The Longaberger Company
The Longaberger Company is a privately held, US-based manufacturer and direct-to-consumer retailer of handwoven maple wood baskets and complementary home goods, produced by artisans in Dresden, Ohio and sold online to general consumers, collectors, and gift buyers.
- Company typePrivate
- Founded1973
- HeadquartersNewark, United States
- Headcount501–1,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What The Longaberger Company does
The Longaberger Company is a US-based, privately held manufacturer and direct-to-consumer retailer specializing in handwoven maple wood baskets produced by skilled artisans at its facility in Dresden, Ohio. Its core product is a broad catalog of handcrafted baskets (market, tray, trug, laundry, picnic, bicycle, and specialty shapes) priced from approximately $19.99 to over $1,334 for collector multi-piece sets, sold exclusively through its own e-commerce site (longaberger.com) with complimentary shipping on orders over $250.
Beyond baskets, the company sells accessories (protectors, liners, lids, tie-ons), pottery, bedding sets, table linens, and seasonal/commemorative collections such as the 1776 / America's 250th line, the Americana, Equestrian, Railway, Summer, and Holiday collections, and digital gift cards in $50–$500 denominations. The business is positioned around "Made in America" heritage, FSC-certified wood sourcing, and a Lifetime Happy Customer Guarantee, targeting general consumers, collectors, and seasonal/gift shoppers.
The revenue model is one-time direct product sales (no subscription) with a heavy promotional layer, including up to 40% off Black Friday in July events and a CLEAR25 code for an additional 25% off clearance. Distribution is single-channel US-only DTC; marketing is conducted through owned social properties on Facebook, Instagram, Pinterest, TikTok, and YouTube, supported by email and organic search. The company has no disclosed parent, institutional investors, M&A activity, or executive team in the source data.
The Longaberger Company firmographics
Firmographics- Name
- The Longaberger Company
- Legal name
- The Longaberger Company
- Website
- https://longaberger.com
- Company type
- Private
- Founded year
- 1973
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- The Longaberger Company is a privately held, US-based manufacturer and direct-to-consumer retailer of handwoven maple wood baskets and complementary home goods, produced by artisans in Dresden, Ohio and sold online to general consumers, collectors, and gift buyers.
- Ownership category
- akta.pro rank
The Longaberger Company industry classification
Industry- NAICS
- Wood Product Manufacturing (321)
- SIC
- Lumber & Wood Products (No Furniture) (2400)
- akta.pro primary industry
- Wood Remanufacturing (Mouldings, Millwork Blanks, Cut Stock) (IMAMABAI)
Keywords
Where The Longaberger Company is headquartered
LocationHeadquarters
- HQ city
- Newark
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
The Longaberger Company business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales
Revenue model
- Direct Product Sales: One-time transaction sales of handwoven baskets and home products through e-commerce website. Revenue generated from individual basket purchases, basket sets with protectors, and accessory items. No subscription model indicated.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual baskets and accessories |
| Unit Pricing | Pay-as-you-go | Basket sets with protectors |
| Unit Pricing | Pay-as-you-go | Gift cards |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
The Longaberger Company product offering
Product offeringCore offering
The Longaberger Company manufactures and sells handwoven maple wood baskets crafted by skilled artisans in Dresden, Ohio, alongside complementary home goods including pottery, bedding, table linens, and seasonal decor. Products are sold primarily direct-to-consumer through the company's e-commerce website, with individual baskets, multi-piece sets, and limited-edition collector collections forming the core catalog. The company emphasizes Made-in-America craftsmanship, FSC-certified sustainable wood sourcing, and a Lifetime Happy Customer Guarantee.
Product overview
The Longaberger Company is a handcrafted home goods manufacturer specializing in handwoven maple wood baskets produced by skilled artisans in Dresden, Ohio. The product portfolio centers on their core handwoven basket offerings (including Market Baskets, Tray Baskets, Trug Baskets, Picnic Baskets, Bicycle Baskets, and Specialty baskets) complemented by essential accessories (Basket Protectors, Dividers, Lids), home decor items (Pottery, Bedding Sets, Table Linens), and seasonal/limited edition themed collections (1776, Americana, Equestrian, Railway, Summer, Holiday). The company positions itself as a Made in America brand with FSC certification, selling primarily through direct-to-consumer e-commerce with complimentary shipping on orders over $250.
Differentiator
Problem solved
Functional benefit
Brands
- Longaberger General Store: Store locations operated by Longaberger for in-person purchases.
Quantifiable outcome
- Products handwoven in Dresden, Ohio by skilled artisans
Companies that use The Longaberger Company
Customer profileNamed customers3 records
Segments3 records
The Longaberger Company technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
The Longaberger Company partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights4 records
The Longaberger Company competitors and assessment
Company assessmentDirect peers
- The Vermont Country Store: A heritage American mail-order and online retailer selling nostalgic, made-in-America home goods, gifts, and specialty items. Comparable to Longaberger in its multi-decade brand legacy, U.S.-based DTC catalog model, and gift/collectible orientation toward an older, brand-loyal demographic.
- L.L. Bean: A heritage American retailer selling durable, made-in-America home and outdoor goods through DTC channels with strong brand loyalty. Comparable to Longaberger in its longevity, quality-led positioning, U.S. manufacturing heritage, and gift-occasion catalog.
- Harry & David: A premium American gift and specialty food retailer with strong DTC e-commerce, seasonal gifting focus, and tiered product collections. Comparable to Longaberger in its reliance on occasion-driven purchases, gift cards, collector-style assortments, and Made-in-America quality positioning.
- Pier 1 Imports (online only): A legacy home decor and basket retailer now operating online after closing physical stores. Highly comparable to Longaberger in its heritage status, basket-forward assortment, seasonal/imported home decor mix, and gift-occasion customer base.
Emerging players
- Magnolia (by Joanna Gaines): A lifestyle home and decor brand with strong DTC e-commerce, curated seasonal collections, and an emphasis on handcrafted aesthetics. Comparable to Longaberger in its farmhouse-Americana visual identity, themed home goods drops, and gift-oriented customer base.
- Oriental Trading Company: A large U.S. party and home goods retailer with baskets, seasonal decor, and gift assortments at lower price points. Comparable to Longaberger in product category (woven baskets, seasonal home goods) and gifting use cases, though serving a more value-oriented customer.
Broad incumbents
- HomeGoods (TJX Companies): A major U.S. off-price home goods retailer carrying baskets, pottery, bedding, and seasonal decor at value price points. Comparable to Longaberger in product category overlap and the seasonality-driven shopping behavior of its customer base.
- Yankee Candle (Newell Brands): A legacy American home fragrance and home decor brand with extensive DTC and retail distribution. Comparable to Longaberger as a heritage home goods brand with seasonal collections, gift positioning, and broad U.S. consumer recognition.
- Williams Sonoma: A premium U.S. home goods retailer operating multiple DTC brands (Williams Sonoma, Pottery Barn, West Elm). Comparable to Longaberger as a multi-category home brand with seasonal collections, premium pricing, and a loyal repeat customer base.
- Crate & Barrel: A national home goods retailer with strong DTC and physical store presence, offering baskets, pottery, bedding, and seasonal decor. Comparable to Longaberger in product category overlap (storage baskets, ceramics, home textiles) and gift-occasion orientation.
Market position
Weaknesses1 record
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
The Longaberger Company social profiles
Digital presenceThe Longaberger Company compliance and trust
Trust signalCompliance1 record
The Longaberger Company financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Longaberger Company leadership team
Management profileNumber of profiles
The Longaberger Company funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Longaberger Company M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Longaberger Company
What does The Longaberger Company do?
The Longaberger Company manufactures and sells handwoven maple wood baskets crafted by skilled artisans in Dresden, Ohio, alongside complementary home goods including pottery, bedding, table linens, and seasonal decor. Products are sold primarily direct-to-consumer through the company's e-commerce website, with individual baskets, multi-piece sets, and limited-edition collector collections forming the core catalog. The company emphasizes Made-in-America craftsmanship, FSC-certified sustainable wood sourcing, and a Lifetime Happy Customer Guarantee.
Is The Longaberger Company a public or private company?
The Longaberger Company is a private company. It is currently operating.
When was The Longaberger Company founded?
The Longaberger Company was founded in 1973. It employs 501 to 1,000 people.
Where is The Longaberger Company based?
The Longaberger Company is headquartered in Newark, United States, in the North America region.
How does The Longaberger Company make money?
One revenue line is on record: direct Product Sales.
Who are The Longaberger Company's main competitors?
Direct peers on record are The Vermont Country Store, L.L. Bean, Harry & David and Pier 1 Imports (online only). Emerging players are Magnolia (by Joanna Gaines) and Oriental Trading Company. Broad incumbents are HomeGoods (TJX Companies), Yankee Candle (Newell Brands), Williams Sonoma and Crate & Barrel.
Does The Longaberger Company have an API?
No public API is recorded for The Longaberger Company.
What industry is The Longaberger Company in?
Its primary akta.pro industry code is IMAMABAI, Wood Remanufacturing (Mouldings, Millwork Blanks, Cut Stock). Its NAICS code is 321 and its SIC code is 2400.