GRIPS CUSTOMERS & RESEARCH PARTNERS
According to Grips Intelligence in-store data from January to May 2026 across Menards, Amazon, and Lowe's, True Blue demonstrates a heavily concentrated retail footprint, with Menards commanding a dominant 87.2% share of the brand's total revenue. Amazon accounts for 10.7% of revenue as a distant second, while Lowe's captures just 1.5%, indicating limited distribution diversification. The brand's average product price sits at $4.52, though pricing has trended upward with a 10.0% increase over the tracked period from March to May 2026. Despite rising prices, True Blue's revenue has declined 16.1% over that same timeframe, suggesting potential volume softness that warrants close monitoring. This pricing-revenue divergence, combined with its heavy reliance on a single retailer, presents both a risk factor and an opportunity for strategic expansion.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 14% from Mar to May.
OVER TIME
Over the last three months, average selling price on tracked channels has increased by 12% from Mar to May.
REVENUE SHARE
Revenue distribution across product categories for True Blue on Menards.
REVENUE SHARE
Revenue distribution across tracked channels for True Blue.
BY REVENUE
True Blue sells 12% online and 88% offline. Online runs through 3 channels; offline through 1. Online share has moved from 0% in Jan to 25% in May.
Online
12%
88%
Offline
Online channels
12%
Offline channels
88%
BY REVIEW COUNT
Across 351K ratings on 3 channels, True Blue averages 4.5★. Most reviews for the products are in the 4.4–4.6 range.
BRAND AVERAGE
4.5
/ 5
From 351K 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
$31.48
Price
$17K
Revenue
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
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