Longaberger, the 47-year-old home brand famous for its handwoven maplewood baskets, has been relaunched with a new business model involving digital social selling and a wider assortment.
Jewelry has just been added, and apparel, a bridal registry, wine from Napa Valley, Calif., home fragrance, essential oils and skin wellness are on deck.
The Longaberger Co. was founded by Dave Longaberger in 1973. Along with the baskets, it sells tabletop, cookware, ceramics, home decor, furniture, linens and gourmet foods.
“It was an exciting company, with a beautiful campus in Dresden, Ohio, and headquarters built like a giant basket,” said Robert W. D’Loren, chairman and chief executive officer of Xcel Brands Inc. which, along with Hilco Global, bought Longaberger out of bankruptcy by acquiring the intellectual property in November 2019. An entrepreneur in Ohio acquired some of the manufacturing equipment and continues to make Longaberger baskets, though the operations are based at