Bjelin named Fredrik Alfredsson global head of sales responsible for the sale of all flooring products under the Bjelin brand. Bjelin is part of the Pervanovo Invest AB Group, based in Helsingborg, Sweden, and develops and manufactures engineered wood, composite and resilient floors. 

Alfredsson joins Bjelin from Sweden’s leading flooring distributor SGD, where he served as CEO and was responsible for consolidating the wholesale business through acquisitions and greenfield initiatives into one group. He spent almost 20 years with Swedish flooring provider Kährs as CCO with global responsibility for retail and distribution, sales director for Scandinavia, and vice president overseeing supply chain and operations at the U.S. headquarters. 

Bjelin provides a range of flooring products focused on innovation and sustainability. The company’s durable hardened wood range, empowered by the Woodura technology developed by Välinge Innovation, optimizes raw materials. While Välinge produces these floors in Sweden and Croatia, Bjelin manufactures parquet flooring in Croatian factories. Since the beginning of this year, all Välinge and Bjelin flooring products have been sold under the Bjelin brand.

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