Djerf Avenue Opened First Store in New York City

The brand established a permanent retail presence at 25 Bond Street in New York City.

Updated on Oct. 3, 2026 in Openings & Closings

Djerf Avenue Opened First Store in New York City

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Djerf Avenue has launched its first brick-and-mortar store at 25 Bond Street in New York City. The expansion follows the brand hosting more than 50 community events and eight temporary pop-ups.

Why it matters

Brand leadership selected the city for this permanent site to meet consumer demand for tangible human connection after years of online-only operations. This move aims to deepen the brand's ties with its established local customer base.

The brand has hosted more than 50 community events and eight pop-up shops prior to this opening. Last month, 100 community members were provided with special invitation keys to mark the new retail site.

The players

Matilda Djerf

The founder started the fashion brand in 2019.

Johanna Axén

She assumed the role of chief executive officer for the company in the summer of 2026.

Leap

This company partnered with the brand to handle the store design.

The details

Designed in partnership with Leap, the location features wooden fixtures and hand-painted curtains to create a residential atmosphere. The store offers a curated selection of the brand's apparel, beauty products, and home decor items.

The brand was founded in 2019.
Workplace mistreatment allegations were reported in 2024.
Johanna Axén was appointed as chief executive officer in summer 2026.
100 community members received invitation keys on September 3, 2026.
The New York City store opened on October 3, 2026.

Market Landscape

This opening mirrors a broader industry trend where online-first brands pivot to physical storefronts to bridge the gap between digital identity and consumer experience. By establishing a permanent home, Djerf Avenue aligns itself with direct-to-consumer competitors moving into urban retail hubs.

New York City shoppers can now access the full range of apparel and home goods in person at the 25 Bond Street location. This provides local customers with a physical space to engage with the brand's homey aesthetic directly.

The takeaway

The move demonstrates a strategic effort by the company to transition from a digital-only entity to a physical community hub. Customers should expect the space to serve as an experiential brand center rather than a traditional high-volume store.