Lou Rosebrock exits Whitecraft

Lou Rosebrock resigned as president/ CEO of Charleston, S.C.-based Whitecraft, Inc., July 19, a week after the Casual Furniture premarket. No successor has been named.

Rosebrock said he turned in his resignation during a regular board of directors meeting. Not seeing expected orders from premarket played a role in the timing of his exit, which was effective immediately.

"They wanted results and I haven't given them results they want yet," he said. "It's reasonably friendly, though. It's not bitter. I've given it my best shot, but that's not going to work."

He shared the news with industry friends via e-mail and within two hours, received more than 100 replies.

Rosebrock joined Cebu International as president in 2003 and a few months later led its merger with Whitecraft Rattan to form Whitecraft, Inc.

The Whitecraft line features indoor and outdoor woven products and recently added Bora Bora in PVC and Tropic Isle, an aluminum extrusion with bamboo motif.

"We're trying to offer product that is not 'me, too,' so customers can have something different in their stores than what they find in the mass market," Rosebrock said.

Rosebrock has an extensive background in the casual furniture industry. He was executive vice president of marketing and product development for Brown Jordan International in 2002. Before that, he served as vice president of sales and marketing for Lloyd/Flanders from 1995 to May 2002. He also worked with the Lineal Group and Laneventure.


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