Xcel Brands shares surge 14.61% after-hours after announcing partnership with At Home with Shannon to launch Longaberger home collection.

Xcel Brands (XELB) surged 14.61% in after-hours trading following the announcement of a strategic partnership between its Longaberger brand and Shannon Doherty’s At Home with Shannon. The collaboration combines Longaberger’s handcrafted heritage with Doherty’s family-centered lifestyle aesthetic to launch a home collection emphasizing warmth, functionality, and storytelling. The move aligns with Xcel’s core strategy of leveraging influencer-driven commerce and livestream sales to engage its 43 million social media followers. The partnership was highlighted as a continuation of Xcel’s efforts to modernize legacy brands while deepening consumer connections through authenticity and design. While Q3 earnings showed a narrowed adjusted EBITDA loss, the partnership announcement was the primary catalyst for the sharp after-hours rally.