Google is branding its own ereader:
The iriver Story HD, the first ereader to be integrated with the Google eBooks platform, will be going on sale this weekend (initially only at Target department stores and Target.com) on July 17.
The ereader will allow wi-fi search and purchase of any of the nearly three million ebooks in the Google eBookstore, and will support EPUB, PDF, FB2, and DJVU formats, among others. It will also support ebook files that use Adobe digital rights management (DRM)—likely making it compatible with DRM ebooks from OverDrive and other library ebook lending services, although that has yet to be confirmed.
via Iriver Ereader To Feature Google eBookstore Integration | LJ Insider