The Lenzing Group has launched a B2C web store for its sustainable Tencel™ brand of fibers. Its new Tencel eShop is the first such e-commerce site by a fiber manufacturer, Lenzing notes, stating that it “bridges the divide between manufacturers and the end-consumer by curating a diverse mix of apparel and home goods made of Tencel branded fibers.“ With the eShop, Tencel wants to offer consumers a “trusted source to make sustainable purchases conveniently.” It will feature more than 200 products made from its Tencel branded lyocell and modal fibers in a variety of segments, from denim and footwear to activewear. Available on the English-language Tencel website, it features a broad mix of brands available worldwide. Lenzing says it will continue to expand its brand partnerships and aims to triple the number of products in the eShop by the end of 2021.
Harold Weghorst, vice president of global marketing & branding at Lenzing, sees the coronavirus pandemic as a catalyst for the industry to finally roll out digital solutions relatively quickly. “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.”
Since the launch of the Tencel brand in 2018, Lenzing has been committed to digitizing the textile industry with a number of initiatives, including the introduction of a one-stop e-branding and licensing system, digitalized retailer education toolkits, a blockchain-enabled traceability platform as well as a presence on various social media platforms. On the Tencel brand’s website, the company has seen an increase of nearly 50 percent in visitors over the past year, accompanied by a growth of 870 percent in the number of engagements on its social pages, as consumers are ”proactively seeking ways to make more informed purchases,” says Lenzing.