GRIPS CUSTOMERS & RESEARCH PARTNERS
Guardian, a brand of DFI Retail Group Holdings (LSE: DFIB), generated an average product price of $22.61 across in-store data tracked by Grips Intelligence from January 1 to July 31, 2026 covering Amazon, homedepot.com, lowes.com and menards.com. Amazon led distribution with a 42.6% revenue share, followed by homedepot.com at 34.4%, while lowes.com and menards.com contributed 13.6% and 9.3% respectively. Revenue softened over the tracked window, falling 16.1% overall and dropping 36.6% in the sharpest month-over-month decline within the May–July timeseries. Average selling price moved in the opposite direction, edging up 1.4% across the period despite a 31.0% single-month dip to $19.58. The combination of a concentrated top-two channel mix and resilient pricing suggests demand volatility, rather than discounting, drove the recent revenue contraction.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 16% from May to Jul.
OVER TIME
Over the last three months, average selling price on tracked channels has increased by 1% from May to Jul.
REVENUE SHARE
Revenue distribution across product categories for Guardian on Home Depot.
REVENUE SHARE
Revenue distribution across tracked channels for Guardian.
BY REVENUE
Guardian sells 91% online and 9% offline. Online runs through 3 channels; offline through 1.
Online
91%
9%
Offline
Online channels
91%
Offline channels
9%
BY REVIEW COUNT
Across 165K ratings on 4 channels, Guardian averages 4.7★. Most reviews for the products are in the 4.6–4.8 range.
BRAND AVERAGE
4.7
/ 5
From 165K 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
$284.00
Price
$29K
Revenue
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
Get access to full product performance analysis
