Lexar memory cards and flash drives have been discontinued
Removable storage is getting faster and faster each day, but business has come to a halt for one of the larger players in the industry. Micron Technology Inc. announced that it would be discontinuing its Lexar brand of removable storage.
The news came in an announcement by Micron yesterday morning. Micron, which bought Lexar in 2006, said that they would be discontinuing the Lexar brand as part of a renewed focus “on its increasing opportunities in higher value markets and channels.” However, the Lexar name may live on if the right buyer comes along; Micron is “exploring opportunities to sell all or part of the Lexar business.”
Lexar was formed out of a spinoff of Cirrus Logic in 1996. The startup developed its own flash controllers for use in removable storage media like SD cards, CompactFlash, and USB flash drives. In the early days of USB flash, when the medium was rising in popularity, Lexar’s “JumpDrive” brand quickly became synonymous with the storage devices. The company has enjoyed success in the removable storage industry over the past decade, but declining sales of traditional media (due in part to the heavy migration toward cloud storage) and stiff competition from the likes of SanDisk, Kingston, PNY, and others have hurt the brand’s sales over recent years.
Micron stated that they will continue to provide support in the interim, but the future of the Lexar brand is uncertain at this point. This may be the last we see of the JumpDrive.