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How TENCEL™ Fibers Can Help Capture Sales in the Hot Home Textiles Market

Covid-19 created the ideal overlapping conditions for a home makeover craze. Consumers were stuck inside more than ever before, giving them time to not only tire of their home goods and discover opportunities for improvement, but also to shop for new merchandise.

The home market has benefitted from this surge in attention directed at living spaces. NPD Group found that home textiles in particular saw year-over-year sales growth of 19 percent in 2020.

As shoppers are seeking out new bedding, bath linens and décor, some of the top qualifications on their checklists are comfort and sustainability. TENCEL™ branded lyocell and modal fibers tick both these boxes. The cellulosic fibers are soft, durable and absorbent. They are also made from wood pulp—a renewable natural resource—using low-impact production processes.

“Today more than ever, customers have growing choices when it comes to their bed linens, bath towels and what they wear,” said Melanie Kaplan, head of product development for The Company Store, which is A Home Depot Company. “With TENCEL™ Lyocell, we found an option for customers looking for sustainability with outstanding quality.”

A new whitepaper from Lenzing delves into the broad applications for TENCEL™ Lyocell and Modal in home décor. As well as having numerous use cases, TENCEL™ fibers also blend well with many different materials such as polyester, wool, cotton, hemp and linen.

One of the key attributes of TENCEL™ fibers is a soft hand feel. In hand evaluations, TENCEL™ Modal has been found to be twice as soft at cotton. TENCEL™ fibers create sheets and towels that are smooth to the touch and gentle on skin. For carpets and couches, TENCEL™ fibers can also provide a smoother feel when mixed with rougher fibers such as hemp.

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In addition to softness, TENCEL™ fibers boast better moisture absorbency for comfort and temperature control. And TENCEL™ Modal’s strong color retention helps keep towels and sheets looking like new for longer.

From a sustainability standpoint, TENCEL™ fibers are biodegradable. Because of this, when shoppers need to replace their towels or sheets, they can compost their linens rather than add waste to landfills.

Having low-impact raw materials could make or break a sale, since around three-quarters of consumers in a Lenzing survey said they investigate how a product was made before buying. Both TENCEL™ Lyocell and Modal score better on the Higg Material Sustainability Index than their generic counterparts, allowing consumers and the brands they buy from to feel good about their choice.

“As a retailer committed to responsible business practices, one of our biggest impacts comes from the materials we use in our products,” said Beth Thompson, executive vice president, global sourcing, quality assurance and sustainable development at Williams-Sonoma. “TENCEL™ adds to our portfolio of sustainable fibers across our Williams-Sonoma, Inc. family of brands and furthers our overall environmental goals, including continuing to lead the home furnishings industry in the use of new fibers that offer a more sustainable alternative to traditional materials.”

Lenzing Tencel whitepaper

Read the full whitepaper to discover additional benefits of TENCEL™ fibers and learn how to incorporate TENCEL™ fibers into different areas of the home. Click here to download your copy.