Matilda Djerf: 'I wasn't ready' to lead company

Published On Dec 17, 2024, 4:29 PM

Matilda Djerf, the head of Swedish fashion brand Djerf Avenue, has faced backlash after accusations of mistreatment and bullying within her company. After a report highlighted these issues, she apologized publicly, attributing the problems to her lack of leadership experience amid rapid company growth. Djerf Avenue, known for its inclusive sizing and diverse representation, generated approximately $35 million in revenue last year. The brand is now working on improving its workplace culture by hiring more experienced managers and implementing feedback mechanisms. While the pop-up shop in London was well-received, the recent controversies have raised concerns among loyal customers about the brand's values and leadership.