TV personality Ellen Degeneres has announced plans to launch a new “lifestyle” brand, selling homeware, pet accessories and men and women’s fashion.

The new brand, called E.D. (pronounced Ed) is named after her wife Portia Di Rossi’s pet name for her. So they’re not on the rocks? Thank God.

E.D. will sell products online and in unnamed retailers from this November, starting with a special holiday gift capsule which will include tableware, candles, homeware, pajamas and gift wrap. It is expected to be in the mid-level price range.
 
The entire collection of goods is expected to be launched in spring 2015 and will feature more home and garden items, as well as fashion for men and women and even a pet collection, which is less than surprising considering Ellen’s love of animals.

Speaking about the venture, she said, “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 [expensive] things,” she explained.

“The price point will be mid-level. As far as who it’s for, I think it’s for anyone.”