Ellen DeGeneres is taking on a new endeavor. Not only is she an actress and talk show host, Ellen is now launching a new lifestyle brand, set to debut later this year.
The brand will be called E.D., a nickname that Ellen’s wife Portia de Rossi gave her talk show, and will feature fashion, home décor, and items for pets. Ellen revealed a few items that will be included in the line- candles, mugs, decorative pillows, ornaments, pajamas and slippers- but that is all she is saying at the moment.
“I don’t want to be specific because I don’t want people stealing my ideas,” she laughingly explained to Women’s Wear Daily.
Ellen explained that her idea is big and she isn’t just wanting to open a small boutique. “I’m not trying to launch a little boutique situation,” Ellen said.
She has even partnered with J. Christopher Burch of Tory Burch and has assembled an all-star team to collaborate on the project. Some of those teammates include, Michael Francis, chief global brand officer of DreamWorks Animation, and Janet Grove, former chief executive officer of Macy’s Merchandising Group.
While she will have some competition from other celebrities who have launched their own brands, DeGeneres said that she hopes this will be the biggest brand that people can imagine. “I wouldn’t be doing this if I didn’t want it to be the biggest brand name that you can imagine,” she said.
And, although she is the latest to announce her line, it looks like her brand will be up-and-running before Reese Witherspon’s Draper James company and Blake Lively’s still untitled lifestyle brand that was previously revealed.
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