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Hunter Jumper Show Jacket
This stylish design features 3 buttons on front and 2 slits on back. Shorter length jacket. Created with our signature suiting fabric – with slight stretch for ease of movement.
Available in Heather Grey, Black and Navy Pinstripe .
Visit www.asmarequestrian.com for more details
Asmar Equestrian at BETA 2012
Retailers!
Equestrian Representatives!
Asmar Equestrian will be at BETA from 19th – 21st Feb 2012 at NEC, Birmingham UK.
Asmar Equestrian chose BETA 2011 to launch its range of exclusive outerwear apparel, and returns in 2012 with some exciting new lines. In 2011, Asmar took home the hotly-contested Most Innovative Rider Apparel innovation award for the All Weather Rider™ Jacket, judged to be ‘elegant, multi-functional and well-tailored’.
The jacket will be showcased in the Horse Demonstration Arena, and is gaining considerable support from leading riders.
“I love the fact it is so practical – it is of course waterproof and windproof, but also lightweight and breathable,” says Grand Prix dressage rider and trainer, Sarah Millis.
Leading Young Rider and Para gold medallist Sophie Wells is also a fan. “The All Weather Rider has a concealed skirt behind a zipped gusset that fits over your saddle, both at the front and back, which I can’t believe hasn’t been thought of before.”
2012 sees Asmar introducing a full collection of riding wear to retailers, including outerwear, show apparel, warm-up wear and riding breeches. “We are looking forward to speaking directly with retailer representatives and getting the clothes into people’s hands at BETA,” Noel adds.
See Asmar Equestrian at stand K-6-2 at BETA and visit the website at www.asmarequesrian.com
Equestrian Business Monthly mag showcases Asmar Equestrian with a full page feature – read it here!
Did you see UK trade title EBM’s company focus on Asmar Equestrian, in the Dec 2011 issue – out now? Here’s what the mag says of the company –
Service with a Smile
Apparel for All Weathers
Canadian brand Asmar Equestrian burst onto the equestrian scene in North America in January 2011; it spent the first three months of its infancy showcasing at international equestrian trade shows, before launching in the UK at the BETA International Trade Show, where Asmar Equestrian was awarded Best Stand In Show Under 32 metres. “Every mannequin and hanger looked the part, even though the stand was small,” CEO Noel Asmar recalls.
The company also took home a hotly-contested innovation award for Most Innovative Rider Apparel of the Year at BETA. The winning product was the range’s ‘hero’ product – the All Weather Rider™ Jacket, judged to be ‘an elegant, multi-functional garment, and well-tailored to allow plenty of movement and flexibility’.
Fashionable and functional
Like all truly innovative products, the jacket was born when Noel, a keen horsewoman, became frustrated that she couldn’t find a riding jacket to meet her needs. As a successful designer of technical clothing for some of the world’s most elite hotels and spas, Noel was used to creating items of clothing that, while they looked smart and fashionable, were first and foremost, functional. “Busy people need sophisticated, technical fabrics and tailoring that work with their lifestyles and jobs, rather than work against them,” observes Noel. “I knew from my spa uniform experience that comfort and technical performance should be the basis of all functional clothing.”
Noel quickly set about adding to the outerwear collection with a shorter riding jacket, the Hunter Jacket; and a gilet, The Rider’s Vest; the range was designed firmly with horse riders in mind. “Owning horses is a lifestyle choice, and we feel it is important to wear clothes that reflect your lifestyle, or even the lifestyle that you aspire to,” Noel says.
Style in and out of the ring
Asmar Equestrian recently launched a show apparel collection with coordinates, which while featuring playful twists, has its heart in traditional equestrian show wear. “There’s so much heritage in equestrian competition – the dress code has its roots in formal wear, especially for ladies, and I like to see classic garments that won’t be unfashionable in a few years’ time,” Noel says.
A rewarding experience
Noel has always been involved with horses, and says she was ‘your typical horse crazy little girl, growing up’. “My Mom bought me my first pony when I turned twelve – and I have been riding for pleasure since then,” she explains. Noel is a big fan of the Friesian breed, of which there are two types – the classical Baroque, and the Sport Friesian, which is finer boned. Noel has one of each. “Because of the Lipizzaner blood, this breed generally makes a very good riding and dressage horse – they are very trainable. Not to mention beautiful!” she says.
The team behind the brand
Asmar is continuing to develop relationships with new retailers, and is currently looking in particular to take on more in Britain – interested retailers can email kathy@asmarequestrian.com for information. “It is important to us to work with retailers who ‘get’ the brand and its association with an aspirational lifestyle – while we are being selective about the retailers we work with, any company that is internet-savvy, has a focus on customer service, and delivers its promises to its customer base, will be considered. A retailer stocking our clothes, whether online or in an actual store, is representing our brand, so we are keen to work with positive, ego-free people, no matter what the business’s size,” Noel adds.
The company is also leading the way by offering its retailers social media support. “Social media is a big part of business in the 21st century,” explains Asmar Equestrian’s Marketing Manager, Angela Yard. “We have two blogs and a Facebook and Twitter page, and like to engage with retailers, riders, customers and horse owners in this way. For us, it is about developing awareness of a brand, and engaging with horse riders in real time,” she says.
The coming months
With new retailers coming on board all the time, Noel Asmar is very positive about the coming year. “By 2012, we will have a full collection to offer our customers, including outerwear, show apparel, warm up wear and riding breeches. We are exhibiting internationally at trade shows, as we like to speak directly with retailer representatives, pick up and share new merchandising tips, and get the clothes into people’s hands at events,” she states.
“Essentially, we plan to continue working on establishing what is a very young company as an innovative apparel brand that offers excellent customer service,” she says. “With my name on the label, or emblazoned on the sleeve, I am determined to ensure the company and brand is the best it can be.”
Our Beautiful Dressage Tail Coat
Stylish European Tail Coat.
Like all Asmar Equestrian show apparel, this jacket is made of two way stretch fabric that feels great and breathes too. So versatile too, as it comes with four interchangeable tips in plum, pewter, deep red and golden/yellow. One jacket, four styles. Elegant details throughout. Weighted tails for a pristine fit in the saddle. Stunnngly tailored fit.
Available in Black and Navy Pinstripe. All tail coats come with 4 interchangable tip colours. Visit www.asmarequestrian.com for more details
Entry 4 from the diary of Asmar equestrian-sponsored rider, Sophie Wells, from the Frankfurt 2011 Young Riders World Cup Final
Asmar equestrian-sponsored rider, Sophie Wells, recently attended the Frankfurt 2011 Young Riders World Cup Final in Germany, which was held from 16 – 18 December 2011. We are serialising her diary entries over the next week:
It was the trot up day, so I rode in the morning, and it was absolute chaos. People jumping, tractors in the warm up, which was only about 30×30 with a pillar in the middle. At one point, everyone had to go around the same way until someone shouted to change the rein and everyone proceeded to go in the other direction, it was incredible, and like nothing I had ever seen before! However, it made me access my warm up as it was limited what I could do, and made us concentrate more on ourselves rather that the other 50 horses around us. Noki was a saint and trotted next to people leaping over jumps, and was not phased in the slightest. It was almost as if he got into his own zone too.
The trot up went well, and my trainer Ange did a great job with turning him out so smart, I had clipped him the day before we left which helped, but the pressure was on to get every single hair!
We then headed back to the hotel for an early night as my class was in the morning the next day, and I wanted to do the arena walk at 6.30 to get him into the arena again. The arena walk was also amazing as we were in at the same time as the senior dressage riders were training; so many famous faces, and horses to admire and get inspired by.
I was drawn straight after the break in my class, but just before the break was the European champion, German rider Sanneke Rothenburger, which was quite a tough draw. However we didn’t let anything phase us and Noki warmed up really well. We put the double bridle on half way through to let him get used to it, but he was opening his mouth quite a lot. I much prefer to ride in a snaffle, as I can hold the reins better; Noki feels more comfortable in a snaffle, but for international able bodied competition, it is compulsory.
Visit www.asmarequestrian.com for details of our clothing range.
The third diary entry from Asmar equestrian-sponsored rider, Sophie Wells,from the Frankfurt 2011 Young Riders World Cup Final
Asmar equestrian-sponsored rider, Sophie Wells, recently attended the Frankfurt 2011 Young Riders World Cup Final in Germany, which was held from 16 – 18 December 2011. We are serialising her diary entries over the next week:
We had arrived in Frankfurt, so I took Noki for a little walk in the warming up area, and it was a bit odd to say the least trying to dodge pillars in the middle of it! We set up camp outside the stable and made sure Noki was comfortable before going to explore. I wanted Noki to rest before I could ride him in the arena between 8pm and 10pm. We soon found the arena, however it was an assault course to get there; you had to go through the pedestrian doors to get out of the car park, the tops padded and some crazy people laid flat and rode underneath; there was no chance of that with Noki, his saddle was 4 inches away from the top as it was! We got to the 2nd warm up which was next to the competition arena and food court over looking it. We walked through the tunnel to get to the arena and I could be described as a little kid at Christmas, the arena was HUGE; tiered seating, spotlights, thousands of seats,3 big tv screens hanging from the ceiling, it was more than I could have imagined!! Even my trainer Ange and my transporter Mark were getting quite excited! Obviously being an indoor competition everything is quite close and it makes the atmosphere more and more electric, especially with the lighting.
We then headed to the hotel; the FEI very generously paid for the riders rooms, so I just had Mark’s room to pay for, but the rider’s hotel was amazing, another kid at Christmas moment, 5* just next door to the venue; we really were treated like royalty!
That night I took Noki into the arena to give him a little stretch and give him chance to see everything as we couldn’t get in the arena on the Thursday. His eyes were so wide as he walked in, but he soon chilled out with it all, so we did a bit of stretching and made sure he felt ok from the long journey, but he felt great. I was careful not to do too much and save him for the next day.
Visit www.asmarequestrian.com for details of our clothing range.
Diary of Asmar equestrian-sponsored rider, Sophie Wells, from the Frankfurt 2011 Young Riders World Cup Final in Germany – 2nd post
Merry Xmas to our followers!
Asmar equestrian-sponsored rider, Sophie Wells, recently attended the Frankfurt 2011 Young Riders World Cup Final in Germany, which was held from 16 – 18 December 2011. We are serialising her diary entries over the next week:
En route to Germany and we had stopped off in Reims in France for an overnight stop; I was feeling proud of myself that I had driven the lorry for an hour in France.
Everybody was quite tired by then; I took Noki for a little wander around the yard’s indoor school while my trainer Angela Weiss and my transporter Mark got the stable ready. Noki didn’t seem phased at all by the journey, and looked great getting off the lorry.
The next day was an early start again after a few hours sleep to crack on and head for Germany. We passed the German/French boarder and Mark said it was tradition to stop for ice cream there, so at 7am we were having ice cream….
We arrived in Frankfurt in really good time, it just took us an hour to find the right entrance to get into the complex; it was very confusing!! Eventually we got there at lunch time, and found the stabling was in a massive multi story car park. We were one of the first to arrive, and could choose any stable we wanted, this obviously took us ages to decide! Quiet enough to sleep, airy but not cold, good light, not too far from the wash box and warming up, and enough space to get him in and out….we found the perfect one and mark reversed the lorry into the car park to unload!
Visit www.asmarequestrian.com for details of our clothing range.
Women’s Polo Shirt – A Basic Essential
A basic essential either in or out of the ring.
Contrasting button hole stitching for a stylish touch. Light weight short sleeved polo.
Longer length so you can tuck it in easily. 100% Polyester with the benefits of ChitoSante treatment, making the fabric breathable, fast drying, odor and pill resistant. UPF 50 Sun Protection. Machine washable.
Available in Heather Gray, Navy, Plum, Red, White, Aqua, Magenta
Order yours at www.asmarequestrian.com
Our Wool Blend Vest
The extra warmth of merino wool, without the bulk. Same features as our popular Rider’s vest, with a hidden waterproof/windproof gusset on the back center that may be opened for more comfort and style while riding. 30% acrylic, 20% merino wool with 100% TPU membrane. Flattering with show shirts, roll necks and polos.
- durable 2 way zipper
- stretchable fabric
- waterproof fabric, windproof, breathable
- concealed, zipper accessable gusset on back
- convenient zipper pockets for cell phone or ipod
- machine washable, cool dryer or hang to dry
Buy yours at www.asmarequestrian.com
Our Stunning Dressage Tail Coat
Stylish European Tail Coat.
Like all Asmar Equestrian show apparel, this jacket is made of two way stretch fabric that feels great and breathes. So versatile too, as it comes with three interchangeable tips in plum, pewter and deep red.
One jacket, three styles.
Elegant details throughout. Weighted tails for a pristine fit in the saddle. Stunnngly tailored fit.
Visit www.asmarequestrian.com
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