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Ellen DeGeneres is working on her own lifestyle label

The TV host's brand is thinking big for her E.D. brand, which will comprise fashion, home, and pet wares

By Andrea Tim | Published: 9 Jul 2014

Ellen does lifestyle
Photo: Michael Buckner/Getty Images

If you thought Ellen DeGeneres has done it all – immortalising the world's greatest selfie being one of her top ten achievements – you couldn't be more wrong. Ellen, host of The Ellen DeGeneres Show is just getting started. Soon, we'll be able to shop the comedienne's lifestyle designs from her brand, E.D. (pronounced 'Ed').

From fashion and home and living, to chic merchandise for dogs and cats, Ellen's plan is for E.D. to be "the biggest brand name you can imagine," which she intends to set her full attentions to, after her talk show days are done (which we hope isn't too soon).

"I'm not trying to launch a little boutique situation," Ellen said in an interview, calling the project her "next phase". She will be tackling said phase with J. Christopher Burch, CEO of Burch Creative Capital, along with a board of highly-experienced members, which Ellen calls "the most amazing team, an all-star team."

E.D. will launch sometime later this year, in late October or early November, starting with a capsule collection comprising home decor range, and just in time for the Christmas holidays too. The brand will fully launch next spring, with products available online and via retail partners.

We're definitely not the only ones who can't wait to tote an Ellen hobo bag, dress in slouchy jackets, and play interior designer at home with Ellen-approved decor. You keep swimming, Ellen. We'll follow.


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