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Austrian cellulosic fibre producer Lenzing is setting its sights on Tencel as its flagship brand for textiles, with a new strategy to  drive demand amongst retail brands and consumers.

The aim is for Lenzing to transform from a business-to-business (B2B) fibre producer to a business-to-business-to-consumer (B2B2C) brand.

“With a longer-term strategy to enhance connection with customers and consumers, 2018 will be a game changer year for Lenzing,” says Robert van de Kerkhof, chief commercial officer of Lenzing Group.

“Since rolling out our sCore TEN business strategy in 2015, Lenzing has been migrating into a speciality fibre business with a strong focus on innovation, quality and sustainability. The redefined Tencel brand underlines our core principles of trust, transparency, reliability and amicability, and by leading technology innovation in the textile sector, we will continue to enable our industry partners and consumers to feel good, look good and do good.”

Designed and based on the findings and insights of extensive market research, Lenzing says the redefined Tencel product brand, along with the tagline ‘Feels so right,’ will enable communication around messages that move beyond fibre types and characteristics towards everyday use and benefits that brands and consumers value.

Under the new brand strategy, Tencel Modal and Tencel Lyocell fibres will be key ingredients in the Tencel branded product portfolio. New swing tags and marketing materials will be launched on a retail level to provide clarity on product benefit claims. These are also available on Lenzing’s new e-branding service platform.

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“We are charting a bold new course to simplify our product portfolio and elevate our brand to bring more value to consumers and industry partners,” adds Harold Weghorst, director of global brand management.

“As Lenzing’s flagship brand in the textile sector, Tencel will grow beyond fibre types and functional characteristics, it will become a true consumer-focused brand with a promise of something more functional and emotional.

“By elevating Tencel to a promise to the consumer rather than a product message to the value chain, we can start to excite consumers, retailers and brands about the holistic benefits of botanic fibres.”

Lenzing also intends to apply the same approach to its non-woven and industrial applications.