Wet & Forget

HQ: Auckland, New Zealand

Year of Investment: 2024

Investment Status: Current

Direct Capital invested into Wet & Forget Group in April 2024. Wet & Forget is a leading designer, manufacturer and marketer of outdoor and indoor household cleaning products. Whilst the business is well known in the New Zealand market, Wet & Forget has a significant and growing footprint in the US, UK and Australia.

Established 30 years ago, Wet & Forget has built a reputation for high quality and innovative products. The original and best-known product being a no scrub or rinse outdoor moss, mould and lichen remover (that is free from bleach). The business has since expanded the range to approximately 30 unique products, with the shower cleaner now the second highest selling product globally.

Products are manufactured in New Zealand through Wet & Forget’s own Auckland facility (in Silverdale) and in the US through third party manufacturers. Whilst the distribution model in NZ is largely through its own retail stores, the US, UK and Australian businesses sell via third party retailers (including hardware, ecommerce and general merchandise stores).