Austrian cellulosic fibre producer Lenzing has launched an eShop for its Tencel sustainable fibre as part of the company’s ‘digital first’ strategy.
The eShop aims to bridge the divide between manufacturers and the end-consumer by curating a diverse mix of apparel and home goods made of Tencel branded fibres. It is said to be the first e-commerce channel created by a sustainable fibre producer.
Lenzing says the move marks a new milestone in its ongoing digitalisation and mission to educate and encourage consumers to make informed purchases.
“The pandemic has been a catalyst that accelerated the industry’s transformation towards digital presence and greater sustainability,” says Harold Weghorst, vice president of global marketing and branding at Lenzing. “Consumers are electing to buy from the comfort of their homes. Many are also rethinking what they actually need and look for sustainable alternatives where applicable.
“This is where the new Tencel eShop comes in. It does not only offer consumers a unique opportunity to find sustainable fashion and home textiles from different brands on one single platform but also enables them to learn about how the raw materials used in their products are being made.”
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Showcasing over 200 products made of Tencel branded lyocell and modal fibres on eShop, the Tencel brand is leveraging its partnership base to expand its textile offerings across multiple segments, from denim to footwear and activewear.
The eShop is available on the Tencel website and caters to audiences from different parts of the world. Featuring a mixture of international brands, it aims to drive a paradigm shift toward eco-responsible production and eco-conscious consumption of fashion and home textile items.
Lenzing will continue to expand its brand partnerships with a goal to triple the product count on the Tencel eShop by the end of 2021.
