How a billion-dollar basket empire built a seven-story monument to its own success

Health · Published 3 October 2026 Swipe more like this →

In short: At its peak, the Longaberger Company commanded a massive multi-level marketing empire, selling handcrafted maple wood baskets to millions. Its corporate headquarters became a global icon of novelty architecture: a literal, seven-story replica of its best-selling basket. But as tastes shifted, the company faced a dramatic and rapid decline.

Founded by Dave Longaberger, the company grew from humble origins in Dresden, Ohio, where his father, J. W. Longaberger, had once apprenticed at a local basket factory. By 2000, the firm had reached its zenith, generating $1 billion in annual sales and employing over 8,200 people. Its influence was widespread, with its products featured at prestigious events like the Academy Awards and the NAACP Image Awards. The company’s success was fueled by a vast network of 45,000 independent home consultants who sold the baskets through home shows.

The company’s most enduring legacy is its former headquarters in Newark, Ohio. Completed in 1997, the 180,000-square-foot building was designed to mimic a Medium Market Basket. The engineering feat was significant; the structure’s upper floors are wider than the base, and the massive basket handles weigh nearly 150 tons. These handles were even equipped with heating elements to prevent ice from damaging the glass roof below. Despite its status as a local landmark, the company’s financial health deteriorated as the 2000s progressed, with sales plummeting to approximately $100 million by 2012.

Following a series of acquisitions and a shift in business models, the original company ceased operations in 2018 and filed for bankruptcy. The brand was later revived in 2019 by Xcel Brands, which pivoted toward digital marketing and a broader range of home goods. Meanwhile, the iconic Basket Building has faced an uncertain future. After sitting vacant for years, it has been the subject of various development proposals, including plans for a luxury hotel or mixed-use space. Despite the company's collapse, the building remains a protected symbol of American novelty architecture, with owners insisting that any future iteration must preserve its unique, basket-shaped form.

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