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Our Mission
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on our journey
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Our vision, our journey…
One of Puredrive’s core missions is to enable homes to harness renewable energy and store it for use when needed, helping households reduce energy bills and rely less on traditional energy suppliers.
Puredrive Energy is a UK based manufacturer of Duracell branded solar battery systems, supporting households across the UK and Europe in accessing more affordable and reliable clean energy solutions.
We design and build advanced battery storage engineered for British homes and tariff structures. We help customers optimise energy use, increase self consumption of solar power, and reduce exposure to energy price volatility.
To expand our reach and accelerate our growth, we are inviting individuals who share our vision to join us at the next stage of our journey.
The journey has only just begun.
Britain’s energy infrastructure was built for a centralised system powered by fossil fuels. It was not designed for a future where millions of homes generate electricity, where electric cars charge overnight, and where heat pumps replace gas boilers.
That shift is now underway. The UK Government’s Clean Flexibility Roadmap notes that annual electricity demand is likely to at least double by 2050 as transport and heating electrify.*¹
“With more demand landing on an ageing network, the pressure on grid capacity, stability, and investment is only increasing.”
Mark Millar, CEO of Puredrive Energy
The 2022–2023 energy crisis showed how exposed households and businesses are to global gas prices.*² Energy bills have eased since their peak, but the House of Commons Library highlights that prices remain well above pre-crisis levels, and significant reductions are not expected to come easily.*³ Ofgem’s price cap has moved repeatedly over recent years, reflecting how quickly costs can rise and how difficult it is for households to plan.*⁴
The problem
Wind and solar are expanding quickly,*⁵ but generation does not always line up with demand. When the grid cannot absorb surplus electricity, clean power is curtailed.*⁶ Storage and flexibility solve that gap by shifting energy to when it is needed.*¹
UK policymakers and system experts have been clear on this point. Parliament’s Science and Technology Committee has said long-duration energy storage is essential for security of supply in a renewables-heavy system.*⁷ The same direction is reinforced by the government’s focus on flexibility as demand rises.*¹
Consumers are responding to the new reality. More homeowners want energy independence, protection from price shocks, and resilience when the grid is under strain.*² Residential solar is part of the answer, but without battery storage a household still exports surplus power cheaply and buys it back later at a higher rate.*⁸
Intelligent battery storage changes the equation. High-performance home and commercial systems let customers store solar energy, reduce grid reliance, and cut bills. They also set households up for the next phase of the market, where smart tariffs and flexibility rewards become normal.*¹
This is the infrastructure shift happening behind the meter, and it is where Puredrive sits: building the systems that make renewable energy practical, reliable, and affordable in everyday life.
¹ UK Government – Clean Flexibility Roadmap
² International Energy Agency (IEA) – Global Energy Crisis 2022
³ House of Commons Library – Energy Prices Research Briefing
⁴ Ofgem – Energy Price Cap
⁵ Department for Energy Security and Net Zero – UK Renewable Energy Statistics
⁶ National Grid ESO – Curtailment & Constraint Payments
⁷ UK Parliament – Science and Technology Committee (Energy Storage Reports)
⁸ Ofgem – Smart Export Guarantee (SEG)
The Solution
Battery storage is increasingly recognised as a key enabler of the transition to a more digital, decentralised electricity system.*¹
As renewable generation expands and electrification of transport and heating accelerates, system flexibility and energy storage are playing a growing role in maintaining grid reliability and resilience.*² Without sufficient flexibility, higher renewable penetration and rising demand can place additional pressure on network infrastructure.*²
The Department for Energy Security and Net Zero (DESNZ) has identified flexibility and storage as important technologies for energy security and system stability.*¹ Policy and market reforms are continuing to evolve to support deployment and system integration.*¹ The commercial implication is clear: the UK energy system is placing greater value on flexibility, performance, and scalability.
Aligned with UK policy direction and market development.
The UK’s energy strategy places increasing emphasis on system flexibility and distributed energy resources.*¹ Distributed technologies, including residential battery storage, are recognised as contributors to reducing overall system costs and improving resilience when effectively integrated.*¹
At the same time, national capacity and flexibility procurement mechanisms continue to evolve, with sustained market participation in recent auction rounds.*⁵ This trend supports the long-term investment case for energy storage as part of the wider energy transition.
Puredrive delivers performance and integration designed to maximise value.
Our storage ecosystems are engineered for high efficiency, long service life, and integration with rooftop solar, EV charging, and intelligent energy management. The result is a lower total cost of ownership for homes and businesses, alongside the potential to unlock additional value through smart tariff optimisation and participation in flexibility services as these markets develop.*³
Independent research indicates that appropriately sized solar-plus-storage systems can improve the economics of behind-the-meter solar by increasing self-consumption and reducing exposure to peak retail pricing.*⁴
Puredrive is positioned to scale.
Our Duracell manufacturing licence combines a globally recognised consumer brand with scalable UK manufacturing capability. In practical terms, this supports partner confidence, streamlined onboarding, and reduced go-to-market friction as we expand capacity to meet demand. As storage adoption increases across the UK and Europe,*² this partnership is designed for disciplined growth and market expansion.
Now is a period of significant opportunity.
With ongoing policy support for flexibility,*¹ sustained energy price volatility,*⁶ and growing consumer interest in greater energy autonomy,*⁶ the market for integrated battery storage continues to strengthen. Puredrive’s products are built to support this transition — enabling homeowners to manage energy use more effectively, reduce exposure to price fluctuations, and participate in an evolving electricity market.
¹ DESNZ – Delivering a Smart and Secure Electricity System (2023)
² National Grid ESO – Future Energy Scenarios
³ Ofgem – Demand Flexibility Service / Smart Systems
⁴ International Energy Agency – Solar + Storage system value research
⁵ National Grid ESO – Capacity Market
⁶ House of Commons Library – Energy price research briefing
We manufacture under licence to Duracell, producing Duracell Energy battery solutions for homes and businesses. Our products are supplied through established wholesalers, specialist solar distributors and accredited installer networks, providing broad market access across the UK, Ireland and selected European territories.
The UK solar and energy storage market continues to expand, driven by electrification, grid capacity pressures and increasing policy focus on flexible, distributed energy systems.*¹ Through our established trade partnerships and installer relationships, we are well positioned to meet growing demand and support the wider transition towards decentralised, resilient energy infrastructure.
our future
We’re here for today and tomorrow…
We have ambitious plans for the next phase of our growth.
As the licensed manufacturer for Duracell Energy across the UK and selected European territories, we bring together trusted consumer branding with in-market manufacturing capability. This combination supports rapid deployment, reliable delivery and continued product development as we expand into new regions.
Looking ahead, our growth is not solely about increasing hardware volumes. We are building a broader energy ecosystem around our products to deliver long-term value for households. Alongside battery and energy storage systems, we are developing complementary services designed to enhance performance, longevity and participation in modern energy markets, including:
Extended warranties and service packages
Remote monitoring and software-enabled optimisation
Participation in grid flexibility services
Future home energy management integrations
These developments align with wider changes in the UK energy landscape. Ofgem is progressing reforms to expand and standardise flexibility markets, including its Market Facilitator programme and Flexibility Digital Infrastructure initiatives, which aim to improve participation for distributed energy resources.
As market structures evolve, distributed storage assets are expected to play a growing role in flexibility services. This supports the development of integrated hardware-and-service models that enable households to optimise their energy usage, reduce reliance on traditional supply models and move closer to genuine energy independence.
Our long-term focus is clear: to continue developing innovative products and services that make decentralised, resilient energy accessible to more homes across the UK and Europe.