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Eurazeo invests in Swedish brand Axel Arigato

17 Nov '20

3 min read

Pic: Axel Arigato

Eurazeo has announced an investment in Axel Arigato. Axel Arigato is a leading Swedish premium sneaker, ready-to-wear and accessories brand, which is produced in Europe and recognised for its contemporary design, high-quality products, and creative brand universe. Eurazeo, which is headquartered in France, is a leading global investment company.

Eurazeo Brands, the division of Eurazeo focused on differentiated consumer brands, is investing €56 million to become a majority shareholder, alongside founders Max Svärdh and Albin Johansson. This marks Eurazeo Brands’ first investment in Europe and highlights its transatlantic ambition and coverage, the company said in a press release.

Axel Arigato is a high-growth, digitally-native company that has quickly become a leading player in the European premium sneaker market. The company’s main objective is to embrace the now and always look for the tomorrow, with strong cultural references including music, art and architecture. As a result of its differentiated value proposition relying on minimalist and modern design, superior quality and a sustainable approach, the brand’s revenues have almost tripled since 2016.

Axel Arigato built a successful multi-channel distribution strategy with a strong direct-to-consumer foundation. The large community that stands behind the brand is highly engaged, thanks to the company’s event-driven marketing strategy, its ‘drop of the week’ model, and unique online content. Its products are distributed worldwide through its e-commerce website, major online marketplaces such as Farfetch, MyTheresa, and Ssense, six Axel Arigato retail locations, and select prestige department stores such as Le Bon Marché, Harrod’s, and Saks Fifth Avenue.

Leveraging its proven brand building, operating and consumer expertise, Eurazeo Brands will partner with Axel Arigato to support its growth, in Europe in particular, by investing in its digital and e-commerce capabilities, developing its retail footprint in major European cities and enhancing the brand's sustainability positioning. In addition, Eurazeo will provide its CSR expertise and international network throughout Europe, Asia, and the US to support the brand’s development in key markets.

“We have targeted the high-end sneaker market due to the premiumisation and casualisation trends we are seeing globally and believe Axel Arigato is an innovative and high potential brand in this sector, relying on an authentic and contemporary designer-based approach. We are delighted to partner with Max and Albin, and we look forward to working with the company to accelerate its international growth, strengthen its digital platform and expand in retail, bringing this impressive brand to new customers worldwide,” Jill Granoff, CEO of Eurazeo Brands said.

“We are very proud of the company we've built so far. Axel Arigato has established a strong presence in the premium sneaker market and a strong connection with our customers, driven by our unique value proposition, diverse range of products and successful direct-to-consumer strategy. Choosing the best partner for Axel Arigato was critical to continuing our momentum, Eurazeo’s deep brand-building experience and international network are key to accelerating our growth,” Albin Johansson and Max Svärdh said.

Fibre2Fashion News Desk (GK)

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