Lux International, founded in 1901, is a privately owned Swiss family company based in Zug, Switzerland. It is led by its main owners, President and CEO Reto von der Becke and his father, Chairman of the Board Reinhard von der Becke.
Founded in 1901, the company can look back on a history of over a hundred years and has established itself until today as one of the best known and most reputable companies in the direct sales of high quality household consumer products. In 1912 the company founder, Mr. Axel Wenner-Gren developed the world’s first household canister vacuum cleaner.
Since its foundation, Lux International has been standing for tradition, innovation and products of highest quality. Over many years, Lux International was a division and fully owned subsidiary of the Electrolux Group. After many successful years Lux International was acquired by the von der Becke family in 1999.
In 2013 Lux International Switzerland and Eureka Forbes India, Asia’s Nr.1 direct sales company for premium healthy home products, join forces to create Forbes Lux International, a new global player in the international direct sales industry based in Switzerland and one of the 20 largest direct sales groups in the world.