Just as e-commerce giants Amazon, eBay and big box stores have impacted small family-owned downtown shops, local tack shops around the country have acknowledged the effect large online discount tack shops, farmers co-ops and national agricultural suppliers have had on their business.
In response, in early 2011 a group of more than a dozen of the best-known independent tack shops across the country came together with Shires, a leading manufacturer of equestrian products based in the UK and US. Their goal was to create a new concept in equestrian retailing, a brand developed and sold exclusively by local independent tack shops. The focus: To create high quality products that fill a need in the marketplace, and that offer good value to the consumer and fair margins to the retailer.
After nearly a year and a half of planning and development, the Bridleway brand was introduced to the press and consumers at the Rolex Kentucky Three-Day Event in Lexington, Kentucky. The response was overwhelmingly favorable. “People kept telling us how beautifully designed, well-made and affordable the products are,” said Marcus Cridland, sales director for Shires Equestrian Products, which handles the manufacturing, distribution and marketing for Bridleway. Shires, a 40+ year-old UK-based company that has been distributing products in the US for more than 20 years, holds a Royal Warrant from Queen Elizabeth II for providing equestrian equipment for horse and rider to the Royal Stables, is trusted and respected by riders around the world.
Cridland explained the genesis of the brand. “In 2006, we started to look at the equestrian trade in the UK and the changes that were taking place. Independent retailers, our life blood, were rapidly experiencing new competition which they were not used to, or in a position to compete with. After looking at the equestrian trade in the US and talking to the founding retailers of Bridleway it quickly became clear that they are facing the same, or similar problems. These retailers have a wealth of knowledge. They know their customers and their customers’ horses and the types of products that their customers seek to purchase. And they know that these products will be sold exclusively through Bridleway dealers.”
He continued, “While we’ve started with a core selection of everyday products, all made to exacting standards and quality, the range will grow in the future-as will the number of participating retailers.” The initial product line includes a 100 percent wool dress cooler trimmed in red and gold with a distinctive gold hip ornament that retails for $99.95; a selection of beautifully-made plain and fancy-stitched snaffle bridles and a classic dressage bridle, all priced between $129.95 and $139.95; a half dozen shaped and square saddle pads, all priced under $35.00; and suede half chaps in adult and children’s sizes for $39.95.
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Well-known equestrian retailer John Nunn, owner of Bit of Britain and Nunn Finer, said of Bridleway, “As a business owner, I like to present something new and exciting to our customers. In addition, it’s always been a promise of mine that I will only sell my customers products and brands that I trust, are of the highest quality, and priced reasonably.” Chris Palin of the Crop and Carrot, an enthusiastic supporter of the new brand, commented, “We know our customers and we know what they want. Being able to have more say in design of products makes Bridleway and The Crop and Carrot a great team for New England’s equestrian community.”
Vanessa Sugden, who directs Shires and Bridleway operations in the US, says Bridleway-like other “buy local” initiatives-is an idea whose time has come. “It’s important for riders and horse owners to support the retailers who know them and their horses best: their local tack shops. It’s not just good for the retailer; it helps strengthen the economy of the local equestrian community as a whole. That’s because, when you buy from an independent, locally-owned business, significantly more of your money is used to make purchases from other local businesses and service providers.”
Cridland added, “We first launched Bridleway in the UK in 2008 with 23 members and this has grown to around 46 stores today. We anticipate that we will have the same, if not greater success here in the US, largely due to the founding partners who we are working with. They all know too well how the trade has changed and have seen good reason to join us with this project. They are some of the most knowledgeable people in equestrian retail. We also know that a strong joint marketing program, along with a buying group for business services, will add value for the retailers.”
When reached a few days after Rolex , Paul Arnold of VTO Saddlery, commented, “These products hit a sweet spot in the market. We had a booth in the event’s Trade Fair area and put out some Bridleway bridles and saddle pads. Even though we were selling comparable German leather bridles at steep discounts, people still chose Bridleway. Shires just nailed it with the quality and price point. We’re absolutely delighted.”
Bridleway products, which are being promoted in the national and regional equestrian press, are also available online for those whose local tack shop isn’t yet offering the brand. The website, which is powered by Shopatron, is at shop.BridlewayEquestrian.com.
