What Rhino-Rack does

Rhino-Rack, founded in Australia in 1992 and headquartered in Rydalmere, New South Wales (ABN 63 122 680 639), designs and manufactures vehicle roof rack systems, cargo platforms, awnings, roof-top tents, and complementary outdoor adventure equipment. Core technology centres on the proprietary Non-Invasive Backbone mounting system (no-drill installation), the Pioneer and Reconn platform architectures, and a vehicle-specific fitment database covering SUVs, trucks, vans, and crossovers. The portfolio spans over 25 products and 12 sub-brands including Pioneer, Backbone, Sportz Bars, Stow iT, Zwifloc, Batwing, Sunseeker, Maxtrax, Tred, Ezy Anchor, RockyMounts, and a Polaris collaboration.

The company operates a hybrid go-to-market combining an authorized dealer network spanning the USA, Australia, Canada, Europe, and New Zealand with regional direct-to-consumer e-commerce storefronts (en-us, en-au, en-ca, en-eu, en-nz) and parallel branded sub-sites. Revenue is generated almost entirely through unit-priced hardware sales, ranging from $5 accessories to $1,299.99 premium bike racks, with tiered flat-rate shipping. Target customer segments include overlanding and outdoor enthusiasts, sport-specific recreation users (cycling, water sports, snow sports), and trade/commercial professionals needing ladder and conduit carriers.

Rhino-Rack operates as the Adventure Segment subsidiary of Clarus Corporation (NASDAQ: CLAR), a US-listed parent company that reported Q4 2025 consolidated sales of $65.4 million (with a $31.3M net loss driven by impairment charges) and FY2026 guidance of $255–265 million. The company ended the period debt-free with $36.7 million in cash. Headcount is reported at 101–250 employees.

Name

Rhino-Rack

Legal name

Rhino Rack Australia Pty Limited

Website

https://rhinorack.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

101–250 employees

Short description

Rhino-Rack, founded in Australia in 1992, designs and manufactures vehicle roof rack systems, cargo platforms, awnings, tents, and outdoor recovery gear. Operating as the Adventure Segment of Clarus Corporation (NASDAQ: CLAR), it sells through authorized dealers and regional e-commerce across the USA, Australia, Canada, Europe, and New Zealand.

Ownership category

akta.pro rank

Product category

Vehicle Roof Rack Systems

NAICS

Sporting Goods Retailers (45911), Sporting and Recreational Goods and Supplies Merchant Wholesalers (42391)

SIC

Sporting & Athletic Goods, Nec (3949), Motor Vehicle Parts & Accessories (3714)

akta.pro primary industry

Backpacking & Trekking Gear Retail (CRAMAAAA)

akta.pro secondary industries

Outdoor Navigation, Safety & Survival Gear Retail (CRAMAAAE), Sporting Goods & Outdoor Inventory-led Online Retailers (CRAFADAJ)

Keywords

• Roof rack systems
• Vehicle cargo carriers
• Outdoor adventure equipment
• Vehicle recovery gear
• Bike carrier racks

Headquarters

HQ city

Eastern Creek

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Roof Rack Hardware Sales: One-time sale of roof racks, platforms, cross bars, and mounting systems for vehicles
2. Cargo Carrier & Storage Sales: Sale of cargo boxes, luggage bags, and storage solutions
3. Sport & Adventure Equipment: Sale of bike carriers, kayak carriers, ski carriers, awnings, and roof top tents
4. Recovery Gear (Maxtrax): Sale of vehicle recovery tracks, kinetic ropes, winch rings, and recovery accessories
5. Trade/Commercial Products: Sale of ladder carriers, conduit carriers, and work solutions for commercial tradespeople
6. Branded Accessories: Sale of branded accessories including straps, mounting hardware, spare parts, and lifestyle merchandise

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels10 records

Core offering

Rhino-Rack designs, manufactures, and distributes vehicle roof rack systems (Pioneer Platform, Reconn Platform, Backbone, Sportz Bars, Cross Bars), cargo carriers (cargo boxes, luggage bags, load-securing accessories), awnings and roof top tents (Batwing, Sunseeker), and 4WD recovery gear distributed under the Maxtrax, Tred, Ezy Anchor, and RockyMounts brands. Products serve outdoor enthusiasts, overlanders, sport/recreation users, and trade professionals through a combination of regional e-commerce storefronts and an authorized dealer network across Australia, USA, Canada, Europe, and New Zealand.

Product overview

Rhino-Rack is a comprehensive vehicle accessory company offering roof rack systems, cargo solutions, and outdoor adventure equipment. The core product line centers on roof rack platforms (Pioneer Platform, Reconn Platform) and cross bar systems (Sportz Bars, Cross Bars), supported by the Backbone mounting system. The portfolio extends to cargo management with roof boxes, luggage bags, and load-securing accessories. Adventure products include Batwing and Sunseeker awnings, roof top tents, and the Stow iT and Zwifloc accessory mounting systems. The company distributes complementary brands: Maxtrax (4WD recovery tracks in MKII, XTREME, and LITE variants, plus kinetic ropes, winch rings, and hitch recovery equipment), Tred (wheel chocks, storage boxes, levelling products), Ezy Anchor (ground anchoring systems), and RockyMounts (comprehensive bike carrier range including roof-mounted, hitch-mounted platform, and fork mount systems). Trade/commercial products include ladder carriers and conduit carriers. The overall offering serves outdoor enthusiasts, overlanders, trades professionals, and caravaners.

Differentiator

Problem solved

Functional benefit

Brands

• Pioneer: Pioneer Platform - roof rack platform system
• Sportz
• Reconn-Deck
• Stow iT
• Zwifloc
• Batwing
• Sunseeker
• Maxtrax
• Tred
• RockyMounts
• Ezy Anchor
• Polaris

Products and services

• Pioneer Platform Roof rack platform system designed for overlanding and adventure, offering modular mounting capabilities for cargo, tents, and accessories on SUVs, trucks, and vans.
• Reconn Platform Roof rack platform designed for truck beds and vehicle roofs, providing cargo-carrying capacity for adventure and overland applications.
• Reconn-Deck Truck bed rack system that transforms truck beds into cargo-carrying platforms with integrated mounting channels and accessories.
• Rhino-Rack Backbone Non-invasive mounting system for roof racks that attaches to vehicles without drilling, providing a secure foundation for cross bars and platforms.
• Sportz Bars Cross bar roof rack system designed for versatile cargo carrying with aerodynamic profile.
• Cross Bars Traditional cross bar roof racks including Vortex and Heavy Duty variants for various vehicle types.
• Roof Top Tents Rooftop-mounted tents that attach to roof racks, enabling overnight camping on top of vehicles.
• Cargo Boxes Roof-mounted storage boxes for additional luggage and gear capacity with various sizes and aerodynamic designs.
• Luggage Bags Weather-resistant soft bags designed for securing cargo on roof racks and platforms.
• Load Securing Accessories Straps, tie-downs, and load-securing accessories including eye bolts, gas bottle holders, jack holders, and shovel holders.
• Trade Fitouts Commercial and trade-focused products including conduit carriers, ladder carriers, and ladder rollers for work vehicle applications.
• Stow iT Mounting System Utility holder mounting system for securing tools and equipment on roof racks.
• Zwifloc Fastener System Fastener system for securing and quick-releasing accessories on roof rack platforms.
• Batwing Awning Freestanding awning offering 270-degree shade coverage for camping and outdoor activities.
• Sunseeker Awning Awning brand providing portable shade solutions for outdoor adventures and camping.
• Polaris x Rhino-Rack Brand collaboration with Polaris for vehicle-specific roof rack solutions and accessories for Polaris vehicles.
• Maxtrax Recovery Tracks (MKII / XTREME / LITE) 4WD vehicle recovery tracks made from engineering-grade reinforced nylon, available in MKII, XTREME, and LITE variants for extracting vehicles from sand, mud, and snow, with aggressive cleats that grip tire treads and terrain. XTREME variant features 88 replaceable hard-anodised alloy teeth and weighs 9kg/20lbs per pair.
• Maxtrax Kinetic Rope Recovery rope designed for vehicle extraction with up to 30% elongation providing kinetic recovery power, available in 2m, 3m, 5m, and 10m lengths with 12,000 kg MBS rating.
• Maxtrax Winch Ring CNC-machined 6061 aluminum winch ring replacing traditional snatch blocks, with 27,577 lb working load limit and 137,806 lb destructive test break load.
• Maxtrax Hitch 50 Recovery hitch designed exclusively for soft shackles with 19,400 lbs working load limit, precision CNC-machined from 6061 billet aluminum.
• Maxtrax Jaxbase Compact jack base for vehicles with limited space, made from super-tough reinforced nylon with shovel ends and keyhole mounting points.
• Maxtrax Moto Board Lightweight recovery board specifically designed for adventure motorbikes, combining recovery track functionality with integrated water storage and kickstand features.
• Tred Outdoor & Recovery Gear Outdoor and recovery gear brand including GT wheel chocks, storage boxes (25L and 65L), levelling ramps, anti-sink plates, and awning tensioner clamps for camping and caravanning.
• Ezy Anchor Ground Anchoring System Ground anchoring system with screw-in pegs designed for Outback (hard ground) and Coastal (soft soil) conditions, including starter packs with Torx driver and carry bag.
• RockyMounts Bike Carriers Comprehensive bike rack brand offering roof-mounted carriers (BrassKnuckles, TomaHawk, SwitchHitter), hitch-mounted platforms (BackStage, MonoRail, GuideRail, Afterparty, HighNoon FC, GigaWatt), fork mounts (HotRod, DropTop), and track systems (VanTrack).
• RockyMounts BackStage 180-degree swing-away platform hitch rack carrying 2 bikes up to 60 lbs each (120 lbs total), compatible with 2-inch hitches and featuring anti-wobble system.
• RockyMounts GigaWatt Two-bike electric bike hitch rack rated for e-bikes up to 80 lbs each, featuring fender compatibility, integrated ramp, and 15-inch bike spacing.
• RockyMounts GuideRail Platform hitch rack using dual load arms that eliminates frame contact, securing bikes by tire contact only. Carries 2 bikes up to 60 lbs each, expandable to 3 bikes.
• Water Sports Carriers Kayak carriers, kayak loaders, SUP carriers, SUP loaders, and fishing rod carriers for transporting water sports equipment.
• Snow Sports Carriers Ski and snowboard carriers and roof boxes for winter sports equipment transportation.

Quantifiable outcome

• Market projected to reach US$ 2.3 billion by 2033 at 4.5% CAGR
• +1 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators4 records

Recent moves2 records

Expansion highlights4 records

Emerging players

• iKamper: iKamper is a specialist in premium hardshell roof top tents and competes with Rhino-Rack's roof top tent lineup. It is a focused emerging brand in the overlanding and rooftop camping segment with overlap on the tent category specifically.
• Prinsu: Prinsu Design specializes in aftermarket roof rack platforms and accessories primarily for trucks and SUVs, including the popular Prinsu Pro and Cab Racker systems. It competes with Rhino-Rack's Pioneer and Reconn platform lines in the overlanding aftermarket.
• Tepui Tents: Tepui Tents (a Yakima brand) specializes in roof top tents and awnings targeted at the outdoor adventure market. It competes directly with Rhino-Rack's roof top tents and awnings category for the same overlanding consumer.

Direct peers

• Thule: Thule Group is a Swedish global leader in roof racks, cargo boxes, bike carriers, and outdoor transport solutions. It is Rhino-Rack's most direct competitor, offering a comparable vehicle-specific fitment library, cargo carriers, and bike racks targeting the same overlanding and outdoor enthusiast customer base.
• Yakima: Yakima is a US-based pioneer in roof racks, cargo solutions, and bike/sport carriers with strong North American retail penetration. It competes head-to-head with Rhino-Rack in roof racks, cargo boxes, and bike carriers and shares the same vehicle-specific fitment business model.
• Smittybilt: Smittybilt manufactures aftermarket automotive accessories including roof racks, bumpers, winches, and recovery gear sold primarily through the US 4x4 channel. It competes with Rhino-Rack on recovery and off-road accessory product lines in the same dealer channels.
• Front Runner Outfitters: Front Runner Outfitters specializes in vehicle-based adventure and overlanding gear including roof rack platforms, awnings, drawers, and water tanks. It directly mirrors Rhino-Rack's Pioneer Platform and Reconn-Deck offerings and targets the same overlanding and expedition travel customer.
• ARB: ARB is an Australian 4x4 accessories manufacturer with a strong overlanding and recovery product portfolio including roof racks, awnings, recovery tracks, and vehicle accessories. It overlaps directly with Rhino-Rack on recovery gear (Maxtrax) and roof rack solutions, particularly in Australia and among 4WD enthusiasts.

Broad incumbents

• Dometic: Dometic is a large global outdoor and mobile living equipment provider offering roof top tents, awnings, refrigeration, and vehicle-based comfort solutions. It overlaps with Rhino-Rack on roof top tents and awnings (Batwing/Sunseeker) but operates as a broader incumbent across RV, marine, and outdoor categories.
• Curt Manufacturing: Curt Manufacturing is a large US-based aftermarket trailer hitch and vehicle accessories manufacturer. It overlaps with Rhino-Rack on hitch-mounted accessories (including RockyMounts bike racks that attach to hitches) but operates as a broader automotive aftermarket incumbent.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/RhinoRack
• YouTubeyoutube.com/user/RhinoRackAustralia
• Facebookfacebook.com/RhinoRackUSA
• LinkedInlinkedin.com/company/rhino-rack
• Instagraminstagram.com/rhinorackusa

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Rhino-Rack