DieHard

DieHard Market Overview

DieHard, an owned brand of Advance Auto Parts (NYSE: AAP), generated 10.2% revenue growth across the January 1 to July 31, 2026 period, according to in-store data from Grips Intelligence tracking Lowe's, Ace Hardware, and Home Depot. Lowe's led the brand's revenue mix at 48.4%, with Ace Hardware close behind at 42.8% and Home Depot accounting for the remaining 8.1%. Average selling price climbed 27.2% over the tracked window, reaching $103.70 in the most recent month against a year-to-date average of $82.43. That premiumization coincided with a 10.8% month-over-month revenue decline, suggesting higher price points may be pressuring unit velocity. The gap between Lowe's assortment, priced from $100 to $170, and Ace Hardware's $41.99 to $129.99 range points to distinctly positioned channel strategies.