POINT-2 ADVERTISEMENT "MISLEADING" AND "DENIGRATED COMPETITOR"

28th March, 2012.

Two complaints about an advertisement placed by Point-2 Equine have been upheld by the Advertising Standards Authority (ASA).

In a decision announced today, the advertising watchdog says the air vest supplier’s advertisement in Horse&Hound in March 2011 was misleading and also denigrated rival brand Hit-Air by discrediting their business.

The advertisement stated "The Point Two 'Pro Air' jacket is the only air jacket in the world that is classed as a body protector under European Personal Protective Equipment (PPE). Point Two produces the only equestrian air jacket in the world that carries CE accreditation for the air bag. Point Two is fully insured.”

Further text stated "Riders Beware. It has become apparent that there are some other brands of air jackets being peddled into the market by agents, particularly at Horse Trials. Please be aware, the jackets in question do not have CE accreditation for the AIR BAG. This makes the product illegal to sell and will carry no insurance. To make matters worse they are producing a CE certificate that bears no relevance to CE accreditation for the air bag. Please contact trading standards to seek advice - you'll be entitled to a full refund. CE accreditation is there to protect the public and means that the product performs as the manufacturer claims and is not dangerous". A "CE Approved" logo featured below this text.

Hit-Air UK Ltd challenged whether the claims:

1. "Point Two produces the only equestrian air jacket in the world that carries CE accreditation for the air bag ..." and the "CE Approved" logo were misleading and could be substantiated; and

2. "Riders Beware ... ", " ... there are some other brands of air jackets being peddled into the market ... " and "Please contact trading standards ... " were denigratory to Hit-Air UK and discredited their business.

Upholding the complaint, the ASA stated that the advertisement must not appear again in its current form.

“We told Point-2 to take care when making claims about their competitors' products in future to ensure they are not misleading or denigratory and to ensure they hold adequate substantiation for their claims,” said an ASA statement.

A full report of the adjudication can be found at www.asa.org.uk


RETAILER SEEKS £125k CASH INJECTION

27th March, 2012.

Multi-channel retailer Countrysmiths Limited aims to raise £125,000 working capital in exchange for 15% equity through Crowdcube (www.crowdcube.com) in what’s known as a crowdfunding initiative.

Unlike angel investment, raising venture capital or applying for a bank loan, crowdfunding involves businesses tapping into Crowdcube’s near 11,000 investors and making a pitch.

“It’s an alternative finance route for Countrysmiths as a small business rather than having to deal with the current banking system,” said Wayne Munday, managing director of the retailer that was an SEIB Retailer of the Year finalist at the 2012 BETA Business Awards.

“The underlying value proposition of our pitch is based around building a supportive community of investors, with a direct interest in the market we serve as well as possibly becoming customers for our products and services,” he added.


NET-TEX LAUNCHES 'COMPACT' COLLECTION

23rd March, 2012.

Horsecare supplier Net-Tex has launched a ‘compact’ collection of 14 of its best-selling products, with each retailing at under £5.

Described as an eye-catching, space-saving solution for retailers, the range of mini versions becomes available next month (April). It’s being promoted to consumers as ‘buy five for £20’ and is supported by various retailer incentives.

“The small units will be ideal for all sectors of the market from Pony Club campers through to professionals who require space-saving options on the lorry, show bag or tack box - or horse owners on a budget or impulse shoppers who just can’t resist a bargain,” said Serena Kidd of Net-Tex.


BETA PRESIDENT IS OLYMPIC TORCHBEARER

21st March, 2012.

Jane Holderness-Roddam, president of the British Equestrian Trade Association (BETA), has been named as an official Olympic Torchbearer through her local area of Shurdington, Gloucestershire on 23 May.

Jane (nee Bullen), also president of British Eventing (BE), was the first female event rider to represent Britain at an Olympic Games when she was on the gold medal winning team at the 1968 Olympics in Mexico riding the barely 15hh Our Nobby.

See the May issue of ETN to find out how the trade will celebrate London 2012.


THE BOOK IS BACK

19th March, 2012.

The Trade Suppliers Directory (TSD) is to reappear in print to complement its online counterpart at www.britishequestriandirectory.com.

The glossy, A4 publication is packed with suppliers’ websites, email addresses, brands and product listings, making it the retailer’s ultimate reference guide.

TSD is published in June, goes free to BETA Retail members and can be purchased by others in the trade at £16 (UK), £18.50 (Europe) and £20.50 (rest of world).

The printed version of TSD is returning due to popular demand, according to the publisher. The last one was dated 2010/2011.

“We listened to requests and agreed that there was a definite case for a dual-format [print and online] directory,” said Claire Thomas, commercial manager of Equestrian Management Consultants, publisher of the TSD and a wholly owned subsidiary of BETA.

“The directories contain identical information – the only difference is how it’s accessed.”  Advertising and enhanced website packages will be linked across both versions.

Inclusion in the online and printed TSD is free and reaches a trade-only audience.

For more details, contact Lynn Pattison, telephone +44 (0)1937 582111 or email tradefair@beta-int.com.


MERIAL REWARDS SMART WINNERS

19th March, 2012.

Merial Animal Health gave away Smart phones and chocolate eggs in a competition run on its stand at BETA International 2012.

The winners of chocolate eggs were Annelliese Lewis from Ride ‘n’ Stride in Chepstow, Jayne Stewart from Carousel Saddlery in Warwick and Kaye Stanley from Milbury Hill in Whitehaven.

And those correctly answering questions about Merial’s SMART worming plan to win a Smart phone each were Steph Bell from Bridge Inn Saddlery in Merseyside, Cat Deene from Botley Mill in Southampton and Sarah Brooks from the Rustic Retail C Ltd in Brecon, Powys.


EQUESTRIAN OPPORTUNITY AT NEW LIFESTYLE RETAIL PARK

16th March, 2012.

Equestrianism is among the sports to be catered for at a new lifestyle and outdoor pursuits development due to open in the Cotswolds in 2013.

Property developer Eagle One has just achieved planning permission for the project to extend Evesham Country Park. Work is due to start later this year.

The facility of 140,000 sq ft and 46 retail units will focus on outdoor leisure outlets including equestrian, cycling, fishing, skateboarding and golf as well as clothing and footwear.

There will also be restaurants, 860 car parking spaces plus an onsite ‘try before you buy’ exhibition area for retailers to offer practical demonstrations.

The 125 acre Evesham Country Park already attracts 1.24million visits per year.


POLITE SPONSORSHIP FOR MOUNTED OFFICERS

13th March, 2012.

Norfolk Constabulary officers who undertake horseback patrols are being sponsored with the POLITE high visibility range by manufacturer Equisafety.

“I was thrilled when I was contacted by World Horse Welfare’s field officer and former PC Jacko Jackson who told me about this exciting initiative,” said Nicola Fletcher, managing director of Equisafety, “I was pleased to offer sponsorship, in the form of clothing, to the riders.”

The items have been re-branded to include the Norfolk Constabulary badge and the word ‘police’.

The officers are the police’s ‘eyes & ears’ in the countryside. They help tackle crime but are not used to police riots, control public order and large-scale demonstrations.


NEW RETAILER FOR CORNWALL

9th March, 2012.

Hacks is a new country and equestrian store opening in Saltash, Cornwall.

Proprietor Sue Sturton is an equestrian enthusiast who previously ran a contemporary art gallery.

As well as equestrian clothing and equipment, Hacks will be stocking a wide range of shooting clothes aimed at the 18-35 age bracket.

“Equestrianism and field sports are about enjoying and appreciating the great British outdoors, having fun and being with friends,” said Sue.


DESIGN HEADWEAR JOINS WEFI

6th March, 2012.

Design Headwear, the manufacturer of Gatehouse riding hats, is to come under the Westgate EFI (WEFI) banner.

The company, owned by WEFI joint MD, Bruno Goyens will become part of WEFI. The distributor’s brands already include the Mark Todd Collection, Jumper’s Horse Line, Coolex and Saddlecraft.

Technical director Bill Vero stays involved with Design Headwear, while Kate Taylor remains national sales manager for the Gatehouse range. WEFI’s reps will also promote the Gatehouse brand.


CARR & DAY & MARTIN EXPORTS EXPAND

5th March, 2012.

The privately held Tangerine Group has announced a 43% increase in post-tax profits to £810,000 for the year ended 30 June, 2011.

While its domestic market remained relatively static, the manufacturer of supplements for farm and companion animals, including horses, saw international sales increase by 22%.

The group’s equine businesses Carr & Day & Martin and Day, Son & Hewitt saw year-on-year growth, with Carr & Day & Martin expanding internationally.


BAILEYS TO "RATIONALISE AND REBRAND" BADMINTON RANGE

2nd March, 2012.

New additions to Baileys Horse Feeds will be launched through 2012 as owner F H Nash Ltd rationalises and rebrands its Badminton Horse Feeds range.

F H Nash acquired the Badminton brand in May 2010 and has been running it alongside its long-standing Baileys label.

Fibre Plus Nuggets, the first addition to the Baileys range, is launched this month. Like all Baileys products, it can be ordered [by the trade] from Baileys’ Braintree or Fordingbridge offices.