The AgfaPhoto brand name will return to digital photography, thanks to a deal that sees digital camera specialist, plawa, being granted an exclusive license by Cologne-based AgfaPhoto Holding GmbH.
 September 8, 2006: The AgfaPhoto brand name will return to digital photography, thanks to a deal that sees digital camera specialist, plawa, being granted an exclusive license by Cologne-based AgfaPhoto Holding GmbH. AgfaPhoto GmbH, which owned the brand name, is currently in the process of liquidation, but the brand name, which still has a high awareness, particularly in Europe, is considered a valuable asset. AgfaPhoto Holding CEO Dr. Frank Nellissen is quoted as saying: “In plawa we’ve found a licensee that has the product and marketing acumen in this key product sector that is needed for success in this aggressive and fast moving market. plawa has decades of marketing and manufacturing experience with cameras and is a known quantity in the industry, making them the perfect partner for us”. plawa (www.plawa.com), which entered the digital imaging market in 200, curently distributes Polaroid digital cameras. The company has also worked with leading Asian production and technology partners such as Flextronics, which is already on board as the partner for the new product line. Photokina will see the launch of a range of 5- to 10-megapixel digital cameras targeted at the low-price sector of the market (ranging from 99 to 199 euros). plawa hopes to gain a five percent market share in the medium term on the basis of the AgfaPhoto brand and an enticing warranty and technical support package. plawa will be marketing AgfaPhoto digital cameras in Germany, while the other European markets will be serviced by distributors. |
