Truelove
Truelove Pet Products Co., Ltd is a privately held Chinese manufacturer that designs and produces pet outdoor gear — harnesses, collars, leashes, shoes, apparel, carriers, and accessories — selling globally through B2B wholesale and DTC e-commerce, with a dedicated U.S. subsidiary serving the American market.
- Company typePrivate
- Founded2008
- HeadquartersQuanzhou, China
- Headcount501–1,000
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Truelove does
Truelove Pet Products Co., Ltd is a privately held Chinese manufacturer founded in 2008 that designs, develops, and produces pet outdoor gear — primarily dog harnesses, collars, leashes, shoes/boots, apparel, carriers, and accessories — under the Truelove brand. The company holds 40+ product patents and emphasizes functional differentiation through materials such as 3M Scotchlite reflective components, DuPont nylon, Vibram soles, bamboo, recycled fibers, and hardware including Duraflex buckles, aircraft-grade aluminum clips tested to 300lbs, and IP65-rated waterproof LED safety lights. Notable product engineering includes a vehicle crash-test-passed car safety harness, a 3D sandwich mesh lining claimed to improve air circulation by 40%, and a 100% recycled materials harness. Truelove operates a dual-channel go-to-market combining B2B wholesale distribution to pet product retailers globally with direct-to-consumer e-commerce through its own website (truelove-pet.com), supported by an active presence across Facebook, Instagram, Pinterest, TikTok, Twitter, and YouTube and influencer partnerships. A wholly-owned U.S. subsidiary, TrueloveUS LLC, handles American market sales and customer service, signaling structured international expansion. The customer base targets three segments: active pet owners (primary, persona-led), professional pet trainers and handlers (business), and pet product retailers (wholesale). No external funding, headcount figures, or revenue figures are publicly disclosed.
Truelove firmographics
Firmographics- Name
- Truelove
- Legal name
- Truelove Pet Products Co., Ltd
- Website
- https://truelove-pet.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Truelove Pet Products Co., Ltd is a privately held Chinese manufacturer that designs and produces pet outdoor gear — harnesses, collars, leashes, shoes, apparel, carriers, and accessories — selling globally through B2B wholesale and DTC e-commerce, with a dedicated U.S. subsidiary serving the American market.
- Ownership category
- akta.pro rank
Truelove industry classification
Industry- Product category
- Pet Outdoor Gear
- NAICS
- Pet and Pet Supplies Retailers (459910), Apparel Accessories and Other Apparel Manufacturing (3159)
- SIC
- Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Leather & Leather Products (3100)
- 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), Pet Bedding, Crates & Carriers Retail (CRALAHAF)
Keywords
Where Truelove is headquartered
LocationHeadquarters
- HQ city
- Quanzhou
- HQ country
- China
- HQ region
- Asia
Offices2 records
Markets served
Truelove business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Product Sales (B2C E-commerce): Direct-to-consumer sales through company-owned e-commerce website truelove-pet.com, offering full range of pet outdoor products including harnesses, collars, leashes, carriers, and accessories
- Wholesale/B2B Distribution: B2B wholesale distribution to retailers and distributors globally, with dedicated U.S. business contact (TrueloveUS LLC) for American market
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | B2B wholesale pricing available upon inquiry |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels9 records
Truelove product offering
Product offeringCore offering
Truelove designs and manufactures a comprehensive line of pet outdoor products including dog harnesses, collars, leashes, boots, apparel, carriers, grooming tools, training gear, and safety accessories. The portfolio centers on premium materials such as high-density nylon webbing, 3M reflective materials, Vibram soles, and bamboo-based eco-friendly components. Products are sold via direct-to-consumer e-commerce (truelove-pet.com) and B2B wholesale to retailers worldwide, with a dedicated U.S. presence through TrueloveUS LLC.
Product overview
Truelove is a brand committed to producing high-quality and eco-friendly pet outdoor products. The company offers a comprehensive portfolio centered around dog harnesses (including no-pull designs, breathable mesh options, reflective safety harnesses, and cooling vests), dog collars (ranging from lightweight tactical collars to choke-free and martingale styles), dog shoes/boots, pet apparel (training skirts and vests for pet trainers), pet carriers, and a wide range of accessories (grooming tools with bamboo and stainless steel construction, LED safety lights, utility bags, saddle bags, car seat covers, and food mats). The product line also includes training products such as frisbees and treat dispensers. Key technology differentiators include 3M Scotchlite reflective materials for night visibility, Vibram soles on hiking boots, DuPont Cordura and nylon oxford fabric for durability, bamboo-based eco-friendly grooming tools, and various safety features including crash-test-passed car harnesses and waterproof IP65-rated LED lights. With over 18 years of experience and 40+ product patents, the brand emphasizes comfort, safety, and sustainability across its pet product ecosystem.
Differentiator
Problem solved
Functional benefit
Products and services
- Dog Harnesses Full line of dog harnesses for active, outdoor, training, service, and travel use, featuring no-pull designs, adjustable neck buckles, 3M reflective materials, breathable 3D sandwich mesh, aircraft-grade aluminum hardware, and eco-friendly recycled materials. Targeted at active pet owners, trainers, and retailers.
- Dog Collars Dog collars in lightweight tactical, choke-free, martingale, stainless steel chain, and decorative styles with 3M reflective materials, Duraflex buckles, neoprene padding, and DuPont nylon construction. Targeted at pet owners seeking safe, durable everyday collars.
- Dog Leashes Dog leashes designed to pair with Truelove harnesses and collars, listed as a category on the company website.
- Vibram Explorer Dog Boots Luxury hiking dog boots with Vibram outsoles, night reflective elements, and durable anti-slip construction for outdoor adventures. Targeted at active pet owners hiking with their dogs.
- Pet Trainer Apparel Waterproof, reflective training skirts and vests with multiple pockets designed for professional pet trainers and handlers. Targeted at dog trainers and professional handlers needing functional outdoor workwear.
- Travel Pet Carrier Bag Large space portable foldable pet carrier bag made of nylon oxford material for comfortable travel. Targeted at pet owners transporting their pets.
- Bamboo Pet Grooming Tools Eco-friendly pet grooming brushes, combs, and nail clippers made with bamboo handles and 304 stainless steel components, featuring ergonomic designs and antibacterial properties. Targeted at pet owners seeking sustainable grooming solutions.
- Rechargeable Waterproof LED Safety Light (TLD19103) Rechargeable pet safety LED light with IP65 waterproof rating, three flash modes, and 250mAh lithium battery that attaches to harnesses or collars. Targeted at pet owners needing nighttime visibility for dogs during walks.
- Pet Training Products Waterproof training frisbees and non-toxic rubber treat-dispensing toys for dog training and play, including built-in snack storage and dental health benefits. Targeted at pet owners training their dogs.
- Pet Owner Accessories Outdoor utility bags, sling bags, harness saddle bags, poop bag dispensers, silicone pet food mats, and travel car seat covers designed for pet owners on the go. Targeted at active pet owners needing carry solutions and travel accessories.
Quantifiable outcome
- 3D sandwich mesh circulates air 40% better than standard harnesses
- +2 more outcomes
Companies that use Truelove
Customer profileSegments3 records
Ideal customer profiles3 records
Truelove technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
Truelove partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights5 records
Truelove competitors and assessment
Company assessmentEmerging players
- Voyager Pet Products: Voyager makes basic-to-mid-tier pet harnesses, carriers, and travel products at accessible price points, often sold through mass-market channels like Amazon and Walmart. Comparable to Truelove at the lower-premium end of the pet accessories market.
- RC Pet Products: RC Pet Products designs outdoor and active lifestyle pet gear including harnesses, jackets, and leashes with a focus on active dogs. Directly comparable in target customer and product category to Truelove, though at smaller scale.
Broad incumbents
- Coastal Pet Products: Coastal Pet Products is a long-established U.S. pet products manufacturer and distributor selling collars, leashes, harnesses, and accessories across value and mid-tier price points. Comparable to Truelove as a wholesale-driven pet accessories manufacturer with broad retail distribution.
- PetSafe (Radio Systems Corporation): PetSafe is a broad incumbent pet products brand owned by Radio Systems, covering harnesses, leashes, containment, and training. While its outdoor-harness segment overlaps with Truelove, it competes across the entire pet category rather than specializing in outdoor gear.
Direct peers
- Hurtta: Hurtta is a Nordic outdoor dog gear brand offering harnesses, coats, boots, and collars designed for active dogs in harsh weather. Comparable in product breadth, outdoor positioning, and premium materials to Truelove's outdoor pet gear line.
- Ruffwear: Ruffwear is the leading U.S. premium outdoor dog gear brand, specializing in harnesses, collars, leashes, boots, and adventure accessories. It is the closest direct peer to Truelove's outdoor-harness-and-gear portfolio, competing for the same active-pet-owner customer.
- EzyDog: EzyDog designs no-pull dog harnesses, leashes, and outdoor adventure gear with convertible/dual-function products. Its product philosophy and target customer closely align with Truelove's outdoor-harness-centric portfolio.
- Kurgo: Kurgo makes harnesses, seat belts, travel carriers, and outdoor pet products, with a strong car-safety positioning (Enhanced Strength Harness). Directly overlaps Truelove's no-pull harness, car safety harness, and travel carrier categories.
- Sleepypod: Sleepypod makes crash-tested car safety harnesses, carriers, and travel beds for pets with a strong safety/premium positioning. Highly comparable to Truelove's crash-test-passed car safety harness and carrier bag product lines.
- Non-stop Dogwear: Non-stop Dogwear is a premium harness, pulling, and outdoor gear brand popular for skijoring, canicross, and hiking. Its premium technical harnesses (e.g., Freemotion, Fjord) are functionally comparable to Truelove's no-pull, sled, and outdoor harnesses.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Truelove social profiles
Digital presenceTruelove financial estimates
Financial estimateRevenue estimate
Valuation estimate
Truelove leadership team
Management profileNumber of profiles
Truelove subsidiaries and ownership
Company hierarchySubsidiaries1 record
Truelove funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Truelove 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 Truelove
What does Truelove do?
Truelove designs and manufactures a comprehensive line of pet outdoor products including dog harnesses, collars, leashes, boots, apparel, carriers, grooming tools, training gear, and safety accessories. The portfolio centers on premium materials such as high-density nylon webbing, 3M reflective materials, Vibram soles, and bamboo-based eco-friendly components. Products are sold via direct-to-consumer e-commerce (truelove-pet.com) and B2B wholesale to retailers worldwide, with a dedicated U.S. presence through TrueloveUS LLC.
Is Truelove a public or private company?
Truelove is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Truelove founded?
Truelove was founded in 2008. It employs 501 to 1,000 people.
Where is Truelove based?
Truelove is headquartered in Quanzhou, China, in the Asia region.
How does Truelove make money?
Two revenue lines are on record. Product Sales (B2C E-commerce) is the primary driver. The others are wholesale/B2B Distribution.
Who are Truelove's main competitors?
Emerging players on record are Voyager Pet Products and RC Pet Products. Broad incumbents are Coastal Pet Products and PetSafe (Radio Systems Corporation). Direct peers are Hurtta, Ruffwear, EzyDog, Kurgo, Sleepypod and Non-stop Dogwear.
Does Truelove have an API?
No public API is recorded for Truelove.
What industry is Truelove in?
Truelove's product category is Pet Outdoor Gear. Its primary akta.pro industry code is CRALAHAM, Pet Apparel & Accessories Retail (Leashes, Collars, Clothing), with a secondary code of CRAOAKAF, Pet Accessories & Travel Gear Distribution (Collars, Leashes, Carriers). Its NAICS code is 459910 and its SIC code is 2300.