Bjelin is consolidating seven companies under the Bjelin Group to streamline development and production across floors, furniture and veneers.
Bjelin’s former global head of sales, Fredrik Alfredsson, is now CEO of Bjelin Group, while Magnus Eriksson is CFO.
“This is an exciting and unique opportunity to apply my experience, ideas and vision to an industry I know well,” Alfredsson said in a statement. “We are building a strong industrial group with an innovative product. The investment is made and now we execute."
Bjelin will enter the furniture market, starting with dining tables, utilizing its expertise with sister company Välinge Innovation’s Woodura technology.
“We will be a major commercial player, capable of adapting and creating tailor-made furniture solutions that match our flooring in design and durability,” Alfredsson says.
The company will also intensify its focus on real estate developers, hotels, restaurants, offices and retail spaces, growing its market presence across Scandinavia, Europe, Asia-Pacific and the Americas.
“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,” founder Darko Pervan said in a statement.
