- Influencer Matilda Djerf grew her self-funded DTC fashion brand Djerf Avenue to $34.5M in sales in 2022.
- Loyally engaging her online community and staying true to her creative instincts fueled meteoric growth.
- Djerf offers inspiration for creators building real commerce empires from social followings.
From Influencer to Entrepreneur
Launching a successful direct-to-consumer (DTC) fashion brand is notoriously difficult, even for creators with millions of fans. But Swedish influencer Matilda Djerf has made it work hugely.
Djerf started her online-only clothing company, Djerf Avenue, in 2019, owning 90% of the business with her CEO boyfriend. Since then, sales have exploded to $34.5 million last year – a fourfold increase from 2021.
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Beyond Social Media
The social media style icon credits staying true to her creative instincts and keeping customers at the core. Djerf interacts daily with her loyal community online to understand their needs and preferences.
While the business is self-funded outside a single angel investment, Djerf Avenue represents a rare DTC success story for influencer retail.
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A fashion empire?
With a new US warehouse launched this year and plans to expand categories in 2024, Matilda Djerf seems to have cracked the code on spinning social clout into a real, thriving fashion enterprise.
Her journey offers inspiration and lessons for creators hoping to turn their brand into a commercial powerhouse.
