Duracell

Duracell Inc.
	File:Duracell logo.svg Duracell logo
Company type	Subsidiary
Industry	Battery manufacturing
Predecessor	P. R. Mallory Company
Founded	January 1, 1924; 102 years ago in Burlington, Massachusetts, United States
Founder	Samuel Ruben, Philip Mallory
Headquarters	Chicago, Illinois; Bethel, Connecticut, United States
Area served	Worldwide
Products	Alkaline batteries, specialty cells, rechargeable power sources
Number of employees	2700 (2015)
Parent	Berkshire Hathaway

Duracell Inc. is a U.S.-based producer of alkaline batteries, specialty cells, and rechargeable power sources, functioning as a fully owned subsidiary of Berkshire Hathaway since 2016. The company traces its roots back to the 1920s when innovators Samuel Ruben and Philip Mallory established the P. R. Mallory Company. Over time, Duracell has grown through various mergers and acquisitions.

Formerly under the ownership of consumer products leader Procter & Gamble (P&G), Duracell became part of Berkshire Hathaway following a 2014 stock exchange agreement, in which Berkshire traded its P&G shares for complete control of Duracell. The firm’s main offices are located in Chicago, Illinois and Bethel, Connecticut, employing around 2,700 individuals and generating approximately US$2 billion in revenue as reported in 2015.

Duracell operates worldwide through subsidiaries including Duracell (UK) Limited, Duracell China Limited, and Duracell Batteries BV. This extensive network solidifies its status as a prominent entity in the battery sector, benefiting from strategic management within Berkshire Hathaway’s corporate framework.

Origins

The inception of Duracell can be attributed to the collaboration between scientist Samuel Ruben and entrepreneur Philip Rogers Mallory during the 1920s. The P. R. Mallory Company was originally established in Burlington, Massachusetts before relocating its headquarters to Indianapolis, Indiana in 1924. The firm initially focused on manufacturing mercury batteries for military applications, which offered superior performance compared to the prevalent carbon-zinc types at that time. In 1956, P. R. Mallory & Co. acquired General Dry Batteries, Inc. (GDB), then ranked as the third-largest zinc-carbon battery producer in the United States. GDB had been producing mercury batteries under license from P. R. Mallory both during and after World War II. The 1950s also saw Kodak introduce cameras equipped with bulb flashes, which spurred the development of the AAA battery format.

The brand name "Duracell," derived from "durable cell," was introduced in 1964. Until 1980, products were also marketed under the Mallory name.

Developments

In 1978, P. R. Mallory was purchased by Dart Industries, which subsequently merged with Kraft in 1980. Duracell was acquired by Kohlberg Kravis Roberts in 1988 and then taken public a year later in 1989. The Gillette Company bought Duracell in 1996 for $7 billion.

When Procter & Gamble acquired Gillette in 2005 for $57 billion, Duracell became part of P&G’s portfolio.

In September 2011, Duracell entered into a joint venture with Powermat Technologies Ltd., establishing Duracell Powermat to develop wireless charging solutions for mobile devices; P&G retained a 55% share while Powermat held the remaining 45%.

By March 2012, Duracell collaborated with Powermat Technologies under P&G’s leadership to launch the Power Matters Alliance (PMA), aimed at advancing intelligent and environmentally friendly wireless power technologies. Later that year, prominent companies such as AT&T and Starbucks joined PMA’s board.

In 2013, Duracell unveiled its "Duracell Quantum" series as a high-performance alkaline battery product line.

P&G spin-off and Berkshire Hathaway ownership

On October 24, 2014, Procter & Gamble revealed its intention to separate Duracell in 2015 as part of a corporate restructuring strategy. Subsequently, on November 14, 2014, Berkshire Hathaway announced plans to acquire Duracell through an all-stock transaction valued at $4.7 billion in P&G shares held by Berkshire Hathaway. This acquisition secured approval from the European Commission in July 2015.

The deal was finalized on February 29, 2016, with P&G injecting $1.8 billion in cash into Duracell, while Berkshire Hathaway transferred back 52 million shares to P&G.

In September 2016, Duracell moved its executive leadership and approximately 60 staff members to Chicago, strengthening its corporate footprint.

By February 2022, Duracell had formed a long-term alliance with Williams Racing. This partnership showcased a unique Duracell battery graphic on the vertical air intake of Williams' vehicle, first appearing at the 2022 Miami Grand Prix and continuing on the Williams FW45 throughout the 2023 Formula One season. Moreover, Duracell assumed title sponsorship of Williams Racing’s eNASCAR team, which was rebranded as Duracell Williams Esports eNASCAR.

Products

Duracell produces alkaline batteries in standard sizes including AAA, AA, C, D, and 9V, along with less typical sizes such as AAAA (used in pagers, penlights, and glucose monitors) and J size (commonly utilized in hospital equipment and photographic flash units). The company also offers a variety of button cells based on zinc-air, silver-oxide, and lithium chemistries for devices like calculators, watches, hearing aids, and other compact medical instruments. In 2008, Duracell expanded its product range through a brand licensing deal with Dane-Elec, a flash memory manufacturer, introducing memory cards, hard drives, and USB flash drives featuring Duracell branding alongside its iconic copper top design.

Among its specialty offerings are NiMH rechargeable batteries and lithium batteries designed for cameras, watches, hearing aids, and automotive uses. Duracell’s primary consumer battery lines include "CopperTop (Plus)," which is promoted for extended longevity, and "Ultra," intended for digital gadgets that demand higher power output.

Within professional sectors across the United States and Europe, Duracell markets alkaline and lithium batteries under the "Procell" label (previously known as "Industrial by Duracell"). The Procell range comprises two main categories: "Procell Alkaline," suited for low-drain devices such as clocks, and "Procell Intense Power," engineered for high-drain equipment. These products are specifically designed to maximize battery performance based on device needs.

Duracell also manufactures batteries in prismatic and cylindrical formats. In 2006, the company introduced "Power Pix" batteries utilizing NiOx technology to serve digital cameras and other high-drain electronics with up to double the lifespan of standard alkaline batteries.

Historically, during the 1980s, Duracell briefly offered a line of high-performance flashlights under the name Durabeam.

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