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Stockists of Duracell Batteries

At Electrical Europe we are proud to announce our latest stock arrival of batteries from one of the most internationally recognized and trusted battery firms, Duracell.

With a wide range of Duracell batteries now in stock, at the most competitive prices - Check out our Duracell Range here.

What about Duracell?
The Duracell story begins in the early 1920s with an inventive scientist named Samuel Ruben and an eager manufacturer of tungsten filament wire named Philip Rogers Mallory. Ruben came to the P.R. Mallory Company seeking a piece of equipment he needed for an experiment. But Ruben and Mallory saw an opportunity: Uniting Ruben’s inventive genius with Mallory’s manufacturing muscle. Their partnership, which would last until Mallory's death in 1975, was the bedrock of Duracell International.

Samuel Ruben and P.R. Mallory - The 1940s
Samuel Ruben's inventions revolutionized battery technology. During World War II, for instance, Ruben devised the mercury cell, which packed more capacity in less space and was durable enough for the harsh climates of wartime theaters like North Africa and the South Pacific—places where ordinary zinc carbon batteries used in flashlights, mine detectors, and walkie-talkies couldn't hold up. P.R. Mallory manufactured millions of mercury cells for the war effort. The Mallory Battery Company was formed shortly thereafter.

The Creation of the AAA Battery
In the 1950s, Samuel Ruben went on to improve the alkaline manganese battery, making it more compact, durable, and longer lasting than anything before it. At about the same time, Eastman Kodak introduced cameras with a built-in flash unit that required more power than zinc carbon cells could provide. The cameras needed alkaline manganese cells but in a new size, the AAA. Mallory made them, and also licensed the technology to others because the company, at that time, had no consumer distribution.

The Birth of the Brand 
The new photography-related demand for power put alkaline cells on the map, and in 1964 the Duracell brand was introduced. The consumer market for our batteries soon skyrocketed and supplies had to be rationed in the 1970s as manufacturing capacity caught up.

Trusted Everywhere 
As a brand, Duracell realized that there were (and still are) many uses for batteries. And as technology advanced, the uses for batteries only increased. They quickly became the world's leading producer of high-performance alkaline batteries. And while some people needed to power their child’s new toy, others needed to make sure their smoke detectors worked. But whether you were making your children smile or ensuring their safety at home, they knew that the battery just had to work. Establishing that reliable and consistent performance launched them as the brand that was, and is, trusted everywhere.

The Duracell Bunny Today
For over 33 years, the Bunny has evolved to keep up with the times. His evolution, however, also runs parallel to the consistent improvements in the quality and power of Duracell batteries and products. Today, the Duracell Bunny is one of the most widely recognized brand icons across the globe.

Duracell Bunny History
Duracell has been providing battery power around the world for decades, and at the heart of it all has been the Duracell Bunny. It began in 1973, when the Bunny made his debut. He showed people around the world that Duracell batteries lasted much longer than ordinary and inexpensive zinc carbon batteries. The Bunny, powered by Duracell batteries, was able to outlast all others no matter the challenge, and continues to do so today. The Duracell Bunny has traveled around the world, from Asia and Australia to Columbia and Croatia and plenty of countries in between. The Bunny brings an engaging, lively personality to personal power and, time after time, demonstrates why Duracell’s batteries last so long. Over time, the Bunny has evolved to keep up with the times. His evolution runs parallel to the consistent improvements in the quality and power of Duracell batteries and power products. Today the Duracell Bunny is one of the most widely recognized brand icons in the world, demonstrating why Duracell gives you the winning edge.

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Last Updated on by Matthew

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