Djerf Avenue opens first permanent store in New York
Djerf Avenue has a permanent address in New York. The brand opened its first brick-and-mortar shop on Saturday, 3 October 2026, at 25 Bond Street in downtown Manhattan, according to WWD.
The company was founded in 2019 by Matilda Djerf. Djerf serves as chief creative officer. In summer 2026 the business named Johanna Axén as chief executive officer.
The opening was built around regular customers. On 3 September the brand delivered special keys to 100 community members ahead of the launch. It had already organised more than 50 community events and eight pop-ups across New York, London, Los Angeles, Sweden and Norway.
The Bond Street space was designed by Djerf in partnership with Leap, its partner on the project. The shop is open Monday to Saturday from 11 a.m. to 7 p.m., according to Djerf Avenue.
That schedule follows a busy month in the city. The brand held an invite-only three-day showroom at its New York Townhouse on 4 to 6 September. It was a different test from its earlier temporary shop in the city, a pop-up at 21 Spring Street in SoHo that opened on 31 August 2023 and traded from 10 a.m. to 6 p.m.
What makes this stand out is the shift from temporary to permanent. Pop-ups come and go in weeks. A lease means staff, rent and daily foot traffic.
For fans, this means a fixed place to try clothes on. The brand states its products are designed in Stockholm and made in Europe. New York now has that range on the rail six days a week.
