After Portia de Rossi rehab reports surfaced this month, her wife Ellen DeGeneres is launching a new project to keep the couple occupied. The talk show host is set to have a new lifestyle brand to look after.

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According to E! Online, DeGeneres has announced the launch of her new brand, E.D., which is a nickname given to her by de Rossi. The collection will feature home, fashion and pet products. The new collection is set to debut at the holiday season with a gift-oriented capsule collection.

DeGeneres has partnered with J. Christopher Burch of Burch Creative Capital for what she calls "the next phase" of her career, according to Women's Wear Daily. "I'm not trying to launch a little boutique situation," she said.

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"My goal is that people can have a beautiful house, a really comfortable house, without only being able to afford [very expensive] things," DeGeneres said. It's going to be interesting over the next three or four years, to really establish the business in addition to doing my show. It's a whole new chapter. My life has gone to places...it's pretty amazing."

DeGeneres did not talk about her personal life while discussing her new lifestyle brand. Reports went viral in July that her wife went to rehab in May at Passages in Malibu for alcohol.

"Portia hadn't been happy for a while and was drinking and isolating, and Ellen confronted her," a source told 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."

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Ellen Degeneres, Portia de Rossi