Element Electronics
Element Electronics is a privately held American consumer electronics company founded in 2007, specializing in affordable televisions, monitors, sound bars, and home appliances designed for everyday accessibility.[1][2] The company expanded its operations in 2014 by opening a television assembly facility in Winnsboro, South Carolina, which it promotes as making Element the only major brand assembling TVs domestically, though federal regulators have scrutinized its "Made in USA" marketing for potentially overstating the extent of U.S. production amid imported components.[1][3][4] Element has garnered supplier awards from Walmart, including Consumer Electronics Supplier of the Year, and Stevie Awards for customer service excellence, reflecting improvements in customer satisfaction metrics.[5][6] Its product strategy emphasizes value-driven technology with sustainability goals, such as reducing emissions by 21% by 2027, while facing past criticisms over state incentives tied to its South Carolina location.[1][7]History
Founding and Early Operations (2007–2012)
Element Electronics was founded in 2007 by Michael O'Shaughnessy, who serves as its chief executive officer, with the initial objective of offering affordable consumer electronics under an exclusive partnership with Circuit City Stores.[8] [9] The brand emerged from discussions between O'Shaughnessy and Circuit City executives, focusing primarily on flat-panel televisions designed to incorporate emerging technologies accessible to average households.[9] Circuit City's bankruptcy filing in November 2008 disrupted the exclusive arrangement, prompting Element to transition to independent operations and broader retail distribution channels.[10] During this period, the company continued to emphasize budget-oriented high-definition televisions sourced from overseas manufacturers, establishing a market position in value-driven segments without domestic production facilities.[11] By 2012, Element had built a reputation for entry-level electronics, including LED and LCD models, sold through major retailers, though specific sales volumes or model lineups from these years remain undocumented in public records.[8] The early focus remained on import-based supply chains, reflecting industry norms for cost efficiency prior to any shift toward localized assembly.[1]Shift to U.S. Assembly and Expansion (2013–2020)
In 2013, Element Electronics announced the establishment of a television production facility in Fairfield County, South Carolina, involving a $11 million investment and the creation of 126 full-time jobs. This initiative relocated assembly operations previously conducted in China to the United States, with initial production scheduled to commence in December 2013. The move built on a smaller-scale U.S. assembly pilot in Michigan from early 2012 but represented a significant scaling-up, emphasizing final integration of imported components like LED panels sourced from Asia.[12][13] The Winnsboro facility opened in 2014, positioning Element as the sole major television brand conducting assembly in the U.S. at the time, primarily to supply Walmart with affordable flat-screen models. Assembly processes at the plant involved importing key subassemblies—such as displays and circuit boards—while performing labor-intensive tasks like chassis mounting and testing domestically, qualifying products for "Assembled in USA" labeling under Federal Trade Commission guidelines. This shift aimed to reduce supply chain vulnerabilities and leverage patriotic marketing, though the model relied heavily on Asian-sourced parts, limiting full domestic value addition.[14][1][15] From 2015 to 2020, Element expanded production capacity at Winnsboro, increasing output to meet retailer demands amid declining U.S. TV manufacturing overall, where imports dominated over 99% of the market. The company navigated challenges from the 2018 U.S.-China trade tariffs, which imposed duties up to 25% on imported components, squeezing margins already below 5% due to competitive pricing pressures. Despite these headwinds, Element maintained operations without layoffs, investing in efficiency improvements and advocating for tariff exemptions, while critics noted the assembly-focused model offered limited job creation compared to full manufacturing. By 2020, the firm diversified into appliances, including refrigerators and freezers, extending U.S. assembly to these categories and aligning with Walmart's reshoring initiatives.[16][14][17]Recent Developments (2021–Present)
In 2021, Element Electronics was awarded Walmart's Supplier of the Year in the categories of Entertainment, Toys, and Seasonal, as well as Consumer Electronics, during the retailer's 7th annual Supplier Growth Forum, recognizing exceptional service to customers in the prior year.[5] The company also received a Silver Stevie Award for Sales & Customer Service at the 15th annual Stevie Awards, highlighting its customer satisfaction efforts.[18] In January 2023, Element partnered with Xumo to introduce a new line of 4K Ultra HD smart televisions featuring the Xumo operating system, expanding availability across the United States.[19] This collaboration aimed to integrate advanced streaming capabilities into Element's product lineup, building on its focus on accessible consumer electronics. In 2024, Element marked the 10th anniversary of its television assembly operations at the Winnsboro, South Carolina facility, which remains the only major U.S.-based TV production site, employing over 400 workers and assembling more than 1 million units annually.[20] That year, the company implemented an enterprise resource planning (ERP) system with assistance from the National Institute of Standards and Technology's Manufacturing Extension Partnership, enabling retention of $5 million in sales and $1.5 million in investment savings through improved operational efficiency.[16] In February 2025, Element expanded into the recreational vehicle market through a distribution partnership with MITO Corporation, making its televisions available to RV original equipment manufacturers for integration into new models.[21] The company also refreshed its branding to emphasize broader product accessibility and introduced Roku TV Ready certification for its soundbars, enhancing compatibility with Element's Roku-enabled televisions.[22]Products
Television Offerings
Element Electronics produces a diverse lineup of televisions ranging from compact 19-inch models to expansive 100-inch displays, encompassing resolutions from 720p HD to 4K UHD.[23] Basic non-smart models, such as the 19-inch, 24-inch, and 32-inch 720p HD TVs in the Genesis series, utilize direct-lit LED backlighting for straightforward viewing without internet connectivity.[24] These entry-level options prioritize affordability and simplicity, featuring 60 Hz refresh rates and limited HDMI ports (typically 1-2).[23] Smart televisions form the core of the offerings, integrating platforms including Google TV, Xumo TV, and Roku OS across various sizes from 24 inches to 98 inches.[24] The Revolution series, available in 43- to 98-inch 4K UHD LED panels, supports Dolby Audio or Atmos sound processing, 60-144 Hz refresh rates, and 3-4 HDMI inputs with ARC/eARC compatibility for enhanced connectivity.[23] Many models incorporate HDR formats like Dolby Vision or HDR10 for improved contrast and color accuracy, alongside frameless bezel designs in select variants such as the 43-inch, 50-inch, and 55-inch 4K UHD HDR Google TVs.[25] Specialized categories address niche needs: the Gaming series, in 55- to 65-inch sizes, delivers 4K UHD with 144 Hz refresh rates, Google TV integration, and Dolby Atmos for reduced motion blur and immersive audio in competitive play.[23] Outdoor models, limited to 55-inch 4K UHD variants, feature weather-resistant construction for partial sun environments, paired with Xumo or Roku platforms, 60-120 Hz rates, and protective coatings against humidity and temperature fluctuations.[24] The premium Evolution series introduces QLED technology in a 100-inch configuration, combining 4K UHD resolution, 144 Hz performance, and Google TV with Dolby Vision/HDR10 support.[23]| Series | Screen Sizes | Resolution & Display Tech | Smart Platform | Key Features |
|---|---|---|---|---|
| Genesis | 19–40 inches | 720p/1080p LED | Xumo/Google (select) | 60 Hz, basic audio, portable options |
| Revolution | 43–98 inches | 4K UHD LED | Xumo/Google/Roku | Dolby Audio/Atmos, 60–144 Hz, 3–4 HDMI |
| Gaming | 55–65 inches | 4K UHD LED | Google TV | 144 Hz, Dolby Atmos, low-latency gaming |
| Outdoor | 55–65 inches | 4K UHD LED | Xumo/Roku | Weather-resistant, 60–120 Hz, partial sun |
| Evolution | 100 inches | 4K UHD QLED | Google TV | Dolby Vision/HDR10, 144 Hz, 2 HDMI |