Female-Led, Multi-Unit Enterprise Reaches Multimillion-Dollar Milestone
Brenda and Rick Phipps were searching for a laptop battery – and not a new career path – when they happened into a Batteries Plus store. The couple had recently married and were creating a new life together in Virginia Beach, Va., after leaving previous careers. She had been a flight attendant and he had been a multi-unit automotive franchise owner who was semi-retired after selling the business.
As they perused the Batteries Plus shelves stocked with a vast assortment of essential products, they were intrigued by the retailer’s specialization. They not only found the laptop battery they couldn’t find elsewhere, but also recognized a niche business opportunity they couldn’t pass up. Researching Batteries Plus confirmed their interest in investing, but there were no available territories near them in Virginia. So, the couple relocated to South Florida and signed a development agreement to open three Batteries Plus stores within five years, the first location opening in 2006 in Lake Worth, Fla.
Today, Brenda leads operations as Rick transitions into retirement. “In the beginning, Rick and I worked side by side, but now I’ve taken on more responsibility as he’s taken a step back,” she says. “Running a business in a male-dominated industry was a challenge. I didn’t have a background in batteries or business ownership. But upon diving in, I quickly learned that developing the right team to support you can make all the difference in helping your business be successful, and I want other women to know they can do this, too.”
She also points out that franchising with Batteries Plus has provided work-life balance and the flexibility for quality time with their family and community involvement.
Explosive Growth with Niche Business
Now, after almost two decades of franchising with the world’s leading consumer and business specialty battery retailer, the Phipps’ business is set to exceed $3 million in annual sales. Their stores have consistently reached revenue milestones within the Batteries Plus franchise system and have been recognized with sales achievement honors for two consecutive years.
The future appears bright for Batteries Plus as the global battery market size, valued at $134,622 million in 2024, is projected to increase at a compound annual growth rate of 16.4% through 2030, according to Grand View Research.
Brenda credits much of their business success to franchisor support and her willingness to learn and adapt. Her advice to others considering franchise ownership: “Don’t miss out on an opportunity just because you don’t know anything yet. When we started, I didn’t know much about batteries, but I learned one product at a time. First wheelchair batteries and then light bulbs, device repairs, key fobs, you name it. It’s all about evolving with the business. The best way to learn is by doing.”
While the Phipps’ stores serve a diverse customer base, Brenda has developed an expertise in commercial sales, particularly within the marine industry along Florida’s East Coast. One of their stores is just three miles from the ocean, serving as the go-to resource for specialty batteries to power everything from deep-sea fishing boats to luxurious yachts.
Brenda says her customer-service experience as a flight attendant served her well in the role with Batteries Plus. “Typically at Batteries Plus, which is such a niche business, people don’t just come in and browse. Everybody who comes in needs assistance. I really enjoy being able to help people, and I’m just very grateful and blessed for the opportunity,” she says.
About Batteries Plus
Batteries Plus, founded in 1988 and headquartered in Hartland, WI, is a leading omnichannel retailer of batteries, specialty light bulbs and phone repair services for the direct-to-consumer and commercial channels. The retailer also offers key programming, replacement and cutting services. Through a nationwide network of stores, the company offers a differentiated value proposition of unrivaled product selection, in-stock availability and customer service. Batteries Plus is owned by Freeman Spogli, a private equity firm based in Los Angeles and New York City.
To learn more about Batteries Plus, named one of Forbes’ Best Franchises to Buy in America, click here.
