REEF PHOTO AND VIDEO, INC.

What REEF PHOTO AND VIDEO, INC. does

Reef Photo & Video, Inc. is a privately held specialty retailer of underwater photography equipment headquartered at 4760 Woolbright Rd., Suite 105, Boynton Beach, Florida. The company operates an omnichannel model combining a global e-commerce storefront (reefphoto.com) with a single physical showroom, supported by toll-free phone consultation and email support. Its product portfolio centers on waterproof camera housings for DSLR, mirrorless, compact, and cinema cameras (Canon, Nikon, Sony, Panasonic, Olympus, RED, ARRI, Leica), complemented by ports, dome optics, underwater strobes and video lights, wet-mount macro and wide-angle conversion lenses, zoom/focus gears, mounting accessories, and a pre-owned/consignment marketplace. Entry-level compact housings start around $225 while professional cinema housings exceed $32,000, with cinema rental packages priced up to $1,300 per day.

The business monetizes through three primary streams: one-time product sales across a wide price ladder, usage-based equipment rentals (cinema, monitor, and lighting packages with daily and weekly discount tiers), and free gear consultation services intended to drive purchase conversion rather than generate direct revenue. Customer segments are horizontal, spanning recreational divers with compact cameras through professional cinematographers shooting on RED, ARRI, and Sony Venice platforms. Distribution is omnichannel, with international USD billing and VAT collection extending the addressable market beyond the Southeast US physical catchment. A content marketing program (blog, Vimeo tutorials, 'Hands on with Reef' reviews) and a partnership with The Underwater Club (free 30-day membership bundled with purchases over $2,000) reinforce the advisory-led value proposition.

The company is independently owned with no disclosed venture or private equity investment. There are no public revenue figures, headcount disclosures, or founding-date details in the available source data. Operational evidence (active product launches, maintained rental fleet, ongoing content production, established brand partnerships) indicates a stable operating business, but financial scale cannot be verified from the input material.

Name

REEF PHOTO AND VIDEO, INC.

Legal name

Reef Photo & Video, Inc.

Website

https://reefphoto.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Reef Photo & Video, Inc. is a privately held specialty retailer of underwater photography equipment, serving amateur and professional underwater photographers and cinematographers through a global e-commerce platform and a physical showroom in Boynton Beach, Florida.

Ownership category

akta.pro rank

Product category

Underwater Photography Equipment Retail

NAICS

Audio and Video Equipment Manufacturing (3343)

SIC

Photographic Equipment & Supplies (3861)

akta.pro primary industry

Underwater & Protective Gear (Housings, Cases, Cages, Rain Covers) (CRACAPAK)

Keywords

• Underwater camera housings
• Underwater photography equipment
• Underwater lighting systems
• Camera ports accessories
• Underwater imaging gear

Headquarters

HQ city

Fort Lauderdale

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Product Sales: One-time product sales of underwater photography equipment including camera housings, ports, lighting, accessories, cameras and lenses. Products range from entry-level compact camera housings ($225+) to professional cinema underwater housings ($32,200+).
2. Equipment Rentals: Rental programs for underwater photography equipment including cinema packages, monitor packages, and lighting packages. Weekly and monthly discount structures available. Pick-up and return days are free of charge.
3. Gear Consultation Services: Free gear consultation service to assist customers in selecting appropriate underwater photography equipment based on their specific needs and diving requirements.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Reef Photo and Video, Inc. is a specialty retailer of underwater photography and videography equipment. The company sells underwater camera housings, ports, lens accessories, lighting systems (strobes and video lights), arms, clamps, and related accessories from multiple premium brands. In addition to retail sales, the company offers equipment rentals and free gear consultation services for divers, underwater photographers, and videographers.

Product overview

REEF PHOTO AND VIDEO, INC. operates as a specialized underwater photography equipment retailer offering a comprehensive portfolio of physical products organized around underwater camera housings as the core offering. Their product ecosystem centers on waterproof camera enclosures (housings) for multiple camera types—DSLR, mirrorless, compact, and cinema cameras—from major brands like Nauticam, Ikelite, Sea & Sea, and Subal. These housings integrate with a range of supporting products including specialized ports and dome optics, underwater strobes and video lighting, macro and wide-angle water contact optics, zoom/focus gear systems, and mounting accessories. The company also sells surface cameras and lenses, offers pre-owned/consignment equipment, and provides equipment rental services. Education and consultation services complement the product offerings, including gear consultation and The Underwater Club partnership providing online photography courses. The business model is a physical goods e-commerce platform without software, API, or AI-driven product capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Underwater Camera Housings Waterproof housings for cameras and camcorders from brands such as Nauticam, Ikelite, Sea & Sea, and Subal, designed to protect cameras while enabling underwater photography and videography.
• Underwater Lighting Systems Strobes, video lights, and continuous lighting systems designed for underwater image capture, supporting still photography and video work in low-visibility and deep-water conditions.
• Camera Ports and Lens Accessories Interchangeable ports, port extensions, wet lenses, and lens-related accessories enabling different lens and camera body combinations inside underwater housings.
• Mounts, Arms, and Tray Systems Camera trays, handles, clamps, arms, and mounting hardware used to rig lighting, strobes, and accessories to underwater camera setups.
• Equipment Rentals Rental program providing divers and underwater photographers with access to underwater camera housings, lighting systems, and accessories for short-term use.
• Free Gear Consultation Complimentary consultation service that helps customers select compatible underwater camera, housing, port, and lighting combinations for their specific camera bodies and diving needs.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• The Underwater ClubminorGTM or Marketing PartnerMarketing partnership offering 30-day free membership to The Underwater Club online underwater photography program with any purchase over $2,000. The Underwater Club provides 7 UWP courses with 40 self-paced eLearning modules, 46 quizzes, recorded masterclasses, webinars, and private coaching forums. This adds educational value to Reef Photo & Video customer purchases.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Adorama: Major incumbent photo, video, and audio equipment retailer offering underwater housings, cameras, and lighting. Provides price-based competition to Reef on standardized SKUs but without the dedicated underwater photography specialization.
• Nauticam: Leading manufacturer of underwater camera housings that also sells direct to consumers globally. As Reef's primary housing supplier, Nauticam represents both a key partner and a structural competitor — particularly on cinema housings, Nauticam Wet Lenses, and port systems.
• Ikelite: US-based underwater housing, strobe, and lighting manufacturer that sells direct through its own e-commerce site. Competes with Reef on housings, strobes, and complete underwater systems across entry-level to professional segments.
• B&H Photo Video: Large incumbent photo/video retail superstore carrying a broad underwater photography selection. Competes with Reef on commodity SKUs (strobes, lenses, accessories) via aggressive pricing, though lacks Reef's specialty consultative expertise.

Direct peers

• Backscatter Underwater Photo & Video: Direct competitor specializing in underwater photography and video equipment, including housings, strobes, lights, and wet lenses. Operates a similar omnichannel retail model with e-commerce and content-driven education, and shares the same supplier brands (Nauticam, etc.) as Reef Photo & Video.
• Bluewater Photo: Specialty underwater photography retailer (UK-based with global shipping) carrying the same major housing and camera brands. Competes head-to-head with Reef on international e-commerce, premium cinema gear, and dive travel destination photography services.

Others

• Sea & Sea: Japanese underwater photography equipment manufacturer (housings, strobes, ports) with direct-to-consumer distribution. Carries a substantial portion of Reef's product line and competes on the same buyer use cases.
• Scuba.com: Broader scuba diving equipment retailer that also carries underwater photography gear as part of a wider dive-supply portfolio. Adjacent competitor that overlaps on underwater camera housings and dive-travel-driven customers.

Market position

Strengths5 records

Weaknesses3 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubevimeo.com/reefphoto
• Facebookfacebook.com/reefphoto
• Instagraminstagram.com/reefphotovideo
• LinkedInlinkedin.com/company/reef-photo-and-video-inc.

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 REEF PHOTO AND VIDEO, INC.