Westinghouse, the nearly 140-year-old global business known for energy, appliances, lighting, and electronics, named JRL Group as its exclusive licensing agency, with plans to expand the brand into new consumer categories and global markets.
JRL Group said it is developing a licensing strategy around Westinghouse’s core values of reliability, innovation and quality while adapting to the needs of today’s dynamic marketplace. The agency plans to forge licensing partnerships across a range of product categories, including small appliances, home improvement, automotive accessories, consumer electronics, health and wellness, industrial products, smart home technologies and emerging lifestyle sectors.
“We are honored to be entrusted with the stewardship of such an iconic brand,” said Andrew Lieb, president of JRL Group. “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.”
“JRL Group brings the strategic vision, category expertise, and collaborative spirit we were looking for in a licensing agency,” said James Lewis, COO at Westinghouse. “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.”
