Generation Brands has partnered with Juice Technology Ltd., Hoddesdon, Hertfordshire, United Kingdom, to develop and commercialize LED lighting products and technology in the North American market through a new company, JuiceWorks llc, headquartered in Cary, N.C. Generation Brands operates the largest group of decorative lighting manufacturers in the residential market today, including Sea Gull Lighting, Murray Feiss and Monte Carlo Fans. Juice Technology Limited is a leading research and development firm with a broad background in the electronics and lighting industries, and holds proprietary technology applicable to LED lighting.

Said T. Tracy Bilbrough, president and CEO of Generation Brands, “This joint venture will provide our Generation Brands companies and our end markets with a continuous stream of high-value LED products. The Juice Technology team brings tremendous expertise in LED technology, and complements our own product development capabilities extremely well.”

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