Naman Shrestha
The love for your pets aside, traveling with them in your car can be a hassle due to the hair and scratches they might leave behind. Brandon Himmel came up with a solution through his brand — RUFF Liners. It focuses on making the pet parents’ experience better and carefree by keeping their vehicles protected from their furry best friends. Brandon presented a bold pitch in front of the Sharks in the 16th episode of ABC’s ‘Shark Tank’ season 16, hoping to make a deal with at least one of them and take his business to newer heights.
RUFF Liners: Who Are They And What Do They Do?
Before RUFF Liners came into existence, Brandon Himmel used the regular dog seat covers on the market. Being an outdoorsy person who loved his dogs, he used to go on camping trips with them. Several years ago, the dog seat covers became the reason for his frustration and a source of inspiration in some way, as they failed to completely protect and cover the back seat and doors of his brand-new truck from the fur of his furry friends. Despite spending hours and effort into finding something better on the market, he could not and noticed a gap in the market — giving birth to the idea for RUFF Liners.
After Brandon had done his own research and development, he founded the brand to make the best-quality dog seat covers available to pet owners like him who wished to preserve the interior of their vehicles. However, before creating RUFF Liners, he had completed quite the professional journey. For five years, from 2001 to 2006, he served in the US Marine Corps as an Intelligence Analyst. He then filled the same role at SAIC for a year or so before working at Acuren as an Eddy Current Inspection Technician for a few months in 2007. In August, Brandon returned to the US Marine Corps, this time in the capacity of a recruiter. The following year, he switched to Blackwater USA, where he was employed as a Professional Security Specialist.
After graduating with a Bachelor’s Degree in Physics from San Diego State University in 2014, Brandon landed a job at ASML as a Field Source Integration Engineer. Over the years, he moved up the ranks through his determination and got promoted to the position of Install Coordinator/Project Manager and then D&E Integration Engineer. In September 2021, Brandon founded RUFF Liners and solved a problem that many pet owners tend to face. The company provides car seat protectors of different sizes that come with door protection, allowing you to keep the interior of your vehicle protected from hair and scratches while allowing seamless door operation. Apart from having a split design, the protectors also come with zippers on the center console area. What makes them better than other dog seat covers is the fact that they are 100% waterproof and made of airflow mesh and a poly ripstop layer.
RUFF Liners: Where Are They Now?
Through a combination of a clear vision and determination to make the lives of pets and their protective parents easier, RUFF Liners has come a long way. In September 2024, Brandon Himmel represented his company at Amazon’s selling partner conference called Amazon Accelerate. He labeled the experience as “great” and stated that good relationships are essential for any business to reach greater heights. He further expressed that he loves attending the annual event as it leads him to “meet up with business partners and service providers that drive the growth of Ruff Liners!” At the venue, he also crossed paths with like-minded individuals from companies like PickFu, SellCord, Finale Inventory and Forceget.
RUFF Liners have made quite a mark in the market since the products became available on Amazon. As of today, you can shop for innovative gear and accessories straight from their own site or the aforementioned online retailer. Just choose the size of your vehicle from sedan, mid-size SUV, mid-size truck, full-size SUV, and full-size truck, and scour through an expansive array of products for your furry babies. Their star product, Hard Bottom Backseat Extenders for Dogs with Door Protection made with Heavy Duty P600D Oxford, is available for sale between $13,200 to $14,100 depending on the size and version (2024 or 2025). In March 2025, they launched an XL Floor Cover meant particularly for full-size crew cabs, which you can buy for $149.99 (gray) and $169.99 (black).
RUFF Liners also deals in Soft Backseat Dog Hammock with Door Protection ($99.99), Collapsible Dog Bowls (set of two 1500ml travel bowls) with a carabiner ($24.99) as well as a pack of 6 pieces of Replacement Window Inserts for $15.00. Since its launch in 2021, the company has leaped from one milestone to another by taking the feedback of the customers into consideration and ensuring the expectations regarding quality are thoroughly met. Over the years, the company has also amassed a strong online presence by roping in collaborations with influential dogfluencers. From what we can tell, RUFF Liners have certainly carved their path with sheer hard work to achieve the goal of providing ultimate protection to your furry companions as they embark on fun-filled adventures.
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