GRIPS CUSTOMERS & RESEARCH PARTNERS
Johnson Level, owned by Hultafors Group (Nasdaq Stockholm: LATO.B), generated in-store revenue predominantly through Menards.com (57.1% share) and Lowe's.com (42.9% share) during the first eight months of 2026, according to Grips Intelligence. The brand's product portfolio spans a wide price range, from budget-friendly options like a 9-inch torpedo level at $6.98 to premium laser systems exceeding $1,300, with an average product price of $23.39. Recent performance showed softening momentum, with revenue declining 7.0% in the most recent tracked month and average prices dropping 6.6% month-over-month, though year-to-date pricing remained up 10.2%. Top sellers varied by channel, with Menards emphasizing rotary laser systems and heavy-duty box levels while Lowe's carried a broader range including self-leveling rotary kits priced above $800.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 1% from Jun to Aug.
OVER TIME
Over the last three months, average selling price on tracked channels has increased by 10% from Jun to Aug.
REVENUE SHARE
Revenue distribution across product categories for Johnson Level on Lowe's.
REVENUE SHARE
Revenue distribution across tracked channels for Johnson Level.
BY REVENUE
Johnson Level sells 10% online and 90% offline. Online runs through 1 channel; offline through 2.
Online
10%
90%
Offline
Online channels
10%
Offline channels
90%
BY REVIEW COUNT
Across 48K ratings on 2 channels, Johnson Level averages 4.6★. Most reviews for the products are in the 4.6–4.8 range.
BRAND AVERAGE
4.6
/ 5
From 48K 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
$1,346.68
Price
$224K
Revenue
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
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