Precision Camera
Precision Camera & Video is a privately held Texas specialty camera and video equipment retailer founded in 1976, operating three retail locations in Austin and The Woodlands plus an e-commerce store, and serving consumers, professional photographers, and commercial, government, and education buyers with sales, rental, repair, photo lab, and education services.
- Company typePrivate
- Founded1976
- HeadquartersAustin, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Precision Camera does
Precision Camera & Video (legal entity: Precision Camera and Video) is a privately held, Texas-based specialty retailer of photography and videography equipment founded in 1976 and headquartered at 2438 W Anderson Ln., Austin, TX. The company operates three physical retail locations — North Austin (flagship), South Austin (Southpark Meadows), and The Woodlands (Metropark Square, serving the North Houston market) — alongside a BigCommerce-powered e-commerce storefront at precision-camera.com. It is an authorized dealer for approximately fifteen premium and mainstream brands including Canon, Sony, Nikon, Fujifilm, Panasonic, Leica, Hasselblad, Sigma, Tamron, DJI, Blackmagic Design, Profoto, Westcott, Nanlite, Aputure, and Atomos, and stocks extensive new and used inventory (e.g., 943+ lenses, 1,095+ lighting items, 658+ used items).
The company's product portfolio is organized into photo (cameras, lenses, film, lighting, tripods, bags, memory, accessories, printers, binoculars) and video (video cameras, pro cinema, lenses, audio, lighting, support, accessories, drones). Beyond hardware resale, Precision Camera runs several service revenue streams: an in-house repair department (sensor cleaning, microfocus adjusting, CLA and overhaul for film cameras including Leica and Hasselblad), a short-term equipment rental program, a professional photo lab (precisionphotolab.com), a photography education program including classes, workshops, one-on-one instruction and the annual Precision Camera University conference, a structured trade-in program, and a dedicated commercial sales team serving businesses, universities, K-12 schools, and government agencies with account-based purchasing and 30-day billing.
The go-to-market combines a sales-led consumer retail motion (in-store, online, phone, chat) with enterprise field sales for commercial/government/education buyers and a community-led motion via classes, events, and manufacturer-hosted sessions. Customer financing is offered through Klarna (including 0% for up to 6 months), and the company does not ship internationally. The business is founder/owner-operated under CEO Phil Livingston with a small leadership team (Sales Manager Mike Luxenberg, Marketing Manager Cindy Livingston, Buyer Josh Needham, Photo Lab Manager Noah Fournier, Service Dept Manager Noel Rankin, Woodlands Store Manager Sean Halloran) and is self-described as the largest camera store in Texas with 50 years of community presence. No proprietary technology, AI capabilities, or external funding rounds are disclosed.
Precision Camera firmographics
Firmographics- Name
- Precision Camera
- Legal name
- Precision Camera and Video
- Website
- https://precision-camera.com
- Company type
- Private
- Founded year
- 1976
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Precision Camera & Video is a privately held Texas specialty camera and video equipment retailer founded in 1976, operating three retail locations in Austin and The Woodlands plus an e-commerce store, and serving consumers, professional photographers, and commercial, government, and education buyers with sales, rental, repair, photo lab, and education services.
- Ownership category
- akta.pro rank
Precision Camera industry classification
Industry- Product category
- Specialty Camera and Video Equipment Retail
- NAICS
- Photographic Services (54192), Photofinishing (81292)
- 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
- Lighting & Studio Equipment Retail (Flash, Continuous, Modifiers, Backdrops) (CRACAHAF), Consumer Drones for Imaging (Camera Drones) (CRACAPAD), Video Camera & Production Gear Retail (Camcorders, Cinema Cameras, Rigs) (CRACAHAB), Lenses & Optical Accessories (Lenses, Filters, Adapters, Teleconverters) (CRACAPAF), Action Cameras & Adventure Imaging Retail (CRACAHAD)
Keywords
Where Precision Camera is headquartered
LocationHeadquarters
- HQ city
- Austin
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Precision Camera business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- New Camera and Equipment Sales: Sale of new cameras, lenses, lighting, drones, accessories from major brands including Canon, Sony, Fujifilm, Nikon, Panasonic, Leica, and more. E-commerce and in-store purchasing options available.
- Used Equipment Sales: Sale of professionally inspected pre-owned gear including digital cameras, film cameras, lenses, and accessories. Items rated and backed by expert warranty.
- Equipment Rentals: Short-term rental of cameras, lenses, lighting, and video gear for projects, special events, or trying before buying. Damage waiver protection available.
- Repair Services: In-house repair services for digital SLR, mirrorless cameras, film cameras, lenses, and flashes. Services include sensor cleaning, microfocus adjusting, LCD repair, and full overhauls.
- Photography Education: Revenue from photography, videography, and editing classes for all skill levels, including specialty workshops, one-on-one instruction, and the annual Precision Camera University conference.
- Photo Lab Services: Professional printing and finishing services including quick prints, enlargements, and specialty photo products through their on-site photo lab.
- Trade-In Services: Purchase of quality pre-owned gear from customers, which is then inspected and resold. Trade-ins save tax on new purchases.
- Commercial Account Sales: Dedicated commercial sales to government agencies, educational institutions, and businesses with account-based buying, bulk pricing, and personalized consultation.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard product pricing for consumers |
| Other | Pay-as-you-go | Consumer financing options |
| Other | One time/ perpetual license | Trade-in values |
| Unit Pricing | Pay-as-you-go | Repair service pricing |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels6 records
Precision Camera product offering
Product offeringCore offering
Precision Camera is a specialty retailer that sells new and used photography and video production equipment — including digital cameras, lenses, flashes and lighting, tripods, bags, memory cards, video cameras, cinema gear, drones, and accessories — through retail stores and an e-commerce site. The company layers on a full service offering that includes in-house camera and lens repair (including for Leica, Hasselblad, and vintage film cameras), a professional photo lab, equipment rentals, trade-in and consignment, and a calendar of photography classes and events, plus a dedicated commercial sales channel for business, government, and education buyers.
Product overview
Precision Camera is a brick-and-mortar and e-commerce camera retail store operating as the largest camera store in Texas with three physical locations. The company offers a comprehensive photography and videography product portfolio organized into two main channels: Photo (digital cameras, lenses, film, flashes & lighting, tripods & support, bags & cases, memory cards, accessories, printers, binoculars, books/videos) and Video (video cameras, pro cinema, lenses, audio, lighting, support, accessories, drones). Additional services include equipment rentals, in-house camera repair, professional photo lab services, photography classes & events, trade-in/sell gear program, and commercial sales for businesses and institutions. The company is an authorized dealer for Canon, Sony, Fujifilm, Nikon, Panasonic, Leica, Hasselblad, Sigma, Tamron, Blackmagic, Atomos, DJI, Profoto, Westcott, Nanlite, and Aputure. The business model combines retail sales of new and used equipment with complementary service revenue streams including repairs, rentals, printing, and education.
Differentiator
Problem solved
Functional benefit
Products and services
- Digital Cameras Retail sale of new digital cameras spanning entry-level to professional bodies, offered to individual consumers, professionals, and institutional buyers.
- Camera Lenses Retail sale of new lenses for photography and video applications across major mount systems, available to consumers, professionals, and commercial buyers.
- Film Retail sale of photographic film for analog and hybrid shooters, supporting hobbyists, students, and professionals still shooting film.
- Flashes and Lighting Retail sale of speedlights, studio strobes, continuous lighting, and modifiers for still photography.
- Tripods and Support Retail sale of tripods, monopods, heads, and support accessories for photo and video use.
- Bags and Cases Retail sale of camera bags, hard cases, and storage solutions for transporting and protecting photo and video gear.
- Memory Cards Retail sale of memory cards and storage media compatible with photo and video cameras.
- Photography Accessories Retail sale of general photography accessories including filters, batteries, cleaning supplies, and small add-ons.
- Printers, Scanners and Presentation Retail sale of photo printers, film scanners, and presentation/display products for photographers and creative professionals.
- Binoculars and Spotting Scopes Retail sale of binoculars and spotting scopes for outdoor, birding, and nature observation customers.
- Books and Videos Retail sale of photography and videography instructional books and video learning materials.
- Video Cameras Retail sale of video cameras ranging from consumer camcorders to higher-end production cameras.
- Pro Cinema Retail sale of professional cinema camera systems and accessories aimed at working videographers and cinematographers.
- Video Lenses Retail sale of lenses designed for video and cinema use, including cinema-style and parfocal lenses.
- Video Audio Retail sale of microphones, recorders, mixers, and audio accessories for video production.
- Video Lighting Retail sale of continuous LED and other video lighting kits for on-camera and studio production.
- Video Support Retail sale of gimbals, sliders, tripods, rigs, and other support gear for video production.
- Video Accessories Retail sale of cables, monitors, batteries, and accessories supporting video production workflows.
- Drones Retail sale of consumer and prosumer drones for aerial photography and videography.
- Used Equipment Retail sale of pre-owned and consigned cameras, lenses, and accessories, often supplemented by trade-in.
- Equipment Rental Rental service for cameras, lenses, lighting, and video gear on a short-term basis for projects, events, and travel.
- Camera Repair Services In-house repair department servicing modern gear and, by specialty, Leica, Hasselblad, and vintage film cameras.
- Photo Lab Professional photo lab providing prints, enlargements, and related imaging output services to photographers and consumers.
- Classes and Events Scheduled photography classes, workshops, and events delivered in-store to hobbyists, students, and aspiring creators.
- Trade-In and Sell Gear Trade-in and consignment program allowing customers to sell or trade used photo and video equipment toward new purchases.
- Commercial Sales Dedicated commercial sales team providing bulk pricing, account-based buying, 30-day billing terms, and internal credit limits to business, education, and government buyers.
Quantifiable outcome
- Staff has over 180 years of combined expertise in photography and videography
- +1 more outcomes
Companies that use Precision Camera
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
Precision Camera technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Precision Camera partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core.
- CanoncoreAuthorized dealer for Canon cameras, lenses, and accessories including the EOS R series mirrorless cameras and Cinema EOS line.
- SonycoreAuthorized dealer for Sony Alpha mirrorless cameras, Cinema cameras (FX series), G Master lenses, and Sony professional video equipment.
- NikoncoreAuthorized dealer for Nikon Z series mirrorless cameras and NIKKOR lenses including Z5 II and professional Z-mount optics.
- FujifilmcoreAuthorized dealer for Fujifilm X series cameras including X-T5 and X100VI, and GFX medium format cameras.
- Panasonic/LumixcoreAuthorized dealer for Panasonic Lumix cameras including the L10 premium compact digital camera.
- SigmacoreAuthorized dealer for Sigma lenses including Art, Contemporary, and Sports lines for Sony E-mount and other mounts.
- TamroncoreAuthorized dealer for Tamron lenses including the new 12-20mm f/2.8 Di III RXD and other zoom lenses.
- ProfotocoreAuthorized dealer for Profoto professional lighting equipment including strobes, modifiers, and the Air Remote TTL system.
- DJIcoreAuthorized dealer for DJI drones, gimbals, and action cameras including Mavic, Phantom, and Osmo product lines.
- Blackmagic DesigncoreAuthorized dealer for Blackmagic cinema cameras, video switchers, and DaVinci Resolve editing software.
- WestcottcoreAuthorized dealer for Westcott lighting modifiers, continuous lights, reflectors, and backdrop systems.
- NanlitecoreAuthorized dealer for Nanlite LED lights including Forza series and Pavo tubes.
- AputurecoreAuthorized dealer for Aputure LED lights including the Amaran and LS series.
- AtomoscoreAuthorized dealer for Atomos monitors and recorders including Ninja and Shinobi series.
- LeicacoreAuthorized dealer for Leica cameras and lenses, with repair capabilities for classic Leica M and R series film cameras.
- HasselbladcoreAuthorized dealer for Hasselblad medium format cameras with specialized repair services for Hasselblad V system and H system.
- KlarnacorePayment processing partner enabling flexible financing options including Pay in 4 installments, Pay in 30 days, and Pay over time with 0% financing for 6 months.
Scale indicators7 records
Recent moves3 records
Expansion highlights6 records
Precision Camera competitors and assessment
Company assessmentDirect peers
- B&H Photo Video: B&H is the largest U.S. specialty camera and video equipment retailer, offering the same new/used gear, rentals, and education ecosystem across a national e-commerce footprint that Precision Camera explicitly price-matches.
- Adorama: Adorama is a New York-based specialty camera retailer directly comparable in product breadth (new, used, rental, repair, education) and serves as one of the two price-matching benchmarks for Precision Camera.
- Samy's Camera: Samy's operates a similar multi-store specialty camera retail model on the West Coast with new/used sales, rentals, repair services, and photography education — the closest structural analog to Precision Camera's three-store Texas footprint.
- Mike's Camera: Mike's Camera is a regional specialty photography retailer in the Western U.S. offering new/used equipment, rentals, classes, and trade-ins comparable to Precision Camera's vertically integrated retail-service-education model.
- Calumet Photographic: Calumet is a European-rooted specialty photography retailer with comparable new/used gear, rental, and education offerings, and has historically competed in the professional/prosumer segment Precision Camera targets.
- Camera West: Camera West is a Pacific Northwest specialty camera retailer offering new/used gear, rentals, and repair services with a comparable regional-storefront strategy to Precision Camera.
- Pro Photo Supply: Pro Photo Supply is a Portland-based specialty retailer covering new/used cameras, rental, repair, and photography education — a tight structural peer for Precision Camera's vertically integrated regional model.
Emerging players
- KEH Camera: KEH is a leading online used-camera specialist whose 658+ item used inventory competes directly with Precision Camera's pre-owned business, though it lacks the physical retail, repair, and education ecosystem.
- Lensrentals: Lensrentals (now part of the Camera West family) is a national camera/lens rental specialist that competes with Precision Camera's rental stream while also selling used gear out of its rental fleet.
Regional players
- Henry's (Canada): Henry's is Canada's largest specialty camera retailer with a similar multi-store retail + education + used equipment model, providing a geographic analog rather than direct head-to-head competition.
Market position
Strengths5 records
Weaknesses3 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Precision Camera social profiles
Digital presencePrecision Camera financial estimates
Financial estimateRevenue estimate
Valuation estimate
Precision Camera leadership team
Management profileNumber of profiles
Profiles7 records
Precision Camera funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Precision Camera 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 Precision Camera
What does Precision Camera do?
Precision Camera is a specialty retailer that sells new and used photography and video production equipment — including digital cameras, lenses, flashes and lighting, tripods, bags, memory cards, video cameras, cinema gear, drones, and accessories — through retail stores and an e-commerce site. The company layers on a full service offering that includes in-house camera and lens repair (including for Leica, Hasselblad, and vintage film cameras), a professional photo lab, equipment rentals, trade-in and consignment, and a calendar of photography classes and events, plus a dedicated commercial sales channel for business, government, and education buyers.
Is Precision Camera a public or private company?
Precision Camera is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Precision Camera founded?
Precision Camera was founded in 1976. It employs 11 to 50 people.
Where is Precision Camera based?
Precision Camera is headquartered in Austin, United States, in the North America region.
How does Precision Camera make money?
Eight revenue lines are on record. New Camera and Equipment Sales are the primary driver. The others are used Equipment Sales, equipment Rentals, repair Services, photography Education, photo Lab Services, trade-In Services and commercial Account Sales.
Who are Precision Camera's main competitors?
Direct peers on record are B&H Photo Video, Adorama, Samy's Camera, Mike's Camera, Calumet Photographic, Camera West and Pro Photo Supply. Emerging players are KEH Camera and Lensrentals. Henry's (Canada) is listed as a regional player.
Does Precision Camera have an API?
No public API is recorded for Precision Camera.
What industry is Precision Camera in?
Precision Camera's product category is Specialty Camera and Video Equipment Retail. Its primary akta.pro industry code is CRACAHAA, Camera & Lens Retail (Photo Cameras, Lenses & Optical Accessories), with a secondary code of CRACAHAF, Lighting & Studio Equipment Retail (Flash, Continuous, Modifiers, Backdrops). Its NAICS code is 54192 and its SIC code is 3861.