GRIPS CUSTOMERS & RESEARCH PARTNERS
According to in-store data from Grips Intelligence, CalFlor generated an average product price of $13.60 across tracked retailers between January and May 2026, with coverage spanning Menards, Home Depot, and Amazon. Menards dominated CalFlor's revenue share at 77.1%, making it the brand's primary retail channel by a wide margin. Home Depot accounted for 20.1% of revenue share, while Amazon trailed significantly at just 2.4%, indicating CalFlor's heavy reliance on traditional home improvement retailers. The brand experienced a notable revenue decline of 34.0% over the tracked period, even as its average price rose 7.4%, suggesting possible volume contraction amid pricing adjustments. These trends point to a challenging sales environment for CalFlor despite its strong positioning within the Menards ecosystem.
OVER TIME
Over the last three months, revenue on tracked retailers has declined by 34% from Mar to May.
OVER TIME
Over the last three months, average selling price on tracked retailers has increased by 7% from Mar to May.
REVENUE SHARE
Revenue distribution across product categories for CalFlor on Amazon.
REVENUE SHARE
Revenue distribution across tracked retailers for CalFlor.
BY REVENUE
CalFlor sells 23% online and 77% offline. Online runs through 3 retailers; offline through 1. Online share has moved from 35% in Jan to 22% in May.
Online
23%
77%
Offline
Online channels
23%
Offline channels
77%
BY REVIEW COUNT
Across 14K ratings on 3 retailers, CalFlor averages 4.1★. Most reviews sit on products in the 4.2–4.4★ range.
BRAND AVERAGE
4.1
/ 5
From 14K ratings
Brackets group products by their displayed average rating; each product's reviews are credited to its product-average bracket. This is not a per-star customer breakdown.
