ELK CEO Bradford Smith says HGTV approached ELK about partnering for the new lighting collection.
“I feel that it’s a great testament to our company to have earned this partnership with HGTV,” Smith says. “They have a way of demystifying lighting and making it easy for consumers to coordinate with paints and other products in their home décor.”
ELK will launch the new collection at January’s Dallas Intl. Lighting Market  with 36 table lamps, with later introductions of lamps and fixtures planned for in June 2012 and January 2013. Smith says the new products will be fresh and fun to match HGTV’s programming.
“Down the road, we’ll introduce more table lamps, as well as fixtures including wall sconces, chandeliers, pendants and vanities in a wide-reaching group of collections,” Smith says. “We did table lamps first because we felt that would be the best sales opportunity and the easiest to tie in with the HGTV Home brand.”
Smith says ELK and HGTV will take advantage of HGTV’s recently launched magazine, as well as the HGTV website, which boasts 9 million unique users every month, to promote the new collection, and there may also be collaboration for a TV presence somewhere down the line. HGTV will also provide lifestyle photography to use in displaying the new collection, as well as marketing and tips to help consumers understand what lighting to use in their home.
“It seems relatively simple to buy a lamp, but there’s tips on how big a bedside lamp should be, for example,” Smith says. “It’s going to answer a lot of questions proactively in a way that’s fun and interesting but not overwhelming.”