The Longaberger Company

The Longaberger Company was an American manufacturer and distributor of handcrafted maple wood baskets and other home and lifestyle products. The company opened in 1973, was acquired in 2013 by CVSL, Inc., and closed in 2018. The following year, Xcel Brands acquired the intellectual property and relaunched the brand, expanding it to include home goods such as furniture, food, jewelry and other handcrafted products.

Founded by Dave Longaberger, the family-owned and -operated company used multi-level marketing to sell its products. It was one of the primary employers in Dresden, Ohio, before it moved to Newark, Ohio, in 1997. At its peak in 2000, it had $1 billion in sales, employed more than 8,200 people directly, and had about 45,000 independent distributors (called Home Consultants) selling its products directly to customers. Along with baskets, the product line eventually included wrought iron products, pottery, wooden lids, and other pro...Read more

The Longaberger Company was an American manufacturer and distributor of handcrafted maple wood baskets and other home and lifestyle products. The company opened in 1973, was acquired in 2013 by CVSL, Inc., and closed in 2018. The following year, Xcel Brands acquired the intellectual property and relaunched the brand, expanding it to include home goods such as furniture, food, jewelry and other handcrafted products.

Founded by Dave Longaberger, the family-owned and -operated company used multi-level marketing to sell its products. It was one of the primary employers in Dresden, Ohio, before it moved to Newark, Ohio, in 1997. At its peak in 2000, it had $1 billion in sales, employed more than 8,200 people directly, and had about 45,000 independent distributors (called Home Consultants) selling its products directly to customers. Along with baskets, the product line eventually included wrought iron products, pottery, wooden lids, and other products.

Its former corporate headquarters on Ohio's State Route 16 is a local landmark known as the "Big Basket". Built to resemble the company's top-selling product, the "Medium Market Basket", the seven-story edifice is a well-known example of novelty architecture.

 Former headquarters of The Longaberger Company in Ohio

In 1919, J.W. Longaberger began an apprenticeship with The Dresden Basket Factory. After the company failed during the Great Depression,[1] Longaberger continued to make baskets on the weekends. Eventually, he and his wife Bonnie Jean (Gist) Longaberger raised enough money to purchase the closed basket factory and start a business of their own.[2]

The fifth of J.W. and Bonnie's 12 children, Dave, opened J.W.'s Handwoven Baskets in 1973.[3] Starting in 1978, the company began selling Longaberger baskets through home shows using a multi-level marketing model. Each basket, made in various sizes, was handmade and signed by the maker.[3] At its peak, the company employed more than 8,200 people, not counting its direct sales consultants.[4] A combination of a recession and changing tastes in home decor reduced sales, which dropped from 2000's peak of $1 billion, to about $100 million in 2012.[5] In 2013, the company was taken over by a holding company CVSL, Inc., which later became JRJR Networks.[6]

The Academy Awards, the Emmy Awards, the NAACP Image Awards and others have used gift baskets made by Longaberger.[3]

In May 2015, Tami Longaberger, who had led the company since Dave died in 1999,[7] resigned as chief executive officer and director of the company.[8]

In February 2016, the company said it would sell the Basket Building and move its employees to Longaberger's factory in Frazeysburg, Ohio.[9]

As of April 2016, there were fewer than 75 full-time and part-time employees; about 30 of those still made baskets.

On May 4, 2018, a note was sent out from a sales force supervisor that the company had ceased operations.[10] In June 2018, the company filed for bankruptcy.[6][11]

The Longaberger brand was revived in 2019 when its intellectual property was purchased by Xcel Brands, led by Robert W. D'Loren, and a licensing agreement was reached with basket-weavers Dresden & Co.[4][12] Tami Longaberger and her sister took part in the firm's re-launch.[13] D'Loren stopped selling baskets through home parties and rebranded the company to include artisan home goods, furniture, food products, and other items.[7] He also focused on digital marketing through social media.[7]

^ Schultz, Shelly (July 16, 2019). "Baskets make a return with Dresden & Company". Times Recorder. Retrieved September 30, 2022. ^ Schultz, Shelly. "Baskets make a return with Dresden & Company". Zanesville Times Recorder. Retrieved December 23, 2021. ^ a b c Boyd, Amanda (March 2001). "Basket Case". Cincinnati Magazine. p. 40. ^ a b Studach, Mel (January 1, 2020). "Longaberger Baskets Are About to Get a New Lease on Life". Architectural Digest. Retrieved December 12, 2020. ^ Tim, Feran (April 25, 2013). "Longaberger's new owner intends to fill basket with more direct-sales companies". The Columbus Dispatch. Retrieved December 8, 2021. ^ a b Kavilanz, Parija (August 31, 2020). "Picnic fever is surging. A decades-old basket brand thinks it can make a comeback". CNN. Retrieved April 20, 2022. ^ a b c Cite error: The named reference :4 was invoked but never defined (see the help page). ^ Mallett, Kent (May 5, 2015). "Tami Longaberger resigns as company CEO". Newark Advocate. Retrieved May 5, 2015. ^ "Iconic Longaberger headquarters to close". Dayton, OH: WHIO-TV. Cox Media Group National Content Desk. February 27, 2016. Archived from the original on February 28, 2016. Retrieved February 27, 2016. ^ Feran, Tim. "Longaberger said to have gone out of business". The Columbus Dispatch. Retrieved May 4, 2018. ^ Mallett, Kent. "Longaberger's final chapter: Bankruptcy liquidation". The Advocate. Retrieved April 20, 2022. ^ Weiker, Jim (November 13, 2019). "Longaberger brand to live again on QVC". The Columbus Dispatch. Retrieved November 14, 2019. ^ Reddick, Geoff (July 22, 2019). "Longaberger sisters announce potential comeback for iconic basket maker". abc6. Retrieved December 12, 2020.
Photographies by:
Statistics: Position
3755
Statistics: Rank
29708

Add new comment

Esta pregunta es para comprobar si usted es un visitante humano y prevenir envíos de spam automatizado.

Security
257894316Click/tap this sequence: 2758

Google street view

Where can you sleep near The Longaberger Company ?

Booking.com
481.503 visits in total, 9.174 Points of interest, 404 Destinations, 174 visits today.