The story
Excelsior was founded by Ferry Roseboom and Frans Hagenaars under the name "Nothing Sucks Like Electrolux", releasing a few limited-run seven-inch singles in 1995. The name Excelsior was adopted in 1996 after the label was acquired by MCA Records as a subsidiary for releasing alternative rock albums in the Low Countries. By 2001, the label had acquired a distributor in the United States, Sure Fire Recordings. The label was later acquired by V2 Records.
From Wikipedia’s article on Excelsior Recordings, shared under CC BY-SA 4.0.3