Selleys
Selleys, founded 1939, is an Australian manufacturer of adhesives, sealants, gap fillers, wood glues, cleaning, and car care products, operating as a division of DuluxGroup (Australia) Pty Limited and serving DIY consumers and trade professionals across Australia and New Zealand through major retail and trade channels.
- Company typePrivate
- Founded1939
- HeadquartersClayton, Australia
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Selleys does
Selleys is a long-established Australian manufacturer of adhesives, sealants, gap fillers, putty, glues, and cleaning and car care products, founded in 1939 and operating as a division of DuluxGroup (Australia) Pty Limited from its headquarters at 1956 Dandenong Road, Clayton, Victoria. The company sells a broad multi-brand portfolio spanning consumer and professional applications, including Liquid Nails construction adhesives, No More Gaps fillers, Wet Area Silicone, Aquadhere wood glues, Araldite epoxies, Kwik Grip contact adhesives, Knead It specialist putties, Polyglaze and RP7 automotive care, Sugar Soap and Complete Clean surface cleaners, Storm emergency sealant, BBQ Tough cleaning, and the Spakfilla wall-filler line, alongside professional Pro Trade and Selleys 600 Series lines.
The core technology is chemical formulation across construction adhesives, sealants, fillers, and cleaning products, with differentiated feature claims including instant hold up to 400kg/m² (Liquid Nails Extreme Grab), a 25-year product guarantee (Roof & Gutter), immediate waterproof sealing on any wet or dry material (Storm), and waterproof and mould-resistant seals that will not shrink, crack or peel (Wet Area Silicone). The portfolio targets DIY consumers undertaking home repairs, renovations, and upcycling, and trade professionals in building, carpentry, plumbing, glazing, tiling, flooring, roofing, painting, waterproofing, and plastering.
Selleys operates a channel-led go-to-market model in which products flow through mass-market retailers (Bunnings, Mitre 10, Coles, Woolworths, Big W, Home Hardware, Dulux Trade Center, Supercheap Auto, Inspirations Paint) and direct-to-consumer via an e-commerce platform and store locator. Revenue is generated through one-time product sales across consumer DIY and professional trade SKUs, with brand marketing anchored on a content ecosystem (DIY how-to guides, Selleys Suburban Gold video series hosted by Adam Dovile, Ask an Expert Q&A, Product Selector Tool) and social channels (Facebook, Instagram). Operational geography is Australia-dominant with parallel operations in New Zealand via selleys.co.nz, and brand partnerships include a relationship with Habitat for Humanity Australia.
Selleys firmographics
Firmographics- Name
- Selleys
- Legal name
- DuluxGroup (Australia) Pty Limited
- Website
- https://selleys.com.au
- Company type
- Private
- Founded year
- 1939
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Selleys, founded 1939, is an Australian manufacturer of adhesives, sealants, gap fillers, wood glues, cleaning, and car care products, operating as a division of DuluxGroup (Australia) Pty Limited and serving DIY consumers and trade professionals across Australia and New Zealand through major retail and trade channels.
- Ownership category
- akta.pro rank
Selleys industry classification
Industry- Product category
- Adhesives and Sealants
- NAICS
- Adhesive Manufacturing (32552), Paint, Coating, and Adhesive Manufacturing (3255)
- SIC
- Adhesives & Sealants (2891)
- akta.pro primary industry
- Adhesives & Sealants Chemicals (IMAEABAA)
- akta.pro secondary industry
- Adhesives, Sealants, Caulks & Tapes Retail (CRAIADAL)
Keywords
Where Selleys is headquartered
LocationHeadquarters
- HQ city
- Clayton
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Selleys business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Marketing or Sales, Technology or R&D, Personnel, Infrastructure
Revenue model
- Consumer Adhesives and Sealants: Sale of adhesives, sealants, gap fillers, and putties to DIY consumers through major retail chains and hardware stores
- Trade/Professional Products: Sale of professional-grade products including Pro Trade line to trade professionals through specialist hardware retailers
- Cleaning Products: Sale of cleaning products including Sugar Soap, mould removers, oven cleaners, and car care products (Polyglaze, RP7)
- Car Care Products: Sale of automotive care products through Polyglaze brand and Supercheap Auto retail partnership
Go-to-market motion1 record
Distribution channels9 records
Marketing channels6 records
Selleys product offering
Product offeringCore offering
Selleys manufactures and distributes a branded range of adhesives, sealants, gap fillers, wood glues, epoxies, and cleaning/car care products for DIY consumers and trade professionals in Australia and New Zealand. Its portfolio spans construction adhesives (Liquid Nails, Power Grip), gap fillers (No More Gaps), silicone sealants (Wet Area, Roof & Gutter, Storm), wood glues (Aquadhere), epoxy adhesives (Araldite, Knead It), contact adhesives (Kwik Grip), surface cleaners (Sugar Soap, Rapid Mould Killer), and car care products (Polyglaze).
Product overview
Selleys is a comprehensive adhesive, sealant, putty filler, glue, and cleaning product manufacturer operating as a division of DuluxGroup (Australia) Pty Limited. The company offers multiple sub-brands and product lines spanning construction adhesives (Liquid Nails), gap fillers (No More Gaps), wood glues (Aquadhere), wet area sealants (Wet Area Silicone), car care (Polyglaze), and general cleaning products (Sugar Soap, Complete Clean). The portfolio also includes specialist products such as Araldite epoxy adhesives, Kwik Grip contact adhesives, Knead It repair putties, and professional trade lines (Pro Trade, Selleys 600 Series). Products serve both DIY consumers and professional trade users across applications including building, carpentry, plumbing, glazing, tiling, flooring, roofing, painting, waterproofing, and plastering.
Differentiator
Problem solved
Functional benefit
Brands
- Liquid Nails: Australia's trusted high-strength construction adhesive brand for tough jobs requiring power, reliability, and long-lasting hold.
- No More Gaps
- Wet Area Silicone
- Aquadhere
- Storm
- Power Grip
- BBQ Tough
- Polyglaze
- Complete Clean
- Spakfilla
- Araldite
- Knead It
- Selleys 600 Series
- Fix & Go
- Kwik Grip
Products and services
- Liquid Nails
- No More Gaps
- Wet Area Silicone
- Aquadhere
- Araldite
- Sugar Soap
- Polyglaze
- Spakfilla
- Kwik Grip
- Knead It
- Storm Sealant
- Fix & Go
- Power Grip
- Pro Trade
- Selleys 600 Series
- Rapid Mould Killer
- Roof & Gutter Silicone
- BBQ Tough
- RP7
- Sausage Gun
Quantifiable outcome
- Instant hold up to 400kg/m² with Liquid Nails Extreme Grab
- +2 more outcomes
Companies that use Selleys
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles2 records
Selleys technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Selleys partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Habitat for Humanity AustraliacoreSelleys proudly partners with Habitat for Humanity Australia, supporting their mission to ensure every Australian has a safe and decent place to live. Working alongside Habitat's volunteers and community partners, Selleys is committed to creating secure, dignified spaces that empower vulnerable families to rebuild their futures.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Selleys competitors and assessment
Company assessmentDirect peers
- Bostik: Global adhesives and sealants manufacturer (Arkema subsidiary) producing construction adhesives, sealants, and gap fillers — directly competing with Selleys' Liquid Nails, No More Gaps, and silicone lines, including in Australia and New Zealand.
- Sika AG: Swiss specialty chemicals company with a broad sealants, adhesives, and waterproofing portfolio — directly comparable to Selleys' Wet Area, Roof & Gutter, and Pro Trade offerings and active in the Australian construction market.
- Soudal: Belgian-based global manufacturer of sealants, adhesives, and PU-foams — competing in the same professional and DIY silicone, construction adhesive, and gap filler categories that Selleys addresses across ANZ.
- Tremco: Construction sealants and waterproofing specialist focused on roofing, glazing, and wet-area applications — overlapping directly with Selleys' Roof & Gutter, Wet Area Silicone, and Pro Trade sealant portfolio.
- UniBond (Henkel): Henkel-owned consumer sealants and waterproofing brand — directly comparable to Selleys' Wet Area Silicone, No More Gaps, and roof/gutter categories in the DIY retail channel.
Broad incumbents
- Henkel: Global consumer and industrial adhesives leader (Loctite, Pattex, UniBond, Pritt) — operates as a broader incumbent with overlapping DIY and trade adhesive/sealant brands competing against Selleys' Aquadhere, Fix & Go, and Kwik Grip.
- 3M: Diversified industrial and consumer products company with significant adhesives and sealants lines (including construction and DIY tapes/adhesives) — overlapping with Selleys' Fix & Go, Kwik Grip, and trade offerings as a broad incumbent.
Emerging players
- Gorilla Glue: US-based consumer adhesives brand (epoxy, super glue, construction adhesive) — competing in the same DIY super-glue, epoxy, and construction adhesive categories where Selleys positions Araldite, Fix & Go, and Liquid Nails.
Regional players
- Dunlop Adhesives: Australian manufacturer of tile adhesives, grouts, and construction chemical products — a regional Australian peer competing directly in tiling and flooring adhesives that overlap with Selleys' Tiling and Flooring categories.
- Ramset: Australian/NZ construction fastening and chemical anchoring brand — regional peer competing in the construction adhesives and fixing category where Selleys' Pro Trade and Liquid Nails operate.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Selleys social profiles
Digital presenceSelleys financial estimates
Financial estimateRevenue estimate
Valuation estimate
Selleys leadership team
Management profileNumber of profiles
Selleys funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Selleys M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Selleys
What does Selleys do?
Selleys manufactures and distributes a branded range of adhesives, sealants, gap fillers, wood glues, epoxies, and cleaning/car care products for DIY consumers and trade professionals in Australia and New Zealand. Its portfolio spans construction adhesives (Liquid Nails, Power Grip), gap fillers (No More Gaps), silicone sealants (Wet Area, Roof & Gutter, Storm), wood glues (Aquadhere), epoxy adhesives (Araldite, Knead It), contact adhesives (Kwik Grip), surface cleaners (Sugar Soap, Rapid Mould Killer), and car care products (Polyglaze).
Is Selleys a public or private company?
Selleys is a private company. It is classified as corporate owned and is currently operating.
When was Selleys founded?
Selleys was founded in 1939. It employs 1 to 10 people.
Where is Selleys based?
Selleys is headquartered in Clayton, Australia, in the Oceania region.
How does Selleys make money?
Four revenue lines are on record. Consumer Adhesives and Sealants are the primary driver. The others are trade/Professional Products, cleaning Products and car Care Products.
Who are Selleys's main competitors?
Direct peers on record are Bostik, Sika AG, Soudal, Tremco and UniBond (Henkel). Broad incumbents are Henkel and 3M. Gorilla Glue is listed as an emerging player. Regional players are Dunlop Adhesives and Ramset.
Does Selleys have an API?
No public API is recorded for Selleys.
What industry is Selleys in?
Selleys's product category is Adhesives and Sealants. Its primary akta.pro industry code is IMAEABAA, Adhesives & Sealants Chemicals, with a secondary code of CRAIADAL, Adhesives, Sealants, Caulks & Tapes Retail. Its NAICS code is 32552 and its SIC code is 2891.