North Yorkshire LCD TV brand Cello Electronics has opened a manufacturing facility in Bishop Auckland,County Durham.
The firm has invested 1m Pound in a 45,000 square foot building to house production,storage,showroom,offices and after-sales service operations.
"One hundred people have been employed at the factory and this figure is set to rise as production grows to meet seasonal demands throughout the year,"said Cello.
Export growth in Germany and elsewhere,according to the firm,means more than 50%of Bishop Auckland production will be heading overseas.
"For Germany we have to meet standards that go beyond what is expected even from many UK retailers,"said CEO Brian Palmer.
Within the UK,Cello's products are marketed under the'cello'brand as well as the retailers own-brands.
Customers include Marks&Spencer,Curry's and Argos.
2012 will see Cello launch a range of small screen TVs made in Bishop Auckland.
Traveller TVs will come in 19,22 and 24in sizes,and have built-in satellite receivers and DVD players.
