Deerfield, IL — Westinghouse has named JRL Group as its exclusive brand licensing agency.

This strategic partnership marks a significant step in expanding Westinghouse’s brand footprint across new consumer categories and global markets. Westinghouse previously handled brand licensing internally and also through

With a legacy of innovation dating back to 1886, Westinghouse has long been synonymous with technological advancement, quality engineering, and everyday reliability. From pioneering electric power to shaping modern home appliances, the brand continues to inspire confidence and loyalty among consumers worldwide.

JRL Group will spearhead the development of a comprehensive licensing strategy that builds on Westinghouse’s core values—reliability, innovation, and quality—while adapting to the needs of today’s dynamic marketplace. The agency will focus on cultivating strategic partnerships across a range of product categories, including small appliances, home improvement, automotive accessories, consumer electronics, health & 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.”

JRL Group brings decades of experience in brand extension, licensing strategy, and retail channel development. Their collaborative approach will ensure that every licensing initiative remains true to Westinghouse’s brand DNA while driving innovation, consumer engagement, and incremental revenue.