> ## Content Index
> Fetch the complete content index at: https://goodoil.news/llms.txt
> Use this file to discover other available public pages before exploring further.

# Face of the Day
- URL: https://goodoil.news/face-of-the-day-956/
- Published: 2024-04-23T18:30:51.000Z
- Updated: 2024-04-22T22:40:06.000Z
- Author: Good Oil Staff
- Tags: General, #wp, #wp-post, #Import 2024-06-28 02:24

> 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. Not bad for a company owner who grew up in a state house and left school at 15.  
>  
> One of New Zealand’s best-known and biggest home-grown consumer brands has been sold in a massive, multimillion-dollar commercial deal.  
>  
> Wet & Forget – famous for its range of homecare products and its “You got moss? You got mould?” radio and TV advertising jingles and other ads – has been sold by **Rod Jenden** and his wife Leigh to New Zealand’s largest private equity firm, Direct Capital.  
>  
> Jenden – who’s spent the best part of five decades perfecting the art of homecare products, including the establishment of the Wet & Forget firm in the mid-1990s – is still processing the sale, for himself, Leigh and their staff.  
>  
> It is, he says, a strange feeling – “weird” – and he and Leigh are yet to celebrate a life-changing transaction deal.  
>  
> While no one is revealing any specific numbers, close observers say it’s likely to be a nine-figure deal.  
>  
> “It’s the people we’re going to miss,” says Jenden.  
>  
> “They are like a second family to us; I genuinely mean that. For Leigh and I, it’s literally like having a second family – we’ve worked together for so long.”  
>  
> NZ Herald

[Read more here.](https://www.nzherald.co.nz/business/wet-forget-sold-new-zealand-homecare-product-firm-sold-to-private-equity-firm-in-massive-commercial-deal/FK6KSCITANE63L3YZ5BAGQQT4Q/?ref=goodoil.news) Discuss it on *The BFD.*

[If you would like to access exclusive Member content or just remove the ads to make your reading experience more enjoyable click here to browse our Membership options.](https://thebfd.co.nz/subscription-plans/?ref=2)

[If you enjoyed this article please share it using the share buttons at the top or bottom of the article.](#)