EastEnders legend Danniella Westbrook has announced that she is launching her own management company, W1, in early 2026 and a number of stars have already signed up to be represented by her

EastEnders icon Danniella Westbrook announces new career move as she’s ‘dying to do it'(Image: Mike Marsland/WireImage)

EastEnders icon, Danniella Westbrook, is embarking on a fresh career as a celebrity agent. The soap star is set to launch her own talent management firm, W1, in early 2026, with a host of famous faces already on board.

Her dazzling roster boasts boxers, reality TV personalities and actors. Danniella, 51, revealed: “People are always asking me for advice about the industry, so this is a natural progression for me. I’ve been dying to do it for years. I’ve got a real passion for it. I’m 51 now and this is something that will take me into my older years.”

Determined to provide ample support for her clients, Danniella is going all out. Having started her career at just 15 and experienced numerous ups and downs, she understands the challenges of the industry.

Danniella Westbrook has announced her major career move(Image: Ken McKay/ITV/REX/Shutterstock)

The former EastEnders star has set her sights on becoming a celebrity agent(Image: Instagram/ @danniellawestbrook_73)

She told the Daily Star: “I don’t think there is enough help available to people in this industry. I’ve looked at all the things that were missing when I started. There will be an accountant that the clients can use. We also have a therapist who is on call at all times.”

In addition, Danniella recently hinted at a return to reality television, setting her sights on I’m A Celebrity… Get Me Out Of Here! All Stars.

In a recent interview, she confessed her desire to participate in the next series of ITV All Stars. The actress shared: “I would love to go back in now that I’m in a different place and mindset. I was a bit of a diva, a bit of a princess, very spoilt when I went in there before.

“But now I’ve gone through everything that I’ve been through, I think it’d be very different. At the end of the day, I’ve lived in my car, so why can’t I live in the jungle again?”

It comes after Danniella shared the single condition that might lure her back to the EastEnders – and it’s quite a demand. Danniella, who initially arrived on Albert Square in 1990 as Sam Mitchell, has confessed she would only consider returning to Walford if her legendary character was given control of the Queen Vic.

Danniella would only go back to EastEnders on one specific condition(Image: PA)

Danniella Westbrook as Sam Mitchell on EastEnders(Image: Unknown)

Speaking about a potential return, Danniella said: “I’d only go back if they gave Sam Mitchell the Queen Vic. If they put Sam behind the bar and made her the next Peggy, I’d go back. But if they didn’t, I’m not interested. The show needs some great matriarchs again, and they don’t have loads now, do they?

“I know they’ve got Tish [Letitia Dean, who plays Sharon] and Denise. But yeah, I’d consider it if Sam Mitchell was back running The Queen Vic,” she added.

The performer, who has portrayed Sam intermittently for over thirty years, reckons seizing control of the renowned boozer could restore some desperately needed edge to the BBC drama. “If Sam were running the Vic, she’d be a lot like Peggy, I think. But I think she’d have poker nights and all sorts going on,” she said.

The London-born star was last seen on EastEnders in 2016, having made a string of appearances between 2009 and 2010. Producers cut short her previous returns when her personal battles took their toll on Danniella’s work.

Speaking previously, she said that the bosses on the show had seen her struggle with addiction and despite her character being recast, she saw it as a “blessing.”