Xcel Brands has entered into a licensing partnership with K9 Wear Inc., to develop and launch a new pet brand, through the lens of dog behaviorist, Cesar Millan.
Dubbed “Trust. Respect. Love by Cesar Millan”, the new lifestyle brand for pets is set to launch in early 2026. Designed to elevate the pet ownership experience, the line will include a range of premium products from toys, training tools, and accessories to grooming gear, nutrition, small appliances, and even pet tech.
“This collaboration with K9 Wear marks another milestone in Xcel’s mission to create exceptional consumer products across multiple categories. With the pet industry experiencing tremendous growth, this partnership allows us to meet the demand for high-quality pet accessories while continuing to expand our brand portfolio and category expansion,” said Robert W. D’Loren, chairman and chief executive officer of Xcel Brands.
Millan, widely known as “The Dog Whisperer”, brings more than 20 years of experience to the brand, with every item in the collection reflecting his core values of trust, respect, and love.
The new brand will make its industry debut at the Global Pet Expo in March 2026. Distribution will follow across select retailers, e-commerce platforms, and live shopping channels.
“I am thrilled to have Xcel Brands and K9 Wear join my pack, to bring a new and innovative line of products to the marketplace under my new brand Trust. Respect. Love by Cesar Millan,” added Millan.
“Every product is planned and designed for the well-being and comfort of both, the dog and its pet parent, incorporating a modern, casual and functional style. We have developed a complete line of products in tune with my natural, simple and profound philosophy.”
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