Master Battery-a Division of Stored Energy Holdings, Inc.

What Master Battery-a Division of Stored Energy Holdings, Inc. does

Master Battery is a battery distribution company operating as a division of Stored Energy Holdings, Inc. (SEHI), a privately held Massachusetts-domiciled holding company. The business sells batteries across multiple chemistries including AGM, sealed lead acid, flooded lead acid, and lithium for automotive, marine, commercial, industrial, golf cart, RV, lawn and garden, power sports, and specialty electronics applications. It distributes an extensive brand portfolio including Trojan, Ultrapower, Odyssey, Optima, Yuasa, Generac, Lifeline, Deka, RELiON, Enersys, NOCO, Fullriver, MaxPower-D, Motobatt, Power-Sonic, Crown, US Battery, Universal Battery, C&D, and Fullriver, supplemented by ECCO commercial vehicle safety equipment and battery accessories such as chargers, inverters, jump packs, and flashlights. The company is headquartered under SEHI at 4 Westec Drive, Auburn, Massachusetts, with Master Battery operating two retail storefronts at 2217 Callahan Drive, Knoxville, TN and 1400A Lebanon Pike, Nashville, TN.

The company generates revenue from three streams: hardware sales of batteries and accessories, professional services including free battery and alternator testing, custom cable fabrication, non-lithium battery pack rebuilding, battery recycling, and paid installation, and a B2B business account program offering wholesale pricing and trade credit terms to commercial fleets, automotive repair shops, industrial and material handling operations, municipalities, contractors, and other commercial buyers. Pricing is unit-based for both retail and wholesale tiers, with quantity discounts available on bulk purchases.

Master Battery operates a sales-led go-to-market combining physical retail, a B2B business account program with online credit application, an e-commerce storefront (masterbattery.com) with login-gated pricing, and phone-based sales support. Distribution channels include the two Tennessee storefronts, the e-commerce site, and the SEHI-coordinated business account program serving commercial customers across multiple states. Marketing relies on the local "Battery Experts" brand identity, newsletter sign-up, and word-of-mouth from established local presence. As a division of SEHI, Master Battery benefits from shared purchasing, logistics coordination, and product access alongside affiliated entities Northeast Battery, Tri-State Battery, and Battery Men.

Name

Master Battery-a Division of Stored Energy Holdings, Inc.

Legal name

Stored Energy Holdings, Inc.

Website

https://masterbattery.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Master Battery is a Tennessee-based battery distributor operating as a division of Stored Energy Holdings, Inc., serving retail and commercial customers in Knoxville and Nashville with multi-brand batteries, accessories, installation, and battery-related services through storefronts, e-commerce, and a B2B account program.

Ownership category

akta.pro rank

Product category

Battery Distribution

NAICS

Outdoor Power Equipment Retailers (44423)

SIC

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

akta.pro industry

PRIMARYCRACATAG

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

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

SECONDARYEUAFACAA

Collection, Logistics & Reverse Supply Chain (Transport, Sorting, Tracking)

Energy, Utilities & Environment/Energy Storage & Grid Flexibility (Batteries, Hydrogen Storage, Demand Response)/Battery Recycling, Second-Life & Lifecycle Services

SECONDARYEUAFACAH

Testing, Grading & State-of-Health (SoH) Diagnostics (EOL Assessment, Certification)

Energy, Utilities & Environment/Energy Storage & Grid Flexibility (Batteries, Hydrogen Storage, Demand Response)/Battery Recycling, Second-Life & Lifecycle Services

Keywords

• Battery distribution
• Automotive batteries
• Commercial battery supply
• Battery recycling services
• Deep cycle batteries

Headquarters

HQ city

Knoxville

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Battery Product Sales: Primary revenue stream from selling batteries across multiple chemistries and applications including automotive, marine, commercial, golf cart, RV, lawn and garden, power sports, and specialty electronics. Products sold include key fobs, hearing aids, and children's ride-on toys batteries. Multiple brand portfolio including Trojan, Ultrapower, Odyssey, Optima, Yuasa, Generac, Lifeline, Deka, and others.
2. Accessories Sales: Sale of complementary products including battery chargers, inverters, portable jump packs, flashlights, and related battery accessories.
3. Service Revenue: Revenue generated from services including battery installation (pricing varies by vehicle application), custom cable fabrication, battery pack rebuilding, and recycling services.
4. Business Account Program: Wholesale pricing and credit terms offered to business customers including commercial fleets, automotive repair shops, industrial operations, municipalities, and contractors. Trade credit available to streamline purchasing for business accounts.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Master Battery distributes batteries and related accessories across multiple chemistries (AGM, Sealed Lead Acid, Flooded Lead Acid, and Lithium) for automotive, marine, commercial, industrial, and specialty applications, representing 20+ brands including Lifeline, Generac, Optima, Yuasa, Trojan, Odyssey, and Deka. The company serves both retail walk-in customers and commercial business accounts through two Tennessee storefronts, an e-commerce platform, and a B2B program offering wholesale pricing and trade credit. Beyond product sales, the company delivers complementary services including free battery and alternator testing, professional installation, custom cable fabrication, non-lithium battery pack rebuilding, and battery recycling.

Product overview

Master Battery is a battery distribution company operating as part of Stored Energy Holdings Inc. (SEHI), serving Knoxville and Nashville, Tennessee. The company offers a diverse portfolio of battery products across multiple brands including Lifeline (AGM and sealed lead acid deep cycle batteries for marine, RV, commercial vehicles, aerial lift platforms, and scrubbers), Generac (lithium and portable power generators for residential and light commercial backup power), Optima (sealed lead acid and AGM batteries with proprietary SpiralCell design for automotive and marine applications), and Yuasa (67+ power sports batteries for motorcycles, snowmobiles, ATVs, UTVs, personal watercraft, and lawn equipment). The company also distributes ECCO safety equipment including LED minibars, beacons, directional LEDs, light bars, warning alarms, worklamps, and camera systems for commercial vehicles. In addition to products, Master Battery provides services including free battery and alternator testing, custom cable fabrication, non-lithium battery pack rebuilding, comprehensive battery recycling, and sales of accessories such as chargers, inverters, and portable jump packs. The product portfolio spans automotive, marine, commercial truck, golf cart, RV, lawn and garden, power sports, mobility equipment, and specialty electronics applications.

Differentiator

Problem solved

Functional benefit

Brands

• SEHI: Stored Energy Holdings Inc. - the parent company operating a nationwide network of battery distribution companies including Northeast Battery, Tri-State Battery, Battery Men, and Master Battery.

Products and services

• Lifeline Batteries (AGM and Sealed Lead Acid Deep Cycle) Aircraft-grade AGM and Sealed Lead Acid deep cycle batteries in Group 31, 4D, 8D, and 902 305 (BCI) configurations, sold under the Lifeline brand for marine, RV, commercial vehicle, aerial lift platform, and scrubber applications.
• Generac Power Products (Lithium Power Stations and Generators) Generac lithium-based power stations (GB1000, GB2000, GS100) with integrated 100W solar panels and portable inverter generators (GP2500i, iQ3500) for residential and light commercial backup power.
• Optima Batteries (Sealed Lead Acid and AGM Automotive/Marine) 12V sealed lead acid and AGM automotive batteries featuring the proprietary SpiralCell design, including Group 34, 34/78, 34M, and 31M configurations with 750-900 CCA ratings for automotive and marine applications.
• Yuasa Power Sports Batteries 67+ Yuasa-branded batteries for motorcycles, snowmobiles, ATVs, UTVs, personal watercraft, and lawn equipment power sports applications.
• ECCO Commercial Vehicle Safety Equipment ECCO-branded LED warning lights, back-up alarms, light bars, directional LEDs, beacons, worklamps, and camera monitoring systems for commercial vehicles, including 5580/5587 Series LED minibars, 5545/5550 Series microbars, 3811/3861 Series directional LEDs, and 27 Series Lightbars.
• Trojan Batteries Trojan-brand batteries, primarily recognized for deep cycle applications including golf carts, floor scrubbers, and renewable energy systems.
• Odyssey Batteries Odyssey-brand batteries distributed for automotive, commercial, and industrial applications requiring high-performance starting and deep cycle power.
• Ultrapower Batteries Ultrapower-brand batteries distributed for automotive and commercial replacement applications.
• Deka Batteries Deka-brand batteries (manufactured by East Penn) distributed across automotive, marine, commercial, and industrial applications.
• RELiON Lithium Batteries RELiON-brand lithium batteries distributed for deep cycle and specialty power applications.
• Enersys Batteries Enersys-brand industrial and commercial batteries distributed for motive power and stationary applications.
• NOCO Products NOCO-brand battery-related products distributed for charging, jump starting, and battery maintenance applications.
• Fullriver Batteries Fullriver-brand batteries distributed for deep cycle and renewable energy applications.
• US Battery Products US Battery-brand deep cycle batteries distributed for golf, floor scrubber, and renewable energy applications.
• C&D Technology Batteries C&D Technology-brand batteries distributed for stationary and reserve power applications.
• Universal Battery Products Universal Battery-brand batteries distributed for commercial and industrial replacement applications.
• Power-Sonic Batteries Power-Sonic-brand sealed lead acid batteries distributed for standby, security, and specialty applications.
• Crown Batteries Crown Battery-brand batteries distributed for motive power, golf, and industrial applications.
• Motobatt Batteries Motobatt-brand power sports and motorcycle batteries distributed for replacement applications.
• MaxPower-D Batteries MaxPower-D-brand batteries distributed for commercial and industrial replacement applications.
• Battery Testing and Alternator Testing Service Free in-store battery and alternator testing service for retail customers to diagnose battery health and charging system performance.
• Custom Cable Fabrication Service Custom cable building services for specialized battery installations and non-standard applications.
• Battery Pack Rebuilding Service Rebuilding service for non-lithium battery packs, particularly power tool packs, to extend service life.
• Battery Recycling Service Comprehensive battery recycling service for environmentally responsible disposal of spent batteries across chemistries.
• Battery Accessories Complementary accessories including battery chargers, inverters, portable jump packs, flashlights, and related battery accessories.

Segments8 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Batteries Plus: Retail battery specialist with a franchise store model offering batteries, lighting, and device repair across automotive, marine, mobility, and specialty applications. Directly comparable to Master Battery in product breadth, multi-chemistry focus, and value-added services like testing and recycling.
• Powerstride Battery: Online battery distributor specializing in deep-cycle, golf cart, solar, and motive-power batteries with nationwide shipping. Directly comparable to Master Battery's e-commerce channel and product mix across commercial and industrial applications.
• Battery Mart: Online battery retailer offering a wide assortment of replacement batteries across consumer, industrial, and specialty applications. Comparable to Master Battery's e-commerce storefront and broad SKU strategy.
• Interstate Batteries: Largest independent battery distributor in North America with a national network of franchised distributors serving automotive, commercial, and industrial customers. Closely comparable to Master Battery as a multi-chemistry battery distributor with similar customer mix and B2B/B2C channel structure.

Emerging players

• The NOCO Company: Manufacturer of battery chargers, jump starters, and portable power products, currently distributed by Master Battery under its brand portfolio. An adjacent/emerging player in the same ecosystem whose products Master Battery actively retails.

Broad incumbents

• Advance Auto Parts: National automotive aftermarket retailer with extensive battery offerings for automotive, marine, and powersports applications. Directly competes with Master Battery for retail and commercial battery customers, particularly in the Southeast U.S.
• AutoZone: Largest U.S. automotive aftermarket parts retailer with thousands of stores and a deep battery assortment across multiple chemistries. Competes with Master Battery for retail automotive battery customers and DIY replacement share.
• O'Reilly Auto Parts: Major U.S. automotive parts retailer serving professional installers and DIY customers, with a strong battery category across automotive, commercial, and marine applications. Overlaps significantly with Master Battery's automotive and B2B service center segments.
• NAPA Auto Parts: Largest U.S. automotive parts distribution network with strong B2B orientation toward professional service centers and fleets. Comparable to Master Battery's business account program serving repair shops and commercial accounts.

Regional players

• Tractor Supply Co. U.S. rural-lifestyle retailer with strong assortment of batteries for lawn and garden, ATV/UTV, marine, RV, and farm equipment—categories where Master Battery also competes. Comparable customer overlap in outdoor power equipment battery demand.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/master-battery

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries3 records

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 Master Battery-a Division of Stored Energy Holdings, Inc.