What Element Electronics does

Element Electronics is a US-based consumer electronics and home appliance manufacturer founded in 2007 and headquartered in Winnsboro, South Carolina. The company operates a TV assembly factory established in 2014 that it markets as the only major US-assembled television production facility, supporting a differentiated 'Assembled in America' brand narrative and hands-on quality control. Its product portfolio spans five core categories: televisions (4K UHD, Mini-LED QLED, HD/FHD, Outdoor, and Gaming series with screen sizes from 19 inches to 100 inches), projectors (Roku-enabled portable models), monitors (PC, gaming, and portable), audio (sound bars including IP55-rated outdoor models), and home appliances (refrigerators, freezers, dishwashers, laundry, air conditioners, ranges, microwaves, and beverage centers). Two sub-brands, TYTUS for outdoor cooking and Cellara for premium wine and beverage cooling, extend the portfolio into adjacent verticals.

The underlying technology stack is centered on licensed smart TV platform integrations with Xumo TV (Comcast), Google TV, Roku TV, and Powered by TiVo, providing access to streaming services, voice assistants (Google Assistant, Alexa), and ecosystem features (AirPlay, HomeKit, Google Cast). Hardware technologies include Mini-LED QLED displays in the Evolution Series, Dolby Audio/Atmos across TVs and audio, ENERGY STAR-certified appliances, and IP55-rated outdoor products. Voice control, recommendation engines, and content search are delivered entirely through third-party platform integrations rather than proprietary AI development.

The business model is hardware sales across diversified consumer categories at affordable price points. Element sells predominantly through a broad multi-channel retail network including Walmart, Micro Center, Meijer, Office Depot, Aaron's, Navy Exchange, and 25+ regional appliance dealers, supplemented by direct-to-consumer e-commerce via elementelectronics.com. The company pursues a horizontal segmentation strategy targeting mainstream consumers, students, home office workers, gamers, and outdoor entertainment use cases. Operational sustainability commitments include 100% renewable electricity in US operations via Green-e certified RECs and a science-based target to reduce Scope 1 and 2 emissions by 21% by 2027.

Name

Element Electronics

Legal name

Element Electronics

Website

https://elementelectronics.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

101–250 employees

Short description

Element Electronics manufactures and sells affordable consumer electronics and home appliances including TVs, monitors, projectors, audio equipment, and major appliances, serving mainstream US consumers through major national retailers and direct e-commerce from its Winnsboro, South Carolina assembly facility.

Ownership category

akta.pro rank

Product category

Consumer Electronics

NAICS

Audio and Video Equipment Manufacturing (3343), Major Household Appliance Manufacturing (335220), Small Electrical Appliance Manufacturing (33521), Household Appliance Manufacturing (3352)

SIC

Household Audio & Video Equipment (3651), Household Appliances (3630)

akta.pro primary industry

Off-Price Small Appliances & Home Electronics Retail (CRAEACAH)

akta.pro secondary industry

PC Gaming Hardware Retail (GPUs, CPUs, RAM, Storage) (CRACAFAC)

Keywords

• Consumer electronics
• Home appliances
• Smart televisions
• Audio equipment
• PC monitors

Headquarters

HQ city

Winnsboro

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Television Sales: Sale of televisions ranging from entry-level HD models to premium Mini-LED QLED 4K UHD TVs, including outdoor and gaming-specific models.
2. Appliance Sales: Sale of home appliances including refrigerators, freezers, washing machines, dryers, dishwashers, air conditioners, ranges, and microwaves across various capacity and configuration options.
3. Audio Product Sales: Sale of sound bars, sound bar subwoofer combinations, and outdoor-rated audio equipment with various power outputs and channel configurations.
4. Monitor Sales: Sale of PC monitors, gaming monitors, and portable monitors across various screen sizes and resolution options.
5. Projector Sales: Sale of portable smart projectors with built-in Roku streaming, ranging from 140 to 800 ANSI lumens brightness.

Pricing tiers

Go-to-market motion2 records

Distribution channels8 records

Marketing channels5 records

Core offering

Element Electronics manufactures and sells consumer electronics and home appliances at affordable price points, including televisions (4K UHD, Mini-LED QLED, HD/FHD, gaming, outdoor, and portable models), Roku smart projectors, PC and gaming monitors, sound bars, and a full appliance line (refrigerators, freezers, dishwashers, laundry, air conditioners, ranges, microwaves, beverage centers). The company assembles TVs domestically at its Winnsboro, South Carolina facility and distributes through major national retailers and its own e-commerce site.

Product overview

Element Electronics is a consumer electronics and appliances company offering a diversified portfolio of products across five main categories: Televisions (including 4K UHD, Mini-LED QLED, HD/FHD, Gaming, and Outdoor TVs across Evolution, Revolution, Genesis, and Gaming series with smart platform options including Xumo TV, Google TV, Roku TV, and Powered by TiVo); Projectors (Roku Smart Projectors in 140, 300, and 800 lumen variants with 720p HD and 1080p FHD resolution); Monitors (PC Monitors, Gaming Monitors with up to 165Hz refresh rates, and Portable Monitors); Audio (Sound Bars ranging from 2.0 to 5.1.2 channel configurations including Outdoor Sound Bars with IP55 weather protection); and Appliances (Refrigerators, Freezers, Dishwashers, Laundry, Air Conditioners, Ranges, Microwaves, and Beverage Centers). The company also offers the TYTUS brand for outdoor cooking and Cellara by Element for premium wine coolers. Element positions itself as an affordable technology provider assembling TVs in America at their Winnsboro, SC facility.

Differentiator

Problem solved

Functional benefit

Brands

• TYTUS: Outdoor cooking brand for grilling and outdoor cooking products.

Products and services

• Element Televisions Affordable televisions spanning 4K UHD, Mini-LED QLED, HD/FHD, gaming, outdoor, and portable smart models with built-in Xumo TV, Google TV, Roku TV, or Powered by TiVo streaming platforms, sold through national retailers and direct to consumers in the United States.
• Element Roku Smart Projectors Portable smart projectors with built-in Roku streaming, available in 140 lumen (720p HD), 300 lumen (1080p FHD), and 800 lumen (1080p FHD) variants, for consumers seeking big-screen entertainment in any room or for portable use.
• Element PC Monitors Desktop displays for home office and general computing, available in 14-inch to 32-inch sizes with 1080p FHD and 1440p QHD resolution options, IPS and VA panels, frameless designs, and USB-C connectivity.
• Element Gaming Monitors High-performance gaming displays featuring 144Hz to 165Hz refresh rates, 1ms response time, AMD FreeSync support, curved screens, and built-in speakers, in 27-inch to 32-inch sizes, for casual and enthusiast PC and console gamers.
• Element Portable Monitors Compact 14-inch and 15.6-inch 1080p FHD external displays with optional touchscreen, designed for mobile productivity, travel, and entertainment use cases including study spaces and dorm rooms.
• Element Sound Bars Home theater audio sound bars in 2.0, 2.1, 3.1.2, and 5.1.2 channel configurations with Dolby Atmos, DTS:X support, wireless subwoofers, and Bluetooth connectivity for consumer home entertainment.
• Element Outdoor Sound Bar IP55-rated weather-resistant sound bar with 80W total power output, Bluetooth connectivity, and HDMI ARC support, engineered for year-round outdoor use in temperatures from -4°F to 104°F on patios and in backyards.
• Element Refrigerators Home refrigerators ranging from compact 7.4 cu. ft. units to full-size 18.7 cu. ft. models in top freezer, bottom freezer, French door, and side-by-side configurations for household kitchen use.
• Element Freezers Chest freezers (3.5 to 21 cu. ft.) and upright freezers (13.8 to 21 cu. ft.) for household frozen storage, with many models convertible to refrigerator mode and ENERGY STAR certified.
• Element Dishwashers Built-in and compact dishwashers in 18-inch and 24-inch widths with front controls, hybrid or stainless steel interiors, and multiple handle options for residential kitchens.
• Element Laundry Appliances Washers and dryers from compact 24-inch front-load units (2.2 to 2.7 cu. ft.) to full-size top-load and front-load models (3.7 to 8.0 cu. ft.), many with ENERGY STAR certification, steam sanitize, and moisture sensors.
• Element Air Conditioners Window air conditioners (5,000 to 22,000 BTU), through-the-wall units, and portable 12,000 BTU dual-hose models, with many featuring inverter technology and ENERGY STAR certification for residential cooling.
• Element Ranges Electric and gas ranges in 20-inch, 24-inch, and 30-inch widths with oven capacities from 1.9 to 5.2 cu. ft. and 4 to 6 burner configurations for residential kitchens.
• Element Microwaves Over-the-range and countertop microwave ovens with 1.6 cu. ft. capacity in black, stainless steel, and white finishes with button controls for residential kitchens.
• Element Beverage Centers Specialized wine coolers and beverage centers with single and dual zone temperature control, capacities from 4.9 to 27 bottles, and stainless steel finishes for residential entertaining and storage.
• Cellara by Element Wine and Beverage Coolers Premium Cellara sub-brand wine and beverage coolers including dual-zone French door models designed for residential entertaining and wine storage.
• TYTUS Outdoor Cooking TYTUS sub-brand offering outdoor cooking grills and related outdoor cooking equipment for residential outdoor living and backyard entertaining.

Quantifiable outcome

• 100% renewable electricity achieved in US operations through Green-e certified renewable energy certificates
• +1 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

AI capability6 records

Feature6 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Responsible Business Alliance (RBA)coreStrategic or Co-development PartnerElement is a proud affiliate member of the RBA, a coalition of companies driving sustainable value for workers, the environment, and businesses throughout the global supply chain.
• UBREAKIFIXminorStrategic or Co-development PartnerElement has a unique partnership with UBREAKIFIX providing customers with damaged or non-working products an option to bring them to UBREAKIFIX locations for repair. This partnership reduces shipping and the product's carbon footprint.
• Xumo (Comcast)coreTechnology or IntegrationXumo TV smart platform is integrated into Element TVs, providing over 250 streaming apps pre-loaded, live TV, and personalized home screen experience.
• Google TVcoreTechnology or IntegrationGoogle TV smart platform is integrated into select Element TVs, offering curated recommendations, voice search via Google Assistant, Google Cast, and access to 10,000+ apps.
• RokucoreTechnology or IntegrationRoku TV platform is built into Element Roku TVs, providing access to 500,000+ shows and movies with automatic feature updates and personalized home screen.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Samsung: Samsung is a broad incumbent that competes with Element across TVs, monitors, sound bars, and major appliances. While Element focuses on the value tier and Samsung spans premium-to-value, both brands compete directly in retail category adjacencies at Walmart and Micro Center.
• LG Electronics: LG is a full-line consumer electronics incumbent that competes with Element across TVs, monitors, audio, and major appliances at multiple price tiers, with extensive retail placement and category depth that dwarfs Element's portfolio.
• Sony: Sony's BRAVIA TVs and Bravia Core platform sit primarily in the premium tier that Element's Evolution Series is now reaching toward, making Sony the primary premium competitor above Element's core value positioning.

Direct peers

• Sceptre: Sceptre is a US value-tier TV and monitor brand with comparable Walmart and Amazon distribution, focused on budget HD/FHD and gaming monitors — a directly overlapping value proposition in monitors and entry TVs.
• TCL: TCL is one of Element's closest direct competitors in value-tier televisions, with strong Walmart placement and a similar mix of Roku TV and Google TV platform integrations. Both brands compete in the affordable large-screen and Mini-LED tiers.
• Vizio: Vizio (now owned by Walmart) targets the value-to-mid TV segment through major US retailers including Walmart and Best Buy, with similar SmartCast and streaming-platform integration strategies. Direct overlap with Element's Revolution and Genesis TV series.
• Hisense: Hisense is a Chinese consumer electronics brand that has rapidly grown US TV market share at value and mid-tier price points through aggressive pricing and broad retail placement (Walmart, Best Buy, Amazon), competing head-to-head with Element's core TV lineup.
• Insignia (Best Buy house brand): Insignia is Best Buy's house-brand value TV and appliance line, competing directly with Element in the affordable HD/FHD and entry-level 4K UHD tiers sold through national retail.
• Westinghouse (TV & Appliances): Westinghouse-licensed TVs and appliances target the same affordable, mass-market consumer in the US across retail channels, sharing the value-tier positioning and broad appliance portfolio with Element.
• Sharp (Hisense-owned): Sharp-branded TVs (now manufactured/marketed by Hisense in the US) compete with Element in the value-tier TV market with similar retail placements and Roku TV smart-platform integrations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/element-electronics
• Xx.com/elementtvs

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Element Electronics