GRIPS CUSTOMERS & RESEARCH PARTNERS
According to Grips Intelligence in-store data tracked across Lowe's, Amazon, Home Depot and Menards from January 1 to July 31, 2026, iDEAL — a brand owned by the privately held EPI Company — posted an average product price of $16.59 across the period. Lowe's is the brand's largest revenue contributor at 37.4% share, followed closely by Amazon at 31.4%, while Home Depot and Menards each account for an identical 15.6%. That balance leaves roughly two-thirds of measured revenue concentrated in just two retail partners, a notable dependency risk. Revenue declined 8.3% over the tracked window, though the most recent month showed a 3.3% month-over-month rebound. Pricing moved in the opposite direction, with the average price climbing 24.4% overall to $18.63 in the latest month, a 19.5% monthly jump that suggests mix shift toward higher-ticket items.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 8% from May to Jul.
OVER TIME
Over the last three months, average selling price on tracked channels has increased by 24% from May to Jul.
REVENUE SHARE
Revenue distribution across product categories for iDEAL on Home Depot.
REVENUE SHARE
Revenue distribution across tracked channels for iDEAL.
BY REVENUE
iDEAL sells 54% online and 46% offline. Online runs through 3 channels; offline through 2. Online share has moved from 62% in Mar to 60% in Jul.
Online
54%
46%
Offline
Online channels
54%
Offline channels
46%
BY REVIEW COUNT
Across 1.18M ratings on 4 channels, iDEAL averages 4.6★. Most reviews for the products are in the 4.6–4.8 range.
BRAND AVERAGE
4.6
/ 5
From 1.18M 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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