Djerf Avenue grew on its founder’s feed, then sales halved.
The Swedish label spent 4–5% of revenue on marketing in 2023 and sold more than half its clothes in the US. After a workplace scandal, 2025 turnover fell from about 344M to 175M kronor.
BLOOM10X did not work with Djerf Avenue. This breakdown uses public sources only, linked below.
- 2019Matilda Djerf and Rasmus Johansson start the brand
- 2023About $35M in revenue, 4–5% spent on marketing
- Dec 2024A newspaper investigation into the workplace
- 2025Turnover halves; first loss in six years
- Nov 2025First wholesale partner: Selfridges
- Oct 2026First permanent store, 25 Bond Street, New York
Cheap growth, then a hard fall.
Turnover and profit, kronor
One feed fed everything
Five plays, one of them a warning.
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Sell to an audience you already have
The brand launched in 2019 to sell straight to Matilda Djerf’s followers, with no retailers in between (Metro Mode, Sep 2026). She had over 3 million followers, and the US became more than half of revenue (Forbes, Jan 2024).
Copy this: ask every first-time buyer where they found you, and count how many came from your own posts before you buy reach. CAC calculator →
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Keep paid spend tiny while it works
Co-founder Rasmus Johansson said marketing cost 4–5% of revenue in 2023 and 2% the year before, with an in-house photo studio and profit from day one (Forbes).
Copy this: know your margin per order before you scale ads, so you know how much one customer can cost. Margin calculator →
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Give buyers a page of their own
Angels Avenue started as a forum on the site around 2022 (Forbes). It is now a top-level tab beside Beauty, where shoppers post “Stylepins” and build “Styleboards” (djerfavenue.com, Nov 2026).
Copy this: collect customer outfit photos and put them on the product page, where buyers decide. Conversion →
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Test cities with pop-ups
Four-day pop-ups ran in Sweden, Los Angeles and New York (Forbes), then Selfridges in London. The first permanent store opened Oct 3, 2026 in New York, not Stockholm (Metro Mode).
Copy this: run a short pop-up in the city that buys most from you online before you sign a lease.
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Plan for the day the founder is the story
In December 2024 a newspaper investigation into the workplace spread abroad. In 2025 turnover fell to about 175M kronor, staff went from 42 to 17, and the company had three CEOs in 18 months (Metro Mode).
Copy this: put more than one face on the brand: creators, staff and customers in your ads, so sales don’t rest on one person. Creator seeding →
“Our marketing costs were only 4-5% of revenue in 2023 and 2% in the prior year.”
A $155 robe, $40 short of free shipping.
- 1No review countFive empty stars and no number on the page.
- 2Price under the threshold155.00 USD, with “Free Shipping Over $195” in the top bar.
- 3Prints as collectibles12 robe prints to pick from on one page.
- 4Four sizes cover eight“Double sizing” from XS-S to 3XL-4XL, a range the founder says helps in the US.
- 5One button“Add to bag” with a quantity stepper, no subscription or bundle choice.
- 6The set as the upsell“Match Your Moments” sells the same print as a $90 shirt and $85 pants, each with its own Add button.
About 130 live ads, many in her voice.
Sorted by impressions, the top two announce the New York store as a story Matilda Djerf tells.
“sarahsweeetlife with Djerf Avenue”
A partnership ad: a shopper’s photos from the store, run from her handle as a carousel that links to the store page.
Under 100 impressions when we saw it. A test, not yet a channel.
“Djerf Avenue x The Skinny Confidential is now live”
A collab with another creator-led brand, sold through the bestselling Go Slow pajamas in a reworked print.
The Skinny Confidential’s YouTube channel also carries a 53-minute interview with Matilda Djerf.
Active US ads on the Djerf Avenue page, Meta Ad Library, Nov 10, 2026. 16 new ads were created on Nov 9, mostly robes and pajamas (“Viral For A Reason”, “PJs For Every Body”).
How the store ad is built.
- 1A place, not a product“We’ve been busy building a home ❤️ 25 Bond Street, New York.”
- 2An event with a dateOpening October 3rd, in capitals and three exclamation marks.
- 3The founder’s own storyA teenage journal entry about New York, written in the first person.
- 4Video of the buildA vertical clip from the new store.
- 5A soft close“See You There!” sits beside a Shop Now button to the website.
Our wireframe of ads 2502322950246603 and 1610578357314430 in the Meta Ad Library, seen Nov 10, 2026. Not a copy of the ad.
Three brand Shorts.
“You can’t lose 50 per cent of turnover without resorting to drastic measures.”
Read it with three caveats.
- The audience came first. Over 3 million followers existed before the first product. A brand without one has to buy that reach.
- Low spend hid the risk. 4–5% on marketing looked efficient while one feed did the selling. When it stopped, there was no second engine.
- Kronor, not dollars. The 2024 and 2025 figures are in Swedish kronor from the company’s filings, as reported by Metro Mode.
- What we’d change: run creator and customer posts as paid ads years earlier. The creator-handle ad from Nov 4, 2026 had under 100 impressions.
Seven moves for a $1M–$10M brand.
- Ask every first-time buyer where they heard about you. CAC calculator
- Check your margin per order before you scale paid. Margin calculator
- Seed product to creators so more faces sell it. Creator seeding
- Run their posts from their handles as partnership ads. Partnership ads guide
- Put customer photos on your product pages. Conversion
- Set free shipping just above your best two-piece set. Raise AOV
- Build an email and SMS list you own, not just followers. Retention
Where every number comes from.
- Angela Chan-Danisi, “Follow Your Passion On Djerf Avenue: Lessons From Matilda Djerf And Rasmus Johansson,” Forbes, Jan 15, 2024. forbes.com
- “What happened to Djerf Avenue? From fashion phenomenon to crisis, and a fresh start,” Metro Mode, Sep 26, 2026. metromode.se
- Diana Pearl, “After a Scandal Nearly Derailed Her Brand, Matilda Djerf Reemerges,” The Business of Fashion, Nov 13, 2025 (Selfridges as first wholesale partner). businessoffashion.com
- Djerf Avenue, Robe Fruit product page and Angels Avenue, viewed on mobile Nov 10, 2026. djerfavenue.com/en-us/robe-fruit and djerfavenue.com/en-us/angels-avenue
- Meta Ad Library, active US ads for the Djerf Avenue page, viewed Nov 10, 2026. facebook.com/ads/library
- “Matilda Djerf: How She Built a Global Brand Without a Business Plan,” The Skinny Confidential (The Bossticks) YouTube channel, viewed Nov 10, 2026. youtube.com
- Djerf Avenue, official YouTube channel (@djerfavenue7371), Shorts viewed Nov 10, 2026. youtube.com
