Lexar will live on. Two months and a few days after parent company Micron announced that they would be discontinuing the Lexar band, Chinese flash memory giant Longsys has acquired the Lexar trademark and branding rights. The new owner promises that “the solutions and support they have come to expect from Lexar branded products will continue to be available.”
News of the acquisition broke yesterday on the Longsys website, and according to tech site Tom’s Hardware it’s a boon for both brands. Longsys has told the site “on a number of occasions about its desire to enter the U.S. market,” and Lexar was in need of a savior.
“We are very honored to acquire the Lexar brand,” Longsys CEO of Electronics Limited, Huabo Cai, said in a statement. “Lexar has built a great brand name and our vision is to make it even greater. Existing customers can rest assured that the innovative solutions and excellent support that they have experienced from Lexar will continue.
According to Cai, Longsys’ mission in acquiring the Lexar brand is to make it “the go-to brand for high-performance removable storage,” expanding on the brand’s offering with “even more compelling solutions as the age of wireless an big-data impact the consumer storage markets.”
Neither Micron nor Lonsys have shared any financial details about the acquisition, but for now, it sounds like Lexar will not only continue to exist… it’s about to start growing in a big way.
Press Release
Longsys Acquires Lexar Brand, a Leading Brand for High-Performance Removable Storage Solutions
Strength of Lexar Brand Combined with Longsys’ Consumer Storage Dedication Enables Continued Support to Existing Lexar Customers as well as Exciting New Growth Opportunities
SHENZHEN, China and SAN JOSE, Calif (Aug. 31, 2017) – Longsys, a world leader in consumer flash storage, today announced that it has acquired the Lexar trademark and branding rights from Micron Technology, Inc. The Lexar brand has long been recognized as a leading brand for high-performance, high-reliability removable storage solutions for a wide variety of applications, such as the professional photography market. 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.
“We are very honored to acquire the Lexar brand,” said Huabo Cai, CEO of Longsys Electronics Limited. “Lexar has built a great brand name and our vision is to make it even greater. Existing customers can rest assured that the innovative solutions and excellent support that they have experienced from Lexar will continue. 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.”
Longsys has been focused on flash storage for over 18 years and provides a broad portfolio of solutions. Its embedded storage brand FORESEE® is leading in the market in China and growing rapidly on a worldwide basis. The company develops complete solutions, including software and hardware, which is key to innovation and deploying leading-edge flash technologies, such as 3D NAND. Longsys currently sells over 100 million flash-based products to the market on an annual basis. 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 envisions continued growth in the removable storage market, as many industry trends impact the consumer, including big data, wireless, and Quality of Service (QoS). Virtual reality, 8K video, automotive infotainment, video surveillance and drones are all examples of emerging applications expected to drive demand for high-performance, high-reliability removable storage. Longsys, with its focus on consumer storage, innovation, quality and reliability, is uniquely positioned to offer Lexar products and services to help solve these complex problems and provide solutions the market will demand.
Articles: Digital Photography Review (dpreview.com)
