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Coming Soon: A New Dimond Home

New logo, brand identity and website showcases the strengths of both companies
Posted on August 12, 2015 by Andrea Lillo

Diamond HomeNESQUEHONING, Penn.-ELK Group International’s Lazy Susan USA and Dimond Home brands will finalize in October the transition into a single Dimond Home brand, a process that began last fall. With a new logo, brand identity and website, the new Dimond Home brand will combine the strengths of both companies to become a single-source provider of designer lighting, home décor and accent furniture.

Over the past year, Dimond Home and Lazy Susan have functioned as a cobranded company, ELK said. The company developed a new logo and brand identity, redesigned and relaunched Dimond-Home.com and consolidated the two brands’ showrooms nationwide. In October, the new brand will launch a catalog.

“As an innovative accent furniture, accessory and lighting company, Dimond Home will focus on creating eclectic home collections, inventively mixing modern and traditional design elements,” said Darrell Gardner, head of furniture and accessories design at ELK Group International. “One of the company’s greatest points of distinction will be pairing uncommon materials to create visually exciting pieces with strong roots in the natural beauty of organics.”

ELK purchased Lazy Susan in November 2013 and launched Dimond Home nearly six years ago.