Whitecraft revives Cebu tradition

Staff -- Casual Living, 11/1/2006 12:00:00 AM

Whitecraft revived the Cebu trademark and reintroduced medium-priced rattan seating and dining products from the line during the High Point Market.

The Cebu name was synonymous with high quality rattan at affordable prices for more than 20 years but had been discontinued in 2003 when the Cebu product was melded into Whitecraft, according to Manny Dizon, chairman of the board of Whitecraft Inc.

"Having now established Whitecraft as a leader in the outdoor and covered space arena, we are going back to our roots in the rattan business," Dizon said. "We think that by re-entering the marketplace as Cebu we can rekindle the affection and loyalty our old customers had for Cebu. We are positioned with an excellent product mix with a lot of style at great value.

"We are starting with about 200 SKUs in casual dining, game sets, deep seating, barstools and occasional," he said. "Over 50 of these items will be offered in our new Quick Ship Program. Our Quick Ship items represent price points out of our warehouse that are even lower than our container prices were a few years ago. We are serious about regaining our position in the casual rattan market."