Ellen DeGeneres introduces a new Lifestyle Brand “E.D”

There’s a lot of money to be made when you’re one of the most popular talk show hosts in America. Just ask Oprah Winfrey, or any of the other brands that have landed on her “Favorite Things” lists over the years. And it looks like Ellen DeGeneres is trying to tap into that kind of moneymaking situation. The talk show hostess announced that she will be launching E.D., a lifestyle brand, which she intends on keeping in business for a long time.

Ellen has enlisted the help of Burch Creative Capital boss J. Christopher Burch (akaTory Burch‘s ex-husband) to help launch this new endeavor. She’s stocked her brand’s board with several industry bigwigs, including former president and CEO of Isaac MizrahiMarisa GardiniMichael Francis, former global chief marketing officer for Target and Janet Grove, former Macy’s Merchandising Group CEO.

As with any long-term business commitment, E.D. is starting small with plans for rapid expansion. The brand will debut with a holiday gift collection featuring candles, mugs, pillows and ornaments. A set of pajamas and slippers will be the only available apparel from that range. Come spring, a full launch will be underway. The line will offer menswear and womenswear along with accessories for humans and pets at accessible prices. E.D. will be distributed through partner stores, though the brand is working hard to be able to deliver e-commerce through its own site this spring.

Oh, and if you thought that this project was about Ellen slapping her name on a moneymaking opportunity, J. Christopher Burch is very clear that this is simply not the case.

“Ellen will drive the design and merchandise process,” he told WWD. “I’m fortunate to be creative and have a little bit of business sense, but in this case, it’s Ellen’s vision. We’re here as collaborating partners to make sure we accomplish her vision through sourcing, through all of the different things needed [to develop a brand].”

Look out for E.D. in late October/early November, distributing online through a retail partner. Can’t wait to see what Ellen has to offer!


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