RUFF Liners Update | Shark Tank Season 16

Brandon Himmel got the idea while taking his dog Sadie on outdoor trips around LaPorte, Texas. After every beach or hiking trip, his truck was a mess—mud on the seats, scratches on the doors, and fur everywhere. He couldn’t find a cover that protected the whole backseat, so he made one himself and called it RUFF Liners. Will the sharks back this simple fix for a messy problem? Let’s find out in our RUFF Liners update and pitch recap.

If you’re short on time, here’s a quick overview of what happened to RUFF Liners after Shark Tank.

Brandon entered Shark Tank Season 16, seeking $200,000 for 5% equity in his rugged liner to protect car seats from active pets. After his pitch, he struck a deal with Robert Herjavec for $200,000 for 10% equity plus a royalty of $1 per unit sold until $200,000 is paid.

In terms of a RUFF Liners update, the company expanded its product line by launching an XL Floor Cover for crew cab trucks. Further, they partnered with My Amazon Guy and boosted its weekly sales by 378%, climbing into Amazon’s top 75 Best Seller Rank.

Shark	Result
Robert Herjavec	Accepted offer of $200,000 for 10% equity plus a royalty of $1 per unit sold until $200,000 is paid
Kevin O’Leary	$200,000 for $10% equity plus a royalty of $1 per unit sold until $200,000 is paid
Barbara Corcoran	$200,000 for 20% equity plus $1 million line of credit
Lori Greiner	No offer
Mark Cuban	No offer

Shark Tank RUFF Liners Pitch

• Entrepreneur: Brandon Himmel
• Business: Car liners for pets
• Ask: $200,000 for 5% equity
• Result: $200,000 for 10% equity plus a royalty of $1 per unit sold until $200,000 is paid
• Shark: Robert Herjavec

Brandon came into Shark Tank with RUFF Liners, a product built for dog owners who want to keep their cars clean after outdoor adventures.

In response to that need, he developed RUFF Liners—an extra-large, heavy-duty seat cover system that provides full backseat and door panel protection.

Velcro strips secure the product by attaching to plastic window inserts that slide into the door seal. This setup holds the liner in place, preventing it from shifting when dogs move around.

Most of his sales were through Amazon, where he first launched in December 2022. In his first full year, RUFF Liners brought in $1.25 million in revenue, with $1 million of that earned in just the final quarter.

According to Brandon, once his patent was published, it eliminated around 12 competing products, making his the only one of its kind on the market.

It sells for $99 to $150, making it a premium option in its category.

This year, he has already generated $3.1 million in sales and expects to finish the year between $5.5 million and $6 million.

When asked about margins, Brandon responded with clear figures. His gross margin is 73%, and the cost of goods ranges from $25 to $35.

However, his customer acquisition cost is around $20, but he admitted to high monthly marketing expenses, which reached over $100,000 in the previous month.

As a result, although he had strong revenue, his profits were more modest. So far, he has earned $300,000 in net profit this year and projects over $500,000 by year-end.

However, Mark Cuban pointed out a concern: Brandon pays 27% of his sales to Amazon, which limits his control over the business.

Lori Greiner also raised doubts, citing the risk of copycats entering the market.

Meanwhile, Kevin O’Leary acknowledged that the product wasn’t especially unique, though he appreciated Brandon’s story.

Barbara Corcoran highlighted a lack of social media presence and available cash, which she believed could hold the business back.

At that point, Brandon opened up about his journey. In 2019, he lost both of his parents just eight weeks apart. The experience made him rethink his goals.

He explained that he used a $15,000 inheritance from them to bring his idea to life. That early funding allowed him to build and test the first version of RUFF Liners.

Despite concerns about competition and spending, the sharks showed interest.

Kevin offered $200,000 for 20% equity, saying the business needed a better financial structure and more protection around its product.

Barbara matched the offer and added a $1 million credit line, along with help in boosting RUFF Liners’ social media.

However, Robert Herjavec offered a different deal of $200,000 for 15% equity. He referenced his experience with another pet product that was acquired by PetSmart.

Brandon tried to negotiate down to 10% equity. Robert countered with $200,000 for 10% equity plus a $5-per-unit royalty until the investment was repaid. Brandon said that was too steep.

Ultimately, they went back and forth until they reached an agreement of $200,000 for 10% equity and a $1 per unit royalty until the initial investment was repaid.

Just then, Kevin tried to jump in with the same deal, but Brandon chose to partner with Robert.

With a deal in hand, let’s get a RUFF Liners update to see how Brandon is doing.

Shark Tank RUFF Liners Update

Our RUFF Liners update found that since its appearance on Shark Tank, the company has introduced the XL Floor Cover designed for crew cab trucks.

Further, by collaborating with My Amazon Guy, RUFF Liners increased its weekly average sales and secured a position within Amazon’s Top 75 Best Seller Rank.

At the time of writing our RUFF Liners update, it’s unclear if the deal with Robert closed successfully.

If you’d like to buy a liner, you can find them on the RUFF Liners website and on Amazon.

Once the dust settles, we will be back with another RUFF Liners update!

For more updates from Shark Tank Season 16 Episode 16, be sure to check the links below:

• Jane Foodie Update
• AirTulip Update
• Sock Candy Update

Before you go, be sure to check out our list of all the Shark Tank Season 16 products.