About Alexandra Åbrandt
Founder of Happy Rebel. 25 years in Global business and leadership, 13 at IKEA, restructured out overnight.
Now I help GenX women do what I did next. Rebuild the whole thing, on purpose this time.
Part strategist, part rebel.
Alexandra Åbrandt is the creative force behind Happy Rebel and the architect of identity-led leadership.
25 years inside global business, the last 13 at IKEA. Production manager on a catalogue printed 220 million times. Global events, big teams, real budgets. Then a reorganisation called Simplify, and one conversation took the job, the title and the community in an afternoon.
I know that room. I was in it at 52.
ICF certified coach since 2017, around 500 leaders developed. I built Happy Rebel from the silence after the restructure, to multiple six figures in three years, and I did it in public so the women watching could see it done.
I'm not here to fix you. Nothing about you is broken. I'm here because someone needs to name what this actually is, and then hand you the plan.
The Origin of Happy Rebel
25 years in global business. 13 of them at IKEA, inside one of the most recognised brands on the planet. Then a reorganisation called Simplify, and it was over in a conversation.
Here's what nobody tells you about being restructured out at 52. The maths starts at 3am. How many years left. What it would cost. Whether it's too late. You were the most experienced person in the room, and the room moved on without you.
Happy Rebel started in that silence. Not as a consultancy. Not as another coaching programme. As the thing I needed and couldn't find: someone naming what this actually is, and a plan for the second mountain.
The first career happened to me. This one I chose. That's the whole difference, and it's the one I help women make.
Her philosophy is simple:
Fear Less. Create More. Courage in Practice.
Every real change she's made, and every one she's helped a client make, happened on the far side of the fear, not before it. The knowing is never the hard part. The doing is. Closing that gap is the work.
She doesn't teach theory. She builds the plan, then walks the woman through actually doing it, decision by decision, until the thing that felt impossible at 3am is just something she's already started.
Through her signature work, The Obsession Series, The Exit Plan, 1:1 Mentorship and The Circle Mastermind, she helps GenX women build momentum they can feel and a business that holds.
Steady on the inside. Sharp on the outside. Built on purpose this time.
"For almost three years, my management team and I have been working with Alexandra to strengthen our leadership and develop the psychological security in the group.
The management team, which consists of nineteen principals and two admin managers, has developed very positively and we also see strong indications that leadership has been strengthened towards the principals' staff groups.
In addition to Alexandra being well-read and knowledgeable, she is very skilled at "reading the room" and combines this ability with flexibility and responsiveness in planning and implementation."
- Krister Dagneryd, School Director
--- THE OFFERS
Work that meets you
where you are.
From deep 1:1 work to community, audit, and accessible entry points — every offer is built around the same question: what's actually true for you right now?
1:1 DEEP WORK
1:1 WITH ALEX
Three months, just us. You come in tangled - too many threads, no clear line. You leave with a plan you'll move on, and the nerve to move. A handful of women a year. Scarce on purpose.
SELF-PACED, TOGETHER
THE EXIT PLAN
Forty days to the plan you're lying awake wanting. Why you're really leaving. What you're building instead. How you do it - mindset, skillset, toolset. Self-paced, with live Q&As so you're never doing it alone.
Price: $299
FAST CLARITY
NEXT CHAPTER CLARITY CALL
90 minutes with Alex. An honest read on where you are, what's in your way, and the opening you haven't spotted - plus a plan you act on this week. Book and pay, and I'll reach out personally to set your time.
