Repositioning of Lenzing Modal® brand
Lenzing is repositioning the Lenzing Modal® brand to reflect the new Modal production technology. The slogan “Makes the World a Softer Place” will be changed to “CO2 Neutral Softness by Edelweiss Technology”.
Lenzing’s symbiotic production process makes Lenzing Modal® CO2 neutral*: the full integration of the site in Austria– pulp production and fiber production in the same location– leads to the recovery of excess energy and valuable wood substances. Pulp production at Lenzing is energy self-sufficient and also generates energy for Modal production as a whole. “We are proud that Lenzing Modal® is CO2 neutral*. Born from our desire to produce in an increasingly eco-friendly manner, we have developed proprietary production techniques. We have become pioneers in the design of wood organic refineries”, Dieter Eichinger, Vice President Lenzing Textil, explains. “This combination makes Lenzing Modal® unique. Where else can you find Modal production which uses beechwood and operates in an energy self-sufficient manner, recovering 95% of the chemicals required in the process? This is definitely something unique worldwide”, Dieter Eichinger says.
Lenzing Modal® is Edelweiss
“Lenzing Modal® is much more than just simply soft. We wish to pay tribute to this fact and reposition the Lenzing Modal® brand”, Marketing Director Andreas Dorner explains. “Expanding the fiber’s image from softness to eco-friendliness mirrors the changes in the demands from the marketplace. Today customers not only seek a high-quality product. They want to be sure that it was produced in a fair and eco-friendly way”, Dorner continues.
The environmentally compatible production of Lenzing Modal® is reflected with the term “Edelweiss technology“. It is only at Lenzing that all the environmental parameters are applied: pulp production and fiber production at a single site, the use of domestic beechwood, up to 95% recovery of the chemicals used, and environmental technologies specifically developed for this purpose.
Adaptation of Lenzing Modal® production
Now Lenzing Modal® will be available in greater quantities and “bleached with oxygen“. This is another step to make the fiber eco-friendlier. Nearly half of overall Lenzing Modal® production can be manufactured in this process.
The Lenzing Group
The Lenzing Group is a leader in the world market with its headquarters in Austria, production sites in all major markets and a global network of sales and marketing offices. Lenzing provides the global textile and nonwovens industry with high-quality industrially manufactured (“man-made”) cellulose fibers and is the leading supplier in many business-to-business markets. The product range extends from fiber pulp, cellulose standard and special fibers to high-quality plastic polymer products and engineering services.
Lenzing quality and Lenzing innovative power set standards for man-made cellulose fibers. More than seventy years of fiber production expertise make the Lenzing group the only manufacturer world-wide to produce all three man-made cellulose fiber generations – from classic viscose to Modal and Lyocell (TENCEL®) – on an industrial scale. The unique combination of consistent customer orientation with leadership in quality, innovation and technology is the foundation of the success of the Lenzing group. Our economic strength is based on a successful specialty strategy and an excellent cost position.
Lenzing is committed to the principles of sustainable management and very high environmental standards.
Lenzing’s core business of fibers and plastics is complemented by our activities in the business field of engineering and plant construction.
* CO2 neutrality relates to the life cycle analysis which was performed
