Equestrian products group Harry Hall is seeing galloping growth after steering a digital course and developing a club focussed on affordability and financial services.
The Bradford-based company includes Harry Hall clothing and brands such as Fieldmasta rugs, Caldene wellington boots and Cottage Craft accessories that are all designed in the UK.
Turnover for 23/24 is expected to be £6.8m, with revenues increasing 26%.
As an outdoor sport for all abilities that involves the emotional satisfaction of being with animals, riding has a lot going for it especially as 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 and despite market-wide cost pressures.
“Horse riding is more a lifestyle than a hobby,” observes 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 leading division the International Riding Company that the eponymous Harry, a tailor to royalty, started in Victorian times. Seven years ago it carried out a major relaunch.
Switching from trading with businesses to focus directly on consumers “this was after we identified a gap in the market to serve customers who were more digitally savvy in a predominantly offline sector,” Hopper explains.
“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 also been added, building on its success and the club now has 40,000 members.
“The club is special, a supportive, inclusive community that provides practical, affordable solutions,” says Hopper who now has a team of 31 people.
Staff turnover is very low. “We decided to invest in upskilling in the move to digital rather than re-hire,” she explains.
Among the Harry Hall branded collections its Fieldmasta rugs are a top seller. The sturdy blanket is much more comfortable for horses because of articulated netting that’s incorporated, creating a structure that prevents rubbing and hair follicles from falling out.
A move to a bigger site in Bradford “has made a huge difference too,” says 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,” reflects Hopper, “but we’ve built a membership insurance club from scratch that gives people peace of mind and we’re really proud of that.”
