Primary Source
PrimarySource is a privately held National Master Redistributor of batteries and flashlights, offering wholesale distribution of Duracell, Energizer, Procell, Rayovac, Gold Peak, and Fulton products to industrial distributors, equipment manufacturers, government agencies, and contractors across the United States.
- Company typePrivate
- Founded1994
- HeadquartersOakland Park, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Primary Source does
PrimarySource is a privately held National Master Redistributor headquartered in Oakland Park, Florida, that has operated since 1994 with a small employee base of 1-10. The company specializes in the wholesale distribution of batteries and flashlights to B2B customers in the United States, holding authorized master redistributor agreements across nearly every major battery brand: Duracell, Energizer, Procell, Rayovac, Gold Peak, and Eveready. Its catalog is organized into bulk industrial packs, coin and button cells, retail packs, lithium, and photo/electronic formats, with Fulton flashlights offered as a complementary line. Customers are primarily industrial equipment manufacturers, industrial distributors, and government agencies and contractors requiring reliable battery supply for medical devices, manufacturing equipment, and specialized applications.
The company runs a sales-led go-to-market model built around dedicated account managers who deliver personalized quoting and contract bid support, with customer testimonials indicating quote turnaround in as little as 10 minutes for government contract bids. Pricing is quote-based and not publicly disclosed, structured as unit pricing with special industrial distributor and competitive industrial pricing tiers on a pay-as-you-go billing cadence. Distribution is direct wholesale to enterprise and mid-market B2B buyers across the United States, supported by website-based quote and compare tools, email newsletter marketing, and SEO for battery distribution keywords. In 2025 the company launched its Procell 2.0 battery series, expanding its industrial-grade alkaline and lithium offerings.
The business model is straightforward linear wholesale: revenue is generated through one-time unit sales of brand-name batteries and flashlights purchased from OEMs and resold at industrial-distributor-advantaged pricing. There are no subscription contracts, no proprietary technology, no app, and no API or SDK ecosystem. The owner structure is independent with no disclosed parent company, institutional investor, or subsidiaries.
Primary Source firmographics
Firmographics- Name
- Primary Source
- Legal name
- PrimarySource
- Website
- https://prysource.com
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- PrimarySource is a privately held National Master Redistributor of batteries and flashlights, offering wholesale distribution of Duracell, Energizer, Procell, Rayovac, Gold Peak, and Fulton products to industrial distributors, equipment manufacturers, government agencies, and contractors across the United States.
- Ownership category
- akta.pro rank
Where Primary Source is headquartered
LocationHeadquarters
- HQ city
- Oakland Park
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Primary Source business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales
Revenue model
- Battery and flashlight product sales: Revenue generated through wholesale distribution of batteries (Duracell, Energizer, Procell, Rayovac, Gold Peak, Eveready) and flashlights (Fulton) to industrial distributors, equipment manufacturers, and other B2B customers. Products sold in bulk industrial packs, retail packs, and specialty formats.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Industrial/distributor pricing tier |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Primary Source product offering
Product offeringCore offering
PrimarySource is a national master redistributor of batteries and flashlights, supplying industrial distributors, equipment manufacturers, and government contractors with bulk industrial packs, retail packs, coin/button cells, lithium, and photo/electronic batteries from brands such as Duracell, Energizer, Procell, Rayovac, Gold Peak, and Eveready, plus Fulton flashlights. The company sells wholesale at quote-based industrial distributor pricing and provides personalized account management with direct sales support.
Product overview
PrimarySource is a national master redistributor specializing in batteries and flashlights for industrial and professional markets. The company offers a portfolio of battery products from major brands including Duracell, Procell, Energizer, Gold Peak, and Rayovac, along with specialty products. The core offerings are organized by product type (Bulk Industrial, Coin & Button, Retail Packs, Lithium, Photo & Electronic) and brand. The Procell 2.0 series represents the newest product line, featuring updated alkaline and lithium batteries with improved performance specifications.
Differentiator
Problem solved
Functional benefit
Products and services
- Duracell Batteries Alkaline and specialty batteries from Duracell distributed by PrimarySource to industrial and commercial buyers in bulk and retail formats.
- Energizer Batteries Alkaline, lithium, and specialty batteries from Energizer distributed to industrial and professional buyers.
- Procell Batteries Professional-grade batteries manufactured by Duracell under the Procell brand, designed for industrial and professional use, including the new Procell 2.0 industrial-grade alkaline line.
- Rayovac Batteries Battery products including hearing aid and specialty batteries from Rayovac, distributed to industrial and commercial buyers, including the Ultra Pro line.
- Gold Peak Batteries Alkaline, lithium coin cells, and specialty batteries from Gold Peak (GP) distributed through PrimarySource.
- Bulk Industrial Batteries Battery products sold in bulk industrial packs for high-volume industrial and professional buyers.
- Coin & Button Batteries Coin and button cell batteries for small electronics, hearing aids, watches, and specialty devices.
- Lithium Batteries Lithium batteries including specialty formats such as 3V 123 and PC2025 tear strip, for industrial and electronic applications.
- Fulton Flashlights Flashlight products from Fulton distributed by PrimarySource for industrial and professional use.
- BiTE Me NOT Miscellaneous Products Miscellaneous battery-related product brand distributed by PrimarySource.
Quantifiable outcome
- Fast quote turnaround - customer testimonial reports receiving pricing information in 10 minutes for government contract bids
Companies that use Primary Source
Customer profileNamed customers5 records
Segments2 records
Ideal customer profiles2 records
Primary Source technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Primary Source partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- DuracellcoreAuthorized National Master Redistributor of Duracell batteries. PrimarySource distributes Duracell's full range of battery products including industrial and retail formats.
- EnergizercoreAuthorized National Master Redistributor of Energizer batteries. PrimarySource distributes Energizer's industrial and consumer battery products.
- ProcellcoreAuthorized National Master Redistributor of Procell professional batteries. Featured supplier for Procell 2.0 product line with dedicated promotional presence on website.
- RayovaccoreAuthorized National Master Redistributor of Rayovac batteries including the Ultra Pro line. Products featured in promotional banners on website.
- Gold Peak (GP Batteries)coreAuthorized National Master Redistributor of Gold Peak (GP) batteries including lithium coin cells and other specialty formats.
- FultonminorAuthorized distributor of Fulton flashlights in the miscellaneous products category.
Recent moves4 records
Expansion highlights4 records
Primary Source competitors and assessment
Company assessmentBroad incumbents
- W.W. Grainger: Large industrial MRO distributor carrying batteries (Duracell, Energizer, specialty formats) as part of a much broader maintenance and operations catalog. Comparable customer base (industrial buyers, contractors) but as a much wider-portfolio incumbent.
- EnerSys: Global manufacturer of industrial batteries (including proprietary branded lines) serving telecom, UPS, motive power, and aerospace. Comparable product category but a manufacturer rather than redistributor — represents a potential supplier or competitor depending on channel posture.
- Fastenal: National industrial supplies distributor with on-site vending and B2B logistics serving manufacturers and government accounts. Comparable customer profile and government-contract exposure, but batteries are a small line item in a much broader MRO catalog.
- Batteries Plus: National retail and commercial battery chain carrying Duracell, Energizer, and specialty batteries plus lighting products. Comparable product portfolio but broader retail footprint and consumer-facing model makes it a broader incumbent rather than a pure wholesale peer.
Direct peers
- Interstate Batteries: Long-standing master distributor of batteries serving industrial, automotive, and commercial customers across the U.S. Directly comparable as a multi-brand battery redistributor with similar B2B focus and Master Distributor-style supply relationships.
- BatteryMart.com: Online battery specialty distributor selling multiple brand-name and specialty batteries (including industrial packs) to B2B and prosumer customers. Comparable in multi-brand distribution model with e-commerce quote workflow.
- Power Battery: Industrial battery distributor and assembler serving OEM and commercial accounts with bulk industrial battery formats. Comparable in customer profile (industrial OEMs, distributors) and bulk-format product offering.
Emerging players
- Microbattery.com: Online distributor specializing in coin cell, hearing aid, and small-format batteries with both consumer and B2B channels. Partial overlap — comparable in specialty battery distribution but with a narrower format focus than PrimarySource.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Primary Source social profiles
Digital presencePrimary Source financial estimates
Financial estimateRevenue estimate
Valuation estimate
Primary Source leadership team
Management profileNumber of profiles
Primary Source funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Primary Source 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 Primary Source
What does Primary Source do?
PrimarySource is a national master redistributor of batteries and flashlights, supplying industrial distributors, equipment manufacturers, and government contractors with bulk industrial packs, retail packs, coin/button cells, lithium, and photo/electronic batteries from brands such as Duracell, Energizer, Procell, Rayovac, Gold Peak, and Eveready, plus Fulton flashlights. The company sells wholesale at quote-based industrial distributor pricing and provides personalized account management with direct sales support.
Is Primary Source a public or private company?
Primary Source is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Primary Source founded?
Primary Source was founded in 1994. It employs 1 to 10 people.
Where is Primary Source based?
Primary Source is headquartered in Oakland Park, United States, in the North America region.
How does Primary Source make money?
One revenue line is on record: battery and flashlight product sales.
Who are Primary Source's main competitors?
Broad incumbents on record are W.W. Grainger, EnerSys, Fastenal and Batteries Plus. Direct peers are Interstate Batteries, BatteryMart.com and Power Battery. Microbattery.com is listed as an emerging player.
Does Primary Source have an API?
No public API is recorded for Primary Source.