Photography accessory company based in China acquires brand responsible for inventing Gorillapod flexible tripods, a renowned product in the industry.
In a significant move, Videndum, the company that previously owned Joby, has announced the sale of the popular tripod brand. The sale marks a shift towards high-end gear for Videndum, as the company now focuses on high-end pro gear and owns several other photo and video brands, including Manfrotto, Savage, Sachtler, Litepanels, and others.
The new owner of the Joby brand, known for producing the famous flexible Gorillapod mini-tripod, is Vijim, a photography accessory brand owned by a China-based company. Vijim's product line includes modular photography kits, folding smartphone tripods, and lights.
The sale of Joby will provide Videndum with funds to pay down the group's debt. This decision comes after Videndum announced a plan to increase operational efficiency and reduce spending amid a challenging macroeconomic backdrop in 2024. In the first half of 2025, Videndum reported 25% lower revenue than the same period in 2024, leading to an adjusted operating loss of £7 million (around $9.48 million / AU$14.4 million).
Joby, known for its Gorillapod line of tripods, which offer flexible legs that can be wrapped around various objects, providing height flexibility from a small tabletop tripod, has been a staple in the content creator's toolkit. The brand also offers full-sized tripods geared towards content creators and kits that mix tripods, mics, and lights into one set for creators.
The Joby brand was originally launched in the San Francisco area. Hillary K. Grigonis, a former Nikon shooter and a current Fujifilm user, has tested a wide range of cameras and lenses across multiple brands. She leads the US coverage for Digital Camera World and has more than a decade of experience writing about cameras and technology. Her work has appeared in Business Insider, Digital Trends, Pocket-lint, Rangefinder, The Phoblographer, and more. She also holds a license as a drone pilot.
In the midst of this news, it's worth noting that Videndum continues to own several other photo and video brands. The company's focus on high-end pro gear is likely to bring about exciting developments in the industry. For those in search of the best smartphone tripods and the best mini tripods, recommendations are plentiful, with Joby's offerings still a popular choice among content creators.
