Ellen DeGeneres Unveils New Lifestyle Brand

Posted Tuesday July 8, 2014 1:03 PM GMT

Everything she touches turns to gold, it seems, and Ellen DeGeneres' latest venture is a fully-fledged lifestyle brand called E.D.

During a recent interview with WWD, the daytime talk show queen explained, “I’m not trying to launch a little boutique situation. I feel like it’s the most amazing team, an all-star team. I wouldn’t be doing this if I didn’t want it to be the biggest brand name that you can imagine.”

DeGeneres’ team includes partner J. Christopher Burch, Marisa Gardini (Isaac Mizrahi), Michael Francis (DreamWorks), and Janet Grove (Macy’s).

Burch also noted, “My strategy in everything I do is to work with incredible people. I want to work with the most talented, extraordinary, unusual and creative people in the world.”

E.D. will kick off with a gift selection for holiday followed by home, clothing and pet accessories. And that’s just the start.

Ellen declared, “It’s going to be interesting over the next three or four years, to really establish the business in addition to doing my show. It’s a whole new chapter. My life has gone to places…it’s pretty amazing. They say we’re going to be on another planet soon, right? I’m going to be the first brand on that planet.”

Photo Credit: Mike Rozman