Procell

What Procell does

Procell is the dedicated professional battery brand of the Duracell Company, operating exclusively in the B2B market rather than retail. The company designs and sells device-specific alkaline batteries (AA, AAA, C, D, 9V) marketed as a single simplified portfolio with new and improved formulations, high power lithium batteries (CR123, CR2) targeted at high-drain devices, and lithium coin cells (2016, 2025, 2032). In markets outside North America, the alkaline range is split into two power profiles — Procell Alkaline Constant for low-drain devices and Procell Alkaline Intense for high-drain devices — engineered to deliver longer service life and reduce replacement frequency relative to relevant competition.

Procell complements its hardware portfolio with the Procell InSite IoT-enabled device management platform for monitoring battery usage and optimizing replacement schedules, and with technical consulting services for OEM partners that include design support and access to Duracell's accredited laboratories for testing and validation. The company sells through direct enterprise sales for orders over 100 packs, Amazon for smaller volumes, a global network of local distributors, a B2B Distributor Portal, and embedded OEM partnerships, reaching verticals including hospitality, infrastructure, industrial, medical, and safety and security across more than 17 countries in North America, Europe, Asia Pacific, and Latin America.

The revenue model is anchored in hardware sales of professional batteries, with professional services revenue from OEM consulting and design support. Pricing is not publicly disclosed; the company instead markets total cost of ownership via online cost calculators. Procell is privately held as an internal brand of Duracell and therefore has no standalone funding, M&A, or listing activity, operating instead on the operational, manufacturing, and distribution infrastructure of its parent.

Name

Procell

Legal name

Duracell U.S. Operations, Inc.

Website

https://procell.com

Company type

Private

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Procell is the professional battery brand of Duracell, supplying device-specific alkaline, lithium, and coin cell batteries plus the InSite monitoring platform to enterprise and OEM customers across hospitality, industrial, medical, and safety verticals worldwide.

Ownership category

akta.pro rank

Product category

Professional Batteries

NAICS

Battery Manufacturing (335910)

SIC

Electronic & Other Electrical Equipment (No Computer Equip) (3600)

akta.pro industry

PRIMARYIMAGAHAB

Battery Modules & Packs (Industrial/Commercial pack assembly)

Industrials, Manufacturing & Construction/Electrical Equipment & Industrial Electronics/Batteries, Energy Storage & Charging Equipment (Industrial ESS, chargers)

SECONDARYIMAGAHAA

Battery Cells (Li-ion, LFP, Sodium-ion, Lead-acid, NiMH)

Industrials, Manufacturing & Construction/Electrical Equipment & Industrial Electronics/Batteries, Energy Storage & Charging Equipment (Industrial ESS, chargers)

SECONDARYCRACATAG

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

Consumer Products & Retail/Consumer Electronics & Appliances Retail/Power & Charging Accessories (Power Banks, Chargers, Cables, Batteries)

SECONDARYIMAGAHAC

Battery Management Systems (BMS) & Battery Electronics

Industrials, Manufacturing & Construction/Electrical Equipment & Industrial Electronics/Batteries, Energy Storage & Charging Equipment (Industrial ESS, chargers)

Keywords

• Professional batteries
• Industrial alkaline batteries
• OEM power solutions
• Battery monitoring systems
• B2B energy solutions

Headquarters

HQ city

Bethel

HQ country

United States

HQ region

North America

Offices9 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Battery Product Sales: Procell generates revenue through the sale of professional batteries including Alkaline (AA, AAA, C, D, 9V), High Power Lithium (CR123, CR2), and Lithium Coin (2016, 2025, 2032) batteries. Products are sold in bulk to B2B customers through distributors, direct sales for large volumes (100+ packs), and via marketplace channels for smaller quantities.
2. OEM Services: Technical consulting and design support services for OEM partners. Includes access to Duracell's accredited laboratories for testing and validation, design support for battery integration, and ongoing technical support throughout product lifecycle.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Procell manufactures and sells professional batteries — Alkaline (AA, AAA, C, D, 9V), High Power Lithium (CR123, CR2), and Lithium Coin (2016, 2025, 2032) — engineered with device-specific power profiles for high-drain and low-drain professional equipment. The company complements its battery portfolio with OEM technical consulting, accredited lab testing access, and the Procell InSite IoT battery monitoring platform that helps businesses optimize replacement schedules. Procell serves B2B customers exclusively across hospitality, infrastructure, industrial, medical, and safety/security verticals.

Product overview

Procell is a professional battery brand operated by the Duracell Company, offering a comprehensive portfolio of high-performing professional batteries. The product lineup includes Alkaline batteries (AA, AAA, C, D, 9V), High Power Lithium batteries (CR123, CR2), and Lithium Coin batteries (2016, 2025, 2032, 2450). In North America, the alkaline range is marketed as 'new and improved' with longer-lasting power. In other markets (Australia, UK, Europe), alkaline batteries are differentiated into two sub-brands: 'Intense' for high-drain professional devices and 'Constant' for low-drain devices requiring consistent performance. Beyond standalone batteries, Procell offers complementary services including Procell InSite (a battery monitoring and device management platform for data-driven insights), Technical Consulting Services (OEM support including design assistance and lab testing access), and online tools such as a Cost Calculator and Battery Finder. The company focuses exclusively on the professional B2B market, serving industries including hospitality, infrastructure, industrial, medical, and safety & security.

Differentiator

Problem solved

Functional benefit

Brands

• Procell InSite: Battery device management solution that monitors usage, optimizes replacement schedules, and provides data-driven insights for businesses.
• Procell Alkaline Constant
• Procell Alkaline Intense

Products and services

• Procell Alkaline AA, 1.5V (PC1500)

Quantifiable outcome

• Reduced battery replacements through longer-lasting batteries
• +2 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Three partnerships are on record, tiered minor.

• TorkminorStrategic or Co-development PartnerTork, a professional hygiene products company, recommends Procell batteries as part of their professional device ecosystem. The partnership provides mutual visibility in the professional facilities market.
• DormakabaminorStrategic or Co-development PartnerDormakaba, a leading access solutions provider, recommends Procell batteries for their professional security and access control devices. Partnership supports both companies in the commercial properties segment.
• VeluxminorStrategic or Co-development PartnerVelux, manufacturer of windows and skylights, recommends Procell batteries for their battery-powered professional devices. Partnership targets the commercial properties and infrastructure segments.

Scale indicators4 records

Recent moves3 records

Expansion highlights6 records

Regional players

• Maxell: Maxell is a Japan-based battery manufacturer with strong APAC presence in coin cells, alkaline, and industrial battery categories; comparable to Procell's professional battery portfolio especially in Asian markets.
• GP Batteries: GP Batteries is an Asia-headquartered battery manufacturer with strong APAC distribution and growing global B2B presence; comparable to Procell in alkaline and lithium primary cells for professional use.

Direct peers

• Rayovac (Energizer Holdings): Rayovac competes directly with Procell in professional alkaline batteries (AA/AAA/C/D/9V) and hearing aid batteries, with a strong industrial/OEM channel and similar device-specific marketing plays.
• Panasonic Industrial Batteries: Panasonic's industrial battery business sells alkaline, lithium, and coin cells into B2B and OEM channels globally, overlapping with Procell's professional battery portfolio across all chemistries.
• Energizer Industrial: Energizer's industrial/professional battery division is the closest direct competitor to Procell, offering a comparable portfolio of alkaline, lithium, and coin cell batteries targeted at B2B buyers across facilities management, industrial, and OEM channels.

Broad incumbents

• Varta AG: Varta is a large established European battery manufacturer with significant presence in coin cells, microbatteries, and industrial battery packs, overlapping with Procell's lithium coin and OEM business.
• Duracell (Retail/Consumer brand): Procell's parent brand competes in the same end-markets through retail/consumer SKUs; Duracell is the broader incumbent whose industrial battery portfolio Procell is segmented out of.

Emerging players

• Ultralife Corporation: Ultralife manufactures specialized lithium primary and rechargeable batteries plus communications systems for defense, medical, and industrial OEMs — a comparable specialty industrial battery brand.
• Tadiran Batteries: Tadiran specializes in long-life lithium primary batteries for industrial IoT, metering, and remote professional applications — an adjacent specialty primary battery brand targeting similar B2B/OEM segments as Procell.
• Renata Batteries (Swatch Group): Renata is a leading manufacturer of coin cells and primary lithium batteries sold through industrial and OEM channels, comparable to Procell's lithium coin cell professional line.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/procellbatteries

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 Procell