Proving once again that money can make just about anyone do anything, Reuters is reporting that beloved daytime talkshow host, and noted lesbian, Ellen Degeneres, is designing a “women’s fashion line” for the (at least formerly) ultra-conservative corporate behemoth, Walmart.
“The line, dubbed EV1, will feature nearly 60 items, ranging from denim, tees bearing Ellen quotes, accessories and footwear,” the story said, and each item will be “priced at $30 or less.”
The partnership marks Walmart’s “latest attempt to make deeper inroads into the apparel space and gain market share in the category,” Reuters said, and EV1 — which is (sort of) short for Everyone — will be available in over 2,300 stores on September 10.
(No dollar figure was announced on the multi-year deal, but one could safely imagine that Ellen wouldn’t jump into those fetid waters without some gaudy numbers printed on an offer sheet, so let’s just assume this one was worth Gaudy Dollars and that all of us would’ve done the same. Too much has happened. We can’t lose Ellen. Onward.)
The addition of EV1’s well-priced goods is only the latest example of Walmart’s aggressive attempts to “recover lost ground against [Amazon] and others in the rapidly growing fashion category,” the story said, and, along with Shoebuy, Modcloth and Bonobos, is part of an “effort to access more affluent, younger, millennial customers who usually do not shop with the retailer.”
You can read more about it at Reuters.
