Matilda Djerf Brand Revenue Halves After 55 Million Krona Loss

Matilda Djerf and Rasmus Johansson are restructuring Djerf Avenue following a 55 million krona loss that saw annual revenue halve to 175 million krona in 2025.Nanna Hedlund will step down as CEO on February 1 to join the company board after overseeing a workforce reduction from 42 to 17 employees.The founders issued apologies regarding work environment concerns while shifting the brand strategy from rapid expansion toward stabilization and a potential future IPO.