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BARTLETT, Ill. — PromarkBRANDS has announced the acquisition of Photoflex, Inc., a leading designer and manufacturer of lighting tools serving the photography, video and film industries. Together, PromarkBRANDS and Photoflex will bring greater focus to delivering high quality and industry-defining lighting solutions for photographers of all skill levels.

Ken Orlando, PromarkBRANDS president, said “We are very excited to add Photoflex lighting products to our extensive family of photographic brands. Photoflex has distribution in over 60 countries and is a world-renowned leader in designing and distributing high quality lighting tools for the world’s top professional photographers. Photoflex compliments our other brands very well and establishes Promark as a leader in professional lighting tools.”

Photoflex, based in Scotts Valley, Calif., will continue to develop photographic lighting products and equipment and hope to meet a wider set of customer needs with the support of PromarkBRANDS. Photoflex will maintain its own identity and all advertising, Web site, collateral and other marketing materials will remain unique to Photoflex and separate from the other PromarkBRANDS products.