Community-Built Djerf Avenue Debuts First Manhattan Store

Djerf Avenue Expands Retail Footprint

Swedish influencer Matilda Djerf, alongside co-founder Rasmus Johansson, has launched Djerf Avenue's inaugural permanent brick-and-mortar store in Manhattan's NoHo neighborhood. Located at 25 Bond Street, the opening in late 2026 marks a significant step for the brand, which began as a direct-to-consumer (DTC) e-commerce platform in 2019.

Djerf initially gained social media traction from 2018 by sharing travel content, hair and beauty advice, and lifestyle insights, drawing a substantial following among Gen Z and millennial audiences.

The brand's initial offering, the Core Collection, featured nine apparel items designed as everyday wardrobe essentials, establishing a strong online presence before its physical expansion.

Community-Driven Brand Development

Matilda Djerf emphasizes the central role of her community in Djerf Avenue's growth and product creation. She states that early conversations with her followers directly inspired the brand's launch. From its inception, the community has been integral to Djerf Avenue's identity, influencing product development and featuring in early photoshoots.

Djerf describes an internal practice where an 'empty chair' represents the customer in key meetings, ensuring consumer perspective guides decisions. This approach ensures that customer preferences and feedback remain at the forefront of every strategic choice, from new product lines to the physical store's design.

DTC Strategy and US Market Appeal

Djerf Avenue's initial focus on direct-to-consumer sales allowed the brand to control the shopping experience and understand customer behavior directly. This strategy also enabled transparency regarding sizing, factory information, and sourcing details, building customer confidence. Over half of Djerf Avenue's customer base resides in the United States.

Djerf attributes the brand's appeal to American shoppers to its 'Scandi Girl' aesthetic, which promotes a slower lifestyle and appreciation for small moments. She believes this translates globally, as consumers seek feelings of calmness and confidence in their attire, offering a sense of peace in a busy world.

Implications for Asia's Beauty Economy

The Djerf Avenue model offers key insights for beauty brands in Asia. The brand's success demonstrates the power of authentic influencer-led brand building and community engagement, a strategy increasingly vital in markets like South Korea and China.

Its shift from a transparent DTC model to physical retail highlights a viable omnichannel expansion path for Asian beauty startups. Brands can learn from Djerf Avenue's commitment to inclusivity, such as offering a wide range of sizes, and transparency in sourcing, which are growing consumer demands across Southeast Asia. This approach can help Asian brands deepen customer relationships and expand market reach effectively.