The Lux Company was founded in Sweden in 1901 by Mr. Axel Wennergren, based on the idea of producing and promoting high quality products. In 1911 Mr. Wennergren sold the first vacuum cleaner - Lux 1 through direct sales. He strongly believed in this sales method that permits the customers to evaluate the quality of the products in its proper environment - the home. At this time the customers were mostly royal and upper class, simply because these were the only ones with electricity.

The Lux 1 was sold with a tremendous success and soon an aggressive international expansion continued. In order to keep up with the production, Lux was in 1919 merged with Elektromekaniska and became Electrolux that continued to supply the worldwide organization with state of the art household appliances. In early 80's Electrolux had become one of the largest companies in the world.

In 1992, the company went forth with the name that originated about a hundred years ago - Lux, a name that quickly established itself as the world leader in direct sales.