Swedish wood products manufacturer Bjelin is transforming its business structure by consolidating seven companies under a new Bjelin Group umbrella, fully owned by Pervanovo Invest AB. Fredrik Alfredsson, formerly global head of sales, will lead this transformation as the newly appointed CEO.

"This is an exciting and unique opportunity to apply my experience, ideas and vision to an industry I know well," Alfredsson said. "We are building a strong industrial group with an innovative product. The investment is made and now we execute."

The restructuring aims to streamline operations across three core product areas—floors, furniture, and veneers—with veneer technology serving as the foundation for both flooring and furniture products. This strategic shift marks a significant expansion beyond Bjelin's established residential flooring market to target global commercial sectors across Scandinavia, Europe, APAC, and the Americas.

The executive team supporting Alfredsson includes Sebastian Vrbanc as Chief Operations Officer, Magnus Eriksson as CFO, and Ulrik Petersson as Chief Marketing Officer. Founder Darko Pervan remains Chairman of the Board.

Bjelin has made significant investments in Croatia to secure control over its entire value chain, from sawmills and raw materials to veneer factories. This vertical integration ensures sustainable sourcing and large-scale production capacity. Read more.

At The International Surface Event (TISE) 2025 in Las Vegas this January, Bjelin demonstrated its commitment to the North American market by showcasing innovative flooring solutions, particularly Nadura—a revolutionary wood powder-pressed composite tile. "It's a wood powder pressed composite tile, fully recyclable wear class 34, which means that it's a fantastic product for commercial use competing with LVT quartz and LVT ceramic tiles," Alfredsson explained.

Nadura's exceptional durability was demonstrated through real-world testing in high-traffic areas like airports, where installations maintained their appearance after millions of footsteps over two years, Alfredsson shared. The technology offers unlimited design possibilities in texture, color, and patterns—from leather-like finishes to custom colors—making it ideal for sectors like education where specific branding colors may be required.

The product also boasts impressive environmental credentials. "We can recycle it and basically grind it down and make another square out of it. It's a great story," noted Alfredsson. Though initially developed for commercial applications, Bjelin has been surprised by Nadura's positive reception in the residential market.

Building on its success with wide Woodura Planks, Bjelin will leverage sister company Välinge Innovation's technology to enter the furniture market, beginning with dining tables. The company plans to apply its flooring business model to furniture, focusing on commercial customers and offering customized solutions that match their flooring in both design and durability.

With approximately 2,000 employees, Bjelin Group AB remains fully owned by the Pervan family, with assets including a 51% stake in Välinge Group and 100% ownership of Bjelin Industries.

Video: Watch the latest from Bjelin at TISE 2025.