About
Duracell was founded in the early 1940’s. The company is known as a world leading manufacturer of high performance batteries.
The story originally began in the early 1920’s when the inventive genius of a scientist named Samuel Ruben joined forces with the manufacturing know how of Phillip Rogers Mallory.
First introduced under the Mallory brand name, their batteries were originally designed and supplied to Kodak to power their new high energy instant camera. Seeing a new emerging gap in the market with the introduction of portable consumer devices, the Duracell brand name is introduced. In 1969, their batteries became the first on the moon due to its use in the Apollo 11 space missions.
The 1970s saw the introduction of the iconic black and copper design, the first advertisement and the development of the famous Duracell Bunny. The company have continued to go from strength to strength. As a result, they are the world’s leading consumer battery company by market share. They also employ over 3,300 people across the globe.
The company continuously aim to develop more compact and efficient batteries. As a result they are responsible for many industry firsts including alkaline AA and AAA batteries.
Duracell Products
We stock the Essential Duracell batteries most common for your every day needs. As part of our Essentials range, they are available online and at every Branch across our network.