Anne-Laure Descours Is a New Member of the Haelixa Board of Directors

(CONNECT) Anne-Laure Descours has joined the Board of Directors of Haelixa. According to a company press release, the Hong Kong-based French company will play a key role in creating transparency and trust in the fashion and textile industry with Haelixa's technology for the traceability of textiles using DNA markers. Descours is expected to give a decisive boost to the scaling of this technology for recycled and high-quality fibers and finished products.

The industry expert, whose appointment was championed by Haelixa's CEO Patrick Strumpf, held a board position at Puma as Head of Purchasing until May 2025. Since then, she has been working for the globally active German sporting goods manufacturer from her long-standing base in Hong Kong as an external consultant for sustainability and the circular economy. She has also recently joined the board of the Canadian company Gildan Activewear. In management forums such as Zero100, she campaigns for responsible supply chains.

Descours, described in the announcement as a "respected and passionate industry leader", sees Haelixa's physical traceability technology as "an opportunity to solve the challenges of material and product sourcing for brands and manufacturers", according to the company. It will "promote closer partnerships between Haelixa and leading manufacturing groups within global supply chains".

"Our biggest challenge is to bring our solution to the right people," says CEO Strumpf, explaining the motivation for seeking the cooperation of Descours. "It was easy for us to run pilot projects with sustainability teams, but we didn't manage to make the leap to procurement teams and build a recurring business." With the help of the experienced Descours, Haelixa wants to achieve its goal of becoming "the most important platform for the complete traceability of products". ce/mm