GRIPS CUSTOMERS & RESEARCH PARTNERS
SIMPLIFY, an in-house brand of privately held Kennedy International Inc., shows a highly concentrated retail footprint according to in-store data from Grips Intelligence covering January 1 through July 31, 2026 across Home Depot, Lowe's, Amazon and Menards. Home Depot and Lowe's together account for 83% of year-to-date revenue, split almost evenly at 42.6% and 40.4% respectively, while Amazon contributes 15% and Menards trails at just 2%. The brand's average product price sits at $14.39, positioning it firmly in the value tier of the home organization aisle. Momentum has softened over the tracked period, with revenue down 10.1% overall despite a marginal 0.2% month-over-month gain in the most recent period. Pricing, meanwhile, has held remarkably steady, with the average selling price essentially flat and easing only 0.2% in the latest month to $14.85, suggesting the revenue decline stems from volume rather than discounting.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 10% from May to Jul.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 0% from May to Jul.
REVENUE SHARE
Revenue distribution across product categories for SIMPLIFY on Amazon.
REVENUE SHARE
Revenue distribution across tracked channels for SIMPLIFY.
BY REVIEW COUNT
Across 126K ratings on 4 channels, SIMPLIFY averages 4.5★. Most reviews for the products are in the 4.6–4.8 range.
BRAND AVERAGE
4.5
/ 5
From 126K 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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