Crua develops technically advanced & disruptive insulated tents for both recreational and commercial use.
Business overview
Location | Tralee, Ireland |
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Social media | |
Website | www.cruaoutdoors.com |
Sectors | Travel, Leisure & Sport Mixed Digital/Non-Digital Mixed B2B/B2C |
Company number | 553249 (Ireland) |
Incorporation date | 26 Nov 2014 |
Investment summary
Business highlights
- Thermally, acoustically, light & blast insulating tents
- 2.5 X Revenue growth in 2020 to over $2.5m*
- 20,000+ customers, 100+ countries & growing - US primary market
- Glamping 'Loj' ready for launch, along with 3 new products in Q1
Idea
Introduction
Thermo Tents Limited (Trading as Crua Outdoors and Crua Industrial) designs and develops thermally, acoustically and light insulating tents as well as fabric structures. We incorporate cutting edge material technology into our unique designs to solve a real problem. Tents can be very comfortable.
With Crua, a camping trip provides a restful night’s sleep, creating an enhanced outdoors experience. Our 20,000+ customers in 100+ countries prove that comfort is important to campers.
Revenues more than doubled in 2020, and we've already seen our website revenues nearly triple in Jan 2021 - when compared to the same period in 2020*.
And that’s exactly why Crua's unique design is disrupting traditional tent buying.
'Live Tough. Sleep Easy.'
In Q1 2021 we will launch a ground-breaking insulated and modular glamping 'Loj' Four Season Tent (pronounced Lodge). The glamping industry in the USA is forecast to grow at a Compound Annual Growth Rate of 15% between now and 2024. Our timing is absolutely perfect for that market.
We’ve also developed what we believe to be the worlds first: an insulated and blast-resistant fabric structure for the exploration and production industry.


Monetisation strategy
As we are a product-based company, our revenues primarily come from the sale of Crua products, primarily across North America, the UK, Europe and beyond. Our products are currently manufactured by third parties, although we have brought some prototyping in-house.
Increasing Gross Margin to over 40% is a key part of our 2021 strategy aiming to ensure positive EBITDA moving forward.
Modularity is a key part of our design strategy. As well as helping to offer a unique product range, this also encourages repeat customers, and promotes higher lifetime value of our customers.
Recreational:
We primarily sell Direct to Consumer (online) through our own website, Amazon and New Product Introduction platforms such as Kickstarter and Indiegogo. We do have some B2B sales through strategically chosen retailers such as Cabela’s Moosejaw and Outnorth.
Industrial:
We sell B2B, either to end-user or facilities suppliers.
Commercial:
We will launch our Glamping Loj in 2021, which will be our first formal move into the commercial glamping market. This should prove to be a very strong field for us, as glamping is forecast at a CAGR of 15% in the USA – our target market – between now and 2024.
We will also launch a new Rooftop Tent range in 2021, which will open avenues into partnering with appropriate motor brands.

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