Austrian textile firm Lenzing launches e-comm platform Tencel e-shop

Austrian leader in sustainable specialty fibres Lenzing Group’s flagship textile brand, Tencel, has unveiled Tencel e-shop, the first ever e-commerce channel created by a sustainable fibre producer. The e-shop bridges the divide between manufacturers and the end-consumer by curating a diverse mix of apparel and home goods made of Tencel branded fibres. 

 

Austrian leader in sustainable specialty fibres Lenzing Group's flagship textile brand, Tencel, has unveiled Tencel e-shop, the first ever e-commerce channel created by a sustainable fibre producer. The e-shop bridges the divide between manufacturers and the end-consumer by curating a diverse mix of apparel and home goods made of Tencel branded fibres.#

This debut marks a new milestone in Lenzing’s ongoing digitalisation and mission to educate and encourage consumers to make informed purchases. With the e-shop, the Tencel brand will provide consumers with a trusted source to make sustainable purchases conveniently.

 

Austrian leader in sustainable specialty fibres Lenzing Group's flagship textile brand, Tencel, has unveiled Tencel e-shop, the first ever e-commerce channel created by a sustainable fibre producer. The e-shop bridges the divide between manufacturers and the end-consumer by curating a diverse mix of apparel and home goods made of Tencel branded fibres.#

“The pandemic has been a catalyst that accelerated the industry’s transformation towards digital presence and greater sustainability,” Harold Weghorst, vice president of global marketing and branding at Lenzing, said in a press release. “Consumers are electing to buy from the comfort of their homes. Many are also rethinking what they actually need and look for sustainable alternatives where applicable. This is where the new Tencel e-shop comes in. It does not only offer consumers a unique opportunity to find sustainable fashion and home textiles from different brands on one single platform, but also enables them to learn about how the raw materials used in their products are being made. We are excited to launch the e-shop with well-known fashion brands, and provide consumers an easy way to source eco-friendly goods.”

 

Austrian leader in sustainable specialty fibres Lenzing Group's flagship textile brand, Tencel, has unveiled Tencel e-shop, the first ever e-commerce channel created by a sustainable fibre producer. The e-shop bridges the divide between manufacturers and the end-consumer by curating a diverse mix of apparel and home goods made of Tencel branded fibres.#

Showcasing over 200 products made of Tencel branded lyocell and modal fibres on e-shop, the Tencel brand is leveraging its strong partnership base to expand its textile offerings across multiple segments, from denim to footwear and activewear. The e-shop is available on the English language Tencel website and caters to audiences from different parts of the world. Featuring a mixture of international brands, the e-shop aims to drive a paradigm shift toward eco-responsible production and eco-conscious consumption of fashion and home textile items. Lenzing will continue to expand its brand partnerships with a goal to triple the product count on the Tencel e-shop by the end of 2021.

 

Austrian leader in sustainable specialty fibres Lenzing Group's flagship textile brand, Tencel, has unveiled Tencel e-shop, the first ever e-commerce channel created by a sustainable fibre producer. The e-shop bridges the divide between manufacturers and the end-consumer by curating a diverse mix of apparel and home goods made of Tencel branded fibres.#

“We are thrilled to diversify our services and provide brands and retailers a one-stop platform that connects with eco-conscious shoppers directly,” Florian Heubrandner, vice president global textiles business at Lenzing AG, said. “As we continue to develop more sustainable textile solutions, we hope that this new e-commerce channel will evolve into one of our brand partners’ key consumer engagement channels. We also hope that consumers will enjoy a new one-stop platform that is not only convenient to use, but also empowers them to make informed purchases of sustainable clothing and home textile products.”

 

Austrian leader in sustainable specialty fibres Lenzing Group's flagship textile brand, Tencel, has unveiled Tencel e-shop, the first ever e-commerce channel created by a sustainable fibre producer. The e-shop bridges the divide between manufacturers and the end-consumer by curating a diverse mix of apparel and home goods made of Tencel branded fibres.#

Since the introduction of the Tencel brand in 2018, Lenzing has been advocating for the digitalisation of the textile industry through a number of initiatives, including the introduction of a one-stop e-branding and licensing system, digitalised retailer education toolkits, blockchain-enabled traceability platform as well as presence on various social media platforms.

 

Austrian leader in sustainable specialty fibres Lenzing Group's flagship textile brand, Tencel, has unveiled Tencel e-shop, the first ever e-commerce channel created by a sustainable fibre producer. The e-shop bridges the divide between manufacturers and the end-consumer by curating a diverse mix of apparel and home goods made of Tencel branded fibres.#

As part of the “digital first” strategy of the Tencel brand, Lenzing has several digital initiatives in the pipeline, including the reinvigoration of Tencel’s ‘#MakeItFeelRight” campaign, the launch of the Pinterest page for consumers and LinkedIn Group for retail, mill, and non-governmental organization partners. Each digital programme serves to heighten awareness and provide tools to protect the environment, and Lenzing is determined to empower end-consumers and accelerate the transformation to a more sustainable society and economy. Such efforts have pivoted the growth strategy of the Tencel brand to drive a “digital first” approach across the industry supply chain, and among consumers.

 

Austrian leader in sustainable specialty fibres Lenzing Group's flagship textile brand, Tencel, has unveiled Tencel e-shop, the first ever e-commerce channel created by a sustainable fibre producer. The e-shop bridges the divide between manufacturers and the end-consumer by curating a diverse mix of apparel and home goods made of Tencel branded fibres.#

“We have been closely monitoring the digitalization of the textile industry since the launch of the Tencel brand. Even before the pandemic, we have witnessed exponential growth of consumer dynamics across digital platforms. Take our Tencel brand website, for example, we have witnessed an increase of nearly 50 per cent traffic over the past year. The number of engagements on our social pages also recorded an increase of 870 per cent. Consumers are proactively seeking for ways make more informed purchases, and we hope with the launch of the e-shop, along with our exciting consumer programmes, we can provide a one-stop platform for consumers to embrace sustainability every day,” Weghorst said in the release.