Pretty Rugged Update | Shark Tank Season 14
Pretty Rugged made waves when founder Tracy Slocum stepped onto the Shark Tank stage in Season 14, seeking an investment to take her luxury outdoor lifestyle brand to the next level.
Inspired by her great-great-grandfather, a renowned sailor, Tracy designed a line of windproof, waterproof, and spill-proof faux fur blankets, offering comfort and style.
Did the Sharks see potential in Pretty Rugged? And how has the company fared since its appearance on Shark Tank?
Let’s dig into our Pretty Rugged Shark Tank update!
Pretty Rugged’s Shark Tank Pitch Recap
The Pitch at a Glance
- Entrepreneur: Tracy Slocum
- Business: Luxury outdoor lifestyle brand
- Ask: $200,000 for 10% equity
- Deal: $200,000 for 25% equity with Robert Herjavec & Lori Greiner
Tracy started her pitch by sharing her inspiration: her great-great-grandfather, Captain Joshua Slocum, used furs to stay warm during his sailing expeditions.
This led her to create Pretty Rugged, a brand combining luxury with durability, perfect for outdoor enthusiasts.
She showcased her signature faux fur blankets, explaining their high-end feel, windproof backing, and waterproof technology.
The Sharks were impressed with the product’s quality, but the financial details raised some concerns.
Key Business Highlights Before Shark Tank
- Launched in 2018, quickly gained attention at trade shows.
- Won “Best New Product” award at a major New York trade show.
- 2021 revenue: $1.2 million with a net profit of $32,000.
- 2022 sales (by July): $715,000 booked but projected a $250,000 loss due to trade show investments.
How the Sharks Reacted
Each Shark had their take on Pretty Rugged’s business model and future potential:
| Shark | Response | Reason for Investment or Rejection |
| Kevin O’Leary | ❌ No offer | Concerned about valuation and scalability. |
| Emma Grede | ❌ No offer | Skeptical about faux fur’s long-term demand. |
| Mark Cuban | ❌ No offer | Liked the product but didn’t see how he could add value. |
| Lori Greiner & Robert Herjavec | ✅ Accepted | Loved the product margins and Tracy’s determination. |
After some negotiations, Lori and Robert agreed to offer $200,000 for 25% equity. Tracy initially countered with 20%, but ultimately, she accepted the deal.
Pretty Rugged Post-Shark Tank Growth
Since appearing on Shark Tank, Pretty Rugged has made impressive strides in expanding its product line, increasing sales, and gaining significant media attention.
Sales & Revenue Growth
| Year | Annual Revenue | Net Worth |
| 2021 | $1.2 million | N/A |
| 2022 | $715,000 (by July) | N/A |
| 2023 | $680,000 | $2 million |
Retail Expansion & Distribution Deals
| Retailer / Platform | Status |
| Amazon | Active sales |
| Pretty Rugged Website | Direct-to-consumer sales |
| Good Morning America (GMA) Deals | Featured for promotions |
| Boutique & Outdoor Retailers | Expanded distribution |
New Product Launches & Strategic Partnerships
Following Shark Tank, Pretty Rugged expanded beyond blankets, introducing:
- Coats, vests, and shawls – maintain the brand’s luxurious and durable design.
- Bags and accessories – broadening its outdoor lifestyle appeal.
- Collaborations with major media platforms, including Good Morning America, The Talk, Newsweek, and Saratoga Today, boosted brand visibility.
Key Factors Behind Pretty Rugged’s Growth
- Strong Brand Identity – Positioned as a luxury yet practical outdoor brand, differentiating itself from standard blankets.
- High-Profit Margins – The business remains lucrative, with 80% retail and 70% wholesale margins.
- Media Exposure – Features on GMA Deals and other media outlets boosted consumer awareness and credibility.
- Diversification – Expanding beyond blankets helped attract new customer segments.
- Retail & Online Sales Strategy – Selling through Amazon, the company website and boutique retailers provided multiple revenue streams.
Final Thoughts: Pretty Rugged’s Journey & Future Outlook
While it’s unclear whether Tracy’s deal with Lori and Robert officially closed, the exposure from Shark Tank has undeniably propelled Pretty Rugged forward.
The brand has successfully expanded its product offerings, secured retail deals, and leveraged media features to maintain strong sales.
Lessons from Pretty Rugged’s Shark Tank Experience
- A compelling brand story can make an impact – Tracy’s connection to her product helped her stand out.
- Profitability matters, and so does strategy. Strong margins impressed the Sharks, but careful investment is key to sustained growth.
- Expanding product lines can drive longevity – Diversifying beyond blankets helped Pretty Rugged stay relevant.
With continued retail growth and strategic marketing, Pretty Rugged is on track to solidify its position as a premium outdoor lifestyle brand.
We’ll keep you posted if another Pretty Rugged Shark Tank update emerges!
