GRIPS CUSTOMERS & RESEARCH PARTNERS
Cutter, owned by New Wave Group AB (Nasdaq Stockholm: NEWA B), generated an average in-store product price of $11.78 across tracked channels during the first eight months of 2026, according to Grips Intelligence. Amazon dominated the brand's revenue share at 52.6%, while acehardware.com, lowes.com, and menards.com collectively represented 46.7% of sales. Average pricing climbed 24.2% over the data period, with a notable 12.3% increase in the most recent tracked month, though overall revenue declined 12.3% since the beginning of the measurement window. The significant price appreciation despite revenue headwinds suggests a potential shift toward higher-priced product mix or channel mix changes within the retailer portfolio.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 18% from Jun to Aug.
OVER TIME
Over the last three months, average selling price on tracked channels has increased by 15% from Jun to Aug.
REVENUE SHARE
Revenue distribution across product categories for Cutter on Ace Hardware.
REVENUE SHARE
Revenue distribution across tracked channels for Cutter.
BY REVENUE
Cutter sells 51% online and 49% offline. Online runs through 3 channels; offline through 3. Online share has moved from 2% in Apr to 60% in Aug.
Online
51%
49%
Offline
Online channels
51%
Offline channels
49%
BY REVIEW COUNT
Across 1.2M ratings on 4 channels, Cutter averages 4.4★. Most reviews for the products are in the 4.4–4.6 range.
BRAND AVERAGE
4.4
/ 5
From 1.2M 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
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
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