Xcel Brands Announces License Agreement for Trust. Respect. Love by Cesar Millan with EcoStrong
Rhea-AI Summary
Xcel Brands (NASDAQ:XELB) announced a licensing partnership for Trust. Respect. Love by Cesar Millan with EcoStrong. The agreement covers pet and home categories such as cleaning products, odor management, shampoos and conditioners, focusing on environmentally safe, pet-safe solutions aligned with Cesar Millan’s relationship-based pet care philosophy.
Positive
- New licensing partnership with EcoStrong for Cesar Millan-branded pet and home products
- Expansion of Trust. Respect. Love by Cesar Millan into cleaning, grooming and odor management categories
- Focus on environmentally safe, pet-safe products aligned with current consumer demand
Negative
- None.
News Market Reaction – XELB
In the Jun 11 session, XELB declined 3.05%, reflecting a moderate negative market reaction. Argus tracked a peak move of +12.7% during that session. Argus tracked a trough of -5.5% from its starting point during tracking. Our momentum scanner triggered 5 alerts that day, indicating moderate trading interest and price volatility.
Data tracked by StockTitan Argus on the day of publication.
Historical Context
| Date | Event | Sentiment | 24h Move | Catalyst |
|---|---|---|---|---|
| Jun 10 | Licensing partnership | Positive | -14.1% | Exclusive Baggallini x Coco Rocha capsule collection partnership announcement. |
| Jun 10 | Licensing partnership | Positive | -14.1% | Further details on Baggallini and Coco Rocha limited-edition handbag collaboration. |
| Jun 09 | Licensing partnership | Positive | -14.1% | Initial announcement of Baggallini and Coco Rocha licensing collaboration. |
| Jun 04 | Brand launch news | Positive | -1.2% | OFF/DUTY by Coco Rocha fashion brand launch planned on QVC Fall 2026. |
| May 14 | Earnings release | Negative | -1.9% | Q1 2026 results with revenue decline, ongoing losses, and very limited cash. |
24h Move is the share-price change in the day after each event; other market factors may also have contributed.
Positive partnership and brand announcements have recently coincided with negative price reactions for XELB, while weaker earnings aligned with a modest decline.
Over the past month, XELB has focused on licensing- and influencer-driven growth. Multiple partnership releases with Baggallini and Coco Rocha on Jun 9–10 and a new OFF/DUTY brand for QVC announced on Jun 4 all coincided with share price declines, including a 14.05% drop tied to the Baggallini news. Earlier, Q1 2026 earnings on May 14 highlighted falling revenue, ongoing losses, and tight liquidity, which also drew a negative but smaller reaction. Today’s Cesar Millan licensing fits this pattern of upbeat strategic news against a pressured stock.
AI-generated analysis. How Rhea-AI works. Not financial advice.
NEW YORK, June 11, 2026 (GLOBE NEWSWIRE) -- Xcel Brands (NASDAQ: XELB), an industry-leading media and consumer products company specializing in building influencer led brands through social commerce and livestream shopping, is pleased to announce a new licensing partnership for Trust. Respect. Love by Cesar Millan with licensing partner EcoStrong for product categories that include cleaning products, odor management, shampoo and conditioners.
The partnership will introduce a collection of innovative pet care, pet shampoo, and home cleaning products inspired by Cesar Millan’s philosophy that trust, respect, and love are the foundation of every meaningful relationship between pets and their owners. The collection includes environmentally safe cleaning, grooming, and odor control solutions designed to support healthier homes and happier pets.
“We are excited to partner with EcoStrong as our licensing partner for the Trust. Respect. Love by Cesar Millan. Cesar Millan is one of the most recognized and trusted names in the pet space, and this partnership allows us to expand his philosophy into thoughtfully designed pet care products that align with today’s consumer demand for effective and environmentally safe solutions. EcoStrong’s expertise and innovation in pet safe products make them an ideal partner for this category launch,” said Robert D'Loren, Chairman and Chief Executive Officer of Xcel Brands.
“Cesar Millan has spent his career helping people build stronger relationships with their pets, and his mission aligns perfectly with EcoStrong's commitment to creating safer, healthier environments for pets and their families,” said Bryan Sims, Chief Executive Officer and President of EcoStrong.
The Trust. Respect. Love by Cesar Millan collection will combine practical everyday functionality with products designed to help pet owners maintain clean and comfortable living environments while also supporting the health and wellness of their pets through premium grooming essentials, including pet shampoos and other pet care products.
“For me, trust, respect, and love are not just words — they are the foundation of every relationship with a dog,” said Cesar Millan. He further stated, “I’m excited to work with EcoStrong Pet Products and Xcel Brands to create products that support healthier homes and happier pets.”
About Cesar Millan
Cesar Millan is a world-renowned dog behaviorist with over 25 years of experience transforming relationships between humans and their dogs. As the original host of the hit TV series, the Dog Whisperer, to his most recent 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 social media following 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:
Gaetano Mastropasqua
Gaetano@cesarsway.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, pet products 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 is an industry leader in developing influencer led brands and owns the Halston and C. Wonder brands, as well as the co-branded influencer led brands Tower Hill by Christie Brinkley, Trust. Respect. Love by Cesar Millan, GemmaMade by Gemma Stafford and Off/Duty by Coco Rocha brand and holds noncontrolling interests or long-term license agreement in Mesa Mia by Jenny Martinez. Xcel also owns and manages the Longaberger by Shannon Doherty brand through its controlling interest in Longaberger Licensing, LLC. Xcel is pioneering a 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 previously owned and current brands have generated more than
For further information please contact:
Xcel Brands
media@xcelbrands.com
About EcoStrong
EcoStrong is one of the fastest-growing consumer brands in the pet care category, known for developing high-performance household and pet care solutions powered by the latest advancements in natural, plant-based, and bio-enzymatic technologies. Its portfolio includes innovative cleaning products, odor eliminators, stain removers, laundry care products, and pet grooming solutions that deliver professional-grade results while maintaining a strong commitment to safety and sustainability. By combining scientific innovation with environmentally responsible product development, EcoStrong helps consumers care for their homes, their pets, and the planet without sacrificing effectiveness.
For more information about EcoStrong see www.ecostrong.com
