GRIPS CUSTOMERS & RESEARCH PARTNERS
According to in-store data from Grips Intelligence covering January to April 2026 across Menards, Lowe's, and Home Depot, Xtra demonstrates a highly concentrated retail footprint with Menards commanding a dominant 92.0% share of the brand's total revenue. Lowe's accounts for just 6.3% of revenue share, while Home Depot trails at 1.7%, underscoring Xtra's heavy reliance on a single retail partner. The brand's average product price during this period stood at $8.60, positioning it firmly in the value segment of its category. Average pricing showed a notable upward trend, climbing 19.9% over the tracked period, suggesting either a shift toward higher-priced SKUs or strategic price adjustments. This pricing momentum, combined with Xtra's concentrated distribution strategy, presents a unique competitive profile worth monitoring in the months ahead.
OVER TIME
Over the last three months, revenue on tracked retailers has declined by 52% from Feb to Apr.
OVER TIME
Over the last three months, average selling price on tracked retailers has increased by 35% from Feb to Apr.
REVENUE SHARE
Revenue distribution across product categories for Xtra on Amazon.
REVENUE SHARE
Revenue distribution across tracked retailers for Xtra.
BY REVENUE
Xtra sells 10% online and 90% offline. Online runs through 3 retailers; offline through 2.
Online
10%
90%
Offline
Online channels
10%
Offline channels
90%
BY REVIEW COUNT
Across 25K ratings on 4 retailers, Xtra averages 4.7★. Most reviews sit on products in the 4.6–4.8★ range.
BRAND AVERAGE
4.7
/ 5
From 25K 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.
