Tara Olivo, associate editor06.18.18
During the World of Wipes International Conference in Chicago, fiber producer Lenzing announced VEOCEL as its new nonwoven specialty brand of fibers. The rebranding is intended to position VEOCEL as a premium brand of nonwoven fibers for daily care rituals, covering a range of applications from baby care, beauty and body care to intimate care and surface cleaning. VEOCEL fibers are certified clean and safe, biodegradable, from botanic origin and produced in an environmentally responsible production process.
The launch of VEOCEL is part of Lenzing’s strategy to transform from a business-to-business (B2B) fiber producer to a business-to-business-to-consumer (B2B2C) brand.
Around four years ago, Lenzing executives wanted to develop a new branding strategy due to difficult market situations, according to Marco Schlimpert, Lenzing’s senior vice president Europe & Americas. “There are a lot of fibers we sell in the nonwovens and textile industries, but on a daily basis people don’t recognize it, and they don’t see the features we are offering. That’s the reason why w
The launch of VEOCEL is part of Lenzing’s strategy to transform from a business-to-business (B2B) fiber producer to a business-to-business-to-consumer (B2B2C) brand.
Around four years ago, Lenzing executives wanted to develop a new branding strategy due to difficult market situations, according to Marco Schlimpert, Lenzing’s senior vice president Europe & Americas. “There are a lot of fibers we sell in the nonwovens and textile industries, but on a daily basis people don’t recognize it, and they don’t see the features we are offering. That’s the reason why w
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