fia
- Company typePrivate
- Founded1985
- Headquarters—
- Headcount—
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
fia firmographics
Firmographics- Name
- fia
- Legal name
- Fia Inc.
- Website
- https://gofia.com
- Company type
- Private
- Founded year
- 1985
- Operating status
- Operating
- Ownership category
- akta.pro rank
fia industry classification
Industry- Product category
- Automotive Aftermarket Accessories
- NAICS
- Motor Vehicle Seating and Interior Trim Manufacturing (336360), Motor Vehicle Parts Manufacturing (3363)
- SIC
- Motor Vehicle Parts & Accessories (3714)
- akta.pro primary industry
- Aftermarket Interior Accessories Manufacturing (Floor Mats/Seat Covers/Steering Covers/Storage) (IMACANAJ)
- akta.pro secondary industry
- Aftermarket Exterior Accessories Manufacturing (Body Kits/Grilles/Bumpers/Racks/Tow Hooks) (IMACANAI)
Keywords
fia business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Direct Product Sales: Fia generates revenue through direct sales of custom seat covers and vehicle accessories to consumers via their e-commerce platform gofia.com. Products include custom-fit and universal-fit seat covers, winter fronts, bug screens, pet covers, and other vehicle accessories. Orders are made-to-order with 1-3 week production and shipping timelines.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Dura-Tech Responder (DTR Series) - Emergency/First Responder Fleet Use |
| One time/ perpetual license | Pay-as-you-go | Dura-Tech Pro (DT70 Series) - Fleet/Commercial Protection |
| One time/ perpetual license | Pay-as-you-go | LeatherLite (SL60 Series) - Simulated Leather |
| One time/ perpetual license | Pay-as-you-go | Neo (NP90 Series) - Neoprene/Waterproof |
| One time/ perpetual license | Pay-as-you-go | Seat Protector (SP80 Series) - Commercial Grade |
| One time/ perpetual license | Pay-as-you-go | Oe (OE30 Series) - Tweed Original Equipment Style |
| One time/ perpetual license | Pay-as-you-go | Wrangler Original (TR40 Series) - Saddle Blanket |
| One time/ perpetual license | Pay-as-you-go | Wrangler Solid (TRS40 Series) - Solid Saddle Blanket |
| One time/ perpetual license | Pay-as-you-go | Winter Fronts (WF920 Series) |
| One time/ perpetual license | Pay-as-you-go | Bug Screens (GS900 Series) |
| One time/ perpetual license | Pay-as-you-go | Pet Seat Cover (PC700 Series) |
| One time/ perpetual license | Pay-as-you-go | Overstock/Clearance Items |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
fia product offering
Product offeringCore offering
Fia designs, manufactures, and distributes custom-fit and universal-fit seat covers and vehicle accessories for trucks, vans, SUVs, and cars. The company offers multiple material platforms — Dura-Tech, LeatherLite, Neo (neoprene), Seat Protector, OE, and Wrangler — covering consumer, commercial fleet, and first-responder use cases. Beyond seat covers, it sells winter fronts, bug screens, pet seat covers, tire covers, fifth-wheel hitch covers, and hood/face masks for the North American automotive aftermarket.
Product overview
Fia is a direct-to-consumer e-commerce company specializing in custom and universal-fit vehicle accessories, primarily seat covers and exterior protection products. The core product portfolio centers on seat covers available in multiple fit types (custom, universal, semi-custom) for trucks, heavy-duty trucks, and cars, with material variants including Dura-Tech (commercial/fleet), LeatherLite (leatherette), Neo (neoprene), Seat Protector (polyester), Oe (tweed), and Wrangler (saddle blanket). Complementary product lines include Winter Fronts/Bug Screens for grille protection, Pet Seat Covers for animal transportation, and accessories like sandblast hoods, fifth wheel hitch covers, tire covers, and marine hardware. All products are sold through gofia.com with shipping from Winnipeg across Canada and the US lower 48 states. The company also maintains an overstock/clearance section for discounted items.
Differentiator
Problem solved
Functional benefit
Brands
- Dura-Tech: Heavy-duty seat cover series including Dura-Tech Responder (1000 Denier Nylon, designed for emergency/first responder fleet use) and Dura-Tech Pro (DT70 Series, ultimate in fleet/commercial protection)
- LeatherLite
- Neo
- OE
- Seat Protector
- Wrangler
- Stick-A-Stud
Products and services
- Dura-Tech Responder (DTR Series) Custom Seat Covers
Quantifiable outcome
- Dura-Tech Responder features 1000 denier nylon with reinforced double layer in high-wear utility belt area
- +2 more outcomes
Companies that use fia
Customer profileNamed customers10 records
Segments5 records
Ideal customer profiles3 records
fia technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
fia partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights5 records
fia competitors and assessment
Company assessmentBroad incumbents
- Truxedo: Truck accessories brand best known for tonneau covers that has expanded into seat protection and exterior accessories; targets the same pickup owner demographic through truck specialty channels.
- Husky Liners: Broader automotive protection brand offering WeatherBeater floor liners, cargo liners, and seat covers; overlaps with Fia on seat protection but with a much larger product portfolio and DTC scale.
- WeatherTech: Large DTC automotive accessories brand with broad interior/exterior protection portfolio; competes for the same truck/SUV owner's accessory budget and could expand further into custom seat covers.
- LUND: Aftermarket truck/SUV accessories manufacturer with hood protectors, floor liners, and seat covers; overlaps with Fia on interior/exterior protection but at significantly larger scale.
- Rough Country: Broader truck and Jeep accessories brand with seat covers among its product line; comparable customer base (pickup/SUV owners) but distributes primarily through off-road/performance channels.
Direct peers
- CalTrend: Direct peer focused on custom-tailored seat covers for trucks, SUVs, and vans with vehicle-specific patterns, competing head-to-head with Fia in the custom-fit aftermarket seat cover category.
- Wet Okole: Direct peer specializing in neoprene waterproof seat covers for trucks, SUVs, and Jeeps; competes directly with Fia's Neo product line in the outdoor/active lifestyle segment.
- Covercraft Industries: Direct peer in aftermarket vehicle protection accessories, offering custom seat covers, front-end covers, and interior protection products for trucks, SUVs, and cars through a similar DTC + distributor model across North America.
- CoverKing: Direct peer producing custom and semi-custom seat covers plus vehicle protection accessories, with a comparable DTC distribution approach and broad vehicle make/model coverage similar to Fia.
- Seat Designs: Direct peer offering custom-made seat covers for trucks, SUVs, and vans with multiple material options (canvas, neoprene, leatherette), competing on custom fit and material breadth similar to Fia.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
fia compliance and trust
Trust signalCompliance1 record
fia financial estimates
Financial estimateRevenue estimate
Valuation estimate
fia leadership team
Management profileNumber of profiles
fia funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
fia 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 fia
What does fia do?
Fia designs, manufactures, and distributes custom-fit and universal-fit seat covers and vehicle accessories for trucks, vans, SUVs, and cars. The company offers multiple material platforms — Dura-Tech, LeatherLite, Neo (neoprene), Seat Protector, OE, and Wrangler — covering consumer, commercial fleet, and first-responder use cases. Beyond seat covers, it sells winter fronts, bug screens, pet seat covers, tire covers, fifth-wheel hitch covers, and hood/face masks for the North American automotive aftermarket.
Is fia a public or private company?
fia is a private company. It is classified as unknown and is currently operating.
When was fia founded?
fia was founded in 1985.
How does fia make money?
One revenue line is on record: direct Product Sales.
Who are fia's main competitors?
Broad incumbents on record are Truxedo, Husky Liners, WeatherTech, LUND and Rough Country. Direct peers are CalTrend, Wet Okole, Covercraft Industries, CoverKing and Seat Designs.
Does fia have an API?
No public API is recorded for fia.
What industry is fia in?
fia's product category is Automotive Aftermarket Accessories. Its primary akta.pro industry code is IMACANAJ, Aftermarket Interior Accessories Manufacturing (Floor Mats/Seat Covers/Steering Covers/Storage), with a secondary code of IMACANAI, Aftermarket Exterior Accessories Manufacturing (Body Kits/Grilles/Bumpers/Racks/Tow Hooks). Its NAICS code is 336360 and its SIC code is 3714.