Ellen DeGeneres Heads to the Pet AisleEllen DeGeneres Heads to the Pet Aisle

Talk show host teams to launch branded pet collection.

PetSmart has entered an exclusive partnership with Ellen DeGeneres’ lifestyle brand, ED, through Posh Paws of New York City, to create a new pet lifestyle brand.

The new collection will include pet apparel, beds, bowls, collars, leashes, harnesses, toys and pet carries, as well as shampoo and other at-home grooming supplies.

This is DeGeneres’ first pet lifestyle line.

“We are thrilled about this collaboration with the ED brand and Ellen, who shares our view that pets make us better people. She is passionate about pets, a tremendously creative design talent and people relate to her and love Ellen’s view on life. She is extremely relevant, especially among millennials, an important demographic that is moving into pet parenthood at a significant rate,” says Ted Passig, executive vice president, buying and sourcing, PetSmart. “Ellen’s unique ED design aesthetic has been brought to life in her work on home design, architecture and a range of human products–and we are excited to be working with her on her very first pet lifestyle brand.”

The ED brand pet collection is expected to launch in all 1,450 PetSmart locations early next year. The collection will also include seasonal updates.