Horse brand rides high
EQUESTRIAN products group Harry Hall is seeing galloping growth after steering a digital course to develop a club focused on affordability and financial services.
The Bradford-based company includes Harry Hall clothing plus brands such as Fieldmasta rugs, Caldene wellington boots and Cottage Craft accessories, which are all designed in the UK.
Turnover for 2023/24 is expected to be £6.8million, with revenues increasing by 26 per cent.
As an outdoor sport for all abilities which gives the emotional satisfaction of being with animals, riding has a lot to offer, especially as people’s leisure preferences change post-Covid.
According to the British Equestrian Trade Association, 3.2 million people took part in the activity last year, an increase over recent years of 500,000, despite market-wide cost pressures.
“Horse riding is more of a lifestyle than a hobby,” explains Harry Hall managing director Liz Hopper. “We identify a problem and help horse owners to solve it. Our promise is to make ownership more affordable.”
The business is a division of the International Riding Company which was started by the eponymous Harry during Victorian times.
Seven years ago it underwent a major relaunch, switching from trading with businesses to focus directly on consumers. “This was after we had identified a gap in the market to serve customers who were more digitally savvy in a predominantly offline sector,” Hopper said. “Demand for a host of equestrian products from one specialist led to the Harry Hall One Club.”
For under £50 a year, this offers exclusive perks, notably public liability and personal accident insurance developed by the company, as well as cover for horse boxes and trailers, shopping discounts and free shipping.
A legal helpline and rider fracture cover have been added and the club now has 40,000 members. “The club is a supportive, inclusive community that provides practical, affordable solutions,” she added.
Hopper has a 31-strong team and staff turnover is very low. “We decided to invest in upskilling in the move to digital rather than re-hire,” she added.
Among Harry Hall’s collections its Fieldmasta rugs are top sellers, which are far more comfortable for horses because of incorporated articulated netting that creates a structure which prevents rubbing and the loss of hair follicles. Moving to a bigger site in Bradford has made a huge difference to the company too, said Hopper.
This year, while still concentrating on a UK market, it plans to offer more membership tiers appealing to different rider profiles and further services such as will-writing.
Becoming a front-runner has “taken a lot of hard work and determination,” said Hopper, “but we’ve built a membership insurance club that gives people peace of mind, and we’re really proud of that.”