GRIPS CUSTOMERS & RESEARCH PARTNERS
BlueDEF, a brand of Old World Industries, a private, family-owned automotive and chemical company, shows a heavily concentrated in-store retail presence with Lowe's commanding 66.3% of revenue share year-to-date, according to Grips Intelligence data from January through August 2026. Amazon represents the secondary channel at 32.5% share, while Home Depot accounts for just 1.2%, indicating a dominant reliance on a single retailer for the majority of sales. Overall performance reveals a concerning trend, with revenue declining 13.2% since the beginning of the tracked period and average product price falling 7.0% during the same timeframe. The brand's average product price sits at $35.62, though pricing has contracted across channels in recent months, suggesting potential competitive pressure or promotional activity in the category.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 13% from Jun to Aug.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 6% from Jun to Aug.
REVENUE SHARE
Revenue distribution across product categories for BlueDEF on Home Depot.
REVENUE SHARE
Revenue distribution across tracked channels for BlueDEF.
BY REVENUE
BlueDEF sells 66% online and 34% offline. Online runs through 3 channels; offline through 1. Online share has moved from 31% in Apr to 69% in Aug.
Online
66%
34%
Offline
Online channels
66%
Offline channels
34%
BY REVIEW COUNT
Across 27K ratings on 3 channels, BlueDEF averages 4.6★. Most reviews for the products are in the 4.6–4.8 range.
BRAND AVERAGE
4.6
/ 5
From 27K 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
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