Nisi Optics Usa
NiSi Filters USA Inc. is the official US distributor of NiSi brand photographic filters, cinema lenses, and optical accessories, serving professional photographers, filmmakers, and hobbyist creators via a DTC e-commerce site and a 103+ authorized dealer network across the US and Canada.
- Company typePrivate
- Founded2019
- HeadquartersLos Angeles, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Nisi Optics Usa does
NiSi Optics USA (legal entity NiSi Filters USA Inc.) is a California-incorporated, privately held corporation operating as the official US distributor for the NiSi brand of photographic filters and cinema lenses. Headquartered at 12304 Santa Monica Blvd, Suite #200 in Los Angeles, the company sells a comprehensive portfolio of optical products spanning magnetic filter systems (JetMag Pro), square filter systems in 75mm/100mm/150mm/180mm formats, circular filters (UV, CPL, VND, ND, mist/diffusion), cinema filters (4x4, 4x5.65, 6.6x6.6, C5 matte box), cinema lens lines (Athena, Aureus, 65 Prime), photo lenses (Sunstar, Reflex), and accessories (drone filters, iPhone/compact camera filters, macro rails, pouches, camera supports). The underlying technology centers on precision-ground optical glass, proprietary True Color coatings, and a magnetic mounting platform designed for rapid filter changes with minimal color cast.
The business is hardware-sales driven across two go-to-market motions: a direct-to-consumer e-commerce storefront at nisiopticsusa.com offering free US shipping over $69 and an official US warranty, and a channel-partner network of 103+ authorized camera stores across the United States and Canada — anchored by B&H Photo, Adorama, AbelCine, Samy's Camera, Hunt's Photo & Video, McBain Camera, and Gosselin Photo. The company serves primarily professional photographers and filmmakers/cinematographers, with secondary segments including photography enthusiasts, DJI drone operators, and users of compact cameras (Fujifilm X100, Ricoh GR, Sony RX100, Leica) and iPhones. Marketing and demand generation is executed through the NiSi Creator Network ambassador program, an email newsletter, organic social, content/education (Filter Guide, Exposure Calculator app), and dealer-network referrals. Pricing is not publicly disclosed; the unit-economics model is one-time hardware transactions at premium price points, with cinema lens kits and brass-frame filters occupying the high end of the catalog.
Nisi Optics Usa firmographics
Firmographics- Name
- Nisi Optics Usa
- Legal name
- NiSi Filters USA Inc.
- Website
- https://nisiopticsusa.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- NiSi Filters USA Inc. is the official US distributor of NiSi brand photographic filters, cinema lenses, and optical accessories, serving professional photographers, filmmakers, and hobbyist creators via a DTC e-commerce site and a 103+ authorized dealer network across the US and Canada.
- Ownership category
- akta.pro rank
Nisi Optics Usa industry classification
Industry- Product category
- Photographic Optical Filters and Cinema Lenses
- NAICS
- Optical Goods Retailers (456130)
- SIC
- Photographic Equipment & Supplies (3861), Optical Instruments & Lenses (3827)
- akta.pro primary industry
- Camera & Lens Retail (Photo Cameras, Lenses & Optical Accessories) (CRACAHAA)
- akta.pro secondary industries
- Lenses & Optical Accessories (Lenses, Filters, Adapters, Teleconverters) (CRACAPAF), Consumer Drones for Imaging (Camera Drones) (CRACAPAD)
Keywords
Where Nisi Optics Usa is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Nisi Optics Usa business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Optical Filter Sales: One-time hardware sales of photographic filters including circular filters (ND, VND, CPL, UV, Mist), square filter systems (75mm, 100mm, 150mm, 180mm), and specialty filters for drones, compact cameras, and iPhone. Revenue generated through direct e-commerce sales and authorized dealer network.
- Cinema Lens Sales: Sales of professional cinema lenses including Athena, Aureus, and 65 Prime series. These are premium hardware products sold through the same distribution channels as filters.
- Accessories and Systems: Sales of filter holders, adaptor rings, cases, pouches, macro rails, cleaning supplies, and camera support equipment to complement core filter and lens products.
Go-to-market motion2 records
Distribution channels2 records
Marketing channels6 records
Nisi Optics Usa product offering
Product offeringCore offering
NiSi Optics USA distributes and sells precision optical filters, cinema lenses, and photographic accessories for professional photographers and filmmakers. The core product range includes the proprietary JetMag Pro magnetic filter system, multiple square and circular filter systems (UV, CPL, VND, ND, mist/diffusion), cinema filter formats (4x4, 4x5.65, 6.6x6.6), C5 matte box systems, and full-frame cinema prime lens series (Athena, Aureus, 65 Prime).
Product overview
NiSi Optics USA is an official US distributor of NiSi precision optics products, offering a comprehensive portfolio of camera filters, cinema lenses, and photographic accessories. The core product lines include the JetMag Pro magnetic filter system (enabling ultra-fast filter changes with secure magnetic hold), multiple square filter systems in 75mm, 100mm, 150mm, and 180mm sizes for various camera and lens configurations, and circular filters (UV, CPL, VND, ND, and mist/diffusion). The company serves both photographers and filmmakers with specialized cinema products including C5 matte box systems, 4x4, 4x5.65, and 6.6x6.6 cinema filters, and Athena/Aureus/65 Prime cinema lenses. Photo lenses include Sunstar super wide-angle lenses and the 250mm Reflex lens. Accessories include close-up lenses, macro rails, drone filters, filter pouches/cases, camera supports, and the NiSi Exposure Calculator mobile app. The product portfolio is organized into magnetic filter systems (JetMag Pro, SWIFT), square filter systems, circular filters, cinema products, photo lenses, and accessories—allowing professionals and enthusiasts to build customized filter kits based on their specific camera body and lens requirements.
Differentiator
Problem solved
Functional benefit
Products and services
- JetMag Pro Magnetic Filter System Magnetic filter system enabling ultra-fast filter changes with secure hold, featuring ultra-thin high-quality optical glass for minimal color cast and maximum image clarity. Includes VND, CPL, FSND, GND, mist/diffusion, UV, and night filter variants plus adaptors for various lens sizes (49MAG, 67MAG, 82MAG, 95MAG, MAXMAG).
- 75mm Square Filter System
Companies that use Nisi Optics Usa
Customer profileSegments5 records
Ideal customer profiles4 records
Nisi Optics Usa technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Nisi Optics Usa partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered minor and core.
- Explorer Photo & VideominorListed as one of the other brands under NiSi USA's partner network, providing additional photography and video equipment alongside NiSi products.
- LensBall Pro USAminorListed as one of the other brands under NiSi USA's partner network, offering creative photography accessories.
- NiSi Creator Network MemberscoreCreator and influencer partnership program for collaborations, product launches, campaigns, and projects. Registered in creator database and matched to future opportunities. Applications accepted at creator.nisi.co.
- B&H Photo VideocoreMajor authorized dealer of NiSi products with locations in New York. One of the largest and most recognized photography and video equipment retailers.
- AdoramacoreAuthorized NiSi dealer with flagship store in New York City, serving professional photographers and filmmakers.
- AbelCinecoreProfessional cinema equipment dealer with locations in Burbank, CA and Brooklyn, NY, specializing in serving film and broadcast production professionals.
- Samys CameracoreAuthorized dealer with multiple Southern California locations (Fairfax, Pasadena, Santa Ana) and mail order operations, serving professional and amateur photographers.
- Hunts Photo & VideocoreRegional dealer network with multiple locations across the Northeast US including Boston, Cambridge, Hanover, Holyoke, Manchester, Melrose, Portland, Providence, and Waltham, MA, plus New Hampshire and Rhode Island.
- McBain CameracoreCanadian authorized dealer with multiple Alberta locations including Edmonton, Sherwood Park, St. Albert, Red Deer, and Lethbridge.
- Gosselin PhotocoreQuebec-based authorized dealer with locations in Quebec City, Trois-Rivières, Laval, and Brossard, serving French-speaking Canadian customers.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Nisi Optics Usa competitors and assessment
Company assessmentDirect peers
- PolarPro: Specializes in action camera, drone and cinema filters with strong direct-to-consumer brand; overlaps with NiSi USA on DJI drone filters, VND filters and cinema accessories, and shares the creator-network marketing playbook.
- Lee Filters: UK-based heritage manufacturer of square and rectangular photographic filter systems (and increasingly cinema); directly comparable to NiSi's 100mm/150mm square filter systems with overlapping professional photographer and cinematographer customer base.
- Breakthrough Photography: US-based direct-to-consumer manufacturer of high-end screw-in ND, CPL and UV filters competing with NiSi's True Color CPL/VND lines; similar premium positioning, e-commerce-first model and creator-driven marketing.
- Freewell Gear: Fast-growing direct-to-consumer filter brand focused on drone, smartphone and action camera filters; competes head-on with NiSi USA's DJI and mobile filter lines on price and rapid SKU expansion.
- Formatt Hitech (Hitech Filters): Manufacturer of professional square filter systems and cinema filtration products; competes with NiSi's holder-based and 4x5.65/6.6x6.6 cinema filter lines in production and landscape segments.
Others
- B&H Photo Video: Major US camera and photographic equipment retailer and key authorized NiSi dealer; comparable as a multi-brand photographic retail/e-commerce channeling destination where NiSi competes for shopper attention.
- AbelCine: US specialty cinema equipment dealer and integrator; comparable as a channel partner reaching the same professional cinematographer customer base targeted by NiSi's cinema lens and matte box products.
Broad incumbents
- The Tiffen Company (B+W, Tiffen, Heliopan, Steadicam): Dominant incumbent filter and optical accessories manufacturer (B+W, Heliopan, Tiffen brand) with deep distribution into B&H, Adorama and pro cinema; broad incumbent versus NiSi USA's narrower specialty focus.
- Hoya Corporation (Hoya Filters, Kenko Tokina): Japanese optical manufacturer with global filter lines and Kenko/Tokina camera accessories; competes across UV, CPL and ND categories with vastly larger scale and broader retail relationships than NiSi USA.
- Cokin (Formatt Cokin): Pioneering brand of square filter holder systems for photographers; legacy holder-system competitor to NiSi's 75mm/100mm/150mm/180mm square systems with established global distribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Nisi Optics Usa social profiles
Digital presenceNisi Optics Usa financial estimates
Financial estimateRevenue estimate
Valuation estimate
Nisi Optics Usa leadership team
Management profileNumber of profiles
Nisi Optics Usa funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Nisi Optics Usa 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 Nisi Optics Usa
What does Nisi Optics Usa do?
NiSi Optics USA distributes and sells precision optical filters, cinema lenses, and photographic accessories for professional photographers and filmmakers. The core product range includes the proprietary JetMag Pro magnetic filter system, multiple square and circular filter systems (UV, CPL, VND, ND, mist/diffusion), cinema filter formats (4x4, 4x5.65, 6.6x6.6), C5 matte box systems, and full-frame cinema prime lens series (Athena, Aureus, 65 Prime).
Is Nisi Optics Usa a public or private company?
Nisi Optics Usa is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Nisi Optics Usa founded?
Nisi Optics Usa was founded in 2019. It employs 1 to 10 people.
Where is Nisi Optics Usa based?
Nisi Optics Usa is headquartered in Los Angeles, United States, in the North America region.
How does Nisi Optics Usa make money?
Three revenue lines are on record. Optical Filter Sales are the primary driver. The others are cinema Lens Sales and accessories and Systems.
Who are Nisi Optics Usa's main competitors?
Direct peers on record are PolarPro, Lee Filters, Breakthrough Photography, Freewell Gear and Formatt Hitech (Hitech Filters). Others are B&H Photo Video and AbelCine. Broad incumbents are The Tiffen Company (B+W, Tiffen, Heliopan, Steadicam), Hoya Corporation (Hoya Filters, Kenko Tokina) and Cokin (Formatt Cokin).
Does Nisi Optics Usa have an API?
No public API is recorded for Nisi Optics Usa.
What industry is Nisi Optics Usa in?
Nisi Optics Usa's product category is Photographic Optical Filters and Cinema Lenses. Its primary akta.pro industry code is CRACAHAA, Camera & Lens Retail (Photo Cameras, Lenses & Optical Accessories), with a secondary code of CRACAPAF, Lenses & Optical Accessories (Lenses, Filters, Adapters, Teleconverters). Its NAICS code is 456130 and its SIC code is 3861.