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Rosebrock resigns as CEO of Whitecraft, Hill named VP of sales and marketing

A week after Lou Rosebrock resigned as president/CEO of Whitecraft, Inc., the nearly 90-year-old casual furniture manufacturer named Dave Hill as vice president of sales and marketing.

Hill's responsibilities include supervision of all sales activities — dealer, designer, contract, direct ship and quick-ship programs. A veteran of more than 25 years in the furniture industry, Hill most recently served as director of furniture imports for iGarden, an importer/ distributor of wooden outdoor furniture.

"Dave's experience in the import and distribution of outdoor product as well as his knowledge of product manufacturing will be beneficial not only to Whitecraft, but also to our expanding customer base," Whitecraft chairman Manny Dizon said.

No successor has been named for Rosebrock, who turned in his resignation during a regular board of directors meeting a week after the Chicago premarket.

Not seeing expected orders from the premarket played a role in the timing of his exit.

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

During the premarket, Whitecraft introduced five new outdoor and loom collections, which were well received by the trade. These collections consist of innovative designs and fabrics. The Tropic Isle Collection, a bamboo-inspired collection in aluminum with WickerLoom and the Bora Bora Collection, a natural rattan inspired collection made for all-weather use, received the most attention.

Whitecraft manufactures Wicker-Loom, Weather-Mate and all-weather outdoor woven casual furniture as well as high quality rattan and wicker furniture for indoor use. Whitecraft, Inc. maintains showrooms in High Point, N.C., Chicago and Dania Beach, Fla. It warehouses and manufactures products in Miami and Charleston, S.C.

Immediately after his resignation, Rosebrock 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.

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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