Thule Group AB

What Thule Group AB does

Thule Group AB is a Swedish publicly listed company (Nasdaq Stockholm, ticker THUPY) founded in 1942 and headquartered in Malmö, Sweden. The company designs, manufactures, and sells branded outdoor recreation and active lifestyle products under three brands: the core Thule brand, Case Logic (travel accessories), and Quad Lock (performance phone mounts, acquired 2024). Thule sells in 138 markets globally through a multi-channel model comprising direct-to-consumer e-commerce (20 markets live as of 2025), retail partners (Amazon, REI, specialty outdoor retailers), and OEM-embedded dealer channels (Honda and Acura Partnered Accessories launched in the US in May 2026), supported by 9 production facilities, 35 sales offices, and approximately 2,800-3,000 employees.

The product portfolio spans four areas: Sport & Cargo Carriers (roof racks, roof boxes, bike carriers, rooftop tents — three Champion categories), Active with Kids & Dogs (car seats, strollers, bike trailers, child bike seats, and dog transport products including curli AG acquired in May 2026), RV Products (awnings, bike carriers, tents — with awnings as a Champion), and Bags & Mounts (backpacks, luggage, and Quad Lock phone mounts — a Champion category). The company pursues a deliberate Champion category strategy, holding clear global #1 positions in six product categories that drove 90% of value creation since 2014, with a target of 10 Champions by 2035.

Thule generates revenue primarily through hardware sales of premium-positioned products, with FY 2025 net sales of SEK 10.4 billion (up 9% reported, 14% constant currency) — the highest in company history. Adjusted EBIT was SEK 1,671 million (16.0% margin) on a record 46% gross margin, with stated 2029 financial targets of SEK 12.0 billion revenue and 20% EBIT margin. Notable recent activity includes the curli AG acquisition, the Honda/Acura OEM partnership, a debut SEK 1 billion bond issuance under a new MTN program (oversubscribed 2.6x), and North American restructuring to mitigate tariff impact. Pricing sits in the premium tier (e.g., Widesky roof-top tent at $4,000) supported by Scandinavian design heritage and 14 Red Dot plus 8 iF Design Awards received in early 2026 alone.

Name

Thule Group AB

Legal name

Thule Group AB (publ)

Website

https://thulegroup.com

Company type

Public

Founded year

1942

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Thule Group AB is a Swedish premium outdoor recreation and active lifestyle products company, designing and manufacturing roof racks, roof boxes, bike carriers, child car seats, strollers, RV products, and luggage under the Thule, Case Logic, and Quad Lock brands, serving active families and outdoor enthusiasts across 138 markets.

Ownership category

akta.pro rank

Product category

Outdoor Recreation Products

NAICS

Sporting Goods Retailers (45911), Sporting and Recreational Goods and Supplies Merchant Wholesalers (42391), Sporting Goods Retailers (459110)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Sports, Outdoor & Adventure Packs Manufacturing (Backpacks/Duffels) (IMAOAHAE)

akta.pro secondary industries

Tents, Shelters & Sleep Systems Retail (CRAMAMAH), Recreational Vehicle (RV) Bodies & Towables Manufacturing (IMACAGAJ), Sporting Goods, Outdoor & Fitness Marketplaces (CRAFABAI)

Keywords

• Outdoor recreation products
• Roof racks and boxes
• Bike carriers
• Child car seats
• Active lifestyle gear

Headquarters

HQ city

Malmö

HQ country

Sweden

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Thule generates revenue primarily through the sale of physical outdoor recreation and active lifestyle products. Products are sold through multiple channels including direct-to-consumer (thule.com), retail partners (Amazon, REI), automotive dealer networks (Honda/Acura), and traditional outdoor specialty retailers. The company operates with seasonal patterns in its sales cycles.

Pricing tiers

Go-to-market motion4 records

Distribution channels4 records

Marketing channels5 records

Core offering

Thule Group designs, manufactures, and sells premium outdoor recreation and active lifestyle products across four areas: Sport & Cargo Carriers (roof racks, roof boxes, bike carriers, rooftop tents), Active with Kids & Dogs (car seats, strollers, bike trailers, dog transport), RV Products (awnings, carriers, tents), and Bags & Mounts (backpacks, luggage, Quad Lock phone mounts). Products are sold under the Thule, Case Logic, and Quad Lock brands in 138 markets.

Product overview

Thule Group AB is a global sports and outdoor company offering high-quality products with smart features and sustainable design for active families and outdoor enthusiasts. The product portfolio is organized into four main product categories: Sport & Cargo Carriers (roof racks, roof boxes, cycling/water/winter sport carriers, and rooftop tents), Active with Kids & Dogs (car seats, strollers, bike trailers, child bike seats, and dog transport), RV Products (awnings, bike carriers, and tents for RVs and caravans), and Bags & Mounts (backpacks, luggage, and performance phone mounts). The company operates under three brands: Thule (core premium outdoor gear), Case Logic (travel accessories), and Quad Lock (acquired performance phone mounts). The company identifies six 'Champion' product categories where it holds clear market leadership positions: roof racks, roof boxes, bike carriers, bike trailers, awnings, and performance phone mounts. Products are sold in 138 markets through both direct channels and retail partners including Amazon, Honda/Acura dealerships, and specialty outdoor retailers.

Differentiator

Problem solved

Functional benefit

Products and services

• Thule Roof Boxes Hard-shell roof boxes that mount on vehicle roof racks to provide enclosed, weather-resistant cargo storage for luggage, outdoor gear, and bulky items. Feature tool-free mounting and dual-side opening for convenient access from either side of the vehicle. Sold to outdoor enthusiasts and active families.
• Thule Pulse Roof box launched at a lower price point to enable more consumers to access Thule products within the premium segment, expanding market reach. Sold to outdoor enthusiasts and active families.
• Thule Widesky Hardshell rooftop tent (RTT) with assisted strut design allowing setup in under ten minutes. Weighs 147 lbs with 660 lbs capacity, features aluminum honeycomb shell with recycled 600D ripstop canvas and integrated dimmable LEDs. Priced at $4,000 (€3,400). Targeted at overlanding and camping consumers.
• Thule VeloLite Bike carrier with 53% reduced emissions compared to the equivalent previous product version, demonstrating sustainability-focused design improvements. Sold to cycling enthusiasts and active families.
• Thule Vero Premium bike carrier designed for heavier bikes, specifically developed for the North American market with targeted features for the region. Sold to cycling enthusiasts.
• Thule Xscape Easy-to-install rack system for pickup trucks, enabling secure transport of skis, surfboards, rooftop tents and other equipment on pickup trucks. Targeted at the North American market.
• Thule Epos ParkSecure Premium bike carrier available with integrated parking sensors to assist with parking maneuvers and protect both the vehicle and expensive bikes being transported. Sold to cycling enthusiasts and active families.
• Thule Outpace Light and compact bike carrier designed to take minimal space when not in use, offering convenience for cyclists. Sold to cycling enthusiasts and active families.
• Thule Glide Award-winning running stroller updated with new features for parents who run with children. Sold to active families.
• Thule Cappy Crash-safe harness for safe transport of dogs in vehicles, providing safety for pet owners. Sold to active families with dogs.
• Thule Palm Seat cushion for older children with back and neck support, designed to complete the child car seat range for all ages. Sold to active families.
• Thule Connected Car Seats Innovative smart/connected car seats with technology features for enhanced child safety. Sold to active families with young children.
• Thule Compression Cube Set Packing cubes designed for travel organization, recognized as best for compression in product testing by The Guardian. Sold to consumers for travel organization.
• Quad Lock Performance Phone Mounts Global market-leading performance phone mounts for cyclists, motorcyclists, and outdoor adventurers. Acquired by Thule in 2024 and represents the company's Champion category for robust phone mounts.

Quantifiable outcome

• Reduced emissions by 53% for the new Thule VeloLite bike carrier compared to previous product version
• +5 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature7 records

Partnerships

Three partnerships are on record, tiered core.

• HondacoreOEM/ Whitelabel/ Licensing Partner · 1 May 2026Honda launched its Partnered Accessories program in the United States, starting with Thule products for overlanding and recreation. Customers can have Thule products installed at Honda dealerships with Honda's backing and warranty support. The program includes older Honda models and is planned to expand with more brands and product categories including recreation, family, pet, and lifestyle options.
• AcuracoreOEM/ Whitelabel/ Licensing Partner · 1 May 2026Acura launched its Partnered Accessories line in the United States, partnering with Thule to offer overlanding and recreation-focused products through their dealerships. The launch positions the accessory ecosystem as an additional revenue source complementing Acura Genuine Accessories.
• curli AGcoreStrategic or Co-development Partner · 1 May 2026Thule grew within dog transport through the acquisition of curli AG, expanding its product offerings in the Active with Kids & Dogs category.

Scale indicators11 records

Recent moves10 records

Expansion highlights8 records

Direct peers

• Yakima: Direct competitor in roof racks, roof boxes, and bike carriers. Yakima serves the same outdoor enthusiast and active family segments in North America and globally, with overlapping product lines in vehicle-mounted cargo and bike transport.
• Rhino-Rack: Direct competitor in roof racks, roof boxes, and outdoor cargo solutions. Rhino-Rack targets similar use cases (overlanding, cycling, water sports) with comparable product categories and retail channels.
• iKamper: Direct peer in hardshell rooftop tents (RTTs). iKamper's Skycamp competes directly with Thule Widesky in the premium RTT category, serving overlanding and outdoor enthusiast segments with comparable pricing.
• Kuat: Direct peer in premium bike carriers (hitch-mounted and roof-mounted). Kuat competes head-to-head with Thule's bike carrier Champion category, serving cyclists and outdoor enthusiasts with similar premium-positioned products.
• Saris (formerly Saris Cycling Group): Direct competitor in bike carriers, bike racks, and indoor trainers. Saris serves overlapping customer segments (cyclists, families) and competes with Thule's bike carrier product line across multiple channels.
• Britax Römer: Direct competitor in child car seats, overlapping with Thule's Active with Kids category. Britax serves the same active family segment with comparable premium child safety products and similar safety certification positioning.

Others

• REI Co-op: Key retail partner and customer (named Thule best supplier in Action Sports 2011-2012) but also a vertically integrated outdoor retailer with private-label products. Relevant for understanding Thule's distribution mix and competitive dynamics in the US outdoor retail channel.

Regional players

• Brink Group (formerly Thule Towing): Former Thule towing business spun off in 2014 and now operating as a separate European entity. Comparable to Thule in the European automotive accessories space (tow bars, wiring) but focused on a different category and a separate independent company.

Broad incumbents

• Dometic: Broad incumbent in RV and outdoor lifestyle products including awnings, cooling, and sanitation. Dometic overlaps with Thule's RV Products Champion category (awnings, bike carriers) and serves RV/caravan owners.

Emerging players

• Osprey Packs: Competitor in outdoor backpacks and travel bags, overlapping with Thule's Bags & Mounts category. Osprey focuses on technical backpacks and hydration packs for outdoor enthusiasts, a related but distinct product set from Thule's broader portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCkAJOip2WV7FyDJTXmpomxw
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• LinkedInlinkedin.com/company/thule

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A4 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Thule Group AB