Hello from Peg & Thread

We are a team of passionate country and shooting enthusiasts and understand your needs as country sports enthusiasts. Therefore, we aim to deliver the best products to you with the first-class service you expect.

We aim to provide you with impartial and expert information so you can make an informed choice about your purchase. All products are carefully selected by our experienced team to ensure the highest standards of quality and performance. We pride ourselves on stocking only the best shooting clothing, footwear & equipment available from the best brands.

Our Story

In 2004, we started our outdoor sports retailing journey, selling watersports clothing from our shop and warehouse in South East England. Our customers have left thousands of glowing reviews about our five star service on TrustPilot. After sending more than a million orders worldwide, we decided to help the country sports community with the same passion, commitment and drive.

Using our historic building as a base, our expert team of buyers sought to showcase the best brands in shooting, securing the most innovative products available and after several months of planning, sourcing and testing Peg & Thread was born.

Buy from us with confidence

All country sports demand a certain degree of specialist knowledge, which is why our customer service staff are brimming with friendly expert advice. Our buying staff have first-hand experience of all our shooting products, so whether you're looking for technical information on the latest clothing, or after help on which is the best footwear, our team have it covered.

If you need more assistance, our helpful team are on hand at the click of a mouse or tap of a phone. They are a superb source of specialist knowledge and advice.

Meet the team

Portrait of Paul

Paul Williams Managing Director

Paul has spent a career in media culminating in 11 years as managing director of Time Inc UK's specialist brands division. There, he gained strong insight into people who are passionately engaged in their interests, across markets including country sports and equestrian. The stable of magazine and online brands under Paul's leadership included the renowned titles, Shooting Times, Sporting Gun and The Field.

Paul loves the countryside, where he lives, and enjoys shooting with his Labrador, Satchmo.

Portrait of Sally

Sally Bendelow Head of Buying

Sally held key positions in buying and creative product design with Marks and Spencer, Heals and other household names, before joining The Peg & Thread's parent company in 2017. But she'd rather talk about a 40-year-old borderline obsession with all matters equestrian.

She has owned seven horses, ridden many more as far afield as St Lucia and the US, and currently owns two former racehorses and one ex hunter, stabled in her current home county of Leicestershire. Sally is also enjoying riding Criollo and Western breeds based at a livery yard next door to her horses' stables.

Portrait of Cath

Cath Gordon Country Sports and Equestrian Buyer

Prior to joining Peg & Thread, Cath spent 15 years working with leading manufacturers including NAF Albion, Airowear and Musto. She has great knowledge of the equestrian industry, understands which products function well and is driven to ensure our customers get great choices that suit their needs.

A rider since childhood, Cath has worked with competition horses in the US, Jersey and the UK. She owns a horse on which she enjoys participating in club activities. The hope is to event this season if she is brave enough!

Portrait of Mariano

Mariano Serjai Head of Customer Services

As head of the customer services team at Peg & Thread's parent company, Mariano knows what it takes to build and maintain an excellent standard of service, evidenced in consistently high independent feedback scores. As a native Argentinian, with a passion for natural horsemanship and the countryside, he is excited to be able to provide that same focus for Peg & Thread.

Portrait of Jazzmin

Jazzmin Cooper Customer Services

Jazz's passion for horses commenced at a young age and remains undiminished to this day. She has owned many different horses from Cobs to Irish Sport horses and enjoys every discipline from Dressage to Show jumping. An accomplished competitor, Jazz has competed at many events including Hickstead.

Customer service is a role for which Jazz is particularly suited, given her passion for everything equestrian and her broad knowledge of equestrian products.

Portrait of Alex

Alex Burek Digital Marketing Manager

Alex has broad experience of digital marketing and ecommerce in the UK and Australia. When not poring over creatives, staring at data or working on the next big thing, you'll find her somewhere outdoors, getting stuck into one of several active sports.

As a four-year-old, Alex first learned to ride on her godmother's Shires. She later worked on both sides of the Atlantic as a teenage stable hand, before taking on the challenge of owning 'problem' horses into her early 20s.


As one of the UK's leading country sports, equestrian and watersports retailers it stands to reason that our primary concern is the environment in which we operate - after all our outdoor playground is the one thing that we all enjoy and want to preserve. We therefore recognise our responsibility minimising our business impact on the environment. Peg & Thread is committed to a series of initiatives that are aimed at reducing our environmental impact.

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