Westinghouse Teams for Water Purifiers

LMCA is bringing the Westinghouse Electric Corp. brand to another new category– home water purification.

In a new licensing partnership with the China-based Ningbo Jide Electrical Appliance Co., the classic American brand will appear on a range of home water purification products across China. The line will include whole-house water purification solutions, under-sink water purifier/softener solutions, water dispensers with purification capabilities, water filtration pitchers, water filters and accessories.

LMCA has also recently signed deals for Westinghouse-branded small home appliances and batteries.

“We continue to identify and execute strong strategic brand extension opportunities for the Westinghouse brand worldwide," says Allan Feldman, chief executive officer, LMCA. "Each new licensee's product range fully complements other products offered to the consumer under this venerable trademark.”