Clark Little Photography

What Clark Little Photography does

Clark Little Photography is a privately held, founder-owned photography business established in 2007 by Clark Little, a former champion shorebreak surfer who developed a proprietary technique of capturing images from inside the wave by placing waterproof cameras under breaking shorebreak — a vantage point requiring both elite in-water skills and photographic expertise. The company monetizes a content library of more than 285 unique wave photographs through a diversified revenue model: direct-to-consumer e-commerce on ClarkLittle.com (a Shopify storefront) selling limited and open-edition prints on aluminum, glossy, matte, and canvas giclee media at price points from $50 to over $5,000; branded apparel, accessories, and home goods; hardcover coffee table books (most notably 'The Art of Waves' published worldwide by Penguin Random House / Ten Speed Press in April 2022); an annual recurring ocean calendar product; and B2B image licensing to corporate clients including Apple, Nike, Nikon, Hilton, Starbucks, Toyota, and Facebook.

The core technology is human-led aquatic photography paired with a print-on-demand production pipeline through partner Bay Photo, distributed globally via the D2C site and retail partners (Amazon, Barnes & Noble, Target, Walmart, Kinokuniya) across more than 21 countries. The company also operates a documentary film ('SHOREBREAK: The Clark Little Story', 2016) distributed on iTunes, Amazon Video, and Google Play, and an adjacent agritourism business, Little Plumeria Farms, on Oahu's North Shore.

The business model combines transactional one-time product sales, recurring seasonal product cycles (annual calendars), publishing royalties, corporate licensing fees, and tourism ticket revenue. The sole physical retail gallery in Haleiwa, Hawaii was permanently closed on January 25, 2025, consolidating retail onto digital channels. The company remains founder-operated with no external funding, a single named executive (Clark Little), and global brand recognition supported by Smithsonian award status (2011 Oceans Photography Award), five consecutive years ranked among the world's top-10 photographers by XXL PIX, and extensive earned media across NYT, National Geographic, CBS, and Good Morning America.

Name

Clark Little Photography

Legal name

CL Photography

Website

https://clarklittlephotography.com

Company type

Private

Founded year

2007

Operating status

Operating

Short description

Clark Little Photography is a founder-owned photography business that sells limited and open-edition wave prints, books, merchandise, and corporate image licenses through a global direct-to-consumer e-commerce platform, retail partners, and publishing deals.

Ownership category

akta.pro rank

Product category

Fine Art Photography

NAICS

Commercial Photography (541922), Art Dealers (45992)

SIC

Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Photo & Video Output Devices (Printers, Portable Photo Printers, Photo Frames) (CRACAPAL)

Keywords

• Fine art photography
• Ocean wave prints
• Photography merchandise
• Art book publishing
• Image licensing services

Headquarters

HQ city

Haleiwa

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Art Prints Sales: Sale of open edition and limited edition photography prints on various media including aluminum, glossy, matte, and canvas giclee. Limited editions run of 95 prints with premium pricing.
2. Books and Publications: Sale of coffee table books including 'The Art of Waves' (2022), 'Shorebreak' (2014), and 'Waves of North Shore' (Japan). Various editions at different price points from $40-$250.
3. Licensed Merchandise: Apparel, accessories, phone cases, towels, bags, puzzles, cards, stickers, ornaments and other merchandise featuring wave photography designs.
4. Image Licensing: Licensing of wave photography to corporate clients including Apple, Nike, Nikon, Facebook, Hilton Hotels, Starbucks, Toyota, and others for advertising and marketing use.
5. Documentary Film: Documentary film 'SHOREBREAK: The Clark Little Story' available for streaming and download on iTunes, Amazon, and Google Play.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

Clark Little Photography is a direct-to-consumer e-commerce brand that sells fine art wave photography prints (open and limited editions on aluminum, glossy, matte, and canvas giclee), coffee table books, a documentary film, annual ocean calendars, and a broad line of branded merchandise (apparel, accessories, phone cases, puzzles, sunglasses). The company also licenses its photography to corporate clients for advertising, marketing campaigns, and large-scale installations.

Product overview

Clark Little Photography operates as an e-commerce platform selling fine art photography prints and wave photography merchandise. The core offerings include art prints in multiple formats (Aluminum, Glossy, Matte, Canvas Giclee) ranging from small 8"x10" to large format 40"x60", limited edition prints, hardcover coffee table books (The Art of Waves, Shorebreak), documentary films, and annual ocean calendars. The merchandise portfolio spans apparel (shirts, boardshorts, hoodies), accessories (hats, socks, bags, sunglasses), phone cases (iPhone and Samsung Galaxy), home goods (travel towels, pillow covers, holiday ornaments), stationery (cards, stickers), and specialty items (jigsaw puzzles, slippers, gift cards). The company also operates Little Plumeria Farms tours. Built on Shopify e-commerce platform.

Differentiator

Problem solved

Functional benefit

Brands

• Little Plumeria Farms: Agritourism tour experience featuring plumeria flowers and farm products, named 'Best Tour for Locals and Visitors' by HONOLULU Magazine and 'Best New Attraction in America' by USA TODAY.

Products and services

• Fine Art Photography Prints Open edition and limited edition photography prints of waves and ocean imagery, available in multiple media formats (Aluminum, Glossy, Matte, Canvas Giclee) and custom sizes up to 46x80 inches, sold to individual collectors, home decor buyers, and corporate clients.
• Limited Edition Prints Numbered limited edition prints in runs of 95 per size (20x30, 24x36, 28x40), printed on Fuji Film Crystal Archive Photo Paper with glossy finish, priced from $600 to $1,150 with pricing scaling based on remaining inventory.
• The Art of Waves Book 240-page hardcover coffee table book featuring over 150 wave photographs with foreword by Kelly Slater, published by Ten Speed Press / Penguin Random House. Available in Standard Edition ($40), Print Edition with signed prints ($140), and Collector's Edition (limited to 500, signed, with metal prints) at $250, distributed globally.
• Shorebreak Book 160-page coffee table book featuring wave and ocean photography from North Shore Oahu, Maui, Kauai, Big Island, California, Japan, and French Polynesia. Available in Standard ($75) and Collector's ($300) editions.
• SHOREBREAK Documentary Film Genre-defining action/adventure documentary film following water photographer Clark Little as he takes on the world's most dangerous shorebreak, available for streaming and download on iTunes, Amazon, and Google Play.
• Ocean Calendars Annual 9x12 inch wall calendars featuring 13 monthly ocean images with US holidays and moon cycles, priced at $19.95 each, sold through the company website and retail partners.
• Branded Apparel and Accessories

Quantifiable outcome

• Best seller on Amazon USA for over 2 years
• +2 more outcomes

Named customers14 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Seven partnerships are on record, tiered flagship, core and minor.

• Penguin Random House / Ten Speed PressflagshipStrategic or Co-development PartnerPublishing partnership for 'The Art of Waves' book released April 5, 2022 worldwide. Standard Edition at $40, Print Edition at $140, and Collector's Edition (limited to 500) at $250. Book distributed globally through major retailers.
• Potter Puzzles / Clarkson Potter (Penguin Random House)coreStrategic or Co-development PartnerCollaboration to create 'The Art of Waves' jigsaw puzzle featuring the 'Crystal Ball' image. 1000-piece puzzle, 20x27 inches, retail price $19.99. Available worldwide including Amazon and Barnes & Noble.
• Dragon AlliancecoreOEM/ Whitelabel/ Licensing PartnerEyewear collaboration producing Clark Little signature Vantage and FIN Sunglasses with photography printed on inside arm. Price $200-$209. Includes bonus sunglass bag.
• Parco PublishingminorStrategic or Co-development PartnerJapanese publishing partner for 'Waves of North Shore' book published in Japan (2014). 112-page soft cover book featuring North Shore photography.
• iTunes / ApplecoreChannel Partner/ Reseller/ DistributorDistribution platform for 'Shorebreak' documentary film. Film reached #1 for Sports Films and #3 for Documentaries on iTunes.
• Amazon VideocoreChannel Partner/ Reseller/ DistributorStreaming and download platform for 'Shorebreak' documentary film.
• HurleyminorOEM/ Whitelabel/ Licensing PartnerCollaboration on boardshorts including Hurley x Clark Little 'Underwater' Phantom Boardshorts and Women's 'Drone' Phantom Beachrider Boardshorts.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Trey Ratcliff (Stuck in Customs): Trey Ratcliff runs a fine art photography business selling limited edition prints and teaching photography workshops directly to consumers. Comparable in the 'named photographer / premium print e-commerce' business model.
• Sean Davey: Sean Davey is a Hawaiian surf and ocean photographer known for wave imagery. Directly comparable as a Hawaiian surf photographer with print sales and brand presence in the surf community.
• Aaron Chang Gallery: Aaron Chang is a celebrated surf photographer based in Southern California selling prints, books, and surf lifestyle merchandise. Comparable as a celebrated surf photographer with premium print catalogs and direct-to-consumer retail.
• Chris Burkard: Chris Burkard is a renowned surf and outdoor adventure photographer selling prints, books, and licensed merchandise. Directly comparable as an adventure photographer with book deals, brand partnerships (Patagonia, Apple), and direct-to-consumer print sales.
• Peter Lik: Peter Lik is one of the most famous fine art photographers globally, selling limited edition landscape prints at premium price points ($thousands per piece) through direct e-commerce and physical galleries. Closest direct competitor in the celebrity photographer / premium print business model.
• Gray Malin: Gray Malin is a fine art photographer selling beach, ocean, and aerial prints through direct-to-consumer e-commerce with premium pricing and a lifestyle merchandise line. Highly comparable business model centered on aspirational ocean photography sold as wall art and lifestyle products.
• Tony Heart Photography: Tony Heart is a Hawaiian surf photographer selling wave and ocean prints alongside professional photography services. Comparable as a Hawaiian wave photographer with direct print sales and licensing to commercial clients.

Broad incumbents

• SmugMug: SmugMug is a photography platform providing portfolio, print sales, and e-commerce tools for professional photographers. Adjacent competitor in serving the photographer's commerce stack, though broader in scope.
• Saatchi Art: Saatchi Art is a global online art marketplace selling original art and limited edition prints from emerging and established artists. Comparable as a broad incumbent for selling limited edition prints, though it serves a much wider art category beyond photography.
• Fine Art America: Fine Art America is a large print-on-demand marketplace and technology platform serving thousands of photographers. Comparable as a channel where photographer prints get sold, though it operates more broadly as a marketplace infrastructure provider.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtiktok.com/@clarklittleshorebreak
• YouTubeyoutube.com/user/clarklittle
• Facebookfacebook.com/clarklittlephotography
• Instagraminstagram.com/clarklittle

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

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 Clark Little Photography