GRIPS CUSTOMERS & RESEARCH PARTNERS
CalFlor's in-store performance between January 1 and September 30, 2026 across menards.com, homedepot.com and Amazon shows a brand heavily concentrated in a single retail relationship, according to Grips Intelligence data. Menards accounts for 61.8% of year-to-date revenue, more than Home Depot (21.0%) and Amazon (16.8%) combined. Momentum has softened over the most recent quarter, with revenue down 15.5% month-over-month and 17.7% overall across the July–September window tracked by Grips Intelligence. Pricing has moved in the same direction, with the average price slipping 9.5% month-over-month to $15.05 and declining 7.6% over the period, against a year-to-date average of $15.55. The combination of narrowing price realization and channel concentration suggests that shifts in a single retailer's assortment or promotional calendar could disproportionately swing the brand's results.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 15% from Jul to Sep.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 7% from Jul to Sep.
REVENUE SHARE
Revenue distribution across product categories for CalFlor on Amazon.
REVENUE SHARE
Revenue distribution across tracked channels for CalFlor.
BY REVENUE
CalFlor sells 43% online and 57% offline. Online runs through 2 channels; offline through 1. Online share has moved from 39% in May to 39% in Sep.
Online
43%
57%
Offline
Online channels
43%
Offline channels
57%
BY REVIEW COUNT
Across 18K ratings on 3 channels, CalFlor averages 4.1★. Most reviews for the products are in the 4.2–4.4 range.
BRAND AVERAGE
4.1
/ 5
From 18K 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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