Adorama

The business was founded by Mendel Mendlowits in 1974 with the goal to help out amateurs, hobbyists, and professionals in the photography community. With the goal of creating a business that was more than just a camera store, Adorama was set up to be an all-around resource for professional photographers in the news, modeling, and print industries, with helpful and knowledgeable staff members who "care about your images as much as you do."[6] Adorama also went on to establish its own photo lab, offer equipment rental, and run workshops through the Adorama Learning Center.[7] By 2005, Adorama opened a warehouse in New Jersey.[1]

Adorama Rental Co.

The company’s brand of rental services, Adorama Rental Co., was founded in 1988.[8] It had multiple departments dedicated to renting out a wide range of equipment, from TV production, studio, and cinematography equipment to cameras. Short-term rentals were allowed and customers could have the items picked up or delivered nationwide.[9]

The store also established a Used Equipment Department where customers can purchase used merchandise or trade in their old equipment in exchange for cash or credit.

AdoramaPix

In 1997, Adorama launched a photo printing and Flash-based photo book service via its sister website AdoramaPix,[1] which allows users to create and customize their own hardcover photo book online for home delivery.[10][11]

By 2014, AdoramaPix had expanded their operations by moving to a larger in-house photo lab—a 20,000+ sq. ft. photo production and printing facility in Brooklyn, New York. According to the Director of AdoramaPix, Herman Klein, the move to the bigger production house enabled “AdoramaPix to multiply our production capacity” and add "new features and services, including more options for custom cover books and same day shipping."[12]

In 2020, AdoramaPix rebranded as Printique.

Adorama Learning Center

Adorama initially offered in-store workshops to help educate and share content with other members of the photography community. the company moved their educational efforts online by establishing the Adorama Academy (now known as the award-winning Adorama Learning Center). The ALC hosts free and paid workshops, and features informative blog posts on the adorama.com home page.

The Adorama Learning Center also offers reviews and how-to videos related to photography, videography, and professional audio on their Youtube channel, AdoramaTV, which has nearly 90 million views since it was launched in February 2010.[13] It has since featured resource material about photography, music, and film, as well as a number of original web series such as “Through the Lens,” “Exploring Photography with Mark Wallace,” “Breathe Your Passion with Vanessa Joy,” and the reality web series contest, “Top Photographer with Nigel Barker,” which aired in the fall of 2016.[14]

Adorama Business Solutions

In 2017, the company launched its business-to-business division, Adorama Business Solutions (ABS).[15] The organization offers a range of commercial services such as consultations, procurement assistance, and technical and support services from pre-sale through post-sale for studios, broadcasters, networks, and educational and government institutions.[16][17]

Adorama has collaborated with a number of partners over the years for their services and brand. In 2011, the company became an official electronics retailer for the professional American football team, the New York Giants, and offered exclusive promotions of products to fans during every Giants game in the NFL. The electronics giant also enjoyed media presence as it was featured on the Giants.com homepage, their social networking websites, TV and radio, and inside the stadium.[18][19]

In 2015, the company partnered with Vancouver-based 3D printing company, Tinkerine, whose full suite of products were made available on Adorama's product website. Tinkerine's 3D printing education platform, Tinkerine U, was also integrated within the Adorama Learning Center in hopes of both companies expanding their reach from both a manufacturing and educational standpoint.[20] Adorama also sponsored the Adorama Live Theater, a new live performance studio at the CBS Radio New York’s Hudson Square broadcast facility in November 2015.[21]

In 2017, Adorama hosted the premiere of photographer Chris Burkard’s documentary film, "Under An Arctic Sky," at the AMC Empire Theatre.[22][23]

As of 2018, the Alliance Data Systems Corporation launched a private label credit card program for Adorama to allow more purchasing flexibility and career expansion for photo and video hobbyists and professionals.[24] That credit card program finished on June 2020, and was replaced by a credit card program managed by Synchrony Bank.[4]

At the end of 2020, Adorama entered into a partnership with Drone Pals (@dronepals) to sponsor the 2020 Drone Pals Awards, an annual contest to recognize the world's best drone photography. Adorama provided prizes to help the winners keep creating mesmerizing aerial content.[25]

• Official website
• Adorama Learning Center
• Adorama TV Youtube Channel