Battery Alliance
Battery Alliance is a family-owned buying group that aggregates purchasing power from over 400 independently owned battery distributors across the US and Canada, offering negotiated wholesale pricing on automotive, marine, consumer electronics, and renewable energy batteries plus warranty and dealer services.
- Company typePrivate
- Founded1996
- HeadquartersCollierville, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Battery Alliance does
Battery Alliance is a family-owned, privately held buying group and wholesale distribution network headquartered in Collierville, Tennessee. The organization aggregates the purchasing power of over 400 independently owned battery distributors across the United States and Canada, negotiating specialized programs with major manufacturers including Johnson Controls/Optima, East Penn/DEKA, EXIDE, Yuasa, Energizer/Rayovac (Varta), and Duracell. Its product portfolio spans SLI batteries, SLA batteries, marine batteries (flooded, AGM, gel, lithium), renewable energy/solar batteries, consumer electronics batteries, power-sports batteries, chargers, testing equipment, and refurbished batteries, supplemented by nationwide warranty administration and an on-the-spot adjustment program.
The business model is a membership-based cooperative: members pay to join and gain access to negotiated wholesale pricing, aggregated freight terms (with supplier-specific free-freight thresholds ranging from $1,000 to $5,000), regular dealer-service replenishment, and centralized warranty support. Distribution occurs exclusively through the member dealer network rather than direct-to-consumer, with coast-to-coast local fulfillment intended to minimize freight cost and lead times. GTM is anchored on member referrals, the website, and an annual member conference.
Revenue mechanics are not publicly disclosed but are consistent with a buying-group economics of membership-related fees, rebates, and spread on aggregated purchase flow-through. The organization reports 11–50 employees, no external funding, no disclosed parent or subsidiary structure, and no public listing. No AI/ML, API, or proprietary technology platform is evidenced; the core capability is contractual purchasing aggregation and logistics coordination rather than technology differentiation.
Battery Alliance firmographics
Firmographics- Name
- Battery Alliance
- Legal name
- Battery Alliance
- Website
- https://batteryalliance.com
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Battery Alliance is a family-owned buying group that aggregates purchasing power from over 400 independently owned battery distributors across the US and Canada, offering negotiated wholesale pricing on automotive, marine, consumer electronics, and renewable energy batteries plus warranty and dealer services.
- Ownership category
- akta.pro rank
Battery Alliance industry classification
Industry- Product category
- Battery Wholesale Distribution
- SIC
- Services-Miscellaneous Equipment Rental & Leasing (7350)
- akta.pro primary industry
- Batteries & Battery Packs (Rechargeable/Primary, Device-Specific Packs) (CRACATAG)
Keywords
Where Battery Alliance is headquartered
LocationHeadquarters
- HQ city
- Collierville
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Battery Alliance business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- Membership-based purchasing aggregation: Battery Alliance generates revenue by aggregating purchasing power across its member companies. Members pay to join the buying group and receive access to competitive wholesale pricing, exclusive manufacturer programs, cash rebates, and nationwide warranty support. The cooperative model allows small independent distributors to compete with larger companies through combined volume.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Membership-based wholesale pricing |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
Battery Alliance product offering
Product offeringCore offering
Battery Alliance is a family-owned buying group that aggregates the purchasing power of over 400 independently owned member companies to negotiate specialized programs with battery manufacturers. Members receive access to wholesale pricing on automotive, marine, power sports, consumer electronics, and renewable energy batteries along with chargers, testing equipment, and accessories. The organization supplements product supply with coast-to-coast dealer service, nationwide warranty support, immediate warranty adjustments, and warranty management services for its member distributors.
Product overview
Battery Alliance operates as a premier buying group and wholesale distribution network for batteries and battery-related products. The company aggregates over 400 member companies to combine buying power and negotiate specialized programs with manufacturers. Their product portfolio includes SLI (Starting, Lighting, Ignition) batteries, SLA (Sealed Lead Acid) batteries, laptop and consumer electronics batteries, chargers and testing equipment, power sports batteries, marine batteries (including flooded, AGM, gel, and lithium options), renewable energy batteries, battery accessories, and refurbished batteries. Battery Alliance also offers services including a coast-to-coast dealer service network, nationwide warranty support, immediate warranty adjustments, and warranty management tools. Members can access these products through a member portal and participate in exclusive incentives such as the annual Battery Alliance Member Conference.
Differentiator
Problem solved
Functional benefit
Products and services
- Automotive Batteries Starting, Lighting, and Ignition (SLI) batteries for automotive and transportation applications, distributed to member companies for resale to end customers.
- Marine Batteries Marine batteries in flooded, AGM, gel, and lithium technologies along with a full suite of chargers and accessories for boats and watercraft applications.
- Power Sports Batteries Batteries for motorcycles, ATVs, golf carts, RVs, and other powersports and recreational vehicles.
- Consumer Electronics Batteries Batteries, chargers, and accessories fitting popular cell phones, laptops, tablets, and other consumer electronic devices.
- Renewable Energy Batteries Battery and energy storage solutions for solar and alternative energy applications, marketed as the first comprehensive alternative energy program available from a battery buying group.
- Sealed Lead Acid (SLA) Batteries Sealed Lead Acid batteries for backup power, emergency systems, telecommunications, and UPS applications.
- Battery Chargers and Testing Equipment Battery chargers, maintainers, and diagnostic testing equipment from suppliers including Schumacher Electric, Deltran (Battery Tender), Midtronics, and Clore Automotive.
- Refurbished Batteries Refurbished and reconditioned battery products offered at reduced pricing through the Battery Alliance network.
- Buying Group Membership Membership into a buying group aggregating the purchasing power of over 400 independent battery distributors to negotiate specialized programs with manufacturers and deliver competitive wholesale pricing to members.
- Dealer Service Program Scheduled weekly or bi-weekly service visits from independently owned battery specialists that reduce member inventory carrying needs by replenishing stock on a recurring basis.
- Nationwide Warranty Program Nationwide toll-free warranty assistance on all Battery Alliance products, providing members with cross-region warranty support for their end customers.
- Warranty Management Services Field support, technical training, equipment, and on-the-spot warranty adjustments that help members and their dealers control warranty costs and avoid unnecessary markdowns.
Quantifiable outcome
- Members can compete with larger companies while maintaining independence
- +1 more outcomes
Companies that use Battery Alliance
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles1 record
Battery Alliance technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Battery Alliance partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core and minor.
- Johnson Controls & OptimacoreMajor SLI battery supplier to Battery Alliance network. Johnson Controls is one of the largest battery manufacturers globally, supplying automotive starting batteries and the Optima brand through the buying group.
- Energizer/Rayovac (Varta)corePrimary battery brand supplier providing consumer and professional batteries through the Battery Alliance distribution network. Minimum order $1000 with free freight at same threshold.
- East PenncoreMajor battery manufacturer supplying DEKA brand products. East Penn is known for automotive and commercial battery applications.
- EXIDEcoreGlobal battery supplier providing industrial and automotive batteries through Battery Alliance network.
- YuasacoreJapanese battery manufacturer specializing in powersports and industrial batteries. Minimum order 20 batteries with free freight at $5000.
- Duracell (via Primary Source and Selecta)coreConsumer battery brand distributed through Battery Alliance via Primary Source and Selecta distributors. Provides popular consumer battery products.
- Schumacher ElectricminorBattery charger and testing equipment supplier. Free freight at $2500, minimum order by case quantity.
- Deltran (Battery Tender)minorSpecializes in battery chargers and maintainers. Known for Battery Tender brand trickle chargers.
- PowerSonicminorSLA (Sealed Lead Acid) battery specialist. Free freight at $5000 threshold.
- Midtronics, Inc.minorBattery testing equipment and diagnostic tools supplier for the automotive and industrial markets.
- CSB BatteryminorTaiwan-based manufacturer of sealed lead acid batteries for UPS, telecommunications, and emergency power applications.
- GS Battery Yuasa NPminorJoint venture battery manufacturer providing NP series batteries. Free freight at $4000, minimum 50 batteries.
- Clore Automotive/ChristieminorAutomotive testing equipment and battery chargers. Free freight at $3000.
- STRYTEN TLcoreBattery manufacturer supplying various battery types. Truck load minimum order requirement.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Battery Alliance competitors and assessment
Company assessmentDirect peers
- Interstate Batteries: Largest US independent battery distributor with a coast-to-coast network of distributor partners and own-brand products. Most directly comparable as a competing battery distribution platform with similar member/dealer-style fulfillment.
Broad incumbents
- East Penn Manufacturing: Major US battery manufacturer (DEKA brand) supplying automotive, commercial, and industrial batteries. A core upstream supplier to Battery Alliance, comparable as a scaled participant in the same battery value chain.
- Exide Technologies: Global battery manufacturer of industrial and automotive batteries and a current strategic supplier to Battery Alliance. Comparable as a large incumbent in the same battery categories Battery Alliance distributes.
- Clarios (formerly Johnson Controls Power Solutions): World's largest automotive battery manufacturer and owner of the Optima brand distributed through Battery Alliance. Comparable as the dominant upstream incumbent in the SLI category.
- Energizer Holdings: Major global battery manufacturer (Energizer, Rayovac, Varta) and a core strategic supplier to Battery Alliance. Comparable as an incumbent whose brands flow through Battery Alliance's consumer and professional battery portfolio.
- Genuine Parts Company (NAPA): Large auto parts distribution and retail platform (NAPA). Comparable as a broad incumbent in automotive parts distribution that competes for the same end-customer battery demand through its own distribution network.
- AutoZone: Largest US specialty retailer of automotive replacement parts, including a substantial battery assortment. Comparable as a downstream incumbent that sells batteries directly to consumers, competing with Battery Alliance member distributors.
- O'Reilly Auto Parts: Major US auto parts retailer and distributor with extensive battery SKU coverage. Comparable as a broad incumbent competing for the same end-customer battery purchasing.
- Advance Auto Parts: Large US auto parts retailer with a meaningful battery business across consumer and commercial segments. Comparable as a downstream incumbent competing with Battery Alliance members for end-customer battery sales.
Others
- Battery Council International: North American trade association for the lead-acid battery industry. Comparable as an adjacent ecosystem organization representing and convening battery industry participants, including many of Battery Alliance's manufacturer partners.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Battery Alliance social profiles
Digital presenceBattery Alliance financial estimates
Financial estimateRevenue estimate
Valuation estimate
Battery Alliance leadership team
Management profileNumber of profiles
Profiles1 record
Battery Alliance funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Battery Alliance 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 Battery Alliance
What does Battery Alliance do?
Battery Alliance is a family-owned buying group that aggregates the purchasing power of over 400 independently owned member companies to negotiate specialized programs with battery manufacturers. Members receive access to wholesale pricing on automotive, marine, power sports, consumer electronics, and renewable energy batteries along with chargers, testing equipment, and accessories. The organization supplements product supply with coast-to-coast dealer service, nationwide warranty support, immediate warranty adjustments, and warranty management services for its member distributors.
Is Battery Alliance a public or private company?
Battery Alliance is a private company. It is classified as family owned and is currently operating.
When was Battery Alliance founded?
Battery Alliance was founded in 1996. It employs 11 to 50 people.
Where is Battery Alliance based?
Battery Alliance is headquartered in Collierville, United States, in the North America region.
How does Battery Alliance make money?
One revenue line is on record: membership-based purchasing aggregation.
Who are Battery Alliance's main competitors?
Interstate Batteries is listed as a direct peer. Broad incumbents are East Penn Manufacturing, Exide Technologies, Clarios (formerly Johnson Controls Power Solutions), Energizer Holdings, Genuine Parts Company (NAPA), AutoZone, O'Reilly Auto Parts and Advance Auto Parts. Battery Council International is listed as an others.
Does Battery Alliance have an API?
No public API is recorded for Battery Alliance.
What industry is Battery Alliance in?
Battery Alliance's product category is Battery Wholesale Distribution. Its primary akta.pro industry code is CRACATAG, Batteries & Battery Packs (Rechargeable/Primary, Device-Specific Packs). Its SIC code is 7350.