Advaning Awning
Advaning Awning is a California-based company that designs and distributes retractable and stationary awnings, polycarbonate and glass canopies, and shade accessories to residential homeowners and small commercial buyers via its DTC site, major retailers (Home Depot, Lowe's, Walmart), and online marketplaces (Amazon, Wayfair).
- Company typePrivate
- Founded-
- HeadquartersGarden Grove, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Advaning Awning does
Advaning is a California-based, privately held company (legal entity: Advaning Advanced Awnings and Shades) headquartered in Garden Grove that designs, distributes, and supports retractable and stationary awnings and shade accessories for residential and light-commercial customers. The product portfolio spans four retractable awning series (Prestige full-cassette, Luxury, Classic, and Slim Gray) — ranging from $1,315 to $4,899 MSRP — a free-standing canopy (FS Series), three solid polycarbonate door/window awning lines (PA, PN, PS), a tempered-laminated glass awning (GA Series), and accessories including the patented BECKON motorized conversion kit and a solar-powered wind/sun sensor. Core technology is centered on 6063-T5 aluminum alloy frames, 316-grade stainless steel cables, and ENDURACOLOR 100% solution-dyed acrylic fabrics (sourced/manufactured in Spain), with proprietary features such as the Easy Pitch™ angle-adjustment system and optional smart-home app integration on premium tiers.
The business model is hardware sales (one-time purchases, no subscription) across a hybrid go-to-market: DTC e-commerce via advaningshop.com, broad U.S. retail distribution through Home Depot, Lowe's, Walmart, Amazon, and Wayfair, specialty resellers (Architectural Depot, Patio Heat & Shade, Saksby Wholesale), and an authorized dealer/installer network for professional installation. Marketing is product-led and DIY-oriented — installation videos, FAQs, measurement guides, fabric swatches, and active social channels (Facebook, Pinterest, Instagram, YouTube). Customer segments are primarily residential homeowners (patios, decks, balconies, doors/windows) with secondary commercial/event-shade use cases enabled by the FS free-standing line. The company holds a patent on the BECKON motor conversion kit, operates US-based customer service (phone, email, live chat, 8:30am–3:30pm PST), and is actively shipping product (2026 copyright notice on the live site) with no disclosed revenue, headcount, or external funding.
Advaning Awning firmographics
Firmographics- Name
- Advaning Awning
- Legal name
- Advaning Advanced Awnings and Shades
- Website
- https://advaning.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Advaning Awning is a California-based company that designs and distributes retractable and stationary awnings, polycarbonate and glass canopies, and shade accessories to residential homeowners and small commercial buyers via its DTC site, major retailers (Home Depot, Lowe's, Walmart), and online marketplaces (Amazon, Wayfair).
- Ownership category
- akta.pro rank
Advaning Awning industry classification
Industry- Product category
- Outdoor Shade Awnings
- NAICS
- Furniture, Home Furnishings, Electronics, and Appliance Retailers (449), Home Furnishings Retailers (44912), Window Treatment Retailers (449122)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700), Miscellaneous Furniture & Fixtures (2590)
- akta.pro primary industry
- Window Treatment Hardware & Accessories Retail (Rods, Tracks, Rings, Finials, Tiebacks) (CRAIAKAI)
- akta.pro secondary industry
- Decorative Hardware & Home Accents Retail (House Numbers, Hooks, Knobs/Pulls, Mailboxes) (CRAIACAJ)
Keywords
Where Advaning Awning is headquartered
LocationHeadquarters
- HQ city
- Garden Grove
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Advaning Awning business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Infrastructure, Technology or R&D
Revenue model
- Awning Product Sales: Direct sales of retractable awnings (Prestige, Luxury, Classic, Slim Gray Series), free-standing awnings (FS Series), polycarbonate awnings (PA, PN, PS Series), tempered glass awnings (GA Series), and accessories (motor conversion kits, sensors, covers, brackets). Products sold through direct e-commerce, retail partners, and authorized dealer network.
- Dealer/Installer Program: Revenue generated through wholesale relationships with authorized dealers and installers who purchase Advaning products for resale or installation services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Prestige Series Full-Cassette Retractable Awning - Premium tier with full cassette protection, smart hub connectivity, app control, and integrated LED lighting |
| One time/ perpetual license | Pay-as-you-go | Luxury Series Retractable Awning - Top-tier retractable awning with semi-cassette hood, Easy Pitch system |
| One time/ perpetual license | Pay-as-you-go | Classic Series Retractable Awning - Quality entry-level retractable with Easy Pitch system |
| One time/ perpetual license | Pay-as-you-go | Slim Gray Series Retractable Awning - Compact affordable option, manual operation only |
| One time/ perpetual license | Pay-as-you-go | FS Series Free Standing Awning - Dual-deploying free-standing canopy for areas without wall mounting |
| One time/ perpetual license | Pay-as-you-go | PA Series Solid Polycarbonate Awning - Modern design door/window protection |
| One time/ perpetual license | Pay-as-you-go | PN Series Solid Polycarbonate Awning - Classic arched design with connectable units |
| One time/ perpetual license | Pay-as-you-go | PS Series Solid Polycarbonate Awning - 4-panel design for extended coverage |
| One time/ perpetual license | Pay-as-you-go | GA Series Tempered Glass Awning - Ultra-sleek modern glass canopy |
| One time/ perpetual license | Pay-as-you-go | BECKON Electric Motor Conversion Kit - Converts manual awnings to motorized operation |
| One time/ perpetual license | Pay-as-you-go | Solar Charging Wind and Sun Sensor - Automation sensor for autonomous awning operation |
| One time/ perpetual license | Pay-as-you-go | All Weather Retractable Awning Protective Cover |
| One time/ perpetual license | Pay-as-you-go | Universal Roof Mount Bracket |
Go-to-market motion2 records
Distribution channels10 records
Marketing channels6 records
Advaning Awning product offering
Product offeringCore offering
Advaning designs, sources, and distributes retractable and stationary awnings (Prestige, Luxury, Classic, Slim Gray, FS Series), polycarbonate door/window awnings (PA, PN, PS Series), tempered glass awnings (GA Series), and accessories such as motorized conversion kits, sensors, covers, and brackets. Products are sold direct-to-consumer via advaningshop.com and through major U.S. retailers and an authorized installer network.
Product overview
Advaning Awning is a California-based company specializing in retractable and stationary awning products. The product portfolio consists of four series of retractable awnings (Prestige, Luxury, Classic, and Slim Gray), a free-standing model (FS Series), three polycarbonate awning lines (PA, PN, PS), and a tempered glass option (GA Series). The core retractable awnings range from manual to motorized operation and feature proprietary technologies like Easy Pitch adjustment systems and ENDURACOLOR premium fabrics. The accessory lineup includes the BECKON motor conversion kit for adding automation to manual awnings, a solar-powered wind and sun sensor for autonomous control, protective covers, and universal roof mount brackets. All products are supported by a network of channel partners including Home Depot, Lowe's, Amazon, Wayfair, and Walmart.
Differentiator
Problem solved
Functional benefit
Brands
- ENDURACOLOR: Premium quality, 100% solution-dyed acrylic fabric technology used in Prestige and Luxury Series awnings, offering fade, soil, and water resistance with up to 80% UV protection and a 10-year color guarantee.
Products and services
- Prestige Series Full-Cassette Retractable Awning Premium full-cassette retractable awning with integrated dimmable LED lighting, smart hub connectivity, and app-based control. Built on a structural steel and aluminum frame and finished with ENDURACOLOR 100% solution-dyed acrylic fabrics that deliver 80%+ UV protection and a 10-year color guarantee. Sold in motorized configurations from 12ft to 16ft wide for residential patios and decks.
- Luxury Series Retractable Awning Top-tier retractable awning with a semi-cassette hood, the proprietary Easy Pitch system, and 100% solution-dyed acrylic fabric sourced from Spain. Offered in manual and motorized versions from 8ft to 16ft wide with 10 color options. Includes 316-grade stainless steel cables and 80%+ UV protection.
- Classic Series Retractable Awning Quality entry-level retractable awning with an angular aluminum semi-cassette hood, Easy Pitch system, and 100% acrylic fabric. Available in manual and motorized versions from 8ft to 16ft wide with 8 color options. Built on a 40x40mm steel torsion bar and 70mm aluminum roller tube.
- Slim Gray Series Retractable Awning Compact and lightweight manual retractable awning with the Easy Pitch system, designed for under-eave installation where space is limited. Available in 12ft and 14ft widths with 2 color options and 100% acrylic fabric providing 80%+ UV protection.
- FS Series Free Standing Awning Free-standing dual-deploying retractable awning with two opposing canopies on a cross-bar leg base system. Provides 10ft of shade coverage and does not require wall mounting, making it suitable for pools, events, and commercial outdoor seating.
- PA Series Solid Polycarbonate Awning
Quantifiable outcome
- 80%+ UV protection provided by solution-dyed acrylic fabrics
- +3 more outcomes
Companies that use Advaning Awning
Customer profileSegments2 records
Ideal customer profiles2 records
Advaning Awning technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Advaning Awning partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core, major and minor.
- Home DepotcoreNational home improvement retailer distributing Advaning awning products through physical store locations and online channels. Provides broad consumer access for residential awning products.
- Lowe'scoreNational home improvement retailer distributing Advaning awning products through physical store locations and online channels.
- AmazoncoreGlobal e-commerce marketplace for Advaning products with broad reach and convenient shipping options for consumers.
- WalmartmajorMass merchant retailer distributing Advaning products through physical stores and online marketplace.
- WayfairmajorHome goods e-commerce marketplace with operations in US and Canada. Advaning products available through wayfair.com and wayfair.ca.
- Architectural DepotminorSpecialty retailer focused on architectural and building products, carrying Advaning awning products.
- Patio Heat & ShademinorSpecialty outdoor living retailer focused on shade and patio products, carrying Advaning awning products.
- Saksby WholesaleminorWholesale purchasing platform for Advaning products.
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
Advaning Awning competitors and assessment
Company assessmentDirect peers
- SunSetter Products: One of the largest US retractable awning brands, sold through direct TV/online channels and major retailers. Closely comparable to Advaning in product category (retractable patio awnings), target customer (residential homeowners), and price tier.
- Aleko Products: Sells a wide range of awnings (retractable and stationary), pergolas, and outdoor living products through online marketplaces including Amazon and Wayfair. Direct competitor in the same channels and price tiers as Advaning.
- Sunair Awnings: Manufacturer and retailer of retractable awnings and shade products for residential and commercial use. Direct peer in product category, distribution channels (retail + dealer network), and customer base.
- KE Outdoor Design: Specializes in retractable awnings, pergolas, and outdoor shade solutions for residential and light commercial customers. Comparable in product range, premium materials positioning, and US retail presence.
- Awntech: Manufacturer of aluminum and fabric awnings (retractable and fixed) sold through major home improvement retailers including Home Depot and Lowe's. Highly comparable distribution footprint and product overlap with Advaning.
- Sunjoy Group: Broad outdoor living products brand selling gazebos, pergolas, awnings, and patio furniture through major retailers including Home Depot, Lowe's, and Wayfair. Comparable channels and overlapping product line.
Broad incumbents
- Backyard Discovery: Major outdoor structures brand offering pergolas, gazebos, and shade solutions through mass retail channels. Overlaps with Advaning in outdoor shade and shares the same retailer relationships.
- Somfy: Global leader in motors and automatic control systems for awnings, blinds, and other window/door coverings. Adjacent incumbent that supplies motorization technology across the category, including to Advaning's competitors, and represents the primary smart-automation incumbent Advaning competes against.
- Hampton Bay: Home Depot's flagship private-label brand for outdoor living products including awnings, pergolas, and patio structures. Competes head-to-head with Advaning on Home Depot shelves and represents a key incumbent threat in the same retail channel.
Emerging players
- ShadeFX Canopies: Specialty manufacturer of retractable canopy and shade systems for residential patios and outdoor living spaces. Comparable product category with a niche/emerging positioning relative to Advaning's broader retailer presence.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Advaning Awning social profiles
Digital presenceAdvaning Awning financial estimates
Financial estimateRevenue estimate
Valuation estimate
Advaning Awning leadership team
Management profileNumber of profiles
Advaning Awning funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Advaning Awning M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Advaning Awning
What does Advaning Awning do?
Advaning designs, sources, and distributes retractable and stationary awnings (Prestige, Luxury, Classic, Slim Gray, FS Series), polycarbonate door/window awnings (PA, PN, PS Series), tempered glass awnings (GA Series), and accessories such as motorized conversion kits, sensors, covers, and brackets. Products are sold direct-to-consumer via advaningshop.com and through major U.S. retailers and an authorized installer network.
Is Advaning Awning a public or private company?
Advaning Awning is a private company. It is classified as unknown and is currently operating.
When was Advaning Awning founded?
Advaning Awning was founded in -1. It employs 11 to 50 people.
Where is Advaning Awning based?
Advaning Awning is headquartered in Garden Grove, United States, in the North America region.
How does Advaning Awning make money?
Two revenue lines are on record. Awning Product Sales are the primary driver. The others are dealer/Installer Program.
Who are Advaning Awning's main competitors?
Direct peers on record are SunSetter Products, Aleko Products, Sunair Awnings, KE Outdoor Design, Awntech and Sunjoy Group. Broad incumbents are Backyard Discovery, Somfy and Hampton Bay. ShadeFX Canopies is listed as an emerging player.
Does Advaning Awning have an API?
No public API is recorded for Advaning Awning.
What industry is Advaning Awning in?
Advaning Awning's product category is Outdoor Shade Awnings. Its primary akta.pro industry code is CRAIAKAI, Window Treatment Hardware & Accessories Retail (Rods, Tracks, Rings, Finials, Tiebacks), with a secondary code of CRAIACAJ, Decorative Hardware & Home Accents Retail (House Numbers, Hooks, Knobs/Pulls, Mailboxes). Its NAICS code is 449 and its SIC code is 5700.