DuracellDirect
DuracellDirect is a privately-held online retailer and licensed Duracell manufacturer selling replacement batteries, chargers, and power adapters for laptops, cameras, camcorders, and consumer electronics to individuals and public sector buyers across the US, Europe, and Australia.
- Company typePrivate
- Founded2009
- HeadquartersWest Greenwich, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What DuracellDirect does
DuracellDirect is a privately-held online retailer and licensed manufacturer of batteries, chargers, and power adapters, operated by PSA Parts Inc. (Delaware) under the ownership of UK-based PSA Parts Ltd. The company sells under license from Duracell U.S. Operations Inc., enabling it to manufacture and distribute Duracell-branded products (Coppertop, Quantum) alongside OEM replacements for consumer electronics. Its catalog spans alkaline and rechargeable household batteries (AAA, AA, C, D, 9V), device-specific replacement batteries for laptops, digital cameras, and camcorders from major OEMs (Canon, Nikon, Sony, Olympus, Panasonic), specialty batteries (hearing aid, watch, coin cell, photo, security), power banks, and partner-brand 2-POWER products. The company is ISO9001 certified, participates in the Call2Recycle recycling program, and offers a 100% compatibility guarantee with 1- to 3-year warranties.
The business operates primarily as a direct-to-consumer e-commerce platform, accepting credit/debit cards, PayPal, and official Purchase Orders from government, education, and healthcare buyers. It distributes from a US warehouse in West Greenwich, RI and ships to customers across 14+ European countries (via localized storefronts), Australia, and the US, with stated geographic exclusions for Alaska and outside continental USA. Marketing is multi-channel, leveraging Google Ads, Microsoft Bing, YouTube content, email newsletter, and affiliate programs, with SEO-optimized product pages targeting device model and part number searches.
Revenue is generated predominantly through one-time transactional sales of physical goods with no subscription or recurring component disclosed. The firm employs 11-50 people and has operated for over 15 years with no disclosed funding rounds, M&A activity, or external investors, indicating a bootstrapped specialty retailer. Pricing uses a unit-pricing model with a $15 minimum order value and free Super Saver Delivery within the US, positioning the business as a price-competitive, long-tail replacement battery specialist rather than a premium brand operator.
DuracellDirect firmographics
Firmographics- Name
- DuracellDirect
- Legal name
- PSA Parts Inc.
- Website
- https://duracelldirect.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- DuracellDirect is a privately-held online retailer and licensed Duracell manufacturer selling replacement batteries, chargers, and power adapters for laptops, cameras, camcorders, and consumer electronics to individuals and public sector buyers across the US, Europe, and Australia.
- Ownership category
- akta.pro rank
DuracellDirect industry classification
Industry- Product category
- Consumer Batteries
- NAICS
- Battery Manufacturing (33591)
- akta.pro primary industry
- Batteries & Battery Packs (Rechargeable/Primary, Device-Specific Packs) (CRACATAG)
Keywords
Where DuracellDirect is headquartered
LocationHeadquarters
- HQ city
- West Greenwich
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
DuracellDirect business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Battery and Charger Sales: Primary revenue from selling replacement batteries, chargers, and power adapters for consumer electronic devices. Products sold include Duracell branded items, OEM replacement batteries, and partner brand 2-POWER products. Revenue is primarily one-time transactional sales with standard product warranties (1-year standard, 3-year for Duracell branded products).
- Manufacturing Under Duracell License: The company manufactures many products themselves under license for Duracell, supplying Duracell branded batteries, power adapters, and chargers directly to consumers and businesses.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Products |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
DuracellDirect product offering
Product offeringCore offering
DuracellDirect manufactures and distributes Duracell-branded replacement batteries, rechargeable batteries, chargers, and power adapters for consumer electronics through its own e-commerce platforms. The company operates regional sites serving the UK, US, Canada, Ireland, Germany, and France with same-day dispatch from regional warehouses. Product lines cover alkaline, lithium, hearing aid, watch, camera, camcorder, laptop, and security system batteries, plus the 2-POWER partner brand for laptops and mobile devices.
Product overview
DuracellDirect is an online retailer specializing in batteries, battery chargers, and power adapters. The company operates as a Duracell licensee and offers a comprehensive product portfolio comprising: (1) Alkaline batteries in standard sizes (AAA, AA, C, D, 9V) under the Duracell and Duracell Quantum sub-brands; (2) Rechargeable batteries and chargers including StayCharged and ActiveCharge variants; (3) Device-specific replacement batteries and chargers for digital cameras, camcorders, and laptops from major manufacturers (Canon, Nikon, Sony, Olympus, Panasonic, Samsung, and others); (4) Specialty batteries including coin cells, button batteries, hearing aid batteries, watch batteries, photo batteries, and security batteries; (5) Power banks and portable charging solutions. The company also offers OEM (Original Equipment Manufacturer) branded products and an extended range from partner brand 2-POWER. DuracellDirect also provides battery recycling services through the Call2Recycle program. All products come with manufacturer warranties and are guaranteed 100% compatible.
Differentiator
Problem solved
Functional benefit
Brands
- 2-POWER: Partner brand offering extended range of power products alongside Duracell branded products and OEM products.
Products and services
- Alkaline batteries
Quantifiable outcome
- Over 85 million pounds of batteries diverted from community landfills since 1996 through Call2Recycle partnership.
Companies that use DuracellDirect
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles2 records
DuracellDirect technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
DuracellDirect partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Duracell U.S. Operations Inc.corePSA Parts Ltd operates as the licensed Duracell licensee, manufacturing and distributing Duracell branded batteries, power adapters, and chargers. DURACELL is a registered trademark of Duracell U.S. Operations Inc., used under license.
- 2-POWERminorExtended range of power products from partner brand 2-POWER, sold alongside Duracell branded products on the DuracellDirect platform.
- Call2RecycleminorDuracellDirect is a proud member of the Call2Recycle rechargeable battery recycling scheme. Since 1996, members have helped divert more than 85 million pounds of batteries from community landfills. Provides over 34,000 collection sites throughout North America for free battery recycling.
- Google (Analytics/Ads)minorUses Google Analytics for traffic analytics and Google Ads/AdSense for advertising campaigns. Google DoubleClick and various Google services used for retargeting and personalized advertising.
- Microsoft (Bing/Ads)minorMicrosoft Bing advertising platform and analytics services (MSPTC, _uetsid, _uetvid cookies) used for tracking user engagement and displaying relevant advertisements.
- PayPalminorAlternative payment method accepted alongside credit/debit cards for customer convenience.
Scale indicators4 records
Recent moves6 records
Expansion highlights4 records
DuracellDirect competitors and assessment
Company assessmentDirect peers
- Powerex: Specialist in rechargeable NiMH batteries, chargers, and battery analytics. Overlaps with DuracellDirect's rechargeable category and targets prosumer/photography customers seeking premium replacement cells.
- Batteries Plus: Direct competitor in retail replacement batteries and chargers with a large US franchise footprint plus e-commerce. Overlaps with DuracellDirect on consumer electronics, laptop, and specialty battery SKUs, and also operates a B2B/institutional channel.
- Battery Junction: Online retailer of replacement batteries, chargers, and flashlights serving consumers and industrial buyers. Comparable SKU breadth in alkaline, rechargeable, coin cell, and device-specific replacement categories.
- Energizer: Direct competitor as one of the two dominant global consumer battery brands. Sells alkaline, rechargeable, and specialty batteries through its own D2C site alongside mass retail, directly competing with Duracell-licensed product.
- BatteryMart: Online-first direct competitor specializing in replacement batteries for laptops, cameras, camcorders, and cordless phones, plus industrial cells. Closely mirrors DuracellDirect's device-specific replacement catalog and target customer (consumer + small business).
Emerging players
- Anker: Emerging D2C brand in charging accessories, power banks, and portable power — categories where DuracellDirect is also expanding. Competes on branding, design, and USB-C/PD innovation rather than legacy battery cells.
- EBL (Shenzhen EBL Technology): Direct-to-consumer brand selling rechargeable AA/AAA batteries, chargers, and 9V cells primarily through Amazon and its own site. Competes on price in the rechargeable battery segment that DuracellDirect also addresses.
Broad incumbents
- Best Buy: Mass-market consumer electronics retailer that carries Duracell and competitor batteries, chargers, and power banks both online and in-store. Competes with DuracellDirect for consumer replacement battery purchases, particularly in laptop and camera categories.
- AmazonBasics (Amazon): Mass-market e-commerce incumbent selling own-brand and Duracell/Energizer batteries at scale. Sets the price benchmark for commoditized alkaline and rechargeable batteries that DuracellDirect must compete against on SEM and SEO channels.
- Panasonic Battery (D2C / authorized resellers): Major global battery manufacturer with its own retail/authorized channels for alkaline, rechargeable, coin cell, and OEM-equivalent device batteries. Competes at the brand level with Duracell across nearly every category DuracellDirect sells.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
DuracellDirect social profiles
Digital presenceDuracellDirect compliance and trust
Trust signalCompliance3 records
DuracellDirect financial estimates
Financial estimateRevenue estimate
Valuation estimate
DuracellDirect leadership team
Management profileNumber of profiles
DuracellDirect funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
DuracellDirect 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 DuracellDirect
What does DuracellDirect do?
DuracellDirect manufactures and distributes Duracell-branded replacement batteries, rechargeable batteries, chargers, and power adapters for consumer electronics through its own e-commerce platforms. The company operates regional sites serving the UK, US, Canada, Ireland, Germany, and France with same-day dispatch from regional warehouses. Product lines cover alkaline, lithium, hearing aid, watch, camera, camcorder, laptop, and security system batteries, plus the 2-POWER partner brand for laptops and mobile devices.
Is DuracellDirect a public or private company?
DuracellDirect is a private company. It is classified as corporate owned and is currently operating.
When was DuracellDirect founded?
DuracellDirect was founded in 2009. It employs 11 to 50 people.
Where is DuracellDirect based?
DuracellDirect is headquartered in West Greenwich, United States, in the North America region.
How does DuracellDirect make money?
Two revenue lines are on record. Battery and Charger Sales are the primary driver. The others are manufacturing Under Duracell License.
Who are DuracellDirect's main competitors?
Direct peers on record are Powerex, Batteries Plus, Battery Junction, Energizer and BatteryMart. Emerging players are Anker and EBL (Shenzhen EBL Technology). Broad incumbents are Best Buy, AmazonBasics (Amazon) and Panasonic Battery (D2C / authorized resellers).
Does DuracellDirect have an API?
No public API is recorded for DuracellDirect.
What industry is DuracellDirect in?
DuracellDirect's product category is Consumer Batteries. Its primary akta.pro industry code is CRACATAG, Batteries & Battery Packs (Rechargeable/Primary, Device-Specific Packs). Its NAICS code is 33591.