RUFF Liners: The Game-Changing Pet Car Protector That’s Taking Over
As a pet owner, you know the struggle of keeping your car clean from fur, dirt, and scratches. Enter RUFF Liners, a revolutionary product created by former Marine Brandon Himmel, designed to make traveling with pets easier. Featured on ABC’s Shark Tank, RUFF Liners addresses common frustrations pet owners face and has quickly gained popularity.
These car seat protectors are crafted to keep your vehicle clean while allowing your furry friends to enjoy the ride. Whether you love road trips or need practical solutions for everyday challenges, RUFF Liners offers innovative design and functionality.
It Goes From Frustration To Innovation: The Reason To Create RUFF Liners
Brandon Himmel loved camping with his dogs. But his new truck had even more fur and scratches with every trip. The regular dog seat covers he tried could not protect our back seat area and doors.
After hours of searching the Internet for better solutions, he found nothing on the market that did what he needed. “I saw a clear gap between what pet owners needed and what was in the marketplace,” explains Himmel.
This is what inspired the creation of RUFF Liners in 2021. Himmel had a solid technical background before starting his company. He was a Military Intelligence Analyst in the US Marine Corps and worked in engineering jobs. This experience taught him to get into the details of product design.
What sets RUFF Liners apart, however, is the specialty of coverage. Unlike traditional covers, these protectors cover the whole back seat area and doors without interfering with standard door operaregular
The products have a split design and zippers around the center console for easier access. The materials help set RUFF Liners apart. The covers pair an airflow mesh with a poly ripstop layer, making them 100% waterproof and highly durable.
This design protects car interiors from damage while keeping pets comfortable. For pet owners who are sick of vacuuming up hair or stressing out about scratches on their car, RUFF Liners has the answer — and it’s not just for owners of sedentary lap dogs, either.
The Business Growth After Appearing On Shark Tank
When Brandon Himmel took the Shark Tank stage in Season 16, he confidently approached the show’s investors. His straightforward presentation about a common problem for most pet owners made purchasing RUFF Liners a no-brainer.
I’m interested in the potential and unique features of the Sharks product. The pet travel accessories sector is a multi-billion dollar industry that’s only growing stronger year after year. RUFF Liners capitalized on this growing market at just the right time.
The company shares on Shark Tank have grown significantly since their appearance. Himmel represented RUFF Liners in September 2024 at Amazon’s seller partner conference, Amazon Accelerate. Networking at this event, along with other business partners and service providers who have been instrumental in growing the business.
Nice hit for any business to be at a higher level, and in that class, good relationships are a must.” Himmel said about the experience. Our relationships with other companies such as PickFu, SellCord, Finale Inventory, and Forceget have cemented RUFF Liners’ market share.
Her brand became famous after the Shark Tank exposure, which helped with sales and brand identity. The publicity positioned RUFF Liners as a leader in the pet travel accessory field and is a prime example of how television exposure can catapult small businesses seemingly overnight!
Product Range And Features
There are a few RUFF Liners products designed with pet owners in mind. Over the years, they have added to their product range based on customer needs and market demand. Argh: Hard Bottom Backseat Extenders for Dogs with Door Protection are the company’s flagship product, and they are sold in varying sizes to fit different kinds of vehicles.
Models vary from sedans to full-size trucks so that most car owners can find the proper fit. Crafted from Heavy Duty P600D Oxford material, Pet Seat Protectors offer a perfect blend of durability and comfort.
In March 2025, the company introduced the XL Floor Cover for full-size crew cabs. This all-new product demonstrates how RUFF Liners is constantly creating solutions for various types of vehicles.
Other Products Include:
- Soft Backseat Dog Hammock with Door Protection ($99.99)
- Collapsible Dog Bowls with Carabiner ($24.99)
- Replacement Window Inserts ($15.00/ 6pieces)
What’s so special about these products is their design. The door safeguard feature is another excellent solution to a problem that many pet owners face: scratched or furry car doors.
The design allows for the use of the middle seat when necessary. The waterproof materials prevent accidents and dirty, wet paws after outdoor adventures.
These features solve real problems pet owners face while traveling with their pets. Instead of simply filling the gaps with partial solutions like others in the industry do, they have worked to ensure their products meet consumer needs entirely.
Creating a Brand On Customer Satisfaction
Sometimes, you hear a name and say, “What is that? What do you do?” RUFF Liners has grown since its 2021 launch, focusing on customers’ wants. Feedback is an ongoing process for the company, and they constantly use it to improve their products. “We take in what pet owners tell us about how they feel in the experience,” says Himmel.
“Every update to our product line comes based on customer feedback. This strategy has resulted in high customer satisfaction rates and positive reviews on Amazon and the company’s website. Multiple reviews also point out that RUFF Liners protectors have lasted longer than the competitors’ products while covering more area.
They have also developed a strong online presence, leveraging partnerships with popular dog influencers. These collaborations showcase the products in action so potential customers can see RUFF Liners in various dog breeds and vehicle types.
“No customers should be receiving products that fail as claimed, and RUFF Liners ensures this by holding itself to a strict set of quality control standards,” shares Roy. This consistency has established trust in the brand and has been a major contributor to its growth filed through word of mouth.
The company’s success shows the power of a well-placed problem-solving effort built on a strong foundation of high-quality materials and intelligent design features that address a customer problem.
Frequently Asked Questions
So, what is the difference between dog seat covers and RUFF Liners?
Most regular covers do not cover the doors or RUFF LINERS. RUFF Liners offer complete protection, including the doors. They are 100% waterproof, have a zipper for an underfoot split design, and blend airflow mesh and poly ripstop material for strength and comfort.
How do I determine what size RUFF Liner I need for my vehicle?
RUFF Liners offers products for sedans, midsize SUVs, midsize trucks, and fullsize SUVs. You can choose your vehicle type on their site or at the Amazon store.
Are the seat belts in my car still usable with RUFF Liners in place?
My favorite feature is that RUFF Liners have openings for access to seat belts and child seat anchors without sacrificing protection for your entire interior.
Do RUFF Liners Wash?
Yes! Each product is machine washable on a gentle cycle and air dry wash to preserve the waterproofing and prolong the lifespan of your RUFF Liners product.
RUFF Liners — how easy are they to install and remove?
It takes only 5 minutes to install, and no tools are needed. The products use secure straps and anchors to hold them in place during travel yet can quickly be released when not in use.
Final Words
RUFF Liners exemplify how one person’s frustration can lead to a solution for many. Inspired by his experiences as a dog owner, Brandon Himmel created a product that protects vehicles while allowing pets to travel comfortably. Since its startup in 2021 and success on Shark Tank, RUFF Liners has highlighted the demand for high-quality pet travel products.
As families increasingly bring pets along on trips, their innovative solutions are essential for enjoyable travels. The RUFF Liners drop-in solution allows dog owners to maintain a clean car while enjoying adventures with their furry friends, fueling the brand’s success in the pet accessory market.
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