- Recent rebranding effort has consolidated Elk Group International and all of its subsidiaries into one brand, focused on creating more elevated, original designs exclusive to Elk, at value price points.
- New Signature and Studio Collections signal changing consumer targets (established and first-time home buyers respectively) and a shift toward a more streamlined, good, better, best quality business model, while Marketplace brings together the existing, reasonably priced product lines for which Elk has long been known.
- A flurry of new hires reflects the evolution of product here and the renewed emphasis on producing original accessories and wall décor, as well as a move toward more lifestyle driven accent furniture designs. Expect the major “ta-da” moment at October 2021 Market.
INVENTORY: Select products available now with goal to be 92% in-stock by end of Q1.
With deep roots in decorative residential lighting and a portable lamp offering most consider unparalleled in the industry, Elk Home’s numerous strategic acquisitions over the years have expanded its presence across the home décor space to include accent furniture, decorative accessories, and wall décor.
Throughout the past year the company has undergone a comprehensive rebranding process that shifts its product lines by category under one umbrella brand to make it easier for retailers to shop via a single brand. Indeed, prior to this consolidation, the company distributed more than 20,000 products under a variety of names, including but not limited to Elk Lighting, RyvyR, Stein World, Thomas Lighting and others. This new separation of the brands under the EGI umbrella allows for a variety of styles and price points from a single source, in addition to a more unified point of view style-wise.