International E-Z UP, Inc.

What International E-Z UP, Inc. does

International E-Z UP, Inc. is a privately held US manufacturer of pop-up canopy tents and portable shade structures, headquartered in Norco, California, and operating since 1982. The company is the self-claimed inventor of the pop-up canopy category and describes itself as the #1 brand of portable shade structures worldwide, with a product portfolio spanning light-, medium-, and heavy-duty canopy tents (Vantage, Express, Eclipse, Endeavor, Ambassador, Patriot Vented, Dome, Pyramid), a premium MAX Collection for harsh conditions (Eclipse MAX, Endeavor MAX), industrial/government models (Embassy ONE-UP, Spectator ONE-UP, DEWALT Work Shelter), and a broad accessory ecosystem including the E-Z Event System (misting fans, heaters, awnings, TV/monitor mounts), sidewalls, roller bags, flags, tables, custom-printed graphics, and camping/outdoor products (Camping Cube, Gearrunner).

E-Z UP's core technology centers on proprietary pop-up frame designs spanning steel, aircraft aluminum, and high-density steel constructions with multiple leg geometries (square 29mm, hexagonal 40mm, square 32mm, octagonal 50mm), reinforced fabric tops (300D commercial, 500D professional), and fire-rated fabric materials meeting CPAI-84, NFPA-701, California State Fire Marshal Title 19, CAN/ULC-S109, DIN 4102-1 B1, and EN 13501-1 standards. The company operates a US-based custom printing and sewing operation that supports personalized branding for both consumer and commercial customers.

The business model is a unit-economics-driven, multi-channel hardware and accessories retailer. Revenue is generated primarily through one-time product sales via direct-to-consumer e-commerce (ezup.com), inside sales phone orders, and a dealer/reseller program, plus custom printing professional services. Customer segments include individual consumers (outdoor events, camping, tailgating), commercial/business users (corporate events, trade shows, brand activations), government and military (with a dedicated People Who Serve discount program offering up to 20% off), and industrial/construction buyers. Enterprise logos such as Ford, US Army, Adidas, Chick-fil-A, Gatorade, In-N-Out, Patagonia, GoPro, Bosch, Lyft, Vans, and Grainger indicate brand-event and distribution-channel presence rather than anchor-account dependency. The company claims worldwide operations with shipping restrictions limited to Alaska, Hawaii, and US territories for certain promotions.

Name

International E-Z UP, Inc.

Legal name

International E-Z UP, Inc.

Website

https://ezup.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

101–250 employees

Short description

International E-Z UP is a privately held US manufacturer (Norco, CA, founded 1982) that invented the pop-up canopy category and sells portable shade structures, custom-printed canopies, and event accessories direct to consumers, businesses, and government/industrial buyers worldwide.

Ownership category

akta.pro rank

Product category

Portable Shade Structures

NAICS

Indoor and Outdoor Display Advertising (541850)

akta.pro primary industry

Outdoor Furniture & Shelter Systems (Tents, Tarps, Hammocks) Retail (CRAMAAAJ)

akta.pro secondary industries

Tents, Shelters & Sleep Systems Retail (CRAMAMAH), Trade Show & Exhibition Marketing (Booth Design/Build) (MPAAAGAC)

Keywords

• Pop-up canopy tents
• Instant shelters
• Portable shade structures
• Custom printed canopies
• Event shelter accessories

Headquarters

HQ city

Norco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: One-time purchase revenue from canopies, shelters, and accessories. Products range from consumer light-duty tents to professional heavy-duty shelters with various customization options.
2. Custom Printing Services: Custom graphics and printing services for canopies, flags, sidewalls, table covers, banners, and signage

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

International E-Z UP, Inc. manufactures and sells pop-up canopy tents and portable instant shelters, ranging from light-duty recreational models to heavy-duty professional and government-grade shelters. The company also offers a full ecosystem of compatible accessories, custom graphics/printing services, and the E-Z Event System of event enhancement add-ons (misting fans, heaters, counter tops, awnings, walls, monitor mounts). Sales are made direct through ezup.com, phone sales, and an authorized dealer network.

Product overview

International E-Z UP, Inc. is the original manufacturer of pop-up canopy tents, offering a comprehensive portfolio of portable shade structures and accessories. The product line centers on core canopy tent models (Vantage™, Express™, Eclipse™, Endeavor™, Ambassador™, Patriot Vented™, Dome™, Pyramid™) available in multiple sizes (5'x5' to 10'x20') with varying duty levels (light, medium, heavy). The portfolio includes specialized sub-brands: the premium MAX Collection (Eclipse® MAX, Endeavor® MAX) for harsh conditions, industrial/government models (Embassy™ ONE-UP®, Spectator™ ONE-UP®, DEWALT® Work Shelter), and the E-Z Event System™ accessories (misting fan, heater, counter tops, awnings). Add-on products include custom printing/graphics, flags/signage, tables/chairs, camping accessories (Camping Cube™, Gearrunner™), and replacement parts. The company also offers a People Who Serve discount program for military, veterans, teachers, and first responders.

Differentiator

Problem solved

Functional benefit

Brands

• E-Z Event System™: A comprehensive event enhancement system for canopies including misting fans, heaters, counter/bar tops, awnings, marquee banners, stabilizer wall systems, and TV/monitor mounts.
• Instant Shelter®

Products and services

• Vantage™ Steel-frame pop-up canopy tent (50 lbs) with square 29mm leg geometry and 300D reinforced top, designed for work and professional use.
• Express™ Aluminum-frame pop-up canopy tent (44 lbs) with hexagonal 40mm leg geometry, positioned for work and professional use.
• Eclipse™ Heavy-duty professional canopy available in high-density steel (76 lbs) or aircraft aluminum (50 lbs) frames, with square 32mm leg geometry and 500D reinforced top.
• Endeavor™ Premium 6061-T6 aluminum-frame canopy (69 lbs) with octagonal 50mm leg geometry for maximum durability and stability.
• Ambassador™ Light-duty recreational canopy at 33 lbs with 100 square feet of shade coverage and reinforced corners for personal/outdoor use.
• Patriot Vented™ Vented recreational canopy at 36 lbs with a vented top design for improved air circulation and stability.
• Dome™ Compact dome-style canopy at 30 lbs providing 64 square feet of shade coverage for recreational use.
• Pyramid™ Pyramid-style canopy at 48 lbs with a distinctive pyramid peak design for mid-range recreational use.
• Eclipse® MAX Maximum-strength canopy in the MAX Collection designed for the harshest conditions, with industrial-grade materials for professional and government use.
• Endeavor® MAX Premium MAX Collection canopy featuring maximum strength and stability for demanding professional environments.
• Embassy™ ONE-UP® 12'x12' industrial/government canopy designed for professional and government use.
• Spectator™ ONE-UP® 13'x13' industrial/government canopy for professional and spectator/event applications.
• DEWALT® Work Shelter Industrial-grade work shelter co-branded with DEWALT for job site and professional work applications.
• E-Z Event System™ Integrated accessory system for canopies including a misting fan, heater, counter/bar top, awning, marquee banner, stabilizer wall system, and TV/monitor mount to enhance event functionality.
• Custom Canopies Custom printing and graphics services for canopies, allowing personalized branding and design. Sewn in the USA.
• Flags & Signage Promotional flags including rectangle flags, blade flags, teardrop flags, and corner flags for branding and visibility at events.
• Custom Sidewalls Custom-printed sidewalls and railskirts for canopies with personalized branding.
• Indoor Displays Custom indoor display products for trade shows and promotional events.
• Tables & Chairs Outdoor furniture including the Commander Outdoor Chair, Instant Tables, and related seating for events.
• Camping Cube™ Enclosed screen room and camping accessory that attaches to canopies for protected outdoor shelter and camping use.
• Gearrunner™ Outdoor wagon for transporting equipment and supplies at events, campsites, and outdoor activities.

Quantifiable outcome

• 100 square feet of shade coverage from standard 10'x10' models
• +1 more outcomes

Named customers12 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators2 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• ABCCanopy: Online-led direct-to-consumer pop-up canopy brand with a broad range of sizes and accessories. Closely comparable e-commerce GTM motion and value pricing strategy versus E-Z UP.
• MASTERCANOPY: Pop-up canopy and instant shelter specialist competing primarily through e-commerce and dealer channels. Direct overlap in core product category and SMB/commercial customer use cases.
• Quik Shade (revoc, brand): Direct competitor in portable pop-up canopies and instant shelters, sold through mass retail and online. Comparable product line-up focused on portable shade structures for events and outdoor recreation.
• Caravan Canopy Sports: Direct competitor specializing in pop-up canopies, instant shelters, and outdoor canopies for consumer and commercial use. Closest head-to-head match to E-Z UP in product format, distribution, and customer base.
• Impact Canopy: Pop-up canopy and custom-printed shelter specialist competing for the same trade show, event, and promotional customers as E-Z UP. Strong overlap in custom graphics services and B2B event use cases.

Broad incumbents

• Coleman (The Coleman Company): Mass-market outdoor recreation brand under Newell Brands with a broad canopy and shelter line alongside coolers, sleeping bags, and camping gear. Larger incumbent with overlapping canopy products but much wider portfolio.
• Ozark Trail (Walmart private label): Walmart's outdoor recreation private label covering canopies, tents, and camping gear at value price points. A volume-scale competitor that pressures the low end of E-Z UP's consumer range.

Emerging players

• Goutime: Smaller, online-direct competitor offering pop-up canopies and event shelters. A newer brand competing on price and customization with overlapping consumer/event buyer profiles.
• ShelterLogic Group: Manufacturer of portable and instant shelters, canopies, and storage buildings across consumer and commercial segments. Comparable product platform with broader coverage of permanent and semi-permanent structures.

Others

• DEWALT (Stanley Black & Decker): Industrial tool brand that co-brands E-Z UP's DEWALT Work Shelter. Adjacent rather than competing — relevant because it represents E-Z UP's licensing/co-brand strategy for industrial-channel distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ezupshelters
• Facebookfacebook.com/ezupshelters
• LinkedInlinkedin.com/company/international-e-z-up

Compliance7 records

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 International E-Z UP, Inc.