ELK Lighting  recently announced a reorganization of the company’s product offerings along with a new name and logo following a year of many acquisitions. ELK Lighting is now ELK Group Intl., parent company of Sterling  (no longer Sterling Industries) and Dimond .
The company’s products have been reorganized under those three brands, with ELK encompassing all interior and exterior lighting fixtures, Dimond covering all lamps and Sterling containing furniture, mirrors and decorative accessories. The ELK and Sterling divisions also have new logos, both of which contain the diamond design seen in the Dimond logo. Sterling has a new slogan as well, “Furnishing Creativity,” to tie in with ELK’s slogan, “Lighting Creativity.”
ELK CEO Bradford Smith says the reorganization and rebranding was necessary for several reasons.
"Over the last 24 months we have made several acquisitions in the lighting and home furnishings industry. As such, we needed to rebrand ourselves in a way that better defined our company as a whole home furnishings provider," he says. "ELK Group Intl. is the master brand that now represents the three distinct divisions. Despite these changes, customers may still order from all companies under one purchase order which is an unique, cost saving opportunity."
In the last few years, ELK has purchased Bailey Street , Nulco Lighting , Artistic Lighting and Designs , Sterling Industries , Dimond Lighting  and Baldinger Architectural Lighting , as well as introduced the new HGTV Home  collection. Smith says the individual brands will still be identifiable within the consolidated categories.
ELK also has a great deal planned for this summer’s markets, Smith says, including a re-launch of Nulco Lighting and the launch of a new wall art category under Sterling at the June Dallas Market . ELK will also unveil a new 10,000-square-foot showroom at Las Vegas Market  in July, along with a new launch of Bailey Street’s Couture Covers program, where customers can buy interchangeable upholstery covers for different styles of chairs.