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A "fond goodbye" to Bogen

A "fond goodbye" to Bogen

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Worldwide change to Manfrotto ends decades-old brand name

By Adorama News Writer

January 13, 2010

The camera support brand started in the 60s by Lester Bogen (see photo from a vintage ad) is no more. Owner Vitec Group has rebranded the Bogen Imaging line and absorbed it into Manfrotto Distributing.

London, 07 January 2010 - Bogen Imaging, the photo-video accessories distributor and part of the Vitec Group which also owns the Manfrotto brand, is changing its name to become Manfrotto Distribution. The move is intended to capitalise on Manfrotto’s international reputation and to enable development of new products and product categories. Bogen Imaging will become Manfrotto Distribution from January 2010 in all of its territories; Germany, France, Italy, UK, Japan and the USA.

The rebrand is part of a strategy by the Vitec Group to address the fast growing amateur, high-end P&S and Four Thirds chip DSLR camera sectors, while also maintaining focus on the enthusiast and professional photography and video markets that it is known for.

Commenting on the name change, Greg Cooney, Managing Director of Manfrotto Distribution, said “This has been a carefully planned strategy for us and as we say a fond goodbye to the Bogen Imaging brand, it is with great excitement and pride that we welcome Manfrotto Distribution. To be in a position to capitalise on the strength of a brand and extend our product offering in tough times for the wider economy is no small achievement and one we have worked hard for.”


The above is an unedited press release provided by Manfrotto Distribution UK.

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