LUND

Name

LUND

Legal name

Lund

Website

https://lundtruck.com

Company type

Private

Founded year

1965

Operating status

Operating

Ownership category

akta.pro rank

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, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Truck accessory hardware sales: Lund generates revenue through the sale of physical truck accessories including fender flares, nerf bars, running boards, bull bars, bed accessories, and loading/rack equipment. Revenue is one-time, transactional with no recurring component.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

LUND designs and manufactures aftermarket truck and SUV accessories, including fender flares, nerf bars, running boards, bull bars, bed accessories, lighting, hitch carriers, loading ramps, rock rail guards, and roof rack cargo baskets. Products are constructed from ABS plastic, stainless steel, steel, and aluminum, and are sold to individual vehicle owners through the RealTruck e-commerce platform and a dealer network. Founded in 1965 and headquartered in Buford, United States, LUND operates as a brand within the RealTruck portfolio.

Product overview

Lund is a brand of truck accessories manufactured by RealTruck, offering a comprehensive portfolio of exterior accessories for trucks, Jeeps, and SUVs. The product lineup centers on five core categories: Tonneau Covers (bed covers including hard folding, hard roll-up, soft folding, soft roll-up, retractable, and one-piece styles), Fender Flares (including SX Sport, Riveted, and Extra Wide variants), Nerf Bars and Running Boards (available in 3", 4", 5", and 6" widths in both oval and round tube styles, in stainless steel and black finishes, and in straight, curved, and wheel-to-wheel configurations), Bull Bars (including standard and LED-equipped variants in stainless steel and black finishes), and additional truck bed and towing accessories. Products are available in various finishes including Polished, Gloss Black, Polished Stainless, Matte Black, and Textured Black, and are manufactured using materials such as ABS Plastic, Stainless Steel, Steel, and Aluminum.

Differentiator

Problem solved

Functional benefit

Products and services

• Fender Flares Aftermarket fender flare accessories for pickup trucks and SUVs, designed to extend wheel well coverage, protect bodywork from road debris, and enhance exterior styling. Manufactured by LUND from materials including ABS plastic, stainless steel, and aluminum.
• Nerf Bars Side step nerf bars for pickup trucks and SUVs that provide easier cabin entry and exit while adding a styled appearance. Manufactured by LUND using stainless steel and steel materials.
• Running Boards Running boards for trucks and SUVs that deliver a full-length step platform for cabin access and side body protection. Built by LUND in multiple materials for various vehicle fitments.
• Bull Bars Front-end bull bars that protect a truck's grille and front end while providing a rugged styling upgrade. LUND offers bull bars in steel and aluminum, including LED Bull Bar versions with integrated lighting.
• Truck Bed Accessories Aftermarket accessories designed to organize, protect, and extend the functionality of pickup truck beds, sold by LUND to truck owners.
• Truck Lighting Accessories Aftermarket lighting products for trucks and SUVs, including LUND's NIGHTFX Guide Lights and integrated LED Bull Bar lighting, designed to improve visibility and styling.
• Hitch Carriers Hitch-mounted cargo carriers that expand a vehicle's cargo carrying capacity for truck and SUV owners needing extra storage.
• Loading Ramps Loading ramps for pickup trucks that assist with loading equipment, motorcycles, ATVs, and other cargo into the truck bed.
• Rock Rail Guards Side rocker panel protection guards that shield a truck's lower body from rocks, debris, and off-road impacts.
• Roof Rack Cargo Baskets Roof-mounted cargo baskets that provide additional storage capacity for trucks and SUVs equipped with roof rack systems.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• RealTruckcoreChannel Partner/ Reseller/ DistributorRealTruck is the primary manufacturer and distributor of Lund truck accessories. Lund products are listed exclusively under RealTruck's e-commerce platform and are fulfilled through RealTruck's warehouse and RapidShip logistics network. RealTruck also manages the dealer network for Lund products.

Recent moves6 records

Expansion highlights4 records

Direct peers

• Bushwacker: Manufacturer of aftermarket fender flares and body cladding for trucks, Jeeps, and SUVs. Directly comparable to Lund's fender flare category, sold through the same enthusiast and dealer channels.
• Westin Automotive Products: Designer and manufacturer of nerf bars, bull bars, grille guards, and step products for trucks and SUVs. Directly competes with Lund across bull bars and nerf bars with overlapping vehicle fitments.
• N-Fab: Manufacturer of nerf bars, step bars, and light bars for trucks and off-road vehicles. Direct competitor to Lund's nerf bar and bull bar lines with comparable price points and vehicle fitments.
• Rough Country: Aftermarket manufacturer of suspension lift kits, off-road accessories, nerf bars, and truck/SUV protection products. Competes with Lund in nerf bars, bull bars, and off-road styling accessories.
• Aries Automotive: Manufacturer of bull bars, grille guards, step bars, and truck protection accessories. Direct overlap with Lund's bull bar and nerf bar portfolio targeting similar light-truck buyers.
• Go Rhino: Manufacturer of bumpers, nerf bars, running boards, and truck/SUV accessories. Competes head-to-head with Lund across step products and exterior protection categories.
• Dee Zee: Manufacturer of aluminum and steel truck accessories including toolboxes, running boards, and bed accessories. Comparable to Lund's bed accessories and truck utility product lines.
• Rugged Ridge: Aftermarket Jeep and off-road accessory manufacturer offering bumpers, rock sliders, and exterior protection. Overlaps with Lund's rock rail guards and Jeep-targeted product lines.

Broad incumbents

• RealTruck (parent platform): RealTruck is Lund's parent company and the dominant US e-commerce platform for truck, Jeep, and SUV accessories, distributing multiple competing brands alongside Lund. As the broader specialty retailer/platform, it is the relevant incumbent benchmark for Lund's distribution economics.
• Truck Hero: Multi-brand aftermarket truck accessories holding company. Comparable as a broad incumbent portfolio operator in the same truck accessory distribution space that Lund competes within.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks2 records

Key highlights6 records

Customer concentration

• Xx.com/lundaccessories
• YouTubeyoutube.com/user/RealTruckCom
• Facebookfacebook.com/LUNDaccessories
• LinkedInlinkedin.com/company/realtruck
• 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 LUND