US: Ellen DeGeneres announces plans for her new lifestyle brand
Ellen DeGeneres has announced her latest venture: a lifestyle brand.
The line is called E.D. – pronounced like the name Ed – and is a nod to the nickname DeGeneres’ wife Portia de Rossi calls the talk show host turned lifestyle guru.
DeGeneres told Women’s Wear Daily that the brand is not “a little boutique situation.” She is calling the brand her “next phase,” saying she sees it outlasting her television career.
The launch will begin in late October or early November with a gift-oriented line for the holiday season. A full launch, including everything from home goods to fashion to pet accessories, will happen in spring 2015.
The line is in talks with a major US retail partner to house the brand’s holiday launch online. The brand, however, has plans for their full launch to be housed on their own e-commerce site.
DeGeneres is partnering with Christopher Burch, of Tory Burch fame, for the line. He told Women’s Wear Daily: “This is not a ‘we give Ellen a percentage of sales.’ We are aligned at every level, her team and my team.”
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.”