GRIPS CUSTOMERS & RESEARCH PARTNERS
According to in-store data from Grips Intelligence, CalFlor generated the majority of its revenue through Menards, which accounted for 79.2% of its retail share between January and April 2026, with Home Depot capturing the remaining 20.4%. The brand's average product price during this period stood at $13.64, though this represented an 11.6% decline in average pricing over the tracked timeframe. CalFlor experienced a notable revenue contraction of 17.7% across the reporting period, signaling potential headwinds in consumer demand or shifting competitive dynamics. Among CalFlor's top-performing listings at Home Depot, the VaporBlock underlayment carried the highest price point at $57.00, while repair kits and sealants rounded out the product lineup at more accessible price levels. These trends suggest CalFlor remains heavily reliant on its Menards partnership, making retailer diversification a key area to watch in the months ahead.
OVER TIME
Over the last three months, revenue on tracked retailers has declined by 18% from Feb to Apr.
OVER TIME
Over the last three months, average selling price on tracked retailers has decreased by 12% from Feb to Apr.
REVENUE SHARE
Revenue distribution across product categories for CalFlor on Home Depot.
REVENUE SHARE
Revenue distribution across tracked retailers for CalFlor.