Djerf Avenue, the fashion and beauty brand founded by Swedish influencer Matilda Djerf, opened its first brick-and-mortar retail location in New York on October 3 at 25 Bond Street in downtown Manhattan, per WWD.

Djerf launched the digital-first brand in 2019 and built a following on wardrobe staples including blazers, tailored trousers and T-shirts, along with printed loungewear. The company has since expanded into home decor, with printed bed linens, and beauty, with body and hair care products.

“In the beginning, when we started while having no prior experience in the fashion industry or running a business, we knew right away that we wanted to be direct-to-consumer because we wanted to understand the customers’ behavior,” Djerf told WWD. “Being six years in, we got to the point where we were ready for a store.”

The permanent store follows a longer run of temporary retail in the city. Djerf Avenue has hosted more than 50 community events and eight pop-ups across New York, London, Los Angeles, Sweden and Norway. A March 2024 pop-up at 21 Greene Street in SoHo paired shopping with a full salon setup for the brand’s newly launched hair care line, and Djerf said at the time she had no plans yet for a permanent location, though the brand remained open to one. A 2023 New York pop-up drew lines wrapping around the block and ended with a runway show at the Guggenheim on Sept. 3, a date the brand has since marked annually.

“New York is such an important city for Djerf Avenue; we’ve had deep connections with our customers here from special events to pop-ups,” Djerf said. “When we discussed our first permanent store, New York was always a given.”

Djerf personally designed the new store in partnership with Leap, describing it as an extension of the brand with warm, homey Scandinavian touches rather than a minimalist aesthetic. The space includes wooden fixtures, hand-painted prints on curtains and bench seating, a lounge area and dedicated sections for apparel and beauty products.

The store launches with Djerf Avenue bestsellers, including the Breezy shirt, loungewear and plush robes, alongside store-exclusive items such as key chains, a deck of cards and water bottles. In-store activations for the opening include partnerships with Bluestone Lane and Leon’s Bagels.

“I think that if you come into the store completely with no clue what Djerf Avenue is, I think you will get a true representation of what our brand is,” Djerf said. “But also, if you’re a returning customer, there will be items that you haven’t seen before or that you haven’t been able to shop before.”

The opening follows a period in which the brand worked to rebuild trust with its customer base. In December 2024, 11 anonymous current and former employees accused Djerf of workplace mistreatment, including fat-shaming and bullying, in a Swedish media investigation. Djerf issued a public apology at the time, and the brand outlined workplace changes, including anonymous employee surveys and an independent whistleblower function. This summer, Djerf Avenue named Johanna Axén as CEO after Axén had built out the brand’s beauty division.

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