For Immediate Release

Lytro Expands with US and International Retail Distribution

The Lytro Camera is now available via Target.com, BestBuy.com, and Amazon.com as well as in Australia, Canada, Hong Kong and Singapore

Hong Kong – September 26, 2012 – Lytro Inc., creator of the world’s first consumer light field camera, has announced that it will expand distribution to both US and international customers.  In October, the Lytro Light Field Camera will be available through United States retailers Target.com, BestBuy.com, Amazon.com and through international retail partners in Australia, Canada, Hong Kong and Singapore. The Lytro camera will also be available in November in the new CityTarget stores in Chicago, Los Angeles, San Francisco, Seattle and Westwood. The camera was previously available only on Lytro.com.

This expansion marks continued momentum for Lytro, which has seen increasing demand for light field technology in the US and around the world. The Lytro camera captures all the light traveling in every direction in a scene. The camera gives creative photographers unique capabilities like refocusing a picture after it’s taken and creating living pictures that amaze friends and family when shared online. Lytro has also recently announced availability for Windows OS, added accessories and is now generally available for customers.

“Since introducing the Lytro camera just six months ago, nearly 400,000 light field pictures have been shared on Lytro.com. We are excited to take this picture revolution one step further by making Lytro available to more photographers in the US and around the world,” said Charles Chi, CEO of Lytro. 

Through expanded distribution in the US and international partnerships with Blonde Robot, Qool Labs, Qool International Limited and Future Shop, Lytro is taking the first step toward creating a world of living pictures.

Mr. KH Lim, CEO of Qool Labs Pte Ltd & Qool International Limited, said, “We have been receiving strong interest from the professional and causal photography enthusiasts about the innovative LYTRO camera. We are really excited to be making it available in Hong Kong very soon”.

Pricing and Availability

The Lytro camera will be available for retail:

·         Online at BestBuy.com, Target.com and Amazon.com, starting October 9;

·         Online at Future Shop in Canada, starting October 9;

·         In-store through retail in Australia, starting October 10;

·         In-store through retail in Hong Kong and Singapore, starting mid-October

·         In-store at CityTarget, starting November.

About Lytro

Lytro is transforming the camera into a powerful computational photography platform, forever changing the way everyone takes and experiences pictures. The first Lytro Light Field Camera offers photographic capabilities never before possible, such as focusing a picture after it’s taken, and creates interactive living pictures that can be endlessly refocused and enjoyed by friends and family online. Founder and Executive Chairman Ren Ng, whose Ph.D. research on light field photography won Stanford University’s prize for best thesis in computer science in 2006 as well as the internationally recognized ACM Dissertation award, founded the company in 2006.

For additional information, visit Lytro.com.