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 which have been visible on the market since 2018 and which were connected even more strongly with the underlying brand promise – “We look beyond fiber to the life it unlocks” – in the reporting period.

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 brand promise of the Lenzing Group (“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 offers 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 sCore TEN 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 flagship brand for textiles and stands for a variety of specialized applications. All specialty products in the textile segment (e.g. TENCEL™ Active, Denim, Footwear, Home, Intimate, Luxe) are marketed under the TENCEL™ brand. Specifications (such as modal) remain visible for B2B customers. TENCEL™ stands for the characteristics of these lyocell fibers that are most important to end customers: soft to the skin, smooth to the touch, high breathability and fashionable draping properties.

VEOCEL™ – the brand for nonwovens

VEOCEL™ is the brand of choice for all producers that follow a natural approach to care and cleaning products. The focus here is also on consumers who choose VEOCEL™ as a product for everyday use. Consumers find quality and security in cleanliness and care with VEOCEL™ Beauty, Body, Intimate and Surface. For the value chain in the nonwoven segment, this creates a variety of new possibilities for differentiation.

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 are not important for end consumers, 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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