Editing Duracell

{{Short description|Battery and smart power system manufacturer of the United States}}
{{Infobox company
| name = Duracell Inc.
| logo = [[File:Duracell logo.svg|frameless|class=skin-invert]]
| logo_caption = Logo since 2013
| type = [[Subsidiary]]
| foundation = {{Start date and age|1924}} (as  [[P. R. Mallory and Co Inc|P.R. Mallory Company]])
| founders = [[Samuel Ruben]]<br />[[Philip Mallory]]
| location = [[Chicago, Illinois]], U.S.,<ref>{{Cite report|title=Berkshire Hathaway Inc 2021 Annual Report|url=https://www.berkshirehathaway.com/2021ar/2021ar.pdf |year=2022 |location=Omaha, Nebraska |page=34}}</ref> [[Bethel, Connecticut]]
| industry = 
| products = [[Battery (electricity)|Batteries]]
| num_locations = 
| revenue = [[United States dollar|US$]]2 billion <small>(2015)</small>
| operating_income = 
| net_income = 
| owner = 
| num_employees = 2,700
| parent = Dart Industries (1978–1980)<br/>[[Kohlberg Kravis Roberts]] (1988–1989)<br/>[[The Gillette Company]] (1996–2005)<br/>[[Procter & Gamble]] (2005–2016)<br/>[[Berkshire Hathaway]] (2016–present)
| subsid = Duracell (UK) Limited<br />Duracell China Limited<br />Duracell Batteries BV<br />Duracell Batteries Limited<ref>{{cite web|url=https://www.sec.gov/Archives/edgar/data/80424/000119312510188769/dex21.htm|title=THE PROCTER & GAMBLE COMPANY AND SUBSIDIARIES: Subsidiaries of the Registrant|website=www.sec.gov|access-date=12 February 2018|archive-url=https://web.archive.org/web/20160531104314/http://www.sec.gov/Archives/edgar/data/80424/000119312510188769/dex21.htm|archive-date=31 May 2016|url-status=live}}</ref>
| homepage = {{URL|www.duracell.com}}<br />{{URL|www.procell.com}}
| footnotes = 
}}
[[File:Duracell 9 Volt 0849.jpg|thumb|Typical Duracell 9V battery]]
'''Duracell Inc.''' is an American manufacturer of [[Alkaline battery|alkaline batteries]], specialty cells, and [[Rechargeable battery|rechargeables]]; it is a wholly owned subsidiary of [[Berkshire Hathaway]] since 2016. The company has its origins in the 1920s, through the work of [[Samuel Ruben]] and [[Philip Mallory]], and the formation of the [[P. R. Mallory and Co Inc|P. R. Mallory Company]].

Through a number of corporate mergers and acquisitions, Duracell came to be owned by the consumer products conglomerate [[Procter & Gamble]] (P&G). In November 2014, P&G reached an agreement to sell the company to the international conglomeration Berkshire Hathaway through a transfer of shares. Under the deal, Berkshire Hathaway exchanged the shares it held in P&G for ownership of the Duracell business.<ref name=BusinessWired>{{cite news|title=P&G Completes Exchange of Duracell to Berkshire Hathaway|url=http://www.businesswire.com/news/home/20160229006829/en/PG-Completes-Exchange-Duracell-Berkshire-Hathaway|access-date=February 29, 2016|work=Business Wire|date=February 29, 2016|archive-url=https://web.archive.org/web/20160301092731/http://www.businesswire.com/news/home/20160229006829/en/PG-Completes-Exchange-Duracell-Berkshire-Hathaway|archive-date=March 1, 2016|url-status=live}}</ref>

== History ==

=== Origins ===
[[File:Mallory_Duracell_battery.jpg|thumb|upright|A Mallory Duracell Battery from the 1970s]] Duracell originated via the partnership of scientist Samuel Ruben and businessman Philip Rogers Mallory, who met during the 1920s. The P. R. Mallory Company of [[Burlington, Massachusetts]], United States, relocated its headquarters to [[Indianapolis, Indiana]], in 1924. The company produced [[Mercury battery|mercury batteries]] for military equipment,<ref name="history">{{Cite web |url=http://www.duracell.com/en-US/company/history.jspx |title=Duracell &#124; History of the Duracell Company |access-date=2011-12-05 |archive-url=https://web.archive.org/web/20111130110948/http://www.duracell.com/en-US/company/history.jspx |archive-date=2011-11-30 |url-status=dead }}</ref> trumping the [[Zinc–carbon battery|carbon-zinc batteries]] used then in virtually all applications. In 1956, P. R. Mallory & Co. acquired General Dry Batteries, Inc. (GDB) with headquarters in [[Cleveland, Ohio]]. GDB was then the third-largest U. S. manufacturer of zinc-carbon batteries and had made mercury batteries under license from P. R. Mallory during and post World War II until its acquisition in 1956.<ref>Annual Report of P. R. Mallory for 1956</ref> During the 1950s, [[Eastman Kodak|Kodak]] introduced cameras with a [[Flash (photography)#Flashbulbs|bulb flash]]. The design required a new zinc-carbon cell size; [[AAA battery|AAA]] was introduced.<ref name="history" />

[[File:Studiobib.jpg|thumb|upright|A Duracell [[flashlight]] from the 1980s]]
In 1964, the term "Duracell" was introduced as a brand, from "durable cell". Until 1980, the batteries also bore the Mallory brand.

=== Developments ===
P. R. Mallory was acquired by [[Dart Industries]] in 1978, which in turn, merged with [[Kraft Foods|Kraft]] in 1980. [[Kohlberg Kravis Roberts]] bought Duracell in 1988 and took the company public in 1989. It was acquired for $7 billion by [[Gillette|The Gillette Company]] in 1996.<ref>{{cite news|url=https://www.nytimes.com/1996/09/13/business/gillette-to-buy-duracell-for-7-billion.html|title=Gillette to Buy Duracell for $7 Billion|date=September 13, 1996|work=New York Times|last1=Gilpin|first1=Kenneth N.|access-date=March 2, 2016|archive-url=https://web.archive.org/web/20160307161225/http://www.nytimes.com/1996/09/13/business/gillette-to-buy-duracell-for-7-billion.html|archive-date=March 7, 2016|url-status=live}}</ref>

In 2005, Procter & Gamble acquired Duracell's parent Gillette for $57 billion.<ref>{{cite news|title=P&G to acquire Gillette for $57bn|url=http://news.bbc.co.uk/1/hi/business/4214485.stm|access-date=March 3, 2016|work=BBC News|date=January 28, 2005|archive-url=https://web.archive.org/web/20170827123222/http://news.bbc.co.uk/1/hi/business/4214485.stm|archive-date=August 27, 2017|url-status=live}}</ref>

In September 2011, Duracell and [[Powermat Technologies]] Ltd. started a joint venture, called Duracell Powermat, to make small wireless chargers for [[mobile phones]] and small electronics, with P&G owning 55% of the joint venture shares and Powermat 45%.<ref>{{cite news|last1=Melanson|first1=Donald|title=Power mat and Duracell forming joint venture to 'globalize wireless charging'|url=https://www.engadget.com/2011/09/15/powermat-and-duracell-forming-joint-venture-to-globalize-wirele/|access-date=March 2, 2016|work=Engadget|date=September 15, 2011|archive-url=https://web.archive.org/web/20160426044401/http://www.engadget.com/2011/09/15/powermat-and-duracell-forming-joint-venture-to-globalize-wirele/|archive-date=April 26, 2016|url-status=live}}</ref>

In March 2012, along with Powermat Technologies, Duracell, under the Procter & Gamble corporate umbrella, founded the [[Power Matters Alliance]] (PMA), an alliance of leading industry and governmental organizations that is dedicated to advancing smart and environmentally sound wireless power.<ref>{{cite news|title=AT&T, Google, Starbucks Back 'PMA' Wireless Power Ecosystem and Open Standard|url=http://www.prnewswire.com/news-releases/att-google-starbucks-back-pma-wireless-power-ecosystem-and-open-standard-176240551.html|access-date=March 2, 2016|work=PR Newswire|date=October 29, 2012|archive-url=https://web.archive.org/web/20160306202903/http://www.prnewswire.com/news-releases/att-google-starbucks-back-pma-wireless-power-ecosystem-and-open-standard-176240551.html|archive-date=March 6, 2016|url-status=live}}</ref> [[AT&T]] and [[Starbucks]] joined the board later that year.<ref>{{cite web |url=https://www.engadget.com/2012/10/29/pma-starbucks-google-att/ |title=Boston-area Starbucks testing wireless smartphone charging; Starbucks, Google and AT&T back PMA standard |last=Gilbert |first=Ben |work=Engadget |date=October 29, 2012 |access-date=March 2, 2016 |archive-url=https://web.archive.org/web/20160118185501/http://www.engadget.com/2012/10/29/pma-starbucks-google-att/ |archive-date=January 18, 2016 |url-status=live }}</ref>

In 2013, the company released a "Duracell Quantum" line as their top-performing alkaline batteries.<ref>{{cite web|url=http://news.duracell.com/press-release/duracell-corporate/duracell-introduces-quantum-worlds-most-advanced-alkaline-battery|title=''Duracell Introduces Quantum The World's Most Advanced Alkaline Battery''|access-date=12 February 2018|archive-url=https://web.archive.org/web/20160304073702/http://news.duracell.com/press-release/duracell-corporate/duracell-introduces-quantum-worlds-most-advanced-alkaline-battery|archive-date=4 March 2016|url-status=dead}}</ref>

=== P&G spin-off and Berkshire Hathaway ownership ===
On October 24, 2014, Procter & Gamble announced it would spin off Duracell in 2015 as part of a wider restructuring scheme.<ref>{{cite web|url=http://www.bizjournals.com/cincinnati/morning_call/2014/10/p-g-to-shed-duracell.html|title=P&G to shed Duracell|date=October 24, 2014|access-date=November 14, 2014|work=Cincinnati Business Journal|archive-url=https://web.archive.org/web/20141030155945/http://www.bizjournals.com/cincinnati/morning_call/2014/10/p-g-to-shed-duracell.html|archive-date=October 30, 2014|url-status=live|author-first1=Erin|author-last1=Caproni}}</ref> On November 14, 2014, [[Berkshire Hathaway]] declared its intent to acquire Duracell in an all-stock deal, consisting of $4.7 billion worth of P&G stock then owned by Berkshire Hathaway.<ref name="money-duracell">{{cite news |last1=Morris |first1=Patrick |date=November 14, 2014 |title=Why Warren Buffett Just Bought Duracell |work=Money.com |url=https://money.com/warren-buffett-duracell/ |url-status=live |access-date=14 November 2014 |archive-url=https://web.archive.org/web/20210530024646/https://money.com/warren-buffett-duracell/ |archive-date=May 30, 2021}}</ref> The acquisition received regulatory approval from the [[European Commission]] in July 2015.<ref>{{cite news|last1=Blenkinsop|first1=Philip|title=EU clears Berkshire Hathaway's purchase of Duracell|url=https://www.reuters.com/article/us-duracell-m-a-eu-idUSKCN0PX17D20150723|access-date=2 November 2015|work=Reuters|date=23 July 2015|archive-url=https://web.archive.org/web/20151123090519/http://www.reuters.com/article/2015/07/23/us-duracell-m-a-eu-idUSKCN0PX17D20150723|archive-date=23 November 2015|url-status=live}}</ref>

The transfer was completed on February 29, 2016, with P&G investing $1.8 billion in cash into Duracell, and Berkshire Hathaway giving P&G back 52 million shares.<ref name="BusinessWired" />

In September 2016, Duracell announced plans to move its executive team and 60 employees to [[Chicago]].<ref>{{cite news|url=http://www.chicagotribune.com/business/ct-duracell-office-new-jobs-0916-biz-20160915-story.html|title=Duracell to open Loop office|date=September 15, 2016|newspaper=[[Chicago Tribune]]|access-date=September 26, 2016|author=Corilyn Shropshire|archive-url=https://web.archive.org/web/20160925081143/http://www.chicagotribune.com/business/ct-duracell-office-new-jobs-0916-biz-20160915-story.html|archive-date=September 25, 2016|url-status=live}}</ref>

In February 2022, Duracell announced a long-term partnership deal with [[Williams Grand Prix Engineering|Williams Racing]].<ref>{{Cite web |date=2022-02-14 |title=Duracell to help power Williams Racing in 2022 and beyond |url=https://www.williamsf1.com/posts/831fa70a-a575-4552-b112-b37c53176e81/duracell-to-help-power-williams-racing-in-2022-and-beyond |access-date= |website=Williams Racing |language=en}}</ref> The deal culminated with the vertical air intake of the car designed like a Duracell battery, which was first introduced in the [[2022 Miami Grand Prix]].<ref>{{Cite web |last=Agarwal |first=Armaan |date=2023-02-08 |title="Genius. Absolute genius!!!" - Fans react as Williams cleverly blend sponsor Duracell with its 2023 F1 livery |url=https://firstsportz.com/f1-news-fans-react-as-williams-cleverly-blend-sponsor-duracell-with-its-f1-livery/ |access-date= |website=FirstSportz |language=en-US}}</ref> The design was later implemented on the [[Williams FW45]] for the [[2023 Formula One World Championship|2023 season]].<ref>{{Cite web |last=Agarwal |first=Armaan |date=2023-02-08 |title="Genius. Absolute genius!!!" - Fans react as Williams cleverly blend sponsor Duracell with its 2023 F1 livery |url=https://firstsportz.com/f1-news-fans-react-as-williams-cleverly-blend-sponsor-duracell-with-its-f1-livery/ |access-date=2023-07-09 |website=FirstSportz |language=en-US}}</ref> Duracell also became the title sponsor of William Racing's [[ENASCAR Coca-Cola iRacing Series|eNASCAR]] team as Duracell Williams Esports eNASCAR.<ref>{{Cite web |date=2022-07-06 |title=Duracell Becomes Title Partner of Williams eNASCAR Team |url=https://www.businesswire.com/news/home/20220706005515/en/Duracell-Becomes-Title-Partner-of-Williams-eNASCAR-Team |access-date= |website=www.businesswire.com |language=en}}</ref>

== Products ==
[[File:Duracell battery.jpg|thumb|A Duracell AA battery]]
Duracell manufactures [[alkaline battery|alkaline batteries]] in [[List of battery sizes|many common sizes]], such as [[AAA battery|AAA]], [[AA battery|AA]], [[C battery|C]], [[D battery|D]], and [[Nine-volt battery|9V]]. Lesser-used sizes such as [[AAAA battery|AAAA]] (primarily for [[pager]]s, [[flashlight|penlights]], and [[blood]] [[glucose]] meters) and J size batteries (for hospital devices and photographic strobe flash units) are also manufactured and a range of "[[button cells]]" using zinc-air, silver-oxide, and lithium chemistries, used in [[calculator]]s, [[watch]]es, [[hearing aid]]s, and other small (mostly medical-related) devices. Duracell entered into a [[brand licensing]] agreement with [[flash memory]] manufacturer [[Dane-Elec]] in 2008 for a line of products including [[memory card]]s, [[hard drive]]s and [[USB flash drive]]s with the Duracell brand mark and in the brand's trademark "copper top" coloring.<ref>{{cite web|url=http://news.pg.com/press-release/pg-corporate-announcements/duracell-advances-trusted-everywhere-brand-name-flash-memor|title=Duracell Advances 'Trusted Everywhere' Brand Name To Flash Memory Products|access-date=2013-08-25|archive-url=https://web.archive.org/web/20140308063417/http://news.pg.com/press-release/pg-corporate-announcements/duracell-advances-trusted-everywhere-brand-name-flash-memor|archive-date=2014-03-08|url-status=live}}</ref>

Duracell also manufactures specialty batteries, including [[NiMH]] rechargeable batteries and batteries for cameras, watches, hearing aids, etc. Their two main battery brands are "CopperTop (Plus)," marketed as longer-lasting, and "Ultra," directed mainly at users of digital devices and devices that need more power. Duracell also makes some [[lithium battery|lithium batteries]]<ref>{{cite web | title=Duracell Specialty batteries for all your specialty devices | website=Duracell| url=https://www.duracell.co.uk/products/specialty-rechargeable-batteries/ | access-date=18 November 2022}}</ref> and car batteries.<ref>{{Cite web|url=https://autoemc.net/blog/who-makes-duracell-car-batteries/|title= Who makes duracell car batteries? |publisher=Auto |date= September 14, 2022}}</ref>

[[File:Procell Batteries.jpg|thumb|Various Procell batteries from the Alkaline & Intense product ranges]]
Duracell manufactures alkaline and lithium batteries in [[prism (geometry)|prismatic]] as well as [[cylinder (geometry)|cylindrical]] shape.  In 2006, Duracell introduced "Power Pix" batteries with [[NiOx Battery|NiOx]] technology, designed to power digital cameras and other high-drain devices for up to twice as long as alkaline batteries.

Duracell's professional batteries have been sold in the United States and Europe under the brand name "Procell" (previously "Industrial by Duracell" and "Duracell Procell"). Two main product lines are currently sold under the Procell brand, "Procell Alkaline" and "Procell Intense Power",<ref>{{cite web | title=Alkaline Intense Power Batteries | website=Procell| url=https://www.procell.com/alkaline-batteries/procell-alkaline-intense-power/ | access-date=18 November 2022}}</ref> intended to provide longer endurance by tailoring the power profile of the batteries to the requirements of the device. "Procell Alkaline" are designed for use in low-drain applications such as clocks, and Procell Intense Power is designed for higher-drain devices.<ref>{{Cite web|url=https://www.avnet.com/wps/portal/abacus/manufacturers/m/procell/Four-ways-to-improve-alkaline-battery-performance-in-professional-devices/|title=Four ways to improve alkaline battery performance in professional devices|website=AVNET}}</ref><ref>{{Cite journal|url=https://iopscience.iop.org/article/10.1149/MA2018-02/1/72|title=An Examination of the Factors That Influence Primary Battery Longevity Performance Under Multiple-Cell Vs Single-Cell Testing Conditions|journal=ECS Meeting Abstracts|year=2018 |doi=10.1149/MA2018-02/1/72 |last1=Joubert |first1=Jessica |last2=Iveson |first2=Ray |volume=MA2018-02 |issue=1 |pages=72 |url-access=subscription }}</ref>

In the 1980s, the company briefly had a line of flashlights called Durabeam, marketed as being much stronger and brighter than other flashlights.

== See also ==
*[[Duracell Bunny]]
*[[The Puttermans]]

== References ==
{{reflist}}

== Further reading ==
* Hintz, Eric S., "[https://www.jstor.org/stable/i40002607 Portable Power: Inventor Samuel Ruben and the Birth of Duracell]", ''Technology and Culture'', 50 (January 2009), 24–57.

== External links ==
*{{Commons category-inline}}
*{{official website|www.duracell.com}}

{{Berkshire Hathaway}}
{{Authority control}}

[[Category:Battery manufacturers]]
[[Category:Consumer battery manufacturers]]
[[Category:Former Procter & Gamble brands]]
[[Category:Companies based in Fairfield County, Connecticut]]
[[Category:Electronics companies established in 1924]]
[[Category:Manufacturing companies established in 1924]]
[[Category:American companies established in 1924]]
[[Category:Berkshire Hathaway]]
[[Category:1988 mergers and acquisitions]]
[[Category:1996 mergers and acquisitions]]
[[Category:2005 mergers and acquisitions]]
[[Category:2016 mergers and acquisitions]]
[[Category:Bethel, Connecticut]]