After building a large following online, Swedish brand Axel Arigato is making a big statement with its first brick-and-mortar store in London.
The gallery-like boutique, which features about 110 styles, opened last week in Soho. “We always knew that growing physically was going to be really important to show our brand identity and our DNA,” said CEO Albin Johansson.
The sleek space was designed with customer experience top of mind. “We don’t want to push the product, we want to push the brand. We want people to hang out at the store,” he said, noting that there are places for shoppers to sit down and charge their phones.
While the CEO acknowledged that the brand is known today mostly for its sneakers, he is eager to expand into other shoe categories — and apparel, too: “The core will always be sneakers but the brand is something more.”
Moving forward, Johannson will scout space in the U.S. market, and he aims to open a store in New York.
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The American market is the brand’s largest, according to sales on the website.
For a look inside the store, click through the gallery.