The Lenzing Group is launching an ecommerce website based around its flagship textile brand, Tencel, in order to showcase sustainable clothing fibres.
Lenzing produces wood-based viscose fibers, modal fibers, lyocell fibers and filament yarn, which are used in the textile industry in clothing and home textiles.
The platform’s aim is to enable shoppers to make “informed purchases” when buying sustainable clothing and home textiles.
The move is apart of Tencel’s “digital first” strategy, which focusses on its direct-to-consumer dealings.
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“The pandemic has been a catalyst that accelerated the industry’s transformation towards digital presence and greater sustainability,” Lenzing vice president of global marketing and branding Harold Weghorst said.
“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.”
The ecommerce platform will feature over 200 products made from Tencel branded lyocell and modal fibres that include denim, footwear, active wear from popular retailers such as Levi’s and H&M.
Once consumers are happy with their choices, they are directed to the respected brands to purchase the items.
A Lenzing statement said it aims to drive “a paradigm shift toward eco-responsible production and eco-conscious consumption of fashion and home textile items.”
Florian Heubrandner, vice president global textiles business at Lenzing added: “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.”