NEW YORK-Celebrity entertainer Ellen DeGeneres will put her stamp on home furnishings, beginning this fall.
DeGeneres and J. Christopher Burch, founder of retailer C. Wonder and CEO of Burch Creative Capital, have partnered to create and sell E.D., a collection designed by DeGeneres that will encompass a variety of product categories including home, ready-to-wear, accessories and pets.
Home items, which were not specified in a press release, will launch directly to consumers first, for holiday 2014, followed by a full collection launch at retail for Spring 2015.
DeGeneres will provide creative direction while Burch will bring manufacturing and brand development expertise, the statement said. The new company, which was not named, has many highly experienced retail and brand experts in management and board leadership positions, including Michael Francis, chief global brand officer, DreamWorks Animation, former president of J.C. Penney and former chief marketing officer of Target; Marisa Gardini, managing partner of E.D. and former president and CEO of Isaac Mizrahi; and Janet Grove, former corporate vice chairman of Macy’s Inc. and chairman and CEO of Macy’s Merchandising Group.
“I’m so excited to work with Chris and our incredibly talented team on this new venture,” DeGeneres said. “I’ve always wanted to launch a line of home goods, clothing and accessories. I already get to be inside people’s living rooms with my show. Now I get to be in their kitchens, in their beds and in their pants. Wait. That’s not what I meant.”
Burch said the collaboration came together serendipitously. “None of us were looking for a new business opportunity, but it’s such a rare occurrence to meet amazing people with like minds and great chemistry, we just knew we had to work together,” he said. “And on top of it all, Ellen is not only an extraordinary human being, but she also has an amazing eye.”
A website will be developed and launched. Product will be available through wholesale and retail channels, as well as direct to consumer.