
Lowe's for Pros is the professional loyalty and account program of Lowe's Companies, Inc. (NYSE: LOW). Operating as the MVPs Pro Rewards program, it offers contractors and trade customers earning rewards, volume pricing benefits, dedicated account services, and access to Pro-specific tools through Lowe's retail and digital platforms.
Parent Company
Founded
2019
Status
Publicly Traded
| Brand | Parent Company | Ownership Type |
|---|---|---|
| Lowe's for Pros (MVPs Pro Rewards) | Lowe's Companies, Inc. | Wholly owned |
Lowe's launched the MVPs Pro Rewards loyalty program in 2019 as part of its broader push into the professional market under CEO Marvin Ellison. The program was designed to convert one-time contractor shoppers into repeat account customers through reward earning on purchases, exclusive offers, and business management tools.
The program complements Lowe's Pro store services, providing the digital and account layer on top of in-store Pro desks. It is integrated with Lowe's credit programs and the company's digital tools, including Mylow Companion used by associates to support Pro customers. The program remains a free membership for eligible professional customers.
Lowe's reported FY2025 sales of $86.3 billion for the fiscal year ended January 30, 2026, with positive comparable sales of 0.2%. Net earnings were $6.65 billion, or $11.85 per diluted share. Adjusted diluted earnings per share reached $12.28, up 2.4% year-over-year. Operating margin was 11.8%, and adjusted operating margin was 12.1%. The company generated $7.7 billion in free cash flow and returned $2.6 billion in dividends to shareholders.
In Q4 2025, Lowe's reported sales of $20.6 billion, up from $18.6 billion in the prior-year quarter, with comparable sales growth of 1.3%. Q4 net earnings were $1.0 billion, or $1.78 per diluted share. The quarter included $149 million in pre-tax expenses related to the Foundation Building Materials and Artisan Design Group acquisitions. Adjusted Q4 diluted EPS was $1.98, up 2.6% year-over-year.
For FY2026, Lowe's provided outlook for total sales of $92.0 to $94.0 billion, representing approximately 7% to 9% growth, with comparable sales expected to be flat to up 2%. The company guided adjusted diluted EPS of $12.25 to $12.75 and capital expenditures of approximately $2.5 billion.
As a loyalty program, the primary considerations are data privacy and transparent reward terms, both managed under Lowe's corporate privacy policies and program terms.
The MVPs Pro Rewards program has been recognized in home improvement retail coverage as a competitive professional loyalty offering, driving measurable repeat-purchase behavior among enrolled contractors.
Reward Value Comparisons: Periodic comparisons to Pro Xtra note differing reward structures; Lowe's has adjusted earning and redemption terms over time to remain competitive.
Program Changes: Changes to earning rates and benefits have occasionally generated member complaints, standard for loyalty program management.
These competing brands operate in the same categories and provide similar products or services. Compare key attributes to understand market positioning and competitive landscape.
| Brand | Parent Company | Country | Founded | Market Position | Primary Market | Gender Target |
|---|---|---|---|---|---|---|
| Lowes | USA (Lowe's Companies) | 2014 | Growth segment | United states | Business |
Market Positioning: Lowe's for Pros (MVPs Pro Rewards) competes with 1 brands in the same categories, ranging from mass market to luxury positioning.
Geographic Distribution: Competitors are headquartered across multiple regions, indicating global competition in this market segment.
Brand Heritage: Competitor brands range from established heritage brands to newer market entrants, with founding years spanning several decades.
Looking for brands with different ownership structures? These similar brands are not owned by Lowe's Companies, Inc., giving you alternative choices that support different corporate structures.
Retail EcommerceOwned by Joann Inc.
American fabric and craft supplies retailer offering sewing, quilting, and DIY materials and supplies.
Joann is privately owned, unlike Lowe's for Pros (MVPs Pro Rewards) which is under a publicly traded parent company.
Retail EcommerceOwned by Publix Super Markets, Inc.
Employee-owned southeastern U.S. supermarket chain founded in 1930, operating more than 1,400 stores and famous for its Pub Sub deli sandwich.
Publix is privately owned, unlike Lowe's for Pros (MVPs Pro Rewards) which is under a publicly traded parent company.
Retail EcommerceOwned by ALDI SÜD
American grocery retail brand known for specialty foods and private-label products owned by Aldi.
Trader Joe's is privately owned, unlike Lowe's for Pros (MVPs Pro Rewards) which is under a publicly traded parent company.
Retail EcommerceOwned by Albertsons Companies, Inc.
The flagship grocery banner of Albertsons Companies, operating supermarkets across the Western and Southwestern United States.
Albertsons operates independently without a large parent corporation.
Retail EcommerceOwned by Amazon.com Inc.
American e-commerce marketplace launched in 1995 by Jeff Bezos. The flagship retail brand of Amazon.com Inc. and the largest online retailer in the United States.
Amazon operates independently without a large parent corporation.
Retail EcommerceOwned by Best Buy Co., Inc.
American consumer electronics retail brand owned by Best Buy Co., Inc., the largest consumer electronics retailer in the United States with over 1,000 stores across North America.
Best Buy operates independently without a large parent corporation.
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