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  • Writer's pictureLMCA

Biltmore Partners with LMCA as It Beckons to the Next Generation

New York, NY – March 26, 2024 - Leading global brand licensing agency LMCA proudly announces the addition of the iconic Biltmore, George Vanderbilt’s estate in Asheville, N.C., to its client roster. With a reputation for innovative licensing expansions that elevate brand heritage while attracting new audiences, LMCA will build on Biltmore's history of gracious living, sustainability and eclectic self-expression.  

  

Captivated by the natural beauty of Asheville, N.C., Biltmore is a grand estate built by George Vanderbilt in 1895 to be his family home. Today, Biltmore House remains family-owned by Vanderbilt’s descendants and is known as America’s largest home and a National Historic Landmark.  Welcoming more than a million visitors a year who come to escape from life’s demands and experience Biltmore House and the estate grounds, Biltmore offers untouched mountain views, protected wildlife and recreational activities with an invitation to slow down and step back in time. The estate’s history, commitment to self-preservation and environmental stewardship, and tie to a gracious lifestyle have enchanted guests for generations.   

  

Guided by LMCA, the new licensing program will take inspiration from the unparalleled Vanderbilt collections and reimagine them for today’s modern consumer.  With themes that play on the Vanderbilt’s affinity for nature, exploration, and entertaining, the categories will include kitchen, home decor, food & beverage, travel, fragrance, and furniture. At its core, consumers will find the commitment to craftsmanship long associated with Biltmore, and discover opportunities to take a part of Biltmore’s legacy back to their own homes.    


‘’We are honored to welcome Biltmore to the LMCA client family,’’ said Ciarán Coyle, President & CEO of LMCA. "The rich history of Biltmore and its unwavering commitment to sustainability, craftsmanship, and self-expression all align perfectly with LMCA's mission of fostering iconic brands and creating meaningful, long-term strategic licensing partnerships. Together, we look forward to bringing Biltmore to new audiences and delivering exceptional products and experiences that extend the Biltmore wonder beyond the estate.”  

  

Biltmore is equally enthusiastic about the partnership. In a statement, Donnette Miller, Licensing Director at The Biltmore Company, said, ‘’We selected LMCA as our licensing agency because of their unparalleled expertise, strategic vision, and impressive track record in the industry. Our collaboration with LMCA will allow us to deepen the Biltmore experience with existing enthusiasts and introduce the brand to a wider audience.’’  

  

Natalie Hackney, Vice President, Retail Experience and Product Development at The Biltmore Company, added, “Licensing is an important part of our company’s growth, and it was so important to find the right partner to thoughtfully build out this program. We look forward to working with LMCA on products that connect consumers to Biltmore.”  

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