PHOENIX & LOS ANGELES--(BUSINESS WIRE)--PetSmart Inc., the leading pet specialty retailer in North America, has entered an exclusive partnership with Ellen DeGeneres’ lifestyle brand, ED, through Posh Paws of New York City. DeGeneres, a pet enthusiast and design icon, will collaborate with PetSmart to create an innovative pet lifestyle brand – Ellen’s first venture into pet products – that taps her design sensibility and PetSmart’s pet know-how to create exciting new products for pet parents everywhere.
“I can barely contain how excited I am to be working with PetSmart. My dogs and I have been running in circles for hours,” stated Ellen DeGeneres.
The comprehensive new pet collection is expected in all 1,450 stores early next year with seasonal updates. The assortment, expected to be priced in the $10 to $50 range, will include pet apparel, beds, bowls, collars, leashes, harnesses, toys and pet carriers, as well as shampoo and other at-home grooming supplies.
“We are thrilled about this collaboration with the ED brand and Ellen, who shares our view that pets make us better people. She is passionate about pets, a tremendously creative design talent and people relate to her and love Ellen’s view on life. She is extremely relevant, especially among millennials, an important demographic that is moving into pet parenthood at a significant rate,” said Ted Passig, EVP of Buying and Sourcing for PetSmart. “Ellen’s unique ED design aesthetic has been brought to life in her work on home design, architecture and a range of human products – and we are excited to be working with her on her very first pet lifestyle brand.”
Ellen has been involved in apparel and home design for more than a decade, and last June she expanded her design platform with the launch of the ED brand, which now has products covering apparel, footwear, bedding and home décor available at a range of retailers. This is Ellen’s first pet lifestyle line and will be exclusively available at PetSmart.
PetSmart, Inc. is the largest specialty pet retailer of services and solutions for the lifetime needs of pets. At PetSmart, we love pets, and we believe pets make us better people. Every day with every connection, PetSmart’s passionate associates help bring pet parents closer to their pets so they can live more fulfilled lives. This mission impacts everything we do for our customers, the way we support our associates, and how we give back to our communities. We employ approximately 53,000 associates, operate approximately 1,450 pet stores in the United States, Canada and Puerto Rico and approximately 203 in-store PetSmart® PetsHotel® dog and cat boarding facilities. PetSmart provides a broad range of competitively priced pet food and pet products and offers dog training, pet grooming, pet boarding, PetSmart Doggie Day Camp day care services and pet adoption services in-store. Our portfolio of digital resources for pet parents – including PetSmart.com, PetFoodDirect.com, Pet360.com and petMD.com – offers the most comprehensive online pet supplies and pet care information in the U.S. Through our in-store pet adoption partnership with independent nonprofit organizations, PetSmart Charities® and PetSmart Charities™ of Canada, PetSmart helps to save the lives of more than 500,000 homeless pets each year. In addition, PetSmart supports organizations that make communities a better place to call home through our philanthropy program, PetSmart Gives Back™. By giving back to the communities where we live and work, PetSmart not only celebrates the power of pets to enrich people's lives—we live it.
About ED Ellen DeGeneres
ED is Ellen DeGeneres’ new American lifestyle brand inspired by her iconic style, values and personality. With a passion for interior design, architecture and fashion, Ellen brings her unique vision to this beautifully designed, high-quality collection of women’s apparel, footwear, accessories, bedding & bath and decorative home. The lifestyle brand is real, accessible and every product feels like a personal connection between Ellen and the consumers around the world. EDbyEllen.com