The brand world of the Lenzing Group

With its focus on specialty fibers and with a view to the needs of customers and partners, Lenzing is very well positioned on the textile and nonwoven markets. “Maintaining our sustainable technological leadership, while at the same time emphasizing partnerships and openness towards our stakeholders, plus a stronger focus on the connection between our fibers and the people for whose benefit we develop them.” This is the message behind the brands that have been visible on the market since 2018, and which we connected even more strongly with the underlying brand promise – “We look beyond fiber to the life it unlocks” – in the reporting year.

Lenzing Group fibers are “innovative by nature” in two ways. Wood-based cellulosic fibers are a natural product that Lenzing has used for more than 80 years in innovative solutions for the production of textiles and nonwovens. The benefits of Lenzing’s cellulosic fibers are easy to see, touch and feel: soft and smooth, breathable, absorbent, gentle on the skin. All of this is reflected by the slogan “Innovative by nature”.

The brands and their promise

The Lenzing Group’s brand promise (“We look beyond fiber to the life it unlocks”) requires a positioning based on strength and clarity. The historically grown approach to presenting brands, products, and offerings has outlived its time. The focus of the Lenzing brand architecture is on a simple, clear presentation featuring plausible brand promises targeted at customers’ immediate needs. The Lenzing Group’s brand world tells a uniform, consistent and globally communicated story which, for customers, conveys a visible and perceptible message of the “Better Growth” strategy. The focus on specialization, while at the same time strengthening Lenzing’s core competency, requires that the registered trademarks be promoted with conviction, and vouched for worldwide.

The architecture for the product brands is based on a simple system. With TENCEL™ and VEOCEL™, consumers find clearly distinct product brands for the applications of specialty fibers in textiles and nonwovens. The master brand overarches these product brands. Below this top level, the previous product specifications for B2B customers are logically structured by category, such as technology, product type, and process.

Brand architecture (Infographic)

TENCEL™ – the flagship brand for textiles

TENCEL™ is the Lenzing Group’s premium textile brand and is suitable for a wide range of special applications. The claim “Feel good with a natural touch” conveys the value of the TENCEL™ brand offering. All specialties in the textile segment (e.g. TENCEL™ Active, Denim, Footwear, Home, Intimate, Luxe) are marketed under the TENCEL™ brand. TENCEL™ stands for the sustainability related benefits and comfort characteristics of our branded lyocell and modal fibers. Derived from the natural raw material wood and certified with the EU Ecolabel for environmental excellence, the fibers support a natural dry feeling through moisture control.

LENZING™ ECOVERO™ – the brand that sets the new standard in eco-responsible viscose

LENZING™ ECOVERO™ fibers are derived from certified renewable wood sources using an eco-responsible production process that meets high environmental standards. They are tailored to a sustainable lifestyle and contribute to a cleaner environment. As the leading sustainable viscose brand, LENZING™ ECOVERO™ continues to drive the development of Viscose Black fibers. These enable the production of fabrics that consume less energy and water than fabrics dyed using conventional dyeing methods. LENZING™ ECOVERO™ brings a new circular economy offering to the market with viscose made by REFIBRA™ technology, which applies at least 20 percent of recycled cotton scraps. The LENZING™ ECOVERO™ fibers with recycled content contribute to a conscious lifestyle with less wastage while bringing more circular fiber choices to support the supply chain.

VEOCEL™ – the brand for nonwovens

The VEOCEL™ fiber brand is Lenzing’s sustainable solution for health and environmentally compatible hygiene products. The applications made of wood-based and biodegradable VEOCEL™ fibers range from baby wipes and diapers to facial sheet masks and surface cleaning cloths. It is a leading and innovative brand helping brands and customers to transition to 100 percent cellulosic. Fibers under VEOCEL™ brand are certified as compostable and biodegradable and can thereby fully revert to nature. The brand stands for key characteristics such as ensuring “responsible production”, being “gentle on skin”, and “clean and safe”.

LENZING™ – the brand for B2B applications

Lenzing fibers are also ideally suited for technical applications such as tea bags, coffee pads, and filter fibers, or as substitutes for synthetic fibers in agriculture. For these B2B applications, which stand for a smarter solution from natural origins, fibers are marketed under the LENZING™ brand. Specialty fibers that offer protection from heat are marketed under the LENZING™ for Protective Wear brand. The LENZING™ FR fibers used for this purpose provide protection from the following heat sources: fire, radiant heat, electric arcs, liquid metals, and flammable liquids.

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