GRIPS CUSTOMERS & RESEARCH PARTNERS
Blue Monster, a brand of the privately held Mill-Rose Company, drew the majority of its offline sales from just two retailers, with Grips Intelligence data showing menards.com at 47.5% share and lowes.com at 34.7% share of year-to-date in-store revenue. Combined, these two channels accounted for over 82% of tracked sales, dwarfing acehardware.com (9.0%), homedepot.com (6.8%), and Amazon (1.9%). Across the January 1 to June 30, 2026 period and the five retail channels tracked by Grips Intelligence, the brand's overall revenue slipped 0.6%, reflecting broadly flat momentum. The average product price held near $5.88, though it edged higher in the most recent month to $5.97, a 2.8% month-over-month increase. Together, these datapoints point to a brand heavily concentrated in home-improvement retail with stable pricing but limited top-line growth.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 1% from Apr to Jun.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 0% from Apr to Jun.
REVENUE SHARE
Revenue distribution across product categories for Blue Monster on Ace Hardware.
REVENUE SHARE
Revenue distribution across tracked channels for Blue Monster.
BY REVENUE
Blue Monster sells 10% online and 90% offline. Online runs through 3 channels; offline through 3.
Online
10%
90%
Offline
Online channels
10%
Offline channels
90%
BY REVIEW COUNT
Across 20K ratings on 5 channels, Blue Monster averages 4.6★. Most reviews for the products are in the 4.6–4.8 range.
BRAND AVERAGE
4.6
/ 5
From 20K 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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