Back in June, Micron announced that it would be discontinuing its Lexar retail removable storage business, which makes memory cards used by photographers around the world. But now it looks like the Lexar brand will live on: it has been acquired by the Chinese flash storage company Longsys.
The purchase includes the Lexar trademark and branding rights, which has a great deal of brand equity in the world of photography. Longsys says this acquisition will prevent existing Lexar customers from being abandoned.
“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,” Longsys says. “Additionally, the market reach and product breadth provided by Longsys promises to expand the Lexar customer experience into new market segments and geographies.”
“Longsys currently sells over 100 million flash-based products to the market on an annual basis,” the company continues. “Lexar customers will benefit from the strategy and company culture of Longsys, including innovation, stability, strict quality control, localized and customized support and services, and a consumer storage focus.”
Longsys is hoping it can help take Lexar to new heights as emerging technologies such as virtual reality, 8K video, and camera drones spark new demand for Lexar memory cards and storage products.