Ahead of the holiday shopping season, talk show host and comedian Ellen DeGeneres is launching her on line of lifestyle products.
"I wouldn’t be doing this if I didn’t want it to be the biggest brand name that you can imagine," DeGeneres, 56, told Women's Wear Daily about the line of clothing and home accessories bearing her initials, E.D., and pronounced, "Ed." "I’m not trying to launch a little boutique situation."
WWD reports that E.D. will launch in late October or early November with home decor and entertaining products including gift wraps and ornaments, tableware, candles, and top-of-bed accessories like decorative pillows and throws. The only clothing that will initially be offered will be a set of pajamas and slippers.
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The distribution of the products will be through a major retailer’s website but which one hasn’t yet been announced.
In the spring of 2015, additional home and garden, men’s and women’s clothing, and pet products are expected to be offered. Sunglasses, footwear, and watches and handbags are possibilities for later launches.
“My goal is that people can have a beautiful house, a really comfortable house, without only being able to afford [very expensive] things,” DeGeneres told WWD. Regarding the clothes, “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].”
The price point for the E.D. home and garden products is expected to be on par with Martha Stewart’s line of lifestyle products. Interestingly, when DeGeneres had her own sitcom, “Ellen,” her character hosted Martha Stewart for a Thanksgiving dinner and the lifestyle maven has been a guest on DeGeneres’ talk show several times with crafting ideas.
“Ellen will drive the design and merchandise process,” J. Christopher Burch of Burch Creative Capital, who is partnering with DeGeneres, 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].”
“It’s going to be interesting over the next three or four years, to really establish the business in addition to doing my show,” DeGeneres added. “It’s a whole new chapter. My life has gone to places ... it’s pretty amazing.”
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