What PEET Shoe Dryer does

PEET Shoe Dryer, legally Peet Shoe Dryer, is a privately-held, family-owned manufacturer of electric, propane, and portable shoe and boot drying products founded in 1968 by Gene Peet, who is credited with inventing the category. The company is headquartered and manufactures in St. Maries, Idaho, with a workforce of 11-50 employees (a majority female) producing the Original PEET, Advantage Plus, Power Dryer Plus, Wader, XL Tall, Multi, Go!, Power Cell, and Propane models. Its technology is based on proprietary thermal convection: AirChamber and patented DryPort attachments (glove, mitten, helmet, hydration reservoir, children's shoe, and 12" wader extensions) channel and circulate low-wattage warm air through configurable ports, drawing 12-72 watts per unit and operating silently. The company also extends the same thermal platform into gun-safe dehumidifier rods and a Safe Room Dehumidifier, and uses ozone for a Pet Odor Neutralizer accessory.

The business model is one-time hardware sales (no subscription or recurring license) through a direct-to-consumer e-commerce storefront (Shopify-based peetdryer.com) and a dealer/reseller network targeting outdoor, sporting goods, and specialty retailers, supplemented by a Guidefitter channel reaching outdoor professionals, military, and first responders. Prices range from $9.99 for replacement parts to $129.99 for premium multi-port units, with free shipping over $75, multiple currency support (USD, CAD, EUR, GBP), and multi-voltage configurations (110-120V US, 240V UK/Europe/NZ). Revenue streams are diversified across core dryers, portable units, accessories and replacement parts, specialty dehumidification products, and a small pet-care line. Customer segments — outdoor enthusiasts, military/first responders, outdoor industry professionals, gun safe owners, and families — are addressed via persona-style messaging rather than enterprise sales motion. The company claims over 3 million units sold since 1968, has no external investors or parent entity, and operates as a three-generation independent family business.

Name

PEET Shoe Dryer

Legal name

Peet Shoe Dryer

Website

https://peetdryer.com

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

11–50 employees

Short description

PEET Shoe Dryer is a family-owned, Idaho-based manufacturer founded in 1968 that invented the shoe dryer category and sells electric, propane, and portable boot/gear dryers plus gun-safe dehumidifiers directly to consumers and through dealers worldwide.

Ownership category

akta.pro rank

Headquarters

HQ city

Saint Maries

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Sales - Main Dryers: One-time purchase of electric shoe boot dryers including Original PEET, Advantage Plus, Power Dryer Plus, Wader, XL Tall, and Multi models. Prices range from $49.99 to $129.99 for main units.
2. Portable Dryers: Sale of portable drying solutions including Go! Dryer (with car adapter and travel pouch), Power Cell, and Propane Dryer for outdoor/camping use.
3. Accessories and Replacement Parts: Sales of DryPort attachments (children's shoes, gloves, mittens, helmets, hydration reservoirs), replacement parts (fans, front bases, DryPorts, ozone emitters), extensions, and carrying bags. Prices from $9.99 to $34.99.
4. Specialty Dehumidification Products: Sale of Safe Room Dehumidifier and Safe Dehumidifier Rods for gun safes and cabinets, targeting specialty niche for protecting valuables from moisture damage.
5. Pet Care Products: Pet Odor Neutralizer and Sanitizer using natural ozone technology for home odor elimination near pet areas.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

PEET Shoe Dryer manufactures and sells electric and propane-powered shoe and boot dryers, including stationary home models, portable travel dryers, specialty dryers for waders and gun safes, and a modular system of patented DryPort attachments for drying gloves, mittens, helmets, and hydration reservoirs. Products are sold directly to consumers via the company's e-commerce site and through a wholesale dealer network to outdoor and specialty retailers.

Product overview

PEET Shoe Dryer is a family-owned hardware company founded in 1968 that manufactures shoe and boot drying products. The product portfolio centers on electric and propane-powered dryers with multiple form factors: core stationary dryers (Original PEET, Advantage Plus, Power Dryer Plus, Multi for shoes and gloves), portable options (Go! Dryer with car adapter, Power Cell, Propane for remote use), and specialty models (Wader Dryer for fishing boots, XL Tall for knee-high boots, Safe Room Dehumidifier, SafeKeeping for gun safes). The product line is expandable through DryPort attachments for children's shoes, gloves, mittens, helmets, and hydration reservoirs. Replacement parts and accessories round out the offering. Most products are manufactured in St. Maries, Idaho, USA.

Differentiator

Problem solved

Functional benefit

Brands

• PEET: Core brand for shoe dryers and accessories. The company markets products under the PEET brand name including Original PEET, Advantage Plus, Power Dryer Plus, Go! Dryer, Propane PEET, Wader PEET, and Multi PEET dryers.

Products and services

• The Original PEET Shoe & Boot Dryer Flagship electric shoe and boot dryer using AirChamber convection technology to push slightly warmed air through DryPorts; safe, silent, and energy-efficient enough to remain plugged in 24/7.
• Advantage Plus PEET Dryer Premium electric shoe and boot dryer with advanced drying capabilities, priced at $119.99 (reduced from $129.99).
• PEET Power Dryer Plus Electric shoe and boot dryer with enhanced power for faster drying, priced at $59.99.
• The Original PEET XL Tall Shoe & Boot Dryer Tall dryer for knee-high boots and tall footwear, includes 12-inch extensions, silent operation with 36W power, priced at $64.99.
• The Original PEET Multi Shoe & Glove Dryer Dual-purpose dryer drying 2 pairs of footwear or 1 pair plus gloves simultaneously, with 4 footwear DryPorts and 2 glove DryPorts; priced at $129.99.
• Go! Dryer portable electric dryer Portable electric shoe dryer designed for travel with 12-volt car adapter and travel pouch; silently dries footwear in 3-8 hours at 16W.
• Power Cell portable shoe and boot dryer Compact portable dryer plugging into 110-120V US household current, silently dries footwear overnight at 12W; priced at $39.99.
• PEET Propane Portable Shoe & Boot Dryer Propane-powered portable dryer connecting to a standard 16-ounce propane cylinder for approximately 60 hours of drying power using gentle thermal convection; made in USA, priced at $109.99.
• The Original PEET Wader Shoe & Boot Dryer Electric dryer for waders and hip boots with 12-inch extensions, transforms into Original PEET when extensions removed; 25-year warranty, priced at $79.99.
• SafeKeeping PEET dryer and dehumidifier Specialty dryer and dehumidifier designed for gun safes and cabinets to protect valuables from moisture damage.
• PEET Safe Room Dehumidifier Dehumidifier for safe rooms up to 600 cubic feet (10' x 8' x 8'), operates silently at 18W with fire-retardant materials and 5-year warranty.
• Safe Dehumidifier Rod 12" (100 cubic feet) Dehumidifier rod for small safes up to 100 cubic feet, silently eliminates moisture, ETL safety certified, 5-year warranty, from $24.99.
• Safe Dehumidifier Rod 18" (200 cubic feet) Dehumidifier rod for medium safes up to 200 cubic feet, silently eliminates moisture and controls humidity, priced at $29.99.
• Safe Dehumidifier Rod 24" (300 cubic feet) Dehumidifier rod for large safes up to 300 cubic feet, silently eliminates moisture and controls humidity, priced at $34.99.
• Pet Odor Neutralizer and Sanitizer Pet odor neutralizer using natural ozone to break up odors and germs near litter boxes, dog kennels, and to sanitize pet beds, toys, and blankets.
• PEET Glove DryPorts attachment Patented attachment for drying gloves and mittens, fits Original, Multi, Advantage, Propane, and Wader dryers; 5-year warranty, priced at $17.99.
• PEET Mitten DryPorts attachment Patented attachment for drying mittens, sold as a pair and fits children and adult mitten sizes; made in USA.
• PEET Helmet DryPort attachment Patented helmet dryer attachment that channels warm air to dry helmet linings and eliminate odors from perspiration.
• Children's Shoe DryPorts attachment DryPorts attachment for children's shoes fitting toddler size 5 to child size 2, fits Original, Multi, Advantage, Propane, and Wader dryers; 2-year warranty, priced at $14.99.
• Hydration Reservoir DryPort attachment Attachment for drying personal hydration system reservoirs with 3-inch or larger openings, runs on 110-120V US current.
• Personal Hydration System Dryer Dryer for personal hydration system reservoirs fitting openings 3 inches or larger, removes conditions where bacteria thrive; 18W, weight 2 lbs.
• 12-inch DryPorts Extensions Extensions for tall boots and waders, priced at $24.99.
• Carrying & storage bag Storage and travel bag for dryers and accessories, priced at $19.99.
• US Power Adapter for Go! Dryer Replacement transformer for 110-120V US use, for Go! Dryer model M04P only.
• UK Power Adapter for Go! Dryer Replacement transformer for 220V United Kingdom use, for Go! Dryer model M04P only, priced at $16.99.
• Replacement Footwear DryPorts Replacement DryPorts for footwear fitting Original, Wader, Multi, Advantage, Powersport, and Propane dryers; sold as a pair, priced at $12.99.
• Original PEET Front Base Replacement Front base replacement for Original PEET Dryer and Wader PEET Dryer, priced at $9.99.
• 4-Hour Replacement Fan and Heater Unit Replacement fan and heater unit for Advantage dryers.
• Advantage Plus Replacement Fan (Black) Replacement fan in black for Advantage Plus dryer.
• Advantage Plus Replacement Fan (Grey) Replacement fan in grey for Advantage Plus dryer.
• Replacement Ozone Emitters Replacement ozone emitters for Deodorizer Module, sold as a pair, priced at $10.00.

Quantifiable outcome

• Over 3 million PEET Dryers sold since 1968
• +3 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• DryGuy: DryGuy is a direct competitor in the electric shoe and boot dryer category, offering home, portable, and specialty dryers for outdoor enthusiasts, hunters, and athletes. It competes head-to-head with PEET across similar price points and retail channels including sporting goods stores.
• JobSite Boot Dryer: JobSite offers electric and forced-air boot dryers targeting construction workers, tradespeople, and outdoor users—an overlapping customer base with PEET's outdoor enthusiast and tactical segments.
• MaxxDry: MaxxDry manufactures boot and shoe dryers with portable and wall-mounted options, targeting hunters, equestrians, and work boot users. It shares the same niche consumer hardware category and DTC-plus-retail distribution model as PEET.
• Williams Direct Dryers: Williams Direct manufactures and sells boot and glove dryers directly to consumers and through specialty retailers, with comparable products targeting the same outdoor, workwear, and ski/snowboard customer segments as PEET.

Broad incumbents

• Sof Sole: Sof Sole, owned by Implus, is a broader shoe care and foot care accessory brand offering insoles, cleaners, and drying-related products. It competes indirectly via overlapping shoe care category presence and leverages Implus's larger distribution scale.
• Implus Footcare: Implus is a large diversified footwear accessory company owning brands like Sof Sole, YakTrax, and Balega. While not a direct shoe dryer competitor, it operates in the broader shoe care/footwear accessories category with substantially larger scale.

Emerging players

• Kick-Start Boot Dryer: Kick-Start Products manufactures boot dryers and warming devices for hunters, construction workers, and outdoor enthusiasts—a smaller emerging brand targeting overlapping customer use cases as PEET.
• DryBarrier: DryBarrier offers moisture-absorbing products and active drying solutions for shoes and boots, representing an emerging alternative approach (desiccants vs. thermal convection) within the same shoe drying category.
• SteriShoe: SteriShoe uses UV light technology to sanitize shoes and eliminate odor/fungus, representing an emerging adjacent approach to PEET's thermal drying technology. It targets overlapping foot health and shoe care use cases with a different technical solution.

Regional players

• FootFitter: FootFitter offers shoe care and foot care products including boot dryers, stretchers, and shapers primarily in North America. It overlaps with PEET's specialty shoe accessories category and shares a similar DTC-plus-Amazon distribution model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/peetdryer
• Facebookfacebook.com/peetdryer
• LinkedInlinkedin.com/company/peet-dryer-inc

Revenue estimate

Valuation estimate

Number of profiles

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 PEET Shoe Dryer