Hasselblad's Mirrorless Strategy Pays Off: Profits Surge to $46.8M

Hasselblad's financial statements for 2020-2025 reveal a remarkable turnaround, driven by its mirrorless medium format cameras. After years of modest operating profits between $4.4 and $5.3 million annually, the company's fortunes changed dramatically in 2023 with a $23.3 million profit, the first full year of its X2D 100C. In 2024, profits reached $41.7 million, and in 2025, they soared to $46.8 million, buoyed by the successful launch of the X2D II 100C. Sales revenue followed a similar trajectory, climbing from $74-$85.8 million per year (2020-2022) to $325.9 million in 2025, exceeding the combined revenue of 2020, 2021, and 2022. The company's decision to enter the mirrorless medium format market in 2016 with the X1D was initially risky, but has proven exceptionally shrewd. The X2D 100C and X2D II 100C have been well-received by serious photographers, and the latter is praised for its in-body image stabilization, autofocus, and HDR support. DJI's majority stake, acquired in 2017, has contributed to R&D, and Hasselblad's technology appears in DJI drones and smartphones by Oppo and OnePlus. The company expects continued growth in profits and revenues.