By Allison Watkinson
TLL Reporter
The Westinghouse electricity and home appliance brand has named JRL Group as its exclusive brand licensing agency.
“We are honored to be entrusted with the stewardship of such an iconic brand,” said JRL Group president, Andrew Lieb “Westinghouse represents a rare combination of heritage and relevance. Our goal is to translate that equity into powerful licensing programs that connect with modern consumers and deliver long-term value for our partners.”
As Westinghouse’s licensing representative, JRL Group will work to expand the brand across new consumer product categories and global retail markets.
The agency will develop a comprehensive licensing program for Westinghouse that spans a wide range of product categories.
These categories will include small appliances, home improvement, automotive accessories, consumer electronics, health, wellness, smart home technology, lifestyle and more.
“JRL Group brings the strategic vision, category expertise, and collaborative spirit we were looking for in a licensing agency,” said Westinghouse chief operating officer, James Lewis. “Their proven success in corporate brand licensing—building programs for respected names across consumer, industrial, and lifestyle sectors—gives us full confidence in their ability to elevate Westinghouse through thoughtful, high-impact partnerships.”
Founded in 1999, JRL Group is a full-service licensing agency that specializes in strategic corporate partnerships and outbound and inbound licensing programs.
This includes extensive experience in contract negotiations, product development, royalty management, strategic planning and overall program management.
The agency currently represents a broad range of clients across the automotive, electronics, food, hardware, housewares, publishing and sports industries.
Westinghouse is a nuclear power, electricity and appliance brand that is best known for setting up the U.S. power grid over 100 years ago.
The company works with industry partners in product development, manufacturing and design to curate a range of high-performance products for its residential and industrial customers around the world.
Image Credit: Westinghouse company logo.
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