It’s Felix Buhler at a gallop

NOT A LOT of Thais ride horses, so there’s only a niche market here for equestrian clothing and other riding gear, but it’s a lucrative business nevertheless, and one with plenty of untapped potential. 

That’s why ICC International, an affiliate of the Saha Group, has imported a range of items from Swiss brand Felix Buhler, setting up a store among the car dealerships and home-building outlets on Bangna-Trat Road.

Felix Buhler’s first shop in Thailand stocks breeches, shirts and boots in all sizes for both enthusiasts who enter competitive shows and those who just ride for pleasure, as well as tack and grooming supplies.

“Our country is too small to sustain a proper horse-riding culture – there are only around 1,000 riders and about 150 registered equestrian clubs – but there’s significant potential in the market,” says ICC vice president Somphol Chaisiriroj.

“Until now, there’s been no specialised horseback-riding shop in Thailand, so we’re the pioneer in bringing in high-quality European products. It’s a new business segment for ICC too.” 

 Felix Buhler was established in Zurich in 1966. Its founder and namesake is a passionate fan of riding, so the clothing and equipment are made with comfort and performance in mind. The two-floor Bang Na outlet can suit up men, women and children with every necessity, from competition-level boots to stylish safety helmets.

The horses deserve comfort too, of course, so the halters, saddles, paddle pads, shipping boots, fly masks and grooming kits – curry comb, braid bands, body brush – are designed to be kind as well as functional.

Even for people who never see a horse outside the movies, the shop has something to offer. It has a wide range of casual apparel, including shirts, polo shirts and sporty caps, smart scarves, handbags and key rings. Youngsters might fancy a horse doll, too.

“A lot parents want their children to learn how to ride, for the physical and mental rewards,” says 

 Somphol. “Horseback riding teaches responsibility and discipline and boosts self-confidence. Plus, building a strong bond with a horse fosters a gentle mind. It even helps you stay in shape, because riding burns off calories.”

Horseback riding in Thailand has its own royal “sponsors”. Her Royal Highness Princess Sirivannavari Nariratana competed internationally – she was on the national team at the 2013 SEA Games and 2014 Asian Games – and serves as a driving force in promoting equestrian sports. 

She’s ridden since childhood, following the example of her sister, Her Royal Highness Princess Bajrakitiyabha. While studying and working in Paris, Princess Sirivannavari 

 was drawn back to equestrian competition and took up dressage and show jumping, as well as completing an instructors’ course at the Ecole Nationale d’Equitation.

“Equestrian sports are among the very few where men and women compete on equal terms, against each, other all the way up to the Olympic level,” Somphol points out. “About 70 per cent of equestrians are women, and women are particularly good at dressage.”

He’s reminded of the fairytales that feature princesses skilled at riding horses. “So for women who get involved in the sport, it’s like a fairytale come true!”

  

 

READY TO RIDE

>>The Felix Buhler store is on the Baan Klang Krung estate project at Km3.5 on Bangna-Trat Road. 

>>It’s open daily from 10am to 7pm. 

>>There’s a pop-up shop at CentralWorld and a mobile store roaming around Thailand, easily spotted at equestrian competitions.

>>Call (02) 182 0037 or visit the “FelixBuhlerThailand” page on Facebook.