Xcel Brands, a media and consumer products company specializing in influencer-driven brands, has partnered with Gemma Stafford, creator of Bigger Bolder Baking, to launch housewares and food products.
Known for building lifestyle brands, Xcel Brands sees the partnership as a natural fit. With millions of fans across YouTube, social media and BiggerBolderBaking.com, Stafford has built a community of home bakers with her content.
“We are thrilled to partner with Gemma Stafford to launch this brand. Her expertise and deep love of baking and her influence align perfectly with Xcel’s vision of creating innovative, lifestyle-driven consumer brands,” said Robert W. D’Loren, chairman and chief executive officer of Xcel Brands. “This collaboration brings us one step closer to our goal of reaching over 100 million social media followers across our brand portfolio, reinforcing our commitment to transforming how consumers engage with the brands they love.”
This launch marks Stafford’s first venture into developing her own product line, which includes bakeware, cookware, kitchen tools, home essentials and simple food products representative of her joyful and approachable philosophy, said the company. The collection is being created to blend functionality and timeless style inspired by Gemma’s Irish heritage, vintage charm and “bold” creativity for elevated, effortless entertaining at home.
The brand is set to launch in Spring 2026 with availability through select retailers, e-commerce platforms and live shopping channels.
“Over the past 11 years, I’ve reached millions of home bakers, learning firsthand what excites them, what challenges them and what they truly need in their kitchens to be bold, confident bakers. Partnering with Xcel Brands allows me to create products that are practical, delightful and designed to spark creativity for bakers everywhere — drawing from my professional expertise and years of hands-on experience to make them indispensable in any home kitchen.”
Stafford’s Bold Baking Network also recently launched a 24/7 baking FAST channel with Future Today to bring 1,000 hours of video to streaming audiences, delivering education and entertaining baking content. This streaming deal complements the existing linear TV programming and Delta Air Lines partnership.
