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Promark Acquires Photoflex Share This on LinkedIn   Share This on Google   Tweet This   Forward This

30 June 2015

According to a Promark press release issued today, the company has acquired Photoflex, the Watsonville, Calif. developer of photo lighting equipment which recently ceased operations. Promark said Photoflex would "continue to develop photographic lighting tools and work hard to meet a wider set of customer needs with the support of Promark International."

In a separate statement issued to its "valued customers," Photoflex said, "Here at Photoflex headquarters, business will go on as usual."

In a previous note to customers, principals Gene Kester and Sharon Reeves cited "health reasons of our primary holder and industry changes that we no longer have the ability to invest in," as the reasons for shutting down. But they had remained hopeful they would find a way to continue.

Promark also owns Norman, Photogenic, Smith-Victor, Quantum, Logan, Speedotron, Cool-lux and Got Line.

For more information see the Promark news release and Photoflex announcement below.

PromarkBRANDS Announces Acquisition of Photoflex, Inc.

BARTLETT, Ill. -- PromarkBRANDS has announced the acquisition of Photoflex, Inc., a leading designer and manufacturer of lighting tools serving the photography, video and film industries. Together, PromarkBRANDS and Photoflex will bring greater focus to delivering high quality and industry-defining lighting solutions for photographers of all skill levels.

Ken Orlando, PromarkBRANDS president, said "We are very excited to add Photoflex lighting products to our extensive family of photographic brands. Photoflex has distribution in over 60 countries and is a world-renowned leader in designing and distributing high quality lighting tools for the world's top professional photographers. Photoflex compliments our other brands very well and establishes Promark as a leader in professional lighting tools."

Photoflex, based in Scotts Valley, Calif., will continue to develop photographic lighting products and equipment and hope to meet a wider set of customer needs with the support of PromarkBRANDS. Photoflex will maintain its own identity and all advertising, Web site, collateral and other marketing materials will remain unique to Photoflex and separate from the other PromarkBRANDS products.


Note to Customers

We have some very big news to share with you, our valued customers. Promark International, Inc., a leader in photographic tools, has added Photoflex to their growing family of brands. Together, Promark and Photoflex will focus on delivering high quality, industry-defining lighting solutions for photographers of all skill levels.

Here at Photoflex headquarters, business will go on as usual. Photoflex will continue to develop photographic lighting tools and work hard to meet a wider set of customer needs with the support of Promark International.

We look forward to growing the Photoflex brand and continuing the momentum we have gained over the last 30 years in the industry. Thank you for your continued support.

-- Photoflex Team


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