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LENZING Fibers
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Trends Winter 2010/11
Heimtextil - Frankfurt
13.01.2005
As of March 2005 Lenzing Lyocell® will become Tencel® - new opportunities for the marketing of home textiles of Lyocell
When the fiber manufacturers, Lenzing and Tencel, joined forces they decided that the Tencel® brand was to be used for all of the Lyocell fibers. The Tencel® brand is well known internationally and for many years the Lyocell proprietary fiber has been available in retailing stores.
For Lenzing the take-over of Tencel means the further extension of its position as world market leader in the cellulose fiber business. „This economically meaningful and far-reaching decision will accelerate the growth planned by Lenzing and the textile pipeline as a whole will benefit from this“, marketing manager, Dieter Eichinger, is convinced. „Above all the merger translates into more service and more fiber know-how in all fields and a more extensive offer of fibers“, Eichinger explains. „In particular for the home textile area this also represents a marketing opportunity since the strong fiber brand can be used at the end-consumer level for a variety of different products.
More brand for home textiles
The high level of recognition enjoyed by Tencel® in the clothing sector and the fashion world can easily be transferred to home textiles and thus this paves the way to new prospects in the home textile field. In particular the pronounced influence of fashion on lifestyle products in the home textile field signals opportunities for the positive transfer of the brand.
At the present moment in time Lenzing is working on the brand relaunch of Tencel. A visual conception will be presented to textile specialists in March 2005.
The generic term of the Lyocell fiber will naturally be retained and as before all of the home textiles will have to be labeled with Lyocell in accordance with the textile labeling act.
More know-how and service
Another benefit for customers is that as a result of joining forces with Tencel the experience of two companies has now been pooled and there is the added advantage of an extended global network. Moreover, Lenzing is committed to technical innovation like no other fiber manufacturer. A team of scientists is researching the properties of Lenzing fibers and continues to find new functions which have a decisive and positive impact on home textiles of Lyocell. Thus when testing bed linen and bed covers it was discovered that people with particularly sensitive skin find that Lyocell is most agreeable for them to wear. Wearing Lyocell increases their well-being considerably. (Short report from Prof. Diepgen in the press folder „Dermatologic tests regarding the textile compatibility of Lenzing Lyocell®“).
A global service is another point to the advantage of customers of Lenzing. Lenzing can offer customer services around the globe. As a result of additional marketing offices, Lenzing is represented on an international scale. Offices in the most important metropolises and textile centers such as in New York, Hongkong, Shanghai, London, Sao Paulo and Jakarta make it possible for Lenzing to co-operate intensively and at close proximity with customers in a way suited to meet the needs of individual markets.
Specialists on the site in the individual offices offer customers marketing support and technical assistance. Moreover the offices serve as a communication platform for the regional textile branch and are the venue for events and presentations. Particularly in the office in New York the focus has been placed on home textiles since last season and product presentations have been performed. In this way international products are presented to the American retail trade. The next „Lenzing Home Show“ in New York will take place on 8 April 2005.
Contact: Christina Kreuzwieser
Phone: +43 7672 701 2331
e-mail: c.kreuzwieser@lenzing.com
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