Home Private Equity Wet & Forget sold: New Zealand homecare product company sold to private...

Wet & Forget sold: New Zealand homecare product company sold to private equity firm Direct Capital in massive commercial deal

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Rod Jenden, founder of Wet & Forget, at the company’s factory in Silverdale. Photo / Jason Oxenham

Its Kiwi-made products are famous, as are its radio jingle and marketing campaigns. Now the Wet & Forget firm has been sold in a massive, multimillion-dollar commercial deal with a New Zealand private equity firm.

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