GRIPS CUSTOMERS & RESEARCH PARTNERS
Home Armor, owned by WM Barr and Company, Inc., has experienced significant headwinds during the first eight months of 2026, with overall revenue declining 33.4% across the tracked period. The brand maintains a dominant position on Lowe's, capturing 65% of revenue share across in-store channels, though this concentration underscores vulnerability as the portfolio contracts. Average product pricing has decreased 4.9% year-to-date to $17.20, reflecting competitive pressure in the market. Home Depot and Ace Hardware represent secondary but meaningful channels at 10.7% and 20.8% revenue share respectively, while Amazon contributes minimally at 3.6%. According to Grips Intelligence data covering January through August 2026, Home Armor's performance suggests the need for strategic repositioning to reverse declining sales momentum.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 27% from Jun to Aug.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 6% from Jun to Aug.
REVENUE SHARE
Revenue distribution across product categories for Home Armor on Ace Hardware.
REVENUE SHARE
Revenue distribution across tracked channels for Home Armor.
BY REVENUE
Home Armor sells 25% online and 75% offline. Online runs through 3 channels; offline through 2. Online share has moved from 10% in Apr to 35% in Aug.
Online
25%
75%
Offline
Online channels
25%
Offline channels
75%
BY REVIEW COUNT
Across 12K ratings on 4 channels, Home Armor averages 4.4★. Most reviews for the products are in the 4.4–4.6 range.
BRAND AVERAGE
4.4
/ 5
From 12K 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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