Fiber supplier Lenzing Group, with headquarters in Lenzing, Austria, introduced a new marketing approach: European hospitality.
The company announced the focus shift at the fabric fair Heimtextil 2016, Jan. 10-13 in Frankfurt, Germany. It targeted the European hospitality segment with its viscose specialty fibers, Tencel and Lenzing Modal.
The company said it already has found considerable success in the American hotel market.
“Boutique hotels that value sustainability and natural, high-quality furnishings … are more independent when it comes to their purchasing decisions and can implement room concepts faster than large hotel chains,” said Susanne Jary, Lenzing director of home and interiors. “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.”