Xcel Brands and K9 Wear Announce Licensing Partnership to Launch the Pet Accessories Categories of the Trust. Respect. Love by Cesar Millan Brand
Xcel Brands (NASDAQ: XELB) has announced a strategic licensing partnership with K9 Wear Inc. to launch 'Trust. Respect. Love by Cesar Millan', a premium pet accessories brand. The collaboration combines K9 Wear's expertise in pet accessories with Xcel's brand-building and livestreaming capabilities.
The brand will offer an extensive range of products including toys, training tools, accessories, nutrition, grooming tools, small appliances, and electronics. The launch is scheduled for early 2026, with products to be available through select retailers, e-commerce platforms, and live shopping channels. The brand will make its debut at the Global Pet Expo in March 2026.
Celebrity dog behaviorist Cesar Millan, with over 21 million social media followers and two decades of experience, will bring his expertise to the product development, ensuring alignment with his core values of trust, respect, and love.
Xcel Brands (NASDAQ: XELB) ha annunciato una partnership strategica di licenza con K9 Wear Inc. per il lancio di 'Trust. Respect. Love by Cesar Millan', un marchio premium di accessori per animali domestici. La collaborazione unisce l'esperienza di K9 Wear negli accessori per animali con le competenze di Xcel nel branding e nelle dirette streaming.
Il marchio offrirà una vasta gamma di prodotti, tra cui giochi, strumenti per l'addestramento, accessori, alimentazione, strumenti per la toelettatura, piccoli elettrodomestici ed elettronica. Il lancio è previsto per inizio 2026, con prodotti disponibili tramite rivenditori selezionati, piattaforme e-commerce e canali di shopping live. Il debutto avverrà durante la Global Pet Expo a marzo 2026.
Il celebre comportamentalista canino Cesar Millan, con oltre 21 milioni di follower sui social media e due decenni di esperienza, apporterà la sua competenza allo sviluppo dei prodotti, garantendo coerenza con i suoi valori fondamentali di fiducia, rispetto e amore.
Xcel Brands (NASDAQ: XELB) ha anunciado una alianza estratégica de licencias con K9 Wear Inc. para lanzar 'Trust. Respect. Love by Cesar Millan', una marca premium de accesorios para mascotas. La colaboración combina la experiencia de K9 Wear en accesorios para mascotas con las capacidades de construcción de marca y transmisión en vivo de Xcel.
La marca ofrecerá una amplia gama de productos que incluyen juguetes, herramientas de entrenamiento, accesorios, nutrición, herramientas de aseo, pequeños electrodomésticos y electrónica. El lanzamiento está programado para principios de 2026, con productos disponibles a través de minoristas seleccionados, plataformas de comercio electrónico y canales de compras en vivo. La marca hará su debut en la Global Pet Expo en marzo de 2026.
El famoso especialista en comportamiento canino Cesar Millan, con más de 21 millones de seguidores en redes sociales y dos décadas de experiencia, aportará su experiencia al desarrollo del producto, asegurando la alineación con sus valores centrales de confianza, respeto y amor.
Xcel Brands (NASDAQ: XELB)가 K9 Wear Inc.와 전략적 라이선스 파트너십을 발표하며 프리미엄 반려동물 액세서리 브랜드 'Trust. Respect. Love by Cesar Millan'를 출시합니다. 이번 협업은 K9 Wear의 반려동물 액세서리 전문성과 Xcel의 브랜드 구축 및 라이브스트리밍 역량을 결합한 것입니다.
이 브랜드는 장난감, 훈련 도구, 액세서리, 영양, 그루밍 도구, 소형 가전제품, 전자제품 등 다양한 제품을 선보일 예정입니다. 출시 시기는 2026년 초로 예정되어 있으며, 제품은 선정된 소매업체, 전자상거래 플랫폼 및 라이브 쇼핑 채널을 통해 판매됩니다. 브랜드는 2026년 3월 글로벌 펫 엑스포에서 첫 선을 보입니다.
2천만 명 이상의 소셜 미디어 팔로워와 20년 이상의 경험을 가진 유명 반려견 행동 전문가 Cesar Millan이 제품 개발에 참여하여 신뢰, 존중, 사랑이라는 핵심 가치를 반영할 것입니다.
Xcel Brands (NASDAQ : XELB) a annoncé un partenariat stratégique de licence avec K9 Wear Inc. pour lancer 'Trust. Respect. Love by Cesar Millan', une marque premium d'accessoires pour animaux de compagnie. Cette collaboration associe l'expertise de K9 Wear dans les accessoires pour animaux à la capacité de Xcel en matière de construction de marque et de livestreaming.
La marque proposera une large gamme de produits, notamment jouets, outils d'entraînement, accessoires, nutrition, outils de toilettage, petits appareils électroménagers et électroniques. Le lancement est prévu pour début 2026, avec des produits disponibles via des détaillants sélectionnés, des plateformes e-commerce et des chaînes de shopping en direct. La marque fera ses débuts lors de la Global Pet Expo en mars 2026.
Le célèbre comportementaliste canin Cesar Millan, avec plus de 21 millions d'abonnés sur les réseaux sociaux et deux décennies d'expérience, apportera son expertise au développement des produits, garantissant ainsi l'alignement avec ses valeurs fondamentales de confiance, respect et amour.
Xcel Brands (NASDAQ: XELB) hat eine strategische Lizenzpartnerschaft mit K9 Wear Inc. angekündigt, um die Premium-Haustieraccessoire-Marke 'Trust. Respect. Love by Cesar Millan' zu starten. Die Zusammenarbeit vereint K9 Wears Expertise im Bereich Haustieraccessoires mit Xcels Fähigkeiten im Markenaufbau und Livestreaming.
Die Marke wird ein umfangreiches Produktsortiment anbieten, darunter Spielzeug, Trainingswerkzeuge, Accessoires, Ernährung, Pflegewerkzeuge, kleine Haushaltsgeräte und Elektronik. Der Start ist für Anfang 2026 geplant, die Produkte werden über ausgewählte Einzelhändler, E-Commerce-Plattformen und Live-Shopping-Kanäle erhältlich sein. Die Marke wird ihr Debüt auf der Global Pet Expo im März 2026 geben.
Der prominente Hundeverhaltensberater Cesar Millan, mit über 21 Millionen Followern in den sozialen Medien und zwei Jahrzehnten Erfahrung, wird seine Expertise in die Produktentwicklung einbringen und so sicherstellen, dass die Kernwerte Vertrauen, Respekt und Liebe eingehalten werden.
- Partnership combines Xcel's brand building and livestreaming expertise with K9 Wear's pet industry knowledge
- Access to Cesar Millan's massive social media following of over 21 million followers
- Expansion into the growing pet accessories market through multiple retail channels
- Leverages Xcel's existing infrastructure that has generated over $5B in retail sales via livestreaming
- Product launch not until early 2026, indicating a significant wait for revenue generation
- Enters a highly competitive pet accessories market with established players
Insights
Xcel's partnership with K9 Wear expands portfolio into growing pet industry, leveraging Cesar Millan's brand power for potential revenue growth.
This licensing deal between Xcel Brands and K9 Wear represents a strategic expansion into the pet accessories market – a sector experiencing significant growth. By partnering with celebrity dog behaviorist Cesar Millan (with over 21 million social media followers), Xcel is leveraging a powerful established brand presence rather than building from scratch.
The partnership aligns perfectly with Xcel's business model of building influencer-driven brands through social commerce and livestreaming. Cesar Millan's extensive reach provides immediate credibility and recognition in a competitive market. This move follows Xcel's established pattern of leveraging celebrity partnerships, as seen with their other co-branded lines like TowerHill by Christie Brinkley and LB70 by Lloyd Boston.
The timing is particularly advantageous as pet ownership has surged in recent years. The planned product line is comprehensive, spanning multiple categories including toys, training tools, accessories, nutrition, grooming tools, small appliances, and electronics – providing multiple revenue streams under a unified brand identity.
K9 Wear brings specific industry expertise as creators of innovative pet products with existing relationships with major fashion brands like Tommy Bahama and IZOD. Their manufacturing capabilities complement Xcel's marketing and distribution strengths. The planned launch at the Global Pet Expo in March 2026 gives ample time for product development while targeting the industry's premier trade event for maximum buyer exposure.
This deal further diversifies Xcel's portfolio beyond traditional apparel and home goods, reducing sector-specific risks while entering a resilient consumer category known for loyal customer spending even during economic downturns.
NEW YORK, July 14, 2025 (GLOBE NEWSWIRE) -- Xcel Brands (NASDAQ: XELB), an industry leading media and consumer products company specializing in building influencer-driven brands through social commerce and livestreaming, has entered into a licensing partnership with K9 Wear Inc., a leader in premium pet accessories and apparel, to develop and launch a new pet brand, Trust. Respect. Love by Cesar Millan. This collaboration brings together K9 Wear’s expertise in functional, highly designed, high-quality pet products with Xcel’s proven success in brand building, licensing, and live-stream commerce.
Xcel will work to design and distribute an extensive range of pet products, offering innovative and high-performance products that enhance the pet ownership experience to create a pet lifestyle brand through the lens of Cesar Millan. The brand will feature premium pet essentials, including toys, training tools, accessories, nutrition, and grooming tools, small appliances, electronics and more, ensuring both pets and their owners benefit from the highest standards of quality and design.
“We are truly delighted to announce our partnership with Xcel brands and Cesar Millan,” said Frank Cammarata, CEO of K9 Wear, Inc. “Merging our company's vast pet-industry expertise with Cesar's specialization and emphasis on Form and Function, will enable us to deliver the most unique and innovative pet-accessory products to the market."
Cesar Millan brings over two decades of experience to the pet industry. Every product reflects Cesar’s core values of trust, respect, and love—offering solutions that are both functional and deeply aligned with the principles of balanced relationships between dogs and humans. By combining each company’s expertise, Xcel Brands is creating a transformative pet brand that delivers innovation, quality, and education to pet owners worldwide.
"This collaboration with K9 Wear marks another milestone in Xcel’s mission to create exceptional consumer products across multiple categories. With the pet industry experiencing tremendous growth, this partnership allows us to meet the demand for high-quality pet accessories while continuing to expand our brand portfolio and category expansion.,” stated Robert W. D'Loren, Chairman and Chief Executive Officer of Xcel Brands.
“I am thrilled to have Xcel Brands and K9 Wear join my pack, to bring a new and innovative line of products to the marketplace under my new brand Trust. Respect. Love by Cesar Millan. Every product is planned and designed for the well-being and comfort of both, the dog and its pet parent, incorporating a modern, casual and functional style. We have developed a complete line of products in tune with my natural, simple and profound philosophy. If you are looking for the best for you and your dog, the wait is over!" -Cesar Millan
As part of the brand’s launch strategy, K9Wear will be showcasing the brand at Global Pet Expo, the pet industry’s premier trade event, taking place in March 2026. Attendees will have the opportunity to see and learn more about the brand’s vision for the future of pet accessories. The brand is set to launch in early 2026, with availability through select retailers, e-commerce platforms, and live shopping channels.
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, LB70 by Lloyd Boston, Trust. Respect. Love by Cesar Millan, GemmaMade by Gemma Stafford, and Off Duty by Coco Rocha and also holds noncontrolling interests or long-term license agreements in the Isaac Mizrahi brand, Orme Live and Jenny Martinez Live brands. 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
About K9 Wear
K9 Wear is the creator of the world's first interchangeable apparel harness, merging the worlds of dog safety and fashion. The company designs and manufactures stylish pet apparel, bowls, packable raincoats, collars and leash sets and toys, among others. Products provide the ultimate in fit, comfort, safety, and style, incorporating bright colors, stylish detailing and sleek lines into the fresh designs. In addition to Excel Brands, K9 Wear collaborates with well-known fashion brands, including Tommy Bahama, Natori, IZOD and Trina Turk. For more information, go to www.k9wear.com.
About Cesar Millan
Cesar Millan is a world-renowned dog behaviorist with over 25 years of experience transforming relationships between humans and their dogs. From his original hit TV series, the Dog Whisperer, to his most recent TV series Better Human, Better Dog, to his best-selling books and iconic workshops, Cesar has become a trusted guide for millions of dog lovers worldwide. With a social media following of over 21 million people and a legacy that spans two decades on television around the world, Cesar’s influence extends far and wide. Trusted by celebrities, world leaders, and first-time pet owners alike, Cesar is committed to helping you achieve lasting harmony with your dog. Cesar moves forward in his journey with purpose and you can follow this journey at www.cesarmillan.com.
For further information please contact: Seth Burroughs Xcel Brands sburroughs@xcelbrands.com
Blanca Lassalle Publicity Contact for Cesar Millan blanca@creativelinkny.com
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