Petri Alava Joins Haelixa Board to Strengthen Global Traceability

Petri Alava founded Infinited Fiber Company and led it over a decade from development through to the threshold of industrial scale-up. Under his leadership, the company secured more than €100 million in strategic funding from brands including H&M Group, Inditex, Adidas, and Zalando, and established long-term commercial offtake agreements exceeding €200 million with companies such as Patagonia and PVH.

Haelixa’s recent €2 million capital increase and expanding international deployment across textiles, luxury goods, and high-value materials prompted the addition of operational scale expertise to its Board, complementing the company’s scientific focus.

The textile and luxury industries are facing increasing regulatory requirements, margin pressures, and geopolitical uncertainty. As scrutiny on product origin, authenticity, and claims intensifies, verification is becoming a key element of supply chain risk management.

Haelixa embeds forensic DNA markers directly into materials to provide product-level proof for supply chain due diligence and luxury authentication. Its DNA-based Authenticity Service allows rapid verification across resale, repair, and distribution channels, addressing growing concerns over counterfeit risk and associated operational and reputational exposure.

“Global supply chains are built on documents and declarations. These systems are increasingly unreliable. Haelixa embeds proof into the product itself, creating a scalable trust layer that works across industries. That’s what makes it powerful. Not just for one sector, but as infrastructure for global supply chain trust,” said Petri Alava.

Patrick Strumpf, CEO of Haelixa

Patrick Strumpf, CEO of Haelixa, stated that Alava’s appointment supports the company’s next growth phase. “We’ve built deep scientific and regulatory expertise. Petri brings experience in turning breakthrough innovation into industrial adoption. That combination matters as traceability becomes foundational rather than optional.”