On April 11th, The Longaberger Company announced it was laying off 360 manufacturing and distribution workers effective immediately. 

Since 2000, the privately held company has eliminated more than 4000 jobs, including 999 positions which were cut between September-December 2004.  The latest round of layoffs will bring the company’s work force to about 3,640 employees.

Longaberger spokeswoman Bonny Fowler said first-quarter sales projections were slightly below expectations and that the layoffs were necessary for the company to operate more efficiently.

Over the past year, the company has sought to cut operating costs, renew interest in its products through new offerings and provide more incentives to its independent sales force. Besides cutting jobs, the company has sold real estate holdings, including an office building in Columbus and land near Frazeysburg. It closed the Homestead, shops and restaurants in Dresden it operates and the clubhouse at its golf club for January and February because few visitors come then.

Incentives for those who hold parties in their home and for consultants are being offered as well, she said. The hostess program was changed so that it is easier to earn merchandise credit and discounts. Becoming a national sales leader, the top position for a consultant, is now more accessible than it was before.

The Longaberger Company markets through the direct sales party plan method and has around 70,000 independent consultants who sell their products. Their flagship product is a hand woven basket line, although they have recently added pottery and wrought iron.