To highlight sustainable fiber, the Lenzing Group is launching an e-commerce platform dedicated to its flagship textile brand Tencel.

According to Lenzing, the e-shop platform aims to allow shoppers to make "informed purchases" on sustainable clothing and home textiles, while also becoming an important part of the Tencel brand's "digital-first" strategy, which focuses on direct customer engagements.

In a statement, the vice president of global marketing and branding at Lenzing, Harold Weghorst said that the pandemic acted as a spark, hastening the industry's transition to greater digital presence and sustainability. Consumers are opting to shop from the convenience of their own homes. Many people are rethinking their needs and looking for sustainable alternatives where possible.

He adds that the latest Tencel eShop will help them with this. It not only provides shoppers with a one-of-a-kind chance to shop for sustainable apparel and home textiles from a variety of brands on a single website, but it also allows them to learn about the raw materials used in their products. They're excited to open the e-shop with well-known fashion labels and offer customers a simple way to find environmentally friendly products.”

According to the company, Tencel e-commerce can fill the gap between manufacturers and end-users by providing a curated range of clothing and homeware made from Tencel branded fibers.

The e-commerce website, according to Lenzing, would provide shoppers with a "trusted outlet to make renewable purchases easily," as well as the ability to educate and inspire consumers to make responsible sustainable fashion purchases.

More than 200 items made of Tencel branded lyocell and modal fibers will be available on the e-shop website, including apparel, denim, footwear, and activewear from brands such as Boyish, Levi's, Mara Hoffman, Esprit, and H&M. Consumers will be guided to well-known labels in order to buy the products.

The website, which is available in English, seeks to bring about a “paradigm change toward eco-responsible manufacturing and eco-conscious use of fashion and home textiles,” according to Lenzing. The textile group stated that it plans to increase its brand relationships on the website, with the aim of tripling the number of products by the end of 2021.

The vice president of the global textiles company at Lenzing AG, Florian Heubrandner said that they are excited to diversify their offerings and provide brands and retailers with a one-stop portal that communicates with eco-conscious shoppers directly.

He adds that they hope that as they continue to create more sustainable apparel technologies, this new e-commerce platform will become a primary customer experience channel for their brand partners. They also hope that shoppers will benefit from a modern one-stop-shop that is not only easy to use but also equips them to make better decisions about sustainable clothes and home textiles.