The name Electrolux in the USA has been associated with the long tank type or upright vacuum cleaners sold door-to-door for many, many years. However, the Electrolux vacuums seen in stores today are completely different, not being related to the earlier ones. The Electrolux brand name has reverted back to its original owner, The Electrolux Group, in Sweden.

The original company that manufactured these vacuums started in Sweden as AB Lux over a century ago in 1901. Currently know as The Electrolux Group (or AB Electrolux), their brand name transitioned through various forms until 1957 when they made the Electrolux name standard throughout the world. Production of Electrolux vacuums in the USA started in Old Greenwich, Connecticut way back in 1931, establishing their operations here as the Electrolux Corporation, USA.

The year 1968 marks an important date in the history of the Electrolux name in North America. That year the minority interest (39%) in Electrolux Corporation, USA, was sold to Consolidated Foods, including the exclusive rights to the Electrolux brand name in North America. For over 35 years these vacuums were manufactured and marketed in the USA by this company although its ownership has changed in more recent years. In November of 2003 the right to the Electrolux brand in North America was sold back to The Electrolux Group of Sweden, from whence it had come decades earlier.

As a result of the Electrolux brand name being sold, the company which is so well know in the USA for its Electrolux vacuums has changed its name to Aerus LLC and is marketing its products under the Aerus brand name. Under the agreement, their products were permitted to be known as "Aerus by Electrolux" until April 1, 2004. Also, The Electrolux Group of Sweden was able to start importing and distribution their Electrolux vacuum cleaners in the USA through their local subsidiary. One limitation on the distribution of their Electrolux brand vacuums in the USA existed until June 1, 2008. They were not permitted to use "by Electrolux" as part of the brand name on vacuums sold through vacuum cleaner specialty stores. Since that date they are branding their light blue canister, upright and broom vacuums with the Precision by Electrolux name. These vacuums are basically the same as the red Electrolux vacuums seen in some department and home supply stores.

April 1, 2004 is quite important as well for the Electrolux name since it is the date that The Eureka Company officially changed its name to Electrolux Home Care Products North America (Electrolux Home Care Products Ltd). This name change reflects who they are and have been for the past 30 years, a subsidiary of The Electrolux Group of Sweden. As such, they will continue to manufacture and market vacuum cleaners and other products under the Eureka, Sanitaire, Precision, Professional and Beam brand names plus additional products under the Electrolux brand name.

The Eureka name has been around for many years as well. This vacuum cleaner company was founded by Fred Wardell in Detroit, Michigan in 1909. In 1913 they were making six different Eureka vacuum models which were lighter weight with special attachments to provide more user friendly cleaning. By 1927 they were selling one-third of all vacuum cleaners produced in the USA. In 1945 they merged with Williams Oil-O-Matic in Bloomington, Illinois and changed their name to Eureka-Williams, the name by which it would be known for almost thirty years. AB Electrolux of Sweden purchased the Eureka-Williams Company in 1974, changing its name to The Eureka Company, the name which continued until April of 2004 when it was changed to Electrolux Home Care Products North America. In addition to manufacturing and marketing the Eureka brand products, this company developed their red Sanitaire commercial vacuums and dark blue Heavy Duty and Professional Sanitaire household vacuums which are well known for their performance and durability.

Vacuums and other products having the Eureka brand name will continue to be marketed primarily through mass merchants and department stores in the low to mid price ranges. The Sanitaire by Electrolux, Precision by Electrolux and Professional by Electrolux vacuums and related products will continue as upscale products marketed through janitorial supply stores and vacuum cleaner specialty stores like Ristenbatt Vacuum Cleaner Service. Electrolux brand vacuums and other products will also be upscale products but marketed through select stores that have "sales assist" personnel. Beam brand products will continue as central vacuum systems. As for Aerus, they continue to manufacture and sell the former Electrolux products for which they are so well known here in the USA, but with the Aerus name instead of the familiar Electrolux name.

In a nutshell, two companies formerly known as The Eureka Company and Electrolux Corporation, USA have undergone name changes, enabling them to continue to prosper into the future. While some high quality vacuums by The Electrolux Group of Sweden have been imported for a number of years into the USA under the Eureka brand name, you will now see a lot more of these but with the Sanitaire, Precision, Professional and Electrolux brand names on them. The change in usage of the Electrolux brand name will mislead a lot of people regarding who's products they are purchasing. Fortunately for the public, the quality and performance of these products are somewhat similar.

See also Electrolux History Timeline, Eureka Company Historical Timeline and History of the Company (Aerus).

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