Circulose Repositions Strategy, Secures Long-Term Brand Commitments

Circulose has announced a new wave of partnerships with international fashion brands, marking a key development in the company’s efforts to scale CIRCULOSE® following changes in ownership and leadership in 2024.

Since last year, Circulose has pursued a renewed strategic direction focused on securing long-term commitments from partner brands to support the return of CIRCULOSE® to the market at scale. According to the company, this strategy has begun to deliver results through increased brand engagement and collaboration.

Circulose confirmed that, in addition to earlier partners H&M, Mango, and Marks & Spencer, several more fashion brands have now entered into partnerships. These include Bestseller, John Lewis, C&A, Filippa K, Reformation, Faherty, Bobo Choses, and Zero. The company stated that these commitments reflect renewed trust in CIRCULOSE® and growing confidence in its potential role as a next-generation material within the textile industry.

CIRCULOSE® is positioned by Circulose as a scalable alternative to virgin cellulose fibres such as viscose and lyocell. The company noted that the participation of multiple global fashion brands is central to supporting its ongoing production plans and future scale-up ambitions.

“These partnerships are an important milestone in Circulose’s new chapter. After a year of resetting our strategy and intensely engaging with brands, this wave of commitments shows our efforts are paying off. Their support will help to unlock the next phase of our production journey. We are proud to enable brands who are serious about transforming the textile industry” says Jonatan Janmark, Circulose CEO.