Why choose NiSi
NiSi isn’t just another brand, and here’s why: it designs, makes and distributes its own products, and talks to you directly.
NiSi at a glance
- 2005 the year NiSi was founded in Zhuhai, China
- 20+ international technology and design patents
- 25+ countries with a local NiSi team
- 100+ countries the NiSi sites ship to
From the start NiSi integrated its supply chain: NiSi Stores in Beijing, Guangzhou, Shanghai and Shenzhen, and permanent stands in Bic Camera and Yodobashi stores in Japan. Then eCommerce, to talk directly with customers before and after they buy: from 2014 in Australia, then in Italy, France, Germany and the United Kingdom.
The NiSi model
The photography industry is made of long production and distribution chains. In filters and accessories, made by small and medium-sized companies, the brand owner almost always outsources production, and sometimes design, to a third party (OEM): each step adds a mark-up, the design changes in production and materials follow cost compromises.
The classic chain
Designer → manufacturer → brand owner → international distributor → national distributor → dealer → another dealer → shop or chain → you
The NiSi model
NiSi designs, makes and distributes → you
Design and production are in-house and integrated, with no compromises between the two; it always starts from quality and materials, and the product is built around them. Through direct sales, meaning official sites like this one, NiSi talks with its customers; distribution is handled by the local teams, who run the warehouse and support in each country.
The warranty comes from NiSi, the manufacturer
By law the warranty is the seller’s responsibility: in a long chain you can end up dealing with a link far removed from the manufacturer, who works with many brands, often lacks the know-how for technical support, and sometimes it isn’t even clear who to contact.
The NiSi warranty doesn’t bounce between different parties: it comes from our local teams, and so from NiSi. Technical support is there before you buy, after and for the warranty, by email, on WhatsApp, Facebook and Instagram: not just a warranty, but an ongoing dialogue with the people who make the product. Warranty and returns →
Quality doesn’t come from compromise
Big companies like Nikon™, Canon™, Sony™ and Zeiss™ have a key advantage: production is integrated into their processes. Controlling suppliers, production and design cuts costs, not quality. NiSi chose this philosophy from the start: it has the exclusive in the filter industry on the optical glass it uses, it has filed patents and designs that changed filters, and it never outsources the production that adds value.
And it went a step further: it integrated distribution too, reaching customers directly through channels like Amazon and this site.
Direct to you, with a team in your country
Shipping from the factory and far-away support are not the relationship NiSi wants with its customers. That’s why distribution, support and eCommerce are based in the buyer’s country: NiSi Italy, NiSi Germany, NiSi UK, NiSi France, NiSi USA, NiSi Australia and other local teams were born, each with its own warehouse for fast shipping and returns, and dedicated people: photographers like you, who speak your language.
You’ll also find NiSi in photography shops: a few carefully chosen centres of excellence work closely with us. Official dealers →
NiSi innovations
The patents and exclusive technologies NiSi uses in its products.
Optical glass for precision applications
You won’t find NiSi optical glass in any other filter: only in top-end lenses, like the best macro lenses, the Nikon™ gold-ring series, Canon™ L lenses, Zeiss™ and Sony™ GM. NiSi has the exclusive in the filter industry because it designs and produces directly, with no middlemen.
NiSi Nano-Coating®
A coating on the optical glass that repels water and oil: rain and fingerprints wipe off much more easily, and your images stay sharp in any situation.
IR coating
It blocks infrared light beyond a certain wavelength: the main cause of the magenta casts in low-quality filters. In the charts the response of NiSi filters (top left) is even across all wavelengths, visible and invisible; the other filters tested, even from famous high-end brands, have a less flat curve, especially in the infrared. Your eye can’t see those wavelengths, but the sensor can, and colours shift.
NiSi Multi-Coating®
Several layers, each with its own job, on both sides of the glass: not a new idea in optics, but NiSi has extended it to its whole range, with exclusive coatings, many developed and patented by NiSi. What counts is the quality of the layers, not just their number.
- Nano-Coating®
- water and oil repellency
- fungus and mould resistance
- anti-reflection
- anti-IR (blocks infrared light)
- anti-UV (blocks ultraviolet light)
- scratch resistance
- ND coating
Apochromatic double element
The NiSi Close-up Macro lens has an apochromatic double element, not found in other close-up lenses in the same category: in third-party products even a single element is rare, and only in very expensive specialist lenses. With Multi-Coating (Nano-Coating included) it has redefined what a close-up lens can do.
Your satisfaction is our challenge
That’s why NiSi is the choice of enthusiasts and professionals: design, production and distribution are all ours, we talk with you directly and give you the guarantees only a manufacturer can.
Stay in touch: on Instagram, Facebook and on our YouTube channel, for tips, support and to share our greatest passion: photography.