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Lenzing promotes TENCEL in bed linens at Heimtextil
16
Jan '14
The bed linens segment will be further expanded in 2014. Global promotion activities for TENCEL were held at Heimtextil 2014 in Frankfurt.

The TENCEL fiber is used in many applications centering on beds – starting with mattresses and mattress covers through to comforters and bed linens. When used in bed linens, the TENCEL fiber properties are shown off to particular advantage. Since the fabric is in direct contact with the skin, comfort is enhanced by TENCEL’s excellent skin-sensory properties and superior moisture management.

The advantages of TENCEL bed linens are appreciated by the global end consumer and can be further extended. More than 100 manufacturers have TENCEL bed linens in their product lines and are certified according to Lenzing’s quality criteria. “The greater share of manufacturers, 70% comes from Asia and 30% of the manufacturers are from Europe and Turkey.

The selection of TENCEL bed linens is on the rise and it is striking that Asian end consumers are increasingly choosing bed linens with TENCEL. Asian consumers particularly appreciate the fiber’s silky properties,” Susanne Jary, head of the Business Segments Home & Interiors at Lenzing, explains. The bed linens segment covers approximately 75% of the entire home textiles segment at Lenzing.

Expansion of the market segment

“The push towards blends with cotton can increase the TENCEL share in bed linens,” Susanne Jary says. “Cotton and TENCEL are ideal partners for bed linens. They go together perfectly and their properties complement each other. Both fibers are from Nature and reveal similar properties such as good breathing properties.

“Even a blend with 30% TENCEL gives cotton bed linens a new definition. The touch, moisture management and sheen can be positively influenced by this combination,” Jary explains. “The potential for innovation for cotton-TENCEL fabrics is high and, depending on the blending ratio, properties can be changed as desired,” Jary continues.

“Natural Connection” - the new marketing concept for blends with cotton

”Fabrics of long-staple cotton and TENCEL are unbeatable in terms of quality and visual appeal,” Dieter Eichinger, Head of Business Development Home, Hygiene & Technical, is certain. ”There are numerous opportunities to place TENCEL in relevant products where the added value of a TENCEL/cotton blend would be appreciated,” he explains.

As of now, new marketing tools are available to the processing industry and the retail industry to promote articles of cotton/TENCEL. “Cotton is the blending partner for us! This marketing push aims to give the product the attention that it deserves. Consumers are interested in natural, high quality materials. With this initiative we provide our customers with marketing tools with which they can communicate products of cotton/TENCEL in the retail industry in the best possible way,”

Eichinger explains. “The combination of the two fibers gives the luxury textile manufacturers and retailers the chance to stand out from mass-produced goods as a result of innovation and marketing”.

About The Lenzing Group

The Lenzing Group is a world market leader with headquarters in Austria, production sites in all major markets as well as a worldwide network of sales and marketing offices. Lenzing supplies the global textile and nonwovens industry with high-quality man-made cellulose fibers and is the leading supplier in many business-to-business markets. The portfolio ranges from dissolving pulp, standard and specialty cellulose fibers to engineering services.

Lenzing

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