Maverick

Maverick Market Overview

According to in-store data from Grips Intelligence covering January 1 through August 31, 2026 across Amazon, acehardware.com and lowes.com, Maverick — a brand under ITG Brands, the U.S. arm of Imperial Brands plc (LSE: IMB) — posted revenue growth of 11.4% over the tracked period. Amazon dominates the brand's measured footprint with 75.7% of year-to-date revenue, while acehardware.com contributes a meaningful 22.8% and lowes.com trails at just 1.4%. Momentum accelerated late in the window, with revenue up 16.4% month over month in the most recent period. Pricing, however, moved sharply in the opposite direction: the average selling price fell 28.4% month over month to $18.67 and is down 42.1% across the tracked period, against a period average of $25.41. That combination of rising revenue and falling average price points to volume-led growth and a shifting mix toward lower-priced items.