Niche

Niche Road Wheels was established by MHT Luxury Alloys (founded by Art Hale Jr.) and became a prominent brand during the custom wheel boom. The brand carved out space in the lifestyle and show car market, gaining access to MHT's extensive manufacturing resources and distribution networks.

Niche built its reputation on attractive designs that photographed well and appealed to car enthusiasts who valued aesthetics alongside performance. The brand's wheels became staples in the show car scene and on social media, where their distinctive styling garnered attention.

The company expanded from purely cast wheels to include flow formed options, improving performance characteristics while maintaining accessible pricing. Niche maintains one of the most extensive fitment catalogs in the industry, covering everything from compact cars to full-size trucks and SUVs.