NOCO

What NOCO does

The NOCO Company, founded in 1914, is a privately held American multinational that designs, manufactures, and markets consumer electronics and automotive maintenance products, principally under the Boost (lithium jump starters), Genius (multi-purpose smart battery chargers), Air Lithium (portable cordless inflators), Boost Air (hybrid jump-starter/air-compressor), and XGrid (wireless charging docks) sub-brands. Core technology centers on lithium-ion battery systems with proprietary safety features (UltraSafe spark-proof and reverse polarity protection, UltraSafe 2.0), PX Lithium Technology for power delivery, USB-C Power Delivery at 60W, high-frequency switch-mode charging with microcomputer-controlled precision and thermal compensation, battery desulfation/repair technology, and integrated smart pressure sensors with auto-shutoff. Products are engineered in the United States and manufactured across facilities in Vietnam, Malaysia, and China, with the global brand claim supported by a 110+ year operating history.

NOCO operates a pure hardware revenue model with one-time unit pricing. Products range from approximately $9.95 for accessories to $1,999.95 for the GB500 professional-grade jump starter, with jump starters spanning $79.95-$1,999.95 across the GB and GBX series, smart chargers at $29.95-$599.95 across the Genius line, air compressors at $69.95-$299.95, and wireless charging products under XGrid. Distribution is multi-channel: the company-owned e-commerce site (no.co), Amazon Marketplace as the primary third-party venue (with Prime Day promotions reaching 50% off), Amazon-affiliated retailers such as Woot.com, and an independent reseller network serving individual vehicle owners, professional/commercial users, marine users, and powersports enthusiasts. There is no subscription component, and the customer mix is horizontal across consumer segments.

The company has 251-500 employees and is led by an executive team anchored by the Nook family: William Nook as CEO and Chairman, Jonathan Nook as President and CVO, with Jeffery Weiner (CFO), Derek Underhill (CCO), and Rick Stanfield (CTO) rounding out the C-suite. Capital structure is private with no disclosed institutional investors; the only recorded funding round was a small 2020 raise of approximately $707,343 from Apricot Ventures, STRIVE, and Voyage Ventures. NOCO acquired Advanced Fishing Technologies in 2009 to extend into fishing-related consumer electronics, and as of April 2026 has been granted the opportunity to bid on brands being divested from the First Brands Group bankruptcy estate.

Name

NOCO

Legal name

The NOCO Company

Website

https://no.co

Company type

Private

Founded year

1914

Operating status

Operating

Headcount range

251–500 employees

Short description

NOCO (founded 1914) is a privately held American multinational designing lithium jump starters, multi-purpose battery chargers, portable air compressors, and wireless charging products under Boost, Genius, Air, and XGrid sub-brands, sold via no.co, Amazon, and reseller networks to consumer, professional, marine, and powersports customers.

Ownership category

akta.pro rank

Product category

Automotive Battery Products

NAICS

Battery Manufacturing (33591), Small Electrical Appliance Manufacturing (335210)

SIC

Electronic & Other Electrical Equipment (No Computer Equip) (3600), Electric Housewares & Fans (3634)

akta.pro primary industry

Aftermarket Battery, Charging & Power Accessories Manufacturing (12V Batteries/Jump Starters/Chargers/Inverters) (IMACANAL)

akta.pro secondary industries

Automotive Batteries & 12V/Low-Voltage Energy Storage Manufacturing (IMACAJAJ), Batteries & Battery Packs (Rechargeable/Primary, Device-Specific Packs) (CRACATAG)

Keywords

• Lithium jump starters
• Battery chargers
• Portable air compressors
• Automotive power products
• Wireless charging docks

Headquarters

HQ city

Solon

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Product Sales: NOCO generates revenue through the sale of physical products including lithium jump starters, battery chargers, air compressors, and accessories. Products are sold at various price points from entry-level ($9.95) to professional-grade ($1,999.95). The business operates on a one-time purchase model with no subscription component.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

NOCO designs, manufactures, and sells lithium-ion battery-powered automotive and consumer electronics products, including portable lithium jump starters (Boost and Boost X lines, 500A–6250A), multi-purpose smart battery chargers with desulfation (Genius line, 1A–25A), portable cordless air compressors (Air Lithium), hybrid jump starter/air compressor combos (Boost Air), and wireless charging docks (XGrid). Products are sold directly through no.co and Amazon, with revenue generated entirely from one-time hardware purchases across entry, mid, premium, and professional price tiers.

Product overview

NOCO offers a diversified portfolio of automotive and consumer electronics products organized into five core sub-brands: Boost (lithium jump starters ranging from 500A to 6250A), Genius (smart multi-stage battery chargers from 1A to 25A with desulfation and thermal compensation), Air Lithium (portable cordless air compressors with integrated USB charging), XGrid (wireless charging docks for mobile devices), and Boost Air (hybrid jump starter/air compressor combinations). The Boost line includes both standard UltraSafe models (GB series) and next-generation Boost X models with USB-C Power Delivery. The Genius line covers individual chargers (GENIUS1-10), multi-bank systems (2X2, 2X4), and professional-grade units. Accessories include X-Connect quick-release connector systems, protective EVA cases, AC/DC power accessories, and Boost-specific clamps and adapters. All products emphasize safety features including spark-proof technology, reverse polarity protection, and automatic shutoff.

Differentiator

Problem solved

Functional benefit

Brands

• Boost: Lithium jump starters product line
• Genius
• Lithium
• Air
• XGrid
• GCP
• Accessories

Products and services

• Boost Lithium Jump Starters Portable lithium jump starter line for emergency starting of dead 12V automotive, motorcycle, marine, and powersports batteries, featuring spark-proof technology, reverse polarity protection, USB charging ports, and integrated LED flashlights. Models range from GB20 (500A, $79.95) to GB150 (3000A, $299.95) for gas engines up to 9L and diesel up to 7L. Sold to individual vehicle owners, professionals, marine users, and powersports enthusiasts.
• Boost X Next-Generation Jump Starters Next-generation Boost X series featuring PX Lithium Technology and 60W USB-C Power Delivery for ultra-fast recharging. Models include GBX45 (1250A), GBX55 (1750A), GBX75 (2500A), and GBX155 (4250A), all carrying UltraSafe 2.0 safety technology, 200–500 lumen flashlights, and full recharge in 1.7–2.7 hours. Targets vehicle owners needing faster turn-around and higher engine-displacement support.
• Genius Smart Battery Chargers Multi-purpose smart battery charger, maintainer, and desulfator line for 6V and 12V lead-acid and lithium-ion batteries across automotive, marine, and powersports applications. Includes GENIUS1 (1A, $29.95), GENIUS2 (2A, $49.95), GENIUS5 (5A, $69.95), GENIUS10 (10A, $99.95), and multi-bank units GENIUS2X2 (2-bank) and GENIUS2X4 (4-bank). Features microcomputer-controlled charging, thermal compensation, and battery repair modes to extend battery life.
• GeniusPRO Professional Battery Chargers Professional-grade battery charger sub-brand targeted at commercial shops, fleet operators, and heavy-duty applications. Includes the GENIUSPRO25 (25A) model for high-capacity battery maintenance and rapid charging in demanding professional environments.
• Air Lithium Portable Air Compressors Portable cordless lithium-powered air inflator/compressor line. The AL5 model delivers 5A with 17 LPM airflow at 130 PSI max pressure from a 138W motor, with smart pressure sensor, auto-shutoff, and 30W USB-C device charging output. Inflates 0–40 PSI tires in 7 minutes and offers up to 20 minutes of continuous runtime at 50 PSI. Priced at $69.95 for consumer and light-professional inflation use.
• Boost Air Hybrid Jump Starter and Air Compressor Hybrid combination product that merges a 2000A 12V lithium jump starter with a 100 PSI / 67 LPM air compressor, 280W motor, smart pressure sensing, and up to 60W USB-C device charging. The AX65 fills 0–40 PSI tires in roughly 2 minutes and handles engines up to 8.0L gasoline and 6.0L diesel. Priced at $299.95 as an all-in-one emergency tool for vehicle owners.
• XGrid Wireless Charging Docks Wireless charging dock and pad sub-brand for mobile devices. The XGrid XDP3 is a 3-in-1 MagSafe-compatible charging pad for Apple devices with a premium metal build, while the XGrid X100 offers wireless charging at a competitive price point for general consumers.
• NOCO Power Accessories and X-Connect Ecosystem Accessory ecosystem spanning X-Connect interchangeable connectors for Genius chargers (battery clamps, eyelet terminals, 12V plugs, extension cables, SAE adapters), Boost clamps and adapters, 12V power accessories, GCP AC power ports and extensions, and protective EVA carrying cases. Accessories enable cross-product interoperability and are sold standalone to expand Boost and Genius use cases.

Quantifiable outcome

• Jump starters can reach 0% to boost charge in 5 minutes with 60W USB-C
• +4 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Schumacher Electric: US-based legacy manufacturer of battery chargers, jump starters, and power converters with overlapping Boost/Genius-equivalent SKUs at consumer and professional price points. Most directly comparable competitor given product overlap and similar category positioning.
• CTEK: Swedish specialist in smart 12V battery chargers, maintainers, and desulfators sold under the CTEK brand. Closely comparable on technology (multi-stage charging, desulfation, multi-chemistry support) and target use cases (marine, powersports, automotive).
• Battery Tender (Deltran): US-based maker of battery maintainers, chargers, and lithium jump starters targeted at powersports, marine, and automotive enthusiasts. Directly competes with the Genius and lower-end Boost lines in the maintainer/jump starter category.
• Antigravity Batteries: Specialist in lithium-ion jump starters and lithium-ion vehicle batteries, including the Micro-Start portable jump starter line. Directly competes with NOCO Boost on lithium jump starter form factor, power ratings, and feature set.
• VIAIR: Manufacturer of portable 12V air compressors and tire inflators for automotive, off-road, and on-board applications. Direct peer to NOCO's Air Lithium (AL5) and Boost Air (AX65) compressor lines on both product and channel.

Broad incumbents

• DeWalt (Stanley Black & Decker): Professional-grade portable power and battery platform with adjacent jump starter and cordless inflator SKUs. Comparable as a broader incumbent in professional portable power rather than a focused battery accessory brand.
• Milwaukee Tool: Professional-grade cordless power tools and accessories under the M18 platform, with battery technology and rugged portable power positioning similar to NOCO's Boost/GeniusPRO professional tier.
• Stanley (Stanley Black & Decker): Established tools/accessories brand with jump starter, compressor, and automotive power SKUs that overlap NOCO's consumer-facing lines. Competes primarily at value-tier price points rather than NOCO's premium positioning.

Emerging players

• Anker: Consumer electronics charging brand with strong USB-C PD power banks and charging accessories. Comparable to NOCO's XGrid wireless docks and the USB-C PD charging capability embedded in Boost X and Air Lithium products.

Others

• Husqvarna: Outdoor power equipment manufacturer with cordless battery platforms (e.g., leaf blowers, pressure washers) relevant to NOCO's lithium-powered inflator/air strategy. Not a direct competitor but indicative of the broader portable lithium power ecosystem NOCO is moving into.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/noco
• Facebookfacebook.com/NOCO1914
• LinkedInlinkedin.com/company/the-noco-company

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors3 records

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 NOCO