PROCAM Photo & Video Gear

What PROCAM Photo & Video Gear does

PROCAM Photo & Video Gear (legal entity: Macomber Haddad LLC) is a regional multi-channel photo and video equipment retailer headquartered in Livonia, Michigan. The company operates four physical retail showrooms in Livonia MI, Ann Arbor MI, Aurora IL (Chicago metro), and Cincinnati OH, alongside a Shopify-based e-commerce storefront at procam.com with nationwide shipping. Inventory spans cameras, lenses, lighting, audio, video/cinema equipment, drones, and accessories from major brands including Canon, Sony, Nikon, Fujifilm, DJI, Panasonic, Blackmagic Design, Pentax, Ricoh, and Polaroid; one catalog enumeration reported 162+ mirrorless cameras, 21 cinema cameras, and 29 drones in active inventory.

The company surrounds its retail core with adjacent service businesses: PROCAM Rentals (equipment rental with a try-before-you-buy credit window managed through Point of Rental Cloud), an in-house film processing lab built around Colenta processors for C-41 color and B&W development with Fuji Frontier and Noritsu scanning, PROCAM Prints (photo printing and wall decor at procamprints.com with a dedicated iOS app), and PROCAM Workshops & Events (Eventbrite-promoted education). Core technology is entirely third-party (Shopify, Point of Rental Cloud, Colenta); no proprietary software, public API, patents, or AI/ML capabilities are disclosed.

Revenue is generated across hardware resale (third-party branded gear at retail markup, with ASPs ranging from roughly $35 for entry accessories to $8,799 for a Canon EOS C400), usage-based equipment rentals, used-gear trade-in transactions, film processing and printing services, and ancillary repair and classes revenue. Financing partners include Synchrony, Wells Fargo, Katapult, ClickLease, and Canon Financial Services. Customer segments span professional and hobbyist photographers and videographers (primary), plus educational institutions and corporate/government buyers serviced through dedicated B2B and EDU programs. The company is privately held with 51-100 employees under founder George Haddad; revenue is not publicly disclosed.

Name

PROCAM Photo & Video Gear

Legal name

Macomber Haddad LLC DBA PROCAM

Website

https://procam.com

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

PROCAM is a privately held regional specialty retailer of photo and video equipment, operating four Midwest retail showrooms in Michigan, Illinois, and Ohio alongside a nationwide e-commerce storefront, plus integrated rentals, in-house film processing, photo printing, and educational workshops.

Ownership category

akta.pro rank

Product category

Photography & Video Equipment Retail

NAICS

Photofinishing Laboratories (except One-Hour) (812921)

SIC

Photographic Equipment & Supplies (3861), Services-Photofinishing Laboratories (7384)

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), Consumer Drones for Imaging (Camera Drones) (CRACAPAD), Audio for Cameras (On-camera Mics, Wireless Mics, Recorders) (CRACAPAH)

Keywords

• Camera retail store
• Equipment rental services
• Film processing lab
• Photo printing services
• Photography workshops

Headquarters

HQ city

Livonia

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Hardware Sales: Retail sale of cameras, lenses, audio/video equipment, lighting, tripods, accessories, memory cards, bags, and cases. Revenue generated from markup on third-party branded products including Canon, Sony, Nikon, Fujifilm, DJI, and others.
2. Film Processing Services: In-house professional film processing using Colenta processors for C-41 color and black & white negative film. Services include developing, scanning, and printing across multiple film formats (35mm, 120, 110, APS, 4x5, 8x10). Revenue from processing fees plus optional scan resolution upgrades and print packages.
3. Equipment Rentals: Rental of cameras, lenses, video/audio equipment with pickup at 4 locations. Requires security deposit and optional damage waiver. Try-before-you-buy program allows rental fee credit toward purchase of same item within 30 days.
4. Trade-In/Used Gear: Buy, sell, and trade used camera equipment. Customers can sell their used gear and receive value toward new purchases.
5. Professional Services: Equipment repairs, sensor cleaning, data recovery, private 1-on-1 classes, and workshops. Additional revenue from special financing programs through Synchrony, Wells Fargo, Katapult, ClickLease, and Canon Financial.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

PROCAM is a multi-channel photo and video equipment retailer operating four brick-and-mortar stores in Michigan, Illinois, and Ohio alongside a Shopify-based e-commerce storefront. It sells new, open-box, and used cameras, lenses, lighting, audio, and accessories from Canon, Sony, Nikon, Fujifilm, DJI, and others, and complements retail with equipment rentals, in-house film processing, photo printing, equipment repairs, and educational workshops.

Product overview

PROCAM Photo & Video Gear is a multi-location brick-and-mortar and e-commerce retailer of photography and videography equipment, operating as a unified platform of interconnected product and service offerings. The core retail business (procam.com, built on Shopify) sells new, open-box, and certified pre-owned cameras, lenses, lighting, audio, tripods, and accessories from major brands (Canon, Sony, Nikon, Fujifilm, Panasonic, DJI, Blackmagic Design, and others) across four physical store locations in Detroit/Livonia MI, Ann Arbor MI, Chicago/Aurora IL, and Cincinnati OH. This retail platform is complemented by PROCAM Rentals (equipment try-before-you-buy through Point of Rental Cloud), PROCAM Film Processing & Photo Lab (in-house Colenta-based film development and Fuji/Noritsu scanning), PROCAM Prints (online printing and wall decor at procamprints.com with a dedicated iOS app), and PROCAM Workshops & Events (Eventbrite-based educational sessions). Additional services include special financing (Synchrony, Wells Fargo, Katapult, ClickLease), a loyalty rewards program, EDU/student discounts, equipment repairs, sensor cleaning, and data recovery. The PROCAM Prints iOS mobile app connects customers to the printing platform. The portfolio functions as a full analog-to-digital ecosystem for photographers and filmmakers, from gear acquisition through film processing, printing, and education.

Differentiator

Problem solved

Functional benefit

Brands

• PROCAM Rentals: Equipment rental service for cameras, lenses, video and audio equipment with pickup locations at all four PROCAM stores.
• PROCAM Prints / Film & Photo Lab
• PROCAM Events / Workshops

Products and services

• PROCAM Retail Store (Online & In-Store)

Quantifiable outcome

• Film processing turnaround: 1-2 business days for standard 35mm orders
• +1 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered minor and core.

• Athos Insurance ServicesminorGTM or Marketing PartnerRecommended insurance provider for equipment rental coverage. PROCAM refers customers to Athos for rental insurance policies (short-term and annual) and directs renters to obtain quotes through Athos partnership link.
• CanoncoreChannel Partner/ Reseller/ DistributorMajor camera and lens brand sold through PROCAM retail and e-commerce channels. Canon Financial financing program available for Canon purchases.
• SonycoreChannel Partner/ Reseller/ DistributorMajor camera, lens, and imaging brand sold through PROCAM retail and e-commerce channels.
• NikoncoreChannel Partner/ Reseller/ DistributorMajor camera and lens brand sold through PROCAM retail and e-commerce channels.
• FujifilmcoreChannel Partner/ Reseller/ DistributorCamera, lens, and film brand sold through PROCAM retail and e-commerce channels. Includes Fujifilm Instax instant cameras and film products.
• DJIcoreChannel Partner/ Reseller/ DistributorDrone and action camera brand sold through PROCAM retail and e-commerce channels.
• KodakcoreChannel Partner/ Reseller/ DistributorFilm brand including Kodak Ektacolor, Kodak film cameras (EC35), and specialty films sold through PROCAM.
• IlfordcoreChannel Partner/ Reseller/ DistributorBlack & white film brand including Ilford Delta, HP5, FP4, XP2, and specialty films sold through PROCAM.
• CineStillcoreChannel Partner/ Reseller/ DistributorSpecialty color film brand (CineStill 400D) sold through PROCAM.
• ColentacoreTechnology or IntegrationProfessional film processor equipment used for in-house film processing. Colenta processors provide C-41 color and black & white film development with scratch-free roller transport technology.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Adorama: Major New York-based photo, video, audio, and electronics retailer with both e-commerce and physical store presence. Directly competes with PROCAM in camera/lens/lighting sales, used gear, rentals, and education across the same customer segments.
• B&H Photo Video: The largest US specialty photo, video, audio, and electronics retailer, headquartered in New York. Directly comparable to PROCAM as a multi-category camera/lens/video reseller with deep brand partnerships, B2B capabilities, and extensive product range across pro and consumer tiers.
• Mike's Camera: Multi-location specialty photo and video retailer based in the Western US with similar multi-store regional footprint. Closely comparable to PROCAM in scale, omnichannel model, and product breadth across cameras, lenses, lighting, and accessories.
• KEH Camera: Specialty retailer focused on used and pre-owned photo and video equipment with strong buy/sell/trade-in program. Directly comparable to PROCAM's used gear vertical and trade-in service line.
• Samy's Camera: West Coast photo, video, and audio retailer with multiple retail locations plus rental and pro services. Comparable to PROCAM in product breadth, rental program, and B2B/professional customer focus.

Emerging players

• Lensrentals: Leading online equipment rental company specializing in camera, lens, and video gear rentals with nationwide shipping. Overlaps with PROCAM's rental program but operates as a pure-play rental specialist without brick-and-mortar retail.
• MPB: Online marketplace for buying, selling, and trading used photography and videography equipment. Comparable to PROCAM's used gear and trade-in offering but as a digital-first specialist without physical retail.

Broad incumbents

• Best Buy: Largest US consumer electronics retailer, offering cameras and photo equipment as part of a much broader CE portfolio. Competes with PROCAM on entry-level and mid-range cameras but lacks depth in pro/cinema/film and specialty services.
• Amazon: Dominant general e-commerce marketplace that competes with PROCAM on hardware pricing, selection, and shipping convenience. Lacks PROCAM's in-person expertise, try-before-you-buy rentals, and in-house film processing services.

Regional players

• Jessops: UK-based high-street photo and video equipment retailer with multiple physical locations and online offering. Comparable business model to PROCAM but operates in a different geography (United Kingdom).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/PROCAMPHOTO
• YouTubeyoutube.com/procamphotovideo
• Facebookfacebook.com/procam
• Instagraminstagram.com/procamphoto
• TikToktiktok.com/@procamphotovideo

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 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 PROCAM Photo & Video Gear