A year-and-a-half after his fellow co-founder, Max Svärdh, stepped back, Albin Johansson is now doing the same at Axel Arigato, the label they founded together in 2014. In June 2024, the Swedish brand, renowned for its sneakers and chic streetwear, announced the appointment of Jens Werner as creative director, a role previously overseen by Max Svärdh.
Axel Arigato boutique – Axel Arigato
At that time, Johansson remained CEO of the brand, in which the investment firm Eurazeo took a majority stake in 2020. However, in early 2026, the company—which reportedly exceeded SEK 1 billion in turnover in 2024 (over €90 million)—appointed Frédéric Serrant to the role. He brings more than 16 years’ experience in international leadership roles across Asia and Latin America, gained at Adidas, the sports and lifestyle giant.
This expertise is expected to help Axel Arigato enter a new phase after years of expansion. The brand operates more than 15 standalone stores in major Scandinavian cities, as well as in key cities such as London, Paris, New York, Dubai and Berlin. It is also present in numerous department stores worldwide. However, this expansion has also eroded its margins, and the company has had to refine its strategy to limit operating losses.
“I am sincerely impressed by the remarkable work done so far to make Axel Arigato such a strong, distinctive and inspiring brand. It truly reflects the talent, passion and commitment of the teams, and I’m convinced that the brand’s potential is enormous. I look forward to joining the team, learning alongside them and writing the next chapters of the Axel Arigato story together,” commented Serrant, in a LinkedIn post.
Johansson will remain chairman of the board of directors.
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