Smartliner USA
Founded in 2009 and based in Central Florida, Smartliner USA manufactures custom-fit floor liners, cargo liners, truck bed mats, UTV mats, and under-sink cabinet mats from a proprietary LDPE/rubber blend using 3D laser scanning, selling via direct e-commerce, a B2B dealer network, and Amazon/eBay marketplaces.
- Company typePrivate
- Founded2009
- HeadquartersOcoee, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Smartliner USA does
Smartliner USA, founded in 2009 and headquartered in Central Florida (Apopka), is a manufacturer and direct-to-consumer distributor of custom-fit vehicle and home protection products. The company operates as a subsidiary of KRAMER AMERICA, INC., rebranded from Maxliner to Smartliner in 2018, and reports a small direct headcount (1-10 employees) running operations from a single warehouse at 3040 Shelby Industrial Dr, Suite 200. Its product portfolio spans five core lines: custom-fit floor liners for cars/trucks/SUVs, cargo liners for trunks and cargo areas, truck bed mats and liners (Smart Coverage), UTV floor mats for off-road vehicles under the SMARTLINER OUTDOORS sub-brand, and under-sink cabinet mats under the SMARTLINER HOME sub-brand, plus a universal fit line.
The company's technical stack is built around vehicle-specific precision engineering rather than software. Products are manufactured from a proprietary low-density polyethylene and rubber blend (claimed 100% recyclable, odorless, non-toxic), with each vehicle make/model/year measured through manual 3D laser scanning to produce a digital blueprint that drives precision molding. Differentiated features include the Spill Saver Lip raised-edge design, Smart Trim technology with optional cut lines for factory consoles and audio systems, and shock-dampening technology for UTV applications. Materials are sourced and finished through manufacturing partners in China, India, Thailand, and Europe, while design management, customer service, and shipping are centralized in Florida.
Smartliner generates revenue through three channels: direct-to-consumer e-commerce on its Shopify-based smartliner-usa.com storefront (positioned at $50-$100 below WeatherTech with a limited lifetime warranty), a B2B dealer network offering exclusive wholesale pricing, volume discounts, and custom branding to auto parts retailers, dealerships, and outdoor gear shops, and third-party marketplace sales through Amazon and eBay. Pricing across channels is not publicly disclosed; promotional mechanics include 15% off sitewide and up to 40% off select vehicles, with free shipping within the contiguous US. Customer testimonials are concentrated in individual vehicle owners (Dodge Durango, GMC Sierra, Toyota Prius, Volvo S60, Jeep Gladiator, Silverado) and a smaller set of B2B partner references (auto parts retail, car dealership, outdoor gear retail).
Smartliner USA firmographics
Firmographics- Name
- Smartliner USA
- Legal name
- KRAMER AMERICA, INC.
- Website
- https://smartliner-usa.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Founded in 2009 and based in Central Florida, Smartliner USA manufactures custom-fit floor liners, cargo liners, truck bed mats, UTV mats, and under-sink cabinet mats from a proprietary LDPE/rubber blend using 3D laser scanning, selling via direct e-commerce, a B2B dealer network, and Amazon/eBay marketplaces.
- Ownership category
- akta.pro rank
Smartliner USA industry classification
Industry- Product category
- Automotive aftermarket accessories
- NAICS
- Plastics Product Manufacturing (3261), Motor Vehicle Seating and Interior Trim Manufacturing (336360)
- SIC
- Miscellaneous Plastics Products (3080), Fabricated Rubber Products, Nec (3060)
- akta.pro primary industry
- Injection Molded Optical & Transparent Parts (Lenses, Light Guides) (IMANAFAL)
Keywords
Where Smartliner USA is headquartered
LocationHeadquarters
- HQ city
- Ocoee
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Smartliner USA business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Direct-to-Consumer E-commerce: One-time purchase model for custom-fit floor liners, cargo liners, and truck bed mats sold directly to consumers through smartliner-usa.com. Products priced competitively vs WeatherTech, backed by limited lifetime warranty.
- B2B Wholesale/Dealer Network: Wholesale distribution to auto parts retailers, car dealerships, and outdoor gear shops through exclusive dealer pricing with volume discounts and custom branding options.
- Marketplace Sales: Sales through third-party marketplaces including Amazon and eBay for broader reach beyond direct website
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Direct-to-consumer pricing for floor liners and cargo mats |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels6 records
Smartliner USA product offering
Product offeringCore offering
Smartliner USA designs, manufactures, and distributes custom-fit all-weather floor liners, cargo liners, truck bed mats, UTV floor mats, and under-sink cabinet mats. Products are molded from a proprietary LDPE/rubber blend using 3D laser scanning for vehicle-specific fit, sold direct-to-consumer through smartliner-usa.com and through B2B dealer partners and marketplaces across the contiguous United States.
Product overview
Smartliner USA is a direct-to-consumer manufacturer and distributor of custom-fit automotive and home protection products founded in 2009 and headquartered in Central Florida. The product portfolio consists of five core product lines: Custom Fit Floor Liners for cars, trucks, and SUVs; Cargo Liners for trunk and cargo area protection; Truck Bed Mats & Liners featuring Smart Coverage technology for pickup trucks; UTV Floor Mats under the SMARTLINER OUTDOORS sub-brand for side-by-side and utility vehicles; and Under Sink Cabinet Mats under the SMARTLINER HOME sub-brand for home cabinet protection. All products use proprietary low-density polyethylene and rubber blend materials, are 100% recyclable, and are engineered using 3D laser scanning technology for precision custom-fit applications. The company also offers a Universal Fit product line for non-custom applications.
Differentiator
Problem solved
Functional benefit
Brands
- SMARTLINER OUTDOORS™: UTV floor mats and rugged rubber floor liners for off-road vehicles including Polaris, Can-Am, Yamaha, Kawasaki, and Honda models.
- SMARTLINER HOME
- Smart Coverage™
Products and services
- Custom Fit Floor Liners Precision-engineered all-weather floor mats designed using 3D laser scanning technology to provide custom-fit protection for cars, trucks, and SUVs, with raised lip edges to contain spills, non-slip backing, and waterproof LDPE construction. Sold direct-to-consumer through smartliner-usa.com and via dealer partners.
- Cargo Liners
Quantifiable outcome
- Many customers report saving $50-100 compared to WeatherTech for comparable or better quality products
- +2 more outcomes
Companies that use Smartliner USA
Customer profileNamed customers10 records
Segments7 records
Ideal customer profiles4 records
Smartliner USA technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Smartliner USA partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- Auto Parts RetailerscoreAuto parts retail stores selling Smartliner products alongside other automotive accessories. Partner testimonial indicates liners sell fast with strong customer satisfaction.
- Car DealershipscoreCar dealerships offering Smartliner floor liners as value-add accessories or parts packages. Partners report significantly improved margins after adding Smartliner products.
- Outdoor Gear ShopscoreOutdoor gear and powersports retailers selling Smartliner OUTDOORS UTV products to off-road enthusiasts. Eco-friendly angle resonates strongly with this customer base.
- Manufacturing Partners in Asia and EuropecoreTrusted manufacturing partners in Asia (China, India, Thailand) and Europe that produce Smartliner products while US headquarters handles design, customer service, and shipping from Florida.
Scale indicators6 records
Recent moves6 records
Expansion highlights7 records
Smartliner USA competitors and assessment
Company assessmentDirect peers
- WeatherTech: Category-defining direct competitor in custom-fit all-weather floor liners, cargo liners, and vehicle protection accessories for cars, trucks, and SUVs. Smartliner explicitly positions itself as a comparable-quality, lower-price alternative to WeatherTech.
- Husky Liners: Direct competitor offering custom-fit floor mats, cargo liners, and mud guards for cars, trucks, and SUVs. Comparable thermoplastic product positioning with a WeatherTech-adjacent price point, competing in the same DTC and dealer channels.
- 3D MAXpider: Direct competitor in custom-fit 3D-scanned thermoplastic floor liners with raised edges. Targets the same vehicle-fit-led shopping experience and competes on premium materials, overlapping directly with Smartliner's core floor liner line.
- Lloyd Mats: Long-standing custom-fit floor mat manufacturer (carpet and all-weather lines) covering cars, trucks, and SUVs. Competes directly in custom-fit floor protection through DTC and dealer channels.
- Penda Corporation: Manufacturer of truck bed liners and protective products for pickup trucks. Directly comparable to Smartliner's Smart Coverage truck bed mats product line in materials, channel, and end customer.
Emerging players
- TuxMat: Custom-fit all-weather floor liner challenger using precision-fit design and thermoplastic construction, with growing DTC presence in North America. Targets the same premium-but-not-WeatherTech positioning Smartliner occupies.
Broad incumbents
- Covercraft: Broad incumbent in vehicle protection accessories (seat covers, dash covers, floor mats, outdoor covers). Overlaps with Smartliner in custom-fit floor protection but operates a much wider protection-products portfolio.
- Bestop: Established aftermarket manufacturer of Jeep and truck accessories including floor liners, soft tops, and cargo protection. Overlaps with Smartliner's UTV/Jeep floor liner offerings and competes in the same dealer network.
Regional players
- Rugged Ridge: Aftermarket accessories brand focused on Jeep and off-road vehicles including floor protection. Comparable to Smartliner's SMARTLINER OUTDOORS sub-brand in off-road audience and dealer distribution model.
- Quadratec: Jeep-focused aftermarket retailer and brand offering floor liners and interior protection accessories. Competes with Smartliner for the same Jeep/off-road enthusiast customer through DTC e-commerce.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Smartliner USA social profiles
Digital presenceSmartliner USA financial estimates
Financial estimateRevenue estimate
Valuation estimate
Smartliner USA leadership team
Management profileNumber of profiles
Smartliner USA funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Smartliner USA M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Smartliner USA
What does Smartliner USA do?
Smartliner USA designs, manufactures, and distributes custom-fit all-weather floor liners, cargo liners, truck bed mats, UTV floor mats, and under-sink cabinet mats. Products are molded from a proprietary LDPE/rubber blend using 3D laser scanning for vehicle-specific fit, sold direct-to-consumer through smartliner-usa.com and through B2B dealer partners and marketplaces across the contiguous United States.
Is Smartliner USA a public or private company?
Smartliner USA is a private company. It is classified as corporate owned and is currently operating.
When was Smartliner USA founded?
Smartliner USA was founded in 2009. It employs 1 to 10 people.
Where is Smartliner USA based?
Smartliner USA is headquartered in Ocoee, United States, in the North America region.
How does Smartliner USA make money?
Three revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are B2B Wholesale/Dealer Network and marketplace Sales.
Who are Smartliner USA's main competitors?
Direct peers on record are WeatherTech, Husky Liners, 3D MAXpider, Lloyd Mats and Penda Corporation. TuxMat is listed as an emerging player. Broad incumbents are Covercraft and Bestop. Regional players are Rugged Ridge and Quadratec.
Does Smartliner USA have an API?
No public API is recorded for Smartliner USA.
What industry is Smartliner USA in?
Smartliner USA's product category is Automotive aftermarket accessories. Its primary akta.pro industry code is IMANAFAL, Injection Molded Optical & Transparent Parts (Lenses, Light Guides). Its NAICS code is 3261 and its SIC code is 3080.