At BETA International, it’s the brands — and the people behind them — that shape the future of the equestrian and country sectors.
Discover the names that define our community through our 'Brand Focus' series - an inside look at the history, passion, and innovations you’ll experience this September.
From heritage to high-tech: Adam Fletcher, UK Sales Manager of Dubarry of Ireland talks past successes and what’s next for the iconic brand.
1. How did the business begin, and what problem were you originally trying to solve?
Dubarry of Ireland was founded in County Galway, in 1937, as a joint venture between a family from Northampton in England, the then home of British shoemaking, and the local Ballinasloe Chamber of Commerce. The owners aimed to infuse a European flair to set the brand apart from other Irish manufacturers, leading to the company’s name inspired by the French courtesan Madame du Barry. The exacting skills of the local craftsmen and women soon earned Dubarry a reputation for excellent workmanship in the design and manufacture of fine leather shoes.
2. How has the sector landscape changed since you started, and how have you adapted?
Over the course of almost 90 years, we've seen many changes, and as a brand you need to learn to bend with the wind. We have proven over the years how adaptive and flexible we are, had it not been for this we may not have introduced our first Gore-Tex boot back in 1990, or our leather accessories in 2004 or our apparel collections in 2012.
3. Where do you take inspiration from when developing new products or ranges?
For centuries the west of Ireland has been the inspiration for artists, wordsmiths and craftspeople. A rugged but beautiful landscape of earth, stone, wood and water from which Dubarry was born.
Our footwear, clothing and accessory collections reflect and celebrate the textures, colours and moods of this land, allowing us to take our great sailing heritage, and our appetite for the countryside, to design collections that embrace the craft and quality developed when our story first began. Using the very finest traditional and modern materials, combined with our unique Irish flair, we create a range that gives stylish performance, no matter what you do or where you go.
4. What does “success” look like for you as a brand?
We believe success is measured by the trust our customers place in our products. When consumers rely on our goods with confidence—knowing they will perform and stand up to whatever nature throws at them—that’s true success for us.
5. Can you share an example of how your products have made a difference for retailers, consumers or end users?
While we’ve been fortunate to see many successes over the years, the Galway boot remains our most iconic example. A firm favourite among both retailers and consumers, it exemplifies our commitment to craftsmanship and performance. Meticulously crafted from rich, durable leathers and enhanced with a waterproof and breathable Gore-Tex membrane, it offers exceptional protection without compromising on style. Its enduring popularity and consistent performance have made it a cornerstone product and a trusted investment for our partners and customers alike.
6. What advice would you give to independent retailers choosing new products or suppliers in the current market?
Select brands that embody integrity, consistency, and long-term value. A successful partnership extends far beyond the product itself - it is built on trust, shared ambition, and ongoing support. Nurturing these relationships is essential to sustainable growth. At Dubarry, we are deeply committed to our retail partners, offering dedicated support through our network of Area Sales Managers across the UK, ensuring a truly collaborative and elevated partnership experience.
7. How long have you been involved with BETA International, and what stands out to you about the show?
We first attended BETA International many years ago and, after a short hiatus, returned last year. It was fantastic to be back, and we’re eagerly anticipating this year’s show. What really stands out is the energy of the event and the opportunity to reconnect with so many passionate professionals across the equestrian industry.
8. Why is exhibiting at BETA International important for your business specifically?
BETA International places us right at the heart of the equestrian industry, alongside its leading brands and professionals. It’s an invaluable opportunity to showcase our products, strengthen relationships, and connect with both existing and new customers.
9. What can visitors expect when they meet you at the event this year?
Visitors can look forward to an exciting range of new footwear, clothing, and accessories. We’re thrilled to share our latest collections and meet everyone at our stand.
10. Who should make a point of visiting your stand, and why?
We would encourage both existing partners and prospective retailers to visit our stand, particularly those who value exceptional craftsmanship, technical performance, and timeless design. It’s an opportunity to experience our latest collections first-hand, understand the quality and innovation behind each piece, and explore how our products can bring lasting value to their customers.
11. Looking ahead, what’s next for the brand beyond BETA International?
Beyond BETA International, our focus remains on thoughtful innovation and considered growth. We will continue to refine our collections, introducing new designs that balance performance with understated luxury, while staying true to our heritage of craftsmanship. Strengthening our relationships with retail partners and expanding our presence in key markets will remain central to our strategy as we build on our momentum.