June 2011

12 GROOMING AND COAT CARE Showing off in the show ring

18 BETTER BUSINESS Going global

20 EQUIPMENT FOR THE HORSE Tacking up

30 SPECIAL FEATURE Visual merchandising

5 UK NEWS The latest industry news

26 LET’S TALK PRODUCTS Body protectors

31 ON THE MARKET What to stock

32 SECRET SURFER Websites on show

34 SUPPLIERS’ DIRECTORY Useful trade contacts

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INSIDE THIS ISSUE

FEATURES

Equestrian Business Monthly, The Old Dairy, Watton Road, Hingham, Norwich, Norfolk, NR9 4NN, UK T: +44 (0)1953 850678 F: +44 (0)1953 851936 E: [email protected] W: www.ebmonthly.co.uk

Editor – KATE HANNAM E: [email protected]

Advertising Sales & Production - ALLISON KEMP T: +44 (0)1953 852946 E: [email protected]

Design – HOLLY TODD @ PressPoint E: [email protected]

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

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www.ebmonthly.co.uk June 2011 Equestrian Business Monthly 4

Lessons learned

Welcome to June’s issue of Equestrian Business Monthly, and for this summer issue our big features focus on grooming and coat care and equipment for the horse. One of our regular and most popular features meanwhile is Let’s Talk Products, which this month profiles body protectors. Looking at the modern designs, they’re a world away from the rigid and uncomfortable panels of old and yet there are still many riders out there that haven’t updated their body protector for years, or worse still, don’t wear one at all.It’s so important to drive home the reasons why this piece of

equipment is so necessary. I made the mistake of riding without mine just the once several years ago, and ended up fracturing my spine in two places. My ‘reward’ was several weeks in hospital, nine months in a metal frame and a year of no riding, plus backache to this day! Strangely enough, a friend of mine had the same thing happen to her not long after – she was wearing a body protector, but her injuries were far less severe and recovery was much quicker; the body protector made the difference. Incidentally, both of us were riding familiar horses out for gentle hacks just before our respective accidents, so it’s not just competition riders at risk.Getting back to the subject of Let’s Talk Products, this issue

includes the last of these features in its current format. We’re always looking for ways to improve our offering as well as listening to feedback, and so the feature will return in our August issue sporting a new look, new

imagery and added impact, allowing you

to fully compare the very best

products in the given sector each month (winter rugs in the case of

August).Each new

Let’s Talk Products

feature will also be put online on

our newly designed website www.ebmonthly.co.uk, where Equestrian Business Monthly is now also available to read on a much improved page-turner. Yes, our secret surfer has been on at us too, and we’ve taken their advice.

Standing out The summer show season is well and truly underway, and many equestrian businesses will be

seizing the opportunities offered by hundreds of horsey people all under one roof, so to speak. It will be interesting to see how trade at these events holds up this year. Many business analysts believe that the economy is only now really starting to hit people in the pocket, and what with the drought the country has recently

experienced the cost of horse ownership (feed in particular) may be pushed even higher. Where once a collection of trade stands might hold huge appeal for equestrian ‘spending sprees’, many horse owners might decide to hold back. Badminton Horse Trials is one of the most highly renowned equestrian events in the world, and always provides a thrilling spectacle – and this year didn’t disappoint, what with Mark Todd’s impressive fourth victory. There were also over 300 shops for horse lovers to peruse, and this year they were allowed access to the trade stands on the first day of the show to provide an even greater opportunity for sales.The organisers don’t publish official attendance numbers as it is hard to pin down a definite figure, but estimate that over 180,000 people visited in total over the five days. It is thought that figures were around 6 to 8% down on last year, with the main reason given as that, unusually, the event was run over Easter weekend (something unlikely

to happen again in the near future). At least the weather didn’t give cause for putting people off – the unseasonably warm temperatures were an advantage for some exhibitors

but perhaps not all, with those selling raincoats and long boots perhaps not seeing as good a trade as they may have hoped. Some staff may not have been happy about working over Easter nor over the extra day, but it sounds as though most trade was fairly positive, no doubt aided by Badminton’s international reputation. Exhibiting at such events can be expensive, particularly for smaller companies, so it is important to pick and choose carefully. Some shows are more lucrative than others – compare the well-established, well organised Your Horse Live (winner of the BETA Equestrian Event of the Year 2010) with the inaugural Royal Festival of the Horse last year (poorly marketed with low attendance, this event looks not to be running in 2011) – both shows at the same location, and yet one far more successful than the other. One word of warning if you are exhibiting. An original painting by Snaffles worth £12,500 was stolen from one of the trade stands at Badminton – if thieves can make off with paintings, they can make off with anything, so if you are exhibiting at shows this summer tell staff to keep their eyes peeled and step up security, unless you have stock you can afford to lose.

Kate Hannam

EDITOR’S COMMENT

Don’t keep you thoughts to yourself!

- email [email protected] or write to Equestrian Business Monthly, The Old Dairy, Watton Road, Hingham, Norwich NR9 4NN

”“Where once a collection of trade stands held

huge appeal for ‘spending sprees’, will horse owners decide to hold back this year?

A new award has been introduced as part of the Animal Health Trust (AHT) UK Equestrian Awards. The Litovet Equine Scientific Achievement Award will recognise a person or group whose clinical or scientific work has made a substantial difference to the equine veterinary world and will be judged by a panel of leading vets and scientists. Lanes Health, manufacturer of equine mobility supplement LitoVet, approached the AHT to suggest creating a new award in recognition of the important role scientific research plays in developing new treatments and combating disease. Nominations for the Award are invited for any individual or group that is currently undertaking, or has successfully implemented within the past ten years, one or more clinical or research projects which have, or will, make a significant contribution to equine health and welfare. The five panel members, who will be choosing the recipient of the award in

2011, are: Sue Dyson MA, VetMB, PhD, DEO, FRCVS (Chair), senior orthopaedic clinician at the Animal Health Trust; Catherine Dunnett BSc, PhD, an independent nutritionist; Mark Vaudin PhD, deputy CEO and head of research at the AHT; Pat Harris MA, VetMB, PhD, DipECVCN, MRCVS, who is responsible for the research carried out by the Equine Studies group at Waltham; andCelia M Marr, BVMS, MVM, PhD, DEIM, DipECEIM, MRCVS, RCVS and European Specialist in Equine Internal Medicine, an Associate at Rossdale and Partners.


Although government spending reviews have resulted in a cut to UK Trade and Investment spending, the British Equestrian Trade Association has secured funding to subsidise a further two shows on top of its regular programme of trade missions over the next 12 months.This additional funding will allow BETA to accompany companies to a second AETA, in the United States, from 13th to 15th August and Le Salon du Cheval, France, from 3rd to 11th December – subject to sufficient interest.Other trade missions are planned to Spoga, Germany, from 4th to 6th September 2011, the first

AETA, United States, from 28th to 30th January 2012 and the Dubai International Horse Fair, United Arab Emirates, from 22nd to 24th March 2012.Grants of £1,400 per company are available for each show, bar Spoga and Le Salon du Cheval, which are fixed at £1,000. Places in the groups are open to both BETA members and non-BETA members, but limited availability means that potential participants should register their interest as soon as possible.“BETA-led trade missions are a fantastic way for companies wishing to develop their export opportunities,” says

BETA executive director Claire Williams. Companies that exhibit as part of a BETA group benefit from the trade association’s experience of international trade shows, logistical support and export advice.”

BETA is a UK Trade and Investment-approved organisation providing export funding for eligible member and non-member companies of any size, whether a manufacturer, distributor or retailer. For further information about BETA-led trade missions, contact Tina Rogers on +44 (0)1937 587062 or email [email protected]

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UK NEWSA round-up of the UK’s equestrian trade newsBETA trade missions secure extra funding

NEWS IN BrIEf

AHT and LitoVet launch new Equine Scientific Achievement Award

The Award will be presented to the recipient, or recipients, at the UK Equestrian Awards held at the Lancaster London on Thursday 3rd November 2011. Please contact Christine Gird ([email protected]) for further details or to request a nomination form, or visit www.aht.org.uk

Wahl (UK) Ltd has announced its sponsorship of top international show jumper Tim Stockdale for the coming year. Nicky Darling, equine product manager at Wahl UK, comments: “Tim was introduced to the Wahl product range at the Horse of the Year Show in 2009. Since then we have been delighted to receive his high praise for our Adelar trimmer and the positive feedback from his team for our range of Showman Shampoos and Detangler.” Throughout the season Wahl will be offering promotions and competitions to celebrate its association with Tim.

Wahl sponsors Stockdale

Free service For BHs memBersThe British Horse Society (BHS) will be providing all members and their families with free membership to the British Equestrian ID Service (BEIDS). The new BHS member card comes complete with the BEIDS 24/7 telephone number and logo, which once registered provides each BHS member with an Emergency ID card utilising the full BEIDS 24/7 Emergency Support Service.

maternity Break For Julie extonCustomer services executive Julie Exton from Equine Products UK is expecting her first child and is now on maternity leave. Julie, who will be familiar to customers calling the company’s manufacturing plant and offices in Newcastle-Upon-Tyne, has been busy recently following up all the enquiries from BETA International. Interviews have taken place for her replacement.

stickHedz oFFers dropsHipping termsOnline polo clothing retailer, Stickhedz polo apparel, is offering its 2011 range on a dropship/blind-shipping basis to all UK based online and mail order retailers. This is the first time the expanding brand has openly offered its range on these terms.

UK NEWS UK NEWS UK NEWS UK NEWS UK NEWS UK NEWS


The FEI has signed a new four-year contract with the European Broadcasting Union (EBU) that will run to the end of 2014, guaranteeing television coverage of equestrian sport around Europe. This is the third successive four-year contract between the FEI and the EBU.The new contract includes coverage of the FEI World Equestrian Games 2014, HSBC FEI European Eventing Championships and FEI European Championships in the other two Olympic disciplines of Dressage and Jumping in 2011 and 2013, the Rolex FEI World Cup Jumping Finals 2011–2014 and the Reem Acra FEI World Cup Dressage Finals 2011-2014.Carsten Couchouron, FEI executive director commercial, welcomed the renewed contract: “The FEI is delighted to have

reached a new agreement with the world’s largest association of national broadcasters. Thanks to the EBU and its members, our most prestigious events will once again be presented to our huge fan base, as well as those outside of our already established community, enabling us to further grow our unique sport.“The new agreement is an important element in fulfilling our ongoing objective of increasing the coverage and popularity of our sport, as the FEI’s most important events will be broadcast throughout the 56 countries covered by the EBU through pan-European and national channels. We are very pleased to continue working with the EBU to enhance both the value and image of our flagship events.”

The fourth quarterly UK online sales survey conducted by Actinic has reported an average 9% increase in sales in the three months to 31st March 2011 when compared to the same quarter in 2010. However, the individual months reveal another trend, with January showing a 20% rise and February and March a 4% growth.In addition, the latest Actinic survey of SMEs selling online shows the quantity of orders processed by each e-tailer increased by 12% on average in the first quarter over the same period in 2010. Notably respondents also reported their average shopping cart value decreasing by over 3% during the period from £71.17 in the first quarter 2010 to £68.82 in the first quarter 2011, indicating

shoppers are becoming more restrained.If the two sets of figures are compared by month from 2010 to 2011 a very different picture emerges. January was strong with a 20% increase in sales and 17% increase in orders, in contrast to February and March which both saw only a 4% increase in sales and 10% growth in orders. Nick Kington, managing director at Actinic adds: “With the government cutbacks starting in earnest and the possibility of an increase in interest rates the outlook for the second quarter of 2011 is looking less optimistic. But internet shopping still seems more resilient than the high street – the British Retail Consortium reported a 1.9% decrease in sales this March.”

The UK’s National Equestrian Crime Database (NECD) has launched three social media pages to help spread the word about its free crime prevention service to horse owners:Blog - http://equestriancrime.wordpress.com Twitter - http://twitter.com/EquestrianCrime Facebook - http://www.facebook.com/necdequestrian

The NECD is the most advanced equestrian crime database in the world, and is now free for the first year’s registration; membership costs just £10.00 per year thereafter.

Members can register their horses, saddles, tack, vehicles, rugs and machinery at the website, and can include photos. Any user, including non-members, can log on to search any alpha-numeric mark such as Freezemarks, Passports, VIN, Chassis, Microchip, Serial or NECD numbers to see whether goods are registered as stolen.NECD members benefit from real time services communicated by email crime alerts and SMS messages. To report a crime, horse owners should contact NECD immediately on: +44 (0)8000 199044 or visit www.necd.org.uk to register.

England’s equine community has welcomed the Government’s announcement that a new England Partnership Board originally proposed by the horse sector will be created to transform the way decisions are made on animal health and welfare. Whilst giving its firm backing to the new Board, the British Horse Industry Confederation (BHIC) has stated that the new system can only be successful in tackling animal disease if Ministers ensure that the equine sector is well represented. Indeed, the BHIC – comprising the British Horseracing Authority, British Equestrian Federation, Thoroughbred Breeders Association, British Horse Society, British Equine Veterinary Association and British Equestrian Trade Association – had originally proposed the creation of such a board, fully embedded within the Department for Environment, Food and Rural Affairs (Defra), in the early stages of the Government’s consultation process. The Board will be responsible for key decisions affecting the health and welfare of over one million horses in England and

will have a significant impact on the UK’s equine sector, which has a combined economic footprint of £7 billion, 50% of which derives from racing. As set out in the Government’s response to the Final Report of the Responsibility and Cost Sharing Advisory Group, the Board will ensure that responsibility for decisions on animal health and welfare is fully shared between Government, industry and animal owners. The move towards partnership working contrasts with previous proposals to introduce a centralised ‘horse tax’, which the equine sector strongly opposed on the grounds that it would have raised costs, produced no benefits, and failed to recognise the contribution to responsibility and cost sharing already being made by the sector. Jan Rogers, Chair of the BHIC, says: “The sector has already shown that it can work together to engage constructively with these important issues, and played a very active role in the Advisory Group discussions. This must continue if all sectors involved, and the public at large, are to benefit from the work of the new Board.”

UK NEWSUK NEWS UK NEWS UK NEWS UK NEWS UK NEWS UK NEWS

Equine sector backs new Partnership Board

National Equestrian Crime Database launches social media sites

New contract to increase TV coverage of equestrian sport

Survey of online retailers shows overall growth

UK NEWS UK NEWS UK NEWS UK NEWS UK NEWS


UK NEWS

Nominations sought for Eqvalan Duo Equine Thesis of the Year AwardTop equine students from the UK and Ireland are being encouraged to enter their theses for the Eqvalan Duo Equine Thesis of the Year Award. Now in its thirteenth year, the award is sponsored by Merial Animal Health and is given by the Royal Agricultural Society of England (RASE) each year to recognise outstanding academic achievement in the equestrian field and to showcase the best academic research to theequestrian industry.To submit a thesis, students should contact their equine course tutor or contact Katie Boon at The Royal Agricultural Society of England, Stoneleigh Park, Warwickshire. The deadline for submitting theses is Friday 22nd July 2011 and the final shortlist will be announced in September.

Horses with Attitude has announced its sponsorship of the exciting new YELA award program developed by Riding for the Disabled (RDA). YELA is a new award that has been developed by RDA for the British Equestrian Federation (BEF) in consultation with many of its member bodies to increase and encourage the number of young people volunteering in the equestrian industry. The award runs over three progressive levels increasing from 20 hours to achieve the Bronze standard up to 120 hours to achieve the Gold Standard. The award is open to all young people between the ages of 13 and 25. Gary Meynell, sales manager at Horses with Attitude, says: “We are thrilled to be sponsoring such a worthy project and look forward to a continuous association with the RDA over the next two years. I was so impressed after attending the launch at the Royal Windsor show with the whole organisation and enthusiasm for this project which has overwhelming support through

the equestrian industry” To coincide with the launch of YELA at Royal Windsor, Horses with Attitude also donated 20 saddle clothes to the BHS for the All Breeds class.

Horses with Attitude sponsor YELA award program

funding approach puts clothing retailer ahead Fuller Fillies Ltd can now ensure it has the capacity to fulfil bulk orders thanks to a £30,000 cash injection from Finance Yorkshire. Helping a range of SMEs to meet their funding requirements for growth and development, Finance Yorkshire provides seedcorn, loan and equity linked investments, ranging from £15,000 to £2 million. The project is supported financially by the European Union.

Fuller Fillies’ finance director Chris Boast explains: “Before the Finance Yorkshire investment we were experiencing times when we didn’t have enough stock to meet orders across a three-month period. We were looking at alternative sources of funding because we were aware that banks were tightening their belt and felt that Finance Yorkshire would identify and recognise the areas our businesses needed supporting. They were very helpful and straight forward to deal with and gave us a lot of guidance.”

The World Of The Horse (WOTH) saw good trade over the five days of Badminton according to organisers, with genuine interest in the diverse range of equestrian products and a pleased response from exhibitors. Despite the hot weather, which can sometimes put people off shopping, there were plenty of potential customers and the pavilion was busy throughout the event. Paul Groombridge, managing director of Aquamax Horse Bedding, is a regular exhibitor: “The World Of The Horse is brilliant for my type of business and the set up of the pavilion works very well. It attracts the right sort of business.” Rebecca

Moore of Protexin Probiotic Supplements was also delighted with the response: “This has been our most successful year at Badminton, and we are very happy to have returned to the World Of The Horse.”Many companies enjoy the convenience of having a ready made stand and the smooth running of the pavilion. Jess Coleby of Feedmark said: “World Of The Horse was very efficient for us, easily accessible and punctual – both opening and closing on time. The extra day at Badminton this year was a bonus.” Maxavita was also pleased with the extra day, enabling them to double their

sales from last year. Sales and marketing manager Holly Reeve said: “This was the best show we have ever done, The World Of The Horse is always well run and opens when you need it to.”Another draw is the number of top riders, such as Tina Cook, Lucinda Fredericks and Matt Ryan, who spend time in the World Of The Horse visiting their sponsor’s stands. Sally Dunnett of Salamo competition saddlery and bridlework said: “The World Of The Horse attracts serious riders who are looking for competition products, people know where to find us and most riders will always come into WOTH.”Jamie Hawksfield of EV Events,

who run the World Of The Horse pavilion, said: “Overall, exhibitors were pleased. The Easter weekend and the extra day’s trading caused some concern for those having to pay staff to man their stand, but the bank holiday and the fine weather certainly attracted the crowds. Business was good, which is very encouraging in the current uncertain economic climate”.The World of the Horse pavilion will be at Bramham (2nd to 5th June), Burghley (1st to 4th September) and Blenheim (8th to 11th September). For further information and booking details call +44 (0)1403 865454 or visit www.worldofthehorse.co.uk


UK NEWS UK NEWS UK NEWS UK NEWS UK NEWS UK NEWS

Charitable research group The Saddle Research Trust (SRT), believe they have discovered a new theory in Rider Asymmetry, which they feel is significant to future equine performance and welfare.Following a series of pilot studies carried out in conjunction with educational establishments throughout 2010, the charity claims to have evidence that highlights previously unidentified areas and measurable characteristics of saddle performance.Explains Anne Bondi BHSI, director for the Trust: “The initial objective of our early pilot studies was to measure the effect of rider asymmetry using a variety of scientific measuring systems open to the trust. It soon became apparent that a more complex pattern of interaction was occurring, one that could not just be explained by a rider sitting crookedly.”Humans are not perfectly

symmetrical, and most riders are aware of being right or left-handed. This ‘handing’ often creates a loss of symmetry in the rider in the vertical plane. Continues Anne: “After observing this common occurrence we began to examine further the effect the saddle has on the rider and their posture.”A similar lack of symmetry also exists in the horse in the horizontal plane. The movement of a horse’s back and limbs creates movement in the saddle, generating an unstable platform for the rider. This forces riders to adopt a compensatory action – accentuating the already asymmetrical posture. The horse also compensates for carrying the asymmetrical rider by counterbalancing.According to the SRT, this is far more complex than a ‘chicken and egg’ situation. It involves a mixture of symptoms involving asymmetries in the horse, rider and saddle, but more significantly

the interaction between them. Its studies to date have shown a clear lack of synchronisation in this three-way interaction, and it is our understanding that the degree to which this occurs is greatly affected by saddle design and fit. Concludes Anne: “We have raised many new questions about the effect of saddles on asynchrony, as well as

identifying measurable characteristics in saddle performance. Although our work is in its infancy we believe it will have far-reaching effects on all levels of equestrianism.”The trust uses a range of scientific measuring systems kindly donated and operated by its independent research associates. The article will be published in full later this year.

Saddle research uncovers new theory in asymmetry

Trade brisk at Badminton for The World Of The Horse

The latest requirements of feed labelling legislation and the long-term future for feed prices and raw materials are two of the subjects up for discussion at the first BETA Feed Industry Conference on 25th May. Speakers include Tim Frank of the Food Standards Agency, Mars Horsecare commercial director Robert Clegg and Professor Tim Morris of the BHA. Aimed at those working in the feed and supplements industry, such as manufacturers, distributors, retailers, nutritionists and university lecturers, the conference has been created to update feed members on current legislation affecting the equine feed industry, look ahead to future challenges, agree priorities for further discussion and research, and provide prime networking opportunities. “The decision to introduce a feed conference was taken following consultation with members

about the trade association’s forthcoming Autumn Conference and AGM,” explains BETA executive director Claire Williams. “We had asked for suggestions on topics they would like to see covered and our requests were met with an unequivocal demand for feed-related issues. So, rather than wait until later in the year, we felt it was entirely appropriate to organise a feed-only conference for interested parties.”

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UK NEWS UK NEWS

BETA set to hold first feed conference

The BETA Feed Industry Conference is open to both members and non-members, at a cost of £70.00 plus VAT and £100 plus VAT respectively. It will take place at the BHS, Abbey Park, Stareton, Kenilworth, Warwickshire, from 9.45am to 4.30pm. To book your place, contact Tina Rogers in the BETA office on +44 (0)1937 587062 or email [email protected]

UK NEWS

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New AppointmentsNew Director for HaygainBecky James has been promoted to director of Propress Equine, makers of Haygain. Based near Bristol, Becky joined the company three years ago when Haygain first launched. Always maintaining a strong passion for the company, Becky has worked extremely hard in securing the promotion of the brand along with meeting clients and product development. Before becoming a permanent member of the Haygain team, Becky studied for a MSc in Equine Science at The Royal Agricultural College, Cirencester, where she conducted initial field trials and testing on steaming hay. In her new role she will become more involved with strategy meetings, planning long-term aims and making key decisions.

Net-Tex announces new addition Net-Tex Industries Ltd has announced the appointment of Serena Kidd as its new ‘equestrian business manager’, responsible for looking at new business opportunities, product sales and development, marketing and retail merchandising. Serena brings with her 12 years retail experience at one of the UK’s most successful equestrian retail operations, Frogpool Manor.

Wayne joins WEFI Wayne Ravenscroft has joined Westgate EFI as area manager for the South Central region. With a BSc in Equine Science, Wayne has previously worked in equine nutrition but is relishing his new role for the leading distributor: “It’s really exciting to be looking after iconic brands such as Mark Todd, Jumpers Horse Line, Coolex and Likit. The region is slightly new to me but I’m really enjoying getting out there and meeting my customers.”

Zebra expands sales teamZebra Products has just expanded its sales team to ensure that the whole of the UK and Ireland is serviced with a strong Zebra presence. Managing director and owner Simon Middleton is excited about the expansion: “We already had a great team compromising of Sally Lowe, Jane Price and Claire Nutley; however with the recent addition of Cavallo, we felt that we needed to expand the team with quality sales personal to reflect the quality brands that we represent. After much interviewing, we are delighted to welcome Katie Nash, Paul Morgan and Phil Lowe to the Zebra team.”

UK NEWS UK NEWS

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Spot light onAmerica

2011 hunter ring bridle trends in the USAThe 2011 show season is in full swing and several bridle trends have been identified in the hunter ring. The first is that dark leather colors are making a comeback. These bridles are dark from the start, and not produced by oiling a light leather to make it dark. The difference is seen in the deep, even, rich color of the leather. Another trend is the preference for unique stitching patterns. A rider’s individual personality is being expressed through the creative stitching patterns we are seeing on top-end bridles. It is not flashy, but very tasteful and subtle – perfect for hunters. The result is a beautiful, understated elegance that reflects a rider’s individual style. The third trend is the attention to comfort so the horse can perform its best. This is displayed as a preference for bridles with padding in key areas: the crown, the noseband, and under the jaw or chin. But it’s not just the padding. Riders are concerned with the proper fit as well, and more and more of them are seeking custom bridles. Thanks to Rebecca Bissilliat and Jean-Pierre, co-owners of Arc de Triomphe (ADT), of New Hope PA. These trends were identified as they spent part of the winter season in Wellington, FL, at some of the best shows in the United States.

Meanwhile, some news from Denver, CO – home of the Western & English Sales Association Trade Show. On 1st March 2011, the owners, holding title to the land and improvements of the Denver Merchandise Mart (home of the largest equestrian trade show in the US), voluntarily filed a Chapter 11 proceeding in order to expedite a refinancing of the properties’

first mortgage and to reorganize the Mart’s affairs. According to a letter from Gene House, President of WESA, it is their understanding that the same letter they received from GC Merchandise Mart was also delivered to every permanent showroom in the Denver Merchandise Mart. The WESA trade show has long been known as ‘the’ western trade show for the industry. WESA indicates it is monitoring the proceedings and will communicate with its members for the WESA membership and markets.

In other news, the American Equestrian Trade Association has announced that it is planning three seminars in conjunction with the August AETA International Trade Show in Oaks, PA. Lisa Kemp of Kemp Equine and Chad Mendell of Cow Dog Media will hold the first two seminars on 12th August; the first, Social Media 101, will be a review of how social media developed, how it is being used, the pros/con of Twitter vs. Facebook, and social media policy development along with time management strategies. The second seminar will be about Driving New Customer Acquisition with Social Media Marketing, how to attract new customers using social media with your existing marketing. On 13th August, the third seminar, The Future is Mobile Marketing, will focus on how mobile devices are changing marketing, upcoming trends, social media and mobile marketing, and making our businesses more ‘mobile-devise friendly’. The seminars are free to AETA members.


GROOMING AND COAT CARE

Most horses will take any opportunity to get themselves dirty, and therefore require regular grooming, whether destined for the show ring or not. Not only will this remove any day-to-day dirt and improve circulation of the blood and lymph, but it also strengths the bond between horse and owner, as grooming is an important part of equine social activity. A well stocked grooming kit – be it bag, box or belt (the latter being a particularly handy extra for those last-minute touch-ups by the ringside) – is therefore a staple, and ideally each animal should have its own designated kit to prevent the potential spread of infection or parasites. Bathing the horse is usually done less often than general grooming but frequently enough so as to keep the coat in good condition. Most horses are given a thorough bath before a show, whilst it is also recommended before and after clipping, as this reduces wear and tear on blades and afterwards washes away any itchy loose hairs. Although it may be tempting, customers should be advised not to use human shampoos for bathing horses, as these are generally more harsh and more likely to strip away the natural oils in the animal’s coat (see right). Furthermore, the natural pH of a horse’s skin is higher than that of a human’s, and so human formulations are unlikely to be suitable. Instead, they should select a specialist equine shampoo, which should be strong enough to lift out any mud or grime and cleanse the coat, whilst remaining gentle enough on the horse’s hair and skin so as not to strip away natural oils nor cause irritation.

Shampoo is a must-have item for any grooming kit. Common

ingredients used within equine shampoo include surfactant such as sodium lauryl sulphate (synthetic) or cocamidopropyl betaine (natural) to loosen and dirt and oils, glyceride (derived from vegetable or animal fats) and sodium chloride (salt); the latter two react together emulsify dirt and oils and enable their removal. Many shampoos also contain perfumes or essential oils to add aroma or additional properties such as soothing, cleansing or antiseptic actions. Diethanolamide is also often included in shampoos, used as a foaming agent to lift dirt and grime from the hair. Horse owners should note, however, that the more lather, the harder it is to rinse the shampoo from the coat, which is vital so as not to irritate the skin. For horses suffering particular skin complaints, such as sweet itch or dry, flaky, itchy or sensitive skin, meanwhile a specially formulated or medicated shampoo may be able to help.After shampooing, a conditioner should be applied to restore some of the natural coat oils that may have been lost, revitalise the coat, add shine and reduce static. To save time, or add extra shine before a show, recommend that a spray-on conditioner or conditioning wipes are also good to have to hand. Zoe Baldwin of Groomers recommends that, “retailers stock a good quality range of shampoos, conditioners and sprays from a reputable source,” before stating that some conditioners available add extra value for money by including fly repelling ingredients or sunscreen: “Groomers Equaderm Conditioner includes UVA/UVB protection to protect the hair against over-exposure to the sun, for example.”

Showing offit can be hard to keep horses clean and shiny, but a well groomed and gleaming coat can make all the difference in the show ring and indicates a happy and healthy horse. Equestrian Business Monthly investigates the products to help horse owners prepare for a show and achieve the perfect finish.

natural oilsEach hair follicle has a sebaceous gland that produces oil known as sebum, and, as Zoe Baldwin of Groomers sums up: “These natural oils in the coat keep it in good condition, lubricate the skin and repel dirt.” Furthermore, when mixed with sweat this produces chemicals that kill off surface bacteria.Sebum also has another important function – weatherproofing, as Tracey Morley Jewkes of Fly Away Ltd explains: “The natural oils in the coat serve as a water repellent. The way in which the hair stands on the coat together with the way in which the circulation operates helps to keep the horse both warm in colder temperatures and cool in the midday sun. The oils also give the lovely healthy natural shine to the horse’s coat. “Stripping these oils out through the use of harsh shampoos or over grooming damages the water resistant properties, which may cause the horse to become wet and cold. This can also lead to skin dryness, irritation or dermatitis in some circumstances. Owners can ensure that they prevent this from happening by choosing a reputable shampoo that is designed for horses.”The more alkaline the shampoo, the more likely it is to strip away these essential oils. Many manufacturers therefore add ingredients such as citric or phosphoric acids to balance the pH and counteract this effect.In order to make the most of the natural sheen produced by sebum, horse owners should bath the horse one or two days before a show rather than on the day, to allow any oils lost to regenerate. Currying with a rubber comb also encourages sebum production as well as removing dead skin and dirt. Gamma-linolenic acid (GLA) meanwhile is an omega-6 fatty acid, believed to help support the production of natural oils in the horse coat. GLA is thus is sometimes found in equine shampoos or dietary oils, often sourced from borage or evening primrose – two plants known to be high in this nutrient.


Polished finish

The horse may have been bathed a day or two previously, but will remain a magnet for dirt right until it enters the show ring! Owners should ensure that they are prepared for all eventualities and invest in a stain remover for last-minute touch-ups. A stain removing spray is quick and easy to apply, and, as Tracey Morley Jewkes explains, “is also invaluable for winter preparation when full bathing is not as easy. Customers should try to find one that does not contain any bleaches or any harsh detergents that may cause irritation.” Coat shiners, finishing mists or wipes meanwhile are perfect for creating an all-over glossy sheen to impress the judges, and certain products even contain glitter for those really wanting to add sparkle. The best products will leave a grease-free finish so as not to attract dust, and some add pro-vitamins (vitamin 3 is especially important for skin and coat health) and proteins to nourish and strengthen the coat. Tracey Morley Jewkes adds: “A final spray with a good coat enhancer before entering the ring gives the ultimate gloss to a horses coat, highlights black points and some, such as Groom Away’s Show Shimmer, help to fix plaits and quarter marks too.”To achieve a really professional finish, recommend highlighter or ‘make-up’ products to use to enhance and define the areas around the eyes, muzzle, ears, dock or legs. These products can also be useful for hiding any scars or blemishes. Says Tracey: “A clear facial highlighter accents eye, muzzle and facial bone structure. These can really make a difference to the horse’s turnout but it’s best for

horse owners to select one that contains a sunscreen to avoid burns.” With a multitude of coat care items to choose from, Tracey provides the following stocking advice for retailers: “Buyers like to buy a range – if you stock a range of complimentary products you will often sell more than one item from a range. Coat shines and detanglers often sell as a couple so stack them together on the shelf or run offers so that if the customer buys one they get the other at a discounted price to increase sales. Ease of application is also important – sprays sell well as they are less messy and easy to transport.”

gleaming greysA gleaming grey can be a striking sight, but owners of grey horses may find it a struggle to completely remove stains and bring out the white of the hairs. Manufacturers have come up with the solution in the form of whitening shampoos, which are usually blue or purple in colour and help to remove any yellowing in the coat. Tracey Morley Jewkes recommends that customers owning grey horses “choose a deep cleansing shampoo that has been specifically designed for greys to remove dirt and stubborn stains,” and continues: “Stains should be treated with a stain remover to ensure their complete removal, and coat shine and mud repellent sprays are ideal for use all over the coat, protecting against stain penetration of the hair shaft. By keeping any stains on the surface they are easily removed. Owners of grey horses should make this part of their every day grooming routine to prevent stains from bedding in. Suggest they use a lycra body suit the night before a show, to try and keep as much of the coat covered as possible.”It is important to note that colour enhancing shampoos are not confined purely to greys; many companies now produce specialist washes for various colours, including bays, blacks, chestnuts and coloureds. These shampoos can be particularly helpful to restore colour to a dull or sun-bleached coat.

Manes and tailsThe coat may be gleaming, but a tatty, bushy or dull looking mane or tail will spoil the appearance of any turnout. Furthermore, an unkempt mane and tail can cause skin irritation and discomfort by trapping dirt or sweat, and is at risk of catching on stable doors, fencing or vegetation. Dirt at the roots of the mane or tail will also inhibit

hair growth and lead to thinning.As with the coat, customers should shampoo and then condition their horse’s mane and tail on a fairly regular basis throughout the summer months (a dry shampoo or spray may be more practical in winter). A good conditioner will make the mane and tail more manageable after shampooing, and make it easier to comb out any knots. Tracey Morley Jewkes adds: “For horses not being plaited, the owner should use a conditioner and detangler to protect from tangles and further staining. This also helps to protect the hair and give a healthy shine.”A good mane and tail detangler should be non-greasy so as not to attract dust, and will help to reduce hair breakage by making mud and dirt easier to brush out. Many are silicone based and are very effective at producing

glossy and tangle-free manes and tails, but there are also some silicone-free products out there for horses that may be more sensitive. For horses being plaited, a plaiting gel or spray can make the job easier and help fix plaits in place. Suggest also that customers invest in a tail guard or bag to keep the tail in top condition until show time, whether they are plaiting their

horse or not. How to prevent a mane or tail from thinning meanwhile is a common problem faced by horse owners, but the situation can be improved by utilising the proper tools. Mario Granito of SoloGroom advises that customers looking for mane and tail combs, or indeed any type of grooming equipment should consider quality, practicality and suitability, before providing the following tips to prevent thinning: “We would not advise the use of thinning scissors, razor combs or rakes as the user does not have control on the amount of hair being thinned out. The SoloComb gives more control over other grooming tools, and is the humane answer to pulling a mane. It doesn’t pull, break or tear the hair and comes with a one-year guarantee and great after sales service.”

”“A good conditioner will make the mane and tail

more manageable after shampooing and make it easier to comb out any knots




A team for clean

SuperPoo Conditioning Shampoo is non-irritating and pH balanced. It’s concentrated and economical, just two tablespoons will wash an average sized horse, so a bottle goes a long way! Coats are left silky and shiny.ShowClean Whitening Shampoo lifts dirt and yellow stains from white tails and legs but doesn’t contain harsh chemicals or bleach. It’s whitening and brightening action leaves greys sparkling and enriches other colours.

Absorbine: [email protected] www.absorbine.co.uk

Power Detangler Dark

A complete grooming spray. Can be used on the mane and tail for detangling and adding volume and on the body to enhance colour and add shine. Has UV filters to protect against bleaching of the coat. Available in a Dark bottle with walnut stock to enhance darker coats, and In the Red bottle with camomile to enhance lighter colour coats. Also provides fly protection.RRP: £10.99.

Agrihealth incorporating Eddie Palin: +44 (0)2838 314570 www.eddiepalin.com

Tangles away

Every Day Tangle Away is a non greasy mane and tail conditioner which detangles, leaving a silky sheen. It preserves manes and tails, reducing breakage by making mud and dirt easier to brush out. Great to apply to manes before rugging with neck covers, reducing hair breakage. Can be applied wet or dry. Provides everyday protection all year round. Reduces grooming time when used as a part of the daily routine. RRP: £5.99 for 500ml.

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

Clean and condition

Groomers unique Equaderm Shampoo contains 1% evening primrose oil to clean and condition dull, lifeless coats and to clean, sooth and calm sensitive dry and flaky skin. It is used all year round to repel wet and muddy conditions in winter and to ward off biting insects in summer. Evening primrose oil is a rich source of gamma linolenic and linoleic acids, which are renowned for beauty of skin and coat. Groomers Limited: +44 (0)8452 307997 www.groomers-online.com


Going Solo

Solo trimming tools – SoloComb, SoloBrush and SoloRake – come with a one-year guarantee and are light, stylish, easy to operate, hygienic, durable and safe. They are also pain-free, humane grooming solutions for a variety of trimming and grooming needs. SoloKit is a holster containing all three products. This simple, light clip-on holster can sit in a grooming kit, then slip on to a waistband, belt or pocket.

SoloGroom: +44 (0)1235 511358 www.sologroom.com

Enhance natural colours

NAF’s range of natural shampoos make every horse look like a superstar, and they smell great too! The Wash & Show range of colour enhancing shampoos are 100% natural. The gentle formula cleanses and conditions, rinsing away quickly and easily to leave a soft, shiny coat with a luxurious finish. The range includes four special shampoos: Wash & Show for Redheads, Greys and Dark Horses, and Wash & Show for All Horses.

NAF: +44 (0)1600 710700 [email protected]

NAF Off

You won’t miss this summer’s brand new NAF Off Citronella Coat Spray in its bright funky acid green and pink packaging. It’s designed to shout out from the self and let your customers know their summer horse care prayers have been answered! Furthermore, it comes with the added bonus of a free NAF OFF Citronella Wristband for riders, which contains pure citronella oil, is waterproof and has an adjustable control of level of fragrance, which remains effective for four to six weeks.


Now with silk proteins ShowSheen is now enriched with pro-vitamins and silk proteins to nourish the coat and shine and strengthen the hair to perfection. This unique formula coats each hair shaft to keep manes and tails tangle free, and its conditioning action reduces static electricity. It makes coats smooth and sleek, and it accentuates body tone and definition. Now also available as a Finishing Mist in a 15oz non-aerosol spray, with a continuous, quiet sprayer that even sprays upside down!

Absorbine: [email protected] www.absorbine.co.uk


The term ‘going global’ can encompass several different sales strategies, but whichever way a business chooses to export its product or service, the potential benefits can include increased sales and profits, increased or new knowledge and experience, greater competitiveness, and even better business security, as trading internationally can reduce a company’s dependence on just one economy and/or market. When deciding whether export is the right strategy for your own business however, there are essentially three questions that first need addressing:

Will this generate benefits for •our company?Do we have the capabilities •necessary to realise those benefits?Will the benefits of exporting •our products outweigh the costs?

As with any strategic business decision, proper market analysis is a critical factor if the venture is to be successful. Before taking any product or service abroad, research must be carried out first to

establish which are the markets where you are most likely to see demand, the industry structure of those markets, the competition you may have and any modifications required to the product or service before it can be sold (the British Standards Institution offers help for exporters concerned about a product’s suitability for export). Due diligence must also be taken into account; namely, the legal obligations, reports and investigations that may have to be undertaken, whilst other practicalities to consider include time and cultural differences, transport infrastructure, financial issues (such as exchange rates and payments, as well as the actual costs of exporting) and local regulations. It is also vital to remember that patents and trademarks are only recognised and protected in the country of origin, so intellectual property protection will need to be secured in each and every country where your products will be sold.Trade shows are a great way of initially researching potential markets, customers and competitors, as well as meeting potential buyers and establishing

valuable contacts. International equestrian

trade fairs include AETA International,

held twice a year (January and August) in Philadelphia USA; Al Fares, held every two years in Dubai (the next is scheduled for October 2012);

HORFA2011, also known

as the China International

Horse Fair, which takes place in

Shanghai in October; and Spoga Horse Spring and

Autumn in Cologne, Germany. One of the most important things to remember is that a ‘one size fits all approach’ will rarely prove successful when selling in overseas markets. For an overseas venture to be profitable, a clear understanding of who the customers will be, what

motivates them to buy and how best to get the products to them is vital.There are many different ways to organise sales presence in another country. Depending on the product, a company may choose to sell directly from the UK; harness the services of a local distributor or sales agent who already understands the target market; enter into a joint venture with another established local business or establish an overseas office. There are positives and negatives to all these methods of selling. Trading solely from the UK – which may involve periodic visits to the country, attending trade shows and utilising telephone and internet sales – can be simple and cost-effective but the distance may present certain issues, for example, with communication, workload or local constraints. By opening an overseas base, some of these issues may be more easily established and dealt with, but this can increase costs significantly. Using a sales agent as a representative overseas will enable the company to take

advantage of their knowledge of the target market, and often involves the agent introducing new customers and being paid a commission on any sales to that customer. An agency agreement is a must if a sales agent is employed. Utilising the services of a

distributor meanwhile works in a similar fashion to such arrangements in the UK, and again can bring benefits such as local knowledge and contacts, market access and distribution of workload, plus help with paperwork, shipping and warehousing. However, as the distributor will be the overseas face of the company’s brand and therefore exercise a certain amount of control over the company’s products, trust, and a proper legal agreement in place, is vital.Choosing which method of selling is right for your business involves weighing up considerations such as cost, control and risks, and prioritising accordingly. It is important also to remember that ‘going global’ may involve legal, financial and accounting considerations that should be dealt with by consulting a solicitor, accountant or business adviser.

BETTER BUSINESS

GoinG GlobalExporting overseas can be a highly lucrative means of expanding your business and company profile, if done as part of a carefully considered, researched and relevant strategy. Equestrian Business Monthly provides some tips for companies looking to take their products global.

For more information and advice on exporting your product or service overseas, plus an interactive ‘Are You Ready to Export?’ tool, visit www.businesslink.gov.uk


Case Study: Abbey England

Peter Phillips of Abbey England explains why the company wanted to expand its business into overseas markets: “We wanted to take advantage of the global market in the equestrian industry for high quality, British-made components and raw materials. By starting relatively locally, exhibiting at Spoga, we had the opportunity to test the European market before looking further to the USA and Australia. Opening an e-commerce web site as far back as 1999 also helped to increase our profile on a new and growing worldwide platform.“As a result of this expansion, Abbey has grown steadily at a pace that could be accommodated without adversely affecting our UK

business. We have been very fortunate in experiencing few problems associated with global trade. This may be due to taking the process slowly and learning of the potential pitfalls in a small way before making any major mistakes. “Our future plans include continuing with our expansion within the equestrian industry and developing our diversification strategy on the global stage.”

BETTER BUSINESS

Case Study: Hilton Herbs

The decision to start exporting happened almost accidentally with a number of unsolicited enquires and subsequently orders from overseas as a result of advertising in domestic magazines and a healthy online presence. At around the same time (mid 1990s) many new businesses were staring to come online and the directors quickly identified that in order to grow the sales of the well-established but small product range Hilton Herbs needed to export.The overall strategy in the early years was a mixture of using agents, distributors and direct exports. Today the company has a much clearer strategy having utilised opportunities to work with supporting organisations such as UKTI and BETA. Last year was the first in the company’s 20-year history that export sales outnumbered UK sales. In 2009 Hilton Herbs was awarded the ‘Somerset Exporter of the Year Award’ and in 2010 was runner up in the West Country Business awards for International Trade.Exporting has its obvious advantages of opening up new markets, but many businesses are put off by the excessive red tape. Hilton Herbs as always worked hard to overcome these issues and all the products are manufactured with careful attention to specific country labelling requirements, including labels translated into six languages.Hilton Herbs is currently actively pursuing the American market after setting up its own warehouse in Pennsylvania towards the end

of 2008. The company felt this was a particularly brave decision, as the economic outlook at the time was poor; however it was part of the business plan and was done with guidance from UKTI. It has proved a huge success and has resulted in substantial growth in US sales.

UK Trade & investment

UK Trade & Investment (UKTI) is the government body responsible for helping UK businesses develop international trade. It offers three support services to businesses in England: Developing Your International Trade Potential, Accessing International Markets and Maximising Foreign Direct Investment.

Developing Your international Trade Potential

This service provides help to businesses in England considering exporting or entering new overseas markets for the first time. UKTI offers diagnostic support and access to the regional International Trade Team’s database, regional events such as ‘meet the buyers’, provision of specialised advice and export market research.

Accessing international Markets

This service provides access to grants for businesses in England to participate in overseas trade events and exhibitions, as well as information, contacts and support from UKTI staff across the network of embassies, consulates and other offices in some 96 markets.

Maximising Foreign Direct investment

This service aims to encourage overseas investment in the UK, helping businesses with the decision to invest and, once they have invested, to develop their UK-based businesses.UKTI has International Trade Teams located all over the country, with each UK region boasting dedicated sector specialists. To find your local trade team contact the UK Trade & Investment Enquiry Line on +44 (0)2072 158000 or visit www.ukti.gov.uk


EQUIPMENT FOR THE HORSE

Fit and function must be the primary considerations when making any decision on tack. The customer must be aware that ill-fitting tack can hurt or damage the horse and potentially put the rider in danger, so first ensure they are picking the right size and style of tack for their horse. Measurements of the relevant parts of the horse’s head will help when choosing a bridle, whilst saddles should only be fitted by a qualified master saddler, although retailers can make informed suggestions based on accurate information about the horse (such as size, breed and type). As tack is such fundamental equipment for horse riding, and undergoes much stress and strain through everyday use, emphasise the importance of purchasing the very best quality tack they (the customer) can afford. It may be an expensive initial outlay, but investing in high quality tack usually pays off in terms of comfort, appearance and durability, as long as it is properly cared for and the right equipment for horse and rider has been chosen.

The tack must be appropriate for the rider’s chosen discipline or purpose. Saddles fall into three main categories: general purpose, jumping/close contact and dressage – the names giving obvious reference as to what disciplines they may be suitable for. Although many horse owners are content with a general purpose saddle, remind them that the specialist designs exist to help promote the correct

position in the saddle for that discipline and show off the athleticism of the horse to best effect. Certain disciplines also have specific rules concerning bridles. British Dressage for example permits snaffle (with drop, flash or cavesson noseband) or double (with cavesson noseband) bridles only depending on the level of competition.Customers should pay close attention to leather thickness and bridle design, whether fine or wide, flat or raised, stitched or plain, bearing their own horse in mind as well as personal preference. A well-chosen bridle can enhance a horse’s appearance or conformation – a fine head will look better in finer bridle, a white browband attracts the eye to a horse with no white markings and a wide noseband breaks up the large white area on a horse with a wide blaze. The style of the noseband should be chosen in conjunction with the type of bit, bearing in mind the type of action required and again, if necessary, the rules of the rider’s chosen disciplne. Some bridles also

offer additional features such as special designs at the poll to avoid excess pressure – particularly popular with the dressage market – or magnets at the poll to help relax an excitable horse.The design of the saddle meanwhile has significant impact on its suitability in terms of fit and comfort. A small seat in a deep saddle will be uncomfortable for the rider,

whilst too large a seat will give them very little support. Some designs of saddle will be more versatile than others, but what is most important – alongside getting the saddle to fit the horse – is that the rider has enough space, support and comfort in the saddle for their needs. In terms of the comfort of the horse, saddles with adjustable trees or modular saddles allow width alteration for horses that are particularly narrow or wide or have undergone a drastic change of shape, and thus can be a versatile option provided, as with ‘regular’ saddles, that they are correctly fitted. Treeless saddles are also gaining in popularity having been used by endurance riders for years, and can be used on a wide range of

horses, but sometimes have weight restrictions, so it is advisable to check.

Looking at leather

Customers must also make a decision on the type of material, which will usually be based on personal preference, use and budget. Nylon and synthetic tack has risen in popularity due

to being less

TAcKing upThe term ‘tack’ encompasses a wide range of items designed for use on the horse. Most horse owners will know what they need – be it saddle, bridle, boots or saddlecloth – but may find it harder to choose a particular style or type. Equestrian Business Monthly looks at how to help customers make that decision.

”“Emphasise the importance of purchasing the

very best tack the customer can afford, asinvesting in high quality tack usually pays off.

Image courtesy of Abbey England



expensive, strong, lightweight and easy to look after, but is not as ‘good-looking’ as leather, although better quality synthetic leather saddles can bear a close resemblance to genuine leather at first glance. Real leather is the traditional material and still the most widely used, for although it is more expensive its natural qualities of durability, strength, suppleness and longevity makes it ideal. “When purchasing new tack the key points are good quality solid leathers and panel hides,” advises Richard Brown of Abbey England. “The most commonly used solid leathers used in the manufacture of horse tack are veg tanned and chrome tanned leathers. Panel hides these days are predominantly chrome tanned in large drum loads of anything from 2,500sq ft to 10,000sq ft lots. This enables good colour penetration along with continuity of quality and good handle of the hides.”Richard continues: “All of Abbey

England leathers are specifically developed with the equestrian trade in mind. It is important that we form a working partnership with our customers and are selecting specific hides and solids that are constantly evolving, though our own knowledge, and though working closely with our saddlers and bridle makers. This enables us to offer high quality leather that will stand the test of time and offer a wide range of hides to suit all budgets.”

Top sales tip Says Richard Brown: “Keep it simple and accentuate products with good lighting. Invest in versatile, good quality display units and models which will provide a starting point for all of your displays. Abbey distributes a range of Stubbs display models, stands and racks which are ideal for the equestrian retailer and guaranteed to sharpen up any shop display or window. The range includes life size display horses, horse’s heads, horse’s legs and various stands for displaying saddles and bridles.”

Britain has the benefit of having a worldwide acclaimed saddlery industry, something that retailers should convey. Continues Richard Brown: “Walsall saddlery companies are committed to using the highest quality raw materials on the market, working closely with tanneries to develop leathers which will ensure longevity, quality and performance. Such excellent craftwork includes attention to detail on the construction and the stitching of straps and pads, and ensuring the load bearing surface is even.”Steps to maintain leather must be taken to ensure it stays supple and safe, explains Richard: “If cared for properly it should last for years. It is advisable to thoroughly clean the saddle and bridle at least once a week to remove all dirt and grease and then to feed and condition the leather.”There are numerous products available on the market for conditioning leather, available as sprays, wipes, soap bars, creams, oils and balms. Before selecting tack cleaning products, customers should read the manufacturer’s instructions to make sure the product is suitable for their particular type of leather. Whether they use a sponge, brush or cloth to clean and apply the product, it is also important to make sure it is not too abrasive so that the leather is not scratched. Metalwork meanwhile can be cleaned using specialist polish, although this must never be used on bits.Tack will also require longer-term maintenance to maintain its effectiveness. Says Richard: “Around six months after buying a



new saddle it will usually require re-flocking. After this it should not require further stuffing unless it becomes uneven. Stitching may need re-doing on certain parts of the saddle or bridle after a few years. If the tack is good quality and well cared for it should last for years. Horse owners should always use a qualified saddler for repairs on their tack.”

Buying boots

Effective horse boots should provide protection for the vulnerable parts of the horse’s leg whilst not allowing the legs to get too hot; be of good fit with secure fastenings so as not to slip, rub or rotate; be easy to get on and off and to clean; and be hardwearing, made with quality fabric be it traditional leather or man-made neoprene,

polyester, ballistic nylon, carbon fibre or memory foam. There are several questions that retailers can ask to help customer choose the right type of boots for their horse. Tom Eastwood of Tagg Equestrian explains: “Firstly, know what level of protection is required for the activity undertaken at whatever level, and know if the horse has any gait or mechanical problems or old injury sites that require specific protection. Also, it is important to be aware of any fabric allergy or sweat induced allergy problems. Once all these factors are taken into account, customers should buy an adjustable boot that is the correct length for the horse’s leg – bearing in mind the size requirement may be larger on the hind legs – which offers adequate protection for the activity.”Once the style of boot required has been determined, the

customer will need to decide on a brand, which can seem difficult due to the choice available, and the fact that there is no performance testing or rating system in place. Although there have been calls to develop a uniform system, Tom Eastwood believes that this may be hard to police due to the vast difference between boots designed for simple everyday use and those incorporating more sophisticated technology: “I think it might only work as a voluntary agreement to participate by horse boot manufacturers confident enough in the performance of their boots to put them forward for a testing process.”Manufacturers, particularly those making boots at the higher end of the spectrum, can however enact their own tests to ensure their products are up to the job. Continues Tom: “The Funnell Horse Boot Range was designed and tested over 12 months by William and Pippa Funnell and our designer for use within their own individual disciplines. They were adjusted both in fit, weight and fabric content from the feedback they provided.”

Top sales tip Says Tom Eastwood: “Display boots on display legs, as this visual merchandising gives the customer a better idea of the fit and shape on the horse. Detail the different type of boots stocked and what disciplines they would generally be used for.Grouping styles and types of boots together rather than by brand is helpful. Use point of sale and literature in the area of sale. Booting a horse can appear complicated to the novice rider, so assistance is always appreciated.”

Numnahs and saddlepads

Horse owners many not realise that there is much more to selecting a numnah than might appear. The potential costs of a poorly fitting numnah – a sore back, inhibited movement and scruffy appearance being just three – can be huge, and the style, cut, materials and quality can all have an effect. Rosie Pocock of Griffin NuuMed highlights some important things for customers to consider: “Firstly, do they know the size

Image courtesy of Tagg Equestrian


and flap length of their saddle? It is amazing how many people don’t, but it is key, along with saddle design, to getting a properly fitting numnah. Also, the numnah needs to be the right shape for the saddle. For example, some general purpose saddles are fairly forward cut and so some GP styles of pad will be too straight, which would mean the saddle sitting on the binding at the front.”What the customer wants the numnah for also dictates the type they need. Rosie Pocock continues: “Does their saddle fit well and therefore is the pad just to keep the underside of the saddle clean? In this case a properly fitting quilt pad will be fine. Is there a specific saddle fitting problem or problem with the horse’s back they are looking for temporary help with? Or is it to improve the comfort levels for their horse? Some cheaper or poorly fitting saddles can be made more comfortable with a good numnah, but it should never be sold with claims that it can improve saddle fit.”Other questions for retailers to ask include whether or not the numnah is for use during a specific discipline. Furthermore, certain pursuits, such as hunting, will require a numnah that offers a greater level of protection.The material is another important consideration. The fabric should be soft, hardwearing and breathable.

Cotton or polycotton is commonly used, often quilted over a wool, foam or polyester filling or made with cushioned polyfibre padding. Alternatively, numnahs made from wool may be more expensive but offer a number of benefits. Says Rosie: “British wool breathes, it gives good levels of protection, it absorbs up to 30% of its own weight in moisture before it feels damp, is consistent in density and quality and is easy to look after.”Rosie continues: “The density of the infill is also worth bearing in mind. We use 2oz, 5oz, 9oz and 12oz infill depending on the end result we require, and obviously this affects the thickness of the pad. For the rider, this can have a bearing on how close their leg contact is and it is very important to remember that a thicker pad can affect the fit of the saddle quite considerably.”

Many of the more high-tech numnahs today feature padded inserts – made for example from memory foam or latex – on bearable surfaces to evenly distribute pressure and act as a shock absorber. Adds Rosie: “The fabric these are made from varies and is not crucial in the performance, but what is crucial in a shimmy pad is a) in the numnah design the pockets are in the right place so pressure is not put in the wrong places and b) the number of shims used at any one time does not have any adverse effects on the saddle fit.”

Top sales tip

Rosie Pocock recommends: “Numnahs and pads are notoriously difficult to display well, especially where space is limited. Have one of each style on display so the customer can compare. Don’t stock loads of different brands and confuse the customer. Decide which brands you want to retail and a) have a good stock so you give the customer choice and b) make an effort to sell the benefits rather than just leave it up to the customer. NuuMed’s best customers are those that carry a good level of stock and all of those retailers work on the basis that ‘if you haven’t got it, you can’t sell it’ – and these days if you can’t give them what they want, they will just leave, look on the web and buy it from elsewhere.”

Image courtesy of Griffin NuuMed


Image courtesy of Griffin NuuMed



Condition leather

Originally known as Hoopers Saddle Food, Abbey Saddlery has re-launched the product now known as Abbey 1982 Saddle Food. Made in Walsall by Abbey Saddlery the Saddle Food is made from the original 100-year-old recipe that was originally used by Hoopers. It is excellent for use on boots, bridles, luggage, gun cases and all working leathers. It is best used straight from the pot and when it is soft.RRP: £8.95.

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

Cool protection

Tri-Zone Airlite Tendon boots won the prestigious Innovation Award in the Saddlery and Tack section at this year’s BETA International. Not only are there two shock absorbing layers of EVA to reduce the risk of concussion injuries, the vulnerable tendon area is also protected by a tough polycarbonate layer which can withstand penetration. Its ability to keep the horse’s leg cool, not add unnecessary weight and to not restrict movement makes it a truly unique boot.

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

Stylish range

Within NuuMed’s range of numnahs and saddlepads there is a type, style, colour and size to fit most customer’s saddles – and every one is made in Somerset. In addition to stock lines, NuuMed’s facility to produce bespoke items is increasingly busy. Alongside the very popular styles for competition use, fast movers this spring/summer include the HiWither Anti Slip, the HiWither Half Wool pad with collars front and back and the HiWither Half Shimmy pad. Griffin NuuMed Ltd: +44 (0)1458 210324 www.nuumed.com

New for 2011

Pippa Funnell and William Funnell had significant input in creating a new range of boots under the Tagg Equestrian brand. The cross country boots are practical, stylish and easy to use, offering complete protection to both the legs, with an innovative strapping arrangement, using no elastic. Formed from full quality leather outer with additional leather pads to offer greater protection and compressed neoprene lining. They are light, hardwearing and easy to clean.

Tagg Equestrian: +44 (0)1636 636135 www.taggequestrain.co.uk

Smart Knee Boot

Manufactured using Poron Xrd technology on an EVA Thermoformed base, Woof Wear’s new Smart Knee Boot provides exceptional protection to the knee joint. An anti-slip top band and adjustable base strap ensures a secure fit and prevent the boot from slipping. Poron Xrd foam in the key strike area means that the PU shell can be more flexible and therefore more comfortable, because on impact the Poron Xrd foam stiffens to give added protection.

Woof Wear: +44 (0)1208 265920www.woofwear.com

Stunning saddlery

The Amerigo Saddle Care Collection keeps leather goods in tip top condition. Designed originally for use on Amerigo leather and calf skin products, the collection has equally good results on other leather items. The sets offer a complete leather care package and includes Amerigo Soft Clean (RRP: £12.99), Amerigo Soft Oil (RRP: £17.99) and Amerigo Soft Grease (RRP £19.99).

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

Effective and time saving

The NAF Leather Care range offers seven highly effective products to clean and care for saddlery, including products to cleanse, nourish and soften leather helping to maintain everyday working tack and the finest show leatherwork in top condition. The range includes Professional Leather Cleanse, Professional Leather Balsam, Professional Leather Food, Leather Quick Clean, Leather Solid Soap, Leather Soft Soap and Neatsfoot Oil.


Versatile leg wear

Golly Galoshes are easy to fit over the horse’s existing boots and really stand out when riding. They are waterproof so will protect the horse’s legs and boots from summer showers, and because the high quality material is breathable so horse’s legs won’t overheat. They can also be used to protect wound dressings. Offering leg protection, improved visibility and unparalleled quality, Golly Galoshes will last for years and are the simple solution for summer.

Golly Galoshes: +44 (0)1465 861274 www.gollygaloshes.co.uk


Airflex saddlecloth range

The revolutionary Airflex range of saddlecloths and risers from Comfort Zone are both breathable and lightweight, offering total freedom and flexibility. The cellular structure of the Airflex allows the horse’s muscle structure to move, allowing freedom along the length of the back which in turn helps to improve their paces and athletic ability. The specialised design has been developed to fit closely into the saddle gullet following the shape of the horse’s spine.

Comfort Zone from Tagg Equestrian: +44 (0)1636 636135

British bridles and leatherwork

The Kate Negus range of leatherwork has many features that make it desirable. One of the key elements is quality, thanks to the leather that is used and the products being manufactured in the UK. Kate Negus customers like the ‘bespoke’ feel the off the shelf bridles have thanks to the options available. For the retailer, as the parts are interchangeable between bridle styles, this means not having to hold vast amounts of stock.

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

Supreme saddle care

Saddle Care, from the Supreme Products Horse Care range, is a great product for moisturising and maintaining tack as well as for cleaning it. It is a spray on, blended liquid, which can be used in day to day tack care, sprayed on, allowed to dry and then buffed up to give a shiny finish. Saddle Care can also be used to protect and preserve tack in storage for future use.

Supreme Products: +44 (0)1377 229050 www.supremeproducts.co.uk

Half wool saddlepads New from the Jumper’s Horse Line Half Wool Collection, this specially shaped saddlepad is designed for close contact and jumping saddles. Also available in dressage and GP styles, the numnahs and saddlecloths are high cut at the wither with broad panels to fit a good range of saddles. Being part lined with 100% wool they offer comfort without the bulk of traditional sheepskin and are machine washable.

Westgate EFI: +44 (0)1303 872277 www.wefi.co.uk


let’s talk products

What to Stock

for Successful Sales

Body protection for riders has come a long way from the days of awkward-looking rigid foam back shields. the body protectors of today are constructed with both comfort and safety in mind, subject to rigorous repeat testing and available in various styles and colours, making them a must-have item for any rider, be they top-flight competitor or happy hacker.

BodY protectors

For 2011, British Eventing has introduced a new rule whereby competitors may only wear BETA 2000 or 2009 Level 3 body protectors, and ideally all riders, whatever their level or discipline, should be encouraged likewise. Body protectors manufactured pre-2000 were made using different types of foam, and tend to be brittle and degenerate with age. These garments were also typically much thinner, offering far less protection and coverage, and it is also likely that older body protectors may have suffered additional damage over the years. BETA 2000 and BETA 2009 are the most current standards to which all body and shoulder protectors sold in the UK must conform. All production of BETA 2000 body protectors will cease next month (July 2011), although

these products may still be sold and will remain valid for the recommended lifespan of three to five years after issue. Level 3 (purple label) body protectors are the ones that are suitable for normal riding conditions, and are designed to prevent minor bruising, reduce soft tissue injuries and bruising and limit the risk of rib fractures. Modern body protectors provide much higher levels of protection than their forebears, but must be correctly fitted in order to provide maximum coverage and protection without making the rider uncomfortable or inhibiting movement in any of the riding positions. BETA runs body protector fitting courses for retailers to enable them to provide the best service to their customers. As a guide, body protectors

should fit securely so that it stays in place during movement, with the top of the garment just reaching the top of the breastbone at the front and the base of the neck at the back. The front should not be less than 25mm below the ribcage. The length of the body protector is important to get right, so that it covers and protects the torso correctly but does not hit the saddle when mounted. Many manufacturers are now producing short and long fit options to take into account varying rider heights. Many body protectors also include red-coloured sections on the hook and loop fastenings to help with correct fitting – if any red is showing once the body protector has been fastened, the item is too small and a larger size should be tried.

Function and fashionBody protectors hitting the shelves today are not only safer, but are also much more ergonomically designed, making them less off-putting for the wearer. Many are constructed using layers of PVC Nitrile foams, which soften and mould to the shape of the body when worn, and are often perforated with air holes to keep the body protector light and breathable. Meanwhile, black or blue is the traditional choice of colour for body protector, but some manufacturers are starting to offer different colour or coloured piping options to add a fun and fashionable twist to a standard safety item.

Junior outlyneairowear

available sizes: Junior 3–12yrs (approx)available colours: Black/turquoise or bespoke XcMaterials: outer: 100% polyester. Inner: Impact-absorbing flexible foam panelsrrp: from £77.95

Junior Outlyne is the new zip-fronted body protector from Airowear, which has been designed to fit perfectly and provide ultimate comfort for junior riders. The body protector curves around the torso and provides a sleek, non-obstructive fit. There is plenty of opportunity for growth due to its generous chest, waist and shoulder adjustments, without compromising on safety.

HyIMpact Body protectorBattles

available sizes: 7 sizes – child small to adult largeavailable colours: Navy/silver, Black/royal Materials: outer: removable and washable outer fabric cover. Inner impact absorbing foam.rrp: from £76.99 to £122.99

Meets the height of protection – EN 13158:2000 BETA Level 3. Featuring impact-absorbing foam, soft, lightweight and ventilated, providing significantly increased comfort, coolness and flexibility for the rider. Four layer memory foam that moulds to the rider’s body. Adjustable shoulder and waist tabs with ‘ideal fit’ red visual indicator.


champion Flexair Body protectorFinest Brands International

available sizes: Nine sizes from Xtra small child to Xtra large adult, in regular, short and long back available colours: Black/Berry, Black/Gunmetal, Black/light Blue, Navy/purple, Navy/silver, Navy/sugar pink Materials: outer: ultra lightweight multi-layered nitrile foam. Inner: antibacterial treated liningrrp: £66.00 to £125

The award winning Champion FlexAir body protector is now available in short length sizes. It offers a supremely supple yet secure feel, while also offering unrivalled levels of breathability. Meets the latest BETA safety standard and EN 13158:2009, Level 3.

champion Guardian shoulder protectorsFinest Brands International

available sizes: small, Medium, large, extra largeavailable colours: Black, Navy Materials: outer: Multi layered nitrile foam encased in breathable spacer fabric. Inner: antibacterial treated lining rrp: £25.50 to £33.00

Designed to be used in conjunction with the Champion FlexAir and Champion ZipAir body protectors, the Guardian Shoulder Protectors incorporate the same revolutionary materials and outstanding design features. Made using ultra lightweight nitrile foam encased in Champion’s revolutionary breathable Spacer fabric and Polygiene treated antibacterial lining.

Horze Body protectorHorze uk ltd

available sizes: small, Medium, extra large, Medium Wide, large Widerrp: £93.15

The child’s Horze Body Protector is a light and comfortable body protector

with foam that moulds around the body as it is exposed to body heat. Hook and loop attachments on the shoulders and the waist. Detachable cover. A wide range of sizes help to

fit growing children. BETA Level 3, 2009 standard and EN 13158 certified.

champion Zipair Body protectorFinest Brands International

available sizes: Nine sizes from Xtra small child to Xtra large adult, in standard and long back

available colours: Black, Navy Materials: outer: ultra lightweight

multi-layered nitrile foam. Inner: antibacterial treated liningrrp: £79.00 to £145

The Champion ZipAir offers a supremely supple yet secure feel which actively moulds to the contours of the body. Incorporates a Polygiene treated inner lining, which harnesses environmentally friendly silver ions to kill bacteria on contact. Meets the latest BETA safety standard and

EN 13158:2009, Level 3.

Zeus Body protectorHarry Hall

available sizes: s, M, l, Xl available colours: Black, NavyMaterials: outer: air mesh outer with contrast binding and reflective piping. Inner: Foam panelstype of Fastenings: Hook and loop straps at the shoulders and waist, with clip and lock fastening at frontrrp: £84.50

Designed to deliver on performance, the Zeus Body Protector features a lightweight shock absorbing foam panels mould around the body to give a close fit. Approved to BETA 2009 Level 3 and EN13158 standard.

kontakt 5charles owen & co.

available sizes: child small to X large, adult small to large available colours: Navyrrp: £92.00 to £142 depending on size

The Kontakt 5 meets the latest and most comprehensive safety

standards EN13158:2009 and BETA 2009 Standard Level 3. Designed using gelfoam – a material that uses body heat to improve structural flexibility – the Kontakt 5 moulds to the contours of the body. A superior ventilation system combining lightweight,

perforated gelfoam with Coolmax fabric allows maximum breathability.

Best selling


Horze Body protectorHorze uk ltd

available sizes: small, Medium, Medium Widerrp: £93.15

The adult’s Horze Body Protector is a light and comfortable body protector with foam that moulds around the body as it is exposed to body heat. Hook and loop attachments on the shoulders and the waist. Detachable cover. BETA Level 3, 2009 standard and EN 13158 certified.

Mark todd Zip-up Body protectorWestgate eFI

available sizes: adults: small or Medium plus small/short, Medium/short, Medium/Wide. children’s: Xsmall to Xlarge plus

large/Wide, Xlarge/shortavailable colours: Blackrrp: adults £87.99, children’s £66.50

This smart body protector is

designed for comfort and flexibility, with a perforated foam protective layer for excellent shock absorption, fully adjustable shoulder and side fastenings, fitting guide marks at the waist and shoulder, and front zip fastening with hook and loop

storm flap. Approved to BETA 2009 Level 3 and EN13158 Level 3.

swing Guard p11Waldhausen GmbH & co. kG

available sizes: child s–Xl, adult s –Xl available colours: Black Materials: outer: 100% nylon. Inner: 100% polyesterrrp: child: £94.95, adult £129.95

This professional body protector is suitable for recreational riders and ambitious professionals alike. The high-tech lining is made up of individual foam pieces to ensure maximum comfort and safety. Individual size adjustment with strong hook and loop fasteners at the shoulders and waist. Conforms to BETA Standard 3 and EN 13158:2009.

Mark todd Body protectorWestgate eFI

available sizes: adults: small or Medium plus small/short, Medium/short, Medium/Wide. children’s: Xsmall to Xlarge plus large/Wide, Xlarge/shortavailable colours: Navy Blue rrp: adults £87.99, children’s £66.50 This lightweight body protector has a ventilated, shock absorbent protective foam layer, plus a mesh lining. Hook and loop fastenings at the shoulder and waist make it quick to remove, while red guide marks on the fastenings help indicate a good fit. Conforms to BETA 2009 and EN13158 Level 3.

shires Body protectorshires equestrian products

available sizes: adults: Xs–Xl, children’s Xs–Xlavailable colours: BlackMaterials: outer: polyester with polyester mesh inner lining.

Inner: High density impact foam with ventilation holestype of Fastenings: Zip and rrp: adults: £79.99, children’s:

£64.99

Zip front style, superior safety level body protector with quick release safety belt. Lightweight and breathable, the flexible panels are shaped to allow freedom of movement without compromising safety. Approved to BETA 2009 Level 3 and EN13158:2009 standard.

contourWoof Wear ltd

available sizes: adults: Xs–Xl, Junior’s: Xs–Xlavailable colours: Black Materials: outer: removable water repellent nylon cover. Inner: Mesh lining with moisture wicking propertiesrrp: adult from £98.00, Junior from £65.00.

One of the very first EN13158:2009 and BETA 2009 Level 3 approved front zipped body protectors. The key to Contour’s extreme comfort is a specifically developed light and impact absorbent foam which moulds itself to the contours of the body from body heat.

Best selling

MOst innOVAtiVe


coNtacts

airowearcountries available: uk, Ireland, Germany, sweden+44 (0)1434 [email protected]

Battles countries available: uk+44 (0)1522 529206www.battles.co.uk/hyimpact

charles owen & co. countries available: uk, europe, usa [email protected]

Finest Brands Internationalcountries available: uk and Ireland+44 (0)1132 707000 www.championhats.co.uk

Harry Hall countries available: Worldwide+44 (0)1274 711101 www.harryhall.co.uk

Horze uk ltdcountries available: all Western europe+44 (0)7824 [email protected]

shires equestriancountries available: Worldwide+44 (0)1568 613600www.shiresequestrian.com

Waldhausen GmbH & co. kG countries available: Worldwide+44 (0)1392 881880 (patrick robertson)www.waldhausen.com

Westgate eFI countries available: uk and europe+44 (0)1303 872277 www.wefi.co.uk

Woof Wear ltdcountries available: uk and europe+44 (0)1208 [email protected]

let’s talk products

lauNcH It

Be bowled over with the new retro-tastic Messy Mare bag from Horses with attitude! Horses with Attitude introduces the brand new Retro Bowling bag which has been designed to compliment its existing fashion bag range. Horses with Attitude offers a great selection of fun, fashionable Messy Mare clothing, gifts and accessories for all ages of equestrian. At BETA 2011 the new Messy Mare Legend range was launched with a fantastic response from stockists and the retro Bowling bag is the latest new product to be added to the range. These will be hotly followed by some exciting new clothing and gift items in August this year. The Messy Mare Legend bag is stylish but practical and makes an ideal day or overnight bag with plenty of room for all your customer’s essentials. Retro styling, lightweight, combined with self fabric carry handles and internal zippered pockets makes this the ideal traveling companion.To compliment Horses with Attitude’s popular teenage brand Horses Rock, a Retro Bowling bag in a funky glitter design has been introduced - perfect for school, shows or sleepovers!

Fashion bags are always a consistent seller especially in the August to December period, which catches both the ‘Back to school’ and Christmas gift markets. Horses with Attitude has a wide range to choose from covering all ages and include pony mad favorites, fashion messengers and overnight holdalls. Horse with Attitude continues to strive forward in 2011 with many more new releases due for the autumn/winter market and a brand new trade portal for stockists using its internet ‘dropship’ service.

For information on how to become a stockist please contact the company for a summer brochure and trade pack on +44 (0)1274 852139, email [email protected] or visit www.horseswithattitude.co.uk

Fashionable and fun


specIal Feature

experienced sales representative Mike potter explores the challenges of visual merchandising and layout for the smaller store. In these challenging times equestrian retailers are looking towards improving every aspect of their business, with an emphasis on layout and visual merchandising. Correspondingly, much has been written and spoken about the subject, often by people with experience of very large high street stores. But in my experience, the smaller shops, which make up the majority of the equestrian trade, provide a rather different range of unique challenges when it comes to visual merchandising.Much of the accepted wisdom also tends to presuppose that the store is a ‘blank canvas’ – either because it’s a new store or because there is a budget to rip it out and start again. However, with the majority of shops its more a case of ‘what can I do with what I already have?’ rather than ‘how can I start all over again’. Put simply, there is a need to be more real world than ideal world in most shops when it comes to layout and visual merchandising.

Therefore, here is some simple guidance for those who have neither a large store nor an unlimited budget, and where

physical constraints impose. If, for instance, you have a long narrow shop, which limits options, or the door and internal walls are in the wrong place, you can’t always start knocking walls down. But you can still make some simple changes that can have a big impact on the turnover of the shop, allowing you to make the most of what you have.In its simplest sense visual merchandising is really a matter of asking lots of questions. The more questions you ask the more options and solutions will present themselves. Good questions to start with include:

Who are my customers, •are they mostly regulars or am I attracting lots of new customers?What are the most popular •products and where are these on display?What do I want to try and sell •more of?Where do my customers tend •to go first when they walk around the shop?What kind of route do •customers tend to take and can I change this to make more of my displays?How often do I change my •displays, and do I have a plan or program for changes?Where are the hot spot •displays that everyone notices, and what do I put on them?

How can I mitigate any •physical constraints – pillars, posts, walls, doors, etc – that are in the wrong place?Do I send confused messages •with my displays by mixing up products – are the themes and display stories clear and easy to understand?

It is your answers to these questions, and any more that come up from your answers to them, that will begin to give you insights to the unique visual merchandising solutions for your shop, rather than any ‘one size fits all’ theory. You might find that

it’s easier to change two or three displays at a time and assess how well they work and then work your way round to improving the whole shop.

Ways to improve

Look at what other trades do – the best-known one is convenience stores putting the bread and milk at the back of the shop. These are the two most popular products, so putting them at the back means that most customers will have to walk right through the shop and back, passing lots of other impulse displays on the way. Try to balance security considerations against the benefits of increased sales; for instance if a product is put in the

best place to sell it, rather than in the place it’s least likely to get stolen. You cannot be everywhere or see everything at once, so many security measures do not prevent theft but do inhibit sales, creating a double negative effect.An important consideration is that nothing works for ever, so almost as soon as you have finalised your visual merchandising plan, it will be time to start looking to improve it to reflect changing trends in trade. In some cases you may need to change displays on a weekly basis. In one shop I ran, our weekend customers were different to our weekday customers, so every Friday night we changed most of the window and internal displays to reflect this, and then changed them back again on Monday morning. A lot of work but it generated significant increased turnover.It’s also worth bearing in mind that no aspect of retailing can be tackled in a vacuum. If you improve your visual merchandising and products begin to sell faster, then you need to have the stock control systems to support it otherwise you will run out of stock just as it starts selling. Another factor that impacts on merchandising is the sales ability of your staff. The more capable they are in sales techniques (not just customer service and product knowledge), the less crucial shop layout is, because they will be able to guide customers to the correct purchase. However, the displays will still need to be bright and attractive, with strong and easy-to-understand themes, if the sales person is to make the most of the sales opportunity presented by every customer.Most importantly, have fun and be brave with creating your new look shop! It’s hard to go badly wrong – nearly any change will be a positive step, and you can always change it around again until you get it right.

VIsual MERCHANDISING

Mike potter provides sales and retail training for equestrian retailers and can be contacted on [email protected]


oN tHe Market

Fibre-based balancer

Winergy Equilibrium has announced the launch of the first ever fibre-based balancer. With a unique recipe of different fibre sources, proven in trials to maximise digestive health, plus concentrated vitamins and minerals, Winergy Equilibrium Balancer supplies all the horse’s nutritional needs in a smaller ration. Unlike traditional balancers, Winergy Equilibrium Balancer is fibre-based to maximise digestive health. Combined with good quality protein to support top line and oil for slow release energy and coat shine. Winergy: +44 (0)1908 576277 www.winergy.com

Flexineb nebuliser

Haygain has been appointed as the sole UK distributor for Flexineb, the fast portable equine nebuliser. The device represents a huge innovation in administering care to the lower and upper respiratory tract of the horse via inhalation methods. Flexineb is an easy-to-use drug delivery device that produces a very fine mist of aerosolised drug enabling this form of therapy for the horse. It is robust and silent, with no hoses, wires or awkward valves. Haygain: +44 (03332 005233 visit www.haygain.co.uk

the ultimate sunscreen

Solarsport Equine 30 Superior is a brand new sunscreen specifically designed for use on horses, and offers excellent protection around the muzzle area that is particularly susceptible to burning. This non-greasy cream absorbs instantly into the skin

and offers up to seven hours of full block protection. It is totally water resistant and comes in an easy to apply tube with a soft applicator pad.

kM elite products: +44 (0)1403 759659 www.kmeliteproducts.co.uk

support your country

For a more girly twist on patriotism look no further than the Carrots Union Jack Socks. The trendy knee high design is perfect for wearing under competition boots, with chaps, wellies or alone for a funky take on fashion. Made from top quality fabric which will not shrink or fade, the colourful Union Jack Socks feature a padded foot for comfort and a stretch calf allowing for the perfect fit.

carrots: +44 (0)1245 445362 www.carrotsuk.com

Full face protection A new Full Face Fly Mask has been added to the Mark Todd Collection. Featuring fleece trim around the ears and binding, plus padding across the forehead to give good eye clearance, the fly mask also offers the convenience of a removable nose section for increased protection where required. Available in pony, cob, full or Xfull sizes. Westgate eFI: +44 (0)1303 872277 www.wefi.co.uk

trp performance pad

The new Trapezius Relief Pad (TRP) from Passier distinguishes itself from conventional pads by means of the two special recesses that sit over the sensitive rearward part of the trapezius muscle. These oval recesses provide demonstrable pressure relief. Furthermore the pad encourages better activity over the back and relaxation, as well as promoting good muscle development and can also be used as a preventative measure against over-sensitive reactions to the saddle.

RRP: £115.

passier: +44 (0)1604 870786 www.passier.com or www.rimarmarketing.co.uk

New onduvilla tiles

Onduvilla tile strips use the same production process as the Onduline roof sheet, being made from recycled materials, but designed in a tile format with an attractive three tone colour finish recreating a warm natural effect normally associated with expensive and heavy clay tiles. The tiles strips are extremely durable yet lightweight and are easy to fix to either roof decking or close boarding on roof pitches as low as 10 degrees.

onduline Building products: +44 (0)2077 270533 www.onduline.net

splish, splash, splosher

The Splosher is a brand new mucker boot from Tuffa. The bottom part comprises a waterproof rubber sole, and the top is Thermolite, designed to help protect feet from wet and cold. The Splosher is lined with fleece, and the touch and close straps are simple to fasten whatever the weather. The Splosher is available in Navy in sizes 3 to 11. RRP: £25.00.

tuffa: +44 (0)1953 880914 www.tuffaboots.com


OVERALL SCORE OUT OF 50 OVERALL SCORE OUT OF 5022 23

www.rockfishriders.comwww.aerborn.co.uk

SECRET Surfer

If you would like the Secret Surfer to visit your website just send us your details. email:[email protected]

www.smartworming.co.uk

desIGN: 5/10

Clean and simple but could be more inspiring in terms of both general design and, on the home page at least, imagery. Many of the pictures could also do with being of higher resolution to neaten them up.

NaVIGatIoN: 5/10

No navigation menu, bar ‘For you’ and ‘For your horse’ buttons, which could be made to stand out more – plus a couple of other links about the home page. Definitely room for improvement as it is not obvious how to find things, although once you’re in the product sections, it is a bit better.

coNteNt:

News and media: 2/10

Nothing in terms of news and media, although there is a link to the page of Lee Pearson, one of the company’s sponsored riders.

company information: 3/10

Good introductory paragraph on the home page and obvious endorsement by Lee Pearson. However, the ‘About Aerborn’ button this simply takes you back to the home page. No stockist list apparent.

product information: 7/10

All the basic product information there. Some products are missing pictures and/or the links do not work. Next to the magnetic therapy products there is a link to ‘Find out more about magnetic therapy’, which might be good if it worked! ‘Product care and maintenance’ and ‘Rug size chart’ pages, which can be accessed from the home page, contain some really useful extra guidance once found.

desIGN: 7/10

Design is bright and in keeping with the company – perhaps the colours could be made even more ‘highly visible!’ Design needs tidying in parts. The buttons of the left hand menu might be more eye-catching.

NaVIGatIoN: 5/10

Main menu options are minimal but straightforward, although could simplify the link to the products section. Products might be better sorted in alphabetical order within collections. Not immediately obvious how to find contact details – needs ‘Contact us’ tab? Site map does not appear to be working.

coNteNt:


No news page. There is a ‘Press area’, but this only contains logo downloads, which is a helpful addition but there is much more scope to add in something else here.


Little company information available, with no ‘About us’ page of any kind. Again, seems a shame as there is surely more to add (for example, more information on high visibility). Bare minimum contact details (one generic number and email only). There is a stockist page but there are no search options and you might have to scroll down a long way to find what you need.


Good basic product information and imagery on the whole. More information to add in terms of fabrics, meaning of EN1150:1999, etc?


OVERALL SCORE OUT OF 50 OVERALL SCORE OUT OF 5034 27

www.silvermoor.com www.suregrowuk.com

desIGN: 7/10

Eye-catching purple design, and the text, although white, is relatively easy to read – font size could be bigger in places however? Might benefit from one or two more images around the site to add impact.

NaVIGatIoN: 8/10

Easy to use top bar menu, plus right hand links to additional pages throughout. Contact information harder to find than it needs to be – for example, the email address is not under ‘Contact’ but under a separate link on that page, ‘Postal address’.

coNteNt:


No news page, but there is an e-newsletter to sign up to, plus a blog. The blog looks to have been regularly updated up until January this year, but then it stops.


Basic ‘About us’ page, plus an additional page about the team – again, perhaps some pictures (for example of the staff or the haylage-making process) might add interest here? Handy stockist locator where you can search by postcode.


Each of the two products has its own page, complete with a helpful comparative sample analysis graph. There is also an informative FAQs page plus ‘Features and benefits page’. Small point – could make the fact that ‘super size’ bales are now available more obvious?

desIGN: 6/10

Simple and functional design. Bit repetitive in content and imagery – more/change of pictures throughout the site might be an improvement.

NaVIGatIoN: 6/10

Basically good but confusing in places. The tabs along the top bar menu are all in an unusual order, for example ‘Home’ is at the end of the navigation menu. Confusingly, there is a tab called ‘News’ and another called ‘Recent news’ (which also is not in the menu when in the ‘Buy now’ section).

coNteNt:


There is a news section, but it only contains one story, dated April 2010. The other, ‘Recent news’, section has a few more stories, the last dated March 2011. E-newsletter available to sign up to, although not immediately obvious.


Nothing in terms of information about the company itself, and contact information just the essentials. Stockist locator is fairly easy to use; can search by region.


The whole site is about the one product, and on various tabs does list the benefits, application information and some basic tips on grassland management. Definitely room to expand here, perhaps with FAQs for example?


Abbey Diagnostics +44 (0)1638 552122 www.abbeydiagnostics.co.uk

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

Abfohlsystem +49 5492 2852 www.abfohlsystem.de

Agrifence +44 (0)1432 373920

Airowear +44 (0)1434 632816www.airowear.co.uk

Amigo Stable Mirrors: +44 (0)1858 432652 www.amigostablemirrors.co.uk

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

Andover Healthcare [email protected] www.andoverhealthcare.com

Animalife +44 (0) 1 527 857 920 www.animalife.co.uk

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

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

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

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

Badminton Horse Feeds +44 (0)1425 658450 www.badminton-feeds.co.uk

Baileys Horse Feeds +44 (0)1371 850247 wwwbaileyshorsefeeds.co.uk

Battles +44 (0)1522 529206www.battles.co.uk

Bling Equestrian www.blingequestrian.co.uk

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

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

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

Charles Bentley and Son Ltd: +44 (0)1509 232757 www.bentleybrushware.co.uk

Chestfields +44 (0)1227 276129 www.chestfields.com

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

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

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

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

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

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

Dinky Rugs +44 (0)1279 410300 www.dinkyrugs.co.uk

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

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

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

E. & E. Corn Supplies (Havens UK) +44 (0)1388 603333 Earlswood Supplies +44 (0)8450 171351 www.earlswood-supplies.com

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

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

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

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

Equiscan [email protected] www.equiscan.eu

equiShopping.com +44 (0)8452 997916www.equishopping.com

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

Equestrian Supplies +44 (0)1254 831645

Equestrian Vision +44 (0)1403 865320www.equestrianvision.co.uk

Equistro +44 (0)1280 814500 www.equistro.co.uk

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Fresha Tank +44 (0)1733 203077 www.aquamidas.com

Fuller Fillies Ltd +44 (0)1977 625 025 www.fuller-fillies.co.uk

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

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

Gee Up Equine Laundry +44 (0)1254 822066 www.geeupequinelaundry.co.uk

Gillman’s +44 (0)1452 509050 www.gillmanscommercialappli-ances.co.uk

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

GollyGaloshes [email protected]

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

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

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

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

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

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

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

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

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

Horizont +44 (0)1452 300450www.bramley.co.uk

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

Horsemasters Distribution +44 (0)1462 432596 www.mountainhorse.co.uk

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

Horsesport www.horsesport.com

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

Horslyx +44(0)16973 32592 www.horslyx.co.uk

Hows Racesafe +44 (0)1536 771051www.hows-racesafe.co.uk

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

Intelligent Retail +44 (0)8456 800126 www.intelligentretail.co.uk

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

Karoo Equine +44 (0)1706 559569www.karooequine.com

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

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

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

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

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

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

Lets Talk Horses + 44 (0)1953 850678 [email protected]

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

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

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

Lister Shearing +44 (0)1453 544832 www.lister-shearing.co.uk

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

LPD +44 (0)1215 800880 www.lpdlpd.co.uk

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

Mackey Ireland Equestrian Wholesale +353 45 404620 www.mackeyequestrian.com

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

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

Medco Enterprises +92 524 602961 www.medcopk.com

Merial Animal Health Ltd +44 (0)1279 775858 www.merial.com

Natural Animal Feeds +44 (0)800 373106 www.naf-uk.com

Moorland Rider +44 (0)1782 397796 www.moorlandrider.co.uk

Mulberry Imports Ltd+44 (0)1243 574181www.mulberryimports.com

My Day Feeds+44 (0)845 6023782 www.mydayfeeds.co.uk

Nedz Bed +44 (0)1772 877096 www.nedz.co.uk

Nostrilvet +44 (0)1274518290 www.nostrilvet.com

Novel gmbh (Pliance) +49 (0)894 177670 www.novel.de

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

Osmonds+44 (0) 1948 668100www.osmonds.co.uk

Pegasus Equine Diagnostics Ltd +44 (0)1159 124458 www.pegasusdiagnostics.com For orders Battles +44 (0)1522 529206

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

Petlife +44 (0)1284 761131www.petlifeonline.co.uk

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

Polly Products +44 (0)1636 636132 www.pollyproducts.co.uk

Pony Maloney +44 (0)1825 872600 www.ponymaloney.com

PressPoint +44 (0)1953 851513 www.presspoint.co.uk

PrimeVal www.primeval.nl

RS-torwww.rstor.co.uk

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

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

Rockfish Riders +44 (0)1503 240615 www.rockfishriders.com

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

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

Rugged Horse +44 (0)1233 720056 www.ruggedhorse.co.uk

Ruggles & Stopitall +44 (0)1823 259952www.karenruggles.co.uk

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

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

SCH (Supplies) Ltd +44 (0)1473 328272 www.schsupplies.co.uk

Sherwood Forest Ltd+44 (0)1159 424265www.sherwoodforest-uk.com

ShoeSecure +44 (0)1475 54068 www.shoesecure.com

Silvermoor +44 (0)1665 602587 www.silvermoor.com

Smart Grooming +44 (0)1823 681076

Snowflake Animal Bedding +44 (0)8703 003355 www.snowflakeanimalbedding.co.uk Solocomb +44 (0)1235 511358 www.solocomb.co.uk

Spartan Equestrian Products +44 (0)1474 705065 www.spartanequestrian.com

SP Equine Health & Herbal +44 (0)1787 476400 www.equine-healthandherbal.co.uk

Spoga + Gafa +44 (0)208 6818166 www.spogagafa.com

Spillers +44 (0)1908 222888 www.spillers-feeds.com

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

Stable-Safe +44(0)23 8083 9907www.stable-safe.com

Starkie’s +44 (0)116 2592022 www.starkiesbeeswaxcreams.com

Stockshop Limited +44 (0)1392 460077 www.stockshop.co.uk

Stormsure Ltd +44 (0)1638 570478 www.stormsure.com

Storm waterproofing (UK) Ltd +44 (0)1773 521309 www.stormwaterproofing.com

Tandy Leather Factory +44 (0)1604-647910www.tandyleatherfactory.co.uk

Taurus Footwear and Leathers Ltd +44 (0)1933 674679 www.taurusfootwearandleathers.co.uk

Tayberry +44 (0)1507 524816www.tayberryoutdoor.com

Terra-Vac +44 (0)1440 712171 www.terra-vac.com

The British Horse Society +44 (0)8450 777692www.bhs.org.uk

The Wonder Tree +44 (0)2081 444852 www.thewondertree.co.uk

Top Paddock +44 (0)1469 563995 www.top-paddock.co.uk

Trailer Vision +44 (0)1775 640737www.trailervision.co.uk

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

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

Uncle Jimmy’s Brand Products +1 866 965 4669 www.jim-mysballs.com

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

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

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

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

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

Wahl +44 (0)1227 740066 www.wahl.co.uk

Westgate Labs +44 (0)1670791994 www.westgatelabs.co.uk

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

Zilco +44 (0)1844 338623 www. zilcoeurope.com

supplIers dIrectorY

June 2011

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