Traeger Expands into Lowe's, Entering Competitive Grilling Market

Traeger is expanding its distribution channels and will start selling grills at Lowe's in Spring 2027, according to their earnings call. This move changes the retail landscape as Traeger previously only sold at Home Depot and Ace Hardware.

Having exclusivity agreements with both retailers, Traeger had a strong presence in some markets but limited distribution elsewhere. By entering Lowe's, they will gain access to new customers in areas where there is no other location nearby.

The CEO of Traeger, Jeremy Andrus, stated that this expansion is a long-term growth opportunity and will give them the scale to invest more in their retail partners and the market. He emphasized that it's essential to balance the number of retail partners with the points of distribution to maintain strong channel partnerships.

However, Traeger may lose some revenue from its existing partners as exclusivity agreements evolve, but Andrus believes this is a necessary step for growth.