Our story
How it started
From a frustration to a furniture brand
by Crea began with a simple frustration. Working in property development and interior design, Alexandra Pettersson could not find bar stools that suited the kitchens she was building: minimal, comfortable and genuinely made in Sweden. Everything on the market felt imported, overdesigned or short lived.
So she decided to make her own.
2017
The first Freja bar stool was welded in her family's old factory in southern Sweden, on the same kind of equipment her grandfather once ran. There was no plan to start a furniture company, only a need for well-made stools for real homes.
A small website
When one of her kitchens was shared on Instagram, people began asking where the bar stools came from. Alexandra launched a small website, mostly to see whether anyone else wanted one.
Evenings after work went to welding, packing and shipping every order by hand. Five months later she closed the property business and devoted herself to furniture.
Growth built on control
As word spread, the workshop quickly became too small. We moved factories six times before settling at Strömgatan 2 in Malmö, where every frame is still welded, coated, upholstered and assembled under our own roof.
Along the way by Crea received the Gasell award from Dagens Industri as one of Sweden's fastest-growing companies, and today we deliver to more than fifteen countries.
2017
The first Freja bar stool
5 months
From first website to full time
6
Factory moves
15+
Countries we deliver to
Our philosophy
Furniture should outlive the room it was bought for. Keeping production in-house was the only way to keep the promise the first stool had made.
After Freja came the Sella dining chair, the Iris bedside table and dozens of other designs, all drawn by Alexandra and named after people who have influenced her life.
Guided with care
We believe buying furniture should feel personal. That is why we offer samples of our materials and personal video consultations, to help you choose the right model, colour and height.
Our return rate is below two percent. Not because everything is perfect, but because we make sure every customer feels confident in their choice before their piece is made.
And every piece is still handmade in our own factory, by people who know exactly who made what.
