackshop, which, as its namesuggests, sells tack, stablewearand clothing for miniaturesand ponies up to 14.2hh, plusthe children who ride them.“The business came about

because we’ve got four kidsand when our eldest daughterhad an 11hh section B pony,we struggled to find anythingto fit,” says Stephen. “So wedecided to have a goourselves.”Stephen does admit that it

would help if they soldequipment in larger sizes, too,but his enthusiasm foreverything small is infectious.“Our suppliers range from

Horseware to a saddle-makeron Bodmin Moor,” he explains.“Local pony owners test theproducts and we try really hardto support British

manufacturers. We now have arange of bridles for nativeponies all made in theMidlands.”The Pony Tackshop has a big

fan base on Facebook and sellsall over the world.Lancashire-based Joanne

Exton’s Big Horse Shop cameabout due to difficulty findingrugs to fit her part-Shire andtraditional cob. And after eightyears of making do and twomore years agonising aboutthe decision, she started herown company.“Business is really good, but

I’ve decided to extend therange to cover smaller andbigger horses now,” sheexplains. “I was beingcontacted by the owners ofnative ponies, who foundtraditional rug sizes wouldn’tfit, so I’m now having themmade in sizes from 5ft 6in-7ft9in.”Joanne designs the rugs,

which are then made abroad.“I’d dearly love to use a

British manufacturer, but theircosts would make the rugs tooexpensive for my customers,”she says. “Fitting a big horsecan take 20-40% morematerial, so it’s important tokeep the price as reasonable aspossible.”Joanne may have shifted

from her original concept, butshe’s staying true to herorigins.“My rugs are still made to fit

the chunkier horse or pony. Ilike to say they’re suitable forthe fuller figure only,” shejokes.

Making rugs for big horses cantake up to 40% more material.

Mounted Games competitorsneeds specially padded insoles

in their boots.

The Pony Tackshop was createdby a family with four children

and lots of ponies.


Stand out productsPolitely does itEQUISAFETY – the label that’s provedhi-viz can be flattering, fashionableand fun as well as serious aboutsafety – has launched two newproducts.

The brand’s popular Quilted Gilethas joined the Polite collection so isnow sporting chequered Equi-ReflecTape and POLITE writing on the back.

With its fitted, figure-flatteringshape, the gilet has two hidden zipsat the rear for extension over the backof the saddle. A wind-shield collarwith reflective piping – which can befolded over in warmer weather - iscurved around the chin for extracomfort.

There are two large waterprooffront pockets, while all zips have easygrab pullers. Its fitted design meansthe gilet is not suitable for wearingover a body protector.

In hi-viz yellow only, sizes are fromsmall (10-12) to extra large (16-18).

Flashing tail guardAlso new from Equisafety is a Tail

Guard with flashing LED lights.Made from neoprene, it won’t slip, isadjustable by a hook and loopfastening and fits most horses’ tails. Insummer, it’s a great hi-viz accessoryas its four, large flashing lights catchdrivers’ attention, while the horse isnot overheated by a sheet.

The Tail Guard has an on/off switchand is powered by replaceablebatteries. In one size and hi-viz yellowor pink, the RRP is £16.99.t Equisafety 0151 678 7182

Meeting high standardsWESTGATE EFI's LunaRider hi-viz collection includes achoice of garments that meet the latest safety requirementsand are part of the BETA scheme (see below).

While the brand’s unisex and ladies’ adult jackets andgilets conform to EN471 for professional use, the children'sclothing carries EN1150 for leisure use.

Stylish and practical, LunaRider clothing is manufacturedin waterproof and breathable fabric with taped seams,120g polysoft fill, reflective strips and two-way zipfastenings.

Hat covers, tabards and reflective whips are alsoavailable, along with bridle kits and exercise sheets for the horse.tWestgate EFI 01303 872277.

Tabard lights upTHE new Champion high visibility gilet has anelectro-luminescent light source powered by anAAA battery pack. The garment is tested andcertified to EN1190: 1999.

Made in durable fabrics with reflective tape andan outside mobile phone pocket for easy access incase of emergency, it’s designed for anyone whorides on the roads.t Finest Brands International 0113 270 7000.

The latest hi-viz should be easy to spot...

Cutting the confusionBETA’s High Visibility Certification Scheme helps bring an end to theconfusion surrounding high visibility garments and accessories. Itcovers items worn by riders, but not those used on horses.The scheme was created following industry concerns over the

number of uncertified garments on the market and the re-classification of high-visibility garments under EU legislation tocategory II Personal Protective Equipment (PPE).BETA’s certification scheme denotes compliance with the three

high visibility standards for equestrian clothing. Coloured labels andstickers correlate to each: EN471 is represented by an aqua label,EN1150 a Royal blue label and EN13356 a navy blue label.Only garments certified to a recognised standard are admitted to

the BETA scheme where they will be monitored and checkedannually to ensure they remain compliant.t British Equestrian Trade Association (BETA) 01937 587062.

Be seen,stay cleanGOLLY Galoshes not onlykeep horses’ legs and bootsclean and dry, but thereflective and fluorescentversions also offer greatvisibility when hacking.Ready for autumn, the

brand has upgraded itscollection with new fabricsand a new type of reflectivetape to enhance these safetyaspects.Golly Galoshes are

breathable, waterproof andversatile, being suitable foruse over boots or bandagesor for first aid applications.Our picture shows para-dressage rider Natasha Bakerhacking in her hi-viz version.RRPs are from £25.99 per

miniature pony pair to £34.99for horse sizing.t Golly Galoshes01465 861 274.


WHAT AN ATHLETE: Elegant Ambrose isnearly eight and very well travelled thanksto accompanying his owner and NAF areasales manager for the south-west andSouth Wales Sarah Franklin on all her visits.“He is a fabulous companion,” says Sarah.“Although he sleeps between calls [toretailers], once we arrive he springs intoaction.”Ambrose’s speciality is quality control of

snacks on display in country stores. He hasalso attended lots of retailers’ open days and numerous equestrian events.“Customers like him as he is well behaved and is a great advert for NAFCanine Superflex and Omega Oil,” said Sarah.As if to prove that latter point, our photograph shows Ambrose at his

most athletic. He has been known to clear 1.60m – a respectable heightfor an international showjumper. “Five bar gates when following a quadbike are a breeze for him,” added Sarah.

WHAT’S IT ALL ABOUT? Alfie hasthe grand job title of head ofcanine thermography training andproduct testing at VeterinaryThermal Imaging (VTI). He’s also aGolden Retriever who belongs toHelen Morrell, managing directorof VTI.Alfie loves acting as ‘guinea

pig’ for the thermal imaging equipment – something saddle fitters areincreasingly using. He’s not quite so keen on testing cooling productsin winter, though.

Do you have a dog at work?Tell ETN about the dog in your shop, office, warehouse orwork vehicle. Email [email protected] Welove to see photos too!

JUST AWAKE: They don’t come much cuter!Pictured at 14 weeks, Judy is a Jack Russellpuppy who ‘works’ with Margaret Donnelly,founder of Equilibrium Products.“She comes into the office everyday to disrupt

everyone's work, chew the computer cables andjump into the vans of all the delivery drivers,”said Margaret of the pup who’s clearly shapingup in the best Jack Russell traditions.

Dogs at workThey keep us company while we work,guard the stock and greet the customers.How would we manage without them?Meet some more delightful dogs gainfullyemployed in the equestrian trade.

• Thank you to all dogs and owners who have sent in photos for thisfeature. You will appear soon – watch this space!


AT YOUR SERVICE 24/7Online ordering is a great way to doyour regular retail buying. SnowhillTrade Saddlery’s new website –www.snowhilltradesaddlery.co.uk– opened in May, so ETN asked itsdesigner Jamie Fredricks for aguided tour.

Q. What made Snowhilldecide to upgrade itswebsite?A. We’d been offering ourcustomers online ordering forabout five years. In that time,while the old site had a fewcosmetic make-overs, thetechnology platform it wassitting on remained prettymuch unchanged.So this was an opportunity

for a ground-up re-build,

taking advantage of somenewer technology and alsofocussing the wholeexperience to work better forour customers, using theexperience we’ve acquired.

Also, we wanted our site toreflect the eye-catching visualswe have become known for inthe last few years and to giveus the flexibility to present ourproducts and ranges in moredynamic ways.

Q. What new features doesit boast?A. First off, you’ll probablynotice the colourful, fresh newdesign. However, it’s not just acosmetic thing: we reallywanted to make the productsmore visible, so you can reallysee what you are getting. Tothat end, we’ve added moreimagery to the site and inmore prominent ways.Also, you can now explore

our ranges by brand. So if youjust want to look at JohnWhitaker or Heritage forexample, you can. You canalso filter your selections tonarrow down what you’relooking for - so you can viewjust Rhinegold rugs, or justSebago footwear and so on.There are numerous tweaks

to improve usability, one of

which is the persistentshopping basket. You can addproducts to it over the courseof a week, if you wish,without them ‘timing out’ ordisappearing. The advances inprocessing and networkspeeds in the last few yearsmean we can bring in handyfeatures like this.

Q. How does it work for aretailer wishing to order?A. First you need to be abusiness customer and havean account with us. Once youhave logged in, you canchoose to see just the optionsof colour and size that are instock, or the entire range –which gives you the chance torequest a reminder for OOS[out of stock] items.

Then you simply choose thecolour, size and quantity youwant and ‘add to basket’. Thesystem gives feedback all theway along, and most of ourcustomers have found it reallyeasy to use.You can look at old orders

and reorder the same itemsagain. So if you are regularlyordering the same stuff weekin, week out you can literallyfill your basket with one click!Once you have selected your

products you can look at andadjust your basket in a screenthat will be familiar to anyonewho has ever bought anythingonline. Then you just confirmsome details and click the‘Confirm Order’ button – it’sas simple as that.Because we only deal with

Tweaks to improveusability includethe persistentshopping basket.

trade customers, there’s no‘payment stage’: we invoiceour customers in the usualway and obviously have alltheir delivery details on file.We’re always looking to

make the whole experiencesimple and user friendly, butalso powerful enough for themore ‘advanced’ IT types! Weare developing some advancedoptions and also are reallyinterested in our users’feedback and suggestions.

Q. How can it help aretailer track downproducts when a customerasks for somethingunusual?A. You can explore ourproducts in a number of ways:via the drop down menus, bybrand, using the search box or

by handy categories, like‘Special Offers’ or ‘Clearance’.It’s worth putting some‘keywords’ in the search box ifyou’re asked for somethingunusual; the search systemsearches all the site text so youmay get a match from theproduct description, forexample.If all else fails, give us a call!

Most of our sales staff arekeen riders and horse ownersand we have bags of equineexperience in the company...so try us. We’ve probablyheard of it, or we might justinvent a new solution for you!

Q. How does the newwebsite protect Snowhill’strade-only policy?A. This is 100% a tradewebsite. As a web designer, Ispend time researching othersites and it amazes me howsome websites (andbusinesses) that claim to be‘wholesale’ allow anyone witha credit card to rock up totheir website and order justlike that! I don’t know howtheir trade customers mustfeel about that...With Snowhill, you need to

have a trade account. You canapply online, though weusually make enquiries or askfor trade references beforegranting it. We monitor ourcustomer base very carefullyand raise questions if theaccount activity doesn’t lookquite right.The website is designed

exclusively around the needsof business customers. Youneed to login before any priceor availability data is revealed,so protecting our customers’margins.

The website is a naturalextension of the businessrelationship we already havewith our clients.

Q. What proportion oforders does Snowhill takevia the website – and isthis set to increase?A. We don’t disclose the exactpercentages, but I can say it’s asignificant part of our business.Clearly, many of our customersvalue the flexibility of exploringour products and makingorders online, whenever it’sconvenient to them. I can seethe trend continuing further asother technologies, such astablets and phone apps,become more prevalent in ourclient base.Q. Does Snowhill still have‘humans’ to talk to on thephone for help and advice?A. Yes! Web is important forus, but so are traditionalmethods and I’m sure they willremain so. We have a team ofdedicated customer supportstaff on the phones duringoffice hours and field salesreps who are delighted todrop in on our clients.

Q. How doeswww.snowhilltradesadlery.co.uk make the most ofnew technology?A. Talking techie for amoment, the design largelyuses a ‘web standards’approach built around theestablished web technologiesof HTML, CSS and JavaScript.No proprietary technologies orplug-ins (such as Adobe Flash)are required, yet we are stillable to deliver a rich andengaging experience. If youhave an up to date browser

(and if you haven’t you reallyshould get one), you are goodto go!As mentioned before, one of

our goals was to deliversomething that was visuallymore attractive, with moreproduct and lifestyle imagery.To do that, we’ve been able totake advantage of thegenerally larger screen sizesand monitor resolutions thatexist these days. Faster andmore consistent broadbandspeeds also mean we can pushlarger files around and haverapid interactions with thedatabase, that don’t feel too‘laggy’.Most of our customers are

using desktop or laptopcomputers in their offices oron the sales-counter of theirshops. So the site is principallyaimed at this kind of set up.However, we can see howtablet and even smart phoneplatforms might become moreimportant to business users inthe near future and areplanning further dedicatedsupport for these.

It amazes me howsome websitesthat claim to be‘wholesale’ allowanyone with acredit card torock up and order.

You can explore the site by brand...

...or narrow down the selection.

Q. As our understanding ofequine respiratory challengesincreases, stable hygiene hasbecome even moreimportant to both ownersand the veterinaryprofession. How do BEDMAXand LITTLEMAX address theissue?A. There’s been a great deal ofclinical work done to show thatpine discourages the growth ofbugs and bacteria. Although thishasn’t been specific to horsebedding, but it seems reasonableto suppose that the sameprinciple applies.One study looked at the antimicrobial properties of kitchen

chopping boards made from pine compared with plastic ones.The pine versions not only stopped the growth of e-coli, but killedit. Pine was used to scrub hospitals before the arrival of Dettol,while Jeyes Fluid contains pine.So the short answer is that pine enhances clean air in a stable,

which is good for horses’ airways. We also take as much out ofour products as is possible so they are virtually dust free. Perhapsthe best anecdotal evidence is that many people who work instables use BEDMAX and LITTLEMAX because it helps theirrespiratory health too.For anyone with competition or race horses, knowing the

bedding is 100% safe – aside from its potential beneficial effects –means this important area of management is a job sorted. It mustalso be free from prohibited substances, because we don’t addanything to the pine.

Q. Farriers are becoming concerned about bedding that isso absorbent, it leeches moisture from horses’ hooves withnegative effects on hoof condition. Are you aware of thisproblem, and does it apply to your products?A. Farriers seem to like BEDMAX [which has larger flakes thanLITTLEMAX] and I have known people try another bedding butrevert to BEDMAX at the recommendation of their farrier. It’sespecially useful for laminitic horses and ponies as it’s a hardwearing bedding that gives support to the soles of the feet.As far as affecting the moisture balance in hooves is concerned,

by-product shavings tend to have a moisture content as low as10% whereas we make BEDMAX and LITTLEMAX at 12-13% - andyou can feel the difference.As for conditions such as mud fever, and general hoof health,

we regularly hear good reports about horses bedded on BEDMAXand LITTLEMAX – presumably in connection with the properties ofpine - so it can’t be doing any harm!


Owners make endlessdemands of bedding.

Tim Smalley: clinical work showspine, from which BEDMAX is made,discourages the growth of bugs andbacteria.

Takingbedding tothe maxConsumers’ demands of equinebedding have never been higher. Theywant comfort, absorbency, ease of useand, of course, the price must be right.And now they’re asking about dustlevels, hoof health, disposal, reliablesupply - and the bedding has to looknice too. ETN asked Tim Smalley,managing director of BEDMAX, how hisbrands tackle topical bedding themes.

Q. BEDMAX and LITTLEMAX are made primarily from pine.Is the harvesting of pine to make bedding sustainable interms of consistent supply and environmental impact?A. All forestry and the timber harvested from within it in UK todayis managed. That means it’s no different from a crop of wheat,except that it takes 40 years - rather than one year – from plantingto harvest.We source a great deal of the pine from which we make

BEDMAX from The Forestry Commission (FC). As a governmentagency, the FC controls a large proportion of UK forestry and so isin a position to guarantee a supply which in turn stabilises themarket. BEDMAX and LITTLEMAX are made from virgin pine. Wedon’t use recycled or waste material.


Q. Retailers are increasingly lookingfor areas in which to diversify. DoBEDMAX and LITTLEMAX presentsuch opportunities?A. Our bedding works well for manyother animals. Farmers have told us thatit’s helped keep more lambs alive, it’spopular for game rearing, one stockistsells it to a customer for his lizards,dogs’ ear canker has cleared up sincebeing bedded on BEDMAX and theelephants in Prague Zoo like it too.So, yes, there are endless opportunities to diversify. In fact, our

new bags will feature a whole host of different animals to makecustomers more aware of this fact.

Q. We note that BEDMAX has a Royal Warrant. Can you tellus how this came about and whether it’s proving ofspecial significance in Diamond Jubilee year?A. A Royal Warrant has been granted by HM The Queen for thesupply of bedding to Sandringham [the Queen’s Norfolk estateand home to the Royal Studs]. We have just been granted anadditional five years and this is something that we are very proudof. It is also a testament to all the hard work and commitmentfrom all of the staff at BEDMAX.We increasingly export to The Gulf and the Royal Warrant

means a great deal to customers there. My wife Rosanna and I areamong the Royal Warrant holders invited to a garden party atSandringham this summer, something we’re looking forward to.Incidentally, some of the pine used to make BEDMAX andLITTLEMAX is sourced from Sandringham.As a company, we’re marking the Jubilee with our Plant A Pine

Sapling initiative which involves giving away 1,000 tiny pine treesat the various shows and events we attend.

Q. BEDMAX and LITTLEMAX are increasingly seensupporting equestrian events. Please can you tell us howthis benefits your retail stockists?A. We take a stand at all the big events – from Badminton to BlairCastle – and at shows such as Hickstead too. In some cases, wealso provide the shavings for the event’s on-site stabling. The aimof attending such fixtures is to enable our salespeople – who arenot on commission – to answer consumers’ questions, and drivethem into stores. We use these events to meet the end users on aone to one, face to face basis and see it very much as part of ouroverall education process.

Q. How do you define ‘value for money’ in the context ofselecting bedding for horses?A. It has to be acknowledged that many more brands haveappeared in our sector in the last three years, many of which havefocussed on price point. Many of the by-product shavings come ata competitive price and fluff up into the most wonderful bed. Butafter a week, the bed has shrunk and the fluffiness has turned tomush. It’s at this point that the consumer might question ‘valuefor money’.We’ve been running a series of trials on yards in different parts

of the country to compare BEDMAX with other brands and workout the respective cost per horse per month. Other factors tocome into play when it comes to ‘value for money’ are size of bag– you’d be amazed how many people don’t realise some bags are15kg compared with ours at 20kg – bed durability and time(which equals money) taken to muck it out and maintain it.Of course, it’s impossible to quantify what might ultimately be

saved on vet’s bills. But there’s no doubt that a good quality bedwith plenty of ‘body’ to it will help minimise injuries and the allimportant respiratory problems.

Test yourbeddingknowledgeCan you answerthese questionscorrectly?Answers at the bottom of the page.

1. BEDMAX is the onlybrand of shavings inthe UK made mostlyfrom pine. What arethe two mainbenefits of pine?

2. Why are more andmore horse ownerschoosing to useshavings as opposedto straw?

3. What depth ofBEDMAX shavingsare recommended ina stable to maximisethe benefits

4. What depth ofbedding do vets andprofessionalsrecommend shouldbe used on rubbermatting?

5. What does Bedmax’sresearch show is theeasiest and mostsustainable way forowners to dispose ofused shavings?

6. Which vulnerableparts of a horse’sanatomy does a gooddeep bed of BEDMAXhelp to protect andsupport?ANSWERS

(1.) Resilience and antiseptic properties. (2.) Because of the dust and spores that areoften found in straw, plus quality and year round availability. (3.) 6-8 inches. (4.) 6 – 8inches. (5.) Composting. (6.) Hooves, hocks, elbows, fetlocks and other joints.

With its smaller shavingssizes, LITTLEMAX is

BEDMAX’ little brother.

The choice of bedding canaffect horses’ hoof andrespiratory health.


What’s bestfor the stable

floor?With autumn just around the corner –

at least as far as ordering stock is concerned,now’s the time to check out the bestbeddings and stable equipment.

Tools of the tradeFYNA-LITE is celebrating 27 years of innovation in stable tools and fieldmaintenance equipment with its range of British made products.

“The number of products has grown considerably over the last couple ofyears with the addition of the Mini Mucka children’s stable fork, the Skip andScoop and the Plastic XL stable fork ranges,” said Leon Fynn, general managerof Fyna-Lite.

“Whether your customers use shavings, wood pellets, straw, paper, hemp orrubber matting, we have a fork which has been designed specifically for theirneeds.

“We’re currently working at adding to the range, and of course we’reconstantly improving our processes to ensure that the end user has the bestpossible tool for the job.

“As our products are manufactured by us in the UK, we’re able to offer fastdelivery dates and superb customer support.”t Fyna-Lite 01789 764848.

Smart alternativesSMART Horse Bedding is available in two formats – pellets or shavings.

Available in 15kg bags, Smart Horse wood pellets can substantiallyreduce mucking out time – and bedding costs - by removing solidmaterial and replenishing with dry pellets.

Smart Horse dust free shavings are made from kiln dried softwoodwhich is highly absorbent. Free from chemicals, this produce providesa safe, clean and dry environment; it’s particularly suitable for animalswhich may have allergies or respiratory problems

All Smart Horse products are manufactured in the UKt Smart Horse 01260 222111.

A fresh startEQUINE V1 Virucidal Disinfectant from BarrierAnimal Healthcare comes in one and five litreconcentrated form to be diluted.

Natural, non-toxic, non-irritant and non-corrosive, it can be used around the stable,yard, feed room and tack room as well as onutensils and grooming kits. It’s suitable fororganic systems.

Equine V1 is effective against equineherpes virus (EHV1-AB4 Abortigenic/ParalyticStrain) and all known bacteria, fungi, yeastsand moulds including Staphylococcus aureus,Escherichia coli (E coli) and Salmonellapoona.t Barrier Animal Healthcare 01953 456363.

Cold weather equals hot profitsWANT to cash in on stable tool sales? Check out Profit Packs, the pre-packedpoint-of-sale stands from Faulks & Cox.

“It couldn’t be easier” says Chris Birch, sales manager. “We’ve worked outthe most popular items and built a range of Profit Packs to suit all needs. Allthe retailer has to do is take the money and re-order stock.”

Steve Le Voi of AK Feeds, Lichfield bought a range of Profit Packs at BETAInternational in February. “I just put the stands out and the stuff sells itself -the customers can’t miss it, so it promotes impulse sales” he said.

Faulks & Cox managing director Dean Cox says Steve’s is typical of theresponses to Profit Packs. “All of our many brands can be bought in this way,saving the store time and yet making extra profit by super presentation,” headded.

Pictured at AK Feeds is a customer tempted by a Gorilla Brush, just one ofthe many tools available in Profit Packs.t Faulks & Cox 01455 848184 or 07966 288 272.


Stable pongs: not to be sniffed atHORSES have an exceptional sense ofsmell. Large nostrils are one giveaway,while it’s reckoned that if you spreadout the sensory mucous membranes ofa horse’s nasal cavity, it would be largeenough to cover his entire body.

Many modern bedding products aretreated with ingredients to mask stableodours and help repel insects,something that’s undoubtedly led tobetter hygiene and reduced bedding-related health conditions.

However, warns Nedz, it’s importantto consider the horse’s delicate senseof smell and to ensure that the odour isnot too overpowering for his comfort.

Many of the commonly used bedding treatments’ strong odours canoverwhelm the equine senses with potential negative effects, adds the leadingbedding supplier.

The right formulation, however, can have positive results - particularly forthose suffering from skin irritations, respiratory conditions or who spend longperiods stabled. The key is to strike the right balance in order to provide arestful, safe and comfortable environment.

Nedz Original and Nedz Pro bedding products are treated with Natural Nedzmade from manuka, cade oil and aloe vera.

Cade Oil is a recognised antiseptic known to address skin irritation and witha subtle, fresh odour. Aloe Vera is a soothing substance identified for woundhealing and its ability to help regenerate cells making it perfect for sensitiveskin. Manuka oil is a type of tea tree oil with anti-bacterial, antiseptic, anti-fungal and insecticidal properties with no known side effects.

Natural Nedz adheres to the dust extracted, top quality chopped wheat andrape straw used to create Nedz Original and Nedz Pro – beddings with mild,fresh scent which virtually eliminates harmful odours such as ammonia.

In short, Natural Nedz strikes the balance between keeping the stable freshand clean while ensuring the occupant is not overwhelmed with chemicalsmells.t Nedz 01254 677762.

Little black numberIF you would like to stock stable matting, The Black Mat from Davies & Cocould be just the job.

This affordable stable mat, made from top qualityrubber compound, has ananti-slip surface. It’s ribbed underneath to aid drainage and is easily cut with aStanley knife to fit each stable.

Black Mats are hard wearing and lie flat, even on slightly uneven ground.They can improve hygiene and reduce dust levels in the stable while savingmucking out time too. Mats can also protect against injuries.

Stockists of The Black Mat are provided with point of sale materials, samplesand marketing support as well as bulk buying discounts. Each mat is backedwith a ten year, no quibble guarantee.t Davies & Co 01536 513 456.


The trusted name in equestrianbedding – Our brands include

Snow�ake & Woodpecker

www.plevinproducts.co.ukNational Sales Number:

0870 750 0805Lightweightyet strongTHE Harold Moore Shavings Fork worksjust as well to pick up droppings froman arena as in the stable.

Made in England, the lightweight yetstrong fork has a blade width of 33cmswith round-edged polypropylene tinesto reduce the risk of accidental damageto floor surfaces or horses.

Ideal for use on rubber matting orwith shavings, wood pellets and paperbedding, the fork is available with anextended D grip handle for extra reach.Colour choices are pink, purple, babyblue and lime green.t Harold Moore 0114 270 0513.

A soft touchTHE BedSoft range is made inEssex from locally sourced wheatstraw, oilseed rape straw andwood shavings.

The straw is processed byshredding machine and the dustextracted. All BedSoft bedding isthen bio-security treated with Trus-STEED featuring anti-viral, antibacterial andinsect repellent properties. The treatment leaves a bitter taste to discouragebed eating while adding a fresh lemon fragrance.

The four products available in the range are BedSoft Originial, BedSoft Bio,BedSoft Blend and BedSoft BioPlus.t 01277 375647.

Everyday kit gives hygiene boostYOUR customers can help protect their horses from harmful bacteria and fungiwith KBF99 stable equipment.

The multi-coloured range, with RRPs from just £2, includes buckets, brooms,shavings forks, salt lick holders and scoops.

The products are coated with KBF99 which was tested at CoventryUniversity where it was found to kill 99% ofthe bacteria test culture. Such bacteriaare associated with strangles, ringwormand e.coli.

The KBF99 additive is effective for aminimum of three years; all productsfeature a best before date.t Vale Brothers 01239 614648.

Top with the copsWEST Yorkshire Police Force has signed a two yearcontract with bedding company easibed.

The recycled white wood fibre bedding is being usedby 18 operational horses stabled at Carr Gate inWakefield. Breeds include Irish Draught, Irish DraughtCross/Shire and Clydesdale cross. The height of thehorses ranges between 16.3 hands to 18 hands.

“We’ve been really pleased with the product,the delivery and service given by easibed. Thestable hands find it good to work with,” saidInspector Thackray of the West Yorkshire PoliceForce.

easibed provides a dust-free, supportive bed with a consistency that allowsthe wet to drain through to the base where it is absorbed, leaving the top dry.It’s economical to use, easy to muck out and produces a small muck heap.t easibed 0161 370 2360.


Tried and testedABBOTT & Co. (Wessex) has produced Bedrap bedding formore than ten years. Manufactured from rape straw to aspecial milling standard , the result is a comfortable,absorbent bedding.

Bedrap is used by racehorse trainers and is equallypopular with large livery yards and private owners. It’sdust-extracted and supplied in a convenient bale size with35 bales on a pallet.

Pre-treatment with insect repellent products is available.Bedrap rots down to create a good quality compost.t Abbott & Co. (Wessex) 01285 653738.

Choosing the Wright beddingWOOD recycling company Plevin is sponsoring eventer Matthew Wrightby supplying him with £10,000 worth of its Woodpecker shavings foruse at his Nottinghamshire stables

“Good quality bedding makes a huge difference to the health and wellbeing of my horses and can actually enhance their performance,” saidMatthew. “Cheaper bedding tends to be dusty and can impair a horse’sbreathing.

“It’s brilliant that Plevin is sponsoring me; I am delighted with theproduct.”

Family-owned Plevin manufactures a range of sustainable productsfrom virgin and waste wood materials. It employs 150 people across sixsites and collects, processes and distributes 600,000 tonnes of wood ayear. The company supplied bedding to the 2011 Horse of the YearShow.

Woodpecker bedding is dust extracted and absorbent, providingnatural odour control. Other Plevin products include Snowflake Supreme,Snowflake Softchip and Woodpecker Woodfibre.

“We will be following Matthew’s career closely and are thrilled toknow that our product can help improve the performance of his horses,”said Colin Smith, group sales manager at Plevin.t Plevin 01457 838444.

Toys improvestabled horses’welfarePROVIDING ‘toys’ can improve stabledhorses’ welfare, according to leadingequine nutritionist and consultant toLikit Products, Dr Derek Cuddeford.

He was commenting on anAmerican study into chronic crib biting in adult horses and the variousenvironmental influences that may affect this behaviour. Likit stable toys wereoffered to horses during the trial and it was found that the Tongue Twistersignificantly decreased cribbing.

“The horses used in the trial spent an average of 23% of their time cribbing;that is about 5.5 hours in every 24,” said Dr Cuddeford. “Attempts were madeto reduce cribbing activity by exercising the horses. However, ten minutes ofcantering had no effect and 20 minutes of canter work led to a considerableincrease in crib biting. In contrast, licking the Tongue Twister effectivelyreduced cribbing activity by 27%.

“Crib biting has a range of negative effects and indicates reduced welfare atsome point in the horse’s life.

“It’s important to note that the beneficial effect of the Tongue Twister wasmeasured in horses with fixated abnormal behaviour. Because the TongueTwister encourages foraging activity in the stable, it is quite possible that thelikelihood of any horse or pony developing abnormal behaviours be reduced.Thus, the welfare of any stabled equine should be improved through theprovision of stable toys.”

The study was carried out by Katherine A. Houpt, VMD, PhD at CornellUniversity.t Likit Products 01655 750523.

Check out those chickensAs the backyard/smalholder poultry market thrives acrossthe UK, a new 10kg bale of poultry bedding is flying offthe shelves. It clearly pays to think outside the loose boxwhen it comes to bedding.Welsh retailer Farm andPet Place has five storesand an e-commercewebsite. Among itsbiggest successes aresales of the new easichick10kg bale of bedding forpoultry and other birds.“We’ve been sellingpoultry products for anumber of years and,having been on the shopfloor myself, I knewcustomers were askingfor bedding specificallyfor poultry,” saidagricultural categorymanager Meurig Davies.“When I saw easichickhad launched a 10kgbale I thought, that’ll befantastic, as I definitelyfelt there was a gap inthe market for it.”easichick launched the10kg bale of poultrybedding last autumn. A sister product to horse beddingeasibed, it’s made from clean, recycled white wood fibrewhich is organically treated to make it bio-secure, helping toprotect birds from illness and common diseases.“We had to establish the product and make sure we createdbrand awareness,” said Claire Hayward of easi products. “Weare achieving that through national advertising in poultry-specific press, as well as through our websites and socialmedia.“The 10kg easichick bale is already proving a hit with peoplewho keep poultry in their back yard. But even more than that,we’re seeing a growing number of fancy bird lovers, gamekeepers and people with birds like canaries and budgies useeasichick because it provides clean bedding that the birds candust-bathe in, which is what birds want to do.”Around 115 retailers and 10 wholesalers are selling the 10kgbale in the UK. Farm and Pet Place has stores in Anglesey,

Abergele, Mold, Chirk andRuthin.“For us, poultry is one of thefew areas of the businessthat is actually growing,”said Meurig. “More peopleare going back to the ‘goodlife’, keeping a couple ofchickens as a pet andreaping the benefits ofhaving free range eggs aswell.”t For advice on poultry

bedding, speak to ClaireHayward on 07515996635.

Steve Jones, manager of Farmand Pet Place at Chirk.

easichick provides a clean beddingthat birds can dust-bathe in

[Photo: Stephen Hughes Photography.]

RETAILTIP


New wholesaler WalkTrot Canter (WTC) isbacking Yorkshirebased eventer JamesSomerville and hisSwedish counterpartLudwig Svennerstalwith its Under Armourbrand which the ridersare pictured wearing.Ludwig, who will berepresenting hishomeland at theOlympic Games, isalso sponsored byanother WTC brand,Glenbrae Knitwear.

Pikeur is the official outfitter of the German show jumping teamfor London 2012. During the Olympic Games the clothing brand,distributed in the UK by Belstane, will dress the team’s grooms,management and riders with casual and competition clothing.

Speedi-Beet, from British Horse Feeds’ quick soaking beet feedbrand, is the new sponsor of the HOYS Grade C BritishShowjumping series. Qualifiers take place throughout the summerwith a championships final at HOYS on 7 October.

The TopSpec Supreme Ridden Championship at the GreatYorkshire Show (10 – 12 July) will see the overall championwinning £1,500 with the reserve taking home £250 in one ofshowing’s most generous prizes. “As a company based in NorthYorkshire, TopSpec is delighted to sponsor this exciting supremeridden championship once again,” said Nicola Tyler of TopSpec.The Great Yorkshire, at which TopSpec also has an informationstand, attracts more than 130,000 visitors.

East of England organisers are to give the show “a moderntwist” for this year’s running on 6-8 July. New features include anoutdoor evening concert, Friday’s Ladies Day, a new ‘green’business hub, shopping village, interactive children’s events and afood court. More than 1,000 livestock and equine entries areexpected, including heavy horses. In its heyday, the show - now inits 44th year - attracted 160,000 visitors to its Peterboroughshowground.

Irish wholesaler Darragh Equestrian Solutions in associationwith Tagg Equestrian are supporting young Irish show jumpersvia the Tagg Bursary, part of the Leinster Summer Tour Series, fortraining with international rider Cian O’ Connor. “We’recommitted to supporting the sport of showjumping, and inparticular the progression of young riders to the senior ranks,”said Tom Eastwood, managing director of Tagg Equestrian.

Spillers is keeping Fox-Pitt Eventing’s horses nutritionally on trackthis season. The company’s competition nutritionist Sarah Elphickhelps hone every horse’s diet for maximum performance, workingclosely with head groom Jackie Potts.

Merial Animal Health is supplying wormer and faecal worm eggcount kits free to West Norfolk Riding for the Disabled (RDA) tosupport the group’s introduction of a yard-wide, targetedworming programme. Based at The Magpie Centre in King’s Lynn,the group has 16 horses providing riding and carriage drivinglessons to more than 100 disabled riders and drivers each week.

Dodson & Horrell is the new title sponsor of the BritishShowjumping National Amateur & Veteran Championships whichhave finals at Aintree Equestrian Centre in November. “We’relooking forward to working with British Showjumping throughoutthe year and wish all of those contesting the championships thevery best of luck,” said Sam Horrell, senior marketing manager atDodson & Horrell.

British based, Italian Olympicrider Vittoria Panizzon hasjoined the Ariat Pro team.“I’m absolutely thrilled to besupported by a companywhich offers products ofsuch high quality and style,”said Vittoria whose tophorse is Rock Model. “Iparticularly like Ariat’swaterproof country bootstyles, the Olympia breechesfit beautifully and their RidgePull Ons are perfect forcasual wear.” (Picture byFiona Scott-Maxwell).

Native pony producer andjudge Lizzie Briant has joinedthe team of Dengie sponsoredequestrians. “We’re thrilled tohave Lizzie on board as anambassador for the brand,”said Dengie marketingmanager Lisa Wilson. “Herhorses and ponies enjoy aDengie fibre diet and theirglossy coats and greatcondition make them a terrificendorsement of our products.”

How to get your event or sponsorship listedETN welcomes submissions to Sponsors & Shows from allorganisations, commercial companies, events, training courses andconferences. Please include your dates, venues, contact details andwhy your fixture/event/training is of interest to the trade.


Booking andattending an eventor show is first andforemost a business

decision – to increase salesand raise your company’sprofile.

There is a lot of effort andcost involved in selling atexternal venues; not simplythe cost of exhibiting butalso the additional staff,transport, accommodation ifnecessary and purchase ofextra stock.

For these reasons, thecancellation of a plannedevent can be detrimental tosales forecasts simply from thepoint of missed sellingopportunities – add to that thenon-refundable costs alreadyspent and a cancelled eventcan be financially crippling.

There are simple ways youcan protect yourself againstsome of these shortfalls,however. One is through aspecialist Exhibitors InsurancePolicy. This offers businessowners peace of mind thatwhatever happens, they arecovered. Apart from theinconvenience of acancellation, there won’t befurther business shortcomings.

An Exhibitors InsurancePolicy offers many benefits,with Cancellation being one ofthe key areas. By including thisin your cover, you areprotected against irrecoverablecosts incurred as a result ofthe unavoidable cancellation,abandonment orpostponement of the event forreasons beyond your control,including extreme adverseweather conditions.

Cancellation will cover anyout of pockets expenses,including accommodation,staff booking, equipment hireand transport costs providedthey are non-refundable andcannot be recovered - andinsurers do not offer any formof betterment.

So, using stock cover as anexample, provided it cannot besold by the client at anothertime, insurers will pay thecosts of stock but takeownership of it as ‘salvage’

Before taking out a policy,ensure you are aware of anyexclusions. For example, if thecover is taken out less than 14days prior to the event dateyou may not be protected

When theshow can’tgo on... Badminton washout: Cancellation cover should be a

key element of an exhibitor’s insurance policy.(photo: Bob Hook)

Following a spate ofevent cancellations dueto wet weather, ETNasks Oliver Lawton ofShearwater Insurancehow traders can protecttheir businesses againstloss in situations out oftheir control.

against adverse weather. It isalso important always todisclose full information toyour insurers as if you arefound to be in breach ofcontract further down theline, you may jeopardise yourcover.

In addition to theCancellation element of yourpolicy, you must ensure youare covered for Public andEmployers Liability. PublicLiability provides cover foryour legal liability to paydamages, claimants’ costs andexpenses which arise as aresult of and in connectionwith your attendance at theexhibition e.g. third partyinjury and/or propertydamage.

Employers Liability providescover for your legal liability topay damages, claimants’ costsand expenses which arise as aresult of anyone who isemployed by you for theexhibition including temporarystaff, volunteers or helpers,whether paid or unpaid.

Your policy can also includeExhibition Equipment cover,which protects you in theevent of any loss of, ordamage to, exhibition andassociated equipment thatyou are responsible for duringthe exhibition.

Exhibitors Insurance Policiesare usually taken out as one-off cover for specific events;however you can purchase anannual policy if you travel tomultiple shows throughoutthe year. Some insurers mayoffer to extend your currentbusiness policy to cover you atevents, but you should alwayscheck the details – neverassume you are fullyprotected.

t Shearwater Insurance01992 707316.

THEY’RE STILLPUTTING SMILESON FACESAs giftware specialist Grays of Shenstone celebratesits 90th anniversary, managing director Nick Grayrecounts the fascinating history of one of ourtrade’s best-loved companies.

IN 1922, Frank Ralph Grayfounded F. R. Gray sellinghardware at local marketsin Staffordshire and

Derbyshire, namely Walsall,Lichfield, Burton, Derby andUttoxeter.He’d spotted the shortages

of domestic kitchenware andsourced local enamelsuppliers, galvanisers andfoundries in the Black Country.His initial form of transport forhis wares was a hand cart and,later, a pony.Following the Second World

War, further opportunitiesarose as local industryreturned to domesticmanufacturing after war work.In the meantime, he and hiswife Gladys moved fromWalsall to Aldridge and theyopened a general shop in thenew location.The next major change

happened in the early 1950swhen their youngest andmiddle sons Tony and Peterjoined the firm after theirNational Service and F. R. Grayand Sons Ltd was born.The young ones saw that the

way forward was with shops;so three were opened locally,selling hardware, glasswareand fine china.One of the brands they were

selling was Beswick ceramicanimals - accurately modelledand reproduced miniatures ofhorses, cattle, sheep, birds anddogs. It was with this rangethat - on a whim - they took atradestand on the end of thecattle sheds at the Shropshireand West Midlands Show in1957.By now, an ex-army lorry

had been acquired and

following the success of theShropshire shows, more showswere booked the followingyear. The country connectionwas established and thesuccessive years saw earlymail order efforts progressand even some wholesaleselling to saddlery shops.The arrival of third

generation with Peter’s sonsNick and Jon saw majorexpansion in the wholesale andexport business. Subsequently,the closure of the shopsenabled more effort to bechannelled into mail order,and with the demise ofBeswick a new range appearedin 1974 called Border FineArts.

Thelwell cartoonsThe show activities were

considered to be the mostworthwhile as mail order wasthe latest, modern way ofselling. The wholesale andexport side was growing too,spurred on by a unique rangefeaturing a funny horseycartoon by Norman Thelwell.Gray’s became the world

licence holder for manyproducts and continues theseproducts today, including,ceramics, polyresin, writinginstruments and stationery. In1994 the company beganimporting from the Far Eastwhere the products weremade.We still buy frommany of

those factories today. It’s beena long association built ontrust and friendship withpeople based so far away atthat time - which we now takefor granted as the worldbecomes smaller.

By now, some of the showswere giving way to our ownCollectors Events and arevolutionary new way to sell -The lnternet.We had outgrown the site at

Aldridge and moved to largerpremises at Shenstone with20,000 sq ft of warehousespace. Jon Gray left thebusiness in 2005, and thecompany was renamed Gray’sof Shenstone Ltd to reflect thenew location and domainname.The business has evolved

and moved on as tradinghas dictated but hasalways focussed on being aspecialist supplierprepared to change asopportunities arise.“There is no fourth

generation, but my wifeand I feel sure Gray’s ofShenstone will be carriedforward by other peoplewho see the challengesand the pleasures ofbusiness - being of serviceto the important people -our customers,” says Nick.

On a whim,they took atradestandon the endof the cattlesheds at theShropshireand WestMidlandsShow in 1957

Returning from the Royal Highland Show, Edinburgh, 1968.

Peter and Tony Gray at theShropshire Show, 1957.



Make someone’s day...Whether it’s a birthday or a thank you for a good turn, get your customersthinking of your store as ‘the’ destination when they’re seeking that special gift.

It’s a wrapWESTGATE EFI has taken on new products fromCompost Heap and Silly Filly.

Silly Filly has invitations, wrapping paper anda selection of cards with an equestrian theme; whilethe Compost Heap range uses countryside humour to illustrateits collection of fridge magnets, keyrings, greetings cards and note pads.

Ideal for retailers looking to expand into this useful market, the brands sitalongside other gift ideas in a dedicated section of the new WEFI trade list.tWestgate EFI 01303 872277.

Don’t forget the dogs!THIS new style Lapel dog rug, made withdouble-bonded Comfort Zone fleece, is aimedat gundogs - but would delight any outdoorloving dog.

A panel helps dry the chest area while thelong neck is ideal for warmth after a long day’sshooting. In black or blue and sizes XS to XL,the trade price is £10.50.t Tagg Equestrian 01636 636135.

Great gifts guaranteedYOU can always rely on Grays of Shenstone tocome up with some great gift ideas.

Take this Thelwell wall clock with neighingsound on the hour. In a presentation box, the SRPis £9.95

All ages will love the Bee Happy wooden covernotebook with 3-D design. Original, fun and greatvalue, they are priced from £2.95.

From the famous Romero Britto designers comes Frida the Plush Pony. Alimited number of this charming, multi-coloured equine is available. The SRP is£19.95.t Grays of Shenstone 01543 483344.

Gifts to go!TOGGI’S Coast to Country luggage collection offers atantalising choice of pieces from the spacious Admiralthrough to the Ensign small crew bag and OfficerNavigator Laptop Case.

Everyone loves a little luxury, something the pure silkToggi Helvellyn equestrian themed scarf has inabundance. Colours are mocha and navy.

The gift of warm ears never looked so good. TheEmmons cosy quilted deerstalker hat has a water repellent finishand faux fur trim. It comes in blackberry and chocolate.t Finest Brands International 0113 270 7000.

A helping handHORSEY hands always appreciate a little care, making SupremeProducts De Luxe Hand & Nail Cream a thoughtful gift idea.

The replenishing cream and moisturiser sees dry, sorehands and brittle nails revitalised thanks to 12hour rehydration and protection.

Scented with vanilla pod, the cream is presentedin a pretty gift bag. The RRP is £12.50 for 225g.t Supreme Products 01377 229050.


Luxury inleatherTHIS gorgous Leather Headcollarfrom Kate Negus Saddlery is thesort of gift any horse ownerwould treasure forever.

Made from top quality Englishleather, it features a paddedheadpiece and noseband plusbrass fittings including a clipunder the throat lash.

In sizes full and cob, in blackand chestnut, the RRP is £125.t Kate Negus Saddlery01249 740590.

Light up your streetOK, it’s not strictly horsey; but what agreat gadget for youngsters who cycle tothe stables...

Laser Light, from HighVisibility – asubsidiary of hi-viz specialist Equisafety –emits two parallel lines that form a virtual‘lane’ to give cyclists more room on theroad. It also has bright LED flashing lights.

Rain and splash proof, Laser Light usestwo AAA batteries (not included) whichlast around 10 hours. The device weighs70g and comes in a smart box to protectand store when not in use.

A great gift idea – especially for boys(big and small) who can’t resist gadgets –RRP £14.99.t HighVisibility 0151 678 7086.

Two-in-onecushionTHIS beautiful half tweed, halfFrench linen cushion will jazzup any room or bed.

The two-way design’s frontis made from tweedpatchwork, and the reverse inFrench Toile de Joey linen.Supplied with feathered pad,the RRP is £42.t Timothy Foxx01296 423 399.

Olympic warm-up!WATCHING Britain win medals is always a treat – and there are many of thoseto be enjoyed on DVD from Equestrian Vision.

Your customers and their friends can warm-up for the Olympics by watchingBrits Emile Faurie, Carl Hester, Laura Bechtolsheimer and Charlotte Dujardinwin their nation’s first ever European team gold medal.

Team Grand Prix, a 100minute DVD (RRP£21.99) is just oneof a whole host oftitles from majorequestrian fixtures.t Equestrian Vision01403 864173.

RETAILTIPSuccessful gifts salesmeans mastering the artof merchandising, andin particular enticingcustomers to makeimpulse buys.

Items placed justinside the door sell thebest, according to DVDspecialist supplierEquestrian Vision. Asthe customer getsfurther into the shop,they require moredirection – so productsneed to be clearlygrouped and easy tofind.

Placing important andpopular products furtherback will drawcustomers through theshop where other itemsthey didn’t know theyneeded may catch theirattention.

Try to keep brandnames and producttypes together; this willlook more attractivethan having themscattered around. Forinstance, placing the FEIChampionships DVDs enmasse and havingclearly marked sectionsfor training,documentaries andreviews, andhighlighting newproducts, will createmore impact andencourage impulsebuying.

Equestrian Vision canprovide starter kitsinclude counter topdisplays or whirlymerchandisers to placestrategically in the shop.

The same principlesapply to books, clothingaccessories and othergifts. Special offers anddiscounted items shouldbe placed around the tillarea to attract theattention of customerswaiting to be served.Don’t forget the giftwrap!


Are concentrate feedssafe for youngstock?In the second of aseries looking at therole of concentratefeeds, Dodson &Horrell nutritionistLouise Jones BSc,MSc, RNutr providesthe answers to yourcustomers’ concernsabout feedingyoungstock.

Few topics in equine nutrition are morecontroversial than how best to feedgrowing horses. Nutritionists agree thatall youngstock should be fed a suitableconcentrate feed, but many horse ownersbelieve this is unnecessary or, even worse,that concentrates lead to behavioural ordevelopmental problems.

Do youngstock really need aconcentrate feed?During the first few months of life, thefoal’s main source of nutrition is itsmother’s milk. However, as nutritionalvalue of mare’s milk begins to decline, ataround the third month of lactation, thefoal relies more on forage to provideessential dietary protein, vitamins andminerals.

However, research presented at theBritish Equine Veterinary Conference hasshown that forage (grass, hay or haylage)alone will not meet the growing horse’smineral requirements. And deficiencies inessential minerals, such as copper andzinc, can lead to problems ranging from a

weakened immune function to poor hoofquality.

In order to correct these mineraldeficiencies, it’s essential that allyoungstock receive a concentrate feed.The most suitable feed depends on howeffectively the forage, and mare’s milk ifthe foal is still with its dam, meets theyoungster’s calorie requirements.

For example, a foal on calorie rich springgrazing may only need a low intakeprotein, vitamin and mineral balancer(such as Dodson & Horrell Ultimate

Balancer); whereas if the forage is qualitypoor or the milk supply limited then aconcentrate feed formulated to be fed inlarger quantities may be required (such asDodson & Horrell Foal Creep Pellets or FoalMix).

Does creep feeding lead tobehavioural problems?The majority of studies on the effect ofdiet on behaviour in youngstock havefocused on the weaning period, which isunderstandably quite stressful.Unfortunately, the results of these studiesare often conflicting and this may meanthat your customers are confused as towhether creep feeding is beneficial or not.

An excellent study carried out inAmerica examined the effect of feeding apelleted concentrate feed on behaviour offoals during weaning. They recordedbehavioural response but critically alsomeasured the levels of cortisol, a hormonelinked to stress.

The results showed that feedingconcentrates pre-weaning reduced

A correct balance ofnutrients will help reduce

stress during weaning.

Deficiencies in essentialminerals can lead toproblems from aweakened immunefunction to poor hoofquality.


stressful behaviour and also significantlylowered cortisol levels during the weaningperiod. This research shows that feeding acreep feed to foals whilst they are still withtheir mother is beneficial and helps themcope better with the weaning process.

Another research study looked into theeffect of feeding a concentrate feed onbehaviour after weaning. This studyfound that feeding concentrates reducedthe risk of wood chewing, which is knownto be a precursor to behaviours such ascrib-biting. However, confusingly, thesame study found that crib-biting washigher in youngsters fed a concentratefeed.

Clearly diet and behaviour is a complexissue and many other factors may beinvolved such as the method of weaningand post-weaning housing. Interestingly,despite the conflicting results in this study,the researchers did not conclude thatconcentrates should not be fed, only thatthey should be introduced gradually. Thisconfirms that creep feeding from as earlyas two weeks of age is recommended.

Can feeding a concentratefeed cause developmentalorthopaedic disorders?The concentrate feeding regime can haveeither a positive or negative effect ondevelopmental problems. On the positiveside, a suitable concentrate feed willensure youngstock get a balanced diet asdiscussed above. Minerals such as copperand calcium play major roles in cartilageand bone health and it is known thatdevelopmental problems are morefrequent in youngstock that do not receivea balanced diet.

On the negative side, if concentrates areoverfed they will supply excessive caloriesand lead to weight gain. And it is knownthat overweight youngtock are atsignificantly higher risk of developmentalproblems.

A study on thoroughbred youngstock inthe USA showed that osteochondrosisdissecans (OCD) lesions did not occur inyoungstock that were the correct weightbut those that were overweight had a32% incidence.

It’s important to choose a feed suitable

for the individual foal’s body fat score andbreed. For example Dodson & Horrell FoalCreep Pellets are ideal for orphan foals orfoals who need to gain weight, whereasFoal Mix is more suitable for native andwarmblood types, who tend to maintainweight easily.

Protein and starch:are they bad?Concentrate feeds contain protein andstarch, both of which are often accused ofcausing developmental problems.However, there is no evidence to supportthe idea that protein is a factor in theseproblems. In fact, it’s a vital nutrientneeded to support correct growth anddevelopment.

In recent years research has focused onfinding a link between starch anddevelopmental problems by measuringglycaemic response (i.e. blood glucoselevels after a meal). Indeed, it has beenshown that weanlings suffering from OCDdo tend to exhibit higher blood glucosevalues.

However, accordingto leading equinenutritionist Dr DerekCuddeford, this maynot actually be causedby the feed itself, butrather could be a resultof a genetic differencein the way theseindividuals handleglucose.

Nonetheless, tominimise bloodglucose levels after ameal, the currentadvice is to feed nomore than 2gstarch/kgbodyweight/meal. AllDodson and Horrell’s youngstock feedhave been formulated with this in mindand by feeding several small meals a day, alow starch intake is easily achievable.

For example, if feeding a 200kgweanling 1kg of Dodson & Horrell’s FoalMix divided into two meals per day, thestarch intake per meal is less than 1g/kgbodyweight, half the maximumrecommended level.

In conclusion, you should advise yourcustomers that their youngstock should befed a suitable concentrate from an early

age. This will not only ensure that theyoungster receives the correct balance ofnutrients needed to support correctgrowth, but will also help reduce stressduring weaning.

Well formulated concentrate feeds willnot cause developmental problemsprovided they are fed correctly andaccording to the individual horse’srequirements. Horse owners who choosenot to feed a concentrate areunfortunately misguided and may in factbe jeopardising their youngstock’s healthand wellbeing.

Forage alone will not meet a growing horse’smineral requirements.

Creep feeding from as early as two weeksof age is recommended.

A low starch intake isachievable when

feeding concentrates.

Horse owners that choosenot to feed a concentratemay be jeopardising theiryoungstock’s health andwellbeing.

Three-time Olympian Richard Davison(and strong contender for London 2012as we go to press) and his wife Gillianhave been breeding top classperformance horses for several years.

“We’re lucky our pastures are verygood and our youngstock don’t need alot of feed,” they say. “But we do wantto make sure they get everything theyneed to grow up strong and healthy,which is why we introduce them toDodson & Horrell Suregrow at an earlyage.”

Several home-bred foals out ofRichard’s former Olympic mareBallaseyr Royale are already proving tohave all the qualities of top classdressage horses.

• For a list of references, [email protected]

The customer is alwaysright!’ A greatmarketing maxim saidto have originated with

Harry Gordon Selfridge (1864-1947), an American-born retailmagnate who founded theOxford street department storeSelfridges.

Except, of course, that thecustomer is not always right!The customer who is intent onbuying a particular saddle – orrug – or other piece ofequipment - that isn’t suitableis far from right.

The novice rider entering theshow ring for the first timeand determined to equip herhorse with matching colouredexercise bandages, browbandand numnah – and herselfwith a show jacket in a similarshade – is obviously not right.

The parent who is intent onbuying her offspring a bodyprotector and a hat ‘he willgrow into’ and who obviouslyhas no understanding thatwearing safety-relatedequipment that doesn’t fit canbe more dangerous than notwearing any at all!

Obviously in cases such asthese the retailer has theresponsibility to provideadvice. I know from personalexperience that taking the timeand trouble to discourage badbuys and encourage goodbuys results in appreciationand lasting customer loyalty.

On a good day, I can be aspersuasive as the next man.Nevertheless, I can recall threeor four occasions when I have

failed to change the client’smind and I have ended upturning the business awaybecause I have refused to sellsomething demonstrablyunsuitable.

But what about theoccasional customer who isabrasive and rude; are theyright? Fortunately theequestrian world is such thatwe don’t have manycustomers whose attitudemakes them difficult. However,it only needs one toundermine and demoralisestaff.

Not only that, othercustomers suffer whilemembers of staff focus theirentire attention on the‘difficult’ customer.

Way back, we had acustomer who had beenafforded exemplary serviceover a period of several years –as was, of course, her due.

We had gone the extra mileand delivered goods out-of-hours, and also helped her outwith the loan of a bridle, at nocharge, when her own wasbeing repaired. She spent afair amount of money with usand we enjoyed goodrelations.

One day, this customer hadto wait four minutes after nineo’clock, our official openingtime, because the staff hadbeen held up due to a roadaccident. The two members ofstaff concerned – who shareda car to journey to work –apologised profusely andexplained what had happened.

The customer was notremotely placated and said shewas used to the door beingopened early – before 9am –for her and certainly not late!She railed and ranted so muchthat both members of staffended up in tears. I rang thecustomer and politely, but veryfirmly, said that members ofstaff were not at fault and thatthey had my full support.

We didn’t see that particularcustomer for several weeks butthen she gradually driftedback. There are occasionswhen members of staff needto be able to depend onemployers taking their sideunequivocally.

Knowing that the employeris willing to stand up foremployees engenders jobsatisfaction. Recognition thatstaff are valued andappreciated also producesloyalty and commitment.

I apply the phrase ‘thecustomer is always right’ inrelation to returned goods.We are prepared to giverefunds or exchange goodswith almost no exceptions.

The philosophy behind thisapparent over generosity –some would say stupidity – issimple. It’s often cheaper, inreal terms, to give a refundthan to go into protractedarguments about the whysand wherefores of thesituation.

I know that not all my fellowretailers agree with thisphilosophy but over a periodof time I have proved theideology. Over the years, I canrecall one – just one –customer who deliberatelytook advantage and repeatedlyreturned goods that hadpatently been more than‘tried’.

The odd customer takesadvantage: get rid of them.The remaining customers valueand appreciate the service:retain them for years. Thestaff: confident and happyknowing they have my supportand understanding.

Just how far should aretailer go to keep hiscustomers happy, musesKen Lyndon-Dykes.

ABOUT THE AUTHORKen Lyndon-Dykes is asaddle designer, Society ofMaster Saddlers' QualifiedSaddle Fitter and formerinternational three-dayevent rider.

Customers:

It’s oftencheaper, in realterms, to give arefund than to gointo protractedarguments witha customer.

‘

who’d ’ave ’em?



County Court Judgments from England and Wales andthe Scottish version, which are called Court Decrees.

The judgments listed are those recorded by the RegistryTrust Ltd and appear to be of a commercial nature.Judgments/Decrees can be for damages rather than debts,and their listing here does not imply an inability to pay.

List yourwebsitehereFor more information call 01937582111

T h e Vo i c e o f t h e E q u e s t r i a n I n d u s t r y

Eque

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New

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• Worming focus – AMTRA accredited SQP CPD.• Firing on all cylinders – feeding for optimum condition.• Cutting edge – clippers and accessories.• Saddlery accessories – girths, numnahs, breastplatesand stirrups.

SEPTEMBER ISSUEComingsoon inETN. . .

Editorial for considerationshouldbe receivedby1August.Telephone: 01937582111Email: [email protected]

MR PHIL BURNS, ADELAIDE COTTAGEVETERINARY CENTRE, 49 MILL STREET,GAMLINGAY, SANDY, BEDFORDSHIRE SG193JW £8,110HURTWOOD PARK POLO CLUB LTD, UNIT9B WINGBURY BUSINESS VILLAGE, UPPERWINGBURY FARM, WINGRAVE, AYLESBURY,BUCKS HP22 4LW £1,667 & £2,260LINDA OSTLE, WATCH HILL EQUESTRIAN,THE COTTAGE, WATCH HILL, ASPATRIA,WIGTON, CUMBRIA CA7 3SB £371KAREN BUCHANNAN T/A AFFORDABLEHORSE BOXES, THOMPSON STREET,CHESTERFIELD, DERBYSHIRE S41 9AR £836GRAY HORSEBOXES & RACE HOMES UKLTD, UNIT 3 HARTLEY WOOD FARM,OAKHANGER, BORDON, HAMPSHIRE GU359JR £12,464EQUESTRIAN SURFACES LTD, PHOENIXWORKS, PHOENIX WAY, SMALLSHAW INDESTATE, BURNLEY, LANCS BB11 5SX £985BETTER VETS, DUKE STREET, ST HELENS,MERSEYSIDE WA10 2JJ £822MALTON RACING ASSOCIATION, CHAPELCOTTAGE, YEDINGHAM, MALTON, NORTHYORKS YO17 8SL £106MRS KAREN WATT T/A MOORHEN FARMEQUESTRIAN, MOORHEAD FARM, PERRYGREEN, WEMBDON, BRIDGWATER,SOMERSET TA5 2BA £12,500MRS ANGELA THOMAS T/A EQUESTRIANCENTRE, CHURCH FARM, MONKNASH,COWBRIDGE, SOUTH GLAMORGAN CF717QQ £8,376PERLE O’ROURKE T/A PLANTATION STUD,EXNING, NEWMARKET, SUFFOLK CB8 7LJ£10,637LANGSHOT EQUESTRIAN CENTRE,GRACIOUS POND ROAD, CHOBHAM,WOKING, SURREY GU24 8HJ £304MS LOUISE RILEY T/A CRACKER JACKSEQUESTRIAN, 3 MELTON TERRACE,RAVENSCLIFFE, BRADFORD, WESTYORKSHIRE BD10 0LN £339

DAILY HILL EQUESTRIAN LTD, WEST FARM,NEWTON BEWLEY, BILLINGHAM,CLEVELAND TS22 5PQ £8,369MR IAN COLWELL T/A LLANBEDROGRIDING CENTRE, ABERSOCH ROAD,LLANBEDROG, PWLLHELI, GWYNEDD LL537UB £1,174EAST ANGLIAN BLOODSTOCK, WYCK HALLSTUD, DULLINGHAM ROAD, NEWMARKET,SUFFOLK CB8 9JT £774CHEPSTOW RACECOURSE, ST LAWRENCEROAD, CHEPSTOW, GWENT NP16 6BE£253MR JASON SMITH , THE RUMER STUDFARM, LONG MARSTON ROAD, WELFORDAVENUE, STRATFORD-UPON-AVON,WARWICKSHIRE CV37 8AF £33,192MR J HOPKINS T/A SOUTH HATCHRACING, 44 BURGH HEATH ROAD,EPSOM, SURREY KT17 4LX £5,313PERLE O’ROURKE T/A PLANTATION STUD,EXNING, NEWMARKET, SUFFOLK CB8 7LJ£10,662MS CATHERINE CHESTER T/A QUANTOCKSCHOOL OF RIDING, MIDDLE HALSWAY,CROWCOMBE, TAUNTON, SOMERSET TA44BA £4,055MR JOHN NORRIS, GREEN HEDGES RIDINGSCHOOL, WEST END, BAINTON,DRIFFIELD, NORTH HUMBERSIDE YO259NR £928HEREFORD RACECOURSE CO LTD,RACECOURSE HOUSE, ROMAN ROAD,HOLMER, HEREFORD HR4 9QU £1,430CHEPSTOW RACECOURSE PLC, THERACECOURSE, CHEPSTOW, GWENT NP166BE £705GREENGATE FARM EQUESTRIAN CENTRE,GREENGATE FARM, SANDHILL LANE,MARPLE BRIDGE, STOCKPORT, CHESHIRESK6 5NP £2,804MANOR FARM EQUESTRIAN CENTRE,SAWTRY WAY, WYTON, HUNTINGDON,CAMBS PE28 2DY £318

etn - equestrian trade news - july 2012

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