GRIPS CUSTOMERS & RESEARCH PARTNERS
TRUE, a privately-held brand tracked across online retail channels from January to June 2026, demonstrated significant revenue volatility with year-to-date sales declining 25.1% according to Grips Intelligence in-store data analysis. Amazon dominance is striking, commanding 70.2% of the brand's revenue share, while Lowe's captures 26.2%, leaving remaining competitors with minimal market penetration below 2% each. Average product pricing decreased 9.4% over the period, with prices settling near $30.80, suggesting potential competitive pressure or strategic repositioning across the portfolio. The brand's latest monthly performance showed a concerning 17.7% revenue decline compared to the previous month, indicating accelerating downward momentum in the second half of the year.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 25% from Apr to Jun.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 9% from Apr to Jun.
REVENUE SHARE
Revenue distribution across product categories for TRUE on Ace Hardware.
REVENUE SHARE
Revenue distribution across tracked channels for TRUE.
BY REVIEW COUNT
Across 976K ratings on 4 channels, TRUE averages 4.5★. Most reviews for the products are in the 4.6–4.8 range.
BRAND AVERAGE
4.5
/ 5
From 976K 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
$299.99
Price
$1.74M
Revenue
$171.18
Price
$426K
Revenue
$15.41
Price
$384K
Revenue
$199.99
Price
$299K
Revenue
$10.12
Price
$150K
Revenue
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
Get access to full product performance analysis
