The introduction of VEOCEL™ is a key milestone of Lenzing’s new brand strategy to transform from a business-to-business (B2B) fibre producer to a business-to-business-to-consumer (B2B2C) brand. Coupled with ongoing co-branding, joint marketing and brand education initiatives conducted with customers and brands globally, VEOCEL™ will enable Lenzing to shift its focus beyond fibre types to product application and build a relatable and emotional connection with consumers.