Matilda Saga Albertina Djerf, co-founder of trend model Djerf Avenue, was accused of perpetuating a poisonous office. The 27-year-old influencer was named in an exposé by Aftonbladet. The Swedish publication interviewed a number of present and former Djerf Avenue workers members, all of whom alleged bullying, favoritism and body-shaming from Matilda’s firm. In response to the information, Djerf Avenue broke its silence in an announcement.
“That is ongoing work, and this 12 months, we’ve made some essential adjustments to enhance the work tradition at Djerf Avenue,” an announcement from the model learn, obtained by The Reduce. “Amongst different issues, we have now employed a extra skilled administration staff, we have now launched month-to-month nameless surveys to gather suggestions and take motion, we have now additionally arrange an exterior organizational psychologist to entry our office. We’re additionally within the technique of bringing in a further exterior HR skilled to help the group.”
So, what did Matilda do? Discover out what occurred and see her response, beneath.
Who Is Matilda Djerf?
Matila is a Swedish influencer and businesswoman who co-founded Djerf Avenue along with her boyfriend, Rasmus Johansson. Johansson reportedly serves because the CEO of the model.
What Did Matilda Djerf Do?
A number of former and present workers of Matilda’s firm depicted a poisonous office in an exposé printed by Aftonbladet. Some staffers claimed they misplaced sleep, suffered panic assaults and returned dwelling crying from work some days, per Quick Firm. One former staffer accused Matilda of “[yelling] at us” and “[calling] us names.” One other individual claimed that Matilda can be offended “if there was no espresso,” “if somebody was sitting within the improper seat,” or “if her meals hadn’t been heated up” for her. A separate individual claimed that Matilda had her personal private bathroom within the workplace, and when somebody unintentionally used it, one other worker needed to “scrub the bathroom earlier than Matilda might use it once more.”
One accuser even instructed Aftonbladet that the office at Djerf Avenue was “psychological terror.”
How A lot Is Djerf Avenue Price?
Djerf Avenue introduced in round $35 million in income, based on BBC.
What Did Matilda Say Concerning the Accusations?
Matilda stayed off of social media for a number of days to satisfy along with her staff at Djerf Avenue, she claimed in a prolonged Instagram put up on December 17, 2024.
“Over the previous few days, I’ve been quiet on social media. My highest precedence has been to satisfy with the Djerf Avenue staff and communicate to them,” Matilda defined. “I’m [fully] conscious that my phrases right here are usually not a solution or an answer, however for me it’s essential to write down this on to you. To anybody who I’ve damage or let down, I wish to begin by saying that I’m genuinely sorry.”
Manila added that she had no prior experiencing main a staff like this and pointed to a “lot of stress” in her observe.
“After I began Djerf Avenue, I by no means anticipated that the corporate can be what it’s at present, with so many staff members and a lot accountability,” Matilda admitted, earlier than acknowledging, “I wasn’t prepared. I had by no means led a staff previous to this, I had by no means constructed an organization, and beneath. Lot of stress, excessive tempo, and naivety I did not be the chief and colleague I want to be alongside the way in which [sic]. And for that I’m so, so sorry. I want my progress occurred sooner. I actually wish to underline that I’m extraordinarily dedicated to getting it proper and persevering with rising.”
