Ellen DeGeneres is planning to launch her own lifestyle brand, according to a report by ABC News.
She explained her vision to Women’s Wear Daily, saying that she intended her “brand” to be big, She said, “I wouldn’t be doing this if I didn’t want it to be the biggest brand name that you can imagine.” Displaying her high degree of enthusiasm, Ellen added, “They say we’re going to be on another planet soon, right? I’m going to be the first brand on that planet.”
The brand is to be called E.D., but, somewhat confusedly, will be pronounced as one word “Ed.” Ellen confided that Ed is a nickname given to her by her wife, Portia de Rossi, but would not be drawn to talk about any other personal details as she wanted the focus to be on promoting her new brand.
The E.D. collection will cover everything from gifts and accessories to home and garden wares as well as pet necessities. She wouldn’t go into further detail saying, “I don’t want to be specific because I don’t want people stealing my ideas.”
Ellen DeGeneres will be working with a whole host of well-known business people including J. Christopher Burch of Burch Creative Capital, President and CEO of Isaac Mizrah, Marisa Gardini, and chief global brand officer of DreamWorks Animation, Michael Francis. Ellen called them “the most amazing team, an all-star team.”
The pricing structure of her collection has yet to be finalized, but Ellen is determined that it will be what she terms “affordable.” She added:
“My goal is that people can have a beautiful house, a really comfortable house, without only being able to afford [very expensive] things. Price point will be midlevel. As far as who it’s for, I think it’s for anyone. I hope that what I wear is versatile.”
Launch date for the initial collection is slated for late October/early November and will feature gift-friendly tableware, candles, home decor, pajamas, and gift wrap. A full launch featuring a broader home-and-garden range, women’s and men’s clothes, and pet accessories is scheduled for next spring. Ellen confirmed that distribution will be online through a major retail partner.
So, it looks like Ellen DeGeneres might indeed fulfill her dream of being “The Biggest Brand Name That You Can Imagine.”
How does Portia de Rossi feel about that?