GRIPS CUSTOMERS & RESEARCH PARTNERS
True Blue, owned by Alimentation Couche-Tard Inc. (TSX: ATD), demonstrates heavily concentrated in-store retail performance with Menards.com commanding 79.2% of revenue share year-to-date, according to Grips Intelligence data covering January–August 2026. The brand faced recent headwinds, with revenue declining 20.1% in the most recent month tracked, though average product pricing increased 5.0% during the same period. Amazon and Lowe's represent secondary distribution channels at 11.5% and 8.8% revenue share respectively, with pricing strategies varying significantly across retailers. Overall performance reflects a 1.8% year-to-date revenue decline despite modest average price increases of $4.55 across the portfolio.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 2% from Jun to Aug.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 2% from Jun to Aug.
REVENUE SHARE
Revenue distribution across product categories for True Blue on Amazon.
REVENUE SHARE
Revenue distribution across tracked channels for True Blue.
BY REVENUE
True Blue sells 20% online and 80% offline. Online runs through 3 channels; offline through 1.
Online
20%
80%
Offline
Online channels
20%
Offline channels
80%
BY REVIEW COUNT
Across 325K ratings on 3 channels, True Blue averages 4.5★. Most reviews for the products are in the 4.4–4.6 range.
BRAND AVERAGE
4.5
/ 5
From 325K 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
$66.44
Price
$27K
Revenue
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
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