GRIPS CUSTOMERS & RESEARCH PARTNERS
Grips Intelligence in-store data tracked across Amazon, menards.com, lowes.com and acehardware.com from January 1 to August 31, 2026 shows Red Devil concentrating the bulk of its sales on a single platform, with Amazon capturing 55.7% of year-to-date revenue. Menards follows at 26.1% and Lowe's at 16.2%, while acehardware.com contributes a marginal 2.1%, leaving the brand heavily exposed to marketplace dynamics. Pricing sits at an average of $10.21 across the tracked assortment, positioning Red Devil firmly in the low-ticket, high-volume tier. Momentum has softened in the most recent stretch, with revenue down 11.4% month over month and 7.7% across the June-to-August timeseries window. At the same time, average price climbed 11.8% over the same period to $11.29, suggesting mix or list-price gains are partially offsetting softer unit demand.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 8% from Jun to Aug.
OVER TIME
Over the last three months, average selling price on tracked channels has increased by 12% from Jun to Aug.
REVENUE SHARE
Revenue distribution across product categories for Red Devil on Ace Hardware.
REVENUE SHARE
Revenue distribution across tracked channels for Red Devil.
BY REVENUE
Red Devil sells 72% online and 28% offline. Online runs through 2 channels; offline through 2.
Online
72%
28%
Offline
Online channels
72%
Offline channels
28%
BY REVIEW COUNT
Across 1.63M ratings on 4 channels, Red Devil averages 4.5★. Most reviews for the products are in the 4.4–4.6 range.
BRAND AVERAGE
4.5
/ 5
From 1.63M 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
$23.43
Price
$68K
Revenue
$11.63
Price
$54K
Revenue
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
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