Rexair

Rexair LLC is an American cleaning-equipment manufacturer headquartered in Troy, Michigan, with manufacturing operations in Cadillac, Michigan. The company is best known for the Rainbow Cleaning System, a household vacuum cleaner that uses water as its primary filtration medium rather than relying solely on a conventional disposable dust bag or dry collection reservoir. During operation, dust and debris are drawn into a water basin, where the company’s system is designed to capture particulate matter before the air continues through the machine and exits through the exhaust path. The Rainbow name has been used across multiple generations of Rexair products and is the central commercial identity of the business. The company’s origins lie in air-separation technology developed by John W. Newcombe during the 1920s. His Newcombe Separator used a rapidly rotating, cup-shaped component to create centrifugal force, separating heavier particles from an air stream. Further work suggested that filtering airborne dust alone did not address contaminants that settled on floors and other surfaces and were later disturbed by movement. This reasoning encouraged the development of equipment intended to remove dust at its source. Leslie H. Green joined Newcombe in developing the Newcombe Bagless, and Green formed the Rexair corporation in 1929. The name was derived from the phrase “King of the Air.” A major technical and marketing turning point came in 1936, when T. Russ Hill joined the company and promoted the use of water in the cleaning process. Rexair adopted the slogan “Wet Dust Can’t Fly!” and positioned its equipment not only as a vacuum cleaner but also as a way to address household dust and indoor air concerns. By the end of the 1930s, the company’s products had attracted attention from medical professionals in connection with allergy and hay-fever concerns, although such historical promotional claims should not be treated as current medical evidence. Rexair expanded its manufacturing capabilities through a 1941 merger with Martin-Parry Corporation of Toledo, Ohio. During the Second World War, the combined operation produced defense-related items including radar cases, rocket launchers, and ship partitions and linings. After the war, the company continued developing its household-cleaning business. In 1955, a redesigned cleaner was given the Rainbow name, establishing the product identity that became associated with Rexair for subsequent decades. J. V. “Sandy” Sanders, who had entered the business as a salesperson, later acquired Rexair through Sanders and Associates in 1959 and helped orient the company toward a direct-selling model. The company opened a 100,000-square-foot manufacturing facility in Cadillac in 1969. It broadened the Rainbow system with attachments such as the Power Nozzle and AquaMate. The Rainbow D3, introduced in 1980, represented the first major model change in roughly two decades and was the first Rainbow model approved for wet pickup. Rexair later marked its 1986 anniversary with the Rainbow D4. International expansion also became more structured: the company had branch locations in Canada, Cuba, and Mexico as early as 1947 and developed a wider international distributor network during the 1980s. Product configurations were adapted for different electrical standards and country-specific requirements. Rexair has primarily sold through independent distributors, dealers, and direct-demonstration methods rather than a conventional mass-retail model. Its sales organization has used home demonstrations, referral generation, and recruitment-oriented “Talent Scouting” programs to create sales leads and expand the distributor network. The company also produces promotional and training materials for its independent distributors. This channel structure has been a defining feature of the Rainbow business and has allowed Rexair to market a relatively specialized, premium-positioned cleaning system through personal demo…

Rexair developed from air-separation research conducted by John W. Newcombe in the early 1920s. Newcombe’s separator used centrifugal force to remove heavier particles from air. The company’s later development work addressed the observation that dust lying on household surfaces could be stirred back into the air by ordinary movement. Leslie H. Green joined Newcombe, and together they developed the Newcombe Bagless. Green incorporated Rexair in 1929, choosing a name that conveyed authority over air. In 1936, T. Russ Hill joined Rexair and advocated incorporating water into the cleaning process. The resulting water-based system became the foundation of the company’s identity and was marketed with the slogan “Wet Dust Can’t Fly!” Rexair promoted the product as a cleaning system capable of trapping dust and dirt in water, and historical accounts describe interest from medical professionals concerned with allergies and hay fever. Rexair merged with Martin-Parry Corporation in 1941. The combination expanded production capacity, while wartime manufacturing included radar cases, rocket launchers, and ship partitions and linings. After the war, Rexair concentrated again on its household-cleaning products. A redesigned cleaner introduced in 1955 received the Rainbow name, which became the company’s enduring product brand. J. V. “Sandy” Sanders, originally a Rexair salesperson, became an important figure in the company’s subsequent development. Sanders and Associates purchased Rexair in 1959. Under this ownership, the company emphasized direct marketing through independent contractors, distributors, and dealers. Demonstrations in customers’ homes, referral generation, and distributor recruitment became important elements of the commercial model. Rexair opened a 100,000-square-foot manufacturing facility in Cadillac, Michigan, in 1969. The Rainbow system was extended with accessories including the Power Nozzle and AquaMate. In 1980, Rexair launched the Rainbow D3, described as the first major model revision in about twenty years and the first Rainbow approved for wet pickup. The company introduced the D4 in 1986. International operations developed from earlier branches in Canada, Cuba, and Mexico into a broader distributor network, with model variations adapted to local voltage and regulatory requirements. Paul Vidovich, who had entered the business in 1971 and advanced through the direct-selling organization, became president and CEO in 2001. He became chairman as well in 2002. Corporate ownership later changed several times. Rexair was part of Jarden in 2015, became part of Newell Brands after Newell Rubbermaid’s acquisition of Jarden in 2016, and was announced for sale to Rhone Capital in 2019. The company’s current public-facing identity remains centered on the Rainbow Cleaning System, water filtration, attachments, and distributor-led demonstrations. In 2020, Rexair announced a recall involving Rainbow SRX vacuums because of fire and burn hazards.

1. 2020Rainbow SRX recall announced

   Rexair announced a recall of Rainbow SRX vacuums because of fire and burn hazards.

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2. 2019Newell Brands announces Rexair sale

   Newell Brands announced the sale of Rexair to Rhone Capital; the announced financial terms were not disclosed.

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3. 2016Rexair becomes part of Newell Brands

   Following Newell Rubbermaid’s acquisition of Jarden, Rexair became part of Newell Brands.

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4. 2001Paul Vidovich becomes president and CEO

   Paul Vidovich took charge of Rexair as president and chief executive officer.

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5. 1986Rainbow D4 launches

   Rexair marked its anniversary with the introduction of the Rainbow D4.

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6. 1980Rainbow D3 launches

   The D3 became the first major Rainbow model change in approximately twenty years and the first Rainbow approved for wet pickup.

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7. 1969Cadillac manufacturing facility opens

   Rexair opened a 100,000-square-foot manufacturing facility in Cadillac, Michigan.

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8. 1959Sanders and Associates acquires Rexair

   J. V. “Sandy” Sanders and his associates purchased Rexair and developed its direct-selling orientation.

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9. 1955The Rainbow name is introduced

   A redesigned Rexair cleaner was marketed under the Rainbow name, which became the company’s principal product identity.

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10. 1941Merger with Martin-Parry Corporation

    Rexair merged with Martin-Parry Corporation, expanding manufacturing capabilities and supporting wartime production.

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11. 1936Water filtration becomes central to the product design

    T. Russ Hill helped develop the use of water in Rexair’s cleaning system, leading to the “Wet Dust Can’t Fly!” positioning.

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12. 1929Rexair is incorporated

    Leslie H. Green formed the Rexair corporation after working with John W. Newcombe on bagless air-separation and cleaning technology.

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A specialized household-cleaning brand positioned around water-based filtration, source removal of dust and debris, and demonstration-led direct selling.

• Rainbow Cleaning SystemWater-filtration vacuum cleaner1955

  Rexair’s core household-cleaning platform uses water as the principal filtration medium. Dust and dirt are directed into a water basin during vacuuming, while the system is designed to send cleaned, water-washed air through the machine’s exhaust path. The platform has been sold in successive generations with model-specific attachments and configurations.

• Rainbow D3Vacuum cleaner1980

  Introduced in 1980, the D3 was described as the first major Rainbow model revision in approximately two decades. It was also the first Rainbow model approved for wet pickup, extending the system’s cleaning functions beyond dry vacuuming.

• Rainbow D4Vacuum cleaner1986

  The D4 was introduced in 1986 as a newer Rainbow generation. It continued Rexair’s water-filtration approach and was promoted as part of the company’s anniversary-era product development.

• Power NozzleVacuum cleaner attachment

  The Power Nozzle is an attachment developed for the Rainbow system. It forms part of Rexair’s accessory strategy, allowing the central water-filtration unit to support additional floor-cleaning functions.

• AquaMateCleaning attachment

  AquaMate is an accessory associated with the Rainbow platform. It extends the cleaning system beyond the core vacuum unit and is part of Rexair’s range of specialized attachments.

• Rainbow SRXVacuum cleaner

  The Rainbow SRX is a later Rainbow vacuum model. Rexair announced a recall for this model in 2020 after identifying fire and burn hazards.

• 1955Fresh as a Rainbow

  United States

  Advertising for the redesigned 1955 cleaner used the Rainbow name and framed the product around freshness and cleaner household air.

  Outcome. The campaign helped establish Rainbow as the principal consumer-facing product identity.

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• 1936Wet Dust Can’t Fly!

  United States

  Rexair used the slogan to communicate its water-based dust-capture concept and distinguish the product from conventional dry filtration.

  Outcome. The phrase became one of the company’s most recognizable historical marketing messages.

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• 2020Rainbow SRX safety recallOther

  Rexair identified fire and burn hazards affecting Rainbow SRX vacuum cleaners.

  What changed. The company announced a recall of the affected Rainbow SRX vacuums.

  Aftermath. The recall became a significant safety-related event in the product’s history; the available reference does not specify the number of units or financial impact.

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• 2019Newell Brands announces sale of RexairM&A

  Rexair had become part of Newell Brands after Newell Rubbermaid acquired Jarden in 2016.

  What changed. Newell Brands announced that it would sell Rexair to private-equity firm Rhone Capital.

  Aftermath. The transaction was announced without disclosed financial terms and moved Rexair away from Newell Brands’ publicly held corporate portfolio.

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• 2020Rexair announces recall of Rainbow SRX vacuums

  Rexair announced a recall involving Rainbow SRX vacuums because of identified fire and burn hazards.

  RecallRegulation
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• 2019Newell Brands announces sale of Rexair to Rhone Capital

  Newell Brands announced that it intended to sell Rexair, the maker of Rainbow vacuum products, to private-equity firm Rhone Capital. The announced transaction did not disclose financial terms.

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1. Rexair
2. Rainbow Cleaning System