ELK Group International (EGI) is now Elk Home, a spokesperson for the company announced this week. The new name, Elk Home, is part of a larger rebranding effort that represents months of strategic planning and consolidates EGI and its subsidiaries into one brand.
The most recognizable change is a new logo, which will be applied moving forward in place of existing EGI and subsidiary logos. Inspired by luxury fashion and designed to represent a more elevated and approachable look for Elk Home, the logo consists of a hand drawn script ‘elk’ married to a modern type treatment of the word home. It includes the words Lighting, Furniture, and Décor, to further define the company’s position in the marketplace.
The Nesquehoning, Pa.-based company’s heritage has deep roots in decorative residential lighting, and Elk Home has made strategic acquisitions through the years that have expanded its presence across the home décor space, including accent furniture, decorative accessories and wall decor. With Elk Home as the umbrella brand, category-specific offerings will be available in lighting, furniture and décor. Officials say the reorganization of the company’s product line by category will make it easier for retailers to shop all products through one brand. Prior to this consolidation, the company distributed more than 18,000 products under ELK Lighting, ELK Home, ELK Lifestyle, RyvyR, Stein World, Thomas Lighting, and ELK Hospitality.
“This is the right time for a corporate rebranding,” said David Pamer, CEO of Elk Home. “As Elk Group International has grown through the years and expanded into multiple product categories and distribution channels in home décor, it made sense to elevate the way our products are developed, organized and presented to retailers and interior designers.”
Within the silos of lighting, furniture and décor, product will be designed and merchandized in good-better-best collections that will speak to specific trend categories and value levels. There will be a Signature collection (best), a Studio (better) collection and a Marketplace (good) collection. Additionally, the Showroom collection (formerly Elk Lighting) will continue to introduce decorative residential lighting in a vast array of designs and price points. Thomas Lighting will remain intact as a separate product line focused on builder-quality products.
Within Signature and Studio, Elk Home will focus on specific lifestyles it has identified for its target customer. Within these lifestyles, the product development team will address relevant trends for new collection introductions. Elk Home has strategically expanded its product development team to include category specific talent, giving the company the ability to curate line development across the home, whether customers are looking for all three categories, or just one of them. Product development will focus on original designs that speak to the lifestyles and trends that support the brand.
In addition to these structural changes, Elk Home has commenced a complete rebuild of the company’s website. This new digital presence, expected to debut in 2021, will focus on the needs of the B2B customer and provide a wealth of information and product selection, as well as improved business capabilities that officials say will be unparalleled in the industry.
Elk Home lighting, furniture and décor is available to design professionals and retailers through a network of showrooms located in Atlanta at AmericasMart; Dallas at the Dallas Market Center; High Point, N.C. at the International Home Furnishings Center; and Las Vegas at the World Market Center.