Lenzing unveiling new strategy of rebranding its flagship Tencel brand

The Lenzing Group unveiling the new strategy at the recent Premiere Vision, said that the rebranding of its flagship Tencel brand is an important step in transforming from a business-to-business (B2B) fibre producer to a business-to-business-to-consumer (B2B2C) brand, aimed at enhancing product brand offerings, increasing connections with customers and consumers, and driving consumer demand.

According to Lenzing Group, Tencel is well positioned to be a major growth engine in the textile sector, with a new brand portfolio that caters for distinctive usage – Tencel Active, Tencel Denim, Tencel Home, Tencel Intimate, and Tencel Luxe, all enabled by two versatile and highly compatible fibres, Tencel Modal, which can be used in 100 percent form in knitwear, and Tencel Lyocell.

Lenzing said that the brand architecture not only addresses the growing trend amongst retail brands and consumers to seek out for products that make them look good and feel good, but also do good via sustainable and transparent production processes, like the processes used for producing Tencel Modal and Tencel Lyocell fibres.

According to research findings, while Lenzing Modal is known as a fibre with good quality and long-lasting exquisite softness, Tencel is a well-recognized and appreciated brand name among stakeholders, customers and consumers in key target regions of Lenzing.

Therefore Tencel is adopted as Lenzing’s textile speciality brand for apparel and home applications, and is aimed at helping create a unique and differentiating brand in the Modal and Lyocell fibre markets.

With a longer-term strategy to enhance connection with customers and consumers, 2018 will be a game changer year for Lenzing, said Robert van de Kerkhof, Chief Commercial Officer of Lenzing Group.

Under the new brand strategy, Tencel Modal and Tencel Lyocell fibres will be key ingredients in the Tencel branded product portfolio.

Moving beyond fiber to distinctive everyday usage or application in consumer-focused-branded offer, Tencel Active, Tencel Denim, Tencel Home, Tencel Intimate and Tencel Luxe have been created under the Tencel portfolio. New swing tags and marketing materials will also be launched on a retail level to provide clarity on product benefit claims containing Tencel branded fibres.

Harold Weghorst, director of Global Brand Management said that they are charting a bold new course to simplify their product portfolio and elevate their brand to bring more value to consumers and industry partners. As Lenzing’s flagship brand in the textile sector, Tencel will grow beyond fiber types and functional characteristics, it will become a true consumer-focused brand with a promise of something more functional and emotional.

Since rolling out their sCore TEN business strategy in 2015, Lenzing has been migrating into a specialty fibre business with a strong focus on innovation, quality and sustainability. The redefined Tencel brand underlines their core principles of trust, transparency, reliability and amicability, and by leading technology innovation in the textile sector, they will continue to enable their industry partners and consumers to feel good, look good and do good.