Ellen DeGeneres launching Lifestyle Brand

The chat show host is branching out into design with her newly-created company, E.D. - a nickname her wife Portia de Rossi gives her - which will sell everything from homeware and fashion to pet accessories. 

And Ellen has big ambitions for E.D. to become one of the leading brands on the market.

She boldly told WWD: "I wouldn't be doing this if I didn't want it to be the biggest brand name that you can imagine ... They say we're going to be on another planet soon, right? I'm going to be the first brand on that planet."

The 56-year-old star has enlisted the help of private equity group Burch Creative Capital's boss J. Christopher Burch, with former Isaac Mizrahi CEO Marisa Gardini signing on as managing partner.

Burch commented: "I knew Ellen was loved by everybody, but I didn't understand the depth of [her pubic perception. People see who she is, what a wonderful person she is and how much she gives back.

"Everyone responds to her - you're a man, you're a woman, you're a mom, you're a working mom - she brings a happiness and a light and a true authenticity."

Things will kick off with a gift-oriented capsule collection for the holiday season in late October/early November, with items including tableware, ornaments, bed accessories, pyjamas and gift wrap going on sale online and in store at several US retailers. 

A full launch featuring a broader home-and-garden range, women's and men's clothes and accessories for cats and dogs is scheduled for next spring.

Ellen added: "My goal is that people can have a beautiful house, a really comfortable house, without only being able to afford [very expensive] things. 

"[The] price point will be midlevel. As far as who it's for, I think it's for anyone. I hope that what I wear is [versatile]."