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Thule

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A Swedish premium outdoor-mobility brand making products that help people transport, carry, protect and use sports equipment, luggage, family gear and pets.

Last updated November 4, 2026

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Overview

Thule is a Swedish outdoor and vehicle-accessories brand operated by Thule Group AB. The business began in 1942 in Hillerstorp, Sweden, where founder Erik Thulin established a manufacturing company focused on products that helped people transport equipment and pursue an active life. The Thule name became especially associated with vehicle roof racks and roof boxes, but the brand’s scope later expanded into bicycle carriers, water-sports carriers, snow-sports equipment, luggage, backpacks, child bike seats, bike trailers, multisport trailers, strollers and other products for active families. The brand’s central proposition is to make it easier for consumers to carry, protect and use sporting equipment and family gear while travelling. Its products are designed around compatibility with vehicles, bicycles and outdoor activities, with emphasis on engineering, safety, durability and relatively integrated product systems. This positioning has allowed Thule to serve both specialist outdoor users and mainstream consumers who need additional carrying capacity for cars, bicycles or family travel. Thule’s historic growth was built on roof-mounted transport products. Roof racks and cargo boxes remain among its most recognizable offerings, providing extra storage for luggage, skis, snowboards and other bulky equipment. The company subsequently developed a broader active-lifestyle portfolio. Bicycle-related products include hitch-mounted, roof-mounted and trunk-mounted bike carriers, as well as child bike seats and bicycle trailers. Travel products include wheeled luggage, roof-top cargo solutions, duffel bags and daypacks. Products for children and families include bike trailers, multisport trailers and strollers, while other lines support activities such as paddling, winter sports and recreational cycling. The brand’s corporate owner, Thule Group AB, has expanded through organic product development and acquisitions of businesses whose products fit the wider outdoor and transportation ecosystem. Notable additions have included Case Logic, Chariot Carriers, UWS, Tepui and other brands or product businesses. Some acquired names have been integrated into Thule Group’s portfolio, while the Thule name has remained the group’s principal global consumer brand. Thule Group has sold products through specialist outdoor and bicycle retailers, automotive accessory channels, sporting-goods stores, e-commerce platforms and its own direct-to-consumer websites. Its products are marketed internationally, with particularly strong relevance in Europe and North America, although the group also operates across Asia-Pacific and other regions. The company is publicly traded in Sweden, while Thule itself functions primarily as the group’s flagship consumer-facing brand rather than as a separately listed company. In recent years, Thule has continued to broaden its definition of mobility and outdoor living. Product development has addressed electric bicycles, larger and heavier bicycle equipment, active-family transport, premium luggage and vehicle-based travel. The brand’s current identity therefore combines its traditional automotive carrying heritage with a wider promise: enabling people to bring the equipment and belongings needed for an active life wherever they go.

History

Thule’s history began in 1942 in Hillerstorp, Sweden, when Erik Thulin founded the company that would develop into the Thule Group. The early business was connected to practical transport and protection products, and over time the Thule name became closely identified with ways of carrying outdoor equipment on cars. This focus reflected a simple consumer need: people wanted to travel with bicycles, skis, luggage and other bulky gear without replacing their vehicles. During the second half of the twentieth century, Thule developed a strong position in roof racks and related vehicle-load systems. The company’s products were sold through automotive accessory, sporting-goods and outdoor channels, allowing the brand to connect vehicle ownership with leisure and recreation. Roof boxes became a particularly visible part of the portfolio because they added enclosed storage capacity while supporting family holidays and sports travel. The business also developed carriers for bicycles, skis, snowboards and water-sports equipment. Thule Group later pursued a broader active-lifestyle strategy. Rather than limiting itself to equipment attached to a car, it entered adjacent categories involving cycling, family mobility, travel and outdoor recreation. The group acquired or developed brands and product businesses including Case Logic, Chariot Carriers, UWS and Tepui. Chariot expanded the group’s presence in bicycle trailers, multisport trailers and child transport, while Tepui added rooftop tents and strengthened the connection between vehicle accessories and outdoor living. Yepp added established child bicycle-seat products to the family-cycling portfolio. The group’s portfolio has been managed around a common idea of active transportation: products should help consumers bring the objects, equipment and people needed for an active lifestyle. This has supported expansion into backpacks, duffel bags, luggage, camera and electronics cases, child seats, strollers, trailers and other travel products. Although some acquired businesses retained their own product identities for periods of time, Thule remained the group’s most prominent consumer brand and the main expression of its premium outdoor-mobility positioning. Thule Group was acquired by the private-equity firm Nordic Capital in 2007. Under private ownership, the group continued international expansion and portfolio development. It returned to the public market in 2014 through a listing on Nasdaq Stockholm. The listing established Thule Group AB as a publicly traded Swedish company while the Thule brand continued to operate across international retail, specialist and online channels. The company’s later development has reflected changes in mobility and recreation. Growth in cycling, electric bicycles, active family travel, premium luggage and vehicle-based camping has created opportunities beyond the traditional roof-rack market. Thule has responded with products for heavier bicycles, family cycling, travel organization, rooftop camping and more integrated vehicle transport. It has also emphasized product design, testing, safety and compatibility as differentiators in markets where consumers often need equipment to work reliably with specific cars, bicycles and accessories. Today, Thule is best understood as the flagship brand of a Swedish publicly listed outdoor-products group. Its heritage remains rooted in vehicle carrying systems, but its commercial identity is broader: it serves people who travel, cycle, camp, participate in sports or move with children and need dependable ways to transport their equipment. The brand’s international presence, extensive distribution network and broadening product range have enabled it to remain relevant as outdoor recreation and active mobility have evolved.

  • 2025

    Major Sport & Cargo Carriers product upgrade

    [9]

    Thule launches Force 3, EasyFold 3, Verse, Santu, OutPace, Arcos XL and Xscape across roof-box, bicycle-carrier, towbar-cargo and pickup-truck-rack categories.

  • 2024

    Quad Lock acquisition agreed

    [7]

    Thule Group agrees to acquire performance-phone-mount specialist Quad Lock.

  • 2024

    Expansion into dog and child-car-seat products

    [14]

    Thule launches products including Allax dog crates, Bexey dog trailers, Elm and Maple child car seats and Alfi car-seat bases.

  • 2023

    Mattias Ankarberg becomes CEO

    [10]

    Mattias Ankarberg succeeds Magnus Welander as President and CEO in August 2023.

  • 2022

    Dog transportation and child car seats selected as new categories

    [6]

    Thule Group announces plans to enter child car seats and dog transportation, extending the brand’s safety and mobility proposition.

  • 2018

    Tepui acquisition

    [13]

    Thule Group acquires North American rooftop-tent specialist Tepui Tents and expands its outdoor-camping offering.

  • 2016

    Yepp acquisition

    [1]

    Thule Group acquires Dutch company GMG B.V., adding the Yepp child-bike-seat brand.

  • 2014

    Thule Group lists on Nasdaq Stockholm

    [1]

    Thule Group becomes a publicly listed company and formally emphasizes branded consumer goods and sport-and-outdoor products.

  • 2014

    Towing and trailer businesses separated

    [12]

    The group spins off or divests towing and trailer activities as part of its strategic refocus on the Thule consumer brand.

  • 2013

    Thule Crew created

    [1]

    The Thule Crew community is established around the idea of spending more time outdoors and connecting the brand with active consumers.

Products and positioning

A premium, design- and engineering-led outdoor mobility brand that helps people transport, protect and use sports equipment, luggage, family gear and pets. Thule emphasizes safety, durability, ease of use, Scandinavian design, product testing and active outdoor lifestyles.

  • Sport & Cargo Carriers · 1962

    Thule Roof Racks and Load Carriers

    Thule’s roof-rack systems form one of the brand’s oldest and most important product families. The range includes roof bars, feet, fitting kits and platform systems for carrying bicycles, skis, snowboards, kayaks, surfboards, cargo boxes and other equipment. Thule emphasizes vehicle compatibility, aerodynamic design, locking systems, installation convenience and tested load performance. Roof racks are one of Thule Group’s six principal Champion categories.

  • Sport & Cargo Carriers · 1977

    Thule Roof Boxes

    Thule roof boxes provide enclosed, weather-resistant storage for luggage, sports equipment and family gear. The portfolio ranges from mid-priced products such as Force to premium products such as Motion. The boxes are designed around usable capacity, aerodynamic performance, opening and mounting convenience, security and compatibility with different vehicle roof systems. Roof boxes are one of the group’s principal global market-leading categories.

  • Sport & Cargo Carriers · 1992

    Thule Bicycle Carriers

    Thule makes roof-, towbar- and rear-mounted bicycle carriers for conventional bicycles and increasingly heavy electric bikes. The EasyFold, Epos, Verse, OutPace and related families address different vehicle types, price points and regional requirements. Features commonly emphasized include folding mechanisms, wheel clearance, loading ergonomics, security and compatibility with e-bikes. Bicycle carriers are one of Thule’s principal Champion categories.

  • Active with Kids & Dogs · 2011

    Thule Bike and Multisport Trailers

    The Thule Chariot line consists of multifunctional child trailers and carriers for cycling, walking, jogging and skiing. The products are designed for active parents and can often be configured with different kits and accessories. Thule developed this business through its 2011 acquisition of Chariot Carriers and has continued to update the line with products such as Chariot Sport and other child-transport systems.

  • Active with Kids & Dogs · 2014

    Thule Strollers

    Thule’s stroller range includes all-terrain, running, urban and multi-child models. Urban Glide, Glide, Spring and Sleek are among the best-known families. The brand emphasizes maneuverability, durability, folding and storage, modular accessories and suitability for active families. The Urban Glide 3 received an iF Gold Award in 2024, reinforcing Thule’s design-led positioning in the premium stroller segment.

  • Active with Kids & Dogs · 2014

    Thule Child Bike Seats

    Thule child bike seats include rear- and front-mounted designs such as RideAlong and RideAlong Mini. They are intended to combine child comfort, secure attachment, adjustability and bicycle compatibility. The category expanded through Thule’s active-family strategy and the acquisition of Yepp in 2016, after which Yepp products became part of the wider Thule Group portfolio.

  • Active with Kids & Dogs · 2024

    Thule Child Car Seats

    Introduced at scale in 2024, Thule’s child car-seat range includes the Thule Elm, Thule Maple and Thule Alfi base. The products extend the group’s safety and transport expertise into a regulated family category. Thule has positioned the range around crash protection, installation confidence, modularity, child comfort and integration with its broader active-family ecosystem.

  • Active with Kids & Dogs · 2024

    Thule Dog Transportation

    Thule entered dog transportation with products such as the Allax crash-tested dog crate, the Bexey dog trailer and Cappy crash-tested dog harness. The range addresses vehicle transport and active outdoor mobility for dogs, using the brand’s established focus on safety, protection, robust construction and ease of use. Dog transportation was identified by Thule as one of its promising future Champion categories.

  • RV Products · 2005

    Thule RV Products

    Thule’s recreational-vehicle business includes awnings, RV bicycle carriers and tents for caravans, motorhomes and camper vans. The category was built substantially through the acquisition of Omnistor and remains a strong European business. It is more cyclical than Thule’s other categories because purchases are often made alongside major RV or caravan purchases.

  • Bags & Mounts · 2006

    Thule Luggage and Travel Bags

    Thule makes soft and hard-shell luggage, carry-ons, duffels, backpacks and travel organizers. Product families include Subterra, Crossover, Chasm, Spira and Revolve. The range broadens the brand from vehicle transport into personal mobility and travel, while retaining an emphasis on durable construction, organization, protection and outdoor-oriented design.

  • Bags & Mounts · 2006

    Thule Technical, Camera and Bike Bags

    The technical-bag portfolio includes camera bags, laptop and electronic-device bags, bicycle-transport cases, water-resistant duffels and packs for outdoor use. Case Logic, acquired in 2006, contributed expertise in device protection and carrying systems, while later Thule-branded lines extended the offer toward photographers, cyclists, travelers and outdoor enthusiasts.

  • Sport & Cargo Carriers · 2018

    Thule Rooftop Tents

    Thule’s rooftop-tent business was expanded through the 2018 acquisition of Tepui Tents. The products mount on vehicles and provide elevated sleeping accommodation for camping and overland travel. Thule has used its existing expertise in vehicle-mounted transport, outdoor equipment, testing and distribution to develop the category, which the group describes as a niche growth opportunity.

  • Bags & Mounts · 2024

    Quad Lock Performance Phone Mounts

    Quad Lock became part of Thule Group through the 2024 acquisition agreement. Its performance phone mounts are designed for cyclists, motorcyclists and other active users who need secure access to smartphones while moving. The category adds a technology-oriented accessory platform to Thule’s outdoor mobility portfolio and is treated by the group as one of its six Champion categories.

Marketing campaigns

  • 2020Active Life, Simplified

    Global

    Thule Group articulated a group-wide positioning focused on simplifying active lives through safe, easy-to-use and attractive products for families and outdoor enthusiasts.

    Outcome. The positioning became a concise expression of the company’s product-development and communication strategy across its four product categories.

    Source
  • 2014Bring your life

    Global

    Thule developed a broader consumer-brand proposition around helping people bring the equipment, activities and relationships that matter to them.

    Outcome. The proposition helped connect roof carriers, bags, family products and outdoor equipment under a single lifestyle-oriented brand identity.

    Source
  • 2013Thule Crew — Spend more time outdoors

    Global

    Thule created the Thule Crew, a community of athletes, creators and outdoor enthusiasts organized around the idea of spending more time outdoors.

    Outcome. The program provided a continuing ambassador and community platform for product storytelling and lifestyle marketing.

    Source
  • 2010Thule Adventure Team

    Global

    Thule formed the Thule Adventure Team, a multisport group intended to associate the brand with endurance, exploration and active outdoor lifestyles.

    Outcome. The initiative strengthened Thule’s connection with serious outdoor athletes and provided content and ambassadors for the brand’s active-life positioning.

    Source

Brand decisions

  • 2025

    Largest-ever upgrade of Sport & Cargo Carriers portfolioGeneration change

    Background

    Thule identified roof racks, roof boxes and bicycle carriers as three of its six Champion categories and sought to renew its core products while responding to electric vehicles, heavier e-bikes and regional vehicle differences.

    Action taken

    The company launched Force 3, EasyFold 3, Verse, Santu, OutPace, Arcos XL and Xscape across global and North American markets.

    Aftermath

    The launches supported sales growth in the largest product category and reinforced Thule’s market-leading position in roof boxes, roof racks and bike carriers.

    Source

  • 2024

    Agreement to acquire Quad LockM&A

    Background

    Thule sought a market-leading position in performance phone mounts, a category connected to cycling, motorcycling and active mobility.

    Action taken

    Thule Group agreed to acquire Quad Lock for AUD 500 million, approximately SEK 3.6 billion, according to the announcement.

    Aftermath

    Quad Lock became Thule’s performance-phone-mount platform and increased the group’s exposure to the Asia-Pacific region. The 2025 report described the integration and category growth as progressing positively.

    Purchase price. AUD 500 million, approximately SEK 3.6 billion (Announced November 11, 2024)

    Source

  • 2022

    Selection of dog transportation and child car seats as expansion categoriesStrategy

    Background

    Thule reviewed adjacent markets where its safety, transport, design and active-family capabilities could support premium products.

    Action taken

    The group announced plans to enter child car seats and dog transportation.

    Aftermath

    The categories launched in 2024 and became important candidates for future growth alongside the group’s established Champion categories.

    Source

  • 2018

    Acquisition of Tepui TentsM&A

    Background

    Rooftop tents were an adjacent category that fit Thule’s vehicle-transport expertise and the growing interest in outdoor camping.

    Action taken

    Thule Group acquired North American rooftop-tent company Tepui Tents.

    Aftermath

    The acquisition established a rooftop-tent product area within Sport & Cargo Carriers and gave Thule an entry into a niche outdoor-camping market.

    Source

  • 2016

    Acquisition of Yepp child-bike-seat businessM&A

    Background

    Thule aimed to expand its family-mobility product range and build on its Active with Kids strategy.

    Action taken

    Thule Group acquired Dutch company GMG B.V., known for child bike seats sold under the Yepp brand.

    Aftermath

    The transaction strengthened Thule Group’s position in child bike seats and added a recognized specialist brand to the group portfolio.

    Source

  • 2014

    Strategic refocus on branded sport and outdoor productsStrategy

    Background

    The group had accumulated businesses in towing, trailers, snow chains and other categories with weaker connections to the Thule consumer brand.

    Action taken

    Thule Group separated or divested the towing and trailer businesses and continued reducing exposure to non-core automotive and hardware activities.

    Aftermath

    The company became more focused on branded consumer goods, outdoor mobility, active families, bags and sport equipment. The restructuring clarified Thule as the strategic core brand and preceded the 2014 public listing.

    Source

  • 2011

    Acquisition of Chariot CarriersM&A

    Background

    Thule sought to enter the Active with Kids category with products that fit its outdoor and active-family positioning.

    Action taken

    Thule Group acquired Canadian Chariot Carriers, a leading maker of multifunctional child carriers.

    Aftermath

    The acquisition created the foundation for the Thule Chariot multisport-trailer business and helped diversify the brand beyond vehicle accessories.

    Source

  • 2004

    Acquisition of König and expansion through diversified M&AM&A

    Background

    Thule Group entered a major acquisition phase that added snow chains, recreational-vehicle products, towing activities and bags for electronic devices to the corporate portfolio.

    Action taken

    The group acquired König in 2004, Omnistor in 2005 and Case Logic in 2006, alongside other acquisitions and business additions.

    Aftermath

    The acquisitions substantially increased the group’s scale and category reach but also produced a more diversified and financially leveraged structure that was later narrowed.

    Source

Recent events

  • Unconfirmed

    Thule acquires Aeroe[18]

    Thule has acquired Aeroe, a New Zealand-based company specializing in bikepacking bags, racks and accessories. The terms of the agreement were not released.

Read more

Sources19 sources

  1. 1History of Thule Groupthulegroup.com
  2. 2Thule Group — Wikipediaen.wikipedia.org
  3. 3Annual Report Archivethulegroup.com
  4. 4CEO & Group Managementthulegroup.com
  5. 5Strategythulegroup.com
  6. 6Four product categoriesthulegroup.com
  7. 7Thule Group acquires Quad Lockthulegroup.com
  8. 8Thule Group Annual and Sustainability Report 2025thulegroup.com
  9. 9Thule Group Annual Report 2025 product categoriesthulegroup.com
  10. 10Mattias Ankarberg appointed new President and CEOthulegroup.com
  11. 11Hans Eckerström succeeds Bengt Baron as chairmanthulegroup.com
  12. 12Towing and trailer businesses separatedthulegroup.com
  13. 13Tepui acquisitionthulegroup.com
  14. 14Expansion into dog and child-car-seat productsthulegroup.com
  15. 15Bring your lifethulegroup.com
  16. 16Active Life, Simplifiedthulegroup.com
  17. 17Acquisition of König and expansion through diversified M&Athulegroup.com
  18. 18Thule收购Aeroebicycleretailer.com
  19. 19Thule Acquires Bikepacking Gear Brand Aeroe - Pinkbikenews.google.com

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