Xcel Brands is partnering with Cesar Millan and K9 Wear to introduce a new pet brand called "Trust. Respect. Love by Cesar Millan." Millan has a significant social media presence and experience in dog training through his shows and books. The initial product launch will focus on dog-related items. Xcel sees this venture as a high-growth opportunity, particularly appealing to Gen Z and Millennials. The company aims to build a portfolio of brands that collectively reach 100 million social media followers by 2026.
Cesar is a world-renowned dog trainer but he's beginning to be open to birds, cats and other pets. But for our initial launch, everything we're doing is focused on dogs.
We've done pet products before, such as collars and leashes, but never to the extent like we are doing with Cesar and K9 Wear. This is a high-growth opportunity for us.
There's a strong human-animal bond with Gen Z and Millennials driving the growth in the pet industry, and we believe Cesar has been for the last 20 years the voice of the industry.
He is part of our new strategy of building a portfolio of brands with 100 million social media followers by 2026.
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