As if her hit daily talk show doesn’t keep her busy, Ellen DeGeneres has just launched her own lifestyle brand. ED, pronounced “Ed,” has been quietly growing on QVC (as we noted last year) and this week is now available to the world at large on her e-commerce site, EDbyEllen.com. Offering tailored and androgynous clothing, tastefully chic housewares and minimalist accessories, it reflects the comic’s distinctive personal style in terms of how she dresses and how she designs and decorates her homes.
Appealing to fans, the collection also offers inclusive sizing and features inspirational messages, such as the baseball caps with “faith,” “smile” and “happiness” embroidered on the back and a jacket (at top) with the word “love” visible if you pop the collar. The DeGeneres-designed apparel and accessories retail from $25 to $395, while her homewares collection ranges from $25 to $365.
The name of the brand comes from wife Portia DeRossi’s nickname for DeGeneres. “Ellen has been a trailblazer and our strategic plan is just as innovative,” stated Marisa Gardini, Managing Partner and CEO of ED, in a press release. “The launch of the ED flagship ecommerce site poises us for expansion into multiple categories, countries and distribution methodologies. It is a true representation of Ellen’s design aesthetic and attention to quality and detail.”
ED is a partnership with Chris Burch, who helped ex-wife Tory launch her global brand and recently shuttered C. Wonder. “A lot of celebrities come to you and say: ‘Make me $25 million overnight,’” said Burch in an interview with Australia’s AFR magazine. “But Ellen’s not like that. She’s a lovely person.”
— Ellen DeGeneres (@TheEllenShow) June 30, 2015
Of course, plenty of celebs are adding “designer” and “entrepreneur” to their credits and have been extending their personal brands and beliefs into lifestyle products, including Gwyneth Paltrow, Jessica Alba and Reese Witherspoon. Paltrow, in fact, is taking a break from acting to focus solely on Goop. DeGeneres, of course, like these other stars, doesn’t need the money. According to Forbes, she earned $75 million last year and made #12 on its latest Celebrity 100 wealth ranking.
DeGeneres is also celebrating in another way. In the wake of last week’s historic Supreme Court legalizing same-sex marriage across all 50 US states, she and DeRossi are planning to renew their vows after seven years of togetherness.