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Hasselblad, one of the world's best known imaging brands, is about to launch its first-ever retail outlet.

September 11, 2013 /Photography News/ The company, famous for over half a century for its world-leading, technically advanced, medium format cameras for high-end professional and amateur photographers - and now with an additional portfolio of ground breaking consumer cameras for photo-enthusiasts worldwide - will open for business in Tokyo's fashionable Harajuku area on September 14.

The new store launch in Japan is the latest move in Hasselblad CEO Dr. Larry Hansen's extensive new investment programme aimed at making it easier for more people across the globe to own a Hasselblad camera. Dr. Hansen said: "This is a landmark day for us and to celebrate we will be throwing an all-day party at the new store on September 14.

Our latest camera products, including our flagship H5D medium format series and our new and pioneering Lunar and Stellar consumer models, will be on show and, additionally, we have organised a superb exhibition of Norman Parkinson photographs in-store - to celebrate both our new launch and this great photographer's 100th anniversary."

William Penrice, Hasselblad Japan President said: "We are very excited about the growing interest in our products in Japan and this new store helps us to fulfil our promise to enable all fans of our brand to have a chance to own one of our outstanding cameras. Our exclusively designed Tokyo premises include a fully functioning photo-studio, a gallery and a creative space for photographers. We also have a unique display area showcasing the company's heritage products including examples of our classic V System and space cameras favoured by US astronauts."

He added: "This is the first time in our history that we will be providing direct sales in store as opposed to the standard commercial protocol with partners, distributors and dealers. This is why our new team in Tokyo comprises only specialists with extensive retail experience. This store launch is a brand new challenge for the company and we are all very excited and enthusiastic about its future. We want people to just drop by whenever they can and browse, not just our latest cameras, but also enjoy a snapshot of our heritage and history."