Xcel Brands Partners with At Home with Shannon to Launch a New Era of Inspired Living Through Longaberger
MWN-AI** Summary
Xcel Brands, Inc. (NASDAQ: XELB) has announced an exciting new partnership between its brand Longaberger and Shannon Doherty, the creator of At Home with Shannon, aimed at launching a distinctive collection that enhances home living. This collaboration merges Longaberger’s legacy of American craftsmanship with Shannon’s warm, family-focused lifestyle brand. The goal is to create home products that reflect beauty, functionality, and a spirit of connection in everyday life.
In her statement, Doherty emphasized that a home is a space where memories are formed, expressing her honor in collaborating with Longaberger to design pieces that celebrate everyday family moments. The collection promises to combine Longaberger’s handcrafted quality with Shannon's signature approachability, featuring a range of items from cozy entertaining pieces to functional storage solutions and timeless accents.
Robert W. D’Loren, Chairman and CEO of Xcel Brands, remarked on Shannon’s authenticity and her deep connection with her audience, noting that this partnership is about modernizing traditional living while catering to contemporary family dynamics.
Xcel Brands continues to showcase its commitment to innovative, creator-led brands that resonate with consumers through storytelling and design. The company, which has successfully integrated social commerce and livestreaming into its business model, aims to reach customers at every touchpoint—from brick-and-mortar to digital platforms.
Longaberger, a well-respected name in the collectibles industry, has been revitalized since its acquisition by Xcel in 2019, transitioning to a modern social selling framework while retaining its traditional values. This new partnership with Shannon Doherty is set to further enhance the brand's community engagement and product offerings, promising an inspiring new chapter in home decor.
MWN-AI** Analysis
Xcel Brands, Inc. (NASDAQ: XELB) has made a strategic move by partnering with Shannon Doherty to launch a new home collections line under the Longaberger brand. This collaboration seems poised to redefine how home goods are marketed and sold, leveraging authentic influencer-driven narratives in shopping, a trend that is increasingly relevant in today’s consumer landscape.
Investors should take note of several key implications stemming from this partnership. First, the collaboration aligns with Xcel's goal to tap into social commerce, which has seen robust growth and engagement. By combining Longaberger's legacy of craftsmanship with Doherty's relatable lifestyle brand, Xcel is likely aiming at capturing a broader audience, particularly millennials and Gen Z consumers who appreciate authenticity and personalization in their shopping experiences.
Moreover, the focus on 'warmth, style, and functionality' addresses the rising demand for home goods aimed at enhancing comfort and connectivity, particularly in light of recent global trends towards remote living. The collection is expected to resonate with families looking to invest in products that serve both aesthetic and practical purposes, thus enhancing Longaberger's brand perception.
Financially, the partnership could positively impact Xcel’s revenue, driven by increased consumer engagement and potential sales growth. The company boasts an extensive reach, with over 43 million social media followers and broadcasting capabilities into 200 million households. This scale, when coupled with the authenticity of the influencer partnership, positions Xcel to capture significant market share.
As Xcel continues to innovate through partnerships and creator-led brands, investors looking for exposure in the evolving landscape of consumer products may find XELB an attractive option. However, it is crucial to monitor the effectiveness of the marketing strategies and consumer response to the new collection to gauge the long-term impact on Xcel's financial health.
**MWN-AI Summary and Analysis is based on asking OpenAI to summarize and analyze this news release.
NEW YORK, Nov. 24, 2025 (GLOBE NEWSWIRE) -- Xcel Brands, Inc. (NASDAQ: XELB), an industry-leading media and consumer products company specializing in building influencer-driven brands through social commerce and livestreaming, is proud to announce a new partnership between Longaberger and Shannon Doherty, creator of At Home with Shannon. Together, they will introduce a new collection designed to bring warmth, style, and functionality to every home.
With Longaberger’s long-standing tradition of American craftsmanship and Shannon’s approachable, family-centered lifestyle brand, this partnership blends heritage with heart. The collaboration celebrates the beauty of everyday living and reimagines the home as a place for connection, creativity, and comfort.
"I believe that home is where we build our memories and Longaberger has always represented the kind of home I try to create - warm, intentional and filled with heart. I am honored to bring my vision to a brand with such a beautiful legacy; and together, design pieces that help families celebrate those everyday moments," said Shannon Doherty, founder of At Home with Shannon.
Robert W. D’Loren, Chairman and CEO of Xcel Brands, said, “Shannon’s authenticity and the genuine connection she has built with her community make her an ideal partner for Longaberger. Together, we are creating a vision for the modern home that honors tradition while celebrating how families live today.”
From cozy entertaining pieces to functional storage and timeless accents, each item will embody Longaberger’s handcrafted quality paired with Shannon’s signature warmth and approachability. This partnership continues Xcel Brands’ commitment to developing innovative, creator-led brands that connect deeply with today’s consumers through authenticity, design, and storytelling. For more information, visit www.longaberger.com or www.xcelbrands.com
About Xcel Brands
Xcel Brands, Inc. (NASDAQ: XELB) is a media and consumer products company engaged in the design, licensing, marketing, live streaming, and social commerce sales of branded apparel, footwear, accessories, fine jewelry, home goods and other consumer products, and the acquisition of dynamic consumer lifestyle brands. Xcel was founded in 2011 with a vision to reimagine shopping, entertainment, and social media as social commerce. Xcel owns the Halston, Judith Ripka, and C. Wonder brands, as well as the co-branded collaboration brands Towerhill by Christie Brinkley, Trust. Respect. Love by Cesar Millan, GemmaMade by Gemma Stafford, and a brand in development with Coco Rocha and also holds noncontrolling interests or long-term license agreements in the Isaac Mizrahi brand, Orme Live, and Mesa Mia by Jenny Martinez. Xcel also owns and manages the Longaberger brand through its controlling interest in Longaberger Licensing, LLC. Xcel is pioneering a true modern consumer products sales strategy which includes the promotion and sale of products under its brands through interactive television, digital live-stream shopping, social commerce, brick-and-mortar retailers, and e-commerce channels to be everywhere its customers shop. The company’s brands have generated in excess of $5 billion in retail sales via livestreaming in interactive television and digital channels alone, and over 20,000 hours of content production time in live-stream and social commerce. The brand portfolio reaches in excess of 43 million social media followers with broadcast reach into 200 million households. Headquartered in New York City, Xcel Brands is led by an executive team with significant live streaming, production, merchandising, design, marketing, retailing, and licensing experience, and a proven track record of success in elevating branded consumer products companies. For more information, visit www.xcelbrands.com .
About Longaberger
Longaberger, founded by Dave Longaberger in 1973, is an American home collectibles brand known for artisanal handcrafted products. For generations, Longaberger has manufactured handmade maple baskets and home products that are collected by a loyal community of customers. In 2019, Xcel Brands acquired The Longaberger Company and launched with a new digital social selling business model, offering timeless and modern décor products that inspire a highly engaged community. For more company information, visit the website at longaberger.com or on social media at @longaberger, #longaberger and #thelongabergerfamily.
About Shannon Doherty
Shannon Doherty is the founder and voice behind At Home with Shannon, a lifestyle platform rooted in her life as a mom of four. She shares décor ideas, simple DIYs, family routines, and cooking inspiration through her social channels, reaching millions who appreciate real, heart-led content. Her approach to home is grounded in authenticity, accessibility, and joy.
For further information please contact:
Seth Burroughs
Xcel Brands, Inc.
sburroughs@xcelbrands.com
A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/ee7fed40-bd96-4bd2-8d77-3f4b4133b874
FAQ**
How does the partnership between Longaberger and Shannon Doherty align with Xcel Brands Inc XELB’s broader strategy in social commerce and influencer-driven marketing?
What specific product categories will the new collection from Longaberger and Shannon Doherty focus on, and how does this reflect Xcel Brands Inc XELB’s commitment to innovation?
Can you elaborate on how Xcel Brands Inc XELB measures the success of collaborations like this one with Longaberger and Shannon Doherty in terms of consumer engagement and sales?
What role does Xcel Brands Inc XELB see for livestream shopping in promoting the new collection, and how might it leverage its existing digital platforms to maximize reach?
**MWN-AI FAQ is based on asking OpenAI questions about Xcel Brands Inc (NASDAQ: XELB).
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