Welcome! Duracell® Flashlights is operated by the Duracell® licensee: Sapphire Multinational Group Inc. We are a prominent supplier of flashlights and have been for many years. We also run the eCommerce portal at Duracell Direct and manufacture lights under the Garrity name.
We have been bringing high quality portable lighting products to the Duracell and Garrity name since 2011 and are continuously seeking to continue this tradition. In doing this, we design the products you see, ensure the production of our products is consistent with excellence, and listen carefully to what our consumers want in their lighting products. At SMG, we know the strength of the Duracell brand and work to make sure that our products only enhance the Duracell name that you have come to know and trust.
We look forward to hearing from you, if you have any products or ideas that you would like to see, please feel free to contact us.
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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. During the 1950s, Kodak introduced cameras with a flash. The design required a new cell size, and size AAA was developed.
In 1964, the term “Duracell” was introduced as a brand. The name is a portmanteau for “durable cell.” Until 1980, the batteries also bore the Mallory brand.
The name came from a conversation with a shop owner. The executive called the company and asked if A-1 Durable Carpet Inc. had a trademark on the name Durable. The executive spoke to the son of the cleaning company, Steve Nobrega. The executive explained how they were thinking of calling a new battery that had a copper cell “Durable Cell” and asked how the name suited the company. The owner’s son explained that his father was the owner of a franchise originally called “Duraclean”. His father had chosen the new company name for the company by dropping the clean in “Duraclean” and added able to Durato keep the name similar.
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 Gillette in 1996. Following the acquisition by Gillette, Duracell® became part of the Proctor and Gamble company when Gillette was acquired by P&G in 2005. Most recently, Duracell® was sold from P&G to Berkshire Hathaway in 2016.
Citations: Duracell. (2016, March 2). In Wikipedia, The Free Encyclopedia. Retrieved 15:14, April 6, 2016, from https://en.wikipedia.org/w/index.php?title=Duracell&oldid=707976125,