“Lenzing is receiving this award for resolutely pursuing a clear positioning as the world market leader in the production of man-made cellulose fibers. About 15 years ago Lenzing AG started to increasingly focus on marketing. Subsequently the company has been able to achieve growth of more than 300% since the year 2000, and massively expand its global presence”, according to Trout & Partners, justifying the selection of Lenzing AG.
Peter Untersperger, Chief Executive Officer of Lenzing AG, accepted the prize on Lenzing’s behalf together with his management and marketing team. “We are particularly pleased to get this prize, in light of the fact that we have been relying for years on integrated business logic, from the fiber to the end consumer, in our approach to dealing with the downstream value chain.
Thanks to our activities designed to position our products, we are capable of consistently launching innovations on the marketplace, and thus successfully differentiating ourselves from the cheap providers. This award confirms that we are on the right path.”
Dieter Eichinger, Head of the Business Unit Textile Fibers at Lenzing, adds: “With the acquisition of the TENCEL fiber activities in the last decade, Lenzing has succeeded in further securing its leading technological position in the field of man-made cellulose fibers. Moreover, Lenzing acquired a brand which is being transported all the way until the end consumer”.
Today Lenzing generates about one-third of its sales from the two specialty fibers TENCEL and Lenzing Modal, which confirms the correctness of Lenzing’s strategy. This strategy has enabled the company to partially decouple itself from the high cyclicality of the clothing market.
Lenzing’s positioning efforts have also borne fruit for its nonwovens business. By identifying market opportunities in the hygiene and cosmetics segment at an early stage, Lenzing has a global market share of close to 50% for wipes and is thus the clear market leader today in this growing segment. “We will continue moving full steam ahead to implement our marketing activities“, says Wolfgang Plasser, Head of the Business Unit Nonwoven Fivers. “This is because for us as a raw material producer, our positioning work is a unique selling proposition which gives us competitive advantages on the market.”
Textiles | On 27th Apr 2017
The textiles department of the government of Maharashtra is working...
Apparel/Garments | On 27th Apr 2017
The European Commission (EC) has presented a set of focused actions...
Poojaa Kumar Deepak
Zeven's performance sports apparel is designed for the Indian body type,...
Textrade International Ltd
We believe in vocational education for entry-level employees, offering...
Palod Himson Machines
Fabric processing machines are picking up
Nature Works LLC
Eamonn Tighe, Fibres and Nonwovens - Business Development Manager of...
About one in every 20 patients picks up an infection while hospitalised....
Biovation II LLC
Kerem Durdag, CEO, Biovation II LLC, provides an insight into future...
Silvia Venturini Fendi
"Yes, my confidence and positive attitude are my strengths and should be...
Label Ritu Kumar
‘Classics will return’ "There are a lot of people wearing western clothes ...
Rupa Sood and Sharan Apparao
Nayaab, an exhibition meant to celebrate Indian weaves, is in its second...
Textiles | On 27th Apr 2017