GRIPS CUSTOMERS & RESEARCH PARTNERS
According to in-store data from Grips Intelligence covering January 1 through September 30, 2026 across Menards, Ace Hardware, Amazon, and Lowe's, Mill Rose generated an average product price of $5.79. Menards dominates the brand's retail footprint with 49.5% of year-to-date revenue, followed by Ace Hardware at 34.7%, meaning roughly 84% of sales flow through just two retailers. Amazon and Lowe's remain comparatively minor contributors at 8.1% and 7.7% respectively, leaving the brand heavily concentrated and exposed to shifts at its two lead accounts. Momentum has softened over the most recent tracked quarter, with revenue down 3.5% month-over-month and 5.4% overall. Average selling price has also slipped 3.3% across the same window, settling near $5.87 in the latest month despite a marginal 0.2% uptick.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 5% 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 Mill Rose on Ace Hardware.
REVENUE SHARE
Revenue distribution across tracked channels for Mill Rose.
BY REVENUE
Mill Rose sells 17% online and 83% offline. Online runs through 2 channels; offline through 2.
Online
17%
83%
Offline
Online channels
17%
Offline channels
83%
BY REVIEW COUNT
Across 14K ratings on 4 channels, Mill Rose averages 4.7★. Most reviews for the products are in the 4.6–4.8 range.
BRAND AVERAGE
4.7
/ 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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