Xcel Brands Announces License with ALPHA OES for Longaberger
14 November 2023 - 12:00AM
Xcel Brands, Inc. (NASDAQ: XELB) (“Xcel” or the “Company”), a media
and consumer products company with billions of dollars in retail
sales generated by its brands through social commerce and
live-stream shopping, today announced a new licensing agreement
with ALPHA OES, a provider of eCommerce services and strategies for
brands. Under the terms of the licensing agreement, ALPHA OES will
take over the day-to-day operations for Xcel’s Longaberger
eCommerce business.
“We’re excited to partner with ALPHA OES on the
Longaberger brand,” said Robert W. D’Loren, Chairman and CEO of
Xcel Brands. “Since we acquired Longaberger in 2019, we’ve been
able to evolve the business from a direct sales company into a
social commerce marketplace for home products featuring
Longaberger’s American made baskets. We believe that partnering
with ALPHA OES, who is an expert in investing in and driving
profitable growth eCommerce businesses that show strong brand
affinity will help us continue to grow the Longaberger brand and
business.”
“Longaberger is an American heritage brand with
a strong consumer following and unique positioning in the market,”
said Charles Mertz, CEO of ALPHA OES. “We’re thrilled to partner
with Xcel to continue to build Longaberger’s eCommerce business and
build upon the reputation and brand positioning that Longaberger
enjoys and Xcel has invested in over the past several years. We’re
also excited to work with Xcel on bringing Longaberger onto their
social commerce marketplace, which we believe has the potential to
reinvent customer acquisition of eCommerce brands that have a
highly engaged audience through social commerce.”
Under the new agreement, ALPHA OES will take
over day-to-day management of Longaberger’s eCommerce business
under a license with Longaberger Licensing, a subsidiary of Xcel.
Xcel will continue to build out its social commerce and short form
video technology and plans to transition the Longaberger stylists
onto its new platform by year-end. Xcel continues to strategically
invest in social commerce technology platforms and partnerships
that enable it to connect brands directly with consumers through
short-form and live-stream video content.
About Xcel Brands
Xcel Brands, Inc. (NASDAQ: XELB) is a media and
consumer products company engaged in the design, production,
marketing, livestreaming, wholesale distribution and
direct-to-consumer 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 one thing. Xcel owns the Judith Ripka, Halston,
LOGO by Lori Goldstein, and C. Wonder brands and a minority stake
in the Isaac Mizrahi brand. It also owns and manages the
Longaberger brand through its controlling interest in Longaberger
Licensing LLC. Xcel is pioneering a true omni-channel sales
strategy that includes the promotion and sale of products under its
brands through interactive television, digital livestream shopping,
social commerce, brick-and-mortar retail and e-commerce channels.
The company’s brands have generated in excess of $4 billion in
retail sales via livestreaming in interactive television and
digital channels alone.
Headquartered in New York City, Xcel Brands is
led by an executive team with significant livestreaming,
production, merchandising, design, marketing, retailing and
licensing experience and has a proven track record of success in
elevating branded consumer products companies. With an experienced
team of professionals focused on design, production and digital
marketing, Xcel maintains control of product quality and promotion
across all of its product categories and distribution channels.
Xcel differentiates by design. www.xcelbrands.com
About ALPHA OES
ALPHA OES, a premier Outsourced eCommerce
Solutions company, forms strategic partnerships with leading brands
to maximize digital commerce and revolutionize direct-to-consumer
(DTC) engagement. Leveraging proprietary FoxLogic performance
marketing strategies, ALPHA OES drives sustainable revenue and
contribution margin growth while supercharging a brand’s digital
presence. The comprehensive suite of eCommerce services
developed by ALPHA OES is customized to serve unique brand needs
while scaling for continuous growth.
For further information please contact:
Andrew BergerSM Berger & Company,
Inc.216-464-6400andrew@smberger.com
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