Fredrik is joining Bjelin from Sweden’s leading flooring distributor SGD, where he served as CEO, responsible for consolidating the wholesale business through acquisitions and greenfield initiatives into one group. His leadership resulted in a successful multi-functioning sales platform under one brand and the group has since grown into the largest distributor in Scandinavia.

Commenting on his new appointment, Fredrik said: “I’m excited to contribute to the growth of the Bjelin brand, known for its excellence. The access to patented technology from Välinge Innovation in combination with the manufacturing and commercialisation of flooring is unique.”

His goal for Bjelin is to be a serious long-term player in the global market. “Every audience is different, so you have to adapt. A long-term vision, and especially perseverance, are key.”

Bjelin provides a range of flooring products focused on innovation and sustainability. The company’s durable hardened wood range, empowered by the Woodura® technology developed by Välinge Innovation, optimises all raw materials. While Välinge produces these floors in Sweden and Croatia, Bjelin manufactures parquet flooring in Croatian factories. Since the beginning of this year, all Välinge and Bjelin flooring products have been sold under the Bjelin brand.

Välinge CEO and Bjelin board member Niclas Håkansson said: “Fredrik brings a wealth of experience and is well-regarded in the industry. He is passionate about the flooring business, and his leadership will be a great asset to our global sales team. I am confident his appointment will further the success of Bjelin.”

With a strong background in the flooring business, Fredrik spent almost 20 years with Swedish flooring provider Kährs as CCO with global responsibility for retail and distribution, Sales Director for Scandinavia, and VP overseeing supply chain and operations at the US head office, supporting the sales team.

About Välinge Innovation
Founded in 1993, Välinge Innovation pioneered a technological revolution for the flooring industry and spearheaded the transition from traditional glued tongue-and-groove to today’s modern click technology. From launching the original mechanical locking system, Välinge Innovation has now been granted over 4000 patents for floor, furniture, and surface technologies and has over 320 licensees across the globe using their innovations. All our technology and concepts are developed at our HQ in Viken, Sweden — in one of the most advanced R&D centres for flooring and furniture in the world. It’s also home to our state-of-the-art flooring production facility and our technical support, testing, and sample manufacturing hub — ensuring innovation and quality to our licensees every step of the way. At Välinge, innovation is engrained in everything we do.
www.valinge.se 

About Bjelin
Bjelin is part of the Pervanovo Invest AB Group and develops and manufactures a wide range of flooring products, including traditional wooden floors and innovative floors from new materials. This development is in collaboration with sister company Välinge Innovation AB, best known as the inventor of the first mechanical floor locking system.

Production takes place in Bjelin’s state-of-the-art factories in Sweden and northern Croatia, where the company has access to high-quality FSC-certified wood. For generations, highly experienced employees have worked there to refine the well-known Slavonic oak into wine barrels – and now floors.
www.bjelin.com