Battery Specialties Australia

What Battery Specialties Australia does

Battery Specialties Australia (BSA), trading also as Battery Specialties, BSA, and BSA Group, is a private Australian battery wholesaler founded in 1986 in South Australia as L&V Wholesalers. Originally a supplier of Duracell products to local grocery, hardware, and photographic stores, the company has grown over more than 30 years to position itself as 'Australia's largest supplier of bulk and specialised batteries and battery packs for industrial and commercial applications'. Headquartered at 75 Welland Ave, Welland SA, BSA operates nine physical locations across Australia covering South Australia, Victoria, Western Australia, the Northern Territory, New South Wales, Tasmania, Queensland, and the Australian Capital Territory, supported by 11–50 employees.

BSA's product portfolio is organized as a multi-brand wholesale catalog spanning multiple chemistries and form factors. Core offerings include sealed lead acid batteries (Century, Yuasa, Sonnenschein) in 6V and 12V configurations from 1.2Ahr to 120Ahr; household and industrial alkaline and lithium batteries (Duracell, Energizer, Eveready, Procell, Ultralife); lithium primary cells from SAFT; Eaton-branded UPS systems from 600VA to 2200VA; battery chargers and jump starters (NOCO and Century); solar battery solutions; and accessories including the Century BM12V Bluetooth battery monitor. The company also offers custom battery pack solutions for specialty applications.

Revenue is generated through one-time hardware sales via two channels: a direct-to-consumer e-commerce website (batteryspecialties.com.au) built as a Progressive Web App (PWA) developed by JABA, and a dedicated trade portal offering exclusive discounted pricing, automatic purchase order generation, and credit-account onboarding for tradespeople and bulk buyers. Customer-facing tools include a Battery Matcher that recommends batteries based on vehicle specifications. The business serves a horizontal mix of automotive/marine, household, UPS, industrial, emergency/backup, solar, and battery-monitoring segments, with pricing listed in AUD across the retail catalog and custom quotes available for specialty applications.

Name

Battery Specialties Australia

Legal name

Battery Specialties

Website

https://batteryspecialties.com.au

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

11–50 employees

Short description

Battery Specialties Australia is a private battery wholesaler operating nine locations nationwide, distributing multi-brand batteries, UPS systems, chargers, and solar products to consumer and trade customers across Australia since 1986.

Ownership category

akta.pro rank

Product category

Battery Distribution and Wholesale

NAICS

Battery Manufacturing (335910)

SIC

Wholesale-Hardware (5072)

akta.pro primary industry

Battery Modules & Packs (Industrial/Commercial pack assembly) (IMAGAHAB)

akta.pro secondary industry

Battery Chargers (AA/AAA, Li-ion, Universal Chargers) (CRACATAH)

Keywords

• Battery wholesale distribution
• Sealed lead acid batteries
• Uninterruptible power supply
• Battery chargers accessories
• Industrial battery packs

Headquarters

HQ city

Welland

HQ country

Australia

HQ region

Oceania

Offices9 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Battery and Battery Accessory Sales: One-time purchase model for batteries including sealed lead acid, lithium, alkaline variants, and battery chargers. Products are sold directly to consumers and trade customers through the e-commerce platform with prices displayed in AUD.
2. Trade Bulk Orders: Bulk purchasing program for tradespeople offering discounted pricing, automatic purchase order generation, and online ordering capabilities. Requires valid credit account with BSA Group for trade orders.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Battery Specialties Australia is a wholesale distributor of batteries, battery chargers, UPS systems, and related accessories operating across Australia. Founded in 1986 as L&V Wholesalers, the company offers a multi-brand portfolio (Century, Yuasa, Energizer, Duracell, Eaton, Sonnenschein, SAFT, Procell, Ultralife, NOCO, Eveready) spanning sealed lead acid, alkaline, lithium, gel, and deep cycle chemistries for automotive, marine, household, industrial, emergency backup, and solar applications. It sells direct to consumers through an e-commerce site with a Battery Matcher Tool and to tradespeople through a dedicated trade portal with bulk discounted pricing.

Product overview

Battery Specialties Australia (BSA) is a battery and solar product wholesaler operating since 1986, serving as Australia's largest battery wholesaler. The product portfolio is organized as a multi-brand offering spanning multiple battery chemistries and form factors. The core offering consists of sealed lead acid batteries (Century, Yuasa, Sonnenschein brands) in 6V and 12V configurations; household and industrial alkaline and lithium batteries (Duracell, Energizer, Eveready, Procell, Ultralife); lithium primary cells (SAFT); uninterruptible power supplies (Eaton UPS range from 600VA to 2200VA); battery chargers and jump starters (NOCO and Century chargers); and battery monitoring accessories (Century Bluetooth Battery Monitor). A Battery Matcher tool complements the catalog by helping customers find the right battery for their vehicle. BSA also offers custom battery pack solutions for specialty applications and operates a trade ordering platform for bulk purchasers.

Differentiator

Problem solved

Functional benefit

Products and services

• Century Sealed Lead Acid Batteries Century brand sealed lead acid batteries in 6V and 12V configurations ranging from 1.2Ahr to 120Ahr, used in automotive, marine, caravan, emergency lighting, UPS, mobility, and solar energy storage applications. Features AGM (Absorbed Glass Mat) technology for maintenance-free operation and deep cycle performance. Targets consumer and trade buyers needing durable lead-acid batteries.
• Yuasa Sealed Lead Acid Batteries Yuasa brand 12V sealed lead acid batteries ranging from 7Ahr to 9Ahr with oxygen recombination technology and lead calcium grids. Used for NBN backup, UPS, and domestic alarm applications. Targets both consumer and trade buyers needing reliable backup power batteries.
• Energizer Bulk Batteries Energizer brand household batteries in D, C, AAA, AA, and 9V sizes sold in bulk packs of 12 or 24 units. Targets consumers and trade buyers needing high-volume household battery supply.
• Duracell Batteries Duracell products including CR2032, CR2025, and CR2016 lithium coin cells (3V), AAA and AA NiMH rechargeable batteries with charger combos. Serves household, industrial, and consumer electronics applications. Targets general consumer buyers and trade buyers.
• Eaton Uninterruptible Power Supply (UPS) Systems Eaton brand tower-style UPS products from 600VA to 2200VA providing essential power protection for workstations, POS equipment, and IT infrastructure. Features AVR (automatic voltage regulation) and HID-compliant USB connectivity. Distributed as a Certified Power Advantage Partner. Targets commercial and residential buyers needing backup power.
• Sonnenschein Deep Cycle Batteries Sonnenschein brand 12V gel technology deep cycle batteries from 24Ahr to 38Ahr, designed for motive power and mobility applications including electric boats, golf carts, wheelchairs, and scooters. Features maintenance-free gel technology. Targets consumers and trade buyers needing deep cycle motive power.
• Procell Industrial Batteries Procell brand industrial batteries including lithium coin cells (CR2032, CR2025, CR2016), high power lithium batteries (CR2, CR123), alkaline bulk batteries (D, C, AAA, AA, 9V), and intense alkaline variants. Sold primarily in bulk packs for industrial and professional use. Targets trade buyers and industrial customers.
• SAFT Lithium Batteries SAFT brand lithium batteries including AA 3.6V and 1/2 AA 3.6V lithium cells with high energy density, wide operating temperature range (-60°C to +85°C), and low self-discharge. Designed for alarms and medical applications. Targets specialised industrial buyers.
• Ultralife 9V Lithium Batteries Ultralife brand 9V lithium batteries using lithium-manganese dioxide chemistry with ThinCell technology, widely used in smoke detectors, security sensors, and medical telemetry. Targets consumers and trade buyers needing reliable safety-system batteries.
• NOCO Battery Chargers and Jump Starters NOCO brand products including the G15000 12V-24V 15A battery charger and jump starter with automatic charging, built-in battery desulfator, and JumpCharge mode; and the GB40 12V 1000A jump starter pack with emergency light and USB output. Targets automotive, marine, and consumer emergency use.
• Eveready Lighting Products Eveready products including the Dolphin Torch LED (156mm x 203mm x 148mm) for lighting in domestic and marine environments, and 6V lantern batteries for torch applications. Targets consumers needing portable lighting solutions.
• Century BM12V Bluetooth Battery Monitor Century BM12V Bluetooth battery monitor that connects to Android or iOS smartphones, monitoring battery voltage, performing starting and charging tests, and providing alerts and notifications for flooded, AGM, and Gel 12V batteries. Targets consumers and trade buyers needing battery state-of-charge monitoring.
• Century Battery Chargers (CC1206 and CC1212) Century brand battery chargers including the CC1206 (12V 6A) and CC1212 (12V 12A) models with patented rejuvenation technology, 9-stage charging process, safety timers, universal battery compatibility for Australian and New Zealand conditions, and a 5-year warranty. Targets consumer and trade buyers needing battery maintenance.
• Solar Battery Products Solar battery solutions and solar-compatible sealed lead acid batteries (Century 12V 120A and 105A) for industrial, commercial, and recreational solar energy storage applications. Targets consumers and commercial buyers needing renewable energy storage.
• BSA Trade Portal Bulk Ordering Program Dedicated trade portal for tradespeople and businesses enabling bulk ordering of batteries from brands including Fullriver, Vision, Victron, and Ritar, with exclusive discounted pricing, automated purchase order generation, and credit account terms. State-segmented credit application processes (SA/WA/NT/QLD under BSA, VIC/NSW under BSA Group). Targets recurring commercial buyers.

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

15 partnerships are on record, tiered core, major and minor.

• EatoncoreChannel Partner/ Reseller/ DistributorBattery Specialties Australia is a Certified Power Advantage Partner of EATON UPS products. They distribute Eaton UPS systems ranging from 600VA to 2200VA capacity for power protection applications.
• CenturycoreChannel Partner/ Reseller/ DistributorFeatured brand for sealed lead acid batteries, battery chargers, and Bluetooth battery monitors. Century is a key brand in their product lineup.
• YuasacoreChannel Partner/ Reseller/ DistributorKey brand partner for sealed lead acid batteries used in UPS, NBN backup, and alarm applications.
• DuracellcoreChannel Partner/ Reseller/ DistributorOriginal founding partner since 1986. Duracell products include lithium coin cells, NiMH batteries, and chargers.
• EnergizermajorChannel Partner/ Reseller/ DistributorBrand partner for household batteries including D, C, AAA, AA, and 9V bulk packs.
• EvereadymajorChannel Partner/ Reseller/ DistributorBrand partner for torches and lanterns including Dolphin Torch LED and 6V Lantern.
• SonnenscheinmajorChannel Partner/ Reseller/ DistributorGerman brand for deep cycle batteries used in mobility applications. Products include 12V 38A, 28-30A, and 24A deep cycle batteries.
• SAFTmajorChannel Partner/ Reseller/ DistributorFrench battery manufacturer for lithium batteries used in alarms and medical applications. Products include AA 3.6V and 1/2 AA 3.6V lithium.
• ProcellmajorChannel Partner/ Reseller/ DistributorIndustrial battery brand for professional applications. Products include lithium coin cells, Intense alkaline bulk packs, and high power lithium (CR2, CR123).
• UltralifemajorChannel Partner/ Reseller/ DistributorBrand for 9V lithium batteries used in smoke detectors and security sensors. Based on lithium-manganese dioxide chemistry.
• NOCOmajorChannel Partner/ Reseller/ DistributorAmerican brand for battery chargers and jump starters. Products include 12V-24V 15A charger/jump starter and GB40 1000A jump starter pack.
• FullriverminorChannel Partner/ Reseller/ DistributorAvailable for trade orders through the BSA trade program.
• VisionminorChannel Partner/ Reseller/ DistributorAvailable for trade orders through the BSA trade program.
• VictronminorChannel Partner/ Reseller/ DistributorAvailable for trade orders through the BSA trade program.
• RitarminorChannel Partner/ Reseller/ DistributorAvailable for trade orders through the BSA trade program.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Interstate Batteries: Large US-based battery distribution franchise network with multi-brand automotive, commercial, and industrial batteries. Comparable to BSA on multi-channel distribution (retail, trade, online), franchise/location model, and emphasis on broad battery SKU coverage.
• R&J Batteries: Australian battery distributor with extensive branch network supplying automotive, commercial, and industrial customers nationwide. Directly comparable to BSA on multi-brand distribution, trade accounts, and geographic coverage of Australia.
• Battery World: Australian battery specialist franchise retailer/wholesaler with multi-store footprint and broad battery/charger catalog. Closely comparable to BSA on product range (Century, Yuasa, etc.), customer mix (auto, marine, household, industrial), and Australia-only D2C plus trade channels.
• Battery Giant: US multi-brand battery retailer/distributor carrying consumer, automotive, and specialty batteries plus chargers. Comparable to BSA on horizontal product range, e-commerce-led D2C, and trade customer focus.
• Battery Energy: Australian specialty battery distributor serving automotive, marine, industrial, and solar segments. Comparable to BSA on multi-segment customer base, multi-brand catalog, and trade/wholesale channel.

Emerging players

• Victron Energy Australia: Distributor of Victron solar/battery systems in Australia (Victron is also a BSA brand partner). Comparable on solar battery storage and off-grid power products where BSA and Victron both compete for trade and solar integrator customers.
• Outback Marine: Australian retailer/distributor of marine batteries and power solutions. Comparable to BSA's marine and mobility battery SKUs (Sonnenschein, Century), though narrower in vertical focus.

Broad incumbents

• Century Batteries: Major Australian battery manufacturer and brand owner of the Century range that BSA distributes. Comparable because Century operates its own direct distribution alongside OEM relationships, and overlaps directly with BSA's Century SLA product line.
• Yuasa Australia: Manufacturer and direct distributor of the Yuasa battery range stocked by BSA. Comparable as a brand-and-distribution peer where Yuasa sells direct while also being a key BSA supplier, creating both partnership and channel overlap.

Regional players

• Powerlite Batteries: Australian battery wholesaler focused on automotive and commercial batteries. Comparable to BSA on product category and Australia-only distribution, though smaller scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

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Revenue estimate

Valuation estimate

Number of profiles

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 Specialties Australia