ABC/Randy Holmes(NEW YORK) — Ellen DeGeneres is ready to enter the “next phase” of her career. The comedian and talk show host tells Women’s Wear Daily she’s launching a lifestyle brand dubbed E.D.
Though the letters represent her initials, the name of the brand actually comes from a nickname, “Ed,” given to her by wife Portia de Rossi.
DeGeneres, 56, says the new line will encompass everything from fashion to items for the home — as well as items for dogs and cats.
Ellen tells WWD, “I’m not trying to launch a little boutique situation.” She calls the project her “next phase,” one she expects to keep her busy once she moves on from her daytime talk show.
E.D. expects to launch in late October or early November with a line of holiday gift items, including mugs, dessert plates and ornaments. The products are expected be available online through a major retailer, though a deal hasn’t been finalized.
The full launch, which will include women’s and men’s clothes, among other items, will take place in the spring.
Looking ahead, DeGeneres hopes to also produce sunglasses, footwear and watches.
As for her long-term goals for the brand, the sky’s the limit. “They say we’re going to be on another planet soon, right?” says DeGeneres. “I’m going to be the first brand on that planet.”
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