Ellen DeGeneres has already conquered the entertainment world, and now she has her sights set on design. As WWD announced on Tuesday, the talk show host is launching her own lifestyle brand later this year, with a capsule collection set to debut just in time for the holidays.
DeGeneres's new line will be called E.D. — pronounced like the name "Ed" — and items in her collection will run the gamut from fashion to home goods to specialized pieces just for pets. DeGeneres is thinking big: The lifestyle brand is what she plans to focus on professionally once her talk show comes to an end, and she told WWD, “I wouldn’t be doing this if I didn’t want it to be the biggest brand name that you can imagine.”
If that gung-ho spirit isn't enough proof that she's serious about going up against lifestyle bigwigs like Kate Spade, Ralph Lauren and Gwyneth Paltrow's GOOP, she's enlisted none other than Burch Creative Capital, led by Chris Burch, as a launch partner.
Burch, who co-founded Tory Burch LLC (with his ex-wife Tory) and C. Wonder, was drawn to DeGeneres's authenticity and ability to resonate with so many types of people. “Ellen will drive the design and merchandise process,” he told the paper. “I’m fortunate to be creative and have a little bit of business sense, but in this case, it’s Ellen’s vision."
Shoppers can expect the first round of E.D. goods to hit the web through a yet-to-be-named online retail partner in late October, with gift sets, tabletop items and bedroom decorations among the first offerings. As DeGeneres moonlights as a house-flipper and real estate enthusiast, home goods will be among E.D.'s top products. The brand will also invest in building its own e-commerce site, with a selection of goods sold both online and in brick-and-mortar through partners.
We have reached out to a rep for Burch and will update as we learn more about the new project.