Djerf Avenue was founded in 2019 by Matilda Djerf and Rasmus Johansson. The company quickly focused on the international market, particularly the USA. There, they established temporary physical stores and initiated collaborations with well-known personalities. During the winter of 2024, Aftonbladet published a review of the company's work environment, which was followed by changes within the organization.
The acting CEO Nanna Hedlund, who took over the leadership during a transitional period, left her position in February. Now it is clear that Johanna Axén will take over the role of CEO. She joined the e-commerce company in 2022 as head of the beauty department and is currently on parental leave.
Johanna will also take a seat on the company's board of directors. Before her time at Djerf Avenue, she worked for over five years at the clothing company Hennes & Mauritz, including as a business controller, and she also has e-commerce experience from the brand Hunkydory.
Financial Downturn and Savings
In connection with the review and subsequent changes, savings were implemented within the company. During her time as CEO, Nanna Hedlund reduced the workforce from 42 to 17 employees.
This development is reflected in the e-commerce company's finances. In 2025, revenue amounted to 175 million Swedish krona. This is a decrease of 49 percent compared to 2024, when revenue amounted to 344 million Swedish krona. The company also reported a loss. Operating profit for 2025 amounted to minus 50 million Swedish krona, which is an increase in the loss of 777 percent compared to the previous year when the result was minus 5.7 million Swedish krona.