Lenzing, producer of fibres and filaments from wood, has named Florian Heubrandner the vice president of Global Business Management Textiles. Heubrandner will lead Lenzing’s global strategy and development across the textile value chain, bringing to life Lenzing’s transformation from a B2B fibre producer to a business-to-business-to-consumer (B2B2C) brand. This is significant in view rejuvenation of Tencel, Lenzing’s textile specialty brand earlier this year and the launch of Lenzing Ecovero, Lenzing’s sustainable viscose brand last year.