The couple Matilda Djerf and Rasmus Johansson together own 90 percent of Djerf Avenue. They say they started working on the work environment problems in the spring of 2024.
Then anonymous employee surveys were introduced, a whistle-blower function and they hired an organizational psychologist. They also appointed a more senior management team. From the beginning, all employees in the company were under the age of 25.
Matilda Djerf says that there has been a lack of structures and processes for employees to feel secure in their work. On Tuesday, she apologized on her social media. Even in the interview with Dagens industri, she apologizes for hurting people.
– These five years with the company have been fast-paced, just ‘go, go, go’. Somewhere along the way, I haven’t always understood that I am also a leader, she says.
No time to be sick
One of the details that has received a lot of attention is that she had a private toilet that no employee was allowed to use. Earlier this week, a PR consultant exhibited a toilet in front of the office with a note on it that read “toilet for employees”, something that caused further reactions.
Matilda Djerf says she had a private toilet because she doesn’t have time to be sick.
– That I am healthy is crucial for the company – that I can participate in events, filming and meetings, she says.
The outward face of the company
Communications advisor Casper Schaber, who has followed the storm of criticism this week, states that there is an almost inhuman pressure on an individual person.
– It is an increasing problem when personal brands become big and you profit from them by building a company. Almost everything depends on one person, regardless of whether there is a CEO and management team. But her followers want to take part in the person Matilda and that is why the case becomes so big when there is conflicting information.
Despite the apology earlier this week, the reporting and criticism has continued. Casper Schaber believes that the followers are not satisfied with the excuse because they want a better explanation than that Matilda Djerf was not ready for the leadership.
– If you have so many resources, you should also use it to improve the company culture. Not being ready is no excuse for treating people badly, he says.
Matilda Djerf and Rasmus Johansson have not appeared for an interview with SVT.