Djerf Avenue
Djerf Avenue is a Stockholm-based direct-to-consumer fashion brand founded by Matilda Djerf in 2019, selling non-seasonal apparel, loungewear, homeware, and beauty products made in European factories to fashion-conscious women worldwide through owned regional e-commerce sites in 20+ markets.
- Company typePrivate
- Founded2019
- HeadquartersStockholm, Sweden
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Djerf Avenue does
Djerf Avenue is a Stockholm-based, privately held direct-to-consumer fashion and lifestyle brand founded in 2019 by influencer Matilda Djerf. The company manufactures and sells non-seasonal, ready-to-wear clothing, loungewear, swimwear, homeware, accessories, and a Beauty line (skincare and haircare) through owned e-commerce storefronts localized across 20+ regional sites covering Europe (Sweden, Norway, Denmark, Germany, France, Netherlands, Switzerland, Austria, UK), North America (USA, Canada), Oceania (Australia, New Zealand), the Middle East (Saudi Arabia), and Africa (Republic of Congo). Signature product lines include the Dream Dress (cupro), Forever Blazer and It Blazer (recycled polyester), and GOTS-certified organic cotton bath robes, with all manufacturing concentrated in European factories (Portugal, Italy, Sweden) and transparent factory disclosure on each product page.
The business operates on a single revenue stream of one-time direct online sales at unit prices typically ranging from $80 to $200 USD for core apparel, supplemented by seasonal promotions of up to 50% off and an e-gift card add-on. The underlying technology stack is a Shopify-like e-commerce platform with regional site variations supporting multiple currencies (USD, CAD, EUR, SEK, NOK, GBP, AUD), payment processing via Adyen with Klarna and PayPal integrations, multi-carrier logistics through DHL, UPS, Budbee, and Schenker, and returns managed through Turnr. Customer service runs on Dixa, while marketing relies on Facebook Pixel and Google Analytics for attribution. The company has achieved GOTS and OEKO-TEX STANDARD 100 certifications on key product lines and operates the Angels Avenue community/loyalty program as its primary owned retention layer.
Djerf Avenue serves fashion-conscious women aged 20–40 seeking elevated basics, loungewear, and homeware with a Scandinavian minimalist aesthetic, inclusive sizing (XXS–3XL+), and supply-chain transparency (unretouched photography, factory visibility, recycled materials, organic cotton). Distribution is exclusively direct-to-consumer with no disclosed wholesale or marketplace presence, supplemented by occasional physical pop-ups including a Selfridges London launch in November 2024 marking the brand's five-year anniversary. The company scaled to approximately $34M in annual revenue by 2025 with a headcount of 11–50 employees and no disclosed external venture funding, indicating a bootstrapped, founder-led growth profile.
Djerf Avenue firmographics
Firmographics- Name
- Djerf Avenue
- Legal name
- Djerf Avenue AB
- Website
- https://djerfavenue.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Djerf Avenue is a Stockholm-based direct-to-consumer fashion brand founded by Matilda Djerf in 2019, selling non-seasonal apparel, loungewear, homeware, and beauty products made in European factories to fashion-conscious women worldwide through owned regional e-commerce sites in 20+ markets.
- Ownership category
- akta.pro rank
Djerf Avenue industry classification
Industry- Product category
- Women's Apparel
- NAICS
- Clothing and Clothing Accessories Retailers (45811), Furniture and Home Furnishings Retailers (4491)
- SIC
- Retail-Apparel & Accessory Stores (5600), Retail-Women's Clothing Stores (5621)
- akta.pro primary industry
- Outdoor & Active Lifestyle Apparel Retail (CRAAABAL)
Keywords
Where Djerf Avenue is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Djerf Avenue business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales
Revenue model
- Direct Product Sales: Direct-to-consumer online sales of apparel, loungewear, homeware, accessories, and swimwear through owned e-commerce storefronts. Revenue is generated through one-time product purchases at various price points ranging from approximately $80-200 USD for core apparel items. The brand operates a direct-to-consumer model with no third-party retail distribution.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Full-price retail apparel and lifestyle products |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Djerf Avenue product offering
Product offeringCore offering
Djerf Avenue designs, manufactures, and sells non-seasonal ready-to-wear clothing, loungewear, swimwear, homeware, accessories, and beauty products under its own brand. The company operates a direct-to-consumer model with no third-party retail distribution, selling exclusively through owned e-commerce storefronts across 20+ regional sites supported by occasional pop-up retail events.
Product overview
Djerf Avenue is an influencer-founded fashion and lifestyle brand offering a unified portfolio of apparel and homeware products. The core offering centers on clothing (blazers, dresses, tops, pants, swimwear) and loungewear (robes, pajamas), supplemented by homeware (bedding, towels) and accessories. The brand also operates a Beauty line and the Angels Avenue community program. Key product lines include the signature Dream Dress collection (cupro fabric), Forever Blazer and It Blazer (recycled polyester), Bath Robe (GOTS-certified organic cotton), and the sustainable REMAKE collection (upcycled from existing pieces). All products are manufactured in European factories (Portugal, Italy, Sweden) with a focus on sustainability and transparency.
Differentiator
Problem solved
Functional benefit
Products and services
- Clothing
- Loungewear
- Homeware
- Accessories
- Beauty
- E-Gift Card
- REMAKE Collection
Companies that use Djerf Avenue
Customer profileSegments1 record
Ideal customer profiles1 record
Djerf Avenue technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration13 records
Djerf Avenue partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- SelfridgescoreDjerf Avenue partnered with Selfridges to open its debut UK pop-up in London, marking the brand's five-year anniversary. The partnership represents the brand's first physical retail presence in the UK market, positioned as a strategic expansion beyond core e-commerce operations.
Scale indicators2 records
Recent moves7 records
Expansion highlights6 records
Djerf Avenue competitors and assessment
Company assessmentDirect peers
- SKIMS: Influencer-founded apparel and lifestyle brand (Kim Kardashian) selling directly to consumers across intimates, loungewear, and shapewear. Highly comparable founder-led DTC model targeting a similar demographic of fashion-conscious women.
- Reformation: Sustainable fashion brand selling women's apparel and accessories through DTC e-commerce with select physical retail. Comparable premium DTC positioning, transparent supply chain, and sustainability-led brand narrative.
- Glossier: Direct-to-consumer beauty and lifestyle brand with a strong community and founder-led identity. Comparable on the founder-led, community-anchored DTC playbook and category-extension strategy into adjacent product lines.
- Outdoor Voices: Recreational apparel DTC brand selling directly to consumers with a community-led brand identity. Comparable founder-driven marketing, lifestyle-apparel positioning, and DTC-only distribution model.
- Madhappy: Los Angeles-based DTC lifestyle apparel brand built around community and founder-led storytelling. Compares on the lifestyle-and-community-led DTC playbook, premium basics, and crossover into adjacent categories like home and wellness.
- Everlane: DTC fashion brand built around supply-chain transparency and ethical manufacturing. Closely comparable on the transparency, sustainability, and European/US factory-disclosure narrative that Djerf Avenue uses as a differentiator.
- Realisation Par: Influencer-collaboration-led women's apparel DTC brand known for printed dresses and elevated everyday wear. Compares on the social-media-driven, founder-or-influencer-led marketing model and DTC-only distribution.
- Sleeper: Direct-to-consumer loungewear and dress brand founded by former stylists, sold online globally. Closely comparable on loungewear-led DTC assortment, Instagram-driven brand building, and elevated-basics aesthetic.
Broad incumbents
- Aritzia: Canadian premium women's fashion retailer with a strong DTC and physical store footprint. Comparable premium-basics assortment and women's 20-40 demographic, but operates at significantly larger scale across multiple owned brands.
Emerging players
- With Nothing Underneath: London-based womenswear DTC brand focused on elevated shirting and timeless essentials. Comparable premium-basics positioning, minimalist Scandinavian-adjacent aesthetic, and founder-led DTC model targeting women 25-40.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Djerf Avenue social profiles
Digital presenceDjerf Avenue compliance and trust
Trust signalCompliance2 records
Djerf Avenue financial estimates
Financial estimateRevenue estimate
Valuation estimate
Djerf Avenue leadership team
Management profileNumber of profiles
Profiles1 record
Djerf Avenue funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Djerf Avenue M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Djerf Avenue
What does Djerf Avenue do?
Djerf Avenue designs, manufactures, and sells non-seasonal ready-to-wear clothing, loungewear, swimwear, homeware, accessories, and beauty products under its own brand. The company operates a direct-to-consumer model with no third-party retail distribution, selling exclusively through owned e-commerce storefronts across 20+ regional sites supported by occasional pop-up retail events.
Is Djerf Avenue a public or private company?
Djerf Avenue is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Djerf Avenue founded?
Djerf Avenue was founded in 2019. It employs 11 to 50 people.
Where is Djerf Avenue based?
Djerf Avenue is headquartered in Stockholm, Sweden, in the Europe region.
How does Djerf Avenue make money?
One revenue line is on record: direct Product Sales.
Who are Djerf Avenue's main competitors?
Direct peers on record are SKIMS, Reformation, Glossier, Outdoor Voices, Madhappy, Everlane, Realisation Par and Sleeper. Aritzia is listed as a broad incumbent. With Nothing Underneath is listed as an emerging player.
Does Djerf Avenue have an API?
No public API is recorded for Djerf Avenue.
What industry is Djerf Avenue in?
Djerf Avenue's product category is Women's Apparel. Its primary akta.pro industry code is CRAAABAL, Outdoor & Active Lifestyle Apparel Retail. Its NAICS code is 45811 and its SIC code is 5600.