As a fiber producer, Lenzing is at the beginning of a long value creation chain in the textile industry. Although this chain is substantially shorter in the nonwovens segment there are still multiple stages between fiber production and the end consumer. For this reason, innovations can only be implemented if all links in the value chain communicate with each other.
The Lenzing business model involves push and pull marketing, where different links in the value chain become involved up to the retail level. It is based on Lenzing customers and their customers being able to differentiate themselves from the competition with the help of the fiber products.