In a post on LinkedIn, the company confirms the establishment and describes it as a milestone. They state that the city has been an important part of the company's history for several years. The company further writes that it is a city where they have created so many memories and forged so many new connections, and that they can now finally call it home.
Founder Matilda Djerf also comments on the event on Instagram, highlighting how long-term the planning has been. She writes that it is difficult to put into words what this means to her and adds that what started as an idea when she was 21 now has a permanent physical home.
Lost Revenue
The announcement of the store opening in New York comes after a period of restructuring for the e-commerce retailer. After a period of strong growth, the figures turned downwards and during 2025 the company lost almost half of its revenue, from 344 million Swedish krona to 175 million Swedish krona. Profitability was also severely affected, and operating profit for 2025 amounted to minus 50 million Swedish krona.
To manage the economic downturn, a savings program was implemented, which included reducing the workforce from 42 to 17 employees. In August Johanna Axén assumed the position of new CEO after Nanna Hedlund's time as acting CEO. Axén was recruited internally and was then tasked with stabilizing the economy and leading Djerf Avenue forward into a new phase, where the fixed establishment in the USA now appears to be a central part of the strategy.