ELK Lighting Realigns, Consolidates Divisions
April 2, 2012,
NESQUEHONING, Pa.-ELK Lighting, now operating under the name ELK Group International, is consolidating its product offerings into three divisions.
Sterling is the home furnishings division, specializing in occasional furniture, mirrors, decorative accessories and wall art. Dimond is the lamp division, focusing on portable floor and table lamps. ELK is the lighting fixture division, a consolidation of all lighting brands of indoor and exterior lighting fixtures.
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 furnishing's industry, the company said in a statement. "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.
The company has also unveiled a new corporate logo to underscore its brand identity.