Nesquehoning, Pa.-based ELK Group International has added Mirror Masters Company to its roster of companies which span the lighting and home furnishing categories through such brand names as ELK Lighting, Dimond, Lazy Susan, Sterling, Bailey Street, Cornerstone, and ELK Hospitality.
Mirror Masters, founded in 2012, offers high-quality decorative mirrors in unique styling at competitive pricing. While ELK Group offers mirrors in several of its lines, the Mirror Masters assortment will benefit customers through enhanced selection and cost-saving opportunities.
“Mirror Masters has a beautiful array of exclusive, updated traditional styles that will complement our existing mirror selection, providing our customers with a broader range of choices,” states Bradford Smith, CEO of ELK Group. With this acquisition, ELK Group will now offer over 400 different mirror styles in a range of sizes and price points.
According to the agreement, ELK Group has purchased certain assets of Mirror Masters that include the inventory, trade name, and Web site. Mirror Masters’ phone numbers and contact information will remain the same as a convenience to customers. The operations and inventory will move from Fort Worth, Texas to ELK Group’s headquarters in Pennsylvania where it maintains 1.2 million square feet of warehouse space to handle all of its companies’ inventories.
“We provide opportunities for customers to combine their purchase orders from our different lines in order to save on shipping expenses,” Smith explains, adding that having such a broad mix of categories allows retailers to unlock additional margins through these types of customer-centric programs. This additional benefit is significant especially in a category that has a high sensitivity to breakage where shipping logistics must be an important consideration.
ELK Group’s New York City-based design team is in charge of continuing Mirror Masters’ aesthetic for future product development. A new product release and consolidated catalog will be scheduled in the upcoming months.