GE Launches Brand Strategy with Emphasis on Customer Design Freedom

KANSAS CITY, MO.—November 15, 2010—GE (NYSE: GE) announced today its award-winning eVent Fabrics® collection of waterproof-breathable fabrics will now be available for customers to brand as their own.

The change puts the customer’s label on the outside with proven eVent technology on the inside to create an innovative partnership. For entrepreneurial brands, this offers a new level of design freedom, ushering in a new era of innovation in waterproof-breathable apparel, footwear and gear.

“GE is a company driven by innovation. Our flexible, customer-centered approach enables us to help our customers build true innovation while enabling them to build their own brands,” said Glenn Crowther, product line leader for performance fabrics at GE.

Mountain Hardwear has chosen to partner with GE for the launch of its proprietary collection of DryQ waterproof-breathable apparel, debuting fall 2011, because of the proven performance of GE’s membrane technology and the flexibility it brings to the internal design process.

DryQ apparel offers a never before seen collection combining Mountain Hardwear’s knowledge of textiles, backers, DWR technology, glues and tapes, with GE’s highly-breathable membrane technology.

The GE team's response to customer feedback furthers the reputation for design flexibility brought to the market by the eVent fabrics brand more than a decade ago. GE brings its customers an expanded global network of lamination providers offering a wide range of manufacturing resources. This heightened flexibility encourages freedom for designers to pair the proven GE membrane technology with the widest range of textiles and backers.

As part of this strategy, GE now will supply a full range of ePTFE membranes to customers in the outdoor, snowsports and cycling industries for their own branded uses in a wide variety of applications. The entire collection of GE membrane and laminate technologies and new examples of eVent fabrics outerwear, gear and footwear will be on display at the Outdoor Retailer Winter Market 2011 show.

“At GE, we recognize that the outdoor industries are operating in a changing retail environment, one that’s hungry for unique product and true innovation,” Crowther said. “With GE’s revised brand strategy, we can enable our family of customers to pioneer true innovations in waterproof-breathable apparel, footwear and gear. We’re excited to bring the GE global reputation for innovation to our partners in the outdoor industry.”

About GE

GE (NYSE: GE) is a diversified infrastructure, finance and media company taking on the world’s toughest challenges. From aircraft engines and power generation to financial services, health care solutions and television programming, GE operates in more than 100 countries and employs about 300,000 people worldwide. For more information, visit the company's website atwww.ge.com.

GE serves the energy sector by developing and deploying technology that helps make efficient use of natural resources. With nearly 85,000 global employees and 2009 revenues of $40 billion, GE Energywww.ge.com/energyis one of the world’s leading suppliers of power generation and energy delivery technologies. The businesses that comprise GE Energy—GE Power & Water, GE Energy Services and GE Oil & Gas—work together to provide integrated product and service solutions in all areas of the energy industry including coal, oil, natural gas and nuclear energy; renewable resources such as water, wind, solar and biogas; and other alternative fuels.

For more information, contact:

Dan Burch
GE Energy
+1 816 313 4765

daniel.burch@ge.com