Top Companies Report

34. WD40 Company

July 10, 2013

San Diego, CA
888.324.7596
www.wd40company.com

Sales: $343 million for the year ended August 2012.

Key Personnel: Garry O. Ridge, president and chief executive officer; Jay  Rembolt, chief financial officer, treasurer and VP, finance; Michael J. Irwin, executive vice president, strategic development; Graham P. Milner, executive vice president, global development and chief branding officer; Geoffrey J. Holdsworth, managing director, Asia Pacific; William B. Noble, managing director, Europe, Middle East and Africa; Michael L. Freeman, division president, The Americas; Mike Irwin, managing partner of WD-40 Bike Company; Tim Lesmeister, vice president of marketing.

Major Products: Maintenance, home care and cleaning products sold under brands including WD-40, 3-In-One Oil, Blue Works, X-14, 2000 Flushes, Carpet Fresh, No Vac, Spot Shot, 1001, Lava and Solvol.

New Products: WD-40 Bike WD-40 Specialist Dirt & Dust Resistant Dry Lube, Machine & Engine Degreaser and Electrical Contact Cleaner Spray.

Comments: WD-40 Company likes to say that it lives “under the sink, in the garage, and in the toolboxes of the world.” Its flagship WD-40 brand is sold in 187 countries worldwide, and all told, WD-40 Company has a portfolio of 11 brands that also include household cleaning staples like Spot Shot, 2000 Flushes and Carpet Fresh. The firm counted 347 employees during fiscal year 2012; sales per employee were $1.0 million and net income per employee was $0.1 million during that time which, company executives said, shows just how lean WD-40 is.

For its fiscal year ended Aug. 31, 2012, multi-purpose maintenance products sales, which include the WD-40 multi-use product, 3-In-One, Blue Works and the WD-40 Specialist product lines, were $286.5 million, up 3%. Homecare and cleaning products sales, which includes all other brands, were $56.3 million, down 2%.

The mixed performance has continued. In the second quarter of FY13, multi-purpose maintenance products sales posted a 6% gain compared to the prior year fiscal quarter, however, homecare and cleaning products sales fell a staggering 23%.

Upon release of those figures in early April, WD-40 said that the “US homecare and cleaning products are considered harvest brands providing healthy profit returns to the company and are becoming a smaller part of the business…”

The WD-40 Specialist product line, which was launched in 2012, was expanded into additional countries in the first half of fiscal year 2013. During the second quarter FY2013, the company also launched three additional products to the range.

Last year, the company rolled out WD-40 Bike, a subsidiary business unit focused exclusively on cycling-specific maintenance products. The initial WD-40 Bike range included lubricants as well as a heavy-duty degreaser, a foaming bike wash and a frame protectant. The line is sold in bicycle retailers across the US.

Where else is WD-40 planning to take its powerful brand name? The company plans to rollout WD-40 Specialist Motor Bike product line in the UK this year, and has other plans for the US market.

“We are pleased with the performance of the WD-40 Specialist product line and what it does to bring the power of the WD-40 shield to new products that meet the needs of our end-users,” Ridge said in April. “We continue to expand the WD-40 Specialist line with new offerings and in new categories, and later this year we will introduce a new line of products in the US in the lawn and landscape arena.”
  • Patent Activity: Colgate-Palmolive

    Patent Activity: Colgate-Palmolive

    December 6, 2016
    New oral care compositions, the use of radish root ferment filtrate in a cleanser and more.

  • Sparkle & Shine

    Sparkle & Shine

    Melissa Meisel, Associate Editor||November 21, 2016
    Glam packaging and upscale scent combos are big at Yankee Candle for Holiday 2016.

  • Cos Bar: Turning 40 and Hitting Fast Forward

    Cos Bar: Turning 40 and Hitting Fast Forward

    Christine Esposito, Associate Editor||November 21, 2016
    With a recent investor infusion, a new CEO and rebranding effort underway, this luxury beauty retailer has big plans.

  • Slow & Steady

    Slow & Steady

    Tom Branna, Editorial Director||December 1, 2016
    In a tumultuous environment, steady gains posted in the industrial and institutional cleaning sector are welcomed.

  • The World Comes to Orlando

    The World Comes to Orlando

    Tom Branna, Editorial Director||December 1, 2016
    More than 1,600 chemists traveled to Florida for the IFSCC Congress

  • The Plex  Phenomenon

    The Plex Phenomenon

    Denise Costrini, Croda North America||December 1, 2016
    Croda details the hair-protecting qualities of bond multipliers and the company’s new bond-building formulation system.

  • New Hair Care Ingredients

    December 1, 2016
    Check out the latest releases from suppliers.

  • Hair & Now

    Hair & Now

    Melissa Meisel, Associate Editor ||December 1, 2016
    The shampoo and conditioner category is expanding with modern takes on these classic formulations.

  • Perform or Perish

    Perform or Perish

    Christine Esposito, Associate Editor||December 1, 2016
    Success in today’s skin care sector begins with active ingredients, formulated in products that address modern-day issues.

  • Aromas Revealed: Fragrance Disclosure

    Aromas Revealed: Fragrance Disclosure

    Daniel Greenberg, Agilex Fragrances||November 2, 2016
    Fragrance disclosure is a potentially dangerous issue.

  • New and Noteworthy:  Fine Fragrance Roundup  for Fall 2016

    New and Noteworthy: Fine Fragrance Roundup for Fall 2016

    Melissa Meisel, Associate Editor||November 2, 2016
    Check out the latest launches in fragrance this season.

  • Soap Opera

    Soap Opera

    Christine Esposito, Associate Editor||November 2, 2016
    FDA’s recent antibacterial ruling has soap sector stakeholders scrambling to keep some ingredients in their formulation kit.

  • New Ingredients for  Household Cleaners

    New Ingredients for Household Cleaners

    Tom Branna, Editorial Director||November 2, 2016
    Here are ingredients introduced by suppliers during the past 12 months.

  • Clean It Up

    Clean It Up

    Tom Branna, Editorial Director||November 2, 2016
    The home care industry takes a hard look at itself and the changing world it competes in.

  • A-Okay!

    A-Okay!

    Imogen Matthews, For In-Cosmetics||November 2, 2016
    K-Beauty influences cosmetic development around the world.

  • Shine On

    Shine On

    Melissa Meisel, Associate Editor||November 2, 2016
    Oral care products are rising to the task with innovative components.

  • Next Gen  Antiseptics

    Next Gen Antiseptics

    Emily Kalal and Katherine S. Maka, RITA Corporation||November 2, 2016
    RITA researchers detail the benefits of 0.75% chlorhexidine gluconate (CHG) antiseptic handwash

  • Change Is in the Air

    Change Is in the Air

    Doreen Wang, BrandZ ||October 3, 2016
    Technology is changing the personal care market

  • Skin Care of One’s Own

    Skin Care of One’s Own

    Christine Esposito, Associate Editor||October 3, 2016
    Nu Skin’s ageLOC Me—which melds the worlds of smart-phone technology, efficacious ingredients and personalization

  • Proof Positive

    Proof Positive

    Christine Esposito, Associate Editor||October 3, 2016
    Testing service providers enable companies to back up their claims and stay in compliance with regulations.

  • Contract Manufacturing / Private Label Directory

    Contract Manufacturing / Private Label Directory

    October 1, 2016
    Our directory is your source to find a manufacturer to get your product to market.

  • Back to School

    Back to School

    Tom Branna, Editorial Director||September 1, 2016
    It may be September, but class was in session this summer during the Private Label Manufacturers Association’s Executive Educ

  • What

    What's In Your Formula?

    Christine Esposito, Associate Editor||September 1, 2016
    A look at the ingredients beauty brands are using to fuel their formulations and capture consumers’ attention.

  • A Sweet-Smelling Sanctuary

    A Sweet-Smelling Sanctuary

    Melissa Meisel, Associate Editor||September 1, 2016
    Home fragrance is enhanced by aromatic developments in delivery and components.

  • How Green Is Your Surfactant?

    How Green Is Your Surfactant?

    Tom Branna, Editorial Director ||September 1, 2016
    Suppliers offer a range of solutions to help household and personal care product formulators develop formulas

  • New Surfactants

    Tom Branna, Editorial Director ||September 1, 2016
    Here’s a list of new ingredients introduced by surfactant suppliers

  • The International Top 30 Household and Personal Products Companies

  • Special Effects

    Special Effects

    Melissa Meisel, Associate Editor||August 1, 2016
    Fall 2016 color cosmetics reflect light and offer a focus on elements like pigment, slip and wear.