Sold exclusively through the new e-commerce site EDbyEllen.com, the lifestyle collection includes an array of product categories including homewares, apparel and accessories. The brand is inspired by the iconic style, values and personality of DeGeneres and named after wife Portia de Rossi's long-standing nickname for Ellen.
"Ellen has been a trailblazer and our strategic plan is just as innovative," says Marisa Gardini, managing partner and chief executive officer, ED. "The launch of the ED flagship e-commerce 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."
At launch, apparel offerings include bomber jackets, tailored separates, woven shirting, hand-drawn graphic tees and terry sweatshirts. Among the home
"I set out to fill a void in the marketplace of high-quality, comfortable yet chic and easy-to-wear pieces with impeccable detailing," says DeGeneres. "That's what makes it so special and why I'm so thrilled my ED line is launching and everyone can finally have a piece of me… You know what I mean."
The brand was developed in collaboration with J. Christopher Burch, founder of C. Wonder and chief executive officer of Burch Creative Capital, which manufactured the line.
"Ellen's passion and keen eye for design inspired this entire venture, and she has been a wonderful and dedicated partner," says Burch. "The brand came together so seamlessly, and I am proud and excited for the launch of
as we bring this extraordinary brand to the marketplace."
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