Djerf Avenue opens its first physical store in New York City
Djerf Avenue launched its first physical retail location on Bond Street in New York’s NoHo neighbourhood this fall. The move targets the brand’s largest market, where American shoppers generate more than half of its sales.
The shop occupies a cobblestone street between Gwyneth Paltrow’s Goop storefront and Gigi Hadid’s Guest in Residence flagship, just around the corner from a Jcrew specialty store. Designed with warm brown wooden shelves and vintage shoes from Djerf’s own closet, the space aims to feel like a cosy, aesthetic closet where customers can browse freely and ask staff questions. Over the next year, the team will use shopper feedback and sales data to refine product development and decide where to open a second permanent store.
“American shoppers account for more than half of the brand’s business,” Matilda Djerf, co‑founder and creative director said.
“Our first store is meant to be so much more than just a store. It’s meant to be a home for the brand and a home for our returning and new customers as well,” Matilda Djerf, co‑founder and creative director said.
The brand began in 2016 as a blog and Instagram account documenting travels, grew to 100,000 followers by 2018, and launched a direct‑to‑consumer site in 2019 with nine apparel SKUs. Today Djerf Avenue reportedly generates $36 million in annual sales and has expanded into home goods, skin and hair care.
What we know
This fall, the business launched its first physical store in New York.
“American shoppers account for more than half of the brand’s business,” said Djerf.
Today, Djerf Avenue reportedly generates $36 million in annual sales and has expanded into new categories such as home goods, skin and hair care.
The store sits on a cobblestone street, between Gwyneth Paltrow’s Goop storefront and Gigi Hadid’s Guest in Residence flagship, just around the corner from a Jcrew specialty store.
Over the next year, the team will use customer feedback and shopping data to guide product development and decide where to open its next permanent store.