The Lenzing Group’s flagship textile brand, TENCEL has unveiled TENCEL eShop, an e-commerce channel created by a sustainable fiber producer. The eShop bridges the divide between manufacturers and the end-consumer by curating a mix of apparel and home goods made of TENCEL branded fibers.
This debut marks a milestone in Lenzing’s ongoing digitalization and mission to educate and encourage consumers to make informed purchases. With the eShop, the TENCEL brand will provide consumers with a trusted source to make sustainable purchases conveniently.
“The pandemic has been a catalyst that accelerated the industry’s transformation towards digital presence and greater sustainability,” said Harold Weghorst, Vice President of Global Marketing & Branding at Lenzing. “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 eShop 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.”
Showcasing more than 200 products made of TENCEL branded lyocell and modal fibers on eShop, the TENCEL brand is leveraging its partnership base to expand its textile offerings across multiple segments, from denim to footwear and activewear.
The eShop 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 eShop 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 eShop by the end of 2021.
Since the introduction of the TENCEL brand in 2018, Lenzing has advocated for the digitalization of the textile industry through a number of initiatives, including the introduction of a one-stop e-branding and licensing system, digitalized retailer education toolkits, blockchain-enabled traceability platform as well as presence on various social media platforms.
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 program 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.