RuffleButts and RuggedButts: What Happened After Shark Tank

RuffleButts and RuggedButts: What Happened After Shark Tank

This article delves into the post-Shark Tank journey of RuffleButts and RuggedButts, exploring how the brands capitalized on the spotlight, navigated challenges and evolved into thriving businesses. From their impressive sales figures and expanded product lines to strategic partnerships and the enduring impact of the Shark Tank experience, discover the fascinating trajectory of these beloved children’s clothing brands.

What Is RuffleButts and RuggedButts:

RuffleButts originated as a collection of baby bloomers but has since transformed into a comprehensive clothing line catering to girls up to the age of 6. Its popularity has soared, and the brand has expanded its offerings to include a line of boys’ clothing known as RuggedButts.

Renowned for their exceptional quality, these garments not only accentuate the inherent cuteness of children but are also reasonably priced, making them as affordable as they are charming [1].

Product Offerings

1) RuffleButts:

RuffleButts focuses on providing adorable and comfortable clothing for baby girls. The brand is best known for its signature ruffled bloomers, which come in a variety of colors and patterns. Beyond Bloomers, RuffleButts has expanded its product line to include dresses, tops, and swimwear, all featuring the brand’s distinctive flair for combining style and practicality.

The fabrics used by RuffleButts are soft and gentle on a baby’s skin, prioritizing comfort without compromising on design. The attention to detail, such as intricate stitching and vibrant prints, sets RuffleButts apart in the competitive children’s fashion market.

What Is RuffleButts and RuggedButts

2) RuggedButts:

On the other side of the spectrum is RuggedButts, the counterpart tailored for baby boys. RuggedButts focuses on providing durable, comfortable, and stylish clothing suitable for active little ones. The brand’s signature product is its line of bloomers for baby boys, which incorporates rugged and masculine designs while maintaining the comfort necessary for babies on the move [2].

RuggedButts extends its offerings to include tops, bottoms, and swimwear designed with an emphasis on durability and functionality. The brand’s commitment to quality materials ensures that the clothing can withstand the wear and tear that comes with the adventurous spirit of young boys.


  • Quality and Durability: RuffleButts and RuggedButts pride themselves on using high-quality materials in their clothing, ensuring that each piece is not only stylish but also durable. The brands recognize the active lifestyle of children and design their products to withstand the rigors of play;
  • Versatility: Both brands offer versatile options for parents looking to dress their children in stylish and age-appropriate clothing. RuffleButts and RuggedButts cater to a wide range of occasions, from everyday play to special events, with their diverse product lines;
  • Adorable Designs: The standout feature of both brands is their commitment to adorable and age-appropriate designs. RuffleButts’ signature ruffled bloomers and RuggedButts’ rugged yet stylish outfits have become iconic in the children’s fashion industry, resonating with parents seeking both fashion and functionality;
  • Shark Tank Success: The Shark Tank effect has undoubtedly played a pivotal role in the success of RuffleButts and RuggedButts. The investment and guidance from the Sharks have propelled the brands to new heights, enabling them to expand their product lines and reach a broader audience;
  • Family-Friendly Values: The Schaubs’ commitment to family values is evident in the ethos of RuffleButts and RuggedButts. The brands prioritize creating clothing that allows children to express their individuality while ensuring that parents have access to affordable and high-quality options for their little ones;


  • Pricing: While the quality of RuffleButts and RuggedButts is undeniable, some consumers may find the pricing to be on the higher side compared to other children’s clothing brands. The emphasis on quality materials and craftsmanship can contribute to a higher price point, potentially limiting accessibility for budget-conscious parents;
  • Limited Sizing: One common critique is the limited sizing options available for certain styles. While the brands offer a range of sizes, some parents with older or larger children may find that the sizing options do not cater to their needs. Expanding the size range could enhance inclusivity and cater to a broader customer base;
  • Seasonal Trends: Like many fashion brands, RuffleButts and RuggedButts often follow seasonal trends, which can result in limited availability of certain styles. Parents who fall in love with a particular design may find it challenging to secure the desired pieces if they are part of a limited-edition or seasonal collection;
  • Online-Only Availability: As of 2023, RuffleButts and RuggedButts primarily operate as online retailers. While this allows for a wide reach, some customers prefer the tactile experience of shopping in physical stores. Expanding into brick-and-mortar retail locations could enhance the brands’ accessibility;
  • Environmental Considerations: The children’s fashion industry, like many others, faces scrutiny for its environmental impact. While RuffleButts and RuggedButts prioritize quality and durability, there is room for improvement in terms of sustainability. Integrating eco-friendly materials and practices could align the brands with growing consumer preferences for environmentally conscious products;

Who May Benefit From Using?

Parents of Infants and Toddlers

RuffleButts’ signature ruffled bloomers and RuggedButts’ durable yet stylish designs are ideal for parents of infants and toddlers. The clothing is crafted to be gentle on delicate skin while providing comfort and allowing for ease of movement [3].

Parents Seeking Versatile Clothing

The versatile product lines of both RuffleButts and RuggedButts make them suitable for various occasions. Parents looking for clothing that transitions seamlessly from playtime to special events can benefit from the brands’ diverse offerings.

Parents who Value Style and Functionality

Families seeking a balance between style and functionality in children’s clothing can find what they’re looking for in RuffleButts and RuggedButts. The brands’ commitment to adorable designs without compromising on quality and durability caters to parents who want both fashion and practicality.

Gift Givers

RuffleButts and RuggedButts’ stylish and adorable clothing make them excellent choices for gift-giving. Whether it’s for baby showers, birthdays, or other special occasions, these brands offer a range of charming options that can delight both parents and little ones.

Parents Looking for Sibling Coordinating Outfits

For families with both boys and girls, RuffleButts and RuggedButts provide an opportunity to coordinate sibling outfits. The brands’ consistent design aesthetic allows parents to dress their children in complementary styles, fostering a cohesive and charming look for family photos or special events.

About Founders Of RuffleButts and RuggedButts

RuffleButts/RuggedButts, a clothing company dedicated to little girls and boys, was founded by the dynamic duo of Amber Schaub and her husband Mark [4]. The brand places a strong emphasis on fashion, quality, and affordability, embodying the vision of providing stylish and well-crafted clothing for children.

The inspiration for RuffleButts stemmed from Amber’s fond childhood memories of when her mom used to purchase bloomers, affectionately referred to as “rufflebutts”. Years later, when Amber sought similar products for her children and came up empty-handed, she recognized a gap in the market that she was eager to fill.

The entrepreneurial spirit further ignited in Amber during her previous job, where she felt a distinct calling to start her own business. With the dual objectives of fulfilling a market need for stylish children’s clothing and pursuing her entrepreneurial dreams, Amber, along with her husband, embarked on the journey of founding their company.

About Founders Of RuffleButts and RuggedButts

In a rare feat, RuffleButts turned profitable in its very first year of business, a testament to the brand’s appeal and the founders’ strategic approach. The company experienced remarkable growth each subsequent year, achieving multi-million dollar sales by its fifth year. Amber’s unique blend of business acumen and creative vision played a crucial role in steering the company toward success.

The decision to appear on Shark Tank was a strategic move for Amber and Mark. Amber, inspired by meeting Mark Cuban in the past and drawing motivation from his entrepreneurial background, saw an opportunity to leverage the expertise of the Sharks. The desire to secure a business partner who could contribute valuable insights and guidance to further enhance their brand led them to apply for Shark Tank.

The Pitch Of RuffleButts and RuggedButts At Shark Tank

In a high-stakes episode of Shark Tank, Amber and Mark Schaub entered the tank accompanied by their children, seeking a substantial investment of $ 600,000 for a 7% equity stake in their company [5]. Amber kicked off their pitch by sharing the compelling story of how their quest for a specific product that eluded them led to the creation of a highly successful business. To showcase the appeal of their products, Amber and her daughter distributed samples, leaving a positive impression on all the Sharks.

The Sharks, always scrutinizing valuations, immediately raised concerns about the substantial funding request. Mark Schaub countered this by presenting impressive sales figures of nearly $ 4,000,000, highlighting the company’s profitability since inception, and emphasizing their debt-free status, which intrigued the Sharks. However, when Kevin inquired about the number of Stock Keeping Units (SKUs), expressing discontent over the extensive variety of products, tension arose. Mark Schaub revealed they had over 2,000 SKUs, drawing disapproval from Kevin.

Despite the SKU concerns, the Schaub family clarified that they were seeking the Sharks’ partnership to fuel the company’s growth. Amber passionately detailed her journey and asserted that their company had no direct competitors, painting a unique position in the market.

However, Kevin, still fixated on the SKU issue, opted out of the deal. Mark Cuban and Robert acknowledged their limited knowledge of the clothing business and regrettably exited as well. The stage was then set for a dramatic standoff between Barbara and Lori, with neither Shark willing to make the first move.

The tension escalated as Barbara accused Lori of strategically waiting to make a better offer, a claim Lori vehemently denied. Eventually, Barbara, admiring Amber’s creativity and business acumen, made an offer of $ 600,000 for 12%, proposing that half the investment be structured as a line of credit. Amber, while expressing gratitude, deemed the valuation too low, considering that her children would eventually inherit the equity.

Lori, equally impressed with Amber, entered the fray with an offer of $ 600,000 for 10%, but stipulated that half the investment be repaid within the first year, with the remaining half due in the second year. The negotiation intensified as Barbara and Lori presented their respective strengths, with Barbara emphasizing her prowess in building “power brands” and Lori asserting her expertise in retail.

The Pitch Of RuffleButts and RuggedButts At Shark Tank

The Schaub family took a moment to deliberate on the offers. In a surprising turn, they returned with a counterproposal of $ 600,000 for 8%, aiming to strike a balance between the Sharks’ offers. Barbara countered at 10%, expressing her willingness to make a deal, but Amber hesitated, unable to meet that valuation.

Lori, recognizing the potential in a lower equity stake, offered a compromise at 9%. Seeing value in Lori’s offer and considering the more favorable equity ask, Amber and Mark Schaub accepted Lori’s deal.

Post-deal, Mark Cuban and Barbara expressed shock and disbelief at the Schaub family’s decision, particularly because Lori’s offer was structured as a loan. Mark Cuban, in particular, criticized the deal as a “Kevin deal,” implying it was unfavorable. Despite the mixed reactions, Lori secured a deal that she believed was advantageous for both parties, leaving the Sharks and viewers alike in anticipation of the company’s future.

RuffleButts and RuggedButts After The Shark Tank

Although RuffleButts and RuggedButts did not secure a deal on Shark Tank, the exposure and publicity garnered from their appearance on the show proved to be a game-changer [6]. The invaluable platform provided by Shark Tank catapulted RuffleButts into the spotlight, resulting in a substantial increase in website traffic and sales.

In the aftermath of their Shark Tank appearance, RuffleButts evolved into a multi-million-dollar business, experiencing growth not only in sales but also in the diversity of their product range. The brand expanded its offerings to encompass dresses, swimwear, and apparel tailored for boys under the moniker RuggedButts. This expansion not only broadened their product portfolio but also appealed to a wider audience.

Capitalizing on their newfound visibility, the Schaubs successfully secured partnerships with major retailers such as Nordstrom and Bloomingdale’s. These collaborations significantly bolstered the brand’s distribution channels, extending their reach to a broader consumer base.

The Shark Tank experience did not merely end with the television appearance. The Schaubs adeptly utilized the feedback received from the Sharks to refine and enhance their business strategies. Insights gained from the Sharks were instrumental in streamlining operational processes, improving product design, and fortifying customer relations. The adaptability and resilience demonstrated by the Schaubs in implementing constructive feedback underscored their commitment to continuous improvement. 

RuffleButts and RuggedButts After The Shark Tank

As of 2023, RuffleButts continues to thrive in the competitive landscape of children’s apparel [7]. Their enduring success serves as an inspirational testament to aspiring entrepreneurs, showcasing the transformative power of determination, innovation, and adaptability. The Schaubs’ journey exemplifies how strategic decisions, coupled with a willingness to learn and evolve, can turn entrepreneurial dreams into a thriving reality.

The Net Worth Of RuffleButts and RuggedButts

RuffleButts and RuggedButts have made a significant mark in the children’s clothing industry since their appearance on Shark Tank. As of August 2023, RuffleButts’ net worth is estimated to be $ 3.5 million with an impressive annual revenue of $ 7 million [8].

After securing a deal with Lori Greiner on Shark Tank, the brand’s valuation reached approximately $ 6.67 million. The companies have experienced consistent growth over the years. Before their appearance on Shark Tank, they reported annual sales of over $ 3.7 million. After their successful pitch, the brands were projected to achieve between $ 4.5 and $ 5 million in sales.

However, other sources suggest that the net worth of the company might be around $ 10 million. Given the variations in the reported figures, it is important to note that these are estimates and the exact financial status can vary.

Alternatives To RuffleButts and RuggedButts:

Hanna Andersson

Known for its commitment to organic cotton and high-quality materials, Hanna Andersson offers a wide range of children’s clothing with a focus on comfort and durability. The brand emphasizes timeless designs and vibrant colors.


Carter’s is a well-established brand that provides affordable and practical clothing for infants and toddlers. With a broad range of styles and sizes, Carter’s is a go-to choice for parents seeking budget-friendly options without compromising on quality.

The Net Worth Of RuffleButts and RuggedButts

Tea Collection

Tea Collection specializes in globally inspired children’s clothing, offering unique and culturally influenced designs. The brand is known for its attention to detail and use of soft, comfortable fabrics.

Mini Boden

Mini Boden, a part of the Boden brand, focuses on stylish and playful clothing for children. The brand is recognized for its vibrant patterns, quirky designs, and durable construction.

Gap Kids

Gap Kids, an extension of the Gap brand, provides a wide selection of children’s clothing that combines classic styles with contemporary trends. The brand is known for its versatile and comfortable apparel.


Zutano offers colorful and whimsical clothing for infants and toddlers. The brand’s distinctive designs, often featuring bold patterns and unique prints, set it apart in the world of children’s fashion.

OshKosh B’gosh

OshKosh B’gosh is a classic American brand known for its denim overalls and durable clothing. With a focus on quality and timeless styles, OshKosh B’gosh provides options for both playtime and special occasions.

Burt’s Bees Baby

Burt’s Bees Baby is recognized for its organic and sustainable clothing options for infants and toddlers. The brand prioritizes natural materials and simple, comfortable designs.

Old Navy Kids

Old Navy Kids offers affordable and trendy clothing for children, with a wide range of styles to suit various tastes. The brand frequently introduces new collections and follows current fashion trends.

JoJo Maman Bébé

JoJo Maman Bébé is a UK-based brand that focuses on practical and stylish children’s clothing. The brand emphasizes comfort and functionality, making it a favorite among parents seeking both fashion and usability.


  1. What type of clothes do toddlers wear?

RuggedButts offers a variety of clothing for toddlers, including durable and stylish options for both boys and girls. Their product range includes bloomers, tops, bottoms, swimwear, and more, designed to withstand the active lifestyle of toddlers.

  1. What is 18 months in toddler clothes?

Toddler clothing sizes are generally based on age, with 18 months corresponding to the average size for a toddler who is approximately 1.5 years old. RuggedButts provides size charts on their website to assist in finding the right fit for toddlers.

  1. How long do toddler clothes last?

The longevity of toddler clothes can vary based on factors such as the quality of materials, construction, and the child’s growth rate. RuggedButts is known for its emphasis on durability, ensuring that its clothing withstands the wear and tear of an active toddler.

  1. How should you dress a toddler?

Dressing a toddler involves considering comfort, ease of movement, and the specific occasion. RuggedButts’ clothing is designed with these factors in mind, offering a balance between style and functionality for toddlers at play or special events.

  1. What is the most successful product on Shark Tank?

While RuggedButts did not secure a deal on Shark Tank, the show has featured numerous successful products. The title of the most successful product is subjective, but examples include the Scrub Daddy, the Squatty Potty, and the Ring doorbell.

  1. What platform is Shark Tank on?

Shark Tank airs on the ABC network in the United States. Viewers can watch episodes on television or access them through various streaming platforms, including ABC’s official website and streaming services like Hulu.

  1. How popular is Shark Tank?

Shark Tank has gained widespread popularity and has become a cultural phenomenon. The show’s success is evidenced by its consistently high viewership ratings and the impact it has had on entrepreneurs and viewers alike.

What type of clothes do toddlers wear?

  1. How does Shark Tank earn?

Shark Tank earns revenue through advertising, sponsorships, and licensing deals. Additionally, the Sharks often invest their funds into the businesses they choose to partner with, taking a stake in the company’s future profits.

  1. Has anyone from Shark Tank made it big?

Yes, several entrepreneurs who appeared on Shark Tank have achieved significant success. Many have experienced substantial growth in their businesses, increased sales, and expanded their product lines after securing deals with the Sharks.

  1. What’s the most successful business?

Determining the “most successful” business from Shark Tank is subjective, as success can be measured in various ways. However, some of the most notable success stories include companies like Scrub Daddy, a cleaning product, and Ring, a smart home security company. Each of these businesses achieved remarkable success following their appearances on the show.

Useful Video: RuffleButts featured on WCNC, Charlotte, NC