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SÆTTER has, in just a few years, emerged as one of Denmark’s most distinctive new design brands. Founded by Caroline Birk Bahrenscheer in the summer of 2020, it began with a single flea market find and has since grown into a brand featured in homes around the world.

The idea was sparked by a simple Instagram post, igniting a demand Caroline could not ignore.

Since then, SÆTTER has evolved from a niche object into a design icon, driven by intuition, craftsmanship, and an uncompromising eye for detail. Everything is locally made, and the company remains 100% bootstrapped.

In this interview, Caroline opens up about the courage to go independent, her creative process, her approach to quality and consumption, and the ambitions she holds for SÆTTER in the years to come.

Caroline Birk Bahrenscheer

Caroline, can you remember the moment the idea for SÆTTER first came about?

“The idea came to me after I bought and styled a flea market find. I was selling second-hand furniture on Instagram when I came across a shelving unit that would be perfect for displaying cups. After posting a picture, my inbox flooded with messages from people wanting the same or something similar. Five years ago, there was no such thing as a dedicated cup shelf – it was either a standard shelf or a cabinet. There was an enormous demand for a niche product that could showcase all the beautiful handmade ceramic cups people were collecting.”

…And when did you think, ‘This is what I have to do’? How did you get started?

“Four weeks later, I started looking for a carpenter who could help me bring it to life. It was quite challenging – many thought it was too complicated or expensive to make.

I set up a waiting list so people could sign up for the product once it was ready. Three hundred people signed up, and that was based on just a sketch. I found a carpenter who made the first 50 units, which I sold directly via Instagram. However, they found it too time-consuming to continue, so I was back at square one until I found a new Danish workshop that believed in the idea.

I ended up making 50 units without ever seeing a prototype – there simply wasn’t time. It was just before the Christmas season, and many people were already on the waiting list. For the first nine months, I sold exclusively on pre-order until I built up a stock. The company remains bootstrapped to this day.”

How would you describe your products?

“I see them as a new Danish classic, a modern design icon. I hope that, in twenty years’ time, it will be the kind of shelf people hope their parents have kept in the attic.”

How does your creative process work – from idea to finished product?

“It’s very intuitive. I let ideas accumulate in my mind, drawing inspiration from everything – YouTube, travels, second-hand finds – and suddenly an idea appears, so vivid and clear that I act on it.

Patience can be difficult, but I always follow my gut. Even if it means going in the exact opposite direction … that’s what I love. I don’t work according to seasons, but based on what I feel is missing in the market and in my own home.”

Where do you sell your products?

“I sell them exclusively through my webshop, with one exception: LOUISIANA. There, you can purchase a special SÆTTER x LOUISIANA edition.”

You’ve previously said that we need to get used to paying for better quality. Could you elaborate on that?

“In Denmark, we are extremely focused on discounts and sales, while at the same time wanting local production, sustainability, and high-quality materials. It simply doesn’t add up.

If we want locally produced items made from good materials, we can’t expect to get them at a 60% discount. I would rather make fewer, better products. It’s about quality over quantity.

I don’t aim to sell my products to everyone, but to those who value design, quality, and limited production. In general, we should consume less. If you’ve saved up for a special piece of Danish design, I believe you’ll appreciate it even more, take better care of it, and pass it on.

Although SÆTTER started with a trend, I don’t want it to become a trend-driven brand. I want it to be known for its quality and design.”

Beyond shelves and boxes – could you imagine expanding your product range?

“Absolutely. I have many sketches waiting to be realized. But being a bootstrapped company brings challenges when you want to invest in something new.
Packaging, in particular, has been a very costly item, so it’s not always easy to create a new size or entirely new product, as people might think.

It’s also important to me that any addition comes with the right intention and a strong product I truly believe in – not just ‘pillow, candle, napkin’ type items or 100 new SKUs we may not need. Less but better, and everything in moderation.”

What inspires you?

“I use YouTube a lot and upgraded to Premium because I don’t want to be interrupted in what I choose to watch. I watch architecture, design interviews, interior content, and creators from Japan and Korea. I love their aesthetic.

I also enjoy visiting museums or interesting architectural sites. And I often browse real estate listings from around the world, especially homes designed by original architects.”

How do you define a good working day?

“A good working day is one where I’ve had time to focus deeply on tasks, create something, and move my body.

I often make a proper breakfast when I return home after dropping off our three children. The first hour, where I settle into my inbox with some nourishing food and a cup of coffee – that sets the tone for the day.

Breaks and movement are essential. It’s so important to get out of your head and into your body. The best ideas never come in front of the computer, but when I take a walk in the forest or a session at the gym. When the mind disconnects, it opens up to so many new ideas.”

What do you dream for SÆTTER over the next 3–5 years?

“I dream of new products and exciting collaborations like the one with LOUISIANA. The design is so scalable that the possibilities are endless.

I also dream of expanding into Japan and Korea. I love their aesthetics, and I can see SÆTTER fitting in perfectly there – and I’m already seeing strong interest from both countries.”

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