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. He said: “This is an exciting and unique opportunity to apply my experience, ideas and vision to an industry I know well. 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.
