Insta360 Opens First US Flagship Store in New York

Chinese imaging device manufacturer Insta360 announced the opening of its first US flagship store in New York's Times Square on September 25. This marks Insta360 as the first Chinese imaging brand to establish a retail presence in the prominent Times Square location.

The company has been rapidly expanding its global retail footprint. Currently, Insta360 operates over 10,000 experience retail stores and more than 300 flagship stores worldwide. The new New York store signifies a strategic expansion into the key US market.

Insta360's growth comes amidst a strong performance in the smart imaging device sector. According to data released by the International Data Corporation (IDC) on September 23, global sales of handheld smart imaging devices increased by 57.24% year-over-year in the second quarter of 2026, reaching 5.887 million units. Gimbal cameras, in particular, saw a surge in sales, growing by 86.9% to 2.793 million units.

Insta360 and DJI have been identified as key drivers of this market expansion. Insta360 reported that its cumulative global camera shipments have surpassed 10 million units, with 4.7 million units shipped in the past year. The company holds a leading position in the panoramic camera segment, capturing 72.5% of sales.

Furthermore, Insta360 has made inroads into the competitive gimbal camera market. Its initial product in this category, the Luna Ultra, reportedly captured 23% of the US Amazon market share in its launch month and has maintained approximately 20% share for three months, challenging established market dynamics.