Armadillo Tough Reached 10,000+ Units Sold and 100% YoY DTC Growth

Our portfolio company Armadillo Tough continues to build momentum, surpassing 10,000 units sold while achieving 100% year-over-year growth in direct-to-consumer revenue. The performance highlights strong demand for a category-defining product that removes friction from a traditionally frustrating experience.

Founded in 2020 by Robert Doherty and Aaron Diamond, Armadillo Tough set out to solve a familiar problem: garage storage systems that arrive as hundreds of loose parts and require hours — sometimes an entire weekend — to assemble. Instead of improving the traditional flat-pack model, the team chose to rethink it entirely.

The result is their signature “Unfold & Go” engineering.

Rather than shipping complex RTA kits, Armadillo Tough products arrive as integrated steel systems designed to deploy in minutes. Units unfold, lock into place, and are ready to use — cutting setup time by up to 90% compared to traditional assembly-based storage.

Convenience doesn’t come at the expense of durability. Each product is built with heavy-duty powder-coated steel for demanding environments and backed by a limited lifetime warranty.

As consumers increasingly prioritize products that save time without sacrificing performance, Armadillo Tough is setting a new standard for professional-grade garage storage.

We’re proud to be on the journey with the Armadillo Tough team and excited to support the next phase of growth.

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