Xcel Brands, Inc. (NASDAQ: XELB) announced that its new influencer‑led brand, Mesa Mia by Jenny Martinez, will debut on The Home Shopping Network (HSN) on April 28, 2026. The launch marks the first consumer‑facing product line under the Mesa Mia name, featuring kitchenware and ready‑to‑enjoy meals inspired by Martinez’s Mexican heritage.
Jenny Martinez, known as the “Latin Martha Stewart,” brings a substantial social media following—3.6 million on TikTok, 816 k on Instagram and 453 k on YouTube—to the partnership. She previously launched cookware, dinnerware and a spice line, and Xcel holds a non‑controlling interest or long‑term license agreement in the brand.
The Mesa Mia launch expands Xcel’s portfolio into home goods, diversifying revenue beyond apparel and accessories. The company has been experiencing declining traditional licensing income, and the new influencer‑driven model is intended to offset that erosion while creating a scalable royalty engine.
CEO Robert W. D'Loren said, “We are excited for Jenny to introduce Mesa Mia by Jenny Martinez to the HSN customer through livestream TV and invite her enormous social following to join her on this new journey.” HSN Chief Merchandising Officer Rosalia Bucaro Polizzi added, “Food is one of the most powerful ways we connect with our culture, our families and each other. This National Food Month, we’re excited to bring that spirit to life for our customers through the launch of Mesa Mia by Jenny Martinez and are confident her new line will help inspire creativity and joy in the kitchen.”
Xcel reported a net loss of $2.8 million on revenue of $1.17 million for Q4 2025, a 42% decline from the prior year’s $4.94 million full‑year revenue. Direct operating expenses have been reduced to an expected run rate of less than $9 million per annum, underscoring the company’s focus on cost control as it seeks profitability.
Investors have shown interest in Xcel’s strategic initiatives and cost‑saving measures, and the Mesa Mia launch adds optimism to the company’s transformation narrative.
The influencer‑driven model is expected to generate higher average order values than typical e‑commerce channels, leveraging live‑stream shopping and authentic engagement. The partnership with HSN positions Xcel to capture a new customer segment and potentially create a scalable royalty engine that could offset the erosion of legacy licenses.
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