Shires Equestrian has been providing the equestrian community with products for over half a century, and during this time has built an enviable reputation as the place to go for quality equipment. In addition to the well known brand of Shires rugs, the company is also responsible for Moretta Footwear, Aubrion clothing, Karben safety equipment, Velociti leatherwork, ARMA horsewear, Digby & Fox for dogs, and much more. We caught up with Kirsty Walton, Shires Equestrian’s Sales Manager, for more about what the company will be bringing to this year’s BETA International…

 

How long you’ve been coming to BETA International?

We have been attending BETA International since it first started and have always supported the trade show every year.

 

How do you feel about BETA International moving back to the NEC?

We feel that this opens up opportunities for more retailers across the world to come and visit the show. Having it back at the NEC and having it close to all travel network links allows it to be more accessible to all retailers.

 

What new product/s you’re bringing to the show? We can’t wait to see them!

We have some exciting new ranges from all our brands that we are taking to BETA International. We will have our new Aubrion Optima Show wear collection as well as the launch of Heritage which is the new country clothing range within Aubrion. With Aubrion we want to be able to cater for not just the rider but also for the family members that support them. Our ever-popular range of Karben Riding Helmets and Moretta Footwear will also be showcased, along with new product lines that have been added to the ARMA collection of which include an exciting new Vortex range and additions to our Carbon collection which is currently being used by our Pro Riders. Tempest, Highlander and Flyguard are also seeing some new updates along with new pieces to cater for all the needs oof the horse throughout all seasons. Digby and Fox will also be making an appearance of which we will be showcasing our ever-popular dog coats along with a new range of leads.

 

Why should people come and see you at the show?

Retailers should come and see us at Shires as it gives them the chance to view exciting new products that are coming through as well as being able to see all of ranges within our brands. You can gain ideas on how to display certain products within stores, and we will always have special offers available to retailers who purchase on the day.

We are key supplier within the equestrian industry whereby we offer excellent quality products at competitive prices. We are always striving to improve, and ideas are always welcomed and taken on board.

 

About BETA International
BETA International, sponsored by Neue Schule, is the leading annual trade show for the equestrian, pet, country, and giftware industries. Held at the NEC Birmingham, the event brings together suppliers, retailers, and industry professionals from around the world to showcase the latest products, innovations, and trends. Organised by Raccoon Media Group, BETA International offers unparalleled networking opportunities, product sourcing, and informative seminars, making it an essential date in the trade calendar.

Find out more about exhibiting at BETA International: https://www.beta-int.com/enquire-exhibit
Register to visit BETA International: https://forms.reg.buzz/beta-international-2025-visitor/betaintwebsite