Whitecraft signs Biltmore license
Casual Living Staff -- Casual Living, September 29, 2010
Casual indoor and outdoor furniture manufacturer Whitecraft has signed a licensing agreement to launch an outdoor home furnishings program for Biltmore, the largest privately owned residence in the United States, located in Asheville, N.C.
Two inspired collections are set to debut at the High Point Market, set for Oct. 16-21.
To celebrate these new collections, Whitecraft is hosting a cocktail party with Biltmore wine and cheesecake on Monday, Oct. 18 from 4 - 6 p.m. in the Whitecraft showroom (IHFC-H342).
These licensed collections will meld the handcrafted quality and design expertise of Whitecraft with the legendary sophistication of Biltmore. George Vanderbilt's 8,000-acre estate, nestled in the Blue Ridge Mountains, imparts gracious outdoor living with splendid flower gardens, verandas, gazebos and abundant outdoor activities. Now consumers can recreate that beauty in their own homes with these collections from Whitecraft.
The Blue Ridge collection takes its cues from a more transitional, relaxed feel and will feature tightly woven strands of WickerLoom over curvy, uncluttered silhouettes with woven trim around the table tops and legs. The collection is perfect for indoor or protected outdoor use and will include seating and dining options that are the epitome of elegant living.
South Terrace, inspired by pieces in the Winter Garden of Biltmore House, will be an all-weather collection crafted with resin molded over an aluminum frame with a Viro synthetic weave, designed specifically for year-round, all-weather outdoor use. This group will have a sophisticated aesthetic with exposed bamboo-inspired legs as well as chair and sofa backs with the unique fretwork designs that add visual interest. South Terrace will include seating and dining options.
"Biltmore is very excited about our new relationship with Whitecraft," said Tim Rosebrock, VP/GM of Biltmore's Licensing Division. "Outdoor furniture is such a natural extension of our brand, and we felt Whitecraft's ability to convey the Biltmore lifestyle made them a wonderful choice to help us reach and engage consumers."
"Partnering with Biltmore is such an honor," said Bill Herren, director of sales and marketing for Whitecraft. "With the wealth of design inspirations and ideas we are able to glean from Biltmore's rich history, we look forward to creating outdoor collections that are not only beautiful and timeless, but convey the enjoyment of fine country living for which Biltmore is so well known."
Launched in 1990, Biltmore's licensing division has grown to be a highly recognized brand, drawing on the historical treasures and inspiration found in Biltmore House and gardens. Through Biltmore For Your Home and Biltmore Chateau Reserve, consumers are able to experience both the classic designs found in George Vanderbilt's grand collection of art and furnishings, and the relaxed enjoyment of fine country living.
Current Biltmore licensees include Amarr Garage Doors, Anderson Hardwood Floors, Artaissance, Atlanta Cheesecake Company, Belk, Burton + Burton, Capel Rugs, Cottage Gardens, Cumberland Nurseries, ELK Lighting, Ellington Fans, Encore/Sarreid, Fisher Farms, Habersham, Habersham Feathers, Herter Nursery, Indital USA Stair Parts, Larson-Juhl, Manual Woodworkers & Weavers, Michigan Evergreen Nursery, Moulding Associates, Inc., Netherland Bulb Co., Oriental Accent, Peace Tree Farm, Randolph's Greenhouses, Ridgeway Clock Company, ShadeTree Canopies, Southern Living House Plans, Unique Stone, and Vita Food Products.
To learn more about Biltmore's licensing division, visit www.bringbiltmorehome.com.
For more information on Whitecraft products, please visit www.whitecraft.net.
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