CURRENT

CURRENT Market Overview

According to in-store data from Grips Intelligence covering January 1 through September 30, 2026 across Amazon, homedepot.com, acehardware.com and lowes.com, CURRENT posts an average product price of $25.03 across its tracked assortment. Amazon dominates the brand's revenue mix at 82.8%, with homedepot.com a distant second at 14.1% and Ace Hardware and Lowe's together accounting for just over 3%. Momentum has weakened sharply in recent months, with revenue down 47.5% over the tracked trend window, including a 52.4% month-over-month decline. Average selling price has followed a similar path, falling 37.3% overall to $16.92 after a 50.1% monthly drop, suggesting a shift in sales mix toward lower-priced items. The brand, held by Beverly Hills–based private equity firm Regent, L.P., spans a wide price spectrum, from sub-$13 can cooler multipacks to smart outdoor cooking units priced between roughly $582 and $895.