GRIPS CUSTOMERS & RESEARCH PARTNERS
Tuff Stuff Overland, owned by The Wheel Group (a Wynnchurch Capital portfolio company), demonstrated significant revenue decline during the first eight months of 2026, dropping 30.3% overall according to in-store data tracked by Grips Intelligence. The brand's online retail presence is heavily concentrated on Lowe's, which commands 49.7% of revenue share, followed by Amazon at 37.6%, while its average product price of $13.10 decreased 7.8% over the period. Despite the challenging performance trajectory, Tuff Stuff maintained a diversified omnichannel distribution across major home improvement and e-commerce retailers including Ace Hardware and Home Depot. The most recent month saw an additional 14.6% revenue decline compared to the prior month, indicating sustained downward momentum in the brand's sales performance.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 26% from Jun to Aug.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 3% from Jun to Aug.
REVENUE SHARE
Revenue distribution across product categories for Tuff Stuff on Ace Hardware.
REVENUE SHARE
Revenue distribution across tracked channels for Tuff Stuff.
BY REVENUE
Tuff Stuff sells 84% online and 16% offline. Online runs through 3 channels; offline through 2. Online share has moved from 70% in Apr to 82% in Aug.
Online
84%
16%
Offline
Online channels
84%
Offline channels
16%
BY REVIEW COUNT
Across 29K ratings on 4 channels, Tuff Stuff averages 4.6★. Most reviews for the products are in the 4.6–4.8 range.
BRAND AVERAGE
4.6
/ 5
From 29K 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
$75.03
Price
$31K
Revenue
$25.94
Price
$19K
Revenue
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
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