Having acquired a strategic minority stake in the company, DJI has a new corporate partnership with Hasselblad Group, a Gothenburg, Sweden-based manufacturer of medium-format cameras and lenses.
According to the companies, the partnership will allow opportunities and new ways of combining the technical knowledge and inventive spirit of the two in their respective fields.
Hasselblad and DJI will each focus on their individual strategic directions and related growth opportunities. Hasselblad equipment will continue to be handmade in Sweden, and DJI will continue to make products in Shenzhen, China.
Hasselblad also has offices in New York; London; Tokyo; Paris; Copenhagen, Denmark; and Hamburg, Germany, as well as distributors throughout the world.
Frank Wang, founder and CEO of DJI, notes, “Hasselblad and DJI share a passion to provide creative people with cutting-edge, inventive technology to help them take visual storytelling to the next level. With this partnership, we combine our strengths 
to further push the borders of what’s possible in imaging technology.”
Hasselblad says it has a history of aerial photography: Its technology has been used in space on several NASA missions, including the first landing on the moon and several of the Apollo missions. Over the course of the company’s 75-year history, the majority of Hasselblad’s business has focused on traditional, medium-format cameras and photography equipment.
In recent years, however, it has made meaningful investments and announced significant product launches within the aerial arena. Thus, a partnership with DJI is a natural progression of the business, says Hasselblad.
“We are honored to be partnering with DJI, the clear technology and market leader in its segment,” says Perry Oosting, Hasselblad’s CEO. “DJI and Hasselblad are equally enthusiastic about creativity and excellence, and we are looking forward to sharing technical expertise and paving the way for future innovations.”
