Lenzing, producer of fibres and filaments from wood, has named Florian Heubrandner the vice president of Global Business Management Textiles. Heubrandner will lead Lenzing’s global strategy and development across the textile value chain, bringing to life Lenzing’s transformation from a B2B fibre producer to a business-to-business-to-consumer (B2B2C) brand. This is significant in view rejuvenation of Tencel, Lenzing’s textile specialty brand earlier this year and the launch of Lenzing Ecovero, Lenzing’s sustainable viscose brand 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 of 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.”

Following the introduction of Tencel, Lenzing’s textile specialty brand, in February, Lenzing has been on a fast track to a B2B2C brand transformation while garnering steady growth via collaborations with consumer brands and participation in various fashion shows around the world.

“Innovation and branding will remain our core focus in the textile segment,” said Heubrandner. “Drawing on the synergies of our R and D centre in Austria and the Application Innovation Centre in Hong Kong, we will continue to empower the industry value chain with high quality fibres and value-added fibre and fabric innovation. One particularly exciting initiative will be the expansion of our production capacity for Tencel Luxe branded cellulosic filament. A renewed focus on branding to drive stronger demand for Tencel and Lenzing Ecovero 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.”