Duraflame

Duraflame Market Overview

Grips Intelligence in-store data tracked across Amazon, Lowe's, Menards and Ace Hardware from January 1 to July 31, 2026 shows Duraflame, an independent, family-held brand, concentrating the majority of its sales on a single channel, with Amazon accounting for 67.7% of year-to-date revenue. Lowe's follows at 24.0%, while Menards (6.8%) and Ace Hardware (1.5%) round out a notably top-heavy channel mix. The average product price across the tracked period sits at $20.72, though pricing has trended sharply downward, falling 42.4% overall and 39.5% month-over-month to $12.36. That pricing compression has coincided with softening demand, as revenue slipped 13.2% versus the prior month and 24.9% across the May–July timeseries window. The combination of seasonal off-peak timing and heavy marketplace reliance makes channel diversification and price stabilization the key variables to watch heading into the colder months.