However, the company says its products will be stocked in more than 200 partner locations from late 2025, including Mitre 10 and The Stihl Shop, significantly increasing product access for customers.
Wet & Forget CEO Andre Gargiulo said it was a difficult decision to close six of its stores and the company was supporting those affected.
“The new retail strategy reflects Wet & Forget’s ongoing commitment to the New Zealand market and making its products more accessible to our customers while also positioning the business for future growth.
“As a company with a rich local legacy, this expansion allows even more New Zealanders to find our products locally while ensuring the business remains strong, innovative, and ready for the next stage of growth — both here and internationally.”
Rod and Leigh Jenden sold Wet & Forget to private investment firm Direct Capital in April 2024. Photo / NZME
Wet & Forget was founded in 1995 and has about 130 staff across New Zealand, Australia, Britain and the United States, including factory and warehouse workers, truck drivers, store managers and sales teams.
It’s known for products such as Miss Muffet’s Revenge (spider control), Shower Witch (shower cleaner), Hitman (organic weedkiller) and Pet Pong Gone (pet odours).
Wet & Forget mainly distributes products in New Zealand through its retail stores, while the US, Britain and Australian businesses sell the products via third-party retailers.
Direct Capital was established in 1994 and is one of New Zealand’s largest private equity firms. It’s raised more than $1.7 billion in capital for investment into private companies, according to its website.
Its current investments include Wet & Forget, Beca, TR Group, AS Colour and Caci.
Cameron Smith is an Auckland-based business reporter. He joined the Herald in 2015 and has covered business and sports. He reports on topics such as retail, small business, the workplace and macroeconomics.