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Endpoint: Duracell



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created on: 7/04/2025
by: Lo55o (13362)
 
 

Brand properties

General info :
Duracell is the brand name used by Duracell Inc., an American manufacturer of alkaline batteries, specialty cells, and 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 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.

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 batteries for military equipment, trumping the 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. During the 1950s, Kodak introduced cameras with a bulb flash. The design required a new zinc-carbon cell size; AAA was introduced.

In 1964, the term "Duracell" was introduced as a brand, from "durable cell".
Until 1980, the batteries also bore the Mallory brand.

P. R. Mallory was acquired by Dart Industries in 1978, which in turn, merged with Kraft in 1980. Kohlberg Kravis Roberts bought Duracell in 1988 and took the company public in 1989. It was acquired for $7 billion by The Gillette Company in 1996.

In 2005, Procter & Gamble acquired Duracell's parent Gillette for $57 billion.

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%.

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. AT&T and Starbucks joined the board later that year.

In 2013, the company released a "Duracell Quantum" line as their top-performing alkaline batteries.

On October 24, 2014, Procter & Gamble announced it would spin off Duracell in 2015 as part of a wider restructuring scheme. 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. The acquisition received regulatory approval from the European Commission in July 2015.

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.
Relations :
Brand name used by : Duracell, Inc.
This endpoint is new to the database, please check he (it) is not in with a similar endpoint name association (and use the ENA function if necessary).
Brand name used by [2005 - 2015] : The Procter & Gamble Company
This endpoint is approved in the database from previous submissions.
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Item number : 68741

Submitted by : Lo55o (13362)
on : 07/04/2025