Bjelin, the market leader in the hardened wood flooring sector has launched new products this year, including highly innovative and sustainable diversifications, and has also won new distribution and accolades from within the trade.
In today’s fast-paced interior design and flooring markets, one subtle yet crucial factor – plank size – stands out. At Bjelin, the growing popularity of the M-sized Woodura Planks highlights how this format delivers the right mix of aesthetics, value and versatility.
The rise of the M-size plank
The success of the M-size plank is no accident. “This size hits the right price point,” says Simon Darbyshire, Managing Director of Bjelin UK. “That’s been a game-changer. We can offer a high-performing, design-forward alternative at a comparable cost, opening up a larger share of the wood flooring market.”
With a length and width designed to sit comfortably between narrower and wider plank formats, 151 x 2000 x 9.2mm, the M plank creates a balanced and cohesive visual flow – particularly in residential spaces, boutique hotels and smaller-scale commercial settings. Its proportions provide a refined aesthetic that’s neither too bold nor too subtle.
Designers and architects are seeing the benefit. While larger planks often dominate public or commercial projects, the M-size format offers a different kind of elegance – one that feels more intimate and approachable.
Bjelin offers five colour options in the same price category – including the ever-popular lighter and white tones, so it becomes easier for clients to achieve the exact visual effect they’re after without compromise.
Functionality meets sustainability with the new Nadura Slate Collection
Perhaps the company’s most striking launch of the past year has been its new Slate Collection, a high-tech wood flooring solution that breaks with tradition. With deep textures and natural colour variations, it delivers a cool yet inviting finish. This new range, available in three distinct shades, features Nadura Tiles and is class 34-rated, making it ideal for high-traffic residential and commercial spaces.
“We developed this collection with sustainable materials and engineered it to ensure superior scratch and stain resistance, as well as effortless maintenance,” says Bjelin’s CEO, Fredrik Alfredsson. “The Slate Collection reflects our commitment to quality craftsmanship and forward-thinking design.”
The range is powered by Nadura® technology from Bjelin’s sister company Välinge Innovation, and is aimed to provide a high level of wear and impact resistance superior to traditional wood floors.
“At Bjelin, we believe in making better use of materials, and the patented Nadura technology embodies this vision,” says Fredrik Alfredsson. “The innovative process helps reduce waste and supports a circular product lifecycle.”
Measuring 280 mm x 582 mm, the tile format adds a bold sense of character, seamlessly blending form and function. Available in three elegant shades of grey, the Slate Collection is the perfect choice for those seeking a distinctive yet refined look for their interiors.
Additionally, the leakproof 5G Dry® floor locking system ensures an easy and robust installation without glue or nails – with watertight joints preventing liquids from seeping through the seams and damaging the subfloor.
An enthusiastic reception from the trade
Bjelin’s innovation, quality service and commitment to sustainability is increasingly recognised within the trade. It is particularly proud of the fact that its hardened wood flooring has been recognised by Domus as one of the company’s most successful product launches of the last ten years.
“The response from clients was outstanding right from the start,” says Keith Howard, Commercial Director at Domus. “That energy fed directly into our sales team’s enthusiasm. Bjelin quickly became a go-to product across both commercial and residential sectors.”
Domus is a leading supplier of premium surface materials in the UK and first discovered Bjelin while exploring sustainable alternatives to traditional timber flooring. “I’d heard about veneer-based products and was intrigued by the sustainability benefits,” explains Keith. “Bjelin’s Woodura flooring answered our concerns about durability and suitability for both residential and commercial use.”
That combination of sustainability and technical performance proved to be a perfect match for Domus’s exacting standards. “Trust is everything in our business. We can’t risk bringing a product to market that doesn’t meet our quality benchmark. Bjelin stands out not just for its look and feel, but for its environmental credentials, technical innovation and commercial appeal.”
“Domus has been an exceptional partner from day one,” says Simon Darbyshire, Managing Director of Bjelin UK. “Their deep understanding of the UK architecture and design market, combined with their commitment to quality and innovation, has made them the ideal partner for our Woodura flooring. Together, we’ve been able to reach new clients and demonstrate the full potential of our technology.”
For many of Domus’s clients – especially architects – Bjelin’s sustainability credentials are a key differentiator. “There are two key drivers: the premium aesthetic and the environmental story,” Keith says. The Woodura surface allows for reduced wear layers without compromising strength, further improving the product’s resource efficiency. “Once we understood the product’s USPs, it became clear just how much potential there was. The technology backs up every claim.”
Domus has successfully introduced Bjelin across its UK showrooms. “The XXL and XL planks are fantastic, but we knew the L format would hit the sweet spot for apartment projects.”
In a UK flooring landscape facing tighter budgets and increasing demand for sustainable solutions, Keith says: “The timber market has shifted, but Bjelin delivers the high-end wood look at a price point many clients didn’t think was possible.” Just as important is the support behind the product. “The relationship with Bjelin has been exceptional. We get the backing we need, when we need it.”
With momentum building and the market responding positively, Bjelin sees its partnership with Domus as a long-term success story in the making. “Domus has helped us open doors in the UK we couldn’t reach alone,” says Simon. “They understand the market, and they believe in our product. We’re excited about what comes next.”
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