Adcom
Adcom s.r.l. is a Bologna-based Italian B2B distributor, e-commerce retailer, rental provider, and system integrator of professional video, photography, and broadcast equipment, serving professional videographers, broadcasters, photographers, corporate AV clients, and event production companies across 200+ brands.
- Company typePrivate
- Founded1992
- HeadquartersBologna, Italy
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Adcom does
Adcom s.r.l. is an Italian B2B distributor, e-commerce retailer, rental provider, and system integrator for professional video, photography, and broadcast equipment, headquartered in Bologna since its founding in December 1992 by Enrico Dal Brollo, Marcello Guidelli, and Stefano Mariani. The company operates a multi-brand catalog spanning cameras, lenses, lighting, audio, monitoring, storage, software, streaming/editing, power solutions, and professional audiovisual systems, with distribution relationships covering more than 200 brands including Sony, Canon, Blackmagic Design, Leica, Panasonic, DJI, Nikon, Fujifilm, Hasselblad, Cooke, Zeiss, Sigma, Profoto, Aputure, and Atomos.
The core operating technology is an e-commerce platform (adcom.it) supporting both consumer and professional buyer checkout flows, complemented by a 400+ sqm showroom at the Bologna headquarters for hands-on product evaluation and IP video system demonstrations. Adcom generates revenue through five streams: new equipment sales, used/demo equipment sales, usage-based equipment rental (national and international event coverage including LEDwall, Artwall, and projection), project-based system integration services (turnkey 'chiavi in mano' solutions for congress centers, meeting rooms, multimedia classrooms, and broadcast facilities), and B2B distribution to foreign markets under exclusive and major-brand arrangements. Pricing is publicly disclosed at the SKU level (ranging from approximately €95 for accessories to €5,729 for high-end camera kits), and the company runs recurring promotional programs (cashback, bundle discounts, trade-in) tied to manufacturer campaigns from Sony, Canon, Sigma, Profoto, and LAOWA.
The go-to-market combines direct e-commerce, B2B direct sales for system integration projects, physical showroom sales, and participation in industry events and fairs, supported by email marketing, social media (YouTube, Facebook, LinkedIn, Instagram), and an internal training course program. As of 2021 the company reported approximately €27 million in revenue with ~31 collaborators (per its 2018 milestone), implying revenue per employee near €870K — characteristic of an asset-light distribution model. Adcom is privately held with €156,000 in registered capital, has no disclosed subsidiaries, parent entities, external investors, or funding rounds, and remains controlled by its founding principals.
Adcom firmographics
Firmographics- Name
- Adcom
- Legal name
- Adcom s.r.l.
- Website
- https://adcom.it
- Company type
- Private
- Founded year
- 1992
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Adcom s.r.l. is a Bologna-based Italian B2B distributor, e-commerce retailer, rental provider, and system integrator of professional video, photography, and broadcast equipment, serving professional videographers, broadcasters, photographers, corporate AV clients, and event production companies across 200+ brands.
- Ownership category
- akta.pro rank
Where Adcom is headquartered
LocationHeadquarters
- HQ city
- Bologna
- HQ country
- Italy
- HQ region
- Europe
Offices1 record
Markets served
Adcom business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Equipment Sales (New): Sale of new professional video, photography, and broadcast equipment including cameras, lenses, lighting, audio, tripods, monitoring, storage, and software. Revenue generated through direct B2C/B2B e-commerce and direct sales with pricing including VAT.
- Equipment Sales (Used & Demo): Sale of used and demonstration equipment, providing a secondary market for professional gear at reduced prices.
- Equipment Rental: Short and medium-term rental of professional video equipment for corporate events, productions, and live broadcasts on a national and international basis.
- System Integration Services: Design and delivery of complete turnkey audiovisual systems for congress centers, meeting rooms, multimedia classrooms, and broadcast facilities. Revenue from project-based system design and installation services.
- B2B Distribution: B2B distribution of exclusive and major brand video equipment, including distribution to foreign markets.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Professional video/photo equipment price range |
| Other | Pay-as-you-go | Equipment Rental |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
Adcom product offering
Product offeringCore offering
Adcom sells new and used professional video, photography, and broadcast equipment (cameras, lenses, lighting, audio, monitoring, storage, streaming) from over 30 premium brands via its e-commerce platform and Bologna showroom. It also rents equipment for corporate events and productions across national and international markets, and designs/delivers turnkey audiovisual system integration solutions for congress centers, meeting rooms, multimedia classrooms, and broadcast facilities.
Product overview
Adcom is an Italian professional video and photography equipment distributor founded in 1992, headquartered in Bologna. The company operates as both an e-commerce platform and system integrator, offering new equipment, used/demo gear, and rental services. Their product portfolio spans cameras and drones (including mirrorless, digital cinema, camcorder, PTZ, and drone systems), lenses and accessories, monitoring and studio equipment, audio gear, tripods and supports, lighting solutions, power systems, bags and cases, streaming and editing equipment, cables and connectors, computing hardware, software, storage solutions, and professional audiovisual systems. They also provide system integration services for turnkey broadcasting solutions and equipment rental for events. The company carries major brands including Sony, Canon, Blackmagic, Leica, Panasonic, DJI, and many others.
Differentiator
Problem solved
Functional benefit
Products and services
- New Professional Video and Photography Equipment Sales Sale of new professional video, photography, and broadcast equipment including cameras, lenses, lighting, audio, tripods, monitoring, storage, and software from over 30 premium brands. Available via e-commerce platform and direct B2B sales, with publicly listed pricing including VAT.
- Used and Demonstration Equipment Sales
Quantifiable outcome
- Revenue grew from over €10 million (2007) to approximately €27 million (2021)
- +1 more outcomes
Companies that use Adcom
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Adcom technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Adcom partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered core.
- LeicacoreAdcom is a supplier of Leica professional photography and videography equipment including the Leica SL3-P mirrorless camera and SL3-P Vario lens kit.
- SonycoreAdcom is an active Sony dealer handling the full range of Sony professional video equipment including camcorders, cinema cameras (FX3, FX6, FR7), lenses (G Master series), PTZ cameras, and broadcast equipment. Active Sony promotional programs including cashback and trade-in offers.
- CanoncoreAdcom is a Canon dealer handling EOS cinema cameras (C50, C80), camcorders (XA series), mirrorless cameras (EOS R series), and lenses. Active Canon promotional programs with cashback on selected products.
- Blackmagic DesigncoreAdcom handles Blackmagic Design products including cinema cameras (Pyxis 12K), studio cameras, video recording and monitoring equipment, and ATEM switchers.
- PanasoniccoreAdcom distributes Panasonic professional video equipment including camcorders (AG-CX350EJ) and Lumix professional cameras.
- ProfotocoreAdcom handles Profoto lighting equipment including flashes, LED lights (Storm series, Amaran), softboxes, and light modifiers. Active Profoto promotional programs including summer promotions.
- SennheisercoreAdcom distributes Sennheiser professional audio equipment including microphones, wireless systems, and headphones.
- SwitcoreAdcom distributes Swit power solutions (V-mount batteries, chargers) and LED lighting equipment (CL-120D, FL-C60D).
- KiloviewcoreAdcom distributes Kiloview NDI encoders, decoders, and bi-directional converters for IP-based video workflows.
- CartonicoreAdcom distributes Cartoni camera support equipment including the innovative HyperRoll modular camera movement system, sliders, tripods, and fluid heads.
- DJIcoreAdcom distributes DJI drones including the DJI Ronin 4D CineCam 6K, DJI Mini 5 Pro, and drone cameras. Active DJI Air Unit O4 promotional programs.
- ZeisscoreAdcom handles Zeiss lenses including the Batis series for Sony E-mount full-frame cameras.
- SigmacoreAdcom distributes Sigma lenses including cine lenses (XEEN CF series) and photographic lenses. Active Sigma promotional programs with cashback offers.
- LAOWAcoreAdcom distributes LAOWA lenses including anamorphic lenses (Sentinel series), macro lenses, and probe lenses. Active LAOWA macro promotional campaigns.
- DZOFilmcoreAdcom distributes DZOFilm lenses including the Octopus II lightweight adapters and V-series anamorphic lenses.
- AputurecoreAdcom distributes Aputure LED lighting including the Storm series (Storm 1200x, Storm 1000c) and Amaran full-color LED lights.
- AtomoscoreAdcom distributes Atomos monitor-recorders and external recording devices.
- NikoncoreAdcom distributes Nikon professional cameras including the Nikon Z9 and cinema cameras.
- FujifilmcoreAdcom distributes Fujifilm professional cameras including mirrorless cameras with APS-C and medium format sensors.
- CookecoreAdcom rents and sells Cooke lenses including the Cooke SP3 kit for cinema productions.
Scale indicators7 records
Recent moves10 records
Expansion highlights5 records
Adcom competitors and assessment
Company assessmentDirect peers
- B&H Photo Video: The largest US specialist retailer of professional photo, video, audio, and broadcast equipment. Highly comparable to Adcom across product depth (cameras, lenses, lighting, audio, support gear), multi-channel distribution (showroom + massive e-commerce), and B2B/pro-customer focus.
- Holdan: UK distributor of professional video, broadcast and streaming technology. Comparable to Adcom's distribution arm — multi-brand pro video supplier serving resellers, broadcasters and corporate customers with manufacturer-level technical expertise.
- Calumet Photographic: European (Benelux/Germany-anchored) retailer of professional photography and video equipment with multiple showrooms. Comparable to Adcom as a multi-brand pro photo retailer with physical retail presence and B2B event/corporate customer base in Europe.
- Adorama: US-based retailer of professional photo, video, audio and consumer electronics. Closely comparable to Adcom on the breadth of professional video/photo brands, the deep catalog of accessories (cables, lighting, support), and the e-commerce-first go-to-market.
- Visual Impact: UK-based broadcast and professional video equipment supplier with a significant rental fleet for film and television. Highly comparable to Adcom on the broadcast/pro-cinema supply plus rental combination.
- CVP (Creative Video Productions): UK-based specialist retailer and rental house for professional video, cinematography and broadcast equipment. Directly comparable to Adcom in product mix (cameras, lenses, lighting, monitors), and notably also runs a film/TV rental business — mirroring Adcom's rental department.
- Wex Photo Video: UK-based (with EU reach) retailer of professional photo and video equipment stocking Sony, Canon, Nikon, Blackmagic and similar brands. Closely comparable to Adcom as a multi-brand pro photo/video specialist with strong e-commerce and a used-gear secondary market.
Emerging players
- MPB: Europe-leading used camera, lens and video equipment marketplace. Competes with Adcom's 'Usato & Demo' (used and demonstration equipment) secondary-market revenue stream, and competes more broadly for used-gear sourcing decisions by the same pro/cine customers.
Regional players
- Foto Erhardt: German family-run retailer of professional photography and video equipment with multiple stores. Comparable to Adcom's product mix and pro-customer orientation, but serves primarily the German market rather than competing directly in Italy.
- Foto Walser (Foto Walser / Studio Hamburg Distribution): German retailer/distributor of professional photo, video and lighting equipment to studios and broadcasters. Comparable to Adcom on multi-brand supply and B2B institutional customers, though primarily serving the DACH region.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Adcom social profiles
Digital presenceAdcom financial estimates
Financial estimateRevenue estimate
Valuation estimate
Adcom leadership team
Management profileNumber of profiles
Profiles3 records
Adcom funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Adcom 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 Adcom
What does Adcom do?
Adcom sells new and used professional video, photography, and broadcast equipment (cameras, lenses, lighting, audio, monitoring, storage, streaming) from over 30 premium brands via its e-commerce platform and Bologna showroom. It also rents equipment for corporate events and productions across national and international markets, and designs/delivers turnkey audiovisual system integration solutions for congress centers, meeting rooms, multimedia classrooms, and broadcast facilities.
Is Adcom a public or private company?
Adcom is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Adcom founded?
Adcom was founded in 1992. It employs 11 to 50 people.
Where is Adcom based?
Adcom is headquartered in Bologna, Italy, in the Europe region.
How does Adcom make money?
Five revenue lines are on record. Equipment Sales (New) is the primary driver. The others are equipment Sales (Used & Demo), equipment Rental, system Integration Services and B2B Distribution.
Who are Adcom's main competitors?
Direct peers on record are B&H Photo Video, Holdan, Calumet Photographic, Adorama, Visual Impact, CVP (Creative Video Productions) and Wex Photo Video. MPB is listed as an emerging player. Regional players are Foto Erhardt and Foto Walser (Foto Walser / Studio Hamburg Distribution).
Does Adcom have an API?
No public API is recorded for Adcom.