GRIPS CUSTOMERS & RESEARCH PARTNERS
Deroma, owned by private equity firm Njord Partners since 2021, generated in-store revenue across three major retail channels during the first eight months of 2026, with Menards.com commanding 63.8% of sales according to Grips Intelligence data. The brand experienced significant headwinds, with overall revenue declining 52.4% since the beginning of the tracking period and average product prices falling 12.9% year-to-date. Ace Hardware and Lowe's captured 29.1% and 7.2% of revenue share respectively, with product pricing ranging from $2.22 to $19.99 across the portfolio. The most recent month showed continued momentum loss, with revenue dropping 26.7% compared to the prior month and average prices declining 12.4%.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 52% from Jun to Aug.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 13% from Jun to Aug.
REVENUE SHARE
Revenue distribution across product categories for Deroma on Ace Hardware.
REVENUE SHARE
Revenue distribution across tracked channels for Deroma.
BY REVENUE
Deroma sells 7% online and 93% offline. Online runs through 1 channel; offline through 2. Online share has moved from 2% in Apr to 1% in Aug.
Online
7%
93%
Offline
Online channels
7%
Offline channels
93%
BY REVENUE
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
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