"I think it's very important to stand for something. If I die today or tomorrow, will I be missed? And if the answer is no, what am I doing here? I need to change what I'm doing. I want to be liked. And that's the same for us as a brand."

Episode summary

Our Pulse Special series features the hottest content from the UK's leading ecommerce event, including panel discussions with respected brands and technology vendors.

Exclusive to Inside Commerce, these discussions share interesting insights from respected industry practitioners.

In this episode, Axel Arigato’s CEO & co-founder, Albin Johansson, shares the ambitious steps he took to transform a small Swedish label into a worldwide phenomenon, from launching the “drop of the week” strategy to opening stores in London, New York and Dubai.

Most brands chase fleeting attention; Axel Arigato’s story proves that a sustained focus on authenticity, community and physical presence can turn a niche brand into a global icon.

Discover how they built their brand on the principles of genuine connection and staying true to their roots, despite scaling in a noisy, distracted digital world.

We break down the importance of “top of mind” thinking, the power of physical spaces in a digital era, and why authenticity beats superficial trends every time. You’ll learn how Axel Arigato navigated turning a risky brick-and-mortar expansion into a success, and why their deliberate, community-focused approach keeps them relevant, even after more than a decade of growth.

If you’re wondering how to stand out without sacrificing your core values, this episode will inspire you to get back to basics. Albin's journey is proof that genuine, purposeful brand building can cut through the noise and create a lasting global footprint.

Podcast Highlights

1. Building with Intent: Albin discusses the importance of authenticity and being genuine in brand building, emphasizing the need to own something unique in the market.
2. From Digital to Physical: The transition from a 100% digital brand to opening physical stores, highlighting the importance of meeting customers in person and presenting the brand's universe.
3. Lessons Learned: Albin reflects on the mistakes made during rapid scaling, emphasizing the need to return to the brand's core values and not accept mediocrity.
4. Community and Authenticity: The focus on building and inspiring a community, and the challenges of maintaining authenticity in a crowded market.