September 12, 2011, Nesquehoning, PA., - ELK Lighting Inc. today announced that it will team up with HGTV to develop an innovative line of exclusive lighting fixtures driven by style-led research and consumer friendly packaging. This partnership, which combines HGTV’s leadership position in home and lifestyle programming with ELK Lighting’s expertise in designing award winning lighting, will launch the HGTV HOME collection of table and floor lamps during the first Quarter of 2012.
HGTV is a recognizable brand relevant to the home and coupling this with an innovative strategy of educating consumers and demystifying the buying process, positions the product line as the source for all things home. This solidifies a notable shift in the direction of licensed products in the home category while giving retailers an exciting new story to deliver on the store level.
Based on HGTV’s years of experience, a team of industry experts will use its insider knowledge to design smart and stylish products for today’s lifestyle, turning what consumers love about the network into products for their home.
"This collaboration provides true insight into people’s needs, driven by design experts and lighting innovators” "explains Bradford Smith, Chief Executive Officer at ELK Lighting. “We will further differentiate the HGTV Home product offering by reinventing the consumer buying experience with engaging packaging to include tips and advice in a refreshing and fun format ”, continues Smith.
“Our partner, ELK Lighting, is a respected leader in the lighting category, with a reputation for delivering, high quality consumer products for the home,” said Ron Feinbaum, general manager of consumer products for HGTV. “These HGTV HOME branded products will bring consumers increased knowledge about decorating with lighting as well as attractive designs that will be an inspiration for them as they seek new ideas for their homes.”
HGTV knows that lighting plays a pivotal role in creating the desired atmosphere. Proper lighting transforms a space and sets the stage for one’s individuality to really shine through. Know How!, advice and inspirational guidance for consumers, will be delivered in store through product knowledge training for sales associates and informative marketing materials supporting the HGTV HOME lighting collection.
About HGTV HGTV, America’s leading home and lifestyle brand, is one of cable’s top-rated networks and is distributed to more than 99 million U.S. households. HGTV’s website, HGTV.com, is the nation’s leading online home-and-garden destination that attracts an average of 4 million unique visitors per month. The HGTV HOME consumer products line currently includes exclusive offerings of paint, flooring, furniture, soft goods and other home-oriented products. In partnership with Hearst Magazines, the HGTV Magazine, a home and lifestyle publication, will be available on newsstands beginning October 2011. Headquartered in Knoxville, Tenn., HGTV is wholly owned by Scripps Networks Interactive Inc. (NYSE:SNI), which also operates Food Network (http://www.foodnetwork.com), DIY Network (http://www.diynetwork.com), Cooking Channel (http://www.cookingchanneltv.com), Travel Channel (http://www.travelchannel.com) and Great American Country (http://www.gactv.com).
About ELK Lighting, Inc.
ELK Lighting Inc. headquartered in Nesquehoning, Pennsylvania is a premier designer and importer of indoor and outdoor residential, designer and commercial lighting fixtures, decorative accessories and furniture. The company founded in 1983 distributes over 5,000 products worldwide under ELK Lighting, Landmark Lighting, Sterling Industries, Baldinger, Dimond Lighting, Bailey Street, Nulco Lighting, Artistic Lighting, Mountain Lake Lighting, Trump Home, Historic Royal Palaces, Biltmore Estates, and Mary Kate and Ashley brands. Products are available at a network of lighting and furniture showrooms, electrical wholesale distributors, department stores and specialty home improvement companies throughout North America. ELK Lighting is also a proud member of the American Lighting Association. For more information about ELK Lighting Inc., please call 800-613-3261 or visit online, www.elklighting.com.