PHOENIX--(BUSINESS WIRE)--PetSmart, the leading pet specialty retailer in North America, and Ellen DeGeneres, passionate pet enthusiast and product design guru, announced today that they have expanded the ED Ellen DeGeneres pet lifestyle brand, which launched earlier this year with dog products, to now include products for cats. More than a dozen new items for cats, as well as several at-home grooming products with natural formulations, have been added to the expanding ED Ellen DeGeneres line.
This is Ellen’s first-ever pet lifestyle brand and is exclusively available at PetSmart. It is among the most comprehensive pet product collections done in collaboration with a celebrity in PetSmart’s 30-year history.
The expansion comes just months after the initial launch of the ED Ellen DeGeneres pet lifestyle brand, featuring products for dogs. The entire collection is exclusively available at 1,500-plus PetSmart stores across the North America and on PetSmart.com and PetSmart.ca.
“I am so happy to be launching my cat collection with PetSmart. I think you’ll love it if you like cats, have cats or just like toys that tickle,” said Ellen DeGeneres.
First-Ever Cat Collection Hits Stores, Online Now
Stuffed owl toys, cat scratchers featuring sisal and burlap detailing, and feathered teasers are part of the inaugural ED Ellen DeGeneres cat collection. Adhering to Ellen’s signature design aesthetic centered on classic detailing like dots and stripes with navy and red accents, the feline items feature key themes such as the signature scripted “love” detail, which is prominent across all ED products, from shoes to apparel and furniture and more.
In addition to time-tested cat favorites like playful balls and teasers, additional products in the collection include a toy bin with the phrase, “Take Life One Toy at a Time,” and a gray cat bed with a basket-woven design and cozy plush lining.
The new cat products will be celebrated at CatCon, Aug. 12-13, in Pasadena, Calif., with the full collection showcased at PetSmart’s booth #223, as well as featured on social media that same weekend. PetSmart’s Facebook page will host an exciting Live Video at 11 a.m. PDT on Aug. 12 with influential cats – @nala_cat, @white_coffee_cat, and @hello_luna_rose. These popular cats have a combined 5.2 million followers on Instagram. Topics covered in the Facebook Live include Ellen’s new cat line, PetSmart’s Buy a Bag, Give a Meal program and CatCon, along with a real-time Q&A from fans. PetSmart will go live on @nala_cat’s Instagram page at 11:30 a.m. PDT covering similar topics.
“What began as a collection for dogs with toys, apparel and accessories, as well as home items like bowls, toy bins and beds, has expanded into a comprehensive assortment, including natural at-home pet grooming items, products for cats and capsule collections that are seasonally relevant like our forthcoming Varsity collection due in stores next month for fall,” said Eran Cohen, chief customer experience officer for PetSmart. “We recreated our top-selling ED dog ideas – like bandana collars, toy bins and beds– to appeal specifically to cats and their pet parents. These products represent Ellen’s distinct design aesthetic in a way even the most discerning cats and their pet parents will love.”
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, together, 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, as well as more than 200 in-store PetSmart® PetsHotel® dog and cat boarding facilities. PetSmart provides a broad range of competitively priced pet food and products, as well as pet-focused services such as dog training, pet grooming, pet boarding, PetSmart® Doggie Day Camp® and pet adoption. PetSmart, together with non-profits PetSmart Charities® and PetSmart Charities™ of Canada, invite more than 3,000 animal welfare organizations to bring adoptable pets into stores so they have the best chance possible of finding a forever home. Through this in-store adoption program and other signature events, PetSmart has facilitated more than 7.4 million adoptions – more than any other brick-and-mortar organization. The company’s portfolio of digital resources for pet parents includes PetSmart.com, OnlyNaturalPet.com, petMD.com, Pawculture.com, AllPaws, an online pet adoption platform that helps potential pet parents find the perfect pet to adopt based on their home, family and lifestyle, as well as BlogPaws, the world’s first pet blogger and influencer network. Through these digital platforms, PetSmart offers the most comprehensive online pet supplies and pet care information in the U.S. In celebration of its 30th anniversary, PetSmart launched its Buy a Bag, Give a Meal™ program in March 2017. For every bag of cat or dog food purchased March 1 – Dec. 31, 2017, PetSmart will donate a meal to pets in need and expects to donate more than 60 million meals in 2017*.
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