Or is price the deciding factor?
British production of Thermatex and Griffin NuuMed ground to a halt earlier this month. It all happened rather quietly compared with the furore surrounding the end of Charles Owen’s UK manufacturing.
Nothing was officially announced; ETN’s attempts to contact brand owner Baaj Capital Group - whose subsidiary JDS59 acquired the famous names in 2023 - were met with silence.
The Cardigan factory where Thermatex rugs and Griffin NuuMed saddle pads were made is understood to have closed after a gradual shut-down with inevitable redundancies.
Last week, both brands’ websites were not operating and telephones and emails went unanswered.
ETN opinion…
For retailers, the knock-on effects of this triple whammy have been practical implications for stock, orders and gaps on shelves – plus an element of sadness.
But do equestrian consumers really know or care where their favourite products are made?
After all, many of the most sought-after, top-quality labels are made overseas. And they’re by no means all cheap.
Over the years, some British based brands have used German-sounding names in recognition of that nation’s elite equestrian status.
Other labels ‘sound’ British, but are made – efficiently and safely – in China, India or elsewhere.
When the Charles Owen news filtered out and reality sank in, consumers’ response to losing these British-made riding hats was emotional and immediate.
For them, ‘made in Britain’ was never just a label. It was bound up with trust, fit, a Royal Warrant and association with riders like Zara Tindall and Ros Canter.
But does that affection consistently translate into everyday buying decisions, or does it only flare up when the option disappears?
Ask customers if, in theory, they value British-made products, and many will say yes. At the till, however - when a UK-manufactured item sits alongside a cheaper imported alternative – the cost-of-living kicks in.
That doesn’t make riders insincere. Horses are expensive, budgets are stretched, compromise is required.
So, do equestrian consumers care? The reaction of Charles Owen’s fans suggests many do. The challenge is to convince them to care earlier and more consciously.
Perhaps UK-made brands need to champion it more and explain why the trade and consumers alike should be prepared to pay a little extra for quality and quick supply?
Enthusiasm for British equestrian goods also makes developments like new investment by Walsall based IDX (See British manufacturer steps up production) a cause for optimism.
