SIRUI USA, LLC
SIRUI USA, LLC is the US commercial arm of SIRUI, a direct-to-consumer brand selling professional anamorphic cinema lenses, cine primes, tripods, and lighting to filmmakers and content creators globally through its Shopify store.
- Company typePrivate
- Founded2015
- HeadquartersVerona, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What SIRUI USA, LLC does
SIRUI USA, LLC is the United States commercial entity of the SIRUI brand, a manufacturer and direct-to-consumer seller of professional photographic and cinematographic support equipment. The company designs and distributes anamorphic cinema lenses, cine prime lenses, autofocus lenses, camera tripods and heads, and continuous lighting products, serving professional filmmakers, independent cinematographers, and content creators globally. Its product portfolio is organized across multiple specialized lens series — Saturn (1.6x carbon fiber anamorphic), Astra (world's first full-frame AF anamorphic at 1.33x), Venus (1.6x/1.8x anamorphic kits), IronStar (1.5x anamorphic), Night Walker (T1.2 Super 35 cine), Vision Prime (T1.4 full-frame cine), Jupiter (macro cine), Aurora (full-frame AF), and Sniper (APS-C AF) — plus a broad tripod/monopod/head catalog and COB and panel lighting systems. The brand supports interchangeable mounts across Sony E, L-Mount, Nikon Z, Canon EF/RF/EFM, Fuji X, PL-Mount, DJI DL, and MFT systems.
Technically, SIRUI's differentiation rests on precision optical engineering applied to anamorphic formats — multiple squeeze ratios (1.33x to 1.8x), carbon fiber barrel construction for reduced weight, T-stop ratings from T1.2 to T2.9, and integration of autofocus mechanisms with anamorphic optics. The Vision Prime T1.4 series earned NAB Show 2026 Best of Show recognition.
SIRUI operates an exclusive direct-to-consumer distribution model through a Shopify-based storefront at store.sirui.com, localized in 30+ currencies and shipping to 100+ countries. Revenue is generated entirely through one-time hardware sales at price points ranging from $279 to over $1,499 per item, with periodic promotional discounting of 5%–71%. The company markets via owned social channels (YouTube, Instagram, Facebook, TikTok), content/SEO, an email newsletter, affiliate programs (ShareASale), creator collaborations, and industry event presence (notably NAB Show). SIRUI USA, LLC is privately held with no disclosed institutional investors or parent company.
SIRUI USA, LLC firmographics
Firmographics- Name
- SIRUI USA, LLC
- Legal name
- SIRUI USA, LLC
- Website
- https://sirui.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- SIRUI USA, LLC is the US commercial arm of SIRUI, a direct-to-consumer brand selling professional anamorphic cinema lenses, cine primes, tripods, and lighting to filmmakers and content creators globally through its Shopify store.
- Ownership category
- akta.pro rank
SIRUI USA, LLC industry classification
Industry- Product category
- Cinema Camera Lenses
- NAICS
- Audio and Video Equipment Manufacturing (33431)
- SIC
- Photographic Equipment & Supplies (3861)
- akta.pro primary industry
- Lenses & Optical Accessories (Lenses, Filters, Adapters, Teleconverters) (CRACAPAF)
- akta.pro secondary industries
- Camera & Lens Retail (Photo Cameras, Lenses & Optical Accessories) (CRACAHAA), Gimbals, Stabilizers & Camera Support Retail (Tripods, Sliders, Mounts) (CRACAHAE), Lighting & Studio Equipment Retail (Flash, Continuous, Modifiers, Backdrops) (CRACAHAF)
Keywords
Where SIRUI USA, LLC is headquartered
LocationHeadquarters
- HQ city
- Verona
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
SIRUI USA, LLC business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Cinema Lens Sales: Revenue generated from selling professional anamorphic and cine lenses across multiple series including Saturn, Astra, IronStar, Vision Prime, Night Walker, Venus, Jupiter, and Sniper. Products are sold as one-time purchases at various price points from $279 to $1,499+.
- Camera Support Equipment Sales: Revenue from tripods, monopods, and tripod heads including the Rapid System, AM Compact Series, Traveler Series, and waterproof variants. Prices range from entry-level to professional configurations.
- Lighting Equipment Sales: Sales of continuous lighting products including COB lights (C300X II, C150X, C60X), panel lights, light sticks, and lighting accessories for studio and location work.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Saturn 1.6x Anamorphic Lens - Full-frame carbon fiber construction |
| One time/ perpetual license | Pay-as-you-go | Astra Series 1.33x Full-Frame AF Anamorphic Cine Lens |
| One time/ perpetual license | Pay-as-you-go | Night Walker T1.2 S35 Cine Lens Series |
| One time/ perpetual license | Pay-as-you-go | Venus Series Full-Frame Anamorphic Lens |
| One time/ perpetual license | Pay-as-you-go | IronStar 1.5x Anamorphic Full-Frame Cine Lens |
| One time/ perpetual license | Pay-as-you-go | Vision Prime 1 Series T1.4 Full-Frame Cine Lens |
| One time/ perpetual license | Pay-as-you-go | 20/40mm 1.33X S35 AF Anamorphic Lens |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
SIRUI USA, LLC product offering
Product offeringCore offering
SIRUI USA, LLC designs, manufactures, and sells professional photographic and cinematographic support products, including anamorphic and cine camera lenses, camera tripods/monopods/heads, and continuous LED lighting equipment. The company sells globally through a direct-to-consumer Shopify e-commerce store to filmmakers, cinematographers, photographers, and content creators across 100+ countries.
Product overview
SIRUI is a comprehensive imaging equipment brand offering professional camera lenses (anamorphic, cine, and autofocus lenses), camera support (tripods, monopods, heads), and lighting equipment for photographers and filmmakers. The product portfolio includes multiple anamorphic lens series (Saturn 1.6x carbon fiber, Astra 1.33x autofocus, Venus 1.6x/1.8x, IronStar 1.5x) and cine lenses (Vision Prime T1.4, Night Walker T1.2) covering full-frame, Super 35, and APS-C sensor formats. The company supports multiple camera mount systems including Sony E, L-Mount, Nikon Z, Canon EF/RF/EFM, Fuji X, PL-Mount, DJI DL, and MFT, with new interchangeable mount systems announced at NAB 2026. Tripod offerings span carbon fiber and aluminum materials across consumer to professional grades, while lighting products include COB lights, panel lights, and portable handheld options.
Differentiator
Problem solved
Functional benefit
Brands
- Saturn: Full-frame carbon fiber anamorphic lens series with 1.6x squeeze ratio
- Astra
- Venus
- IronStar
- Night Walker
- Vision Prime
- Aurora
- Sniper
- Jupiter
Products and services
- Saturn Series Anamorphic Lenses
Companies that use SIRUI USA, LLC
Customer profileSegments2 records
Ideal customer profiles2 records
SIRUI USA, LLC technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
SIRUI USA, LLC partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights6 records
SIRUI USA, LLC competitors and assessment
Company assessmentBroad incumbents
- Manfrotto: Established tripod and camera support brand owned by Videndum; the incumbent against which SIRUI's tripod and monopod lines compete on build quality and dealer placement.
- Zeiss (ZEISS Cinematography): High-end cinema lens manufacturer (Supreme Prime, Master Prime, Compact Prime); defines the premium tier against which SIRUI positions its value proposition.
- Sigma: Major third-party lens maker with dedicated Sigma Cine line; competes across SIRUI's full portfolio as an established incumbent with deeper distribution and brand recognition.
Direct peers
- SmallRig: Camera rig, mounting, and accessory maker addressing the same filmmaker/content-creator customer; competes with SIRUI's tripod ecosystem and broader camera support offering.
- Aputure: Cinema lighting brand (Amaran, Light Storm series) at comparable price tiers; directly competes with SIRUI's COB and panel lighting lines for content creators and indie cinematographers.
- Meike: Budget cinema lens maker with similar price-positioning to SIRUI; offers cine primes and anamorphic glass targeting indie filmmakers on a budget.
- Samyang / Rokinon: Korean lens maker offering affordable anamorphic and cine glass at comparable price tiers; directly competes with SIRUI's Saturn, Venus, and IronStar series for indie filmmakers and content creators.
- Venus Optics (Laowa): Specialty lens maker with established anamorphic and macro lens lines; competes head-to-head with SIRUI for creator/cinematographer share in the specialty optics segment.
- Viltrox: Chinese lens maker with growing autofocus and cine lens lines at aggressive price points; competes with SIRUI's Aurora, Sniper, and Astra series for AF-photography and entry-level cinema buyers.
Emerging players
- Nanlite: Rapidly growing cinema and content-creation lighting brand at similar price points; emerging competitor to SIRUI's lighting line in the YouTube and indie cinema segments.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
SIRUI USA, LLC social profiles
Digital presenceSIRUI USA, LLC financial estimates
Financial estimateRevenue estimate
Valuation estimate
SIRUI USA, LLC leadership team
Management profileNumber of profiles
SIRUI USA, LLC funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SIRUI USA, LLC 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 SIRUI USA, LLC
What does SIRUI USA, LLC do?
SIRUI USA, LLC designs, manufactures, and sells professional photographic and cinematographic support products, including anamorphic and cine camera lenses, camera tripods/monopods/heads, and continuous LED lighting equipment. The company sells globally through a direct-to-consumer Shopify e-commerce store to filmmakers, cinematographers, photographers, and content creators across 100+ countries.
When was SIRUI USA, LLC founded?
SIRUI USA, LLC was founded in 2015. It employs 11 to 50 people.
Where is SIRUI USA, LLC based?
SIRUI USA, LLC is headquartered in Verona, United States, in the North America region.
How does SIRUI USA, LLC make money?
Three revenue lines are on record. Cinema Lens Sales are the primary driver. The others are camera Support Equipment Sales and lighting Equipment Sales.
Who are SIRUI USA, LLC's main competitors?
Broad incumbents on record are Manfrotto, Zeiss (ZEISS Cinematography) and Sigma. Direct peers are SmallRig, Aputure, Meike, Samyang / Rokinon, Venus Optics (Laowa) and Viltrox. Nanlite is listed as an emerging player.
Does SIRUI USA, LLC have an API?
No public API is recorded for SIRUI USA, LLC.
What industry is SIRUI USA, LLC in?
SIRUI USA, LLC's product category is Cinema Camera Lenses. Its primary akta.pro industry code is CRACAPAF, Lenses & Optical Accessories (Lenses, Filters, Adapters, Teleconverters), with a secondary code of CRACAHAA, Camera & Lens Retail (Photo Cameras, Lenses & Optical Accessories). Its NAICS code is 33431 and its SIC code is 3861.