Electrolux's Slogans & Taglines

Electrolux traces its origins to 1901, when Lux AB was established in Stockholm as a manufacturer of kerosene lamps. In 1912, the company introduced its first household vacuum cleaner, the Lux 1, and in 1919 Lux AB merged with Svenska Elektron AB to form Electrolux. The company pioneered the absorption refrigerator in 1925 and expanded globally through landmark acquisitions including Frigidaire (1925), Zanussi (1956), and Westinghouse Electric's appliance division (1986). In 2020, Electrolux spun off its professional division as Electrolux Professional AB, refocusing on consumer durables.

The brand's core products are home appliances and professional equipment, including vacuum cleaners, refrigerators, freezers, washing machines, dishwashers, ovens, cooktops, and air conditioners. Its portfolio also encompasses food-service equipment, laundry solutions for commercial use, and small appliances such as coffee makers and blenders.

From the provocative 1960s UK slogan "Nothing sucks like an Electrolux"—an intentional double entendre designed to highlight suction power—to "Simply better built" (1984) and "Don't worry. It's Electrolux" (1992), the brand has evolved into a global leader. Today, Electrolux carries the international tagline "Thinking of you" and the corporate promise "Shape living for the better," reflecting a century-long commitment to innovation, design, and sustainable living.