About Us

1. Our Founding Vision: From a Spark to a Guiding Light

• Founded in 2003 by Vivi Min, a savvy entrepreneur with a degree in International Trade and a passion for global commerce, Shine Decor has evolved significantly over its more than 20 years of operation.
• Moving beyond simply facilitating trade, Vivi identified a niche opportunity: bringing superior, safe, and innovative high-quality LED neon and strip lighting solutions to the global market. She established Shine Decor on a simple yet powerful belief: that light is the soul of a space, and everyone deserves access to quality illumination that enhances their environment. This founder-led vision continues to drive our company's innovation and commitment to excellence today.

2. Company Overview: A Powerhouse in LED Lighting

• Two Decades of Mastery: For over 20 years, Shine Decor has grown into a leading, vertically integrated manufacturer and top-ranked global seller of LED strip lights and neon rope lights. Our unwavering commitment to quality, safety, and reliability has cemented our position as an industry leader.

• A Track Record of Explosive Growth: Our strategic foray into e-commerce, beginning in 2014, ignited a period of remarkable expansion. We have consistently achieved an impressive average annual growth rate of over 40%. This momentum propelled us to a monumental milestone in 2022, surpassing $10 million in annual GMV. Building on this strong foundation, we are projected to double that achievement, targeting $20 million in annual sales by 2025. 
• Dual-Engine Distribution Strategy: We expertly leverage a hybrid business model that thrives across multiple channels. We are a top-five-ranked seller on major online marketplaces, including Amazon and Wayfair. Simultaneously, we maintain and continuously grow our foundational wholesale business, providing reliable drop-shipping and bulk-order services to a network of long-term partners. This multi-channel approach ensures broad market reach and maximizes brand visibility across the digital landscape.
• A Professional Team Driving Excellence: Our success is powered by a dedicated and skilled workforce of over 150 employees. This includes a production team of 100+ skilled workers ensuring meticulous craftsmanship, supported by 30+ marketing and operations specialists, a creative force of 10+ designers, and a technical unit of 10 engineers focused on quality and innovation.

3. Unmatched Operational Excellence

• Robust Manufacturing & Supply Chain: Our core factory in Jiangmen, Guangdong Province, China, specializes in motif signs and Christmas LED rope lights, supported by a network of five dedicated OEM partner factories ensuring scalable production of our premium LED neon flex products. This allows us to maintain exceptional quality control and significant manufacturing capacity.

• Strategic Global Sales Footprint: While we serve a global clientele, our primary market is the United States, which accounts for approximately 70% of our total sales revenue. The European market, particularly France, Germany, and the United Kingdom, collectively contributes a significant and rapidly growing 30% of sales, demonstrating an impressive 40% year-over-year growth rate in 2024. 
• Strategic North American Presence: To guarantee swift and reliable delivery to our customers, we operate a large distribution warehouse in El Monte, CA. This facility stocks over 10,000 rolls of inventory at all times, with two to four full container loads arriving monthly, ensuring we can meet any demand. Our inventory levels are strategically planned, maintaining a six-month-plus supply of safety stock to seamlessly buffer against supply chain fluctuations and ensure uninterrupted availability for all our partners.

4. Our Award-Winning Product Portfolio

Engineered for Leadership: Our best-selling 120V LED neon rope lights and strip lights are designed for superior performance, safety, and ease of use, making them the ideal choice for both everyday lighting and sophisticated atmosphere creation in residential and commercial settings.

Key Product Advantages:

• Certified Safety: All products are ETL listed for complete compliance with strict U.S. and Canadian safety standards.

• Durability Defined: An IP65/IP67/IP68 waterproof rating makes our products versatile for countless indoor and outdoor applications—from shop decor and commercial building projects to patios and landscape lighting.
• Shine Decor Smart APP: Intelligent modular controls via app for scene switching, timing, and voice command integration. Enjoy Shine Decor APP's intelligent control and unmatched convenience.

5. Our Target Clientele: Partnering with Industry Leaders

Shine Decor is proud to power the businesses of a diverse and professional clientele across the globe. Our products and services are specifically engineered to meet the demanding requirements of:

• Independent Retailers & Specialty Stores
• Large Chain Superstores & Big-Box Retailers
• Electrical & Construction Project Contractors
• Wholesale Lighting Distributors & Trade Professionals

6. Our Driving Force: A Growing Team of Experts

• A Passionate Team: Our success is powered by a dedicated team of 50+ professionals spanning creative, operational, and marketing functions. Our USA LA warehouse also serves as our U.S. office, with eight employees providing technical support, customer service, quality inspection, stock shipping, and more.
• Investing in the Future: In 2023, we made a strategic investment in next-generation innovation by forming a dedicated 10-person R&D technical team. This team is focused on pioneering the development of advanced, connected, and intelligent lighting solutions, including a proprietary smart app that enables seamless control, customization, and regular firmware upgrades. Our intelligent products support full customization and are designed for broad compatibility with major smart home devices such as Alexa and Google Assistant, ensuring Shine Decor remains at the forefront of the smart lighting revolution.

7. Conclusion

Discover the story behind Shine Decor. Explore our commitment to quality lighting solutions and find innovative products for every space. Your Complete LED Strip Solution-Find the Perfect Fit for You. Whatever You Need, There’s a Shine Decor LED Strip for You. Explore All Models & Specs.