Tara

What Tara does

Tara Pool & Outdoor Products is a privately held, family-owned American manufacturer of custom vinyl pool liners, safety covers, and outdoor shade solutions, founded in 1984 by Marshall Richardson and headquartered in Owens Cross Roads, Alabama. The company operates with 11-50 employees and sells exclusively through a network of pool dealers and installers across North America, with no direct-to-consumer channel. Its product portfolio is anchored by three categories: custom-fit vinyl pool liners featuring industry-leading patterns and virgin vinyl construction; safety covers available in Regular Mesh, HD Mesh, and Solid variants with UV-resistant materials and corrosion-proof hardware; and the "Shades by Tara" line including the Shade DeLux cantilever system, Mod Shade kits, custom shades, and pergola shades. Tara pioneered computerized design for vinyl liners over 40 years ago, and skilled technicians continue to use proprietary software and advanced measuring technology to translate dealer-supplied pool measurements into precision-fitted products, with turnaround times of approximately three weeks reported on large custom jobs.

The business operates on a one-time purchase revenue model where pricing is not publicly disclosed and customers are directed to local dealers for quotes. Customer testimonials, product galleries, and a "Find A Dealer" portal form the core of the company's digital marketing presence, while the dealer network handles quoting, measurement, and installation at the local level. The company is led by CEO John Marshall, continuing the founder's family legacy and a customer-first service orientation. Revenue is not publicly disclosed; the company maintains no external investment, parent company, or subsidiaries, and operates as a focused niche manufacturer with stable distribution rather than a high-growth venture-backed profile.

Name

Tara

Legal name

Tara Pool & Outdoor Products

Website

https://tarapools.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Owens Cross Roads

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Pool Liners: Custom vinyl pool liners sold to homeowners through dealer network. Each liner is precision-made to exact pool dimensions.
2. Safety Covers: Custom safety covers for pools featuring UV-resistant materials, precision stitching, and corrosion-proof hardware. Sold through dealers.
3. Sun Shades: Outdoor shade solutions including Shade DeLux, custom shades, pergola shades, and shade kits. Features weather-resistant aluminum and durable fabric blocking up to 98% UV rays.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Tara Pool & Outdoor Products is a family-owned American manufacturer that designs and produces custom vinyl pool liners, pool safety covers, and outdoor sun shade solutions for residential swimming pools. Products are precision-manufactured to exact pool dimensions using proprietary computerized design software and advanced measuring technology, then distributed exclusively through a network of pool dealers and installers across the United States.

Product overview

Tara Pool & Outdoor Products is a family-owned American manufacturer offering a portfolio of pool and outdoor products centered around three core offerings: Pool Liners, Safety Covers, and Sun Shades. The company has operated for over 42 years, providing custom-fitted residential pool products designed for durability and aesthetic appeal. Pool Liners serve as the flagship category with distinctive patterns, while Safety Covers provide seasonal protection in three material variants (Regular Mesh, HD Mesh, Solid). Sun Shades extend the outdoor living experience through multiple sub-products including the Shade DeLux cantilever system, Custom Shades for unique spaces, Pergola Shades for existing structures, and modular Shade Kits for easy installation. All products are manufactured in the USA with precision fitting and undergo quality testing.

Differentiator

Problem solved

Functional benefit

Brands

• Shade DeLux: Cantilever shade system delivering wide, comfortable coverage with an 8' x 10' canopy, featuring modular expansion up to 30', weather-resistant aluminum construction, and 10-year or 3-year warranty options.
• Mod Shade

Products and services

• Pool Liners Custom-fitted vinyl pool liners made in the USA using virgin vinyl and proprietary computerized design technology, offered in distinctive patterns for residential pools. Sold to homeowners through the Tara dealer network.
• Safety Covers Custom-fitted pool safety covers with precision stitching, UV-resistant materials, and corrosion-proof hardware. Available in three variants — Regular Mesh (lightweight, fast-draining, 95% sunblock, 15-year warranty), HD Mesh (high-density, blocks up to 99% sunlight to prevent algae, 15-year warranty), and Solid Cover (laminated vinyl, 100% sunlight and debris block, 12-year warranty). Sold through pool dealers to residential homeowners.
• Sun Shades Outdoor shade solutions sold under the 'Shades by Tara' brand, including the Shade DeLux cantilever shade system (8'x10' canopy expandable up to 30', weather-resistant aluminum, 10-year or 3-year warranty options), Mod Shade kits (fast surface-mount installation under an hour), Custom Shades for unique spaces, and Pergola Shades for existing structures. Fabric blocks up to 98% of UV rays. Sold through the dealer network to residential customers.

Quantifiable outcome

• Pool liner turnaround time of 3 weeks for large custom pools

Named customers7 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Sunjoy: Broad-line outdoor products manufacturer (gazebos, pergolas, shade structures). Overlaps with Tara's Sun Shades line in product form factor and DIY-friendly backyard positioning.
• Pool Corporation (PoolCorp): Largest US distributor of pool products, including liners, covers, and related parts, serving tens of thousands of dealers. Not a manufacturer peer but a channel/incumbent that controls shelf access for Tara-style products.
• Anthony & Sylvan Pools: Large US residential pool builder/installer that purchases liners, covers, and shades at scale. A direct customer-type incumbent comparable to the dealer-channel customers Tara serves.

Emerging players

• Coolaroo: Manufacturer of outdoor shade products (shade sails, outdoor roller shades). Closest comparable in the Sun Shades category that Tara has expanded into, partially overlapping with Shade DeLux / Mod Shade.
• River Pools: US fiberglass pool manufacturer and installer with strong content/brand presence. Comparable customer base (residential pool buyers) and complementary material substitution risk versus vinyl liners.

Direct peers

• Merlin Industries: US manufacturer of custom vinyl pool liners, safety covers, and pool accessories sold through dealer and installer channels. Closely comparable in product, channel, and customer to Tara.
• Doughboy Recreational: Long-established manufacturer of above-ground and vinyl liner pools and pool liners with a dealer/distributor channel. Comparable product mix (vinyl liners, related accessories) and channel to Tara.
• Latham Pool Products: One of the largest North American manufacturers of vinyl pool liners, safety covers, and related pool products, sold through dealers. Most direct competitor to Tara given overlapping product mix and channel model.
• Imperial Pools: Manufacturer of vinyl liner pools and related products (liners, covers) selling through a US dealer network. Comparable custom-manufacturing business model and customer base to Tara.
• Hinspergers Poly Industries: Canadian manufacturer of custom vinyl pool liners and pool-related products serving North American dealers. Direct product-and-channel peer to Tara with overlapping vinyl liner category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/TaraPoolLife
• Facebookfacebook.com/TaraPoolLife
• LinkedInlinkedin.com/company/tara-liners

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 Tara