From its glory days as a technology leader and manufacturing powerhouse over the span of several decades, by 2001 Westinghouse business units had been fully divested. Owned by CBS/Viacom, the Westinghouse brand was the only significant asset remaining. While the 40+ demographic had high levels of brand awareness, the brand wanted to expand to a younger demographic.
LMCA created an extensive brand licensing program that leveraged and enhanced the core brand attributes and brought the Westinghouse brand back to life without any of the typical costs and overhead of a traditional business.
LMCA established a presence in categories that resonate with a millennial consumer including Solar Energy, LCD TV’s, Monitors, Digital Media, Security Systems, and Mobile Accessories.
Westinghouse now has 28 licensees generating more than $3.9 Billion in annual sales.
With the successful Westinghouse brand re-launch in the United States, LMCA then developed a customized licensing program to return the brand to China after its 60-year absence. A wide range of Westinghouse branded consumer products have been introduced online and in leading department and electronic stores in major cities across China, India, Middle East, Latin America, and the rest of the world.