With an aim to be the biggest brand name one can imagine, Ellen DeGeneres plans to launch her own lifestyle brand E.D in Christmas this year. With her newly created company- E.D which will sell everything from homeware and fashion to pet accessories, Ellen is now branching out into design. E.D is the nickname that her wife Portia de Rossi gave her and inspired by that, Ellen preferred the same name for her company as well.
It has been reported that Ellen has ambitions to make E.D one of the leading brands in the market. In an interview, Ellen said “I wouldn’t be doing this if I didn’t want it to be the biggest brand name that you can imagine. They say we’re going to be on another planet soon, right? I’m going to be the first brand on that planet.” With this move, Ellen joins a long list of celebrities like Gwyneth Paltrow and Jessica Alba, who have already landed in the wonderful world of creating their own lifestyle brands.
Even as Ellen’s brand will sell everything from fashion to home decor to everything for pets, her initial designs will be holiday-oriented. The 56-year-old says to expect tableware, ornaments and even pyjama sets thrown into the mix as the initial designs for sale.