By Flora Zhao

On March 13th， Lenzing Group held a TENCELTM brand upgrade conference in Shanghai， making a decision to position TENCELTM as a specialty textile fiber brand for apparel and home textile products， thereby establishing a unique differentiated brand in the Modal and Lyocell fiber markets， which also marks a formal transformation from B2B as a fiber producer to B2B2C as a brand.

Business customers know of the value-added that comes with using Lenzing fibers. More and more consumers appreciate their benefit as well. This is why there is an increasing demand for products made with Lenzings botanic cellulose fibers. Consumers favor their functionality and feel-good qualities. In addition， they prefer Lenzings sustainable and resource preserving production technologies： The natural raw material wood is sourced from certified sustainable forestry operations. Lenzings manufacturing processes set the standards for environmental protection. And at the end of their life cycle， the fibers biodegrade —nature returns to nature.

“Our fibers have great added value for consumers， and we want to make this even clearer.”

— Stefan Doboczky， CEO

The re-design of the brands further emphasizes what Lenzing stands for. “Innovative by Nature” and always aware of the worlds wants and needs， “we gladly take responsibility： for our partners and consumers quality of life as well as for the environment we all live in.”

The new Lenzing masterbrand highlights its competitive advantage as the industrys purposeful pioneer. Its product brands get a fresh design and a new structure. TENCEL？ is the consumer-oriented flagship brand for textile specialties. VEOCEL？ stands for its offer in the Nonwoven segment （body & beauty care， cleaning）. LENZING？ is the new product brand representing its choice of highly specialized fibers for Industrial applications， including the LENZING？ Original range of classical viscose and ECOVERO？ products.