Lenzing spearheads campaign promoting Tencel in bedding

Viscose fiber supplier the Lenzing Group has launched a 2014 marketing push to gain a larger share of the bedding market. The new marketing campaign, which launched at the textile show Heimtextil Jan 14-17 in Frankfurt, Germany, focuses on combining Tencel with long-staple cotton in better bedding. The 75-year-old company, with headquarters in Lenzing, Austria, is the maker of Tencel and other cellulosic fibers.

The company promotes Tencel as especially suited to mattresses, ticking and bed linens because of its moisture-management and “skin-sensory” properties. More than 100 bedding makers are certified according to Lenzing quality criteria to use Tencel yarn in their products.

“Cotton and Tencel are ideal partners for bed linens and their properties complement each other,” said Susanne Jary, Lenzing’s head of the Home & Interiors business segment. “Both fibers are from nature and reveal similar properties such as good breathing properties. Even a blend with 30% Tencel gives cotton bed linens a new definition. The touch, moisture management and sheen can be positively influenced by this combination.”

Lenzing has developed marketing tools for manufacturers and retailers under the marketing umbrella, “Natural Connection,” to help promote products containing Tencel and cotton fiber.