Digitizing new life into an iconic brand
By: Teresa Day Craighead
Executive: Bob D’Loren
Location: Dresden, Ohio
SSN: What motivated you to acquire Longaberger last year?
At Xcel brands, we were looking for something in the home sector to diversify our category offering and reach the consumer directly, and I saw the opportunity to acquire the company. I’ve always been excited about iconic brands. I like to say that icons live forever. Sometimes they just need a little bit of tender, loving care to get people reengaged with the brand.
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