Rex is the N°1brand on the Italian market since 1933 and is famous for its innovation and for its appliances design, while Electrolux, the swedish brand was born in 1919 and is the world's N°1 choice and as always takes care of the environmental and social themes. "Born to be the N.1" was saying the historical claim of Rex. "The world's N.1 choice" says the current claim of the Electrolux Group. The values of the new brand Rex Electrolux are the results of the union between the identities of two different leaders but complementary. Global culture and ecological sensibility are combined with an historical tradition of well known technology and design. These four cardinal points reinforce and confirm the leadership role of the the most prestigious brands in the italian and global market both.