Launched 2024 · HK / CN
URNIETA® —
Hardcore Off-Road
Precision-Crafted.
A Starks Industries brand · Original design · Field-proven · Manufactured in-house
01 The Brand
Engineering capacity, turned into a brand.
URNIETA® launched on 28 December 2024 as the off-road accessory arm of Starks Industries, a multi-brand engineering group operating from Hong Kong with production in mainland China. Starks had been building aftermarket parts under contract for nearly a decade before URNIETA existed. URNIETA is what happened when that engineering capacity stopped serving other people's catalogs.
Every product on this site was tested in the field before it was photographed for sale. All marketing footage, from studio frames to action sequences and product hero shots, was captured in northwestern China: across the Tengger Desert dunes, on the granite shelves of the Helan Mountains, along the frozen tributaries of the upper Yellow River, and through the gravel washes that connect them. Every terrain you see on this site sits within a 200-kilometre radius of our production base.
The reason is simple. URNIETA products are not styling accessories. They are engineered for trucks that work, and the easiest way to prove that is to put the product on a working truck, in the conditions it was drawn for, and photograph what actually happens.
We fulfill primarily through authorized dealers and distributors across 14 countries, with the factory desk also accepting direct quote requests from individual buyers and fleet operators, especially in regions where dealer presence is still being built out. Every order goes through the same QC and the same warranty desk. Every part carries a traceable batch number tied back to the steel coil it was cut from and the welder who finished it.
The catalog is small on purpose. New SKUs only ship after a full prototype cycle, two field-test seasons across the Tengger / Helan terrain, and a written sign-off from the engineering lead. The visual language, the all-caps wordmark, the monochrome palette, and the technical-document layouts, exists so that a procurement officer in Reykjavik reading our spec sheet sees the same thing as one in Brisbane. Restraint is the point.
Launched2024
GroupStarks
Dealer markets14
ProductionCN
02 Our Discipline
Three principles. Non-negotiable.
Every part that leaves the factory has been measured against the same three commitments. They are written into our supplier contracts, our hire briefs, and the kerning of our drawing-package title blocks.
N° 01
Original Design
Every URNIETA SKU is drawn from scratch in-house. We do not white-label generic chassis fabrication. Each design begins with a measured digital scan of the donor vehicle, followed by an FEA pass, two prototype rounds, and a destructive-test cycle before the tooling is committed. There is no part in our catalog that exists elsewhere under another logo.
N° 02
Field-Proven
We do not validate a design from a test rig alone. Every URNIETA part has been driven, scraped, loaded, and recovered across the terrain it was engineered for, on real trucks, in real conditions, by people who use the gear for a living. The catalog has been tested across western Sichuan, the Sichuan-Tibet Highway, the Tengger Desert, and the Helan Mountain granite shelves. A SKU does not ship until the terrain has signed off on it.
N° 03
Manufactured In-House
URNIETA owns the factory. Every URNIETA part is laser-cut, CNC-machined, welded, and assembled under one roof, with every weld, fitment, and assembly step approved by the same engineering team that drew the part. There is no third-party fabricator, no contract welding bay, and no outsourced final inspection. The factory is the brand, and the box is the first part of the product you see.
03 Timeline
Eight years. Eighteen months.
URNIETA® is the Land Cruiser-platform brand line of Starks Industries, a Hong Kong-incorporated engineering group founded in 2018. The timeline below is the URNIETA timeline.
2024
Dec 28 — URNIETA® launch
The brand goes live. The launch event ships 26 SKUs in a single release, covering the full LC70 series and the LC250 platform. NorthSea front bumper, NorthSea rear bumper system, Vintage Front Bumper, Cockpit Upgrade System, side bars, mudflaps, key suite, and door handles are all available from day one. This is not a soft launch. The catalog opens at scale.
2025
Monthly release cadence
From January 2025 onward, the catalog grows by one new product every month. No skipped months. No delayed releases. The release calendar is published internally and treated as a manufacturing commitment, not a marketing schedule. By mid-2025, the catalog covers roof platforms, exhaust systems, hood kits, forged wheels, and the windshield light mount system.
2025
Jun 21 — URNIETA Gear line / Pelican partnership
The catalog expands beyond chassis fabrication. URNIETA launches the Gear category, outdoor equipment engineered to the same standard as the vehicle hardware. The category opens with a partnership with Pelican, the American protective-case manufacturer trusted by military, broadcast, and expedition operators worldwide.
2026
Q1 — Vintage Front Bumper limited release
A tribute to the LC70 era that defined the platform. The Vintage Front Bumper was drafted from period photography of the 70-series as it was originally delivered: squared shoulders, a horizontal stance, louvered geometry, and round fog lamp housings recessed into the face. The proportions belong to the 1980s. The structure underneath is engineered for 2026 recovery loads.
2026
Jun 13 — Suzuki Jimny platform launch
The next chapter. URNIETA expands beyond the Land Cruiser family for the first time, opening a dedicated brand line for the Suzuki Jimny platform. The release will follow the URNIETA workflow: launch-day catalog, monthly cadence, terrain-validated, and manufactured end-to-end in the Starks facility.
04 What we're working on
Four things. In progress.
This list reflects the work currently in motion. We publish it because dealers and field correspondents have a right to know what is coming.
Next steps
N° 01
Browse the catalog
Toyota Land Cruiser modification parts across LC70, LC250, LC300 and LC80, built on the OEM+ philosophy.
View catalog → N° 02Find a dealer
Authorized URNIETA dealers across fourteen countries. Locate your nearest distributor or talk to URNIETA directly.
Contact + locator → N° 03Become a dealer
Trade buyers and resellers can apply to join the URNIETA wholesale network and work through the regional dealer desk.
Open application →