Bjelin is entering a new growth phase with a strong industrial focus, marked by the formation of the Bjelin Group, which combines seven companies into one structure wholly owned by Pervanovo Invest AB. This strategic shift will streamline development and production in three key areas: flooring, furniture and veneer - with veneer as the central component in both flooring and furniture. Fredrik Alfredsson will become CEO and Magnus Eriksson will be appointed CFO.
Having established a strong presence in the residential flooring market - particularly with its wide Wooddura planks - Bjelin is now expanding its involvement to the global commercial sector. The company will increase its focus on real estate developers, hotels, restaurants, offices and retail, and strengthen its market presence in 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 has been made and now we are going to implement it.'
Fredrik Alfredsson, formerly Global Head of Sales, has been appointed CEO of Bjelin Group.
Sebastian Vrbanc, currently head of industrial operations, becomes Chief Operation Officer with more than a decade of experience in flooring production. CFO Magnus Eriksson brings extensive experience and he joins the group after his recent position at Stommen, a European furniture group. Ulrik Petersson has also joined the group as chief marketing officer.
Bjelin founder Darko Pervan remains chairman of the board with Tony Pervan, Daniel Pervan and Fredrik Alfredsson as members of the board. 'With our investments and capacity, we are a force to be reckoned with globally,' says Darko Pervan. 'Bjelin will ensure sustainable, cost-efficient and high-quality solutions for its customers.'
'We have been given all the conditions to realise Darko Pervan's vision,' says new CEO Fredrik Alfredsson. 'Bjelin has invested significantly in Croatia and secured control over the entire value chain from sawmills and raw materials to veneer mills. This ensures sustainable sourcing and large-scale production capacity, positioning Bjelin as a global player. The veneer business has been significantly expanded, enabling global sales and strengthening Bjelin's industrial strength.'
Entering the furniture market
Leveraging sister company Välinge Innovation's expertise in Woodura and click technology, Bjelin will also enter the furniture market, starting with dining tables. The company will adopt the successful blueprint of its flooring business and focus on commercial and retail segments. 'We will be an important commercial player, able to customise and create custom-made furniture solutions that match our floors in terms of design and durability,' says Fredrik Alfredsson.
Fully owned by the Pervan family, Bjelin Group AB has a 51% stake in Välinge Group and 100% in Bjelin Industries. With around 2,000 employees, Bjelin is building a robust industrial company with innovative products and sustainable practices at its core.
More information:
YEPP
Zierenbosstraat 2
B-2300 Turnhout
+32(0)14 42 26 61
[email protected]
www.yepp.be
Bjelin
www.bjelin.com