Comedian and talk show host Ellen DeGeneres is ready to move to the next phase of her career. The lifestyle boutique is expected to be launched through a major retailer late October or early November
“I wouldn’t be doing this if I didn’t want it to be the biggest brand name that you can imagine.” “This” is E.D., DeGeneres’ nascent lifestyle brand launching with a gift-oriented capsule collection for holiday. Despite the obvious invocation of DeGeneres’ initials, the brand’s name is Ed
Fully realized, E.D. will encompass categories from home to fashion to chic wares for some of DeGeneres’ favorite friends — dogs and cats. And she’s thinking big. “I’m not trying to launch a little boutique situation,” DeGeneres told WWD over lunch on New York’s Upper East Side. To that end, she calls the project her “next phase,” one she expects to flourish and occupy her professional attentions full-time, long after her talk-show days are done.