TRUE

TRUE Market Overview

TRUE's in-store and online retail performance declined significantly during the first eight months of 2026, with overall revenue dropping 29.0% and average prices falling 23.0% since the period began, according to Grips Intelligence data. Amazon dominates TRUE's channel mix with 62.1% of revenue share, while Lowe's accounts for 34.4%, with the remaining 3.1% split between Ace Hardware and Menards. The brand, owned by private equity firm ACON Investments and SB360 Capital Partners, has seen average product pricing settle at $29.44 across tracked channels. Most recent momentum shows continued weakness, with revenue dropping an additional 19.3% month-over-month and average prices declining 6.1% as of the latest measurement period. TRUE's product portfolio spans diverse categories from air purifiers and barware to infrared saunas, reflecting a broad retail positioning across online marketplaces.