Thank you, Andrew, and good evening, everyone, and thank you for joining us. I hope all of you and your families are staying safe and healthy. I will start today's call with some brief opening remarks followed by operating highlights and insights into 2021. After that, our CFO, Jim Haran, will discuss our financial results in more detail.
I want to take this opportunity to thank our employees and business partners for their commitment throughout this past year to Xcel as we push forward into an accelerated recovery from the impact of the COVID-19 pandemic. It's exciting to get the business back on track to succeed in our new normal.
Now before I go any further, I would be remiss in not acknowledging that the company filed its annual Form 10-K late. Unfortunately, we were delayed by the recent acquisition and closing of our new credit facility. Getting through these transactions and finalizing other audit-related matters while working remotely made it unusually challenging. That said, there is no excuse for being late. Our -- on behalf of our entire team, I apologize, and we commit to doing better in the future.
Now I will enthusiastically and humbly turn to the rest of our presentation. At the risk of stating the obvious, 2020 was a challenging year. The magnitude of business, economic and social change we have all experienced over the last 12 months, including the acceleration of retail industry changes that were already in play before the pandemic, is nothing short of extraordinary. We are starting to see signs of reopening and recovery both in the retail industry and in the U.S. economy overall. Our omnichannel strategy and technology-enabled operating model and strong balance sheet positioned us to navigate this crisis. As a result, we believe we are well positioned to seize the opportunities that lie ahead.
As I mentioned in previous calls, 2020 showed tremendous potential coming into the year across all channels of distribution. Unfortunately, the COVID pandemic knocked the wind out of the proverbial sails of our wholesale and non-QVC licensing businesses. Our sales and non-QVC licensing businesses top line revenues were down $20 million and $3 million, respectively, from plan in 2020. Therefore, the net impact of COVID, that is net of the $1.8 million PPP relief we received, reduced our anticipated EBITDA by over $5 million.
As you know, we implemented the appropriate actions to conserve cash, reduce expenses and increase liquidity. Accordingly, while we ended the year down in EBITDA, we increased balance sheet cash slightly and further reduced our term debt by approximately $2 million by year-end. Also, we took every step possible to safeguard our employees and did this while returning key employees back to in-office work last summer. Our employees have been truly great during this crisis, and I want to thank everyone for their continued dedication to Xcel.
So let's look at why we're optimistic for 2021. We are poised to get the entire business back on track to drive growth in '21 and beyond, and we expect momentum to accelerate beginning in Q2. Our interactive TV business is now stronger than ever before, and the acquisition of the Lori Goldstein brand in April of 2021 solidifies us as the leader in the interactive television channel of distribution. We continue to grow this channel globally with the additions of HSN in the U.S., The Shopping Channel in Canada, TVSN in Australia and QVC U.K. and Italy for our H Halston wholesale business.
Our DTC businesses, which includes Judith Ripka and Longaberger, are doing well. In fact, Longaberger is on pace for significantly higher sales throughout 2021. In addition, our jewelry business is doing very well across all distribution channels, including e-commerce and full- and off-price wholesale, despite the impairment charge taken as a result of the pandemic, which caused us to reduce our planned store rollout. That said, we plan to open our first Judith Ripka store and livestream our first Judith Ripka show at the store opening by the first week of June. As a reminder, the business has transitioned from a license model to an operating model to give us better control over product and distribution.
In our wholesale apparel business, we continue to proceed with caution. And we expect Q1 to be soft, Q2 showing stabilization and Q3 and Q4 showing growth. Notwithstanding this, we are well positioned for long-term growth within this channel with multiple drop ship and in-store programs currently underway. We also continued to expand our category offerings in our C. Wonder brand that is currently sold at Walmart. Our goal for 2021 is to generate over $35 million in top line sales in these wholesale and direct-to-consumer businesses, which, if achieved, we estimate would contribute significantly to our margins and operating income.
As I mentioned in the past, we've been disciplined with our balance sheet and have made significant investments in technology that have positioned us well for the balance of 2021 and beyond. I am excited by the opportunities our platform supports, and it is now time for us to be more opportunistic. Supporting our growth strategies, last week, we announced a transformative financing, which includes a refinancing that will provide us with additional liquidity of over $10 million, reduced loan amortization by $6 million over the term of the loan and an available acquisition line of up to $75 million subject to lender approval for opportunistic transactions that may exist in the current retail environment. We closed this new credit facility last week, and Jim will provide more details in his presentation.
On April 1, 2021, we closed a highly accretive acquisition of the Lori Goldstein brand. Lori Goldstein supports our strategy of owning dynamic brands that can be grown by leveraging shopping, entertainment and social media. This transaction is strategically important to Xcel. It increases our market share in the interactive television channel significantly and grow retail sales of our brands by over 33% in interactive television. Our team did a fantastic job structuring and closing this transaction. On a net present value basis, we acquired the Lori Goldstein brand for a multiple of less than 2x royalties or 3.5x annual EBITDA.
We have the potential to recoup our initial $3.6 million cash investment by the end of this year. And it is important to note that there was no dilution to shareholders, and we did not incur any term debt obligations in connection with this transaction. The integration of this brand is fairly simple, given that it is a licensing business and is a straightforward plug-in to our existing licensing platform. We also believe that there is significant upside in this business, which includes increasing market share in ITV, leveraging the brand for new DTC and livestreaming businesses and growing the brand internationally and in other channels of distribution.
As I have mentioned in the past, the pandemic has proven that QVC's business model is sustainable, and the pandemic has accelerated the adoption of livestreaming as a channel of distribution that may increase dramatically as a percentage of e-commerce sales in the coming years. For example, livestreaming has grown by 3 billion -- from $3 billion in 2017 to an expected $305 billion in 2021 in China, according to Coresite Research. And they estimate that livestreaming is expected to grow by $25 billion over the next 2 years in the U.S. alone. We launched livestreaming events with Longaberger and plan to launch Judith Ripka live in June in connection with the opening of our new flagship store. We will continue to roll out livestreaming across all brands.
Results with Longaberger have been very strong. We are generating high sales per minute in our livestreaming events compared to interactive TV, with conversion rates exceeding 21%. Xcel is uniquely positioned to succeed with this new technology, given our deep knowledge of global retail sales via livestreaming. In fact, we believe that we are one of the most experienced U.S.-based companies heading into this new channel of retail distribution.
So to recap, we are excited by the opportunities we have for growth across our brands and retail channels. Our interactive television business will continue to drive strong operating cash flows, which we are reinvesting in opportunities to enhance our growth and increase the scale of our business. We entered the COVID pandemic with a technology-enabled consumer products platform and recently expanded our access to capital to fund potential acquisition opportunities, accelerate growth and to take advantage of the massive disruption underway within the consumer products industry.
While we anticipate the challenging retail landscape will continue in the first and second quarters, we believe as the COVID crisis ends, the second half of the year will demonstrate strong growth for Xcel Brands. Management, the Board and our employees are all significant shareholders, and we are working hard to create significant value for all of our investors. I am excited by the direction we are headed and look forward to updating investors on the progress we are making throughout 2021.
As always, I thank all of you for your support. Now I would like to turn the call over to Jim to discuss financial results for the fourth quarter and full fiscal year ended December 31, 2020.