Rhino USA Is Building a Texas Content Campus to Scale TikTok Shop Creator, Live Commerce Strategy

June 5, 2026

Rhino USA, a truck and towing gear brand, is developing a 182-acre property in Central Texas to serve as a dedicated content production hub and creator destination, as the company looks to extend its growth on TikTok Shop.

The project, called “RhinoWorld,” will include 22,000 square feet of facilities on scrubland outside Austin, featuring a prototyping and testing lab, welcome center, retail store, warehouse, and 8,000 square feet dedicated to live commerce production. Plans also include eight miles of proving grounds, RV sites, a campground, and an outdoor shooting and archery range. Full opening is not expected until at least 2027.

“RhinoWorld is our content factory, and TikTok is where we want to post content,” CEO Ted Repic told Modern Retail.

TikTok Shop Growth

Rhino USA joined TikTok Shop in October 2023, shortly after the platform’s U.S. debut, and has since generated more than eight figures in revenue on the platform. The company ranks as the top seller in TikTok Shop’s automotive and motorcycle category, according to e-commerce analytics firm Charm.io, and has consistently placed among the platform’s top 100 sellers overall. Overall, Rhino USA generates nine figures in annual revenue and has quadrupled sales over the past three years, according to the company.

More than 6,000 creators generated sales for the company on TikTok Shop last year, driving nearly one billion product impressions across the platform. Chief Marketing Officer Adam Fox said early traction came organically when existing customers began posting videos featuring Rhino products connected to the shop.

“We got on the platform, and within days, we were organically selling thousands of dollars of product,” Fox said.

Creator and Live Commerce Plans

Rhino USA has worked with creators outside its core off-road audience to reach broader buyer segments, including gift shoppers. The company has also tested live shopping through in-house streams and agency partnerships, though Fox described those efforts as still “incremental” compared to the company’s short-form video and affiliate strategy.

RhinoWorld is designed to make live commerce production more field-authentic by staging demonstrations on actual trails and recovery courses. “Our products are best demonstrated out on the field,” Fox said. “Being able to be in a studio, then go right outside to demonstrate them, that’s how we think we’ll be the most successful on a platform like TikTok Shop.”

Source: Modern Retail