In the Industry - March 2013

In the Industry

Lenzing Constructs Jumbo TENCEL® Production Line, Expands Into Upholstery Fabrics

Lenzing is constructing a jumbo TENCEL® production line at the plant in Lenzing, Austria, that will go into operation in 2014. The combined expertise and technologies of the Lenzing and the Tencel Group, which were recently merged, are being applied for the first time in the construction of the state-of-the-art TENCEL® plant (rendering shown above).

“TENCEL® represents the greatest technological innovation in the man-made cellulose fiber industry since the invention of the viscose fiber around 100 years ago,” explains Dieter Eichinger, vice-president Business Unit Textile Fibers, Lenzing AG. “The developments of the past 20 years are just the beginning of a success story which will continue for many decades to come. TENCEL® uniquely answers the demands for competitive production costs relative to other fibers with the demands for sustainable production. TENCEL® represents a breakthrough technology and I am proud that the Lenzing group leads the industry with TENCEL®.”

An investment of EUR 130 million and a 24-month construction time frame have been planned for the TENCEL® plant. The new Lenzing fiber plant will have a capacity of 64,000 tonnes p.a. In addition to the specialty fibers Lenzing Modal® and Lenzing FR®, TENCEL® will also be produced at the new site in Lenzing.
TENCEL® is currently only produced at the Lenzing sites in Heiligenkreuz (Austria), Grimsby (UK), and Mobile (USA). As a result of erecting the TENCEL® plant in Lenzing, the site will be expanded to become the central location for the Lenzing group’s specialty fibers. The attractive energy costs that result from the onsite energy generation, the skilled workforce, and proximity to Lenzing’s central research facilities, including the TENCEL® pilot plant, were all critical factors for expanding strategic operations in Lenzing.

The capacity expansion supports growing demand for TENCEL® in many new textile and apparel applications. The optimal moisture management of TENCEL® fibers makes them attractive for use in high-quality home textiles, such as bedcovers and linens, as well as in sportswear, outerwear, and technical textiles.

Lenzing’s TENCEL® is also expanding into furniture upholstery fabrics. The first TENCEL™ sofas were tested at the Lenzing press conference during Heimtextil in Frankfurt in January 2013.

Benefits of TENCEL® upholstery fabrics include the ability to launder them in a washing machine and to create intense colors with a silky sheen. They are also less prone to electrical charging due to higher fiber moisture, which exceeds that in other fibers such as polyester.

HGTV HOME “Make It Mine” Campaigns Kicks Off

In collaboration with brand partners Bassett Furniture, ELK Lighting, P/K Lifestyles, Shaw Floors and Sherwin-Williams, HGTV HOME™ announces its HGTV HOME Make It Mine campaign that runs Mon.,

March 4 to Fri., April 12, 2013. The three-part campaign features a $50,000 consumer sweepstakes, a first-time partner-wide discount on HGTV HOME products and a new one-hour special, HGTV HOME Makeover, that follows network star Meg Caswell as she designs a new living room for a lucky homeowner. The special premieres on Sat., March 23, at 6 p.m. ET/PT.

“The activation of the HGTV HOME Make it Mine campaign ensures that consumers who are passionate about home décor will know that HGTV HOME-branded products are in stores now and available as stylish, smart solutions for any indoor and outdoor design project,” says Ron Feinbaum, general manager, consumer products, HGTV.

Visitors to hgtvhome.com can enter the HGTV HOME Make It Mine Sweepstakes daily for a chance to win $25,000 in cash, $25,000 in HGTV HOME products and a personal consultation with Caswell. In addition, by announcing their entry on Facebook and Twitter via the sweepstakes page, fans can earn bonus entries daily.
Consumers also can jumpstart their room makeovers with discounts of up to 40 percent off during the 10-day HGTV HOME sales event March 14-24 at participating stores. A complete list is available at hgtvhome.com/find-it.

During the HGTV HOME Makeover special, viewers will go behind the scenes with designer Caswell as she visits factories, showrooms and retail stores to reveal how HGTV HOME products are made.

Peking Handicraft Partners With Courtney Cachet

Peking Handicraft has announced a new partnership with celebrity designer and TV personality Courtney Cachet, who is well known for her global luxury lifestyle brand. The Cachet line features a variety of down-filled embroidered pillows (a sampling shown at left) to complement the other 2013 collections from Peking Handicraft.

The modern prints and vibrant colors in the Cachet Collection mirror the designer’s happy and high-spirited vibe. Pillows in the Cachet Collection will retail between $70 and $130.

New York-based Courtney Cachet is working on multiple product lines, a handful of A-Lister international design projects and contributes regularly on NBC and Huffington Post Style. She is also working on a pilot for her own style show.

SURTEX® Expands New Atelier Space

Responding to strong demand for exhibition space from trend-forward textile design studios that sell their designs, SURTEX®, the trade show for selling and licensing surface designs, announces the expansion of its new Atelier section by 33 percent in the upcoming May 19-21, 2013 edition.

In its 27th year, SURTEX will attract more than 320 exhibitors and 7,000 attendees to its three-day run at New York City’s Jacob K. Javits Convention Center.

Atelier, a specialized area within the trade show, will be a hub of activity for textiles manufacturers and retailers seeking to buy the latest surface designs from the world's top textile design studios. More than 65 studios from the U.S., Great Britain, Italy, France, Netherlands, Israel, Japan and Argentina are confirmed, with nearly half from outside the U.S., an indication of the global nature of the design market. The newly expanded floor plan allows for another 25-30 studios in the Atelier.

“We are thrilled that, with the exceptional response to Atelier, SURTEX will be able to deliver an unparalleled offering of top-notch art and design for textiles and related interior companies, as well as for all other product sectors,” says Penny Sikalis, vice-president of GLM and manager of SURTEX.

For more information, visit surtex.com.

 


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