Redox Brands
Redox Brands was a U.S. marketing company established to acquire and develop established consumer-product brands, including Oxydol and Biz.
Last updated August 26, 2026
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Overview
Redox Brands was a marketing company formed in 2000 by Todd Wichmann and Richard Owen, both of whom had previously been executives at Procter & Gamble (P&G). Rather than building a new consumer brand from scratch, Redox focused on acquiring established product names that P&G was divesting. Its first acquisition was Oxydol, a laundry-detergent brand purchased from P&G. The transaction was structured so that P&G continued to manufacture Oxydol and provide back-office support, allowing the newly formed company to operate the brand without immediately recreating the manufacturing and administrative infrastructure of a large consumer-goods corporation. Redox subsequently acquired Biz, another P&G brand, through an auction in the summer of 2000. The company reportedly competed with private-label companies for the asset. Forbes estimated that Oxydol was sold for approximately $7 million and that the price for Biz exceeded $40 million; these figures are reported historical estimates rather than audited Redox financial disclosures. The company stated that Oxydol sales were 800% higher one year after acquisition than they had been when Redox acquired the brand, reflecting the potential of an independent owner to reposition, support, or more actively market a mature household-products name. The available reference material does not provide detailed sales figures, distribution data, advertising budgets, or geographic market breakdowns. Allied Capital became an investor in Redox in March 2001 and made an additional investment in August 2002. These investments provided outside capital during the company's early expansion and supported its ownership of acquired consumer brands. In 2002, co-founder Todd Wichmann left Redox to join another startup, HealthPro Brands, a company also associated with the acquisition and development of established consumer products. Redox's independent existence ended after Allied Capital acquired ChemPro, Inc. in March 2006. Allied subsequently merged Redox with ChemPro, and the combined company was renamed CR Brands. Accordingly, Redox Brands is best understood as a defunct brand-management and marketing company whose principal legacy was the ownership and development of the Biz and Oxydol household-product brands before their combination with ChemPro. The source material does not identify a current Redox corporate website, continuing management team, public listing, or successor operating structure under the Redox name.
History
Redox Brands was created in 2000 by Todd Wichmann and Richard Owen, former Procter & Gamble executives who pursued a strategy of acquiring established consumer-product brands. The company's formation reflected a broader divestiture model in which large manufacturers sold mature or non-core brands to smaller specialist owners while retaining manufacturing or service relationships where useful. The company's first acquisition was Oxydol, a laundry-detergent brand bought from P&G. P&G continued to manufacture Oxydol and provide back-office support after the sale. This arrangement gave Redox access to an established supply and administrative platform while allowing it to concentrate on marketing, brand management, and commercial development. Redox then acquired Biz from P&G in an auction held in the summer of 2000. The company reportedly competed with private-label bidders for the brand. Forbes estimated the Oxydol transaction at about $7 million and the Biz transaction at more than $40 million. Those amounts were historical press estimates, not disclosed Redox financial statements. Redox's early performance was associated with a reported increase in Oxydol sales: one year after acquisition, sales were described as 800% higher than at the time Redox acquired the brand. The available reference material does not explain the precise calculation, provide underlying revenue amounts, or identify the markets and channels responsible for the increase. Allied Capital invested in Redox for the first time in March 2001 and invested additional funds in August 2002. In 2002, Wichmann left the company to join HealthPro Brands, another startup focused on consumer brands. Richard Owen remained identified as a Redox founder, although the available source does not provide a detailed chronology of his later role. The company's corporate history concluded in 2006. Allied Capital acquired ChemPro, Inc. in March of that year and subsequently merged ChemPro with Redox Brands. The combined company was renamed CR Brands. Redox therefore became part of a successor organization rather than continuing as an independent company. Its best-documented brand portfolio consisted of Biz and Oxydol, both household cleaning names originally associated with P&G.
- 2006
Redox is merged into CR Brands
[1]Following Allied Capital's acquisition of ChemPro, Redox and ChemPro are merged and the combined company is renamed CR Brands.
- 2002
Wichmann departs
[1]Co-founder Todd Wichmann leaves Redox to join HealthPro Brands.
- 2002
Allied Capital provides additional investment
[1]Allied Capital makes a second investment in Redox Brands in August.
- 2001
Allied Capital makes its first investment
[1]Allied Capital becomes an investor in Redox Brands.
- 2000
Redox Brands is established
[1]Former Procter & Gamble executives Todd Wichmann and Richard Owen form Redox Brands as a marketing company.
- 2000
Oxydol is acquired from Procter & Gamble
[1]Oxydol becomes Redox's first acquired brand, with P&G continuing to manufacture the product and provide back-office support.
- 2000
Biz is acquired
[1]Redox purchases Biz from P&G in a summer auction.
Products and positioning
An independent brand-management company focused on acquiring, marketing, and developing established household-product brands divested by larger consumer-goods manufacturers.
Laundry detergent
Oxydol
Oxydol was Redox Brands' first acquired product and one of the company's two documented flagship brands. Redox purchased the established laundry-detergent name from Procter & Gamble in 2000. Following the transaction, P&G continued manufacturing Oxydol and supplying back-office support. The available reference material reports a substantial increase in sales during Redox's ownership but does not provide detailed product variants, distribution information, or audited revenue data.
Household laundry cleaner
Biz
Biz was a household cleaning brand acquired by Redox from Procter & Gamble through an auction in the summer of 2000. Redox reportedly prevailed over private-label companies competing for the asset. Biz formed part of the company's focused portfolio of established consumer brands. The available source does not provide a complete product history, detailed formulation information, or subsequent distribution data under Redox ownership.
Brand decisions
2006
Merge Redox Brands with ChemProM&ABackground
Allied Capital acquired ChemPro, Inc. and already had investment involvement with Redox Brands.
Action taken
Allied combined Redox and ChemPro and renamed the resulting company CR Brands.
Aftermath
Redox ceased to operate as an independent company under its former name.
2000
Acquire Oxydol from Procter & GambleM&ABackground
Redox was formed around the acquisition and development of established consumer brands divested by P&G.
Action taken
Redox purchased Oxydol while retaining P&G as the manufacturer and back-office support provider.
Aftermath
Oxydol became Redox's first product and was later reported to have substantially higher sales after acquisition.
Estimated purchase price. $7 million (2000 transaction; historical Forbes estimate)
2000
Acquire Biz through a P&G auctionM&ABackground
P&G offered the Biz brand through an auction, attracting Redox and private-label bidders.
Action taken
Redox acquired Biz in the summer of 2000.
Aftermath
Biz became one of Redox's principal documented brands.
Estimated purchase price. More than $40 million (Summer 2000 transaction; historical Forbes estimate)
Recent events
- 2006
Redox Brands is merged with ChemPro and renamed CR Brands[1]
M&A
After Allied Capital acquired ChemPro, Inc., it merged ChemPro with Redox Brands. The resulting company adopted the name CR Brands, ending Redox's independent corporate identity.
- 2002
Todd Wichmann leaves Redox Brands[1]
Leadership change
Co-founder Todd Wichmann departed Redox to join the startup HealthPro Brands.
- 2002
Allied Capital makes an additional investment in Redox[1]
Other
Allied Capital made a further investment in Redox Brands in August 2002.
- 2001
Allied Capital makes an initial investment in Redox[1]
M&A
Allied Capital made its first investment in Redox Brands, providing external financial backing for the company's brand portfolio.
- 2000
Redox Brands is formed by former Procter & Gamble executives[1]
Other
Todd Wichmann and Richard Owen established Redox Brands as a marketing company focused on acquiring established consumer-product brands.
- 2000
Redox acquires Oxydol from Procter & Gamble[1]
M&A · Product generation
Redox's first product acquisition was Oxydol. P&G continued manufacturing the product and providing back-office support after the transaction.
- 2000
Redox acquires Biz through an auction[1]
M&A
Redox purchased the Biz brand from P&G in an auction during the summer of 2000, reportedly prevailing over private-label bidders.
Sources1 sources
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