E.D., the newly launched lifestyle brand, has signed a five-year lease for the entire 5,186-square-foot 11th floor of 121 East 24th Street, Commercial Observer has learned.
The brand is a joint partnership between entertainer Ellen DeGeneres and J. Christopher Burch, the founder of C. Wonder and chief executive of Burch Creative Capital. E.D. will offer products in a number of categories, including home, ready-to-wear, accessories and pets, according to a press release announcing the brand’s launch.
“I’m so excited to work with Chris and our incredibly talented team on this new venture. I’ve always wanted to launch a line of home goods, clothing and accessories,” Ms. DeGeneres said in a prepared statement.
Asking rent for E.D.’s new space at Kotler Associates-owned 121 East 24th Street was $49 per square foot. Jeff Buslik of Adams & Co. represented the tenant, while James Buslik and Brad Cohn, also of Adams & Co., represented the landlord.
The tenant, operating as BCL-ED LLC, moved into the space approximately one month ago, Jeff Buslik told CO.