Since its establishment in 2018, the Lenzing E-Branding Service has played a pivotal role in advancing value chain transparency and digitalization. Serving as a centralized hub, it provides value chain partners with marketing assets, certifications, and brand licensing services to promote the use of Lenzing's wood-based fibers in their products. By using this platform, partners can display their commitment towards sustainability and transparency. In July 2024, the Lenzing E-Branding Service introduced a new Bulk Application feature, further enhancing its capabilities.

The highly anticipated feature was developed in close collaboration with customers, including those with large-volume seasonal collections who wish to brand their products using Lenzing’s trademarks. The Bulk Application feature streamlines the application process, providing a smarter and simpler way to verify products. It follows three simple steps:

1. Prepare: Download an Excel form that has been pre-loaded with presets based on each customer’s E-Branding Service data and their previous activities. This form can be easily completed using dropdown menus, copy-paste, and drag-and-drop functions.
2. Upload: Populate the Excel form and upload it to the Lenzing E-Branding Service platform. The system provides real-time guidance by flagging any inconsistencies or duplicates that require attention.
3. Submit: After the uploaded Excel form has been validated, click “submit” to send all applications for review. Upon verification, separate Product Licenses for each individual application will be sent to the applicant’s email address.

Lenzing E-Branding Service users with access to the Textiles Product License module can now utilize the new Bulk Application feature. With this enhancement, users can submit up to 150 Product License applications in a single batch. The process incorporates intuitive, smart features designed to streamline verification efforts for a large number of products. For instance, the system tailors the downloadable Excel form by incorporating customized options based on the customer’s usage history such as country specification presets, address book, or the most used Contractual Products. Additionally, it cross-checks all inputs to promptly alert the user to any potential inconsistencies or duplications. These intelligent features significantly reduce the time required to complete the application process, especially during peak seasonal collection launches.

During the pilot phase of the Bulk Application feature, user feedback was overwhelmingly positive. Users praised its innovative and practical design, noting significant improvements in user-friendliness. Leveraging familiar Excel functions, the submission process became smoother and more efficient – a major performance leap consistently highlighted in subsequent reviews. One of Lenzing’s global customers, a UK retail brand, reported that the new feature reduced the time required to prepare and submit product license applications by over 90%. “Lenzing’s commitment to enhancing customer experience is evident with the introduction of the Bulk Application feature, tailored to meet the needs of our customers. This enhancement enables value-chain partners to efficiently communicate the environmental attributes of their product ingredients, raising market awareness,” said Daniel Leong, Global Head of Digital Customer Experience at Lenzing. “By streamlining the application process, especially for larger customers, we aim to attract more brands to the platform and expand the use of Lenzing’s trademarks – strengthening value chain transparency and educating consumers about materials with reduced environmental impact.”

While significant progress has been made in streamlining processes for Lenzing’s customers, the company’s commitment to enhancing user experience remains steadfast. The Lenzing E-Branding Service will continue to drive innovation and highlight fiber alternatives for a more sustainable planet.