What Softopper does

Softopper, headquartered in Westminster, Colorado, manufactures and sells retractable soft top covers for pickup truck beds and classic SUVs through a direct-to-consumer e-commerce model. Its core product is a collapsible aluminum frame paired with a snap-on, two-ply sailcloth or three-layer Premium Black Twill canopy that folds forward or detaches in minutes, weighs roughly 40 lbs, and installs via a no-drill clamp-on system. The company covers an unusually broad vehicle matrix — 1,782 truck variants and 106 SUV variants spanning Toyota, Ford, Chevrolet, Dodge, Jeep, Honda, Nissan, and International Scout II platforms — and is positioned as the original soft-top alternative to hard tonneaus for owners who need both cargo protection and open-bed flexibility.

The product portfolio extends beyond the core soft tops into adjacent hardware and consumables: the heavy-duty Exo Truck Bed Rack (1,000 lb static load, e-coat and powder coat steel, rooftop-tent compatible), a Camo Line using licensed TrueTimber patterns, replacement parts and window panels, a Cleaning Care line (vinyl/twill protectants, biodegradable cleaner, window polish), camper top tents, boot covers, dog-window kits, brake lights, overhead organizers, and apparel. Softopper is part of the Bestop Premium Accessories Group (BPAG), a portfolio of off-road and adventure brands under Bestop, sourcing its Twill fabric from Bestop's OE-grade convertible supplier and benefiting from BPAG's distribution and 50+ annual off-road event presence. The company employs a small footprint — a Westminster, CO headquarters and a San Antonio, TX returns/warehouse site — and handcrafts products in North America with primarily USA-sourced materials.

Softopper monetizes exclusively through one-time hardware sales and related accessory/consumable purchases on its own website and by phone; there is no subscription, leasing, or recurring revenue model. Pricing is fixed per vehicle model at roughly $1,049.99–$1,099.99 for most truck soft tops, $1,399.99 for SUV soft tops, with a premium for the Black Twill SKU and accessory pricing ranging from $2 (zipper pulls) to $1,500+ (Exo Rack). The customer base is individual truck and SUV owners across use cases (cargo protection, overlanding, tradesmen, hunters, ranchers) rather than enterprise accounts; marketing relies on Instagram, Facebook, YouTube, X, a community blog, SEO vehicle-selector pages, email, and event participation. Brand reputation is supported by a 4.3/5 Google rating across 828 reviews and anecdotal repeat-customer evidence spanning 14–15 year ownership cycles.

Name

Softopper

Legal name

Softopper

Website

https://softopper.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Softopper is a Westminster, Colorado-based manufacturer of retractable soft top covers for pickup truck beds and classic SUVs, sold direct-to-consumer via softopper.com. A subsidiary within the Bestop Premium Accessories Group, it serves truck and SUV owners seeking lightweight, no-drill, fold-down cargo protection across 1,782 truck and 106 SUV model variants.

Ownership category

akta.pro rank

Product category

Truck and SUV Soft Tops (Aftermotive Off-Road Accessories)

NAICS

Automotive Parts and Accessories Retailers (44133)

SIC

Motor Vehicle Parts & Accessories (3714)

akta.pro primary industry

Aftermarket Exterior Accessories Manufacturing (Body Kits/Grilles/Bumpers/Racks/Tow Hooks) (IMACANAI)

Keywords

• Retractable truck tops
• Truck bed soft covers
• SUV soft tops
• Off-road accessories
• Truck bed racks

Headquarters

HQ city

Boulder

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Soft Top Sales (One-Time Hardware): Softopper generates revenue primarily through the one-time sale of soft top covers for trucks and SUVs, as well as the Exo Truck Bed Rack system. Products are sold at fixed price points per vehicle model. No subscription or recurring revenue model is employed.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Softopper manufactures and sells retractable soft top covers for pickup truck beds and classic SUVs, built on a rust-proof anodized aluminum frame with automotive-grade sailcloth or premium black twill fabric. The product line extends to the Exo Truck Bed Rack system, camo-pattern variants (TrueTimber), replacement parts, cleaning care products, and adventure accessories such as camper top tents and 3rd brake lights. Products are sold as one-time hardware purchases, vehicle-specific, through the company's own e-commerce site and phone/chat channels.

Product overview

Softopper is a manufacturer of retractable soft tops for trucks and SUVs, offering a unified product line centered on their flagship soft top system. The core product line consists of Truck Soft Tops and SUV Soft Tops, which share a collapsible fabric-and-frame design that provides weather protection while allowing full bed/cargo access when retracted. The portfolio extends to the Exo Truck Bed Rack for cargo hauling, a Camo Line featuring TrueTimber camouflage patterns, and a comprehensive range of Replacement Parts, Cleaning Care products, Replacement Window Panels, and Adventure Accessories (Camper Top Tents, Boot Covers, Dog Window Kits, 3rd Brake Lights, Overhead Organizers). All products are designed for off-road and adventure enthusiasts, with the soft tops available in multiple colors (Black Vinyl, Tan, Grey, Premium Black Twill) and vehicle-specific configurations.

Differentiator

Problem solved

Functional benefit

Brands

• Softopper: Handmade truck tops and soft bed caps for trucks and SUVs
• Exo Truck Bed Rack
• Softopper Camo Line

Products and services

• Truck Soft Tops Retractable, lightweight soft tops for pickup truck beds (e.g., Toyota Tacoma, Tundra, Ford F-150, Dodge Ram, Chevrolet Silverado, Jeep Gladiator, Ford Maverick, Honda Ridgeline, Nissan Titan) that fold down for full bed access and pop up for weather protection; priced $1,049.99-$1,099.99 for most models.
• SUV Soft Tops Lightweight, retractable soft tops for classic SUVs including International Scout II, Ford Bronco, Chevy Blazer, and Toyota 4Runner; available in Black, Grey, or Tan with clear or dark tinted window options and a protective boot cover; priced at $1,399.99.
• Exo Truck Bed Rack Steel truck bed rack system constructed from 10, 12, and 14 gauge HRPO steel with two-stage e-coat and matte black powder coat finish; up to 1,000 lb static load capacity; rooftop tent compatible with pre-drilled mounting holes; mounts under Softopper bed rails to factory truck rails; available for Chevy, Dodge, Ford, GMC, Jeep, and Toyota trucks.
• Camo Soft Tops Retractable truck bed covers in TrueTimber camouflage patterns - Vintage Brown and Midnight - targeting hunters, ranchers, tradesmen, and weekend adventurers.
• Softopper Replacement Parts Individual replacement components including clamps (ST-1 $8.00, KH-1 $6.00), zipper pulls ($2.00), snap kits, seam sealer ($8.95), seam grip ($9.95), pivot pins & E-clips 2-pack ($8.00), circle cotter pins 2-pack ($2.00), rear bars, and weather stripping to maintain and repair Softopper products.
• Soft Top Cleaning Care Line Care products including Vinyl Cleaner, Vinyl Protectant, Twill Protectant, and Vinyl Window Cleaner/Polish; environmentally safe and biodegradable formulas designed to clean, protect, and extend the lifespan of Softopper canopies and vinyl windows.
• Soft Top Replacement Window Panels Replacement window panels available in clear, tinted, mesh, or solid options for Softopper truck and SUV tops, supporting customizable privacy, ventilation, and style.
• Camper Top Tents Truck-bed camping tent that converts a Softopper-equipped truck bed into an instant campsite; includes beige roof, blue walls, bungee cords, DAC tent poles, and carrying case.
• Boot Cover Durable protective cover for storing a Softopper when retracted, available in black, tan, or gray.
• Bed Rack Accessories Purpose-built accessories for the Exo Truck Bed Rack including awning mounts, tent bars ($149.00), grab handles ($35.00), recovery board mounts, accessory panels, and mounting hardware.
• Softopper Apparel Softopper-branded clothing including t-shirts, hoodies, and zip-up jackets designed for outdoor lifestyles and adventure enthusiasts.

Quantifiable outcome

• Weighs roughly 40 lbs — lightweight design without sacrificing all-season durability
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Two partnerships are on record, tiered core.

• Bestop Premium Accessories Group (BPAG)coreOthersSoftopper is a member of the Bestop Premium Accessories Group (BPAG), a portfolio of leading off-road accessory brands assembled by Bestop. BPAG includes Softopper, Baja Designs, PRP Seats (with Status Racing and Speedstrap), Tuffy Security Products, MGP Caliper Covers, Aluminess, and sPOD. The group aims to deliver premium products, consumer-focused service, and best value for driving adventure enthusiasts.
• BestopcoreStrategic or Co-development PartnerSoftopper is a brand under Bestop's Premium Accessories Group. Bestop is a long-established leader in soft tops (nearly seven decades in business), supplying OEM convertible fabric to major automakers including Jeep, Ford, and Chrysler. The Twill Softopper material is sourced from Bestop's OE-grade supplier, time-tested by the leading Wrangler and Bronco top manufacturer.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• TruXedo: Manufacturer of soft and hard roll-up tonneau covers for pickup trucks, including the TruXedo Lo Pro and Sentry lines. Competes directly with Softopper in the truck bed weather-protection category at similar price points.
• Extang: Manufacturer of tonneau covers including soft folding (Solid Fold, Trifecta) and hard rolling options for pickup trucks. Directly competes with Softopper in the truck bed cover category with similar vehicle-specific fitment depth.
• Retrax: Maker of retractable hard tonneau covers (RetraxONE, RetraxPRO) using aluminum slat construction. Targets the same truck owners Softopper serves, offering superior security and weather sealing at a premium price point.
• Bak Industries: Leading maker of hard folding and roll-up tonneau covers (BakFlip, BakRevolver) for pickup trucks. Competes with Softopper for truck owners wanting bed weather protection, especially those prioritizing security and durability over soft-top flexibility.
• UnderCover: Manufacturer of hard one-piece tonneau covers (UX, SE, Classic) and truck bed covers. Competes with Softopper in truck bed weather protection, especially for security-focused and commercial buyers.
• Gator Covers: Manufacturer of soft, hard folding, and retractable tonneau covers at value and mid-tier price points. Competes directly with Softopper for budget-conscious and mid-market truck owners seeking bed weather protection.

Broad incumbents

• Bestop: Softopper's parent company and the dominant OEM soft top supplier to Jeep, Ford, and Chrysler. Bestop sells its own aftermarket soft tops and accessories directly to the same truck, Jeep, and SUV buyers that Softopper targets, with a broader convertible-top portfolio.
• Leer Group: Leading North American manufacturer of fiberglass truck caps and toppers (Leer, Century, Snugtop, Pace Edwards). Competes with Softopper for truck owners wanting more permanent bed coverage with greater security.

Emerging players

• Rough Country: Broad-line aftermarket truck and Jeep accessories brand offering lift kits, lighting, soft tops, and bed covers. Competes with Softopper for off-road and lifestyle truck owners, particularly with its own soft top and tonneau cover lines.
• Yakima: Outdoor and overlanding rack and accessory brand (including Yakima truck bed racks, rooftop tents, and cargo solutions). Comparable to Softopper's Exo Truck Bed Rack product for overlanding and rooftop tent mounting use cases.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/Softopper_CO
• YouTubeyoutube.com/channel/UCBqlWJ37bDyvEd1ScFXwHFw
• Facebookfacebook.com/softopper
• Instagraminstagram.com/softopper_boulder
• LinkedInlinkedin.com/company/softopper

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 Softopper