diff --git a/tox.ini b/tox.ini
index c950b0264..116ccf5d1 100644
--- a/tox.ini
+++ b/tox.ini
@@ -101,7 +101,11 @@ whitelist_externals =
    doc-tools-check-languages
    mkdir
    mv
+   rm
 commands =
+   # Cleanup first - important when this environment runs locally
+   # multiple times.
+   rm -rf publish-docs
    doc-tools-check-languages doc-tools-check-languages.conf publish all
    # Move directories to proper place, we publish translated
    # quick-start guides at