Woolrich partners with Whitecraft for outdoor line
Jerry Epperson -- Casual Living, March 15, 2007
Woolrich, Inc., best known for textiles, apparel, and home furnishings, is partnering with Whitecraft to produce a collection of outdoor furniture. The collection will be launched at the Chicago Casual Show in September as well as the High Point Market in October.
The Woolrich lifestyle collection will offer 16 items including seating and dining with an array of exclusive outdoor fabrics. The new custom honey-tone finish will also be exclusive to Woolrich. Frames will incorporate materials such as faux wood and woven UV resistant vinyl wicker on aluminum frames designed specifically for year-round all-weather outdoor use.
"As the original outdoor company, all-weather furniture is a 'natural' extension of our brand," said Dennis Marxen, vice president of licensing for Woolrich. "The Woolrich consumer enjoys a lifestyle that embraces outdoor entertaining and activities. These new furnishings perfectly complement our broad assortment of products for the home."
Woolrich regularly conducts research to enhance the historic 177-year-old brand's focus and its strategy for continued growth. A recent national consumer study strongly reaffirms the importance of functional, durable, quality products with novel styling and a connection to the outdoors.
"We are very pleased to have an opportunity to work with Woolrich as we launch this wonderful new assortment of outdoor furniture," said Dave Hill, vice president of sales and marketing for Whitecraft. "The look is something consumers have been asking for and will definitely connect with. The design really lends itself well to a rustic lodge lifestyle and expresses a relaxed sophistication that is unique in the marketplace. Of course, when you partner with a company that mirrors your own core values of quality, durability, and style, the outlook is always exciting."