Flooring manufacturer Bjelin is to look to the furniture and contract markets to secure new growth.
Bjelin Group has been formed, consolidating seven companies under a single structure. ‘This strategic shift will streamline development and production across three key areas: floors, furniture, and veneers,’ says the company.
Bjelin says having established a strong presence in the residential flooring market – lead by its wide Woodura Planks – it is extending its commitment to the global commercial sector, intensifying its focus on property developers, hotels, restaurants, offices and retail spaces.
Sebastian Vrbanc, currently head of industrial activities, has become coo; Magnus Eriksson has joined from furniture group Stommen as cfo and Ulrik Petersson has joined as cmo.
Darko Pervan, Bjelin founder, remains chairman Tony Pervan, Daniel Pervan and Fredrik Alfredsson as dierctors. ‘With our investments and capacity, we are a force to be reckoned with worldwide. Bjelin will ensure sustainable, cost efficient and high-performance solutions for its customers,’ he says.
‘We have been given all the conditions to realise Darko’s vision. Bjelin has made significant investments in Croatia, securing control over the entire value chain from sawmills and raw materials to veneer factories. This ensures sustainable sourcing and large-scale production capacity, positioning Bjelin as a global player. The veneer business has expanded significantly, enabling global sales and reinforcing Bjelin’s industrial strength,’ says Alfredsson (pictured).
Using sister company Välinge Innovation’s expertise with Woodura and click technology, Bjelin will also enter the furniture market, beginning with dining tables. The company will adopt the blueprint from its flooring business, focusing on retail and commercial segments. ‘We will be a major commercial player, capable of adapting and creating tailor-made furniture solutions that match our flooring in design and durability,’ says Alfredsson.
