Wednesday, September 3, 2025
Strawberry, a prominent hotel operator across Scandinavia and the Baltics, has partnered with Bjelin as a strategic flooring supplier for its expanding hotel network. The partnership is already producing results. Several Strawberry hotel projects now feature Bjelin flooring. The collaboration signals a strong move toward durable, sustainable flooring for busy hospitality venues.
One standout project is the Strawberry Clarion Hotel Draken in Gothenburg. There, Bjelin’s flagship Woodura Planks were selected. In this architecturally bold hotel, modern design meets contrast. Installation ease and floor durability made a marked impact. These floors were well‑suited to the demanding hotel environment and delivered on both aesthetics and functionality.
“We are proud to partner with Strawberry, a leading hotel operator with a vision to make the world a better place,” says Bjelin’s Regional Manager for the Nordics, Fredrik Hammarsten. “This collaboration is a testament that Woodura Planks are embraced by the commercial market, offering the hospitality sector durable, high‑quality solutions that align with our shared focus on sustainability.” This quote underscores how the product fulfils both performance and environmental goals.
For Strawberry’s procurement team, environmental responsibility is non‑negotiable. “Reducing our environmental footprint and caring for the planet is a top priority for us,” says Ann‑Kristin Haga, Head of Procurement at Strawberry. “We’re excited to welcome Bjelin as one of our trusted flooring partners. Their expertise and commitment to quality align well with our values, and we look forward to working together on future projects.” Her comment reinforces how well the two firms’ visions align.
As its standard offering, Strawberry has adopted Bjelin’s Woodura SKOGEN flooring. This product carries the Nordic Swan Ecolabel, a respected Nordic sustainability certification. The flooring is made using responsibly sourced oak from the Spacva forest in Croatia. Remarkably, Woodura technology uses only a tenth of the wood for the surface compared to traditional flooring. This means more trees remain standing. Additionally, the product offers enhanced impact and water resistance. Resource efficiency is maximised. These qualities make Woodura SKOGEN a perfect fit for hospitality. The floors are both smart and sustainable.
Bjelin is part of the Pervanovo Invest AB group. It designs and manufactures a wide range of wood floors and furniture. It also creates innovative flooring solutions using cutting‑edge materials. These products are crafted with advanced technologies developed by its sister company, Välinge Innovation AB, the inventor of the click‑floor system. Manufacturing takes place in modern factories in Sweden and Croatia. Bjelin employs high‑quality, FSC®‑certified raw wood. Skilled staff, with generations of expertise, finish the renowned Slavonian oak. The result is exceptional quality in every product.
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Tags: Baltics, Bjelin, flooring, Scandinavia, Strawberry, Strawberry partners with Bjelin, sustainable flooring, woodworking industry
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