Duracell
Duracell is a 100-year-old US battery manufacturer and Berkshire Hathaway subsidiary that produces alkaline, lithium, rechargeable, and specialty batteries under Coppertop, Optimum, and Procell brands, selling globally across 100+ countries through mass retailers, e-commerce, OEM, and a new UK ultra-fast EV charging network.
- Company typePrivate
- Founded1920
- HeadquartersBethel Springs, United States
- Headcount1,001–5,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Duracell does
Duracell is a US-headquartered battery manufacturer and wholly-owned Berkshire Hathaway subsidiary (acquired from Procter & Gamble in 2016) that designs, manufactures, and distributes alkaline, lithium, rechargeable, and specialty battery products under brands including Coppertop, Optimum, Procell, and Duracell E-Charge. Core technology centers on the patented POWER BOOST™ Ingredients formulation used in alkaline batteries (with the Optimum tier containing 4X the concentration of Coppertop), a non-toxic bitter coating on lithium coin cells (CR2032, CR2025, CR2016) for child ingestion deterrence, Long-Life Ion Core NiMH rechargeable technology, and — for the newer EV charging line — the Driivz-powered smart charging software platform. The company manufactures at scale in two US plants (LaGrange, GA producing 2B+ AA/AAA cells annually and Cleveland, TN producing 200M+ C/D cells annually) and sells globally across 100+ countries.
Duracell monetizes primarily through hardware unit sales in consumer pack sizes (4PK–48PK) via major retailers (Walmart, Amazon, mass-market chains) and direct-to-consumer e-commerce at duracell.com, with a separate B2B channel (Procell) and OEM division serving professional and device-manufacturer customers. Pricing is unit-based for batteries and usage-based for the newer Duracell E-Charge ultra-fast EV charging network in the UK (150–300 kW stations, with £200M+/€230M committed over ten years targeting 100+ sites and 500+ charge points by 2030). Revenue was stated at $2.4 billion on the company's careers page.
The company is also expanding its go-to-market through flagship sports and celebrity partnerships — Lionel Messi (2026), Williams F1 (2026), and Inter Miami CF (entering third season in 2026) — alongside brand extensions into portable power stations and the M-Series Portable Solar Panel. Customer segments span a horizontal consumer retail base, a B2B professional channel under Procell, OEM integrations, and the nascent EV driver segment in the UK. Duracell is ranked #9 globally in consumer goods brand value and has received the Customer Love Brand Award in the battery category for six consecutive years through 2026.
Duracell firmographics
Firmographics- Name
- Duracell
- Legal name
- Duracell U.S. Operations, Inc.
- Website
- https://duracell.com
- Company type
- Private
- Founded year
- 1920
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Duracell is a 100-year-old US battery manufacturer and Berkshire Hathaway subsidiary that produces alkaline, lithium, rechargeable, and specialty batteries under Coppertop, Optimum, and Procell brands, selling globally across 100+ countries through mass retailers, e-commerce, OEM, and a new UK ultra-fast EV charging network.
- Ownership category
- akta.pro rank
Duracell industry classification
Industry- Product category
- Consumer Batteries
- NAICS
- Battery Manufacturing (33591)
- akta.pro primary industry
- Batteries & Battery Packs (Rechargeable/Primary, Device-Specific Packs) (CRACATAG)
- akta.pro secondary industries
- Battery Chargers (AA/AAA, Li-ion, Universal Chargers) (CRACATAH), Automotive Batteries & 12V/Low-Voltage Energy Storage Manufacturing (IMACAJAJ)
Keywords
Where Duracell is headquartered
LocationHeadquarters
- HQ city
- Bethel Springs
- HQ country
- United States
- HQ region
- North America
Offices11 records
Markets served
Duracell business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure, Technology or R&D
Revenue model
- Battery Sales (Consumer Retail): Duracell's primary revenue stream from selling alkaline, lithium, and rechargeable batteries to consumers through retail channels. Products include Coppertop, Optimum, Lithium Coin, Hearing Aid, and Specialty batteries sold in various pack configurations.
- Battery Sales (Professional/OEM): B2B sales through Procell professional brand and OEM partnerships for industrial, commercial, and manufacturing applications. Includes technical consulting and global distribution services.
- EV Charging Network (Duracell E-Charge): Ultra-fast EV charging network in the UK targeting 100+ sites and 500+ charge points by 2030. Revenue generated from charging services at 150-300 kW stations powered by renewable electricity.
- Power Stations: Portable power station products for consumers, extending the Duracell brand into portable energy storage for home, outdoor, and emergency use.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Duracell Coppertop - Standard alkaline battery with POWER BOOST™ Ingredients |
| Unit Pricing | Pay-as-you-go | Duracell Optimum - Premium alkaline battery with 4X POWER BOOST™ Ingredients |
| Unit Pricing | Pay-as-you-go | Duracell Rechargeable Pre-Charged NiMH |
| Unit Pricing | Pay-as-you-go | Duracell Lithium Coin with Bitter Coating |
| Usage-based | Pay-as-you-go | Duracell E-Charge Ultra-Fast EV Charging |
Go-to-market motion4 records
Distribution channels5 records
Marketing channels9 records
Duracell product offering
Product offeringCore offering
Duracell manufactures and sells a portfolio of consumer and professional batteries, including Coppertop and Optimum alkaline batteries, lithium coin batteries with child-safety bitter coating, rechargeable NiMH batteries, hearing aid batteries, and specialty cells. The company has expanded its branded energy offerings to include portable power stations and the Duracell E-Charge ultra-fast EV charging network in the UK, while serving OEM device manufacturers and a professional channel through its Procell B2B brand.
Product overview
Duracell offers a diversified portfolio of consumer battery products led by its flagship Coppertop alkaline batteries (AA, AAA, C, D, 9V) featuring proprietary POWER BOOST™ Ingredients, and the premium Duracell Optimum line with 4X the POWER BOOST™ concentration. The portfolio includes Lithium Coin batteries with child-safety bitter coating technology, rechargeable NiMH batteries, hearing aid batteries, and specialty products. In 2025-2026, Duracell expanded into new categories including ultra-fast EV charging infrastructure (Duracell E-Charge network) and portable power stations, marking significant diversification beyond traditional consumer batteries.
Differentiator
Problem solved
Functional benefit
Brands
- Coppertop: Main alkaline battery product line containing POWER BOOST Ingredients for everyday devices
- Duracell Optimum
- Procell
- Duracell E-Charge
Products and services
- Duracell Coppertop Batteries
Quantifiable outcome
- Duracell Optimum contains 4X POWER BOOST™ Ingredients vs. Coppertop for higher performance
- +5 more outcomes
Companies that use Duracell
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles3 records
Duracell technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Duracell partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core, flagship and minor.
- PaythrucorePaythru provides end-to-end payment infrastructure for Duracell E-Charge UK's ultra-fast EV charging network. Partnership addresses critical barrier to EV adoption with payment solutions targeting near-zero payment failures and 99.8% payment success rate. Platform handles multi-channel payment acceptance, automated settlement, and real-time transaction orchestration.
- Lionel MessiflagshipGlobal marketing partnership with eight-time Ballon d'Or winner and World Cup champion Lionel Messi. Features 30-second cinematic ad 'Messi Reboot' and limited-edition battery packs with Messi's imagery and tattoos. Campaign tied to 2026 World Cup with sweepstakes through August 30 promoting PowerBoost™ batteries. Positions Duracell as 'Built Different' aligning PowerBoost™ technology with Messi's elite athletic performance.
- BASFminorLegal case between Duracell and BASF regarding lithium battery trade secrets. Duracell failed in bid to prevent BASF from revealing lithium battery trade secrets. Case has implications for battery technology confidentiality and intellectual property rights.
- Williams F1 Team (Atlassian Williams Racing)flagshipDuracell serves as Principal Partner of Williams F1 racing team. Partnership integrated into team operations beyond mere branding, with Williams F1 growing from $725 million to $2.5 billion valuation since Dorilton Capital's 2020 acquisition. Williams secures annual sponsorship revenues of $50-120 million as mid-tier F1 team.
- Driivz (Vontier)coreDriivz, a Vontier company, provides smart charging software platform for Duracell E-Charge ultra-fast EV charging network in the UK. Platform provides operations management including charger monitoring, proactive issue resolution, billing, driver experience tools, and analytics. Partnership aims to establish a new benchmark for ultra-fast EV charging with high uptime and reliable driver experience.
- The EV NetworkcoreThe EV Network serves as developer and funder of the Duracell E-Charge ultra-fast EV charging network across the UK. Plans to invest over £200 million targeting 100+ sites and 500+ charge points by 2030. Network operated by The EV Network with ultra-fast chargers up to 1,000 kW allowing most EV batteries to recharge in under 30 minutes.
- Inter Miami CFflagshipDuracell serves as Official Power Partner of Inter Miami CF, entering third season of partnership in 2026. Powers player performance technology including GPS vests and heart monitors, as well as fan-facing technology and stadium operations ahead of club's move into Nu Stadium at Miami Freedom Park. First commercial alliance in soccer for Duracell.
Scale indicators11 records
Recent moves6 records
Expansion highlights5 records
Duracell competitors and assessment
Company assessmentDirect peers
- Energizer Holdings: Direct competitor in consumer batteries, including alkaline, lithium, and rechargeable formats with comparable retail shelf placement and pricing tiers. Energizer is the closest direct like-for-like public comp for Duracell's core Coppertop/Optimum business.
- Spectrum Brands (Rayovac): Owns Rayovac, a direct battery competitor with overlapping hearing aid, specialty, and consumer battery lines. Spectrum's housewares/HHI segment provides a near-identical competitive overlap with Duracell's Procell and consumer battery portfolio.
- VARTA AG: German battery manufacturer with strong positions in hearing-aid batteries, coin cells, and consumer rechargeable power packs, mirroring Duracell's specialty lithium-coin and Procell product lines. VARTA's Microbattery division is one of Duracell's closest direct competitors in specialty form factors.
- GP Batteries: Asia-based consumer battery manufacturer offering alkaline, lithium, and rechargeable lines with global distribution into retail and OEM channels. GP overlaps directly with Duracell's Coppertop and rechargeable product lines and Procell OEM business.
- Sony Group (Energy Device Business): Major competitor in lithium coin and specialty battery cells, including those used in Apple AirTag, remote controls, and similar small electronics that overlap with Duracell's CR2032/CR2025/CR2016 lines. Sony is a key rival in the safety-critical coin battery category where Duracell has invested in bitter coating.
- Maxell Holdings: Japanese battery manufacturer with strong presence in coin cells, alkaline, and industrial battery categories directly overlapping with Duracell's specialty and consumer lines. Maxell's industrial OEM channels also compete with Duracell's Procell.
Broad incumbents
- Panasonic Energy: Major incumbent manufacturer across alkaline, lithium-ion, and rechargeable battery cells, including consumer formats and EV-grade energy systems. Panasonic's broader portfolio overlaps with Duracell's power station and EV charging adjacencies via its battery cell supply role.
- CATL: Global leader in lithium-ion battery cells and energy storage systems for EVs and grid applications. While not a direct competitor in disposable consumer batteries, CATL is the benchmark incumbent for the EV-grid energy business Duracell is entering via E-Charge and power stations.
- Tesla Energy (Supercharger Network): Operates the largest ultra-fast EV charging network globally and competes directly with Duracell E-Charge's UK ultra-fast positioning. Tesla's network, brand, and OEM vertical integration set the price-utilization benchmark Duracell must beat to capture EV driver share.
Emerging players
- ChargePoint: Operates one of the largest independent EV charging networks, including in the UK and Europe. ChargePoint competes with Duracell E-Charge for the same EV driver and site-host customers that define the new mobility-energy business line.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Duracell social profiles
Digital presenceDuracell financial estimates
Financial estimateRevenue estimate
Valuation estimate
Duracell leadership team
Management profileNumber of profiles
Profiles2 records
Duracell subsidiaries and ownership
Company hierarchySubsidiaries6 records
Duracell funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Duracell M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Duracell
What does Duracell do?
Duracell manufactures and sells a portfolio of consumer and professional batteries, including Coppertop and Optimum alkaline batteries, lithium coin batteries with child-safety bitter coating, rechargeable NiMH batteries, hearing aid batteries, and specialty cells. The company has expanded its branded energy offerings to include portable power stations and the Duracell E-Charge ultra-fast EV charging network in the UK, while serving OEM device manufacturers and a professional channel through its Procell B2B brand.
Is Duracell a public or private company?
Duracell is a private company. It is classified as corporate owned and is currently operating.
When was Duracell founded?
Duracell was founded in 1920. It employs 1,001 to 5,000 people.
Where is Duracell based?
Duracell is headquartered in Bethel Springs, United States, in the North America region.
How does Duracell make money?
Four revenue lines are on record. Battery Sales (Consumer Retail) is the primary driver. The others are battery Sales (Professional/OEM), EV Charging Network (Duracell E-Charge) and power Stations.
Who are Duracell's main competitors?
Direct peers on record are Energizer Holdings, Spectrum Brands (Rayovac), VARTA AG, GP Batteries, Sony Group (Energy Device Business) and Maxell Holdings. Broad incumbents are Panasonic Energy, CATL and Tesla Energy (Supercharger Network). ChargePoint is listed as an emerging player.
Does Duracell have an API?
No public API is recorded for Duracell.
What industry is Duracell in?
Duracell's product category is Consumer Batteries. Its primary akta.pro industry code is CRACATAG, Batteries & Battery Packs (Rechargeable/Primary, Device-Specific Packs), with a secondary code of CRACATAH, Battery Chargers (AA/AAA, Li-ion, Universal Chargers). Its NAICS code is 33591.