GRIPS CUSTOMERS & RESEARCH PARTNERS
Grips Intelligence in-store data tracked across Home Depot and Lowe's from January 1 to July 31, 2026 shows Steel City, a family-owned brand operated under Brave New World, LLC, generating steady momentum with revenue up 9.5% over the measured period. Home Depot accounts for the majority of that revenue at 59.9% share, with Lowe's contributing 39.4%, indicating a concentrated two-retailer distribution footprint. The most notable shift is on pricing, where the brand's average price climbed 33.6% to reach $6.24, well above the $4.81 period average. That upward pricing trajectory continued into the most recent month with an 8.7% month-over-month increase, while revenue held essentially flat at a 0.3% dip. Together, these figures suggest Steel City is trading volume stability for higher realized prices across both big-box channels.
OVER TIME
Over the last three months, revenue on tracked channels has grew by 10% from May to Jul.
OVER TIME
Over the last three months, average selling price on tracked channels has increased by 34% from May to Jul.
REVENUE SHARE
Revenue distribution across product categories for Steel City on Home Depot.
REVENUE SHARE
Revenue distribution across tracked channels for Steel City.
BY REVIEW COUNT
Across 40K ratings on 2 channels, Steel City averages 4.7★. Most reviews for the products are in the 4.6–4.8 range.
BRAND AVERAGE
4.7
/ 5
From 40K 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
$2.70
Price
$6.7K
Revenue
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
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