Retrax Holdings, LLC

Name

Retrax Holdings, LLC

Legal name

Retrax Holdings, LLC

Website

https://retrax.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Grand Forks

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Truck Bed Cover Hardware Sales: Primary revenue from selling retractable tonneau covers and accessories directly to consumers and through dealer networks. Products include manual retractable covers (PRO MX, ONE MX, IX models) and electric/power retractable covers (EQ, Powertrax series). One-time hardware purchase model with accessories sold as add-on components.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Retrax Holdings, LLC designs, manufactures, and sells premium retractable tonneau covers for pickup trucks, offering both manual and motorized (electric) variants made in the USA. Its product lineup spans entry-level to professional-grade covers distributed through the RealTruck e-commerce platform and an authorized dealer network across the United States.

Product overview

Retrax Holdings, LLC, operating as a RealTruck brand, manufactures a portfolio of premium retractable truck bed covers (tonneau covers) designed and produced in the USA. The product lineup consists of two main series: the professional-grade PRO series (PRO MX, PRO XR, and PowertraxPRO variants) and the consumer-oriented ONE series (ONE MX, ONE XR, and PowertraxONE variants). Additional models include the EZ-OFF FRC-4000 for full bed access applications and the IX as an entry-level manual option. Products are offered in both manual and electric/powered operation modes, with XR-designated models featuring T-slot rails for compatibility with cargo management accessories. All covers share a low-profile design with compact storage canisters that maximize cargo capacity, durable materials for security, and compatibility with a broad range of truck models including Ford F-150/F-250, Chevy Silverado, GMC Sierra, Toyota Tacoma/Tundra, Ram, and others.

Differentiator

Problem solved

Functional benefit

Brands

• Retrax Pro MX: Manual retractable tonneau cover product line featuring low-profile design and compact storage canister
• Retrax Pro XR
• RetraxONE MX
• RetraxONE XR
• Retrax EQ
• Retrax IX
• PowertraxPRO XR
• PowertraxONE XR

Products and services

• Retrax PRO MX
• Retrax PRO XR
• Retrax ONE MX
• Retrax ONE XR
• Retrax IX
• Retrax EQ
• Powertrax Series (Electric Retractable Covers)
• Retrax Accessories

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• RealTruckcoreStrategic or Co-development PartnerRetrax Holdings operates as a RealTruck brand, with RealTruck serving as the parent company and primary distribution platform. Retrax products are manufactured by RealTruck and sold direct from manufacturer to consumer through RealTruck's e-commerce platform and dealer network.

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• TruXedo: TruXedo (now a RealTruck brand, like Retrax) sells roll-up and folding tonneau covers positioned adjacent to Retrax on the same parent e-commerce platform, making it a direct internal platform peer competing for the same truck owner on RealTruck.com.
• UnderCover: UnderCover manufactures hard folding and one-piece truck bed covers, including the popular Classic and SE models, sold through the same specialty truck-accessory dealers and e-commerce channels as Retrax.
• Extang: Extang (also a RealTruck brand) produces folding and roll-up tonneau covers across overlapping truck fits. As a sister brand inside the RealTruck portfolio, it competes for the same shelf space and dealer mindshare as Retrax.
• BAK Industries: BAK Industries (BAKFlip) is a hard-folding tonneau cover manufacturer sold through the truck-accessory channel and inside RealTruck's portfolio, directly competing with Retrax for premium tonneau buyers.
• Agri-Cover (LOMAX): Agri-Cover's LOMAX line is a hard-rolling/retractable tonneau cover with aluminum panels, a near-direct mechanical analog to Retrax's PRO and PowertraxPRO products, targeting the same premium pickup segment.
• Roll-N-Lock: Roll-N-Lock manufactures retractable tonneau covers with comparable canister-based designs and aluminum/polycarbonate construction, targeting the same premium buyer and truck-fitment matrix as Retrax. It is the closest direct competitor in the retractable sub-segment.

Broad incumbents

• Gator (All Sales): Gator (All Sales Inc.) is a broad-line tonneau cover maker spanning soft, hard, folding, and roll-up, selling across major e-commerce platforms and retailers; comparable as a value-tier incumbent operating across the same buyer with broader price-point coverage.
• Bestop: Bestop is an established truck and Jeep accessories brand with tonneau covers (EZ Fold, Supertop) alongside tops, bumpers, and accessories; relevant as an adjacent incumbent competing for truck aftermarket spend through overlapping channel partners.
• Lund (Clare Automotive): Lund is a broader truck-accessories incumbent (tonneau covers, nerf bars, fender flares, hood deflectors) sold through the same dealer and retail channels as Retrax; comparable as an adjacent category leader competing for the truck owner's accessory wallet.
• Leer (LEER Group): Leer (LEER Group) is a long-established incumbent in truck caps and tonneau covers across folding, retractable, and one-piece categories, serving OEM and aftermarket channels at national scale; relevant as a broader incumbent occupying overlapping shelf space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/RealTruck
• YouTubeyoutube.com/user/RealTruckCom
• Facebookfacebook.com/retraxbedcovers
• LinkedInlinkedin.com/company/retrax-holdings-llc
• Instagraminstagram.com/realtruck
• TikToktiktok.com/@realtruck

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Retrax Holdings, LLC