Bjelin
Building market visibility for a flooring innovator
Overview
Bjelin is a Swedish flooring manufacturer renowned for combining advanced technology with sustainable design. It is the sister company of Välinge Innovation, which has developed many patented flooring technologies, known throughout the world. Bjelin offers a diverse range of traditional and next-generation wood flooring solutions. With strong brand recognition across Europe, the company set its sights on the UK market and turned to Smart Marketing Works to help raise its profile and position it for long-term growth.
Challenge
Although Bjelin had a strong international reputation, it was relatively unknown in the UK – a market with well-established players and high levels of competition, but relatively lacking in terms of innovation. The challenge wasn’t just to introduce the brand to a new audience but to do so in a way that would cut through the noise and clearly communicate Bjelin’s unique value.
Our task was to build awareness of both the company and its technically-advanced, sustainably-produced flooring products. But more than that, we needed to position Bjelin as a recognised thought leader and innovative force in the flooring sector.
Objective
- Increase brand visibility for Bjelin within the UK flooring and interiors market.
- Raise awareness of Bjelin’s innovative product offering and sustainable approach.
- Position Bjelin as a forward-thinking industry leader.
- Generate targeted media coverage and engage relevant audiences across key sectors.
Market Research & Strategy
We began by conducting in-depth research to understand the UK hardened wood flooring landscape, including competitor activity and audience preferences. This insight shaped a tailored PR and content strategy designed to resonate with key UK stakeholders – such as architects, interior designers, specifiers, distributors and flooring contractors.
Content Development
To introduce Bjelin to the UK market, we created a suite of high-impact press releases that communicated the brand’s core values, innovation, and environmental credentials. We also developed editorial articles to position Bjelin executives as thought leaders, offering expert commentary on flooring trends and industry developments. To further support market credibility, we produced detailed case studies showcasing Bjelin’s flooring installed on UK and European projects. To strengthen the key editorial messages, we also developed a trade advertising strategy and placed adverts in relevant trade press, with the copy either developed by ourselves or by our colleagues in Bjelin’s Swedish head office.
Media Engagement
Smart Marketing Works managed a targeted media outreach programme, engaging with key press across the flooring and design markets. Using our strong relationships secured valuable editorial opportunities, which we were able to deliver on with experienced confidence, ensuring Bjelin received widespread and relevant coverage in trade publications aligned with its target audience. We supported the brand’s presence at leading trade shows, including Clerkenwell Design Week and The Flooring Show, and also entered a number of key trade awards, including the CFJ Awards and the MIX Awards, being shortlisted for both. Keen to explore new media approaches, we also coordinated a series of online podcasts for senior Bjelin personnel in partnership with a leading architecture trade magazine.
The Results
Our campaigns helped Bjelin make a confident entry into the UK market, generating interest from both trade professionals and media outlets. The brand has since established a strong foundation for further growth, with increased awareness, improved distribution and visibility, and a clear, consistent voice in the UK flooring industry.