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The Legendary Aivly - The New Forest National Park

About Us

The Aivly Country Store is truly a one off, a much loved and long established (2001), Equine, Small Holding, Pet and Country superstore. Situated on the edge of the beautiful New Forest National Park in Ringwood, Hampshire. We above all, pride ourselves on being friendly to everyone, offering an all-round first class service, seven days a week.

Initially created as a family business the company changed ownership early in 2019 to The Ethical Animal Group, which was founded by animal lover Michael Jeans. The vision is to take the company to the next level in terms of depth of range, accessibility, as well as launching a new state of the art e-commerce platform.

Visitors for the first time to our store are amazed at the size of our showrooms and barn, with highly shoppable departments including a fabulous new flagship LeMieux clothing showroom. This room was especially built for us to show off the highly desirable LeMieux seasonal and matching ranges, stylishly co-ordinating matching wear for both horse and rider. The LeMieux range is expanded with the addition of country wear and matching accessories.

Our clothing room offers top brands including Ariat, Barbour and LeMieux, following the trends and seasonal needs for outdoor clothing. Warm, practical, and stylish coats for the winter, and lightweight jackets and waterproofs for the English summers!

Barbour are a household name, a 5th generation family-owned British company built on the founding principles of quality, attention to detail, durability and being fit for purpose. We know them for the quality of their fabrics and the classic lines of their designs. Matching wear extends from coats and hats to gifts for outdoors. If you are looking for a waxed jacket, or a quilted parka we have a wide range to choose from.

Ariat hail from America and was founded as “The New Breed of Boot.” They were the first to integrate athletic footwear technology into boots for equestrian athletes. Today, Ariat world-class product team builds innovative and award-winning performance products for all types of outdoor and work environments.Their ranges encompass clothing as well as footwear and we are pleased to be a UK appointed distributor for this terrific brand.

And We LOVE our Horses!

Our Award Winning Bit and Tack Room is a sight to behold! Devoted exclusively to lorinery we can offer the broadest range of bridle wear, bits, reins, girths, stirrup irons and leathers! From the traditional to the cutting-edge technology in stirrups, we have it all. (Except saddles which we believe should be tailor made to your horse for the comfort of both horse and rider!)

As you walk through our archway you will be greeted with an area devoted to horse rugs for all shapes, sizes and tastes. With a range of colours, weights and prices. We also have a store room packed with stock, so if you can’t see the size and colour you are looking for, just ask one of our friendly Team.

The Boot Room (it's not all about boots!)

Take the main staircase to our equestrian showroom, Riding Hats, Riding Boots, Jodhpur Boots, and Country Boots, Competition Wear and Safety Jacket fitting area. State of the art protection in a listed building environment. As well as being horse people themselves, our staff are fully trained to fit riding hats, skulls and safety jackets. Our ranges include Charles Owen, Champion, Gatehouse and Uvex.

Safety Jackets include Racesafe, Airowear and Hit-Air, the latest in fall mitigation. We have trained staff able to ensure that the fit of your protective clothing is correct for you. We even have a dummy horse you can sit on to see how they feel while riding out.

Back on the ground floor we have an extensive pet area with food, treats, toys and bedding. Horse supplements, hoof oils and shampoos plus everything you need for the tack room. We even have a gardening isle, yard supply sections, DIY and fencing supplies!

As well as a massive onsite warehouse, which houses Dorset & Hampshire's largest selection of feed and bedding, our footprint covers 20,000 square feet. So when you are visiting us allow plenty of time to browse and explore our ranges.

Remember that in addition to riding hat, safety jacket and boot fittings services we also offer local delivery of feeds and bedding, and a horse rug wash and repair service.

Our staff are all animal lovers and we love to chat! (We have to work as well obviously!)

At Aivly we pride ourselves on great customer service, expertise and excellent facilities, always offering customers a personal yet professional service. We truly look forward to seeing you on your next visit!

Always Your TEAM AIVLY

Our Awards:
Five times winners of BETA British Equestrian Trade Association Awards

Having won many national awards for lorinery advice and selection, Aivly not only offers an extensive selection of bits, but also a practical advice service to go along with them. Speak to one of our professionally trained team about choosing the right bit for your horses needs.

2020 - Retailer of the Year – Joint Winner in Retail Store category

2019 - LorineryRetailer of the Year from The Loriners' Company

2017 – Retailer of the Year – Winner of Large Retail store

2017 – Winner of the Lorinery Display Competition sponsored by The Worshipful Company of Loriners

2016 – Retailer of the Year – Winner of Large Retail store A judge commented: “Lovely shop with good sales assistants who acknowledged us straight away despite being busy.”

2013 – Retailer of the Year – Winner of Large Retail store

2012 – Retailer of the Year – Joint Runner Up Large Retail Store