PHILADELPHIA – TLA Entertainment Group’s gay online division, TLAgay, is re-branding in the wake of the company’s acquisition earlier this year. The e-tailer plans to elevate its global presence and reinforce its position in the gay lifestyle market.

New York-based Sterling Genesis International acquired TLA’s assets in January. Founded in the 1960s as an experimental theater troupe, TLA has become one of the largest gay multimedia operations in the U.S.

According to a spokesman for the company, TLAgay.com’s makeover is the natural next step in the evolution of the e-tailer’s business model. Among the planned changes are a bolder image for the brand.

“TLAgay.com has maintained its status as the leader in gay adult retail,” said Erik Schut, who heads the division. “We’ve made the letters ‘TLA’ synonymous with gay entertainment. With this acquisition, we will have the potential and capital to grow into an international brand.”

Schut said the company will continue to offer its diverse selection of gay home entertainment products including DVDs, toys and books, but will expand its reach with several new business initiatives, exclusive partnerships and strategic alliances.

“We are better than ever, and we have many promotions, surprises and changes in store for our customers and partners in 2014 and beyond,” Schut said. “But one thing that will not change is our dedication to our customers.”

Schut did not comment about whether changes to the company’s affiliate program may be forthcoming. Currently, the program pays commissions of 10 percent to 18 percent, depending upon product line.