Vivitar

What Vivitar does

Vivitar, founded in 1938 and headquartered in Edison, New Jersey, is a consumer electronics brand that has been operated as a division of Sakar International since 2008. The company designs, sources, and sells a broad portfolio of affordable mass-market products spanning digital imaging (digital cameras, action cameras, drones, webcams, ring lights, projectors), smart home (Wi-Fi security cameras, smart plugs, light bulbs, video doorbells, door/window sensors), mobile and audio (Bluetooth headphones, speakers, boomboxes, vlogging mixers under the Aiwa sub-brand), beauty and personal care (facial brushes, hair tools, ultrasonic toothbrushes), health and wellness (massagers, air purifiers, blood pressure monitors, body composition scales, cold plunge therapy under the Brookstone sub-brand), optics (binoculars, telescopes, monoculars, magnifiers), and STEAM toys (programmable robots, science kits). Core technology centers on Wi-Fi connectivity, smartphone-app control via the unified Vivitar Smart Home App, and voice-assistant compatibility with Google Assistant and Amazon Alexa, while drone products rely on GPS auto-hover and Follow Me flight logic with up to 1,000 feet of real-time video transmission.

The company serves end consumers across multiple personas: millennial smart-home buyers, amateur and professional photographers, families with children, and health-conscious consumers. Products are positioned at low-to-mid price points, generally ranging from under $10 for basic accessories to under $400 for premium digital cameras, with smart home cameras clustered between $24.99 and $79.99 and consumer drones between $129.99 and $199. The merchandise is sold under the Vivitar brand alongside Brookstone- and Aiwa-branded products, reflecting Sakar International's broader licensing and brand portfolio.

Vivitar's business model is wholesale-plus-direct hardware sales to end consumers, with no software-as-a-service, subscription, or recurring revenue components. Go-to-market relies on a multi-channel partner ecosystem comprising tier-one U.S. retailers (Walmart as the exclusive drone partner, plus Staples, Home Depot, and CVS for smart home), a claimed network of more than 100,000 mass-market and specialty retail locations worldwide, and a Shopify-powered direct-to-consumer e-commerce storefront at vivitar.com with free shipping on orders over $49 and a 30-day return policy. International sales are supported by regional offices in Canada, the United Kingdom, Latin America, and Australia, with marketing concentrated around social media, content marketing through the company blog, email newsletters, and annual CES trade show appearances. No revenue, funding, or headcount trajectory is publicly disclosed.

Name

Vivitar

Legal name

Vivitar

Website

https://vivitar.com

Company type

Private

Founded year

1938

Operating status

Operating

Headcount range

51–100 employees

Short description

Vivitar is a consumer electronics brand and division of Sakar International that designs and sells affordable cameras, drones, smart home devices, beauty tools, audio products, optics, and STEAM toys through mass-market retailers and a Shopify-powered DTC store.

Ownership category

akta.pro rank

Product category

Consumer Electronics

NAICS

Electronics and Appliance Retailers (44921), Electronics and Appliance Retailers (4492), Hobby, Toy, and Game Retailers (45912)

SIC

Retail-Radio, Tv & Consumer Electronics Stores (5731), Photographic Equipment & Supplies (3861), Household Audio & Video Equipment (3651)

akta.pro primary industry

Camera & Lens Retail (Photo Cameras, Lenses & Optical Accessories) (CRACAHAA)

akta.pro secondary industries

Lenses & Optical Accessories (Lenses, Filters, Adapters, Teleconverters) (CRACAPAF), Binoculars, Scopes & Sport Optics Retail (CRACAHAI)

Keywords

• Consumer electronics
• Smart home devices
• Digital cameras
• Consumer audio accessories
• Personal care electronics

Headquarters

HQ city

Edison

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Electronics Hardware Sales: Direct sales of consumer electronics products including action cameras, drones, smart home devices, beauty tools, health & wellness products, audio accessories, optics, and STEAM toys through retail partners and direct e-commerce
2. Replacement Parts and Accessories: Sales of replacement parts for drones including batteries, propellers, chargers, controllers, and guards

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels4 records

Core offering

Vivitar designs, manufactures, and sells affordable consumer electronics across multiple categories including smart home devices, drones, digital cameras, audio accessories, beauty and personal care tools, health and wellness products, optics, and STEAM toys. The company sells primarily through its own e-commerce website (vivitar.com) and through major retail partners including Walmart, Staples, Home Depot, CVS, and over 100,000 mass-market retail locations worldwide. Products are positioned at accessible price points, ranging from under $10 for basic accessories to under $400 for premium cameras.

Product overview

Vivitar is a consumer electronics company offering a diverse portfolio of affordable tech products spanning multiple categories. The company operates primarily as an e-commerce retailer through its Shopify-powered website, selling products across Health & Wellness (massagers, scales, air purifiers, blood pressure monitors), Beauty (facial brushes, hair tools, toothbrushes), Digital Imaging (action cameras, drones, webcams, projectors), Mobile & Audio (headphones, speakers, audio mixers), Smart Home (security cameras, smart plugs, video doorbells, sensors), Optics (binoculars, telescopes), and STEAM Toys (robot toys, science kits). The product ecosystem centers around the Vivitar Smart Home App which unifies smart home device control, with select products featuring compatibility with Google Assistant and Amazon Alexa. Drones include the AeroView GPS, Sky Hawk, SkyView, and Follow Me models. The company positions itself as offering fun and affordable technology for everyday consumers.

Differentiator

Problem solved

Functional benefit

Brands

• Brookstone: Health and wellness products including massage devices, appearing on Vivitar.com alongside Vivitar-branded products
• Aiwa

Products and services

• Vivitar Smart Home Camera Line (IPC-111, IPC-113, IPC-117, IPC-480) Wi-Fi enabled security cameras (indoor and outdoor) with motion detection, two-way intercom, night vision, 1080p HD video, and pan-tilt-zoom on the IPC-117 and IPC-480 models. Designed for home monitoring and integration with the Vivitar Smart Home App, Google Assistant, and Amazon Alexa.
• Vivitar Wireless Video Doorbell Smart video doorbell with HD recording, motion sensor, IR night vision, 3-month rechargeable battery, and two-way intercom for monitoring who is at the door via smartphone. Priced at $79.99.
• Vivitar Wi-Fi Smart Plug and Outdoor Smart Plug Wi-Fi enabled smart plugs (indoor and waterproof outdoor versions) allowing remote control of home electronics via smartphone or tablet through the Vivitar Smart Home App.
• Vivitar Wi-Fi Power Strip and Smart LED Bulb Wi-Fi power strip with remote control of multiple outlets synced with smartphone or tablet, plus an 800 Lumens / 60 Watt app-controlled smart LED light bulb for home lighting automation.
• Aeroview GPS Video Drone Full HD quadcopter video drone with live Wi-Fi video feed, follow me function, GPS, articulating wide-angle lens, auto trim function, and one key return. For consumer aerial videography and recreational drone use.
• Follow Me Drone / SkyView Drone Quadcopter drone with built-in 360-degree camera providing 360-degree vantage point filming that circles around subjects. Dual GPS, follow me function, 1000ft range, 16.1MP photos, and return home feature.
• Sky Hawk Video Drone 1080p HD hobby RC quadcopter drone with camera for recording and streaming videos in HD. Priced at $154.99 for recreational aerial photography and hobbyist use.
• 10X Optical Zoom Digital Camera Digital camera with 10X optical zoom, 64MP photo resolution, WiFi connectivity, and 3-inch preview screen for high-resolution photography at an accessible price ($399.99).
• Full HD Action Camera (DVR786HD ActionCam) Full HD action camera for recording point-of-view footage, designed for family use and adventure activities.
• HD Action Camera (DVR783HD ActionCam) Waterproof action camera for capturing video in various conditions including water sports and outdoor adventures.
• Vivitar Go Cam Waterproof, dustproof, freezeproof, and shockproof camera for action and adventure use in extreme conditions.
• Vivitar Digital Camera Binoculars with Night Vision 16 megapixel camera binoculars with night vision capability and full QHD 2.7K video recording. Compact, lightweight design with soft rubber finish and drop resistance for outdoor use.
• Vivitar Optics Line (Binoculars, Telescopes, Spotting Scope, Monocular, Magnifier) Compact and full-size binoculars, 60/120x promotional telescopes, terrain series spotting scope, monocular, and lighted handheld magnifier for outdoor observation, sports viewing, and exploration.
• Vivitar Beauty Tools (Facial Power Brush, Painless Eyebrow Hair Remover, Ultrasonic Toothbrush, Hair Tools) Personal care lineup including a waterproof cordless facial cleansing brush ($19.99), portable 18K gold-plated eyebrow hair remover with LED light ($29.99), U-shaped 360-degree ultrasonic whitening toothbrush with 63,000 strokes/minute and 4 modes ($99.99), and hair styling tools (ceramic hair brush, flat iron & heated brush combo).
• Vivitar Health & Wellness Line (Diffusers, Massagers, Air Purifier, Blood Pressure Monitor, Scale, Ice Bath) Health and personal wellness products including aroma essential oil diffuser & humidifier, automatic hand soap & sanitizer dispenser, air purifier, arm blood pressure monitor, body analysis digital bathroom scale, Brookstone portable ice bath cold plunge therapy tub, neck/shoulder massagers, Shiatsu massage cushions, and vibration platforms.
• Vivitar Mobile & Audio Line (Headphones, Speakers, Audio Mixer) Bluetooth and wired headphones, earbuds, and over-ear headphones (including Aiwa Prodigy bone conduction swim headphones and JoJo Siwa licensed kids' headphones). Wireless speakers including the Aiwa Wireless Boombox and Exos Go/Exos 3 outdoor speakers. Vivitar Vlogging Audio Mixer for podcast and vlog recording.
• Vivitar STEAM Toys (Robotic Toys and Science Kits) STEAM educational toy lineup including programmable and remote-controlled robotic toys (Robo RC T-Rex, Robo Unicorn, Dancing Robot Cat, Combat Robots, Maze Master Robot, Robot Dog, Light Up Space Flyer), educational science kits (Human Anatomy Kit, Crystal Dazzle Kit, Outer Space Kit), and the Juku Smart Car Bot for interactive learning.
• Vivitar Creator/Vlogging Accessories (Ring Light, Webcams, Mini Projector, Audio Kit) Content creator accessories including a 12-inch professional LED ring light for vlogging, Vivitar Digital Webcam with built-in stand, Vivitar Clip-On Digital Webcam, Vivitar Mini Projector for content display, and the Vivitar Bluetooth 3-in-1 Metallic Audio Kit for amplified sound.
• Vivitar Smart Home Automation Line (Wi-Fi Cameras, Outlets, Light Bulbs) Connected lighting products and smart home automation devices (LED bulbs and related accessories) controllable via the Vivitar Smart Home App, with compatibility for Google Assistant and Amazon Alexa voice control.
• Vivitar Wireless Charging Products Line Wireless phone charging accessories designed for convenient on-the-go mobile device charging.
• Vivitar Drone Replacement Parts and Accessories Replacement parts for Vivitar drones including batteries, propellers, chargers, controllers, and guards sold through the vivitar.com replacement parts collection.

Quantifiable outcome

• Available at 100,000+ retail locations worldwide
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and flagship.

• WalmartcoreChannel Partner/ Reseller/ DistributorWalmart is the primary retail distribution partner for Vivitar drone products. The Aeroview GPS Video Drone and Follow Me Drone are available exclusively at Walmart retail locations nationwide. Edward Cohen, VP of Vivitar Technology Division, stated 'There's no retailer we'd rather partner with for the release of our cutting edge video drone than Walmart, the largest in the world.'
• StaplescoreChannel Partner/ Reseller/ DistributorStaples carries Vivitar smart home products including Wi-Fi cameras, outlets, and light bulbs as part of the full smart home automation line launch.
• Home DepotcoreChannel Partner/ Reseller/ DistributorHome Depot distributes Vivitar smart home automation products including Wi-Fi cameras, smart plugs, and connected light bulbs for home improvement retail.
• CVScoreChannel Partner/ Reseller/ DistributorCVS carries Vivitar smart home products as part of expanded retail distribution for health and home technology products.
• Google AssistantcoreTechnology or IntegrationVivitar smart home products are compatible with Google Assistant for voice control functionality across the product ecosystem.
• Amazon AlexacoreTechnology or IntegrationVivitar smart home products work with Amazon Alexa for voice-activated control, providing seamless integration with the Alexa ecosystem.
• ShopifycoreTechnology or IntegrationVivitar's e-commerce website vivitar.com is powered by Shopify, providing the online store platform for direct-to-consumer sales.
• Sakar InternationalflagshipOthersVivitar is a division of Sakar International since 2008. Sakar International acquired Vivitar and continues to operate it as a portfolio brand with global distribution and offices worldwide.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Anker Innovations: Anker is a multi-category affordable consumer electronics company spanning audio, charging, and smart home (via Eufy). Its horizontal portfolio strategy closely mirrors Vivitar's mass-market multi-category model.
• Wyze: Wyze is a direct comparable in affordable, app-driven smart home cameras, doorbells, and smart plugs. Like Vivitar, it competes on price and a unified app ecosystem in the same mass-market retail and DTC channels.
• Eufy (Anker Innovations): Eufy is Anker's smart home brand, overlapping with Vivitar across security cameras, smart plugs, and doorbells, and sharing a similar affordable-but-feature-rich positioning.
• Arlo Technologies: Arlo is a pure-play smart home security camera and doorbell vendor directly competing with Vivitar's smart home product line, though typically at a premium price point.
• Bell + Howell: Bell + Howell is a heritage consumer electronics brand that, like Vivitar, sells affordable multi-category products (lighting, optics, smart home, personal care) through mass-market retail, sharing a similar brand-licensing-driven operating model.
• Blink (Amazon): Blink is Amazon-owned and directly competes with Vivitar's Wi-Fi security cameras, video doorbells, and smart home sensors at similar entry-level price points.
• JLab Audio: JLab is a value-oriented audio and headphones brand that competes with Vivitar's Aiwa and Vivitar-branded Bluetooth earbuds, speakers, and headphones in mass-market retail.

Broad incumbents

• DJI: DJI is the dominant consumer and prosumer drone manufacturer. Vivitar's Aeroview, Sky Hawk, and SkyView drones compete in the same entry-level hobbyist segment but with materially lower brand and technology positioning.
• Ring (Amazon): Ring is a market-leading smart home security brand owned by Amazon. It overlaps with Vivitar's camera, doorbell, and smart lighting portfolio but operates with significantly larger marketing, R&D, and ecosystem budgets.
• GoPro: GoPro is the established incumbent in the action camera category where Vivitar sells the DVR786HD and DVR783HD action cams, and it competes across the same retail and DTC channels.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/VivitarOfficial
• YouTubeyoutube.com/user/vivitarofficial
• Facebookfacebook.com/VivitarOfficial
• Instagraminstagram.com/vivitarofficial
• LinkedInlinkedin.com/company/71495

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Vivitar