Duracell
A global battery brand best known for its copper-top alkaline cells, specialty batteries, rechargeables, and expanding home-energy products.
Last updated October 17, 2026
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Overview
Duracell is an American-origin battery brand and manufacturer whose principal products include alkaline batteries, specialty cells, rechargeable batteries, professional-use batteries, chargers, and selected energy-storage systems. The brand developed from the work of inventor Samuel Ruben and businessman Philip Rogers Mallory, whose partnership helped advance mercury-battery technology during the 1920s. Their business, the P. R. Mallory Company, later became the foundation of a consumer-battery operation that adopted the Duracell name in the 1960s, derived from the idea of a durable cell. Duracell’s early development was closely connected to improvements in portable power. The company produced mercury batteries for military applications at a time when carbon-zinc cells dominated many consumer uses, and it subsequently expanded through the acquisition of General Dry Batteries in 1956. The business participated in the development and commercialization of battery formats used in cameras and other emerging portable devices, including the AAA size associated with flash-equipped cameras in the 1950s. The company passed through several owners during the consolidation of the battery and consumer-products industries. P. R. Mallory was acquired by Dart Industries in 1978; Dart later merged with Kraft. Duracell was purchased by Kohlberg Kravis Roberts in 1988 and became publicly traded in 1989. The Gillette Company acquired it in 1996, and Procter & Gamble gained ownership when it purchased Gillette in 2005. Under P&G, Duracell remained a major global battery brand and developed product lines such as Duracell Quantum, rechargeable products, professional batteries, wireless-charging initiatives, and licensed consumer electronics. In 2014, P&G announced plans to separate Duracell as part of a broader restructuring. Berkshire Hathaway agreed to acquire the business through an exchange of Berkshire-held P&G shares. The transaction was completed on February 29, 2016, making Duracell a wholly owned Berkshire Hathaway subsidiary. The company later moved its executive team and a number of employees to Chicago, and in 2025 announced a new global research-and-development headquarters in Georgia. The brand’s best-known visual and commercial asset is its copper-and-black battery design, commonly associated with CopperTop products. Duracell positions its consumer batteries around dependable, long-lasting power for household electronics, toys, controllers, cameras, clocks, medical devices, and other portable equipment. Its professional Procell range serves commercial and institutional users, with products differentiated for lower- and higher-drain applications. Duracell also sells lithium, zinc-air, silver-oxide, button-cell, and nickel-metal-hydride products for specialized devices such as watches, hearing aids, blood-glucose meters, and photographic equipment. Beyond conventional batteries, Duracell has tested adjacent categories. It participated in wireless-power ventures with Powermat Technologies, helped establish the Power Matters Alliance, and introduced the Power Center home-energy-storage line in 2022. The company has also used sports partnerships and the long-running Duracell Bunny advertising property to reinforce associations with endurance and sustained performance. Duracell remains active internationally, competing primarily with brands such as Energizer and Panasonic in the global primary-battery market.
History
Duracell’s origins lie in the 1920s partnership between scientist Samuel Ruben and businessman Philip Rogers Mallory. Mallory’s company, the P. R. Mallory Company, developed mercury batteries for military equipment and helped advance battery performance beyond the carbon-zinc technology then common in many applications. The company moved its headquarters to Indianapolis in 1924. In 1956, P. R. Mallory acquired General Dry Batteries, a significant American zinc-carbon producer that had also manufactured mercury batteries under license. This expanded Mallory’s manufacturing and distribution base. During the same period, changes in cameras and flash equipment encouraged the development of new battery formats, including AAA cells. The Duracell name appeared in the 1960s as a consumer-facing identity based on the concept of a durable cell; Mallory branding continued to appear alongside it for a period. Ownership changed repeatedly as the battery business consolidated. Dart Industries acquired P. R. Mallory in 1978, and Dart subsequently merged with Kraft in 1980. Kohlberg Kravis Roberts purchased Duracell in 1988 and took the business public in 1989. The Gillette Company acquired Duracell for approximately $7 billion in 1996. Procter & Gamble then acquired Gillette in 2005 in a transaction valued at approximately $57 billion, bringing Duracell into P&G’s consumer-products portfolio. Under P&G, Duracell expanded its consumer and professional ranges. It sold alkaline cells in standard formats such as AA, AAA, C, D, and 9V, as well as less common sizes and button cells using lithium, zinc-air, and silver-oxide chemistries. It also developed rechargeable nickel-metal-hydride products, specialty cells for cameras, watches, hearing aids, and medical devices, and the Power Pix line for high-drain digital cameras. The Procell business served professional users in North America and Europe. Duracell also explored adjacent power technologies. In 2011 it formed a wireless-charging joint venture with Powermat Technologies, and in 2012 the two companies helped establish the Power Matters Alliance. Duracell introduced the Quantum alkaline line in 2013 as a premium, high-performance product. A licensing agreement with Dane-Elec also extended the trademark to memory cards, hard drives, and USB flash drives, although these were not core battery products. P&G announced the planned separation of Duracell in October 2014. Berkshire Hathaway declared its intention to acquire the business the following month by exchanging Berkshire-owned P&G shares for Duracell. European regulatory approval was obtained in 2015, and the transfer was completed on February 29, 2016. P&G provided cash to support Duracell, while Berkshire returned P&G shares as part of the transaction. Duracell subsequently announced the relocation of its executive team and approximately 60 employees to Chicago. In 2022, Duracell entered residential energy storage with the Power Center line, which uses lithium-iron-phosphate batteries and inverter products and can be integrated with solar generation. The company also increased its sports-marketing profile through a long-term Williams Racing partnership announced in 2022. In 2025 it announced a new global research-and-development headquarters in Georgia. Duracell therefore remains primarily a consumer and professional battery brand while extending its identity into rechargeable power, wireless charging, and stationary energy storage.
- 2025
New Georgia R&D headquarters announced
[1]Duracell announced a global research-and-development headquarters in Georgia.
- 2022
Power Center introduced
[1]Duracell launched a residential energy-storage product family.
- 2016
Berkshire Hathaway ownership completed
[1]Duracell became a wholly owned Berkshire Hathaway subsidiary after separation from P&G.
- 2013
Quantum product line launched
[1]Duracell introduced Quantum as a premium alkaline-battery line.
- 2005
Duracell enters Procter & Gamble portfolio
[1]P&G acquired Gillette, including Duracell.
- 1996
Gillette acquisition
[1]The Gillette Company acquired Duracell.
- 1989
Duracell becomes publicly traded
[1]The company was taken public after its acquisition by KKR.
- 1988
KKR purchases Duracell
[1]Kohlberg Kravis Roberts acquired the battery business.
- 1978
Acquisition by Dart Industries
[1]P. R. Mallory became part of Dart Industries.
- 1960
Duracell name introduced
[1]The Duracell brand name began to be used for the company’s consumer battery products.
Products and positioning
Premium, reliable, long-lasting portable and distributed power.
Alkaline batteries
Duracell CopperTop
The brand’s signature mainstream alkaline range, sold in common household sizes including AA, AAA, C, D, and 9V. CopperTop products are positioned around dependable everyday power for toys, remotes, clocks, household electronics, and similar devices.
Premium alkaline batteries
Duracell Optimum
A premium consumer alkaline range designed for devices that require comparatively strong or sustained output. It extends Duracell’s performance-oriented positioning beyond its standard CopperTop offering.
Alkaline batteries · 2013
Duracell Quantum
Introduced in 2013 as a top-performing alkaline line, Quantum was marketed toward consumers seeking higher performance from disposable batteries.
Rechargeable batteries
Duracell Rechargeable
Rechargeable nickel-metal-hydride cells and associated charging products for household electronics and other compatible devices. The range provides a reusable alternative to single-use alkaline batteries.
Specialty batteries
Duracell Specialty
A collection of button and small-format cells using chemistries such as lithium, zinc-air, and silver oxide. These products serve watches, calculators, hearing aids, blood-glucose meters, photographic equipment, and other compact devices.
Professional batteries
Procell
Duracell’s professional battery brand for commercial and institutional applications. Procell Alkaline is intended for lower-drain equipment such as clocks, while Procell Intense Power is designed around the requirements of higher-drain devices.
Home energy storage · 2022
Duracell Power Center
A residential energy-storage system introduced in 2022, combining inverter products with expandable lithium-iron-phosphate battery storage. The system can be used with solar installations to retain excess generation for later use.
Controversies
2019
Energizer sues Duracell over Optimum battery advertising claims
Energizer sued Duracell, alleging that Duracell's Optimum battery packaging and television commercials misled consumers by implying that the batteries were more powerful and lasted longer than rival batteries. Energizer sought damages and a halt to the advertising it described as improper. The source reports no court determination in the matter.
Marketing campaigns
- 2022Williams Racing partnership
United States · United Kingdom · International motorsport markets
Duracell announced a long-term partnership with Williams Racing. The branding included a vehicle air intake styled to resemble a Duracell battery, first appearing at the 2022 Miami Grand Prix, and later continued on the Williams FW45. The partnership also extended to the team’s eNASCAR presence.
Outcome. Ongoing sports and esports brand partnership.
- 1960Duracell Bunny advertising platform
International
Duracell developed the Duracell Bunny as a recurring advertising symbol for endurance and long-lasting battery performance. The character became one of the brand’s most recognizable marketing assets.
Outcome. Long-running brand asset; specific campaign results are not provided.
Brand decisions
2022
Launch Power Center home-energy systemsProduct launchBackground
Duracell expanded from portable batteries into residential energy storage and solar-energy management.
Action taken
The company launched Power Center systems with 5 kW and 10 kW inverter products and expandable lithium-iron-phosphate storage.
Aftermath
The product line established an adjacent home-energy category for the Duracell brand.
2014
Separate Duracell from Procter & GambleM&ABackground
P&G announced a broad restructuring and portfolio simplification program.
Action taken
P&G announced that Duracell would be spun off or otherwise separated from the company.
Aftermath
Berkshire Hathaway agreed to acquire Duracell, and the ownership transfer was completed in 2016.
2013
Launch Duracell QuantumProduct launchBackground
Duracell sought to strengthen its premium alkaline-battery offering.
Action taken
The company introduced Quantum as a top-performing alkaline product line.
Aftermath
Quantum became part of Duracell’s premium consumer-battery portfolio.
2011
Enter wireless charging through Powermat joint ventureStrategyBackground
Duracell and Powermat Technologies identified wireless charging for mobile phones and small electronics as an adjacent power category.
Action taken
They formed Duracell Powermat, with P&G holding 55 percent and Powermat holding 45 percent of the joint venture.
Aftermath
The companies subsequently helped establish the Power Matters Alliance in 2012.
Recent events
- 2025
Duracell establishes Georgia research-and-development headquarters[1]
Other
Duracell announced a new global research-and-development headquarters in Georgia, United States, supported by a reported investment of $56 million.
- 2022
Duracell launches Power Center home storage[1]
Product launch
Duracell introduced a residential energy-storage product family through California distributor Power Center+, combining inverters with expandable lithium-iron-phosphate battery capacity.
- 2022
Duracell announces Williams Racing partnership[1]
Campaign
Duracell entered a long-term partnership with Williams Racing, including prominent battery-inspired vehicle branding and an esports sponsorship.
- 2016
Duracell ownership transfers to Berkshire Hathaway[1]
M&A
The transaction separating Duracell from P&G and transferring ownership to Berkshire Hathaway was completed on February 29, 2016.
- 2016
Berkshire Hathaway completes Duracell acquisition[4]
M&A
The ownership transfer from Procter & Gamble to Berkshire Hathaway was completed, making Duracell a Berkshire Hathaway operating company.
- 2014
Procter & Gamble announces Duracell separation[1]
Other
P&G announced that it intended to spin off or otherwise separate Duracell as part of a company-wide restructuring program.
- 2014
Berkshire Hathaway agrees to acquire Duracell[1]
M&A
Berkshire Hathaway announced an agreement to acquire Duracell through an all-stock transaction involving its existing P&G shareholding.
- 2014
Berkshire Hathaway agrees to acquire Duracell from Procter & Gamble[5]
M&A
Procter & Gamble announced that Berkshire Hathaway would acquire the Duracell business in a transaction involving the transfer of P&G shares held by Berkshire Hathaway.
Sources9 sources
- 1Duracellen.wikipedia.org
- 2Duracell official websiteduracell.com
- 3Energizer sues Duracell over Optimum battery advertising claimso.canada.com
- 4伯克希尔·哈撒韦完成对金霸王的收购berkshirehathaway.com
- 5伯克希尔·哈撒韦同意从宝洁收购金霸王berkshirehathaway.com
- 6Duracell debuts lithium coin batteries with bitter coating to curb accidental ingestionfoxbusiness.com
- 7Duracell donates sandbags, ponchos and batteries to the ODPMguardian.co.tt
- 8Energizer sues Duracell over 'Optimum' battery claimsiol.co.za
- 9This simple Spring Clean could save your child's lifedailymail.com
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