What Mooneyes does

Mooneyes (legal name MOONEYES USA INC.) is a privately held specialty retailer of automotive parts, accessories, apparel, and collectibles serving the hot rod, custom car, custom motorcycle, and kustom kulture enthusiast markets. The company traces its brand lineage to MOON Equipment Co., founded in 1950, and operates from a headquarters and showroom at 10820 S Norwalk Blvd, Santa Fe Springs, California, with a separately operated mooneyes.com storefront for the Asia region and a mooneyes.co.jp Japan presence plus international authorized dealers.

The core product portfolio is anchored by the MOON Equipment Co. line, comprising chrome and polished metal components such as MOON Discs (wheel hub caps in snap-on, screw-on, deep dish, starburst, turbine, and saturn styles), MOON Tanks (fuel, oil, and specialty tanks), MOON Valve Covers, MOON Steering Wheels, MOON Gauges, MOON Foot Pedals, MOON Manifolds, MOON Plug Wires, MOON Air Filters, and MOON Oil Pans and Filters, with applications spanning Chevy, Ford, Chrysler HEMI, Buick Nailhead, and Cadillac engines. Beyond proprietary MOON products, the company distributes complementary categories including wheels and tires, motorcycle parts, apparel and clothing, collectibles, stickers and patches, and pinstriping supplies. It holds licensing rights to Rat Fink (Ed 'Big Daddy' Roth) and Clay Smith Cams / Mr. Horsepower intellectual property and operates an active co-branding program with partners including Hoonigan, in4mation, M2 Machines, Kyosho, Tres Noir, BLACK FLYS, Reyn Spooner, LMC Truck, Tarmac Craft/Craft-Bamboo Racing, and Da Plate Lunch 808.

The business model is direct-to-consumer e-commerce (mooneyesusa.com) supplemented by a physical showroom with weekday and Saturday hours, supported by an international authorized dealer network. Pricing is unit-based with a wide range from approximately $2.95 for entry-level wheel discs to roughly $2,800 for gauge panels, plus apparel in the $6 to $200 band and limited edition collectibles up to $500. The company reports 1-10 employees, no external funding, no parent company, and no disclosed revenue.

Name

Mooneyes

Legal name

MOONEYES USA INC.

Website

https://mooneyesusa.com

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

1–10 employees

Short description

Mooneyes (MOONEYES USA INC.) is a privately held specialty retailer selling MOON Equipment Co. hot rod and custom motorcycle parts, apparel, and licensed Rat Fink and Clay Smith collectibles through its mooneyesusa.com e-commerce site and Santa Fe Springs, California showroom, serving individual car and motorcycle enthusiasts worldwide.

Ownership category

akta.pro rank

Product category

Automotive Aftermarket Parts

NAICS

Automotive Parts and Accessories Retailers (44133)

SIC

Motor Vehicle Parts & Accessories (3714)

akta.pro primary industry

Passenger Vehicle Interior Systems Manufacturing (ICE) (IMACAAAM)

Keywords

• Automotive aftermarket parts
• Hot rod components
• Custom car accessories
• Motorcycle parts
• Automotive lifestyle merchandise

Headquarters

HQ city

Santa Fe Springs

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. E-commerce Product Sales: Direct online sales of automotive parts, motorcycle components, apparel, and collectibles through mooneyesusa.com website to consumers worldwide (except Asia)
2. Physical Retail Showroom: In-store sales at their Santa Fe Springs, CA showroom location during business hours
3. International Distribution: International sales through authorized dealers and separate mooneyes.com for Asia region
4. Licensing & Collaborations: Revenue from collaborative products with partners including Hoonigan, in4mation, M2 Machines, Kyosho, and others using Mooneyes branding on apparel, toys, and collectibles

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Mooneyes (MOONEYES USA INC.) manufactures, sources, and distributes MOON Equipment Co. branded automotive components—including wheel discs, fuel tanks, valve covers, steering wheels, gauges, foot pedals, plug wires, air cleaners, oil pans, manifolds, and specialty accessories—for hot rod, custom car, and motorcycle builds. The company also retails branded apparel, collectibles, stickers, pinstriping supplies, and licensed hot rod culture merchandise (Rat Fink, Clay Smith/Mr. Horsepower) through its own e-commerce store, physical showroom, and international dealer network.

Product overview

Mooneyes (MOON Equipment Co.) is a specialty automotive parts retailer and e-commerce platform offering an extensive portfolio of custom car and hot rod components. The core MOON Equipment Co. product line includes wheel hub caps (MOON Discs), fuel and oil tanks (MOON Tanks), valve covers, steering wheels, gauges, foot pedals, plug wires, air filters, manifolds, and specialty automotive accessories. The company also distributes complementary product categories including auto parts, wheels & tires, motorcycle parts, clothing & apparel, collectibles, stickers & patches, Rat Fink merchandise, Clay Smith/Mr. Horsepower branded products, and pinstriping supplies. The store operates as a multi-brand e-commerce platform serving the custom automotive, hot rod, and kustom kulture enthusiast market.

Differentiator

Problem solved

Functional benefit

Brands

• MOON Discs: Iconic moon-shaped hub caps and wheel accessories
• MOON Tanks
• MOON Valve Covers
• MOON Steering Wheels
• MOON Fuel Block
• MOON Gauges
• MOON Foot Pedals
• MOON Plug Wires
• MOON Air Filter
• MOON Oil Pans & Filters
• MOON Valley Covers
• MOON Manifolds
• MOON Rear Dif Cover
• MOON Special
• Rat Fink
• Clay Smith

Products and services

• MOON Discs Decorative wheel hub caps and disc covers in multiple styles (snap-on, screw-on, deep dish, starburst, turbine, saturn, dzus fastened), compatible with automobiles, motorcycles, and bicycles.
• MOON Tanks Custom fuel tanks, oil tanks, and specialized containers including puke tanks, emergency tanks, water recovery tanks, and master cylinder reservoirs for automotive and motorcycle applications.
• MOON Valve Covers and Breathers Engine valve covers and breathers for various applications including Chevy Small Block, Big Block, Ford Small Block, Ford FE Big Block, Chrysler HEMI, Buick Nailhead, and Cadillac engines, with finned designs.
• MOON Steering Wheels Custom steering wheels featuring classic hot rod designs including California Metal Flake finishes, finger grip styles, and 3-hole spoke configurations, available in 13-15 inch sizes with vinyl and rubber grip options.
• MOON Fuel Blocks Fuel block mounting systems for organizing and securing fuel lines in custom automotive installations.
• MOON Gauges Automotive instrumentation including tachometers, speedometers, temperature, oil pressure, fuel level gauges, volt meters, clocks, and complete gauge sets in direct mount, in-dash, and under-dash configurations.
• MOON Foot Pedals Foot-operated controls including heel pivot pedals, dragster pedals, VW pedals, bolt-on pedals, and pedal pads for automotive applications.
• MOON Plug Wires High-performance ignition wire sets including spiro wound 8mm wires and complete spark plug wire sets for automotive engines.
• MOON Air Cleaners and Filters Air intake components including finned MOPAR Six Pack, starburst, dual quad, and super flow air cleaners for carbureted engines.
• MOON Oil Pans and Filters Oil system components including finned Buick Nailhead oil pans, remote oil filters, and replacement filters for custom automotive builds.
• MOON Valley Covers Intake valley covers for vintage engines including Oldsmobile, Ford and Mercury Y-Block, Chrysler Hemi, Cadillac, and Buick Nailhead applications.
• MOON Manifolds Intake manifolds including flathead intake manifolds for vintage automotive applications.
• MOON Rear Differential Covers Differential covers for GM 10-bolt and 12-bolt rear end assemblies.
• MOON Specialty Items Specialty items including license toppers, wall clocks, funnels, and other unique automotive accessories.
• Auto Parts and Accessories Comprehensive category of automotive components including filters, horn buttons, AC compressors, air scoops, alternators, brakes, chassis, electrical, exhaust, headlights, mirrors, starters, shifters, and steering components.
• Wheels and Tires Wheel accessories including valve stem caps, white wall toppers, hub caps, spider caps, trim rings, and complete wheel and tire assemblies.
• Clothing and Apparel MOONEYES branded apparel including t-shirts, hoodies, sweatshirts, jackets, hats, socks, bags, and accessories, plus collaboration items with brands such as Hoonigan, in4mation, Reyn Spooner, and LMC.
• Collectibles Novelty items and collectibles including die-cast vehicles, keychains, snow globes, signs, watches, apparel accessories, drinkware, and home goods.
• Stickers and Patches Decal and emblem products featuring MOONEYES, Rat Fink, Clay Smith, and various automotive and hot rod themes, including die-cut decals, patches, and reflective vehicle stickers.
• Rat Fink Merchandise Products featuring Ed 'Big Daddy' Roth's iconic Rat Fink character, including auto parts, apparel, novelties, collectibles, stickers, patches, and model kits.
• Clay Smith Merchandise Clay Smith Cams branded products featuring the Mr. Horsepower mascot, including auto accessories, apparel, stickers, patches, signs, and novelties.
• Pinstriping Toolbox Pinstriping supplies including 1-Shot paint, RONAN paint, Roth Flake paint, brushes, tools, and instructional books for custom automotive graphics.

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

Ten partnerships are on record, tiered notable and minor.

• HoonigannotableGTM or Marketing PartnerCollaborative apparel partnership producing co-branded t-shirts and hoodies including SOCAL, Hoon and Moon, and Macot designs
• in4mationnotableGTM or Marketing PartnerHawaiian lifestyle brand collaboration producing Aloha Crew and Express co-branded t-shirts and tote bags
• M2 MachinesminorGTM or Marketing PartnerMijo Exclusive collaboration producing 1:64 scale model vehicles featuring Ed Big Daddy Roth 1964 Dodge A100 Panel Van
• KyoshominorGTM or Marketing PartnerPartnership producing 1/10 scale Kyosho Mad Van model vehicles with MOONEYES branding ($250)
• Tres NoirminorGTM or Marketing PartnerEyewear collaboration producing Tres Noir x MOONEYES Sunglasses Waycooler
• BLACK FLYSminorGTM or Marketing PartnerEyewear partnership producing BLACK FLYS x MOONEYES Fly Melvin sunglasses
• LMC TruckminorGTM or Marketing PartnerLMC X MOONEYES collaboration producing Winners Circle Stock and Red Hot Stock t-shirts and hockey jerseys
• Tarmac Craft / Craft-Bamboo RacingminorGTM or Marketing PartnerCollaboration producing 1:43 scale MOONEYES x Tarmac x Craft-Bamboo Racing AMG GT3 die-cast models
• Reyn SpoonerminorGTM or Marketing PartnerHawaiian-inspired apparel brand collaboration for MOONEYES branded clothing items
• Da Plate Lunch 808minorGTM or Marketing PartnerHawaiian lifestyle collaboration producing Da Plate Lunch 808 x MOON Musubi Antenna Topper

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Speedway Motors: Largest US mail-order/DTC retailer of hot rod, street rod, and racing parts with broad SKU coverage across drivetrain, chassis, and styling. Directly comparable to Mooneyes in target customer (custom/traditional hot rodders) and product category (aftermarket performance and aesthetic parts).
• Summit Racing Equipment: Industry-leading performance parts retailer and manufacturer serving muscle car, hot rod, and racing enthusiasts via DTC catalog and online store. Directly comparable on customer base, DTC channel, and breadth of aftermarket parts for classic/custom ICE vehicles.
• Classic Industries: Major restoration parts supplier for classic American cars (Chevy, Ford, Mopar) with deep catalog of reproduction and restoration components including interior parts and accessories. Closely comparable to Mooneyes in restoration-driven enthusiast customer base.
• Year One: Specialty supplier of muscle car and classic vehicle restoration and performance parts with both reproduction and branded product lines. Comparable to Mooneyes in targeting hobbyists building period-correct or custom ICE vehicles.
• Eastwood: Direct-to-consumer retailer and brand of automotive restoration tools, paints, and supplies serving hobbyist restorers and hot rodders. Comparable in DTC catalog model and enthusiast customer overlap with Mooneyes' parts-and-accessories offering.
• Eddie Motorsports: Manufacturer and retailer of custom aluminum and billet accessories for hot rods, classics, and trucks — including hood hinges, grilles, and dress-up parts. Comparable to Mooneyes in producing and selling aesthetic upgrade parts to the same car-building customer.

Emerging players

• Hoonigan: Motorsports lifestyle brand and content creator producing apparel, parts, and garage services aimed at action-sports and gearhead culture. Comparable to Mooneyes' lifestyle/collaborative apparel arm and already an explicit Mooneyes co-branding partner.
• Gas Monkey Garage: Texas-based custom hot rod shop and lifestyle brand founded by Richard Rawlings, with branded merchandise and licensing. Compares to Mooneyes in blending custom-car culture with apparel/merch monetization.

Broad incumbents

• Dickies: Heritage workwear brand with deep penetration into mechanic, garage, and automotive lifestyle markets. Comparable to Mooneyes' apparel/accessories dimension and adjacent to the broader automotive-lifestyle consumer Mooneyes targets.

Others

• Hot Rod Magazine / MotorTrend Group: Long-running enthusiast media brand covering hot rod, custom, and muscle car culture with licensing, events, and branded merchandise. Comparable to Mooneyes' rat fink/magazine/content library dimension and shared audience of hot rod enthusiasts.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/MoonEquip
• YouTubeyoutube.com/user/MOONEYESJAPAN
• Facebookfacebook.com/Mooneyes
• Instagraminstagram.com/mooneyesusa
• LinkedInlinkedin.com/company/mooneyes

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 Mooneyes