That influencer Matilda Djerf is attracting attention abroad is no coincidence. She is ranked by Forbes magazine as one of the 30 most powerful young entrepreneurs in Europe. She has three million followers on Instagram and 1.5 million followers on Tiktok. Since 2019, she has been running the clothing company Djerf Avenue with her partner, Rasmus Johansson, who is the company's CEO. Djerf Avenue offers shipping options to countries around the world.
In 2023, the company reported sales of 268 million kronor, a decrease from 370 million the previous year.
In Aftonbladet's investigation, eleven people testify about verbal abuse, belittling comments, favoritism, and poor working conditions at Matilda Djerf's company Djerf Avenue.
The investigation has also reached beyond Sweden's borders. For example, BBC and The New York Times report on a post that Djerf posted on Instagram.
Djerf had previously apologized in a comment field on Instagram. On Tuesday, she posted a longer post on Instagram, writing, among other things: "Under a lot of stress, high tempo, and naivety, I failed to be the leader and colleague I wanted to be. And for that, I am so sorry."
Even American People and Buzzfeed, German Bild, Finnish Yle and Ilta-Sanomat, Norwegian Dagbladet, and Belgian HLN have reported on the investigation.
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