Florian Heubrandner is the new Vice President, Global Business Management Textiles at Lenzing. He replaces Amit Gautam who will start a new venture and work closely with Lenzing in the textile value chain. 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 earlier this year and the launch of Ecovero, Lenzing’s sustainable viscose brand, last year.

Over the past few years, he has played an integral role in Lenzing’s global leadership team. Tencel is Lenzing’s textile specialty brand. Drawing on the synergies of the R&D center in Austria and the Application Innovation Center in Hong Kong, Lenzing will continue to empower the industry value chain with high quality fibers and value-added fiber and fabric innovation.

One of these initiatives is the expansion of production capacity for Tencel Luxe branded cellulosic filament. A renewed focus on branding to drive stronger demand for Tencel and Ecovero branded fibers in the industry value chain is expected to foster increased awareness of Lenzing’s brands among consumers and therefore generating demand for its fibers in the value chain.

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.