How Ruff Liners Turned a Personal Loss Into a Patented Multi-Million Dollar Pet Brand
Ruff Liners Net Worth grows in 2025 as revenue hits $5.5–$6M post-Shark Tank deal, discover how Brandon Himmel built a pet brand!
When Brandon Himmel stepped onto the Shark Tank stage, he wasn’t just pitching a product he was sharing a legacy of resilience, innovation, and deeply personal motivation.
His invention, Ruff Liners, was born out of a simple but frustrating problem: how to keep his truck clean after outdoor adventures with his dog, Sadie.
What started as a DIY fix transformed into a patented, premium car liner designed specifically for pet owners. Today, Ruff Liners generates millions in sales and enjoys national recognition, backed by none other than Shark Tank investor Robert Herjavec.
But the path to this success was paved not with pitch decks and venture capital, but with grief, grit, and an unwavering belief in solving a problem that dog lovers everywhere can relate to.
The Inheritance That Sparked a Business
In 2019, Brandon Himmel’s world changed irreversibly when both of his parents passed away within eight weeks of each other. Instead of using the $15,000 inheritance he received to cover personal expenses or retreat from the pain, he chose to invest in something that would honor their memory his own future.
That future became Ruff Liners. Frustrated by muddy paws and scratched doors from his dog Sadie, Himmel began prototyping a tougher, cleaner pet seat cover. His goal was to create something durable, washable, and capable of protecting the entire vehicle interior, including the doors and footwells.
Over months of rigorous testing and refinement, Himmel iterated the design until he had a product he was proud to put on the market.
By December 2022, Ruff Liners officially launched, powered solely by Himmel’s personal savings and commitment. His story is a reminder that great innovation often starts with a personal need and a simple question: “What if there was a better way?”
What Happened After Shark Tank
When Himmel appeared on Season 16 of Shark Tank, his company had just one year of sales under its belt but it was already outperforming many early-stage startups. He asked for $200,000 in exchange for 5% equity, implying a $4 million valuation.
In a detailed and passionate pitch, he demonstrated the Ruff Liners system: a fully waterproof car liner with unique features like Velcro-secured window inserts, split-seat design, and patented door panel protection that didn’t interfere with windows or door use.
The cover was rugged, machine-washable, and more versatile than anything in its price category.
The Sharks’ reactions were mixed:
- Mark Cuban highlighted the 27% fees Himmel paid to Amazon as a red flag, citing concerns over profitability.
- Lori Greiner said she liked the product but feared knockoffs could overwhelm the niche.
- Barbara Corcoran offered $200K for 20% equity and a $1M line of credit to build brand visibility.
- Kevin O’Leary offered $200K for 20%, arguing the business needed structure.
Ultimately, it was Robert Herjavec who made the winning offer: $200,000 for 10% equity, plus a $1-per-unit royalty until his investment was recouped.
Brandon accepted. His decision was guided not just by the terms, but by the alignment in values and Robert’s proven experience scaling pet-related businesses.
Confirmed Deal, Real Results
Ruff Liners’ social media suggests the deal with Robert Herjavec closed, with Brandon stating in an April 2025 post, “I came into the Tank hoping for a deal. And I walked out with Robert Herjavec as my partner.” Since then, the impact of the partnership has been visible:
- Ruff Liners’ revenue surged from $1.25 million in 2023 to $3.1 million in early 2024.
- The company is now projecting $5.5–$6 million in revenue for 2025.
With Herjavec’s strategic input and credibility, Ruff Liners transitioned from an Amazon-heavy startup to a growing e-commerce brand with national reach and intellectual property protection.
The deal brought not just capital but strategic insight that helped the brand scale sustainably.
Strategic Expansion and Patent Enforcement
Ruff Liners’ true strength isn’t just in marketing it’s in its legal foundation. Himmel secured a utility patent and design patent, granting Ruff Liners the legal standing to actively remove 12 direct competitors from marketplaces like Amazon.
Such enforcement isn’t common for young companies, but it helped Himmel carve out defensible space in a crowded category. He also worked with e-commerce agency My Amazon Guy to improve product listings, execute PPC ads, and fix logistics issues that caused inventory shortages in early 2024.
The results were immediate: weekly sales jumped 378%, and Ruff Liners entered Amazon’s Top 75 Best Seller Rank. More importantly, these efforts laid the groundwork for long-term brand equity.
Challenges: Amazon Fees, Supply Chain, and Perceived Uniqueness
Despite growth, challenges remain:
- Amazon dependency still eats into margins, with 27% of revenue going to platform fees.
- Supply chain issues occasionally leave popular SKUs out of stock, especially during seasonal spikes.
- Perceived uniqueness: Despite patents, some Sharks and Reddit users claim similar products exist often cheaper.
To counter these, Ruff Liners continues refining its design (e.g., softer window inserts compatible with tinted glass) and expanding DTC sales through its own website.
Himmel also remains vocal about the importance of differentiating through quality, functionality, and innovation.
Customer Sentiment and Real-World Performance
Customer reviews paint a positive picture:
- Amazon Ratings: 4.4–4.5 stars across hundreds of reviews
- Reddit Discussion: Mostly favorable, especially among large-dog owners
Users highlight:
- Rugged quality and heavy-duty stitching
- Window inserts that stay put
- Split-seat flexibility and comfort for passengers
- Machine-washable ease
However, they also point out:
- Occasional snagging when windows are operated
- Setup complexity if frequently switching between pet and human use
Still, most reviews agree: Ruff Liners justifies its premium pricing. Pet parents looking for reliability and vehicle protection say the product offers peace of mind, especially for those with active dogs or muddy trails on their weekend routes.
What’s Next: Product Line Growth
As of 2025, Ruff Liners is sold exclusively in the U.S. It has begun rolling out complementary products: hard-bottom seat extenders, collapsible bowls, and updated 2025 versions of its core covers.
The company is also exploring broader e-commerce strategies to support future growth, as discussed in an interview with Brandon Himmel on the company’s growth and Amazon strategy.
RELATED: Things You Should Know About Shark Tank that every entrepreneur’s dream TV show
Final Thoughts
Ruff Liners is more than a startup success, it’s a personal journey turned into a thriving brand. After losing both parents, Brandon Himmel found purpose in solving a common problem for pet owners.
What began as a tribute grew into a patented, Shark Tank-backed company that’s scaling rapidly in the pet care space.
As Ruff Liners looks toward retail deals and global markets, it continues to reflect its roots: a heartfelt mission to help dog owners protect their vehicles. The story is one of purpose, resilience, and practical innovation.
In a market full of competition, Ruff Liners sets itself apart with authenticity, smart design, and strong customer trust. For pet parents everywhere, it’s a brand that not only works, but one that’s worth supporting.
TL;DR
Ruff Liners began with a personal tragedy and grew into a fast-growing pet brand projecting $5.5–$6M in 2025 revenue with patented designs and Shark Tank backing. Founder Brandon Himmel transformed his grief into a business that’s redefining car protection for pet parents.
FAQs
Is Ruff Liners still in business in 2025?
Yes, Ruff Liners is still active and growing in 2025, with projected revenue of $5.5–$6 million and confirmed Shark Tank backing.
Did Ruff Liners get a deal on Shark Tank?
Yes, Brandon Himmel secured a deal with Robert Herjavec: $200,000 for 10% equity and a $1 per-unit royalty until repaid.
Who is the founder of Ruff Liners?
Ruff Liners was founded by Brandon Himmel in 2022. He created the product after experiencing issues traveling with his dog, Sadie.
Where can I buy Ruff Liners?
You can purchase Ruff Liners through their official website and on Amazon. International shipping options may be available soon.
What makes Ruff Liners different from other pet seat covers?
Ruff Liners are patented for their door panel protection and split-seat design. They use durable, waterproof materials and secure Velcro-based inserts.
Did the Shark Tank deal with Robert Herjavec close?
Yes, the deal was confirmed by Ruff Liners via TikTok and other social media posts, showing an active partnership with Robert Herjavec.
Is Ruff Liners expanding internationally?
Ruff Liners has announced plans to expand globally, starting with interest from Canada, the UK, and Australia.
What is the price range of Ruff Liners products?
Ruff Liners typically range from $99 to $150, depending on vehicle size and additional accessories.
