What Batteries Plus does

Batteries Plus, founded in 1988 and headquartered in Hartland, Wisconsin, is the largest specialty battery and lighting franchise in the United States, operating more than 800 franchise locations across all 50 states and Puerto Rico. The company is privately held by private equity firm Freeman Spogli. Its core offering combines retail product sales — batteries (car/truck, motorcycle, marine, powersport, SLA, alkaline, rechargeable, button/coin), chargers, lighting (LED, halogen, fluorescent, smart bulbs, flashlights), and accessories — with a diversified set of in-store services: 20-minute car battery installation, key fob programming priced at roughly half of dealership rates, cell phone and device repair (Apple, Samsung, Google, plus tablets, laptops, and gaming consoles), watch battery replacement, and battery/lighting/electronics recycling. The X2Power private-label brand spans AGM and lithium chemistries across automotive, marine/RV, powersport, and portable power categories and is sold exclusively through the chain.

The business operates three primary go-to-market motions. First, a direct-to-consumer franchise retail and e-commerce storefront (BatteriesPlus.com) serves walk-in consumers and online shoppers across all 50 states, with home shipping and in-store pickup. Second, an enterprise B2B commercial accounts program serves 250,000+ business customers across nine verticals — fire/security, property management, electrical contractors, facilities maintenance, manufacturing, education, government, and religious organizations — with dedicated account representatives, competitive volume pricing, free on-site needs assessments, free battery testing, and recycling pickup. Third, a channel-partner franchise development motion recruits multi-unit operators and supports resales/conversions with specialized leadership. Revenue derives from hardware sales, professional service fees (device repair, key fob, watch, recycling), recurring franchise royalties and fees, and B2B commercial account contracts.

Technology and operations have been modernized through a multi-year enterprise architecture program led by Senior Director of Enterprise Architecture Karthik Jambulingam, transitioning core systems to a cloud-native, data-driven infrastructure that supports AI adoption across e-commerce, POS, payments, and operations. A January 2026 reimagined homepage introduced the Experts Plus learning hub with mobile-first design and AI-powered product discovery, and an April 2026 Network Health Monitoring Portal provides real-time, role-based operational visibility across all 800+ locations. The company donates 1.6M+ batteries annually to Toys for Tots, plants 37,000+ trees through a Buy a Pack, Plant a Tree partnership with Energizer and the Arbor Day Foundation, and received a $7 million U.S. Department of Energy grant in 2024 to scale battery recycling nationwide.

Name

Batteries Plus

Legal name

Batteries Plus LLC

Website

https://batteriesplus.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Batteries Plus is the largest U.S. specialty battery and lighting franchise, operating 800+ franchise locations across all 50 states and Puerto Rico. It sells batteries, lighting, device repair, and key fob services to retail consumers and 250,000+ commercial accounts, plus recycling services, under private-equity owner Freeman Spogli.

Ownership category

akta.pro rank

Product category

Specialty Retail - Batteries, Lighting & Power Solutions

NAICS

Battery Manufacturing (33591), Battery Manufacturing (335910)

SIC

Electronic & Other Electrical Equipment (No Computer Equip) (3600), Motors & Generators (3621)

akta.pro primary industry

Batteries & Battery Packs (Rechargeable/Primary, Device-Specific Packs) (CRACATAG)

akta.pro secondary industry

Collection, Logistics & Reverse Supply Chain (Transport, Sorting, Tracking) (EUAFACAA)

Keywords

• Battery retail franchise
• Specialty battery sales
• Device repair services
• Commercial battery supply
• Battery recycling services

Headquarters

HQ city

Hartland

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Retail Battery and Lighting Product Sales: Primary revenue stream from sales of batteries (car/truck, motorcycle, golf cart, marine, powersport, household, SLA, alkaline, rechargeable, button/coin), chargers, lighting (LED, fluorescent, halogen, smart bulbs, flashlights), and accessories across 800+ franchise stores and e-commerce storefront.
2. Device Repair Services: Revenue from professional cell phone (Apple, Samsung, Google), tablet, laptop, and gaming console repair services including screen repair, battery replacement, and port/speaker repair; offered across 800+ store locations with free repair diagnostics.
3. B2B Commercial Accounts: Revenue from 250,000+ commercial account customers including dedicated account representatives, volume pricing, free on-site assessments, free battery testing, recycling pickup, and tailored service programs for industries such as fire/security, property management, electrical contractors, facilities maintenance, manufacturing, education, and government.
4. Key Fob and Watch Services: Revenue from key fob programming and replacement (positioned at 50% less than dealership), key cutting, car remote key pairing, smart key programming, and watch battery replacement services performed in-store.
5. Recycling Services: Revenue from battery, light bulb, and small electronics recycling services for retail and business customers; fees may apply by location due to state and local regulations; commercial volume discounts available.
6. Franchise Fees and Royalties: Revenue from franchise development including initial franchise fees and ongoing royalties; franchise expansion across all 50 states (reached in 2025) with 63 new units opened in 2025 and 14 new units sold to seven franchise owners in Q1 2026; $10,000 franchise fee discount offered to military veterans.

Pricing tiers

Go-to-market motion5 records

Distribution channels4 records

Marketing channels8 records

Core offering

Batteries Plus is a franchise retail and B2B operator selling batteries (car/truck, motorcycle, golf cart, marine, RV, powersport, household, SLA, alkaline, rechargeable, button/coin), lighting products (LED, fluorescent, halogen, smart bulbs, flashlights), chargers, and accessories through over 800 franchise stores across all 50 U.S. states and Puerto Rico and an e-commerce storefront. It also delivers in-store services including certified phone/device repair, key fob programming and cutting, watch battery replacement, free battery testing, 20-minute car battery installation, and battery, light bulb, and small electronics recycling.

Differentiator

Problem solved

Functional benefit

Brands

• X2Power: Premium battery brand sold exclusively at Batteries Plus, including AGM and lithium automotive, marine, RV, powersport, portable power stations, jump starters, and air compressors.
• Experts Plus
• Batteries Plus Business

Products and services

• X2Power Private-Label Battery Brand Batteries Plus's exclusive premium battery brand spanning AGM and lithium chemistries across automotive, marine/RV, and powersport categories, plus portable power stations, jump starters, and air compressors. Sold only at Batteries Plus stores and online.
• Duracell Ultra Batteries Licensed Duracell Ultra-branded batteries sold at Batteries Plus across car/truck SLI, AGM sealed lead acid, powersport (motorcycle/ATV/UTV), and deep-cycle golf cart and floor-scrubber applications.
• Optima Batteries
• Odyssey Batteries
• Werker Golf Cart Batteries
• Energizer Industrial Batteries
• Goal Zero Portable Power Stations
• LUXPRO Lighting and Accessories
• Phone and Device Repair Service
• Key Fob Services
• Watch Battery Replacement Service
• Battery, Bulb, and Small Electronics Recycling Services
• B2B Commercial Accounts Program
• Auto Battery Installation Service
• Batteries Plus Franchise Ownership

Quantifiable outcome

• 35-40% customer inquiry containment rate through AI-powered support
• +7 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability6 records

Feature5 records

Partnerships

Eleven partnerships are on record, tiered core and flagship.

• HOTDISHcoreGTM or Marketing Partner · 9 April 2026Marketing agency partnership announced April 9, 2026 to enhance franchise development marketing strategy, with focus on digital channels, messaging, and candidate engagement. Initiative aims to attract multi-unit operators and improve lead quality to support expansion efforts.
• GoGatherflagshipStrategic or Co-development Partner · 31 March 2026Designated Official Strategic Event Management Partner through 2027 (announced March 31, 2026), building on collaboration since 2024. Manages PlusCon franchise conference, Sales Achievement Award Trip, incentive trips, and future event concepts with immersive experiences and gamification elements.
• Veterans of Foreign Wars (VFW)flagshipOthersLaunched the 'Power with Purpose' VFW initiative in June 2026 to honor veterans during America's 250th anniversary celebration. Batteries Plus made a corporate donation to the VFW National Veterans Service Program that provides no-cost accredited claims assistance to military and veteran families. Customers also offered $5 off LUXPRO products through July 4.
• St. Jude Children's Research HospitalflagshipOthersAnnounced partnership as part of the second year of 'Power with Purpose' charitable platform in February 2026. Batteries Plus pledged to donate $7 to St. Jude for every qualifying Duracell Coppertop AA or AAA 36-pack sold during February 2026, supporting pediatric cancer research, patient care, and milestone celebrations.
• Arbor Day FoundationcoreOthersPartnered with Energizer and Arbor Day Foundation for the annual 'Buy a Pack, Plant a Tree' Earth Month campaign. For every qualifying 24-pack of Energizer MAX AA/AAA batteries sold April-May 2026, Batteries Plus donates $1 to plant a tree. Inaugural 2025 campaign resulted in 37,000+ trees planted across 125 acres in Oregon.
• U.S. Marine Corps Toys for TotscoreOthersNational partnership with Energizer supporting the U.S. Marine Corps Toys for Tots Program. Donated 1,615,488 batteries ahead of the 2025 holiday season - the largest single-year holiday contribution to date, distributed through local franchise locations and the Cincinnati Toys for Tots distribution center.
• EnergizercoreStrategic or Co-development PartnerNational battery brand partner supporting multiple initiatives including the annual 'Buy a Pack, Plant a Tree' Earth Month campaign with Arbor Day Foundation and the Toys for Tots battery donation program. Energizer also offers Energizer Industrial products via Batteries Plus.
• LUXPROcoreStrategic or Co-development PartnerCo-branded product partner for the 'Power with Purpose' America 250 patriotic promotion. Customers offered $5 off select LUXPRO products including patriotic flashlights, headlamps, string lights, and mosquito lanterns both in stores and online through July 4, 2026.
• Green Bay PackerscoreGTM or Marketing PartnerPartnership to promote battery recycling initiatives nationwide. Includes fan engagement activities to raise awareness, supports free battery recycling at Batteries Plus stores, and aims to increase battery collection volumes while educating consumers on safe disposal.
• IFA VetFrancoreStrategic or Co-development PartnerPrior partnership supporting veteran franchise ownership opportunities as part of Batteries Plus' broader community impact platform. Aligns with $10,000 franchise fee discount and extensive training programs offered to military veterans.
• DuracellcoreStrategic or Co-development PartnerBatteries Plus carries Duracell Ultra SLA batteries, motorcycle/powersport batteries, and Duracell Coppertop batteries. Duracell Coppertop AA/AAA 36-packs were the qualifying product for St. Jude partnership donation in February 2026. Duracell is a registered trademark of Duracell U.S. Operations, Inc., used under license.

Scale indicators12 records

Recent moves10 records

Expansion highlights8 records

Direct peers

• Interstate Batteries: Long-standing battery-focused franchise/distributor network in the US serving automotive, commercial, and marine markets. The closest direct comparable to Batteries Plus on the battery-specialist franchise model.
• uBreakiFix (Asurion): National device repair franchise specializing in phones, tablets, gaming consoles, and computers — directly overlapping with Batteries Plus's device repair service line.

Broad incumbents

• AutoZone: Mass-market auto parts retailer with 7,000+ US stores carrying batteries, lighting, and key fob/programming services. Overlaps heavily with Batteries Plus on automotive battery and lighting SKUs but is a broader auto-parts generalist.
• O'Reilly Auto Parts: US auto parts retailer with ~6,000 stores carrying batteries, lighting, and wiper/accessory lines. Competes with Batteries Plus on the automotive battery and lighting side of the assortment.
• Advance Auto Parts: National auto parts chain with thousands of stores offering batteries, lighting, and key-cutting/programming services. Overlaps with Batteries Plus on the automotive and lighting categories as a broader incumbent.
• NAPA Auto Parts: Cooperative auto parts distributor with ~6,000 US stores selling batteries, lighting, and accessories under the NAPA brand. Comparable broad incumbent on the automotive side of Batteries Plus's assortment.
• Best Buy (Geek Squad): National electronics retailer with in-store Geek Squad repair services for phones, laptops, and tablets — overlaps with Batteries Plus's device repair service line as a broader incumbent.
• Home Depot: Mass-market home improvement retailer with extensive battery and lighting assortments plus key-cutting services. Competes on commodity SKUs but not on the specialist battery expertise or B2B service model.

Emerging players

• Batteries Plus (Bulbs) smaller regional competitors: Independent battery/lighting retailers (e.g., local Batteries & Bulbs-style mom-and-pop shops) compete in the same specialty niche but lack the franchise scale, B2B program, and recycling infrastructure of Batteries Plus.

Others

• Staples (battery/workplace services): Office/workplace retailer carrying household batteries and offering device-related services; adjacent rather than directly competitive but useful as a multi-category retailer benchmark for B2B commercial account dynamics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/batteriesplus
• YouTubeyoutube.com/batteriesplus
• Facebookfacebook.com/BatteriesPlus
• LinkedInlinkedin.com/company/batteries-plus
• Instagraminstagram.com/batteriesplus
• TikToktiktok.com/@batteriesplusofficial

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Batteries Plus