The agreement includes two years of exclusivity in the home textiles category where Target will evaluate its suitability for use in products such as sheets, top of bed, shower curtains, window treatments, table linens, decorative pillows, towels, and more.

The Crailar enzyme-based process that can turn natural bast fibres— such as flax, hemp, jute, and kenaf — into soft, finished textiles that are more comfortable than traditional bast fibre products. It is also claimed that Crailar can be integrated into existing spinning, weaving and fabric forming technology. Historically, this has been difficult to achieve for untreated bast fibres due to their harsh, abrasive nature.

Ken Barker, CEO of Naturally Advanced Technologies, said that use of its ‘Crailar’ flax fibre helps Target to meet sustainability commitments. “The fibre's performance in moisture management, shrinkage reduction, and dye chemical savings is in line with Target's sustainability efforts,” he said.

This year, Naturally Advanced Technologies has announced commercialisation or development agreements with HanesBrands, Georgia-Pacific, Levi Strauss & Co., Cintas, Carhartt, Ashland, Westex and Brilliant Global Knitwear.