Why Leica Is Opening So Many Stores

The pricey camera maker hopes the boutiques will boost demand
Photograph by Chinafoto Press/Getty Images

Selling a $27,000 camera is no snap—especially when that hefty price doesn’t even include the lens. For Leica Camera, the challenge is compounded by the fact that it has lost more than a third of its U.S. dealers, who have fallen victim to competition from the likes of Best Buy and Costco Wholesale. So at a time when an increasing number of brands are bolstering their ability to sell online, the German camera maker is rolling out its own stores to woo serious photography buffs.

To continue reading this article you must be a Bloomberg Professional Service Subscriber.