Rack Attack, a leading North American destination for vehicle racks, truck accessories, and overlanding gear, announced a partnership with RealTruck, a global aftermarket product and accessory brand and digital destination for truck, Jeep®, Bronco® and off-road enthusiasts.
The partnership will see official RealTruck ‘store-in-store’ retail shops installed in all 45 Rack Attack locations across North America. The first in-store shop opened at Rack Attack’s Orange County store in Tustin, California, in October 2025.
Since then, all 31 other U.S. locations have been opened, with the latest integration at Rack Attack’s Minneapolis store in May. As of today, five additional official RealTruck ‘store-in-store’ retail shops have opened in Canadian Rack Attack locations (Ottawa, Calgary South, Calgary North, Coquitlam and Vancouver).
All 14 Canadian Rack Attack locations will have official RealTruck ‘store-in-store’ retail shops installed by July.
“The launch of official RealTruck store-in-store retail shops within our Rack Attack locations will elevate our partnership and create the ultimate customer experience. Together, we are offering truck owners and outdoor enthusiasts the greatest choice of products, combined with the best service across all our markets in North America,” said Alexander Welbers, CEO, Rack Attack.
He said the dedicated spaces feature the innovative RealTruck Builder platform, allowing customers to visualize their dream truck in interactive 3D and explore countless accessory combinations guaranteed to fit their vehicle. RealTruck products such as truck bed covers, steps, swing cases, Husky Liners® floor and cargo liners, and more, are featured in this unique and industry-leading retail experience.
While in the store-in-store, customers can explore RealTruck products and speak with Rack Attack’s certified experts about the various options available for their vehicle, ensuring they find the right solution backed by professional installation and support.
“This partnership represents an exciting new chapter for RealTruck, allowing us to showcase our industry-leading truck accessories in an exclusive consumer experience inside Rack Attack’s retail locations,” said Travis Shirley, Senior Vice President of Sales at RealTruck. “We applaud Rack Attack’s forward thinking and innovative approach to make it easier than ever for truck owners to explore, shop, and get their hands-on RealTruck products that help transform their vehicles to fit their lifestyles.”
RealTruck, globally headquartered in Ann Arbor, Michigan, has 78 facilities across four continents.
Welbers said Rack Attack has been in business for 30 years with the first location in Vancouver. Today, there are 45 locations across North America, and two Thule stores in North Vancouver in the Park Royal Mall, and in downtown Denver.
“Traditionally, 30 years ago, we started more with the rack part—base racks, cargo boxes, bike racks. Now, since 10 years, we are growing and growing the truck component of our stores. We’re a very big partner of RealTruck, who is by far the biggest brand in that space in North America,” said Welbers.
“That’s basically the giant in that industry. They have 29 brands now . . . It’s a massive, billions-and-billions-of-dollar company in the U.S.
With defining their brand, they looked for strategic partners that have a similar approach in presenting to customers and that fit their philosophy of how they want to service truck customers. Since then, we’ve been very close with them in a strategic partnership.
“So we’re the first ones that rolled out these shop-in-shop concepts . . . We integrated some branding outside in some of the stores. And then the inside integration fits really well into our stores. They have the same corporate colours—yellow and black—like we have.
“We integrated their rack builder, which is a 3D visualization software that they have. They are the first ones. We have it in all our stores, where you can basically type in your truck model and year, and you can add all the products to it. It live-adjusts the vehicle and builds a quote. You can actually see how it looks on your vehicle before we install it or before you select something.”
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