MIdland

MIdland Market Overview

According to in-store data from Grips Intelligence, Midland generated the majority of its revenue through Amazon, which accounted for 82.3% of total revenue share between January and March 2026, followed by Lowes.com at 11.8%, Acehardware.com at 4.2%, and Menards.com at 1.0%. The brand's average product price during this period stood at $85.00, though pricing showed a notable downward trend with a 14.4% decrease over the quarter. Interestingly, Midland's product pricing varied significantly across retailers, with Lowe's carrying higher-priced bundles averaging several hundred dollars compared to Amazon's more consumer-friendly price points averaging under $100. Despite the price adjustments, Midland saw a 19.8% month-over-month revenue increase in the most recent month of the reporting period. This pricing strategy and heavy Amazon concentration suggest Midland is leveraging competitive pricing on the dominant marketplace to drive volume while maintaining premium offerings through home improvement retailers.