Having conqured much of our planet already, Ellen DeGeneres has announced she is launching her very own lifestyle brand later this year.
Here is what you need to know:
1. The brand’s name, E.D. – pronounced “Ed” – is actually a nickname Ellen’s wife Portia De Rossi uses affectionately.
2. The initial collection will include home, fashion, and various pet items.
The talk show host told WWD the line would include candles, mugs, decorative pillows, ornaments, pajamas and slippers. Distribution will take place through an online retail partner, undisclosed at this time.
3. Just in time for the holidays, E.D. plans for a soft launch in late October/early November.
This launch will feature a holiday and gift-oriented line that will take “the name of the holiday-selling season to heart.”
4. The full launch will take place in the spring of 2015.
Although DeGeneres remains tight-lipped with details, this launch will include a broader home-and-garden range of products, women’s and men’s clothes, and other accessories.
5. For the project, DeGeneres is partnering with J. Christopher Burch of Burch Creative Capital.
Burch is the founder and CEO of Burch Creative Capital, a firm with offices in New York City and Shanghai. “People see who she is, what a wonderful person she is and how much she gives back. Everyone responds to her — you’re a man, you’re a woman, you’re a mom, you’re a working mom — she brings a happiness and a light and a true authenticity,” Burch said of DeGeneres.
6. E.D. is gunning for Martha Stewart with competitive pricing.
“My goal is that people can have a beautiful house, a really comfortable house, without only being able to afford [very expensive] things,” DeGeneres said.
7. She calls this project the “next phase” of her career.
“I’m not trying to launch a little boutique situation,” DeGeneres stated. The TV host expects the endeavour to occupy her time, well, full-time – long after her talk-show days are done.
8. You will be able to buy all the products online, possibly in pop-up stores.
E.D. will have its own site, carrying the entire product line in the spring. Currently there are no plans for “vertical brick-and-mortar stores” – though that detail is open to change.
9. For DeGeneres, failure is not an option.
“I wouldn’t be doing this if I didn’t want it to be the biggest brand name that you can imagine,” Degeneres stated in the interview. “They say we’re going to be on another planet soon, right?” DeGeneres mused. “I’m going to be the first brand on that planet.”