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 57% from Feb to Apr.
OVER TIME
Over the last three months, average selling price on tracked retailers has increased by 20% from Feb to Apr.
REVENUE SHARE
Revenue distribution across product categories for Xtra on Home Depot.
REVENUE SHARE
Revenue distribution across tracked retailers for Xtra.