BJELIN has announced an ‘exciting’ new partnership with Whiteriver Group, a leading flooring supplier in Ireland. This collaboration designates Whiteriver Group as a national distributor for Bjelin’s hardened wood range, Woodura Planks.

‘As more end-users seek greener options, we believe architects, designers and homeowners in the Irish market will appreciate the sustainability of Woodura Planks, along with the wide board dimensions,’ says Iain Wogan, co-ceo and head of sales at Whiteriver Group. ‘We’re thrilled about this partnership and so far, we’ve handpicked 25 customers for the distribution of Bjelin’s products.’

Whiteriver Group is an Irish business that first started distributing flooring in 1997 and has since grown to become a market leader in laminate flooring, engineered flooring and composite decking/cladding in Ireland. The name of the company was inspired by the White River which runs through Dunleer, Co Louth. The Wogans’ family business started in Dunleer in the ‘30s and is now in its third Generation.

In 2012, the company acquired Seadec which broadened its product range to include internal doors and mouldings and more recently acquired a majority shareholding in Floorstock in the UK. The company was started by Brian Wogan and is now led by his sons Iain and Bernard Wogan.
Crafted using the ‘revolutionary’ Woodura technology developed by Bjelin’s sister company, Välinge Innovation, Woodura Planks are said to be three times stronger than traditional wood floors and ‘offer superior resistance’ to dents and water.

Whiteriver Group customers will have access to the wide XXL format in eight ‘stunning colours, featuring a premium pro matt lacquer that makes these floors ideal for high-traffic commercial and residential spaces’.

‘We’re excited to partner with Whiteriver Group, as our shared values – especially our commitment to sustainability – create a strong foundation for this collaboration,’ says Simon Darbyshire, managing director of Bjelin UK. ‘Together, we aspire to empower individuals and organisations
to create inspiring living, social and working environments that will stand the test of time.’

The raw materials for Woodura Planks are reportedly processed directly from the forest, ‘ensuring maximum efficiency and minimal waste. This sustainable approach utilises less material to produce more flooring, benefiting the environment, climate and homes alike’.

Woodura Planks also reportedly feature the ‘innovative leakproof 5G Dry locking system, allowing for effortless installation without nails or glue, while watertight joints prevent any leakage through seams’.
www.bjelin.com