Toray Industries, Inc. is embarking on a full-scale new brand strategy for its man-made leather business. Until now, the business has been developed under the separate brand names "Ecseine" in Japan, "Alcantara" in Europe and for automotive applications, and "Ultrasuede" in the United States. However, with global expansion in mind, the company has formulated a new overall brand strategy. Specifically, "Alcantara" and "Ultrasuede" will be positioned as Toray's global man-made leather brands, and will be deployed in all regions and for all applications worldwide. To achieve this, the distinctive features of both brands will be more clearly defined than ever before. "Alcantara," which is produced entirely in Italy from spinning to dyeing and finishing, will emphasize its "Made in Italy" status and further strengthen its identity, emphasizing Italy's unique technical know-how, research and development, and sustainability. Sales will be handled by Alcantara S.p.A., Italy.
Meanwhile, the American-born brand "Ultrasuede" will expand its market from the US to all regions, including China, Europe, and emerging countries, shifting to a new structure in which products will be manufactured in Japan and sold by Toray's Ecseine division. This will promote the cool image of "Made in Japan" using cutting-edge technology as its brand identity.
"Alcantara," known as a successful example of Toray's brand strategy, has already established a global position as a European luxury brand. In particular, in the automotive market, it has been adopted by many manufacturers for seating and interior materials in luxury cars. Going forward, Toray will use the "Alcantara" brand for products produced in Italy and the "Ultrasuede" brand for products produced in Japan, clearly distinguishing between the two brands as it aims to expand its business on a global scale.
As for the remaining "Ecseine" brand, it will continue to be sold domestically for fashion and interior applications, excluding automotive applications. Toray's artificial leather business, one of its greatest strengths, is now over 40 years old and is taking a new step towards the world.
Meanwhile, the American-born brand "Ultrasuede" will expand its market from the US to all regions, including China, Europe, and emerging countries, shifting to a new structure in which products will be manufactured in Japan and sold by Toray's Ecseine division. This will promote the cool image of "Made in Japan" using cutting-edge technology as its brand identity.
"Alcantara," known as a successful example of Toray's brand strategy, has already established a global position as a European luxury brand. In particular, in the automotive market, it has been adopted by many manufacturers for seating and interior materials in luxury cars. Going forward, Toray will use the "Alcantara" brand for products produced in Italy and the "Ultrasuede" brand for products produced in Japan, clearly distinguishing between the two brands as it aims to expand its business on a global scale.
As for the remaining "Ecseine" brand, it will continue to be sold domestically for fashion and interior applications, excluding automotive applications. Toray's artificial leather business, one of its greatest strengths, is now over 40 years old and is taking a new step towards the world.
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