Firefly AA batteries

Firefly is a private label brand primarily known in Scandinavia for providing affordable, reliable electrical consumables like alkaline and rechargeable batteries. The brand is managed by Elworks A/S, a Danish company with a long history in the electrical industry dating back to 1920.

Ownership of the brand sits under the larger umbrella of Lemvigh-Müller A/S, Denmark's largest wholesaler of steel and technical installations, which acquired Elworks in 2017 to strengthen its retail and DIY market presence. While the brand is Danish in origin and management, the physical manufacturing of the batteries typically occurs in global production hubs, often in Asia or India, depending on the specific battery technology and supply chain agreements.