GRIPS CUSTOMERS & RESEARCH PARTNERS
Grips Intelligence in-store data tracked TRUE across four retail channels — Amazon, lowes.com, acehardware.com and menards.com — from January 1 to August 31, 2026. Amazon accounted for 62.1% of year-to-date revenue, with lowes.com contributing a substantial 34.4% and acehardware.com (1.7%) and menards.com (1.4%) making up the remainder. The brand, which sits under Reynolds American, a wholly owned subsidiary of British American Tobacco (NYSE: BTI), posted an average product price of $29.44 across the period. Momentum softened over the June–August window, with revenue falling 29.0% overall and declining 19.3% in the most recent month alone. Pricing followed a similar path, with the average dropping 23.0% to $23.78, suggesting discounting did little to offset the revenue slide.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 21% 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 TRUE on Ace Hardware.
REVENUE SHARE
Revenue distribution across tracked channels for TRUE.
BY REVENUE
TRUE sells 94% online and 6% offline. Online runs through 2 channels; offline through 2.
Online
94%
6%
Offline
Online channels
94%
Offline channels
6%
BY REVIEW COUNT
Across 430K ratings on 4 channels, TRUE averages 4.5★. Most reviews for the products are in the 4.6–4.8 range.
BRAND AVERAGE
4.5
/ 5
From 430K 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
$19.08
Price
$82K
Revenue
$34.99
Price
$47K
Revenue
$20.96
Price
$46K
Revenue
$89.99
Price
$16K
Revenue
$89.99
Price
$15K
Revenue
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
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