A new era for Bjelin Group

Bjelin is entering a new phase of growth with a strong industrial focus, marked by the formation of Bjelin Group, which consolidates seven companies under one structure fully owned by Pervanovo Invest AB. This strategic shift will streamline development and production across three key areas: floors, furniture, and veneers – with veneer as the central component in both flooring and furniture. Fredrik Alfredsson becomes CEO while Magnus Eriksson is appointed CFO.

Having established a strong presence in the residential flooring market – particularly with its wide Woodura Planks – Bjelin is now extending its commitment to the global commercial sector. The company will intensify its focus on real estate developers, hotels, restaurants, offices and retail spaces, reinforcing its market presence across Scandinavia, Europe, APAC and the Americas.

To lead this transformation, Fredrik Alfredsson, formerly Global Head of Sales, has been appointed CEO of Bjelin Group. “This is an exciting 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 investment is made and now we execute."

Sebastian Vrbanc, currently Head of Industrial Activities, will step into the role of Chief Operation Officer, bringing over a decade of experience in flooring production. CFO Magnus Eriksson brings extensive experience, and he joins the group from his recent role at Stommen, a European furniture group. Ulrik Petersson has also joined the group as Chief Marketing Officer.

Bjelin’s founder, Darko Pervan, remains Chairman of the Board with Tony Pervan, Daniel Pervan and Fredrik Alfredsson as board members. “With our investments and capacity, we are a force to be reckoned with worldwide,” says Darko Pervan. “Bjelin will ensure sustainable, cost efficient and high-performance solutions for its customers.”

“We have been given all the conditions to realise Darko Pervan’s vision,” says new CEO, Fredrik Alfredsson. “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.”

Leveraging its expertise with sister company, Välinge Innovation’s Woodura and click technology, Bjelin will also enter the furniture market, starting with dining tables. The company will adopt the successful blueprint from its flooring business, focusing on commercial and retail 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 Fredrik Alfredsson.

Bjelin Group AB is fully owned by the Pervan family, with its assets comprising a 51% stake in Välinge Group and 100% ownership of Bjelin Industries. With approximately 2,000 employees, Bjelin is building a robust industrial company with innovative products and sustainable practices at its core.

Bjelin looks forward to sharing more news as the company grows its business.