Bjelin continues to strengthen its presence in Western Europe by entering into a new retail partnership with Comafin, one of the leading franchise organisations in the home furnishing industry across The Netherlands and Belgium.
Through the agreement, Bjelin flooring will initially be introduced across 150 Comafin retailers in The Netherlands, with the ambition to reach all 265 stores in the chain. The rollout will span Comafin’s three retail concepts: Aanhuis, Thuisin and de Woonspecialist.
The collaboration with Comafin is made possible through Bjelin’s Dutch distributor, Willard. Founded in 1881, the family-owned wholesaler has deep roots in the flooring industry and provides a strong local platform for Bjelin’s continued growth in The Netherlands.
“Comafin is strongly focused on retail end consumers, so we are very excited about this partnership,” says David Sarcinella, Managing Director Western Europe at Bjelin. “Their network offers excellent territorial coverage, with more than 250 points of sale across different distribution segments, supported by high-quality showrooms and a very strong communication organisation.”
Comafin – recognised for its local market presence and consumer-oriented approach across the Benelux region – will offer a select range of Woodura Planks, featuring brushed and pro matt lacquered finishes. The assortment will focus primarily on large and wide XL and XXL formats, including the distinctive Contrast Collection. The range will also include Woodura Herringbone 3.0 Modern, Bjelin’s herringbone floor with larger strips designed for contemporary interiors.
“We see growing interest among consumers for real wood floors that combine design, durability and practicality,” says Hugo Eijkelkamp, CEO at Comafin. “Bjelin’s high-tech Woodura flooring fits well with our retail concepts and with what our customers are looking for today.”
Bjelin’s Woodura flooring is powered by the patented Woodura technology, which enables the production of 100% real wood floors with enhanced dent and water resistance, while making more efficient use of raw material. Combined with the leakproof 5G Dry click system, the floors are designed to meet the demands of everyday living in modern homes.
Bjelin looks forward to sharing more news as the company grows its business.
