Axel Arigato appoints ex Adidas exec as CEO following founder step-back
Axel Arigato has appointed Frédéric Serrant as its new Chief Executive Officer, marking a significant leadership transition at the Swedish fashion brand.
The appointment comes a year and a half after co-founder Max Svärdh stepped back from day-to-day involvement in the business, and now sees fellow co-founder Albin Johansson also moving away from the CEO role. Johansson will remain Chairman of the board, ensuring continuity at the board level as the brand enters its next phase.
Serrant announced the news via LinkedIn, describing his appointment as an exciting step and expressing gratitude to Axel Arigato’s founders and stakeholders for their trust. He praised the work already achieved to build the brand, calling it "strong, distinctive and inspiring".
Founded in 2014, Axel Arigato has evolved from a digitally native sneaker label into a global fashion brand spanning footwear, ready-to-wear and accessories. Over the past decade, the company has invested heavily in international expansion, opening standalone stores across Europe, the US and the Middle East, while also building a broad wholesale presence in department stores worldwide.
Serrant brings more than 16 years of international leadership experience, having held senior roles across Asia and Latin America at Adidas.
"I am genuinely impressed by the remarkable work that has been accomplished so far to build Axel Arigato into such a strong, distinctive, and inspiring brand," Serrant said. "I am convinced that the potential ahead for the brand is enormous."
"I am very much looking forward to joining the team, learning from them, and together writing the next chapters of Axel Arigato. Excited for what’s ahead," he concluded.
