Shires Equestrian has secured sponsorship of the New Product Gallery at BETA International for a sixth consecutive year as part of its commitment to supporting the trade. Designed to highlight the very latest lines, launches and brands, this popular showcase sits at the heart of the show, where it is a must-see feature for all visiting retailers in need of inspiration and ideas.

Shires joint managing director Marcus Cridland said: “The updated New Product Gallery gave us a fantastic opportunity to reinforce our brand at BETA International 2018. It remains a real focal point at the show and continues to draw footfall from visitors. Times are changing in our industry and it is essential that Shires is in front of both the retailer and consumer as much as possible. The New Product Gallery continues to be a part of our plans to improve and develop our family of brands and we are delighted to support this feature once again in 2019.”

BETA International organiser Claire Thomas added: “It is fantastic to have Shires Equestrian back on board once again. They are a great company to work with and we are really looking forward to joining forces with Marcus and his team to deliver a first-class visitor experience where cutting-edge design and product development takes a leading role.”

Shires Equestrian joins the trade fair’s fellow supporters, official media partner Equestrian Trade News, visitor bags sponsor Hy, Champagne Bar sponsor NAF, official clothing supplier Toggi and main sponsor Neue Schule.

BETA International is the world's leading trade fair for equestrian, country clothing, outdoor and pet products. The 2019 show will take place at the NEC, Birmingham, from 20 to 22 January. For further information about exhibiting, contact James Palmer, telephone +44 (0)1937 582111 or email

For media enquires...

Contact: Deborah Hayward, BETA International Press Officer


Telephone: 01765 635314 / 01937 582111

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