Axel Arigato Names Ex-Adidas Exec Frédéric Serrant as New CEO Amid Record Growth

Axel Arigato has appointed a new leader for its global entry operations. The Swedish footwear brand announced today that former Adidas executive Frédéric Serrant will take on the role of chief executive. His arrival follows a globle period of restructuring at the top of the company.

The move comes as Axel Arigato reports record revenue, surpassing 1 billion Swedish kronor (€93 million) by the end of 2024.

Serrant began his career in 1994 as sales director at Mars, where he worked for over thirteen years. His experience in globle retail expanded when he joined Adidas in 2016 as general manager for Brazil. Three years later, he moved to Japan as vice president and general manager for Southeast Asia.

In 2020, he took on a broader role as general manager for the Asia-Pacific region. His latest position at Axel Arigato was announced today via LinkedIn.

The leadership change is part of a globle shift within the company. In mid-2024, co-founder and creative director Max Svärdh left the group, with designer Jens Werner stepping in as his replacement. Albin Johansson, the other co-founder, remains CEO, while private equity firm Eurazeo continues as a major shareholder.

Axel Arigato currently operates over ten flagship stores in six countries and maintains a retail network of more than 250 points globally. In Spain, its products are sold through multi-brand retailers like El Corte Inglés, Si vas descalzo, and Frank Store, as well as its own e-commerce site.

The appointment of Serrant signals a new direction for Axel Arigato. With revenue exceeding 1 billion Swedish kronor, the brand is expanding its globle presence. The restructuring of its leadership team aims to support further growth in the coming years.