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ELK Lighting Brands Divisions
April 2,
2012 by in UnCategorized 
By Home Furnishings Business in Lighting on April 3, 2012
ELK Lighting Inc., parent company of several lighting and furniture brands, has rebranded under the name ELK Group International.
In addition, the company has unveiled a new, progressive corporate logo that serves as the company's brand identity and will be used throughout the company and its subsidiaries.
As part of this move, the company will consolidate its product offerings into three divisions:
* Sterling
This home furnishings division specializes in occasional furniture, mirrors, decorative accessories and wall art in a wide range of coordinating styles and price points.
* Dimond
This lamp-only division focuses on portable floor and table lamps offering more than 500 designs driven by emerging fashions and industry leading trends.
* ELK
All lighting brands will consolidate under ELK lighting fixture division, which combined, will offer more than 4,000 hardwired indoor and exterior lighting fixtures primarily for the residential, commercial and hospitality sectors of the lighting industry.
The realignment and consolidation of the company's brands will better support the changing requirements of customers and strengthen the company's position in the lighting and home furnishings industry.
"Moving forward, we will be better able to leverage our offerings, in the lighting and furnishings divisions, and pool our vast resources to play a major role in these growing markets," said Bradford Smith, CEO of ELK, Nesquehoning, Pa. "Our vision is to be the preferred home furnishings leader excelling in the delivery of complimentary product categories. "ELK has been a front-runner in offering customers a single source for lighting, furniture and accessories, and these announced changes will further enhance the customer buying experience."