Friday, August 14, 2026
Michael Kupinski, Director of Research, Equity Research Analyst, Digital, Media & Technology , Noble Capital Markets, Inc.
George Proost, Research Associate, Noble Capital Markets, Inc.
Refer to the full report for the price target, fundamental analysis, and rating.
Q2 results reflect a slower-than-anticipated revenue ramp, but underlying operating trends improved. Second quarter revenue of $1.1 million was below our $1.8 million estimate, largely reflecting the timing of the company’s creator-led brand commercialization and the divestiture of Judith Ripka. Importantly, adjusted EBITDA improved sequentially to a loss of $479,000 from roughly $700,000 in Q1, representing a 32% improvement, as illustrated in Figure #1 Q2 Results.
Creator-led brands begin to contribute; commercialization remains the key catalyst. Management attributed the improved adjusted EBITDA performance in part to product launches from two of its new influencer-led brands. We believe Xcel is transitioning from the investment and incubation phase of its transformation toward commercialization, with Jenny Martinez, Gemma Stafford, Cesar Millan, Coco Rocha, Christie Brinkley, and Longaberger providing multiple opportunities to expand product categories and distribution.
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