Launched by Dubai-based Rent-A-Towel, Dr. LinenTM is a premium alternative to the standard 100% cotton based linen traditionally used by commercial real estate. Powered by TENCEL™ branded fibers , which are derived and harvested from a sustainable and certified wood source, the range addresses the hospitality industry’s heightened need for balancing hygiene, durability & ROI, post pandemic.
Dubai: Rent-A-Towel, a Dubai-based linen rental concept for the hospitality industry, has announced the launch of Dr. LinenTM, its premium, eco-friendly, unfavourable for bacterial growth, and comfort-driven, range of bed & bath linen. The Dr. LinenTM range has been developed to specifically address the needs of the hospitality industry, as it reopens for business in the new normal, with a focus on balancing hygiene, comfort, durability, and ROI, while minimizing impact on the environment.
Developed using TENCEL™ branded fibers, which are manufactured sustainably using an award winning closed loop production process, and are unfavourable for bacterial growth, the Dr. LinenTM range increases product durability over repeated use – while retaining a natural resistance to bacteria, unlike a standard chemical coating-based protection.
With its unique model of linen rental services, Rent-A-Towel is a globally established name in the commercial linen rental business, with wide know-how of hospitality industry needs, and an extensive client network. Their partnership with another global heavyweight from the fiber industry, TENCEL™ of Lenzing, Austria, is aimed at offering a world-class linen product for the new normal, which leverages the strengths of both the brands.
Dr. LinenTM products will be available to hotels, hotel apartments, hospitals, spas, beach clubs, golf clubs, fitness centres, and other commercial hospitality establishments in the UAE, and the wider region. Narayanan Raghavan, CEO at Dr. LinenTM & Rent-A-Towel, believes the timing for the launch is ideal, given the relevance of the product range for hospitality operations in the new normal, and to address the huge linen requirement, for the new hotel projects being launched in Dubai, for the World Expo.
“Increased guests expectations in terms of hygiene, reduced operating budgets for hotels, general ROI concerns owing to the pandemic lockdowns, and stricter hygiene compliance requirements issued by government authorities, are some of the challenges the industry is facing on a daily basis”, says Narayanan. “Coupled with this is a growing demand for visible sustainability measures, without compromising on customer comfort or experience. Dr. LinenTM delivers on all counts”.
As a first-of-its kind product, Dr. LinenTM offers a host of benefits for commercial linen usage in the post-pandemic era, by using a blend that includes TENCEL™ branded lyocell fibers. From reducing environmental impact, in comparison to conventional products like cotton, and offering better performance, aesthetics, and comfort, the range is a winner for the hospitality industry.
“Today consumers want to be sure their purchases will not harm the environment – while also seeking style and comfort”, says Avinash Mane, Commercial Head for Lenzing fibers in South Asia & Middle East. “TENCEL™ fibers are unfavourable for bacterial growth, due to their unique moisture management capability. Moisture evaporates quicker than in standard cotton, keeping linen dry and hygienic, while retaining comfort & softness, even after multiple washes”.
“To add to these benefits, the product helps reduce water usage, and save the environment. With their botanic origin, low environmental impact of production, energy saved during processing, and eventual biodegradability on disposal, TENCEL™ fibers exemplify sustainability in the textile industry”, Avinash adds.
Narayanan believes hotels and hospitals are actively looking for a linen alternative like Dr. LinenTM, which assures hygiene and comfort for guests, while remaining profitable and sustainable. “Given the environmental impact of the hospitality industry, progressive hotels and players are building sustainability into their core operational objectives. Lenzing has set benchmarks for sustainable fibres, and we felt their application for commercial linen could help the industry greatly reduce its carbon footprint”, Narayanan elaborates.
Hotels & commercial hospitality centres can also save further on operational costs, by outsourcing non-core activities like linen management to a model such as Rent-A-Towel, while still being assured of the best in hygiene and durability, with premium products like Dr. LinenTM. This model helps hoteliers avoid the capital expenditure needed to purchase their linen, in the current market.
“We are very happy and excited about this partnership, and certain that we can address the growing needs of the Middle East hospitality market”, Avinash adds. “We also appreciate the vision, commitment and efficiency of the Dr. LinenTM team, as well as their end-to-end production capabilities, from spinning and weaving, to processing and finishing”.
The production of the range is already underway and range will be available for commercial use within the next two months. “Dr. LinenTM range of sustainable, and microbial-resistant bed and bath linen, has been designed as a solution for hospitality businesses looking to simplify operations, reduce operating costs, while renewing customer confidence, and enhancing their user experience”, concludes Narayanan.
Rent-A-Towel is setting the bar – not just disrupting the status quo. With a background in hospitality and tech for over 20 years, the company’s founders aim to innovate on the traditional model of hotel housekeeping, by eliminating unorganized processes and introducing digital technology to increase efficiency. Rent-A-Towel offers a controlled and convenient approach, in an otherwise disorganized sector. This allows hotels to focus on the core business operations, and more importantly, on creating a phenomenal experience for guests. The organized system offered by the company includes complete end-to-end management of linen and laundry operations – making the responsibility for these functions all theirs. Rent-A-Towel believes in innovation, transparency, and commitment, as the hallmark of all their services and products.
TENCEL™ is the textile specialty brand under The Lenzing Group that covers textile specialty product fiber offerings for apparel and home. The TENCEL™ product brand portfolio defines a new evolutionary step in terms of sustainability, functional benefits, natural comfort and caters for distinctive everyday usage or application. Fibers used under the TENCEL™ brand are derived from certified and controlled sources following the stringent guidelines of the Lenzing Wood and Pulp Policy. Namely, TENCEL™ Modal and TENCEL™ Lyocell fibers, both cellulosic fibers are produced via environmentally responsible production processes and are compostable and biodegradable, thus can fully revert back to nature. TENCEL™ Modal and TENCEL™ Lyocell fibers are designated by the U.S. Department of Agriculture (USDA) BioPreferred® Program.