Aachen event attracts vast international crowd.
Bliss of London was the sole British saddle company exhibiting at the FEI World Championships in Aachen, Germany.
The two-week long event was estimated to have attracted 500,000 people. Around 750 equestrians from 65 nations competed in dressage, eventing, show jumping, vaulting and driving.
“I have to say I was surprised not to see any other British saddle companies here,” said Bliss of London’s managing director Nikki Newcombe, speaking from her stand in the championships’ retail area.
“We’re surrounded by German, French and Italian companies, and the visitors here really are from all over the world. We’re certainly flying the flag.”
Exhibiting at Aachen was about building brand awareness and supporting Bliss of London’s international network of fitters and repair agents, said Nikki.
German visitors to the stand were particularly interested in the saddles’ adjustability, she added. “They also appreciate the number of different tree profiles we’re able to offer, which is not always available from European brands.”
The British Equestrian Trade Association (BETA) was represented on the Bliss of London stand.
BETA’s executive director Claire Williams, who was in Aachen, said: “There really is no other event like it in terms of the range of equestrian disciplines being contested and the number of international visitors from the 66 countries competing.
“With an estimated 500,000 visitors over the two weeks, it was an excellent opportunity to showcase both the work of BETA and meet up with members, existing and future, from around the world.”
