pexar
- Company typePrivate
- Founded2023
- HeadquartersTuen Mun, Hong Kong SAR China
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
pexar firmographics
Firmographics- Name
- pexar
- Legal name
- Pexar Co., Limited
- Website
- https://pexar.com
- Company type
- Private
- Founded year
- 2023
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
pexar industry classification
Industry- Product category
- Consumer Electronics — Digital Picture Frames
- NAICS
- Audio and Video Equipment Manufacturing (33431)
- SIC
- Household Audio & Video Equipment (3651)
- akta.pro primary industry
- Touchscreen Monitors (Interactive) (HDACADAF)
Keywords
Where pexar is headquartered
LocationHeadquarters
- HQ city
- Tuen Mun
- HQ country
- Hong Kong SAR China
- HQ region
- Asia
Offices1 record
Markets served
pexar business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Technology or R&D, Operations, Personnel, Infrastructure
Revenue model
- Hardware Product Sales: Pexar generates revenue exclusively through one-time hardware sales of its digital picture frame products. There are no subscription fees, recurring charges, or in-app purchases required for core functionality. Accessories and expanded storage (SD cards, USB drives) are sold separately.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Terra 10.1-inch Compact Frame - Entry level |
| One time/ perpetual license | Pay-as-you-go | 2K 11-inch Standard Frame - Core bestseller |
| One time/ perpetual license | Pay-as-you-go | VivKeep Pro 11-inch - Premium with proprietary app |
| One time/ perpetual license | Pay-as-you-go | Starlight 15.6-inch - Premium large format with gallery lighting |
Go-to-market motion1 record
Distribution channels8 records
Marketing channels6 records
pexar product offering
Product offeringCore offering
Pexar designs, manufactures, and sells Wi-Fi enabled digital picture frames in 10.1-inch, 11-inch, and 15.6-inch sizes, featuring anti-glare touchscreens with resolutions from HD to 2K. Frames support photo and video sharing via companion mobile apps (Frameo for most models, proprietary Pexar App for VivKeep Pro), include 32GB or 64GB of local on-device storage, and require no subscription fees for core functionality. The brand operates under Lexar and leverages 30+ years of memory storage expertise.
Product overview
Pexar is a digital picture frame brand under Lexar, offering a portfolio of Wi-Fi-enabled digital photo frames in three sizes: 10.1-inch (Terra), 11-inch (2K, available in Black and Sand variants, plus a VivKeep Pro App Version), and 15.6-inch (Starlight with gallery lighting). The product line centers on local storage with no mandatory cloud or subscription requirement, anti-glare touchscreen displays ranging from HD to 2K resolution, and family sharing via companion apps. The VivKeep Pro 11" is the newest model, powered by Pexar's own proprietary app, while other models use the Frameo app. Key differentiators include the Starlight's rear gallery lighting for wall-mounted display, zero subscription fees across all models, and Lexar's 30-year memory storage heritage.
Differentiator
Problem solved
Functional benefit
Products and services
- Pexar 2K 11" Digital Picture Frame – Black A Wi-Fi digital picture frame featuring an 11-inch 2K (2000x1200) anti-glare touchscreen, 32GB built-in storage (expandable via SD card or USB), Wi-Fi photo and video sharing via the Frameo companion app, auto-rotate portrait/landscape orientation, and offline playback. Powered by Lexar's memory storage expertise. Targeted at consumers and gift buyers for home/family use.
- Pexar 2K 11" Digital Picture Frame – Sand A warm sand-colored variant of the Pexar 2K 11" frame, featuring the same 11-inch 2K anti-glare touchscreen, 32GB storage, and Wi-Fi sharing via Frameo app, designed to blend with home decor.
- Pexar Starlight 15.6" Digital Picture Frame A premium 15.6-inch large digital picture frame with Full HD (1920x1080) resolution, 64GB internal storage, anti-glare color-calibrated touchscreen, Wi-Fi sharing via Frameo app, and the company's signature Gallery Lighting — a rear ambient backlight that illuminates the wall behind the frame. Wall-mountable with included wall mount kit, expandable via SD card or USB drive.
- Pexar Terra 10.1" Digital Picture Frame A compact digital picture frame with a 10.1-inch anti-glare HD touchscreen at 1280x800 resolution. Features 32GB built-in storage (expandable), Wi-Fi sharing via Frameo app, offline slideshow capability, and multi-language support. Designed for desks, shelves, and bedside tables.
- Pexar VivKeep Pro 11" Digital Picture Frame An upgraded 11-inch 2K anti-glare touchscreen (2000x1200, 212 PPI, 100% sRGB, 400 nits) digital picture frame powered by Pexar's self-developed proprietary Pexar App instead of Frameo. Features 32GB built-in storage (up to 40,000 photos), 2GB memory, Live Photos and video support (iOS only, up to 60 seconds), no subscription fees, GDPR/CCPA/PSTI compliant privacy-first local storage.
Quantifiable outcome
- 40,000+ photos storage capacity on 32GB models
- +4 more outcomes
Companies that use pexar
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
pexar technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
pexar partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and major.
- LexarcorePexar is a brand under Lexar, leveraging Lexar's 30+ years of memory storage expertise and technology. Lexar provides the storage technology foundation and brand credibility that underpins Pexar products.
- AmazoncoreOfficial Amazon marketplace presence across multiple regions (USA, UK, Germany, France, Italy, Spain, Australia, Japan). Products carry Amazon's Choice designation on select models. Pexar maintains official Amazon stores for direct sales.
- TargetmajorMajor US retail chain partnership for in-store and online sales of Pexar digital picture frames.
- Best BuymajorUS electronics retailer partnership for physical store and online distribution of Pexar frames.
- FrameocoreFrameo app provides the companion mobile application for photo sharing on most Pexar frames (excluding VivKeep Pro model which uses proprietary Pexar App). Frameo enables instant phone-to-frame photo sharing worldwide.
- ShopifymajorShopify powers the Pexar e-commerce website and enables payment processing, order management, and customer experience delivery for direct-to-consumer sales on pexar.com.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
pexar competitors and assessment
Company assessmentDirect peers
- Aura Frames: Aura Frames is a leading direct competitor in the premium Wi-Fi digital picture frame market, offering connected frames with photo sharing apps and cloud storage. Both brands target gift-buyers and families wanting high-quality photo display, competing head-to-head on display quality and design aesthetics.
- Nixplay: Nixplay is one of the most established digital picture frame brands, offering a broad range of Wi-Fi connected frames with mobile app integration. Like Pexar, Nixplay serves the family-sharing and gifting use cases, and competes on display quality, app features, and price tiers.
- Skylight Frame: Skylight Frame is a direct competitor targeting the gifting market with touchscreen digital frames and email/app-based photo sharing. Pexar and Skylight overlap heavily in target customer (gift buyers, grandparents) and product form factor (touchscreen Wi-Fi frames).
- Aluratek: Aluratek manufactures a wide range of consumer digital picture frames, including Wi-Fi enabled models. Like Pexar, Aluratek sells through Amazon and retail channels targeting gift buyers and families, and competes on price points and screen sizes.
- Pix-Star: Pix-Star is a digital frame brand focused on the family photo-sharing use case with Wi-Fi and email-based sharing. Pexar and Pix-Star overlap directly in serving families with non-tech-savvy elderly members who need simple remote photo display.
- Dragon Touch: Dragon Touch sells a variety of consumer electronics including digital picture frames sold through Amazon. They compete with Pexar in the mid-range connected frame segment targeting similar gifting and family use cases.
- Feelcare: Feelcare produces a line of Wi-Fi digital picture frames targeting the family photo-sharing use case, similar to Pexar. Both compete in the mid-range touchscreen frame segment sold through Amazon and similar channels, targeting gift buyers and families.
Emerging players
- Frameo: Frameo provides the photo-sharing app ecosystem used by most Pexar frames and is increasingly offering its own-branded reference hardware. While currently a technology partner to Pexar, Frameo represents both a competitive threat and a critical dependency given its app powers the majority of Pexar's installed base.
Broad incumbents
- Google Nest Hub: Google Nest Hub is a smart display that competes indirectly with Pexar frames as a household photo display device. While broader in functionality (voice assistant, video, smart home), the Nest Hub addresses an overlapping consumer need for ambient photo display in the home.
- Amazon Echo Show: Amazon Echo Show is a smart display with photo display capabilities that competes indirectly with Pexar frames. As a multi-functional smart home device, Echo Show offers an alternative for households seeking photo display bundled with broader smart home functionality.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
pexar social profiles
Digital presencepexar compliance and trust
Trust signalCompliance3 records
pexar financial estimates
Financial estimateRevenue estimate
Valuation estimate
pexar leadership team
Management profileNumber of profiles
pexar funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
pexar M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about pexar
What does pexar do?
Pexar designs, manufactures, and sells Wi-Fi enabled digital picture frames in 10.1-inch, 11-inch, and 15.6-inch sizes, featuring anti-glare touchscreens with resolutions from HD to 2K. Frames support photo and video sharing via companion mobile apps (Frameo for most models, proprietary Pexar App for VivKeep Pro), include 32GB or 64GB of local on-device storage, and require no subscription fees for core functionality. The brand operates under Lexar and leverages 30+ years of memory storage expertise.
Is pexar a public or private company?
pexar is a private company. It is classified as corporate owned and is currently operating.
When was pexar founded?
pexar was founded in 2023. It employs 11 to 50 people.
Where is pexar based?
pexar is headquartered in Tuen Mun, Hong Kong SAR China, in the Asia region.
How does pexar make money?
One revenue line is on record: hardware Product Sales.
Who are pexar's main competitors?
Direct peers on record are Aura Frames, Nixplay, Skylight Frame, Aluratek, Pix-Star, Dragon Touch and Feelcare. Frameo is listed as an emerging player. Broad incumbents are Google Nest Hub and Amazon Echo Show.
Does pexar have an API?
No public API is recorded for pexar.
What industry is pexar in?
pexar's product category is Consumer Electronics — Digital Picture Frames. Its primary akta.pro industry code is HDACADAF, Touchscreen Monitors (Interactive). Its NAICS code is 33431 and its SIC code is 3651.