Ellen DeGeneres has big aspirations for her new lifestyle brand.
The comedian and talk show host is on the brink of launching E.D., a collection of home decor items including tableware, soft furnishings and candles. The pieces will land in the fall and is just the tip of the iceberg for Ellen.
"I’m not trying to launch a little boutique situation, she told WWD. "I wouldn’t be doing this if I didn’t want it to be the biggest brand name that you can imagine."
The brand is not only the star's initials, but it is also a nickname given to the 56-year-old by her wife, Portia de Rossi. It also includes ornaments and gift wrap items and the only apparel so far is a pajamas and slippers set.
The full launch will include a broader home-and-garden range, women’s and men’s clothes, accessories and pet niceties and will take place for the spring.
“I don’t want to be specific because I don’t want people stealing my ideas," Ellen joked.
The range will be distributed through an online retailer which is still to be confirmed, as is the price bracket. However the star knows that it will be accessible to everyone.
"My goal is that people can have a beautiful house, a really comfortable house, without only being able to afford [very expensive] things,” she said. Regarding the clothes, “[The] 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].”
Ellen will have to juggle her commitments to her talk show with working on her lifestyle brand, but it's a challenge she relishes.
"It’s going to be interesting over the next three or four years, to really establish the business in addition to doing my show,” she said. “It’s a whole new chapter. My life has gone to places… it’s pretty amazing.”
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