Tally ho! Now Aldi bids to woo middle classes with riding lessons
EGGS, milk, bread, a pony. If you’re popping out to Aldi there’s every chance this could be your shopping list.
The budget chain, which has already lured middle-class shoppers with cut- price salmon, steak and even Champagne, is now offering bargain horse-riding lessons.
Aldi has teamed up with two riding schools to provide classes for adults and children at discounted prices.
And once shoppers decide to saddle up, they’ll need the right riding gear – which, of course, Aldi is only too happy to provide. The store’s new equestrian range includes riding tops, jodhpurs, boots and socks.
The 30-minute classes are available at Summerhouse Equestrian in Cheltenham, Gloucestershire, and Parbold Equestrian near Wigan, Lancashire.
Prices start at £21 – a 30 per cent discount on normal fees – to learn basics including how to mount or dismount a horse, develop balance and control, and use the reins to stop and guide. The lessons will be available to buy in stores from Sunday. The riding kit includes PVC boots for £19.99, which is half the price of a similar pair sold by equestrian experts Harry Hall.
Other bargains include a women’s wind and water resistant jacket for £19.99 and long riding socks for £2.99.
There are also jodhpurs for
‘We want to go one gallop further’
£7.99, a third of the price of some leading brands, pink or blue gilets at £ 9.99, and riding breeches for £7.99.
Keeping a horse is expensive, with owners typically spending between £3,000 and £10,000 on the hobby every year.
Riding coach Nicola Bennett, who works at Parbold and has been teaching people to ride for 40 years, said the cheaper lessons would bring the sport to those who might otherwise be unable to afford to try it. ‘ We know that riding is now losing the “elitist” tag, is more affordable and, through Aldi’s partnership, encourages people of all ages to come and have a go, or return to riding.
‘Who knows? Maybe we will find a budding international event rider.’
Julie Ashfield, from Aldi, said: ‘Our competitively priced equestrian clothing ranges have proven extremely popular in the past and this year we want to go one gallop further in making horse riding more accessible for all.’
Hungry horses should also benefit. Aldi has cut the price of 1kg bags of carrots from 39p to 19p.
In 2016 it emerged that Aldi and fellow German budget store Lidl were taking more than £1 in every £10 spent on groceries.
A study found two-thirds of shoppers regularly used the chains, attracted by cheap prices on basic goods. Broadening their ranges to include luxury items and premium foods, have made both stores middleclass favourites.