Lund International

What Lund International does

Lund International, founded in 1980 and headquartered in Buford, Georgia, is a manufacturer of truck and automotive aftermarket accessories operating as a subsidiary brand of RealTruck. The company produces a portfolio of exterior protection, functional upgrade, and cargo management products including fender flares (SX Sport, Riveted, Extra Wide series), bull bars (with and without integrated LED lighting), nerf bars and running boards (3-inch to 6-inch in stainless and black finishes), tonneau covers, rock rail guards, cargo bars, hitch carriers, roof rack baskets, and loading ramp kits. Manufacturing and assembly are described as USA-based, and the product line spans material choices including ABS plastic, steel, stainless steel, and aluminum across finishes such as gloss black, polished, matte black, textured black, and polished stainless.

Lund's go-to-market is entirely intermediated through RealTruck, which serves as both manufacturer/distributor and sole sales channel. Products are sold direct-to-consumer via RealTruck.com with RapidShip same-day shipping, through a nationwide authorized dealer network with dealer-locator functionality, and through a wholesale portal for authorized resellers. Pricing is unit-based across three tiers: entry-level accessories under $100, mid-range products in the $200-$400 range, and premium products exceeding $500 (LED bull bars, wheel-to-wheel nerf bars, Summit Ridge 2.0 running boards). The customer base spans truck and SUV owners seeking protection and customization, automotive enthusiasts focused on off-road and overlanding applications, and commercial fleet operators.

The company's growth history includes three acquisitions — Bushwacker (January 2015), Tonno Pro (August 2015), and RoadWorks Manufacturing (March 2017) — that expanded its fender flare, tonneau cover, and truck accessory capabilities. It received a funding round from Resilience Capital Partners in November 2007. Leadership is headed by founder Allan W. Lund and President/CEO Mitch Fogle. The business operates in a fragmented automotive aftermarket industry growing at a 5.6-5.9% CAGR, with Lund positioned as an established brand in the truck accessory category.

Name

Lund International

Legal name

Lund International

Website

https://lundinternational.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

101–250 employees

Short description

Lund International, founded in 1980 and headquartered in Buford, Georgia, manufactures truck and automotive aftermarket accessories including fender flares, bull bars, nerf bars, running boards, tonneau covers, and cargo management products, sold exclusively through RealTruck's e-commerce platform and nationwide dealer network.

Ownership category

akta.pro rank

Product category

Truck and Automotive Aftermarket Accessories

NAICS

Motor Vehicle Supplies and New Parts Merchant Wholesalers (42312)

SIC

Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Aftermarket Towing, Hauling & Utility Accessories Manufacturing (Hitches/Winches/Trailer Wiring/Cargo Carriers) (IMACANAO)

Keywords

• Truck aftermarket accessories
• Fender flare manufacturing
• Running board production
• Bull bar fabrication
• Cargo management systems

Headquarters

HQ city

Buford

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Truck Accessories Sales: Revenue generated through the sale of automotive aftermarket accessories including fender flares, bull bars, nerf bars, running boards, and cargo management products. Products sold through RealTruck's e-commerce platform and dealer network with wholesale options available.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Lund International manufactures and sells aftermarket truck and SUV accessories including fender flares, bull bars (with and without integrated LED lighting), nerf bars and running boards in multiple sizes and finishes, tonneau covers, rock rail guards, cargo management systems, hitch carriers, and roof rack cargo baskets. Products are made from ABS plastic, steel, stainless steel, and aluminum and are sold exclusively through RealTruck's e-commerce platform and authorized dealer/wholesale network.

Product overview

Lund International is a manufacturer of truck and automotive aftermarket accessories, with a portfolio centered on exterior protection and functional upgrade products. The product line includes multiple running board and nerf bar series in various sizes (3", 4", 5", 6") and finishes (stainless steel, black), bull bars with and without integrated LED lighting, fender flares (sport, riveted, and extra-wide styles), body protection accessories such as rock rail guards, truck bed cargo management items including ratcheting cargo bars, hitch-mounted carriers and accessories, roof rack cargo baskets with nets, and loading ramp kits. The products are primarily sold through the RealTruck retail platform as a brand alongside other truck accessory manufacturers.

Differentiator

Problem solved

Functional benefit

Brands

• Lund Tonneau Covers: Truck bed covers including hard folding, soft folding, hard roll-up, soft roll-up, and retractable tonneau covers
• Lund Bull Bars
• Lund Fender Flares
• Lund Nerf Bars & Running Boards
• Lund Truck Bed Accessories
• Lund Racks & Carriers

Products and services

• Lund Fender Flares (SX Sport, Riveted, Extra Wide) Body protection fender flares offered in sport, riveted, and extra-wide styles with multiple finishes (gloss black, polished, polished stainless, matte black, textured black) for trucks and SUVs.
• Lund Bull Bars (LED and Stainless) Front-end protection bull bars including Black LED Bull Bar, Revolution LED Bull Bar with integrated light bar, and Stainless LED Bull Bar for off-road illumination and front-end protection.
• Lund Nerf Bars and Running Boards (3" to 6", Stainless and Black) Step systems including 3", 4", 5", and 6" oval and round tube nerf bars in stainless steel and black finishes, plus straight and curved configurations and full-length wheel-to-wheel options for truck cab access.
• Lund Summit Ridge 2.0 Running Boards Premium running boards featuring the Summit Ridge 2.0 design available in black and stainless steel finishes for trucks.
• Lund Terrain HX Step Nerf Bars Terrain HX step-style nerf bars designed for rugged off-road use on trucks.
• Lund Rock Rail Guards Rock rail guards protecting truck rocker panels from off-road damage.
• Lund Tonneau Covers Truck bed covers including hard folding, soft folding, hard roll-up, soft roll-up, retractable, one-piece, painted, and tool box compatible tonneau covers.
• Lund Ratcheting Cargo Bar Adjustable ratcheting cargo bar for securing cargo in truck beds.
• Lund Hitch Carrier and Hitch Carrier Accessories Hitch-mounted cargo carrier for expanding truck hauling capacity, plus replacement parts and accessories for hitch carrier systems.
• Lund Roof Rack Cargo Basket and Cargo Net Roof-mounted cargo basket for expanded gear hauling capacity with compatible cargo net accessory.
• Lund Loading Ramp Kit Loading ramps for loading ATVs, motorcycles, and other equipment onto trucks.

Segments3 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

Partnerships

One partnership is on record.

• RealTruckcoreChannel Partner/ Reseller/ DistributorRealTruck manufactures and distributes Lund brand products. Lund bed covers, bull bars, fender flares, and accessories are sold exclusively through RealTruck's e-commerce platform and dealer network. RealTruck provides the manufacturing, distribution, and sales infrastructure for Lund products.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Dee Zee: Manufacturer of truck bed accessories, tool boxes, running boards, and nerf bars; competes with Lund in truck bed, cargo management, and step-access categories.
• N-Fab: Aftermarket manufacturer specializing in nerf bars, step bars, and truck accessories with integrated lighting — overlaps directly with Lund's nerf bars and LED bull bar categories.
• Bushwacker: Acquired by Lund International in 2015; a leading manufacturer of fender flares, bed rail caps, and body armor/protection accessories for trucks — directly overlapping with Lund's fender flare and body protection product lines.
• BAK Industries: Specialist in hard folding tonneau covers and truck bed covers; competes directly with Lund's tonneau cover offerings on the RealTruck platform.
• TruXedo: Manufacturer of soft and hard roll-up tonneau covers; overlaps with Lund's tonneau cover range and is a sibling brand sold within the RealTruck portfolio.
• AMP Research: Manufacturer of powered running boards, bed steps, and step systems for trucks and SUVs — competes with Lund's nerf bars and running boards categories.
• Extang: Manufacturer of tonneau covers (hard folding, soft folding, roll-up) for trucks; directly comparable to Lund Tonneau Covers sub-brand and sold through the same RealTruck ecosystem.
• Westin Automotive Products: Manufacturer of bull bars, grille guards, nerf bars, running boards, and truck bed accessories; competes head-to-head with Lund across multiple categories and is sold on the same RealTruck platform.

Broad incumbents

• WARN Industries: Established manufacturer of truck/SUV accessories including winches, bumpers, and off-road equipment; broader portfolio but overlaps with Lund's towing and off-road accessories.
• RealTruck: Parent company of Lund International; operates the largest US e-commerce platform and dealer network for truck/SUV aftermarket accessories — broad incumbent spanning multiple brands and categories versus Lund's single-brand focus.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/LundInter
• Facebookfacebook.com/LundInternational
• LinkedInlinkedin.com/company/lund-international

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

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

M&A3 records

Investments

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

Frequently asked questions about Lund International