Battery World charges ahead powering up smart gadgets

IN a world that increasingly revolves around smart phones, play-stations and notebooks, the Battery World boss Rowan Hodge’s expertise in the little boxes that power those things is paying dividends.

Battery World general manager Rowan Hodge. Picture: AAP/Claudia Baxter

ROWAN Hodge concedes that most of his staff are “nerds” when it comes to batteries.

In a world that increasingly revolves around smart phones, play-stations and notebooks, the Battery World boss says expertise in the little boxes that power those play things is paying dividends.

“We love the things,” Mr Hodge said, who calls his colleagues “batteryologists” and has trademarked the name. “Some people may find them a bit dull but we are happy to be obsessed with batteries.”

Brisbane-based Battery World, which recently opened its 103rd store, is growing at an annual rate of 10 per cent and is eyeing opportunities to expand its franchised footprint in regional areas in New South Wales, Queensland and Victoria.

Mr Hodge claims that he is not concerned about the arrival of internet juggernaut Amazon, saying customers still relied on the service and advice that traditional retailers provided.

“We are certain Amazon will want to involve itself in the battery business,” he said. “But the thing about the internet is that it is brilliant at providing information but not so good at giving advice.

We have built our business over the past 20 years giving advice.”

The average person now uses 45 batteries in their home – from computers and television remotes to other gadgets. The average household with children has 109.

Founded in 1997 by Century Yuasa, the country’s largest battery manufacturer, the home-grown company originally concentrated on the auto market. Most of its early outlets were located inside automotive shops.

That started to change about five years ago as the smart phone and digital revolution took off in earnest. More than 60 per cent of Battery World sales are now batteries for non-automotive appliances such as phones, laptops and hearing aids.

Mr Hodge joined Battery World in 2014, when the chain had 82 stores, and he has been credited with driving the rapid expansion of the brand.

He previously worked at Domino’s Pizza, where he was chief executive of the company’s Belgian operations.

In his spare time, he is a keen ultra-light pilot having travelled to Cyprus to buy a plane earlier this year.