Daily News
From Home Furnishing Business
EJ Victor Partners with ED Ellen DeGeneres
March 10,
2020 by Laurie Northington in Business Strategy, Designer Weekly, Industry 
Fine furniture company EJ Victor has entered into a licensing agreement with the ED Ellen DeGeneres brand. Under the agreement, EJ Victor will collaborate with the ED brand to create an exciting collection of home furniture.
“I’m so excited to partner with EJ Victor on a new furniture line. If I’m going to come into your living rooms every day, I should at least offer you something to sit on,” stated Ellen DeGeneres.
The Ellen Collection Crafted by EJ Victor offers an inclusive vision of style with modern, traditional and rustic design aesthetics. Primarily crafted in EJ Victor’s plant in Morganton, N.C., this collection will focus on sustainability using reclaimed wood, performance fabrics (from nearby mills) and natural materials and finishes. Design is critical, but uncompromising quality is paramount.
Ellen and EJ Victor will launch with a capsule collection available online and at High Point Market in April 2020.
“Ellen’s love of nature, the seamless feeling of combining indoor and outdoor spaces with the use of natural elements – stone, rich leathers, reclaimed timber and lush fabrics excite our creative senses – all with the opportunity to spread her style and vision into a casual yet elegant collection of designs that honor history yet are very much today – comfortable and inviting – she is the ambassador of that movement,” says John V. Jokinen, CEO of EJ Victor.