Biltmore For Your Home Offers Horticultural Products
Biltmore Estate in Asheville, NC, is renowned for its 8,000 acres of gardens, forest and farmland, all designed by America’s premier landscape architect, Frederick Law Olmsted. Now consumers can take a little bit of those gardens home with them. Biltmore Estate For Your Home will launch its horticultural program at retail in Spring 2006 through licensing agreements with Greenleaf Nursery (Park Hill, OK), Cottage Gardens (Perry, OH) and Netherland Bulb Company (Easton, PA).
The product lines will include plants and bulbs chosen for their high quality and association with the gardens and landscape surrounding America’s Largest Home®. Offered exclusively through independent garden centers, the plants and bulbs will carry distinctive packaging and point of sale materials, which convey the upscale nature of the products to customers by leveraging the Biltmore Estate trademark and imagery of Biltmore.
“This is an exciting new business arena for us to leverage Biltmore Estate’s reputation for high quality and beauty among consumers while offering independent garden centers a great tool for driving higher profitability sales,” said Tim Rosebrock, Director of Business Development. “It’s also a natural extension of our branded program which currently offers everything from home furnishings to specialty building products.”
“We have only begun to explore the wealth of opportunity we believe could evolve from this relationship. It is our hope and goal to harness the recognition and consumer power of the Biltmore Estate name to high quality plant materials marketing in independent garden centers,” said Randy Davis, President of Greenleaf Nursery.
The idea of offering Biltmore Estate plants to consumers is not a new one for the estate. Even before Biltmore House was completed in 1895, the Biltmore Nursery was thriving. In 1898, the nursery distributed its first catalog to the public. Because of the estate’s widespread reputation, landscape architects and park superintendents around the country ordered Biltmore plants. As a result, estate-raised plants, shrubs and trees are still found today in many public parks, university grounds and large private gardens. The nursery at Biltmore thrived until July 1916 when a catastrophic flood destroyed its buildings and stock.
Today, Biltmore is expanding its reach through licensed growers and vendors who will offer horticultural products equaling the quality of those grown on the estate. And the intent is to offer an even wider variety of plants, bulbs and seeds in the future.
“We’re interviewing additional candidate growers so we can offer consumers a full array of high quality plants through the better independent garden centers. We have high expectations for this new business,” said Rosebrock.
To learn more about Biltmore Estate, contact The Biltmore Company, One North Pack Square, Asheville, NC 28801 or phone 800-543-2961 or visit the company’s Web site at www.biltmore.com.