PetSmart® Partners with Ellen’s Lifestyle Brand, ED Ellen DeGeneres, to Create New Pet Lifestyle Brand Exclusively at PetSmart

First Pet Collection by Ellen as She Expands Her ED Label

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.

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“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

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

About PetSmart®

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®
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,,
– 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.


Golin for PetSmart
Danielle Bickelmann, 972-341-2503
Media Line