New York, NY—A strategic partnership agreement was struck by Adorama and Pictar, a mobile photography solution. As a result, the newly formed Pictar World LLC will operate as an independently run, fully owned subsidiary of Adorama. Adorama is a major source of photo, video, audio, computer equipment and information.
“The strategic partnership with Pictar presents a great opportunity for Adorama to expand its footprint in the growing mobile photography segment; we are bullish about what the future holds for them,” said Michael Amkreutz, CEO, Adorama.
“Pictar products will continue to be sold through a variety of international retailers, including Adorama. Moreover, customers can expect to see the assortment grow in 2022 and beyond.”
Adorama and Pictar Deal
“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; it 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. We are excited to welcome them to the Adorama family,” added Steve Kitay, vice president at Adorama. “The Pictar team has extensive product knowledge as well as design expertise in the mobile photography space; we look forward to seeing their continued success.”
Adorama has served customers for almost 50 years. In addition, it has grown from its flagship NYC store to include five successful online retailers. They comprise Adorama, SunnySports, Leisure Pro, Scuba.com and Printique.
What’s more, a newly opened Salt Lake City warehouse and contact center provide faster shipping across the country. The company also rents equipment through Adorama Rental Co. in Manhattan and Brooklyn. In addition, it serves institutions via Adorama Business Solutions.
For its part, Pictar’s mission is to provide smart mobile photography products that help people capture quality images. Pictar offers quality, affordable and easy-to-use products that attach to a smartphone for enhanced image capture.
