Brandon Hall Himmel loved taking his dog, Sadie, on adventures in his truck. However, every time they returned, the backseat would get dirty, wet, or scratched. This problem inspired him to create heavy-duty car seat covers for dog owners. In 2021, he launched Ruff Liners, a company that offers waterproof, scratch-proof, easy-to-clean covers that protect the entire backseat, including the floor and doors.
To grow his business, Brandon appeared on Shark Tank Season 16, seeking $200,000 for 5% equity at a $4 million valuation. He successfully negotiated a deal with Robert Herjavec for $200,000 in exchange for 10% equity and a royalty of $1 per unit sold until the investment is repaid.
| Company Name | RUFF Liners | |
| Founder | Brandon Hall Himmel | |
| Founded | 2021 | |
| Product | Car Seat Cover for Dog Owner | |
| Asked For | $200k for 5% equity | |
| Final Deal | $200K for 10% equity + $1/unit royalty until $200K is repaid | |
| Sharks | Robert Herjavec | |
| Episode (Shark Tank USA) | S16 E16 | |
| Air Date | April 11th, 2025 | |
| Business Status | In Business | |
| Website | Visit Website | |
| Headquarters | San Diego, California, USA | |
| Lifetime Worth (Sales) | $7.3 Million *estimated | |
| Valuation | $4 Million *estimated | |
Who Is The Founder Of RUFF Liners?
Brandon Himmel, a former technician, founded Ruff Liners in 2021. Before starting his own business, he worked as a D&E Integration Engineer at ASML for about eight years.
Prior to that, he had a diverse career, including serving as a Professional Security Specialist at Blackwater USA. Brandon holds a Bachelor’s degree in Physics from San Diego State University.
How Was The Shark Tank Pitch Of RUFF Liners?
Brandon Himmel appeared on Shark Tank with his dog, Sadie, to pitch his product, Ruff Liners—heavy-duty car seat covers designed for dog owners. He explained and demonstrated how his product works, highlighting its comprehensive protection for the backseat, including the floor and doors.
When Robert Herjavec asked about the product’s price, Brandon replied that each cover is sold on Amazon and his website for between $99 and $150. He officially launched the product in December 2022 and achieved $1.25 million in sales in 2023.
By 2024, sales had reached $3.1 million. However, the profit margin for 2023 was only $40,000. Brandon expects to reach $5.5 million in sales by the end of 2024, with a profit margin of $500,000. He noted that Ruff Liners is a premium product with a gross margin of 73%.
Brandon’s customer acquisition cost is about $20, and he spent $100,000 on ads in 2023. Kevin O’Leary offered $200,000 for 20% equity, but Mark Cuban declined, citing Brandon’s heavy reliance on Amazon as a long-term risk.
Lori Greiner also declined, finding the business too challenging. Barbara Corcoran offered $200,000 for 20% equity plus a $1 million line of credit. Robert Herjavec initially offered $200,000 for 15% equity.
Brandon was unwilling to give up more than 10% equity, so he proposed a royalty deal to Robert. Robert countered with $200,000 for 10% equity plus a $5 royalty per unit sold until $200,000 was repaid.
Brandon found the $5 royalty too high and countered with a $1 royalty. Both Kevin and Robert were interested in this offer, but Brandon chose to go with Robert.
Breakdown Sharks Offer
Note: Here’s a quick summary of the offers and counteroffers between the Sharks and Brandon Hall Himmel:
| Sharks | Offers |
| Kevin O’Leary | $200k for 20% equity |
| Barbara Corcoran | $150k for 20% equity + $1M line of credit |
| Mark Cuban | No Offer |
| Lori Greiner | $200k for 15% equity |
| Robert Herjavec | No Offer |
| Founder’s (Countered) | $200K for 10% equity + $1 royalty per unit until repaid |
| Final Deals | $200K for 10% equity + $1 royalty per unit until repaid (Robert) |
RUFF Liners Shark Tank Update
Robert Herjavec, as a great Shark, could help Ruff Liners with social media marketing and getting their products into retail stores. Currently, Ruff Liners is a premium brand on Amazon, selling its products from $99.99 to $169.99, depending on the car size.
Additionally, they offer replacement window inserts as accessories. The exposure from the Shark Tank episode could significantly boost sales for Ruff Liners.
What Is the Net Worth of RUFF Liners?
The global pet car seat cover market is expected to grow significantly, with an estimated annual growth rate (CAGR) of approximately 8.5% by 2032. Considering this industry growth, along with lifetime sales and valuation, Ruff Liners’ net worth is estimated to be $2.17 million.
