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About Smedja

Alexander Reinholdsson — Founder of Smedja

Alexander Reinholdsson

Founder & Lead Engineer

Smedja was founded by Alexander Reinholdsson — someone who spent 16 years in sales and kept running into software that took more time than it saved. Alongside that, he spent over 10 years building webshops and websites. That combination — knowing how sales actually works and being able to build — is exactly why Smedja exists. We build the tools we always wished we had.

Smedja is Swedish for forge. A place where raw materials are shaped into something useful. That's exactly what we do — take your complex business challenges and forge them into tools that deliver measurable results.

Mission

The best software is built by people who understand your day-to-day, not just your tech stack. Every engagement starts with deep discovery — we sit with your team, map your workflows, and only then propose a solution. No unnecessary features, no six-month timelines, no surprises.

Approach

We work in weekly sprints with live demos. You see working software every Friday, give feedback, and stay in control. We're deliberately small — we take on a maximum of two projects at a time, so every client gets undivided attention.

Reinholdsson Media House B.V. — KVK 96166959