54/ MAY 2010 THE RIDER
Equestrian Factory Outlet Trikes Gold with Premium Products At Affordable Prices
HOCKLEY VALLEY, Ontario – From a single location in Hockley Valley horse country, Eques- trian Factory Outlet™ (EFO) has flourished as the little brand that could, growing to 12 fran- chises, spanning British Columbia to Quebec, in less than four years.
While EFO’s end-of-season lines of favourite European horse and rider apparel have been a resounding hit with horse lovers, it’s the attentive customer service and corporate mentor- ing to its franchise owners, with its commitment to ‘giving back’ that has set the company apart in the equine business world.
Marc Nicols, with his partner Victoria, hit on the concept of developing partnerships with premium European manufacturers, buying their overstock and end-of-season lines. They spent three years developing the model before opening their EFO flagship store on their horse farm in Hockley Valley in October 2006, where they also breed Olympic sport horses for dressage, event- ing and show jumping.
“We buy end-of-season and close-out lines from our European partners and are able to offer them at up to 70 per cent off MSRP,” says Marc, who is Equestrian Factory Outlet’s CEO. Those lines, most of which are exclusive for Canada, include the world’s best-known premium brands such as Cavallo, Kingsland Equestrian, Anky Technical Casuals, Pikeur, Kyra K, Euro-Star and most recently, Schockmohle Sport from Ger- many and HV Polo from Holland.
The concept was a hit since day one. Their invitation-only opening brought a flood of people and within two days, the store stock had been decimated. The same story has been repeated at each store opening including the most recent Langley EFO in February.
EFO has never had to solicit potential fran- chise owners. “It’s all been word of mouth within the industry which has been built by the momen- tum of the brand itself,” says Nicols. “All of our franchisees have a passion for horses and want to be involved in the equestrian industry. Self- admitted fashionistas, they just love the concept and are wild about the quality of these premium European products.”
EFO carefully selects its franchisees, to ensure not only that they represent the brand, but that they share EFO’s core belief in giving back to their local horse communities, including EFO’s hallmark mentorship program which sup- ports development of Canada’s future riders. “It’s different from other franchises in that we look at how we can help people create a sus- tainable business that blends with their commit-
Western Schooling Shows Saturday, May 22nd Saturday, June 12th Saturday, Oct. 2nd Saturday, Oct. 16th
2010 Trillium Show Host
Knowlton Ridge Annual Spring Trillium Show - May 15-16 Knowlton Ridge Annual Summer Trillium Show - June 26-27 Knowlton Ridge Annual Classic Trillium Show - August 14-15
ted lifestyle and attracts savvy equestrian shop- pers,” Nicols explains. The company provides strong individual merchandising and marketing support for each franchisee, recognizing the spe- cific characteristics and opportunities within their trade area.
Locations include the flagship store in Hockley Valley, Puslinch (near Guelph), Cal- gary, Edmonton, Langley, and the June store launch in St. Lazare, with six fixed ‘bricks and mortar’ stores at major equestrian facilities across the country and six mobile units which travel to major horse events throughout the season. St. Lazare store owner, Manon Francineau, a self-admitted EFO fashionista, has been follow- ing the company’s growth and premium product development for three years. “We’re excited to part of this evolution of equine fashion apparel” says Manon who believes that the fashion for- ward consumers of Quebec will be particularly appreciative of European style at a value based price. From its fixed location in St. Lazare, Manon’s plans include a mobile unit at major equestrian events across the province. EFO’s sponsorship/mentorship program includes designated ‘sponsor’ athletes: dressage riders Jamie Irwin, Tina Busse-Irwin and Jacque- line Brooks plus up and comers Kerry Houlahan and Alexandra Kraushaar; eventers Karl Slezak, Diana Burrett, Olympian Peter Gray and Penny Rowland, and Paralypian Dax Adam, among oth- ers. Recently added to the EFO roster is teen hunter/jumper rider Anthony Blurton-Jones who attends school, works four part-time jobs, and volunteers to raise funds for Sunrise Therapeutic Riding. In his spare time, Anthony collects dona- tions of horse and riding gear for an underpriv- iledged therapeutic riding stable in Central Amer- ica.
EFO is also the title sponsor for the Toron- to CADORA (Canadian Dressage Owners and Riders Association) Youth Development Pro- gram, providing a bursary for a worthy rider with annual Trophy Cup, as well as incentive prizes throughout the year. EFO has become the official clothing supplier and title sponsor of the Champi- onship Awards at Halton Place throughout its six major events this season and has been providing horse apparel for Canada’s North American Young Riders Teams since day one. EFO also supports Ontario Horse Trials with the Nathan Arback Memorial Cup which is annually present- ed to the leading male and female rider of the year.
For more information, visit www.equestri-
anfactoryoutlet.com.
English Schooling Shows
Saturday, May 8th Saturday, Sept. 25th Saturday, Oct. 9th
FEATURES
• 12’ x 12’ Soft Stalls • 2 Tack Rooms • Wash Stall • 2 Indoor Arenas • 100’ x 200’ Out- door Ring • 135’ x 335’ Grand Prix Ring • 40 Temporary Stalls - Magnificent Carriage Trails • Full Boarding/Part Boarding/Outdoor Board • Lessons • Beginner to Advanced • 5 Instructors • Seminars/Clinics • Trillium Show Host • Rider Testing and Certification • Quality Horses Available for Sale • Camps-Summer/March Break
204 Main Street North, Powassan, ON (705) 724-1313
www.knowltonridgeequestrian.com info@knowltonridgeequestrian.com
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