Lenzing partners with Red Points to combat counterfeits

YarnsandFibers News Bureau 2022-07-24 19:10:09 – Austria

Austrian fiber producer, Lenzing, has announced a partnership Red Points, a specialist in online IP infringement detection and removal, to strengthen Lenzing's existing global brand protection efforts and enable round-the-clock brand monitoring services. As Lenzing's textile brands TENCEL™, LENZING™, ECOVERO™, as well as nonwovens brand VEOCEL™  continue to create extensive demand from industry partners and customers globally, it is becoming increasingly necessary to safeguard the company's trademarks and give complete visibility into the brands' online presence.

Harold Weghorst, Vice President of Global Marketing and Branding at Lenzing AG, said that at Lenzing, brand protection has always been a primary priority. The goal is to secure not just their supply chain and brand partners, but also to avoid infringement and counterfeiting difficulties. Their ultimate goal is for end-consumers to get more bang for their buck in terms of sustainability. Their efforts in verification, certification and licensing provide partners and customers along the value chain confidence in the authenticity of Lenzing fibers in the finished products.

Red Points provides the ideal technology solution for Lenzing to monitor and eradicate unlawful online usage of its trademarks and counterfeits. The system employs Artificial Intelligence (AI) to detect intellectual property infringements of Lenzing's trademarks with great accuracy and efficiency.

Sergi Garcia, Chief Marketing Officer of Red Points, said that they are excited to collaborate with Lenzing and provide them with efficient solutions for detecting and removing online counterfeits on a large scale. There is a growing demand for brand protection across all industries, and having Lenzing on board tells them that customers want greater transparency. At Red Points, the objective is to make all e-commerce channels safer for companies and customers, from worldwide social media to NFT markets.

Brand protection is only one of Lenzing's continuous proactive actions aimed at improving supply chain transparency and protecting Lenzing's partners' interests by ensuring they are obtaining authentic Lenzing fibers that fulfill their high requirements.

Lenzing developed the Lenzing E-Branding Service in 2018, allowing consumers, merchants, and brand partners to successfully use trademarks in marketing materials. The platform has been welcomed by partners worldwide as it continues to add value to the fashion, textile, and nonwoven industries by easing the traceability of Lenzing fibers and enabling customers to successfully advertise them.

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