Horsatack

Australian equestrian concept saddles up for the international market

RED is helping the world's largest wholesaler of horse saddles and horse blankets to open a new equestrian category killer retail format in the United Kingdom and the United States.

The first of the new concept stores called Horsatack opened in Milton Keynes, an hour north of London in June, and the second in July in Norristown, Pennsylvania, USA.

The Australians behind the concept are the owners of Weatherbeeta, the world's largest distributor of saddlery and equestrian products. Weatherbeeta also owns the retail franchise chain Horseland, which opened its first outlet in Melbourne 30 years ago. Horseland has 57 stores in Australia and is the largest saddlery and riding wear retailer in the world.

The Horsatack outlets feature wide aisles, clear department signage and strong graphics on focal merchandise walls. Timber and metal fittings have been designed to showcase various product categories whilst strong, orange coloured signage draws customers to each display. 'Priceatack' signs cleverly attract the customer's attention to specials.

One unique feature that is already causing a lot of interest is a robotic horse that moves, just like the real thing. STU (saddle test unit), the robotic horse is an aid for customers to be able to choose and be fitted for a saddle, prior to having the saddle fitted on their horse.

So far, STU has won fans on local blogs and looks set to be one feature that will drive traffic through the doors.

www.weatherbeeta.com
www.horsatack.com