What Viking Sales does

Viking Sales, Inc. is a Brighton, Michigan-based private manufacturer founded in 1972 that produces custom imprinted mud flaps for the commercial transportation industry. Its product line comprises extruded poly-plastic mud flaps in 3/16″, 1/4″, and 3/8″ thicknesses, thermoplastic rubber variants in 1/4″, 3/8″, and 1/2″ thicknesses, and quarter-fender mud flaps, all of which can carry customer logos applied via an in-house hot-stamp process the company claims is more durable than printing. Viking's differentiator is end-to-end control of poly mud flap production through a proprietary extrusion process it controls from the first step, supported by an in-house art department that produces graphic logo dies; manufacturing is ISO-9001 certified and products are tested to temperatures below −100 °F.

The company sells exclusively through authorized distributors within the High Bar Brands portfolio — High Bar Brands acquired Viking in August 2022 and provides regional sales managers and territory managers across U.S., Canada, Mexico, and Latin America. End-customer segments are fleet owners and trucking companies (custom-branded flaps serving as mobile advertising and debris protection), truck and trailer OEMs (flaps as optional or standard equipment), aftermarket parts distributors (resale), and truck upfitters. Customers interact with Viking through a website-based 'Build Your Own' designer tool that outputs an estimated price and routes the inquiry to a sales representative who then connects the buyer to the appropriate local distributor for fulfillment. Pricing is configured per piece based on material, size, foil count, and add-ons such as rounded corners or angle cuts, with a 100-piece minimum order, approximately 9-week lead times after proof acceptance, and one-time setup/plate charges that are waived on orders of 300+ pieces for 1–2 color logos. Revenue is derived from one-time unit sales of custom mud flaps plus setup, plate, and customization fees; unit pricing is uniform across customer types.

Viking is a wholly-owned subsidiary of High Bar Brands, LLC, a Owatonna, Minnesota-based diversified holding company for commercial-vehicle aftermarket brands that also owns Minimizer, Premier Manufacturing, BettsHD, Dieter's Accessories, Panelite, and Globetech. The company has 11–50 employees and runs no app, no public APIs, and no disclosed AI/ML capabilities; its digital presence consists of a website, social profiles on Facebook, Instagram, LinkedIn, and YouTube, and Trustpilot reviews.

Name

Viking Sales

Legal name

Viking Sales, Inc.

Website

https://vikingmudflaps.com

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

11–50 employees

Short description

Viking Sales, Inc. is a Brighton, Michigan-based manufacturer of custom imprinted poly-plastic and thermoplastic rubber mud flaps for commercial trucking fleets, OEMs, and aftermarket distributors, selling exclusively through the High Bar Brands distribution network across North and South America since 1972.

Ownership category

akta.pro rank

Headquarters

HQ city

Brighton

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Revenue model

1. Custom Mud Flap Sales: Viking generates revenue primarily from the sale of custom imprinted mud flaps in various materials (poly-plastic and rubber), sizes, and colors. Orders have a minimum quantity of 100 pieces.
2. Setup/Plate Charges: One-time setup charges apply for custom logo flaps using customer-provided logos. These charges may be waived with initial orders of 300+ flaps. Additional charges may apply for designs with more than 2 colors.
3. Custom Add-on Services: Revenue from customizations including rounded corners, angle cuts, and custom color matching using Pantone numbers, all with associated labor or material fees.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Viking Sales, Inc. (dba Viking Mud Flaps) manufactures custom-imprinted poly-plastic and thermoplastic rubber mud flaps featuring hot-stamped logos and graphics for commercial vehicle fleets, OEMs, aftermarket distributors, and truck upfitters. The company sells through an exclusive distribution network across the Americas with a minimum order quantity of 100 pieces and supports customization through an online "Build Your Own" designer tool. Manufacturing is ISO-9001 certified, and the company is a privately held subsidiary of High Bar Brands, LLC.

Product overview

Viking Sales is a manufacturer of custom imprinted mud flaps for the transportation industry, offering a portfolio of poly-plastic and thermoplastic rubber products. The product line includes Standard 3/16" Poly, 1/4" Econo Anti-Spray Poly, 3/8" Rain-Check Poly, Anti-Spray Thermoplastic Rubber (1/4", 3/8", 1/2"), and Quarter Fender Mud Flaps. All products support custom logo hot-stamping with multiple foil color options. The company operates an online 'Build Your Own' designer tool for customer configuration and pricing. Products are sold exclusively through distribution with a minimum order quantity of 100 pieces.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Imprinted Mud Flaps Poly-plastic and thermoplastic rubber mud flaps manufactured by Viking and imprinted with custom hot-stamped logos and graphics. Sold to commercial fleets, OEMs, aftermarket distributors, and truck upfitters across the Americas through an exclusive distributor network, with a minimum order quantity of 100 pieces. Designed for commercial vehicle branding and fleet identification.

Quantifiable outcome

• Products tested to temperatures below -100 degrees Fahrenheit without failure
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• High Bar BrandscoreStrategic or Co-development Partner · 1 January 2022High Bar Brands acquired Viking Sales in 2022. High Bar Brands is the parent company that also owns Minimizer, Premier Manufacturing, BettsHD, Dieters Accessories, Panelite, and Globetech. Viking operates under the High Bar Brands umbrella with expanded marketing/sales support and an expansive distribution network throughout North America, Central America, and South America.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Minimizer: Sister brand under High Bar Brands that manufactures heavy-duty poly mud flaps, fenders, and truck accessories for the commercial vehicle market. Most direct product overlap with Viking—both produce branded poly mud flaps for fleets and OEMs—and they now share distribution under HBB.
• Panelite: Sister brand under High Bar Brands producing commercial vehicle panels and related accessories. Comparable as a HBB sister brand serving overlapping fleet/OEM channels.
• Stampede: Manufacturer of branded automotive and truck mud flaps and accessories, often sold through fleet and dealer channels. Comparable as a focused mud flap competitor with a similar customization and branding proposition.
• Premier Manufacturing: Sister brand under High Bar Brands producing truck and trailer components (springs, suspension parts). Comparable as a sister commercial-vehicle parts manufacturer sharing distribution, though its product mix is more mechanical and less cosmetic than Viking's.
• Dieter's Accessories: Sister brand under High Bar Brands making truck accessories. Comparable as a fellow HBB portfolio brand with overlapping customer base in the commercial vehicle aftermarket.
• BettsHD: Sister brand under High Bar Brands making heavy-duty commercial vehicle lighting and hardware. Comparable as a fellow HBB portfolio company serving the same fleet and OEM customers, even though its core products differ from mud flaps.

Broad incumbents

• Husky Liners: Major aftermarket automotive and truck accessories brand (part of RealTruck) producing floor liners, mud flaps, and related products. Comparable because it sells branded mud flaps into the same fleet/owner-operator channels, though at much broader scale and across multiple categories.
• Lund International: Aftermarket maker of truck and SUV accessories including mud flaps, fender flares, and exterior protection products. Comparable as a multi-category truck accessory competitor with overlapping OEM/aftermarket customers.
• Dee Zee: Established manufacturer of truck toolboxes, running boards, and mud flaps serving the commercial and consumer vehicle aftermarket. Comparable on the mud flap product line and channel overlap with fleets and dealers.
• WeatherTech: Major aftermarket vehicle accessory brand known for floor liners, with adjacent product lines in exterior protection. Comparable as a branded, design-led truck/SUV accessory company selling into the same owner-operator and fleet buyer demographics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@vikingmudflaps
• Facebookfacebook.com/VikingMudFlaps
• LinkedInlinkedin.com/company/viking-mud-flaps
• Instagraminstagram.com/vikingmudflaps

Compliance1 record

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 Viking Sales