Adorama announces partnership with imaging gadget maker Pictar, warehouse expansion

As part of a new partnership, the newly formed Pictar World LLC will operate as an independently run, fully owned subsidiary of Adorama.

Adorama and Pictar, a maker of mobile photography solutions, announced a strategic partnership between the companies, where a new entity, Pictar World LLC, will operate as an independently run, fully owned subsidiary of Adorama. Pictar is known for its range of camera grips for smartphones but has also expanded into other accessories.

“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.”

In other Adorama news, the company announced the opening of its new 210,000 square-foot facility warehouse and contact center in Salt Lake City serving its brands and LeisurePro. The new facility offers increased product availability, greater shipping flexibility, and more personalized customer service.

Serving as Adorama’s west coast hub, the warehouse expansion in Salt Lake City enables each brand to offer faster shipping options across the country, and to provide a larger assortment of new and existing products for customers, the company said. Additionally, the implementation of a new contact center department provides customers with more personalized one-to-one communication and better access to deals and services.

“Adorama is excited to open our second warehouse and first facility on the West Coast just in time for the busy holiday shopping season, especially with predicted industry-wide inventory constraints,” said Craig Smith, COO, Adorama. “Having a presence in this territory greatly expands our ability to continue enhancing service to our customers and provide top quality products in the timeliest fashion possible.”