Lensrentals acquired the company BorrowLenses

BorrowLenses introduced the Lensrentals Keeper Program, allowing customers to purchase rented gear at reduced prices

Lensrentals, a leading online rental service offering a wide array of photo, video, audio, and lighting equipment, has acquired BorrowLenses, a significant competitor in the photographic and video equipment rental sector. This acquisition comes in a highly competitive market where neither company holds a distinct advantage over the other. While the specifics of the deal remain undisclosed, sources familiar with the matter suggest it is likely an all-cash transaction. BorrowLenses, previously acquired by Shutterfly about ten years ago and subsequently by Apollo, has seen an intriguing trajectory. Founded in 2006, Lensrentals has gradually outpaced BorrowLenses in terms of staffing and customer base. Operating from its Tennessee headquarters, Lensrentals has earned a reputation for its employee-owned structure and customer-centric approach.

The impact of the acquisition on BorrowLenses' staff and San Carlos location remains uncertain. Lensrentals is currently evaluating the viability of retaining both as the acquisition progresses swiftly. BorrowLenses' extensive gear selection, including more than 400,000 rentable items across various categories, has enabled it to compete effectively with local camera rental businesses. The company's nationwide shipping and comprehensive insurance offerings have provided an edge over smaller competitors. The acquisition represents a logical consolidation of two similar companies, aiming to enhance localized presence and educational initiatives incrementally. However, the impact on pricing and customer experience remains to be seen as Lensrentals seeks to maintain its personal-touch reputation amidst the absence of friendly rivalry.