EGO moves from Home Depot to Lowes News & Opinion

EGO Moves from Home Depot to Lowe’s


EGO Moves from Home Depot to Lowes in Huge Retail Shakeup

Crazy news came out this week with a press release from The Home Depot. The company stated that its “outdoor power equipment is being reset and positioned by brand”. This new brand rollout is expected to hit all 1300 of its U.S. stores by the end of the year. That all seemed fine—until they dropped this little nugget:

As part of this merchandise reset, the company has made the decision to discontinue the EGO line of outdoor power equipment.

UPDATE: On Wednesday, July 22, 2020, a Lowe’s press release stated the following:

Beginning in December 2020, Lowe’s will be the exclusive nationwide home center to offer the top-rated line of EGO’s high-quality and innovative battery-powered mowers, blowers, string trimmers, hedge trimmers, edgers, chainsaws, and snowblowers.

Given this news, our initial speculation proved closer than we thought. Lowe’s has also indicated it will begin offering select SKIL battery-powered outdoor power equipment in late 2020. This includes push and self-propelled mowers, leaf blowers, string and hedge trimmers, among other products and accessories.

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Why Discontinue a Top-Selling Brand?

EGO moves from Home Depot to Lowes
EGO moves from Home Depot to Lowes

Now, as far as we’re aware—EGO was Home Depot’s top-selling premium battery-powered product line in OPE by dollar share and number two only to Ryobi (a consumer brand with price points that appeal to the masses). Dropping it doesn’t make a whole lot of sense. In our own testing, the brand often ranks top in comparative testing for mowers and blowers.

So we started speculating amongst ourselves…

Is EGO getting ready to take their brand national? No longer limiting themselves to being exclusive to The Home Depot would explain this sort of response. We’ve already seen the brand roll out to thousands of Ace Hardware stores and expand online with Amazon and Acme Tools. Perhaps this change was in the works?

Going national would also give the EGO Power+ brand more freedom to deploy additional products as it sees fit based on wider market demands.

Since Lowe’s is now indicating it will carry and sell EGO outdoor power equipment products, the Home Depot announcement has a bit more context. As EGO moves from Home Depot to Lowes, they also move to a slightly better position. Lowe’s is the #1 retailer for OPE based on market share. This will be an interesting lateral move for EGO.

What Do YOU Think?

What do you think? Is EGO going national? Have any other thoughts or speculation about what EGO might be up to following this move? Leave a comment below—we want to know what you think.

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Editor’s Note: This article originally published on July 21, 2020, under the title “Is EGO Going National with its Outdoor Power Tools?”. We last updated it on July 22, 2020, after Lowe’s posted their press release on their corporate website. We’ll keep updating if and when new information becomes available.

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Jeff

I don’t see Home Depot “cutting” or “dropping” Ego products at all. I see Ego becoming more popular and wanting a bigger share of the money, HD saying no, and Ego dropping Home Depot. I see Home Depot’s marketing department lying to save face. I see heads rolling at Home Depot headquarters over this. Home Depot only stands to lose from this. This is the only way it makes sense. Too bad for Home Depot, they lose again.

Last edited 15 days ago by Jeff
Kevin Nell

Lowes does not cater to the contractor like Home Depot. They have a “pro” desk but in my market it hardly qualifies. They do not have pro accounts that really mean anything and quite frankly with a few oddball products (Metabo/Hitachi) they do not have the build quality of tools that i would carry to a jobsite. Milwaukee is at the Depot and in certain locations Hilti is still there. I really dont care about brands like Ryobi or EGO for that matter. i simply cannot afford to buy tools that are not top quality which i really do not… Read more »

David S

The Home Depot likes to have exclusive contracts, and when EGO decided to sell online and to other retailers to expand access to their products, I can see The Home Depot wanting to cut ties with them, even if they were a top seller. Can you find Milwaukee tools in other home improvement stores, no,and neither can you find Rigid products. While everyone thinks or used to think that Ridgid was a Home Depot brand, it’s not, and it is also not available in other home improvement stores. The Home Depot is like a spoiled little kid who is used… Read more »

Chris

I am not sure how EGO will fit against Kolbolt and Greenworks being sold at Lowes. At Home Depot, Ego vs Ryobi… EGO was the best choice. but at Loes, you have some real good competitors. BTW, the gas replacement is a gimmick, it dose not do as good as gas. I owned the new twin blade EGO and returned it for a Honda

Last edited 23 days ago by Chris
John

HD also has exclusive rights on echo 58 volt line. But they aren’t pushing the products. Often need to order online and wait for them to arrive at the store. I think ego made a good decision.