First, try standing vacuum on it's back end. Gently pull on cord and release. Try this a few times.
If this doesn't work, you'll need to take it to an authorized Aerus Electrolux store and let the service tech repair it. Although it's relatively easy to disassemble, reassembling correctly is trickier. I've had several machines come into the shop disassembled because the owner couldn't figure out how to put it together again.
Also, when taking the cord rewinder apart, there's a risk of breaking tabs that hold it together.
http://www.aerushome.com/storelocator/
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