GRIPS CUSTOMERS & RESEARCH PARTNERS
According to Grips Intelligence in-store data from January to May 2026 across Menards, Amazon, and Lowe's, True Blue demonstrates a heavily concentrated retail footprint, with Menards commanding a dominant 87.2% share of the brand's total revenue. Amazon accounts for 10.7% of revenue as a distant second, while Lowe's captures just 1.5%, indicating limited distribution diversification. The brand's average product price sits at $4.52, though pricing has trended upward with a 10.0% increase over the tracked period from March to May 2026. Despite rising prices, True Blue's revenue has declined 16.1% over that same timeframe, suggesting potential volume softness that warrants close monitoring. This pricing-revenue divergence, combined with its heavy reliance on a single retailer, presents both a risk factor and an opportunity for strategic expansion.
OVER TIME
Over the last three months, revenue on tracked retailers has declined by 16% from Mar to May.
OVER TIME
Over the last three months, average selling price on tracked retailers has increased by 10% from Mar to May.
REVENUE SHARE
Revenue distribution across product categories for True Blue on Amazon.
REVENUE SHARE
Revenue distribution across tracked retailers for True Blue.
BY REVENUE
True Blue sells 13% online and 87% offline. Online runs through 3 retailers; offline through 1. Online share has moved from 6% in Jan to 23% in May.
Online
13%
87%
Offline
Online channels
13%
Offline channels
87%
BY REVIEW COUNT
Across 439K ratings on 3 retailers, True Blue averages 4.5★. Most reviews sit on products in the 4.4–4.6★ range.
BRAND AVERAGE
4.5
/ 5
From 439K ratings
Brackets group products by their displayed average rating; each product's reviews are credited to its product-average bracket. This is not a per-star customer breakdown.
