How TENCEL ™ Natural Fibers Meet the Needs of Home Textiles – Sourcing Journal


During the pandemic, sales of home items have skyrocketed as consumers prioritize spending for their living spaces. At the same time, shopping has migrated online and people have gained more time to investigate their purchases, leading them to invest in quality, organic and sustainable products.

The eco-mind isn’t just a trait of the Millennial or Generation Z. In a recent conversation with Sourcing Journal founder and president Edward Hertzman, Corinne Bentzen, CEO of the bedding and products retailer from bath The Company Store, explained that consumers of all generations take into account the environmental impact of their purchases. “Baby boomers are becoming more and more responsible as they bring grandchildren into this world and they want to leave a better footprint behind them,” Bentzen said.

Even with this desire for planet-friendly linens, customers typically weigh first on factors like price, quality, and style, with durability being the icing on the cake. For The Company Store, TENCEL ™ enables the brand to help shoppers make better choices by offering low impact products with added qualities such as softness and breathability. The Company Store often blends TENCEL ™ fibers with cotton, increasing the feeling of softness to the touch to create “silky and buttery” bedding.

Just as wood-based TENCEL ™ fibers offer improved breathability, other natural materials also have inherent performance qualities. Bentzen noted that synthetics like polyester must be imbued with the absorbent properties that botanically derived textiles naturally possess. In addition, down and natural fillings remain a superior choice, because “nothing really beats nature”. In a recent partnership, The Company Store created an alternative down comforter that includes TENCEL ™ Lyocell in the filling, adding benefits such as dust mite resistance and temperature regulation.

In addition to its low impact material choices, The Company Store works with manufacturers who use environmentally friendly practices, such as water recycling and safer dyeing.

“[I’m] grateful to our manufacturing partners who continue to go above and beyond; partly because the consumer pushes retailers, retailers push manufacturers to continuously work on their environmental footprint, ”said Bentzen.

Click the image above to watch the video and learn more about how consumers rate sustainability in their home shopping and why TENCEL ™ fits The Company Store’s promise of conscious and comfortable linens.

This is the third video in a three-part series. Look at the other two here and here.


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