IS NICHE RETAILING THE WAY FORWARD FOR EQUESTRIAN STORES?

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New venture specialises in single product category.

Last week’s opening of an online store selling solely equine boots begs a question… Can niche retailing work successfully in our trade?

Another example features in ETN April issue (out soon) when we profile a retailer specialising in men’s competition clothing. Several established outlets already concentrate on a single discipline, such as dressage. 

New online store DiClass is “the one-stop-shop for all your horse boot needs.”

It stocks fur lined luxury and high-tech jumping boots, to yard essential brushing boots and bandages. Brands range from high-end Veredus and Kentucky Horsewear to “affordable alternatives.” 

“It’s hard to get good advice”

DiClass stocks Veredus boots. (Photograph by UK distributor Zebra Products).

DiClass was set up and is owned by sisters Jemma and Samantha Noble. Their horsey family has run online supplement retailer Nupafeed UK for 20 years.  

“We often find ourselves looking for [equine] boots and there’s nowhere that springs to mind as a ‘go-to’,” Jemma told ETN.

“Existing retailers tend to stock just a few lines from their suppliers, so you end up searching around or making do with what’s in front of you.” 

As an equestrian consumer, Jemma says it’s hard to get good advice about equine leg protection. 

“It just depends on the personal experience of the person who happens to serve you,” she said. “That’s why we want DiClass to be a specialist place for boots.”

Seeking new suppliers

While DiClass is focussing on the top-end of the market, its founders are keen to seek out boots that offer good value for money without sacrificing too much on design and quality. 

“Yes, as we expand, we absolutely would be interested in talking to new suppliers of good quality boots and leg protection,” added Jemma.

Shopping image by MediaModifier

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