Duracell Inc. stands as the world’s leading manufacturer of alkaline batteries. The company produces batteries in sizes ranging from AAA to D cells, along with specialty batteries for hearing aids, cameras, and other devices.
Berkshire Hathaway acquired Duracell in 2016 from Procter & Gamble in a $4.2 billion stock swap deal. The brand has held the position of most trusted battery brand since 2018.
Duracell operates manufacturing plants in the United States and sells products across more than 100 countries. The company’s copper and black color scheme has become one of the most recognized product designs in consumer goods.
Duracell History
Duracell Co-founders
Duracell Revenue
Duracell generates approximately $2 billion in annual revenue. As a wholly owned subsidiary of Berkshire Hathaway, the company does not report detailed financials separately. Revenue remained flat in 2023 compared to the previous year.
Duracell Market Cap
Duracell operates as a private company under Berkshire Hathaway ownership. The company’s valuation at the time of the 2016 acquisition stood at approximately $4.2 billion.
Berkshire Hathaway exchanged P&G shares valued at $4.7 billion for 100% ownership of Duracell. P&G invested an additional $1.8 billion in cash into the company before completing the transfer.
*P&G acquired Gillette (including Duracell) for $57B total
Duracell Competitors
Duracell competes in the global alkaline battery market valued at over $8.7 billion. The top three players control more than 80% of the worldwide market. Energizer Holdings stands as Duracell’s primary rival in consumer batteries.
| Company | Headquarters | Primary Products |
|---|---|---|
| Energizer Holdings | United States | Alkaline Batteries, Flashlights |
| Panasonic | Japan | Batteries, Electronics |
| Sony | Japan | Batteries, Consumer Electronics |
| Toshiba | Japan | Batteries, Electronics |
| VARTA | Germany | Consumer Batteries, Energy Storage |
| Rayovac | United States | Alkaline Batteries, Hearing Aids |
| Eveready Industries | India | Batteries, Flashlights |
| GP Batteries | Hong Kong | Consumer Batteries, Rechargeable |
| Maxell Holdings | Japan | Batteries, Data Storage |
| FDK Corporation | Japan | Batteries, Electronic Components |
Duracell Acquisitions
Duracell has been more often acquired than acquiring other companies throughout its corporate history. The brand changed hands multiple times across nearly a century of business operations.
In 1956, P.R. Mallory & Co. acquired General Dry Batteries, Inc. This purchase added the third-largest U.S. zinc-carbon battery manufacturer to the company’s operations. The deal strengthened Mallory’s position in the consumer battery market and expanded its manufacturing capabilities.
Dart Industries acquired P.R. Mallory in 1978, bringing Duracell under new corporate ownership. Dart later merged with Kraft in 1980, creating Dart & Kraft. The conglomerate eventually spun off Duracell, which was then acquired by Kohlberg Kravis Roberts in 1988 for $1.8 billion in one of the decade’s notable leveraged buyouts.
Duracell went public in 1989 before Gillette purchased the company for $7 billion in 1996. This acquisition added battery products to Gillette’s personal care portfolio. Procter & Gamble then acquired Gillette for $57 billion in 2005, bringing Duracell into one of the world’s largest consumer goods companies.
Berkshire Hathaway acquired Duracell from P&G in February 2016. Warren Buffett structured the deal as a stock swap, exchanging $4.7 billion in P&G shares for the battery business. P&G recapitalized Duracell with $1.8 billion in cash before completing the transfer. Duracell continues as a wholly owned Berkshire subsidiary with headquarters in Chicago.
FAQs
Who owns Duracell?
Berkshire Hathaway owns Duracell. Warren Buffett’s company acquired the battery maker from Procter & Gamble in a $4.2 billion stock swap completed in February 2016.
Where is Duracell headquartered?
Duracell is headquartered in Chicago, Illinois. The company relocated its executive team from Bethel, Connecticut to Chicago in September 2016 after Berkshire Hathaway acquired it.
When was the Duracell brand created?
The Duracell brand name was introduced in 1965. The name combines “durable” and “cell” to emphasize the longer-lasting power of alkaline batteries compared to zinc-carbon alternatives.
What products does Duracell make?
Duracell manufactures alkaline batteries in AAA, AA, C, D, and 9V sizes. The company also produces specialty batteries for hearing aids, cameras, watches, and rechargeable power systems.
Is Duracell better than Energizer?
Duracell holds approximately 40% U.S. market share compared to Energizer’s smaller share. Both brands perform similarly in independent tests, with Duracell ranked as the most trusted battery brand since 2018.