When was Djerf Avenue founded?
The company Djerf Avenue was founded in 2019 by Matilda Djerf and the boyfriend Rasmus Johansson.
What is Matilda Djerf’s role in Djerf Avenue?
Matilda is the founder of Djerf Avenue and works, among other things, at the company’s office in central Stockholm. Her role is chairman of the board. The chairman of the board must lead the board’s work and monitor that the board performs its tasks.
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Matilda Djerf founded Djerf Avenue. Image source: Claudio Bresciani / TT
She is involved in most things, for example product development, recruitment, collaborations, marketing and more.
Is Matilda Djerf’s boyfriend the CEO of Djerf Avenue?
Matilda and the boyfriend Rasmus Johansson already met in high school in their hometown of Borås. They then founded Djerf Avenue together but did not know then what a success story the company would become.
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Rasmus Johansson is today the managing director at Djerf Avenue.
The couple live together in a gem in central Stockholm and also have a house on Grötö. It started with the couple buying a small cabin of 25 square meters for around five million kroner. But they then became so enamored with the island that they decided to buy another – larger cottage.
Does Djerf Avenue have pop up shops?
For a long time, Djerf Avenue had no physical stores, but sales took place exclusively online, with the USA as the largest market.
But it all took a turn when the brand opened a pop up on Hamngatan in Stockholm that was open for a month between October 2024 and November 2024.
In 2023, Djerf Avenue also had a pop up in New York. Several celebrities visited the store and among them Hailey Bieber.
Hailey Bieber together with Matilda Djerf. Image source: Daniel Redgert
“Come see the angel Matilda Djefs pop in NYC,” she then wrote on her Instagram.
Which celebrities have promoted Djerf Avenue?
Two of the celebrities who promoted Djerf Avenue are Sofia Richie Grainge and Hailey Bieber.
Mathilda Djerf and . Image source: Djerf Avenue
For those who need to refresh their memory, is the daughter of the superstar Lionel Richie. She dated for a period as well Kourtney Kardashian ex Scott Disick.
How much money does Djerf Avenue make?
Things are going well, to say the least, for Djerf Avenue, which today has a turnover of SEK 268 million and has assets of SEK 162,449 million, which, despite sky-high figures, is a small loss from before.
Rasmus Johansson then went out and commented on the reason behind the loss. Product launches and a demanding reorganization are given as examples of costs that have been particularly tough on the numbers.
“The strong growth of recent years has led to us now entering a phase where we adapt the cost structure to the needs of the growing organization. Our focus on adapting the organization as well as the work to launch the new Djerf Avenue Beauty product category has contributed to a smaller focus on sales,” he said at the time.
Image source: https://www.allabolag.se/How many employees are there at Djerf Avenue?
At the end of the year 2023, Bolagsfakta was able to tell us that the company had 28 employees at the time. Earlier this year, Breakit was able to reveal that the average salary on Djerf Avenue for an employee is around SEK 57,084, which is higher than, among other things, Bianca Ingrosso company CAIA.
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