Lenzing, the Austrian leader in production of man-made cellulosic fibres, has pitched its specialty fibres, Tencel and Lenzing Modal, at the Heimtextil ’2016 trade show, for home and contract textiles, Frankfurt. The company has come up with a novel marketing strategy to target the boutique hotels.
Lenzing’s Tencel and Lenzing Modal are already used in a variety of home textile and interior applications, like mattresses and mattress pads, in bed covers and bed linens, the company report stated.
Speaking on the company’s effort to reach the hotel segment, Susanne Jary, Home & Interiors Director, Lenzing said, “Our goal is to primarily attract the boutique hotels that value sustainability, as well as are into natural, high-quality furnishings at their hotels. Boutique hotels are more independent, when it comes to their purchasing decisions, and can implement room concepts faster than large hotel chains.”
The company is looking at Europe, mainly Scandinavia, as one of its focus areas, and is initiating planned market activity as the country has sustainability and the wellness trends more evident in the hotel industry.
In its report, the company said that Tencel has established its name among the hotel chains in the US, and seems to have a promising future, thanks to the search for alternative, natural and bio-degradable materials for Lenzing fibres.
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Moreover, a series of tests has shown that bed linens with Tencel satisfy all the requirements. Up to 100 industrial washing cycles can be reached at a washing temperature of 75°C.
Jary said, “We are in contact with reputable hotel chains and are testing the use of special bed linens and terry towelling goods for the laundry business and converters. We are convinced that Tencel bedding will soon become a regular feature in the international hotel business due to its excellent sleeping properties and sustainability. In numerous home applications, Tencel has demonstrated its new and improved properties and it also has a positive impact on the individual living area.”
“The hotel industry has fully embraced the trend and an increasing number of boutique hotels are already using products of Tencel to make their guest rooms more natural, sustainable and healthy. A luxurious sheen, intensive colours, and silky, elegant surfaces can be attained with Tencel fibres, all of which are assets in any living area. The moisture-regulating fibre property of Tencel is said to benefit the indoor climate and contribute towards well-being,” she adds.
When used in bedding, the Tencel fibre are said to have various advantages, such as skin-sensory properties and moisture management.
