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Outbyte PC Repair FREERepair Windows errors before they cause bigger problemsFix Now →Outbyte Driver Updater FREEScan for outdated or missing drivers - takes under a minuteDriver Scan →Matilda Djerf turned an online following and a recognizable personal style into Djerf Avenue, a fashion and lifestyle company launched in 2019. The often-cited $34.5 million figure refers to the business’s reported scale in 2022, as described by British GQ in 2023—not Djerf’s personal net worth or a current valuation. Later reporting put the company’s 2024 sales at $36 million, a different figure for a different period and metric.
What does the $34.5 million figure refer to?
British GQ’s May 2023 profile described Djerf Avenue as a “$34.5 million business” in the context of its growth in 2022. The report does not identify that number as Djerf’s personal wealth, company profit, or a formal valuation, so it should not be presented as any of those. British GQ’s 2023 profile is the source for the historical figure.
Later figures use a clearer sales measure. Fortune reported that Djerf Avenue had $36 million in sales in 2024; Glamour reported $36 million in total sales across 103 countries for that year. Those reports describe sales, not profit, and they do not create a complete, audited annual financial series.
| Figure | What it describes | Source and timing |
|---|---|---|
| $34.5 million | Djerf Avenue business figure associated with 2022; not identified as personal net worth, profit, or valuation | British GQ, May 2023 |
| $36 million | Sales in 2024 | Fortune, September 2025 |
| $36 million across 103 countries | Total sales in 2024, with geographic context | Glamour, September 2025 |
| Slight revenue decline expected | Company outlook for 2025, not a final reported result | Business of Fashion, November 2025 |
Business of Fashion quoted interim CEO Nanna Hedlund citing currency fluctuations and tariffs as headwinds to the 2025 outlook. The company’s reported results should therefore be read by year and by metric, rather than treated as a simple uninterrupted growth curve.
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How did Matilda Djerf turn a following into a brand?
She made her personal style recognizable
Djerf Avenue’s starting point was an audience already familiar with Djerf’s appearance and taste. British GQ described the company’s growth as rooted in her rapidly expanding social following. Fortune likewise framed the brand as a way to translate followers’ interest in her style into products. That is a plausible account of the business’s origin, not evidence that follower numbers alone caused sales.
The company sold a coherent version of that style
Djerf Avenue launched in 2019. Its clothing offered followers a way to buy into the look they associated with Djerf, while the brand’s imagery used casual, user-generated-style photographs rather than relying only on highly polished campaign presentation, according to Fortune. The approach connected an online identity to products people could wear and share.
Djerf described the shift from influencer to founder as a change in responsibility: “Working as an influencer, but then going over to being a founder and having customers who are paying money for the products that you’re making—that’s a completely different responsibility,” she told Fortune.
How did Djerf Avenue expand beyond clothing?
The company broadened from apparel into homeware and beauty, giving customers more ways to engage with the same aesthetic. Fortune’s 2025 coverage named blazers, button-downs, pajamas, bedding, and a $115 cardigan. That cardigan price is the item price reported by Fortune in 2025, not a current price guarantee.
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Djerf Avenue Beauty extended the brand into hair styling and care. ELLE reported that Breezy Styling Mist and On the Go Styling Gel debuted in March 2024. The brand later introduced the Breezy Weightless and Essential Moisture ranges, including shampoo, conditioner, and hair masks. ELLE listed those products at $22 to $30 when it published its September 2024 article; prices and availability may have changed since then. ELLE’s 2024 coverage details the launch.
Retail beyond the screen
Online sales were not the company’s only route to customers. Business of Fashion reported on Djerf Avenue’s 2025 retail activity, including a Selfridges pop-up. In October 2026, Fashionista reported that the company opened a permanent New York store at 25 Bond Street in SoHo. The opening establishes a physical retail presence, not how profitable the store is or how much it contributes to sales.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What changed after the workplace allegations?
In December 2024, the Swedish newspaper Aftonbladet published allegations from 11 anonymous current and former workers who described public berating, bullying, and favoritism and control. The Associated Press reported on those allegations and Djerf’s response; they are reported allegations, not a court or regulator finding.
Djerf apologized in a statement reported by the AP, saying: “I wasn’t ready. I had never led a team prior to this, I had never built a company, and under lot of stress, high tempo, and naivety I failed to be the leader and colleague I wish to be along the way. And for that I am so, so sorry.” The AP also reported that the company said it had hired a more experienced management team, was working with an external organizational psychologist, and was conducting monthly anonymous employee surveys. The AP’s December 2024 report recounts the allegations and the company’s stated steps.
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Glamour reported that Djerf and co-founder Rasmus Johansson brought in Nanna Hedlund as interim CEO in May 2025 and described work on company culture and structures. Business of Fashion later reported the 2025 revenue outlook. Fashionista reported that Hedlund stepped down from the interim CEO role in February 2026 and joined the board. These events mark changes in leadership and operations; the available reporting does not establish their precise effect on sales.
What the business story shows—and what it does not
Djerf Avenue’s trajectory illustrates how an influencer-founded company can carry an audience’s familiarity with a founder’s style into product categories, visual marketing, and eventually physical retail. The reported sales figures indicate substantial commercial activity, but they do not reveal profit, ownership value, or the company’s current valuation. Nor do they establish that social reach by itself explains the brand’s performance.
The public picture is therefore a combination of dated business reporting, product and retail launches, and a consequential workplace controversy. The $34.5 million figure belongs to the company’s reported 2022 context; the $36 million figures refer to 2024 sales. Keeping those distinctions intact is essential to understanding both the scale and the limits of what is publicly known.
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