Generation Brands Announces LED Joint Venture Company

Cary, NC, December 5, 2008 - Generation Brands announced today that it has partnered with Juice Technology Limited (Hoddesdon, Hertfordshire, UK) in forming a new joint venture company, JuiceWorks LLC.  The purpose of this company will be to develop and commercialize LED lighting products and technology in the North American market.  Generation Brands is the largest group of decorative lighting manufacturers in the market today.  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.

T. Tracy Bilbrough, President and CEO of Generation Brands, commented, "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."

Ian Turner, Managing Director for Juice Technology Limited, said, "Generation Brands is the ideal partner for us in creating this new joint venture company.  They provide immediate access to a wide range of market segments, and a deep understanding of the customer needs. Their major capabilities make a great match with Juice's ground breaking technologies and promises to deliver great LED lighting products in the North American market."

JuiceWorks LLC has been established as a U.S. company, and will operate out of Cary, North Carolina.  The company will provide LED products for sale through the Generation Brands business units, as well as create strategic partnerships with other leading companies in the lighting industry.  Gary Rosenfield, who most recently served as Chief Marketing Officer for Generation Brands, has been appointed General Manager for the business, and will report to its board of directors.  Gary Rosenfield commented, "I am extremely excited about the opportunity to lead this joint venture.  It is a very effective approach to leveraging the breadth of core competencies within each organization and, with LED products, the sky's the limit!"

About Generation Brands:
Generation Brands is one of America's leading companies serving the lighting, electrical wholesale, home improvement, home décor, and building industries.  The company has an outstanding portfolio of fashionable and functional lighting fixtures, ceiling fans, and decorative products that provide value and growth for our customers and end-users.  Our success is derived from our ability to serve our customers and end-users with superior service, leading edge design, and outstanding quality.  We continue to increase marketing investments and develop operating and product synergies that enhance our value to the many markets we serve.  For more information, visit www.Generation-Brands.com

Juice Technology Limited is a multi-award winning research and development company and has developed game changing, patented and proven technologies that provide transformational capability in a range of markets, including high efficiency lighting, power and data distribution. Using fundamental physics to create unique solutions, Juice's team develops products to reduce environmental impact by increasing efficiency, reliability and life. www.juicetechnology.co.uk