Thread Number: 23669
Aerus/Electrolux USA 90th?
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Post# 265001   1/27/2014 at 20:01 (3,738 days old) by Kevin (Livonia)        

Has anyone heard if Aerus LLC is planning on marking the 90th anniversary of its predecessor, Electrolux USA (special machine, decal, ...)? It seems to me that Electrolux Canada was also started 90 years ago, but I'm not sure.

Post# 265002 , Reply# 1   1/27/2014 at 20:02 (3,738 days old) by Kevin (Livonia)        

1984 (60th):

Post# 265003 , Reply# 2   1/27/2014 at 20:03 (3,738 days old) by Kevin (Livonia)        

1999 (75th):

Post# 265004 , Reply# 3   1/27/2014 at 20:03 (3,738 days old) by Kevin (Livonia)        

2004 (80th):

Post# 265008 , Reply# 4   1/27/2014 at 20:54 (3,738 days old) by caligula (Wallingford, Connecticut)        
Hi Kevin.

caligula's profile picture

By my calculations, Electrolux is much older.

 

While the model V (pictured here) was introduced to American housewives in 1924, Electro-Lux goes back to 1919, and according to Charles Richard Lester, who took my basic research and embellished on it (with my approval) the company goes back to 1910 or thereabout.

 

The original company was a gas/ lighting firm in Stockholm, Sweden, and industrialist, Axle L. Wenner-Gren, saw an American made vacuum cleaner (probably the Hoover O) in a store window in Vienna while on vacation there. He designed a tank/canister machine and went to the Lux company to build it. The machine he designed was sold world wide with factories all over Europe, and eventually exported to America. The first all American made Electrolux was the model XXX, but Wenner-Gren's vacuum cleaner is at least 95 years old.

 

For the complete story go to Charles Richard's site, it's awesome!

Alex Taber.


Post# 265012 , Reply# 5   1/27/2014 at 21:08 (3,738 days old) by kenkart ()        
If they really!

Want to do something to get attention! Put out a limited production original 30,60, or G, If they could make it then, surely they could build one now exactly like the original...NO PLASTIC, NO VINYL HOSE, EXACTLY like the original, they would sell and get attention!

Post# 265247 , Reply# 6   1/29/2014 at 17:31 (3,736 days old) by kevin (Livonia)        

Alex Taber and kenkart - thanks for responding. I didn't realize that the origins of Electrolux when back to 1910 and will check out Charles' website sometime. Great idea about Aerus manufacturing a 21st Century version of the Model XXX to celebrate the 90th Anniversary of the cleaner and air purifier. Perhaps someone should contact Aerus with that suggestion.

I wonder if there was any type of 25th anniversary decal in 1949? I hope it wasn't just a Model XXX with rubber motor mounts called the 25th Anniversary Edition!

Here are the two faces of the coin marking the 15th anniversary of the factory in Old Greenwich (1948):



Post# 265297 , Reply# 7   1/29/2014 at 22:35 (3,736 days old) by Collector2 (Moose Jaw, Sk)        

collector2's profile picture
The actual Electrolux Co started in Sweden in 1918 when Axle Verner Grenn bought and merged two companies (AB Lux and Electrohelios if I remember correctly) one of which had been making his Lux machine before that.

Electrolux USA was started in 1924 and Electrolux Canada started in 1932.



Post# 265300 , Reply# 8   1/29/2014 at 23:04 (3,736 days old) by caligula (Wallingford, Connecticut)        
Hi Collector2.

caligula's profile picture

When I did my research I found it to be 1919, but Charles Richard Lester corrected me, saying it was many years earlier, now you say 1918. I'm confused. However, it was Wenner-Gren, that much I do know.


Post# 265301 , Reply# 9   1/29/2014 at 23:22 (3,736 days old) by caligula (Wallingford, Connecticut)        
Hi Collector2.

caligula's profile picture

This is the first page of the Electrolux history I wrote in 1979 and revised slightly in 82, then in 2005, I planed to publish this in the V.C.C.C. newsletter, but that never happened. I've decided to run it by you to see how accurate it is. I welcome corrections, but it will provide you and all Electrolux collectors out there with the data I put together. Please understand that there might be a few minor typos.

 

Alex Taber


Post# 265302 , Reply# 10   1/29/2014 at 23:35 (3,736 days old) by caligula (Wallingford, Connecticut)        
Hi Collector2.

caligula's profile picture

Page 2.


Post# 265303 , Reply# 11   1/29/2014 at 23:37 (3,736 days old) by caligula (Wallingford, Connecticut)        
Hi Collector2.

caligula's profile picture

Page 3.


Post# 265304 , Reply# 12   1/29/2014 at 23:41 (3,736 days old) by caligula (Wallingford, Connecticut)        
Hi Collector2.

caligula's profile picture

Page 4.


Post# 265305 , Reply# 13   1/29/2014 at 23:46 (3,736 days old) by caligula (Wallingford, Connecticut)        
Hi Collector2.

caligula's profile picture

Before I print page 5 let me say that I have the patent information of the designs mentioned in this text and will post them at a later time.  


Post# 265306 , Reply# 14   1/29/2014 at 23:49 (3,736 days old) by caligula (Wallingford, Connecticut)        
Hi Collector2.

caligula's profile picture

Page 6.


Post# 265307 , Reply# 15   1/29/2014 at 23:52 (3,736 days old) by caligula (Wallingford, Connecticut)        
Hi Collector2.

caligula's profile picture

Page 7.


Post# 265310 , Reply# 16   1/29/2014 at 23:55 (3,736 days old) by caligula (Wallingford, Connecticut)        
Hi Collector2.

caligula's profile picture

Page 8.


Post# 265344 , Reply# 17   1/30/2014 at 07:25 (3,736 days old) by Collector2 (Moose Jaw, Sk)        

collector2's profile picture
Hey Alex:

Here is the information from the company website. Electrolux did not come into being till 1919 (I was a year out) Before that the machines were called AB LUX and they were first produced in 1912.

group.electrolux.com/en/history-1...


Post# 265349 , Reply# 18   1/30/2014 at 07:48 (3,736 days old) by Collector2 (Moose Jaw, Sk)        

collector2's profile picture
Hey Alex

Very interesting article. I enjoyed reading it.

Just a bit of Canadian Trivia to throw in - They started Electrolux Canada in 1932, bringing in model XII's from Sweden. The sales went so well that they opened a factory in Montreal in 1934 to produce the model XII.

Doug


Post# 265360 , Reply# 19   1/30/2014 at 10:34 (3,735 days old) by dysonman1 (the county)        

dysonman1's profile picture
The vacuum cleaner that started Axel's desire to make and sell one, was the Santo. That's why the first Lux cleaner was basically a copy of a Santo.

Post# 265412 , Reply# 20   1/30/2014 at 15:12 (3,735 days old) by caligula (Wallingford, Connecticut)        
Hi Collector2.

caligula's profile picture

Thanks, that clears up a lot of questions for me.

 

My book 'Electrolux the first 40 years' starts with the model V, so I had basically no background on the parent company and only knew that Wenner-Gren invented a machine circa 1919. As I said, I first wrote this in 1979 as background notes to go with the collection of patents I'd copied from the research department of the Chicago public library. To check my facts I contacted Charles McKee the President of Electrolux asking for information. He sent me a letter telling me that Electrolux didn't know their history. He went on to say that he held a board meeting to address my questions, but the top brass didn't have a clue. I have that letter and will post it today or tomorrow. Then in the summer of 82, I acquired the bulk of my data, and revised my notes. Again, this was for my own use as notes for my patent book. Then weeks later John Lucia and I went to the Hoover historical Center, and I got involved with launching the V.C.C.C., so Electrolux history was tabled for a while. The next phase of this was the Electrolux issue of the newsletter, which I think was 83 or 84. I'll post that later as well.  Over the years we did several newsletters featuring the history of Electrolux, but the granddaddy of them all was the one in the winter of 94/95 where I collaborated with Charles Richard Lester, who I'd just appointed editor/Publisher. I also gave him my patent books to copy, and the book 'Electrolux the first 40 years,' plus permission to use my material.

 

In May of 95, I retired from the club, passing the baton over to Tom Gasko, and relocated from Naperville, Illinois to San Diego, California. I was away from the club till June of 04, so I had no idea that my friend Charles Richard had started his Cyber Vcauum Cleaner museum, which helped put the V.C.C.C. on the map. And while I was missing in action, Charles worked wonders with the tidbits of information I gave him. Not only did he research my facts and embellish them, but did far more, he discovered facts that I'd missed, and created a fantastic, and highly informative history. So there you have it, this is but the tip of the iceberg, and as I said, I welcome corrections.

 

Alex Taber.


Post# 265414 , Reply# 21   1/30/2014 at 15:39 (3,735 days old) by caligula (Wallingford, Connecticut)        
Hi Tom.

caligula's profile picture

Thanks, for that information, I assumed it was an upright and most likely the Hoover model O! Have you pictures? I used to have a book called the 'History of Housekeeping' circa 1994 that had a picture of the Santo/Duntley, is that what you mean?

 

Over the past year I've sent this Electrolux history to a few club members, but decided to run it by Collector2. I'm saving the history of Kirby till after the convention in June.

 

As always,

Bob Alex Taber.


Post# 265573 , Reply# 22   1/31/2014 at 15:22 (3,734 days old) by Kevin (Livonia)        

Thanks for posting your Electrolux history Alex. Lots of good information and fun to read! You rock!

Post# 265715 , Reply# 23   2/1/2014 at 16:16 (3,733 days old) by tig21er (Indiana)        
A little tid bit from 75th

and The Platinum has 90th Anniversary on them.

Post# 265732 , Reply# 24   2/1/2014 at 19:10 (3,733 days old) by kenkart ()        
For those who didnt know..

The above articles are the kind of things we used to get in out newsletter, I hope everyone realizes just how rare articles of this type are, and those pictures of the Electrolux experimental vacuums were in our newsletter from 1994 I believe, i have all of them here , every once in a while I go look at them and remember just how hard our club founders and leaders worked , I think in this electronic age these things are forgotten easily,I only wish we could have had video coverage of our early conventions,we really did enjoy ourselves.

Post# 265734 , Reply# 25   2/1/2014 at 19:17 (3,733 days old) by williamr1248 (USA)        
Aerus/Electrolux USA 90th

John,
Thanks for your story of the early days.
It is difficult for people today to even imagine what a revelation the Electrolux was when it was first introduced.
The story I heard from my great aunt was that she was going to have some church ladies over for a meeting. The stove pipe broke and soot went everywhere. My great, great grandmother was aware of the Electrolux. Now I am not sure how it all came about but she bought or loaned my great aunt the money to buy an Electrolux Cleaner and Air Purifier. It started the switch and soon almost all the family had ditched the old dirty upright Hoover's and Kenmore's for the modern Electrolux way of cleaning. They were all Electrolux users for many generations. They were very popular in rural areas and when one bought a new model, soon others followed, all buying from their same friendly Electrolux man. In many ways, it was a much more trusting and gentler time.


Post# 265741 , Reply# 26   2/1/2014 at 20:12 (3,733 days old) by kenkart ()        
In my hometown...

You were ashamed to admit you didnt have an Electrolux, truly it was a status symbol, considered to be the very best.

Post# 265743 , Reply# 27   2/1/2014 at 20:50 (3,733 days old) by caligula (Wallingford, Connecticut)        
Hi Kenkart.

caligula's profile picture

Thanks for the kind words, and yes, the newsletters were a lot of fun.

 

But allow me to make one minor correction. What we had were 'meetings' the club was too small in membership to hold conventions. By the time you joined in 95, the club was just getting noticed, but for both the Hoover meeting in 94, and the one in Allentown in 95, we had about twenty members. And while you were not with us in the early 90's, up to that trip to Hoover, all festivities were in my home, which gave it a very personal feeling. I must say I miss those days, and having houseguests like our dear Craig Long, who left this earth far too soon.Thanks again for sharing.

 

I'm glad you were and still are a part of my life, as always,

 

Alex Taber.


Post# 265745 , Reply# 28   2/1/2014 at 20:55 (3,733 days old) by kenkart ()        
Craig Long..

I feel sorry for those who never got to meet him, he had a photographic memory, and he knew when what and why of every vacuum, Alex, I joined in 94 , 2 weeks before that years meeting, Allentown in 95 was the first one i attended,didnt we all have fun, relaxed,friendly, without any drama, it was great.

Post# 265749 , Reply# 29   2/1/2014 at 21:21 (3,733 days old) by caligula (Wallingford, Connecticut)        
Hi Hans.

caligula's profile picture

Thanks for jogging the memory. And I still say those were the best of times!


Post# 265750 , Reply# 30   2/1/2014 at 21:55 (3,733 days old) by kenkart ()        
Oh Yes!

The very best of times, I looked forward to the meetings then.

Post# 265821 , Reply# 31   2/2/2014 at 14:51 (3,732 days old) by tig21er (Indiana)        
Bill Marlatt #1

salesman in Electrolux.

Post# 265822 , Reply# 32   2/2/2014 at 14:54 (3,732 days old) by tig21er (Indiana)        
More Bill

Marlatt

Post# 265823 , Reply# 33   2/2/2014 at 14:56 (3,732 days old) by tig21er (Indiana)        
Bill Marlatt 3

Enjoy

Post# 265827 , Reply# 34   2/2/2014 at 15:09 (3,732 days old) by luxman107 (USA )        

Awesome stuff John. Thanks for sharing

Post# 265831 , Reply# 35   2/2/2014 at 15:44 (3,732 days old) by tig21er (Indiana)        
Some

more of the old salespeople.

Post# 265834 , Reply# 36   2/2/2014 at 16:31 (3,732 days old) by tig21er (Indiana)        
History

from an old timer.

Post# 265835 , Reply# 37   2/2/2014 at 16:33 (3,732 days old) by tig21er (Indiana)        
Old timer 2

Enjoy.

Post# 265949 , Reply# 38   2/3/2014 at 16:05 (3,731 days old) by kevin (Livonia)        

Very interesting reading material Tig21er. Thanks for posting!

i wonder how many total year Bill M. had? His long tenure is amazing!


Post# 265973 , Reply# 39   2/3/2014 at 18:03 (3,731 days old) by caligula (Wallingford, Connecticut)        
Hi Kevin.

caligula's profile picture

If my memory serves me correctly, all of the above articles were published in the early V.C.C.C. newsletters. I know reply 31 - 33 were, as was the article "From an old timer!" Good to see them again.  


Post# 272152 , Reply# 40   3/16/2014 at 16:55 (3,690 days old) by kevin (Livonia)        

90th Anniversary logo:

Post# 274278 , Reply# 41   3/30/2014 at 22:17 (3,676 days old) by kevin (Livonia)        

What year did Electrolux LLC officially become Aerus LLC? I have seen 2000, 2001, 2007 ...

Post# 292799 , Reply# 42   8/10/2014 at 22:24 (3,543 days old) by ronni (USA)        

What's the deal with the tiger on Electrolux's Jubilee anniversary plate?

This photo was originally posted by aeoliandave in a 2011 thread:


Post# 292805 , Reply# 43   8/10/2014 at 23:12 (3,543 days old) by tig21er (Indiana)        
The

sales team were Electrolux Tigers. Before that I believe was the Elephant.

Post# 292811 , Reply# 44   8/10/2014 at 23:44 (3,543 days old) by ronni (USA)        

Do you know the origin of the terms, John, along with the era? I have never seen any Electrolux item referencing or depicting an elephant--and the plate is the only one of which I'm aware that bears a tiger (forgive the pun--I couldn't resist). I'm guessing that's why you chose the nickname you have.

Post# 292908 , Reply# 45   8/11/2014 at 11:29 (3,542 days old) by Gr8DaneDad ()        

There are elephants on the handle grip of the Model V which can be seen on Charles-Richard Lester's site at the below link.

 

 

Tigers are very prevalent on award items since they were referring to the sales team and not an individual product. I've seen hundreds of awards, plaques, and even paintings with the tiger and sales goals reached or exceeded.



CLICK HERE TO GO TO Gr8DaneDad's LINK

Post# 292920 , Reply# 46   8/11/2014 at 12:18 (3,542 days old) by DJub85 (Virginia)        

I'm sure that this is probably common knowledge by now, but yes, Aerus is celebrating their 90th Anniversary. Here's the sticker on a product.

 

They also completely recolored the Legacy and Classic models for the anniversary, making them 2-toned black and gray. This is the first time since 1997 that these canisters haven't had a white body, so that's a pretty significant change for the anniversary. They look really sharp.

 

I hope they plan something really special though for the 100th Anniversary... maybe a 1205-inspired color theme, or perhaps an all-new retro-look model.


  View Full Size
Post# 292921 , Reply# 47   8/11/2014 at 12:20 (3,542 days old) by Gr8DaneDad ()        

I really like the black and gray color scheme, so do my customers.


Post# 292928 , Reply# 48   8/11/2014 at 12:45 (3,542 days old) by DJub85 (Virginia)        

I really like the new colors too... if I had to nitpick, I'd say that I wish the wheels were colored differently to match the trim instead of the body, like they used to do on all of the metal body machines and the first Epic. But if they did it that way, I'd probably be wishing it was done the way it currently is. Bottom line... it was a nice change of pace for the retro machines. I really hope they keep making them (or something similarly retro) in the future.


Post# 292947 , Reply# 49   8/11/2014 at 13:58 (3,542 days old) by ronni (USA)        

Thanks for the info. and link, Tom. I'd never noticed the elephants on the Model V's handle even though I've perused Charles' website on several occasions.

I still wonder about the origins and meanings of the elephant and tiger, though.

I am also curious to know if Aerus still uses one or both.



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