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. Within these lifestyles, the product development team will address relevant trends for new collection introductions. Within Signature and Studio, Elk Home will focus on specific lifestyles it has identified for its target customer. Thomas Lighting will remain intact as a separate product line focused on builder-quality products. Additionally, the Showroom collection (formerly Elk Lighting) will continue to introduce decorative residential lighting in a vast array of designs and price points. There will be a Signature collection (best), a Studio (better) collection and a Marketplace (good) collection. 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. “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.” “This is the right time for a corporate rebranding,” said David Pamer, CEO of Elk Home. 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. With Elk Home as the umbrella brand, category-specific offerings will be available in lighting, furniture and décor. 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. It includes the words Lighting, Furniture, and Décor, to further define the company’s position in the marketplace. 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. The most recognizable change is a new logo, which will be applied moving forward in place of existing EGI and subsidiary logos. 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. This piece is ideal in a dining room, or in a media room where remote controls can reach electronic boxes hidden within. Its doors feature a demilune mosaic of slatted wood, alternately angled up or down. ELK Group International (EGI) is now Elk Home, a spokesperson for the company announced this week. The cabinet is a white-painted wood storage piece.

Elk lighting website