ED by Ellen receives over 300,000 registered users within 1 day

At the end of last month, favored talk show host Ellen DeGeneres added a new legacy to her name: fashion designer. The comedian launched ED by Ellen as a rendition of her lifestyle told through modish, casual clothing.

The collection originally launched by DeGeneres and chief executive officer of Burch Creative Capital Christopher Burch. The e-launch began on Tuesday, June 30. Featuring home, apparel, and accessories, the lifestyle collection appeals to modern, everyday wear for the average woman. So far, the collection has been a booming success. Within 24 hours of the launch, the online website edbyellen.com had more than 300,000 registered users according to WWD. In addition to the mass amount of registered customers, several pieces of the collection sold out within the first day as well. Items that sold out included the Oversized Striped Crew Neck Sweatshirt, a staple of DeGeneres’ wardrobe; the white Cotton Bomber Jacket, and a couple of home decor items.

DeGeneres gains supporters through social media

Part of what has made this brand so prematurely successful upfront could have to do with DeGeneres’ already-massive following. As a celebrity and comedian, DeGeneres has an impressive amount of fans. Her eponymous talk show, which is on its 14th season, was reported last year to receive over 4.4 million viewers daily. On Twitter, the celebrity has over 45.3 million followers. Of course, promoting her new line through both of these media outlets is not only a given but a true stroke of business genius. For example, on July 9, her tweet which read “Now, for a limited time, you can shop ED by Ellen on Twitter! How tweet it is,” received over 1,731 favorites and 339 retweets. DeGeneres has also received favorable promotion from famous friends and supporters. Through Twitter, her line has received mentioned from celebrities such as Pharrell Williams, Kim Kardashian, and Justin Bieber.

What makes the collection exclusive to DeGeneres’ style is the embroidered messages of positivity, joy, and love that she had designed into the apparel items. The collection consists of tailored, sensible items that are comfy and wearable. “That's what makes [the collection] so special and why I'm so thrilled my ED line is launching,” said DeGeneres of the launch. In the past, Burch has worked with many others to launch lifestyle lines; but they have not always proven to be successful. C. Wonder was one of Burch’s ventures that ended up shuttering earlier this year in January. However, given the success of this line already, it’s possible that the e-brand may prove to be prosperous for both Burch and DeGeneres. The line had been in the works since last year when the duo announced their partnership. “Ellen's passion and keen eye for design inspired this entire venture, and she has been a wonderful and dedicated partner,” said Burch.

ED by Ellen receives over 300,000 registered users within one day

The ED by Ellen collection features separates, outerwear, graphic tees, knitwear, and more. Fabrics for the line consist of woven shirts, cotton French terry sweatshirts, Italian fabrics, and more. Varying by piece, the collection ranges in price from 25 to 396, keeping it true to her target audience’s budget. The name of the collection spurred from DeGeneres’ wife Portia de Rossi’s long-standing nickname for the entertainer. Themes throughout the line include happiness and joy which are embroidered on several pieces. Her line also includes home decor, accessories, and more. The entire line is available through DeGeneres’ e-commerce site.