Xcel Signs C. Wonder by Christian Siriano Licensing Deal
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Xcel Brands Inc. has expanded its strategic licensing partnership with One Jeanswear Group with a new agreement for the C. Wonder by Christian Siriano brand.
Under the terms of the new agreement, One Jeanswear will design and produce apparel products for C. Wonder that will ship for the fall 2023 season. The agreement expands the existing licensing partnership between the Xcel and One Jeanswear, which manufactures Logo by Lori Goldstein apparel.
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“One Jeanswear Group’s unparalleled expertise in apparel makes the company an ideal manufacturing license partner for us,” Robert W. D’Loren, Xcel’s chairman and CEO, said. “With the C. Wonder by Christian Siriano agreement, we’re extremely pleased to launch the second of what we expect to be a long series of collaborations with additional brands in our portfolio.
“Christian Siriano is one of the most exciting young designers in America and we’re proud to produce apparel for the C. Wonder by Christian Siriano brand,” Jack Gross, One Jeanswear’s CEO, said. “We also look forward to expanding our licensing partnership with Xcel Brands in the future.”
Xcel acquired C. Wonder—originally started by designer Tory Burch’s venture capitalist ex-husband J. Christopher Burch in 2011—in 2015, after it went bankrupt and closed all of its stores.
Last September, Xcel said it was launching C. Wonder by Christian Siriano, a new brand, with the “Project Runway” alum as the creative director. He also serves as the public face of the brand and has appeared on HSN’s broadcast and streaming service.
“Bringing Christian on board to lead the transformation of C. Wonder by Christian Siriano is another key step in the creation of a live-selling ecosystem that connects our brands directly with consumers,” D’Loren said last September. Siriano, who said at the time that he has “always loved the C. Wonder brand”, noted that livestreaming has a “fantastic future here in the U.S.”
Xcel, founded by D’Loren in 2011, has its roots in brand management. But he wanted to reimagine shopping, merging entertainment and social media into a single format. The company subsequently acquired a majority stake in Longaberger Licensing LLC, helping Xcel become a pioneer in omnichannel sales via interactive television, digital livestream shopping, brick-and-mortar retail and e-commerce channels. Its brands—which include Judith Ripka, Halston, LOGO by Lori Goldstein, and C. Wonder, as well as a minority interest in the Isaac Mizrahi brand—generated over $3 billion in retail sales via livestreaming in interactive television and digital channels alone.
