Biltmore's licensing division, including core brands Biltmore® For Your Home and Biltmore® Chateau Reserve, announced that it will celebrate its 20th anniversary in 2010, a notable landmark among licensing programs in the industry. Biltmore's licensing program was created to provide visitors and enthusiasts a more meaningful collection of commemorative items to celebrate the hospitality and warmth of the Biltmore experience.
Located in the Blue Ridge Mountains of North Carolina, Biltmore House and gardens were constructed in 1895 for George W. Vanderbilt, who decorated his home with a unique combination of high fashion décor, artifacts from his world travels and regional folk art.
"My great-grandfather, George Vanderbilt, brought together an amazing collection of antiques and shared his treasures with a multitude of guests over the years," said Bill Cecil, Jr., President and CEO of The Biltmore Company. "Today, Biltmore hosts nearly one million visitors each year. We're proud to be able to offer our guests and others the chance to bring the inspiration of Biltmore House into their home with Biltmore's licensed partners."
Diana Cecil Pickering, Vice Chairman of the Board and great-granddaughter of George W. Vanderbilt, founded Biltmore's licensing program and first introduced the Biltmore brand to prospective partners at High Point Furniture Market in April of 1990.
"It was overwhelming at first," said Pickering. "There were so many great people, products and potential partnerships to explore, but I knew we were in the right place to really make things happen."
Following a warm reception at High Point, Pickering and her partners began developing what would become a highly recognized and respected licensed brand.
Originally marketed as Biltmore Estate Reproductions, Inc., the company initially focused on reproductions produced with authenticity and integrity, created exactly as those found in Biltmore House.
"In the beginning, we were very committed to exact reproductions," said Pickering, who explained the learning curve in developing Biltmore's licensing program.
Restrictions on manufacturing processes to achieve perfect authenticity in each item slowed production, which led Pickering and her associates to add the licensed categories "adaptation" and "interpretation." This allowed partners to produce items inspired by Biltmore's collections, while using modern production techniques.
"One thing we have never compromised on is the quality of our branded products," said Pickering. "Biltmore products are carefully crafted and must meet exceptionally high standards of quality to carry our brand name."
"Our partners do an amazing job of turning the inspiration of Biltmore into a incredible array of products," said Tim Rosebrock, vice president and general manager for Biltmore's Licensing Division. "They deserve a huge amount of the credit for making our brand what it is today."
Rosebrock brings a unique perspective to Biltmore's licensing division as a former employee of one of Biltmore's early home furnishings partners.
"From my experience working on both sides of the Biltmore partnership, I can say that Biltmore really has a unique position that is leveraged across a growing number of product categories, from home to garden and now gourmet food," said Rosebrock. "Our greatest strength lies in the legacy of the Vanderbilt family and the incredible reputation for quality Biltmore has achieved and the trust that consumers place on our brand. The amount of inspiration Biltmore House and gardens provides our partners in ongoing product development is no small benefit in itself, but the power of the brand is the key."
Pickering says that Biltmore's success is drawn from a tradition of hospitality that was central to the Vanderbilts' life at Biltmore and remains at the core of Biltmore's brand to this day.
"Part of having a home is welcoming family and guests, a tradition that George Vanderbilt held dear at Biltmore House," said Pickering. "That tradition lives on in Biltmore's licensing program and we believe that appeals to people."
Today, Biltmore's licensing division is comprised of 50 active partners that offer Biltmore's estate-inspired furniture, bedding, tabletop, cookware, custom frames, accessories, cabinetry, flooring, outdoor décor and many other products for the home and garden. Partners include Belk, Sarreid/Encore, Capel Rugs, Larson-Juhl, Anderson Flooring, Habersham and Executive Kitchens.
As part of its 20th anniversary celebration, Biltmore will open The Biltmore Legacy in May 2010, an exhibition in the new Antler Hill Village showcasing the Vanderbilt family, historic objects and furnishings from Biltmore House, as well as licensed products. The new showcase will be the first exhibition to illustrate the creative process behind Biltmore's licensed products.
For more information about the Biltmore® For Your Home and Biltmore® Chateau Reserve, visit www.Biltmore.com/Bring_Home or call 877-BILTMORE.