Guard Dog Security
Guard Dog Security is a privately held U.S. manufacturer of non-lethal self-defense and home-security products — including pepper sprays, stun guns, bulletproof backpacks, smart locks, and pepper ball guns — sold through 25,000+ U.S. retail doors and direct-to-consumer e-commerce.
- Company typePrivate
- Founded2009
- HeadquartersSanford, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Guard Dog Security does
Guard Dog Security is a U.S.-based manufacturer of non-lethal personal-defense and home-security products, founded in 2009 and headquartered in Sanford, Florida. Its catalog spans pepper sprays, stun guns, personal alarms, bulletproof backpacks (certified to NIJ-STD-0108.01 Level IIIA), air horns, pepper ball guns, door security bars, smart locks (the Ziplock line), and home-defense foggers, with individual SKU pricing ranging from $8.99 to $899. The company protects 25+ U.S. patents covering product design and operates its own manufacturing and engineering, which underpins both its retail and direct-to-consumer distribution.
The business monetizes through a hybrid wholesale-plus-DTC model. Products are sold via direct-to-consumer e-commerce on the company's owned channels and distributed across 25,000+ U.S. retail doors, supplemented by a dealer program launched to deepen third-party and B2B channel penetration. Customer segments are diversified across individual self-defense consumers, parents and families purchasing bulletproof backpacks, runners and ride-share users carrying personal alarms and sprays, and home-security buyers purchasing smart locks and door bars. Geographic reach is intentionally limited to the United States, with no international shipping offered.
The company's go-to-market is reinforced by repeat earned-media coverage in outlets including TIME, NBC, CBS, Fox News, ABC, Inside Edition, Forbes, and CNN, and by a "Protected 4 Life" free-replacement / lifetime warranty program that functions as a retention and brand-differentiation mechanic. The company is privately held with no disclosed funding rounds, executive team, or revenue figures in the available data.
Guard Dog Security firmographics
Firmographics- Name
- Guard Dog Security
- Legal name
- Guard Dog Security
- Website
- https://guarddog-security.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Guard Dog Security is a privately held U.S. manufacturer of non-lethal self-defense and home-security products — including pepper sprays, stun guns, bulletproof backpacks, smart locks, and pepper ball guns — sold through 25,000+ U.S. retail doors and direct-to-consumer e-commerce.
- Ownership category
- akta.pro rank
Guard Dog Security industry classification
Industry- Product category
- Self-Defense Products
- NAICS
- Security Systems Services (56162)
- SIC
- Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Firearm Storage & Safety Retail (Safes, Cases, Locks) (CRAMAKAI)
Keywords
Where Guard Dog Security is headquartered
LocationHeadquarters
- HQ city
- Sanford
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Guard Dog Security business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Physical Product Sales: One-time purchase model for self-defense products including pepper sprays, stun guns, bulletproof backpacks, personal alarms, and accessories sold directly to consumers through e-commerce and retail partners.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level self-defense products |
| Unit Pricing | Pay-as-you-go | Mid-range self-defense products |
| Unit Pricing | Pay-as-you-go | Premium self-defense products |
| Other | Pay-as-you-go | Protected 4 Life Program |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Guard Dog Security product offering
Product offeringCore offering
Guard Dog Security designs, manufactures, and sells non-lethal personal self-defense and home security products. The portfolio includes pepper sprays and gels (including Accufire laser-sighted variants), stun guns (Titan, Hornet, Diablo 2, Electra lipstick-style, Enlight pen-style, and the Olympian 3-in-1), bulletproof backpacks rated NIJ Level IIIA, personal alarms, biometric smart locks, door security bars, air horns, home defense fogger sprays, and pepper ball guns. Products are sold directly to consumers via e-commerce and through 25,000+ retail locations across the United States.
Product overview
Guard Dog Security offers a comprehensive portfolio of non-lethal self-defense products founded in 2009, with over 25 U.S. patents. The core product lines include Pepper Sprays (including Accufire variants and Pepper Gels with gel-formula delivery), Stun Guns (featuring Titan, Hornet, Diablo 2, Electra lipstick-style, Enlight pen-style, and the Olympian 3-in-1 combination device), Bulletproof Backpacks (Proshield Scout youth edition and Proshield II multimedia-ready, both Level IIIA rated), Personal Alarms (120-130 dB keychain and specialty designs), Smart Locks (Ziplock biometric fingerprint and WiFi-enabled models), Door Security Bars (portable 20-gauge steel jammers with 40 adjustment settings), Air Horns (up to 120 dB/1-mile range), Home Defense Fogger Sprays (up to 45 feet range), and Pepper Ball Guns (Fireball Mini derringer-style launchers). All products come with a Lifetime Warranty and the Protected 4 Life program provides free pepper spray replacement upon self-defense use. Products are sold directly to consumers via e-commerce and through 25,000+ retail locations.
Differentiator
Problem solved
Functional benefit
Products and services
- Pepper Sprays
Quantifiable outcome
- Pepper spray reaches up to 16 feet, 60% farther than other brands
- +2 more outcomes
Companies that use Guard Dog Security
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles2 records
Guard Dog Security technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature8 records
Guard Dog Security partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights5 records
Guard Dog Security competitors and assessment
Company assessmentBroad incumbents
- Safariland: Safariland Group is a major law enforcement equipment manufacturer with less-lethal products including OC spray and conducted energy devices, broader than Guard Dog's consumer-focused offerings but overlapping in core technology categories.
- Axon Enterprise: Axon Enterprise (formerly TASER International) is the dominant conducted energy device manufacturer with significant law enforcement presence. Broader and more diversified than Guard Dog's consumer-focused approach, but overlapping in stun gun technology.
- Smith & Wesson: Smith & Wesson is a major firearms manufacturer with adjacent product categories including firearm safety, accessories, and home security products. A broader incumbent that overlaps with Guard Dog's safety and home security offerings.
- SentrySafe: SentrySafe is a major safe and security storage manufacturer with broader product portfolio and wider retail distribution in the home security category, comparable to Guard Dog's smart locks and home security products.
Direct peers
- Bullet Blocker: Bullet Blocker is a direct competitor in the bulletproof backpack and body armor category, offering similar NIJ-rated ballistic protection products with comparable positioning toward school safety and personal security.
- POM Pepper Spray: POM Pepper Spray is a premium pepper spray brand targeting runners and outdoor enthusiasts, with a similar direct-to-consumer focus and premium positioning that competes directly with Guard Dog's pepper spray lineup.
- Mace Brand: Mace Brand is a major pepper spray and self-defense manufacturer with overlapping product categories including pepper sprays, stun guns, and personal alarms, serving similar consumer use cases through similar retail channels.
- Streamlight: Streamlight is a tactical flashlight manufacturer with comparable product category overlap to Guard Dog's tactical LED flashlights (110-400 lumens with strobe modes) and similar law enforcement/consumer markets.
- SABRE: SABRE, owned by Security Equipment Corporation, is the leading pepper spray brand in the US with a directly comparable product portfolio (pepper sprays, gels, personal alarms) and broad retail distribution across similar mass-market channels.
- Streetwise Security Products: Streetwise Security Products is a direct competitor offering a similar range of self-defense products including stun guns, pepper sprays, and personal alarms, with comparable e-commerce distribution model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Guard Dog Security social profiles
Digital presenceGuard Dog Security compliance and trust
Trust signalCompliance1 record
Guard Dog Security financial estimates
Financial estimateRevenue estimate
Valuation estimate
Guard Dog Security leadership team
Management profileNumber of profiles
Profiles1 record
Guard Dog Security funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Guard Dog Security 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 Guard Dog Security
What does Guard Dog Security do?
Guard Dog Security designs, manufactures, and sells non-lethal personal self-defense and home security products. The portfolio includes pepper sprays and gels (including Accufire laser-sighted variants), stun guns (Titan, Hornet, Diablo 2, Electra lipstick-style, Enlight pen-style, and the Olympian 3-in-1), bulletproof backpacks rated NIJ Level IIIA, personal alarms, biometric smart locks, door security bars, air horns, home defense fogger sprays, and pepper ball guns. Products are sold directly to consumers via e-commerce and through 25,000+ retail locations across the United States.
Is Guard Dog Security a public or private company?
Guard Dog Security is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Guard Dog Security founded?
Guard Dog Security was founded in 2009. It employs 11 to 50 people.
Where is Guard Dog Security based?
Guard Dog Security is headquartered in Sanford, United States, in the North America region.
How does Guard Dog Security make money?
One revenue line is on record: physical Product Sales.
Who are Guard Dog Security's main competitors?
Broad incumbents on record are Safariland, Axon Enterprise, Smith & Wesson and SentrySafe. Direct peers are Bullet Blocker, POM Pepper Spray, Mace Brand, Streamlight, SABRE and Streetwise Security Products.
Does Guard Dog Security have an API?
No public API is recorded for Guard Dog Security.
What industry is Guard Dog Security in?
Guard Dog Security's product category is Self-Defense Products. Its primary akta.pro industry code is CRAMAKAI, Firearm Storage & Safety Retail (Safes, Cases, Locks). Its NAICS code is 56162 and its SIC code is 3949.