enLIGHTenment – The Lighting Industry Trade Publication

Ellen DeGeneres Partners With Generation Lighting

While millions know the comedienne for her eponymous daytime TV talk show and her philanthropic efforts, Ellen DeGeneres also has a solid reputation as a real estate investor who has reportedly purchased and renovated approximately 15 luxury properties over the past 25 years.

It should come as no surprise that DeGeneres’ renovation and decorating work has culminated into a personal design aesthetic that resonates with consumers. Three years ago, she unveiled her ED lifestyle brand of home furnishings, which includes rugs, bedding, and tabletop items. The success of that launch has led DeGeneres to expand her brand into the lighting category in collaboration with Generation Lighting (part of Visual Comfort Group).

The initial ED Ellen DeGeneres Crafted by Generation Lighting line can be previewed in person during the upcoming Fall High Point Market (October 13-17) on the first floor of the C&D Building. The line will also be shown in the Generation Lighting showroom during Lightovation/January Dallas Total Home + Gift Market in the Dallas Market Center. Shipping is estimated to start in January.

In developing this partnership, Generation Lighting’s EVP/Product & Marketing Keith Danoff tells enLIGHTenment magazine that DeGeneres’ “passion for interior design and for a relaxed, Mid-Century Modern aesthetic” is reflected in the initial offering. Additional inspiration comes from interior design elements DeGeneres has chosen for her own homes.

ED Ellen DeGeneres Crafted by Generation Lighting features an assortment of table and floor lamps as well as chandeliers, pendants, and sconces. “This collection spans across all of the key categories, and what’s very exciting for us is our re-entry into portables,” Danoff comments. “We are thrilled to collaborate with America’s favorite TV personality. Ellen has a great eye for design and understands the elements that make a home cozy and welcoming.”

“I love interior design, and I’m so excited to be partnering with Generation Lighting on a new line,” DeGeneres said. “I mean, I would literally be in the dark without them.”

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