Longaberger Reimagines Social Selling for Millennial Generation

Longaberger  announced the next chapter for the company with the launch of a new digital social selling business model.

The American home collectibles brand known for artisanal handcrafted products will be offering timeless and new modern décor products.

The Longaberger Company was founded by Dave Longaberger in 1973 and for generations, the family has manufactured handmade maple baskets and various home products that have been collected by a loyal community of customers. In 2019, Xcel Brands (Nasdaq: XELB) acquired The Longaberger Company.

With a digital-first approach, Xcel Brands has transformed Longaberger’s traditional multi-level platform into a state-of-the-art peer-to-peer social commerce community with expanded home and lifestyle categories. Each Home & Life Stylist is now provided with a personalized digital storefront, which is enabled with advanced SMART web technology in the form of a personalized marketplace customized with a secure and quick connection to their social media networks. For an annual fee of $49, the program offers 20 percent marketing compensation for all sales, 20 percent discount on self-purchases, and 5 percent override on the sales of new Home & Life Stylists recruited to join their team.

“Transforming the heritage of the Longaberger brand into a digital-first company for our engaged community was our top priority,” said Robert W. D’Loren, Xcel’s chairman and chief executive officer. “We aim to build upon the rich history coupled with our new digital social selling business model to become the world’s largest, and most engaged, social commerce community.”

Longaberger supports and empowers artisans across the United States and around the world by curating a selection of products that are hand-made, hand-crafted and hand-selected. Current categories offered include baskets, cookware, tabletop, drinkware, serve ware, storage, décor, ceramics, linens, furniture and gourmet foods. Longaberger will be entering new categories, including new launches and artisan partnerships in pottery, wine, jewelry, apparel, home fragrance, essential oils, skin wellness and more.