Atlantic Equine is a Daventry-based company that imports and distributes high-quality, brand-name equine hoofcare products, with a customer base including many major horse-racing yards, farriers, vets, studs and horse-owners. Originally founded in 1989 by Tony Lindsell, Charlotte and Michael Easom became the new owners in 2020 after agreeing a management buyout with Tony coming to retirement.

At the outbreak of COVID-19 and lockdown restrictions, the industry was forced to stop all areas of activity, from general horse riding, pony club, and show jumping, to polo and horse racing. This meant that the demand for Atlantic Equines’ products was brought almost to a halt, having a severe impact on the business. Although they were able to continue providing essential products to farriers, vets and equine podiatrists to maintain the welfare of the animals, Atlantic Equine were then hit with supply issues due to many manufacturers stopping production in line with lockdown rules; even the smallest demand became difficult to meet.

To support the business throughout the pandemic, Michael and Charlotte applied for the Additional Restrictions grant, funded by the UK Government through West Northamptonshire Council and managed by the University of Northampton. “The grant process was very detailed, but our adviser  Paul Smith  supported us through the process and was extremely helpful when we needed guidance.” 

Paul explained: “Recognising their enthusiasm as they worked to overcome the impact of the pandemic, it was a pleasure to help Michael and Charlotte navigate the grant application process.”

Atlantic Equines application was successful, receiving the funding enabled them to fund the creation of a new website, Online Equine. The new website integrates with a new stock system to control and measure stock flows, in turn managing stock across all platforms and dramatically reducing the risk of error. The new website also integrates with Atlantic Equine’s accounts software and reconciles each order. Having the new website integrate with other systems enables the use of new sales channels on multiple selling platforms, such as eBay, Etsy and Google; simultaneous communication with suppliers API stock portals for up-to-date availability; and increased turnover and margins as orders will be able to arrive the next day.

Going forward, Michael and Charlotte plan to maintain the firmly established high standards of Atlantic Equine, as well as bring a greater shopping experience to customers. They plan to offer a broader range of products which will increase sales and workload, enabling the Atlantic Equine team to grow.


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