Lenzing, a leading manufacturer of man-made cellulosic fibres, is presenting its new marketing approach for its specialty fibres, Tencel and Lenzing Modal at the Heimtextil 2016 trade show for home and contract textiles that is taking place in Frankfurt this week.

Lenzing is stepping up market activities to further expand the hotel segment for Lenzing fibres. “The goal is to attract primarily boutique hotels who value sustainability and natural, high-quality furnishings in their hotels,” explained Susanne Jary, Home & Interiors Director at Lenzing.

“Boutique hotels are more independent when it comes to their purchasing decisions and can implement room concepts faster than large hotel chains.”

Planned market activities

Europe, especially Scandinavia, is one of the target regions for the planned market activities since sustainability and the wellness trend are particularly pronounced in the hotel industry there.

Tencel has successfully won over reputed hotel chains in the USA and the prospects are extremely promising thanks to the search for alternative, natural and bio-degradable materials for Lenzing fibres, the company reports. The very first developments have already been carried out for the Asian market and these are currently in the test phase.

“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,” said Jary. Series of tests show that bed linens with Tencel satisfy requirements. Up to 100 industrial washing cycles can be reached at a washing temperature of 75°C. “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,” added Jary.

Opportunities for hotel business

Tencel and Lenzing Modal are already used in a variety of home textile and interior applications. Applications to do with the bed are dominated by Tencel starting with mattresses and mattress pads through to bed covers and bed linens, the company reports.

When used in bedding, the Tencel fibre properties are said to provide various advantages, such as skin-sensory properties and moisture management.

To pave the way for additional applications for the Tencel fibre in the home, Lenzing developed special fibre types, which can be used in carpets and upholstery fabrics. The fibre’s extremely high strength profile stands Tencel in good stead since it is said to allow its use in these hardwearing applications. Above all, 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.

Wellness and nature

“In numerous home applications, Tencel has demonstrated its new and improved properties and it also has a positive impact on the individual living area. Nature and health do not only constitute a trend in private life. 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,” commented Susanne Jary.

“The trend in the hotel industry, Living Instead of Merely Staying Overnight, accommodates our fibres Our botanic bed concept is particularly applicable. Properties like naturalness and the best sleeping comfort offer guests wellness at the highest level. Optimum sleeping comfort is also of prime importance to business travellers. The quality and functionality of the materials used to guarantee a relaxing sleep are of the utmost importance to them,” Jary explained.

The range of products of Tencel for interior decoration are topped off with hand towels, sofas covered with Tencel fabric and luxurious carpets.

www.lenzing-fibers.com