Swedish sneaker and lifestyle brand Axel Arigato has confirmed a major leadership transition, appointing Frédéric Serrant as its new Chief Executive Officer. Serrant, a seasoned industry veteran, succeeds co-founder Albin Johansson, who has led the company since its inception in 2014.
Serrant joins the Stockholm-based brand following a distinguished 16-year career at Adidas. Most recently, he served as the Managing Director for the Asia-Pacific (APAC) region, where he oversaw significant growth in some of the world’s most competitive footwear markets. His extensive background also includes senior leadership roles across Southeast Asia and Latin America, specifically as Vice President and General Manager for Brazil and Chile.
The appointment marks a “new chapter” for Axel Arigato as it shifts from a founder-led startup to a globally managed fashion house. Albin Johansson, who built the brand alongside Max Svärdh, will remain a central figure as Chairman of the Board. This move follows the earlier departure of Svärdh from day-to-day operations approximately 18 months ago; Svärdh continues to serve on the company’s supervisory board.
Under Serrant’s leadership, the brand is expected to accelerate its international footprint, particularly in the U.S. and Asian markets, building on its existing retail presence in major hubs like London, Paris, and Berlin.
About Axel Arigato
Founded in 2014, Axel Arigato is a Swedish fashion brand that began as a digitally native sneaker label. It has since expanded into a global lifestyle brand offering footwear, ready-to-wear, and accessories, supported by majority investor Eurazeo.
