GRIPS CUSTOMERS & RESEARCH PARTNERS
Grips Intelligence in-store data tracked across menards.com, lowes.com, acehardware.com, homedepot.com and Amazon from January 1 to July 31, 2026 shows Blue Monster — a brand of the family-owned Mill-Rose Company — concentrating the bulk of its sales in just two retailers. Menards leads with 46.0% of year-to-date revenue, followed by Lowe's at 36.7%, leaving Ace Hardware (8.6%), Home Depot (6.8%) and Amazon (1.8%) to split the remainder. The average product price sits at $5.98, though pricing has firmed over the May–July window, rising 4.2% overall to $6.05 in the latest month. That upward price movement has not offset softening demand, with revenue down 1.8% month-over-month and 4.2% across the same three-month period. The combination of a rising average price and declining revenue points to volume pressure rather than a pricing problem, and the heavy reliance on two big-box channels leaves limited buffer if either retailer shifts shelf allocation.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 4% from May to Jul.
OVER TIME
Over the last three months, average selling price on tracked channels has increased by 4% from May to Jul.
REVENUE SHARE
Revenue distribution across product categories for Blue Monster on Ace Hardware.
REVENUE SHARE
Revenue distribution across tracked channels for Blue Monster.
BY REVENUE
Blue Monster sells 11% online and 89% offline. Online runs through 3 channels; offline through 3.
Online
11%
89%
Offline
Online channels
11%
Offline channels
89%
BY REVIEW COUNT
Across 21K ratings on 5 channels, Blue Monster averages 4.6★. Most reviews for the products are in the 4.6–4.8 range.
BRAND AVERAGE
4.6
/ 5
From 21K 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
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
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