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WD-40 Company Acquires Theron Marketing Ltda., Its Brazilian Marketing and Distribution Partner

From News

March 3, 2024

WD-40 Company Acquires Theron Marketing Ltda., Its Brazilian Marketing and Distribution Partner

WD-40 Company announced the acquisition of Theron Marketing Ltda., its authorized marketing and distribution partner in Brazil, in March 2024. The acquisition marks WD-40 Company transition from a distributor-mediated model to direct commercial operations in Brazil, one of its identified high-priority emerging markets. Brazil represents a significant growth opportunity for WD-40 Company as vehicle ownership, home improvement activity, and industrial maintenance demand continue to expand. By acquiring Theron Marketing, WD-40 Company gains direct control over brand investment, pricing, and retail partnerships in Brazil, with the intention to accelerate market penetration and improve profitability relative to the prior distributor margin-sharing arrangement.

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