ExpoImaging

What ExpoImaging does

ExpoImaging, Inc. is a privately held designer, manufacturer, marketer, and distributor of photographic accessories and consumer drone accessories, headquartered in Watsonville, California, with a secondary office in Santa Cruz. Founded in 2005 around the ExpoDisc white balance filter concept originated by founder Erik Sowder's grandfather George Wallace, the company operates multiple product brands: ExpoDisc Professional White Balance Filters (the original digital white balance filter line, now in its third generation), Rogue Photographic Design (portable lighting modifiers including the patented FlashBender shapeable reflectors, grids, diffusion panels, gels, and Safari pop-up flash booster), and FlatHat Labs (collapsible drone landing pads launched in 2017). ExpoImaging additionally serves as the exclusive US and Canada distributor for Nissin Digital flashes and the exclusive US distributor of CapBuckle lens cap holders, layering third-party distribution onto its own-brand portfolio.

Name

ExpoImaging

Legal name

ExpoImaging, Inc.

Website

https://expoimaging.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

ExpoImaging designs, manufactures, and distributes photographic accessories (ExpoDisc white balance filters, Rogue FlashBender lighting modifiers) and drone landing pads (FlatHat Labs), serving professional and enthusiast photographers and consumer drone pilots through DTC websites, Amazon, and exclusive Nissin flash distribution.

Ownership category

akta.pro rank

Product category

Photography Accessories

NAICS

Audio and Video Equipment Manufacturing (33431)

SIC

Photographic Equipment & Supplies (3861)

akta.pro primary industry

Lighting & Studio Equipment Retail (Flash, Continuous, Modifiers, Backdrops) (CRACAHAF)

akta.pro secondary industry

Drone Parts, Batteries & Accessories Retail (CRACAHAL)

Keywords

• White balance filters
• Flash photography modifiers
• Drone landing pads
• Photography accessories
• Portable lighting equipment

Headquarters

HQ city

Watsonville

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. Hardware Product Sales: ExpoImaging designs, markets, and distributes photography accessories including white balance filters, flash modifiers, and drone accessories. Products are sold as one-time purchases through brand websites and Amazon marketplace.
2. Distribution Revenue: As exclusive US and Canada distributor for Nissin Digital flashes, ExpoImaging earns revenue from distributing Japanese-manufactured photographic lighting equipment to the North American market.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

ExpoImaging designs, manufactures, markets, and distributes photographic accessories and drone accessories through its ExpoDisc, Rogue Photographic Design, and FlatHat Labs brands. Core offerings include calibrated white balance filters, patented shapeable flash modifiers, flash grids, diffusion panels, gels, and collapsible drone landing pads, supplemented by exclusive US/Canada distribution of Nissin Digital flashes.

Product overview

ExpoImaging is a designer, manufacturer, marketer, and distributor of photographic accessories and drone gear. The company operates multiple product brands: ExpoDisc Professional White Balance Filters (pioneer in digital white balance filters, including ExpoDisc 2.0 and v3 for setting custom white balance and metering exposure); Rogue Photographic Design portable lighting modifiers (including FlashBenders shapeable reflectors, grids, diffusion panels, and gels for speedlight flash photography); and FlatHat Labs collapsible drone landing pads (16" and 32" sizes for various consumer drones). ExpoImaging also serves as the exclusive US and Canada distributor for Nissin Digital flash products. The portfolio focuses on physical photography and videography accessories rather than software or AI-powered products.

Differentiator

Problem solved

Functional benefit

Brands

• NissinDigital.us: Exclusive US and Canada distributor for Nissin Digital flashes - state-of-the-art portable photographic lighting gear.
• Rogue Photographic Design
• ExpoDisc Professional White Balance Filters
• FlatHat Labs

Products and services

• ExpoDisc Professional White Balance Filter Calibrated and certified 18% transmission incident light metering filter that enables photographers to quickly set custom white balance, meter for exposure, and dust map image sensors in a single tool. Available in ExpoDisc 2.0 (with user-selectable warming filters/gels) and ExpoDisc v3 versions. Targeted at professional and enthusiast photographers requiring accurate color in natural, artificial, and mixed lighting.
• Rogue FlashBender Lighting System Shapeable light reflector system for portable speedlight flash photography, including the FlashBender 2 XL Pro Lighting System, Large Positionable Reflector, Small Positionable Reflector, and Bounce Card/flag. Designed for portable, versatile, and durable lighting control. Targeted at amateur and professional photographers using speedlight flash equipment.
• Rogue Flash Modifiers and Accessories Standalone flash photography accessories including the Rogue Grid (flash grid modifier for controlling light spread), Rogue Safari Pop-up Flash Booster (boosts pop-up flash performance), Rogue Gel Band (gel holder for attaching color gels), Rogue Diffusion Panels (light diffusion), Rogue Round Flash Magnetic Modifiers (magnetic modifier system for round flash units), and Rogue Flash Gels (color gel filters). Targeted at speedlight photographers.
• FlatHat Collapsible Drone Landing Pads Collapsible drone landing pads made from durable canvas fabric mounted to a flexible spring steel frame, folding to approximately 1/3 size for storage. Available in 16-inch (for small drones, 3.5 oz) and 32-inch (for mid-size consumer drones such as DJI Mavic, Phantom, Inspire, 3DR Solo, Parrot Bebop, 1lb 2oz with 3 aluminum ground stakes). Bold patterns provide high-visibility landing targets and designated return-home locations. Targeted at consumer drone pilots.
• Nissin Digital Flashes Professional digital flash units distributed exclusively in the US and Canada by ExpoImaging, including the Nissin MG80 Pro Flash and the Nissin i700 Air Kit Flash (with wireless Air Kit capability). Targeted at professional photographers requiring state-of-the-art portable photographic lighting.

Quantifiable outcome

• Eliminates need for RAW or JPEG post-capture color adjustments
• +1 more outcomes

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• Nissin Digital JapancoreChannel Partner/ Reseller/ DistributorExpoImaging is the exclusive US and Canada distributor for Nissin Digital flashes. Nissin Digital Japan has designed and manufactured state-of-the-art portable photographic lighting gear for over 60 years. This distribution partnership provides ExpoImaging access to a complementary product line of professional flash equipment.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Westcott (F.J. Westcott Co.): Westcott manufactures lighting modifiers including reflectors, softboxes, and flash accessories used by portrait and commercial photographers. Directly comparable to ExpoImaging's Rogue FlashBenders and gel/grid accessories, serving the same professional and enthusiast segments.
• MagMod: MagMod designs and sells magnetic flash modifiers and lighting control accessories for speedlight photographers. Directly comparable to ExpoImaging's Rogue Photographic Design line, with overlapping customers (portrait/event photographers) and a similar patent-and-magnet-based product strategy.
• Lastolite (Vitec/Manfrotto): Lastolite, now within the Vitec/Manfrotto group, produces light shaping tools (reflectors, diffusers, bounce cards) for photographers. Directly comparable to Rogue FlashBenders and other Rogue modifiers, though distributed by a much broader camera-support incumbent.
• PGYTECH: PGYTECH designs and sells drone accessories for DJI-class consumer and prosumer drones, including landing pads, propeller guards, and carrying cases. Directly comparable to FlatHat Labs' collapsible drone landing pads and serves the same drone pilot customer segment.

Broad incumbents

• Profoto: Profoto is a premium professional lighting and flash modifier brand serving high-end studios. Adjacent rather than overlapping at the prosumer speedlight tier where ExpoImaging's Rogue and Nissin brands operate, but competes for the same professional photographer wallet.
• Godox (Photo Equipment Co.): Godox manufactures a broad portfolio of flashes, strobes, and lighting modifiers for photography and videography. Overlaps with ExpoImaging on the lighting modifier and flash distribution fronts, especially where Nissin's speedlights compete with Godox's flashes in the US/Canada market.
• DJI Retail / DJI Accessories: DJI sells first-party accessories for its own drone platforms directly through its stores, competing with third-party accessory makers like FlatHat Labs for end-consumer wallet share in the drone accessory category.

Others

• Dot Line Corp: Dot Line distributes and manufactures camera and photography accessories including lens adapters, filters, and studio gear. Adjacent as a niche photo-accessory peer whose distribution footprint overlaps with ExpoImaging's US/Canada channels.
• Fotodiox Pro: Fotodiox designs and distributes camera accessories such as adapters, filters, and lighting modifiers. Comparable as an independent accessory maker/distributor with a similar small-business, multi-brand model to ExpoImaging.

Emerging players

• Expo Imaging vs Lume Cube: Lume Cube manufactures compact LED lighting accessories for photographers, videographers, and content creators. Comparable as a portable lighting accessory brand targeting similar creator segments, though focused on LED panels rather than flash modifiers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/expoimaging

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 ExpoImaging