Xcel Brands and TSC Product Lab Partner to Launch Products under the Trust. Respect. Love By Cesar Milan Brand in innovative pet electronic devices and small appliances category
Xcel Brands (NASDAQ: XELB) has announced a strategic licensing partnership with TSC Product Lab to launch innovative pet electronic devices and small appliances under the Trust. Respect. Love by Cesar Millan brand.
The collaboration combines TSC Product Lab's product development expertise with Xcel's omnichannel brand building capabilities to create smart pet products focused on wellness and human-animal connection. The product line will be distributed through select retailers, e-commerce platforms, and live shopping channels.
The partnership leverages Cesar Millan's 20+ years of experience and philosophy of Trust, Respect, and Love to develop technology-driven solutions aimed at strengthening bonds between pets and their owners.
Xcel Brands (NASDAQ: XELB) ha annunciato una partnership strategica di licenza con TSC Product Lab per il lancio di dispositivi elettronici innovativi per animali domestici e piccoli elettrodomestici sotto il marchio Trust. Respect. Love by Cesar Millan.
La collaborazione unisce l'esperienza di sviluppo prodotto di TSC Product Lab con le capacità di costruzione del brand omnicanale di Xcel per creare prodotti intelligenti per animali focalizzati sul benessere e sulla connessione uomo-animale. La linea di prodotti sarà distribuita attraverso rivenditori selezionati, piattaforme e-commerce e canali di live shopping.
La partnership si basa sui oltre 20 anni di esperienza e sulla filosofia di Fiducia, Rispetto e Amore di Cesar Millan per sviluppare soluzioni tecnologiche volte a rafforzare il legame tra animali domestici e proprietari.
Xcel Brands (NASDAQ: XELB) ha anunciado una alianza estratégica de licencia con TSC Product Lab para lanzar dispositivos electrónicos innovadores para mascotas y pequeños electrodomésticos bajo la marca Trust. Respect. Love by Cesar Millan.
La colaboración combina la experiencia en desarrollo de productos de TSC Product Lab con las capacidades omnicanal de construcción de marca de Xcel para crear productos inteligentes para mascotas enfocados en el bienestar y la conexión humano-animal. La línea de productos se distribuirá a través de minoristas selectos, plataformas de comercio electrónico y canales de compras en vivo.
La alianza aprovecha más de 20 años de experiencia y la filosofía de Confianza, Respeto y Amor de Cesar Millan para desarrollar soluciones tecnológicas destinadas a fortalecer los vínculos entre mascotas y sus dueños.
Xcel Brands (NASDAQ: XELB)는 TSC Product Lab과 전략적 라이선스 파트너십을 발표하여 Trust. Respect. Love by Cesar Millan 브랜드로 혁신적인 반려동물 전자기기 및 소형 가전제품을 출시합니다.
이번 협력은 TSC Product Lab의 제품 개발 전문성과 Xcel의 옴니채널 브랜드 구축 역량을 결합하여 웰빙과 인간-동물 간의 유대에 중점을 둔 스마트 반려동물 제품을 만듭니다. 제품 라인은 선정된 소매업체, 전자상거래 플랫폼 및 라이브 쇼핑 채널을 통해 유통될 예정입니다.
이 파트너십은 Cesar Millan의 20년 이상의 경험과 신뢰, 존중, 사랑의 철학을 활용하여 반려동물과 주인 간의 유대 강화를 목표로 하는 기술 기반 솔루션을 개발합니다.
Xcel Brands (NASDAQ: XELB) a annoncé un partenariat stratégique de licence avec TSC Product Lab pour lancer des dispositifs électroniques innovants pour animaux de compagnie et des petits appareils électroménagers sous la marque Trust. Respect. Love by Cesar Millan.
Cette collaboration combine l'expertise en développement de produits de TSC Product Lab avec les capacités de construction de marque omnicanal de Xcel pour créer des produits intelligents pour animaux axés sur le bien-être et la connexion entre l'humain et l'animal. La gamme de produits sera distribuée via des détaillants sélectionnés, des plateformes de commerce électronique et des chaînes de shopping en direct.
Le partenariat s'appuie sur plus de 20 ans d'expérience de Cesar Millan et sur sa philosophie de Confiance, Respect et Amour pour développer des solutions technologiques visant à renforcer les liens entre les animaux de compagnie et leurs propriétaires.
Xcel Brands (NASDAQ: XELB) hat eine strategische Lizenzpartnerschaft mit TSC Product Lab angekündigt, um innovative elektronische Haustiergeräte und kleine Haushaltsgeräte unter der Marke Trust. Respect. Love by Cesar Millan auf den Markt zu bringen.
Die Zusammenarbeit verbindet die Produktentwicklungskompetenz von TSC Product Lab mit den Omnichannel-Markenaufbau-Fähigkeiten von Xcel, um intelligente Haustierprodukte zu schaffen, die sich auf Wohlbefinden und die Mensch-Tier-Verbindung konzentrieren. Die Produktlinie wird über ausgewählte Einzelhändler, E-Commerce-Plattformen und Live-Shopping-Kanäle vertrieben.
Die Partnerschaft nutzt Cesar Millans mehr als 20 Jahre Erfahrung und seine Philosophie von Vertrauen, Respekt und Liebe, um technologiegestützte Lösungen zu entwickeln, die darauf abzielen, die Bindung zwischen Haustieren und ihren Besitzern zu stärken.
- Strategic expansion into the growing pet products market
- Partnership leverages Cesar Millan's strong brand recognition and expertise
- Multi-channel distribution strategy including retail, e-commerce, and live shopping
- No specific revenue projections or financial terms disclosed
- Entering a competitive pet technology market with established players
Insights
Xcel's new pet product partnership with TSC and Cesar Millan taps into growing pet market but impact depends on execution and market reception.
Xcel Brands' new licensing agreement with TSC Product Lab represents a strategic expansion into the lucrative pet products market, specifically targeting the premium segment with smart electronic devices and small appliances. The partnership leverages celebrity dog behaviorist Cesar Millan's established brand equity and philosophy—Trust. Respect. Love—to differentiate their offerings in an increasingly competitive space.
This move aligns with Xcel's stated focus on "building socially driven, live-commerce-focused brands" and positions them to capitalize on multiple converging trends: the humanization of pets, increased pet tech adoption, and the growing influence of the creator economy in consumer purchasing decisions. The partnership smartly combines Xcel's omnichannel distribution capabilities with TSC's product development expertise and Millan's authentic audience connection.
From a business development perspective, this represents Xcel's continued diversification strategy beyond traditional apparel and home goods into specialty categories with higher margins and growth potential. The pet industry has demonstrated remarkable resilience even during economic downturns, with U.S. pet industry expenditures consistently growing year-over-year.
However, the actual revenue impact remains uncertain without details on exclusivity terms, royalty structures, minimum guarantees, or projected sales volumes. Success will largely depend on product differentiation, pricing strategy, and how effectively they leverage Millan's audience across the mentioned distribution channels. The timing of this partnership—amid accelerated e-commerce adoption and increased pet ownership—suggests Xcel is making a calculated entry into a category with sustained consumer demand.
NEW YORK, July 30, 2025 (GLOBE NEWSWIRE) -- Xcel Brands (NASDAQ: XELB), a leading media and consumer products company known for building socially driven, live-commerce-focused brands, is proud to announce a strategic licensing partnership with TSC Product Lab, an innovation hub dedicated to premium lifestyle and wellness products, to launch new products for Trust. Respect. Love by Cesar Millan brand. This unique collaboration blends TSC Product Lab’s forward-thinking product development capabilities with Xcel’s expertise in omnichannel brand building, products and social commerce in the rapidly growing creator economy.
Together, Xcel and TSC Product Lab will produce a line of elevated pet products designed with purpose and functionality while keeping Cesar Millan’s philosophy at the forefront. The product line will include smart electronic devices and small appliances—all developed with pet wellbeing and human-animal harmony in mind.
“Nothing matters more these days than the health and wellness of our four legged best friends” said Rick Lapine, President of TSC Product Lab, “with that single focus we are innovating leading edge products that embody the spirit and guidance Cesar teaches, with affordable solutions for every family’s most loved companions”
With over 20 years of experience transforming the lives of dogs and their humans, Cesar Millan brings authenticity and purpose to the brand. His signature philosophy—Trust. Respect. Love—serves as the foundation for a product line built to strengthen bonds and provide practical, meaningful solutions for everyday pet ownership.
“This launch represents our continued commitment to creating lifestyle brands that resonate with modern consumers,” said Robert W. D'Loren, Chairman and CEO of Xcel Brands. “The pet space is evolving rapidly, and with TSC Product Lab’s innovation-first approach and Cesar Millan’s unmatched authenticity, we’re introducing a brand that blends education, design, and emotional connection.”
“I am very excited to add another partner to our ever-growing Trust. Respect. Love by Cesar Millan pack. Technology should bring us closer to our pets, not farther apart. This partnership is about creating smart solutions that help pet parents better understand , connect with and care for their dogs in a natural balanced way. Together, we’re shaping the future of pet products—one innovation at a time" -Cesar Millan
The brand will be available through select retailers, e-commerce platforms, and live shopping channels. This announcement further pushes Xcel’s commitment to redefining social shopping through innovative partnerships with authentic, visionary creators. For more information, visit 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, LB70 by Lloyd Boston, 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 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 TSC Lab Products
The Sneaky Chef Product Lab (“TSC”) is a cost-effective product development and sourcing company specializing in innovative solutions for the home. The Company’s mission is to create products and brands for leading retailers. Since 2007, TSC has built a diverse portfolio of owned, private label and exclusively licensed brands and has partnered with such legacy names such as Martha Stewart, Sodastream, GreenPan and Calvin Klein. Its network of retail partners includes HSN, QVC, Walmart, Amazon and TJX Companies among others.
Led by Rick Lapine, an industry veteran with decades of experience, TSC is supported by a full-time team of passionate experts, bringing over 30 years of combined expertise in sourcing and production. This team has helped establish TSC as a trusted partner for efficient product development, manufacturing, and logistics, with the capability to execute projects rapidly and reliably.
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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