General Electric (GE) has launched a range of digital cameras aimed squarely at the UK and European consumer electronics markets.
GE has selected General Imaging as the exclusive licensee to design, manufacture and distribute the cameras, which represent the US firm's first foray into Europe.
The European roll-out follows a successful launch of digital cameras in the US last year.
Gary Banks, European director at GE, said at the launch: "Our digital cameras represent an extension of GE's 128-year heritage of leadership in technology and innovation.
"Our research and development team in Tokyo has done a magnificent job to ensure that consumers will get intuitive, easy-to-use cameras which all offer advanced features as standard."
Each camera offers image stabilisation and red-eye reduction, along with a stitching feature which allows users to create a three-shot panorama automatically joined into a single image.
All models will also incorporate a face detection feature enabling smile and blink recognition.
The top of the range E1050 model has a 3in touch screen interface and will be the first compact digital camera to incorporate HDMI connectivity without the need for a cradle or docking station.
"Our aim is for GE to be one of the top digital camera brands within five years," said Banks. "We have started by offering a range that is stylish, easy to use and high quality."
The initial UK range includes seven models, the first four due in the Spring, and the remainder anticipated for release in the following months.
The cameras will be available in a range of colours including black, silver, blue and red, as well as a variety of less traditional colours such as pink, purple, yellow and green.
