GRIPS CUSTOMERS & RESEARCH PARTNERS
BlueDEF, a brand of the privately held Old World Industries, LLC, posted an average product price of $33.71 across the January 1 to July 31, 2026 period, according to in-store data tracked by Grips Intelligence across lowes.com, Amazon, and homedepot.com. Distribution is heavily concentrated, with lowes.com accounting for 63.9% of year-to-date revenue and Amazon capturing 34.8%, leaving homedepot.com with just 1.3%. Momentum has been positive over the May through July window, where revenue grew 31.1%, though the most recent month saw a 10.0% pullback versus the prior period. Pricing has moved up even faster, climbing 27.0% over the same three-month stretch to reach $40.77, well above the year-to-date average. That combination of rising price points and a modest recent revenue dip suggests BlueDEF's growth is being driven more by mix and pricing than by unit expansion.
OVER TIME
Over the last three months, revenue on tracked channels has grew by 31% from May to Jul.
OVER TIME
Over the last three months, average selling price on tracked channels has increased by 27% from May to Jul.
REVENUE SHARE
Revenue distribution across product categories for BlueDEF on Amazon.
REVENUE SHARE
Revenue distribution across tracked channels for BlueDEF.
BY REVENUE
BlueDEF sells 62% online and 38% offline. Online runs through 3 channels; offline through 1. Online share has moved from 50% in Mar to 68% in Jul.
Online
62%
38%
Offline
Online channels
62%
Offline channels
38%
BY REVIEW COUNT
Across 33K ratings on 3 channels, BlueDEF averages 4.6★. Most reviews for the products are in the 4.6–4.8 range.
BRAND AVERAGE
4.6
/ 5
From 33K 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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