influencer<\/a> and founder of mistreatment in the workplace, including fat-shaming and bullying. Djerf took to social media with a formal apology, which included a plan to improve and develop her internal business and work culture. Since then, the brand has worked to rebuild its relationship with consumers and recently tapped Johanna Ax\u00e9n as its chief executive officer this summer after building out the Swedish brand\u2019s beauty division.<\/p>\n\n\tNow, the brand has opened its first brick-and-mortar location in New York City as a way to continue Djerf\u2019s relationship with her community while expanding Djerf Avenue\u2019s world. Ahead of the opening, Djerf Avenue delivered special keys to 100 community members on Sept. 3 with an invitation to be some of the first guests to enter and shop her New York store while enjoying tunes by a DJ and bakery catering via her ongoing partnership with the Lower East Side Girls Club.<\/p>\n
\n\t\u201cNew York is such an important city for Djerf Avenue \u2014 we\u2019ve had deep connections with our customers here from special events to pop-ups. When we discussed our first permanent store, New York was always a given,\u201d Djerf said of the new store at 25 Bond Street.<\/p>\n
\n\tShe described the store, which she personally designed in partnership with Leap, as an extension of the brand with warm, homey Scandinavian touches, rather than minimalistic. Its interior designs include wooden fixtures, signature hand-painted prints on curtains and bench seating, a lounge area and designated areas for her apparel and beauty products.<\/p>\n
\n\tUpon opening, the store will feature Djerf Avenue\u2019s bestsellers including the Breezy shirt, loungewear and plush robes, alongside a handful of store exclusives like key chains, a deck of cards and water bottles. Djerf said that she also continued to partner with her personal favorite external brands including Bluestone Lane, Leon\u2019s Bagels and more for the opening\u2019s in-store activations.<\/p>\n
\n\t\u201cI think that if you come into the store completely with no clue what Djerf Avenue is, I think you will get a true representation of what our brand is. But also, if you\u2019re a returning customer, there will be items that you haven\u2019t seen before or that you haven\u2019t been able to shop before, which was really important for us as well,\u201d she added.<\/p>\n","protected":false},"excerpt":{"rendered":"Djerf Avenue has landed in downtown New York City with the opening of its first brick-and-mortar store on…\n","protected":false},"author":2,"featured_media":363637,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[1242,31893,9,24,55,54,56,2539],"class_list":["post-363636","post","type-post","status-publish","format-standard","has-post-thumbnail","category-new-york-city","tag-fashion","tag-influencer","tag-new-york","tag-new-york-city","tag-new-york-city-headlines","tag-new-york-city-news","tag-ny","tag-shopping"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/posts\/363636","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/comments?post=363636"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/posts\/363636\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/media\/363637"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/media?parent=363636"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/categories?post=363636"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ny\/wp-json\/wp\/v2\/tags?post=363636"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}