Wet and Forget

Wet and Forget Market Overview

Grips Intelligence in-store data covering January 1 through July 31, 2026 shows Wet and Forget concentrating its entire tracked revenue in a single retail channel, with Home Depot accounting for 100% of measured sales year to date. The brand, majority-owned by New Zealand private equity firm Direct Capital following an April 2024 acquisition, carried an average product price of $58.51 across the period. Momentum has been positive in the most recent stretch, with revenue up 19.0% over the May–July timeseries window and a 2.9% month-over-month gain in the latest period. That growth came alongside price compression, as average price slipped 13.8% across the same three months to $57.13, down 2.6% month over month. The combination of rising revenue and softening prices suggests volume-led expansion rather than pricing power in Wet and Forget's brick-and-mortar footprint.