Is the Aerus (electrolux) brand disappearing?
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Aerus is struggling...
When Electrolux America sold their name back to the Swedish group, it was all over.
The selling price was 55 million, Joe Urso's initial investment. His take for the three years he held the reigns: about 50 million.
Initially, the branch managers were asked to pay 250,000 for their branch. Now the price is 10,000.
The Perfect clones are better machines, and less expensive. It's sad. Why would someone pay 2000.00 for a new Guardian when there are so many other, and better choices for less money?
Sara Lee bought Electrolux during a period when diversification was the corporate philosophy, and sold it when the fad was streamlining. It was a bad move for everybody. Under Charles Mckee, the company flourished, with only 4 machines, 1205, L, CB, and B-8.
If Sara Lee had stayed the course, kept Lux, and if Lux had stayed the course and kept the branch system (with a couple of minor alterations) Electolux would be the dominant brand in the US today.
When Electrolux America sold their name back to the Swedish group, it was all over.
The selling price was 55 million, Joe Urso's initial investment. His take for the three years he held the reigns: about 50 million.
Initially, the branch managers were asked to pay 250,000 for their branch. Now the price is 10,000.
The Perfect clones are better machines, and less expensive. It's sad. Why would someone pay 2000.00 for a new Guardian when there are so many other, and better choices for less money?
Sara Lee bought Electrolux during a period when diversification was the corporate philosophy, and sold it when the fad was streamlining. It was a bad move for everybody. Under Charles Mckee, the company flourished, with only 4 machines, 1205, L, CB, and B-8.
If Sara Lee had stayed the course, kept Lux, and if Lux had stayed the course and kept the branch system (with a couple of minor alterations) Electolux would be the dominant brand in the US today.
rugsucker
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Electrolux was different
Before Aerus,for years Electrolux had a relativly simple system that woked well for everyone from factory to customers across America.All branches were company owned and all employees from the president to the newest salesman were employees of Electrolux unlike other door to door companies who could have a good product but completley different organization.There was a simple easily understood lineup of machines for any home,business or cleaning need with a one price policy as they were consigned to branch and salesmen untill sold to customer.Electrolux did their own financing and every branch had service department.And then different ownership,different management,more models,more price points,Elux in Sams club,a short lived program for Elux in Sears(I think they did appear in 1 small catalog),Purelux water filters added,some employees no longer with company benefits,and more.--My opinion-If they still had $299 upright(Discovery)and $399 canister(LE with power nozzle)they could not build them fast enough!!
Before Aerus,for years Electrolux had a relativly simple system that woked well for everyone from factory to customers across America.All branches were company owned and all employees from the president to the newest salesman were employees of Electrolux unlike other door to door companies who could have a good product but completley different organization.There was a simple easily understood lineup of machines for any home,business or cleaning need with a one price policy as they were consigned to branch and salesmen untill sold to customer.Electrolux did their own financing and every branch had service department.And then different ownership,different management,more models,more price points,Elux in Sams club,a short lived program for Elux in Sears(I think they did appear in 1 small catalog),Purelux water filters added,some employees no longer with company benefits,and more.--My opinion-If they still had $299 upright(Discovery)and $399 canister(LE with power nozzle)they could not build them fast enough!!
danemodsandy
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So Many Mistakes!
It's my feeling that the company has made so many mistakes it may not be salvageable.
The first was that damn silly "Aerus" name, which is absolutely meaningless to most consumers, and does absolutely nothing to help people make the connection that this was once American Electrolux. Something with "Lux" in the name (Vaculux? Homelux?) would have been a far better choice.
The move to franchises was another mistake. The old Electrolux system kept the consumer experience very stable, very uniform; there were systems in place to detect any deviation from company standards. Now, consumers are more or less at the mercy of a franchisee. Aerus stores are not uniform; some locations are as upscale as you'd expect for such a pricey product. Others are not, and some locations (like in my city) don't even have premises; the franchisee operates out of his home. That is hardly reassuring to prospective purchasers of a $2000 vacuum cleaner!
The price points of Aerus vacs are a problem, too. Not because premium vacs aren't worth it; they certainly can be. The Electrolux 1205 would go for around $1400 in today's money. But there is a huge amount of competition, and Aerus has done nothing to deal with it. You can compete two ways. First is price, which has traditionally not been the way Lux plays the game. The other is mystique, a game Miele, for instance, plays very well indeed. But Aerus can hardly romance customers with guys operating out of their homes.
The last is lack of advertising. You just don't see anything besides the Aerus Website, which is ridiculous. Here is Aerus with an unfamiliar brand name, a heritage most people don't relate to products they ARE familiar with, and a pricey product - and you don't see diddly squat in the media. That isn't merely a bit lacking, it's insane.
I think - given present marketplace conditions - that Aerus would do best to dismantle its dealer network and go with vac shop sales, like Miele. They could hardly do worse, seems to me.
It's my feeling that the company has made so many mistakes it may not be salvageable.
The first was that damn silly "Aerus" name, which is absolutely meaningless to most consumers, and does absolutely nothing to help people make the connection that this was once American Electrolux. Something with "Lux" in the name (Vaculux? Homelux?) would have been a far better choice.
The move to franchises was another mistake. The old Electrolux system kept the consumer experience very stable, very uniform; there were systems in place to detect any deviation from company standards. Now, consumers are more or less at the mercy of a franchisee. Aerus stores are not uniform; some locations are as upscale as you'd expect for such a pricey product. Others are not, and some locations (like in my city) don't even have premises; the franchisee operates out of his home. That is hardly reassuring to prospective purchasers of a $2000 vacuum cleaner!
The price points of Aerus vacs are a problem, too. Not because premium vacs aren't worth it; they certainly can be. The Electrolux 1205 would go for around $1400 in today's money. But there is a huge amount of competition, and Aerus has done nothing to deal with it. You can compete two ways. First is price, which has traditionally not been the way Lux plays the game. The other is mystique, a game Miele, for instance, plays very well indeed. But Aerus can hardly romance customers with guys operating out of their homes.
The last is lack of advertising. You just don't see anything besides the Aerus Website, which is ridiculous. Here is Aerus with an unfamiliar brand name, a heritage most people don't relate to products they ARE familiar with, and a pricey product - and you don't see diddly squat in the media. That isn't merely a bit lacking, it's insane.
I think - given present marketplace conditions - that Aerus would do best to dismantle its dealer network and go with vac shop sales, like Miele. They could hardly do worse, seems to me.
twocvbloke
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I don't think Aerus did themselves any favours when they split from the parent Electrolux company in Europe, they could have changed their name back then and had been a success, being completely separated from the Electrolux name and not having to return it to the rightful owner a few years ago...
And, some Aerus dealers haven't done the Aerus name any good either by posting images in their stores about the "fake, cheap and inferior" Electrolux AG products being sold in the US, I think I saw one example of that here on this forum, basically trying to steer customers away from the Electrolux name, even though they used to be called Electrolux, which just causes confusion and people see the Aerus brand as a bunch of slandering rednecks...
But, at the end of the day, mistakes have been made, names have been changed, and as someone living in Europe (not by choice, mind), to me the Electrolux name will always have this logo:
And, some Aerus dealers haven't done the Aerus name any good either by posting images in their stores about the "fake, cheap and inferior" Electrolux AG products being sold in the US, I think I saw one example of that here on this forum, basically trying to steer customers away from the Electrolux name, even though they used to be called Electrolux, which just causes confusion and people see the Aerus brand as a bunch of slandering rednecks...
But, at the end of the day, mistakes have been made, names have been changed, and as someone living in Europe (not by choice, mind), to me the Electrolux name will always have this logo:
joshdonnell
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Aerus
The stores here are doing fine
The stores here are doing fine
danemodsandy
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Josh:
"The stores here are doing fine"
I'm glad to hear that, but they aren't doing fine everywhere, and that's a real concern for those of us who love Luxes. If the company goes belly-up for lack of good sales nation-wide, the supply of certain parts may dry up forever. I personally would not like to rely on aftermarket hoses for my Luxes; the genuine Aerus hoses are greatly superior to anything I've seen from the aftermarket.
I remember areas where you saw a lot of AMC cars, because dealers in those areas were very good at selling. But that wasn't true everywhere - or even in most places - and eventually the company went under. That's what I fear with Aerus.
"The stores here are doing fine"
I'm glad to hear that, but they aren't doing fine everywhere, and that's a real concern for those of us who love Luxes. If the company goes belly-up for lack of good sales nation-wide, the supply of certain parts may dry up forever. I personally would not like to rely on aftermarket hoses for my Luxes; the genuine Aerus hoses are greatly superior to anything I've seen from the aftermarket.
I remember areas where you saw a lot of AMC cars, because dealers in those areas were very good at selling. But that wasn't true everywhere - or even in most places - and eventually the company went under. That's what I fear with Aerus.
Experience
I did not have the most pleasant experience when buying my vacuum. These supposedly franchise stores are like dealing with the used car salesman. The high price and tactics pulled makes me say look at a different brand. I feel there is no cohesion and accountability. I was told my vacuum was okay several times by the franchise owner when the indicator light was clearly malfunctioning. I called corporate they referred me back to the store. It was a joke. Plus when I searched store locations, thinking to try another area location for service, I found out they had closed!
So...what is the real brand to have?? Getting tired of attaching\reattaching the hose . I have the upright model.
I did not have the most pleasant experience when buying my vacuum. These supposedly franchise stores are like dealing with the used car salesman. The high price and tactics pulled makes me say look at a different brand. I feel there is no cohesion and accountability. I was told my vacuum was okay several times by the franchise owner when the indicator light was clearly malfunctioning. I called corporate they referred me back to the store. It was a joke. Plus when I searched store locations, thinking to try another area location for service, I found out they had closed!
So...what is the real brand to have?? Getting tired of attaching\reattaching the hose . I have the upright model.
danemodsandy
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George:
I would urge you to consider vintage if you want a vacuum that will last, as well as costing a reasonable amount of money.
Despite what I've said about Aerus, there is still great support for vintage machines back to the Model L and 1205. It gets kind of spotty prior to those machines, but lots of people have Model Gs and the like, and keep them in good repair, even if they have to work at it a little harder.
The TriStar CXL is a GREAT vacuum with excellent filtration. Parts are not difficult to come by, though dealing with TriStar Canada is preferable to TriStar in the U.S. I should mention that TriStar is owned by the same company that owns Aerus, though.
You can have a very expensive vac that will last a very long time for less than $200 if you will go this route. Even if you restore one to perfection and spend more money (as I did with my CXL), you should still get out for under $500, which is nothing for a TOL premium vacuum nowadays. And my CXL should be around for many years - make that decades - after I'm gone.
I would urge you to consider vintage if you want a vacuum that will last, as well as costing a reasonable amount of money.
Despite what I've said about Aerus, there is still great support for vintage machines back to the Model L and 1205. It gets kind of spotty prior to those machines, but lots of people have Model Gs and the like, and keep them in good repair, even if they have to work at it a little harder.
The TriStar CXL is a GREAT vacuum with excellent filtration. Parts are not difficult to come by, though dealing with TriStar Canada is preferable to TriStar in the U.S. I should mention that TriStar is owned by the same company that owns Aerus, though.
You can have a very expensive vac that will last a very long time for less than $200 if you will go this route. Even if you restore one to perfection and spend more money (as I did with my CXL), you should still get out for under $500, which is nothing for a TOL premium vacuum nowadays. And my CXL should be around for many years - make that decades - after I'm gone.
Stores seem to be fine here as well.
My local Aerus store is very close to my house. I've bought bags, belts and clean sweep chips from them numerous times. I’ve yet to see a decline in business. The woman who has worked there, for as long as I can remember said “they were still going strong”.
Tulsa, Oklahoma was one of the original branch offices. I've seen the old store printed on some of the older Electrolux literature.
My local Aerus store is very close to my house. I've bought bags, belts and clean sweep chips from them numerous times. I’ve yet to see a decline in business. The woman who has worked there, for as long as I can remember said “they were still going strong”.
Tulsa, Oklahoma was one of the original branch offices. I've seen the old store printed on some of the older Electrolux literature.
I hope not because I love electrolux products...But I don't have that warm fuzzy feeling that they will be around that much longer. The store I went too for years in now closed as long as the one up by my cabin in north Ga is now closed also
It seems the stores that do well/operable are the ones in Texas or nearest Texas by the main corporate headquarters....maybe there is better oversight, but the ones by me in the New York area seem to be closing.
As I mentioned, I am just not thrilled with the hose connection for the upright, its becoming inconvenient, wish I never bought it. I am going to look at the new electrolux Ultra Silencer or someone mentioned TriStar, never heard of it. Probably should have just did the Miele from the start. S7
As I mentioned, I am just not thrilled with the hose connection for the upright, its becoming inconvenient, wish I never bought it. I am going to look at the new electrolux Ultra Silencer or someone mentioned TriStar, never heard of it. Probably should have just did the Miele from the start. S7
danemodsandy
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George:
TriStar is a brand that has been around in one form or another since 1940.
It was originally called Compact, invented by the Interstate Engineering Company of Anaheim, California, which was primarily a manufacturer of aircraft components. IEC needed to be able to clean up the interiors of airplanes after they had finished installing their components on them, and so they came up with a lightweight (for that era) and small vacuum made of the same magnesium-aluminum alloy used for their primary products.
Eventually, someone at IEC got the bright idea to sell the cleaner to the public, as a way of diversifying the product line, so as to help IEC weather the ups and downs of the aircraft business. The cleaner was dubbed the "Compact," and sold under that brand name for many years. Compacts were always sold door-to-door, but there was a retail version - identical except for the brand name - called Revelation, sold in stores.
Eventually, IEC sold off the Compact line to a company called Figgie International, which in turn sold it to the same Texas holding company which now owns Aerus. The machine was re-named TriStar.
The original Compact design, with detail changes and the addition of a power nozzle, was sold through about 1998. The company then introduced a new design, based on the old one, but more modern-looking and cheaper to produce, called the MG Series.
The later Compact-based machines made in the last dozen or so years before the MG Series was launched are very desirable vacuums, with metal bodies, as well as metal wand and tool systems (except for upholstery nozzles, dust brushes and crevice tools). They have a quadruple filtration system: Air first passes through a cloth dust bag, then a paper one that fits inside the cloth bag. Next comes a motor pre-filter, and last comes an exhaust air filter.
Below is a picture of my restored TriStar CXL, which is complete with everything it had originally, plus extra wands. It is my opinion that no finer classic canister vacuum has ever been made. You would enjoy having one immensely!
P.S.: If you ever look at a TriStar CXL, check out the suction - you will not believe it.
TriStar is a brand that has been around in one form or another since 1940.
It was originally called Compact, invented by the Interstate Engineering Company of Anaheim, California, which was primarily a manufacturer of aircraft components. IEC needed to be able to clean up the interiors of airplanes after they had finished installing their components on them, and so they came up with a lightweight (for that era) and small vacuum made of the same magnesium-aluminum alloy used for their primary products.
Eventually, someone at IEC got the bright idea to sell the cleaner to the public, as a way of diversifying the product line, so as to help IEC weather the ups and downs of the aircraft business. The cleaner was dubbed the "Compact," and sold under that brand name for many years. Compacts were always sold door-to-door, but there was a retail version - identical except for the brand name - called Revelation, sold in stores.
Eventually, IEC sold off the Compact line to a company called Figgie International, which in turn sold it to the same Texas holding company which now owns Aerus. The machine was re-named TriStar.
The original Compact design, with detail changes and the addition of a power nozzle, was sold through about 1998. The company then introduced a new design, based on the old one, but more modern-looking and cheaper to produce, called the MG Series.
The later Compact-based machines made in the last dozen or so years before the MG Series was launched are very desirable vacuums, with metal bodies, as well as metal wand and tool systems (except for upholstery nozzles, dust brushes and crevice tools). They have a quadruple filtration system: Air first passes through a cloth dust bag, then a paper one that fits inside the cloth bag. Next comes a motor pre-filter, and last comes an exhaust air filter.
Below is a picture of my restored TriStar CXL, which is complete with everything it had originally, plus extra wands. It is my opinion that no finer classic canister vacuum has ever been made. You would enjoy having one immensely!
P.S.: If you ever look at a TriStar CXL, check out the suction - you will not believe it.
danemodsandy
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P.S.:
Here is a link to the TriStar Website; be sure to click on the "About Us" link and take a look at the "History of Products" page:
http://www.tristarclean.com/
Here is a link to the TriStar Website; be sure to click on the "About Us" link and take a look at the "History of Products" page:
http://www.tristarclean.com/
danemodsandy
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OOPS!
Sorry, I mis-spoke about the filtration path on TriStars. Air passes through the paper bag FIRST, then the cloth bag, then the other two filters mentioned.
Mea maxima culpa. Through my fault, through my fault, through my most grievous fault....
Sorry, I mis-spoke about the filtration path on TriStars. Air passes through the paper bag FIRST, then the cloth bag, then the other two filters mentioned.
Mea maxima culpa. Through my fault, through my fault, through my most grievous fault....
danemodsandy
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George:
No uprights - TriStar has always stuck to canisters.
A vintage Compact-based TriStar is a much better bet than the new MG Series machines. The new machines have less suction than old ones, and a less expensive motor has been substituted for the former Ametek unit. Accessory quality is far lower than before; plastic wands now substitute for metal ones, and the former cast-aluminum rug and floor tools have been replaced with ordinary plastic versions. Given that an MG Series TriStar goes for between two and three grand, depending on the deal, this feels unacceptable. The great thing about Compact-based TriStars is that they are built to LAST, not to require constant upkeep in the form of replaced wands and tools.
Vintage machines are plentiful, on eBay all the time. While owners tend to keep their TriStars forever, what's happening is that older owners are dying off, and the kids don't know that the vacuum is anything special.
If you look at vintage ones, hold out for the most complete example you can find; replacement parts for any TriStar are expensive. I ended up with about $400 in my CXL, because it was missing some tools and needed a few replacement parts and a hose.
Again, current TriStars just don't have the reputation for durability that the older ones have.
No uprights - TriStar has always stuck to canisters.
A vintage Compact-based TriStar is a much better bet than the new MG Series machines. The new machines have less suction than old ones, and a less expensive motor has been substituted for the former Ametek unit. Accessory quality is far lower than before; plastic wands now substitute for metal ones, and the former cast-aluminum rug and floor tools have been replaced with ordinary plastic versions. Given that an MG Series TriStar goes for between two and three grand, depending on the deal, this feels unacceptable. The great thing about Compact-based TriStars is that they are built to LAST, not to require constant upkeep in the form of replaced wands and tools.
Vintage machines are plentiful, on eBay all the time. While owners tend to keep their TriStars forever, what's happening is that older owners are dying off, and the kids don't know that the vacuum is anything special.
If you look at vintage ones, hold out for the most complete example you can find; replacement parts for any TriStar are expensive. I ended up with about $400 in my CXL, because it was missing some tools and needed a few replacement parts and a hose.
Again, current TriStars just don't have the reputation for durability that the older ones have.
danemodsandy
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Buying a New TriStar:
George:
If you'll look on the TriStar Website, there's a toll-free number on the "Contact Us" page of the "About Us" link. TriStar is sold by home demonstration only, so a rep would have to come see you at home or office. Call the toll-free number to have a rep schedule with you.
George:
If you'll look on the TriStar Website, there's a toll-free number on the "Contact Us" page of the "About Us" link. TriStar is sold by home demonstration only, so a rep would have to come see you at home or office. Call the toll-free number to have a rep schedule with you.
