BUSINESS - Ellen DeGeneres Launches Pet Product Line

(Business Wire)

With pet industry spending coming in at a record $60.28 billion in the United States last year, it’s not surprising that Ellen DeGeneres - a pet lover and design icon - is entering the market.

Partnering exclusively with PetSmart, the ED pet lifestyle line 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.

The collection is expected in all 1,450 stores early next year with seasonal updates.

When announcing the record pet industry spending numbers, Bob Vetere, president and CEO of the American Pet Products Association (APPA), stated, “The pet humanization trend is alive and well and continues to drive growth at the premium end of the market. As millennials prepare to take the reins from the baby boomer generation as the primary demographic of pet owners, they stand to further develop this trend.”

Ellen’s foray into the pet industry seems to support Vetere’s prediction of continued growth and development.

Ellen DeGeneres' Pet Experience

Talk show host and actress Ellen DeGeneres opened up to People Magazine earlier this year to describe her "Pet Experience", which has such a strong impact on her life, DeGeneres has personally entered the pet food market. 

With two dogs and three cats sharing her home, DeGeneres told people her love of animals started early. 

"Since I was a tiny child. I've always loved animals since I can remember and always thought someday I would work with them in some way," she said. More recently, DeGeneres recognized the importance of pet food quality and last year, became part owner of the company Halo Purely for Pets. 

"I love animals and I obviously care about what I feed my animals and when I found about this pet food that was all natural and holistic and high grade quality, it just made sense," she said. "Instead of starting a brand new company, there was already a company that existed that had everything I believed in and what I wanted to feed my pets." 

READ THE PEOPLE INTERVIEW