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Overview


Longaberger is seeking to raise capital to support its significant growth trajectory potential through increased human resources and marketing


Specialized live-streaming and social commerce technology company focused on home products, featuring handmade, hand-crafted, and hand-selected products, supported by a dedicated and loyal community


The Longaberger brand has been an iconic home brand for over 5 decades and is rapidly becoming a premium social commerce and live-streaming home products company with over 5,000 nano influencers and 300,000 customers leading the industry in the next new disruptive retail channel of social commerce


The home products and décor market continues to grow, and Live-Stream shopping is expected to be a $25 billion industry in the US in 2023

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Strong Backing


Longaberger is seeking to become the preeminent live-stream social commerce driven home and lifestyle marketplace for consumers and vendors


Led by a highly experienced management team with unparalleled experience in social commerce and live-streaming


Seed investors include Xcel Brands, a consumer products and live streaming media company generating over $500M in annual retail sales with live-stream lifetime sales nearing $4 Billion, and Hilco Global, one of the leading diversified financial services companies and investors serving the consumer and retail industries

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Opportunity


 

The home products and décor industry is a $404 Billion industry in the US, expected to grow to $480 Billion by 2025


Livestreaming and social commerce has grown from $3 billion in 2017 to over $500 billion in 2022 worldwide


The convergence of shopping, entertainment and social media is expected to continue the shift in consumer buying behaviour toward social  commerce, interactive video and live-stream shopping

 

 

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XCEL Brands


Xcel Brands is the lead investor in and provides operational and management resources to Longaberger


Xcel is a pioneer and industry leader in live-stream shopping, having done over $4 billion in sales over the last 11 years with QVC and other interactive TV networks through digital live-stream shopping events, and has re-imaged the online e-commerce shopping experience for Longaberger through its live-stream and social commerce driven marketplace platform

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Solution/ Strategy


 

Longaberger is seeking to become one of the preeminent social commerce marketplaces for curated products for the home and lifestyle, driven by live-stream shopping


Has developed a proprietary technology platform that utilizes affiliate marketing, direct to consumer, influencer sharing and attribution, and livestream shopping technology to drive product sales through a community of micro influencers and content creators, and properly track attribution of sales and marketing fees to the community, a many to many business model that is highly scalable

 

 

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For Consumers/ Stylists/ Vendors


For consumers, Longaberger provides a curated source of information about high quality, unique products for the home and a better lifestyle for living well. This includes hand-made artisan products, home décor and lifestyle pieces


For micro-influencers, and content creators, a revenue opportunity based on sharing content with their friends and followers to drive scale through shoppable content


For vendors, a marketplace to tell their stories and sell their products to highly engaged customer base, with promotion and education driven by live stream content and a network of influencers and content creators

 

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Timeline


DAVE LONGABERGER  BEGINS SELLING  BASKETS MADE BY HIS  FATHER

1973

TAMI & RACHEL  LONGABERGER  JOIN THE COMPANY

1984

CONSUMABLES  AND WOMEN’S  ACCESSORIES ARE  LAUNCHED

1995

DIRECT SALES ORGANIZATION  REACHES $1.2 BILLION IN  ANUAL SALES AND OVER  100,000 STYLISTS

1999

DAVE LONGABERGER  PASSES AWAY

1999

XCEL BRANDS  AQUIRES LONGABERGER AND BEGINS DIGITAL  1ST TRANSFORMATION

2019

1896

THE FIRST  LONGABERGER  BASKET IS MADE  IN 1896

1976

DAVE OPENS THE  LONGABERGER HAND  WOVEN BASKET SHOP  IN DRESDEN, OHIO

1990

POTTERY AND KITCHEN  PRODUCTS ARE INTRODUCED  INTO THE PRODUCT LINE

DAVE LONGABERGER  ANNOUNCES THAT  LONGABERGER WILL SELL ALL  THINGS FOR THE HOME

1996

FORBES LISTS COMPANY  IN TOP 500 PRIVATELY  HELD COMPANIES IN U.S.

2011

COMPANY SELLS  TO PRIVATE EQUITY

2021

LONGABERGER  BUILDS FOR  THE FUTURE

Management


Robert D’Loren

Chief Executive Officer

Entrepreneur, innovator and pioneer of the consumer branded products industry for the past 35 years. Chairman and Chief Executive Officer of Xcel Brands. Since the company’s founding in 2011, has spearheaded its unique mission to reimagine shopping, entertainment, and social media as one with retail sales via livestreaming creating over 4 billion USD in over 10,000 hours of programing time. Former Director, President and CEO of NexCen Brands, President and CEO of UCC Capital Corporation, and founded and was President and Chief Operating Officer of CAK Universal Credit Corporation. Led the industry as a pioneer in its field. Certified Public Accountant and holds an M.S. from Columbia University and a B.S. from New York University.

Joe Falco

Chief Merchant

President and Chief Creative Officer. Has held key management and leadership roles with Dolce & Gabbana, Elie Tahari, and the Sixty Group. Proven track record of driving key merchandising strategies to support brand development, business objectives and establishing best-practice operational standards. Oversees creative operations for direct response television, retail, e-commerce, and licensing, and the integration of product, marketing, and customer experience. Serves on the Vendor Advisory Board of QVC, a wholly owned subsidiary of Liberty Interactive Corporation (LINTA). B.A. in Political Science from Brooklyn College.

Seth Burroughs

EVP Digital and Business Development

Executive Vice President of Digital and Business Development. Served as Vice President of NexCen Brands, Inc., where he was responsible for M&A and strategic initiatives for the Company and, oversaw over $300 million in acquisitions. Previously was Director of M&A Advisory and Investor Relations at UCC Capital Corp, worked as a Senior Financial Analyst at The Pullman Group, and as a Financial Analyst at Merrill Lynch’s private client group. Graduate of The Wharton School of Business at the University of Pennsylvania.

Rachel Longaberger

Spokesperson

Host of Longaberger, capturing and sharing the vision of her late father, Dave. Previous experience as president of The Longaberger Foundation, with a deep connection to the brand and vision for the community. As the Longaberger host, has been featured on QVC and Longaberger LIVEs and has helped transform the online shopping experience to share the beautiful work of local artisans.

Sara O’Brien,

Head of Technology and Development

Coordinates with personnel, both internally and externally, to integrate technology across the business’ systems and leverages her proficiency in programming languages to strategically optimize UX / UI of website. Received her bachelor’s degree from the West Virginia University.

Advisory Board


Neel Grover

Founder and CEO of Indi.com

Founder and CEO of Indi.com, an engagement video and shopping platform. Previously the Chief Executive Officer of Rakuten.com, Buy.com and Bluefly.com where he led great teams and sold over $5 Billion of products online competing with Amazon. Previously on the Boards of PrimeSport, Rakuten USA, Linkshare, Coastal.com and Buy.com. An Executive Operating Partner for Clearlake Capital and a member of the Executive Committee for noon, an ecommerce company launched by EMAAR in Dubai with $1 Billion in funding. Previously  a corporate securities lawyer at Brobeck and Jones Day. Received his J.D., Cum Laude, from the University of San Diego School of Law, Order of The Coif, and his B.A. in Economics from the University of California at Irvine where he was Captain of the Division I Men’s Tennis Team

Jeffrey Hecktman

Founder and CEO of Hilco Global

Founded Hilco in 1987 to conduct business asset liquidations. Today, under his leadership, Hilco Global is considered a world-class company – having earned this reputation after decades of providing both healthy and distressed companies with valuation, monetization, strategic advisory and capital solutions to maximize the value of their business assets.  Over the course of his career, Jeffrey has structured and directed thousands of transactions deploying billions of dollars in capital for M & A, turnaround and restructuring deals. He remains a member of the Secured Finance Network, the Turnaround Management Association, the Association of Corporate Development and the American Bankruptcy Institute. Jeffrey received a bachelor’s degree in business administration from the University of Arizona.

Deborah Weinswig

Founder and CEO of Coresight Research

Founder and CEO of Coresight Research. Previously a Managing Director of Fung Global Retail and Technology (FGRT) and Managing Director and Head of the Global Staples & Consumer Discretionary team at Citi Research. She serves on the board of directors for Goodwill Industries NY/NJ, GUESS?, Inc., Kiabi, Street Soccer USA, Xcel Brands, Inc. & Retailers United. She is on the advisory board of the World Retail Congress and Retail Analytics Council and a mentor for several accelerators. Certified Public Accountant and holds an MBA from the University of Chicago


OFFERING SUMMARY


COMPANY:

Longaberger Licensing, LLC

CORPORATE ADDRESS:

1333 Broadway, 10th Floor, New York, NY 10018

OFFERING MINIMUM:

$25,000

OFFERING MAXIMUM:

$20,000,000

MINIMUM INVESTMENT AMOUNT (PER INVESTOR):

 

$250.00


TERMS


OFFERING TYPE:

Equity

SECURITY NAME:

Class A Non-Voting Common Stocks

MINIMUM NUMBER OF SHARES OFFERED:

2,500

MAXIMUM NUMBER OF SHARES OFFERED:

2,000,000

UNITS PER SHARE:

$10.00

PRE-MONEY VALUATION:

$20,000,000

Use of Proceeds May Change Materially

Any information provided regarding the use of proceeds is an estimated forecast only. The Company might incur uses of proceeds that differ materially from any use of proceeds information provided to prospective investors, including salary or other compensation to current owners, founders, senior management, or their friends or relatives.


The investor should read the Form 1-A, Offering Memorandum, and the Risks section before investing in this transaction.

RISKS

These securities are offered under an exemption from registration; however, the U.S. Securities and Exchange Commission has not made an independent determination that these securities are exempt from registration. A crowdfunding investment involves risk. You should not invest any funds in this offering unless you can afford to lose your entire investment. In making an investment decision, investors must rely on their own examination of the issuer and the terms of the offering, including the merits and risks involved. These securities have not been recommended or approved by any federal or state securities commission or regulatory authority. Furthermore, these authorities have not passed upon the accuracy or adequacy of this document. The U.S. Securities and Exchange Commission does not pass upon the merits of any securities offered or the terms of the offering, nor does it pass upon the accuracy or completeness of any offering document or literature.

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Thanks, Ken

Ken Margolis | Managing Partner Castle Placement, LLC
1460 Broadway Street, Rte 400
New York, New York 10036
(212) 418-1188 | C: (516) 712-7784
kmargolis@castleplacement.com

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