Ellen DeGeneres has announced a new venture: a lifestyle brand. The line is called E.D. or Ed, which is the nickname DeGeneres’ wife Portia de Rossi uses for her.
“I wouldn’t be doing this if I didn’t want it to be the biggest brand name that you can imagine. They say we’re going to be on another planet soon, right? I’m going to be the first brand on that planet.”
The launch will begin in late October or early November with a gift-oriented line that will take “the name of the holiday-selling season to heart.”
Ellen told Women’s Wear Daily that a full launch will happen in spring 2015. This extended line would include candles, mugs, decorative pillows, ornaments, pyjamas and slippers. Distribution will take place through an online retail partner, undisclosed at this time.
DeGeneres is partnering with Christopher Burch, who is the founder and CEO of Burch Creative Capital, a firm with offices in New York City and Shanghai. He told Women’s Wear Daily:
“People see who she is, what a wonderful person she is and how much she gives back. Everyone responds to her — you’re a man, you’re a woman, you’re a mom, you’re a working mom — she brings a happiness and a light and a true authenticity.”
DeGeneres said to the magazine:
“It’s going to be interesting over the next three or four years, to really establish the business in addition to doing my show. It’s a whole new chapter. My life has gone to places…it’s pretty amazing… My goal is that people can have a beautiful house, a really comfortable house, without only being able to afford [very expensive] things,”