www.celloelectronics.com Cover Story
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Say hello to Cello E
stablished in 1996, Cello Electronics is the UK’s only manufacturer of LED TVs. Operating from its factory in Bishop Auckland, Country Durham the company produces a diverse range
of smart TVs, spanning from compact 16-inch models to impressive 85-inch screens. As well as its home TV portfolio, another key area for Cello is the caravan and motorhome market, where the brand offers 12-volt TVs with or without integrated DVD players, and WebOS smart functionality with built-in satellite tuners delivering convenience and entertainment for those on the move. While OLED and QLED panels can be quite striking on ultra-large screens, LED technology is the optimal choice for Cello TVs due to its unparalleled balance of high brightness, strong contrast, resistance to burn-in and screen discolouration, explains James Rourke, Sales and Sourcing at Cello Electronics UK. “One of our most exciting innovations right now is the Pitch Perfect patented speaker system, which has transformed audio quality in small to mid-sized TVs. By incorporating a unique Cello-designed speaker enclosure we have significantly enhanced the soundstage – delivering a far richer and more immersive viewing experience.
“Beyond audio, our latest range is packed with features to both meet and exceed modern viewing needs; from ultrafast WebOS operating systems and Bluetooth connectivity, to Apple Play screencasting and DVD players on select models. Cello stands out as a true all-in-one TV brand, offering a complete entertainment solution for home and away.”
Market competition
Mr Rourke continues: “Competing with global giants is never easy, but Cello differentiates itself through competitive pricing, technological innovation, and a focus on niche markets; a key example of this is our small screen portfolio designed for the travel market. “That said, we don’t just compete, we collaborate. For instance, LG supplies our main TV board which powers our WebOS operating system, ensuring a premium streaming experience.” Mr Rourke believes that streaming will continue to be a driving force in television consumption, and as part of this shift the team at Cello is ensuring that its TVs are optimised for seamless access to on-demand platforms. As well as that, large-screen TVs remain popular, but there’s also a renewed interest in altogether more compact screens. And Cello offers solutions for all…
Cello’s HQ in Bishop Auckland serves as the heart of the company’s operations, with the sales team, after-sales support and senior management, plus the production lines and engineering and repair team, all under one roof. Quality Control is an area where Cello’s commitment to excellence really shines; every sample, component, hardware design and software upgrade is rigorously tested at the factory, ensuring the highest standards of quality and performance. As a local manufacturer, Cello can swiftly address any potential issues, and this agility minimises any potential downtime and keeps the brand’s customers’ businesses running smoothly.
“We expect 75-inch sets to be the upper limit for most homes, but we do anticipate a continued rise in smaller smart screens strategically placed around the home giving consumers flexibility for multi-room entertainment options,” adds Mr Rourke.
In 2024, Cello expanded into small appliances to immediate critical acclaim, receiving prestigious awards and a fantastic five-star BBC Good Food award for its compact air fryer oven. The Cello Overture range offers versatile solutions to tackle modern challenges in the kitchen – think ultra-safe Cool Wall kettles, Next Generation air fryers with built-in food probes, two and four-slice toasters with digital countdown timers, and soda makers with ready-to-go CO2 cylinders.
As with all Cello products, style is just as important as function! Available in Sage Green, Pebble White, and Ash Black, each small appliance features a muted metal gold accent, ensuring a standout look both in-store and in the home.
Mr Rourke concludes: “We have you
covered! Our appliances are designed to keep up with rapidly evolving consumer needs. Come and see us at the Exclusively Show 2025 in Islington for the official launch of the next collection in the Cello SDA family! “To talk to us about any of our
products, call us on 0333 433 0312 or email me at jamesrourke@
celloelectronics.com.”
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