Ellen DeGeneres officially launched her new home and fashion e-commerce site on Tuesday.

According to Refinery 29, ED is live and open for business, with selections ranging from "raffia trivets to farmland-themed wine stoppers." The immensely popular talk show host is almost as well known for her love of design and interior as she is her cool and calm demeanor in dealing with some of the world's biggest stars.

After big-time endorsement deals with the likes of CoverGirl and J.C. Penney, it made sense for DeGeneres to someday go into business all for herself by hawking her own wares.

The brand name, which offers such deals as $50 for a set of linen coasters with a kale design, stems from both DeGeneres' initials and wife Portia de Rossi's longstanding nickname for her.

Forbes reports presently the brand will only be offered online, but there are definite plans for growth. In August, ED is slated to release a capsule collection for girls at Gap Kids and Gap.com, just in time for back-to-school shopping.

Now in her 12th season hosting her award-winning "Ellen" show, DeGeneres currently reigns as TV's highest paid personality. In 2014, she grossed some $75 million in earnings, ranking No. 12 on Forbes' annual Celebrity 100 list, ahead of such well-known stars as LeBron James and Beyoncé Knowles.

Radar recently reported DeGeneres is considering walking away from her talk show in two years when the current contract expires

"Ellen's contract is up in 2017 and she has told her staff that she does not know if she is going to renew it," said a source. "Everyone on the staff is just freaking out over this."

Rumor has it much of the pressure for such a move is coming from de Rossi, who reportedly has asked DeGeneres to leave the stage so that she will have time to become "a better wife" and "focus on her family."