It's four in a row for Royal Warrant holder Shires Equestrian as it sponsors the New Product Gallery at BETA International for another year.

The popular showcase, which highlights latest lines, brands and launches at the show, always proves a big hit with visiting retailers on a mission to track down new stock for their stores.

Shires sales and marketing director Marcus Cridland said: “Backing the British equestrian industry is vital to us and sponsoring the New Product Gallery for a fourth consecutive year is a great way for us to do this, as well as providing the perfect opportunity to connect with the retailers that are fundamental to our business.”

BETA International organiser Claire Thomas added: “Shires and the trade fair share a long history. The company has exhibited since the early days and we are thrilled that Marcus and the rest of the team have decided to come aboard as sponsors once again. Shires is highly regarded throughout the trade and it is fantastic news that we are able to continue with this successful partnership.”

BETA International is the world's leading trade fair for equestrian, country clothing, outdoor and pet products. The 2017 show, sponsored by Neue Schule, will take place at the NEC, Birmingham, from 22 to 24 January.

For further information about exhibiting, contact James Palmer, telephone +44 (0)1937 582111 or email jamesp@beta-int.com.