Batteries Plus

Batteries Plus began in November 1988, when Ron Rezetko opened the first store in Green Bay, Wisconsin. The original mission was to provide quality batteries and related products with strong technical knowledge and service. Dan and Susan Manwaring opened the first franchise location in Fort Wayne, Indiana, in 1992. By 1998, the system had nearly 100 stores, leading the company to establish its headquarters in Hartland, Wisconsin. Batteries Plus launched Ascent Battery Supply, its logistics and supply chain division, in 2003, then introduced light bulbs nationwide in 2010. The brand adopted the name Batteries Plus Bulbs in 2013 and returned to Batteries Plus in 2021 with the tagline “Power it. Light it. Fix it.” Nationwide smartphone and tablet repair began in July 2014, followed by automotive key cutting and programming in 2016. Proprietary brands X2Power, Werker, Nuon, and UltraLast were refreshed and relaunched in 2020. Roark Capital Group acquired Batteries Plus Bulbs in November 2007. Freeman Spogli & Co., a Los Angeles based private equity firm, acquired the brand from Roark in July 2016. Current leadership includes CEO Scott K. Williams, COO Jon Sica, Chief Development Officer Joe Malmuth, Vice President of Global Franchise Development Victor Daher, and Chief Commercial Officer Scott O'Farrell. As of 2025, the system had more than 700 retail locations, with some analyses reporting more than 730 or 737 U.S. locations, across the United States and Puerto Rico. By the third quarter of 2025, new stores in Dover and Millsboro, Delaware, gave the brand locations in all 50 U.S. states. The company reported more than 800 locations open and in development nationwide in October 2025. Current independent franchise data lists 172 franchised units and 0 company owned units, indicating a primarily franchisee operated system.

Batteries Plus serves demand for batteries, light bulbs, and repair services. Portable electronics, including smartphones, tablets, and smart home devices, require specialized batteries and repair. Modern vehicles use electronic key fobs, supporting demand for key cutting and programming. An aging vehicle fleet can require more frequent battery replacement and key services. Interest in repairing electronic devices instead of replacing them also supports repair demand. Customers often need immediate help with a dead car battery, a broken phone screen, or another power or device problem, making many purchases less discretionary than other specialty retail spending. Local device repair remains fragmented, while specialized battery and light bulb retail is more consolidated, with Batteries Plus operating as a national brand. Its “Power it. Light it. Fix it.” format brings those needs together in one store. Growth in Internet of Things devices, energy efficient lighting, and increasingly complex electronics creates additional product and service needs. Between 2018 and 2025, the company reduced its reliance on Chinese imports from 32% to 4%, while diversifying sourcing to the United States, Vietnam, and Malaysia. That change supports supply availability during global disruptions.

The standard initial franchise fee is $44,500. Other reported figures range from $15,000 to $44,500 and from $15,000 to $49,500, with some reports stating $49,500. Independent franchise data lists a franchise fee of $37,500. Multi unit buyers can receive reduced fees. The two store program costs $67,500 in total, including $37,500 for the first store and $30,000 for the second. The three store program costs $87,500, including $37,500 for the first store and $25,000 for each additional store. A Multiple Unit Territory Fee of $10,000 per store is credited against the applicable initial franchise fee. Military veterans may receive up to $10,000 off the initial franchise fee. Estimated total initial investment ranges from $262,646 to $496,996. Other reported ranges are $263,000 to $497,000, $246,918 to $498,419, and $200,000 to $465,000. Actual costs can vary with real estate, leasehold improvements, initial inventory, signage, and grand opening marketing. Buyers are expected to show $100,000 in liquid capital and a minimum net worth of $350,000. The ongoing royalty is 5% of gross sales. Freeman Spogli & Co. provides the parent company’s ownership and private equity backing. Veteran incentives may also affect financing considerations.

A Batteries Plus store sells batteries for automotive, marine, powersport, laptop, and specialized device uses. It also carries LED, fluorescent, and specialty light bulbs. Technicians repair smartphones and tablets, including screen damage and battery problems. Stores also cut and program automotive keys. Franchisees therefore manage a retail operation and a technical service center, with responsibilities covering sales, inventory, staffing, and service quality. Typical staffing includes a store manager, sales associates, and certified technicians for device repair and key services. The existing network of more than 700 retail locations points to an inline or standalone store format that allows customers to access products and services. Training covers product knowledge, repair techniques, operating procedures, and customer service. Corporate support includes field consultants, proprietary inventory and point of sale technology, and national and local marketing programs. The corporate headquarters in Hartland, Wisconsin, supports the system. Ascent Battery Supply, launched in 2003, handles logistics and supply chain activity for product distribution and inventory management. Multi unit agreements include two store and three store programs, with territories structured for development. A single unit may commonly use an owner operator model, while multi unit ownership can allow an operator to delegate daily management to trained staff and oversee several locations.

In 2024, the company signed 57 new franchise agreements across 11 states and opened 30 stores across 15 states. During the first quarter of 2025, it signed 17 additional franchise agreements, including seven new franchisees, and opened eight stores in seven states. That period included the brand’s debut in Hawaii and brought its presence to 48 U.S. states. By the third quarter of 2025, new locations in Dover and Millsboro, Delaware, completed expansion into all 50 states. The company reported more than 800 locations open and in development nationwide in October 2025. For all of 2025, Batteries Plus signed 24 franchise deals representing 63 new units and opened 30 new stores. Its stated goals for 2025 were 50 new signings and 30 additional locations. The sourcing change from 32% Chinese imports in 2018 to 4% in 2025, with supply from the United States, Vietnam, and Malaysia, may reduce exposure to geopolitical and logistics problems and help stabilize input costs. Batteries Plus also has a Loan Activity Score of 75, a measure associated with franchisee satisfaction and system health.

Batteries Plus started franchising in 1992 and had nearly 100 stores by 1998. By 2025, the system had more than 700 retail locations, with reports citing more than 730 or 737 U.S. locations. In 2024, it signed 57 franchise agreements and opened 30 stores. In the first quarter of 2025, it signed 17 additional agreements and opened eight stores across seven states, including Hawaii, bringing the system to 48 states. By the third quarter of 2025, the brand had entered all 50 states through stores in Dover and Millsboro, Delaware. It reported more than 800 locations open and in development nationwide by October 2025. Across 2025, it signed 24 franchise deals for 63 new units and opened 30 stores. The 2013 move to Batteries Plus Bulbs and the 2021 return to Batteries Plus reflected the expansion beyond batteries into light bulbs, device repair, and automotive key services. Smartphone and tablet repair launched nationwide in July 2014, and automotive key cutting and programming followed in 2016. X2Power, Werker, Nuon, and UltraLast were relaunched in 2020. The brand’s competitive position rests on its history since 1988, its combination of batteries and light bulbs with repair and key programming, and the supply chain managed through Ascent Battery Supply. Sourcing shifted from 32% Chinese imports in 2018 to 4% in 2025, with greater use of the United States, Vietnam, and Malaysia. That shift, service expansion, and the company’s leadership support continued system development.

A suitable franchisee will generally need the operational and management ability to oversee a specialty retail store with technical services. Batteries Plus does not specify that applicants must have experience in a particular industry. Useful skills include customer service, inventory management, and supervision of technical employees. The two store and three store programs point to an interest in buyers who can grow beyond one location, whether they have experience managing multiple businesses or intend to build that capacity. The system operates throughout the United States and Puerto Rico. By the third quarter of 2025, it had expanded into all 50 states. During the first quarter of 2025, new stores opened in Arkansas, Georgia at two locations, Michigan, Minnesota, New Jersey, South Carolina, and Texas. The period also included the Hawaii debut, followed later by new stores in Dover and Millsboro, Delaware. These openings show active development across different markets, although specific market performance data is not disclosed. The time from signing a franchise agreement to opening a store is not provided. The process generally includes site selection, lease negotiation, construction or renovation, training, and initial inventory, with timing affected by local conditions and the franchisee’s execution. The franchise agreement term is also not available. Standard industry practice often places terms between 5 to 10 years, with renewal options tied to operating and performance requirements.

Batteries Plus has grown from nearly 100 stores in 1998 to more than 700 retail locations by 2025 and more than 800 locations open and in development by October 2025. Its history includes franchising since 1992, expansion into all 50 states, a presence in Puerto Rico, products for power and lighting, smartphone and tablet repair, and automotive key services.