GRIPS CUSTOMERS & RESEARCH PARTNERS
Viking brand, owned by Middleby Corporation (NASDAQ: MIDD), shows dominant retail concentration with Best Buy capturing 92.9% of in-store revenue during H1 2026, according to data from Grips Intelligence covering January through June 2026. The brand's average product price stands at $310.76, reflecting its premium positioning across kitchen appliances ranging from high-end ranges to cookware. Most notably, revenue experienced significant volatility, growing 144.7% month-over-month in the final tracked period while declining 48.7% since the beginning of the year overall, alongside corresponding swings in average pricing. The heavy retail concentration at Best Buy, coupled with minimal presence on Amazon (4.7%) and Ace Hardware (1.0%), underscores the brand's selective offline distribution strategy in the premium appliance market.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 49% from Apr to Jun.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 58% from Apr to Jun.
REVENUE SHARE
Revenue distribution across product categories for Viking on Best Buy.
REVENUE SHARE
Revenue distribution across tracked channels for Viking.
BY REVENUE
Viking sells 6% online and 94% offline. Online runs through 4 channels; offline through 2.
Online
6%
94%
Offline
Online channels
6%
Offline channels
94%
BY REVIEW COUNT
Across 1.37M ratings on 3 channels, Viking averages 4.5★. Most reviews for the products are in the 4.4–4.6 range.
BRAND AVERAGE
4.5
/ 5
From 1.37M 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
$14,899.00
Price
$14M
Revenue
$6,949.00
Price
$13M
Revenue
$5,779.00
Price
$6.3M
Revenue
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
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