This is why Matilda Djerf is news abroad

The employees' work environment alarm on Djerf Avenue has sparked reactions abroad. Both American and European media are reporting on the investigation.

» Published:

This is why Matilda Djerf is news abroad
Photo: Stina Stjernkvist/SvD/TT

Share this article

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.

Tags

Author

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

More news

Government Boosts Support for Sweden's Regional Airports

Government Boosts Support for Sweden's Regional Airports

Klarna CEO: Embracing "Swedishness" as a Key Asset

Klarna CEO: Embracing "Swedishness" as a Key Asset

Handelsbanken Swish Payment Disruption Resolved

Handelsbanken Swish Payment Disruption Resolved

Government Proposes Increased Export Credit Guarantees for Swedish Companies

Government Proposes Increased Export Credit Guarantees for Swedish Companies

AstraZeneca Halts UK Research Facility Expansion Plans

AstraZeneca Halts UK Research Facility Expansion Plans

Princess Madeleine's Skincare Brand Launch Draws Lukewarm Interest

Princess Madeleine's Skincare Brand Launch Draws Lukewarm Interest

Länsförsäkringar Swish Payment Issue Resolved

Länsförsäkringar Swish Payment Issue Resolved

Blind Box Trend Raises Concerns Over Consumer Behavior and Spending

Blind Box Trend Raises Concerns Over Consumer Behavior and Spending

France's Credit Rating Downgraded by Fitch

France's Credit Rating Downgraded by Fitch

Microsoft Gains Amid Mixed US Market

Microsoft Gains Amid Mixed US Market

FTC Investigates Google and Amazon Over Advertising Practices

FTC Investigates Google and Amazon Over Advertising Practices

US Proposes G7 Tariffs on China and India Over Russian Oil Purchases

US Proposes G7 Tariffs on China and India Over Russian Oil Purchases

Taco Bell Plans Expansion into Sweden with First Stockholm Location

Taco Bell Plans Expansion into Sweden with First Stockholm Location

Russia's Central Bank Makes Smaller Than Expected Interest Rate Cut

Russia's Central Bank Makes Smaller Than Expected Interest Rate Cut

ECB Officials Divided on Future Interest Rate Decisions

ECB Officials Divided on Future Interest Rate Decisions

Klarna CEO Secures Billion-Kronor Loan to Buy Out Co-Owner

Klarna CEO Secures Billion-Kronor Loan to Buy Out Co-Owner

Six Suspects in Consultant Scandal Face Charges After Spain Raid

Six Suspects in Consultant Scandal Face Charges After Spain Raid

Microsoft to Remove Teams from Office Package in EU Agreement

Microsoft to Remove Teams from Office Package in EU Agreement

UK Economy Growth Stagnant in July as GDP Remains Unchanged

UK Economy Growth Stagnant in July as GDP Remains Unchanged

German Inflation Rises to 2.2 Percent in August

German Inflation Rises to 2.2 Percent in August