Some of the world’s most recognizable brands weren’t always guaranteed success. While they might seem like permanent fixtures in our everyday lives, many iconic companies faced dark times when bankruptcy or closure seemed inevitable. From risky expansions and changing consumer demands to economic downturns and poor management decisions, these brands were pushed to the brink. Yet, against the odds, they managed to turn things around with smart strategies, product innovations, or sheer perseverance.

In this list, we’ll explore ten famous brands that came dangerously close to disappearing, only to stage remarkable comebacks that redefined their industries.

Related: 10 Shadowy Facts About the Secret Company That Runs the World

10 Apple

Today, Apple is one of the most valuable companies globally, but in the mid-1990s, it was teetering on the edge of bankruptcy. Faced with declining sales, poor product reception, and intense competition from Microsoft, Apple seemed doomed. The company was losing millions, and its stock had plummeted, causing many analysts to doubt its survival. In 1997, Apple was within months of going bankrupt when it took a drastic step by bringing back co-founder Steve Jobs, who had been ousted over a decade earlier.

Jobs introduced a new vision and product line that helped redefine Apple’s brand. The launch of the iMac in 1998 marked the beginning of Apple’s resurgence, followed by the revolutionary iPod in 2001 and the iPhone in 2007. These products reinvigorated the brand and turned Apple into a leader in technology and design. With its focus on innovative, user-friendly products, Apple rebounded from the brink and has since become a symbol of modern technology and design excellence.^[1]

9 Marvel Entertainment

Marvel’s superheroes dominate the entertainment world today, but in the mid-1990s, Marvel Entertainment was struggling. The company, which owned the rights to iconic characters like Spider-Man, X-Men, and the Avengers, filed for bankruptcy in 1996. Years of mismanagement, unsuccessful product lines, and a slump in comic book sales left Marvel saddled with debt. The company sold off some of its character rights to movie studios, including Sony and Fox, to generate cash.

In the early 2000s, Marvel took a bold step by creating its own film studio and taking control of its intellectual property. The release of Iron Man in 2008 marked the beginning of the Marvel Cinematic Universe (MCU), which became a massive success. The success of the MCU transformed Marvel into an entertainment powerhouse, eventually leading to its acquisition by Disney in 2009. Today, Marvel is one of the most profitable brands in the entertainment industry, with its characters appearing in blockbuster films, TV shows, and merchandise worldwide.^[2]

8 Lego

Lego, the beloved toy brand, was on the verge of collapse in the early 2000s. The company expanded too quickly in the 1990s, launching numerous new product lines, theme parks, and other ventures that failed to generate expected revenue. By 2004, Lego was nearly $800 million in debt, with many analysts predicting its downfall. The company struggled to adapt to digital-age competition and faced declining sales as kids turned to video games.

Lego’s turnaround began when the company refocused on its core product—bricks. It introduced popular themed sets like Star Wars, Harry Potter, and Ninjago, capitalizing on existing fan bases. The company also embraced digital initiatives, such as Lego video games and movies, bringing the brand to new audiences. The 2014 release of The Lego Movie reignited global interest in Lego, proving that the brand could adapt to modern entertainment demands. Today, Lego is one of the world’s most successful toy companies, proving the power of creative rebranding and strategic focus.^[3]

7 Converse

Converse shoes, particularly the Chuck Taylor All-Stars, are iconic today, but in the early 2000s, the brand was facing severe financial troubles. Despite its historical popularity, Converse struggled with changing fashion trends and increased competition from brands like Nike and Adidas. In 2001, Converse filed for bankruptcy, and it looked like the brand might disappear altogether after nearly a century in business.

In 2003, Nike acquired Converse and revitalized the brand with a focus on heritage and modern appeal. Nike leveraged Converse’s retro style, reintroducing the classic Chuck Taylors with updated designs and collaborations with popular designers and artists. This move repositioned Converse as a fashionable, vintage-inspired brand that appealed to younger audiences. Since then, Converse has become a staple in fashion and streetwear, proving that a historic brand can find new life with the right approach.^[4]

6 Netflix

Today, Netflix is a streaming giant, but in its early days, it was nearly pushed out of the market by Blockbuster. Founded in 1997 as a DVD rental service, Netflix struggled to compete with Blockbuster’s physical stores. In 2000, Netflix offered to sell itself to Blockbuster for $50 million, but Blockbuster declined. As DVD rentals declined, Netflix faced the possibility of running out of business.

Instead, Netflix adapted by pivoting to streaming in 2007, marking a major turning point. As consumer demand shifted towards digital streaming, Netflix capitalized on the trend and began producing original content, starting with House of Cards in 2013. Its shift to streaming and original programming catapulted Netflix to the forefront of the entertainment industry, and today, it’s a leader in on-demand streaming worldwide.^[5]

5 General Motors

General Motors (GM), one of the most iconic American automakers, filed for bankruptcy in 2009 during the global financial crisis. Facing plummeting sales, massive debt, and a reputation for producing fuel-inefficient vehicles, GM was unable to survive the economic downturn. The U.S. government stepped in with a $50 billion bailout, and GM underwent a complete restructuring, selling off brands and closing plants.

The bailout helped GM rebuild its reputation, and the company focused on producing more efficient, high-quality vehicles to regain consumer trust. By shifting to innovative products like the Chevrolet Volt, one of the first mainstream electric cars, GM adapted to changing consumer demands. Today, GM remains a key player in the automotive industry, proving that even the most established brands can bounce back with the right support and strategy.^[6]

4 Airbnb

Airbnb, now synonymous with short-term rentals, faced a rocky start after its launch in 2008. Founders Brian Chesky and Joe Gebbia struggled to secure funding, and by 2009, they were drowning in debt. Airbnb tried multiple tactics to raise money, including selling cereal called “Obama O’s” and “Cap’n McCain’s” during the 2008 U.S. election. Despite these efforts, the company was on the brink of bankruptcy until a breakthrough in 2009, when it secured funding from Y Combinator.

The investment allowed Airbnb to refine its business model and expand globally. The brand gained traction as an affordable alternative to hotels, and by focusing on user experience and unique properties, Airbnb created a new category in the travel industry. Today, Airbnb is valued at billions, providing millions of hosts and travelers with innovative accommodation options worldwide.^[7]

3 Best Buy

Best Buy, the electronics retailer, struggled in the early 2010s as it faced fierce competition from online retailers like Amazon. Sales declined, and the company’s “big-box” store format felt outdated in a digital-first world. Best Buy’s profits plummeted, and it was on the verge of bankruptcy in 2012, with many analysts predicting its imminent demise.

Under new CEO Hubert Joly, Best Buy implemented a turnaround strategy focused on improving customer service, matching Amazon’s prices, and revamping stores to emphasize tech support and in-store experiences. The company also established partnerships with tech giants like Apple and Samsung, creating “store-within-a-store” experiences. These initiatives helped Best Buy regain profitability and adapt to the e-commerce era, transforming it into a rare brick-and-mortar retail success story.^[8]

2 IBM

IBM was once the undisputed leader in computing, but by the 1990s, the company was struggling to keep up with the rapidly evolving tech industry. With the rise of personal computers, IBM’s mainframe-centric business model became outdated, and the company posted significant financial losses. By 1993, IBM was on the verge of bankruptcy and had to lay off tens of thousands of employees.

IBM’s turnaround came when it shifted from hardware manufacturing to software and consulting services, focusing on technology solutions for businesses. The company pivoted towards artificial intelligence and cloud computing, investing heavily in these emerging technologies. Today, IBM is a major player in enterprise computing, and its transformation has allowed it to remain relevant in an industry marked by rapid change.^[9]

1 Nintendo

Nintendo, a household name in gaming, faced financial troubles in the early 2000s as competition from Sony’s PlayStation and Microsoft’s Xbox threatened its market position. Sales of Nintendo’s GameCube console lagged behind competitors, and the company was struggling to capture a wider audience. By 2004, analysts were questioning whether Nintendo could survive as a console maker.

Nintendo responded by shifting its focus to more innovative and accessible gaming. The launch of the Nintendo DS in 2004 and the Wii in 2006, with its motion-sensing technology, broadened Nintendo’s appeal to casual gamers and families. Both consoles became massive successes, redefining gaming as an inclusive, family-friendly experience. Nintendo’s comeback solidified its reputation as an innovative leader in gaming, with the company later launching the wildly popular Switch console.^[10]

When you go shopping, do you look for name brands? Some people will only purchase something if it has that name-brand appeal. And there is something to be said for a trusted name, especially one that has a lot of years behind it. It stands to reason, even if we don’t have proof, that a business must be good at what they do if they’ve been around for a long time. Whether that’s always true doesn’t matter, it does give you some extra cache in the business. And with that in mind, here are some of the oldest brands in the world that you can still enjoy to this very day.

10. Fruity Pebbles Was the First Brand of Cereal Marketed Around a TV Show 

Once upon a time, some brilliant marketing executive realized that if they started linking products to TV shows, then they would technically have a built-in customer base already. If you love The A-Team, surely you will love A-Team brand sneakers. In the cereal world, the first person to stumble upon this idea decided that if you like The Flintstones, you’re going to love Flintstones cereal. and thus Fruity Pebbles were born. 

If you’ve never had Fruity Pebbles they are small, arguably fruit-flavored sugary bits that are very brightly colored and feature The Flintstones on the box. Pebbles, as you may recall, was the name of the Flintstones’ daughter. That kind of makes eating the cereal weird because are they suggesting it’s dried-out bits of this cartoon child? Best not to think about it.

Fruity Pebbles was the first brand of cereal that was marketed as a tie into a TV show all the way back in 1971. According to Post, the company that makes the serial, about 1.4 billion bowls of their cereal are eaten every year proving that, even though The Flintstones was only on TV until 1966 originally, people will still enjoy a bowl full of sugar with your cartoon on the label over half a century later.

9. Buick is America’s Oldest Car Company Still in Operation

Car brands come and go throughout history. You will not find a new Pontiac on the road anytime soon, or an Oldsmobile, or a DeLorean. But if you want a vehicle with a lot of history behind it, you have a few choices. Everyone knows Ford and Chevy have been around for a while. Chevy dates back to 1911 and Ford dates back to June 1903. But if you want real old school? Buick is the oldest car brand in America which just sneaks past Ford as it was founded in May 1903. 

If you want something even more classical than a Buick, you’re going to want to look to Europe. Peugeot is the oldest car manufacturer in the world that’s still running, and they were manufacturing their first vehicles in the 1890s.

8. Fry’s Chocolate Cream is The World’s Oldest Still Available Chocolate Bar 

Do you have a sweet tooth? If you put a lot of stock in old family recipes, then you may have a preference for classic candy bars. Everyone knows Hershey, Nestle, and Cadbury had plenty of chocolates to offer and have been around for a while, but none of them can claim to have the world’s oldest chocolate bar that’s still on the market today.

If you want a taste of history you want Fry’s Chocolate Cream. Even the name sounds horribly antiquated and maybe not as enticing as it did back in 1866 when Joseph Fry invented it. 

The company itself dates all the way back to 1728, and it ceased being a company in 2011. However, Cadbury took over production of Fry’s products, including cream eggs which everyone knows, and the chocolate cream bar which is still on sale today. It features chocolate covering a creamy fondant center if that’s your cup of tea. 

7. Vernors is The Oldest Soda Brand

The global soft drink market was worth over $400 billion in 2021 and is expected to keep rising. That’s a baffling sum of money for something most people consider bad for you. Of course, alcohol is over one trillion dollars and that doesn’t include what’s sold at restaurants and bars, so maybe soft drink sales aren’t so remarkable after all. 

Regardless of the cash going into them, there are plenty of soft drinks on the market and many of them have extremely long histories. Drinks like Pepsi, Coca Cola and Dr. Pepper all date back to the 1800s with Dr. Pepper being the oldest from 1885. Still, the good, pepper doctor is not the oldest soda available in the modern world. That honor falls on Vernors ginger ale.

Vernor’s goes all the way back to 1866 when it was created in Detroit. Like any good drink of the era it was named after its inventor, in this case James Vernor and, of course, he was a pharmacist because pharmacists used to make a lot of weird stuff back in the day. Most early soft drinks were originally created as medicinal tonics because apparently no one knew what medicine was until sometime in the 1950s, maybe. 

Of course, if you like a little scandal, there’s also some debate about the exact year of Vernor’s creation with the potential for it being in 1880, which would still make it the earliest. However, the formula may have changed in the last several years as well and, if that’s the case, the Vernor’s you’re drinking may not be the original Vernor’s and therefore may not qualify as the oldest brand still available. 

6. Good & Plenty is the Oldest Candy Still Available

If Fry’s is the oldest chocolate bar still available, does that mean it’s the oldest candy still available? Or is that another category altogether? If you’re looking at non-chocolate candy, then Good & Plenty gets the title of the oldest one that’s still available on the market today. The tiny white and pink candy-coated slivers of black licorice were first sold back in 1893.

It is somewhat ironic that the oldest candy available in America is flavored with black licorice since black licorice is regarded as one of people’s least favorite flavors. It’s unpopular enough that there are news articles written about how unpopular it is, something you don’t see with most other candy flavoring out there.

5. Beretta Has Been Making Guns Since the 1500s

In the US alone 663 companies manufacture guns and ammunition. While many of those companies date back years and a few go back well over 100, none come close to Italian gun maker Beretta. The company has been manufacturing firearms since 1526. 

The company is a family-owned business and for many generations has been passed from father to son or nephew, all maintaining the Beretta family line. The company helped arm Napoleon’s forces back in the day. Who knows how many historical figures have shot or been shot by guns made by the Beretta family? It’s quite a legacy.

4. Zildjian Has Been Making Cymbals Since 1623

If you’re not a percussionist, you probably have devoted very little time in your life to thinking about cymbals. You may, however, have seen a drummer banging on one and noticed the name Zildjian written on the cymbal in a fancy script. Zildjian makes cymbals, and they have done so since the year 1623. If you want the oldest cymbals in the world, that’s where you need to go.

The story of Zildjian is more bizarre than you’d guess. In 1618, alchemist Avedis Zildjian was not looking to make musical instruments, he was trying to make gold. As you may be aware, alchemy isn’t all it’s cracked up to be, and instead of creating gold, he stumbled on a recipe for metal that made exceptional cymbals. 

The alloy Zildjian created is not widely known, and the company keeps it under wraps, lest every other musical alchemist out there tries to steal their thunder. The metals are copper, tin, and silver but exactly how they are combined is unknown. 

3. White Castle Is The Oldest Fast Food Burger You Can Get

In 2021 the global fast food market was worth just shy of $650 billion. There are also over 536,000 global fast-food restaurants out there, serving everyone quick and delicious or sometimes not-so-quick and vaguely horrible meals. All of that adds up to a lot of people eating a lot of fast food and that’s a hell of a legacy for the people who, many years ago, thought that churning out burgers like they were on a factory line was a good idea.

If you’re in the mood to get a real taste of that legacy, you need to go to the source. You need to find the oldest fast-food restaurant in America. Lucky for you, it’s also the first fast-food chain restaurant, too. It’s White Castle. 

White Castle began selling 5-cent hamburgers back in 1921. That was 19 years before the McDonald brothers opened their first restaurant, 31 years before the first KFC, and  33 years before the first Burger King. The closest you can get in terms of burger chains is A&W, which was founded in 1919 but didn’t become a restaurant until 1923. Before then it was just a roadside root beer stand.

2. Conciato Romano Seems to Be the Oldest Kind of Cheese Still Produced in the World

According to Wisconsin cheese makers, there are over 1,800 varieties of cheese in the world. Other sources will say over 2,000. Suffice it to say that you’ve got a heck of a lot more than just mozzarella, cheddar, gouda, and Velveeta.

Cheese-making dates back around 4,000 years. It’s believed that a lot of those ancient cheeses were probably pretty salty and briny. We don’t have a lot of recipes on explicitly how it was made when it was first discovered. That said, some cheese, by definition, must be the oldest, right?

Conciato Romano seems to be the oldest variety of cheese still produced today.  It’s been produced since the Roman Empire and the Samnite civilization around the 4th century BC. While it may not be an everyday cheese for most of us, it’s still probably worth trying if for no other reason than to understand what Roman emperors used to eat on their crackers.

The process of making the cheese today is labor intensive and obviously not something that many people are going to do. It needs to be made from goat or sheep’s milk, it’s washed in a very specific kind of water that is used to cook a dough first, and then it’s tanned in beechwood buildings. It’s quite an artisanal endeavor, and the cheese is not cheap. The price for 200 grams, less than half a pound, is close to 60 Euros.

1. Weihenstephan is a 1,000-Year-Old Brewery

In the world of alcohol, age means skill. Every brewer and distiller that has been around for more than a decade will probably include on the label or website somewhere just how long they’ve been around. None of them can come close to competing with Weihenstephan.

This Bavarian brewery isn’t just old, it’s ancient. While some might measure their progress in decades and a select few can even claim a century or two, Weihenstephan is the only brewer that’s about to start tossing the word “millennium” around.

The brewery was founded in the year 1040. It started life as a Benedictine monastery because 1,000 years ago monks were all about making beer in the name of the lord. In that whole time, it has never stopped doing what it does, so for nearly a thousand years they’ve been brewing different kinds of beer and, you would hope, really perfecting the recipes.

In the ever-evolving world of luxury, staying ahead in the digital realm is paramount. With an increasing number of affluent consumers turning to the internet for their shopping needs and inspiration, the online presence of luxury brands has never been more critical. Here’s the Luxe Digital’s annual ranking of the top luxury brands online, it’s evident that digital popularity is a reliable predictor of future success in the luxury industry.

These brands are not just names; they’re powerful influencers shaping the luxury landscape. Here, we present the top 10 most popular luxury brands online in 2023.

1. Dior – Leading the Digital Catwalk

Industry: Fashion

Dior, the iconic French fashion house, secures the top spot on our list. Renowned for its elegant designs and timeless creations, Dior continues to captivate the digital audience. Their presence extends across various platforms, making them a dominant force in the world of luxury fashion.

2. Gucci – A Digital Fashion Phenomenon

Industry: Fashion

Gucci, with its audacious and eclectic style, takes the second spot. The Italian brand’s creative and bold approach resonates with the modern consumer. Their digital campaigns and collaborations keep them in the spotlight, earning them a devoted online following.

See also: World’s Top 10 Renowned Trendy Eyewear Brands

3. Chanel – Timeless Elegance Meets Digital Savvy

Industry: Fashion

Chanel, synonymous with timeless elegance, secures the third position. The brand’s ability to blend its rich heritage with digital innovation is exemplary. Chanel’s online presence is nothing short of spectacular, maintaining a strong connection with its loyal fan base.

4. Louis Vuitton – Mastering Luxury in the Digital Age

Industry: Fashion

Louis Vuitton, a name synonymous with luxury travel and craftsmanship, is the fourth most popular luxury brand online. Their captivating storytelling, creative campaigns, and iconic monogram continue to attract a global digital audience.

See also: Most Expensive Handbags in the World

5. Hermès – Crafting Digital Excellence

Industry: Fashion

Hermès, known for its exquisite craftsmanship and timeless accessories, holds the fifth position. The brand’s dedication to quality extends to its online presence, where it engages with its audience through storytelling and exclusive experiences.

See also: World’s 10 Top Selling Brands

6. Rolex – The Timeless Icon in the Digital Era

Industry: Watch

Rolex, the epitome of luxury watchmaking, is the sixth most popular luxury brand online. Rolex has mastered the art of combining tradition with digital innovation, staying highly sought-after among watch enthusiasts worldwide.

See also: Most Expensive Watches in The World

7. Prada – Redefining Digital Fashion

Industry: Fashion

Prada takes the seventh spot with its avant-garde designs and digital creativity. The Italian fashion house remains a pioneer in the luxury fashion sector, consistently captivating its audience through cutting-edge campaigns.

8. Tiffany – Online Elegance in Jewelry

Industry: Jewelry

Tiffany, renowned for its exquisite jewelry and iconic blue box, ranks eighth on our list. Their digital presence shines with captivating visuals and storytelling, maintaining their status as a go-to brand for luxury jewelry.

9. Versace – Bold and Glamorous in the Digital World

Industry: Fashion

Versace, famous for its bold and glamorous designs, takes the ninth position. The brand’s digital strategy is as vibrant as its fashion creations, resonating with a young and fashion-forward audience.

See also: Top 10 Most Expensive Clothing Brands in the World

10. Burberry – Bridging Heritage and Modernity Online

Industry: Fashion

Burberry rounds out the top 10 with its blend of heritage and modernity. The British fashion house has successfully embraced digital channels, appealing to a diverse and tech-savvy customer base.

Top 10 Most Popular Luxury Brands Online in 2023

The online popularity of these luxury brands is more than just a reflection of their current success; it’s a testament to their ability to adapt and thrive in the digital age. They not only command attention but also play a pivotal role in shaping the future of luxury, setting trends, and pushing boundaries.

See also: Fashion Brands of The World – Top 10

As we continue to witness the evolution of luxury in the digital landscape, these brands are likely to remain at the forefront, captivating and inspiring consumers around the world.