Judges go undercover to find Britain’s best retailers.
A team of incognito mystery shoppers has been out on the road browsing tack shops, buying online and phoning businesses to ask typical customers’ questions.
Such is the rigorous judging process that decides the winners of Retailer of the Year awards at the 2025 BETAs (British Equestrian Trade Awards).
Trophies and prizes in two categories – Zebra Products Online Retailer of the Year and Absorbine Store of the Year – will be presented at the British Equestrian Trade Association’s (BETA) Gala Dinner in Birmingham on 28 September.
“Our independent judges have been literally going the extra mile to assess short-listed retailers’ customer service, product knowledge and professionalism,” says Claire Williams from BETA.
“The winners and runners-up will be truly deserving of their titles.”
Retailer of the Year finalists were initially selected by shoppers voting for their favourite equestrian stores and websites. They are:
Absorbine Retail Store of the Year
Hope Valley, Kelsall Hill, Cheshire
Saddlesdane, Faversham, Kent
Todds of Kendal, Cumbria
Tower Farm Saddlers, Rugby, Warwickshire
Welland Valley Feeds, Market Harborough, Leics
Zebra Products Online Retailer of the Year
Blackfort Equestrian
Bolerolux Equestrian
Equiport
Mayston Equestrian
Redpost
Supplement Solutions
Find out more about the BETAs here
For BETA Gala Dinner tickets, click here
