GRIPS CUSTOMERS & RESEARCH PARTNERS
Blue Monster, a brand of the family-owned private company The Mill-Rose Company, generated revenue across five major in-store retail channels from January through August 2026, according to Grips Intelligence data. Menards.com and Lowe's dominated the channel landscape, capturing 44.6% and 39.0% of revenue share respectively, while Amazon accounted for just 1.5% of sales. The brand's average product price stood at $5.97 across the period, with prices trending upward by 2.1% overall, though recent momentum showed a modest 0.8% revenue decline year-to-date. Price elasticity appears stable, with average prices increasing 0.6% month-over-month despite overall revenue softness.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 1% from Jun to Aug.
OVER TIME
Over the last three months, average selling price on tracked channels has increased by 2% from Jun to Aug.
REVENUE SHARE
Revenue distribution across product categories for Blue Monster on Ace Hardware.
REVENUE SHARE
Revenue distribution across tracked channels for Blue Monster.
BY REVENUE
Blue Monster sells 14% online and 86% offline. Online runs through 3 channels; offline through 3. Online share has moved from 6% in Apr to 16% in Aug.
Online
14%
86%
Offline
Online channels
14%
Offline channels
86%
BY REVIEW COUNT
Across 18K ratings on 5 channels, Blue Monster averages 4.6★. Most reviews for the products are in the 4.6–4.8 range.
BRAND AVERAGE
4.6
/ 5
From 18K 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
Get access to full product performance analysis
