ELK Group Announces ELK Home, ELK Lifestyle Brands

The company is consolidating several of its brands into two distinct business units. 

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ELK Group International is consolidating several of its furnishing brands into two distinct business units: ELK Home and ELK Lifestyle.

ELK Group has introduced ELK Home (www.elkhome.com) as a consolidation of their Dimond, Sterling and Guild Master brands whose common thread of design-driven home furnishings made for a logical evolution in the brand strategy. ELK Lifestyle (www.elklifestyle.com) combines the Pomeroy and Old River Road brands, focusing primarily on entertaining, holiday and giftable 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. This streamlining will make it easier than ever for our customers to shop across various product categories, styles and price points,” said Bradford Smith, ELK Group’s CEO. “This migration is also seamless for customers in the fact that they 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 as to acclimate customers to the ELK branded divisions. The new co-branded consolidated catalogs featuring an “all-star” grouping of bestsellers from each line will be debuted at the October High Point Market. Also, as part of this transition, Guild Master has been relocated from the C&D building to ELK’s IHFC location C-402.

With the recent opening of two large distribution centers in the state of Georgia, this brand consolidation allows customers to order the majority of ELK’s product on one purchase order. The notable exceptions being Stein World and Thomas Lighting products, which will maintain their own programs and brand identities. 

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