Schoeller Textil refines brand image

Schoeller Textil AG is now adding the guiding principle of “Textile Intelligence” to its name. This is part of the company’s rebranding, which focuses more on the brand’s foundations and transparency in all areas according to a press release from Schoeller. This includes the development of innovative textiles and smart textile technologies as well as a digital focus. Schoeller will also highlight its “Swissness”. With the company’s history dating back to 1868, in terms of its day-to-day work this means “absolute precision, resource-saving manufacturing processes, and a deep connection with nature”.

Antonio Gatti Balsarri, Schoeller Chief Commercial Officer, commented: “The goal of the rebranding is to communicate our traditional brand values in a completely new brand presence. The result was a sharpened brand profile, a clear brand strategy and tonality, as well as a clean, modern corporate design.” He adds that the company plans to address its sustainability commitment through the expansion of digital touchpoints, their cross-media use, and an increased online presence.

Sustainability has been identified as a high priority through environmentally friendly manufacturing processes, careful material selection, transparent supply chains, and fair working conditions. “Zero Textile Waste” has become part of the brand strategy. For example, waste will be reduced with the online marketplace Schoeller re-Fabric, which will sell textile remnants from production to designers and smaller manufacturers. “Cobranding” will enable Schoeller to enhance its innovative image as a supplier for clients such as Pikeur, Jack Wolfskin, AlphaTauri, Descente, Fila, and Alberto.