Lenzing Group has launched Veocel, a new nonwoven specialty brand which provides the nonwovens industry with fibres that are specialized clean and safe, biodegradable, from botanic origin and produced in an ecologically responsible production process. It will further support Lenzing’s shift to become a true specialty player in the botanic materials market derived from sustainable wood sources.

Veocel a key milestone of Lenzing’s new brand strategy to transform from a business-to-business (B2B) fibre producer to a business-to-business-to-consumer (B2B2C) brand. Veocel will enable Lenzing to shift its focus beyond fibre types to product application and build a relatable and emotional connection with consumers with thecontinuing co-branding, joint marketing and brand education creativities conducted with customers and brands internationally.