ELK Lighting Inc., based in Nesquehoning, Pa., parent company to several lighting and furniture brands will operate under the name ELK Group International. In addition, the company has unveiled a new corporate logo that serves as the company’s brand identity and will be used throughout the company and its subsidiaries.
As part of this move, the company will consolidate its product offerings into three divisions:
- Sterling – Home Furnishings Division: Occasional furniture, mirrors, decorative accessories, and wall art in a wide range of coordinating styles and price points
- Dimond– Lamp Division: Portable floor and table lamps offering 500+ designs driven by fashions and trends
- ELK– Lighting Fixture Division: All lighting brands will consolidate under ELK, which combined, will offer 4,000+ hardwired indoor and exterior lighting fixtures primarily for the residential, commercial, and hospitality sectors.
The realignment and consolidation of the company’s brands will better support the changing requirements of customers and strengthen the company’s position in the lighting and home furnishings industry.
“Moving forward, we will be better able to leverage our offerings in the lighting and furnishings divisions, and pool our vast resources to play a major role in these growing markets,” says Bradford Smith, CEO of ELK.
“Our vision is to be the preferred home furnishings leader excelling in the delivery of complementary product categories,” Smith continues. “ELK has been a front-runner in offering customers a single source for lighting, furniture, and accessories, and these announced changes will further enhance the customer-buying experience.”