GRIPS CUSTOMERS & RESEARCH PARTNERS
DEAD ON TOOLS, a brand of privately held Pull'R Holding Company, shows a heavily concentrated retail footprint in in-store data tracked by Grips Intelligence from January 1 to July 31, 2026 across Menards, Amazon, and Home Depot. Menards.com alone accounts for 81.3% of year-to-date revenue, leaving Amazon (9.7%) and homedepot.com (9.0%) as comparatively minor contributors. Revenue momentum has softened over the May–July window, falling 8.6% month over month and 23.5% across the tracked period. Pricing has held far steadier, with the average product price at $70.67 and the most recent month at $71.73, up 1.5% sequentially despite a 2.6% decline overall. The combination of stable pricing and declining revenue points to volume, rather than discounting, as the primary pressure on the brand's performance.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 23% from May to Jul.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 3% from May to Jul.
REVENUE SHARE
Revenue distribution across product categories for DEAD ON TOOLS on Home Depot.
REVENUE SHARE
Revenue distribution across tracked channels for DEAD ON TOOLS.
BY REVENUE
DEAD ON TOOLS sells 19% online and 81% offline. Online runs through 2 channels; offline through 1. Online share has moved from 19% in Mar to 5% in Jul.
Online
19%
81%
Offline
Online channels
19%
Offline channels
81%
BY REVIEW COUNT
Across 7.7K ratings on 3 channels, DEAD ON TOOLS averages 4.3★. Most reviews for the products are in the 4.2–4.4 range.
BRAND AVERAGE
4.3
/ 5
From 7.7K 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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