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Lenzing repositions Tencel brand

Lenzing Group is repositioning its brand Tencel. This is a key milestone of Lenzing’s new brand strategy to enhance product offerings, foster connection with customers and consumers, and drive consumer demand. Under the new brand strategy, Tencel Modal and Tencel Lyocell fibers will be key ingredients in the Tencel branded product portfolio. Derived from certified wood sources, both Tencel Modal and Tencel Lyocell standard fibers are produced via responsible production processes and are compostable and biodegradable under industrial, home, soil and marine conditions.

Textiles produced under the Tencel brand are also enabled by the company’s innovations, including Refibra technology, Eco Soft technology, Eco filament technology and Micro technology, to meet evolving consumer demand. While Lenzing Modal is known as a fiber with good quality and long-lasting softness, Tencel is a well-recognised brand among stakeholders, customers and consumers in key target regions of Lenzing. Hence, Tencel is adopted as Lenzing’s textile specialty brand for apparel and home applications and is aimed to help create a unique and differentiating brand in the Modal and Lyocell fiber markets.

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.

 

 
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