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Here comes Ellen

DeGeneres stepping into home

New York – It’s been rumored for some time, but today it became official. Entertainer and talk show host Ellen DeGeneres is getting into the licensing game and will first launch a capsule home collection for holiday 2014 that will sell directly to consumers.

In addition to selling via a dedicated website, product will also be available through wholesale and retail channels.

DeGeneres has teamed with Christopher Burch, founder of C. Wonder and ceo of Burch Creative Capital, to form a joint partnership that will create and sell merchandise under the E.D. brand. Product categories will also include ready-to-wear, accessories, and pets. She will provide creative direction and he will handle manufacturing and brand development.

The JV has some powerhouse retail talent on board: Michael Francis, chief global brand officer of DreamWorks Animation, former JCPenney president and former global cmo 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’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,” said DeGeneres.

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