Behind the Brand – Bliss of London
We’re very excited to welcome Bliss of London back to BETA International in September and can’t wait to see what the team will bring to the show. The iconic turquoise stand is always busy, with the company’s exceptional range of saddlery and leatherwork continuing to delight not just a UK but a global audience. We caught up with Bliss of London to talk about the brand, the show, and what we can expect to see at BETA International.
How did the business begin, and what problem were you originally trying to solve?
Bliss of London was founded in 2011 by managing director, Nikki Newcombe. Having worked in the equestrian industry since 1995, her vision was to create high-end custom-built saddles that met the needs of both horse and rider in terms of fit, form and function. Manufacturing was based in Walsall, the historic heart of British saddle making, with the best craftsmen in the business, focusing on traditional methods alongside modern performance.
The original goal – which remains today - was to improve saddle fit and horse comfort at the same time as delivering precision and balance for the rider. From the outset, the brand aimed to honour the heritage of craftsmanship, but marry this with innovative tree design and the ever-evolving knowledge and research around biomechanics.
What has been the biggest challenge in building or growing the brand so far?
As the brand has grown, one of the biggest challenges has been maintaining true craftsmanship while expanding into international markets. At the same time, Bliss of London has worked to educate riders and retailers on the importance of correct saddle fit, particularly in a market where off-the-shelf solutions are often seen as a quick fix. Balancing increasing demand for customisation, technical innovation and efficient delivery continues to shape the way the business evolves.
How has the sector landscape changed since you started, and how have you adapted?
The equestrian sector itself has changed significantly in recent years, with far greater awareness of horse welfare and biomechanics influencing purchasing decisions. Riders now expect saddles to adapt as their horses develop, and the role of the professional saddle fitter has become more important than ever. The importance of correct bridle fitting is also now widely recognised. Bliss of London has responded by developing adaptable solutions such as the Evolve Panel system, alongside offering multiple tree profiles to suit a wide range of horses, supported by a growing global network of fitters. The online Build-your-own-Bridle configurator enables riders to design their perfect bridle by mixing parts and sizes.
Bliss of London is a hugely popular brand internationally as well as in the UK, what are the differences you see across different parts of the world from a trade point of view?
Shipping costs and fluctuating customs charges can have a direct impact on pricing and margin, particularly in export markets.
From a trade perspective, in more affluent parts of the world there are usually horses. We are increasingly seeing demand emerging from countries that historically wouldn’t have been considered core markets, which creates exciting opportunities to expand into new regions.
Knowledge, however, remains fundamental. Saddle fitting is, first and foremost, a welfare issue, and the UK continues to lead the way in this area. As a result, many developing markets rely heavily on our guidance, training, and technical expertise to ensure correct fitting standards are understood and maintained.
Where do you take inspiration from when developing new products?
Product development is driven by real-world insight and understanding the changing needs of riders and their horses. Feedback from both professional and amateur riders, saddle fitters and retailers plays a central role, alongside careful observation of horse movement and performance. Inspiration also comes from advances in materials and manufacturing techniques, always grounded in the brand’s heritage of refining what works rather than changing for the sake of it.
In 2025 Bliss of London acquired two iconic British brands, Harry Dabbs and E Jeffries, further expanding their product portfolio, preserving the rich heritage of these brands and helping to open new markets.
What does success look like for you as a brand?
Success is multi-faceted for Bliss of London. One of the key parts is that horses using our products are performing comfortably and consistently at all levels, with our saddles being trusted in both grassroots and elite competition environments. Our reputation for quality, integrity, and innovation is also a success marker, as is the long term relationships we have with retailers, fitters and riders.
We are immensely proud to have won the BETA Trade Supplier of the Year award for three consecutive years in 2023, 2024 and 2025. The award recognises the trade supplier that offered the best in supply, delivery, customer service, product knowledge, and awareness of retailers’ requirements. It was such an honour for our team to be recognised in this way.
Can you share an example of how your products have made a difference for retailers, consumers, horses and riders?
Some of the best examples or most rewarding ones are when a non-professional rider can feel the difference in their horse's way of going and didn’t realise that this had been an issue with their old saddle.
There was also one example of a disabled rider who had to have support to hold him in place, but when we custom made a saddle with really large front and back blocks for the first time he was able to ride on his own – that was a tear jerker!
Retailers benefit from offering a fully supported, fitter-led solution, increasing customer loyalty
Riders report improved balance, stability, and communication with the horse.
Horses show enhanced freedom of movement and comfort, particularly with correctly fitted saddles and systems like the Evolve Panel
What advice would you give to independent retailers choosing new products or suppliers in the current market?
We have four pieces of advice that can make a big difference:
- Prioritise quality, support, and brand integrity over short-term margin
- Choose suppliers who offer education, training, and aftercare, not just product
- Look for ranges that solve real problems and build long-term customer relationships
- Align with brands that invest in the future of the industry, not just sales
How long have you been involved with BETA International, and what stands out to you about the show?
Bliss of London has been a long-standing supporter of BETA International, having exhibited regularly since 2011.The show stands out for bringing together the core of the UK equestrian trade in one place. It offers a valuable opportunity for meaningful conversations with existing and potential retailers and fitters, and for useful, in-person networking.
Why is exhibiting at BETA International important for your business specifically?
It allows us to connect directly with retailers, fitters, and industry professionals, it also provides us with platform to showcase craftsmanship, innovation, and new developments.
We also exhibit at BETA International as it provides us with the opportunity to showcase the breadth of saddles and accessories available across our three brands: Bliss of London, Harry Dabbs, and E Jeffries.
In addition, BETA International reinforces our commitment to the UK trade and independent retailers and saddle fitters
What can visitors expect when they meet you at the event this year?
A hands-on look at our latest saddle designs and fitting solutions across our three brands: Bliss of London, Harry Dabbs, and E Jeffries. We now have a total of five in-house brands with Loxley and KB offering saddles for every discipline.
Visitors can also expect insight into technologies such as the Evolve Panel system, expert discussions with knowledgeable team members, and a chance to explore customisation options and product innovations.
Who should make a point of visiting your stand, and why?
Anyone interested in British craftsmanship with modern innovation supporting British manufacturing, but more specifically independent retailers looking for premium products with a difference, and saddle fitters seeking adaptable and technically advanced solutions.
Make sure you visit Bliss of London at BETA International 2026.