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Lenzing offers VEOCEL E-branding services for nonwovens

Apr 16, 2021
Lenzing offers VEOCEL E-branding services for nonwovens

Lenzing, Austria

As a first in the nonwoven industry, Lenzing will offer E-branding services for its VEOCEL brand. This move will help improve supply chain transparency for this category of nonwoven fibre. Lenzing first launched the E-branding services for the textile industry in 2018. This state-of-the-art system completely eliminates the need for paperwork and unifies registration, approval, and application process. This online system also helps in reducing response time.

Now, the online process is also offered to the VEOCEL brand customers and partners. The expansion showcases Lenzing’s unwavering commitment to sustainability for nonwoven applications, accelerates the digitalization of the industry, and sets new standards for driving greater transparency,” said Jürgen Eizinger, Vice President, Global Nonwovens Business, Lenzing AG.

Eizinger further added that the VEOCEL brand has now become a leading industry credential that end-users relate to environmental responsibility. He said that the new E-branding service will assure customers that the products they choose are genuinely produced and sourced by the right partners. This will also assure all partners that their supply chain process is transparent and trustworthy.

Two years ago, Lenzing made it mandatory for all nonwoven products to use 100% biodegradable and cellulosic materials to be qualified to use the VEOCEL logo. The launch of the E-branding VEOCEL platform comes as a relief to all partners, retailers, and brand owners. With the VEOCEL E-branding platform, people will be easily able to apply for certification online and also check the latest branding guidelines for VEOCEL products.

The Lenzing Group has been known for producing specialty fibres made of renewable materials like wood. This ecologically responsible brand’s fibres are used in the production of a variety of products like sports clothing, denim, and women’s wear. The fibres are also largely used in agricultural applications and the production of hygiene products.

“We have observed an overwhelmingly positive shift in consumer preferences as they seek greater sustainability from the nonwoven brands they trust,” said Harold Weghorst, Vice President, Global Marketing & Branding, Lenzing AG. He also added that with the new E-branding services, Lenzing will be able to provide its end-users and brand partners some peace of mind that the products they use safeguard the future of the planet.

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