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

Xcel Brands (XELB) surged 14.61% during intraday trading following the announcement of a strategic partnership between its Longaberger brand and At Home with Shannon, a lifestyle platform led by Shannon Doherty. The collaboration aims to launch a home collection blending Longaberger’s handcrafted American craftsmanship with Doherty’s family-centered aesthetic, emphasizing warmth, functionality, and storytelling. This move aligns with Xcel Brands’ core strategy of leveraging influencer-driven commerce and social media to expand its creator-led brand portfolio. The partnership, highlighted by CEO Robert W. D’Loren as a fusion of heritage and modern living, signals renewed focus on engaging consumers through authentic, lifestyle-oriented product offerings. While Q3 earnings showed a narrowed adjusted EBITDA loss, the partnership announcement directly addressed Xcel’s growth initiatives, likely driving the sharp intraday rally.