Thursday, August 14, 2025
Bjelin is excited to announce that its hardened wood flooring, featuring patented Woodura technology, has been recognised by Domus as one of the company’s most successful product launches in the past decade.
“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.” Keith added.
Domus, a leading supplier of premium surface materials in the UK, 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.” Keith concluded.
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.” What’s more, the reaction from customers has exceeded expectations. “We assumed we’d need to present it ten times to land one client. In reality, we’re seeing success in seven or eight of those conversations. That’s rare.”
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.” Simon concluded.
About Bjelin
Bjelin, owned by the Pervanovo Invest AB group, develops and manufactures a broad range of wood floors and furniture, as well as innovative flooring solutions made from new materials. The products incorporate advanced technologies developed by sister company Välinge Innovation AB, the inventor of the click floor. Production occurs in state-of-the-art factories in Sweden and Croatia, where Bjelin utilises high-quality, FSC®-certified raw wood materials. Skilled employees with generations of experience refine the renowned Slavonian oak, ensuring exceptional quality in every product.
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Tags: Bjelin, Bjelin Domus, Bjelin flooring, Bjelin Woodura technology, Domus Bjelin, flooring, Woodura, Woodura flooring, Woodura technology
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