From a frustration to a furniture brand
From a frustration to a furniture brand
by Crea® began with a simple frustration. We could not find barstools that looked right for the kitchens we were building in our property development projects. We wanted something minimal, timeless, and well made, but everything on the market felt imported, overdesigned, or short lived.
by Crea® began with a simple frustration. We could not find barstools that looked right for the kitchens we were building in our property development projects. We wanted something minimal, timeless, and well made, but everything on the market felt imported, overdesigned, or short lived.
In 2017, the first Freja® bar stool was welded in Alexandra Pettersson’s family factory in southern Sweden. The design was clean, sturdy, and comfortable, a balance of craftsmanship and function that felt right for real homes.
At the time, there was no plan to start a furniture brand; we simply wanted well-made furniture for our own projects. When we shared photos of one of our kitchens on Instagram, people began asking where the bar stools came from, and that interest sparked an idea.
Alexandra decided to launch a small website, and after only five months of sales, she went all in on furniture. Following the Freja® came the Sella® dining chair, the Iris® bedside table, and many more. Today, our collection includes more than sixty models, all designed and produced in Sweden.
In 2017, the first Freja® bar stool was welded in Alexandra Pettersson’s family factory in southern Sweden. The design was clean, sturdy, and comfortable, a balance of craftsmanship and function that felt right for real homes.
At the time, there was no plan to start a furniture brand; we simply wanted well-made furniture for our own projects. When we shared photos of one of our kitchens on Instagram, people began asking where the bar stools came from, and that interest sparked an idea.
Alexandra decided to launch a small website, and after only five months of sales, she went all in on furniture. Following the Freja® came the Sella® dining chair, the Iris® bedside table, and many more. Today, our collection includes more than sixty models, all designed and produced in Sweden.
Growth built on control and craftsmanship
Growth built on control and craftsmanship
As word spread through social media, our workshop quickly became too small. We moved factories again and again, six times in total, until we built our own production facility in Malmö. Every frame is still welded, coated, upholstered, and assembled under our own roof.
From that first barstool, by Crea® has become a global design brand shipping to more than fifteen countries. We now hold stock in both Sweden and the United States to serve our customers faster, but every product still begins its life in Malmö, designed, built, and inspected by hand. Along the way, we have received national recognition, including the Gasell Award from Dagens Industri as one of Sweden’s fastest growing companies. But the foundation has never changed: Swedish production, uncompromising quality, and genuine human connection.
As word spread through social media, our workshop quickly became too small. We moved factories again and again, six times in total, until we built our own production facility in Malmö. Every frame is still welded, coated, upholstered, and assembled under our own roof.
From that first barstool, by Crea® has become a global design brand shipping to more than fifteen countries. We now hold stock in both Sweden and the United States to serve our customers faster, but every product still begins its life in Malmö, designed, built, and inspected by hand. Along the way, we have received national recognition, including the Gasell Award from Dagens Industri as one of Sweden’s fastest growing companies. But the foundation has never changed: Swedish production, uncompromising quality, and genuine human connection.
Our Philosophy
Our Philosophy
In 2017, while working in property development and interior design, Alexandra could not find barstools that matched her projects, minimal, comfortable, and genuinely made in Sweden.
So she decided to make her own. The first Freja® barstool was welded in her family’s old factory, using the same type of equipment her grandfather once ran. The project began as a necessity, not a business plan. But when one of her kitchens was shared on Instagram, people started asking where to buy the barstools. Within months, she built a small website, and she and her team spent evenings after work producing and shipping each order by hand.
Five months later, she shut down the property business and devoted herself completely to furniture. After Freja® came the Sella® dining chair, the Iris® bedside table, and dozens of other designs, all drawn by Alexandra herself and named after people who have influenced her life.
In 2017, while working in property development and interior design, Alexandra could not find barstools that matched her projects, minimal, comfortable, and genuinely made in Sweden.
So she decided to make her own. The first Freja® barstool was welded in her family’s old factory, using the same type of equipment her grandfather once ran. The project began as a necessity, not a business plan. But when one of her kitchens was shared on Instagram, people started asking where to buy the barstools. Within months, she built a small website, and she and her team spent evenings after work producing and shipping each order by hand.
Five months later, she shut down the property business and devoted herself completely to furniture. After Freja® came the Sella® dining chair, the Iris® bedside table, and dozens of other designs, all drawn by Alexandra herself and named after people who have influenced her life.
Guided with care
Guided with care
We believe buying furniture should feel personal.
That is why we offer free samples of all materials and personal video consultations to help customers choose the right model, color, and height before ordering. Our return rate is below one percent, not because everything is perfect, but because we make sure every customer feels confident before we build their piece. It is a slower process, but it ensures the furniture that reaches your home is the right one for you.
We believe buying furniture should feel personal.
That is why we offer free samples of all materials and personal video consultations to help customers choose the right model, color, and height before ordering. Our return rate is below one percent, not because everything is perfect, but because we make sure every customer feels confident before we build their piece. It is a slower process, but it ensures the furniture that reaches your home is the right one for you.