SIRUI

What SIRUI does

SIRUI (operating as SIRUI Optics and SIRUI®Official Store) is a Shenzhen-based optical and photographic equipment manufacturer founded in 1992 that designs, produces, and sells camera lenses, tripods, and LED lighting to professional filmmakers, independent cinematographers, photographers, and content creators worldwide. The company has built a broad lens portfolio spanning anamorphic (Saturn, Venus, Astra, IronStar), cine prime (Vision Prime, Night Walker), autofocus (Sniper, Aurora, Jupiter), and specialty (20/40mm S35 AF anamorphic) series, supporting Sony E, Canon RF/EF/EFM, Nikon Z, Leica L, Fuji X, DJI DL, PL, and MFT mounts across full-frame, Super 35, APS-C, and MFT sensor formats. Notable technical positions include the world's first full-frame autofocus anamorphic cine lens (Astra Series), carbon fiber barrel construction enabling sub-500g full-frame anamorphic weights (Saturn), and user-interchangeable mount modules that allow a single lens body to work across multiple camera systems.

Revenue is generated primarily through direct-to-consumer e-commerce via a Shopify-based global storefront (store.sirui.com) supporting 20+ country/currency/language variants and worldwide shipping. Additional revenue streams include bundled multi-lens kits (e.g., 3-lens and 6-lens sets), accessory sales (quick-release plates, cases, filters), a subscription-style loyalty program (SIRUICredits earned per dollar spent), and add-on extended protection plans (SIRUI Care). The go-to-market model combines DTC e-commerce, Kickstarter crowdfunding for new product validation (used for Vision Prime VP-1 in 2025), NAB Show industry event presence (where SIRUI won a 2026 'Best of Show' Lens Award), influencer/reviewer partnerships, and ShareASale affiliate marketing. Pricing is positioned materially below competing cinema and anamorphic brands, with most lenses priced in the $262–$1,899 range and tripods/lighting spanning $33–$479, reflecting a strategy to democratize cinema-grade optics for solo operators, small production teams, and independent creators.

Name

SIRUI

Legal name

SIRUI

Website

https://store.sirui.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

1–10 employees

Short description

SIRUI is a Shenzhen-based optical equipment manufacturer founded in 1992 that designs and sells camera lenses, tripods, and lighting for professional filmmakers, independent cinematographers, photographers, and content creators globally through direct-to-consumer e-commerce and multi-camera-mount partnerships.

Ownership category

akta.pro rank

Product category

Camera Lenses and Cinematography Equipment

NAICS

Audio and Video Equipment Manufacturing (334310), Electric Lighting Equipment Manufacturing (3351)

SIC

Optical Instruments & Lenses (3827), Photographic Equipment & Supplies (3861), Electric Lighting & Wiring Equipment (3640)

akta.pro primary industry

Lenses & Optical Accessories (Lenses, Filters, Adapters, Teleconverters) (CRACAPAF)

akta.pro secondary industry

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

Keywords

• Anamorphic cine lenses
• Camera tripod systems
• LED video lighting
• Photographic optics
• Cinematography equipment

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Sales (Consumer E-commerce): SIRUI generates revenue primarily through direct-to-consumer sales of photographic and cinematic lenses, tripods, and LED lighting equipment via its official Shopify-based global storefront at store.sirui.com, selling to individual filmmakers, photographers, and content creators worldwide with global shipping.
2. Bundled Lens Kits and Accessories: SIRUI sells multi-lens kits (e.g., 3-lens sets of Saturn, Vision Prime, IronStar) at discounted bundle prices versus individual lens purchases, along with accessories such as quick-release plates, cases, and filters to drive higher average order values.
3. Membership and Loyalty Program: SIRUICredits rewards program earns customers one credit per dollar spent, redeemable for discounts on future purchases, providing customer retention and repeat purchase incentives.
4. SIRUI Care Extended Protection: SIRUI Care provides 1-year accidental damage coverage for products, sold as an add-on protection plan alongside hardware purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels11 records

Core offering

SIRUI designs and manufactures photographic and cinematic optical equipment, including anamorphic and cine prime lenses (Saturn, Astra, Venus, IronStar, Vision Prime, Night Walker, Sniper, Aurora, Jupiter series), camera tripods and support systems (carbon fiber and aluminum alloy), and professional LED lighting (COB, panel, and tube lights). The company sells its products globally via a direct-to-consumer Shopify storefront at store.sirui.com, supporting 20+ regional currencies and languages with worldwide shipping.

Product overview

SIRUI is a comprehensive imaging equipment brand offering professional camera lenses, tripods, and lighting solutions. The core lens portfolio consists of multiple anamorphic and cine lens series: Saturn (1.6x carbon fiber anamorphic), Astra (world's first full-frame AF anamorphic), Venus (1.6x anamorphic), IronStar (1.5x anamorphic cine), Vision Prime (T1.4 cine primes with interchangeable mounts), Night Walker (S35 fast cine), Sniper (APS-C autofocus), Aurora (full-frame autofocus), Jupiter (macro cine), and 20/40mm S35 AF anamorphic. Supporting products include professional tripods/heads (Rapid System, AM, Traveler, Pilot, Waterproof Series) and LED lighting (COB, panel, tube lights up to 300W). The portfolio serves professional filmmakers, photographers, and content creators with cinema-grade optics and camera support equipment.

Differentiator

Problem solved

Functional benefit

Brands

• SIRUI Optics: The company's brand name used in press releases and news articles for its optical products division.
• SIRUI®Official Store

Products and services

• Saturn Series Anamorphic Lens T2.9 1.6x Full-Frame Carbon Fiber Anamorphic Lens available in 35mm, 50mm, and 75mm focal lengths. Features carbon fiber front barrel construction under 500g per lens, neutral and blue flare options, and supports multiple mounts including E, RF, X, Z, L, and DJI DL.
• Astra Series Autofocus Anamorphic Cine Lens World's first Full-Frame AF Anamorphic Cine Lens series in 50mm, 75mm, and 100mm focal lengths with T1.8 aperture and 1.33x squeeze ratio. Features auto and manual focus modes, STM focus motor, aluminum alloy construction, and 44mm image circle covering full-frame sensors.
• Venus Series Anamorphic Lens T2.9 1.6x Full-Frame Anamorphic Lens available in 35mm, 50mm, 75mm, 100mm, 135mm, and 150mm focal lengths. Features blue streak effects and professional cine lens design.
• IronStar Series Anamorphic Cine Lens T1.9 1.5x Full-Frame Anamorphic Cine Lens available in 35mm, 45mm, 60mm, 75mm, 100mm, and 135mm focal lengths. Features user-interchangeable EF/PL mount system and neutral flares.
• Vision Prime Series Cine Lens T1.4 Full-Frame Cine Prime Lens series with original lineup of 24mm, 35mm, and 50mm and expanded lineup including 15mm T1.6, 75mm T1.4, and 150mm T4 (1.5x Macro). Features interchangeable mount system supporting Sony E, RF, Z, and L mounts, 8K-ready optics, and lightweight construction starting at 599g.
• Night Walker Series Cine Lens T1.2 Super 35 Frame Cine Lens Series available in 16mm, 24mm, 35mm, 55mm, and 75mm focal lengths. Features ultra-fast T1.2 aperture for low-light performance.
• Sniper Series Autofocus Lens F1.2 APS-C Frame Autofocus Lens set available in 16mm, 23mm, 33mm, 56mm, and 75mm focal lengths. Features ultra-fast F1.2 aperture for APS-C sensors.
• Aurora Series Autofocus Lens Full-Frame Autofocus Lens available in 35mm F1.4 and 85mm F1.4 focal lengths. Features fast aperture for photography and video applications.
• Jupiter Series Macro Cine Lens Full-frame macro cine lens series designed for macro photography and videography applications.
• 20/40mm 1.33x S35 AF Anamorphic Lens T1.8 1.33x Super 35mm Autofocus Anamorphic Lens with 20mm and 40mm focal lengths. Designed for Super 35 sensors.
• Tripods and Camera Support Systems Full line of camera support equipment including carbon fiber and aluminum alloy tripods, monopods, ball heads, video heads, and gimbal heads. Includes Rapid System, AM Compact Series, Traveler Series, Pilot Series, and Waterproof Series lines.
• Professional LED Lighting Equipment Professional lighting solutions including COB lights (C300X II, C60X), panel lights, tube lights (T120), and handheld pocket lights (C150X). Features include palm-size portable designs and up to 300W power output.
• SIRUI Care Extended Protection Plan 1-year accidental damage coverage add-on protection plan providing one free repair or replacement for SIRUI products, purchased at checkout alongside hardware.

Quantifiable outcome

• Lens weight as low as 390g (Saturn 35mm DL mount) and 599g (Vision Prime 75mm) — enabling drone and gimbal setups previously impractical with heavy cinema lenses
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature10 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• DJI (DJI DL Mount)coreTechnology or IntegrationSIRUI offers native DJI DL mount compatibility across its lens portfolio, including the Saturn series (35mm, 50mm, 75mm), enabling integration with DJI's cinema camera ecosystem including DJI Ronin 4D. DL mount is listed as a primary filter in the store navigation, indicating strategic importance.
• Sony (Sony E Mount)coreTechnology or IntegrationSony E mount is the most extensively supported mount across SIRUI's lens portfolio (21 products in the E Mount collection), with full compatibility verified across Sony Alpha full-frame and APS-C cameras including the FX3, FX30, a7 series, a9 series, and ZV-E10.
• Canon (Canon RF/EF/EFM Mount)coreTechnology or IntegrationSIRUI provides extensive Canon mount support across RF (full-frame mirrorless), EF (SLR), and EFM (APS-C mirrorless) mount options, integrated throughout its lens lineup including Vision Prime, Saturn, Astra, Venus, Night Walker, and IronStar series.
• Nikon (Nikon Z Mount)coreTechnology or IntegrationNikon Z mount is supported across multiple SIRUI lens lines including Vision Prime, Saturn, Venus, and Night Walker, enabling compatibility with Nikon's full-frame and APS-C Z-mount mirrorless camera systems.
• Leica/ Panasonic/ Sigma (L-Mount Alliance)coreTechnology or IntegrationSIRUI offers L-mount compatibility across its lens portfolio, supporting Leica SL, Panasonic Lumix S, and Sigma fp/FPL/BF camera systems, reflecting the L-Mount Alliance's cross-brand standardization approach.
• Fujifilm (Fuji X Mount)coreTechnology or IntegrationFuji X mount compatibility is available across 14+ SIRUI lens products, covering Super 35 and APS-C format lenses for Fujifilm X-mount mirrorless cameras.
• ARRI/ Blackmagic Design/ RED/ Sony Cinema (PL Mount)coreTechnology or IntegrationSIRUI's IronStar series features user-interchangeable PL mount (standard cinema lens mount) for compatibility with ARRI Alexa, Blackmagic Design cameras, RED cameras, and Sony cinema cameras, targeting professional cinema production workflows.
• Lens Reviewer Community (Christopher Frost, Neil Redfern, etc.)minorGTM or Marketing PartnerSIRUI hosts a reviews section featuring independent, in-depth reviews by professional lens reviewers including Christopher Frost, Neil Redfern, Create Beyond Boundaries, Jason Morris, and others. These reviews build credibility and drive organic discovery and sales.
• Affiliate Partners (ShareASale)minorGTM or Marketing PartnerSIRUI operates an affiliate marketing program through ShareASale, enabling third-party content creators, reviewers, and marketers to earn commissions by referring customers to the SIRUI store.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sigma Corporation: Sigma offers third-party cine primes and stills lenses across every major mount, including the FF Classic Cine lineup; the most diversified peer competing across nearly all of SIRUI's product categories.
• Rokinon (Samyang): Rokinon/Samyang produces affordable cine primes and anamorphic lenses (Xeen, Nanomorph) for mirrorless and cinema cameras, directly competing with SIRUI's Vision Prime, Saturn, and Venus families in the indie filmmaker price band.
• Venus Optics (Laowa): Laowa specializes in unique wide, macro, and anamorphic lenses (Nanomorph, Proteus) targeting independent filmmakers and content creators — directly overlapping SIRUI's anamorphic niche and macro cine (Jupiter) lineup.
• Aputure: Aputure is a leading brand in pro/content-creator LED lighting (LS, Amaran, Nova, MT Pro series), competing directly with SIRUI's COB, panel, tube, and pocket light product family within the same creator channel.
• Meike: Meike designs budget cine and anamorphic lenses for mirrorless systems, directly competing with SIRUI's Night Walker S35 and entry-level anamorphic lines in the budget cine segment.
• Tamron: Tamron produces affordable third-party lenses for Sony E, Canon RF, and Nikon Z mirrorless systems, overlapping SIRUI's autofocus portrait (Aurora 85mm) and standard prime segments.
• Tokina: Tokina manufactures cinema and stills lenses for mirrorless systems, with a focus on value-tier glass for independent shooters — competing in the same accessible cine prime segment as SIRUI.
• Viltrox: Viltrox designs affordable cine and photo autofocus lenses for Sony E, Nikon Z, and Canon RF mounts (e.g., Labs, EPIC series) — competing head-to-head with SIRUI's Aurora and Sniper autofocus product lines in the value-tilt mirrorless segment.
• DZOFilm: DZOFilm produces affordable cinema lenses (Vespid, Catta) for E, RF, Z, L, and PL mounts, directly comparable to SIRUI's Vision Prime and IronStar cine prime offerings in price and target buyer.

Broad incumbents

• Canon: Canon is a camera and lens incumbent producing cinema glass (CN-E, Sumire) and RF stills lenses — a broad incumbent whose OEM position and lens roadmap could compress SIRUI's mount-agnostic value proposition if it expands cine offerings.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/SIRUIImaging
• Facebookfacebook.com/SIRUIImaging
• Instagraminstagram.com/siruiimaging
• TikToktiktok.com/@sirui.optical

Revenue estimate

Valuation estimate

Number of profiles

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 SIRUI