Line X opens in DL, offers lifetime warranty
Pickup and truck owners around the Detroit Lakes area now have a local option for truck bed protection.
A nationally-known chain called Line X, which specializes in spray-on, protective coatings for truck beds, just opened up in Detroit Lakes.
Line X is located at 915 8th street in Detroit Lakes, right next to the Refuge.
The man behind Line X
Mark Jennen grew up in the Rollag area, attending school in Hawley and going on to work as a repairman for biomedical equipment, servicing anesthesiology machines.
A national guardsman, Jennen was called to active duty in 2008 when he would re-focus his skills on UAV’s — unmanned aerial vehicles, or drones.
His job at the North Dakota Air National Guard was full time for roughly six years.
“But then with the drawback in Afghanistan, they were cutting orders, so I started looking at other things to do,” said Jennen, who had always been what he would describe as “a car and truck man.”
In fact, the idea to open up his own Line X franchise came when he was looking to get his own pick up coated.
“I liked the product — it’s the best out there in my opinion,” he said, “but the closest place to do it was in Fargo, and they were booked out for two to four weeks.”
Clearly there was a demand for those services in the area, so Jennen, who now lives just south of Audubon, began researching what he needed to do to open up his own Line X business.
He secured a location in a building that was once used for what was known as Elite Auto Body and later was owned by Lakeshirts.
“So when I found out Lakeshirts was selling it, I took a look at it, and it already had a space for the showroom, which Line X requires now for the retail side of it,” said Jennen, whose wife, Angie will also be helping to run the business and retail end of things.
It all came together, and as trainers from the corporate headquarters came to teach Jennen and his part-time spray tech every in and out of the Line X business, they came closer and closer to go-time.
“We’re ready to take appointments,” said Jennen, smiling with both excitement and admittedly a little nervousness.
But for whatever nerves come with starting a whole new business venture, for Jennen that is outweighed by the confidence he has in the product he’s offering.
“Line X is a two-part spray-on bed liner, applied hot so it forms to the contour of the truck bed,” explained Jennen. “It dries fast — in three to five seconds.”
In fact, Jennen says, a truck owners who drops his baby off at the shop can get it back and be able to use it in as quickly as two hours.
“It protects your $50,000 truck — it doesn’t scratch, and it’s very hard to chip or crack,” he said. “It’ll look like new for years as long as you own the truck.”
There is not only a lifetime warranty on the product, but that warranty is good across the nation.
“So if there did end up being a problem or it needed to get fixed, you can go to any Line X in the country and they’ll fix it,” said Jennen, who says you can’t get a better product than one you only have to pay for once.
“Especially in a bed liner where you’re throwing tools and rocks and bricks, and you’re sliding stuff in and out…” said Jennen, who says the coatings come in different grades, including a $475 standard option to pro, premium and up to platinum that reaches somewhere around the $700 mark.
“And we can color-match too, so we can take the color of your truck and match it to your bed liner,” said Jennen, who says Line X has been around for 20 years and always continues to evolve and build on its product.
In addition to the Line X coatings holding lifetime warranties, so do the truck accessories that will also be available at the shop.
“We’ll have bed rails, Tonnenu covers, and then we’ll carry a full line of Line X truck gear,” said Jennen, who says they’ll carry a little of everything in the shop but will also be able to order much more in only a couple of days.
Line X will be open Monday through Thursday from 8 a.m. to 5 p.m. and Friday from 8 a.m. to 4:30 p.m.
They will also be available nights and weekends by appointment.