A year and a half after his co-founder, Max Svärdh, stepped back, Albin Johansson is likewise taking a step back at Axel Arigato, the label they co-founded in 2014. In June 2024, the Swedish brand, renowned for its trainers and chic streetwear, appointed Jens Werner as creative director, a role previously held by Max Svärdh.
Axel Arigato boutique – Axel Arigato
At that time, Albin Johansson retained the role of chief executive of the brand, in which Eurazeo acquired a majority stake in 2020. However, at the start of 2026 the company- which reportedly surpassed SEK 1 billion in revenue in 2024 (over €90 million)- has handed this role to Frédéric Serrant. He brings more than 16 years’ experience in international leadership roles across Asia and Latin America, gained at the sports and lifestyle giant Adidas.
His expertise is expected to help Axel Arigato reach a new milestone after years of expansion. The brand operates more than 15 own-name stores in major Scandinavian cities, as well as in key locations such as London, Paris, New York, Dubai, and Berlin. It is also stocked in numerous department stores worldwide. That expansion, however, has posed challenges, eroding the company’s margins between 2023 and 2024. The company, which has yet to file its 2025 results in Sweden, has therefore had to refine its strategy to improve profitability.
‘I am genuinely 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 am 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,’ said Frédéric Serrant in a message on LinkedIn.
Albin Johansson will remain chairman of the board of directors.
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