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has been making riding crops and whips for equestrian sports at its base in Schwarzach near Heidelberg for over 150 years. Originally an important and indispensable aid needed for horse-drawn carriages of all kinds, the designs developed over time to include more and more crops for sports and for all disciplines of English riding, such as showjumping, dressage and eventing. Once the turmoil of the Second World War was over, full riding crop production was resumed. At the beginning of the 1960s the company started to adjust its focus and turned its attention to modern materials, new manufacturing methods, product improvements and innovations. The machinery was gradually modernised, as was the workshop at the heart of the company where the braiding was done by hand. Marketing was stepped up and measures were taken to raise awareness of the FLECK brand – on a worldwide scale. Not only did FLECK develop its network of representatives all over Germany but it also entered into cooperative deals with international distributors. In addition to extensive use of the SPOGA trade fair platform, the managers also travelled abroad in order to promote their products around the globe. Electronic media and communication platforms were also part of the mix. There has been a B2B online shop for trade customers in the German-speaking markets since 1999, for example, and just recently a digital order platform was also set up for specialist retailers in the USA.