New Global Head of Sales for Bjelin products

2023-10-10 | pressrelease

The company group that consists of Välinge Innovation and Bjelin has appointed Fredrik Alfredsson as Global Head of Sales, responsible for the sale of all flooring products under the Bjelin brand.


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.

Press contact

Ellinor Persson

Ellinor Persson

Head of Marketing

Related media

More news