GRIPS CUSTOMERS & RESEARCH PARTNERS
According to Grips Intelligence in-store data tracked across lowes.com, acehardware.com, Amazon, and homedepot.com from January 1 to September 30, 2026, Home Armor carries an average product price of $16.56. Distribution is heavily concentrated, with lowes.com accounting for 55.6% of year-to-date revenue, more than double the 19.1% held by acehardware.com. Amazon contributes 16.1% and homedepot.com trails at 9.2%, leaving the brand's performance closely tied to a single dominant retail partner. Momentum has softened over the most recent quarter, with revenue down 20.6% overall and a 13.6% month-over-month decline in the latest period. Pricing has drifted lower as well, slipping 3.3% to $15.86, suggesting discounting has not been enough to offset the volume pressure.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 20% from Jul to Sep.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 3% from Jul to Sep.
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 27% online and 73% offline. Online runs through 3 channels; offline through 2. Online share has moved from 19% in May to 32% in Sep.
Online
27%
73%
Offline
Online channels
27%
Offline channels
73%
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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