Alfalux was born from the merger of the historic Alfa and Lux brands, within the ceramic company Nuova Riwal. Nuova Riwal is based in the Sassuolo ceramic district: with the Alfalux and Saime brands, it represents one of the most important groups in the sector in the production and marketing of ceramics for floors and walls in porcelain stoneware with mass colouring and glazed porcelain stoneware. Since 2007, Nuova Riwal has belonged to one of the most renowned groups in the ceramic production sector: Casalgrande Padana SpA, which is based in Casalgrande di Reggio Emilia.