Ellen to launch home line
Home & Textiles Today Staff -- Home Textiles Today, July 15, 2014
New York – Award-winning entertainer Ellen DeGeneres is planning a line of home products, and true to form, made a series of quirky pronouncements that accompanied the announcement.
DeGeneres is partnering with J. Christopher Burch, founder of C. Wonder and ceo of Burch Creative Capital, to create and sell the collection, which will be called E.D.
E.D. will offer home goods as well as ready-to-wear, accessories and pet products. First to launch will be a capsule collection of direct-to-consumer home items for holiday 2014 followed by a full collection launch at retail for spring 2015.
“I’m so excited to work with Chris and our incredibly talented team on this new venture,” said DeGeneres. “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.”
The new company has several experienced retail and brand experts in management and board leadership positions including Michael Francis, chief global brand officer, DreamWorks Animation 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.
In addition to her television show, DeGeneres is known for her penchant for buying, decorating and selling trophy homes nearly every year.
She has an “amazing eye,” Burch said. “From her homes to her art to the set of her television show, her style informs everything in her life. The products she is developing are, in and of themselves, fabulous. Her indelible sense of style, coupled with her incredible social reach and enthusiasm, make her a wonderful partner.”
A website will be developed and launched. Product will be available through wholesale and retail channels, as well as direct to consumer
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