Marketing
How Djerf Avenue Built a $35M Brand in 5 Years
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Cathy Carpetta
October 23, 2024
In just five years, Djerf Avenue, founded by social media influencer Matilda Djerf, has grown from a small startup into a $35 million global fashion brand.
This success is a testament to the power of authenticity, community-driven marketing, and a commitment to sustainability.
In this article, we'll explore how Djerf Avenue achieved this impressive growth without large marketing budgets!
1. Matilda Djerf’s journey: From social media influencer to entrepreneur
1.1 Matilda Djerf’s success story: Authenticity from the start
Djerf Avenue’s success is deeply tied to Matilda Djerf’s authenticity.
She started her influencer journey in 2016 by sharing her travels and daily outfits (OOTDs) on Instagram, gaining attention for her honest, unfiltered posts.
Her genuine connection with followers helped her build a strong community, and she now has over 3 million Instagram followers and 26 million TikTok likes.
1.2 Transitioning to entrepreneurship: The start of Djerf Avenue
In 2019, Matilda Djerf leveraged her growing influence and successful brand collaborations to launch Djerf Avenue with her partner, Rasmus Johansson.
Noticing the success of her design collaborations with other brands, Matilda realised her vision could thrive independently.
“The collections that I did with other brands would sell out every time. Me and my partner, who is CEO of Djerf Avenue, both felt like it was time for us to do our own thing because if we could sell out for other brands, why wouldn’t we be able to sell out for our own brand?,” Djerf said.
The brand became an immediate success, driven by her ability to translate her style into a product line resonating with her audience.
Despite some controversy in 2023 over design similarities, their transparency and willingness to address criticism helped them regain customer trust.
2. Building the brand: Djerf Avenue’s unique selling points
2.1 Djerf Avenue’s style: Timeless Scandinavian-inspired pieces
From its inception, Djerf Avenue distinguished itself through a focus on quality.
Matilda created the brand based on her wardrobe needs, designing timeless pieces that could be styled in various ways.
This core wardrobe approach set Djerf Avenue apart from fast fashion, attracting customers seeking versatility and lasting quality.
They also doesn’t follow traditional collection releases. Instead, it focuses on small drops spread throughout the year.
“What I wanted with Djerf Avenue was to give people classic and comfortable staples that they can wear again and again or style in multiple ways over years” Matilda affirmed to The New York Times.
2.2 Djerf Avenue’s core value: Size inclusivity and sustainability
Unlike many European brands with limited sizing, Djerf Avenue embraced inclusivity from the start, offering sizes from XXS to XXXL.
This commitment to diverse body types helped the brand resonate globally, especially in markets like the U.S. where inclusivity is crucial.
Sustainability is also key to Djerf Avenue's success.
Rather than positioning itself as purely sustainable, Djerf Avenue takes a nuanced approach, emphasising ethical production and high-quality materials sourced from factories in Portugal, Italy, and Sweden.
Each factory is chosen for its expertise, and Djerf Avenue highlights its values and craftsmanship on their website.
By focusing on creating pieces meant to last, the brand offers an alternative to the wasteful, fast-fashion model—something that deeply resonates with the Gen Z market, which is hyper-aware of environmental issues.
3. Djerf Avenue’s rise to popularity: #1 TikTok viral brand
3.1 Djerf Avenue’s social media growth: Organic and community focus
Djerf Avenue’s marketing strategy is a masterclass in organic growth.
With a small marketing budget (only 2-5% of revenue vs. 20% on average for e-commerce), the brand taps into Matilda Djerf’s Instagram and TikTok presence, sharing relatable, everyday moments like cooking and city strolls.
By embracing diversity in body types, backgrounds, and ages, Djerf Avenue challenges an industry known for unrealistic beauty standards, fostering an authentic connection with its audience.
This use of real customers as models and avoidance of photo retouching further deepens trust and loyalty.
To amplify this community-driven approach, Djerf Avenue launched two key initiatives:
- Styleboards allow customers to showcase their styled outfits, turning them into brand ambassadors while fostering collaboration through user-generated content.
- Angels' Avenue, an online forum, provides a space for customers to connect, share fashion tips, and engage in deeper conversations with the brand and each other.
These efforts seamlessly extend the brand's organic growth, creating a participatory, inclusive culture.
3.1.1 Community ambassador: Djerf Avenue’s Icons campaign
Djerf Avenue shines with their latest Icons campaign, highlighting the essence of their brand—community.
Featuring 40 loyal followers in an authentic photo shoot, the campaign focuses on both new products and the customers who love them, turning each participant into a brand ambassador.
This strategy, extending from social media to their website, emphasises the brand’s commitment to valuing community over consumers.
3.1.2 A perfect match: Djerf Avenue x Sofia Richie collaboration
Djerf Avenue chose Sofia Richie for their first collaboration because she perfectly embodies the brand’s clean, rich-girl aesthetic.
Known for her elegant, minimalistic style, Sofia's fashion presence aligned well with Djerf Avenue’s timeless, understated pieces.
Additionally, Sofia's rise in popularity in 2023 made this collaboration a savvy move, tapping into her influence and appeal.
This partnership reflected both influencers' shared values of sophistication and luxury, making the launch a huge success among their fans.
As Matilda shared with Vogue Scandinavia, “This is the first collaboration Djerf Avenue has ever done with a profile, and we are so happy to be doing this with Sofia.”
3.2 Djerf Avenue’s brand activation: Pop-up stores as experience-driven marketing
Djerf Avenue's pop-up stores, a key part of their marketing strategy, offered customers an exclusive in-person experience.
These events generated significant social media buzz and allowed for deeper customer engagement beyond online shopping.
3.2.1 First pop-up in Los Angeles (2022)
Djerf Avenue’s first pop-up introduced the brand to the U.S., featuring its minimalist, chic staples. Fans flocked to try on their iconic pieces, with lines forming around the block.
The event solidified Djerf Avenue’s U.S. presence, creating buzz across social media.
3.2.2 SoHo, New York (2023)
Djerf Avenue’s New York debut in SoHo saw the launch of exclusive items like the “I Heart DA” T-shirt.
The event attracted massive crowds (even Hailey Bieber joined!) and concluded with a fashion show at the Guggenheim, live-streamed globally.
3.2.3 Greene Street, New York (2024)
To meet demand, Djerf Avenue returned with an expanded pop-up that included a full salon offering hair styling sessions using their new beauty line.
The pop-up attracted nearly 1,000 daily visitors and showcased exclusive Djerf Avenue Beauty products, further enhancing their community-driven brand.
Djerf Avenue's meteoric rise from a startup to a $35M brand in just five years highlights the power of authenticity and community-focused marketing.
Matilda Djerf’s organic social media presence laid the foundation for her brand, emphasising realness and trust with her audience.
Key strategies like showcasing real customers, unfiltered imagery, and fostering community through initiatives like Styleboards and Angels' Avenue have driven deep engagement.
Through sustainability, inclusivity, and innovative campaigns like pop-ups, Djerf Avenue has built a dedicated customer base, driving the brand's global success.
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