Lenzing Group (Lenzing) announced its plan to bring its TENCEL™ branded fibers for the hospitality industry in India to power the comfort & performance-driven category with environment-friendly materials. Lenzing has already been partnering with some of the leading home and furnishing brands and manufacturers of the country like D’décor, Welspun, Trident, Spread Home, etc. It works with some of the major international home décor brands such as Pottery Barn, Quilts, HOME, HEFEL, IKEA and West Elm to name a few.

The travel and tourism sector has grown by leaps and bounds over the years. As per the World Travel & Tourism Council’s (WTTC) annual research, the sector grew at 3.9 percent to contribute a record $8.8 trn and 319 mn jobs to the world economy in 2018. Such growth also brings the need for sustenance. With a growing population and increasing tourists, the hospitality industry is looking into ways they can make tourism more sustainable and eco-friendlier, especially in the bed, bath and linen segment. There is an urgent need for sustainable alternatives for fibres with performance features to the current ones available in the market.

With TENCEL™ Home nature meets luxury. TENCEL ™ Home fibers are wood-based cellulosic fibers produced under environmentally responsible processes, offer long-lasting natural comfort and pure living environments. TENCEL™ Home comprises of Lyocell and Modal fibers which are naturally gentle on the skin with an exquisitely soft touch, enhancing your quality of sleep and guest experience. The products find their application in all aspects of home – bedsheets, quilts, pillows, towels, carpets and upholstery. These fibers are 100 percent bio degradable.

Commenting on the opportunity in India, Avinash Mane, Lenzing said, “In recent times, the hospitality industry has seen a rising trend towards incorporating eco-friendly products and amenities to achieve sustainable goals as well as their overall brand vision. We aim, to support this vision through TENCEL™ Home.”

Comfort and performance have become two deciding factors by guests to make their hotel experience novel. Guests feel the need to experience homely experience during their travel. Hotels and the hospitality industry have realized these needs and to fulfil them are shifting towards products that deliver this innovative experience. Products created out of TENCEL™ Lyocell/modal fibers help empower the contemporary and future requirements of the industry.