Boomerang Pet Tags

What Boomerang Pet Tags does

Boomerang Pet Tags is a US direct-to-consumer e-commerce company that designs, manufactures, and sells personalized pet identification tags and complementary collars. Founded by Don Paul in 1975 under the name E-Z Read Pet Tags (the first company to offer plastic pet ID tags) and rebranded as Boomerang Tags in 1991, the firm has been operating for five decades from a Pismo Beach, California mailing address under continuous founder ownership with no disclosed external funding, parent company, or subsidiary structure. In 1998, the founder invented CollarTags™, the company's signature slide-on stainless steel tag that mounts directly to a pet's collar without rings or hooks and is unconditionally guaranteed for the life of the pet.

The product line centers on CollarTags™ in stainless steel (and brass), traditional hanging tags in stainless steel, brass, and UV-stable ABS plastic, and a portfolio of collars (adjustable nylon, double-thick nylon, mini, and the TwinCat-made Beastie Band cat safety collar) sold either standalone or pre-bundled with integrated CollarTags. Tags are personalized through a proprietary diamond deep-engraving process rather than laser marking, which the company positions as the central durability differentiator (deeper cut, longer legibility, less surface wear); UV-stable ABS plastic tags are 1/8 inch thick versus the industry-standard 1/16 to 3/32 inch. Pricing ranges from $10.95 to $30.99 with free US shipping, progressive quantity discounts up to 45%, and bulk rates up to 85% off for orders of 100+ tags with serial numbering; the human-targeted Man Tag line ($11.95-$13.95) extends the engraving capability into a separate personal-identification use case.

The company serves two primary customer segments: individual dog and cat owners (the dominant share of revenue, transacting one-off personalized orders at $10.95-$30.99) and animal welfare organizations (humane societies, rescue groups, therapy dog organizations, dog parks) purchasing bulk-tag orders. Distribution is exclusively direct-to-consumer via boomerangtags.com with USPS First Class Mail fulfillment (95% of orders shipped within 24 hours; less than 1 in 800 orders fails to arrive; less than 1 in 5,000 tags has an error). International customers in Canada, the UK, Australia, and New Zealand are served indirectly through four third-party online resellers after Boomerang discontinued direct international shipping. Manufacturing partnerships with TwinCat USA (Beastie Band) and Hamilton Products (nylon collars) supply bundled collar-and-tag SKUs. No revenue, headcount, or financial figures are publicly disclosed.

Name

Boomerang Pet Tags

Legal name

Boomerang Tags

Website

https://boomerangtags.com

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

1–10 employees

Short description

Boomerang Pet Tags is a founder-owned US direct-to-consumer e-commerce company that designs, manufactures, and ships customized deep-engraved pet identification tags and collars, serving primarily individual dog and cat owners in the United States.

Ownership category

akta.pro rank

Product category

Pet Identification Products

NAICS

Pet and Pet Supplies Retailers (45991)

akta.pro primary industry

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

akta.pro secondary industry

Animal Identification & Tracking Devices (Microchips, RFID, Tags, Scanners) (HLAMAFAL)

Keywords

• Pet ID tags
• Pet identification products
• Engraved pet accessories
• Custom pet collars
• Dog and cat tags

Headquarters

HQ city

Pismo Beach

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, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Pet ID Tag Sales: One-time purchase of customized pet identification tags. Tags are engraved with owner contact information and sold directly to pet owners through the company's e-commerce website. Individual tag purchases with quantity discounts available for multiple tags.
2. Pet Collar Sales: Sale of pet collars (adjustable, single-thick, double-thick nylon, and Beastie Band cat safety collars) with some including CollarTags as combo packages.
3. Bulk/Quantity Orders: Large quantity orders (100+ tags) for organizations like humane societies and rescue groups with same text on each tag. Serial numbering available. Up to 85% discount for bulk orders.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Boomerang Pet Tags designs, manufactures, and sells customized pet identification tags and collars directly to consumers through its e-commerce website. Its flagship offering is the CollarTag, a stainless steel tag that slides directly onto a pet's collar to eliminate friction and noise, complemented by traditional hanging tags in stainless steel, brass, and UV-stable ABS plastic, along with matching collars and a small line of human ID/medical tags.

Product overview

Boomerang Pet Tags is a specialized pet identification company offering a focused portfolio of physical pet ID tags and collar accessories. The product line centers on CollarTags™ — the company's signature slide-on collar tags that mount directly onto pet collars without rings or hooks — complemented by traditional hanging tags in stainless steel, brass, and durable ABS plastic materials. Tags are available in multiple shapes including round, bone, heart, dog face, and cat face designs. The company also offers complementary collar products (adjustable, single-thick, double-thick nylon, and cat safety collars) with integrated CollarTags, as well as human ID/medical information tags. All tags feature deep diamond engraving (not laser marking) to ensure text remains legible over time. The business operates as a direct-to-consumer e-commerce site with US-only shipping.

Differentiator

Problem solved

Functional benefit

Brands

• CollarTags™: Proprietary collar-mounted pet ID tags that attach directly to pet collars without rings or hooks. Unconditionally guaranteed to last the life of the pet. Available in adjustable, slide-on, and mini styles for various collar types.

Products and services

• CollarTags (signature line) Signature stainless steel pet ID tags that slide directly onto collars without rings or hooks, eliminating friction and noise, unconditionally guaranteed to last the life of the pet.
• Stainless Steel Hanging Tags Traditional hanging pet ID tags in round, bone, heart, cat face and rivet-on shapes, made of non-magnetic surgical-grade stainless steel with diamond deep engraving.
• Brass Pet ID Tags Traditional brass pet ID tags with diamond deep engraving in bone, heart, round, and other shapes; softer than stainless steel with an attractive finish that may tarnish over time.
• E-Z Read Plastic Pet ID Tags 1/8-inch thick UV-stable ABS plastic pet ID tags in round, bone, heart, dog face, and cat face designs with stainless steel eyelets, guaranteed not to break for at least two years.
• Pet Collars (with and without CollarTags)

Quantifiable outcome

• CollarTags guaranteed for life of pet - any tag that falls off or becomes unreadable replaced free
• +5 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered minor.

• Wagtags CanadaminorChannel Partner/ Reseller/ DistributorInternational online retailer that ships Boomerang Tags products to customers in Canada. Provides international shipping where Boomerang Tags direct shipping is not available.
• Indigo Collartags (UK)minorChannel Partner/ Reseller/ DistributorInternational online retailer serving customers in Great Britain. Ships Boomerang Tags products internationally.
• Bow Wow Boutique (Australia/New Zealand)minorChannel Partner/ Reseller/ DistributorInternational online retailer providing Boomerang Tags products to customers in Australia and New Zealand.
• Pet Expectations (International)minorChannel Partner/ Reseller/ DistributorInternational online retailer offering Boomerang Tags products to customers in various countries.
• Hamilton ProductsminorOEM/ Whitelabel/ Licensing PartnerManufacturer of high-quality adjustable and nylon pet collars sold by Boomerang Tags. Hamilton collars are featured in collar+CollarTag combo products.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• DogIDs: DogIDs sells custom-engraved pet ID tags and personalized collars online. Direct peer offering comparable DTC pet identification products with similar emphasis on customization and durability claims.
• GoTags: GoTags is a leading online retailer of customizable pet ID tags, key tags, and military-style ID tags. Direct peer on the custom-engraved metal pet tag category with a comparable DTC e-commerce model and price positioning.
• Red Dingo: Red Dingo designs and sells premium customizable pet ID tags and collars globally. Closest direct peer — same core product (engraved stainless steel and aluminum tags), same DTC and specialty retail distribution, and similar emphasis on durability and design aesthetics.

Broad incumbents

• Petco: Petco is a major US specialty pet retailer operating stores and a strong online channel. Carries custom and engraved pet ID tags as part of a broad pet supplies assortment, competing with Boomerang on convenience and price rather than on premium durability.
• PetSafe (Radio Systems Corporation): PetSafe is a major pet products brand offering collars, tags, and identification-related accessories through retail and DTC. Broad incumbent in the pet accessories category with overlapping products but a wider portfolio spanning containment, training, and wellness.
• Chewy: Chewy is the leading US online pet retailer with an extensive pet ID tag and collar assortment. Broad incumbent competing primarily on selection, price, and shipping convenience rather than on premium durability differentiation.
• PetSmart: PetSmart is the largest US specialty pet retailer, carrying a wide assortment of pet ID tags and collars in-store and online. Broad incumbent that competes in the same category at lower price points but as part of a much larger portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/watch?v=c8qwqxPMzqU
• Facebookfacebook.com/BoomerangPetTags
• LinkedInlinkedin.com/company/boomerang-pet-tags

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Boomerang Pet Tags