Marketing

Batteries Plus expanding Atlanta footprint

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June 20, 2023

Batteries Plus has signed an area development deal to secure an 80-mile radius around the Atlanta market.

The agreement is with Equicorp Partners LLC, a franchise group that has had 30 years experience in restaurant locations including Arby's, Cinnabon and Popeyes, according to a press release.

The group, which will be the sole franchisee in the Atlanta market, will operate 35 stores, beginning with the 17 existing locations and over a dozen new territories being considered for future development.

Equicorp has also partnered with Freeman Spogli & Co., the private equity firm that acquired majority interest of Batteries Plus in 2016.

"We're thrilled to develop Atlanta into a Batteries Plus-powered city," Greg Belatti, partner and counsel at Equicorp, said in the release. "Being a strong franchisee is important to us and with Batteries Plus we can not only help bring reliable expertise and power services to the residents and businesses of Atlanta, but we can also build the brand's reputation while providing opportunities for a number of talented, customer focused team members."

The agreement is the first under Batteries Plus's Market Stewardship Program.

"This is an exciting deal for us because it's the first of its kind for Batteries Plus," Jon Sica, chief business officer of Batteries Plus, said in the release. "There are over 6 million people in and around Atlanta and this deal gives us the potential to power devices, homes, businesses, schools, hospitals and more, with a large base of retail stores, over 100 trusted associates and commercial sales and service centers with an extremely reliable franchise partner."

As RetailCustomerExperience recently reported, the omnichannel retailer is reinventing its online platform to boost e-commerce operations while ensuring a personalized customer experience both on its website and in its 700-plus stores.