DJI buys stake in camera manufacturer Hasselblad

DJI Inspire Pro

Hasselblad Group and DJI have announced a corporate partnership through DJI’s acquisition of a strategic minority stake in Hasselblad. DJI also joins Hasselblad’s board of directors.

The partnership will allow opportunities and new ways of combining the technical knowledge and inventive spirit of the two industry leaders in their respective fields, according to a news release from the two companies.

“We are honored to be partnering with DJI, the clear technology and market leader in its segment,” said Perry Oosting, Hasselblad’s CEO. “DJI and Hasselblad are equally enthusiastic about creativity and excellence, and we are looking forward to sharing technical expertise and paving the way for future innovations.”

Hasselblad and DJI will each focus on their individual strategic directions and related growth opportunities, with marketing and branding platforms continuing to delineate the two companies. Hasselblad cameras and equipment will continue to be handmade in Sweden, and DJI will continue to make products in Shenzhen, China.

“Hasselblad and DJI share a passion to provide creative people with cutting-edge, inventive technology to help them take visual storytelling to the next level,” said Frank Wang, DJI’s Founder and CEO. “With this partnership, we combine our strengths to further push the borders of what’s possible in imaging technology.”

DJI recently launched the modular Zenmuse camera system, including the Zenmuse X5 Pro and the Zenmuse X5 Raw, a Micro-Four-Thirds camera optimized for moving in space.

Hasselblad has a history of aerial photography — its technology was used in space on several NASA missions, including the first landing on the moon and several of the Apollo missions.