Aiming to strengthen its marketing activities in Turkey, Lenzing held a seminar in Istanbul Hilton in 4 December 2014 addressing to Turkish industry with the slogan “Experience TENCEL”.
The new Member of the Executive Board and Chief Commercial Officer (CCO) Robert van de Kerkhof introduced the new TENCEL® production plant to Turkish sector in the press conference held in Istanbul. Turkey, being the 7th biggest textile exporter, is one of the most important markets of Lenzing. Turkish textile industry imports approximately 260.000 tons of cellulose per year. Almost 38% of this amount is made up of Lenzing fibers. Lenzing’s CCO Robert van de Kerkhof says: “Lenzing’s target is to get the market share of the special fibers to 20% of the market”. After only 24 months of construction, the most modern fiber factory of the world started operating. The construction of the factory, which had an investment cost of 150 million Euros, went hand in hand with the program in terms of timing and cost. At the moment, a consistent full capacity production takes place in the factory.
MILESTONE IN TEXTILE INDUSTRY
Lenzing provides the fiber material of the future to textile industry with TENCEL®. This environment friendly and innovatory fiber has the characteristic of being a milestone in terms of ecology and innovation. TENCEL® has proved in the recent years that this fiber has a high potential. New generation TENCEL® fiber has conquered many textile application fields, and proved its strength in active clothing, denim and shirt fabrics. “This season we are especially focusing on the developments in weaving segment. So far, mostly the woven products that included TENCEL® have been brought to the forefront. However in weaving applications we see big potential in the weaving area of fashion thanks to new finishing procedures and special TENCEL® fibers. TENCEL® can provide an added value both in this field and in terms of quality. With its bright colors and nice look, TENCEL® will raise the standards in this market “says Lenzing’s CCO Robert van de Kerkhof.
ENVİRONMENT FRIENDLY PRODUCTION
A search for a cellulose fiber that has an environment friendly and economical production procedure led the researches towards lyocell fiber. Having believed as a result of intense research that it is the fiber of the future, Lenzing and the first fiber producer Courtaulds put lyocell into market. Their first production plant started operating in the year 1992 in Mobile. By purchasing the TENCEL® brand in the year 2004, Lenzing strengthened its technical knowledge and expertise in textile processing and fiber production industry. This new factory, located in Lenzing, is the first factory that has a production line of nominal 67.000 tones fiber processing capacity per year. TENCEL® production lines, which were established before this, are approximately one fourth of this line. In the designing phase of the new plant, the experiences of many years of 3 TENCEL® factories of Lenzing Group located in Austria, USA and England were brought together. In this sense, the new TENCEL® factory located in Lenzing represents the world leader new generation TENCEL® technology.
BRAND BUILDS TRUST
Lenzing, by purchasing TENCEL® brand, united all lyocell operations under the highly known fiber brand TENCEL®. TENCEL® is a longestablished brand that is known for its environment friendly, skin friendly textile industry and commerce with high quality. The world’s prominent retail sellers use the fiber brand’s name as “content brand” and add to their products the TENCEL® value. Its brand program that oversees the origin control of the products, guarantees the consumers about the origins of the products. With a marketing and service team that operates around the world, a random sampling method, it puts the textile products within the market to control in terms of quality and production chain. Being protected worldwide, TENCEL® brand has been making its presence felt in the lyocell fiber market for more than 20 years.
