GE declined to comment. The consumer division earned $3.24 billion last year and had assets of $139 billion. GE Capital's total assets at the end of 2012 were $539 billion. Chief Executive Jeffrey Immelt at a conference in May said the company aimed to trim GE Capital's assets to $300 billion to $350 billion by the end of 2014 through "staged exits" of some non-core assets. Bankers from JPMorgan Chase & Co and Goldman Sachs Group Inc are working on a possible public offering, while alternatives include smaller spin-offs or asset sales, the WSJ said. Goldman Sachs declined to comment. JPMorgan was not immediately available. William Blair analysts said the consumer division could potentially be valued at $35 billion, or about $3 to $4 per GE share.