Duracell: A Century of Innovation in Battery Technology
From powering early military equipment to fueling modern home energy systems, Duracell has established itself as a global leader in the battery industry. As a premier manufacturer of alkaline batteries, specialty cells, and rechargeables, the company has evolved through a century of scientific breakthroughs and corporate transitions to remain a household name in portable power.
Today, Duracell operates as a wholly owned subsidiary of Berkshire Hathaway, maintaining a significant presence in a global alkaline battery market that was valued at $9.75 billion in 2025. Alongside competitors like Panasonic and Energizer, Duracell continues to shape how the world stores and uses energy.
Key Facts
- Founded: 1924 as the P.R. Mallory Company.
- Current Owner: Berkshire Hathaway (since 2016).
- Market Position: One of the largest players in the global alkaline battery market.
- Workforce: 3,153 employees as of 2024.
- Headquarters: Chicago, Illinois, and Bethel, Connecticut.
- Recent Expansion: Opened a $56 million R&D headquarters in Georgia in 2025.
The Evolution of Duracell
Origins and Early Breakthroughs
The company's roots trace back to the 1920s through a partnership between scientist Samuel Ruben and businessman Philip Rogers Mallory. In 1924, the P.R. Mallory Company relocated its headquarters to Indianapolis, Indiana. The firm gained an early advantage by producing mercury batteries—cells that use mercury oxide as a depolarizer—which outperformed the standard carbon-zinc batteries used in military equipment at the time.
Growth continued in 1956 when P.R. Mallory & Co. acquired General Dry Batteries, Inc. (GDB), which was then the third-largest U.S. manufacturer of zinc-carbon batteries. The 1950s also saw the introduction of the AAA battery size, driven by the demand from Kodak's new bulb-flash cameras.
The Birth of a Brand
The name "Duracell," derived from the phrase "durable cell," was introduced as a brand in the 1960s. For two decades, the products were co-branded with the Mallory name until 1980.
Corporate Transitions and Ownership
Duracell's corporate history is marked by several high-profile acquisitions. After being owned by Dart Industries (1978) and later Kraft (1980), the company was purchased by Kohlberg Kravis Roberts in 1988 and taken public in 1989. In 1996, The Gillette Company acquired Duracell for $7 billion, and by 2005, the consumer giant Procter & Gamble (P&G) acquired Gillette for $57 billion.
In 2014, P&G announced a restructuring plan to spin off Duracell. This led to an all-stock deal with Berkshire Hathaway. The transfer was finalized on February 29, 2016, involving an exchange of P&G shares and a $1.8 billion cash investment from P&G into Duracell.
Product Portfolio and Technical Innovations
Duracell produces a wide array of power solutions tailored to different needs:
- Alkaline Batteries: Available in standard sizes (AA, AAA, C, D, 9V) and specialty sizes like AAAA for blood glucose meters and J size for hospital devices.
- Specialty Cells: Button cells using zinc-air, silver-oxide, and lithium chemistries for watches and hearing aids.
- Rechargeables: Including NiMH (Nickel-Metal Hydride) batteries.
- High-Performance Lines: The "CopperTop (Plus)" for longevity and "Ultra" for high-drain digital devices.
- Procell: A professional line featuring "Procell Alkaline" for low-drain devices (like clocks) and "Procell Intense Power" for high-drain applications.
Expanding Beyond Portable Batteries
The company has diversified its technology into wireless power and home energy. In 2011, Duracell formed a joint venture with Powermat Technologies Ltd. to create wireless chargers, later founding the Power Matters Alliance (PMA) to advance environmentally sound wireless power standards.
More recently, in July 2022, Duracell entered the home energy sector with the Power Center product line. These systems utilize lithium iron phosphate batteries and inverters (5 kW and 10 kW) to allow solar energy owners to store excess power for later use.
Strategic Partnerships and Branding
Duracell maintains high visibility through strategic marketing and sports partnerships. In February 2022, the company partnered with Williams Racing. This collaboration featured a unique design where the car's vertical air intake was styled to resemble a Duracell battery.
Additionally, Duracell expanded its brand reach in 2008 through a licensing agreement with Dane-Elec to produce flash memory cards and USB drives featuring the iconic "copper top" aesthetic.
Company Overview Summary
| Category | Details |
|---|---|
| Parent Company | Berkshire Hathaway |
| Key Products | Alkaline, Lithium, NiMH, and Home Energy Storage |
| Professional Brand | Procell |
| Global Market Share | Major player in the $9.75B alkaline market (2025) |
| R&D Investment | $56 million (Georgia facility, 2025) |
Frequently Asked Questions
Who currently owns Duracell?
Duracell is a wholly owned subsidiary of Berkshire Hathaway, having been acquired from Procter & Gamble in 2016.
What is the difference between Procell Alkaline and Procell Intense Power?
Procell Alkaline is designed for low-drain applications, such as clocks, while Procell Intense Power is tailored for higher-drain devices that require more endurance.
Does Duracell make more than just portable batteries?
Yes. Duracell has expanded into home energy storage with the Power Center line, which uses lithium iron phosphate batteries to store solar energy.
How did the name "Duracell" originate?
The brand name was introduced in the 1960s and is a portmanteau of the words "durable cell."
What is the purpose of the AAAA battery size?
The AAAA size is a lesser-used battery primarily utilized in penlights, pagers, and blood glucose meters.