Matilda Djerf: Building a self-funded inclusive global brand to $35 million in 3 years | E4

Matilda Djerf is a Swedish creator-turned-designer, who in three years has built a clothing brand with revenue of $35 million, 4x-ing every year, with a high profit margin and almost no external financing. In this episode, we break down the dynamics behind Djerf Avenue, Matilda’s start on social media, and how she transitioned from creator to entrepreneur. We also cover what it is like to work with your life partner, the dark times Matilda has gone through in her life, and what her life is like today. Please subscribe if you enjoyed this episode - it helps the channel get more great guests! Instagrams Sequel stories: Gustaf: Matilda: Topics: 00:00 Intro 01:51 Fan art and Matilda’s origins 04:29 Getting started and taking a leap 07:18 Growing up in Sweden and moving to the US 09:48 What Matilda’s challenges in the early days have meant 11:56 Matilda’s make-it-or-break-it moment 14:29 Strategy behind the growth? 15:22 Mistakes when getting started as creator 16:56 Why the interest from US and Australia? 18:13 Personal life and mental health 20:25 Where is the social media game heading? 24:25 The industry issues that led to Djerf Avenue 25:58 Step 1 and the dynamics behind the business 31:03 Dining experiences in the American Express Platinum membership 31:58 Production, back-end and supply chain 34:20 Djerf Avenue’s income numbers - 4X-ing every year and self-owned 36:37 Building the Djerf Avenue team and the personality trait they’re looking for 40:09 What Matilda has learned from Djerf Avenue 42:45 Djerf Avenue’s differentiation and is there a secret sauce? 46:10 Matilda’s advice for starting a business with your partner 48:32 Why TikTok is crazy about Matilda’s hair 49:39 Matilda’s and Gustaf’s advice to themselves 54:35 Matilda’s wedding dream performance, and learning languages through music 56:05 The best compliment Matilda ever received 56:43 Thinking forward: a move to the US? About the American Express Platinum Card: Villkor gäller. Nom.ränta 17,99%. Eff.ränta 28,30% vid utnyttjad kredit om 140 000 kr / 12 mån. Tot: 172 870 kr. Medlemsavgift 650 kr/mån. (April 2023)