Ellen DeGeneres and Chris Burch Team up to Launch a Lifestyle Brand E.D.

Ellen is trying to take her name and brand to the next level.

The 56 year old is launching a company called E.D. and plans to make it a household name.  This is not going to be some line of socks and trinkets; Ellen plans to make this one of the biggest brands out there.

The comedian turned talk show host, has served other big brands in the past, such as American Express and JC Penny’s and she felt it was time for her to represent her own line.  The name E.D. is what Ellen’s wife Portia De Rossi calls her, so she felt it was perfect to represent her brand as well.

SIDE BAR: I wonder if she knows that also stands for “Erectile Dysfunction”?   Not that she would know, or care.  

The first wave of the E.D. collection will consist of tableware, candles, home décor, and giftwrap all which will be launched in November.  The full launch, which will include men’s and woman’s clothing, a pet collection and home and garden décor will be out full scale next spring.  Ellen honestly wants to be bigger than Rachel Ray, no forget Rachel, she wants to be bigger than Martha Stewart! [more…]

‘I wouldn’t be doing this if I didn’t want it to be the biggest brand name that you can imagine,’

‘My goal is that people can have a beautiful house, a really comfortable house, without only being able to afford [very expensive] things, [The] price point will be mid-level. As far as who it’s for, I think it’s for anyone.’

THE MAN BEHIND THE BRAND……

Christopher Burch

Yes Ellen will be getting some help.  If she seemed confident in her statement it’s because she is.  You would be confident too if you were backed by a billionaire.  Not just any billionaire but the billionaire who helped Tory Burch launch her line; her ex husband Christopher Burch. Christopher Burch gave Tory her first million to start her line and the rest is history.

Christopher Burch and Tory divorced back in 2006 and in 2011 he launched a competing line that looked the same but cost half the price.  He also owned a 20% stake in Tory Burch which he sold for $650 million making him a certified billionaire.  The bottom line is the man knows fashion, he has money and he knows how to build brands and he is banking on Ellen.  Chris says however the he’s the fortunate one,

Ellen will drive the design and merchandise process, I’m fortunate to be creative and have a little bit of business sense, but in this case, it’s Ellen’s vision.”

If it’s launching in November then we should start seeing some merchandise very soon.  I can’t wait until I’m on my E.D. sofa, rocking my E.D. shades with my E.D. leopard skin top.  I just hope it all comes with Glitter!!

Yass Bish Yass