GRIPS CUSTOMERS & RESEARCH PARTNERS
Red Devil, a privately-owned family business based in Pryor, Oklahoma, demonstrates strong in-store retail presence with Amazon commanding 55.7% of revenue share, followed by Menards.com at 26.1% and Lowe's.com at 16.2%, according to Grips Intelligence data from January through August 2026. The brand's average product price stands at $10.21, though pricing has increased 11.8% over the analyzed period, suggesting a strategic shift toward higher-value offerings. Recent performance shows headwinds, with revenue declining 7.7% since the start of the year, though average prices rose 3.5% in the most recent measured month. Red Devil's product portfolio spans spackling compounds, steel wool, tile grout, and sealants across multiple price tiers, with pricing variations by retailer ranging from under $3 to over $90 for bulk offerings.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 8% from Jun to Aug.
OVER TIME
Over the last three months, average selling price on tracked channels has increased by 12% from Jun to Aug.
REVENUE SHARE
Revenue distribution across product categories for Red Devil on Ace Hardware.
REVENUE SHARE
Revenue distribution across tracked channels for Red Devil.
BY REVENUE
Red Devil sells 71% online and 29% offline. Online runs through 2 channels; offline through 2.
Online
71%
29%
Offline
Online channels
71%
Offline channels
29%
BY REVIEW COUNT
Across 1.25M ratings on 4 channels, Red Devil averages 4.5★. Most reviews for the products are in the 4.4–4.6 range.
BRAND AVERAGE
4.5
/ 5
From 1.25M 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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