The Lenzing Group has promoted an executive to lead the company’s global strategy and development across the textile value chain. Florian Heubrandner has been named Vice President of Global Business Management Textiles. He is charged with “bringing to life” Lenzing’s transformation from a B2B fibre producer to a business-to-business-toconsumer brand, following the rejuvenation of its textile specialty brand TENCELTM earlier this year and the launch of its sustainable viscose brand LENZINGTM ECOVEROTM last year.

“The appointment of Florian Heubrandner will enable us to grow from strength to strength in the global textile ecosystem,” said Robert van de Kerkhof, Chief Commercial Officer, Lenzing Group. “Over the past few years, Florian has played an integral role in Lenzing’s global leadership team and we are confident that under his leadership, our textile business will continue to grow and prosper, supported by stronger relationship with our partners and customers across the value chain.”

Since the February introduction of TENCELTM, Lenzing said it has been on a fast track to a business-to-business-to-consumer brand transformation while garnering steady growth via collaborations with consumer brands and participation in various fashion shows around the world.

Heubrandner said “innovation and branding” will remain the core focus in the textile segment.“Drawing on the synergies of our R&D center in Austria and the Application Innovation Center in Hong Kong, we will continue to empower the industry value chain with high quality fibres and value-added fibre and fabric innovation,” he added. “One particularly exciting initiative will be the expansion of our production capacity for TENCELTM Luxe branded cellulosic filament. A renewed focus on branding to drive stronger demand for TENCELTM and LENZINGTM ECOVEROTM branded fibres in the industry value chain will foster increased awareness of our brands among consumers and therefore generating demand for our fibres in the value chain”.