GRIPS CUSTOMERS & RESEARCH PARTNERS
Viking, a brand owned by The Middleby Corporation (NASDAQ: MIDD), shows a heavily concentrated retail footprint according to in-store data from Grips Intelligence covering January 1 through September 30, 2026 across Best Buy and Amazon. Best Buy accounts for 93.0% of year-to-date revenue, while Amazon contributes just 4.3%, leaving the brand's performance tightly tied to a single retail partner. Revenue has climbed 26.6% over the tracked period, despite a 12.2% month-over-month dip in the most recent reading. The average product price sits at $320.72 overall, though it has risen 52.6% across the period and reached $470.81 in the latest month. That upward pricing trajectory, combined with a product mix spanning sub-$25 items and ranges above $16,000, points to a widening assortment gap between Viking's two tracked channels.
OVER TIME
Over the last three months, revenue on tracked channels has grew by 27% from Jul to Sep.
OVER TIME
Over the last three months, average selling price on tracked channels has increased by 53% from Jul to Sep.
REVENUE SHARE
Revenue distribution across product categories for Viking on Best Buy.
REVENUE SHARE
Revenue distribution across tracked channels for Viking.
BY REVENUE
Viking sells 6% online and 94% offline. Online runs through 4 channels; offline through 1. Online share has moved from 32% in May to 4% in Sep.
Online
6%
94%
Offline
Online channels
6%
Offline channels
94%
BY REVIEW COUNT
Across 512K ratings on 2 channels, Viking averages 4.5★. Most reviews for the products are in the 4.6–4.8 range.
BRAND AVERAGE
4.5
/ 5
From 512K 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
$16,279.00
Price
$20M
Revenue
$16,279.00
Price
$20M
Revenue
$6,279.00
Price
$7.6M
Revenue
$6,999.00
Price
$7.6M
Revenue
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
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