Lenzing Group’s flagship textile brand , Tencel, introduces Tencel’s e-shop, the first e-commerce channel to date created by a sustainable fiber manufacturer. The e-shop bridges the gap between manufacturers and the end consumer by making a diverse mix of clothing and household items made from Tencel brand fibers .
“This debut marks a new milestone in Lenzing’s continued digitization and mission to educate and encourage consumers to make conscious purchases. With its electronic store, the Tencel brand will provide consumers with a trustworthy place where they can make sustainable purchases in a simple way”, they emphasize from the company.
“The pandemic has been a catalyst that has accelerated the industry’s transformation towards digital presence and greater sustainability,” said Harold Weghorst , vice president of global marketing and brand at Lenzing . “Consumers are choosing to shop from the comfort of their homes. Many are also rethinking what they really need and looking for sustainable alternatives when possible. This is where Tencel’s new electronic store comes in . ”
He adds: “Not only does it offer consumers a unique opportunity to find sustainable home and fashion textile products from different brands on a single platform, but it also allows them to learn how the raw materials used in their products are made. We are very excited about the launch of the electronic store in collaboration with well-known fashion companies and thus being able to offer consumers a simple way to obtain products that are respectful with the environment ”.
Offering more than 200 products made from branded lyocell and modal fibers in its e-store, the Tencel brand leverages its strong partner base to expand its textile offerings across various segments, from denim and footwear to apparel. sports The e-shop is available on the Tencel website in English and serves customers from different parts of the world. With a mix of international brands, this e-shop aims to drive a paradigm shift towards responsible and environmentally friendly production and consumption of home textiles and fashion.
Lenzing will continue to expand its partnerships with the goal of tripling the product count in Tencel’s e-store by the end of 2021.
“We are delighted to be able to diversify our services and offer brands and retailers a comprehensive platform that connects them with buyers who are committed to the environment,” said Florian Heubrandner, Vice President of Global Textiles Business at Lenzing AG . “As we continue to develop more sustainable textile solutions, we expect this e-commerce channel to become one of the primary channels for our partners’ consumers. We also hope that they will enjoy this new comprehensive platform that not only ensures comfortable wear, but also encourages them to make conscious purchases of sustainable home textiles and clothing . ”
Adoption of the “digital first” strategy to strengthen the connection with consumers
Since the introduction of the Tencel brand in 2018, Lenzing has championed the digitization of the textile industry through a number of initiatives, including the introduction of a comprehensive electronic development and licensing system, education toolkits for digitized retailers, a chain-based traceability platform, as well as their presence on various social media platforms.
As part of the Tencel brand’s digital first strategy , Lenzing has several digital initiatives underway , including the renewal of Tencel’s #MakeItFeelRight campaign , the launch of the Pinterest page for consumers and the LinkedIn group for retail partners, factories and non-governmental organizations.
Each digital program serves to raise awareness and provide tools to protect the environment, and Lenzing has set out to empower end consumers and accelerate the transformation towards a more sustainable society and economy. These efforts have pivoted the growth strategy of the Tencel brand to drive the digital first approach throughout the industry supply chain and among consumers.
“We have been closely watching the digitization of the textile industry since the launch of the Tencel brand . Even before the pandemic, we have witnessed the exponential growth of consumer dynamics on digital platforms. Taking the Tencel brand website as an example, we have seen almost a 50% increase in traffic over the past year. Engagement figures on our social networks also registered an increase of 870%. Consumers are proactively looking for ways to make more conscious purchases and we hope that with the launch of the online storeTogether with our exciting consumer programs, we can provide a comprehensive platform for consumers to embrace sustainability in their day-to-day lives , ” concludes Weghorst.