HORSE TheINTERNATIONAL professionals’ choice

No 5 - 2013 www.-international.com Photo: Kiki Beelitz Photo: FEI/ Beatrice Scudo Photos: Jan Reumann 3 HORSE INTERNATIONAL 48 24 36 14 June, volume V, 2013 V, volume June,

Front cover picture by BCM/Remco Veurink Veurink BCM/Remco picture by cover Front

Show methe money Round Jumping Up Q&A with Michel Robert Calendar Rankings Equine Legal and Veterinary Journal Horse International’s picture of the month FEI News WSI News Equestrian Living Round Dressage Up Round Eventing Up Round USA Up Veterinary Focus CHIO Aachen, CSIO Spruce Meadows and CHI Geneva join forces and CHI Geneva CSIO Spruce Meadows Aachen, CHIO Guns FamilyTop Vleuten der van Eric and Maikel lameness part II Diagnosing At Home WithAt Mascheroni: driven to success Rolex Grand Slam of Show Jumping News Tour Talk An expert’s view evaluation event on Industry Update Breeding News Breeding Kristina Sprehe: discipline and fun

58 56 57 54 55 42 44 Updates 20 Breeding Breeding 52 32 28 30 24 Reports Eventing and Dressage Jumping, 48 46 40 34 36 14 Features 9

5 Contents HORSE INTERNATIONAL INDUSTRY UPDATE INDUSTRY UPDATE HORSE INTERNATIONAL

in Brianza, near Milan, with their building the family saddlery with the times, adapting the needs nine-time Italian champion in Industry Update shiny, impressive aisles of sporting business, to meet the needs of local of his humble saddlery workshop , winning his first brands and fashion items, may be horse owners. to meet the changing requirements international driving competition surprised to learn that the company of modern . Four in Rome at the Passo Corese CSIO began life as a small, traditional Moving with the times generations of Mascheronis have in 1982. In four-in-hand driving, he workshop of saddlers based in rural Soon after the turn of the century, since developed the company to has represented Italy at the World Giussano, near Milan in Lombardy; military-based equestrian its current status as one of Equestrian Games in Den Haag, the one of Italy’s most affluent regions. competition began gaining in northern Italy’s most prominent Netherlands (1994); at Pratoni del Driven to success The team was led by a young popularity; Captain Caprilli was retail brands, which boasts three Vivaro, Rome, in 1998; at Jerez de la By Kathy Carter entrepreneur, one Carlo busy innovating saddlery design at large, mall-like department Frontera, Spain in 2002, and also at Mascheroni. Carlo was a true this time, to incorporate the new stores; they encompass a store Aachen, Germany in 2006. Still equestrian enthusiast and the first forward-seat-style of riding. for saddlery and riding apparel, based in Giussano, Carlo is a keen in a family of saddlers; he Harness racing also began gaining one for sportswear and also one collector of antique carriages and specialised in creating beautiful in popularity, although carriages for fashion. leather harnesses, and an active Mascheroni, the self-titled “first horse riding equipment shop in Italy”, has gone from humble beginnings to leather harnesses and for used for working were supporter and sponsor of carriage dominate the Italian retail industry – and it is all down to a line of strong and dedicated family entrepreneurs. horses and carriages. The turn of phased out across Europe leading A carriage driving legend driving events; it is clear this the century is considered by many up to the 1930’s, due to the The company’s modern success in discipline is a true vocation and as the golden age of carriage advancement of cars and the 20th and 21st century is passion for him. It was Carlo and driving, as the horse and carriage agricultural mechanisation; this undoubtedly down to leading his family that took the would have been used by many meant saddlers needed to diversify carriage driver, Carlo Mascheroni, Mascheroni brand into the 21st Italy has long been associated the forward seat that all modern A strong equestrian retail persona in 2013, with large families, from humble deliverymen and focus more on tack used by grandson of the original founder century, launching a large-scale with elite equestrianism; today, jumping riders and trainers have heritage mall-like department stores, and to ‘mean of means’. At this time, race horses, leisure riders and the Carlo, and son of Ugo. Carlo, who is saddlery, sportswear and ‘fashion many of the world’s leading adopted – was a proud Italian One of the country’s leading hundreds of international brands Italy’s horses were predominantly military. (This was in addition to now a sprightly 73 years old, concept store’ that now famously saddlery brands are based here, horseman. The country has also equestrian brands, retailer stocked, the company actually used as breeding stock for either pleasure driving, where private competes internationally in welcomes a select audience. But and one of the most prominent been famous for its leather Mascheroni, has enjoyed a strong began life in 1898 as a small, meat production or military use, or carriages and coaches had become horse-driving trials in the single, how did the company grow from a equestrian figures - Captain production for centuries, and heritage and long-term association family-run manufacturing business. as working horses for agriculture or a true example of their owner’s pairs and also four-in-hand humble harness manufacturer to a Federico Caprilli, the Italian continues to be a leader in this with horses, and carriage driving in Modern consumers who know and personal transport. Carlo saw a status.) Carlo Mascheroni disciplines. Carlo is a widely- large-scale retailer with an Cavalry Officer who introduced sector internationally. particular. Despite its very modern love the concept Mascheroni stores business opportunity, and began obviously always managed to move respected competitor; he is expanding online presence?

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A family business market. “However, there are In the mid 1990s, as commercial frequently international orders activities expanded further, it was from France, Germany and time for an extension of the Belgium, and these are always company’s Giussano head- growing,” Pietro explains. Fashion quarters, and a detached lines are also soon to be launched outbuilding entirely devoted to online to internet-savvy mountain sports’ equipment – for consumers. The Mascheroni team example, ski-wear, skis and is also focussed on using modern accessories - was created. At the communication techniques to stay same time, Silvana and Carlo in touch with its customers, Mascheroni’s four grown up sending out a weekly or biweekly children – daughters Silvia and newsletter to over 50,000 people Carolina, and sons Ugo and Pietro that have ‘opted in’ to receive - had begun playing a pivotal role information. According to in the company. While the two marketing specialist Ugo sons were drawn to the Mascheroni, social media is an Mascheroni sports division, the important tool for the two daughters found themselves organisation. “We have a robust particularly suited to the fashion Facebook page with over 20,000 side of the business; Carolina is followers, and also utilise TV now the company’s head fashion advertising on Sky channels, to buyer, while Silvia is the fashion maintain visibility,” he says store manager. Pietro is the proudly. Carlo was a true equestrian enthusiast and the first in a family of saddlers. current CEO of Mascheroni, while Ugo heads up the company’s Looking ahead marketing and external relations. Mascheroni has enjoyed a strong heritage and long-term association with horses, and carriage driving in particular. So, what is planned business wise, Company expansion supply and acquisition of some of other sports and leisure activities, All four are co-owners of the for the ‘little shop that became a In the late 1970s, Carlo took the the British brands that Mascheroni and began stocking a wider range organisation. mall’? “We will go on giving the wise decision began to import a began stocking at this time, such of goods, including outdoor and Saddlery’, selling everything production roots by producing a best horse shows, when this kind best of ourselves, as we have done range of equestrian products from as Abbey bits, Gel Eze pads equestrian fashion, and items for Sporting excellence required for horse and rider, range of harness and saddlery of trading was not considered to so far, to our customers,” Pietro Europe under the banner of and Stephens Leatherwork. the mountain sport sector. At the The company is now represented including leading fashion lines items under the Mascheroni be such an important commercial says. “We are always looking to Mascheroni Saddlery Giussano, “Mascheroni has great heritage, same time, Carlo Mascheroni’s wife by three large department stores such as Cavalleria Toscana, Animo, brand, and also has a very strong vehicle,” Pietro explains. “It has provide the best quality and the selling the items from his still- good relationships with suppliers, Silvana took the fashion side of the that host around 450 leading Parlanti, CWD, Kep Italia and presence at equestrian events proven to be a very important best service to our customers; modest shop in Giussano. The and is committed to carrying some business forward, searching and brands, all sited in Giussano; the Equiline, and a range of horse-care worldwide, with several mobile vehicle of communication and also respecting our tradition and goods were initially just for the the world’s best brands,” Stephen selecting the best international stores comprise ‘Mascheroni Sport’, products and tack. So, who are retail outlets. “We are very active image for the growth of our history, of course, and my father carriage driving sector, but were says. “Carlo was always an sportswear brands outside of a one-stop-shop for every kind of Mascheroni’s clientele? “Our in the selling of goods at the most company, thanks to Carlo’s great Carlo’s exception drive and vision.” then expanded into the wider innovator, and by choosing only equestrianism. She launched mountain sport, snowboarding equestrian customers are quite important horse shows, fairs and intuition.” A further company Given Carlo’s seemingly equestrian sporting field in the the best brands, has maintained a ‘Mascheroni Sport Giussano’, the items and ski apparel; ‘Mascheroni ‘high end’, in terms of their equestrian events across the development has been the launch unstoppable enthusiasm and 1980s. UK-based wholesaler strong reputation and a very fashion store, in the mid 1980s, Fashion Café’, the fashion clothing affluence, but are pretty varied – world, and have been for many of an equestrian and sporting family loyalty, one can only see Stephen Biddlecombe of Equine positive, high-end brand image.” when the original Giussano store store hosting both ready-to-wear they include both the amateur and years now – my father Carlo e-store at www.mascheronistore.it; further great things for the Management Ltd, who was based This importation venture was so had become too small to contain and designer clothing brands professional rider, and anyone insisted that we took this bold step this site does sell internationally, long-established Italian firm for professionally in Italy for twenty successful that the company began all the goods needed to meet (including an own-branded line); from students and teenagers to to take the business directly to the but mainly focuses on the Italian whom family comes first. >> years, helped coordinate the to look at equipment used for customers’ demands. and of course the ‘Mascheroni whole families,” Pietro explains. “In terms of the saddlery store, they are all customers looking for specialised items for horse riding, Harness making in the 19th century whether it be saddlery or riding apparel. “The fashion store tends When Mascheroni launched its saddlery in the late 19th century, to welcome a range of people, what was it like to service the equestrian industry in this popular including men, women and region of Italy? Horse owners kept horses for various reasons at this children – it is a multifunctional time, for example, pleasure riding, racing and breeding, and concept store and gallery, where saddlers were regarded as real artisans, usually beginning their everyone can make up their own training in their early teens. Saddlery thread tended to be produced style in a cool and warm in-house from beeswax-coated flax or hemp, and a range of leather atmosphere; we are always hides would have been produced and crafted – repair-work would attentive to stocking the most have been a large part of the business, in addition to creating new interesting and trendy brands, as pieces for customers. The main types of harness produced at the well as everyday look wear. The time the Mascheroni family first began their saddlery business sporting store tends to attract a would have been the heavy-duty Hames harness, used for working young audience and specialises in Italian Heavy Draft horses pulling loads, and also the breast sneakers and sportswear,” he adds. collar-style harness, used for pulling light carts with two to four wheels, and passengers. Variations on these harnesses would have Growing and diversifying included those used for racing, show driving and pleasure driving. One wonders, what is the secret to Harness racing became very popular in Italy in the early 20th Mascheroni’s success? It is century, with the L’Unione Nazionale per l’Incremento delle Razze seemingly the ability to look ahead Equine (UNIRE) being established in 1932; this organisation to new trends and selling tools, promoted the improvement of race horses and saddle breeds. Standardbreds and Trotters pulling Sulky carriages were a common sight; the horses while keeping one eye firmly on wore very lightweight harnesses and bridles with multiple segments and thin, close-fitting straps. Little has changed in terms of harness design in the brand’s strong equestrian the last 100 years, with Italian leather still being the harness of choice for many carriage driving competitors. heritage For example, the team continues to respect its saddlery Mascheroni is involved in the sponsorship of several leading classes and horse shows.

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