What Battery Outfitters does

Battery Outfitters (legal entity: Battery Outfitters Cloud) is a US-based multi-category battery and charging-equipment retailer operating since 1980 from Cottleville, Missouri. The company sells batteries, chargers, and accessories across eight categories — automotive, commercial, motive deep cycle, household, lithium, marine/RV, powersport, and VRLA/sealed lead acid — alongside a comprehensive charger lineup spanning 6V to 48V systems and an extensive accessories catalog including cables, terminals, testers, jump starters, and diagnostic tools. Distribution combines a BigCommerce-powered e-commerce storefront, toll-free phone sales (800-374-8794), and physical retail locations offering free in-store battery installation by expert technicians. The proprietary Vehicle Battery Search tool enables customers to confirm fitment by year, make, model, and engine. The company is led by Lane Shumaker as Owner and President, operates with 101–250 employees, and holds no disclosed institutional investors or parent company.

The company's revenue model is straightforward hardware sales with unit pricing across single and multi-pack SKUs, ranging from approximately $1.99 for small alkaline packs to roughly $1,999.99 for NOCO 6250 Amp commercial lithium jump starters. There is no subscription, recurring, or service-based revenue component. Brand portfolio combines proprietary private labels (Pro-Series, Pro-Guide, Striker) with third-party premium brands (NOCO, Trojan, Odyssey, Full Throttle, Full River, Duracell ProCell, NEBO, Lester Electrical, Delta-Q, EZRED, Autel). Customer segments span individual consumers (automotive, marine/RV, powersports, golf, household) and commercial/industrial buyers (agriculture, heavy equipment, trucking, rental equipment, motive power). Marketing relies on the e-commerce platform, phone sales, email/newsletter, and content marketing via the company blog. The company is exclusively US-domestic with no international footprint and has no disclosed patents, certifications, partnerships, or recent M&A activity.

Name

Battery Outfitters

Legal name

Battery Outfitters Cloud

Website

https://batteryoutfitters.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

51–100 employees

Short description

Battery Outfitters is a US-based multi-category battery and charging-equipment retailer (founded 1980, 101–250 employees) selling automotive, marine/RV, commercial, powersports, golf, and household batteries through e-commerce, phone sales, and physical stores with free installation services.

Ownership category

akta.pro rank

Headquarters

HQ city

Cottleville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Battery Outfitters generates revenue through the sale of batteries (automotive, marine, commercial, powersports, golf, household, lithium, VRLA), battery chargers, and accessories. The business operates on a unit pricing model where individual products or packs are sold at fixed price points. No subscription or recurring revenue streams are evident.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Battery Outfitters is a multi-category battery and charging equipment retailer operating a BigCommerce e-commerce storefront with a physical store presence. The company sells batteries and chargers across automotive, commercial, marine/RV, powersport, golf, household, lithium, and VRLA/sealed lead-acid categories, complemented by battery accessories and pre-configured kits. The offering is supported by a vehicle-specific battery fitment search tool and free in-store battery installation services.

Product overview

Battery Outfitters is a multi-category battery and charging equipment e-commerce retailer operating a BigCommerce-powered storefront. The company offers an extensive portfolio spanning eight battery categories (automotive, commercial, motive deep cycle, household, lithium, marine/RV, powersport, and VRLA/sealed lead acid), a comprehensive charger lineup in multiple voltages, and broad accessories including cables, terminals, testers, and diagnostic tools. The offering centers on top third-party battery brands including Pro-Series, Pro-Guide, NOCO, Trojan, Odyssey, Full Throttle, Full River, and Duracell, complemented by proprietary Pro-Series and Pro-Guide house brands. The company also provides battery installation services and a vehicle-specific battery search tool to help customers identify correct fitments.

Differentiator

Problem solved

Functional benefit

Products and services

• Automotive Batteries Vehicle batteries for cars, SUVs, trucks, and off-road performance vehicles, including auxiliary/hybrid and car audio batteries, sold to individual vehicle owners and automotive enthusiasts.
• Commercial Batteries Heavy-duty batteries for commercial applications including agriculture equipment, heavy equipment, lawn and garden, and trucking.
• Marine/RV Batteries Batteries for marine vessels and recreational vehicles, including marine house/electronics, starting, trolling, RV house batteries, and pre-configured marine and RV kits.
• Powersport Batteries Batteries for powersport vehicles including four wheelers, motorcycles, personal watercraft, snowmobiles, and UTVs.
• Household Batteries Consumer batteries including alkaline, lithium primary, power tool batteries, and UPS backup batteries for everyday devices and backup power.
• Lithium Batteries Lithium-based batteries for golf cart and industrial or original equipment applications.
• Motive Deep Cycle Batteries Deep cycle batteries for motive power applications including aerial work platforms, floor scrubbers, golf carts, and rental equipment.
• VRLA/Sealed Lead Acid Batteries Valve-regulated lead acid and sealed batteries including deep cycle AGM, general purpose, high rate discharge, and mobility chair batteries.
• Battery Chargers Comprehensive charger lineup including automotive, bench, cellphone, golf, marine, mobility, on-board, off-board, shop, and wheel chargers in 6V, 12V, 24V, 36V, and 48V variants.
• Battery Accessories Accessories including battery boxes, holders, management system reset tools, mats, organizers, testers, trays, watering kits, booster packs, cables, terminals, jumper cables, and portable power banks.
• Battery Kits Pre-configured battery kits for golf and marine applications, including Club Car, EZGO, and Yamaha compatible solutions.
• Battery Installation Services Free in-store battery installation services performed by expert technicians for customers purchasing batteries from Battery Outfitters.

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Batteries Plus: Batteries Plus is the closest direct competitor: a U.S. specialty battery and lighting retailer with both physical stores and e-commerce, offering automotive, marine, powersport, commercial, and household batteries plus installation services. Highly comparable GTM and category mix to Battery Outfitters.
• Battery Mart: Battery Mart is an online-first specialty battery retailer covering consumer, industrial, and replacement battery needs across many of the same chemistries and form factors Battery Outfitters carries (sealed lead acid, alkaline, lithium, chargers). Direct online-channel competitor with comparable catalog breadth.
• Interstate Batteries: Interstate Batteries manufactures and distributes batteries through an extensive All Battery Center dealer network, covering automotive, marine, commercial, and powersport applications similar to Battery Outfitters' assortment. Comparable in product breadth and channel model (dealer + direct).

Broad incumbents

• AutoZone: AutoZone is a large U.S. automotive aftermarket retailer with thousands of stores and a robust battery category (Duralast, Valucraft) plus free installation/testing. Overlaps significantly with Battery Outfitters' automotive battery business but operates as a broader auto-parts incumbent.
• O'Reilly Auto Parts: O'Reilly is a major U.S. auto-parts retailer with a strong battery assortment (Super Start brand), free testing, and widespread store footprint. Competes for the same automotive battery replacement use cases as Battery Outfitters from a broader incumbent position.
• Advance Auto Parts: Advance Auto Parts is a large U.S. automotive aftermarket retailer (including the Worldpac and Carquest brands) with a meaningful battery category and in-store installation services. Comparable in automotive battery retail and free-installation value proposition but at much larger scale.
• NAPA Auto Parts: NAPA is a major auto-parts distributor and retailer carrying NAPA-branded batteries across automotive, commercial, marine, and powersport categories. Directly competes for the same replacement-battery customer and overlaps with Battery Outfitters' commercial/fleet accounts.
• Amazon: Amazon is the dominant online mass-market retailer with extensive battery listings from the same brands Battery Outfitters carries (NOCO, Duracell, Odyssey, Trojan). Represents the primary e-commerce competitive threat on price, assortment, and Prime-driven delivery convenience.

Others

• Trojan Battery Company: Trojan is a major deep-cycle battery manufacturer whose products (Solar Signature, golf, marine, floor machine) Battery Outfitters resells. Adjacent peer because Trojan also sells direct to OEMs and through select dealers, competing for the same end customer at the brand level.
• Duracell: Duracell is a leading consumer battery brand (including the ProCell professional line carried by Battery Outfitters). Relevant peer as a manufacturer/brand competitor that sells direct to mass retailers and competes for the same end consumer at the brand level.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Customer concentration

• Facebookfacebook.com/BatteryOutfitters
• LinkedInlinkedin.com/company/battery-outfitters-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Battery Outfitters