Equipt Expedition Outfitters

What Equipt Expedition Outfitters does

Equipt Expedition Outfitters is a US-based, privately held specialty retailer founded in 2006 by Paul May and headquartered in Salt Lake City, Utah. The company curates and imports expedition-grade overland equipment from a portfolio of international brands for which it serves as the exclusive North American distributor, including National Luna (12V compressor fridges and power systems), Eezi-Awn (rooftop tents, awnings, and roof racks), Alubox aluminum storage cases, and Escape Gear seat covers, alongside distributed lines from AT Overland, HEST, Devos Outdoor, JOOLCA, Ignik Outdoors, WeBoost, MAXTRAX, DMOS, RotopaX, Overland Solar, and Tembo Tusk.

The business operates a Shopify-powered e-commerce storefront, a physical showroom in Salt Lake City for in-person evaluation, and content assets including the Equipt Journal (blog and video) and a Klaviyo-powered newsletter. Customers include individual overlanding enthusiasts equipping vehicles such as Toyota Land Cruisers, 4Runners, Jeep Wranglers, Ineos Grenadiers, and Land Rovers, as well as a wholesale Dealer Program serving qualified shops, build houses, and outfitters across the US and Canada with volume-tiered pricing. Pricing is unit-based retail (examples include National Luna fridges at $1,595–$2,595, Eezi-Awn rooftop tents at $2,095–$5,795, and MAXTRAX recovery boards at $279.99 per pair), with Shop Pay Installments financing, overstock discounts near 20%, and a military and first responder discount program. Equipt is differentiated by vehicle-specific fitment guidance, in-house warranty and repair services from its Salt Lake City facility, and curated content that establishes field-tested credibility in the overlanding niche.

Name

Equipt Expedition Outfitters

Legal name

Equipt Expedition Outfitters

Website

https://equipt1.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

Equipt Expedition Outfitters is a Salt Lake City-based, privately held specialty retailer founded in 2006 that imports and sells curated expedition-grade overland equipment in North America, serving individual overlanding enthusiasts and a wholesale dealer network with exclusive brands such as National Luna and Eezi-Awn.

Ownership category

akta.pro rank

Product category

Outdoor Recreation Equipment / Overlanding Gear

akta.pro primary industry

Camping & Overlanding Equipment Retail (CRAMAAAC)

akta.pro secondary industry

Outdoor Travel Gear (Duffels, Packs, Dry Bags) Retail (CRAMAAAI)

Keywords

• Overland expedition gear
• Vehicle camping equipment
• Roof rack systems
• Rooftop tents awnings
• Recovery off-road gear

Headquarters

HQ city

Salt Lake City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Product Sales (B2C and B2B): Equipt generates revenue through the direct sale of expedition-grade overland equipment to individual consumers via its e-commerce storefront, and to qualified wholesale dealers through its Dealer Program. Revenue is derived from one-time product transactions across categories including fridges, roof racks, rooftop tents, storage solutions, recovery gear, lighting, power systems, and camping accessories. The company also offers financing through Shop Pay Installments for consumer convenience.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Equipt Expedition Outfitters is a Salt Lake City-based retailer (founded 2006) that imports and distributes expedition-grade overland equipment for 4x4 vehicles. The company curates a catalog of premium international brands—National Luna (12V fridges and power systems), Eezi-Awn (roof racks, rooftop tents, awnings), AluBox (storage cases), Escape Gear (seat covers), and others—selling them through its Shopify-powered e-commerce store, a physical showroom, and a wholesale Dealer Program for qualified shops and build houses.

Product overview

Equipt Expedition Outfitters is an overland equipment retailer operating since 2006 that imports and distributes expedition-grade gear from vetted international brands. The product portfolio centers on a curated selection of premium overland equipment organized into collections: The Traverse Collection (high mobility setup with hard shell tents and lightweight gear), The Basecamp Collection (stationary luxury with large awnings and dual-zone fridges), and the Recovery collection (self-reliance tools). Core product categories include National Luna 12V compressor fridges (35L-125L) with dual-zone control, Eezi-Awn modular roof racks and rooftop tents (Stealth, Blade, Jazz, XKLUSIV), AluBox aluminum storage cases (29L-192L), MAXTRAX and DMOS recovery boards and shovels, Devos Outdoor lighting systems (LightRanger series), Ignik Outdoors fire pits and gas growlers, Escape Gear vehicle-specific seat covers, RotopaX fuel/water containers, HEST camping bedding, Overland Solar portable panels, WeBoost signal boosters, AT Overland truck toppers, and Tembo Tusk camp furniture. The company exclusively carries National Luna for electrical/fridge systems and offers comprehensive installation support, warranty service from their Salt Lake City facility, and dealer/wholesale programs for qualified shops.

Differentiator

Problem solved

Functional benefit

Products and services

• National Luna Fridges Expedition-grade 12V compressor fridges with dual-zone control, high-density insulation, and integrated 12V ecosystem, sold in sizes from 35L to 125L for overland vehicle builds.
• Eezi-Awn Roof Racks Modular expedition roof rack systems made from matte black powder-coated extruded aluminum with fully-welded joints, compatible with Thule and Yakima mounts and offered in vehicle-specific sizes.
• Eezi-Awn Rooftop Tents Hard shell and soft shell rooftop tents including Stealth, Blade, Jazz, Galaxy, Sabre, Sword, and XKLUSIV models, designed for quick deployment and expedition-grade durability.
• AluBox Aluminum Cases Durable aluminum expedition storage cases available in sizes from 29L to 192L with modular divider systems for organized gear storage in expedition vehicles.
• MAXTRAX Recovery Boards Vehicle recovery boards including MKII and XTREME variants in multiple colors, designed for extracting vehicles from sand, mud, and snow.
• DMOS Recovery Gear Premium shovels including Delta, Delta Pro, Alpha, Stealth, and Nomad series, plus tactical recovery bags and pouches for expedition self-recovery.
• Devos Outdoor Lighting Portable camping lights including LightRanger series (500, 1200, 2000, 4000) with motion sensors, carry cases, and solar charging options for expedition basecamps.
• Ignik Outdoors Fire pits (FireCan, FireCan Elite, FireCan Deluxe), gas growlers, and Moon Rocks for expedition cooking and warmth.
• Escape Gear Seat Covers Vehicle-specific seat covers designed for Toyota Land Cruiser, 4Runner, Tacoma, and other overland vehicles with custom fitment.
• RotopaX Fuel and Water Containers Rigid portable fuel and water storage containers in capacities from 1 to 5 gallons with color options and mounting accessories for expedition vehicles.
• HEST Camping Bedding Sleeping accessories including the Foamy camping pad, Pro Travel Pillow, Down Comforter, Duvet, and Pillowcase for expedition comfort.
• Overland Solar Portable solar solutions including the Bugout 130 portable solar charger with charge controller bundles for off-grid expedition power.
• WeBoost Signal Boosters Drive Reach Overland and Drive Overland antenna systems for improving cellular signal in remote expedition locations.
• AT Overland Truck Toppers Habitat, Summit, and Atlas truck toppers providing lightweight truck-bed camping platforms with built-in awnings and modular interior configurations.
• Tembo Tusk Camp Furniture Camp tables, Skottle Grill Kits, slides, and accessories including the DropDown Slide, Tilt Slide, and Ultimate Skottle Grill Kit.
• JOOLCA Shower Systems HOTTAP V2 portable water heating systems and ENSUITE shower enclosures for expedition hygiene and basecamp comfort.
• National Luna Power Systems DC-DC battery chargers (NLDC-25, NLDC-40), Power Packs (DC-25, DC-40), and Auxiliary Distribution Boxes for vehicle-based 12V electrical systems.
• XOVERLAND GEAR Collection Expedition-grade gear collection as featured on Expedition Overland, including specialized equipment curated for serious overland travel.
• Eezi-Awn Awnings Vehicle-mounted awnings including the Bat 270, Swift, Series 1000/2000, Manta 270, Dragonfly, Lite, and matching room enclosures for sheltered basecamp setup.
• RuumX Storage Organizers Modular case divider systems for AluBox storage cases enabling customizable interior organization for expedition gear.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

One partnership is on record.

• Qualified Shops, Build Houses & Outfitters (Dealer Program)coreChannel Partner/ Reseller/ DistributorEquipt Expedition Outfitters partners with qualified retail shops, build houses, and outfitters through its Dealer Program. Dealers gain access to Equipt's curated expedition gear catalog (including National Luna, Eezi-Awn, AluBox, Escape Gear, and other distributed brands) at wholesale pricing with volume tiers, inventory visibility, ordering support, and product fitment guidance. The program is structured to support storefronts, build shops, and online dealers with invoicing and PO support.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Emerging players

• Roofnest: US-based direct-to-consumer brand and retailer specializing in hard-shell rooftop tents. Competes with Equipt's Eezi-Awn rooftop tent offering as a digitally-native challenger brand.
• iKamper: Direct-to-consumer rooftop tent brand with growing North American distribution. Overlaps with Equipt's rooftop tent category as a digitally-native competitor.

Direct peers

• Front Runner Outfitters: South African-origin manufacturer and global retailer of vehicle-based expedition equipment including roof racks, tents, fridge slides, and water tanks. Direct competitor in the same product categories and overlapping customer base that Equipt serves.
• Goose Gear: US-based manufacturer and retailer specializing in vehicle-specific expedition storage, drawer systems, and platform solutions for overland builds. Competes directly with Equipt's storage and organization offerings.
• Overland Vehicle Systems: US-based direct-to-consumer retailer of expedition-grade overland equipment including rooftop tents, awnings, roof racks, and storage. Competes head-to-head with Equipt in serving the same overlanding enthusiast segment with a comparable multi-brand curated catalog.
• Cruiser Customizing: US-based retailer specializing in vehicle-specific accessories for Toyota Land Cruiser, 4Runner, Tacoma, and Lexus GX platforms. Overlaps with Equipt on vehicle-specific fitment-led merchandising for the same core overland customer base.
• Truck House: US-based retailer of truck-based camper toppers and expedition vehicle platforms. Overlaps with Equipt's camper topper category and shares the same vehicle-based expedition customer.
• Off Grid Adventure: US-based overland and off-road gear retailer offering curated expedition products including tents, recovery gear, lighting, and camping accessories. Competes directly with Equipt's product mix and target customer.

Broad incumbents

• ARB USA: The largest US distributor of overlanding and 4x4 accessories, offering an expansive catalog spanning recovery, lighting, fridges, bumpers, and suspension. Competes with Equipt in many of the same product categories but as a much larger, multi-line incumbent.

Others

• Expedition Overland: Expedition media brand and affiliated gear store featuring curated overland equipment, including a co-branded XOVERLAND GEAR line carried by Equipt. Compares as a content-and-commerce ecosystem peer rather than a pure retailer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/equipt-expedition-outfitters

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Equipt Expedition Outfitters