Lenzing Fibers is presenting a new marketing approach for its specialty Tencel and Lenzing Modal fibers, increasing its consumer reach by further expanding its distribution in the hotel segment.
Tencel and Lenzing Modal are already used in a variety of home textile and interior applications, starting with mattresses and mattress pads through to bed covers and bed linens. When used in bedding, the Tencel fiber properties are shown to provide excellent skin-sensory properties and outstanding moisture management. Additionally, Tencel fibers can attain a luxurious sheen, intensive colors and silky, elegant surfaces, all of which are assets in any living area. Series of tests have shown that bed linens made with Tencel satisfy stringent hotel quality requirements, as up to 100 industrial washing cycles can be reached at a washing temperature of 75°C.
“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,” explained Susanne Jary, Home & Interiors Director at Lenzing. “The trend in the hotel industry, Living Instead of Merely Staying Overnight, accommodates our fibers. Our botanic bed concept is particularly applicable. Properties like naturalness and the best sleeping comfort offer guests wellness at the highest level.”
Lenzig is focusing primarily on boutique hotels who value sustainability and natural, high-quality furnishings. 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. The very first developments have already been carried out for the Asian market, which are currently in the test phase.
“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,” Jary concluded.
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