Wanderlust Overland, Llc

What Wanderlust Overland, Llc does

Wanderlust Overland, LLC is a privately held specialty retailer and vehicle outfitter headquartered at 18590 OR-99E, Oregon City, Oregon. The company sells overlanding and off-road gear through a Shopify-powered e-commerce storefront and a walk-in showroom, and provides custom 4x4 outfitting and maintenance services covering suspension, armor, wheels and tires, electrical systems, racks, storage solutions, and camping equipment installations.

The product catalog is organized into roughly nine categories (Cooking, Furniture, Pet Gear, Power Solutions, Powered Gear, Recovery & Safety, Sleeping & Bedding, Storage & Organization, and Roof Top Tents) and is anchored by curated third-party brands rather than proprietary product development. Core retail brands include 23ZERO (camping furniture, awnings, tents), AluBlack (replacement beds and topper canopies), ARB, Dakota Lithium (power), Dometic (cooling), and REDARC (off-grid power and electronics). Disclosed unit pricing ranges from $95 (e.g., 23ZERO Rebound Chair) to $595+ (e.g., Onyx 270 Awning Wall Kits), with custom outfitting and installation pricing provided on a per-quote basis following a consultative process.

The go-to-market is hybrid: direct-to-consumer retail through the online storefront complemented by a consultative, sales-led services motion for vehicle outfitting, with a 2–3 business-day response window on inquiries and a stated preference to install company-supplied parts to maintain quality control. Content marketing (THE WAYPOINT blog) and organic social (Facebook, Instagram with the #WOBuilt hashtag) drive top-of-funnel demand in the Pacific Northwest regional market. The firm is founder-owned and operated with no disclosed institutional investment, no parent company, and no published headcount, and its revenue and financial details are not publicly disclosed.

Name

Wanderlust Overland, Llc

Legal name

Wanderlust Overland, LLC

Website

https://www.wanderlustoverland.com

Company type

Private

Operating status

Operating

Short description

Wanderlust Overland is a privately held Oregon City-based outfitter and Shopify retailer selling overlanding gear and providing custom 4x4 installation services to Pacific Northwest off-road and overlanding enthusiasts.

Ownership category

akta.pro rank

Product category

Off-Road Vehicle Outfitting and Overlanding Gear

NAICS

Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910)

SIC

Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Camping & Overlanding Equipment Retail (CRAMAAAC)

akta.pro secondary industry

Tents, Shelters & Sleep Systems Retail (CRAMAMAH)

Keywords

• Overlanding gear
• 4x4 off-road outfitting
• Vehicle customization services
• Off-road accessories retail
• Adventure camping equipment

Headquarters

HQ city

Oregon City

HQ country

United States

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. Product Sales: Retail sale of overlanding and off-road gear including rooftop tents, awnings, chairs, coolers, batteries, recovery gear, lighting, and vehicle accessories through e-commerce and in-store purchases. Products range from $95 for basic gear to $595+ for premium accessories.
2. Installation and Outfitting Services: Professional vehicle outfitting services including suspension upgrades, wheel/tire packages, armor installation, electrical work, storage solutions, and full custom builds. Services span mild to wild modifications.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Wanderlust Overland sells overlanding and off-road gear (rooftop tents, awnings, chairs, coolers, batteries, recovery gear, lighting, and vehicle accessories) through a Shopify-powered e-commerce storefront and a physical showroom in Oregon City, Oregon. The company also provides professional custom 4x4 vehicle outfitting and installation services covering suspension upgrades, wheel/tire packages, armor installation, electrical work, storage solutions, and full custom builds ranging from mild to wild modifications.

Product overview

Wanderlust Overland operates as an off-road vehicle outfitter and e-commerce retailer offering overlanding gear, accessories, and custom vehicle outfitting services. The core offering consists of branded products from partner manufacturers (primarily 23ZERO for camping furniture and awnings) organized across product categories including Cooking, Furniture, Pet Gear, Power Solutions, Powered Gear, Recovery & Safety, Sleeping & Bedding, Storage & Organization, and Roof Top Tents. In addition to product sales, the company provides full-service vehicle outfitting covering suspension, armor, racks, electrical systems, storage solutions, and fuel systems. The company carries multiple branded product lines including 23ZERO, Alublack, ARB, Dakota Lithium, Dometic, Element, Gotreads, RACKSBRAX, and REDARC, though many of these brand collections show no currently listed products.

Differentiator

Problem solved

Functional benefit

Products and services

• 23ZERO Rebound Chair A portable rocking chair that forgoes traditional rocking legs for a sleek design, supporting up to 300 lbs, collapsing to a compact size for transport, and featuring an ergonomic wide seat. Sold to overlanding and camping consumers at $95.
• 23ZERO Springbak Chair A compact camp chair featuring shock cord bands for added comfort, large swivel feet to prevent ground sinking, and an integrated swing-out drink holder, includes carry bag. Sold to overlanding and camping consumers at $125.
• 23ZERO Onyx 270 Awning Wall Kit Wall kit accessory for 270-degree awnings, available in left and right configurations, providing enclosed shelter from wind and weather for campsite setups. Sold to overlanding consumers.
• Custom 4x4 Vehicle Outfitting and Installation Services Professional outfitting services for 4x4 off-road vehicles covering suspension upgrades, wheel/tire packages, armor installation, electrical work, storage solutions, racks, and full custom builds. The team provides honest guidance on gear selection and performs installations with a 30-day labor warranty. Service is consultative, with the company preferring to supply parts directly to maintain quality control.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• 23ZEROcoreChannel Partner/ Reseller/ Distributor23ZERO is a primary brand carried by Wanderlust Overland. The company sells 23ZERO products including rooftop tents, awnings, chairs, and camping gear. 23ZERO Rebound Chair ($95) and Springbak Chair ($125) are featured products.
• AluBlackcoreChannel Partner/ Reseller/ DistributorAluBlack replacement beds and topper canopies are featured offerings. Wanderlust Overland specializes in AluBlack flatbed trays and canopies for vehicles including Dodge RAM 2500/3500, Ford F250/F-250 Super Duty, Ford Ranger Raptor, Ineos Quartermaster, Jeep Gladiator, Toyota Tacoma, and Toyota Tundra.
• ARBcoreChannel Partner/ Reseller/ DistributorARB is listed as a brand collection on the Wanderlust Overland website for overland gear and accessories.
• Dakota LithiumcoreChannel Partner/ Reseller/ DistributorDakota Lithium batteries and power solutions are carried as a brand collection, supporting off-grid power needs for overlanding.
• DometiccoreChannel Partner/ Reseller/ DistributorDometic coolers, fridges, and overland gear are offered as a brand collection.
• REDARCcoreChannel Partner/ Reseller/ DistributorREDARC off-grid power and overland electronics are sold as a brand collection.
• BilsteinminorChannel Partner/ Reseller/ DistributorBilstein shocks and suspension components are recommended as practical daily-driver suspension options. Referenced in blog content about suspension selection.
• EibachminorChannel Partner/ Reseller/ DistributorEibach suspension is recommended alongside Bilstein, Dobinsons, and Old Man Emu as practical suspension options for daily-driven overlanding rigs.
• Mickey ThompsonminorChannel Partner/ Reseller/ DistributorMickey Thompson Baja Boss A/T tires are specifically recommended as a favorite tire for overlanders in blog content.
• Lone Peak CampersminorChannel Partner/ Reseller/ DistributorWanderlust Overland is a proud seller and installer of Lone Peak Campers, featured on their Instagram.

Scale indicators1 record

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• ARB USA: ARB is the dominant overlanding and 4x4 accessories brand/retailer in North America, operating both its own stores and authorized dealers (including Wanderlust, which carries ARB). Comparable because it sells the same category of premium suspension, armor, recovery, and camping gear and serves the same overlanding customer.
• RealTruck: RealTruck is a large multi-brand truck accessories retailer and platform (parent of Truck Hero). Comparable as a broad truck and off-road accessories retailer that competes for the same Tacomas, Tundras, and Ram customers Wanderlust serves, though with much wider SKU breadth.
• ExtremeTerrain: ExtremeTerrain is a large online retailer specializing in Jeep Wrangler and Gladiator parts and accessories. Comparable as a digital-first off-road retailer overlapping with Wanderlust's Jeep Gladiator and broader 4x4 customer base.

Direct peers

• Expedition One: Expedition One is a 4x4 outfitter and parts manufacturer specializing in bumpers, sliders, and racks for overland and off-road builds. Directly comparable to Wanderlust Overland's armor, rack, and suspension outfitting services for the same enthusiast customer base.
• CBI Offroad: CBI Offroad fabricates and sells premium off-road armor and accessories (bumpers, rock sliders, skid plates). Comparable as a specialty fabricator/retailer in the same overlanding/outfitting category Wanderlust serves.
• Northridge4x4: Northridge4x4 is a California-based 4x4 parts retailer and outfitter with a similar model of curated premium brands plus installation services. Closely comparable business model (retail + outfitting) to Wanderlust Overland in an adjacent West Coast geography.
• RCI Offroad: RCI Offroad designs and sells metal armor and accessories for overlanding and off-road use, with direct retail and dealer network. Comparable product breadth (armor, racks, accessories) and customer overlap with Wanderlust's outfitting shop.
• Overland Vehicle Systems (OVS): OVS manufactures and retails rooftop tents, awnings, and overlanding gear direct-to-consumer and through dealers. Comparable because OVS products (tents, awnings) overlap with the gear categories Wanderlust sells and installs.

Emerging players

• Prinsu Design: Prinsu is a niche manufacturer of roof racks and accessories popular in the overlanding community. Comparable as a category specialist serving the same Tacoma/4Runner/Tundra/Jeet customer base Wanderlust outfits, though narrower in product scope.
• Go Fast Campers: Go Fast Campers is a niche manufacturer/retailer of lightweight rooftop tents and overlanding platforms. Comparable as a focused overlanding equipment brand serving the same end customer that buys rooftop tents and camping gear from Wanderlust.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/wanderlustoverland
• Instagraminstagram.com/wanderlust_overland

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Wanderlust Overland, Llc