By Allison Watkinson
TLL Reporter
Xcel Brands has secured a partnership between its Longaberger brand and At Home With Shannon for a licensed home collection.
The collaborative collection will include a variety of entertaining items, functional storage solutions and decorative home accents inspired by the two lifestyle brands.
At Home with Shannon is an online community and lifestyle platform that was created by Shannon Doherty to share décor ideas, DIYs, family routines and cooking inspiration.
Rooted in her life as a mom of four, Shannon creates content that reaches millions of fans through her social media channels.
“I believe that home is where we build our memories and Longaberger has always represented the kind of home I try to create – warm, intentional and filled with heart,” said At Home With Shannon creator, Shannon Doherty. “I am honored to bring my vision to a brand with such a beautiful legacy; and together, design pieces that help families celebrate those everyday moments.”
Founded in 1973, Longaberger is an American décor and lifestyle brand that is known for its artisanal home goods and handcrafted maple baskets.
Following its acquisition by Xcel Brands in 2019, the Longaberger brand has been revitalized with a new business model that focuses on digital platforms and social commerce.
“Shannon’s authenticity and the genuine connection she has built with her community make her an ideal partner for Longaberger,” said Xcel Brands CEO, Robert W. D’Loren. “Together, we are creating a vision for the modern home that honors tradition while celebrating how families live today.”
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 properties.
The company specializes in expanding 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.
Photo Credit: Shannon Doherty (At Home With Shannon) courtesy of Xcel Brands/GlobeNewswire.
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