What Hurtta does

Hurtta is a Finnish direct-to-consumer brand founded in 2002 that designs and manufactures weatherproof dog apparel and gear. The company's product portfolio spans more than 46 SKUs across four primary categories: dog harnesses (Weekend Warrior, Seeker, Rover, Casual Y, Safeguard, Travel), clothing (Expedition Parka, Extreme Warmer, Mudventure, Monsoon, Cooling Wrap), collars and leashes, and training/expedition accessories such as the Training Vest ECO and Life Savior life vest. Its proprietary Houndtex® waterproof breathable material has anchored the product line for over 20 years, complemented by ergonomic harness designs that distribute pressure across the chest rather than the neck, EN ISO 12402-5:2006-certified life vests tested at the Finnish Institute of Occupational Health, and an ECO Collection made from recycled materials alongside a Zhero zero-waste sub-brand. Customers are active dog owners in 45+ countries, with a primary persona of outdoor enthusiasts and secondary segments of general pet owners and competitive agility/sports handlers.

Hurtta operates a one-time-purchase revenue model with no subscriptions, selling through its own Shopify-powered e-commerce platform at hurtta.com and through an official North American distributor (Hurtta North America, established 2024 at hurtta247.com) for US and Canadian fulfillment. Pricing is structured in tiers: entry-level accessories from $7.99, standard collars and leashes from $32, harnesses from $57, rainwear and warm clothing from $75 to $175, and premium training and expedition gear from $145 to $365. Free shipping thresholds are set at $145 for US orders and €100 for EU orders, with multi-currency support across more than 30 markets.

Marketing and customer acquisition lean on content and community rather than paid advertising: a blog covering guides, training, and ambassador adventures; an active ambassador program featuring 10+ global ambassador families across countries including South Korea, UK, Sweden, Norway, Bulgaria, and the Netherlands; and organic presence across Instagram, Facebook, LinkedIn, Pinterest, TikTok, and YouTube. The company is privately held with no disclosed funding rounds, no public listing, and an unresolved parent-subsidiary reference to "Best Friend Group" alongside Racinel in website footers.

Name

Hurtta

Legal name

Hurtta

Website

https://hurtta.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1–10 employees

Short description

Hurtta is a Finnish direct-to-consumer brand, founded in 2002, that designs and sells weatherproof dog apparel, harnesses, collars, leashes, and training gear through its own e-commerce platform to active dog owners in 45+ countries.

Ownership category

akta.pro rank

Product category

Pet Apparel and Outdoor Dog Gear

NAICS

Apparel Accessories and Other Apparel Manufacturing (3159), Pet and Pet Supplies Retailers (45991)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Pet Apparel & Accessories Retail (Leashes, Collars, Clothing) (CRALAHAM)

akta.pro secondary industries

Pet Accessories & Travel Gear Distribution (Collars, Leashes, Carriers) (CRAOAKAF), Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI), Sports, Outdoor & Adventure Packs Manufacturing (Backpacks/Duffels) (IMAOAHAE)

Keywords

• Dog apparel
• Dog harnesses
• Pet accessories
• Weatherproof dog gear
• Dog outdoor equipment

Headquarters

HQ city

Kuopio

HQ country

Finland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Dog Apparel and Gear Sales: One-time product sales of weatherproof dog clothing including jackets, coats, overalls, harnesses, collars, leashes, and accessories. Products are sold directly through the hurtta.com e-commerce platform and through authorized distributors globally.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels9 records

Core offering

Hurtta designs, manufactures, and sells weatherproof dog apparel and walking gear — including harnesses, jackets and overalls, rainwear, collars, leashes, life vests, and training accessories — directly to dog owners through its global e-commerce platform and regional distributors. The portfolio spans 46+ products built around the proprietary Houndtex® waterproof/breathable material and includes an ECO line made from recycled materials plus a Zhero sub-brand of zero-waste products.

Product overview

Hurtta is a Finnish brand that designs and manufactures weatherproof dog apparel and gear. The product portfolio includes dog harnesses (Weekend Warrior Harness II ECO, Seeker Harness, Rover Harness, Casual Y-Harness ECO, Casual Harness ECO, Safeguard Harness ECO, Venture No-Pull Harness, Travel Harness ECO), dog coats and jackets (Expedition Parka II, Extreme Warmer III ECO, Warming Midlayer ECO, Mudventure Coat ECO, Mudventure Overall ECO, Monsoon Coat II ECO, Body Warmer), rainwear, collars (Rover Collar, Casual Collar ECO, Casual Half Choke Collar ECO), leashes (Seeker Standard Leash, Casual Reflective Leash ECO, Weekend Warrior Standard Leash, Multilong Leash II), safety gear including life vests (Life Savior ECO Life Vest), training products (Training Vest ECO, Training Jacket ECO, Treat Pocket, Expedition Belt, Expedition Pack), cooling products (Cooling Wrap), and care/repair accessories. Hurtta also operates a Zhero sub-brand made from surplus materials supporting zero-waste goals. Products emphasize sustainability (ECO line), weatherproofing, ergonomic design, and safety features including reflective elements.

Differentiator

Problem solved

Functional benefit

Brands

• Zhero: Waste hero products made from surplus materials to support zero-waste initiative
• ECO Collection
• Houndtex

Products and services

• Weekend Warrior Harness II ECO Bestselling dog harness made from sustainable ECO materials, designed with a wide chest bar for pressure distribution and a handle for control. Sold to dog owners directly via hurtta.com.
• Seeker Harness Dog harness designed for comfort and freedom of movement during outdoor adventures. Sold to dog owners directly via hurtta.com.
• Rover Harness Harness specially designed for bigger dogs with adjustable fit and secure, comfortable design. Sold to dog owners directly via hurtta.com.
• Safeguard Harness ECO 3-point safety harness with reflective elements for visibility and secure fit. Sold to dog owners directly via hurtta.com.
• Casual Y-Harness ECO Y-shaped dog harness with neoprene padding for small dogs, quick-drying and comfortable. Sold to dog owners directly via hurtta.com.
• Venture No-Pull Harness No-pull harness designed for training dogs to walk calmly on leash without pulling. Sold to dog owners directly via hurtta.com.
• Travel Harness ECO Crash-tested harness designed for safe car travel with dogs, developed over three years of product development. Sold to dog owners directly via hurtta.com.
• Expedition Parka II Updated winter dog jacket combining functionality with minimalism, ideal for short-haired dogs, agility dogs, and older dogs that feel the cold. Sold to dog owners directly via hurtta.com.
• Extreme Warmer III ECO Premium warming jacket for cold weather, made with sustainable ECO materials and featuring durable construction. Sold to dog owners directly via hurtta.com.
• Monsoon Coat II ECO Bestselling waterproof rain coat designed for heavy rain conditions, using Houndtex® material. Sold to dog owners directly via hurtta.com.
• Mudventure Dog Coat ECO ECO version of the popular Mudventure rain coat with waterproof and breathable properties. Sold to dog owners directly via hurtta.com.
• Mudventure Overall ECO Full-body rain overall protecting dogs from rain and mud, made from sustainable ECO materials. Sold to dog owners directly via hurtta.com.
• Cooling Wrap Cooling vest for dogs that uses evaporative cooling — soak, squeeze, and wrap for lightweight cooling that supports natural movement. Sold to dog owners directly via hurtta.com.
• Life Savior ECO Life Vest Dog life jacket providing buoyancy and safety in water, with ergonomic fit and handle for lifting. Designed and laboratory-tested at the Finnish Institute of Occupational Health, meeting EN ISO 12402-5:2006. Sold to dog owners directly via hurtta.com.
• Casual Collar ECO Comfortable dog collar made mainly from recycled materials with weather-resistant neoprene. Sold to dog owners directly via hurtta.com.
• Casual Reflective Leash ECO Reflective dog leash with 3M reflectors for visibility during low-light walks. Sold to dog owners directly via hurtta.com.
• Multilong Leash II Multifunctional adjustable leash that can be modified for different uses with metal loops. Sold to dog owners directly via hurtta.com.
• Training Vest ECO Water-repellent training vest with pockets for dog treats and rewards, developed with Agility Team Finland. Sold to dog owners and professional trainers directly via hurtta.com.
• Training Jacket ECO Professional training jacket for serious training and competition use with extensive pocket configurations. Sold to dog owners and professional trainers directly via hurtta.com.
• Expedition Pack Dog backpack allowing dogs to carry their own essentials during hikes and adventures. Sold to dog owners directly via hurtta.com.
• Zhero Pouch Bag Pouch bag made from surplus materials as part of Hurtta's zero-waste initiative (Zhero sub-brand). Sold to dog owners directly via hurtta.com.

Quantifiable outcome

• Dogs wearing reflectors are visible in car headlights from three times the distance
• +2 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Hurtta North AmericacoreChannel Partner/ Reseller/ DistributorOfficial regional distributor serving the North American market (US and Canada) operating at hurtta247.com. Provides local presence, faster shipping, and regional customer service for North American customers.
• bluesign®minorStrategic or Co-development PartnerSustainability certification partnership ensuring Hurtta products are safe for dogs, people, and the planet through responsible manufacturing practices.
• Agility Team FinlandminorStrategic or Co-development PartnerCollaboration with elite Finnish dog agility athletes in developing training products, ensuring products meet the demands of competitive dog sports.
• Finnish Institute of Occupational HealthminorStrategic or Co-development PartnerLife jackets laboratory-tested and approved at this institute, meeting EN ISO 12402-5:2006 buoyancy safety requirements for dog life vests.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Ruffwear: US-based outdoor dog apparel and gear brand (harnesses, jackets, life vests) competing in the same active/outdoor segment as Hurtta, with overlapping product categories and similar premium positioning.
• EzyDog: Australia/New Zealand-origin dog outdoor gear brand offering harnesses, life vests and coats, directly comparable to Hurtta's outdoor/adventure product set.
• Ultra Paws: US-based dog apparel and boot brand focusing on protective and outdoor gear for active dogs, with comparable product breadth in jackets, overalls and boots.
• Kurgo: US outdoor and travel dog gear brand (crash-tested harnesses, outdoor jackets) with overlapping safety-focused positioning and similar mid-premium price tiers.
• Julius-K9: Hungarian harness specialist famous for the IDC Powerharness; a direct competitor in the ergonomic working-dog harness niche Hurtta targets with its Y-harness and Weekend Warrior lines.
• Non-stop Dogwear: Norwegian premium dog sports and outdoor harness/apparel brand with comparable Nordic heritage, harness-focused engineering and strong European mushing/agility customer overlap.
• RC Pets: Canadian outdoor dog apparel and walking gear brand with similar harnesses, coats and walking-focused product mix targeting the active dog owner persona.

Broad incumbents

• Outward Hound: Larger US mass-market pet products brand whose portfolio includes outdoor dog apparel and harnesses; overlaps with Hurtta but serves broader, more value-oriented price points.
• PetSafe: Large multi-category pet brand whose portfolio includes outdoor/walking gear; serves a broader customer base and price spectrum than Hurtta but overlaps in harnesses and walking accessories.

Emerging players

• Pawz: Niche brand specializing in disposable/reusable dog boots; a partial-overlap peer that competes with Hurtta's protective apparel category for all-weather dog protection.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC0LfjzWf5LB0VUdk5chMq-g
• Facebookfacebook.com/HurttaRacinel
• LinkedInlinkedin.com/company/hurtta-global
• Instagraminstagram.com/hurttacollection
• Pinterestpinterest.com/hurttaglobal
• TikToktiktok.com/@hurttaglobal

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hurtta