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Lenzing’s Tencel eShop Bridges Fiber-Consumer Divide

The Lenzing Group’s flagship textile brand, Tencel, has unveiled Tencel eShop, an e-commerce site that bridges the divide between manufacturers and the end consumer by curating a diverse mix of apparel and home goods made of Tencel branded fibers.

This debut marks a new milestone in Lenzing’s ongoing digitization and mission to educate and encourage consumers to make informed textile purchases. With the eShop, the Tencel brand will provide consumers with a trusted source to conveniently make sustainable purchases.

“The pandemic has been a catalyst that accelerated the industry’s transformation toward digital presence and greater sustainability,” Harold Weghorst, vice president of global marketing and branding at Lenzing, said.

“Consumers are electing to buy from the comfort of their homes,” Weghorst added. “Many are also rethinking what they actually need and look for sustainable alternatives where applicable. This is where the new Tencel eShop comes in. It does not only offer consumers a unique opportunity to find sustainable fashion and home textiles from different brands on one single platform, but also enables them to learn about how the raw materials used in their products are being made. We are excited to launch the e-shop with well-known fashion brands, and provide consumers an easy way to source eco-friendly goods.”

Showcasing more than 200 products made of Tencel branded lyocell and modal fibers on eShop, the Tencel brand is leveraging its strong partnership base to expand its textile offerings across multiple segments, from denim to footwear and activewear. The eShop is available on the English language Tencel website and caters to audiences from different parts of the world.

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Featuring a mixture of international brands, the eShop aims to drive a paradigm shift toward eco-responsible production and eco-conscious consumption of fashion and home textile items. Lenzing will continue to expand its brand partnerships with a goal to triple the product count on the Tencel eShop by the end of 2021.

“As we continue to develop more sustainable textile solutions, we hope that this new e-commerce channel will evolve into one of our brand partners’ key consumer engagement channels,” Florian Heubrandner, vice president of global textiles business at Lenzing AG, said. “We also hope that consumers will enjoy a new one-stop platform that is not only convenient to use, but also empowers them to make informed purchases of sustainable clothing and home textile products.”

Since the introduction of the Tencel brand in 2018, Lenzing has been advocating for the digitization of the textile industry through a number of initiatives, including the introduction of a one-stop e-branding and licensing system, digitalized retailer education toolkits and a blockchain-enabled traceability platform, as well as presence on various social media platforms.

As part of the “digital first” strategy, Lenzing has several digital initiatives in the pipeline, including the reinvigoration of Tencl’s #MakeItFeelRight campaign, the launch of the Pinterest page for consumers and LinkedIn Group for retail, mill and non-governmental organization partners.

Each digital program serves to heighten awareness and provide tools to protect the environment, and Lenzing is determined to empower end consumers and accelerate the transformation to a more sustainable society and economy. Such efforts have pivoted the growth strategy of the Tencel brand to drive a “digital first” approach across the industry supply chain, and among consumers.

Weghorst noted that the Tencel brand website has seen an increase of nearly 50 percent traffic over the past year and the number of engagements on its social pages also recorded an increase of 870 percent.

“Consumers are proactively seeking for ways make more informed purchases, and we hope with the launch of the eShop, along with our exciting consumer programs, we can provide a one-stop platform for consumers to embrace sustainability every day,” he added.