Biltmore Marks 25 Years of Licensing

The Biltmore licensing program, inspired by the storied North Carolina estate, is celebrating its 25th anniversary this year.

April 6, 2018

Biltmore Marks 25 Years of Licensing

The Biltmore licensing program, inspired by the storied North Carolina estate, is celebrating its 25th anniversary this year.

The program was launched in 1990 by Diana Cecil Pickering, vice chairman of the Biltmore board and great-granddaughter of Biltmore founder George Vanderbilt.

The initial licensing program–Biltmore Estate Reproductions–focused on creating exact reproductions and adaptations of Biltmore originals.

Over time, the Biltmore's product scope has grown to encompass new designs inspired by elements from across the estate, which is a National Historic Landmark located on 8,000 acres in the Blue Ridge Mountains.

"The success of our licensing program reflects the power of the Biltmore brand and its steady growth over the years," says Tim Rosebrock, vice president and general manager, licensed products, Biltmore. "Our greatest strength lays in the rich legacy of the Vanderbilt family, our unwavering commitment to quality and the trust that consumers place in our brand."

The brand's

licensing program now encompasses three distinct categories: home furnishings, bath and body and gourmet and entertaining.

In the home furnishings category, licensees include Artaissance (paper and canvas wall art), Capel Rugs (area rugs), Fine Furniture Design (furniture and upholstery), Habersham (custom furniture and cabinetry), Larson-Juhl (custom framing) and Wildwood Lamps & Accents (decorative lighting and accessories).

In addition to its ongoing licensee partnerships, Biltmore also has had a direct-to-retail deal with Belk since 2015. The department store features a full range of luxury Biltmore products including cookware, serveware, bath and bedding and holiday at its more than 300 stores and online.

This year, Biltmore partners will celebrate the brand's licensing anniversary with a number of new collections including custom cabinetry for the kitchen and bathroom from Habersham and lighting and decorative accessories from Wildwood Lamps.

"We have a tremendous group of licensees that are committed to providing quality products and leveraging the brand," says Rosebrock. "They deserve an immense amount of credit for making our program what it is today. Working together, we've created a line of popular and exclusive products that captures the unique feeling and heritage of Biltmore."

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