FLOE
FLOE International is a Minnesota-based private manufacturer founded in 1983 that designs and fabricates aluminum docks, boat lifts, utility trailers, and multi-sport boats, selling exclusively through an authorized dealer network across the US and Canada.
- Company typePrivate
- Founded1983
- HeadquartersMcgregor, United States
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What FLOE does
FLOE International, Inc. is a privately held US manufacturer of aluminum recreational waterfront and trailer equipment founded in 1983 and headquartered in McGregor, Minnesota, with additional manufacturing facilities in Hoyt Lakes and Cambridge, Minnesota, totaling 168,000 sq ft of production capacity. The company designs and fabricates a full portfolio of products including modular aluminum dock systems (roll-in, sectional, floating, and heavy-duty VHD configurations), vertical and VSD (Vertical Screw Drive) boat lifts with capacities from 1,500 to 10,000+ lbs, all-aluminum utility trailers under the CargoMax and Versa-Max brands featuring Ultra-Body thermoformed polymer or aluminum construction, multi-sport boats under the Varatti brand, and a B2B thermoforming contract manufacturing service for OEM customers. Core technical differentiators include 70+ patents covering proprietary leveling systems, ball-screw lift drives, modular quick-connect dock sections, and thermoformed polymer bed technology.
FLOE generates revenue through a single, exclusive go-to-market channel: an authorized dealer network spanning the US and Canada, segmented into docks & lifts, trailers, and boats categories with Diamond, Platinum, and Gold tier certification programs. Dealers handle site evaluation, delivery, installation, regulatory compliance, and ongoing service, while FLOE provides dealer portals, marketing support, and warranty coverage (up to 15 years on boat lifts). Hardware unit pricing ranges from approximately $3,500 for entry utility trailers to $30,000-$42,000 for premium pontoon boat lifts with canopies, with docks commonly priced between $6,000 and $20,000+. Pricing is not published online and is finalized through dealer-quoted site-specific configurations. The company's customer base is horizontally diversified across residential lakefront property owners, marinas and resorts, outdoor recreation users, and trade professionals.
FLOE firmographics
Firmographics- Name
- FLOE
- Legal name
- FLOE International, Inc.
- Website
- https://floeintl.com
- Company type
- Private
- Founded year
- 1983
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- FLOE International is a Minnesota-based private manufacturer founded in 1983 that designs and fabricates aluminum docks, boat lifts, utility trailers, and multi-sport boats, selling exclusively through an authorized dealer network across the US and Canada.
- Ownership category
- akta.pro rank
Where FLOE is headquartered
LocationHeadquarters
- HQ city
- Mcgregor
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
FLOE business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Dock Systems Sales: Sale of aluminum dock systems including roll-in, sectional, floating, and VHD dock configurations. Products sold exclusively through authorized dealers with site-specific pricing.
- Boat Lift Sales: Sale of vertical boat lifts and VSD (Vertical Screw Drive) boat lifts ranging from 1,500 to 10,000+ lb capacity. Includes accessories such as canopies, guide-ins, and remote systems.
- Trailer Sales: Sale of CargoMax and Versa-Max aluminum utility trailers through dealer network. Premium pricing positioned as long-term investment.
- Boat Sales: Varatti Boats multi-sport boats sold through select dealers. The Varatti Boat is described as the most unique multi-sport boat in the industry.
- Thermoforming Services: FLOE Thermoforming division provides large-sheet, heavy-gauge pressure and vacuum forming services to OEMs.
- Accessories and Add-ons: Docks accessories including ladders, bumpers, seating, lighting, and storage solutions. Boat lift accessories including canopies, guide-ins, wheel kits, solar panels, and remote controls.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Dock Systems: $6,000 – $20,000+ |
| Unit Pricing | Pay-as-you-go | Boat Lifts: $4,000 – $30,000+ |
| Unit Pricing | Pay-as-you-go | Versa-Max UT Trailers: $3,500 – $6,000 |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
FLOE product offering
Product offeringCore offering
FLOE International manufactures aluminum recreational and waterfront equipment, including modular dock systems (Roll-In, Sectional, Floating, VHD), vertical and VSD boat lifts, all-aluminum utility trailers (CargoMax and Versa-Max lines), and Varatti multi-sport boats. The company also operates a thermoforming division providing large-sheet, heavy-gauge pressure and vacuum forming services to OEMs. All consumer products are sold exclusively through an authorized dealer network across the US and Canada.
Product overview
FLOE International is a manufacturer of aluminum waterfront systems offering a unified portfolio of docks, boat lifts, trailers, and related accessories. The core product lines include four dock types (Roll-In, Sectional, Floating, and VHD Heavy Duty), two boat lift categories (VSD electric and vertical winch models), and three trailer brands (CargoMax XRT with Ultra-Body polymer construction, Versa-Max UT, and Versa-Max RT). Supporting offerings include canopy systems (Maxis, AirMax, Free-Standing), dock and boat lift accessories, Varatti boats, and thermoforming contract manufacturing services. All products are sold through an authorized dealer network across the US and Canada.
Differentiator
Problem solved
Functional benefit
Brands
- CargoMax: Sport utility trailer featuring Ultra-Body polymer construction, all-aluminum frame, and multi-stage loading system.
- Versa-Max
- Varatti Boats
- Pro-Tektor
Products and services
- Roll-In Docks
Quantifiable outcome
- VSD lifts raise boats in half the time of conventional lifts
- +3 more outcomes
Companies that use FLOE
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles4 records
FLOE technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature8 records
FLOE partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core and minor.
- Lakeside Dock & LiftcoreDiamond level dock and lift dealer located in Minocqua, WI. Long-standing FLOE leader known for exceptional volume, deep product expertise, and premium dock and lift installations across Wisconsin.
- LePier Shoreline & Outdoors, Inc.coreDiamond level dealer with locations in Bemidji and Brainerd, MN. Destination dealer combining high-volume sales with strong reputation for customer experience and service in both docks/lifts and trailers.
- Willey's MarinecoreDiamond level dealer at 46054 MN-65, McGregor, MN. Decades of marine industry experience setting the standard for dock and lift sales, service, and customer trust in the region.
- JNR Waterfront ServicecoreDiamond level dealer in Newaygo, MI. Earned Diamond status through consistent high-volume FLOE purchases and strong focus on professional installation and shoreline solutions.
- Western Boat Lift, Dock & TrailercoreDiamond level dealer in St. Albert, AB, Canada. Leading FLOE dealer in Western Canada recognized for high-volume sales, expansive inventory, and expertise in Canadian demanding conditions. Also operates in Warman, SK.
- M&G Trailerscore#1 trailer dealer with multiple locations in Ramsey, MN. Longtime FLOE powerhouse dominating the trailer market with deep inventory and top-tier customer support.
- Forest Lake Trailercore#1 trailer dealer in Columbus, MN. Heavy focus on utility trailers with reputation for honest, informed sales. Go-to dealer for FLOE Trailer shoppers in the North.
- Taylor's Trailers LLCcore#1 trailer dealer in Rome, NY. Known for personalized service and passionate trailer knowledge with consistent growth and loyal customer relationships.
- Rapid Trailer Salescore#1 trailer dealer in Box Elder, SD. Fastest-growing name in the Midwest trailer scene with loyal customer base and serious volume in both Cargo Max and Versa-Max models.
- Central Trailer Sales, Inc.core#1 trailer dealer in Jordan, MN. Staple in upper Midwest trailer world with deep stock and deep trust. High-volume sales and long-standing partnership make them an annual award favorite.
- Seagren's Hardware LLCcore#1 trailer dealer in Two Harbors, MN. Blending small-town service with serious trailer expertise, demonstrating how a strong local business makes major impact in the FLOE network.
- A-One Distributorscore#1 trailer dealer in Thunder Bay, ON, Canada. Long-term FLOE dealer making a name with strong sales growth and excellent brand alignment.
- Varatti BoatsminorRelated brand of multi-sport boats. FLOE manufactures boats under the Varatti brand, sold through dedicated dealers. Website link: varattiboats.com.
- Homecrest Outdoor LivingminorThree-piece dock furniture set made in USA by Homecrest Outdoor Living, offered as premium dock seating option through FLOE dealers.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
FLOE competitors and assessment
Company assessmentDirect peers
- ShoreMaster: ShoreMaster is a leading manufacturer of aluminum docks and boat lifts serving residential and commercial waterfront customers through a US dealer network. Direct competitor to FLOE in core dock and boat lift product lines with comparable modular construction approach.
- ShoreStation: ShoreStation manufactures boat lifts and waterfront systems for residential and commercial customers. Direct competitor in the boat lift segment with similar dealer-based distribution and premium positioning.
- EZ Loader: EZ Loader manufactures aluminum boat trailers for recreational boating customers. Direct competitor in aluminum trailer manufacturing serving similar marine and recreational customer segments.
- Triton Trailers: Triton Trailers manufactures aluminum trailers for boat, utility, and snowmobile applications. Direct competitor in aluminum trailers with premium positioning comparable to FLOE's Versa-Max and CargoMax lines.
- Karavan Trailers: Karavan Trailers manufactures aluminum utility and boat trailers for residential and commercial customers. Direct competitor in aluminum utility trailers serving overlapping outdoor enthusiast and tradesperson segments.
- Alumacraft: Alumacraft manufactures aluminum boats for fishing, utility, and recreational applications. Direct competitor in aluminum boat manufacturing with overlap to FLOE's Varatti multi-sport boat subsidiary.
- Patriot Docks: Patriot Docks manufactures aluminum dock systems and accessories for residential waterfront customers. Direct competitor in aluminum dock systems with similar modular, sectional construction targeting the same lakefront homeowner segment.
Broad incumbents
- Sea Ray Boats: Sea Ray is a large established recreational boat manufacturer producing runabouts, sport boats, and cruisers. Broad incumbent in recreational boating with brand scale that competes for the same discretionary customer wallet as FLOE's broader portfolio.
- Malibu Boats: Malibu Boats is a leading public manufacturer of recreational water sports boats including wake, ski, and surf boats. Broader incumbent in the recreational boat market competing with FLOE's Varatti brand in multi-sport boating.
- MasterCraft Boat Holdings: MasterCraft is a leading public manufacturer of premium recreational powerboats including ski, wake, and surf boats. Broader incumbent in the recreational marine space competing with FLOE's Varatti multi-sport boat offering.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
FLOE social profiles
Digital presenceFLOE financial estimates
Financial estimateRevenue estimate
Valuation estimate
FLOE leadership team
Management profileNumber of profiles
FLOE subsidiaries and ownership
Company hierarchySubsidiaries1 record
FLOE funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FLOE 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 FLOE
What does FLOE do?
FLOE International manufactures aluminum recreational and waterfront equipment, including modular dock systems (Roll-In, Sectional, Floating, VHD), vertical and VSD boat lifts, all-aluminum utility trailers (CargoMax and Versa-Max lines), and Varatti multi-sport boats. The company also operates a thermoforming division providing large-sheet, heavy-gauge pressure and vacuum forming services to OEMs. All consumer products are sold exclusively through an authorized dealer network across the US and Canada.
Is FLOE a public or private company?
FLOE is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was FLOE founded?
FLOE was founded in 1983. It employs 251 to 500 people.
Where is FLOE based?
FLOE is headquartered in Mcgregor, United States, in the North America region.
How does FLOE make money?
Six revenue lines are on record. Dock Systems Sales are the primary driver. The others are boat Lift Sales, trailer Sales, boat Sales, thermoforming Services and accessories and Add-ons.
Who are FLOE's main competitors?
Direct peers on record are ShoreMaster, ShoreStation, EZ Loader, Triton Trailers, Karavan Trailers, Alumacraft and Patriot Docks. Broad incumbents are Sea Ray Boats, Malibu Boats and MasterCraft Boat Holdings.
Does FLOE have an API?
No public API is recorded for FLOE.