Whitecraft signs Biltmore license
Matthew Kalash -- Casual Living, November 8, 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, Oct. 16-21. These licensed collections will meld the handcrafted quality and design expertise of Whitecraft with the legendary sophistication of Biltmore.
"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."
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 fretwork designs that add visual interest. South Terrace will include seating and dining options.
Pride Family Brands showcases the details of their five new collections