What 23Zero does

23Zero designs and manufactures premium rooftop tents, vehicle awnings, and overlanding gear for adventure travel, founded in 2016 by a team with 27+ years of combined outdoor industry experience. The product portfolio spans hard shell rooftop tents (Kabari clamshell and Armadillo series, including the Kabari Z Z-lift launched in 2026), soft shell tents (Walkabout and Breezeway series), and awning platforms (Onyx 270 freestanding, Peregrine PRO 180/270, Bushman straight-pull), supplemented by swags, camp furniture, storage, annexes, and spare parts. Core technology is materials- and mechanically-driven: a registered Light Suppression Technology (LST) fabric treatment delivering 15-20% cooler interior temperatures with near-zero light penetration; the ECO13B recycled 900D polyester program (13 PET bottles per square meter); gas-assisted multi-hinge Z-lift deployment; and aluminum box-truss awning arms.

The company sells primarily direct-to-consumer through four regional storefronts (23zero.com, 23zerousa.com, 23zero.com.au, 23zerocanada.com), supported by Utah-based US customer service, with an additional dealer/reseller 'Become a Reseller' channel, an ambassador/community program, and presence at industry events such as Overland Expo. Pricing is positioned at the premium end of the RTT/awning market, ranging from $295 entry-level swags and accessories to $4,495 for the flagship Kabari Z, with Affirm buy-now-pay-later financing available. 23Zero is privately held, headquartered in West Valley City, Utah, with 11-50 employees, and operates across the US, Australia, and Canada.

Name

23Zero

Legal name

23Zero

Website

https://23zero.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

23Zero designs and manufactures premium rooftop tents, vehicle awnings, swags, and overlanding gear sold direct-to-consumer and through dealers across the US, Australia, and Canada, serving overland and outdoor recreation consumers with proprietary Light Suppression Technology and recycled ECO13B fabrics.

Ownership category

akta.pro rank

Product category

Outdoor Adventure Equipment

NAICS

Travel Trailer and Camper Manufacturing (336214), Textile Bag and Canvas Mills (314910)

akta.pro primary industry

Tents, Shelters & Sleep Systems Retail (CRAMAMAH)

akta.pro secondary industries

Outdoor Furniture & Shelter Systems (Tents, Tarps, Hammocks) Retail (CRAMAAAJ), Camping Furniture & Camp Kitchen Retail (CRAMAMAC)

Keywords

• Rooftop tents
• Vehicle awnings
• Overlanding gear
• Camping equipment
• Outdoor adventure

Headquarters

HQ city

West Valley City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Rooftop Tent Sales: Sale of hard shell and soft shell rooftop tents directly to consumers and through dealers. Products range from entry-level soft shell to premium hard shell clamshell designs. One-time purchase revenue model.
2. Vehicle Awning Sales: Sale of 270-degree, 180-degree, and straight-pull awnings along with wall kits and accessories. Includes Peregrine PRO, Onyx, and Bushman series.
3. Camp Life & Overland Gear: Sale of camping furniture (chairs, tables), storage solutions, swags (ground tents), and accessories. Complementary products for the overland lifestyle.
4. Parts & Repairs: Replacement parts, spares, and repair supplies for all product lines including tent fabric, zippers, latches, mounting hardware, and waterproofing sealants.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels8 records

Core offering

23Zero designs and manufactures rooftop tents (hard shell clamshell and soft shell configurations), vehicle awnings (270-degree, 180-degree, and straight-pull models), and overlanding gear including swags, camp furniture, storage solutions, mounting hardware, and accessories. Products are designed in Australia with proprietary fabric treatments and sold directly through regional e-commerce storefronts in the USA, Australia, and Canada, as well as through a dealer network.

Product overview

23Zero offers a comprehensive overlanding and outdoor adventure product portfolio consisting of rooftop tents (hardshell and softshell), vehicle awnings (270°, 180°, and 90° configurations), camp furniture, storage solutions, swags (ground tents), and accessories. The core product lines include the Kabari Series (clamshell/wedge hardshell tents), Armadillo Series (side-opening hardshell tents with X-Frame design), Walkabout Series (softshell family tents), and Breezeway Series (lightweight softshell with portal windows) for rooftop tents; Onyx 270 (freestanding), Peregrine PRO Series (180°/270° with LED lighting), and Bushman (90° straight pull) for awnings. Key proprietary technologies include Light Suppression Technology (LST) for temperature and light control, and ECO13B recycled fabric. Products are designed in Australia with 25+ years of industry experience and sold primarily in USA, Australia, and Canada markets.

Differentiator

Problem solved

Functional benefit

Products and services

• Kabari Z Aluminum Z-Lift Hard Shell Roof Tent Hard shell clamshell rooftop tent with aluminum body and Z-Lift deployment system, designed for overlanders seeking rapid setup and durable elevated shelter on 4x4s, SUVs, and trucks.
• Kabari SuperFly Hybrid Lightweight Wedge Rooftop Tent Lightweight hybrid wedge rooftop tent targeted at overlanders who want hard shell convenience with reduced weight for smaller vehicles or expedition builds.
• Armadillo Horizon 3 Premium Hardshell Rooftop Tent Premium side-opening hard shell rooftop tent offering wider interior access, sold to overlanders and family campers.
• Armadillo Horizon 2 Premium Hardshell Rooftop Tent Hard shell rooftop tent in the Armadillo line providing rapid side-opening deployment for overland and recreational use.
• Armadillo AX Series Hard Shell Roof Top Tents Hard shell rooftop tent series in the Armadillo product line providing durable, fast-deploying elevated shelter for overland enthusiasts.
• Walkabout Series Softshell Rooftop Tents Softshell rooftop tent series designed for family and group overlanding use, sold to consumers seeking traditional fold-out tent convenience.
• Breezeway Series Soft Shell Rooftop Tents Soft shell rooftop tent series offering fold-out elevated shelter with an emphasis on airflow and ventilation for warm-climate overlanding.
• Onyx 270 Freestanding Vehicle Awning 270-degree freestanding vehicle-mounted awning providing wraparound shade for overland campsites, sold to overlanders and outdoor enthusiasts.
• Peregrine PRO Series Awnings Premium awning series offering rugged vehicle-mounted shade for overlanding and expedition use.
• Bushman Straight Pull Awnings Straight-pull vehicle awning offering simple, quick-deploy shade for overland vehicles and campsites.
• Rask Camping Shower Tent Quick-deploy shower tent designed for overland and camping use, providing privacy and shelter for field hygiene at campsites.
• Swags Traditional Australian-style swag bedding shelters sold to overlanders and campers for ground-level sleeping setups.
• Camp Furniture Folding and packable camp furniture products including chairs and tables for overland campsite setups.
• Overland Storage Solutions Vehicle-mounted storage products for organizing gear on overland builds, sold to overlanding consumers.
• Awning Walls & Rooms Enclosure walls and rooms designed to attach to 23Zero vehicle awnings to create enclosed shade and sleeping spaces at campsites.
• RacksBrax USA Mounting Parts Mounting hardware and brackets for installing rooftop tents, awnings, and accessories on vehicles, sold under the RacksBrax USA line.
• Rooftop Tent Annexes Annex enclosures that attach to rooftop tents to provide additional sheltered living and storage space underneath the elevated tent.

Quantifiable outcome

• 15-20% cooler interior temperatures in tents with Light Suppression Technology (LST)
• +3 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature8 records

Partnerships

One partnership is on record.

• AffirmminorGTM or Marketing PartnerAffirm provides buy-now-pay-later financing options for 23Zero customers, allowing installment payments on rooftop tents and awnings.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Front Runner Outfitters: Established overland rack, awning, and accessory brand with a global dealer footprint; competes with 23Zero on awnings and complementary gear in the same retail channels.
• Thule: Global outdoor and automotive accessories brand with rooftop tents, awnings, and cargo solutions; competes with 23Zero at the premium end of the RTT category.
• ARB: Large Australian-founded 4x4 accessories manufacturer with rooftop tents and awnings in its catalog; competes with 23Zero in Australia, US, and Canada with much broader product range and dealer network.
• Smittybilt: Aftermarket off-road and overlanding accessories brand selling tents and awnings through extensive 4x4 retail networks, often at lower price points than 23Zero.
• Yakima: Large US outdoor and auto rack brand with rooftop tents and awnings in its lineup; overlaps with 23Zero on awnings and tent accessories via shared retail and dealer channels.

Regional players

• Eezi-Awn: South African premium rooftop tent and awning brand with strong Africa/Europe presence; competes with 23Zero on product design and premium positioning but in different core geographies.

Direct peers

• Roam Adventure Co. Specialist US-based rooftop tent and overlanding gear brand offering hardshell and softshell RTTs plus awnings to a directly overlapping overlander customer base.
• iKamper: Premium rooftop tent brand (Skycamp, BDV, X-Cover) selling direct and through dealers; competes head-to-head with 23Zero in the premium hard shell RTT category.
• Cascadia Vehicle Tents (CVT): Direct-to-consumer rooftop tent and overlanding accessory brand serving truck and SUV owners with comparable hard and soft shell product lines.
• Tuff Stuff Overland: US-based overland rooftop tents, awnings, and accessories retailer competing in the same mid-to-premium price band and channels as 23Zero.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCb3WAc6wiatMHE96paiELlA
• Facebookfacebook.com/23.ZERO.USA
• Instagraminstagram.com/23zerousa
• LinkedInlinkedin.com/company/23-zero-usa

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 23Zero