Become an
URNIETA
Dealer.
URNIETA® operates an authorized dealer network across 14 countries, plus a direct factory desk. End customers, builders, and fleet operators are welcome through either channel. If a dealer covers your country, that’s usually the fastest path — local stock, in-person fitment, and warranty handled in your language. End customers in dealer territories are routed to the regional dealer in most cases, except for institutional procurement, OEM projects, or large fleet orders. If there is no active dealer in your country, the Starks factory desk takes your quote directly. Every inquiry is routed to the right desk within one business day.
Six structural advantages.
Exclusive Territory Protection
No second URNIETA dealer in the region you actively service. Boundaries defined by postcode, country, or sub-region depending on market density. Reviewed annually with you.
WHOLESALE PRICING STRUCTURE
Dealer pricing is set according to volume, market, and product mix. Pricing details are shared directly with applicants who qualify for the wholesale account, and reviewed annually with each dealer individually.
DEALER WORKSHOP & FACTORY VISITS
Authorized dealers are welcome to visit the Starks production facility in mainland China — bring your fitment technicians, your installer team, or your sales lead. We share the workflow, the engineering decisions, and the build process behind each SKU. No fixed training calendar — visits are scheduled around your team's availability.
MARKETING CO-OP
Printed catalog, dealer-branded brochures, URNIETA dealer plaque, regional event support, and access to the high-resolution product photography library.
ENGINEERING DIALOGUE
URNIETA follows its own product roadmap and does not take on custom development projects. However, dealers in the field see market gaps we don't always see from the factory. We meet with active dealers to review what's selling, what's missing, and what's worth engineering next.
ROUTING POLICY
When an end customer in your protected territory requests a quote from URNIETA directly, the factory desk routes the inquiry back to you. Customers your team converts stay yours. Direct factory sales in your territory are limited to: — Government, military, or institutional procurement — OEM project orders — Custom or volume orders exceeding standard dealer capacity — New markets where dealer onboarding is still in progress All other end customers are routed back to the regional dealer.
Five things we expect.
- 01ESTABLISHED OFF-ROAD OR AFTERMARKET PARTS BUSINESS 3+ years operating preferred. Proven track record selling Land Cruiser or Jimny platform accessories, or general 4WD/overlanding gear. New entrants considered if backed by relevant trade experience.
- 02PHYSICAL SHOWROOM OR SERVICE BAY Online-only resellers are not accepted at the Authorized Dealer tier. A walk-in customer in your region must be able to see at least one URNIETA-fitted vehicle on display.
- 03AND CRUISER OR JIMNY CORE MARKET Your existing customer base should be at least 30% LC or Jimny owners. URNIETA hardware is platform-specific and deep customer knowledge of these vehicles is required.
- 04ESTABLISHED ANNUAL AFTERMARKET VOLUME Applicants should operate an active aftermarket business with annual volume sufficient to support an authorized dealer relationship. Specific thresholds are discussed individually during the application review and adjusted by market.
- 05INVENTORY COMMITMENT Opening order and annual restock minimums are determined by market, product mix, and territory potential. Inventory expectations are discussed openly during the application stage — we work with each dealer to find a starting volume that fits the market and supports long-term growth on both sides.
FOUR WEEKS FROM APPLY TO AGREEMENT.
Apply
Submit the form below. We acknowledge within 5 business days. If clearly out-of-criteria, declined cleanly with reasoning.
Discovery Call
45-minute video call with regional sales manager. We discuss your customer base, territory definition, and initial inventory expectations.
Reference Check & Territory Review
We reach out to 2 trade references you provide, and review territory overlap with existing dealers in adjacent markets.
Onboarding Agreement
Authorized Dealer Agreement signed. Inventory volumes and pricing finalized based on Week 2 and 3 discussions. First stocking order prepared and shipped — typically arriving within 4-6 weeks of PO confirmation, depending on destination.
Apply below.
Six common questions.
HOW DO I KNOW URNIETA IS THE RIGHT PARTNERSHIP FOR MY SHOP?
URNIETA hardware is platform-specific — built around the LC70, LC250, LC300, LC80, and Jimny chassis families. The strongest dealer fit is a shop where at least 30% of existing customers already own one of these platforms, and where the team can speak to fitment, suspension geometry, and recovery behaviour with confidence. We are not the right partner for general-purpose 4WD retailers or accessory drop shippers.
DO YOU ACCEPT ONLINE-ONLY OR DROPSHIPPING RESELLERS?
No. URNIETA Authorized Dealers must operate a physical showroom or service bay where customers can see fitted vehicles in person. We may fulfill drop-shipped orders for institutional or fleet customers via an existing dealer's PO, but the dealer relationship is required upstream.
HOW ARE TERRITORIES DEFINED?
Territory boundaries are set by market density and dealer capacity, ranging from sub-regional to national exclusivity depending on the country. In larger markets such as Australia or the United Arab Emirates, multiple Authorized Dealers may operate within a country, split by state or region. Smaller markets typically host one dealer with national exclusivity. Specific territory definitions are written into the dealer agreement and reviewed annually with each dealer.
CAN I SELL URNIETA ON AMAZON, EBAY, OR OTHER ONLINE MARKETPLACES?
No. URNIETA brand products are not available on third-party marketplaces. Authorized Dealers may sell through their own e-commerce site and their own physical retail. Marketplace listings violate the dealer agreement and result in supply suspension. This policy is in place to protect dealer margins and brand presentation across all markets.
HOW LONG DOES PRODUCT DELIVERY TAKE?
Delivery time depends on order size and destination. Typical lead time is 2-4 weeks from confirmed PO, with larger orders requiring additional production scheduling. Authorized Dealers preparing for confirmed trade events or industry expos receive priority production scheduling — submit your event calendar to your regional sales lead in advance, and we adjust the factory schedule to ensure stock arrives ahead of the event date. Restock orders also ship ahead of new dealer onboarding orders to keep active dealers supplied. Specific timelines are confirmed at PO stage based on factory production calendar and shipping destination.
WHAT MARKETING SUPPORT DO YOU PROVIDE?
URNIETA provides Authorized Dealers with brand-aligned marketing support including: — Access to the full product photography library (high-resolution) — Approved digital and print catalog templates — Co-branded campaign materials for regional launches — Technical drawings, video assets, and brand typeface library — Regional event sponsorship and showroom fixture support for qualifying dealers All assets are shared with Authorized Dealers via dedicated brand resource folders, with ongoing support from your regional sales lead.