BIRTH OF A GLOBAL BRAND
The company’s history began in the early 1920s with the inventive scientist Samuel Ruben and the innovative manufacturer of tungsten filament wire, Philip Rogers Mallory. While searching for equipment for an experiment, Ruben visited Mallory’s firm and this led to a partnership that continued until Mallory’s death in 1975. It was this cooperation that laid the foundations for the creation of Duracell International.
Samuel Ruben’s inventions revolutionized the battery technology of the time. For example, during World War II he developed the mercury cell battery, which stored increased capacity in more compact dimensions. This was ideally suited to the tough conditions prevailing in the North African and South Pacific operational theatres. Mallory produced millions of these innovative batteries for war use and founded the Mallory Battery Company.
In the 1950s, Samuel Ruben improved the alkaline manganese battery
Ruben succeeded in making the battery far more compact and durable than all of its predecessors and at the same time Eastman Kodak cameras made their market debut. Their integrated flashlight required more energy than the zinc-carbon batteries of the time could deliver and in addition the batteries had to be smaller. Therefore, Mallory developed AAA-size alkaline manganese cells especially for this purpose, but as the company did not have its own sales organization, the owners allocated licences to other companies
The increasing demand for energy for photographic products brought alkali batteries into the equation and they resulted in the birth of the Duracell brand in 1964. The sales market for Duracell batteries literally exploded and the brand went global. In the high-performance alkaline battery area, Duracell quickly became the world’s leading producer.
From the very beginning of the company’s history, the focus was on the many applications for batteries. And as a result of progressive technology, batteries are now used in a wealth of areas. Duracell is a name for incomparable longevity, full power in extreme situations and continuous further product development.