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Sunday, September 03, 2017

Chinese brand buys Lexar memory business

By Nick Flaherty

Longsys in China has bought the Lexar trademark and branding rights from Micron Technology.

The acquisition provides assurance to existing Lexar customers that the solutions and support they have come to expect from Lexar branded products will continue to be available, says Longsys, the leading memory brand in China.

The company aims to expand the Lexar brand into new market segments and geographies, which will compete with Western Digital's SanDisk brand.

"We are very honoured to acquire the Lexar brand," said Huabo Cai, CEO of Longsys Electronics Limited. "Lexar has built a great brand name and our vision is to make it even greater. Existing customers can rest assured that the innovative solutions and excellent support that they have experienced from Lexar will continue. The mission to make Lexar the go-to brand for high-performance removable storage continues, and we will expand upon it to offer even more compelling solutions as the age of wireless and big-data impact the consumer storage markets."

Shenzhen Longsys Electronics has been focused on flash storage since 1999 with its FORESEE brand of embedded storage. It currently sells over 100 million flash-based products a year and makes use of 3D NAND flash.

The company sees its strengths as R&D, IC firmware design, wafer packaging, substrate design and mobile app design and aims to extend the capabilities of flash products from just device storage to both wireless and system storage. 

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