GRIPS CUSTOMERS & RESEARCH PARTNERS
According to Grips Intelligence in-store data tracked across Lowes.com, Amazon, and Homedepot.com from January 1 to August 31, 2026, BlueDEF — a brand of Northbrook, Illinois-based Old World Industries — commands an average product price of $35.62. Channel concentration is the defining feature of its footprint, with Lowes.com accounting for 66.3% of year-to-date revenue and Amazon contributing 32.5%. Homedepot.com remains a marginal outlet at just 1.2% of revenue, leaving the brand heavily dependent on two retail relationships. Momentum has softened over the June-to-August window, with revenue declining 13.2% across the period and slipping another 3.6% in the most recent month. Average selling price followed a similar path, easing 7.0% over the quarter to $40.57, suggesting pricing pressure alongside the volume decline.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 11% from Jun to Aug.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 5% from Jun to Aug.
REVENUE SHARE
Revenue distribution across product categories for BlueDEF on Home Depot.
REVENUE SHARE
Revenue distribution across tracked channels for BlueDEF.
BY REVENUE
BlueDEF sells 68% online and 32% offline. Online runs through 3 channels; offline through 1. Online share has moved from 61% in Apr to 70% in Aug.
Online
68%
32%
Offline
Online channels
68%
Offline channels
32%
BY REVIEW COUNT
Across 35K ratings on 3 channels, BlueDEF averages 4.6★. Most reviews for the products are in the 4.6–4.8 range.
BRAND AVERAGE
4.6
/ 5
From 35K 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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