Two Women Had A Genius Idea For Riders. It Became A Business.
In the fall of 2018, business partners Allison Malefant and Connie DeMaio had just launched a new apparel brand. They’d spent a year developing an innovative winter suit tailored specifically for equestrians. To spread the word, they pushed a Black Friday promotion and hoped for the best.
“No one knew what it was,” remembered Connie. “People aked, ‘what is this for?’”
On Black Friday they sold eight suits. And they were elated.
“I remember thinking that was so awesome,” said Allison.
Fast forward five years, and last Black Friday, Redingote sold hundreds.
Allison and Connie saw a void in the horse apparel industry – there were no functional outerwear options for women horseback riders. Ski pants or cover-alls, often designed for men, were too bulky and didn’t fit the specific needs of riders, who require easy access for tall riding boots, and throwing a leg over into the tack. So they made one – a cover-all onesie designed with equestrians in mind.
Business has exploded over the last five years.
“From the entrepreneur side, we both had the natural drive for this. I never thought I’d have an apparel business. I came up through the horse industry thinking the options were being a professional rider, trainer or a vet,” Connie described. “It’s been amazing to learn from this new industry, to make mistakes and try again, and reach our goals.”
Connie and Allison met through horses, of course. Connie is a hunter/jumper trainer from Pennsylvania, so she’s no newcomer to riding in the cold. Allison found horses as an adult, and began taking riding lessons with Connie in Brooklyn, N.Y. It was during this time that they dreamed up the idea for Redingote. With Allison’s corporate retail and merchandising background and Connie’s life-long horse experience, they designed and tested a cover-all suit from scratch.
“We set out to make a piece for women that was warm and functional. When you’re at the barn, you’re doing so many things, from mucking stalls to grooming to riding to teaching lessons,” said Connie. “You want something that will keep you clean, dry and warm in winter without the hassle of constantly pulling off layers or adding more.”
Allison remembers seeing the need in the market and being floored that someone hadn’t come up with this idea already.
“It’s really a onesie for the horse market. Genius! When we were testing prototypes, people would come up to me and ask where I got it,” Connie explained.
Redingote, a homage to the feminine “riding coat” from the 18th century, began with a grassroots effort. Connie and Allison went to horse shows, clinics and events to show off their technical suits and talk to the real riders and horse owners who would become their customers. The brand grew, and now Redingote suits can be found online and in major equestrian retailers from SmartPak to Stateline Tack. But the grassroots effort is still a major component of Connie’s and Allison’s marketing plan.
Redingote sponsors riders of all levels, from FEI-level athletes to hobbyists who keep horses in their backyards. That’s because Redingote is for everyone, Allison says.
“We always want to say yes and be involved with this community we are part of day to day and love so much,” Connie said.
They’ve made some tweaks over the years to their suits, thanks to feedback from customers. For example, the onesie suit originally didn’t have a hood. After a year of riding and wearing one, Allison and Connie said in unison: “It needed a hood.”
They’ve also expanded their line of products thanks to customer feedback. Veterinarians and farriers suggested a two-piece suit, a bib and jacket. Those sets are now offered for sale. So are riding shirts made of technical fabrics and a line of joggers breeches.
“Working together has been pretty easy,” Allison says of her business partner, Connie. “It’s like a marriage. She’s my work wife. I may spend more time with her than my actual husband.”
The goal, now five years into the business, is to keep growing.
“We want to be known as the brand for outerwear for riders,” Allison said. “Any type of outerwear from winter to rain to spring, we want to be the first thought.”