By Allison Watkinson
TLL Reporter
Jenny Martinez has partnered with Xcel Brands to launch a food and kitchenware brand called Jenny Martinez Live.
Rooted in Mexican culture, the brand will offer a selection of high-quality food products and thoughtfully-designed kitchenware.
In addition to the licensed products, the Jenny Martinez Live brand will provide resources that celebrate family, culture, authenticity and culinary education.
The brand is set to launch on live shopping channels and select retailers later this year.
“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 Martinez. “Xcel brings products to life for my audience to see and purchase directly.”
Jenny Martinez is a social media influencer, home cook, author and entrepreneur who shares her authentic Mexican recipes and community-focused mindset through TikTok and Instagram.
Through her Happy Bellies by Jenny social media channels, Martinez shares traditional recipes that have been passed down through her family for generations.
“We are thrilled to partner with Jenny Martinez to launch this brand,” said Xcel Brands CEO, Robert W. D’Loren. “Her expertise and deep love of cooking and her influence align perfectly with Xcel’s vision of creating innovative, lifestyle-driven consumer brands,” added D’Loren. “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.”
First founded in 2011, Xcel Brands is a media and consumer products company that engages in the design, licensing, marketing, live streaming, social commerce sales and acquisition of lifestyle brands.
The company specializes in building influencer-driven lifestyle and retail brands through social commerce and live-streaming services.
Through its portfolio of wholly-owned and licensed properties, Xcel Brands offers a wide range of branded apparel, footwear, accessories, fine jewelry, home goods and more.
Its products can be found through interactive television, digital live-stream shopping, social commerce, brick-and-mortar retail and e-commerce platforms.
Jenny Martinez is represented by John Frierson at The Bureau New York City and managed by Lisa Shotland at Shotlandia.