WD-40 Company
WD-40 Company is a U.S.-based consumer and industrial products company headquartered in San Diego, California. It develops and markets maintenance, homecare, and cleaning products sold under brands such as WD-40, WD-40 Specialist, 3-IN-ONE, GT85, X-14, 2000 Flushes, Carpet Fresh, no vac, Spot Shot, Lava, and Solvol.
Fiscal year 2026 · change from previous year
Development 2021–2026
Business
Share of revenueMulti-purpose and specialty maintenance products used for lubrication, rust prevention, penetration, and moisture displacement.
Household cleaning, deodorizing, and stain-removal products sold through retail channels.
Products
Reported · share of revenue- WD40 Multi Use Product77.4 %
- WD40 Specialist14.4 %
- Other Maintenance Products5.0 %
- Homecare and Cleaning Products3.2 %
Source: 10-K FY2026, revenue the company reports per product line (SEC XBRL). Shares are of the lines shown and add up to 100 %.
Customers
WD-40 Company sells through a broad retail and trade network rather than directly to end users. Its customers include hardware stores, automotive parts outlets, industrial distributors, mass retail and home center chains, grocery and value retailers, online retailers, warehouse clubs, farm supply stores, sport retailers, and independent bike dealers.
Buy WD-40-branded products for shelf space in household, DIY, and maintenance aisles because of strong consumer recognition.
Purchase maintenance products for repair, service, and industrial use where lubrication and penetrant performance matter.
Stock high-turn consumer packs and multi-use products for broad household demand.
Carry homecare and cleaning brands that sell on convenience, brand familiarity, and repeat purchase.
Includes farm supply, sport retailers, and independent bike dealers for niche product applications.
Strategy
WD-40 Company focuses on brand-led growth, product innovation, and multi-channel distribution to defend shelf space and expand usage occasions. It also emphasizes its long-term 55/30/25 operating model and the redeployment of resources toward higher-growth, higher-gross-margin core brands.
The core brand is the company’s most recognizable asset and a major driver of shelf presence and repeat demand.
Access to hardware, automotive, mass retail, and online channels supports scale and consumer reach.
Retailers demand new products and marketing support, making innovation important for shelf space and pricing power.
Management seeks to concentrate capital on the most attractive parts of the portfolio.
Geography
WD-40 Company markets and sells products in more than 176 countries and territories worldwide. Its business is organized across the Americas, EIMEA, and Asia-Pacific, with demand spread across North, Central and South America, Europe, India, the Middle East, Africa, Asia, and Australia.
Risks
WD-40 Company faces demand risk from global economic weakness because many of its products are discretionary or tied to industrial activity and consumer confidence. It also depends on large retailers and distributors that can pressure pricing, shelf space, returns, and lead times, while currency movements and cybersecurity add operational and financial exposure.
- Retail customer concentration and bargaining powerImpact: HighLikelihood: Medium
Large chain stores capture much of the market and can demand price concessions, returns, and shorter lead times.
Exposure - Global economic slowdownImpact: HighLikelihood: Medium
Maintenance and homecare purchases can weaken when consumer confidence, disposable income, or industrial output falls.
Exposure: All regions and channels
- Competitive pressure and private label substitutionImpact: MediumLikelihood: Medium
The company competes with lower-priced products and brands with greater financial resources.
Exposure: Retail shelves and international markets
- Foreign exchange volatilityImpact: MediumLikelihood: Medium
A significant portion of sales and cash is generated outside the U.S., exposing results to currency translation and transaction effects.
Exposure: U.K. subsidiary and foreign operations
- Cybersecurity and IT disruptionImpact: MediumLikelihood: Medium
The business relies on third-party hosted systems and global networks that could be affected by cyberattacks or data breaches.
Exposure: Enterprise systems and customer data
Accounting
Judgemental itemsTiming of shipment, returns, and customer incentives can affect reported sales and comparability across periods.
Impact: Net sales and gross margin
Tax provisions depend on estimates and jurisdictional judgments, which can change reported earnings.
Impact: Effective tax rate and net income
Brand and acquisition-related intangibles are tested using assumptions about growth, margins, and advertising spend.
Impact: Potential non-cash impairment charges
Customer promotions and marketing support can be significant and may be recognized differently from period to period.
Impact: Net sales, SG&A, and operating income
Foreign subsidiaries operate in non-U.S. currencies, affecting cash balances and reported results.
Impact: Other comprehensive income and balance sheet values
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Last updated: 24/09/2026