Not to be undone by other celebrity online retail stores, Stephen Colbert has announced his own new online brand, Covetton House. Actually, the brand is a satire of the celebrity online retail world, most of which has been a total failure. Colbert calls the Covetton House a “personal curateable lifestyle brand” which blends “classic Southern living, the breezy charm of the English countryside and whatever they had leftover at the prop warehouse.”

Typical of his mocking products is “Want,” a set of “beautifully hand touched suede coasters” for $175. According to Mr. Colbert, “They’re an elegant way to say to guests ‘don’t get these wet.”

A video of Mr. Colbert discussing his new brand is at