RUFF Liners, a pet car seat cover founded by Brandon Himmel, aired on the 16th season of Shark Tank USA in 2025. The founder was seeking $200,000 for 5% equity for their business. However, he secured a deal with Robert Herjavec, which was $200,000 for 10% equity plus a royalty of $1 per unit sold until $200,000 is paid, valuing the company at $2 million. In this article, we will explore RUFF Liners’s net worth in 2025, details of the Shark Tank pitch, and more.
RUFF Liners Net Worth 2025 & Financial Overview
After the show aired, the company experienced significant sales, with an estimated growth rate of 10% per year. Based on the company’s growth rate and valuation after the Shark Tank show, RUFF Liners’s net worth is estimated at $2.93 million in 2025.
| Annual Sales Revenue | $1 million |
| Profits | $500,000 *expected end of this year |
| Lifetime sales | $5.5 million *expected end of this year |
RUFF Liners Shark Tank Pitch
Brandon Himmel appeared on Shark Tank with his dog, Sadie, to introduce his product, Ruff Liners. He designed these strong seat covers for people who regularly drive with their dogs. The covers protect the backseat, floor, and doors of the car. During his pitch, Brandon demonstrated how the product works.
When one of the Sharks, Robert Herjavec, asked about the price, Brandon said the covers sell for $99 to $150. In 2023, Brandon made $1.25 million in total sales. But after all expenses, he only kept about $40,000 in profit. Even though the profit was small, the product has a high gross margin of 73%, which means it costs a lot less to make than it sells for.
Brandon also said that his customer acquisition cost is about $20, and he spent $100,000 on ads in 2023. As a result, by 2024, sales grew to $3.1 million. Moreover, he believed the business would reach $5.5 million in sales by the end of the year. He also expected the profit to rise to $500,000.
During Brandon’s pitch, Mark Cuban pointed out that Amazon takes 27% of Brandon’s sales, making it harder for him to control his business. Lori Greiner also had doubts. She warned that other companies could easily copy the product and compete in the same market.
Kevin O’Leary said the product didn’t feel very different from others he had seen. But he respected Brandon’s personal journey and determination. Barbara Corcoran noticed two problems: Brandon didn’t have much of a social media presence and lacked enough cash on hand. She felt both issues might slow down the business.
At that moment, he was emotional. Then, Brandon shared something personal. Back in 2019, he lost both of his parents only eight weeks apart. That heartbreaking time made him think deeply about his future and what he wanted in life.
He took $15,000 from the inheritance they left him and used it to start Ruff Liners. That money helped him create and test the first version of the product.
Even though some Sharks were concerned about the risks and costs, several showed real interest in what Brandon had built. Then, Kevin O’Leary offered Brandon $200,000 for 20% ownership. He said the business needed stronger financial planning and better protection for the product idea.
Barbara Corcoran then offered a similar offer. She also started a $1 million line of credit and promised to improve Ruff Liners’ social media reach. Then Robert Herjavec entered the deal with a different proposal. He offered $200,000 for 15% equity and highlighted his previous success with a pet product that PetSmart eventually acquired.
In response, Brandon wanted to lower the equity share. He tried to bring the offer down to 10%. But, instead of Brandon’s counteroffer, Robert responded with a new deal, $200,000 for 10% equity, but with a $5 royalty per unit until he got his money back. However, Brandon felt the new offer due to royalty was too high.
After some negotiation, they finally agreed on $200,000 for 10% equity plus a $1 royalty per unit until Robert recovered his investment. After the deal, Kevin tried to match the offer, but Brandon had already decided to team up with Robert. So, with a proper deal, Brandon left the Shark Tank stage.
| Company Name | RUFF Liners |
| Founder | Brandon Himmel |
| Business | Car Seat Cover for Dog Owner |
| Episode | Season 16, Episode 16 |
| Asked Deal | $200,000 for 5% equity |
| Final Deal | $200,000 for 10% equity plus a royalty of $1 per unit sold until $200,000 is paid |
| Shark | Robert Herjavec |
Summary of the Sharks’ Deal
| Shark | Offer | Counteroffer |
| Robert Herjavec | 01 – $200,000 for 15% equity 02 – $200,000 for 14% equity 03 – $200,000 for 10% equity + a royalty of $5 per unit sold until $200,000 is paid 04 – $200,000 for 10% equity + a royalty of $3 per unit sold until $200k is paid 05 – $200,000 for 10% equity + a royalty of $2 per unit sold until $200,000 is paid | 01 – $200,000 for 10% equity 02 – $200,000 for 10% equity + a royalty of $1 per unit sold until $200,000 is paid (Accepted Deal) |
| Barbara Corcoran | $200,000 for 20% equity + a $1 million credit line | No |
| Kevin O’Leary | $200,000 for 10% equity + a royalty of $1 per unit sold until $200,000 is paid | No |
| Lori Grinear | No | N/A |
| Mark Cuban | No | N/A |
What Happened to RUFF Liners after Shark Tank?
As of 2025, RUFF Liners is still in business. After appearing on Shark Tank, Ruff Liners gained much attention online, especially when the show’s social media accounts mentioned them. This boost helped the company reach more people, increasing its chances of selling its products nationwide, just as it had hoped. According to Google Trends, there was a significant spike in searches for the brand right after the episode aired.
The company teamed up with My Amazon Guy, a marketing agency that helped boost weekly sales. Thanks to this partnership, Ruff Liners climbed into Amazon’s Top 75 Best Seller Rank in its category.
They offer a wide range of options for different vehicle types, whether you drive a sedan, mid-size SUV, mid-size truck, full-size SUV, or full-size truck. Their top-selling product is the Hard Bottom Backseat Extender with Door Protection, built from strong P600D Oxford fabric. Prices range from $151.92 to $172.20, depending on the model year (2024 or 2025) and your chosen size.
In March 2025, Ruff Liners also released a new XL Floor Cover designed especially for full-size crew cab trucks. It can be purchased in gray for $149.99 or black for $169.99. Their Soft Backseat Dog Hammock with side protection sells for $99.99 and keeps your car clean while giving your dog a comfy ride.
For travel convenience, they also sell a set of two collapsible dog bowls (each holding 1500ml) with a clip-on carabiner for $24.99. Plus, they provide a pack of 6 window inserts for $15.00, perfect for replacing worn-out pieces.
Through consistent effort and a clear mission, RUFF Liners has become a trusted name for dog lovers who want safe, fun, and mess-free road trips with their pets. If you’re interested in buying a Ruff Liner, you can check out their official website or find them on Amazon.
RUFF Liners Founder
Brandon Himmel started Ruff Liners in 2021 after working in technical roles for several years. Before starting Ruff Liners, he used the standard dog seat covers available in stores. He loved the outdoors and often took his dogs on camping trips, so he wanted something to protect his car. No matter how much time he spent searching for a suitable car protection cover, he couldn’t find a proper product.
That frustration has sparked an idea for Brandon and saw a clear gap in the market. Then, he realized dog owners like him needed a better solution.
But long before starting his company, Brandon built a strong and diverse career. He joined the U.S. Marine Corps in 2001 and worked as an Intelligence Analyst for five years. After leaving the Marines in 2006, he took a similar job at SAIC for about a year.
In 2007, Brandon worked for a short time as an Eddy Current Inspection Technician at Acuren. Later that same year, he returned to the Marine Corps, this time as a recruiter. In 2008, Brandon transitioned to the private sector. He joined Blackwater USA, where he worked as a Professional Security Specialist.
After earning his Physics degree from San Diego State University in 2014, Brandon Himmel joined ASML as a Field Source Integration Engineer. Thanks to his hard work and focus, he moved up within the company. He later became an Install Coordinator, then a Project Manager, and eventually a D&E Integration Engineer.
Conclusion
Shark Tank is a TV show that showcases different business ideas and helps them succeed. RUFF Liners was one of the ventures featured on the show. They made a deal with Robert Herjavec, showing that success is possible with the right idea and execution. Now, we eagerly await to see how their success story unfolds in the future.
Before you leave, check out the other company updates in Season 16, Episode 16.
- Jane Foodie Net Worth & Their Shark Tank Season 16 Update
- AirTulip Net Worth & Their Shark Tank Season 16 Update
- Sock Candy Net Worth & Their Shark Tank Season 16 Update
