GRIPS CUSTOMERS & RESEARCH PARTNERS
According to Grips Intelligence in-store data covering January 1 through September 30, 2026 across Home Depot and Lowe's, Bruce — a brand owned by privately held AHF Products — generated the majority of its tracked revenue at a single retailer. Home Depot accounted for 62.9% of year-to-date revenue, while Lowe's contributed 36.4%, pointing to a concentrated two-retailer footprint. The brand's average price point sat at $89.54 year to date, edging up 1.3% month over month to $90.95 in the most recent period but finishing 0.4% lower overall. Revenue trended softer over the July–September window, declining 5.2% month over month and 9.1% across the quarter. Taken together, the data suggests stable pricing power paired with volume pressure heading into the final quarter.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 9% from Jul to Sep.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 0% from Jul to Sep.
REVENUE SHARE
Revenue distribution across product categories for Bruce on Home Depot.
REVENUE SHARE
Revenue distribution across tracked channels for Bruce.
BY REVENUE
Bruce sells 67% online and 33% offline. Online runs through 2 channels; offline through 1.
Online
67%
33%
Offline
Online channels
67%
Offline channels
33%
BY REVIEW COUNT
Across 1.44M ratings on 2 channels, Bruce averages 3.9★. Most reviews for the products are in the 4.0–4.2 range.
BRAND AVERAGE
3.9
/ 5
From 1.44M 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
$128.12
Price
$299K
Revenue
$61.59
Price
$230K
Revenue
$120.35
Price
$151K
Revenue
$91.01
Price
$138K
Revenue
$91.01
Price
$114K
Revenue
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
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