RABUN GAP, Ga. – Atlas Lighting and Home, a new wholesale lighting and décor company, has debuted, led by former Elk CEO Todd Webb.
The company is offering fixed and portable lighting with a focus on contemporary designs, style and craftsmanship, primarily at the mid-price-point level. Lighting anchors the company’s brand identity, but it will also offer some home décor to round out the assortment and create a look, said a company executive.
It is currently offering roughly 3,500 SKUs and plans to have new designs and products in the new year, said Alyson Lockwood, vice president of marketing, who previously headed marketing for Elk.
In July, Elk announced it was ceasing operations and liquidating all of its inventory after 40 years in business. Atlas purchased some of that inventory as the liquidation sale was winding down, said Lockwood, but it is a brand-new company, privately owned with financial backers.
“We are not Elk. It is not a rebrand by any means, it is a new company,” Lockwood said. “We have a brand-new website, new structures, new people, new sales reps. We are operating in a stock-holding model; everything on the website is available to ship immediately.”
The company is headquartered and has a warehouse in Rabun, Ga. It said it is partnering with showrooms, e-commerce retailers, electrical distributors, interior designers and hospitality design firms. Alyssa Watkins, another former Elk executive, is vice president of operations.
“At Atlas Lighting and Home, we believe great design begins with exceptional craftsmanship and accessibility,” said Webb in a release. Webb worked at Elk Home for more than 18 years, the last two and half years as CEO.
“We’re proud to introduce a wholesale platform that empowers our partners to create inspiring environments without compromise. Our focus on innovation, quality, and value sets a new standard for sourcing lighting and home products making artistry through lighting and style available to all,” Webb said.
Although it is not ready for a showroom presence in January in Dallas, Lockwood said she would be at Lightovation to catch up with what’s going on in the industry. And while it is too early for market participation, she said, eventually “we’d love to be in all those places that everyone is. But one step at a time.
“We are starting with nothing,” she added. “We’re looking for sales reps as we’re slowly reaching out. It’s been an exciting journey, starting from the ground up.”
