Lenzing Group Introduces Special Industrial Fiber Segments From Natural Materials

INDUSTRY.co.id - Jakarta - Lenzing Group introduces LENZING ™, a special fiber brand for industrial segments derived from natural and environmentally-produced materials. LENZING ™ fiber covers a wide range of industrial applications ranging from the agricultural sector to the engineered products sector, the packaging sector to the protective clothing and workwear. Furthermore, LENZING ™ brand is about to be positioned for Biorefinery business sector.

Robert van de Kerkhof, Chief Commercial Officer of Lenzing Group, said that in order to stay competitive in an ever-expanding business environment, Lenzing took the lead and used the latest branding strategy to summarize and protect trademarks and minimize inconsistencies & minimize inefficiencies.

The new branding strategy is designed on the main pillars of our sCore TEN strategy as we continue to strengthen our expertise in producing specialty fibers, innovate with customers and partners, and bring technological breakthroughs to the market, "he said through a press release received by INDUSTRY.co.id , Tuesday (3/7/2018).

"By introducing LENZING ™, we can focus on our efforts to address future challenges through intelligent solutions from natural materials inspired by the needs of the world."

Meanwhile, Bernard Alowonou, VP of Global Business Management of Industrial Applications of Lenzing Group said that in recent years, it has been paying attention to the growing trend among its industry partners, increasing transparency in the value chain and promoting sustainability by increasing the use of renewable raw materials.

"The launch of LENZING ™ for industrial applications is our effort to respond to ongoing trends by encouraging greater collaboration between Lenzing, customers and Lenzing partners worldwide," he said.

"The spirit encourages renewal in industrial applications by converting CO2 and sunlight into highly functional products, both of which are very strong in our hearts. Coupled with existing or new partnerships, it will enable us to be an example in promoting environmentally friendly economic system or circular economy, "he added.

Following the launch of TENCEL ™, Lenzing's brand for ready-made clothing and home supplies, and the launch of VEOCEL ™, Lenzing's new brand exclusively for the nonwoven industry, LENZING ™ has been refining Lenzing Group's brand architecture.

Harold Weghorst, Director of Global Brand Management at Lenzing Group, said the launch of the industry-specific LENZING ™ brand has fulfilled Lenzing's comprehensive offerings covering the textile, nonwoven, and industrial sector. Coupled with a purposeful communication program, this new brand architecture will support us to increase clarity, awaken awareness, and strengthen exposure in various industry sectors.

"We will continue to build closer cooperation with our customers and industry partners to drive innovation in terms of functionality, performance and sustainability across the industry's value chain in the world," said Harold Weghorst, Director of Global Brand Management at Lenzing Group.