The Lenzing group’s Tencel textile brand has launched the Tencel eShop. This first e-commerce site from a sustainable fiber manufacturer “bridges the divide between manufacturers and the end-consumer by curating a diverse mix of apparel and home goods made of Tencel branded fibers,“ the company said.
The debut marks a new milestone in Lenzing’s ongoing digitalization. With the eShop, Tencel offers consumers a “trusted source to make sustainable purchases conveniently.” Harold Weghorst, vice president of global marketing & branding at Lenzing, sees the 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.”
The new eShop will feature more than 200 products made from Tencel brand lyocell and modal fibers in a variety of segments, from denim to footwear to activewear. The eShop is available on the English-language Tencel website but is aimed at an international audience with 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.
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, blockchain-enabled traceability platform as well as a presence on various social media platforms. As part of this digital-first brand strategy for the entire industrial supply chain as well as consumers, Lenzing has several digital initiatives in the pipeline, including the revival of Tencel’s #MakeItFeelRight campaign, the launch of a Pinterest page for consumers and LinkedIn group for retail, mill and non-governmental organization partners. Each digital program, Lenzing says, is designed to “heighten awareness and provide tools to protect the environment.”
“Even before the pandemic, we have witnessed exponential growth of consumer dynamics across digital platforms,” Weghorst said. On the Tencel brand’s website, the company has seen a nearly 50 percent increase in visitors over the past year. “The number of engagements on our social pages also recorded an increase of 870 percent. Consumers are proactively seeking ways to make more informed purchases, and we hope with the launch of the e-shop, along with our exciting consumer programs, we can provide a one-stop platform for consumers to embrace sustainability every day.“