Sales: $194 million
$194 million (estimated)
Denis John Healy, chief executive officer; Andy Taylor, chief operating officer; Steve Wagman, chief financial officer; Phil Zadeik, executive vice president, global professional products and services and executive counsel; Tom Healy, senior vice president, consumer products worldwide; Mike Schultz, senior vice president, product development
Super Hard Shell, Zip Wax Car Wash, 1-Step Wax & Dry, Ice Line, including Ice Liquid and Paste Polish, Ice Car Wash, Ice Spray Detailer, Ice Total Interior Care, Turtle Wax Headlight Lens Restorer
ICE Synthetic Spray Wax, ICE Total Interior Care Wipes, Turtle Wax Headlight Lens Restorer (improved kit), Turtle Wax Premium Grade Scratch Repair Kit
At the beginning of 2010, privately held Turtle Wax announced plans to refocus its efforts on consumer and professional car care products, and as such, wants to find a buyer for its regional car wash division. The unit operates a dozen Turtle Wax Car Wash facilities—nine in the Chicago area and three in Kansas City.
A recent package redesign of Turtle Wax branded products as well the new ICE line reflects the firm’s commitment to its heritage. The main objective was to bring the focus back to the company’s famed “turtle” icon and the color green. Packaging improvements were also made for ease of use and functionality, including revamps of Super Hard Shell paste and liquid wax, Power Out Carpet & Upholstery cleaners, ICE Car Wash and Turtle Wax Headlight Lens Restorer, according to the company.