Djerf Avenue Elevates Nanna Hedlund to Interim CEO in Strategic Leadership Expansion

Djerf Avenue's Strategic Leadership Shift

Djerf Avenue, a prominent lifestyle brand from Sweden founded in 2019 by Matilda Djerf, has made a significant move in its leadership structure. As of April 11, 2025, Nanna Hedlund has been appointed as the interim CEO. Hedlund succeeds Rasmus Johansson, who is transitioning to the role of Interim Chief Marketing Officer (CMO). Matilda Djerf will continue her vital role as the Creative Director of the brand.

This leadership change is a part of Djerf Avenue’s strategic initiative to strengthen its executive team. Over the last eight months, the company has focused on enhancing its C-suite by hiring key personnel in finance, operations, and technology. This restructuring aims to support Djerf Avenue's ambitious growth plans, especially as it eyes expansion into the lucrative U.S. market.

Nanna Hedlund brings over two decades of experience in executive roles, having worked with leading brands in the beauty, fashion, home furnishings, and activewear sectors, including Kicks, Royal Design, Polarn O. Pyret, and Casall. Her rich background in guiding omnichannel growth strategies and her expertise in the retail landscape make her an ideal fit for Djerf Avenue’s vision.

Hedlund’s past experiences are particularly noteworthy due to her leadership in establishing retail presence in the U.S. markets as part of Polarn O. Pyret's global expansion strategy. Her record reflects a strong ability to drive brand transformation and organizational excellence in both mature enterprises and emerging companies.

Expressing excitement about her new role, Nanna noted, "This brand stands out as one of the most exciting and relevant on the international stage right now. It dares to challenge the norms of the fashion and beauty industry and speaks directly to real people." Her philosophy aligns seamlessly with Djerf Avenue’s commitment to authenticity and inclusivity. The brand is known for its refusal to retouch models, bodies, or clothes, thereby ensuring genuine representation in its marketing.

The newly appointed interim CEO emphasized the importance of evolving and adapting within the industry. "To level up, strengthen the company, and sharpen our focus as we enhance our efforts within the U.S. market is a natural step in our journey,” she said. "With an impressive background in brand-building, I am eager to work closely with Rasmus in his new CMO role."

Djerf Avenue has carved a niche in the fashion world with its combination of vintage-inspired aesthetics and a commitment to high-quality, conscious materials. All products are ethically manufactured in Portugal, Italy, and Sweden, aligning with the brand's core values of sustainability and inclusivity.

As Djerf Avenue embarks on this exciting chapter, the leadership of Nanna Hedlund is bound to bring both experience and a fresh perspective. The brand's vision and commitment to quality and authenticity will be further enhanced as it navigates its growth trajectory in the highly competitive fashion landscape. This strategic leadership change is more than just a shift in personnel; it represents Djerf Avenue's dedication to adapting and thriving in the evolving market of lifestyle and fashion.