A new era for Bjelin Group

This strategic shift aims to streamline development and production in three key areas: flooring, furniture, and veneers—veneer being the central element for both flooring and furniture. Fredrik Alfredsson becomes CEO, while Magnus Eriksson is appointed CFO.

Having established a strong presence in the residential flooring market – notably with its wide plank Woodura flooring from the Woodura Planks collections – Bjelin is now strengthening its commitment to the commercial sector globally. The company will intensify its efforts with real estate developers, hotels, restaurants, offices, and retail spaces, consolidating its presence in the Scandinavian, European, APAC, and American markets.

To lead this transformation, Fredrik Alfredsson, formerly Global Head of Sales, has been appointed CEO of Bjelin Group. “This is a challenging and unique opportunity to apply my experience, ideas, and vision to an industry I know well,” he says. “We are building a strong industrial group with an innovative product. The investments are made, it’s time to execute.”

Sebastian Vrbanc, currently Head of Industrial Activities, takes on the role of Chief Operating Officer, bringing more than ten years of experience in flooring production. Magnus Eriksson, the new CFO, joins the group from Stommen, a European furniture group. Ulrik Petersson also joins the team as Chief Marketing Officer.

Bjelin founder Darko Pervan will continue as Chairman of the Board, alongside Tony Pervan, Daniel Pervan, and Fredrik Alfredsson as board members. “With our investments and capacity, we are a force to be reckoned with globally,” says Darko Pervan. “Bjelin is committed to providing sustainable, high-performance, and cost-effective solutions to our clients.”

“We have all the conditions in place to realize Darko Pervan’s vision,” adds the new CEO, Fredrik Alfredsson. “Bjelin has made significant investments in Croatia, ensuring full control of the value chain, from sawmills and raw materials to veneer plants. This ensures sustainable supply and large-scale production capacity, positioning Bjelin as a global player. The veneer business has expanded significantly, driving international sales and strengthening Bjelin’s industrial strength.”

Drawing on its expertise and that of its sister company, Välinge Innovation, with Woodura® technology and the click-together system, Bjelin is also entering the furniture market, starting with dining tables. The company will apply the strategy that has made its flooring business successful, targeting the commercial and distribution segments. “We will become a major commercial player, capable of designing custom furniture solutions that perfectly match our flooring products in terms of design and durability,” explains Fredrik Alfredsson.

Bjelin Group AB is wholly owned by the Pervan family, with assets including a 51% stake in Välinge Group and 100% ownership of Bjelin Industries. With approximately 2.000 employees, Bjelin is building a strong industrial company based on innovative products and sustainable practices.

Bjelin looks forward to sharing further updates as the company grows.