The Marketing of the Biltmore Estate
It's one of America's great estates, a massive 250-room cheateau, and it's being used to sell everything from wine to rugs and furniture. Biltmore Estate For Your Home, the consumer products division of Biltmore Estate, has signed brand licensing agreements with three new partners: Austin Productions; Capel Rugs; and Natural Creations. The new products will be introduced during the upcoming trade show season beginning with the International Home Furnishings Market in High Point, NC, in October 2005. Natural Creations will be debuting "permanent botanicals" (otherwise known as fake flowers and plants) based on the artificial and live floral arrangements at the Biltmore Estate. There are already licensing agreements for various types of indoor and outdoor furniture, hardwood floors and much more. In shopping around, I noticed that some the items available veer into shabby chic land. I'm curious, does the Biltmore name really inspire people to buy furnishings and home design elements that have some vague connection to the estate itself?
[via Furniture World]