Drone manufacturer DJI takes a small stake in Swedish camera giant Hasselblad

Camera manufacturer Hasselblad has joined forces with Chinese Drone manufacturer  DJI to form what they are describing as a ‘Strategic Partnership’. The deal will see DJI take a small stake in the Swedish camera company, and a seat on the board.

Perry Oosting, Hasselblad’s CEO has said “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.”

It will be interesting to see just how the partnership will work. Hasselblad now produce cameras aimed at a very narrow, professional, market, and it is curious to see just how they will work with DJI. Of course, it could be that DJI want to take a step in to the camera market, and partnering with a camera manufacturer to brand some of its products with the Hasselblad logo could be a very interesting proposition.

DJI have recently released the Zenmuse X5 cameras, which use a Micro Four Thirds mount and sensor. Could products such as these be branded as Hasselblad cameras in the future, effectively forming two lines in DJI’s range, a consumer and premium line?

Of course it could be that DJI are cash rich and merely want to stake a claim in the camera market, or perhaps there is certain technology or patents that Hasselblad have that DJI would love to be able to use? And Hasselblad could also do with strengthening its position in the consumer market.



Gothenburg and Shenzhen, 5 November 2015 – Hasselblad Group, the leader in high-quality professional cameras, and DJI, the world’s most-innovative aerial technology company, today announced a corporate partnership through DJI’s acquisition of a strategic minority stake in Hasselblad. DJI 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.

“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 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.”

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. The partnership further establishes DJI’s leadership in the professional camera technology space.

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

Hasselblad has a history of aerial photography, with its technology used in space on several NASA missions, including the first landing on the moon and several of the Apollo missions. Over the course of the company’s 75-year long history, the majority of Hasselblad’s business has focused on traditional medium-format cameras and photography equipment. In recent years, the company has made meaningful investments and announced significant product launches within the aerial arena, making a partnership with DJI a natural progression of the business.