PetSmart® Launches The ED Ellen DeGeneres™ Pet Collection; Exclusive ED Ellen DeGeneres Pet Products for Dogs Available Now at PetSmart.com and Stores Across North America
Comprehensive Collection Includes Pet Apparel, Accessories, Toys,
Beds, At-Home Grooming Products and More
PHOENIX & LOS ANGELES–(BUSINESS WIRE)–PetSmart Inc., the leading pet specialty retailer in North America,
announced today the launch of the ED Ellen DeGeneres pet lifestyle brand
exclusively available at PetSmart stores across the continent. Ellen’s
inaugural collection features hundreds of pet products perfect for the
Spring season such as apparel and accessories, as well as toys, beds,
feeding bowls and an at-home grooming naturals line. The products are
available starting today at PetSmart.com and with a phased roll-out in
nearly all of PetSmart’s more than 1,500 stores by next month.
PetSmart and DeGeneres, a pet enthusiast and design icon, signed a
multi-year deal to collaborate and create this innovative pet lifestyle
brand — Ellen’s first venture into pet products. The new pet lifestyle
brand taps Ellen’s distinctive design sensibility and PetSmart’s pet
know-how to create exciting new products for pet parents everywhere. The
collection launches with a Spring collection for dogs with seasonal
refreshes four times a year. Future collections plan to include products
for cats.
“I am so excited to launch my pet collection with PetSmart. I mean, they
help pets and they’re smart. What more can I ask for? And if you think
I’m excited about the pet collection, wait until I tell you how excited
my pets are. At least I think they are. They’re either excited about the
pet collection or they really need to go outside,” stated Ellen
DeGeneres.
Inaugural ED Ellen DeGeneres Pet Collection
The Spring launch collection includes more than 250 items representing
key design themes directed by Ellen as fitting for the pet lifestyle:
Nautical, Love, Sport and an exclusive “Scribble Dog” where products
such as toys, beds, a treat jar, collars and leashes feature a
distinctive line-art sketch inspired by one of her own dogs. The ED Love
collection includes tote carriers, dog treat wristlets, feeding bowls,
placemats and apparel inscribed with the “Love” insignia, while
Sport-themed toys include plush soccer, football and basketball toys and
sporty tees. The on-trend Nautical line offers seafaring-themed products
including a unique boat-shaped pet bed, a “first mate” tee and collars
adorned with maritime flags, among other items.
The at-home grooming products include a variety of shampoos,
conditioners, fragrance spritzes and wipes, as well as styling tools
such as brushes, clippers and combs. All of the products in line contain
naturally derived ingredients and are formulated specifically for dogs’
skin and coat.
“Without a doubt, Ellen DeGeneres is one of the most iconic people of
our time, and we are tremendously pleased to partner with Ellen on her
brand, ED Ellen DeGeneres, and her first-ever pet lifestyle collection,”
said Eran Cohen, chief customer experience officer, PetSmart. “Ellen is
well known for her distinctive design aesthetic and passion for pets,
and we saw that come through with her thoughtful attention to details as
we teamed up to create the launch collection. We are eager to see the
line come to life not only in our stores and on our website, but also in
homes, dog parks and streets across the U.S. and Canada.”
Co-Marketing Integrations
In addition to offering the product collection featuring Ellen’s unique
style and taste, PetSmart is also the exclusive sponsor of “Ellen’s Pet
Dish,” an animated and humorous look at the life of DeGeneres’ pets
while she’s not at home. Products from her PetSmart pet collection will
be integrated into the web-based episodes, which are set to premiere
beginning in March on http://www.ellentube.com
and on Ellen’s YouTube channel. The series will feature the voice of
Ellen and her beloved, witty, cute, funny and sometimes sassy pets.
The ED Ellen DeGeneres PetSmart products are also expected to be
featured on “The Ellen DeGeneres Show” throughout 2017.
Shoppers can find the exclusive collection featured in a dedicated ED
Ellen DeGeneres brand shop at www.petsmart.com/edellendegeneres,
as well as a comprehensive, easy-to-shop ED Ellen DeGeneres fixture in
nearly all PetSmart stores across North America.
About ED Ellen DeGeneres
ED is Ellen DeGeneres’ American lifestyle brand inspired by her iconic
style, values and personality. ED was launched in 2015 as a joint
partnership with Ellen DeGeneres and Christopher Burch, CEO of Burch
Creative Capital. 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, pet
products as well as home furnishings and decor. The lifestyle brand is
real, accessible and every product feels like a personal connection
between Ellen and the consumers around the world. EDbyEllen.com
About 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 vision impacts
everything we do for our customers, the way we support our associates
and how we give back to our communities. We employ approximately 55,000
associates, operate more than 1,500 pet stores in the United States,
Canada and Puerto Rico and 204 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.
Follow PetSmart on Twitter: @PetSmart
Find
PetSmart on Facebook: www.facebook.com/PetSmart
See
PetSmart on YouTube: www.YouTube.com/PetSmart
Contacts
Golin for PetSmart Inc.
Danielle Bickelmann, 469-680-2503
dbickelmann@golin.com
or
PetSmart
Media Line:
623-587-2177
or
ED Brand:
Erika Stair,
646-214-2892
VP of PR, ED Ellen DeGeneres
