Look Out, Gwyneth: Ellen DeGeneres Launches a Lifestyle Brand
The talk show host’s new site, EDbyEllen.com, sells clothing, housewares and accessories marked by DeGeneres’ distinctive style.
Ellen DeGeneres is already a comedian, author, talk show host, and producer. Now she can add lifestyle brand maven to the list.
DeGeneres launched her new e-commerce site, EDbyEllen.com, on Tuesday. Pronounced “Ed,” the brand covers everything from clothing and accessories to barware and throw pillows.
Though it was previously reported that the site would carry luxe items like $2,000 cashmere sweaters, DeGeneres appears to be sticking with more reasonably priced goods, at least for now. Items on the site range from $8 pins to a $365 cake plate. Apparel starts at $34.50 for a crewneck t-shirt and goes up to $245 for tailored jackets.
ED joins a flood of celebrity lifestyle brands already on the market, including Gwyneth Paltrow’s Goop, Jessica Alba’s The Honest Co. and Blake Lively’s Preserve. Reese Witherspoon joined the mix last month, launching Draper James. Within a few hours, Witherspoon’s site had sold out of a $325 shoulder bag and a $225 dress.
Of course, DeGeneres says that ED will offer something unique. In an interview with Refinery29, she talked about the particulars of her own “sort of […]