Officials at PetSmart Inc., the leading pet specialty retailer in North America, are thrilled that Ellen DeGeneres partnered with their company to launch the ED Ellen DeGeneres pet lifestyle brand exclusively available at PetSmart stores across the continent.

This 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 now available at PetSmart.com and include a phased roll-out in nearly all of PetSmart’s more than 1,500 stores during the next month.

A pet enthusiast, DeGeneres signed a multi-year deal to collaborate and create this innovative pet lifestyle brand. 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.

Mardi Larson, senior public relations director at PetSmart, told Loyalty360 that the company’s goal is to provide new and innovative pet products and solutions every day to its pet parent customers.

“Collaborating with Ellen on this fresh new pet brand that embodies her unique design aesthetic and her love of pets will help us do just that,” Larson said. “The spring launch collection is chock full of hundreds of items featuring Ellen’s distinctive style and approach to pet products and the pet lifestyle. We are excited to see this brand come to life today in our stores and on PetSmart.com, as well as in dog parks, backyards, homes, and streets across the U.S. and Canada.”

This innovative pet lifestyle brand launch will go a long way toward heightening customer engagement and brand loyalty at PetSmart.

“Ellen DeGeneres is one of the most iconic people of our time, and we are thrilled to be her partner on her first-ever pet brand,” Larson added. “People love watching Ellen’s show and engaging with her on digital and social channels. They appreciate her sense of style and want to capture that for themselves and their pets. Now they can and exclusively at PetSmart.com and PetSmart.” 

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.

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