GRIPS CUSTOMERS & RESEARCH PARTNERS
According to Grips Intelligence in-store data tracked across Lowe's and Amazon from January 1 to September 30, 2026, Baldwin — a brand owned by Assa Abloy (Nasdaq Stockholm: ASSA B) — carries an average product price of $108.06. Channel concentration is extreme, with lowes.com accounting for 97.5% of year-to-date revenue versus just 1.5% from Amazon. Revenue has contracted 17.2% across the measured period, though the most recent month rebounded with 14.6% month-over-month growth. Pricing has followed a similar arc, declining 10.7% overall while the latest month's average of $105.83 marked a 9.3% sequential increase. The assortment spans a wide price spectrum, from $65.60 solid brass mortise hinges to Estate Collection handlesets and pocket door sets priced between $522 and $809.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 17% from Jul to Sep.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 11% from Jul to Sep.
REVENUE SHARE
Revenue distribution across product categories for Baldwin on Amazon.
REVENUE SHARE
Revenue distribution across tracked channels for Baldwin.
BY REVIEW COUNT
Across 24K ratings on 2 channels, Baldwin averages 4.7★. Most reviews for the products are in the 4.6–4.8 range.
BRAND AVERAGE
4.7
/ 5
From 24K 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
$65.60
Price
$46K
Revenue
$788.80
Price
$42K
Revenue
$522.20
Price
$40K
Revenue
$808.80
Price
$36K
Revenue
$647.20
Price
$36K
Revenue
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
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