Profoto AB
Profoto AB designs and sells premium flash and LED lighting equipment, modifiers, and supporting software to professional photographers, fashion and e-commerce studios, and film/TV production crews worldwide through direct sales and 270+ retailers across 51 markets.
- Company typePublic
- Founded1968
- HeadquartersSundbyberg, Sweden
- Headcount101–250
- GTM typeB2B
- OfferingHardware or Manufacturing
What Profoto AB does
Profoto AB, founded in 1968 in Sundbyberg, Sweden, is a premium manufacturer of professional lighting solutions for image creators, headquartered in Stockholm with wholly-owned distribution subsidiaries in the USA, Japan, China, Germany, France, the UK, and the Netherlands. The company's product line is built around proprietary flash and LED technologies spanning battery-powered and mains-powered monolights, on-camera flashes, continuous LED panels, studio packs, wireless remote triggers (Air protocol), and a recently launched 600W RGBWWW point-source LED (L600C) for film and TV production. Hardware is complemented by a proprietary light-shaper ecosystem (reflectors, softboxes, OCF modifiers) and a software/automation layer (ProStudio Workflow, developed in partnership with Creative Force, plus the acquired StyleShoots e-commerce photography platform).
The business model is predominantly hardware-driven sales of premium equipment, with pricing not publicly disclosed and conducted on a quote-based basis for enterprise customers. Distribution combines direct e-commerce via profoto.com, a network of 270+ specialty retailers across 51 markets and 62 countries, and a direct field sales force targeting fashion brands, e-commerce studios, and commercial customers. Customer segments include professional still photographers, fashion and e-commerce content studios, and film/TV production crews. The company was listed on Nasdaq Stockholm in July 2021 (ticker PRFO) at a SEK 2,640m market value, and reported FY2024 net revenue of SEK 731m with a 23% EBIT margin, targeting 10%+ organic growth and a 25-30% EBIT margin band.
Profoto AB firmographics
Firmographics- Name
- Profoto AB
- Legal name
- Profoto AB
- Website
- https://profoto.com
- Company type
- Public
- Founded year
- 1968
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Profoto AB designs and sells premium flash and LED lighting equipment, modifiers, and supporting software to professional photographers, fashion and e-commerce studios, and film/TV production crews worldwide through direct sales and 270+ retailers across 51 markets.
- Ownership category
- akta.pro rank
Profoto AB industry classification
Industry- Product category
- Professional Lighting Equipment
- NAICS
- Electric Lighting Equipment Manufacturing (3351), Commercial, Industrial, and Institutional Electric Lighting Fixture Manufacturing (335132)
- SIC
- Electric Lighting & Wiring Equipment (3640), Photographic Equipment & Supplies (3861)
- akta.pro primary industry
- Camera Lighting & Flash (Speedlights, Continuous Lights, LED Panels) (CRACAPAG)
- akta.pro secondary industries
- Lighting & Studio Equipment Retail (Flash, Continuous, Modifiers, Backdrops) (CRACAHAF), Studio Lighting & Grip Infrastructure Services (MPADAIAF)
Keywords
Where Profoto AB is headquartered
LocationHeadquarters
- HQ city
- Sundbyberg
- HQ country
- Sweden
- HQ region
- Europe
Offices8 records
Markets served
Profoto AB business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Personnel, Marketing or Sales, Technology or R&D, Supply Chain, Infrastructure
Revenue model
- Hardware Sales: Sale of premium lighting equipment including monolights, on-camera flashes, LED panels, studio packs, and remotes. Main revenue driver.
- Software/SaaS: ProStudio Workflow software for studio management and AI-powered workflows
- Acquisition Integration (StyleShoots): Integration of all-in-one e-commerce fashion photography solutions acquired for EUR 18 million to expand in growing e-commerce photography market
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Profoto AB product offering
Product offeringCore offering
Profoto designs, manufactures, and sells premium lighting equipment for professional photographers and studios, including battery-powered and mains-powered monolights, on-camera flashes, LED panels, studio packs, remote triggers, and combined Monoled units. The portfolio is complemented by proprietary accessories such as the Hard Reflector Series and the L600C RGBWWW 600W LED light for film and TV production, plus the ProStudio Workflow software for AI-powered studio management acquired through the StyleShoots acquisition.
Product overview
Profoto AB is the global leader in premium lighting solutions for professional photographers and studios, established in 1968. The product portfolio centers on studio lighting equipment including battery-powered and mains-powered monolights, on-camera flashes, LED panels, studio packs, remote triggers, and Monoled combined units. Recent additions include the Hard Reflector Series (Power Beam Reflector, Maxi Zoom Reflector, Mini Zoom Reflector) for flat front strobes and LED lights, and the L600C RGBWWW 600W full-color point-source LED light for film and TV production. The company also offers software solutions including ProStudio Workflow software (developed with Creative Force partner) and the Share The Light community platform. Through the 2022 acquisition of StyleShoots, Profoto expanded into all-in-one e-commerce fashion photography solutions. The company serves fashion brands, e-commerce leaders, and high-output creative teams seeking scalable visual content production.
Differentiator
Problem solved
Functional benefit
Brands
- Share The Light: A community platform for photographers to share images, learn lighting techniques, and participate in monthly lighting challenges to earn points for Profoto merchandise.
- ProStudio Workflow
Products and services
- Battery-Powered Monolights
Quantifiable outcome
- 10x potential increase in production capacity over three years through AI-powered workflows
- +2 more outcomes
Companies that use Profoto AB
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Profoto AB technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability3 records
Feature3 records
Profoto AB partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Creative ForcecoreCollaboration where Creative Force will take over development of Profoto's ProStudio Workflow software. Partnership combines Profoto's lighting solutions with Creative Force's AI-powered workflow expertise to create integrated studio systems for fashion brands, e-commerce leaders, and high-output creative teams. Companies aim to build connected studios enabling hybrid human-and-AI workflows with potential to increase production capacity tenfold over three years.
- StyleShootscoreAcquisition completed for EUR 18 million, integrating StyleShoots' all-in-one solutions for e-commerce fashion photography. Expected to positively impact Profoto's earnings from Q2 2022 and expand presence in growing e-commerce photography market.
Scale indicators10 records
Recent moves7 records
Expansion highlights6 records
Profoto AB competitors and assessment
Company assessmentBroad incumbents
- ARRI: Global leader in professional cinema lighting and camera systems. Comparable on the film/TV lighting adjacency Profoto is entering with the L600C, though ARRI operates at a much larger scale across a broader cinematography portfolio.
Regional players
- Kino Flo: US-based specialist in professional film and television LED/fluorescent lighting. Comparable to Profoto's L600C film/TV play, particularly in Hollywood-grade production.
Emerging players
- Nanlite: Chinese LED lighting brand focused on photo, video, and livestream content creation. Comparable technology platform to Profoto's LED offerings, with rapid product cadence at competitive price points.
- Fomex: Flexible LED panel maker serving photography and film production. Comparable to Profoto's LED offerings and competing for the high-output creative segment Profoto targets.
Direct peers
- Aputure: LED lighting specialist for photo and video production. Comparable to Profoto's expanding film/TV and continuous lighting portfolio (e.g., L600C), targeting content creators and small-to-mid production teams.
- Elinchrom: Swiss-origin maker of studio flash systems, monolights, and modifiers for professional photographers. Comparable to Profoto in product portfolio, customer profile, and premium positioning.
- Westcott: US-based maker of studio lighting, modifiers, and LED panels for photographers and content creators. Comparable product mix and customer overlap with Profoto's monolight and LED lines.
- Godox Photo Equipment: Chinese lighting manufacturer offering flashes, LEDs, and studio strobes across price tiers. Closely comparable product lineup to Profoto at lower price points, exerting direct competitive pressure on the value end.
- Broncolor: Swiss manufacturer of premium studio flash and continuous lighting for professional photography. Directly comparable as a high-end specialty lighting brand competing for the same professional photographer customer base with monolights and accessories.
Others
- Manfrotto (Vitec Group): Premium photography accessories brand under Vitec Group. Comparable go-to-market via 270+ channel retailers and shared professional photographer customer base, though focused on supports and bags rather than lighting.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Profoto AB social profiles
Digital presenceProfoto AB compliance and trust
Trust signalCompliance1 record
Profoto AB financial estimates
Financial estimateRevenue estimate
Valuation estimate
Profoto AB leadership team
Management profileNumber of profiles
Profiles9 records
Profoto AB subsidiaries and ownership
Company hierarchySubsidiaries8 records
Profoto AB funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Profoto AB M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Profoto AB
What does Profoto AB do?
Profoto designs, manufactures, and sells premium lighting equipment for professional photographers and studios, including battery-powered and mains-powered monolights, on-camera flashes, LED panels, studio packs, remote triggers, and combined Monoled units. The portfolio is complemented by proprietary accessories such as the Hard Reflector Series and the L600C RGBWWW 600W LED light for film and TV production, plus the ProStudio Workflow software for AI-powered studio management acquired through the StyleShoots acquisition.
Is Profoto AB a public or private company?
Profoto AB is a public company. It is classified as public and is currently operating.
When was Profoto AB founded?
Profoto AB was founded in 1968. It employs 101 to 250 people.
Where is Profoto AB based?
Profoto AB is headquartered in Sundbyberg, Sweden, in the Europe region.
How does Profoto AB make money?
Three revenue lines are on record. Hardware Sales are the primary driver. The others are software/SaaS and acquisition Integration (StyleShoots).
Who are Profoto AB's main competitors?
ARRI is listed as a broad incumbent. Kino Flo is listed as a regional player. Emerging players are Nanlite and Fomex. Direct peers are Aputure, Elinchrom, Westcott, Godox Photo Equipment and Broncolor. Manfrotto (Vitec Group) is listed as an others.
Does Profoto AB have an API?
No public API is recorded for Profoto AB.
What industry is Profoto AB in?
Profoto AB's product category is Professional Lighting Equipment. Its primary akta.pro industry code is CRACAPAG, Camera Lighting & Flash (Speedlights, Continuous Lights, LED Panels), with a secondary code of CRACAHAF, Lighting & Studio Equipment Retail (Flash, Continuous, Modifiers, Backdrops). Its NAICS code is 3351 and its SIC code is 3640.