Ellen DeGeneres is taking her career in a new direction - the funny talk show host is launching a lifestyle brand, called E.D., with Chris Burch and Marisa Gardini. DeGeneres' brand will feature apparel, homeware, and pet products, and will be the "next phase" when she stops hosting "Ellen."

"I'm not trying to launch a little boutique situation," she told WWD.

Her partner Burch praised her efforts in a separate interview.

"This is not a 'we give Ellen a percentage of sales,'" he explained. "We are aligned at every level, her team and my team.

"I knew Ellen was loved by everybody, but I didn't understand the depth of [her public perception]," Burch then added. "People see who she is, what a wonderful person she is and how much she gives back. Everyone responds to her - you're a man, you're a woman, you're a mom, you're a working mom - she brings a happiness and a light and a true authenticity."

DeGeneres is thrilled to start the new venture and has high expectations.

"It's going to be interesting over the next three or four years, to really establish the business in addition to doing my show," she said. "It's a whole new chapter. My life has gone to places...it's pretty amazing."

We are happy to hear things are going well! Last week, it was reported DeGeneres was having trouble with wife Portia de Rossi, and that she secretly went to rehab for alcohol and substance abuse.

"Portia hadn't been happy for a while and was drinking and isolating [herself], and Ellen confronted her," an insider revealed to In Touch.

"Portia lost it and blamed Ellen for driving her to drink because of her controlling ways and said she wasn't in love with her anymore. Ellen was crushed and screamed at Portia to get out."

Another source agreed, adding, "Portia entered Passages Malibu rehab facility in early May for a 30-day treatment for drugs and alcohol. Ellen visited her every weekend to support her while she was there."

Will you be sporting E.D.? Sound off in the comments section below!