GRIPS CUSTOMERS & RESEARCH PARTNERS
According to Grips Intelligence in-store data covering January 1 through July 31, 2026 across Home Depot and Lowe's, Bruce — a brand owned by privately held AHF Products — generated 65.6% of its year-to-date revenue at homedepot.com, with the remaining 33.2% coming from lowes.com. The brand's average product price stood at $85.91 over the full period, while the most recent month tracked came in higher at $91.33. That represents a 2.4% month-over-month increase and a 3.7% rise across the May through July timeseries window. Revenue followed a similar upward path, growing 7.9% versus the prior month and 4.1% over the same three-month stretch. The combination of rising prices and expanding revenue suggests Bruce has been able to trade up without sacrificing volume at its two dominant retail partners.
OVER TIME
Over the last three months, revenue on tracked channels has grew 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 Bruce on Home Depot.
REVENUE SHARE
Revenue distribution across tracked channels for Bruce.
BY REVENUE
Bruce sells 69% online and 31% offline. Online runs through 3 channels; offline through 1. Online share has moved from 84% in Mar to 69% in Jul.
Online
69%
31%
Offline
Online channels
69%
Offline channels
31%
BY REVIEW COUNT
Across 1.3M ratings on 2 channels, Bruce averages 3.9★. Most reviews for the products are in the 4.0–4.2 range.
BRAND AVERAGE
3.9
/ 5
From 1.3M 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
$128.12
Price
$196K
Revenue
$60.19
Price
$189K
Revenue
$91.01
Price
$163K
Revenue
$107.45
Price
$160K
Revenue
$109.78
Price
$152K
Revenue
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
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