Chapter 1
1940s
The Beginning
In 1942, Erik Thulin and his family founded Thule in Hillerstorp, Sweden, just around the corner from where the Thule Group site is located today.
The founder, Erik Thulin, a dedicated outdoors enthusiast, introduced the Thule name by producing a pike fishing trap. This fishing gear quickly gained popularity among Scandinavian fishermen.
Chapter 2
1950s-1960s
In World War II, Thule broadened its production efforts to include belt buckles, a market previously dominated by German companies forced to adjust their operations for the war effort. Post-war, Erik and Gunhild (Erik's wife) shifted their focus to crafting accessories for the expanding automobile industry. The inaugural car-related product emerged in 1955—a headlight grille designed to safeguard against stone chips.
Thule continued to expand its product offerings and diversify its business during the 1960s, focusing its efforts on the automobile rooftop space. The roof rack and roof basket were born.
Chapter 3
1970, Diversification into Outdoor Sports
The outdoor sports category was Thule’s product innovation focal point in the 1970s, catering to the needs of outdoor enthusiasts and travelers.
Chapter 4
1980s, New Challenge
Thule introduced their Ski carriers at a car retailers' trade show in Atlanta, USA.
In Europe, the Thule Ski carrier had a favorable response. But in American, roof racks were way cheaper, and people had not taken to the Ski carrier. Thule left the fair without a single order.
Thule's turning point came at a surfing fair in Newport. Without a formal market stall, they were given a parking space to showcase their roof racks. Success wasn't measured by the number of racks sold but by the connections made with small surfboard-selling businesses. Things took a significant turn when Robert Naish, the windsurfing world champion, became a Thule ambassador.
Chapter 5
1990s
Bike at your Destination
The 1990s marked a significant milestone for Thule with the introduction of their first tower-mounted bike carrier, changing the way consumers transported their bikes.
Thule continued to expand and make strategic corporate acquisitions to strengthen its market position, resulting in new product offerings within the water sports, snow travel, bike carrier, tech accessories, sports rack, and e-bike carrier categories.
Thule focused on enhancing its product portfolio in the 2010s and introduced a wide array of products from diverse categories, which included bags & duffles, bike chariots, roof racks, luggage, and strollers.
Chapter 6
2020s
Recognition and Awards
In the 2020s, Thule continued to expand its product offerings as well as receive recognition and awards for its innovative products as well as its focused efforts on becoming a climate and environmental leader.
Did You Know?
DID YOU KNOW?
Thule's Logo
Did you know that Thule's iconic logo, with its distinctive three-pronged shape, represents the three areas of activity that the brand has always been associated with: sports and leisure, transportation solutions, and bags and cases?
Did you know?
Commitment to Quality
Their products go through rigorous testing, including extreme weather conditions and stress tests, to ensure they can withstand the most challenging adventures.
did you know
Sports Sponsor
Thule's involvement in sports sponsorship is well-known. They have supported various cycling teams, including Team Novo Nordisk, in their quest for excellence.
