Adorama
American retailer and service provider specializing in photography, video, electronics, film equipment, rentals, printing, and creative-production services.
Last updated August 21, 2026
AI crawler reads
No AI crawler has read this profile since Oct 28, 2026.
Overview
Adorama is an American retailer serving photographers, filmmakers, broadcasters, studios, creative professionals, businesses, educational institutions, and consumers. The company began in 1974 as a New York camera and photographic-equipment store founded by Mendel Mendlowits, a Holocaust survivor. Its core retail business expanded from a physical Manhattan location into a broader multichannel operation combining e-commerce, equipment rental, used-equipment sales, photo printing, education, and business-to-business support. Adorama's principal store is located on West 18th Street in Manhattan's Chelsea area. The company moved to that location in 1988, the same period in which its rental operation was established. The store and online business offer cameras, lenses, lighting, audio equipment, video and cinema equipment, computers and related electronics, accessories, and other tools used in image-making and content production. Adorama has also developed service businesses intended to support customers beyond a single equipment transaction. These include rental programs for short-term access to production and photography gear, a used-equipment department that accepts trade-ins for cash or credit, and photo-lab services for prints, books, and related products. The company entered e-commerce in the late 1990s, registering adorama.com in 1997. That expansion helped transform Adorama from a primarily local specialist retailer into a national online supplier. Its online ecosystem has included separate or associated properties such as Sunny Sports, Scuba.com, and Printique. The photo-printing service originally operated under the AdoramaPix name and was renamed Printique in 2019. The service allows customers to order prints and create personalized products such as hardcover photo books, with production supported by Adorama's own photo-lab capabilities. Adorama has continued to invest in operational capacity and professional services. It opened a New Jersey warehouse in 2005 to increase inventory capacity. Its Brooklyn rental location, added in 2017, complemented the company's established Manhattan operations. In the same year, Adorama Business Solutions was introduced to serve studios, broadcasters, networks, educational organizations, and government institutions with consultation, procurement, technical support, and post-sale assistance. By 2021, the company also operated warehouses in Chattanooga, Tennessee, and Salt Lake City, Utah. Education and media are additional elements of the brand. The Adorama Learning Center provides instructional material and workshops, while AdoramaTV produces video programming for creative audiences. During the COVID-19 pandemic, the company used content and community initiatives to help photographers, filmmakers, and other creators continue working under disrupted conditions. Overall, Adorama is positioned as a specialist, relatively premium-oriented retailer whose offering combines equipment commerce with rentals, printing, education, content, and institutional support.
History
Adorama was established in 1974 by Mendel Mendlowits as a New York retail business focused on cameras and photographic equipment. Its early identity was that of a specialist camera store, serving enthusiasts and working photographers who required access to cameras, lenses, accessories, and related technical advice. The company broadened its physical and service footprint during the 1980s. It moved to its current West 18th Street location in Manhattan in 1988. That location became the visible center of the Adorama brand, while the company also developed Adorama Rental Co., its equipment-rental business. Rental services allowed customers to obtain cameras and production equipment for short periods, with pickup and delivery options supporting customers beyond the immediate New York retail area. The rental operation eventually covered equipment used in television production, studios, cinematography, and still photography. Adorama began building an online presence in the late 1990s. It registered adorama.com in 1997, creating a digital sales channel that enabled the company to reach customers throughout the United States and beyond. Around the same period, it developed AdoramaPix, a photo-printing and photo-book service that allowed users to create customized products online. This represented an expansion from selling image-making equipment into producing physical outputs from customers' photographs. The company invested in logistics and production infrastructure as these businesses developed. In 2005, Adorama opened a warehouse in New Jersey to increase inventory capacity. Its photo-production operation later moved into a company-owned Brooklyn facility measuring more than 20,000 square feet. The larger laboratory supported greater production capacity and additional offerings, including expanded custom-cover book options and same-day shipping for certain orders. AdoramaPix was subsequently rebranded as Printique in 2019. Adorama's rental activities also expanded. A Brooklyn rental location was added in 2017, supplementing the established Manhattan operation. The company maintained a used-equipment department through which customers could buy pre-owned merchandise or trade in older equipment for cash or store credit. This gave the business a way to serve customers with different budget levels while also supporting equipment circulation and upgrade cycles. In 2017, Adorama launched Adorama Business Solutions, a business-to-business division aimed at studios, broadcasters, networks, educational organizations, and government institutions. Its services included consultation, procurement assistance, and technical and support services before and after purchase. This move extended Adorama's role from a retail seller into a supplier and service partner for organizations with more complex equipment requirements. Education and media became increasingly important parts of the brand's public presence. The Adorama Learning Center offered instructional resources and workshops, while AdoramaTV produced programming about photography, video, audio, and creative work. Its programming included profiles of working artists and photographers, including an episode of Picture America featuring Corey Arnold, whose work combines photography with commercial fishing and environmental themes. Adorama also released New York Rhapsody, a short film focused on New York-based artists and creative professionals. During the COVID-19 pandemic, Adorama responded with Create No Matter What, a program built around tutorials, equipment guidance, and creative challenges. The initiative continued into 2021 and reflected the company's effort to maintain engagement with creators during a period when production, travel, retail visits, and professional assignments were disrupted. By 2021, the company's logistics network also included warehouses in Chattanooga, Tennessee, and Salt Lake City, Utah. Adorama therefore developed from a single specialist camera retailer into a broader imaging and production ecosystem spanning commerce, rentals, used equipment, printing, education, media, and institutional services.
- 2021
Expanded warehouse network documented
[1]The company is reported to operate additional warehouses in Chattanooga, Tennessee, and Salt Lake City, Utah.
- 2020
Create No Matter What launches
[1]Adorama introduces a creative-content and community initiative during the COVID-19 pandemic.
- 2019
AdoramaPix becomes Printique
[1]The company's photo-printing and photobook service is rebranded as Printique.
- 2017
Business Solutions and Brooklyn rental expansion
[1]Adorama launches Adorama Business Solutions and adds a Brooklyn location for its rental business.
- 2014
Photo production moves to a larger Brooklyn facility
[1]The photo-printing operation moves into a company-owned Brooklyn laboratory exceeding 20,000 square feet, enabling increased production and additional customized products.
- 2005
New Jersey warehouse opens
[1]A New Jersey warehouse is opened to increase inventory capacity and support the expanding retail operation.
- 1997
Adorama enters e-commerce and launches AdoramaPix
[1]Adorama registers adorama.com and introduces an online photo-printing and photobook service under the AdoramaPix name.
- 1988
Move to West 18th Street
[1]The company relocates its principal Manhattan retail operation to its current West 18th Street location.
- 1982
Rental operations begin
[1]Adorama opens the operation that develops into Adorama Rental Co., adding short-term access to photography and production equipment.
- 1974
Adorama is founded
[1]Mendel Mendlowits establishes Adorama as a New York retailer specializing in cameras and photographic equipment.
Products and positioning
A specialist, mid- to premium-market retailer combining professional imaging equipment with rentals, used gear, photo production, education, and business services.
Photography and electronics retail · 1974
Adorama Retail
Adorama's main retail business sells cameras, lenses, lighting, studio equipment, video and cinema gear, audio products, computers, accessories, and related electronics through its Manhattan store and online channels. The assortment serves both consumers and professional creators, with products ranging from entry-level equipment to specialized production systems.
Equipment rental · 1982
Adorama Rental Co.
Adorama Rental Co. provides short-term access to cameras and equipment used in photography, television production, studios, and cinematography. The service supports pickup and delivery, including nationwide fulfillment, and is complemented by used-equipment sales and trade-in options.
Photo printing and personalized products · 1997
Printique
Printique is Adorama's photo-production service, formerly known as AdoramaPix. Customers can order photographic prints and create personalized products such as hardcover photo books and custom-cover books. Its Brooklyn production facility expanded capacity and supported additional fulfillment options.
Business-to-business services · 2017
Adorama Business Solutions
Adorama Business Solutions supplies and supports equipment for studios, broadcasters, networks, educational organizations, and government institutions. Its services include consultation, procurement assistance, technical guidance, and support before and after a purchase.
Education and training
Adorama Learning Center
The Adorama Learning Center provides educational resources and workshops for photography, video, audio, and related creative disciplines. It extends the brand beyond transactions by helping customers learn how to select and use production equipment.
Marketing campaigns
- 2020Create No Matter What
United States · Online audience
Adorama created a pandemic-era program featuring video tutorials, equipment recommendations, and recurring creative challenges in photography, video, and audio. The initiative encouraged creators to continue producing work despite restrictions and disruption, and continued into 2021.
Outcome. Continued into 2021; no further quantified outcome is documented in the supplied source material.
Brand decisions
2019
Rebranding of AdoramaPix as PrintiqueStrategyBackground
Adorama's photo-production business had expanded beyond its original online photo-book concept into a broader printing and personalized-product service.
Action taken
The company changed the AdoramaPix brand name to Printique.
Aftermath
Printique became the distinct identity for Adorama's photo-printing and customized imaging-products business.
2017
Launch of Adorama Business SolutionsStrategyBackground
Professional and institutional customers often require procurement advice, deployment support, and ongoing technical assistance rather than a simple retail transaction.
Action taken
Adorama established a business-to-business division offering consultation, procurement, and pre-sale and post-sale technical support.
Aftermath
The brand broadened its role as a supplier and service partner for studios, broadcasters, networks, schools, and government organizations.
1997
Expansion into online retail and photo servicesStrategyBackground
Adorama was extending its specialist retail model beyond its Manhattan store and seeking additional ways to serve customers with imaging products and services.
Action taken
The company registered adorama.com and introduced AdoramaPix, an online photo-printing and photobook service.
Aftermath
The move established the basis for Adorama's multichannel retail operation and its later Printique photo-production business.
Recent events
Adorama and Pictar announce strategic partnership[3]
Reported:
Adorama and Pictar announced a strategic partnership under which the newly formed Pictar World LLC will operate as an independently run, fully owned subsidiary of Adorama.
Adorama offers discounts on Apple products[4]
Reported:
Adorama offered discounted prices on selected Apple products, including AirPods Max, Apple TV 4K and MacBook Pro.
- Unconfirmed
Adorama partners with DARTdrones on public safety grant[5]
Reported:
Adorama and DARTdrones partnered on the 2021 DARTdrones Public Safety Grant. The collaboration offers one public safety department the opportunity to win a free drone; Adorama said it would provide the grant winner with the drone.
Adorama launches Hope illustration challenge[6]
Reported:
Adorama debuted the Hope theme for its Create No Matter What illustration challenge, inviting entrants to submit illustrations for a chance to win Wacom Cintiq Pro prizes.
Adorama wins Shorty Award for Best Instagram Live[7]
Reported:
Adorama won a Shorty Award for Best Instagram Live for its production “Styling on a Budget for Fashion Photography with Lindsay Adler.”
Adorama announces Black Friday and Cyber Monday deals[8]
Reported:
Adorama announced its 2019 Black Friday sale and Cyber Monday deals, scheduled for November 29 and December 2, respectively. The release says the deals would cover cameras, electronics, pro audio and video equipment, and other products.
Weekdays and relative dates follow the original report; their exact calendar dates have not been verified.
Sources9 sources
- 1Adoramaen.wikipedia.org
- 2Adorama official websiteadorama.com
- 3Adorama与Pictar宣布建立战略合作关系prnewswire.com
- 4Adorama推出Apple产品折扣macrumors.com
- 5Adorama与DARTdrones合作开展公共安全资助项目suasnews.com
- 6Adorama推出“希望”主题插画挑战prnewswire.com
- 7Adorama获得Shorty最佳Instagram直播奖prnewswire.com
- 8Adorama 宣布黑色星期五及网络星期一促销openpr.com
- 9Adorama Debuts Summer Nights Photography Challenge in #CreateNoMatterWhat Seriesprnewswire.com
Cite this profile: Cite the canonical profile. /brand-wiki/adorama · Editorial policy · How profiles are compiled