dogIDs
dogIDs is a privately held DTC e-commerce company that designs, manufactures, and sells made-to-order personalized pet ID tags, engraved collars, leashes, and harnesses via dogids.com, serving individual dog, cat, and horse owners across the USA and Canada with USA-made fiber-laser-engraved products.
- Company typePrivate
- Founded2005
- HeadquartersFargo, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What dogIDs does
dogIDs is a privately held, direct-to-consumer e-commerce company that designs, manufactures, and sells personalized pet identification accessories, primarily custom dog ID tags and engraved collars, with secondary lines for cats and horses. The company operates a made-to-order craft production model out of a manufacturing and headquarters facility in Elk River, Minnesota, using high-power fiber laser engraving technology to produce deep, permanent marks on stainless steel, solid brass, and Biothane materials, backed by a lifetime legibility guarantee. Its product architecture spans Dog ID Tags (round, bone, military-style, themed, QR code, designer, and artisan variants), Personalized Dog Collars (ScruffTag slide-on, NamePlate riveted, embroidered, QR code, and material variants including waterproof Biothane, nylon, leather, reflective, martingale, puppy, and hunting styles), Dog Leashes, Dog Harnesses, a Beyond ID Supplies (BIS) line of treats, toys, apparel, beds, and travel gear, and adjacent Horse and Cat ID product families. The company monetizes exclusively through one-time direct online sales priced from roughly $5 to $189, distributed solely through dogids.com with shipping to the USA and Canada via FedEx and USPS, targeting individual dog, cat, and horse owners who value durable, customized identification and premium materials. Founded in 2005 by Clint Howitz (Pack Leader), the company is bootstrapped, employs 11–50 people, and operates with a small portfolio of artisan partnerships and a nonprofit donation-matching program as its primary ecosystem buildout levers.
dogIDs firmographics
Firmographics- Name
- dogIDs
- Legal name
- dogIDs
- Website
- https://dogids.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- dogIDs is a privately held DTC e-commerce company that designs, manufactures, and sells made-to-order personalized pet ID tags, engraved collars, leashes, and harnesses via dogids.com, serving individual dog, cat, and horse owners across the USA and Canada with USA-made fiber-laser-engraved products.
- Ownership category
- akta.pro rank
dogIDs industry classification
Industry- Product category
- Custom Pet ID Tags and Personalized Pet Collars
- NAICS
- Pet and Pet Supplies Retailers (45991), Pet and Pet Supplies Retailers (459910)
- SIC
- Coating, Engraving & Allied Services (3470)
- akta.pro primary industry
- Pet Apparel & Accessories Retail (Leashes, Collars, Clothing) (CRALAHAM)
- akta.pro secondary industries
- Animal Identification & Tracking Devices (Microchips, RFID, Tags, Scanners) (HLAMAFAL), Pet Treats & Chews (AFADAFAF)
Keywords
Where dogIDs is headquartered
LocationHeadquarters
- HQ city
- Fargo
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
dogIDs business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Product Sales: One-time sales of customized dog collars, ID tags, leashes, harnesses, and accessories. Products are made-to-order with personalization options. Customers pay per item with pricing varying by product type, materials, and customization level.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Standard Product Pricing |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
dogIDs product offering
Product offeringCore offering
dogIDs is a made-to-order craft production e-commerce business that designs, manufactures, and sells personalized pet identification accessories including custom dog ID tags, personalized dog collars, dog leashes, and dog harnesses. Products are handcrafted and laser engraved in Minnesota, USA, using high-power fiber laser engraving technology on materials such as stainless steel, solid brass, Biothane, leather, and nylon, with deep permanent personalization and a lifetime legibility guarantee.
Product overview
dogIDs is a made-to-order craft production business specializing in personalized dog identification accessories. The core product portfolio centers on Dog ID Tags (round, bone, military-style, themed collections, QR code, colorful, designer, funny, and unique-shaped variants) and Personalized Dog Collars (ScruffTag slide-on collars with built-in engraved ID plates, NamePlate riveted collars, embroidered collars, QR code collars, and various material variants). Supporting products include Dog Leashes, Dog Harnesses, Cat ID Tags, Horse ID Tags, and Dog Tag/Collar Accessories (split rings, rivets, collar keepers). The company also offers a Beyond ID Supplies (BIS) product line including dog treats, toys, apparel, and travel gear. Products are manufactured in Minnesota, USA, using fiber laser engraving technology with a lifetime personalization guarantee on most items. The product architecture is organized as a unified e-commerce platform with multiple product families that share common personalization technology (fiber laser engraving) and materials (stainless steel, solid brass, Biothane, leather, nylon).
Differentiator
Problem solved
Functional benefit
Products and services
- Dog ID Tags Customizable metal identification tags for dogs featuring deep fiber laser engraving, available in multiple shapes (round, bone, military-style) and materials (stainless steel, solid brass), designed to provide permanent, lifetime-readable identification to ensure lost dogs return home safely.
- Personalized Dog Collars Made-to-order custom dog collars integrating identification directly into the collar design, including ScruffTag slide-on collars with built-in engraved ID plates, NamePlate riveted collars, embroidered collars with stitched contact information, and QR code-enabled collars, available in waterproof Biothane, nylon, leather, and reflective materials.
- Dog Leashes Custom dog leashes available in multiple materials including waterproof Biothane, leather, nylon, and rope, offered with personalization options such as engraved name plates, with specialty variants including martingale leashes and slip leads.
- Dog Harnesses Dog harnesses featuring embroidered personalization options, designed for a snug fit and easy mobility while providing comfort and security for dogs during outdoor adventures.
- Dog Collar Name Plates Silent, jingle-free name plates that attach directly to dog collars via rivets or slide-on design, featuring deep laser engraving on solid brass or stainless steel and eliminating the need for traditional hanging tags that can snag or fall off.
- Cat ID Tags Custom pet ID tags for cats featuring the same deep laser engraving and lifetime guarantee as dog tags, including colorful designer tags by artisan Andrew with 7 cat-themed design options.
- Horse ID Tags Custom laser-engraved identification tags and nameplates for horses including stall nameplates, bridle tags, bridle nameplates, and horse blanket nameplates, made from durable materials guaranteed for the horse's lifetime.
- QR Code Dog Tags High-tech QR code-enabled dog tags and name plates that link to dynamic owner-controlled profiles, allowing finders to scan with any smartphone to access up-to-date contact information, dog's name, and special instructions, starting at $15.
- Dog Supplies and Accessories BIS (Beyond ID Supplies) product line including all-natural peanut butter and blueberry dog treats, dog toys, dog apparel, dog bowls and feeding accessories, dog beds, dog health and safety products, dog skin care products, dog travel and outdoor gear, and high visibility products.
- e-Gift Certificates Digital gift certificates available for purchase in variable amounts, allowing gift recipients to choose their own personalized dog accessories, with themed designs including Birthday, Christmas, and general occasion options.
Quantifiable outcome
- Lifetime legibility guarantee - engraving will not wear off for the life of the pet
Companies that use dogIDs
Customer profileSegments3 records
Ideal customer profiles3 records
dogIDs technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
dogIDs partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered minor.
- Paw It Forward Program PartnersminordogIDs partners with nonprofit organizations dedicated to giving back to dog communities through volunteer efforts. The company matches a portion of monthly contributions from customers who donate during checkout.
- Alyssa (Artisan Partner)minorIndependent artisan who hand-stamps custom dog ID tags with nature scenes, lake reflections, mountain designs, and whimsical patterns. Products include Lake Reflection, Sunrise Mountain, Lil Lover, and Starry Night themed tags.
- Barb and Don (Artisan Partners)minorMaster artisans who hand-loom and leather craft Southwest beaded dog collars. Their hand-beaded leather collars represent artisan-quality products priced at $189.
- Kaydi (Artisan Partner)minorArtisan partner in Minnesota who handcrafts Fusion Padded Dog Collars with waterproof and smell-resistant base collar materials.
- Andrew (Designer Partner)minorIndependent designer who creates colorful enamel and painted designer dog and cat ID tags. Offers 9 dog tag designs and 7 cat tag designs featuring artistic motifs.
- William Temple Hornaday (Naming Inspiration)minorNotable wildlife conservationist after whom the Hornaday Padded English Bridle Leather NamePlate Collar is named, honoring his conservation legacy.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
dogIDs competitors and assessment
Company assessmentDirect peers
- Red Dingo: Red Dingo designs and sells premium pet collars, leashes, harnesses, and ID tags with a strong customization/engraving focus, overlapping directly with dogIDs' collar and tag assortment.
- Lupine Pet: Lupine Pet manufactures durable nylon collars, leashes, and harnesses for dogs with a lifetime guarantee, closely matching dogIDs' durability and quality positioning.
- Dog Tag Art: Dog Tag Art produces custom-engraved and designer pet ID tags for dogs and cats, directly comparable to dogIDs' core ID tag offering including themed and breed-specific designs.
- GoTags: GoTags is a direct competitor in custom-engraved pet and military-style ID tags, offering personalization online and competing head-to-head with dogIDs' core dog tag product line.
- Whisker Tags: Whisker Tags sells custom-engraved metal ID tags for cats and small dogs with multiple shape and design options, directly comparable to dogIDs' cat tag and small-format dog tag lines.
Broad incumbents
- Chewy: Chewy is the dominant online pet retailer selling ID tags, collars, leashes, and harnesses across price points. While not a direct craft producer, it sets the price and convenience benchmark dogIDs competes against.
- Orvis: Orvis is an established premium outdoor and pet lifestyle brand offering custom-engraved leather and nylon collars, harnesses, and dog accessories within a broader apparel and sporting goods portfolio.
- PetSmart: PetSmart is the largest specialty pet retailer in North America with a broad collar, leash, harness, and ID tag assortment, providing both an online and physical retail benchmark for dogIDs.
- Coastal Pet Products: Coastal Pet is a long-established pet products manufacturer and brand owner (e.g., Adjustable collar) supplying collars, leads, and harnesses through retail channels broadly comparable to dogIDs' collar and leash categories.
Emerging players
- Etsy (custom pet tag sellers): Etsy hosts a long tail of independent artisan sellers offering custom-stamped and engraved pet ID tags and collars. While fragmented, this marketplace represents emerging craft competition that overlaps with dogIDs' handmade/artisan positioning.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
dogIDs social profiles
Digital presencedogIDs financial estimates
Financial estimateRevenue estimate
Valuation estimate
dogIDs leadership team
Management profileNumber of profiles
Profiles1 record
dogIDs funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
dogIDs M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about dogIDs
What does dogIDs do?
dogIDs is a made-to-order craft production e-commerce business that designs, manufactures, and sells personalized pet identification accessories including custom dog ID tags, personalized dog collars, dog leashes, and dog harnesses. Products are handcrafted and laser engraved in Minnesota, USA, using high-power fiber laser engraving technology on materials such as stainless steel, solid brass, Biothane, leather, and nylon, with deep permanent personalization and a lifetime legibility guarantee.
Is dogIDs a public or private company?
dogIDs is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was dogIDs founded?
dogIDs was founded in 2005. It employs 11 to 50 people.
Where is dogIDs based?
dogIDs is headquartered in Fargo, United States, in the North America region.
How does dogIDs make money?
One revenue line is on record: product Sales.
Who are dogIDs's main competitors?
Direct peers on record are Red Dingo, Lupine Pet, Dog Tag Art, GoTags and Whisker Tags. Broad incumbents are Chewy, Orvis, PetSmart and Coastal Pet Products. Etsy (custom pet tag sellers) is listed as an emerging player.
Does dogIDs have an API?
No public API is recorded for dogIDs.
What industry is dogIDs in?
dogIDs's product category is Custom Pet ID Tags and Personalized Pet Collars. Its primary akta.pro industry code is CRALAHAM, Pet Apparel & Accessories Retail (Leashes, Collars, Clothing), with a secondary code of HLAMAFAL, Animal Identification & Tracking Devices (Microchips, RFID, Tags, Scanners). Its NAICS code is 45991 and its SIC code is 3470.