Sakar will use its recent acquisition of the Vivitar brand to expand into international markets while introducing higher-priced products into the U.S. market.
Sakar acquired the Vivitar brand name and intellectual property from Syntax-Brillian.
While the Vivitar brand never gained traction in the U.S. market with the advent of digital cameras, it’s No. 3 in Europe behind Canon and Samsung, said Abbas Bhanji, European managing director. “We are going to re-introduce it into the U.S. market,” he added.
The acquisition will also open more international channels for Sakar’s product line, particularly licensed products, said Ralph Sasson, COO.
The company will introduce new Vivitar-branded digital cameras at International CES. Price points are expected between $99 and $199, Sasson said.
The firm will also use the Vivitar brand on a line of higher-end camera accessories and a new line of digital photo frames.
Sakar intends to keep Vivitar’s marketing and product development team in place in the U.K.