Aliner in September secured its largest market share for folding campers in the company’s 35-year history, according to Statistical Surveys, selling 26% of folding campers in the month.
Only Forest River’s collection of brands, which totaled a 39.79% market share, ranked higher.
Brett Randall, Aliner president and CEO, said the company experienced slow growth the previous five to six years but the last 12 months have seen strong market share growth.
“Our team has rallied really well in the post-Covid world,” Randall said.
The company increased product output 150% from pre-pandemic levels, Randall said.
“We really focus on quality,” Randall said. “Our warranty rates are under 2%, and that’s very high for the industry.”
He commended the brand’s dealer base, which he said represented Aliner well to customers. The dealer support helped Aliner focus on putting out quality products, he said, ensuring dealers have all the product necessary for their customers.
The increase in market share is not from expanding the company’s dealer base, according to Randall. He said the company selectively added dealers over the years and focused this year on ensuring key dealers had product on their lot. A few dealers were added, Randall said, in areas where Aliner had not previously been sold.
Randall said Aliner scaled down its floorplans to focus on quantity for dealers’ lots. He said the focus enabled Aliner to provide products consumers want. New, larger floorplans have opened a wider customer audience. Some floorplans are able to sleep a four-person family.
“Our dealers have done a great job at turning the products,” Randall said. “That excites them to have a high turn rate. It’s also that the RV industry has experienced quite a few new customers, as well as returning customers.”
The company CEO said inventory levels are still about 20% less than normal, so Aliner will continue to focus on increasing output. Randall said new designs will be released in mid-summer next year.
“I think the success we have had here is directly attributed to the performance of our team, the support of our vendors and the strength of our dealers,” Randall said.
Based in Mt. Pleasant, Pennsylvania, Aliner was founded in 1984.
