ICI
ICI (Innovative Creations), founded in 1990 in Phoenix, Arizona, is a direct-to-consumer manufacturer and online retailer of vehicle-specific aftermarket automotive accessories including stainless steel rocker panels, Form Fit bed caps, aluminum bumpers, and side steps for truck and SUV owners in the US and Canada.
- Company typePrivate
- Founded1990
- HeadquartersPhoenix, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What ICI does
ICI (Innovative Creations) is a Phoenix, Arizona-based aftermarket automotive accessories manufacturer and direct-to-consumer e-commerce retailer founded in 1990. The company designs, produces, and sells vehicle-specific exterior protection and styling products for trucks, SUVs, and jeeps through its website icionline.com. Core product categories include stainless steel rocker panels, Form Fit bed caps, fender trim, tailgate protectors, bulkhead protectors, gas tank skins, and pillar post trim, plus the Alumilite sub-brand of heavy-duty aluminum bumpers and side steps with powder coat finish.
The company's technology stack centers on precision metal-forming and finishing: TIG welding for stainless steel end caps, proprietary Form Fit forming technology that matches vehicle contours, 3M Automotive Adhesive Tape mounting systems for trim attachment, and powder coating processes. The catalog spans more than 2,612 SKUs covering vehicle model years from 1967 through 2026, with first-to-market heritage in stainless rocker panels, Form Fit bed caps, and TIG-welded stainless nerf bars.
ICI operates a pure direct-to-consumer business model with no retail or wholesale partners, shipping nationwide across the United States and Canada via FedEx, UPS Ground, and LTL carriers. Pricing ranges from under $100 for basic trim accessories to over $3,000 for premium aluminum bumpers, with free shipping on all orders and Affirm financing available at checkout. The company serves individual truck and SUV owners who install accessories themselves, emphasizing drill-free installation supported by YouTube video tutorials. ICI is privately held with no disclosed funding, M&A, or institutional investors, operating from its Phoenix headquarters with supplemental global manufacturing partners.
ICI firmographics
Firmographics- Name
- ICI
- Legal name
- Innovative Creations Ind.
- Website
- https://icionline.com
- Company type
- Private
- Founded year
- 1990
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- ICI (Innovative Creations), founded in 1990 in Phoenix, Arizona, is a direct-to-consumer manufacturer and online retailer of vehicle-specific aftermarket automotive accessories including stainless steel rocker panels, Form Fit bed caps, aluminum bumpers, and side steps for truck and SUV owners in the US and Canada.
- Ownership category
- akta.pro rank
ICI industry classification
Industry- Product category
- Aftermarket Automotive Accessories
- NAICS
- Automotive Parts and Accessories Retailers (44133), Automotive Parts and Accessories Retailers (441330)
- SIC
- Motor Vehicle Parts & Accessories (3714)
- akta.pro primary industry
- Aftermarket Exterior Accessories Manufacturing (Body Kits/Grilles/Bumpers/Racks/Tow Hooks) (IMACANAI)
- akta.pro secondary industry
- Aftermarket Interior Accessories Manufacturing (Floor Mats/Seat Covers/Steering Covers/Storage) (IMACANAJ)
Keywords
Where ICI is headquartered
LocationHeadquarters
- HQ city
- Phoenix
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
ICI business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Direct E-commerce Sales: ICI generates revenue through direct-to-consumer sales via their e-commerce website icionline.com. Customers purchase vehicle-specific aftermarket automotive accessories at listed prices with free shipping on all orders. The company offers multiple payment methods including credit cards and Affirm financing options.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Accessories - Under $200 |
| Unit Pricing | Pay-as-you-go | Mid-Range Products - $200-$500 |
| Unit Pricing | Pay-as-you-go | Premium Side Steps - $760-$855 |
| Unit Pricing | Pay-as-you-go | Heavy-Duty Bumpers - $2,000-$3,005 |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
ICI product offering
Product offeringCore offering
ICI manufactures and directly sells aftermarket automotive accessories, including stainless steel rocker panels, Form Fit bed caps, fender trim, tailgate protectors, bulkhead protectors, pillar post trim, gas tank skins, and the Alumilite sub-brand of aluminum bumpers and side steps. Products are sold vehicle-specific (year/make/model) direct-to-consumer through the icionline.com e-commerce platform with nationwide shipping across the United States and Canada.
Product overview
ICI (Innovative Creations) is a 30-year-old aftermarket automotive accessories manufacturer and online retailer offering a comprehensive portfolio of vehicle protection and enhancement products. The product line is organized around several core offerings: stainless steel exterior trim products (Rocker Panels, Bed Caps, Tailgate Protectors, Fender Trim, Bulkhead Protectors, Gas Tank Skins, Pillar Post Trim), the Alumilite sub-brand of heavy-duty aluminum bumpers and side steps, and D.I.Y. Universal Kits for custom applications. Products are primarily manufactured in the USA with global manufacturing partners, and sold direct-to-consumer through the icionline.com e-commerce platform. The company pioneered First to Market products including Stainless Steel Rocker Panels, Form Fit Bed Caps, and the first Stainless Steel High Polished Nerf Bar with 4 inch TIG Welded Stainless End caps and Form Fit Step Pads.
Differentiator
Problem solved
Functional benefit
Brands
- Alumilite: Product line featuring aluminum bumpers and side steps with powder coat finish, including structural lifetime warranty and one-year finish warranty
- Rocker Armor
- Stainless Steel Rocker Panels
- Form Fit Bed Caps
Products and services
- Stainless Steel Rocker Panels Stainless steel rocker panels that protect and style vehicle sides, offered in Smooth Stainless Steel, Ribbed Stainless Steel, and Black Rocker Armor variants. Backed by Limited Lifetime Warranty and Made in the USA. Designed for individual truck and SUV owners.
- Form Fit Bed Caps Form Fit Bed Caps protect truck bed rails from damage, available in stainless steel and aluminum Treadbright materials. Designed for specific vehicle makes and models with or without stake pockets.
- Fender Trim Chrome-style stainless steel fender trim that attaches to vehicle fenders for a polished appearance and protection against road debris. Mounted using 3M Automotive Adhesive Tape.
- Stainless Steel High Polished Nerf Bars The first stainless steel high polished nerf bar introduced to market, featuring 4-inch TIG welded stainless end caps with revolutionary Form Fit Step Pads. Provides vehicle accessibility and styling.
- Alumilite Side Steps
Companies that use ICI
Customer profileSegments3 records
Ideal customer profiles2 records
ICI technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature6 records
ICI partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights5 records
ICI competitors and assessment
Company assessmentDirect peers
- Go Rhino: Go Rhino produces bumpers, brush guards, running boards, and side steps for trucks and SUVs, closely mirroring ICI's Alumilite bumpers and step portfolio.
- Rough Country: Rough Country offers lift kits, bumpers, and truck/SUV accessories including nerf bars and step bars, competing for the same enthusiast DIY buyer as ICI.
- Smittybilt: Smittybilt manufactures off-road bumpers, nerf bars, side steps, and accessories for Jeep and truck owners — competing in the same enthusiast aftermarket channel.
- Dee Zee: Dee Zee manufactures truck bed accessories, running boards, and toolboxes, competing with ICI's bulkhead protectors, bed caps, and side step categories.
- Stampede Automotive Group: Stampede produces fender flares, mud flaps, and rocker panel protectors for trucks and SUVs, directly overlapping with ICI's Rocker Armor and exterior trim products.
- Lund International: Lund manufactures and distributes aftermarket automotive accessories including fender flares, bed caps, and rocker panel protection — overlapping heavily with ICI's core stainless trim catalog.
- Bushwacker: Bushwacker produces fender flares, bed rail caps, and body cladding for trucks and SUVs, directly competing with ICI's Form Fit Bed Caps and exterior trim products.
- Westin Automotive Products: Westin is a leading manufacturer of aftermarket truck/SUV accessories including nerf bars, grille guards, and step bars, directly competing with ICI's stainless and Alumilite product lines.
- N-FAB: N-FAB manufactures nerf bars, step bars, bumpers, and light bars for trucks and off-road vehicles, directly overlapping with ICI's Alumilite side steps and stainless nerf bar offerings.
Regional players
- Extang: Extang manufactures tonneau covers and truck bed accessories — adjacent to ICI's truck bed protection catalog, serving the same truck owner but with a different primary product focus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
ICI social profiles
Digital presenceICI financial estimates
Financial estimateRevenue estimate
Valuation estimate
ICI leadership team
Management profileNumber of profiles
ICI funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ICI 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 ICI
What does ICI do?
ICI manufactures and directly sells aftermarket automotive accessories, including stainless steel rocker panels, Form Fit bed caps, fender trim, tailgate protectors, bulkhead protectors, pillar post trim, gas tank skins, and the Alumilite sub-brand of aluminum bumpers and side steps. Products are sold vehicle-specific (year/make/model) direct-to-consumer through the icionline.com e-commerce platform with nationwide shipping across the United States and Canada.
Is ICI a public or private company?
ICI is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was ICI founded?
ICI was founded in 1990. It employs 11 to 50 people.
Where is ICI based?
ICI is headquartered in Phoenix, United States, in the North America region.
How does ICI make money?
One revenue line is on record: direct E-commerce Sales.
Who are ICI's main competitors?
Direct peers on record are Go Rhino, Rough Country, Smittybilt, Dee Zee, Stampede Automotive Group, Lund International, Bushwacker, Westin Automotive Products and N-FAB. Extang is listed as a regional player.
Does ICI have an API?
No public API is recorded for ICI.
What industry is ICI in?
ICI's product category is Aftermarket Automotive Accessories. Its primary akta.pro industry code is IMACANAI, Aftermarket Exterior Accessories Manufacturing (Body Kits/Grilles/Bumpers/Racks/Tow Hooks), with a secondary code of IMACANAJ, Aftermarket Interior Accessories Manufacturing (Floor Mats/Seat Covers/Steering Covers/Storage). Its NAICS code is 44133 and its SIC code is 3714.