GRIPS CUSTOMERS & RESEARCH PARTNERS
According to in-store data from Grips Intelligence covering January 1 through September 30, 2026 across menards.com, lowes.com and Amazon, True Blue's sales remain heavily concentrated in a single retail channel. Menards accounts for 77.8% of year-to-date revenue, far ahead of Lowe's at 11.4% and Amazon at 10.2%, leaving the brand's performance closely tied to one partner. Revenue has softened over the tracked period, declining 9.0% overall, though the most recent month showed a 14.9% rebound versus the prior month. Pricing has moved in the opposite direction, with the average price rising 6.8% across the period to $4.77 in the latest month, against a $4.60 average for the full window. The combination of a modest 2.5% month-over-month price increase and renewed revenue growth suggests True Blue is defending margin while working to stabilize volume.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 9% from Jul to Sep.
OVER TIME
Over the last three months, average selling price on tracked channels has increased by 7% from Jul to Sep.
REVENUE SHARE
Revenue distribution across product categories for True Blue on Lowe's.
REVENUE SHARE
Revenue distribution across tracked channels for True Blue.
BY REVENUE
True Blue sells 23% online and 77% offline. Online runs through 3 channels; offline through 1.
Online
23%
77%
Offline
Online channels
23%
Offline channels
77%
BY REVIEW COUNT
Across 388K ratings on 3 channels, True Blue averages 4.5★. Most reviews for the products are in the 4.4–4.6 range.
BRAND AVERAGE
4.5
/ 5
From 388K 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
$66.36
Price
$51K
Revenue
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
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