Fujifilm Instax: Already Sold One Million Cameras in Germany


Instax hype unbroken: Fujifilm sells one millionth instax camera in Germany

Double-digit growth in Christmas business 2018

Dusseldorf, January 28, 2019 – FUJIFILM Imaging Systems was particularly successful during the Christmas business in 2018: The Instax instant camera, which had a total of one millionth installs, was delivered to German retailers. This impressive result reflects the continued success and growing demand for Instax instant imaging products in Germany.

The rise of the popular Instax instant camera has been inexorably evolving. Worldwide, the stylish instant cameras and printers have sold more than 37 million copies. In Germany, the instant cameras delight hobby photographers, professionals and instant-image fans alike: 93 million instant pictures of the FUJIFILM Instax brand have been sold in Germany since the market relaunch of Instax in 2009. With the Christmas business in 2018 Fujifilm recorded a growth of 40 percent with Instax products in Germany. In international comparison, the German market was well above the global forecast for 2018.

Overall, the Instax business in Germany has been growing at a disproportionately high level since 2009, especially in comparison to the overall photo market. Sustainable brand awareness among the target group of 16- to 25-year-olds in Germany has contributed to this unprecedented success and made instant photography in the digital age of social media a defining element of a new photographic culture.

This also benefits trading partners, as the follow-up business with the films is particularly lucrative, and the distribution trend shows that retailers have recognized the potential of Instax instant cameras at an early stage. Instax fans can now purchase the products in more than 7,000 sales outlets in Germany.

The product range is diverse: in addition to nine camera models, Instax now offers two instant print printers and three different instant image formats. The camera portfolio meets the demand for the most diverse preferences: whether as must-haves in fashion metropolises, as a selfie camera for the Instagram generation or for demanding photographers – everyone gets their money’s worth at Instax. The introduction of hybrid instant cameras, which have been added to the product portfolio since 2017, was also particularly successful. In addition, Instax offers an exciting range of modern accessories and creative DIY ideas for instant pictures.

This historic success spurs the Instax team even more to support retailers with attractive offers and products for their sales activities in the coming weeks and months.

“We are very proud of the success of FUJIFILM Instax in Germany,” explains Bernd Gansohr, Managing Director of FUJIFILM Imaging Systems GmbH & Co. KG. “Since the German launch in 2009, we have steadily expanded the Instax product series to serve a wide variety of user needs. Not only the latest figures show that this strategy works, but also in the coming years, we want to inspire people to enjoy Instax instant photography and to use the passion for the haptic to go new, creative ways and capture memories .”

via photoscala

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