ELK Group International, headquartered in Nesquehoning, Pa., is simplifying its brand messaging by consolidating its Dimond, Sterling, and Guild Master lines under the name ELK Home, which reflects the common theme of design-driven home furnishings.
The new ELK Lifestyle brand will cover the Pomeroy and Old River Road lines, which focus primarily on entertaining, holiday, and gift items.
“The timing was right to move towards our long-term strategy of ELK branded divisions to follow the course of our flagship brand ELK Lighting and the parent company ELK Group,” explains Bradford Smith, ELK Group’s CEO. “This streamlining will make it easier than ever for our customers to shop across various product categories, styles, and price points. This migration is also seamless for customers in the fact that do not need to make any changes to take advantage of the benefits from this brand consolidation.”
The underlining brands will be jointly marketed with the newly named units for a period of time to acclimate customers to the new ELK branded divisions. Co-branded, consolidated catalogs featuring an “all-star” grouping of best sellers from each line will debut at the October High Point market. As part of this transition, the Guild Master line will be shown at ELK Group’s IHFC location (C-402) instead of its long-time, first floor space in the C&D building, which will now be Arteriors Home’s showroom.
This brand consolidation allows customers to order the majority of ELK’s product on one purchase order. Stein World and Thomas Lighting products will maintain their own programs and brand identities. In addition, ELK recently opened two large distribution centers in Georgia.