Bjelin Forms Bjelin Group, Names Alfredsson CEO

Helsingborg, Sweden, March 18, 2025- 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, formerly global head of sales, has been named CEO of Bjelin Group, 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.

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.

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 blueprint from its flooring business, focusing on commercial and retail segments.

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.

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