High-end lighting brand Profoto is also rumored to be dropping out of Photokina 2018, but Elinchrom is the first to officially announce it will be sitting this one out. Credit: Photokina

Swiss lighting company Elinchrom has officially decided to "take a breather" from Photokina 2018. The flash maker cited two reasons: the fact that the photo industry is "going through major changes", and Photokina's decision to reposition itself as an annual trade show in order to better reflect the "fast-paced and briefer innovation cycles" of digital technology.

“After close to 30 successive participations we feel this is a transitional year for photokina," writes CEO Simon Whittle in a statement on the Elinchrom website. "This break will help Elinchrom to analyze and refocus on what is really important for our customers in the coming years.”

The decision makes sense—this year's show will only be four days long instead of six, there's less exhibition space, and Photokina 2019 will take place just eight months after Photokina 2018—but it still comes as a surprise that a major lighting brand would sit out one of the largest photo industry trade shows in the world. Even more surprising, rumors have been circulating that Elinchrom will not be the only brand to skip this year's exhibition.

According to DIY Photography, rumors that major brands like Profoto and maybe even Canon could drop out of Photokina 2018 first surfaced during The Photography Show in the UK last month.

The Profoto rumor we might believe, but the idea that Canon would skip even a pared-down Photokina seems far-fetched. With all rumors and teasers and coy interview answers pointing towards the release of full-frame mirrorless cameras from both Canon and Nikon sometime this year, we'd be very surprised indeed if one or both of the big two dropped out. Still, we might be in for a much quieter Photokina this September.

You can read Elinchrom's full statement below:

Elinchrom Take a Breather From Photokina.

It goes without saying that the photo industry is going through major changes; photographer’s habits and expectations are evolving so rapidly.

In order to respond to this new environment, the photokina international exhibition has repositioned itself as an annual event to be held over 4 days in September this year, and then annually each May from 2019.

“After close to 30 successive participations we feel this is a transitional year for photokina and this break will help Elinchrom to analyse and refocus on what is really important for our customers in the coming years.” said Simon Whittle, CEO of Elinchrom.

The launch of the ground-breaking ELB 1200 location stills and video light and the ELB 500 TTL is proof of Elinchrom’s commitment to their customers.

Full information on the complete Elinchrom range remains accessible on-line and locally from Elinchrom’s Distributor and Retail network, throughout the year.

Elinchrom