Bjelin used the Harrogate Flooring Show to highlight its wood flooring innovation, with new furniture, updated herringbone designs and flexible point-of-sale displays helping strengthen its appeal to independent retailers.
A key attraction was the introduction of furniture under the Woodura brand, including dining and coffee tables with two base options, Solace and Harmony. The collection was particularly well received by lifestyle retailers looking to offer customers more than flooring alone.
The company also showcased its Herringbone 3.0 range, available in Classic and Modern sizes and featuring its Woodura technology. Its latest consumer point-of-sale materials, launched earlier in the year, offer interchangeable elements that retailers can adapt to suit their showrooms, it includes graphical panels with product information, and a dedicated module for accessories and cleaning products.
Bjelin also highlighted the water resistance of its flooring, with products tested to withstand water for up to 72 hours thanks to its 5G Dry technology. This offers consumers an additional practical benefit when choosing a wood floor floor, suitable for most areas of the home.
The show marked an important opportunity for Bjelin to build on its established commercial presence and connect with more residential retailers. The company reported strong interest in its display stands, with retailers signing up during the event.
Sustainability remains central to the brand’s approach. Its Woodura technology uses significantly less wood veneer than conventional engineered flooring, while the company manufactures in its own factories and highlights FSC certification across its products.
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