Big plans in the future
for Rick’s Saddle Shop

Expansion will make facility among largest equine operations in U.S.

By jane meggitt

Staff Writer

U pper Freehold Township will soon have a new equine superstore.

The new Rick’s Saddle Shop, to be constructed at the site of its current feed and grain operation at the corner of Route 539 and Burlington Path Road, will "rival any other equine store in the U.S. in size," according to Rick Wills, the eponymous founder.

Wills, a Manalapan resident, said the decision to build a new store was based on customer demand.

"We’re customer-driven," he explained.

"Customers want more and different products. The equine community wants a store that can satisfy their equine desires. It will be world-class but still be a neighborhood store."

He finds the equine community has grown more sophisticated since he opened his first store in 1978.

Wills has run the feed business on this site since 1982. There are also two stores in Englishtown and another in West Chester, Pa.

He and his buyers travel around the globe to find the latest trends and products for their clientele.

The design for the new store won plaudits from Township Planner Richard Coppola and members of the Planning Board, when it was approved earlier this month.

Rick’s is a major Purina feed dealer, and the Purina company "is instrumental in the development of about 100 buildings across the country," said Wills.

"They have a staff that deals with buildings and design, and they worked with us on the design of the whole project."

The new store will be 24,000 square feet, with 14,000 square feet devoted to retail space.

Wills said that he hopes that the new store will be open by October, although he concedes, "there are a lot challenges to overcome" to meet that date.

"We won’t be in a hurry to open to sacrifice the quality of what we’re doing," he said.

The present store will continue to be open during construction. The location sells a large volume of feed, he said.

While the focus will be on horses, the store will continue to supply feed for dogs, cats, fowl, livestock and exotics, such as miniature pigs and camels.

Wills explained that he wants to fulfill the needs of the many farmettes that have sprung up in the area.

"It will be fun, exciting and convenient for the family farm," he said.

He sees his business as encouraging open space and farmland preservation, with the promotion of family farms and animal activities.

Once a month, Wills plans seminars for the public on various aspects of the equine industry.

"We’ll have veterinarians, farriers, saddle-fitting clinics, 4-H and Pony Club education," he said.

According to Wills, Rick’s has the largest inventory of saddles of any retail store in the world, and the new store will have an increased number of Western saddles in stock.

Well-known for giving back to the community, the store hosts a Customer Appreciation Day and an Easter egg hunt.

Wills added that his store "will match any current competitor. You never have to wait for a sale at Rick’s."

When asked about his business philosophy, Wills said it all comes back to one simple principle, "Make the customer happy."