Pret-a-Reporter

Ellen DeGeneres Is Becoming a Lifestyle Designer

AP Photo/Alex Brandon

The TV host is launching a new lifestyle brand called E.D.

Next up on the goop train: Ellen DeGeneres, who announced Tuesday that she's launching a lifestyle brand.

The daytime talk show host's new business, named E.D., will feature apparel, homeware and pet products. "I'm not trying to launch a little boutique situation," DeGeneres told WWD, adding that the project will be her "next phase" when she's no longer hosting Ellen in the future.

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She'll also be partnering with Chris Burch of Burch Creative Capital and Marisa Gardini, former CEO of Isaac Mizrahi, on the company.

E.D. is expected to hit stores in late October or early November, with its own e-commerce site set to launch next spring. Let's just hope the brand will sell a good pair of sneaks too.

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