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Newsline-International | August 2018

LENZING redefined as speciality industrial brand

The Lenzing Group (Lenzing at Techtextil Atlanta, on May 22, 2018, 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. Also, the product brand LENZING will be positioned for the bio-refinery business.

“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 minimize 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 market,” said Robert van de Kerkhof, Chief Commercial Officer of Lenzing Group. “By redefining the LENZING brand, we can focus our efforts on solving tomorrow’s challenges with smart solutions from botanic origins that are inspired by the needs of the world.” LENZING is a distinctive product brand that caters to the specific needs of Lenzing’s customers who focus on industrial applications.

“In recent years, we have noticed a growing trend among industry partners to enhance transparency in value chain and drive sustainability by the increasing use of renewable raw materials. The launch of a unique brand for industrial applications enables us to address these trends by fostering greater collaboration between Lenzing and global customers and partners,” said Bernard Alowonou, VP Global Business Management Industrial Applications, Lenzing.”

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