Focus
Focus Camera LLC is a family-owned, Brooklyn-based retailer and authorized dealer distributing 250,000+ SKUs of cameras, electronics, and optics to consumers, enterprises, schools, and federal agencies via e-commerce, two retail showrooms, and a B2B/G sales team.
- Company typePrivate
- Founded1966
- HeadquartersBrooklyn, United States
- Headcount501–1,000
- GTM typeB2B and B2C
- OfferingServices
What Focus does
Focus Camera LLC, founded in 1966 and headquartered in Brooklyn, NY, is a privately-held, family-owned multi-category retailer operating across photography, videography, audio, computer, electronics, and optics categories. The company distributes more than 250,000 SKUs across an e-commerce storefront and two physical retail locations in Brooklyn, NY and Lakewood, NJ, and is an authorized dealer for tier-one brands including Canon, Nikon, Sony, Fujifilm, DJI, Blackmagic Design, Logitech, Sennheiser, Garmin, HP, and UltiMaker/MakerBot. It complements its flagship Focus Camera brand with two sister brands, Focus Pro Audio and Lifestyle by Focus, targeting adjacent consumer segments.\n\nThe company operates four distinct go-to-market motions: a direct-to-consumer Shopify-based e-commerce platform with same-day shipping, two physical retail showrooms that also provide in-person camera repair, a dedicated B2B/B2G sales team serving federal and SLED (state, local, education) buyers via GSA Schedule GS-35F-712GA, TIPS/TAPS, and other contract vehicles, and a student and educator discount program verified through ID.me that offers up to 20% off select items. Revenue is generated primarily through one-time hardware sales, with secondary streams from extended warranties, in-store repair services, Affirm-powered financing for orders over $300, and customized branding services for bulk orders. The company holds Women-Owned Small Business (WOSB) certification and is trusted by 4,000+ government agencies and organizations for procurement.\n\nThe technology stack is Shopify-based with SSL-encrypted checkout and cookie-driven shopping carts, integrating payment methods (Shop Pay, PayPal, Apple Pay, Google Pay, Venmo), Affirm financing, and ID.me identity verification. The company maintains a content marketing asset in the Wavelength Blog that features photography tutorials, buying guides, and product reviews. Strategic differentiators emphasized in company materials include nearly 60 years of operational history, the breadth of authorized brand relationships, and multi-channel government procurement access. Revenue, headcount trend, and profitability metrics are not publicly disclosed.
Focus firmographics
Firmographics- Name
- Focus
- Legal name
- Focus Camera LLC
- Website
- https://focuscamera.com
- Company type
- Private
- Founded year
- 1966
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Focus Camera LLC is a family-owned, Brooklyn-based retailer and authorized dealer distributing 250,000+ SKUs of cameras, electronics, and optics to consumers, enterprises, schools, and federal agencies via e-commerce, two retail showrooms, and a B2B/G sales team.
- Ownership category
- akta.pro rank
Focus industry classification
Industry- Product category
- Photography & Electronics Retail
- NAICS
- Photographic Services (54192)
- SIC
- Photographic Equipment & Supplies (3861), Optical Instruments & Lenses (3827)
- akta.pro primary industry
- Camera & Lens Retail (Photo Cameras, Lenses & Optical Accessories) (CRACAHAA)
- akta.pro secondary industries
- Video Camera & Production Gear Retail (Camcorders, Cinema Cameras, Rigs) (CRACAHAB), Binoculars, Scopes & Sport Optics Retail (CRACAHAI), Lenses & Optical Accessories (Lenses, Filters, Adapters, Teleconverters) (CRACAPAF), Action Cameras & Adventure Imaging Retail (CRACAHAD)
Keywords
Where Focus is headquartered
LocationHeadquarters
- HQ city
- Brooklyn
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Focus business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Product Sales: Retail sale of photography equipment (cameras, lenses, lighting), electronics (TVs, computers, audio), drones, optics (telescopes, binoculars), and accessories. One-time transaction model with competitive pricing and deals/discounts on various items.
- Extended Warranties: Camera and lens protection/warranty plans offered as add-on purchases for equipment protection.
- Professional Services: Camera repair services offered at Brooklyn, NY and Lakewood, NJ store locations for in-person equipment servicing.
- Financing Services: Affirm-powered pay-over-time financing for orders over $300, generating revenue through financing partnerships.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Retail Pricing |
| Other | Pay-as-you-go | Student/Educator Discount Program |
| Transaction based/ take rate | Pay-as-you-go | Affirm Financing |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels5 records
Focus product offering
Product offeringCore offering
Focus Camera is a multi-category retail business that sells cameras, lenses, video production equipment, lighting and studio gear, electronics, computers, and optics through its focuscamera.com e-commerce platform and two physical storefronts in Brooklyn, NY and Lakewood, NJ. Beyond retail, the company also delivers B2B and B2G procurement services to federal, state, local, and education (SLED) agencies under GSA Schedule GS-35F-712GA, plus in-store camera repair, extended warranties, customized branding for bulk orders, and Affirm-powered financing for purchases over $300.
Product overview
Focus Camera operates as a multi-category e-commerce retailer and physical store chain specializing in photography, videography, electronics, and optics equipment. The core offering is the Focus Camera e-commerce platform (https://focuscamera.com) which sells over 250,000 SKUs across cameras (DSLR, mirrorless, medium format, point-and-shoot, 35mm film, instant), lenses (DSLR, mirrorless, specialty), video equipment (camcorders, cinema cameras, action cameras, drones), lighting and studio gear, electronics (TVs, audio, security), computers and office equipment, and optics/telescopes. The business operates two brick-and-mortar retail locations in Brooklyn, NY and Lakewood, NJ and has been family-owned since 1966. Beyond retail, the company offers specialized services including a Government & Enterprise Procurement division (GSA Schedule holder, WOSB certified), a Student & Educator Discount Program (up to 20% off via ID.me verification), customized branding for B2B orders, in-store camera repairs, and the Wavelength Blog educational content platform. The company also runs sister brands Lifestyle by Focus and Focus Pro Audio for complementary product categories.
Differentiator
Problem solved
Functional benefit
Products and services
- Photography Equipment Retail category offering digital cameras (DSLR, mirrorless, medium format, point-and-shoot, 35mm film, instant film), camera lenses, tripods/supports/rigs, batteries and power accessories, photography accessories (bags, memory cards, software, display/storage, underwater gear, maintenance), lens accessories (filters, teleconverters, hoods, caps, cases, adapters), and darkroom supplies and film for individual photographers, content creators, and institutional buyers.
- Video Production Equipment Retail category offering video cameras (camcorders, action cameras, cinema cameras, PTZ cameras, 360-degree cameras), drones and aerial imaging systems, production equipment and audio gear (monitors, recorders, microphones, wireless systems, streaming, audio editing software), video accessories (gimbals, capture cards, power/charging, signal management), and warranties aimed at videographers and production buyers.
- Lighting & Studio Equipment Retail category providing lighting equipment (LED lights, flash lighting, continuous lighting, strobe lights), studio equipment (backdrops, supports, light meters, radio slaves), lighting accessories (modifiers, flash triggers, control, mounts, supports, power supply), and flash accessories for photography and video studio environments.
- Consumer Electronics Retail category covering TVs and home theater (televisions, streaming devices, projectors, gaming, Blu-ray/DVD players, TV accessories), docks and home audio, portable audio electronics (headphones, earbuds, Bluetooth devices), security and surveillance systems, cell phones and wearable technology (smartwatches, AR glasses, cell phones, accessories), GPS/navigation, and dash cams.
- Computers & Office Equipment Retail category including computers and tablets (desktops, laptops, tablets, monitors), printers and scanners (inkjet, laser, mobile/instant, 3D printers, scanners), drives and storage (USB flash drives, hard drives, arrays), networking equipment (wired, wireless), computer accessories (keyboards, mice, docking stations, cables, cases, chargers), and office equipment (webcams, supplies).
- Optics & Field Equipment Retail category encompassing telescopes and astronomy equipment (telescopes, eyepieces, mounts, tripods, accessories), binoculars and monoculars, and lab and field optics (spotting scopes, laser rangefinders, microscopes, trail cameras) for astronomy, outdoor, and scientific applications.
- In-Store Camera Repair Services Professional camera repair services offered in person at the Brooklyn, NY and Lakewood, NJ store locations. Equipment must be dropped off and collected in person; shipped-in repairs are not accepted. The service is geared toward local photographers and hobbyists who need hands-on equipment servicing.
- Government & Enterprise Procurement Services Dedicated B2B and B2G procurement solution serving federal, state, local, and education (SLED) agencies with contract-friendly purchasing, GSA Schedule access (GS-35F-712GA), tax-exempt ordering, NET terms, POs, P-Cards, BIDS/E-Quotes, and dedicated account management. Focus Camera LLC is a verified GSA Schedule holder and Women-Owned Small Business.
- Customized Branding Services Optional add-on service for B2B and B2G orders that enables logo or message engraving, embroidery, or screen printing on hundreds of premium products for client, customer, or employee gifts. Tailored for enterprise and institutional buyers needing branded merchandise at scale.
Quantifiable outcome
- Ships same-day for orders placed before 2PM EST Monday-Thursday, 11AM Friday
- +3 more outcomes
Companies that use Focus
Customer profileNamed customers16 records
Segments4 records
Ideal customer profiles4 records
Focus technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature1 record
Focus partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core.
- CanoncoreAuthorized dealer status for Canon photography and video equipment including cameras, lenses, and accessories. Canon is featured prominently on the website with dedicated brand page and promotional campaigns.
- NikoncoreAuthorized dealer for Nikon cameras, lenses, and optical equipment. Featured with dedicated brand page and promotional campaigns including trade-in programs.
- SonycoreAuthorized dealer for Sony cameras, lenses, audio equipment, and electronics. Featured with dedicated brand page and prominent promotional banners.
- DJIcoreAuthorized dealer for DJI drones and aerial imaging equipment. Featured with dedicated brand page.
- FujifilmcoreAuthorized dealer for Fujifilm cameras and lenses. Featured with dedicated brand page.
- Blackmagic DesigncoreAuthorized dealer for Blackmagic Design cinema cameras and production equipment.
- LogitechcoreAuthorized dealer for Logitech computer peripherals, keyboards, mice, and webcam products.
- SennheisercoreAuthorized dealer for Sennheiser professional audio equipment including microphones and wireless systems.
- GarmincoreAuthorized dealer for Garmin GPS devices, wearables, and outdoor technology products.
- HPcoreAuthorized dealer for HP computers, laptops, and printing solutions.
- UltiMaker/MakerBotcoreAuthorized dealer for UltiMaker and MakerBot 3D printers and accessories.
- AffirmcoreFinancing partner enabling pay-over-time purchasing for orders over $300, allowing customers to spread payments.
- ID.mecoreIdentity verification service powering the Student and Educator Discount Program, enabling verification of student and educator status for discount eligibility.
- GSA (General Services Administration)coreFederal government contract vehicle holder with GSA Schedule GS-35F-712GA enabling government procurement of technology and electronics.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Focus competitors and assessment
Company assessmentDirect peers
- B&H Photo Video: The largest US authorized specialty retailer of cameras, lenses, video, audio, and electronics with a major New York presence. B&H is the most direct comparable to Focus Camera in product mix, customer base (creators, B2B, education, government), and authorized-dealer breadth across Canon, Nikon, Sony, DJI, and Blackmagic.
- Adorama: New York-based specialty retailer of cameras, video, audio, lighting, computers, and drones. Adorama overlaps almost completely with Focus Camera's product mix, target customers (consumers, B2B, education), and authorized-dealer strategy, and competes head-to-head in the same NYC metro and nationwide e-commerce channels.
- KEH Camera: A specialty retailer focused on used and refurbished cameras, lenses, and photographic equipment, with a strong B2B presence. KEH is a direct comparable for Focus Camera's used/refurbished product line and trade-in programs, serving overlapping professional and enthusiast customers.
Broad incumbents
- Best Buy: The largest US big-box consumer electronics retailer. Best Buy overlaps with Focus Camera on TVs, computers, audio, and entry-level cameras, and competes on price and selection in commodity electronics, but does not specialize in professional photo/video/cinema or hold the same authorized-dealer depth in imaging brands.
- Amazon: The dominant US e-commerce platform and a major seller of cameras, electronics, and accessories. Amazon is the primary price and convenience competitor across essentially all of Focus Camera's catalog, though it is not an authorized dealer for many premium imaging brands.
Emerging players
- Newegg: A leading US e-commerce retailer specializing in computers, components, and consumer electronics. Newegg overlaps with Focus Camera's computer, networking, and accessories categories and competes for the same creator/IT-buyer customer base, though it has less depth in professional photo/video.
- Crutchfield: A US specialty retailer of audio, video, and home electronics with strong content, customer service, and authorized-dealer positioning. Crutchfield is a partial comparable for Focus Camera's audio, home theater, and consumer electronics categories and competes for similar hobbyist/consumer buyers.
Regional players
- Micro Center: A US specialty big-box retailer focused on computers, components, and consumer electronics with a strong physical-store footprint. Micro Center overlaps with Focus Camera on computers, networking, and electronics, but is concentrated in select metro areas and does not match the imaging specialty focus.
- Henry's Camera: Canada's largest specialty photographic and imaging retailer, offering cameras, lenses, video, lighting, and accessories. Henry's is a relevant regional comparable in product mix and customer base, even though Focus Camera does not serve the Canadian market.
- Calumet Photographic: A Europe-based specialty retailer of photographic, video, and lighting equipment with a strong pro/creator focus. Calumet is a useful international comparable for Focus Camera's professional imaging positioning, though it operates in a different geography.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Focus social profiles
Digital presenceFocus financial estimates
Financial estimateRevenue estimate
Valuation estimate
Focus leadership team
Management profileNumber of profiles
Profiles1 record
Focus subsidiaries and ownership
Company hierarchySubsidiaries2 records
Focus funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Focus 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 Focus
What does Focus do?
Focus Camera is a multi-category retail business that sells cameras, lenses, video production equipment, lighting and studio gear, electronics, computers, and optics through its focuscamera.com e-commerce platform and two physical storefronts in Brooklyn, NY and Lakewood, NJ. Beyond retail, the company also delivers B2B and B2G procurement services to federal, state, local, and education (SLED) agencies under GSA Schedule GS-35F-712GA, plus in-store camera repair, extended warranties, customized branding for bulk orders, and Affirm-powered financing for purchases over $300.
Is Focus a public or private company?
Focus is a private company. It is classified as family owned and is currently operating.
When was Focus founded?
Focus was founded in 1966. It employs 501 to 1,000 people.
Where is Focus based?
Focus is headquartered in Brooklyn, United States, in the North America region.
How does Focus make money?
Four revenue lines are on record. Product Sales are the primary driver. The others are extended Warranties, professional Services and financing Services.
Who are Focus's main competitors?
Direct peers on record are B&H Photo Video, Adorama and KEH Camera. Broad incumbents are Best Buy and Amazon. Emerging players are Newegg and Crutchfield. Regional players are Micro Center, Henry's Camera and Calumet Photographic.
Does Focus have an API?
No public API is recorded for Focus.
What industry is Focus in?
Focus's product category is Photography & Electronics Retail. Its primary akta.pro industry code is CRACAHAA, Camera & Lens Retail (Photo Cameras, Lenses & Optical Accessories), with a secondary code of CRACAHAB, Video Camera & Production Gear Retail (Camcorders, Cinema Cameras, Rigs). Its NAICS code is 54192 and its SIC code is 3861.