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PetSmart Launches The ED Ellen DeGeneres Pet Collection


February 1, 2017

PetSmart Inc. 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,” DeGeneres said. “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.”

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 of 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 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.

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