Lexar

What Lexar does

Lexar is a 30-year-old global consumer and prosumer memory and storage solutions brand, founded in California in 1996 and acquired by Chinese semiconductor memory company Longsys (Shenzhen Stock Exchange: 301308.SZ) in 2017. The brand is headquartered in San Jose, CA, with regional offices in Taipei and Shenzhen and manufacturing operated through Longsys facilities in Shenzhen and Suzhou, and distributes products through more than 100,000 sales channels across over 70 countries, reaching over 100 million users. Lexar ranked #3 globally among SSD module manufacturers in the channel market per Trend Force 2022 and holds a 69% value share in India's professional camera memory cards (CFexpress) per Q1 2025 CMR data.

Lexar's product portfolio spans six categories: memory cards (CFexpress, SD, microSD under the SILVER PLUS and PLAY PRO Express lines), portable SSDs (SL500, Air, ES5 Magnetic with MagSafe ProRes support, Professional Go with Hub, TouchLock NFC, ARMOR 700), internal SSDs (NM1090 PRO PCIe Gen5 up to 14,400 MB/s, NQ780 and NM790 PCIe Gen4), memory modules (ARES RGB DDR5 ROG-certified, THOR DDR5, AMD EXPO ULL), USB flash drives (JumpDrive series), and accessories such as the Professional Workflow Thunderbolt 4 docking station. The Pexar sub-brand extends the portfolio into digital picture frames. Underpinning the lineup is a proprietary technology stack from parent Longsys, including the Gen5 SPU (Storage Processing Unit) controller built on a 5nm process, the AI Storage Core platform with an Intelligent Scheduling Engine that reduces DRAM dependency by approximately 40 percent, NAND-flash AI offload, AIDIMM edge AI memory supporting 70B+ parameter LLMs at 307.2 GB/s, and the world's first Play X micro SSD integrating NAND, controller, and power management at roughly half traditional SSD size. Quality and compatibility are validated through Lexar Quality Labs testing against more than 1,100 digital devices and principal memberships in the CompactFlash Association, SD Association, and Intelligent Terminal Memory Association.

The business model is hardware product sales: one-time revenue at point of sale across consumer, prosumer, and OEM channels, with no recurring software or subscription component for the core portfolio. Distribution combines major e-commerce retailers (Amazon, B&H Photo), direct-to-consumer via Lexar.com in regionalized markets (US, France, Germany, Spain, Italy, China, Japan), regional distributors such as Supertron Electronics in India, and OEM design-ins at ASUS, Acer, and Lenovo. Pricing spans from approximately €20 for entry-level microSD cards to $999.99 MSRP for the 8TB ARMOR 700 portable SSD, with promotional discounts of 35-65% during Prime Day, Black Friday, and Memorial Day events. The customer base is broadly diversified across professional photographers and videographers, PC and console gamers, iPhone and mobile content creators (MagSafe-attached SSDs), DJI, GoPro, Insta360, Nintendo Switch and Steam Deck users, and sports fans served through the AFA (Argentina National Football Team) global partnership. The strategic positioning is twofold: defend a defensible consumer memory brand in a price-elastic market while pivoting toward AI-aware storage silicon and edge AI memory for the AI PC and embedded AI device segments.

Name

Lexar

Legal name

Lexar Co., Ltd.

Website

https://lexar.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Consumer Electronics Storage

NAICS

Computer Storage Device Manufacturing (334112), Computer and Peripheral Equipment Manufacturing (3341)

SIC

Computer Storage Devices (3572)

akta.pro primary industry

Storage Components & Media (Platters, NAND, Heads, Tape Media) (HDACACAK)

akta.pro secondary industries

Memory Cards (SD/microSD/CFexpress) (HDACAIAD), Internal Storage Components (SSD/HDD, M.2, controllers) (HDACAGAH), Storage Controllers (SSD/UFS/eMMC) (HDAHAKAD), DRAM (DDR/LPDDR/HBM) (HDAHAKAA)

Keywords

• Flash memory storage
• Consumer SSDs
• Memory card solutions
• DDR5 DRAM modules
• Portable storage devices

Headquarters

HQ city

San Jose

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Technology or R&D, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Hardware Product Sales: Lexar generates revenue primarily through the sale of physical storage hardware products including memory cards (SD, microSD, CFexpress), portable SSDs, internal NVMe/SATA SSDs, USB flash drives, DRAM modules, and accessories. Revenue is one-time at point of sale with no recurring component for consumer products.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels8 records

Core offering

Lexar designs, manufactures, and sells consumer and enterprise memory and storage hardware under its own brand, spanning memory cards (CFexpress, SD, microSD), portable SSDs (including MagSafe and NFC-encrypted models), internal NVMe SSDs (PCIe Gen4 and Gen5), DDR5 DRAM modules, USB flash drives, and accessories such as modular workflow docks. The brand also operates a separate Lexar Enterprise line for OEM and business customers and has begun commercializing AI-aware storage products (AIDIMM, AILPBGA, Play X micro SSD) co-developed with parent Longsys.

Product overview

Lexar is a global memory and storage solutions brand offering a comprehensive portfolio organized across six core product categories: Memory Cards (CFexpress, SD, microSD including the SILVER PLUS and PLAY PRO Express lines), Portable Storage (SSDs including SL500, Air, ES5 Magnetic, Professional Go with Hub, TouchLock NFC, and ARMOR 700), Internal SSDs (NM1090 PRO PCIe Gen5, NQ780, NM790 PCIe Gen4), Memory Modules (ARES RGB DDR5, THOR DDR5), USB Flash Drives (JumpDrive series), and Accessories (Professional Workflow docking station, card readers). The brand is additionally expanding into AI storage with its AI Storage Core platform combining the Gen5 SPU controller, Intelligent Scheduling Engine, and HLCache technology for edge AI workloads, while parent Longsys contributes AIDIMM and AILPBGA memory for local LLM deployment. The Pexar sub-brand offers digital picture frames, and the AFA Elite Legends Series co-branded products celebrate Lexar's partnership with the Argentina National Football Team. Lexar operates as the consumer brand of Longsys (301308.SZ), a leading semiconductor memory company headquartered in San Jose, California, with manufacturing facilities in China.

Differentiator

Problem solved

Functional benefit

Brands

• Pexar: Digital picture frame brand under Lexar

Products and services

• Lexar Professional SILVER PLUS microSDXC UHS-I Card High-performance UHS-I microSDXC memory card with read speeds up to 255 MB/s and write speeds up to 180 MB/s, available up to 2TB. Compatible with DJI, Insta360, GoPro, Nintendo Switch, and Steam Deck for professional creators and mobile 4K 60FPS workflows.
• Lexar PLAY PRO microSDXC Express Card World's first 1TB microSD Express card delivering ultra-fast read and write speeds up to 900MB/s, compatible with Nintendo Switch 2 and other high-bandwidth mobile devices. Priced $157.99-$220 on Amazon.
• Lexar PLAY X PCIe 4.0 NVMe SSD World-first micro SSD (M.2 2230) integrating NAND, controller, and power management in roughly half the traditional SSD footprint while delivering PCIe Gen4 speeds up to 7,400 MB/s read and 6,500 MB/s write. IP57 dust and water resistant. Targeted at handheld gaming, mini PCs, and notebook OEMs (ASUS, Acer, Lenovo).
• Lexar ES5 Magnetic Portable SSD MagSafe-compatible portable SSD with magnetic attachment for iPhones, supporting USB 3.2 Gen 2x2 speeds up to 2,000MB/s and direct Apple ProRes RAW recording at 4K 120fps. IP65 dust and water resistant. Available in 1TB ($199) and 2TB ($294.99-$399) capacities.
• Lexar SL500 Portable SSD Compact portable SSD with read speeds up to 2,000 MB/s, slim aluminum design, 256-bit AES encryption, and IP54 dust/water resistance. Available in AFA co-branded Elite Legends Series edition. 2TB model on sale at $210 (48% off) at B&H.
• Lexar Air Portable SSD Ultra-light portable SSD weighing only 17 grams with automatic backup via the Lexar app, designed for creators and mobile users. Available in AFA co-branded Elite Legends Series edition.
• Lexar Solid State Dual Drive D500 Dual-drive portable SSD with USB 3.2 Gen 1 connectivity and dual connectors (USB-A and USB-C) for versatile device compatibility. Part of the AFA Elite Legends Series co-branded collection.
• Lexar Professional Go Portable SSD with Hub Portable SSD with integrated USB hub for iPhone videography, supporting 4K ProRes recording directly to drive with IP65 water resistance and read/write speeds up to 1,050 MB/s. 2TB model sold at $229.99 during Prime Day 2026.
• Lexar TouchLock Portable SSD NFC-encrypted portable SSD that uses iPhone or Android NFC authentication to lock and unlock stored files, featuring 128-bit AES hardware encryption, MagSafe compatibility, and automatic photo backup.
• Lexar Professional Workflow Docking Station Thunderbolt 4-compatible modular docking station with six customizable bays accepting interchangeable card readers and SSD modules for up to 20TB total storage. Companion Workflow Go module enables field backups without a computer. Dock priced at $599 with modules starting at $49.
• Lexar ARMOR 700 Portable SSD High-capacity rugged portable SSD with 8TB capacity, delivering speeds up to 2,000 MB/s with IP66 dust and water resistance. MSRP $999.99 at Amazon, targeting professional videographers, photographers, and content creators producing 4K and 8K content.
• Lexar ARMOR GOLD SDXC UHS-II Card Rugged SD memory card featuring stainless-steel construction and IP68 waterproof rating for extreme durability in professional photography and videography environments. Available in 1TB capacity.
• Lexar NM1090 PRO PCIe 5.0 NVMe SSD High-performance PCIe Gen5 internal SSD (M.2 2280) delivering read/write speeds up to 14,400 MB/s and 13,400 MB/s respectively with up to 8TB capacity. Designed for AI PCs, creators, and power users requiring high bandwidth and large capacity.
• Lexar NQ780 M.2 2280 PCIe Gen 4x4 NVMe SSD Internal NVMe SSD with PCIe Gen4x4 interface and up to 4TB capacity, positioned for gamers and professional workstations requiring high-capacity storage.
• Lexar NM790 M.2 2280 PCIe Gen 4x4 NVMe SSD Internal PCIe Gen4 NVMe SSD (M.2 2280) delivering high-speed storage performance for gaming and professional computing workloads.
• Lexar ARES RGB DDR5 Memory High-performance DDR5 desktop memory with RGB lighting, available in 128GB (2x64GB) kits at 6400 C32 / 6000 C32 speeds. ROG-certified variant developed with ASUS ROG motherboards for AI PCs and high-performance gaming systems.
• Lexar THOR DDR5 Desktop Memory DDR5 desktop memory modules available in THOR and THOR Z variants, designed for gaming and high-performance computing builds.
• Lexar JumpDrive USB Flash Drives USB flash drive product line including JumpDrive M400 and JumpDrive Fingerprint F35 PRO with fingerprint authentication and factory reset capability.
• Pexar by Lexar Digital Picture Frame Digital picture frame brand offering 2K resolution displays with local photo storage up to 40,000 images, Wi-Fi sharing, and privacy-first technology. Includes 11-inch Pexar 2K Frame (Amazon's Choice, 4.5-star rating) at $139.99 and 15.6-inch Starlight Frame with rear ambient backlight at $297.49-$349.99.
• Lexar Card Readers and Accessories Card reader products including Lexar Professional Workflow modules and JumpDrive card readers, supporting various memory card formats for professional and consumer use.
• Insta360 Quick Reader 512GB SSD (Lexar Co-branded) Co-branded 512GB SSD weighing 5.4 grams, partnering with Insta360 for file transfers up to 420 MB/s to X5, X4 Air, and Ace Pro 2 cameras, with USB-C connectivity for Android, iOS, HarmonyOS devices, and laptops.

Quantifiable outcome

• AI Storage Core reduces DRAM dependency by approximately 40 percent while maintaining AI inference performance
• +4 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

AI capability5 records

Feature9 records

Partnerships

Five partnerships are on record, tiered core and moderate.

• ASUScoreTechnology or Integration · 2 June 2026Collaboration at COMPUTEX 2026 showcasing AI storage and high-performance memory solutions for AI PCs, handheld gaming, and high-performance gaming platforms. Includes integration of Lexar SSD into ASUS NUC 15 Pro mini-PC and ASUS ROG XBOX ALLY handheld gaming, with joint development of AI storage concepts using advanced controllers and intelligent scheduling technologies.
• DJImoderateTechnology or Integration · 20 April 2026The Lexar Professional SILVER PLUS microSDXC card is officially recommended by DJI for use with DJI cameras and action cameras, providing high-capacity 2TB storage for 4K video recording.
• Supertron ElectronicsmoderateChannel Partner/ Reseller/ Distributor · 9 January 2026Lexar is expanding its India distribution through Supertron Electronics and aggressive penetration into tier-2 cities to strengthen its position as the leading consumer memory brand in India, where it holds 69% value share in professional camera memory cards (CFexpress) per CMR data.
• Argentina National Football Team (AFA)coreStrategic or Co-development Partner · 5 January 2026Official global storage partner of the Argentina National Football Team, with co-branded portable SSD products (Elite Legends Series) featuring the iconic blue-and-white colors and Argentina's championship heritage, celebrating Lexar's 30th anniversary and the upcoming FIFA World Cup.
• Silicon Motion TechnologymoderateTechnology or Integration · 1 January 2026Lexar showcased next-generation PCIe Gen5 SSD products powered by Silicon Motion's SM2508 controller at CES 2025, targeting gamers, professional workstations, and AI computing applications.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• SanDisk (Western Digital): SanDisk is Lexar's most direct competitor in memory cards (SD/microSD/CFexpress), USB flash drives, and portable SSDs, with overlapping professional photographer, gamer, and prosumer customer bases. Both brands compete on speed tiers, durability ratings, and ecosystem certifications.
• Silicon Power: Silicon Power offers memory cards, portable SSDs, USB drives, and DRAM modules at competitive consumer/prosumer price points - overlapping with Lexar's mainstream SKUs and similar distribution through Amazon and electronics retailers.
• Crucial (Micron Technology): Crucial is Micron's consumer brand for SSDs and DRAM modules, directly competing with Lexar's NM1090/NM790/NQ780 NVMe SSDs and ARES/THOR DDR5 memory. Both brands serve the DIY PC builder and prosumer upgrade market.
• PNY Technologies: PNY competes directly with Lexar in memory cards, portable SSDs, USB drives, and DRAM modules for the prosumer, gaming, and content creator segments. Similar mid-tier brand positioning and channel footprint in North America and Europe.
• Team Group: Team Group competes directly with Lexar in DRAM modules (T-Force vs. ARES/THOR), internal SSDs, and memory cards. Both brands co-develop with motherboard partners like ASUS ROG and participate in AMD EXPO memory certification programs.
• Kingston Technology: Kingston is a direct competitor across Lexar's full portfolio - memory cards, SSDs (internal and portable), DRAM modules, and USB drives - with comparable channel-market positioning and similar product architecture (e.g., Fury DDR5 vs. Lexar ARES RGB).
• ADATA Technology: ADATA is a Taiwan-based competitor offering SSDs, DRAM, memory cards, and USB drives targeting gamers, creators, and PC builders - directly overlapping with Lexar's portfolio and customer segments. Both participate in AMD EXPO and similar memory certification ecosystems.

Broad incumbents

• Seagate Technology: Seagate competes with Lexar in the portable and internal SSD category (with LaCie and Seagate branded SSDs) and is a major storage industry incumbent. While traditionally HDD-focused, Seagate's SSD expansion puts it in direct competition for high-capacity creator and gaming storage.
• Samsung Memory: Samsung competes across Lexar's SSD, memory card, and DRAM categories but is a vertically integrated NAND/DRAM manufacturer with much broader portfolio (HBM, enterprise SSDs, mobile memory) and far larger R&D budget. It is the dominant premium consumer SSD brand Lexar benchmarks against.

Others

• SK hynix: SK hynix is both a NAND/DRAM supplier to Lexar (with formal 'Lexar Empowered by SK hynix' certification) and a competitor at the higher end via its own Solidigm and Platinum enterprise/consumer SSD brands. It represents the upstream supply chain and a broad incumbent benchmark.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/lexarmemory
• YouTubeyoutube.com/@lexarmemory
• Facebookfacebook.com/LexarMemoryEurope
• LinkedInlinkedin.com/company/lexarmemory
• Instagraminstagram.com/lexarmemory_eu

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lexar