Archive: How ‘Antlers for Horses’ Became Popular

First published on 9th November 2012 on www.robinsonsequestrian.com

Sometimes, the success of something is all about being in the right place at the right time. We could never have predicted the success of such a silly product as the Horse Head Antler which first appeared in a Robinsons catalogue in 1992. This ‘silly’ product has since stood the test of time and it is likely that not many people have any idea how it all came about. Pauline Bentham, our gift buyer at the time spotted the antlers on a plastic horse’s head at a trade fair in Philadelphia, USA. She bought one pair for the princely sum of $10 and brought it back to the UK.

She made some improvements to its design and commissioned an order of around a thousand pieces from a local manufacturing company. Over the four weeks prior to Christmas in 1992, we sold over 800 units at around £10 each! With the benefit of this experience and a bit of lateral thinking, we added similar products for the following festive season: ‘jingle bell’ nosebands and rein sleeves, matching hat covers, exercise sheets and leg wraps all made from bright red and finished with white fur fabric trims. From nowhere, a new and (very) popular collection of inexpensive fun items had been created.

The following Christmas, about 5,000 of these ‘silly’ products (which were exclusive to Robinsons) were sold. We then attempted to wholesale them to distributors in the UK and because they were still perceived as too silly, nobody wanted to take them on despite our huge success. No-one copied the idea for the next two years anywhere in Europe. In 1994 at a trade fair in Germany one of our international buying group partners was arm-twisted into taking a risk. It took promises of a ‘sale or return’ deal to convince these steely-faced Germans that they had nothing to lose.

After the first year of success they placed an order for the next year for over 10,000 units! Today, the Christmas Antlers live on despite the fact that production in the UK had to be terminated and moved to China and the fact that some competition in the market has also sprung up. It’s difficult to calculate how much this range made since it was inspired, twenty years ago. It did more than bring a smile to someone’s face, it made a statement that Robinsons were innovative and were prepared to offer alternative products which were not always aimed at the serious competitor. It made us look different from our competitors, a difference we’ve been keen to maintain ever since!

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