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.”
blog comments powered by Disqus
  • Pushin’ the Cushion

    Pushin’ the Cushion

    Christine Esposito, Associate Editor||July 26, 2016
    AmorePacific, the creator of the cushion compact, continues to improve its unique product.

  • Cozy Makes a Splash

    Cozy Makes a Splash

    Melissa Meisel, Associate Editor||July 25, 2016
    Expands reach in CVS and introduces new collection.

  • Senior Skin Care

    Senior Skin Care

    Christine Esposito, Associate Editor||July 19, 2016
    McCord Research and Product Quest Manufacturing roll out new hospital-grade skin care kits for seniors to use at home.

  • Sustainability is Omnipresent

    Sustainability is Omnipresent

    Christine Esposito , Associate Editor||July 1, 2016
    Industry stakeholders convene in New York City for Organic Monitor’s annual event

  • Perceived Perfection

    Perceived Perfection

    Christine Esposito, Associate Editor||July 1, 2016
    From primers to pressed powders, facial cosmetics help create the illusion of a flawless complexion.

  • Preserve & Serve

    Preserve & Serve

    Melissa Meisel , Associate Editor||July 1, 2016
    Suppliers with innovative preservatives provide staying power for formulations.

  • Quaternized Guar Is a Natural Solution

    Quaternized Guar Is a Natural Solution

    Tom Schoenberg, Schoenberg Consulting||July 1, 2016
    The polymer has applications in a range of skin and hair care formulas that does not build up on hair with repeated use

  • The Top 50

    The Top 50

    June 30, 2016
    A look at the biggest US companies in the global household and personal products industry.

  • Take Notice

    Take Notice

    Melissa Meisel , Associate Editor||June 1, 2016
    Packaging trends revolve around trendy artwork, eco-conscious materials—and portability is a plus too!

  • Virtual Reality

    Virtual Reality

    Christine Esposito, Associate Editor||June 1, 2016
    An update on nature-identical ingredients for cosmetics and personal care products.

  • Shiseido Advances in the US

    Shiseido Advances in the US

    Tom Branna, Editorial Director||June 1, 2016
    New facility in Windsor, NJ demonstrates its dedication to the US and other markets outside Japan.

  • Get Smart About Your Big Data

    Get Smart About Your Big Data

    Christine Esposito, Associate Editor||June 1, 2016
    Experts at the IRI Growth Summit explain how to make personal connections with customers.

  • For the Love of Lipids

    For the Love of Lipids

    Tom Branna, Editorial Director||June 1, 2016
    AOCS and SCC to deliver a program geared to cosmetic chemists of the important role that fats and oils play in a healthy skin

  • April in Paris

    April in Paris

    Tom Branna, Editorial Director||June 1, 2016
    In-Cosmetics sets attendance record in its return to the City of Light.

  • Salon Selectives

    Salon Selectives

    Tom Branna, Editorial Director||June 1, 2016
    The inside story about what stylists think about the state of the industry and the state of your products and ingredients.

  • New Skin Care Ingredients

    May 13, 2016
    Here is a list of new skin care ingredients available from select suppliers

  • Bite Now

    Bite Now

    Christine Esposito, Associate Editor||May 2, 2016
    Is the time finally right for beauty-from-within to move into the mainstream?

  • Boxed Out?

    Boxed Out?

    Tom Branna, Editorial Director||May 2, 2016
    Salon sales outpace mass-market results in the highly competitive, highly fashionable and yes, highly-colorful hair color cat

  • That’s Awesome!

    That’s Awesome!

    May 2, 2016
    Extracts & Ingredients highlights the newest ideas in efficacious oils for the personal care market.

  • Wacker Builds on Its Success

    Wacker Builds on Its Success

    Tom Branna, Editorial Director ||May 2, 2016
    The silicone maker had a good 2015 and expects the gains to continue in 2016, driven, in part, by success in the Americas and

  • I Want It All

    I Want It All

    Melissa Meisel , Associate Editor||May 2, 2016
    Skin care moves beyond the basics with pampering formulations with unique components and novel functions.

  • Erasing the Signs of Aging

    Pauline Rouaud-Tinguely, David Boudier, Sylvain Mazalrey, Jenny Laumonier, Isabelle Cruz, Gu00e9raldine Bon, Karine Perrinet, Bu00e9ranger Tassy, Brigitte Closs, Silab R&D, Saint-Viance, France||May 2, 2016
    Silab researchers explain how by acting on the endogenous hyaluronic acid pathway.

  • The Zika Threat

    The Zika Threat

    Christine Esposito, Associate Editor||April 1, 2016
    Concerns are spreading about transmission of this mosquito-borne disease.

  • The New Spot For Acne Care

    The New Spot For Acne Care

    Tom Branna, Editorial Director||April 1, 2016
    Acne Treatment Research Center opens in Morristown, NJ.

  • The Essence of Individuality

    The Essence of Individuality

    Melissa Meisel , Associate Editor||April 1, 2016
    Fragrance sales are fueled by unique facets.

  • The Scalp Microbiome

    The Scalp Microbiome

    Nava Dayan PhD, Dr. Nava Dayan LLC||April 1, 2016
    A review of recent findings and innovative approaches for treating scalp disorders.

  • Multi-Cultural Beauty Update

    Multi-Cultural Beauty Update

    Christine Esposito, Associate Editor||April 1, 2016
    Established brands and start-ups address the needs of multi-cultural beauty consumers.

  • Who Makes That?

    Who Makes That?

    Tom Branna, Editorial Director||April 1, 2016
    From concept and formulation to testing and filling, today’s contract manufacturers perform a range of services for marketers