The Longaberger Company

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.

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

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

• Handwoven baskets
• Home storage products
• Maple wood crafts
• American-made baskets
• Home decor accessories

Headquarters

HQ city

Newark

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core 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

Named customers3 records

Segments3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct 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

• YouTubeyoutube.com/channel/UC9hLZxzxXxaRuv25yv8DFkA
• Facebookfacebook.com/thelongabergercompany
• Instagraminstagram.com/longaberger
• Pinterestpinterest.com/longabergerco
• TikToktiktok.com/@longaberger
• Xx.com/longaberger
• LinkedInlinkedin.com/company/longaberger

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Longaberger Company