Woolrich outdoor furnishings gain attention

-- Casual Living, 11/1/2007 12:00:00 AM

Woolrich debuted its first outdoor home furnishings line, Chatham Run, at the recent High Point and Chicago markets. Included was a fully upholstered furniture collection in performance fabrics produced by Whitecraft, lighting from Shady Lady, outdoor machine-made rugs from Mohawk and braided rugs from cmi.

Retailers were treated to brunch in the Whitecraft showroom at the International Home Furnishings Center in High Point. More than 125 retailers attended a launch party held in the Whitecraft showroom at the Chicago Merchandise Mart. The collection was well received with some retailers committing to or placing orders for complementary items from each category for a cohesive presentation at retail. Many retailers said the line fills a niche for outdoor furniture not previously available.

“So far this has been a homerun – the licensing, the look,” said Sharon Kepley, Woolrich licensing manager.

“Outdoor furniture really is a perfect brand extension for Woolrich,” said Nick Brayton, Woolrich, international licensing specialist. “We are very excited to have such a wonderful new licensee in Whitecraft. The potential for a wonderful marriage between our companies is beginning to blossom already.”

Whitecraft's Manny Dizon also was excited about the launch. “It's done excellent,” he said, “beyond our expectations.”

Shady Lady joined with the Woolrich brand in manufacturing indoor lighting about five years ago, and “had a really good response to the Woolrich outdoor lighting,” said Susie Mortar, president, Shady Lady. “There really isn't another lodge look in the market. We're using handcrafted aluminum with a hand-applied epoxy finish, which is a new application to an outdoor lamp.”

From left, Nick Brayton and Sharon Kepley of Woolrich with Manny Dizon of Whitecraft