She is an entrepreneur who refuses to accept that something cannot be done, someone who builds, questions, and keeps pushing until it works.
That mindset appeared early. As a child, Alexandra fell in love with horses. Most would dream of owning one; she decided to take care of four at once. Long days at the stables taught her discipline, responsibility, and that progress comes from consistency, not shortcuts. The same determination guides her today. She is not afraid of hard work and never seeks quick wins. She builds for the long run.
She is an entrepreneur who refuses to accept that something cannot be done, someone who builds, questions, and keeps pushing until it works.
That mindset appeared early. As a child, Alexandra fell in love with horses. Most would dream of owning one; she decided to take care of four at once. Long days at the stables taught her discipline, responsibility, and that progress comes from consistency, not shortcuts. The same determination guides her today. She is not afraid of hard work and never seeks quick wins. She builds for the long run.
A Family of Makers
A Family of Makers
Alexandra grew up in southern Sweden, surrounded by craftsmanship, creativity, and the rhythm of industry. Her grandfather, Bengt Åke Haker, was among the first in Sweden to introduce laser-cutting technology, a true pioneer in precision manufacturing. His company, Laserstans, founded in 1981 quickly became a symbol of innovation and progress. Alexandra’s father, Bruno Pettersson, also worked in the factory alongside other family members, carrying forward the same values of quality, dedication, and ingenuity.
When the company was sold in 1998, her mother and uncle went on to start Haker & Co continuing the family’s proud tradition of Swedish manufacturing. Though the original factory eventually changed hands, its legacy remained deeply rooted in Alexandra’s memory.
Both her father and grandfather remain two of the most important influences in her life. Their persistence, practicality, and quiet confidence shaped her approach to both design and business. It’s why one of by Crea®’s most iconic pieces, the Bruno® Bar Stool, carries her father’s name, firm, steady, and built to last.
Alexandra grew up in southern Sweden, surrounded by craftsmanship, creativity, and the rhythm of industry. Her grandfather, Bengt Åke Haker, was among the first in Sweden to introduce laser-cutting technology, a true pioneer in precision manufacturing. His company, Laserstans, founded in 1981 quickly became a symbol of innovation and progress. Alexandra’s father, Bruno Pettersson, also worked in the factory alongside other family members, carrying forward the same values of quality, dedication, and ingenuity.
When the company was sold in 1998, her mother and uncle went on to start Haker & Co continuing the family’s proud tradition of Swedish manufacturing. Though the original factory eventually changed hands, its legacy remained deeply rooted in Alexandra’s memory.
Both her father and grandfather remain two of the most important influences in her life. Their persistence, practicality, and quiet confidence shaped her approach to both design and business. It’s why one of by Crea®’s most iconic pieces, the Bruno® Bar Stool, carries her father’s name, firm, steady, and built to last.
A Legacy of Craft and Courage
A Legacy of Craft and Courage
Every story begins somewhere. For by Crea®, it started with a mindset, one that valued precision, progress, and pride in honest work. That spirit came from Bengt Åke Haker, Alexandra’s grandfather, whose pioneering approach to laser-cutting technology in the early 1980s helped shape a new era of Swedish manufacturing.
He believed that craftsmanship was more than a skill, it was a way of thinking. Through his dedication, curiosity, and courage to explore new technology, he showed that innovation and integrity could exist side by side. His work was never just about machinery or materials, but about creating something meaningful and lasting.
Alexandra’s father, Bruno Pettersson, carried that same spirit forward, steady, humble, and deeply committed to quality in everything he built. When he passed away at the age of 52, and both of these guiding figures were no longer present, Alexandra found herself standing on the foundation they had created. Their legacy, of courage, precision, and persistence, became the compass for her own journey.
Those values continue to guide by Crea® today, influencing how every piece is designed, built, and experienced. by Crea® stands as a continuation of that legacy, a tribute to the courage to create, the passion to refine, and the belief that true craftsmanship never goes out of style.
Every story begins somewhere. For by Crea®, it started with a mindset, one that valued precision, progress, and pride in honest work. That spirit came from Bengt Åke Haker, Alexandra’s grandfather, whose pioneering approach to laser-cutting technology in the early 1980s helped shape a new era of Swedish manufacturing.
He believed that craftsmanship was more than a skill, it was a way of thinking. Through his dedication, curiosity, and courage to explore new technology, he showed that innovation and integrity could exist side by side. His work was never just about machinery or materials, but about creating something meaningful and lasting.
Alexandra’s father, Bruno Pettersson, carried that same spirit forward, steady, humble, and deeply committed to quality in everything he built. When he passed away at the age of 52, and both of these guiding figures were no longer present, Alexandra found herself standing on the foundation they had created. Their legacy, of courage, precision, and persistence, became the compass for her own journey.
Those values continue to guide by Crea® today, influencing how every piece is designed, built, and experienced. by Crea® stands as a continuation of that legacy, a tribute to the courage to create, the passion to refine, and the belief that true craftsmanship never goes out of style.
The beginning of by Crea®
The beginning of by Crea®
In 2017, the first Freja® bar stool took shape in Alexandra Pettersson’s family factory in southern Sweden. Its design was clean, sturdy, and timeless, a perfect balance of craftsmanship and function, made for real homes.
At the time, there was no plan to start a furniture brand. We simply wanted to create well-made pieces for our own interior projects. But when photos of one of our kitchens were shared on Instagram, people began asking where the bar stools came from, and that curiosity sparked an idea.
Alexandra launched a small website, and within just five months, she decided to dedicate herself fully to furniture. After the Freja® came the Sella® dining chair, the Iris® bedside table, and many more.
Today, our collection includes more than sixty designs, all created, developed, and handcrafted in Sweden.
In 2017, the first Freja® bar stool took shape in Alexandra Pettersson’s family factory in southern Sweden. Its design was clean, sturdy, and timeless, a perfect balance of craftsmanship and function, made for real homes.
At the time, there was no plan to start a furniture brand. We simply wanted to create well-made pieces for our own interior projects. But when photos of one of our kitchens were shared on Instagram, people began asking where the bar stools came from, and that curiosity sparked an idea.
Alexandra launched a small website, and within just five months, she decided to dedicate herself fully to furniture. After the Freja® came the Sella® dining chair, the Iris® bedside table, and many more.
Today, our collection includes more than sixty designs, all created, developed, and handcrafted in Sweden.
Building a Company the Hard Way
Building a Company the Hard Way
Starting a furniture brand that designs and produces everything in Sweden was, by most standards, an impossible idea.
High taxes, high labor costs, and limited scalability, everything about it sounded wrong. But Alexandra has never been interested in the easy path. Her conviction that quality and transparency still matter has built by Crea® from a small Malmö workshop into an international design company delivering to more than fifteen countries.
She has personally designed every single piece in the collection and remains involved in every detail, from sketches and prototypes to welds, finishes, and materials. Her team often says she never stops moving the bar higher, and it is true: “good enough” has never been good enough.
“Starting by Crea® in Sweden wasn’t the easy path, it was the right one.”
Starting a furniture brand that designs and produces everything in Sweden was, by most standards, an impossible idea.
High taxes, high labor costs, and limited scalability, everything about it sounded wrong. But Alexandra has never been interested in the easy path. Her conviction that quality and transparency still matter has built by Crea® from a small Malmö workshop into an international design company delivering to more than fifteen countries.
She has personally designed every single piece in the collection and remains involved in every detail, from sketches and prototypes to welds, finishes, and materials. Her team often says she never stops moving the bar higher, and it is true: “good enough” has never been good enough.
“Starting by Crea® in Sweden wasn’t the easy path, it was the right one.”
What She Stands For
What She Stands For
Alexandra leads by three principles: honesty, accountability, and progress.
She believes design is not decoration but purpose, and that sustainability means creating furniture that lasts for decades, not seasons. by Crea® controls its entire process: design, welding, upholstery, assembly, and delivery, all under one roof in Malmö. The brand sells exclusively through its own website, no retailers or middlemen, to maintain full control over quality and customer experience.
Her goal has never been to be the biggest brand, but a trusted one. That belief has shaped by Crea® into what it is today: a Swedish factory committed to craftsmanship, integrity, and the courage to do things differently.
Alexandra leads by three principles: honesty, accountability, and progress.
She believes design is not decoration but purpose, and that sustainability means creating furniture that lasts for decades, not seasons. by Crea® controls its entire process: design, welding, upholstery, assembly, and delivery, all under one roof in Malmö. The brand sells exclusively through its own website, no retailers or middlemen, to maintain full control over quality and customer experience.
Her goal has never been to be the biggest brand, but a trusted one. That belief has shaped by Crea® into what it is today: a Swedish factory committed to craftsmanship, integrity, and the courage to do things differently.
Rooted in Sweden. Crafted for the World.
Rooted in Sweden. Crafted for the World.
Alexandra continues to challenge norms, lead her team with determination, and design furniture that reflects both strength and simplicity. She has proven that producing locally in Sweden, against all odds, is possible when you refuse to compromise.
by Crea® remains what it has always been, a family-run Swedish company crafting honest furniture for people who value authenticity, longevity, and real design.
“We do not make trends. We make furniture that outlives them.”
Alexandra continues to challenge norms, lead her team with determination, and design furniture that reflects both strength and simplicity. She has proven that producing locally in Sweden, against all odds, is possible when you refuse to compromise.
by Crea® remains what it has always been, a family-run Swedish company crafting honest furniture for people who value authenticity, longevity, and real design.
“We do not make trends. We make furniture that outlives them.”