Sometimes it takes a while to find the right business associates.
It was just a few years ago that Ellen DeGeneres became the face of a radical makeover of mass market department store JCPenney. As we recall, it didn't go too well for anyone involved, but since then, Ellen has forged a new merchandising path with a more upscale lifestyle brand, ED by Ellen that launched online earlier this year. In a belated celebration of the new brand, the comedian turned talk-show-host turned designer will make a decidedly more luxurious statement by opening at the city's most opulent retailer, Bergdorf Goodman.
From labor day until the end of September, ED by Ellen Decorative Home will have its own in-store shop in Bergdorf's home furnishings department on the 7th floor. It will be the first time that any of DeGeneres's merchandise will be available to see and purchase in-person in a retail setting. Apparel offerings from the label will be available online at BergdorfGoodman.com, though they don't appear to be scheduled for an in-store appearance at the moment. While Ellen's pared down and casual style, as well as more accessible price points, might seem more suited to store with a broader customer base like Lord & Taylor or even Nordstrom, Bergdorf Goodman president Josh Schulman told WWD that her "amazing sense of style" will resonate with Bergdorf customers, elaborating, “we do a tremendous business with brands with a simple aesthetic, a refined, clean aesthetic and we believe this will be something fun for them.” Schulman calls the specially curated offerings "the elevated expression" of the brand. Apparel items will range from a $45 T-shirt to a $1,495 hand-knit cashmere fisherman scarf, which seems priced well within Bergdorf's wheelhouse. In the home section, items will include barware and ceramic tableware and a handwoven cashmere throw going for $3750 among other selections. While the pop-ups are currently slated to be a one-time event, an ongoing partnership has not been ruled out depending on customers' respone to the new brand.