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How TENCEL™s Natural Fibers Fulfill Home Textile Needs

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During the pandemic, home goods sales have soared as consumers prioritize spending on their living spaces. At the same time, shopping migrated online and individuals gained more time to investigate their purchases, leading them to invest in quality, organic and sustainable goods.

Eco-mindedness is not solely a millennial or Gen Z trait. During a recent conversation with Sourcing Journal founder and president Edward Hertzman, Corinne Bentzen, CEO of bedding and bath product retailer The Company Store, explained that consumers across all generations are considering the environmental impact of their purchases. “The baby boomers are becoming more responsible as they are bringing grandkids into this world and they want to leave a better footprint behind,” Bentzen said.

Even with this desire for planet-positive linens, customers are typically weighing factors like price point, quality and style first, with sustainability as the cherry on top. For The Company Store, TENCEL™ enables the brand to help shoppers make better choices by offering products that are low impact with added qualities like softness and breathability. The Company Store often blends TENCEL™ fibers with cotton, ramping up the smooth hand feel to create “silky, buttery” bedding.

Just as the wood-based TENCEL™ fibers deliver enhanced breathability, other natural materials also have inherent performance qualities. Bentzen noted that synthetics like polyester have to be imbued with the wicking properties that botanically derived textiles naturally have. Additionally, down and natural fills remain a superior choice, since “there’s nothing that really beats nature.” In a recent partnership, The Company Store has created a down alternative comforter that includes TENCEL™ Lyocell in the fill, adding benefits like dust mite resistance and temperature regulation.

In addition to its low-impact material choices, The Company Store is working with manufacturers that use environmentally responsible practices, such as water recycling and safer dyeing.

“[I’m] thankful to our partners in the manufacturing world who continue to push themselves; partly because the consumer is pushing retailers, retailers are pushing the manufacturers to continuously work on their environmental footprint,” Bentzen said.

Click the image above to watch the video to discover more about how consumers are weighing sustainability in their home purchases and why TENCEL™ is a fit for The Company Store’s promise of conscious, comfortable linens.

This is the third video in a three-part series. Watch the other two here and here.

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