Lexar bytes the dust

Makers of memory cards, USB flash drives, card readers, and other storage drives, Lexar’s parent company, Micron, has announced that they are halting operation of the retail brand, and all current product lines will be discontinued. One of the forerunners of memory media for photographers, Lexar’s exit from the arena will mean that competitors, Sandisk and Kingston, will no doubt benefit from greater market share. The sudden news comes a mere five months following Lexar’s announcement of a 512GB 3500x CFast 2.0 memory card. The card retails for approximately US$1300.

"The decision was made as part of the company’s ongoing efforts to focus on its increasing opportunities in higher value markets and channels," reads the announcement. "As difficult as this decision is, the company is making this adjustment in its business to ensure it continues to be well-positioned for the future."

According to Petapixel, huge business from other revenue streams had made Lexar’s consumer-facing business relatively insignificant. “Apparently Amazon and Google have been buying so much flash memory from them that there is no need for push for the retail side of things,” an industry retail source told the website.

Micron promises continued customer support during the 'transition period' and claims they are 'exploring opportunities to sell all or part of the Lexar business'. Unless a buyer is found, then it’s truly Game Over for Lexar.