Ina Fried

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Light-Field Camera Maker Lytro Expands Into Stores in U.S. and Internationally

Lytro, the maker of a new kind of camera that can refocus after a picture is taken, said Tuesday that it will, for the first time, start selling the camera via other retailers.

The company had been selling the $400 camera exclusively via its Web site, but will start selling via Amazon and on the Web sites of Target and BestBuy, as well as instore at a handful of urban CityTarget outlets. The company also plans to start selling internationally through partners in Australia, Canada, Hong Kong and Singapore.

Lytro isn’t saying how many cameras it has sold so far, but the company said that nearly 400,000 pictures have been uploaded to its Web site.

“We are excited to take this picture revolution one step further by making Lytro available to more photographers in the U.S. and around the world,” CEO Charles Chi said in a statement.

The Lytro camera will be available at the additional U.S. online retailers starting Oct. 9, and in the CityTarget locations in November.


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The problem with the Billionaire Savior phase of the newspaper collapse has always been that billionaires don’t tend to like the kind of authority-questioning journalism that upsets the status quo.

— Ryan Chittum, writing in the Columbia Journalism Review about the promise of Pierre Omidyar’s new media venture with Glenn Greenwald