WD-40 Profile
WD-40 Company operates as a global marketing organization dedicated to creating positive lasting memories by developing and selling products that solve problems in workshops, factories, and homes around the world.
The company markets and sells its products in more than 176 countries and territories worldwide primarily through warehouse club stores, hardware stores, automotive parts outlets, industrial distributors and suppliers, mass retail and home center stores, value retailers, grocery stores, online retailers, farm supply, sport retailers, and independent bike dealers.
The company’s sales come from two product groups – maintenance products and homecare and cleaning products. Maintenance products are sold worldwide in markets throughout North, Central and South America; Asia; Australia; Europe; the Middle East; and Africa. Homecare and cleaning products are sold primarily in North America, the United Kingdom (U.K.), and Australia.
The company’s strategic initiatives include building a business for the future; attracting, developing and engaging outstanding tribe members; striving for operational excellence; growing WD-40 Multi-Use Product; growing WD-40 Specialist product line; and expanding and supporting portfolio opportunities that help the company grow.
The company focuses on expanding its brands in existing markets with new product development. Key innovations for the company’s products include, but are not limited to, WD-40 EZ-Reach Flexible Straw, WD-40 Smart Straw, WD-40 Trigger Pro, WD-40 Specialist, WD-40 BIKE, 3-IN-ONE RVcare, and 3-IN-ONE Professional Garage Door Lube.
The company’s homecare and cleaning products, particularly those in the U.S., are considered harvest brands.
Products
Maintenance Products
Included in the company’s maintenance products are both multi-purpose maintenance products and specialty maintenance products. These maintenance products are sold worldwide and they provide end users with a variety of product and delivery system options.
The company’s signature product is WD-40 Multi-Use Product in the blue and yellow can with the little red top. It is included within the maintenance product category and accounts for a significant majority of the company’s sales. It has various products and product lines, which it sells under the WD-40 Brand and they are as follows:
WD-40 Multi-Use Product – The WD-40 Multi-Use Product is a market leader in many countries among multi-purpose maintenance products and is sold as an aerosol spray with various unique delivery systems, a non-aerosol trigger spray and in liquid-bulk form through mass retail stores, hardware stores, warehouse club stores, automotive parts outlets, online retailers and industrial distributors and suppliers. The WD-40 Multi-Use Product is sold worldwide in North, Central and South America; Asia; Australia; Europe; the Middle East; and Africa. WD-40 Multi-Use Product has a wide variety of consumer uses in, for example, household, marine, automotive, construction, repair, sporting goods and gardening applications, in addition to numerous industrial applications.
WD-40 Specialist Product Line – WD-40 Specialist consists of a line of professional-grade specialty maintenance products that include penetrants, degreasers, corrosion inhibitors, greases, lubricants and rust removers that are aimed at professionals and consumer enthusiasts. The WD-40 Specialist product line is sold primarily in the U.S. and many countries in Europe, as well as parts of Canada, Latin America, Australia and Asia. Within the WD-40 Specialist product line, the company also sells bike-specific products across all its segments, motorbike-specific products in Europe, lawn and garden specific products in Australia, and automotive specific products in Asia.
The company also has the following additional brands, which are included within its maintenance products group:
3-IN-ONE – The 3-IN-ONE brand consists of multi-purpose drip oil, specialty drip oils, and spray lubricant products, as well as other specialty maintenance products. The multi-purpose drip oil is a lubricant with unique spout options that allow for precise applications to small mechanisms and assemblies, tool maintenance and threads on screws and bolts. 3-IN-ONE Oil is the market share leader among drip oils in many countries. It also has wide industrial applications in such areas as locksmithing, HVAC, marine, farming and construction. In addition to the drip oil line of products, the 3-IN-ONE brand includes professional-grade aerosol maintenance products, such as 3-IN-ONE RVcare products, 3-IN-ONE Garage Door Lubricant, and 3-IN-ONE Lock Dry Lube. The long legacy, brand awareness and high quality of the 3-IN-ONE brand and its established distribution network have enabled these products to gain international acceptance. 3-IN-ONE products are sold primarily in the U.S., Europe, Canada, Latin America, and Australia.
GT85 – The GT85 brand is a multi-purpose bike maintenance product line that consists of professional spray maintenance products and lubricants, which are sold primarily in the bike market through the automotive and industrial channels in the United Kingdom. This brand was acquired by the company’s U.K. subsidiary in 2014 and it has helped build upon the company’s strategy to develop new product categories for WD-40 Specialist and WD-40 BIKE.
Homecare and Cleaning Products
The company sells its homecare and cleaning products in certain locations worldwide and they include a portfolio of well-known brands as follows:
2000 Flushes – The 2000 Flushes brand is a line of long-lasting automatic toilet bowl cleaners. It includes a variety of formulas, including the Bleach and Blue plus Bleach that has a unique EPA-approved ‘kills bacteria’ claim. 2000 Flushes is sold primarily in the U.S. and Canada through grocery and mass retail channels, as well as through online retailers.
Spot Shot – The Spot Shot brand is sold as an aerosol and a liquid trigger carpet stain and odor eliminator. The brand also includes environmentally friendly products, such as Spot Shot Instant Carpet Stain & Odor Eliminator and Spot Shot Pet Instant Carpet Stain & Odor Eliminator, which are non-toxic and biodegradable. Spot Shot products are sold primarily through grocery and mass retail channels, online retailers, warehouse club stores, and hardware and home center stores in the U.S., Canada, and the United Kingdom. Spot Shot products are sold in the U.K. under the 1001 brand name.
Carpet Fresh – The Carpet Fresh brand is a line of room and rug deodorizers sold as powder and aerosol quick-dry foam products. These products are sold primarily through grocery, mass, and value retail channels, as well as through online retailers in the U.K. and Australia. Although Carpet Fresh brand products are also sold in the U.S., they are sold by a third-party under a licensing agreement. In the U.K., these products are sold under the 1001 brand name. In Australia, they are sold under the no vac brand name.
1001 – The 1001 brand includes carpet and household cleaners and rug and room deodorizers, which are sold primarily through mass retail, grocery, and home center stores in the U.K.
Lava/Solvol – The Lava and Solvol brands consist of heavy-duty hand cleaner products, which are sold in bar soap and liquid form through hardware, grocery, industrial, automotive and mass retail channels, as well as through online retailers. Lava is sold primarily in the U.S., while Solvol is sold exclusively in Australia.
X-14 – The X-14 brand is a line of quality automatic toilet bowl cleaners. X-14 is sold primarily in the U.S. through grocery and mass retail channels, as well as through online retailers.
Trademarks and Patents
The WD-40 brand, 3-IN-ONE, Lava, Solvol, X-14, 2000 Flushes, Carpet Fresh and no vac, Spot Shot, GT85, and 1001 trademarks are registered or have pending registrations in various countries throughout the world.
Research and Development
The company’s research and development costs were $5.1 million for the year ended August 31, 2022.
History
WD-40 Company was founded in 1953. The company was incorporated in 1999.
