GRIPS CUSTOMERS & RESEARCH PARTNERS
Grips Intelligence in-store data covering January 1 through July 31, 2026 tracks Home Armor, a brand of privately held, employee-owned W.M. Barr & Company, across Lowe's, Ace Hardware, Home Depot and Amazon. The most striking datapoint is channel concentration: lowes.com alone accounts for 67.0% of year-to-date revenue, leaving the brand heavily dependent on a single retail partner. Ace Hardware follows at 19.5% and Home Depot at 9.4%, while Amazon contributes just 4.1%. Pricing has been notably stable, with an average product price of $17.23 year-to-date and only a 0.1% shift across the May–July window, despite a 3.7% month-over-month dip to $17.20. Momentum, however, has softened materially, with revenue down 27.2% month over month and 29.3% across the three-month trend period.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 29% from May to Jul.
OVER TIME
Over the last three months, average selling price on tracked channels has increased by 0% from May to Jul.
REVENUE SHARE
Revenue distribution across product categories for Home Armor on Ace Hardware.
REVENUE SHARE
Revenue distribution across tracked channels for Home Armor.
BY REVENUE
Home Armor sells 14% online and 86% offline. Online runs through 3 channels; offline through 2.
Online
14%
86%
Offline
Online channels
14%
Offline channels
86%
BY REVIEW COUNT
Across 14K ratings on 4 channels, Home Armor averages 4.4★. Most reviews for the products are in the 4.4–4.6 range.
BRAND AVERAGE
4.4
/ 5
From 14K 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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