About Alexandra Åbrandt

Founder of Happy Rebel. Creative Leadership Mentor. Daring Doer. Architect of Identity-Led Growth.

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Alexandra Åbrandt builds leaders who are done performing and ready to lead from the place where strategy meets soul, flow and voice.

After 25 years inside global leadership, creative direction and organisational transformation – including 13 years shaping one of the world’s most influential brand universes at IKEA – she learned something essential: high achievement means nothing if it costs you your voice, your freedom, or your inner fire.

So she walked away.

From the pace.

From the people-pleasing.

From the roles she had outgrown.

And in that space, Happy Rebel was born.

Not as a consultancy (in fact – being a Happy Rebel is the antidote to consulting in the traditional sense).

Not as a coaching program.

But as a movement for leaders who feel the pull toward their second mountain – the one built on courage, creativity, identity and inner authority.

Her philosophy is simple:

Fear Less. Create More. Courage in Practice.

Because real transformation isn’t theoretical. It’s lived. Breath by breath, decision by decision, boundary by boundary.

Through her signature experiences – from UNFRAMED Mentorship to YES Unplugged, The Livingroom by Happy Rebel, and Happy Rebel workshops – Alexandra helps leaders, teams and organisations build inner stability, creative momentum and businesses that feel as good as they perform.

This work is not about becoming someone else.

It’s about returning to the version of yourself who was there all along – the one who leads with depth, who stirs the room, who builds ideas cultures, and who refuses to shrink to fit.

Let’s be Happy Rebels and Daring Doers.

The limit does not exist.

"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