Nesquehoning, Pa.-based ELK Lighting Inc. has teamed up with television design titan HGTV to develop a line of exclusive lighting fixtures driven by style-led research and consumer-friendly packaging.
This partnership — which combines HGTV’s leadership position in home and lifestyle programming with ELK Lighting’s expertise in designing award-winning lighting — will launch the HGTV HOME collection of table and floor lamps during the first quarter of 2012.
Based on HGTV’s years of experience, a team of its industry experts will use insider knowledge to design smart and stylish products for today’s lifestyles.
“This collaboration provides true insight into people’s needs, driven by design experts and lighting innovators,” explains Bradford Smith, CEO of ELK Lighting. “We will further differentiate the HGTV Home product offering by reinventing the consumer buying experience with engaging packaging to include tips and advice in a refreshing and fun format, ”he adds.
“Our partner, ELK Lighting, is a respected leader in the lighting category with a reputation for delivering high-quality consumer products for the home,” says Ron Feinbaum, general manager/consumer products for HGTV. “These HGTV HOME branded products will bring consumers increased knowledge about decorating with lighting as well as attractive designs that will be an inspiration for them as they seek new ideas for their homes.”