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Micron Killed Lexar, But Brand Set to Live On

Back in June, Micron announced that it was preparing to kill off the Lexar brand, a brand we had gotten used to seeing over the past two decades. Need a memory card or USB stick? Lexar had plenty to choose from, and still does due to the stock that's left in the supply chain.

However, as Liliputing reports, it looks as though the Lexar name isn't going to disappear after all, but it is changing hands. Micron may have killed the brand internally, but the actual name and branding rights have been sold to Chinese flash storage company Longsys.

In a press release announcing the acquisition, Longsys CEO Huabo Cai makes it clear the Lexar name isn't going anywhere. He said, "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."

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So we will still be able to buy Lexar-branded storage products, but will they be of the same quality? Longsys has been around since 1999 offering products in the embedded memory, solid state drive, memory card, and USB flash drive markets. If you own a storage product carrying the Foresee brand, that's Longsys.

It seems like the perfect home for the Lexar brand considering Longsys' existing product line-up. And it looks as though the new owner has plans to greatly expand the Lexar product range, with talk of virtual reality, 8K video, automotive entertainment, and video surveillance.

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