Xcel Brands Partners with At Home with Shannon to Launch a New Era of Inspired Living Through Longaberger
Xcel Brands (NASDAQ: XELB) announced a partnership with Shannon Doherty, creator of At Home with Shannon, to launch a new Longaberger collection designed for everyday living.
The collaboration pairs Longaberger craftsmanship with Shannon’s family-centered lifestyle aesthetic to deliver cozy entertaining pieces, functional storage, and timeless home accents that emphasize warmth, approachability, and storytelling.
The collection aims to modernize Longaberger’s heritage products while reinforcing Xcel Brands’ focus on creator-led, influencer-driven commerce and livestream-driven retail.
Xcel Brands (NASDAQ: XELB) ha annunciato una partnership con Shannon Doherty, creatrice di At Home with Shannon, per lanciare una nuova collezione Longaberger progettata per la vita quotidiana.
La collaborazione unisce l'artigianato Longaberger con l'estetica di Shannon incentrata sulla famiglia per offrire pezzi accoglienti per l'intrattenimento, soluzioni di stoccaggio funzionali e capi d'arredo senza tempo che enfatizzano calore, approcciabilità e storytelling.
La collezione mira a modernizzare i prodotti heritage di Longaberger pur rafforzando l'attenzione di Xcel Brands verso il commercio guidato da creator/influencer e al dettaglio basato su livestream.
Xcel Brands (NASDAQ: XELB) anunció una asociación con Shannon Doherty, creadora de At Home with Shannon, para lanzar una nueva colección Longaberger diseñada para la vida cotidiana.
La colaboración combina la artesanía de Longaberger con la estética de vida familiar de Shannon para ofrecer piezas acogedoras para el entretenimiento, almacenamiento funcional y toques atemporales para el hogar que enfatizan calidez, accesibilidad y narrativa.
La colección tiene como objetivo modernizar los productos heredados de Longaberger mientras refuerza el enfoque de Xcel Brands en el comercio impulsado por creadores/influencers y el comercio minorista impulsado por livestream.
Xcel Brands (NASDAQ: XELB)는 At Home with Shannon의 제작자 Shannon Doherty와 파트너십을 체결하여 일상 생활에 맞춘 새로운 Longaberger 컬렉션을 출시한다고 발표했습니다.
협업은 Longaberger의 장인정신과 Shannon의 가족 중심 라이프스타일 미학을 결합하여 아늑한 접대용 아이템, 기능적인 수납 및 시대를 초월한 가정용 악센트를 제공하며 따뜻함, 다가가기 쉬움, 스토리텔링을 강조합니다.
이 컬렉션은 Longaberger의 역사를 modernize하는 동시에 크리에이터 주도, 인플루언서 주도 커머스 및 라이브스트림 기반 소매에 대한 Xcel Brands의 초점을 강화하는 것을 목표로 합니다.
Xcel Brands (NASDAQ: XELB) a annoncé un partenariat avec Shannon Doherty, créatrice de At Home with Shannon, pour lancer une nouvelle collection Longaberger conçue pour le quotidien.
La collaboration associe l'artisanat Longaberger au style de vie axé sur la famille de Shannon afin de proposer des pièces conviviales pour recevoir, des solutions de rangement fonctionnelles et des touches intemporelles pour la maison qui mettent l'accent sur la chaleur, l'accessibilité et la narration.
La collection vise à moderniser les produits patrimoniaux de Longaberger tout en renforçant l'accent de Xcel Brands sur le commerce dirigé par les créateurs/influenceurs et le commerce de détail axé sur le livestream.
Xcel Brands (NASDAQ: XELB) kündigte eine Partnerschaft mit Shannon Doherty, der Schöpferin von At Home with Shannon, an, um eine neue Longaberger-Kollektion für das tägliche Leben zu lancieren.
Die Zusammenarbeit vereint Longaberger-Handwerkskunst mit Shannons familienzentriertem Lebensstil, um gemütliche Unterhaltungselemente, Funktionale Aufbewahrung und zeitlose Wohnaccessoires zu liefern, die Wärme, Zugänglichkeit und Geschichtenerzählen betonen.
Die Kollektion soll das Heritage-Portfolio von Longaberger modernisieren und gleichzeitig den Fokus von Xcel Brands auf von Creators geführten Influencer-getriebenen Handel und Livestream-getriebene Einzelhandelsmodelle stärken.
Xcel Brands (NASDAQ: XELB) أعلنت عن شراكة مع شانون دواريتي، مبتكرة At Home with Shannon، لإطلاق مجموعة Longaberger جديدة مصمّمة للحياة اليومية.
تجمع التعاون بين حرفية Longaberger وأسلوب شانون المتمحور حول الأسرة لتقديم قطع مناسبة لاستضافة جلسات ودية، وتخزين وظيفي، ولمسات منزلية خالدة تؤكد الدفء وسهولة الاقتراب والسرد القصصي.
تهدف المجموعة إلى تحديث منتجات Longaberger التراثية مع تعزيز تركيز Xcel Brands على التجارة التي يقودها المبدعون والمؤثرون والتجزئة المعتمدة على البث المباشر.
- None.
- None.
Insights
Partnership pairs Longaberger heritage with a creator-driven lifestyle brand to launch a new home collection.
The collaboration links Longaberger craftsmanship with Shannon Doherty’s "At Home with Shannon" platform and Xcel Brands’ creator-led commerce model. It aims to produce a collection of entertaining pieces, storage and accents that combine traditional handmade quality with a family‑focused aesthetic. The announcement positions the offering for distribution and storytelling through Xcel Brands’ influencer and social commerce capabilities.
Execution and consumer engagement through livestreaming and social channels will determine commercial traction; those capabilities are explicitly central to Xcel Brands’ stated strategy. Product reception, timing of releases, and the depth of promotional integration with Shannon’s community are the main dependencies mentioned. Monitor rollout details, merchandising cadence, and any sales or distribution updates in the near term for concrete impact assessment.
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
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
What did Xcel Brands (XELB) announce on November 24, 2025 about Longaberger?
When will the Longaberger x At Home with Shannon collection from XELB be available?
How does the XELB and Shannon Doherty partnership affect Longaberger product design?
Where can investors and customers find more information about XELB’s Longaberger collaboration?
Does the XELB partnership with Shannon include financial terms or revenue guidance?
