Alfalux was born from the merger between the historic brands Alfa and Lux within the ceramic company Nuova Riwal. Nuova Riwal is based in Maranello, in the ceramic district of Sassuolo and with the Alfalux and Saime brands represents one of the most important groups in the sector in the production and marketing of porcelain stoneware floor and wall tiles with mass colouring. Since the beginning of 2007 Nuova Riwal belongs to a group among the leaders in the sector: Casalgrande Padana S.p.A. based in Casalgrande di Reggio Emilia.