About Us

Photoflex is the leading manufacturer of photographic and video lighting for over 30 years specializing in:

  • Commercial and portrait lighting and accessories
  • Digital, Film and Video lighting solutions

A well-established and widely-respected name in the photo and video industries since 1978, Photoflex offers light modifiers of every kind, to meet the needs of the commercial and portrait photographer shooting strobe, the location photographer shooting with large lights or small shoe-mount flash, and the videographer and small-product photographer shooting with hot lights and LED lighting.

Light modifiers encompass the HalfDome, LiteDome, OctoDome, and MultiDome softboxes, as well as grids to further refine the light, in numerous sizes, with fittings for a wide variety of flash heads.

There are also many collapsible reflectors, among them our MultiDisc and LiteDisc, as well as LitePanels, individually or in kit form. And then we have umbrellas with varying reflecting surfaces, as well as shoot-through and adjustable-shape umbrellas.

Among the products rounding out the offerings from Photoflex are our FirstStudio. The FirstStudio is designed to give the studio novice the needed working tools at affordable prices, without compromise in quality or versatility.

In addition, we offer our very own StarLite QL tungsten fixture and lamps.

Prospective end user/applications: photo and video pro and aspiring pro photographers, photo/video enthusiasts and students, shooting at home, on location, or in the classroom.

Photoflex is a division of PromarkBRANDS, Bartlett, Illinois


…is the leading MANUFACTURER of equipment and accessories for photography, videography, and digital imaging. PromarkBRANDS other brands include Cool-Lux, Dot Line, Logan, Norman, Photogenic, Photoflex, Quantum Instruments, Radiopopper, Smith-Victor, and Speedotron. PromarkBRANDS is a company deeply steeped in a tradition of support for our customers.

We place great emphasis here at PromarkBRANDS on the quality and diversity of the BRANDS we own. That’s why we’ve incorporated BRANDS in our name.

We help make pictures and video look their best and we also want you to look your best. At Smith-Victor we developed the first viable powder flash system. 100 Years later our Cool-Lux LK2020 was chosen by NASA as the first video light on the Space Shuttle and also nominated for an Oscar. Radiopopper designed the world’s first radio TTL flash system. Honeywell chose Smith-Victor to help light Boeing 747 jet wings. We help the NBA slam-dunkers look their best with arena lighting powered by our legendary Speedotron 2405 which is used in the most demanding lighting situations in the World. And we’ll always provide the best products and service to every one of our customers no matter what the situation.

Our Brands


James Smith started Smith-Victor in the late 1800’s in Chicago by inventing the first reliable flash system for photography. Today 40 miles west of the old plant we still make some of the worlds finest lighting systems and accessories for professionals and hobbyists alike

Serving photographers since 1903, Photogenic offers a full line of user-friendly, versatile monolights and lightweight power supplies and heads for flash photography.

For the traditionalist, Logan continues to offer a full-line of organizing, viewing, and storage accessories for slides, transparencies, and negatives dating back to 1939—and proudly made in U.S.A.

Portrait photographers throughout the country depend upon our Brown Line for the highest quality lighting possible while our Black Line system fills the needs of the most demanding commercial shooter

Established in 1963, Norman has garnered a place in the hearts and minds of professional still photographers as contemporary in its styling and unswerving in meeting today’s challenges, delivering quality results from one moment to the next.

Dot-Line has thousands of products at every price point, covering practically any photographic and video need.

Call us: (630)830-2500
or Fax us at (630)830-2525

At Quantum, we strive to bring our customers the best flash equipment for their needs in the form of lighting kits, combining power, portability, versatility and ease of use

Quantum Instruments
A division of PromarkBRANDS
1268 Humbracht Circle
Bartlett, IL 60103-1631 USA
Tel: (800) 989-0505
Email: Quantum Help

Since 1978, Cool-Lux has established itself as the gold standard in broadcast and video lighting and accessories, with many products made in U.S.A and all fully serviced here in Bartlett.

Please contact us if you have questions or need more information.
Email:  Sales@Cool-Lux.com
Phone: (800) 223-2589 • Fax: (630) 830-2525

Manufacturer of the world’s first radio TTL flash system, RadioPopper aspires to design the most reliable and versatile lighting control products for photographers worldwide

General Questions: info@radiopopper.com

Technical Support: support@radiopopper.com

Tel: 360-713-0776