GRIPS CUSTOMERS & RESEARCH PARTNERS
Grips Intelligence in-store data covering January 1 through July 31, 2026 across Home Depot, Lowe's and Menards shows Armstrong Flooring, a brand operated by privately held AHF Products, generating an average product price of $16.66 year to date. Home Depot dominates the brand's offline footprint with a 74.4% revenue share, followed by Lowe's at 23.0% and Menards at just 2.6%. Momentum has softened over the May–July window, with revenue down 23.4% month over month and 17.9% across the period. Average selling price has also compressed, slipping 2.8% month over month to $13.63 and 10.1% overall, suggesting a shift in mix toward lower-priced items. The pricing spread across channels is wide, ranging from roughly $90 to $111 per case at Home Depot to $1.12–$14.67 per unit at Menards.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 18% from May to Jul.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 10% from May to Jul.
REVENUE SHARE
Revenue distribution across product categories for Armstrong Flooring on Home Depot.
REVENUE SHARE
Revenue distribution across tracked channels for Armstrong Flooring.
BY REVENUE
Armstrong Flooring sells 89% online and 11% offline. Online runs through 2 channels; offline through 2.
Online
89%
11%
Offline
Online channels
89%
Offline channels
11%
BY REVIEW COUNT
Across 294K ratings on 3 channels, Armstrong Flooring averages 4.2★. Most reviews for the products are in the 4.0–4.2 range.
BRAND AVERAGE
4.2
/ 5
From 294K 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
$96.77
Price
$1.6M
Revenue
$93.93
Price
$1.1M
Revenue
$89.55
Price
$500K
Revenue
$111.00
Price
$441K
Revenue
$89.62
Price
$408K
Revenue
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
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