The Lenzing Group (Lenzing) today announced the appointment of Florian Heubrandner as Vice President of Global Business Management Textiles. Florian Heubrandner will be leading Lenzing’s global strategy and development across the textile value chain, bringing to life Lenzing’s transformation from a B2B fiber producer to a business-to-business-to-consumer (B2B2C) brand following the 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 Florian Heubrandner, Vice President of Global Business Management Textiles. “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 fibers and value-added fiber 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 fibers in the industry value chain will foster increased awareness of our brands among consumers and therefore generating demand for our fibers in the value chain.”

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