Watch out Gwyneth Paltrow and Martha Stewart, you have some new competition! Ellen DeGeneres is the latest star prepping to launch her own lifestyle brand. Aptly named E.D. (but pronounced “Ed”), the moniker comes from a nickname given to DeGeneres by her wife, Portia de Rossi.
Launching with a capsule collection of holiday gift items this fall, E.D.’s first round of products will included tabletop accessories, candles, bedding, gift wrap, ornaments, and a pajama-and-slippers set. The full line of goods, including a wider range of home and garden items, women’s and men’s clothing and accessories, and pet products, will be available next spring.
E.D. is already prepped for success—DeGeneres is partnering on the project with Christopher Burch, the businessman behind the mega-success of designer Tory Burch’s label and C.Wonder. While she may not have a lot of time on her hands, the talk-show personality still plans to play a major role in the concept and design process. The reason? DeGeneres wants something to occupy her time long after her TV days have ended.
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