Ellen DeGeneres has built a fortune in the hundreds of millions of dollars on the back of her wit, charisma and likeability.
Now in her 12th season hosting her award-winning daytime show, the comedian is television's best-paid personality. She raked in $75 million over the past 12 months alone, landing at #12 on Forbes' annual Celebrity 100 list of top earning celebrities, ahead of the likes of LeBron James and Beyonce Knowles.
Over the years, DeGeneres' easy charm has landed her spokesperson deals with household-name companies like CoverGirl and J.C. Penney. Now, she'll see if her popularity translates to retail sales as she launches her own fashion and homewares line this week.
ED by Ellen DeGeneres made its e-commerce debut on Tuesday morning, selling relaxed, tailored clothing of the kind favored by the star (cotton blazers go for $175) and chic home goods with a modern rustic feel (a set of linen coasters with a kale design costs $50). The brand's name comes not just from DeGeneres' initials but from actress wife Portia de Rossi's longstanding nickname for the comedian, says her team.
DeGeneres inspects her wares. Photo: EdByEllen.com.
For now, DeGeneres' lifestyle line will be sold exclusively online, although her backers are exploring other options. In August, ED will release a capsule collection for girls at GapKids and Gap.com, just in time for back-to-school shopping.
ED's lead investor is retail veteran Chris Burch, ex-husband of fashion billionaire Tory Burch. While his women's chain C. Wonder shuttered earlier this year, his firm Burch Creative Capital boasts an investment portfolio of hot e-commerce names like jewelry startup BaubleBar and office products line Poppin.
Burch, 62, joined DeGeneres, de Rossi and their respective teams for a design inspiration trip around the flea markets, concept stores and castles of France last year. The visit, chronicled by Vogue, served as a reminder that while DeGeneres might be an everywoman on TV, her aesthetic sensibilities befit one of the country's wealthiest TV stars.
Her homes have been featured in Architectural Digest; her latest buy, a $40 million Beverly Hills mansion, was deemed "the best house in Los Angeles" by real estate site Curbed.
“I did the Pier 1 thing when I had no money, and I know how to live that life,” she told Vogue writer Hamish Bowles, who noted that "she now runs to furniture by Prouvé and Royère, and art by Basquiat and Warhol."
"I still understand that everyone should be able to have great design in their home,” she said, “so let me do it in a more accessible way.”
While Tuesday's launch marks DeGeneres' first foray into retail, she recently began translating her digital media savvy into entrepreneurial ventures. She capitalized on the power of YouTube years ago and maintains a hugely popular channel that regularly racks up millions of views.
Last year, DeGeneres developed her own website devoted to video, ellentube, and struck a deal with web platform Vessel to allow viewers to stream clips of her show. She also parlayed Heads Up!, a trivia game she plays with guests, into the best-selling paid smartphone app of 2014.
