Meet the Founders of Redingote

I’ve known Connie DeMaio and Allison Malenfant, the two co-founders behind Redingote equestrian coveralls, for years. In fact, I was the first to preorder when we met at Jersey Fresh International 2017. Since then, I’ve watched these women grow an empire. They are boss babes in every sense of the word. I recently sat down with Malenfant for a deep dive into how they manage it all.

Heather Wallace: Tell me about the first time you and Connie met.

Allison Malenfant: Our husbands work in the New York entertainment industry and often collaborate. We met occasionally, and Connie told me about her equestrian background. I always wanted to ride, but had no exposure. Connie agreed to teach me, and we became friends through weekly lessons in Brooklyn. And double dates!

HW: Were horses a childhood obsession or an adult passion?

AM: I took one lesson a week while working a corporate job in the athletic retail industry. Once I left to start Redingote, I increased my riding two days a week. It’s a slippery slope, of course. I bought my first horse in 2020 and now have two. I hunter pace and fox hunt, but also travel and compete. It has become a lifestyle.

Connie has horses in her blood. Her father was a Standardbred trainer in Monmouth County, New Jersey. She started hunter/jumper lessons and eventually had her own horses at home. She was very successful in riding and competing by age 16. She now owns and runs a small private facility in Colts Neck, N.J.

HW: What sparked the idea of Redingote?

AM: Connie owned a vintage men’s insulated coverall she found at a yard sale. She loved the functionality of a one-piece. She could wear it while teaching or working in the barn, and then take it off to ride. However, it lacked waterproofing and enough pockets. Plus, the men’s shape didn’t flatter.

People asked her about it wherever she went, loving the practicality or thinking she looked like a mechanic. There was an untapped market for a similar product that was warm, waterproof, and designed for a woman’s body. She shared her idea with me. I knew about the retail industry and the development of products, so I suggested a partnership.

HW: How did you come up with the name Redingote for your business?

AM: A redingote is a fitted outer coat with a cutaway front. It’s a French derivative of the English phrase “riding coat” from the 18th century. We came across this word while trying to name our brand, and it was a perfect fit, since we were reinventing the riding coat for the 21st century rider!

HW: What was the first step in launching your brand?

AM: Nailing a product we believed in was the first step. There was no brand if the idea didn’t work!

We started working on the idea in early 2017, sourcing an outerwear manufacturer that would work with a niche startup brand and develop prototypes for a year. There were many changes with the focus on flattering style but offering warmth and movement. We tested several levels of insulation to find the happy place between staying warm without bulk.

HW: What is the biggest challenge you’ve had to overcome?

AM: The horse industry is traditional, and people are skeptical about new products. A technical performance coverall for women was a completely new idea.

We are a small, self-funded business. Marketing was and is very grassroots. We wear our jumpsuits, driving to barns and horse shows to pass out flyers. It was fun to see the idea catching on. We’d sell one to somebody in one barn, and then their barn mates would order.

Marketing a business our size in a niche market is still a challenge, but our brand recognition has grown wonderfully!

HW: How do you work as successful partners?

AM: Business partnerships are like marriages, and each person has different strengths. I think this has been the foundation of our partnership. We’re very different. I am hyper-organized with a retail background. Connie is a dreamer with an equestrian background. I am better at project management. Connie has a sales and marketing brain.

We agree with a lot of things, but we navigate any disagreements. I think we’ve learned a lot about each other over the years—just like a marriage!

HW: Have the challenges changed over the years?

AM: They just get bigger! I say that with a sense of humor, but it’s true. The bigger the business, the bigger the challenges. The challenges stay the same (i.e. marketing, staying competitive in a growing industry, funding, supply chain, et cetera) but the scale grows.

HW: How has your business evolved?

AM: It’s amazing to look back on the way Redingote has grown. Our winter insulated jumpsuit is still our No. 1 product, and new customers are discovering it all the time. We are always innovating. Redingote has launched winter outerwear separates, a schooling collection, rainwear, and our signature one-piece for men and kids. We have a new scrim jacket coming out this spring so we can stay protected in the summer while still enjoying short sleeves.

We’ve even added another brand to our portfolio, acquiring FITS Riding, a beloved breeches company, in November 2022.

HW: Where do you see Redingote going?

AM: We have a big vision! Our highest concentration of customers is the Northeast U.S. English market, where we live. Ultimately, we have some exciting projects and collaborations in development. We plan to expand across all equestrian disciplines, markets, locations, and into other sports—we have many clients who use our outerwear for skiing, sailing, fishing, hiking, camping and more.

This article about Redingote appeared in the May 2024 issue of Horse Illustrated magazine. Click here to subscribe!