Longaberger, a company known for its handcrafted baskets, has a rich history that dates back to 1973. Founded by Dave Longaberger in Dresden, Ohio, the company quickly gained popularity for its high-quality, handwoven baskets. Over the years, Longaberger expanded its product line to include pottery, wrought iron, and other home décor items. The company became a household name, with a loyal customer base and a network of independent sales consultants who sold Longaberger products through home parties and events.
Is Longaberger still in business? Longaberger is no longer in business in its original form. The company faced financial difficulties and filed for bankruptcy in 2018. Despite efforts to revive the brand, including a brief relaunch in 2019 under new ownership, Longaberger ceased operations. The iconic Longaberger Homestead, a popular tourist destination, also closed its doors. However, the Longaberger name and legacy continue to hold a special place in the hearts of collectors and fans of the brand.
Longaberger’s decline can be attributed to several factors, including changes in consumer preferences, increased competition, and challenges in maintaining a direct sales model. The rise of online shopping and the decline of traditional home party sales contributed to the company’s struggles. Additionally, the economic downturn in the late 2000s had a significant impact on Longaberger’s sales and profitability.
The Rise and Fall of Longaberger
During its peak in the 1990s and early 2000s, Longaberger employed thousands of people and generated hundreds of millions of dollars in revenue. The company’s signature baskets were highly sought after, and collectors eagerly anticipated new releases. Longaberger’s commitment to quality craftsmanship and American-made products resonated with consumers. However, as the market evolved, Longaberger faced increasing challenges. The company’s reliance on a direct sales model became less effective as consumers turned to online shopping and other retail options. Efforts to modernize the business and adapt to changing consumer preferences were not enough to reverse the decline.
In 2013, Longaberger moved its headquarters from the iconic basket-shaped building in Newark, Ohio, to a smaller facility in Dresden. The move was part of a restructuring effort aimed at reducing costs and improving efficiency. Despite these efforts, the company continued to struggle, and in 2018, Longaberger filed for Chapter 11 bankruptcy. The company’s assets were sold, and operations were eventually discontinued.
The Legacy of Longaberger
While Longaberger is no longer in business, its legacy lives on through the many collectors and enthusiasts who cherish the brand’s products. Longaberger baskets are still highly valued by collectors, and many people continue to buy and sell them through online marketplaces and collector groups. The Longaberger Homestead, although closed, remains a symbol of the company’s impact on the community and the craftsmanship that defined its products.
In 2019, the Longaberger brand was briefly revived under new ownership. A company called Xcel Brands acquired the Longaberger name and attempted to relaunch the business with a focus on online sales and a new product line. However, the relaunch was short-lived, and Longaberger ceased operations once again. Despite this, the Longaberger name continues to evoke nostalgia and admiration among those who remember the company’s heyday.
Longaberger’s story is a testament to the challenges and opportunities faced by businesses in a changing market. While the company is no longer in operation, its impact on the world of handcrafted goods and direct sales is undeniable. The Longaberger name remains a symbol of quality, craftsmanship, and entrepreneurial spirit.