Bjelin is entering a new phase with the formation of Bjelin Group, which consolidates seven companies under one structure fully owned by Pervanovo Invest AB. The company says the 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.
Bjelin says it 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.
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 is made and now we execute.”
Sebastian Vrbanc, currently head of industrial activities, will step into the role of COO, bringing more than a decade of experience in flooring production. CFO Magnus Eriksson joins the group from his recent role at Stommen, a European furniture group. Ulrik Petersson has also joined the group as CMO. Bjelin’s founder, Darko Pervan, remains chairman of the board with Tony Pervan, Daniel Pervan, and Fredrik Alfredsson as board members.
“We have been given all the conditions to realise Darko Pervan’s vision,” says new CEO, Fredrik Alfredsson. “Bjelin has made significant investments in Croatia, securing control over the entire value chain from sawmills and raw materials to veneer factories. This ensures sustainable sourcing and large-scale production capacity, positioning Bjelin as a global player. The veneer business has expanded significantly, enabling global sales and reinforcing Bjelin’s industrial strength.”
Bjelin Group AB is fully owned by the Pervan family, with its assets comprising a 51 percent stake in Välinge Group and 100 percent ownership of Bjelin Industries. Bjelin has approximately 2,000 employees.