Lexar does a Phoenix act

Chinese flash storage manufacturer Longsys has acquired the ‘Lexar trademark and branding rights‘ from Micron Technology, Inc.

The Lexar brand is well-established in the local market and among the two or three brands supported among photographers worldwide.

ProCounter believes that Longys has acquired more than the Lexar brand, and that the deal (the financial details of which are undisclosed), involves the acquisition of all Lexar technology and IP, and existing supplier relationships and contracts. (You read it here first, folks!).

The Longsys press release states: ‘This acquisition provides assurance to existing Lexar customers that the solutions and support they have come to expect from Lexar branded products will continue to be available.

‘Additionally, the market reach and product breadth provided by Longsys promises to expand the Lexar customer experience into new market segments and geographies.’

Longsys is a major manufacturer of flash storage, but until now has operated mainly in the Chginese market. The acquisition of the well-established Lexar brand gives it a solid entry to other markets, not least the US.

‘The mission to make Lexar the go-to brand for high-performance removable storage continues, and we will expand upon it to offer even more compelling solutions as the age of wireless and big-data impact the consumer storage markets,’ said Huabo Cai, CEO of Longsys Electronics Limited.

Longsys has been manufacturing flash storage devices for over 18 years. Its Foresee brand is a market leader in China. It manufactures embedded memory for smartphones, etc; USB drives; memory cards; and SSDs.

Currently Longsys has no profile among photographers and is virtually unknown in Australia and New Zealand. It will need to appoint a local distributor for Lexar to re-emerge locally.

Whither the nifty Lexar Workflow Hub under the new ownership?

The demise of the Lexar brand has reduced competition at the premium end of the storage market. Lexar also has a unique solid state storage/workflow product in its desktop Workflow Hub for flash memory. It consists of: a choice of a USB 3.0 or Thunderbolt 2/USB 3.0 four-slot ‘hub’; six different card readers, plus another unit providing two USB 3.0 ports. The swappable four-bay hub also accepts a Lexar Portable SSD, adding a backup capability to this workflow solution.

Having used this system for the past six months, ProCounter can report it goes like a train. We hope it doesn’t become collateral damage in the change of ownership.

 

 

 


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