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.
Alfredsson joins 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.
“Fredrik brings a wealth of experience and is well-regarded in the industry,” said Välinge CEO and Bjelin board member Niclas Håkansson. “He is passionate about the flooring business, and his leadership will be a great asset to our global sales team.”
Alfredsson spent almost 20 years with Swedish flooring provider Kährs as CCO with global responsibility for retail and distribution, sales director for Scandinavia and voce president overseeing supply chain and operations at the U.S. head office, supporting the sales team.
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, optimizes 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.
