At the meeting where Tencel® introduced its duvets, Lenzing AG, combining man-made cellulose fibers, classical and modal viscose, lyocell fibers under one roof, met with the press accompanied by Lenzing Home Textiles, Head of Interior's Marketing Susanne Jary and Home Textile Project Manager Cenk Duruçay.
Over 100 textile firms producing Tencel® duvets, among them being Turkish brands such as Zorlu, Khan House and Işbir Bedding, documented under the compliance with the Lenzing quality criteria, has been highly appreciated in the market as Susanne Jary implies. In addition to this, Susanne Jary states that, 30 percent of Tencel® duvets production is covered by Europe and Turkey and that the fibers silky properties were appreciated by costumers. ”Duvet sets segment accounts for approximately 75 percent of the total home textile market” continues Jary and explains that from bed to mattress covers, bed linen to bed-sheets, everything regarding to bedding; Tencel® is successfully used in many applications.
In bedding, the fiber properties of Tencel® shows great appreciation refers Jary and expresses that through the fabrics direct contact with the skin, the benefits of Tencel® can be felt in the best way noting that in the Turkish home textile market, bed linen positions at second place after the towel industry. “In bed linen the ideal partner being cotton and Tencel® blending together, will give direction to the Turkish cotton market. Being highly compatible with each other, these two fibers features complement with each other. Coming from nature, both fibers show similar characteristerics such as better breathing”, as Jary continues with the presentation, “even with only 30 percent of Tencel® blend, cotton bed linen can still be redefined. With this mixture; the touch of the fabric, moisture management and brightness can be improved. Cotton Tencel® blend, has a high potential for fabric innovation and depending on the mixing ratio can be modified in the desired way”.
Sustainability is Gaining Importance
After the meeting Susanne Jary answered the questions of our Publishing group, defining that as of the day where sustainability has grown its importance; environmentally friendly solutions also affect consumer’s purchasing trends and customers are closely following the developments in sustainable products. “This situation leads the manufacturers to take an environmentally sensitive approach and to offer more green solutions.Lenzing, making an important contribution by producing sustainable fibers and the fibers developed by thinking also of the future generations, is an ideal raw material especially in direct contact with skin- sensitive applications and in environmentally sensitive manufactured products.” Jary implies that, the sensitivity emerged in the consumers has increased the interest towards Tencel and as Lenzing they are continuing their investments to minimize the impact of environmental factors.
Lenzing, ensuring quality production, also produces Tencel and Viskon with renewable materials. “We are making use of organic and fully recyclable materials in our production. Textile manufactures emphasizing environmental awareness diverted to products produced from organic and recycled materials. And at this point they choose us. This is the greatest influence that shows our success in this area” and adds, “under this context Lenzing is continuing with conscious developments. We as Lenzing; providing Tencel label to our customers, in order to promote their products more effectively, has also made the Lenzing certification system more comprehensive. Consumers now also have been seeking for Lenzing labels in the products they purchase.
Tencel® Balances Life
Lenzing, in home textiles is focusing on a theme it named “The Fiber that makes you Feel Good”, evaluating the growing potential in this Area.Jary expresses that this situation is a result due to the stress and fast tempo experienced in daily life and to be able to let it go, leads to the priority of obtaining physical comfort. As Lenzing, they are continuing to develop products to create comfortable and healthy individuals indicates Jary, “Tencel, while balancing life with the concept of holistic health, in the textile products manufactured by Tencel we are keeping comfort and wellness at the forefront.”
“Even the atmosphere changes in areas where home textiles produced by Tencel is used” says Jary and indicates that; ”thanks to the materials involved in Tencel, serving a relaxing skin care complex arousing a feeling of relaxation, the high rate of moisture absorption and its sensitivity to the skin supports why Tencel is being preferred. Attracting 50 percent more moisture compared with a cotton product, thanks to its smooth fiber structure, this product prevents skin irritations in a natural way. Difficulties in sleeping due to the electricity caused by friction, is thus solved by Tencel fibers.”
The Benefits of Tencel
Another advantage Tencelintroduces to the home textile is its fabric type, as it being washable. This product having a low shrinkage rate; comforts the user, enabling no fear for shrinkage when washing and provides usage in a hygienic way. Its wear-resistant fiber structure provides long-lasting use in home textiles. And this shows how suitable the products of Tencel are, for hotels, dormitories in terms of places where industrial cleaning is being made. Another feature highlighting Tencel in home textile is; when mixed with cotton, wool, polyester and polyamide fibers, Tencel reduces the problems providing a silky touch feeling. Because Tencel is longer than cotton fibers, it has the advantage for easier casting and ironing. The prints made on Tencel are more brightly formed. Due to the fact that home textile products made by Tencelabsorbs 50 percent more of paint, this enables serious savings in production.
“Tencel, can be obtained from the market in the form of a complete bed system. Thus, linens, duvets and pillows: being first in the world, with mattress foams containing an integrated Tencel dust, has been presented to the customer’s appreciation. Tencel, with its perfection in capturing moisture, depicts an ideal structure for use in all bedding products. The secret lies in the nano- fibers of the fiber. “These fibers has a water absorption feature and allows the best realization of climatic conditions during sleep” while implementing the beds produced by Tencel, Jary continues, “I come across with the question, what is the difference of the beds produced by Tencel. To understand the difference between beds produced by Tencel and normal beds, you need to sleep on one. I assure you that you quickly sense the difference.”
The Turkish Home Textile Market
Lenzing, engaged with many countries in the fiber production, is also rapidly growing its effects in the Turkish home textile market. Many customers from Turkey such as Zorlu, Karaca Home, MS International, Ozanteks, Işbir Bedding, Home Sweet Home and Buldans giving place to Tencel duvets in their collections, is one of biggest indicators. “ Tencel will be increasing its market share in the Turkish duvet market with its cotton blended products” says Jary and emphasizes that Lenzing, with almost 50 percent of market share, is the most important fiber supplier in the Turkish textile sector, also underlined that the Turkish Markets most favored artificial fibers were the products of Tencel.
Jary indicates that Lenzing is placing its signature in significant collaborations and added that recently Invista and Lenzing came together for the cellulosic denim. “We came together with integrated polymer and fiber producer Invista to bring new life to denim. The project developed in collaboration to improve cellulosic denim, with the aim to ensure greater use in the textile market.”Jary also mentioned Lenzing’s social responsibility projects, under a campaign called Upcycle, the products out of the color and model trends where delivered to the needy.
