“In 1983 when Kimberly-Clark approached us, it was the first time a nonwoven was used in this industry,” explains company president Marty Lichtmann. “We were truly a pioneer in the industry."
Today, about 65% of Covercraft’s car covers are made of nonwoven fabric, largely because of the material’s ability to fetch a more attractive price point than competing wovens. “When you compare nonwovens to any othe mateiral, it is more cost effective and it offers better properties like fit and durability,” he says.
Started in 1965 by Bob Lichtmann in a small two-man shop in Southern California, Covercraft pioneered the market for manufacturing custom-patterned car covers for street rods, the import sports car market and aftermarket automotive parts suppliers. Today the company is the world’s largest manufacturer of custom-patterned vehicle covers. Its library of more than 80,000 patterns still grows daily as the company constantly adds new applications.
Coercraft’s current product line now includes seat protectors, front-end masks (bras), dash covers, floor mats, tailgate nets, tire covers, window heat shields, canine travel items and other specialty protection and storage products, Lichtmann adds.
Now based in Oklahoma, Covercraft has manufacturing centers in Texas, Mexico and Australia and continues to grow its business despite competition from China, particularly on the generic side of the business.
Last month, Covercraft launched the “Covers for Causes” program in support of Breast Cancer Awareness, vowing to contribute a percentage of profits from the sales of pink-themed breast cancer awareness products to breast cancer research programs.
“Almost everyone I know has been touched by cancer, or knows of someone who has had to battle this horrific disease. Research has made great strides but needs much more support in the effort to find a cure,” Lichtmann says.