For decades, Longaberger baskets were considered more than just household items—they were symbols of craftsmanship, tradition, and American pride. Known for their handwoven quality and timeless appeal, these baskets became collectibles cherished by families across the U.S. However, with changing market trends and the rise of digital commerce, many people wonder: Is Longaberger still in business, or has the legacy faded away?
History of Longaberger Baskets
The Longaberger Company was founded in 1973 by Dave Longaberger in Dresden, Ohio. What started as a small family venture grew into a household name known for handwoven maple baskets. The brand’s unique business model, which relied heavily on home parties and direct sales, helped Longaberger build strong connections with customers. At its peak in the early 2000s, the company generated nearly $1 billion in annual sales, employed thousands of people, and had tens of thousands of independent distributors. The baskets were not only practical but also collectible, with many families proudly displaying them for decades.
Is Longaberger Baskets Still in Business?
The original Longaberger Company sadly closed in 2018 after filing for bankruptcy. Declining demand, high competition, and an outdated sales model contributed to its downfall.However, the narrative did not finish there. The Longaberger intellectual property was acquired by Xcel Brands and Hilco Global in 2019, and the brand was reintroduced. While the original company no longer exists, the Longaberger brand is alive today, operating under new leadership with a fresh, digital-first approach.
Current Business Model of Longaberger Baskets
In contrast to its previous home-party selling model, Longaberger is currently a social commerce brand.. The company shifted to online platforms and live-stream shopping experiences to reach modern customers. Independent sellers, called “Home & Life Stylists,” promote Longaberger products through social media, similar to influencer marketing. This model not only keeps the spirit of direct selling alive but also appeals to a younger, tech-savvy audience.
What Products Does Longaberger Sell Today?
While baskets remain the heart of the brand, Longaberger has expanded its offerings to become more of a lifestyle company. Today, shoppers can find:
- Handcrafted baskets in new and classic styles
- Home décor and kitchenware
- Furniture and storage solutions
- Gourmet foods and seasonal products
This diversification allows Longaberger to attract both loyal collectors and new customers looking for modern home and lifestyle goods.
What’s Special About the Company?
Longaberger is distinctive because it combines traditional craftsmanship with contemporary retail tactics. Their baskets are still made with traditional weaving techniques, preserving the authenticity that longtime fans value. At the same time, their embrace of e-commerce and live selling makes the brand relevant in today’s competitive retail environment. Collectors also appreciate that many of the baskets are limited edition, maintaining their appeal as both functional and collectible items.
The Revival: How Longaberger Made a Comeback
The revival of Longaberger is an inspiring story of how a beloved brand adapted to survive. Xcel Brands not only saved the name but also modernized its operations. Through collaborations with QVC, partnerships with Dresden & Co. basket makers, and an emphasis on online marketing, Longaberger transitioned from a fading traditional company into a reimagined lifestyle brand. This comeback shows that with innovation, even legacy businesses can find new life.
Competitors and Alternatives in the Market
Longaberger now competes in a crowded marketplace that includes both artisanal brands and mass-market retailers. Companies like Thirty-One Gifts, Pampered Chef, and Pottery Barn offer alternatives in home storage and décorIn addition, platforms like Etsy offer tough competition by providing shoppers with a wide variety of unique, handcrafted alternatives. Despite this, Longaberger maintains an edge with its strong brand identity and loyal community of collectors.
The Future of Longaberger Baskets
Looking forward, Longaberger seems committed to balancing tradition with innovation. Its future success will likely depend on how well it continues to expand its product range, attract younger audiences, and leverage digital commerce. With the growing popularity of sustainable and handmade products, Longaberger is well-positioned to remain a niche but respected player in the home and lifestyle market.
Conclusion
So, is Longaberger still in business? TThe answer is yes—though the business looks very different from what it used to be. The original company may have closed its doors, but the Longaberger brand has been successfully revived under new ownership. With a blend of tradition, digital innovation, and community-driven sales, Longaberger baskets continue to weave their way into American homes. For collectors and new customers alike, the brand remains a symbol of craftsmanship and timeless style.
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