Djerf Avenue Announces Staff Layoffs Following Recent Challenges

Influencer Matilda Djerf's e-commerce company Djerf Avenue is laying off staff.

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Djerf Avenue Announces Staff Layoffs Following Recent Challenges
Photo: Claudio Bresciani / TT

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In an email to Breakit, the company's acting CEO Nanna Hedlund confirms the information, but does not want to specify how many employees will be leaving.

"We are firmly determined to support our team through this change with transparency and respect. With regard to the individuals affected, we do not share further details at present," she writes.

It was in December last year that an investigation, conducted by Aftonbladet, revealed misconduct in the work environment at Djerf Avenue. The criticism did not wait and Djerf apologized.

Under much stress, high tempo, and naivety, I failed to be the leader and colleague I wanted to be. And for that, I am so sorry," she then on Instagram.

Djerf has previously been ranked by Forbes magazine as one of the 30 most powerful young entrepreneurs.

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By TTEnglish edition by Sweden Herald, adapted for local and international readers

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