Adorama Announces Strategic Partnership with Pictar, Leaders in Mobile Photography Solutions

Pictar World LLC will Operate as a Fully Owned Subsidiary of Adorama

Adorama, the trusted source for market-leading photo, video, audio, computer equipment and information, and Pictar, a leader in mobile photography solutions, announced a strategic partnership between the companies. As part of the agreement, the newly formed Pictar World LLC will operate as an independently run, fully owned subsidiary of Adorama.

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“We are thrilled to enter this agreement with Adorama and continue creating solutions for people who want to take their mobile photography to the next level,” said Rafy David, CEO of Pictar. “Adorama has more than 50 years of experience in the photography industry and will be a key part of empowering Pictar’s future growth. With Adorama’s support, Pictar can continue to focus on providing customers with the best mobile photography solutions that give their photos the wow factor.”

“Pictar offers a range of innovative products that help consumers capture incredible images on their mobile phone, and we are excited to welcome them to the Adorama family,” said Steve Kitay, Vice President at Adorama. “The Pictar team has extensive product knowledge and design expertise in the mobile photography space, and we look forward to seeing their continued success.”

“The strategic partnership with Pictar presents a great opportunity for Adorama to expand its footprint in the growing mobile photography segment, and we are bullish about what the future holds for them,” said Michael Amkreutz, CEO at Adorama. “Pictar products will continue to be sold through a variety of international retailers, including Adorama, and customers can expect to see the assortment grow in 2022 and beyond.”

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