Overview, company details, product information, news, events, rankings and Rep listings for Longaberger.
The company was founded in 1973 by Dave Longaberger and grew into one of the best-known home-party direct-sales companies in the United States. Xcel Brands and Hilco Global acquired the Longaberger intellectual property in November 2019, after the original company's collapse, and relaunched the brand online. Xcel stated that Longaberger had generated more than $10 billion in lifetime sales and reached $1 billion in annual sales at its peak.
Longaberger's current product line centers on handmade baskets, basket protectors, pottery, home décor, bedding, tableware, seasonal collections, and related home products. The current company site states that Longaberger baskets are still woven in Dresden, Ohio, and its product pages identify baskets as handcrafted in Dresden with the Longaberger burn, weaver initials, and year.
The original Longaberger Company operated through a home-party, independent-consultant direct-sales model and was widely associated with MLM-style sales. After the 2019 relaunch, Xcel Brands introduced a digital social-selling model with "Home & Life Stylists," personalized digital storefronts, a $49 annual fee, 20% marketing compensation on sales, a 20% self-purchase discount, and a 5% override on sales by newly recruited Stylists. Xcel later described the revived business as having evolved from direct sales into a social-commerce marketplace, and Longaberger's current FAQ states that the brand is owned by Xcel Brands and is not associated with the former Longaberger Company, CVSL, JRJR Networks, or the prior multilevel-marketing organization.
The original company's decline culminated in bankruptcy and liquidation. The Longaberger Company and parent JRJR33 filed for Chapter 11 bankruptcy in June 2018, and the case was converted to Chapter 7 liquidation on October 26, 2018. WOSU reported that the company had reached $1 billion in sales and 8,200 employees around 2000 before years of declining demand, layoffs, debt, and litigation led to the end of the original business. No major FTC, FDA, SEC, or state attorney general enforcement action tied to the current Longaberger sales program was identified in the public record reviewed.
Tami Longaberger, CEO
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Longaberger Company has gone out of business. The company sent a note to its consultants notifying them that 'Longaberger, at this time, has ceased operations' and asking them to 'please take action as soon as possible' in contacting credit-card companies and also advised against attempting to place any further orders....
October 14, 2015 -- CVSL Inc. and its subsidiary, The Longaberger Company, filed a motion to dismiss Tami Longaberger's lawsuit seeking repayment of $1 million in loans she made to the company. CVSL seeks to settle the issue in binding arbitration, alleging that Ms. Longaberger's claims fall within the arbitration provision of her employment agreement with CVSL. CVSL also alleges that Tami Longa...
Tami Longaberger, who resigned as CEO of the Longaberger Co. in May, is suing the company over $1 million she loaned to the company in 2014. Longaberger alleges in the lawsuit that Longaberger Co.'s parent company, CVSL, asked her "to loan as much money as she could so that the companies could meet their immediate financial obligations." But CVSL has not repaid any principal or interest, accordi...
COLUMBUS, Ohio, July 26, 2013 -- The Longaberger Company will expand to Australia next month, the first time that the 40-year-old American basketmaker has done business outside North America. The announcement was made today by Longaberger CEO Tami Longaberger at the company's annual sales convention in Columbus, OH. Longaberger is celebrating its 40th year anniversary of crafting handmade Ame...
NEWARK, Ohio, June 14, 2013 -- The world's largest American flag was unfurled in Ohio as part of a unique and colorful all-American celebration.Honoring America, Flag Day and The Longaberger Company's 40th anniversary, the unfurling of world's largest American flag was the highlight of the Great American Picnic Celebration held at Longaberger Homestead near Frazeysburg OH.The massive flag, w...
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