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Djerf Avenue founder discusses the brand’s first physical store opening in NYC

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Djerf Avenue founder discusses the brand’s first physical store opening in NYC

What began almost a decade ago as blog and Instagram posts documenting trips to places such as Bali and Australia has grown into a multimillion-dollar DTC apparel, accessories and home goods brand. This fall, the business launched its first physical store in New York.

Meet Matilda Djerf, the co-founder and creative director of Djerf Avenue, a Scandi Girl-inspired fashion and lifestyle brand that has taken the internet by storm.

The story began in 2016, when Djerf began posting about her travels with her romantic partner Rasmus Johansson. Fast forward two years, and her Instagram following had leapt to 100,000 as users embraced the lifestyle aesthetic they wanted to emulate. It led to the pair launching a DTC site in 2019, offering nine apparel SKUs centred on everyday closet staples. Today, Djerf Avenue reportedly generates $36 million in annual sales and has expanded into new categories such as home goods, skin and hair care.

Inside Retail spoke with Djerf about opening the New York flagship at 25 Bond Street in the heart of Manhattan’s NoHo neighbourhood, catering to customers’ desires and building a brand through community.

For Djerf, opening the first store in the US rather than her home country of Sweden was an obvious choice. American shoppers account for more than half of the brand’s business.

“The US is our biggest market, and it basically has been since the start,” said Djerf. “Right away we knew that when it came to where to launch in the US, New York was the given place from the get-go.


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