Thread Number: 20934
Aerus, Lux, and Electrolux
[Down to Last]

Vacuumland's exclusive eBay Watch:
scroll >>> for more items --- [As an eBay Partner, eBay may compensate vacuumland.org if you make a purchase using any link to eBay on this page]
Post# 234407   5/28/2013 at 19:59 (3,957 days old) by Paul (USA)        

Hello,

Just when I thought I had the Electrolux history figured out I found some more information--Lux International.

Here is a synopsis of what I have discovered...

Forbes Lux International (www.luxinternational.com/about_us...) is a descendant of the original AB Lux company which began in 1901 manufacturing and selling kerosene lamps for outdoor lighting applications. With the advent of electrical lighting the company's sales declined until 1912 when Axel Wenner-Gren pitched his vacuum cleaner idea with the help of Swedish engineer Sven Carlstedt. In December of that year he was given the sole rights to distribute his first vacuum cleaner, the Model I, in Germany with a personal guarantee of a turnover of 500 machines. When Wenner-Gren and Carlstedt met that challenge, they went on to design and manufacture the Model II; and by 1919 Wenner-Gren was the CEO of AB Lux. After many years of manufacturing well-designed and built vacuum cleaners and accessories AB Lux broke with the Electrolux Group in 1998 and became independent after the von der Becke family acquired it. Lux International was then founded with its headquarters in Zug, Switzerland. In 2006 it merged with India's largest direct sales company, Eureka Forbes. Forbes Lux International currently manufactures quality vacuum cleaners in over 10 new markets, including Estonia, Lithuania, Latvia, Poland, Slovakia, Russia and the Netherlands. The Lux Intelligence is its current highest-tier model.

What is now known as the Electrolux Group (group.electrolux.com/en/...) began in 1919 as the merger of AB Lux and Svenska Elektron AB (in which Wenner-Gren was the major owner). This gave Elektron the sole sales rights to AB Lux vacuum cleaners. At the Annual General Meeting on August 29, 1919, Elektromekaniska AB (wholly owned by Wenner-Gren-dominated Elektron) changes its name to AB Electrolux. The new name was a combination of Elektromekaniska and Lux. While Wenner-Gren headed the vacuum cleaner division, AB Electrolux also manufactured other appliances such as refrigerators and ranges. In 1924, the American division of AB Electrolux, known as Electrolux Corporation, USA began distributing Lux vacuum cleaners. Then in 1933, the first American factory for producing the vacuum cleaners opens in Old Greenwich, Connecticut. The Swedish and American divisions were separate operations, yet both owned by the Electrolux Group. In 1968, that changed when Electrolux Corporation, USA was bought by Consolidated Foods for SEK 300 million. The deal made it possible for the American division to expand. The buy-out broke the affiliation between the Swedish and American companies. The Electrolux Group has bought out several prominent brands over the years including Frigidaire and Eureka and continues to manufacture and distribute a variety of home and business appliances along with a newer line of vacuum cleaners branded with its Electrolux name that have no connection with the Electrolux vacuum cleaners designed by Axel Wenner-Gren. Electrolux Canada has continued its affiliation with Electrolux Group despite the departure by other countries' divisions over the years.

The company now known as Aerus (aerusvacuums.com/...)is what was once the Electrolux Corporation, USA. It began in 1924 with the first tank vacuum model, introduced by Gustaf Sahlin. After opening a manufacturing facility in Greenwich, Connecticut, production on the popular Electrolux canister vacuum cleaner, the Model XXX, began in 1937. That machine, as well as its successors earned a positive reputation for the company's quality vacuum cleaners, accessories, and shampooer/polishers. Demand for the products increased so greatly that a second manufacturing facility was opened in Bristol, Virginia in 1970. By 1985 it became necessary to close the original plant in Old Greenwich. In 2000, the North American rights to the Electrolux brand name were sold to Electrolux Group of Sweden, and in August 2001 Electrolux Corporation, USA became Aerus, the Greek word for air (albeit some American franchises go by the name 'Aerus-Electrolux'. Around the same time, the company transitioned from its sole line of floor care products to home health products which included air and water purification systems. Aerus' most recent vacuum cleaner as well as its 'Cadillac' is the Guardian Platinum (similar in design to the Lux Intelligence).

(Information compiled from the aforementioned websites and Wikipedia.)


Post# 234434 , Reply# 1   5/29/2013 at 02:27 (3,956 days old) by electromatik (Taylorsville, North Carolina, U.S.A.)        

Yea, that's pretty much a great synopsis. Lux International is the original "Lux" vacuum company. Wenner-Gren created the prototype canister and called it "Lux" not "Electrolux." Electrolux came later and evolved into today's Electrolux AB. Today they are totally divorced from the original company called "Lux" and have their own vacuum designs. They went from Lux to Electro-Lux to Electrolux and back to Lux (and Aerus in the USA). I believe Electrolux AB spun off the Wenner-Gren designs in 2000 also and that became Lux International. Around the same time, they bought the name Electrolux from the US company and they changed to Aerus. Confusing a bit, yes? LOL

Post# 234435 , Reply# 2   5/29/2013 at 02:41 (3,956 days old) by electromatik (Taylorsville, North Carolina, U.S.A.)        

It was 1998 instead of 2000. And I had NO idea they had merged with that Indian company. See, still surprises!

Post# 234630 , Reply# 3   5/31/2013 at 10:29 (3,954 days old) by Paul (USA)        
Christopher,

Thanks for your replies. Yes, it is all so confusing which is why I chose to post this thread. Until recently I only knew of Aerus and Electrolux Group until someone on Vacuumland posted a link for the Lux Intelligence. I just used information I found on the companies' websites, so I'm not sure why it stated 1998 instead of 2000.

I did also want to correct the fact that while there is an Electrolux Canada today, the original Canadian Electrolux company has since merged with Aerus LLC.


Post# 278967 , Reply# 4   5/1/2014 at 18:13 (3,619 days old) by kevin (Livonia)        

I just found this online information from an Aerus dealer:


Sadly Electrolux U.S has filed bankruptcy. In 2001. Since than, two companies bought some rights. The Eureka company bought the rights of the name and since than they have been promoting the Electrolux name on their vacuums. Another Company Aerus bought the rights of manufacturing the vacuum with their name.


Is it true that Electrolux USA filed for bankruptcy?

Also, it would seem as though Aerus began in 2001--not 1998 or 2000.


Post# 278975 , Reply# 5   5/1/2014 at 19:59 (3,619 days old) by kirbylux77 (London, Ontario, Canada)        
Paul

kirbylux77's profile picture
Thanks for this post....you did a great job compiling all the history here. But just wanted to correct you on one small detail....In reply #3, you state
"I did also want to correct the fact that while there is an Electrolux Canada today, the original Canadian Electrolux company has since merged with Aerus LLC."

This is not the case. When Consolidated Foods bought Electrolux in 1968, they bought both Electrolux Canada & Electrolux USA. When Electrolux Group of Sweden bought back the rights to the name & Electrolux was sold to Joe Urso, that's when the name was changed to Aerus LLC & the ownership & name change affected both the American & Canadian operations.

Rob

PS- If you look at the owner's manual for the Canadian Electrolux model 89, which was produced from 1967 to 1972, it says right in it that Electrolux Canada is a division of Consolidated Foods.


Post# 278980 , Reply# 6   5/1/2014 at 21:31 (3,619 days old) by Paul (USA)        

Hi, Rob,

You're welcome for the post. Thank you for your comments.

Regarding my remarks about Electrolux Canada , I believe I was referring to Electrolux Home Products North America, Inc. I mistakenly used the wrong name. Thanks for the correction. Also, in rereading my original post I discovered that I incorrectly stated that Electrolux Canada is still affiliated with Electrolux Group.

Actually, the former Electrolux company in Canada (that at one point became a division of Consolidated Foods) was known as ELECTROLUX CANADA LIMITED.


From Bloomberg Businessweek ...


Electrolux Home Products North America, Inc. manufactures and distributes vacuum and floor cleaners, and other home and commercial cleaning products in North America. It offers a line of vacuums, including uprights, canisters, lightweights, sticks, handhelds, home built-in systems, battery-powered vacuums, steam cleaners, home cleaning systems, and central vacuum systems. The company also manufactures original and replacement parts and accessories, such as filters, vacuum bags, belts, maintenance packs, attachments, parts, steam and wet/dry accessories, and central vacuum parts. Electrolux Home Products North America, Inc. was formerly known as The Eureka Company and changed its name to Electrolux Home Products North America, Inc. in 2004. The company was founded in 1909 and is headquartered in Bloomington, Illinois. Electrolux Home Products North America, Inc. operates as a subsidiary of Electrolux AB.


Here is a 1952 Electrolux Canada Ltd. photo I found online. Caption: "Sales staff of Electrolux Canada Ltd. with some of the firm's vacuum cleaners in the store at 5311 Gaetz Avenue, Red Deer, Alberta":


Paul



Post# 278981 , Reply# 7   5/1/2014 at 21:45 (3,619 days old) by Paul (USA)        

Electrolux Canada Ltd. 1939 letterhead (found in an online ECL image search):

Post# 278982 , Reply# 8   5/1/2014 at 22:00 (3,619 days old) by tig21er (Indiana)        
I am

sorry to say Kevin you are wrong on Electrolux and the Bankruptcy. 5/5/1998 Electrolux was bought from Sara Lee and three other banks . In 1989 Regina had filed Bankruptcy and was acquired by Electrolux.
Aerus is and was Electrolux L.L.C. There things that many of us have told about the name being sold and changes to the now Aerus that I am not allowed to divulge.
In researching Bankruptcy of Electrolux , It involved Electrolux Financial and also a supplier that was acquired by Electrolux AB of Sweden and not the American Aerus.
Aerus has the right to have Electrolux in smaller letters in advertising and at the stores until 2028.


Post# 279088 , Reply# 9   5/2/2014 at 23:14 (3,618 days old) by kevin (Livonia)        

Thanks for the clarification, John. I was surprised by the statement that Electrolux (USA) had filed for bankruptcy which is why I mentioned something here. As I mentioned an Aerus dealer had posted it online. Glad to hear that wasn't the case.

Regarding Regina, did Electrolux keep its name going for awhile or did they retire it right away? Did Regina make good machines, or were they more on the economical side?


Post# 279137 , Reply# 10   5/3/2014 at 10:32 (3,617 days old) by tig21er (Indiana)        
On Regina

,I don't know how long they kept the company but do know it changed hands. When Electrolux took over they did make improvements to the cleaners. They used the Electric broom with power head under LuxLite for a short while and got the first Hand Vac from them until they designed their own. Currently TTI owns Regina name. The Steam unit is owned by Oreck that is owned now by TTI. So today Hoover, Regina, Oreck, Royal, Dirt Devil, and Vax are owned by Chinese company TTI.

Post# 279144 , Reply# 11   5/3/2014 at 11:31 (3,617 days old) by rugsucker (Elizabethton TN)        
"Did Regina make good machines--"

That depends on what part of history.Regina started with good mechanical music boxes playing a metal disc that would now be museum pieces.Then(about 1910)had both electric and hand pump vacs of good quality with a straight suction upright continuing into the 50s.Then the broom type from Elektricbroom Co became the famous ,and good for its size, Regina Electrikbroom along with a 2 brush polisher that later shampooed as well.--THEN in about the 80s the Regina Housekeeper appeared and from a distance looked like a great modern clean air upright with on board hose.These should now be museum pieces also but as the possible worst vac of all time!I have heard it was a case of Regina engineers knowing how to make a good vac and management not willing to spend the money required for QUALITY.I have been told this case is taught in college economics textbook as how Not to run a company.The CEO seems to have gone to jail for financial mismanagement.--Then aquired by Elux.They did get a modern factory(moved by Regina from NJ to LA and now the former Oreck location)with good equipment but was it worth it to put the Electrolux name known for QUALITY on Regina products that then had lesser quality as a result trying to save on cost??

Post# 279178 , Reply# 12   5/3/2014 at 17:25 (3,617 days old) by tig21er (Indiana)        
Some more on Regina

and Electrolux. When Regina filed bankruptcy the senior management staff at Electrolux that had done a leverage buyout from Sara Lee went and bought Regina. They went in and improved the models of uprights. This was May of 1989.Somewhere in the next couple of years they sold Regina to an Israeli company called Pass-Port. They went bankrupt and sold Regina to Phillips in 1995. They are the maker of Norelco. In 1997 they sold Regina to Oreck. In 2000 Regina was sold to Royal. When TTI bought Royal in 2002 they acquire Royal, Dirt Devil and Regina. 2007 Hoover was bought by TTI. In 2013 Oreck was bought by TTI when they filed Bankruptcy.

Earlier I found where the Vacuum Cleaner store made remarks about Electrolux bankruptcy and what he wrote about Aerus. It was all bad information and wrong.


Post# 279196 , Reply# 13   5/3/2014 at 22:16 (3,617 days old) by floor-a-matic (somewhere)        

When did TriStar/Compact get aquired by Electrolux?

 

What happened to Vax USA?  All I know is Vax UK is still around, owned by TTI, like Hoover USA, Royal/Dirt Devil (USA?) & Oreck


Post# 279228 , Reply# 14   5/4/2014 at 07:01 (3,616 days old) by tig21er (Indiana)        
Electrolux

was acquired in late 1998 and according to the financial info Interstate Engineering (Tristar) was bought close to the same time. Electrolux was to be number one.
It has been put out by Tristar reps that they bought Electrolux and that is not the case. The ones that bought Tristar also bought Electrolux. Today Aerus (Electrolux) is over Tristar.
Aerus Holdings LLC is what the parent goes by for all companies they own.


Post# 279734 , Reply# 15   5/8/2014 at 02:09 (3,612 days old) by DJub85 (Virginia)        

I think selling the rights to the Electrolux name was the worst decision the US company ever made (even worse than introducing the ugly Renaissance models and killing off metal bodies!). There are still people who think the Electrolux vacuums in big box stores are the original brand; they view Aerus vacuums in the same light that we view Perfect vacuums--as expensive knockoffs. It's a tragedy. I'm horrified to know that just four years after the brand's 100 year anniversary, they will totally lose all rights to the Electrolux name. I hope something will change before then to allow a continued reference to the trademark. How else will they find customers for parts and service if they can't even advertise that Aerus = Electrolux?

Personally, I think the company should be fighting fore more rights to the name. They should call their products "Electrolux" by Aerus. Idk... I fear for the future of the company without any ties to the Electrolux name after 2028. To my knowledge, they do almost no advertising, door-to-door sales died with the 8-track, and people associate the other Lux with the original company. At least the company still has the Legacy and Classic canisters as visual links to the past. If they ever stop selling those retro machines, god help them. That's their last link to the brand that used to be. The Guardian Platinum looks like it could have been made by any of 5 different companies.


Post# 279753 , Reply# 16   5/8/2014 at 10:32 (3,612 days old) by dysonman1 (the county)        

dysonman1's profile picture
The WORST part is that Eureka (now calling themselves Electrolux) is not telling their customers that they are Eureka vacuums under the Electrolux name. I recently posted on "Electrolux's" facebook page that you CANNOT buy a REAL Electrolux in a big box store like Lowes. You must buy a "Real" Electrolux from an Aerus salesman. I always refer to the 'new' machines as "Eurekalux" vacuums.

Post# 317156 , Reply# 17   3/1/2015 at 17:14 (3,315 days old) by Paul (USA)        

I constructed this graphic and timeline based on what I've read:

Post# 360819 , Reply# 18   10/13/2016 at 09:19 (2,723 days old) by KirbyCollector (Columbus Ohio USA)        

kirbycollector's profile picture
This is really cool
It's a little confusing but such great history


Post# 360848 , Reply# 19   10/13/2016 at 15:21 (2,723 days old) by Real1shep (Walla Walla, WA)        

Electrolux Group AB is a four letter word to those of us that collect Swedish chainsaws. Some very good, if not great chainsaw companies were swallowed whole by Electrolux Group AB in the late 70's. It got about as twisted as the wonderful flow chart above. Swedish saws were never the same again. But....US EPA regulations had something to do with that and as such, it wasn't all the bean counters fault. However, it WAS the bean counter's fault that they decided to immediately end parts support forever to the older saws. I see a lot of parallels here with vacuums. There are a LOT of Electrolux parts for the older metal canisters that are NLA.

 

Believe it or not, there are quite a few companies that kept older parts for anybody that wanted them. Maytag for one....had parts all the way back to their wringer washers. When you make something that stands the test of time, it only makes sense to carry parts for as long as there is some demand. Do you make any money on those parts, no, you probably lose money....but you create lifetime loyal customers like Electrolux Corp USA used to have.

 

Kevin



Forum Index:       Other Forums:                      



Comes to the Rescue!

Woops, Time to Check the Bag!!!
Either you need to change your vacuum bag or you forgot to LOG-IN?

Discuss-O-MAT Log-In



New Members
Click Here To Sign Up.



                     


automaticwasher.org home
Discuss-o-Mat Forums
Vintage Brochures, Service and Owners Manuals
Fun Vintage Washer Ephemera
See It Wash!
Video Downloads
Audio Downloads
Picture of the Day
Patent of the Day
Photos of our Collections
The Old Aberdeen Farm
Vintage Service Manuals
Vintage washer/dryer/dishwasher to sell?
Technical/service questions?
Looking for Parts?
Website related questions?
Digital Millennium Copyright Act Policy
Our Privacy Policy