Roughneck

Roughneck Market Overview

Roughneck, a private label brand owned by Northern Tool + Equipment, generated an average product price of $17.20 across in-store channels during the first eight months of 2026, according to Grips Intelligence. The brand's revenue composition was heavily concentrated on menards.com, which accounted for 99.9% of total revenue share year-to-date. While average pricing increased 11.5% overall since the beginning of the tracking period, revenue declined 15.3% over the same timeframe, indicating pricing growth has not offset volume pressures. Most recently, the brand showed some momentum with an 18.4% month-over-month revenue increase in the final months of the analysis period. These dynamics suggest Roughneck is navigating a complex market environment where price increases are outpacing demand growth.