GRIPS CUSTOMERS & RESEARCH PARTNERS
White Lightning Co, privately owned by Steve Baade, demonstrates heavy dependence on a single retail channel, with Lowe's accounting for 85.6% of in-store revenue during the January-August 2026 period tracked by Grips Intelligence. The brand experienced significant headwinds over this timeframe, with overall revenue declining 18.8% while average product pricing fell 4.2%, despite a modest 2.3% price increase in the most recent measured period. Secondary distribution through Ace Hardware and Amazon remains marginal at 7.2% and 6.7% respectively, indicating limited multi-channel penetration. With an average product price of $6.66, White Lightning operates in the accessible price segment but faces growth challenges that warrant strategic channel diversification and pricing optimization.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 19% from Jun to Aug.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 4% from Jun to Aug.
REVENUE SHARE
Revenue distribution across product categories for White Lightning on Ace Hardware.
REVENUE SHARE
Revenue distribution across tracked channels for White Lightning.
BY REVENUE
White Lightning sells 38% online and 62% offline. Online runs through 3 channels; offline through 2.
Online
38%
62%
Offline
Online channels
38%
Offline channels
62%
BY REVIEW COUNT
Across 44K ratings on 3 channels, White Lightning averages 4.7★. Most reviews for the products are in the 4.6–4.8 range.
BRAND AVERAGE
4.7
/ 5
From 44K 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
Get access to full product performance analysis
