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23 / 05 / 2024
The wait is over – LUOLAI launches new SuperSoft Bedding featuring Lenzing fibers, demonstrating success of joint R&D collaboration in premium home textiles
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23 / 05 / 2024
The wait is over – LUOLAI launches new SuperSoft Bedding featuring Lenzing fibers, demonstrating success of joint R&D collaboration in premium home textiles

Leading Chinese home textiles brand LUOLAI recently introduced the market-first SuperSoft Bedding collection in China, made of LENZING™ Lyocell LFH fibers and cotton. The collection, first of its kind to be launched following the strategic R&D partnership announcement between Lenzing and LUOLAI, demonstrates both companies’ shared goal to develop innovative home textile products that highlights ultimate softness and sustainability.

LUOLAI, through the introduction of its SuperSoft technology, has become the first home textile brand in the Chinese market to incorporate a significant blending ratio of LENZING™ Lyocell LFH fibers into bedding offerings. The upgraded version of the fibers, which is certified with the EU Ecolabel for environmental excellence[1], features added level of softness and durability through their improved spinning and dyeing properties that have been optimized in the crosslinking process. Coupled with color vibrancy and smooth-to-touch features, bedding products produced using SuperSoft technology will appeal to consumers who seek greater comfort and premium quality.

“We are proud to be the integral fiber partner of LUOLAI’s latest SuperSoft Bedding collection,” said Vincent Hu, Senior Commercial Director of Textiles Business at Lenzing China. “This launch is just a starting point. With our combined expertise and experience in the production of specialty fibers across a wide array of textile applications, we look forward to strengthening our partnership by leveraging the prowess of Lenzing and LUOLAI, our extensive knowledge in fiber innovation, as well as LUOLAI’s SuperSoft technology. We aim to further expand our collaboration to cover more innovative and planet-friendly[2] home textiles products.”

To promote the new 2024 Spring/Summer Supersoft Bedding Product Collection, Lenzing and LUOLAI conducted a collaborative marketing campaign in the China market, which started with a large-scale launch event in late March in Austria. At the event, representatives from Lenzing and LUOLAI shared their insights on the innovation of SuperSoft technology and renewed their commitment to optimizing consumer experience with environmentally responsible and quality product options.

Aside from the event, LUOLAI’s representatives visited Lenzing’s fiber production site in Austria and its Lenzing Lyocell plant accompanied by Lenzing’s engineers, who also gave the group a training to know more on the traceability of Lenzing’s products. The visit was also warmly welcomed by Stephan Sielaff, CEO of Lenzing, onsite, which demonstrated the importance of the collaboration by the two industry leaders with a shared commitment to pursue advancements within the industry. Hu Bing, renowned Chinese actor, model and brand ambassador of LUOLAI’s SuperSoft Bedding collection, also joined the tour to explore the origins of Lenzing fibers. To increase awareness among consumers, at Douyin e-commerce Super Brand Day, Hu joined a livestream with Bisjak Clemens, Head of Fiber Science and Textile Products - Global R&D at Lenzing to engage target Chinese audience and share more about the material properties of LUOLAI’s SuperSoft collection and user feedback.

Stay tuned to learn more about the evolution of the partnership between Lenzing and LUOLAI in the home and interior segment.

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[1] EU Ecolabel for textile products (license no. AT/016/001)

[2] LENZING™ Lyocell fiber production processes are continuously refined to maximize resource efficiency and minimize environmental impact. Consequently, carbon emissions and water consumption of LENZING™ fibers are at least 50% lower compared to generic lyocell fibers, according to Higg MSI. Results are based on LCA standards (ISO 14040/44) and available via Higg MSI (Version 3.7).

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