Hartland, Wisconsin - 5 May, 2005 -

The nation’s increasing reliance on batteries has led to explosive growth for Batteries Plus , the largest U.S. retail chain focused on the expanding $20 billion battery category. In fact, as the chain starts to realize its goal of 400 locations by 2007, company executives have made a series of sweeping enhancements at the store and corporate levels to keep pace with market demand and consumer trends. Perhaps the most noticeable change for Batteries Plus customers involves branding a new "look and feel" consisting of a more contemporary logo featuring brighter colors, store d cor featuring a “softer” feel, simplified, customer-friendly product displays and an expanded line of consumer-friendly battery-related items, such as flashlights, cell phone accessories and battery-drawer organizer trays. A nationally recognized architectural firm was consulted in determining fixtures, counters, even floor tiles, that are part of the proprietary updated Batteries Plus formula. Designed by a national branding firm, the new look has already been incorporated into signs and other Point-of-Purchase (POP) displays at many of the chain’s 236 stores nationwide and is in full-force at newly opened locations. Additional battery-related products will be added to store's merchandise to stay on top of consumer trends. The new Batteries Plus look and expanded product line is part of a comprehensive effort to capture a more mainstream customer base to its stores nationwide. “The new branding more accurately reflects the wide range of products and services that Batteries Plus offers to both consumers and commercial customers,” said Russ Reynolds, CEO and president of Batteries Plus. “Our previous color scheme and design created a misconception that our primary focus was on automotive, when in fact we carry literally thousands of batteries for thousands of items, ranging from batteries for common items such as watches, cameras and cordless telephones, to larynx batteries for electronic voice boxes, solar landscape lights, talking books for children and keyless entry door locks at major hotels.” Reynolds noted that, in addition to batteries of virtually every shape and size, Batteries Plus provides unmatched service and expertise. Stores meet a wide array of needs in the communities they serve, from the consumer seeking simple batteries for common items, to automotive needs, to the business owner or large entity needing ongoing, more complex battery services. In another move aimed to support market demand and franchise growth, Batteries Plus launched a subsidiary, Ascent Battery Supply, to streamline sourcing and distribution of store merchandise. In addition, following nearly two years of strategic research and franchisee training, Batteries Plus completed converting all of its stores to a new Point-of-Sale and Wide-Area-Network system, including a centralized database that houses all customer information. “The new supply chain initiative and new technology platform combined were major initiatives that significantly strengthen our franchise system, particularly in terms of operational cost-efficiency,” Reynolds said. “With these new programs in place, we have more information that will allow us to better manage the supply chain and improve merchandising strategies to support our growth.” Batteries Plus, with 236 open locations, is targeting growth in Top 25 markets across the country at rocket speed, with 135 stores currently in development and 35 new locations expected to open in 2005. Carefully poising for the future, the company has doubled its corporate staff in the past two years and expanded its executive team. Recently, Batteries Plus established and fully-staffed a Product Call Center at its corporate headquarters, where franchisees can access continuing support on a variety of issues. The company also introduced a new Intranet system for enhanced franchisee/franchisor communications. “The U.S. battery demand is currently $20 billion and is projected to increase 6.4 percent per year,” said Reynolds, noting that Batteries Plus projects $146 million in system-wide sales for 2005. “As the battery market continues to expand rapidly through both proliferation and consumption, we are enhancing our technologies, our products and services and our identity to respond to society’s needs. With every initiative, we take a step closer to establishing Batteries Plus as a household brand name in America.” About Batteries Plus Batteries Plus is the nation's largest retail chain of its kind, offering a comprehensive selection of batteries, battery-related products and technical support that meet growing battery demands for consumer and commercial customers. In addition to thousands of batteries, stores also feature a Tech Center that is equipped to design, assemble, rebuild, and test custom battery packs. Accounts include Fortune 500 companies, manufacturers, other retail channels, local municipalities, fire and police departments, the armed forces and school districts. Its product line includes batteries for both the common and hard-to-find items that are traditionally not available at other retail stores. Currently, Batteries Plus has 238 open locations in 40 states and Puerto Rico and 135 additional stores in development. The fast-growing franchise company projects to have 400 stores by 2007.

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