Xcel Brands has entered a licensing partnership with EcoStrong to develop pet care and home cleaning products under the Trust. Respect. Love by Cesar Millan brand. The collaboration will introduce a collection of innovative products, including cleaning solutions, odor management tools, and shampoos and conditioners, designed to support healthier homes and happier pets. This partnership leverages Cesar Millan's philosophy that trust, respect, and love are the foundation of meaningful relationships between pets and their owners.

The product line will combine practical everyday functionality with environmentally safe grooming and odor control solutions. EcoStrong, known for its high-performance household and pet care solutions powered by natural, plant-based, and bio-enzymatic technologies, will bring its expertise in pet-safe products to the collaboration. The collection aims to meet consumer demand for effective and sustainable solutions in the pet care category.

Robert D'Loren, Chairman and Chief Executive Officer of Xcel Brands, highlighted the strategic value of the partnership. "Cesar Millan is one of the most recognized and trusted names in the pet space, and this partnership allows us to expand his philosophy into thoughtfully designed pet care products," he said. Bryan Sims, Chief Executive Officer and President of EcoStrong, emphasized the alignment of missions, noting that Cesar Millan's focus on building stronger relationships with pets complements EcoStrong's commitment to creating safer environments for families and their pets.

Cesar Millan expressed his enthusiasm for the project, stating that trust, respect, and love are the foundation of every relationship with a dog. He added that he is excited to work with EcoStrong Pet Products and Xcel Brands to create products that support healthier homes and happier pets. The collection will include premium grooming essentials and other pet care products designed to help owners maintain clean and comfortable living environments.

Key Partnership Details

Xcel Brands, a media and consumer products company, specializes in building influencer-led brands through social commerce and livestream shopping. The company owns and manages a portfolio of brands, including Halston and C. Wonder, and holds interests in other influencer-led brands. EcoStrong is a rapidly growing consumer brand in the pet care category, recognized for its innovative and sustainable product offerings.

Xcel Brands, Inc. announced an exclusive licensing collaboration between its handbag brand Baggallini and internationally renowned model and entrepreneur Coco Rocha on June 10, 2026. The partnership will debut with a limited-edition capsule collection designed by Rocha, targeting the modern woman by blending Baggallini's signature organization with Rocha's sophisticated style. The stock rose 16.85% to $2.10 in after-hours trading following the announcement, with over 10 million shares traded against a float of less than four million shares.

The six-piece collection draws inspiration from Rocha's extensive travel experience as a supermodel and businesswoman. The centerpiece is the Super Bagg, an oversized statement silhouette designed to merge elevated style with practical organization. The capsule also includes three of Baggallini's most-loved silhouettes: the Lexington Backpack, Crescent Convertible Hobo, and Central Park Sling. Each style is reimagined in an exclusive olive green colorway personally selected by Rocha.

Coco Rocha emphasized the practical origins of the design, stating that her career involving constant movement between photoshoots, airports, and family life informed her desire to create a stylish yet functional bag. "For most of my career, I've been constantly on the move," Rocha said. "Traveling between photoshoots, airports, and family life. Along the way, I've learned that being prepared is one of life's most underrated luxuries."

Lydia Feniger, Vice President of Marketing at Baggallini, noted that Rocha embodies the multifaceted woman the brand designs for, making her an ideal partner to create a collection that balances statement-making style with thoughtful organization. Robert W. D'Loren, Chairman and Chief Executive Officer of Xcel Brands, highlighted that the partnership aligns with the company's vision of connecting influential talent with lifestyle brands.

"Coco Rocha's global influence, entrepreneurial spirit, and authentic understanding of the modern woman's lifestyle made her an exceptional partner for Baggallini," D'Loren said. "The Super Bagg and the broader capsule collection deliver the perfect balance of style, versatility, and function that today's consumer expects."

Key Partnership Details