Lenzing redefined as specialty industrial brand
The Lenzing Group recently introduced Lenzing as the specialty industrial brand, which provides smart solutions from botanic origins that are made in environmentally sound production processes. The Lenzing brand covers a broad range of industrial applications ranging from agriculture to engineered products, packaging to protective wear and workwear.
The product brand Lenzing will be positioned for the biorefinery business. Branded offers of the Lenzing brand portfolio includes various new solutions. Lenzing for Protective Wear, which is enabled by inherently flame-resistant and breathable Lenzing FR fibres which are produced in eco-responsible production process. Applications of Lenzing for Protective Wear include firefighting usage, military and police usage, electric arc protection, metal splash protection, oil and gas industry usage, as well as motor sports.
Lenzing for Workwear features adoption of Lenzing Lyocell and Lenzing Modal fibres to create fabrics suitable for a range of everyday consumer needs. Both fibres are produced via sustainable processes and are compostable and biodegradable, gentle on skin and strong, while ensuring comfort, durability and regulates body temperature.
Lenzing for Packaging features usage of Lenzing Lyocell and Lenzing Modal fibres to provide environmentally sustainable solutions certified for food contact compliance. Applications can be found in tea bags, coffee pads, botanic nets, and reusable bags. Lenzing for Agriculture is enabled by Lenzing Lyocell fibres, which are certified for food contact compliance, strong, biodegradable and compostable. Key application of Lenzing for Agriculture include farming ropes for agriculture and horticulture
The next solution, Lenzing for Engineered Products, features adoption of Lenzing Lyocell and Lenzing Modal fibres to provide solutions for technical applications including electrical separators, filter media, and coated fabrics. Lenzing for Biorefinery and Co-products offer a series of bio based products which make a major contribution to the optimum utilisation of sustainably grown wood resources used in integrated cellulose and fibre production. Key offerings include food-grade Lenzing Biobased Acetic Acid, Lenzing Biobased Furfural, Lenzing Biobased Magnesium-Lignosulphonate, and Lenzing Sodium Sulphate.
Robert van de Kerkhof, chief commercial officer of Lenzing Group said, “To remain competitive in a constantly evolving business environment, Lenzing has decided to embark on a bold new course and adopt a new branding strategy that will enable us to simplify our brand portfolio, better protect and defend our trademarks, and minimise inefficiencies and inconsistencies. The new branding strategy builds on the key pillars of our Core TEN strategy as we continue to strengthen our existing expertise in specialty fibres, innovate with customers and partners, and bring breakthrough technologies to the market.” (GK)