Xcel Brands, Inc, a media and consumer products company with billions of dollars in retail sales generated by its brands through social commerce and live-stream shopping, today announced a new licensing agreement with ALPHA OES, a provider of eCommerce services and strategies for brands. Under the terms of the licensing agreement, ALPHA OES will take over the day-to-day operations for Xcel’s Longaberger eCommerce business.
“We’re excited to partner with ALPHA OES on the Longaberger brand,” said Robert W. D’Loren, Chairman and CEO of Xcel Brands. “Since we acquired Longaberger in 2019, we’ve been able to evolve the business from a direct sales company into a social commerce marketplace for home products featuring Longaberger’s American made baskets. We believe that partnering with ALPHA OES, who is an expert in investing in and driving profitable growth eCommerce businesses that show strong brand affinity will help us continue to grow the Longaberger brand and business.”
“Longaberger is an American heritage brand with a strong consumer following and unique positioning in the market,” said Charles Mertz, CEO of ALPHA OES. “We’re thrilled to partner with Xcel to continue to build Longaberger’s eCommerce business and build upon the reputation and brand positioning that Longaberger enjoys and Xcel has invested in over the past several years. We’re also excited to work with Xcel on bringing Longaberger onto their social commerce marketplace, which we believe has the potential to reinvent customer acquisition of eCommerce brands that have a highly engaged audience through social commerce.”
Under the new agreement, ALPHA OES will take over day-to-day management of Longaberger’s eCommerce business under a license with Longaberger Licensing, a subsidiary of Xcel. Xcel will continue to build out its social commerce and short form video technology and plans to transition the Longaberger stylists onto its new platform by year-end. Xcel continues to strategically invest in social commerce technology platforms and partnerships that enable it to connect brands directly with consumers through short-form and live-stream video content.