ED Ellen DeGeneres
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| Private | |
| ISIN | 🆔 |
| Industry | Lifestyle Brand |
| Founded 📆 | New York, New York (2015)[1] |
| Founder 👔 | Ellen DeGeneres |
Area served 🗺️ | |
Key people | Marisa Gardini (CEO)[2] Dave McTague (COO & President)[3] |
| Products 📟 | Clothing, Shoes, Handbags, Furniture, Bedding, Rugs, Baby, Window Treatments, Eyewear, Pet Products, Bathware, Tableware, Kitchen and Table Linens |
| Brands | ED by Ellen (Clothing)[4] ED Ellen DeGeneres (Licensee Brands)[5] |
| Members | |
Number of employees | |
| 🌐 Website | www |
| 📇 Address | |
| 📞 telephone | |
ED Ellen DeGeneres is Ellen DeGeneres's lifestyle consumer brand.[6] The brand features a collection of apparel, accessories, home, pets, and baby products. In launching the brand, DeGeneres said that, “It’s called ED. It’s obviously my initials, but ED is also what Portia calls me. We wanted it to be my name without it being my name. And I think it’s important that I’m not just signing over my name-this is me, every decision on design, everything I’m putting out there."[7] The brand frequently uses animals, featuring graphics of her pets and some of her favorite words, like "love" and "joy."[8]
History[edit]
Ellen DeGeneres's idea for starting a clothing line first started when she had her own clothes made on set. DeGeneres stated in an article in Fortune that she has, "a very distinct way of dressing, and clearly other people are responding to it, so that was the impetus to launch the brand."[10] DeGeneres then approached Chris Burch, co-founder of Tory Burch and founder of C. Wonder, to launch her company.[11][12] Along with ex-CEO of Isaac Mizrahi, Marisa Gardini, the company first launched online in June of 2015 with the ED by Ellen collection of apparel, accessories, and home décor. The collection debuted in stores at Bergdorf Goodman in a limited-time partnership.[13]
In the spring of 2016, the brand launched footwear under the ED Ellen DeGeneres name, licensed by Camuto Group.[14][15] During the same time, DeGeneres also launched her collection of bedding at Bed Bath & Beyond.[16][17]
In October of 2016, the brand announced the launch of a line of furniture, rugs, tabletop products.[18][19] For the 2016 holiday season, the brand launched a capsule collection at Bed Bath & Beyond of holidays mugs, pillows, and throws.[20] The brand's furniture collection launched in February of 2017, in partnership with Thomasville Furniture Industries, along with a tabletop collection partnered with Royal Doulton. Rugs, pillows, and throws launched in April 2017 with Loloi Rugs.[21]
Ellen launched her collection of pet products with PetSmart in February 2017.[22][23][24]
Again with Camuto Group, the brand launched a collection of handbags and accessories at Nordstrom, Dillard's, and other retailers in early 2017.[25][26]
Ellen's latest collection launch was an assortment of baby products at retailer Buy Buy Baby in August of 2017.[27]
Collections[edit]
ED by Ellen[edit]
The first of the ED Ellen DeGeneres collections, ED by Ellen is DeGeneres's flagship collection of clothing. Originally launched for the Spring/Summer 2015 season, ED by Ellen launched as a clothing, home, and accessories line.[28] The home component has since been reincorporated into their larger home furnishings partnerships.[29]
The line currently consists of apparel and socks on the brand's website website, as well as various licensed goods.
Pets[edit]
Launched at the pet retailer, PetSmart, DeGeneres's first line of pet products was for dogs only. DeGeneres has also said that she plans to expand to other pets as well.[30] In August of 2017, DeGeneres launched her cat collection.[31]
Home[edit]
Ellen's first home collection of small décor products, under the name ED by Ellen, has expanded under license of the ED Ellen DeGeneres name to the furniture, bedding, tabletop, rugs, pillows, throws, bathware, and table and kitchen linens categories. DeGeneres stated that her inspiration to start a home collection was: "Art, positivity, architecture."[32] DeGeneres has partnered with companies like Thomasville Furniture Industries, Royal Doulton, Loloi Rugs, and others.
Accessories[edit]
First launched under the ED by Ellen brand, DeGeneres's accessory line now features eyewear, shoes, handbags, small leather goods, and socks.[33]
Baby[edit]
In August of 2017, DeGeneres announced that she was launching a collection of baby products at retailer Buy Buy Baby.[34] The lifestyle collection, which is available at Buy Buy Baby stores, includes furniture, bedding, bibs, bath, blankets, apparel, swaddles, footwear, diaper bags, mattresses and strollers.[35] DeGeneres partnered with companies in the baby space, such as Peg Perego, Aden + Anais, and Crown Crafts to license her brand.[36]
External links[edit]
References[edit]
- ↑ Muto, Jordan. "Channel Ellen DeGeneres in your home: See host's new lifestyle line". TODAY.com.
- ↑ "3 Things to Know About Ellen DeGeneres's Lifestyle Brand". Fashionista.
- ↑ "EDbyEllen: ethics, sustainability, labor rights data researched by Project JUST". Project JUST.
- ↑ "Brand Ellen: Can Happiness Sell Clothes?". The Business of Fashion. 14 June 2016.
- ↑ "The Editor at Large > Ellen DeGeneres launches three new home collections". editoratlarge.com.
- ↑ Atwood, Tyler. "The Ellen Degeneres Clothing Line Is Going To Be Expensive, But It's All About Love".
- ↑ "We Are A lifestyle Brand Inspired by Ellen DeGeneres |ED by Ellen". www.edbyellen.com.
- ↑ DeGeneres, ED by Ellen. "Ellen DeGeneres Debuts New Lifestyle Collection, ED on EDbyEllen.com". www.prnewswire.com.
- ↑ "ED Ellen DeGeneres Crafted by Royal Doulton". Royaldoulton.com.
- ↑ Petrilla, Molly. "Ellen DeGeneres launches a lifestyle brand". Fortune. Time Inc. Retrieved 23 February 2017.
- ↑ Wickwire, Emily. "Ellen DeGeneres' next gig is..." TODAY.com. NBCUniversal. Retrieved 23 February 2017.
- ↑ Burton, Cinya. "Ellen DeGeneres Is Launching a Lifestyle Brand—All the Details!". E! Online. NBCUniversal. Retrieved 23 February 2017.
- ↑ Shanahan, Christina. "Ellen Degeneres Launches ED Collection at Bergdorf Goodman—With A Little Help From Kim Kardashian, Justin Timberlake, and Pharrell Williams". InStyle. Time Inc. Retrieved 23 February 2017.
- ↑ Brooke, Eliza. "Ellen DeGeneres's Lifestyle Brand Adds Footwear". Fashionista. Breaking Media Inc. Retrieved 23 February 2017.
- ↑ Henning, Kristen (8 September 2015). "Ellen DeGeneres Launching Shoe Line With Camuto Group For Spring 2016". Footwear News. Fairchild Publishing. Retrieved 23 February 2017.
- ↑ Pennell, Julie. "Ellen DeGeneres' latest news may bring her into your home". TODAY.com. NBCUniversal. Retrieved 23 February 2017.
- ↑ "Bed Bath & Beyond Launches The ED Ellen DeGeneres Bedding Collection". www.prnewswire.com.
- ↑ Kloss, Kelsey (13 October 2016). "Attention, World: Ellen DeGeneres Is Continuing Her Takeover". ELLE Decor. Hearst. Retrieved 23 February 2017.
- ↑ Bellucci, Tara. "Ellen's Launching 3 New Home Collections in 2017". Apartment Therapy. Retrieved 23 February 2017.
- ↑ "Ellen DeGeneres Expands Tabletop, Home Decor Collections - HomeWorld Business". HomeWorld Business. 3 October 2016.
- ↑ "Thomasville Loloi to launch licensed lines with Ellen DeGeneres". hfbusiness.com. Retrieved 23 February 2017.
- ↑ Thau, Barbara. "Ellen DeGeneres Jumps Into $62.2B Pet Market With New PetSmart Line". Forbes. Time Inc. Retrieved 23 February 2017.
- ↑ Libassi, Matthew (1 February 2017). "Exclusive Look: Ellen DeGeneres Bites Into Pet Industry". Fox Business. Retrieved 23 February 2017.
- ↑ Barsamian, Edward. "An Inside Peek at Ellen DeGeneres's New Line for Pets". Vogue. Condé Nast. Retrieved 23 February 2017.
- ↑ Lockwood, Lisa. "Ellen DeGeneres' ED collection expands into handbags, wallets and totes for spring". latimes.com. Tronc Inc.
- ↑ Lockwood, Lisa (3 August 2016). "Ellen DeGeneres' ED Collection Adds Handbags". WWD. Penske Media Corporation.
- ↑ Frazier, Andrea. "Where To Get The Ellen Degeneres Baby Line, Because, It's Actually Too Cute". Romper.
- ↑ Fernandez, Chantal. "Ellen Degeneres's Lifestyle Brand Debuts With a Clean, Tailored Aesthetic". Fashionista. Breaking Media Inc. Retrieved 23 February 2017.
- ↑ "There's Nothing Funny About How Much We Love Ellen DeGeneres' New Home Decor Lines". PEOPLE.com. 10 March 2017.
- ↑ Barsamian, Edward. "An Inside Peek at Ellen DeGeneres's New Line for Pets". Vogue.
- ↑ Bender, Kelli (15 August 2017). "Ellen DeGeneres Won't Call Her New Collection of Cat Products 'Purrrfect,' but It's Pretty Close". PEOPLE.com.
- ↑ "Ellen DeGeneres Launches Her Own Tableware Collection". HOMES.
- ↑ WWD, Lisa Lockwood (4 August 2016). "Ellen DeGeneres' ED collection expands into handbags, wallets and totes for spring". Los Angeles Times.
- ↑ Nordstrom, Leigh (2 August 2017). "Ellen DeGeneres Wants to Dress Your Baby". WWD.
- ↑ "Ellen Introduces Baby Line".
- ↑ Santoro, Alessia. "Ellen DeGeneres Designed a Baby Collection, So BRB While We Add It All to Our Carts". POPSUGAR Moms.
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