The Electrolux-Eureka-Sanitaire Connection
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.
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
subsidiary, The Eureka Company. One limitation on the distribution of
their Electrolux brand vacuums in the USA still exists though... they may
not be sold through vacuum cleaner specialty stores until June of 2007.
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 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 Heavy Duty Sanitaire
household vacuums which are well known for their performance and
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 brand vacuums
and other 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 begin see a lot more of
these but with the Sanitaire 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.
Electrolux History Timeline,
Eureka Company Historical Timeline and
History of the Company (Aerus).