Maxell
Maxell Corporation of America is a 60+ year battery technology company and US subsidiary of Japan's Maxell, Ltd., producing alkaline, micro, and all-solid-state batteries for consumer retail (Walmart, Amazon) and industrial OEM customers (Nikon, Subaru, YOSHINOYA), with proprietary sulfide-based solid electrolyte technology.
- Company typePrivate
- Founded1963
- HeadquartersWoodland Park, United States
- Headcount—
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Maxell does
Maxell Corporation of America is a US operating subsidiary of Maxell, Ltd. (Japan), a battery technology company with more than 60 years of operating history. The business operates two distinct segments. The consumer segment produces alkaline and micro batteries, audio devices (earbuds, headphones, speakers), cassette tapes, disc media, and carrying cases, sold through mass retail (Walmart, Amazon) and direct e-commerce channels. The industrial/OEM segment produces all-solid-state batteries (ASSBs) using a proprietary sulfide-based solid electrolyte capable of operating at temperatures up to 150°C, in three form factors — ceramic-packaged (PSB401010H, in mass production since June 2023), cylindrical (PSB23280, November 2023), and coin-type (PSB2032, announced for 2026). Industrial offerings also include building materials (M.A.P. system), semiconductor manufacturing tapes, and high-frequency functional sheets for 5G/6G applications developed in partnership with Tokyo Institute of Technology.
The revenue model is hardware sales across multiple product categories, with a hybrid go-to-market: direct sales and trade shows for industrial OEM customers (Nikon for the MAR-M700MFA encoder, Subaru for industrial robot power modules, YOSHINOYA for the NICK sensor via joint development with CO-WORKS), and retail distribution plus direct e-commerce for consumer products. Recent strategic emphasis has shifted toward the ASSB business and system-level products such as power modules and energy harvesting kits (September 2025), positioning the company in higher-value industrial segments while continuing to serve the consumer battery replacement cycle through its established retail footprint.
Industrial design wins to date are early-stage and concentrated in a small number of named OEM relationships, while the consumer business provides volume scale and distribution depth. R&D partnerships with Tokyo Institute of Technology (5G/6G materials) and Texas A&M University-Texarkana indicate ongoing investment in advanced materials and US-based research engagement, though no in-house AI/ML capability is disclosed beyond image recognition delivered through the Maxell Frontier subsidiary.
Maxell firmographics
Firmographics- Name
- Maxell
- Legal name
- MAXELL, Inc.
- Website
- https://maxell-usa.com
- Company type
- Private
- Founded year
- 1963
- Operating status
- Operating
- Short description
- Maxell Corporation of America is a 60+ year battery technology company and US subsidiary of Japan's Maxell, Ltd., producing alkaline, micro, and all-solid-state batteries for consumer retail (Walmart, Amazon) and industrial OEM customers (Nikon, Subaru, YOSHINOYA), with proprietary sulfide-based solid electrolyte technology.
- Ownership category
- akta.pro rank
Maxell industry classification
Industry- Product category
- Consumer Electronics & Industrial Batteries
- akta.pro primary industry
- Battery Modules & Packs (Industrial/Commercial pack assembly) (IMAGAHAB)
- akta.pro secondary industry
- Battery Management Systems (BMS) & Pack Electronics Manufacturing (EUAFABAJ)
Keywords
Where Maxell is headquartered
LocationHeadquarters
- HQ city
- Woodland Park
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Maxell business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Technology or R&D, Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Consumer Batteries: Sale of alkaline batteries (AA, AAA, C, D, 9V), micro batteries (CR, SR batteries) to consumers through retail and e-commerce channels.
- Consumer Audio Products: Sale of earbuds, headphones, wireless speakers, adapters, cassette tapes, and disc media to consumers through retail and online channels.
- Industrial/OEM Batteries: Sale of all-solid-state batteries, cylindrical batteries, and micro batteries to industrial customers and OEM manufacturers for integration into their products.
- Building Materials: Sale of M.A.P. system airtight products, butyl adhesives, and flashing tapes for construction applications.
- Professional AV Equipment: Sale of ProAV/business projectors through dedicated ProAV division.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Consumer retail products sold through major retailers at standard retail pricing |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels9 records
Maxell product offering
Product offeringCore offering
Maxell is a diversified manufacturer selling consumer batteries (alkaline AA/AAA/C/D/9V and micro batteries including CR and SR series), consumer audio products (earbuds, headphones, Bluetooth speakers such as the Rewind cassette-style speaker, cassette tapes, disc media), and industrial/OEM products including ceramic-packaged sulfide-based all-solid-state batteries (PSB401010H, PSB401010T, PSB23280, PSB2032), M.A.P. system airtight building materials, butyl adhesives, semiconductor manufacturing tapes, and high-frequency functional sheets for Beyond 5G/6G. The company serves both end consumers (via Walmart, Amazon, and its own site) and OEMs/industrial buyers (via biz.maxell.com and ProAV).
Product overview
Maxell is a diversified technology company offering consumer electronics products (batteries, audio devices, media storage) alongside industrial products (advanced batteries, building materials, semiconductor materials). The consumer portfolio includes alkaline and micro batteries, earbuds, headphones, wireless speakers, cassette tapes, disc media, and carrying cases. The industrial portfolio centers on advanced battery technology including all-solid-state batteries (ceramic-packaged PSB401010H, cylindrical PSB23280, coin-type PSB2032) for IoT, industrial robotics, automotive, and sensing applications, as well as building sealing products (M.A.P. system, butyl adhesives, flashing tapes). Key differentiators include sulfide-based all-solid-state battery technology with high heat resistance (up to 150°C) and the company's shift toward micro battery innovation as reflected in their corporate byline 'Micro batteries. Maximum impact.'
Differentiator
Problem solved
Functional benefit
Brands
- ProAV: Professional audio-visual products division
- M.A.P. System
- Jelleez
- Bass 13
- Rewind
- UDII
Products and services
- Alkaline Batteries Standard alkaline batteries in AA, AAA, C, D, and 9V formats for consumer electronics and household devices, sold to individual buyers through retail and e-commerce.
- Micro Batteries (CR and SR) Small-format batteries including CR (lithium manganese dioxide) and SR (silver oxide) cells for watches, hearing aids, medical devices, and other compact electronics.
- CR2032S Coin-Type Lithium Manganese Dioxide Battery High-capacity coin-type lithium manganese dioxide battery (CR2032S) with 11% improved operational time over its predecessor for compact electronic devices.
- Earbuds True wireless and wired earbuds including Tune Out (designed for sleeping), Jelleez BT, Bass 13 BT, and USB-C wired earbuds with DAC for consumer audio use.
- Headphones Wired and wireless headphones including Bass 13, Bass 13 Metallic, HP-100M, and kids headphones with volume-limiting features.
- Wireless Speakers Bluetooth wireless speakers including Rewind (cassette-style), Soundbar, True Wireless Twin Speakers, Wireless ECO Speaker, and Wireless Mini Speaker.
- Rewind Wireless Speaker Retro-aesthetic Bluetooth 5.0 wireless speaker with cassette-tape design, 11-hour battery life, aux port, and microphone for phone calls.
- Cassette Tapes (UDII and UR) Cassette tapes including UDII (retro design adopted for UNIQLO UT collection) and normal-bias UR 90-minute 5-packs.
- Wireless Cassette Player Portable Bluetooth-enabled cassette player for modern playback of cassette media.
- Disc Media Blank optical media including CD-R, CD-RW, DVD-R, DVD-RW, and DVD+RW for data storage and audio recording.
- Carrying Cases / Mobile Storage Hard-shell mobile storage cases in small, large, and mini travel sizes for organizing and protecting earbuds, chargers, SD cards, and other electronics; available at Walmart nationwide.
- Adapters Audio and connectivity adapters including USB-A to USB-C adapters for converting connections between device types.
- Care & Maintenance Products Cleaning and maintenance products including DVD lens cleaners, CD scratch repair kits (CD-338, CD-335), and general care products for optical media.
- PSB401010H Ceramic-Packaged All-Solid-State Battery Ceramic-packaged sulfide-based all-solid-state battery for industrial/OEM use, including backup power for real-time clocks, encoders, and IoT devices.
- PSB401010T 150°C-Compatible Ceramic-Packaged All-Solid-State Battery High-temperature ceramic-packaged all-solid-state battery capable of operating at up to 150°C for industrial and IoT applications.
- PSB23280 Cylindrical All-Solid-State Battery 200mAh cylindrical all-solid-state battery using sulfide-based solid electrolyte for main-power industrial applications, with 25× the capacity of ceramic-packaged versions.
- PSB2032 Coin-Type All-Solid-State Battery Coin-type all-solid-state battery suitable for main power supply in IoT devices and other compact electronics.
- Silver Oxide (SR) Batteries Silver oxide button batteries in various cell sizes for watches, calculators, medical devices, and other small electronic applications.
- Cylindrical Lithium Batteries (CR) Cylindrical lithium manganese dioxide batteries in various sizes for medical devices, industrial equipment, and consumer electronics.
- M.A.P. System Airtight Products Air-barrier and airtightness system for building construction, including airtight tape and sealing solutions for building-envelope optimization.
- Butyl Adhesives Butyl-based adhesive products for construction and industrial sealing applications.
- Tapes for Semiconductor Manufacturing Specialized tapes used in semiconductor manufacturing processes, exhibited at SEMICON WEST.
- Electroforming (EF2) Technology Electro-Fine-Forming (EF2) precision-manufacturing technology exhibited at SEMICON WEST for industrial precision applications.
- High-Frequency Functional Sheets Functional sheets for high-frequency applications developed in collaboration with Tokyo Institute of Technology, including frequency filter radomes, radio wave absorbers, and radio wave reflectors for the GHz–300GHz range.
- Educational Audio Equipment Audio equipment designed for educational institutions and classroom environments.
- Power Modules and Energy Harvesting Evaluation Kits Power modules utilizing ceramic-packaged all-solid-state batteries (PSB401010H) with energy-harvesting-compatible evaluation kits for industrial prototyping and integration.
Quantifiable outcome
- 11% improvement in operational time compared to CR2032H in pulse discharge tests
- +2 more outcomes
Companies that use Maxell
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles4 records
Maxell technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
Maxell partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor and core.
- JETRO (Japan External Trade Organization)minorMaxell, Ltd. participating as part of the JETRO booth at the EPC Expo to showcase products to international audience.
- Texas A&M University-TexarkanacoreAgreement for financial contribution and joint research. Partnership aims to expand educational opportunities for human resource development and accelerate technological development to contribute to solving social issues.
- CO-WORKS Co., Ltd.coreJoint development of wireless cooking temperature sensor device 'NICK' with YOSHINOYA. Maxell provided all-solid-state battery PSB401010H for integration into the device capable of measuring and visualizing temperature of ingredients in cooking equipment up to 100°C.
- Tokyo Institute of TechnologycoreCollaborative research partnership for development of high-frequency functional sheets for Beyond 5G/6G communications. Maxell developed frequency filter radomes, transparency radio wave absorbers/radio wave reflectors targeting high-frequency range of several GHz~300GHz.
- SubarucoreInstallation of power modules utilizing ceramic-packaged all-solid-state batteries PSB401010H as power sources in industrial robots at Subaru plant. Test operations began in August 2025.
Scale indicators3 records
Recent moves1 record
Expansion highlights6 records
Maxell competitors and assessment
Company assessmentDirect peers
- VARTA AG: VARTA produces coin cells, hearing-aid batteries, and lithium-ion micro batteries for industrial OEMs. Highly comparable to Maxell across micro battery product lines and the same end markets of medical, IoT, and industrial sensing.
- Energizer Holdings, Inc. Energizer is a direct competitor in alkaline and specialty consumer batteries distributed through the same mass-retail and e-commerce channels Maxell uses, including Walmart and Amazon. Comparable in product categories, brand positioning, and channel strategy.
- Murata Manufacturing Co., Ltd. Murata is the global leader in coin-type lithium and micro batteries for IoT, wearables, and medical devices. Directly comparable to Maxell's micro battery and PSB2032 coin-type solid-state roadmap in target customers, form factor, and chemistries pursued.
- Duracell Inc. Duracell competes head-to-head with Maxell in alkaline consumer batteries (AA, AAA, C, D, 9V) and coin cells sold through mass retail. Same SKUs, same retail channels, same target end-use devices.
- Renata Batteries (Swatch Group): Renata is a leading manufacturer of silver oxide and lithium coin cells for watches, hearing aids, and medical devices. Directly comparable to Maxell's SR silver oxide and CR coin-cell lines across the same specialty end markets.
- Tadiran Batteries (Saeft Group): Tadiran specializes in long-life primary lithium batteries for industrial sensors, metering, and IoT. Highly comparable to Maxell's industrial micro battery and solid-state roadmap targeting the same remote, long-life industrial applications.
Emerging players
- EVE Energy Co., Ltd. EVE Energy is a fast-growing Chinese battery manufacturer with primary lithium, lithium-ion, and emerging solid-state efforts. Comparable as an emerging competitor in industrial and consumer lithium chemistries with global ambitions similar to Maxell's.
Broad incumbents
- Samsung SDI Co., Ltd. Samsung SDI is a major lithium-ion battery manufacturer with established automotive and ESS businesses and active solid-state development. Comparable as an incumbent competing for the same enterprise customers Maxell targets in industrial and OEM applications.
- Sony Group Corporation: Sony is a Japanese consumer electronics and battery heritage company with audio products (headphones, speakers) and historic lithium-ion battery technology. Comparable in audio product categories overlapping Maxell's earbud and headphone lines, and as a fellow Japanese electronics incumbent with diversified industrial activities.
- Panasonic Energy Co., Ltd. Panasonic Energy is a broad battery incumbent spanning consumer cells, automotive lithium-ion, and industrial batteries. Overlaps with Maxell in alkaline consumer batteries and is also pursuing solid-state chemistries, making it a strategic competitor across multiple of Maxell's lines.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks1 record
Key highlights7 records
Customer concentration
Maxell social profiles
Digital presenceMaxell financial estimates
Financial estimateRevenue estimate
Valuation estimate
Maxell leadership team
Management profileNumber of profiles
Profiles2 records
Maxell subsidiaries and ownership
Company hierarchySubsidiaries1 record
Maxell funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Maxell 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 Maxell
What does Maxell do?
Maxell is a diversified manufacturer selling consumer batteries (alkaline AA/AAA/C/D/9V and micro batteries including CR and SR series), consumer audio products (earbuds, headphones, Bluetooth speakers such as the Rewind cassette-style speaker, cassette tapes, disc media), and industrial/OEM products including ceramic-packaged sulfide-based all-solid-state batteries (PSB401010H, PSB401010T, PSB23280, PSB2032), M.A.P. system airtight building materials, butyl adhesives, semiconductor manufacturing tapes, and high-frequency functional sheets for Beyond 5G/6G. The company serves both end consumers (via Walmart, Amazon, and its own site) and OEMs/industrial buyers (via biz.maxell.com and ProAV).
Is Maxell a public or private company?
Maxell is a private company. It is classified as corporate owned and is currently operating.
When was Maxell founded?
Maxell was founded in 1963.
Where is Maxell based?
Maxell is headquartered in Woodland Park, United States, in the North America region.
How does Maxell make money?
Five revenue lines are on record. Consumer Batteries are the primary driver. The others are consumer Audio Products, industrial/OEM Batteries, building Materials and professional AV Equipment.
Who are Maxell's main competitors?
Direct peers on record are VARTA AG, Energizer Holdings, Inc., Murata Manufacturing Co., Ltd., Duracell Inc., Renata Batteries (Swatch Group) and Tadiran Batteries (Saeft Group). EVE Energy Co., Ltd. is listed as an emerging player. Broad incumbents are Samsung SDI Co., Ltd., Sony Group Corporation and Panasonic Energy Co., Ltd..
Does Maxell have an API?
No public API is recorded for Maxell.
What industry is Maxell in?
Maxell's product category is Consumer Electronics & Industrial Batteries. Its primary akta.pro industry code is IMAGAHAB, Battery Modules & Packs (Industrial/Commercial pack assembly), with a secondary code of EUAFABAJ, Battery Management Systems (BMS) & Pack Electronics Manufacturing.