GRIPS CUSTOMERS & RESEARCH PARTNERS
According to Grips Intelligence in-store data tracked across Amazon, acehardware.com, lowes.com and menards.com from 1 January to 30 September 2026, Old English — a brand under Reckitt Benckiser Group plc (LSE: RKT) — maintained an average product price of $7.76. Revenue distribution is notably balanced, with Amazon leading at 32.5% share, followed closely by acehardware.com at 28.3% and lowes.com at 23.2%, while menards.com contributes the remaining 15.7%. That four-way split signals meaningful dependence on home-improvement retail alongside marketplace demand, rather than a single dominant channel. Revenue has softened modestly, declining 1.8% over the tracked period and 2.8% month-over-month in the most recent reading. Pricing pressure is the sharper story: average price fell 14.4% across the period and 4.7% in the latest month to $7.52, suggesting discounting is accompanying the revenue dip.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 2% from Jul to Sep.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 14% from Jul to Sep.
REVENUE SHARE
Revenue distribution across product categories for Old English on Ace Hardware.
REVENUE SHARE
Revenue distribution across tracked channels for Old English.
BY REVENUE
Old English sells 42% online and 58% offline. Online runs through 3 channels; offline through 3.
Online
42%
58%
Offline
Online channels
42%
Offline channels
58%
BY REVIEW COUNT
Across 264K ratings on 4 channels, Old English averages 4.7★. Most reviews for the products are in the 4.6–4.8 range.
BRAND AVERAGE
4.7
/ 5
From 264K 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
$35.53
Price
$36K
Revenue
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
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