ELK Group rebrands as Elk Home | Home Accents Today

ELK Group Worldwide (EGI) is now Elk House, a spokesperson for the corporate introduced this week. The brand new identify, Elk House, is an element of a bigger rebranding effort that represents months of strategic planning and consolidates EGI and its subsidiaries into one model.

Probably the most recognizable change is a brand new emblem, which can be utilized transferring ahead instead of present EGI and subsidiary logos. Impressed by luxurious style and designed to symbolize a extra elevated and approachable search for Elk House, the emblem consists of a hand drawn script ‘elk’ married to a contemporary sort remedy of the phrase dwelling. It consists of the phrases Lighting, Furnishings, and Décor, to additional outline the corporate’s place within the market.

The Nesquehoning, Pa.-based firm’s heritage has deep roots in ornamental residential lighting, and Elk House has made strategic acquisitions by way of the years which have expanded its presence throughout the house décor house, together with accent furnishings, ornamental equipment and wall decor. With Elk House because the umbrella model, category-specific choices can be obtainable in lighting, furnishings and décor. Officers say the reorganization of the corporate’s product line by class will make it simpler for retailers to buy all merchandise by way of one model. Previous to this consolidation, the corporate distributed greater than 18,000 merchandise underneath ELK Lighting, ELK House, ELK Life-style, RyvyR, Stein World, Thomas Lighting, and ELK Hospitality.

“That is the precise time for a company rebranding,” stated David Pamer, CEO of Elk House. “As Elk Group Worldwide has grown by way of the years and expanded into a number of product classes and distribution channels in dwelling décor, it made sense to raise the way in which our merchandise are developed, organized and introduced to retailers and inside designers.”

Inside the silos of lighting, furnishings and décor, product can be designed and merchandized in good-better-best collections that can communicate to particular pattern classes and worth ranges. There can be a Signature assortment (greatest), a Studio (higher) assortment and a Market (good) assortment. Moreover, the Showroom assortment (previously Elk Lighting) will proceed to introduce ornamental residential lighting in an enormous array of designs and worth factors.  Thomas Lighting will stay intact as a separate product line centered on builder-quality merchandise.

Inside Signature and Studio, Elk House will give attention to particular existence it has recognized for its goal buyer. Inside these existence, the product improvement staff will handle related developments for brand spanking new assortment introductions. Elk House has strategically expanded its product improvement staff to incorporate class particular expertise, giving the corporate the flexibility to curate line improvement throughout the house, whether or not clients are in search of all three classes, or simply one in every of them. Product improvement will give attention to unique designs that talk to the existence and developments that help the model.

Along with these structural adjustments, Elk House has commenced a whole rebuild of the corporate’s web site. This new digital presence, anticipated to debut in 2021, will give attention to the wants of the B2B buyer and supply a wealth of knowledge and product choice, in addition to improved enterprise capabilities that officers say can be unparalleled within the trade.

Elk House lighting, furnishings and décor is obtainable to design professionals and retailers by way of a community of showrooms situated in Atlanta at AmericasMart; Dallas on the Dallas Market Heart; Excessive Level, N.C. on the Worldwide House Furnishings Heart; and Las Vegas on the World Market Heart.