Out Of Africa A Via Dog Disasters And Muddled Mannequins To A Thriving Business
Zebra Products, distributor of top European brands, celebrates 25 years in business this month.
The company started trading in September 2000, its name inspired by Kenya where founders Simon and Lindsay Middleton were married.
Before Zebra, Simon was employed selling fruit to supermarkets. However, he had a long-held passion for horses – unlike the rest of his family who were heavily into cycling.
The Middletons initially started Zebra with some clients of Lindsay’s – the Pennys - who enabled it to piggy back on their irrigation business in Lancashire.
“They provided us with a great leg up and without them I’m sure we would have made many more mistakes along the way,” says Simon.
Lindsay, an event rider and coach, squeezed in picking and packing parcels in the early days of the company.
Sympathy sales
Disaster struck as Simon finished his salaried position to launch Zebra. That very weekend, he broke his back in an eventing fall.
“Lindsay drove me to stores with my body cage on,” he recalls. “I’m sure some of our first orders were sympathy ones.”
First big brand
Zebra’s first brand was Lucinda Green Clothing. Simon, a huge fan of the eventing icon, says the range had many ahead-of-its-time features.
“There were products named after Lucinda’s famous horses plus it was the first matchy-matchy style collection in the industry in that period.”
Mannequins muddle
2001 saw Zebra’s first appearance at the BETA International trade fair.
“We had a mini stand and borrowed mannequins from a sports shop,” says Simon. “But we didn’t realise until we unboxed them that they were runners in a starting position.”
Nevertheless, Zebra duly picked up a new product award at the show.
“I’d always imagined a picture of me and my horse in Horse & Hound winning a big prize,” Simon confides. “But, alas, there I was in H&H winning with a ladies show shirt!”
Being noticed
2001 was the year when foot-and-mouth hit the trade with much equestrian activity suspended.
“It was just awful but we had to dig deep and push on,” says Simon.
“After a successful BETA International, we were offered the distribution of Konigs riding boots and then Kentucky clothing. Step by step, we were being noticed.”
Dog disasters
Foot-and-mouth meant every saddlery shop had a foot-bath at the door.
“I was visiting Horsesense at Solihull, put my feet in the foot-bath and then pulled my trolley bag through it too,” recalls Simon.
“Inside, the manager was busy with another rep so I whizzed around the shop. What I didn’t realise was that the trolley bag had also run through some dog poo in the car park which had become moistened by the foot bath disinfectant. So I left a smelly trail all around their lovely shop. Not ideal for your pre-sales pitch!”
On another sales visit, Simon was forced to take refuge in the retailer’s house to escape nips from their territorial shop dog.
More brands on board
More brands were soon engaging Zebra to distribute their products in the UK.
“Working with Peter Menet [of Amerigo saddles] has been a truly influential part of my career,” says Simon.
Then came leading German brands Sprenger [lorinery] and Fleck [whips].
Independence day
The Middletons bought out their business partners in 2006.
“It was a tough decision and a big gamble financially; but one I will always be glad we made. We moved premises and truly became independent,” explains Simon.
Zebra herd
Over the years, Zebra has worked with top riders such as Carl Hester, Billy Twomey, Jeanette Brakewell, Ros Canter and Laura Collett.
The Zebra herd numbers 20, mostly based at the company’s North Wales HQ. The longest standing team member is account manager Hilary Whitecunas who’s been with the company for more than 20 years.
The brands Zebra currently distributes are Amerigo, Bucas, Cavalleria Toscana, Cavalor, Covalliero, EGO7, Equipe, Mattes, Sprenger, Uvex and Veredus
“I could not be happier with the brands we currently work with,” says Simon, “their support is invaluable and we have fun together too.”
Industry changes
Simon still “loves the industry; it’s remained a friendly one, thankfully.”
Big changes he’s noticed over the years include a shift from bricks-and-mortar to online, social media, stock feeds, drop shipments and influencers.
“But change is good; if you stand still, you eventually fall back.”
All about the horse
A love of horses remains the cornerstone of Simon and Lindsay’s quarter-century running Zebra Products.
“Over the next 25 years, we need to revisit the real heart of the industry – the horse,” says Simon. “I fear this beautiful, all-giving animal is often forgotten about; and without horses we truly have nothing.
“Sport and business are great - but without the horse, what is it all about?”
SPECIAL 25TH ANNIVERSAY CELEBRATION OFFER
For one-day only and “as a thank you to all our much-valued retailers” Zebra Products is offering 25% off all orders placed on Wednesday 10 September until midnight.
Simon Middleton is celebrating an eventful 25-year journey since he launched Zebra Products with his wife Lindsay.
This article was written by Liz Benwell at Equestrian Trade News to celebrate Zebra’s 25th anniversary.
