" Loveson was set up in 1932 by the Loveday family and has been a much loved & trusted brand in the UK and other markets ever since then. Acquiring this brand will allow Horseware to expand into other parts of the equestrian market which we do not currently serve. Although it will be an integral part of the Horseware family of brands, it will be positioned separately in the consumer market and will not carry a reference to Horseware on any packaging or product. The intention is to preserve the heritage and market positioning of the Loveson brand whilst updating the imagery, branding and product offering. In this way we wish to maintain the Loveson consumer."
Tom Mac Guinness
Managing Director Horseware® Ireland
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