GRIPS CUSTOMERS & RESEARCH PARTNERS
According to Grips Intelligence, Backer-On — a brand under Illinois Tool Works (NYSE: ITW) — generated tracked in-store sales between January 1 and July 31, 2026 across three monitored retail channels: acehardware.com, homedepot.com, and lowes.com. Ace Hardware dominates the brand's footprint with 66.6% of year-to-date revenue share, while Home Depot accounts for 32.4% and Lowe's trails at just 1.0%. Revenue momentum has been positive, climbing 16.6% over the tracked timeseries period and posting a 3.9% month-over-month gain most recently. Pricing has firmed alongside volume, with the average product price reaching $25.21 — up 1.5% month-over-month and 6.2% overall — against a period average of $23.91. The combination of rising prices and expanding revenue suggests the brand is gaining traction without discount-driven growth, though its heavy concentration in a single retail partner remains a notable exposure.
OVER TIME
Over the last three months, revenue on tracked channels has grew by 17% from May to Jul.
OVER TIME
Over the last three months, average selling price on tracked channels has increased by 6% from May to Jul.
REVENUE SHARE
Revenue distribution across product categories for Backer-On on Ace Hardware.
REVENUE SHARE
Revenue distribution across tracked channels for Backer-On.
BY REVENUE
Backer-On sells 32% online and 68% offline. Online runs through 1 channel; offline through 2. Online share has moved from 36% in Mar to 39% in Jul.
Online
32%
68%
Offline
Online channels
32%
Offline channels
68%
BY REVIEW COUNT
Across 17K ratings on 3 channels, Backer-On averages 4.8★. Most reviews for the products are in the 4.6–4.8 range.
BRAND AVERAGE
4.8
/ 5
From 17K 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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