Global brand realignment
INVISTA is pursuing a global brand strategy and has realigned its carpet fibre brands accordingly. With immediate affect in all European and MEA countries the hollow fibres known as “Antron® Excel” carpet fibre and “Antron® Excel SC” carpet fibre will be renamed “Antron® LegacyTM carpet fibre” and “Antron® LumenaTM carpet fibre” respectively, while the name “Antron® carpet fibre” will remain unchanged for the trilobal fibres. These brands will be linked via the logo and a tailored brand design.
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