Overland Truck Outfitters

What Overland Truck Outfitters does

Overland Truck Outfitters is a privately held Canadian retail and installation business operating from a single showroom at 102 Aviation Boulevard in St. Andrews, Manitoba, approximately 10 minutes from Winnipeg. Founded in the mid-1980s (with one source citing 1974), the company has operated for over 40 years as a specialized dealer of truck accessories serving individual truck owners and commercial fleet customers across Manitoba and Northwestern Ontario. Its core offerings include fiberglass and aluminum truck caps (LEER, Raider), modular stainless steel truck caps (SmartCap), seven styles of tonneau covers (soft/hard roll-up, flip-back, retractable, electric, full tilt), spray-on bedliners (Armaguard), heavy-duty mud flaps (Gatorback), and Carry-On/Karavan trailers, supplemented by accessories such as ladder racks, tool boxes, and air helper springs.

The company holds exclusive provincial dealer status for LEER and Raider truck caps and is an authorized dealer for SmartCap, Armaguard, Gatorback, and Carry-On Trailers. It functions as both a brick-and-mortar retailer and an e-commerce storefront, with Canada-wide shipping on shippable items, supported by professional installation services and a local SEO/content marketing presence targeting cities across Manitoba and Northwestern Ontario including Winnipeg, Thunder Bay, Kenora, Thompson, The Pas, and Selkirk.

Overland generates revenue through one-time product sales at unit pricing (mud flaps priced C$109–C$980, with custom products like truck caps and spray bedliners quoted per customer) plus professional installation services billed alongside the product. The company relies heavily on repeat customers and word-of-mouth referrals as core growth drivers, with phone, email, and walk-in channels for mid-funnel engagement. The business operates with approximately 5 employees and has no institutional investors, parent company, or disclosed financial metrics.

Name

Overland Truck Outfitters

Legal name

Overland Truck Outfitters

Website

https://overlandtruck.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

1–10 employees

Short description

Overland Truck Outfitters is a Manitoba-based truck accessories retailer and installer serving individual owners and commercial fleets across Manitoba and Northwestern Ontario with exclusive provincial dealerships for LEER, Raider, SmartCap, Armaguard, Gatorback, and Carry-On trailer brands.

Ownership category

akta.pro rank

Product category

Automotive aftermarket and truck accessories retail

NAICS

Motor Vehicle Body and Trailer Manufacturing (33621), Truck Trailer Manufacturing (336212)

SIC

Truck & Bus Bodies (3713), Truck Trailers (3715)

akta.pro primary industry

Truck Body & Upfit Manufacturing (Box/Dump/Service/Refuse) (IMACAGAC)

akta.pro secondary industries

Trailer Manufacturing (Utility/Enclosed/Flatbed/Car Hauler) (IMACAGAA), Truck Body & Upfitting Manufacturing (Box Bodies/Service Bodies/Cranes/Liftgates) (IMACABAI)

Keywords

• Truck accessory retail
• Truck cap installation
• Tonneau cover sales
• Spray on bedliner
• Utility trailer dealer

Headquarters

HQ city

St. Andrews, Manitoba

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Truck Accessory Sales: One-time product sales of truck caps, tonneau covers, bedliners, mud flaps, trailers, and related accessories. Products are sold at fixed retail prices with GST (5%) and PST (7%) added for Manitoba customers.
2. Professional Installation Services: The company provides expert installation services for all products sold, including truck caps, tonneau covers, bedliners, and other accessories. Professional installation is emphasized as a key differentiator.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Overland Truck Outfitters is a Manitoba-based retailer of truck accessories that sells and installs truck caps (LEER, Raider, SmartCap, commercial-grade), tonneau covers in seven styles, spray-on bedliners, heavy-duty mud flaps, utility and cargo trailers, and complementary accessories such as ladder racks, tool boxes, and air helper springs. The business combines one-time product sales with professional installation services delivered from a single showroom and an e-commerce storefront, serving individual pickup owners and commercial fleet operators across Manitoba and Northwestern Ontario.

Product overview

Overland Truck Outfitters operates as a truck accessories retailer offering a comprehensive portfolio of bed protection, cargo management, and hauling solutions. The core product lineup centers on LEER, Raider, and SmartCap truck caps (fiberglass, aluminum, and modular stainless steel respectively), complemented by a full range of tonneau covers in seven distinct styles (soft roll-up, hard roll-up, soft flip-back, hard flip-back, retractable, electric, and full tilt). Additional major product categories include Armaguard spray-on bedliners for permanent rust and scratch protection, Gatorback heavy-duty mud flaps with stainless steel plates, Carry-On/Karavan trailers (utility, cargo, ATV/snowmobile, and equipment configurations), ladder racks, tool boxes, and air helper spring suspension kits. The company serves both individual truck owners and commercial/fleet customers across Manitoba and Northwestern Ontario, providing professional installation services alongside product sales.

Differentiator

Problem solved

Functional benefit

Products and services

• LEER Truck Caps Custom-designed fiberglass truck caps sold as the company's flagship product line under exclusive provincial dealer status with LEER; offered with a lifetime warranty and fitted professionally to virtually every pickup truck make and model. Targeted at individual truck owners and commercial users in Manitoba seeking weather-protected, secure cargo storage.
• Raider Truck Caps Truck caps offered in fiberglass or aluminum configurations under exclusive provincial dealer status with Raider, providing secure storage and weather protection for work trucks and personal vehicles. Sold and installed alongside LEER as an alternative premium cap option.
• SmartCap Modular Stainless Steel Truck Cap System Authorized dealer offering for the world's first modular stainless steel truck cap system by RSI SmartCap, featuring individual replaceable panels and superior roof load capacity designed for off-road and job site conditions. Sold and installed for customers needing heavy-duty, modular truck bed coverage.
• Commercial Truck Caps Heavy-duty commercial-grade truck caps built for contractor and fleet vehicle use, designed to withstand demanding daily work conditions. Targeted at commercial fleet operators and contractors purchasing quote-based, custom-fitted caps for work trucks.
• Tonneau Covers Truck bed covers offered in seven configurations (Soft Roll-Up, Hard Roll-Up, Soft Flip-Back, Hard Flip-Back, Retractable, Electric, and Full Tilt) for all makes and models, marketed as Manitoba's largest selection. Sold with professional installation for individual truck owners seeking bed protection and improved aerodynamics.
• Armaguard Spray-On Bedliner Professional spray-on bedliner coating applied on-site that bonds directly to truck bed metal, providing permanent protection against rust, scratches, dents, and corrosion from road salt and harsh Canadian weather. Sold and professionally installed under authorized Armaguard dealer status for individual truck owners and commercial fleets.
• Gatorback Mud Flaps Heavy-duty rubber mud flaps with stainless steel weight plates, sold in custom-fit and universal options, designed to protect trucks from gravel, salt, slush, and road debris. Sold under official Gatorback dealer status with a limited lifetime warranty, with individual units ranging from C$109.99 to C$979.99.
• Carry-On/Karavan Trailers Utility, enclosed cargo, ATV/snowmobile, and equipment trailers sold under authorized Carry-On/Karavan dealer status, built for durability and road-ready performance and compliant with North American safety standards. Targeted at both recreational users hauling outdoor gear and contractors transporting equipment.
• Ladder Racks Roof-mounted ladder and cargo rack systems for transporting long materials on truck beds, sold as a standalone accessory category for contractors and tradespeople needing to haul ladders, lumber, and similar materials.
• Truck Tool Boxes Secure storage containers for tools and equipment mounted in truck beds, sold as a standalone accessory category for tradespeople and contractors requiring organized, lockable in-bed storage.
• Truck & Pickup Air Helper Springs Air spring suspension kits sold as a standalone accessory category that provide additional load support and improve ride quality for trucks carrying heavy loads, targeted at truck owners and commercial operators hauling tools, equipment, or trailers.
• WeatherTech Floor Mats Interior floor protection mats sold as a standalone accessory category for truck cabins, providing defense against salt, slush, and winter conditions for individual truck owners in cold-weather markets.
• Professional Installation Services Expert installation services performed on-site at the St. Andrews showroom for all products sold, including truck caps, tonneau covers, spray-on bedliners, and related accessories. Marketed as a key differentiator, with the company's most experienced installation staff in Manitoba supporting both individual and commercial customers.

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core.

• LEERcoreChannel Partner/ Reseller/ DistributorExclusive provincial dealer for LEER truck caps - the number one cap in the world with a lifetime warranty. Overland has won numerous industry awards as the LEER dealer.
• RaidercoreChannel Partner/ Reseller/ DistributorExclusive provincial dealer for Raider truck covers. Provides additional truck cap options for Manitoba customers.
• SmartCap (RSI)coreChannel Partner/ Reseller/ DistributorAuthorized dealer for SmartCap - the world's first modular stainless steel truck cap system. SmartCap is described as a modular stainless steel truck cap system.
• ArmaguardcoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Armaguard spray-on bedliners - professional-grade sprayed bedliner protection for truck beds.
• GatorbackcoreChannel Partner/ Reseller/ DistributorOfficial dealer for Gatorback heavy-duty rubber mud flaps with limited lifetime warranty. Products include custom-fit and universal mud flaps.
• Carry-On TrailerscoreChannel Partner/ Reseller/ DistributorAuthorized Carry-On Trailer dealer offering utility, enclosed cargo, ATV/snowmobile, and equipment trailers. Trailers built to North American safety standards.

Scale indicators3 records

Recent moves6 records

Expansion highlights3 records

Others

• Truck Hero: Manufacturer and parent company of LEER (Overland's flagship truck cap brand) and other truck accessory brands. Comparable as the upstream supplier whose products Overland retails and installs; relevant for understanding manufacturer-level competitive dynamics and dealer policy risk.

Broad incumbents

• AutoZone: Major North American aftermarket auto parts retailer carrying truck bed accessories, tonneau covers, and related products. Comparable as an aftermarket truck accessory seller, but AutoZone operates a national self-service DIY model versus Overland's specialized installation-led approach.
• Canadian Tire: Canada's largest mass-market retailer with an automotive division carrying truck accessories, tonneau covers, and related products. Comparable as a Canadian truck/auto accessories seller, but Canadian Tire operates a national general merchandise model whereas Overland specializes in truck outfitting with installation.
• NAPA Auto Parts: North American wholesale and retail auto parts distributor carrying truck accessories and fleet products. Comparable as a Canadian-accessible truck parts/accessories channel, but NAPA is a broad-line auto parts distributor rather than a specialized truck outfitter.

Direct peers

• LINE-X: Franchise-based spray-on bedliner and truck accessory brand with installer locations across North America. Directly comparable as a spray-on bedliner retailer/installer competing with Overland's Armaguard bedliner offering, though LINE-X is franchise-driven and U.S.-centric.
• Advantage Truck Accessories: U.S. multi-location retailer specializing in truck caps, tonneau covers, bedliners, and step bars with professional installation. Closely comparable business model — installation-led truck outfitter — though Advantage operates at multiple U.S. locations rather than a single Canadian site.
• RealTruck: U.S.-based direct-to-consumer retailer of truck caps, tonneau covers, bedliners, and accessories with installation network across North America. Most direct comparable in product mix and category specialization, though RealTruck operates at significantly larger scale and primarily serves the U.S. market.

Regional players

• UAP Inc. (Uni-Sélect): Canadian distributor of aftermarket auto parts and accessories serving installers and retailers across Canada. Comparable as a Canadian-channel truck/auto accessories operator, though UAP is a B2B distributor rather than a direct consumer-facing retailer.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/overland-truck-outfitters

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 Overland Truck Outfitters