Within 24 hours of ED by Ellen DeGeneres, the lifestyle venture by DeGeneres and Christopher Burch, launch online at Edbyellen.com the site had more than 300,000 registered users and several sold out items including the Indigo Striped linens and pillows, white Cotton Bomber Jacket, Oversized Stripe Crew Neck Sweatshirt and Horsebit Cheese Knives Set.
The collection features women’s apparel, accessories and decorative home items, and other best sellers included the Original Dog Tee (DeGeneres loves animals) and embroidered bracelets with her signature “Love” and “Joy” sayings on them. The site got an ample social media boost from DeGeneres’ own Twitter feed (45.2 million followers) and celeb tweets from Madonna, Justin Bieber, Kim Kardashian, Pharrell Williams, Ashton Kutcher, Neil Patrick Harris, Britney Spears, Ariana Grande and Kerry Washington. DeGeneres announced plans for ED last year, partnering with Burch, who has vast experience launching lifestyle lines, not all of them ending happily. Perhaps DeGeneres will prove to be his E. Wonder.