Xcel Brands (NASDAQ: XELB) has announced a strategic partnership with Latina home cook and social media influencer Jenny Martinez to launch a new food and kitchenware brand. Martinez, a national bestselling cookbook author and creator of Happy Bellies by Jenny, will collaborate with Xcel to develop products rooted in Mexican culture.
The partnership aims to create authentic Latino-inspired food and kitchen products, which will be distributed through live shopping channels and select retailers later in 2025. This collaboration aligns with Xcel’s strategy of building influencer-driven brands through social commerce and livestreaming, supporting their goal of reaching over 100 million social media followers across their brand portfolio.
Xcel Brands (NASDAQ: XELB) ha annunciato una partnership strategica con la cuoca casalinga latina e influencer sui social media Jenny Martinez per il lancio di un nuovo marchio di alimenti e utensili da cucina. Martinez, autrice di bestseller nazionali e creatrice di Happy Bellies by Jenny, collaborerà con Xcel per sviluppare prodotti ispirati alla cultura messicana.
La partnership mira a creare prodotti autentici di cucina e utensili ispirati alla tradizione latina, che saranno distribuiti tramite canali di shopping live e rivenditori selezionati entro la fine del 2025. Questa collaborazione è in linea con la strategia di Xcel di costruire marchi guidati da influencer attraverso il social commerce e le dirette streaming, sostenendo l’obiettivo di raggiungere oltre 100 milioni di follower sui social media nel loro portfolio di brand.
Xcel Brands (NASDAQ: XELB) ha anunciado una alianza estratégica con la cocinera casera latina e influencer en redes sociales Jenny Martinez para lanzar una nueva marca de alimentos y utensilios de cocina. Martinez, autora de libros de cocina bestseller a nivel nacional y creadora de Happy Bellies by Jenny, colaborará con Xcel para desarrollar productos basados en la cultura mexicana.
La alianza busca crear productos auténticos de comida y utensilios inspirados en la cultura latina, que serán distribuidos a través de canales de compras en vivo y minoristas seleccionados a finales de 2025. Esta colaboración está alineada con la estrategia de Xcel de construir marcas impulsadas por influencers mediante el comercio social y las transmisiones en vivo, apoyando su objetivo de alcanzar más de 100 millones de seguidores en redes sociales en su portafolio de marcas.
Xcel Brands (NASDAQ: XELB)가 라틴계 홈 요리사이자 소셜 미디어 인플루언서인 Jenny Martinez와 전략적 파트너십을 발표하며 새로운 식품 및 주방용품 브랜드를 출시합니다. Martinez는 전국 베스트셀러 요리책 작가이자 Happy Bellies by Jenny의 창립자로, 멕시코 문화를 기반으로 한 제품 개발을 위해 Xcel과 협력할 예정입니다.
이번 파트너십은 진정성 있는 라틴 문화에서 영감을 받은 식품 및 주방용품을 제작하는 것을 목표로 하며, 2025년 후반에 라이브 쇼핑 채널과 일부 선정된 소매점을 통해 유통될 예정입니다. 이 협업은 소셜 커머스와 라이브 스트리밍을 통한 인플루언서 주도 브랜드 구축이라는 Xcel의 전략과 부합하며, 브랜드 포트폴리오 내 소셜 미디어 팔로워 1억 명 이상 달성 목표를 지원합니다.
Xcel Brands (NASDAQ : XELB) a annoncé un partenariat stratégique avec la cuisinière à domicile latina et influenceuse sur les réseaux sociaux Jenny Martinez pour lancer une nouvelle marque d’aliments et d’ustensiles de cuisine. Martinez, auteure de best-sellers nationaux et créatrice de Happy Bellies by Jenny, collaborera avec Xcel pour développer des produits ancrés dans la culture mexicaine.
Ce partenariat vise à créer des produits alimentaires et des ustensiles de cuisine authentiquement inspirés par la culture latino, qui seront distribués via des chaînes de shopping en direct et des détaillants sélectionnés d’ici la fin 2025. Cette collaboration s’inscrit dans la stratégie de Xcel de construire des marques portées par des influenceurs grâce au commerce social et au livestreaming, soutenant leur objectif d’atteindre plus de 100 millions de followers sur les réseaux sociaux à travers leur portefeuille de marques.
Xcel Brands (NASDAQ: XELB) hat eine strategische Partnerschaft mit der lateinamerikanischen Hobbyköchin und Social-Media-Influencerin Jenny Martinez angekündigt, um eine neue Marke für Lebensmittel und Küchenutensilien zu lancieren. Martinez, eine national erfolgreiche Kochbuchautorin und Schöpferin von Happy Bellies by Jenny, wird mit Xcel zusammenarbeiten, um Produkte zu entwickeln, die in der mexikanischen Kultur verwurzelt sind.
Ziel der Partnerschaft ist es, authentische, von der Latino-Kultur inspirierte Lebensmittel und Küchenprodukte zu schaffen, die ab Ende 2025 über Live-Shopping-Kanäle und ausgewählte Einzelhändler vertrieben werden. Diese Zusammenarbeit steht im Einklang mit Excels Strategie, influencergetriebene Marken durch Social Commerce und Livestreaming aufzubauen und unterstützt das Ziel, über 100 Millionen Social-Media-Follower im Markenportfolio zu erreichen.
Positive
- Strategic expansion into Latino market through partnership with established influencer
- Leverages growing social commerce and livestreaming channels
- Alignment with company’s goal to reach 100 million social media followers
Insights
Xcel Brands partners with cookbook author Jenny Martinez to launch Latino-inspired kitchenware, expanding their influencer-driven portfolio while targeting a specific cultural demographic.
Xcel Brands’ partnership with Jenny Martinez represents a strategic expansion of their influencer-driven brand portfolio, perfectly aligned with their core business model of leveraging social commerce and livestreaming to build consumer product brands.
Martinez brings valuable credentials as a national bestselling cookbook author with an established following, particularly within Latino audiences. This collaboration could potentially open doors to new demographic markets for Xcel, whose small market cap of
The planned food and kitchenware collection expands Xcel’s product categories beyond their current portfolio. CEO Robert D’Loren’s reference to the goal of reaching 100 million social media followers indicates this partnership fits into a broader growth strategy for their social commerce business.
While the announcement doesn’t provide specific financial projections or investment details, the planned launch on live shopping channels later this year leverages Xcel’s existing distribution capabilities. The Latino market represents a significant consumer segment in the US, and Martinez’s authentic connection to this audience could provide Xcel with enhanced market access.
The execution of this partnership will be crucial in determining its ultimate impact on Xcel’s performance. Without financial specifics or exclusivity terms, this appears to be a normal course of business development that aligns with their stated strategy.
NEW YORK, April 22, 2025 (GLOBE NEWSWIRE) — Xcel Brands (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 an exciting partnership with Latina home and lifestyle creator Jenny Martinez. Jenny is a national best selling cookbook author and creator of Happy Bellies by Jenny. Together, they will launch a food and kitchenware brand designed to bring tradition and taste to every meal.
Jenny believes food connects, inspires, and creates lasting memories. Rooted in Mexican culture, her mission is to bring joy and creativity to every kitchen with thoughtfully designed, high-quality food and kitchenware. From authentic Latino flavors to new creations, Jenny Martinez products will bring the warmth of tradition into every bite.
“I’m so excited to partner with Xcel to create a truly authentic line of food and kitchenware that speaks to the Latina customer,” said Ms Martinez. “Xcel brings products to life for my audience to see and purchase directly.”
Jenny’s deep connection with her community and joyful approach to cooking made her a natural partner for Xcel Brands, which is committed to creating powerful lifestyle brands that resonate across cultures and generations. With a devoted following across social media and her growing online platforms, Jenny’s influence continues to bring families together through food, storytelling, and cultural pride.
“We are thrilled to partner with Jenny Martinez to launch this brand. Her expertise and deep love of cooking and her influence align perfectly with Xcel’s vision of creating innovative, lifestyle-driven consumer brands,” stated Robert W. D’Loren, Chairman and Chief Executive Officer of Xcel Brands. “This collaboration brings us one step closer to our goal of reaching over 100 million social media followers across our brand portfolio, reinforcing our commitment to transforming how consumers engage with the brands they love.”
This partnership will provide more than just high-quality products and educational resources— it’s a celebration of family, tradition, and authenticity. The Jenny Martinez Live brand is set to launch on live shopping channels and select retailers later this year. Stay updated on this exciting journey at 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 Tower Hill by Christie Brinkley co-branded collaboration, and holds noncontrolling interests in the Isaac Mizrahi brand and Orme Live. Xcel also owns and manages the Longaberger brand through its controlling interest in Longaberger Licensing LLC. Xcel has recently announced the launch of new pet brand, Trust-Respect-Love by Cesar Millan and bakeware and cooking brand with Gemma Stafford. 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 retail, and e-commerce channels to be everywhere its customers shop. The company’s brands have generated in excess of
About Jenny Martinez
Jenny Martinez is well-known across social media platforms for sharing her authentic Mexican family recipes to the delight of millions of fans on TikTok and Instagram. Jenny was born in Mexico and moved to Los Angeles at age four, yet she has never lost touch with her Mexican heritage. The traditional recipes she shares with her followers have been passed down for generations in her family. Although she later mastered her culinary arts on her own, Jenny started by learning most of her mother’s recipes at the age of thirteen. Jenny considers a well-fed family the key to a happy family and believes that dinner should be celebrated every day. Food brings people together, and Jenny’s videos and recipes convey the spirit of family and community. She lives with her family in Los Angeles, California. Jenny’s first cookbook My Mexican Mesa, Y Listo! (Simon & Schuster) debuted in Spring 2024 featuring 100 recipes ranging from breakfast, appetizers & entrees to desserts, and even cocktails! Providing family-style recipes for every occasion & beautifully photographed to capture the authentic spirit of the cuisine, the cookbook is a must-have for home cooks looking for their next delicious meal. In 2024, Jenny launched her own line of cookware and dinnerware/tabletop at over 600 department stores nationally, as well as a spice line sold in grocery stores and online.
Jenny is represented by John Frierson at The Bureau New York City and managed by Lisa Shotland at Shotlandia. Her attorney is Phil Daniels at Ginsberg Daniels Kallis LLP
For further information please contact:
Seth Burroughs
Xcel Brands
sburroughs@xcelbrands.com
FAQ
When will Jenny Martinez’s kitchenware collection launch through XELB?
The Jenny Martinez Live brand is scheduled to launch on live shopping channels and select retailers later in 2025.
What products will be included in the XELB and Jenny Martinez partnership?
The partnership will include food products and kitchenware designed with authentic Latino flavors and influences, focusing on traditional Mexican culture.
How does the Jenny Martinez partnership align with XELB’s business strategy?
The partnership aligns with Xcel Brands’ focus on building influencer-driven brands through social commerce and livestreaming, supporting their goal of reaching 100 million social media followers.
What distribution channels will XELB use for Jenny Martinez’s product line?
The products will be distributed through live shopping channels and select retailers.