Asset Factory
- Company typePrivate
- Founded2021
- HeadquartersRichmond, Australia
- Headcount—
- GTM typeB2B
- OfferingServices
Asset Factory firmographics
Firmographics- Name
- Asset Factory
- Legal name
- Asset Factory Limited
- Website
- https://assetfactory.com.au
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Ownership category
- akta.pro rank
Asset Factory industry classification
Industry- Product category
- Commercial Ecommerce Photography Services
- NAICS
- Commercial Photography (541922), Motion Picture and Video Production (51211), Photographic Services (54192)
- SIC
- Services-Mailing, Reproduction, Commercial Art & Photography (7330)
- akta.pro primary industry
- Content Production (Video, Design, Copy, Studio) (BPAFAAAF)
- akta.pro secondary industry
- Production Equipment & Technical Services (Camera/Lighting/Grip, Virtual Production) (MPAAAMAH)
Keywords
Where Asset Factory is headquartered
LocationHeadquarters
- HQ city
- Richmond
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
Asset Factory business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales
Revenue model
- DIY Studio Hire: Rental of automated Profoto StyleShoots machines to brands for self-operated photography sessions. Machines are hired by the hour, half-day, or full-day. Includes access to styling tools, steamers, racks, and mannequins. Clients operate the machines themselves with training provided.
- Drop & Run Service: Full-service photography where clients ship products to Asset Factory studios. Includes product prep, styling, automated photography/videography, standard editing, and final file delivery. Pricing per image based on complexity and volume requirements.
- On Location Photography: Photography and videography services delivered at client locations. Includes professional crew, camera and lighting gear, travel within Auckland and Melbourne. Half-day (up to 5 hours) or full-day (up to 9 hours) options with post-production included.
- AI Content Generation: Photorealistic AI imagery and renders offering alternatives to traditional photography. Enables showcasing products in any environment without physical shoots. Includes digital twin creation and AI model generation services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | DIY Studio Hire - Hourly |
| Usage-based | Pay-as-you-go | DIY Studio Hire - Half-Day |
| Usage-based | Pay-as-you-go | DIY Studio Hire - Full-Day |
| Unit Pricing | Pay-as-you-go | Drop & Run Service |
| Unit Pricing | Pay-as-you-go | On Location - Half-Day |
| Unit Pricing | Pay-as-you-go | On Location - Full-Day |
| Other | Pay-as-you-go | Budget Ranges (Enquiry) |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Asset Factory product offering
Product offeringCore offering
Asset Factory provides automated ecommerce product photography, videography, and AI-generated content services for brands across Australasia. The company operates Profoto StyleShoots automated studios in Auckland and Melbourne and offers two primary service models: a self-service DIY Studio Hire (machine rental) and a full-service Drop & Run (products shipped to the studio for end-to-end capture, editing and delivery). Service categories span ghost mannequin, flat lay, on model, product, video, creative, AI renders, on location, and marketplace content.
Product overview
Asset Factory is an automated content technology studio powering ecommerce success for brands across Australasia. The company operates using Profoto's StyleShoots automated photography and videography equipment, offering two service models: DIY Studio Hire (self-service machine rental) and Drop & Run (full-service content creation). The core service portfolio spans photography styles including Ghost Mannequin Photography (using the Vertical machine), Flat Lay Photography (Horizontal machine), On Model Photography (Live machine), Product Photography (Eclipse machine), Video Content Production, Creative Photography, and Marketplace Content services. The company has expanded into AI-powered offerings including photorealistic AI renders and garment-to-model outfit creation. On Location photography services are also available for shoots at client premises. The company maintains studios in Auckland and Melbourne.
Differentiator
Problem solved
Functional benefit
Products and services
- Ghost Mannequin Photography
Quantifiable outcome
- 40% more images and 200% more video content captured in same time as traditional studio
- +2 more outcomes
Companies that use Asset Factory
Customer profileNamed customers18 records
Segments6 records
Ideal customer profiles2 records
Asset Factory technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability5 records
Feature8 records
Asset Factory partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered flagship and core.
- KathmanduflagshipAsset Factory partnered with Kathmandu to create ghost mannequin and on-model imagery for New Zealand's first-ever Olympic uniform collection for the Milano Cortina 2026 Winter Olympic Games. The partnership showcased Kathmandu's athlete-led design and technical garment construction.
- LookDepotcoreLookDepot is a sister brand of Asset Factory offering brands the opportunity to own their own Profoto StyleShoots automated photography equipment. Asset Factory refers clients interested in in-house ownership to LookDepot, creating a complementary ecosystem for content creation at different scales.
- ProfotocoreProfoto is the technology provider for Asset Factory's automated photography solutions. Asset Factory utilises Profoto StyleShoots machines (Eclipse, Live, Horizontal, Vertical) that integrate hardware and software into a single platform. Profoto provides the core technology enabling automated stills and video capture, lighting control, and iPad-based operation.
Scale indicators5 records
Recent moves7 records
Expansion highlights6 records
Asset Factory competitors and assessment
Company assessmentDirect peers
- Ortery Technologies: Ortery sells automated product photography hardware and software for ecommerce, including turntable and 360-degree capture systems. Directly comparable to Asset Factory's Profoto StyleShoots-based automated studios in product, target market (ecommerce brands), and technology approach.
- Iconasys: Iconasys provides turnkey automated product photography solutions with hardware/software integration for ecommerce imagery, including 360 spin views. Directly comparable to Asset Factory's automated studio offering for online retail product content.
- Orbitvu: Orbitvu manufactures automated product photography stations with integrated lighting, software and 360-degree capture for ecommerce catalogues. Directly overlaps with Asset Factory's automated multi-angle product imaging for fashion and consumer goods.
- Snap36: Snap36 offers automated 360-degree product photography hardware and services tailored to ecommerce brands. Directly comparable to Asset Factory in target customer (ecommerce brands) and tech-enabled automated content capture.
Emerging players
- Looklet: Looklet specialises in virtual fashion photography, generating on-model imagery without physical shoots for apparel ecommerce. Highly comparable to Asset Factory's AI garment-to-model offering and on-model video work.
- Lalaland.ai: Lalaland.ai provides AI-generated fashion models for ecommerce photography and product visualisation. Overlaps with Asset Factory's AI virtual model generation and AI Renders capabilities targeting apparel brands.
- Botika: Botika offers AI-generated fashion model photography for ecommerce product listings, replacing traditional shoots. Comparable to Asset Factory's AI Content / AI Renders service for apparel and accessory brands.
Broad incumbents
- Pixelz: Pixelz is an established ecommerce image post-production and on-model photography services provider serving global brands. Adjacent to Asset Factory's Drop & Run full-service and on-model photography offerings for fashion ecommerce.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Asset Factory social profiles
Digital presenceAsset Factory financial estimates
Financial estimateRevenue estimate
Valuation estimate
Asset Factory leadership team
Management profileNumber of profiles
Profiles7 records
Asset Factory funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Asset Factory 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 Asset Factory
What does Asset Factory do?
Asset Factory provides automated ecommerce product photography, videography, and AI-generated content services for brands across Australasia. The company operates Profoto StyleShoots automated studios in Auckland and Melbourne and offers two primary service models: a self-service DIY Studio Hire (machine rental) and a full-service Drop & Run (products shipped to the studio for end-to-end capture, editing and delivery). Service categories span ghost mannequin, flat lay, on model, product, video, creative, AI renders, on location, and marketplace content.
Is Asset Factory a public or private company?
Asset Factory is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Asset Factory founded?
Asset Factory was founded in 2021.
Where is Asset Factory based?
Asset Factory is headquartered in Richmond, Australia, in the Oceania region.
How does Asset Factory make money?
Four revenue lines are on record. DIY Studio Hire is the primary driver. The others are drop & Run Service, on Location Photography and AI Content Generation.
Who are Asset Factory's main competitors?
Direct peers on record are Ortery Technologies, Iconasys, Orbitvu and Snap36. Emerging players are Looklet, Lalaland.ai and Botika. Pixelz is listed as a broad incumbent.
Does Asset Factory have an API?
No public API is recorded for Asset Factory.
What industry is Asset Factory in?
Asset Factory's product category is Commercial Ecommerce Photography Services. Its primary akta.pro industry code is BPAFAAAF, Content Production (Video, Design, Copy, Studio), with a secondary code of MPAAAMAH, Production Equipment & Technical Services (Camera/Lighting/Grip, Virtual Production). Its NAICS code is 541922 and its SIC code is 7330.