GRIPS CUSTOMERS & RESEARCH PARTNERS
AFX, a privately held brand, posted a 10.5% revenue gain across the tracked period, according to in-store data from Grips Intelligence covering January 1 through July 31, 2026 at Home Depot and Lowe's. Momentum accelerated most recently, with revenue up 13.8% month over month in the latest period measured. Home Depot accounts for the larger share of brand revenue at 56.3%, with Lowe's contributing the remaining 43.7%. The average product price sits at $210.87, easing 1.6% over the full window even as the latest month showed a 6.4% uptick to $211.24. That mix of rising volume and broadly stable pricing points to demand-led growth rather than price-driven gains.
OVER TIME
Over the last three months, revenue on tracked channels has grew by 11% from May to Jul.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 2% from May to Jul.
REVENUE SHARE
Revenue distribution across product categories for AFX on Home Depot.
REVENUE SHARE
Revenue distribution across tracked channels for AFX.
BY REVIEW COUNT
Across 1.76K ratings on 2 channels, AFX averages 4.2★. Most reviews for the products are in the 4.8–5.0 range.
BRAND AVERAGE
4.2
/ 5
From 1.76K ratings
Products are bracketed by their average rating, so all of an individual product's reviews fall into one bracket. This isn't a per-star breakdown of individual reviews.
BY REVENUE
$590.00
Price
$263K
Revenue
$308.00
Price
$81K
Revenue
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
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