I like to think of myself as someone who is in the know about fashion, retail, e-commerce and, I’ll admit it, celebrities, so I was surprised to see Ellen DeGeneres’ new lifestyle e-commerce site, ED by Ellen, opened for business yesterday without me knowing about it. And it wasn’t a soft launch — the site is live and open for business.

ED by Ellen isn’t DeGeneres’ first foray into retail. Over the years, Ellen has landed spokesperson deals with leading companies like CoverGirl and J.C. Penney. Now, however, with the launch of ED by Ellen, we’ll see if DeGeneres’ popularity translates to retail sales.

ED by Ellen — the name is derived from DeGeneres’ initials and also from her wife Portia de Rossi’s longstanding nickname for her — is all about the relaxed, tailored clothing favored by the star, along with chic home goods with a modern rustic feel. As such, the site is full of welcoming, cozy pieces separated into categories such as apparel, accessories and home that fit with Ellen’s aesthetic. Shirts are priced at $125 to $145, T-shirts range from $35 to $65, and the most expensive apparel category, jackets, run from $175 to $245. Elsewhere, shoppers can find pig and goat pins, bracelets embroidered with uplifting words, and a whole range of animal-themed barware.

According to an article in Forbes, DeGeneres’ lifestyle line will be sold exclusively online, although her backers are exploring other options. In August, ED by Ellen will release a capsule collection for girls at GapKids and Gap.com, just in time for back-to-school shopping.

ED’s lead investor is retail veteran Chris Burch, ex-husband of fashion billionaire Tory Burch. While his women’s chain C. Wonder shuttered earlier this year, his firm Burch Creative Capital boasts an investment portfolio of hot e-commerce brands like jewelry startup BaubleBar and office products line Poppin.