Djerf Avenue Finds Its First Everlasting Dwelling in New York City With SoHo Flagship
Three years after opening her model’s first pop-up in New York City, Matilda Djerf’s Djerf Avenue is again within the Big Apple for good. The Scandi label has completely settled in SoHo at 25 Bond St., simply down the block from Gwyneth Paltrow’s Goop and Gigi Hadid’s Guest in Residence.
“We didn’t do numerous analysis about the perfect metropolis to do the primary retailer in,” Djerf tells Fashionista of the brand new flagship. “It’s all the time concerning the intestine feeling, and New York is such a particular place for us.”
The 29-year-old Swedish influencer, who launched Djerf Avenue together with her fiancé Rasmus Johansson in 2019, cites neighborhood occasions such because the model’s Guggenheim trend present as an inflection level for her firm, which did $36 million in gross sales in 2024.
Photo: Jamie Pearl
Although a workplace harassment scandal threatened to throttle Djerf’s momentum, she managed to melt the blow by addressing the allegations — together with claims of “bullying” and a “degrading” work atmosphere — head-on. Acknowledging her shortcomings in a public apology, in addition to a collection of interviews, Djerf chalked it as much as being a younger, inexperienced first-time founder. Plus, Djerf Avenue’s fast tempo of development made it difficult to scale.
With the appointment of seasoned retail advisor Nanna Hedlund as interim chief govt officer in 2025, the corporate promptly expanded its human sources division and created a piece atmosphere process power, permitting workers to submit nameless surveys as suggestions. Hedlund stepped down as interim CEO in February 2026 and now sits on Djerf Avenue’s board.
Djerf bounced again with a profitable Selfridges pop-up in London a 12 months after the exposé. Within hours of opening, Djerf Avenue purchases made up 70% of the ground’s gross sales, outpacing even Kim Kardashian’s Skims.
Photo: Jamie Pearl
Perhaps it’s a testomony to the standard of Djerf’s merchandise, that are produced in Europe (Portugal, Italy and Sweden, to be precise) and obtainable in sizes XXS to 3XL at a mid-range value level. She efficiently expanded the model past clothes and niknaks, introducing homeware and sweetness merchandise that bolster Djerf Avenue’s mission to function a “massive sister” to its clients.
This thread additionally runs via the brand new NYC boutique, which Djerf mentioned is staffed with workers acquainted with the sizing, match and fabrication of every merchandise.
“As a shopper myself — I’ve shopped in so many shops — the extent of experience [among sales associates] can look very completely different,” Djerf explains. “Sometimes you stroll right into a retailer and also you don’t actually really feel welcome. That’s one thing we completely don’t want, and it’s one thing we realized in a short time with our pop-ups. I needed to carry Scandinavia to New York however I don’t need it to really feel so chilly and minimalistic that you simply’re scared to take a seat on the sofa.”
Photo: Jamie Pearl
The structure of the shop, rendered with assist from LEAP Architecture, was primarily designed by Djerf herself and takes inspiration from her island summer time residence in Sweden. (Think heat woods, a lot of pure mild and excessive ceilings.) The store can also be decked out within the model’s best-selling hand-painted prints within the type of ornamental material and fabric.
The boutique is stocked with items Djerf Avenue followers know and love, equivalent to its best-selling line of Go Slow pajamas and ready-to-wear staples just like the Weekend Blazer. Shoppers can even be handled to a number of in-store exclusives, together with enjoying playing cards, reusable water bottles and yellow cab keychains.
Teaming up with native distributors was an integral a part of Djerf Avenue’s pop-up technique, a practice that the brand new retailer is upholding. For opening weekend, Leon’s Bagels and Bluestone Lane returned to serve up strawberry bagels and matcha (a nod to the model’s common Summer Berries assortment). Such collaborations are anticipated to be a constant function of the flagship.
With brick-and-mortar retail and in-person brand experiences on the upswing, now felt like the proper time to begin constructing out Djerf Avenue’s bodily footprint. What’s extra, the label’s typical buyer purchases a better amount of things in-person versus when procuring just about.
Photo: Jamie Pearl
“You get a lot data from the client that’s extremely essential for rising the trade and evolving as a trade proprietor,” Djerf mentioned of working a standalone boutique. “When folks attempt issues on, you’ll be able to stand within the retailer and instantly hear their first response. That’s one thing you’ll be able to’t get once they buy on-line.”
The Djerf Avenue flagship is now open at 25 Bond St. in New York City, Monday via Saturday from 11 a.m. to 7 p.m. and Sunday from 12 p.m. to six p.m.
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