Lupine
Lupine (LupinePet) is a privately held, New Hampshire-based manufacturer of premium handcrafted dog and cat collars, leashes, and harnesses, selling direct-to-consumer online and through thousands of US retailers and international distributors since 1991.
- Company typePrivate
- Founded1991
- HeadquartersCenter Conway, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Lupine does
Lupine, Inc. (doing business as LupinePet) is a privately held US manufacturer of premium pet gear, founded in 1990–1991 by Scott, Valerie, and Dave and headquartered at a single 50+ person handcrafting facility in Center Conway, New Hampshire. The company's core products are woven nylon and BioThane dog collars, leashes, and harnesses (Original Designs, Basic Solids, Reflective/High Lights, Splash waterproof, Eco recycled, Holiday, and MicroBatch limited collections), cat safety breakaway collars and H-style harnesses, martingale training collars, and underground fence replacement straps compatible with five major receiver brands. Technical components include custom YKK quick-release and safety breakaway buckles, welded steel D-rings, woven (not printed) patterns, and BioThane coated webbing; a trademarked Even-if-Chewed one-time replacement guarantee underwrites the durability positioning.
Lupine sells through a hybrid model: a direct-to-consumer Shopify storefront (lupinepet.com) with same-day shipping on orders placed by noon ET and free US shipping over $50, alongside a wholesale/dealer program (LupineDealer.com) supplying thousands of authorized retailers across all 50 US states, with international reach to a dozen-plus countries via a UK distributor (roverskit.co.uk). The site also resells complementary third-party products — Dog Tag Art and Boomerang ID tags, West Paw treats, NiteIze LED safety lights, Ola Pet Trackers, and Weaver Leather collars — as a basket-extension marketplace. Custom embroidery (pet names/contact info, 11 thread colors, +$9.99), underground-fence compatibility SKUs, and an official Fi GPS Maker partnership for tracker-compatible collars serve as both upsell and ecosystem lock-in levers.
The customer base is fragmented and long-tail: individual dog and cat owners seeking premium, customizable, guarantee-backed gear, supplemented by independent pet retailers, training-oriented buyers (martingale, no-pull harnesses), and a non-profit donation program serving rescues and humane societies. Revenue, funding, ownership changes, and AI/technology stack details are not publicly disclosed; the company remains founder-owned with no known private equity or institutional capital.
Lupine firmographics
Firmographics- Name
- Lupine
- Legal name
- Lupine, Inc.
- Website
- https://lupinepet.com
- Company type
- Private
- Founded year
- 1991
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Lupine (LupinePet) is a privately held, New Hampshire-based manufacturer of premium handcrafted dog and cat collars, leashes, and harnesses, selling direct-to-consumer online and through thousands of US retailers and international distributors since 1991.
- Ownership category
- akta.pro rank
Lupine industry classification
Industry- Product category
- Pet Collars, Leashes & Harnesses
- NAICS
- Pet and Pet Supplies Retailers (459910)
- akta.pro primary industry
- Pet Apparel & Accessories Retail (Leashes, Collars, Clothing) (CRALAHAM)
Keywords
Where Lupine is headquartered
LocationHeadquarters
- HQ city
- Center Conway
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Lupine business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Direct Product Sales (B2C): Direct-to-consumer sales through e-commerce website. Products include dog collars, leashes, harnesses, martingale collars, underground fence collars, and accessories. One-time purchase model with prices ranging from $9.10 to $45.40 for main products. Free shipping on US orders $50+.
- Wholesale and Dealer Distribution: Wholesale and dealer program for businesses, distributors, and retailers. Products sold to authorized dealers across all 50 US states and in more than a dozen countries. Operates through LupineDealer.com portal.
- Third-Party Product Sales: Resells third-party pet products including Dog Tag Art ID tags, Boomerang CollarTags, West Paw treats, NiteIze LED lights, Ola Pet Trackers, and Weaver Leather collars through lupinepet.com.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Original Designs Dog Collar |
| Unit Pricing | Pay-as-you-go | Original Designs Dog Leash |
| Unit Pricing | Pay-as-you-go | Basic Solids Collection |
| Unit Pricing | Pay-as-you-go | Dog Tag Art ID Tags |
| Unit Pricing | Pay-as-you-go | Eco Collection |
| Unit Pricing | Pay-as-you-go | Splash Waterproof Collection |
| Other | Pay-as-you-go | Even if Chewed Replacement |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
Lupine product offering
Product offeringCore offering
Lupine Pet (LupinePet) manufactures and sells handcrafted dog and cat collars, leashes, harnesses, and related pet gear from its facility in Center Conway, New Hampshire, with products including adjustable flat collars, padded-handle leashes, Roman and Step-In harnesses, Martingale training collars, safety breakaway cat collars, H-style cat harnesses, underground fence replacement collars, and Fi GPS-compatible collars. The portfolio is organized into branded collections (Original Designs, Reflective High Lights, Splash waterproof, Basic Solids, Eco recycled, Holiday and MicroBatch limited designs) and is supported by a customization service (custom embroidery) and an industry-unique free replacement guarantee branded as Even-if-Chewed. Distribution is primarily direct-to-consumer via lupinepet.com, supplemented by a wholesale/dealer program and international distribution through a UK partner.
Product overview
LupinePet is a manufacturer and retailer of premium pet gear offering a diverse portfolio of products centered around dog and cat collars, leashes, and harnesses. The core product line includes adjustable dog collars (Original Designs, Reflective, Eco, Splash Waterproof, Basic Solids, Holiday, and MicroBatch Limited designs), dog leashes in various lengths and styles (standard, double-handle, training, slip leads), dog harnesses (Roman and Step-In styles with No-Pull options), Martingale training collars, and underground fence replacement collars. Cat products include safety breakaway collars and H-style harnesses. Supporting accessories include pet ID tags (via Dog Tag Art and Boomerang), leash couplers, training products, dog treats, keychains, lanyards, and third-party safety lights/trackers. Custom embroidery is available as an add-on service. The company operates from Conway, NH since 1991 with a team of over 50 members, selling across all 50 US states and in over a dozen countries.
Differentiator
Problem solved
Functional benefit
Brands
- Dog Tag Art: Custom pet ID tags offered through Dog Tag Art brand
- Boomerang CollarTag
Products and services
- Dog Collars Adjustable flat collars for everyday walks, available in multiple widths (1/2", 3/4", 1") and size ranges from XXS to XXL, with YKK quick-release buckles and welded steel D-rings for ID tag and leash attachment; offered across Original Designs, Reflective, Splash, Basic Solids, Eco, Holiday, and MicroBatch collections.
- Dog Leashes Leashes with padded handles for comfort, featuring easy swivel snaps to avoid tangles, available in multiple widths and lengths (2ft, 4ft, 6ft, 15ft, 30ft) and styles including standard, double-handle, training leads, and slip leads.
- Dog Harnesses Dog harnesses designed to alleviate pressure from the dog's back and neck, available in Roman style (front-clip training) and Step-In style with No-Pull training options for dogs that pull.
- Martingale Training Collars Limited-slip training collars for dogs that pull, slip, or back out of traditional collars; Traditional Martingales use a slip-on design with martingale loop, while Limited-Slip Buckle Collars combine buckle convenience with martingale action.
- Underground Fence Collars Made-to-order replacement collar straps compatible with underground fence receivers including DogWatch, Invisible Fence Brand, Pet Stop, PetSafe, and Dog Guard systems.
- Safety Breakaway Cat Collars Cat collars with YKK safety breakaway buckles engineered to release under approximately 5 lbs of pressure, helping free cats if the collar becomes caught; available with and without bells.
- H-Style Cat Harnesses Adjustable cat harnesses with neck and girth straps for secure leash walking, designed to distribute pressure safely across the chest and shoulders to prevent escapes.
- Pet ID Tags Custom pet ID tags sold through LupinePet from partner brands Dog Tag Art (many styles matching LupinePet collar designs) and Boomerang (adjustable slip-on CollarTag); tags are custom made in the USA from $21.95 and ship direct from the manufacturer.
- Fi-Compatible GPS Collars Official Fi Maker partner collars designed to securely hold Fi GPS dog tracking modules Series 3 and 3+; lightweight, durable, and waterproof, available in Original Designs, Basic Solids, Reflective Designs, and Splash BioThane.
- Leash Couplers Devices that convert a single leash to walk two dogs at once.
- Training Products Training gear including long lines, training leads, training tabs, and no-pull training harnesses for different styles of dog training.
- Dog Treats Single-ingredient and limited-ingredient freeze-dried and air-dried dog treats sourced from West Paw (beef heart, beef liver, duck superfood, dental sticks) with no fillers, artificial flavors, or preservatives, resold through lupinepet.com.
- Keychains Split-ring and buckle-style keychains featuring LupinePet designs, functioning as zipper pulls or luggage tags.
- Lanyards Badge-snap and buckle-style lanyards for holding keys or ID badges, available in Original Designs patterns.
- Pet Trackers and Safety Lights Third-party accessories resold through LupinePet, including Ola Pet Trackers and tracker cases, NiteDog rechargeable LED collar covers, SpotLit disc-o tech collar lights, and TickCheck tick remover kits.
- Weaver Leather Collars Handcrafted leather dog collars from Weaver Leather (Deer Ridge, Sundance, and Outlaw collections), made in the USA and distributed through LupinePet.
- Even-if-Chewed Replacement Guarantee Trademarked one-time free replacement program covering any LupinePet dog collar, leash, or pet gear accidentally damaged during normal pet-related activities, including chewing; customer pays a discounted $2.99 shipping fee via USPS Ground Advantage (made-to-order and custom-embroidery items excluded).
- Custom Embroidery Personalization Paid personalization add-on available on LupinePet collars, leashes, and harnesses — pet name, contact information, or custom text — across 11 thread colors for an additional $9.99.
Quantifiable outcome
- 35+ years in business demonstrating sustained brand success
- +2 more outcomes
Companies that use Lupine
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
Lupine technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature7 records
Lupine partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- Fi (Official Maker Partner)coreOfficial Fi Maker partner providing Fi-compatible replacement collars designed to securely hold Fi GPS dog tracking modules Series 3 & 3+. Collars are lightweight, durable, waterproof and available in Original Designs, Basic Solids, Reflective Designs, and Splash waterproof BioThane.
- Dog Tag ArtcoreDog Tag Art provides custom pet ID tags sold through lupinepet.com. Tags are custom made in the USA and ship USPS direct from Dog Tag Art. Available in many matching designs to LupinePet collars. Customer service for Dog Tag Art tags available at 855-364-8242.
- West PawminorWest Paw provides freeze-dried and air-dried single-ingredient dog treats including beef heart, beef liver, duck superfood, and dental sticks. Sold through LupinePet as third-party products.
- NiteIzeminorNiteIze provides LED collar accessories including NiteDog rechargeable LED collar covers and SpotLit disc-o tech collar lights. Sold through LupinePet as complementary safety accessories.
- Ola Pet TrackersminorOla Pet Trackers and tracker cases sold through LupinePet. Provides GPS and tracking functionality for pets.
- Weaver LeatherminorWeaver Leather dog collars and leashes now available from LupinePet. Handcrafted leather products including Deer Ridge, Sundance, and Outlaw collections.
- YKK (Licensed Hardware)coreYKK supplies custom-designed quick-release buckles and safety breakaway buckles used in LupinePet products. YKK is a recognized leader in fastening products.
- BioThane (Licensed Materials)coreBioThane provides waterproof coated webbing used in LupinePet Splash collection. BioThane is a registered trademark for durable coated webbing that is anti-microbial, waterproof, and UV resistant.
- Roverskit (UK Distributor)minorUK-based online retailer roverskit.co.uk serves as official UK distributor for LupinePet products. Shoppers in select European countries are encouraged to use this channel.
Scale indicators6 records
Recent moves6 records
Expansion highlights4 records
Lupine competitors and assessment
Company assessmentDirect peers
- Coastal Pet Products: Wholesale-focused manufacturer and distributor of collars, leashes, harnesses, and pet accessories serving thousands of retailers in the US. Comparable to Lupine on the wholesale/dealer side across all 50 states with similar product breadth.
- Max and Neo: DTC dog collar and leash brand with a cause-driven model (donations to rescues) and lifetime guarantee. Direct overlap with Lupine's donation program, guarantee model, and nylon collar/leash assortment.
- Kurgo: Outdoor and active-lifestyle dog gear brand with harnesses, leashes, collars, and travel accessories. Overlaps directly with Lupine in premium harnesses, no-pull training products, and outdoor-oriented dog owners.
- Ruffwear: Premium outdoor dog gear brand offering harnesses, collars, leashes, and adventure accessories with strong DTC and specialty-retail distribution. Closely comparable to Lupine in target customer (active/outdoor dog owners), product mix (collars, leashes, harnesses), and premium-quality positioning.
- 2 Hounds Design: DTC premium collar and leash maker with a comparable lifetime warranty/value proposition (1-inch Hound collar, Freedom harness), similar customization options, and similar target customer to Lupine.
- Pets Stop (Coastal Pet collar line): Coastal Pet's premium proprietary collars and harnesses carried through the same independent pet retail channels where Lupine competes. Direct overlap on retail distribution and core nylon collar/leash SKUs.
- Country Brook Design: Manufacturer and wholesaler of woven nylon pet collars, leashes, and harnesses with broad customization and wholesale programs. Comparable raw materials (woven nylon), wholesale reach, and product breadth to Lupine's Original Designs and Basic Solids lines.
- Blue-9 Pet Products: Specialty brand focused on dog harnesses and training collars (including no-pull/Balance Harness). Closely comparable to Lupine's harness and martingale training collar lines and competitive with the No-Pull and Limited-Slip SKUs.
Emerging players
- Tractive: GPS pet tracker brand with growing global pet wearable installed base. Complementary to Lupine's Fi-compatible line and indicative of the smart-collar category where Lupine is increasingly present via Fi partnership.
Broad incumbents
- PetSafe (Radio Systems Corporation): Largest US pet products brand covering training, containment, harnesses, and accessories including the underground-fence category that Lupine addresses via replacement straps. Overlaps in collars/leashes and competes in training/containment at much larger scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Lupine social profiles
Digital presenceLupine financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lupine leadership team
Management profileNumber of profiles
Profiles4 records
Lupine funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lupine 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 Lupine
What does Lupine do?
Lupine Pet (LupinePet) manufactures and sells handcrafted dog and cat collars, leashes, harnesses, and related pet gear from its facility in Center Conway, New Hampshire, with products including adjustable flat collars, padded-handle leashes, Roman and Step-In harnesses, Martingale training collars, safety breakaway cat collars, H-style cat harnesses, underground fence replacement collars, and Fi GPS-compatible collars. The portfolio is organized into branded collections (Original Designs, Reflective High Lights, Splash waterproof, Basic Solids, Eco recycled, Holiday and MicroBatch limited designs) and is supported by a customization service (custom embroidery) and an industry-unique free replacement guarantee branded as Even-if-Chewed. Distribution is primarily direct-to-consumer via lupinepet.com, supplemented by a wholesale/dealer program and international distribution through a UK partner.
Is Lupine a public or private company?
Lupine is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Lupine founded?
Lupine was founded in 1991. It employs 51 to 100 people.
Where is Lupine based?
Lupine is headquartered in Center Conway, United States, in the North America region.
How does Lupine make money?
Three revenue lines are on record. Direct Product Sales (B2C) is the primary driver. The others are wholesale and Dealer Distribution and third-Party Product Sales.
Who are Lupine's main competitors?
Direct peers on record are Coastal Pet Products, Max and Neo, Kurgo, Ruffwear, 2 Hounds Design, Pets Stop (Coastal Pet collar line), Country Brook Design and Blue-9 Pet Products. Tractive is listed as an emerging player. PetSafe (Radio Systems Corporation) is listed as a broad incumbent.
Does Lupine have an API?
No public API is recorded for Lupine.
What industry is Lupine in?
Lupine's product category is Pet Collars, Leashes & Harnesses. Its primary akta.pro industry code is CRALAHAM, Pet Apparel & Accessories Retail (Leashes, Collars, Clothing). Its NAICS code is 459910.