Ellen DeGeneres has announced that she will soon be launching a lifestyle brand, with the help of entrepreneur and lifestyle brand expert Chris Burch. The brand's first capsule collection is expected to be released in time for the holidays.
The new line will be called E.D. (pronounced like "Ed"), and it will include everything from fashion to home goods. It will also include a collection of specialized pieces for pets. The new venture is Ellen's way of giving herself something to do when she decides to retire from her talk show.
“I wouldn’t be doing this if I didn’t want it to be the biggest brand name that you can imagine," Ellen told WWD.
And Ellen is certainly going about things the right way to become the biggest brand. Her launch partner is the head of Burch Creative Capitol, co-founded Tory Burch LLC (with his ex-wife), and also co-founded C. Wonder.
“Ellen will drive the design and merchandise process,” Chris Burch. “I’m fortunate to be creative and have a little bit of business sense, but in this case, it’s Ellen’s vision."
E.D. will begin rolling out their products through a yet-to-be-announced online retail partner in October. The first offerings will include gift sets, tabletop items and bedroom decor. The brand also plans to build their own e-commerce site, and will sell a selection of products through brick-and-mortar partners.