Secret Shopper: Why are Millennials queuing down the street for Djerf Avenue's pop-up?

If you've walked around the streets of Covent Garden in the past few days, you may have noticed a truckload of Gen Z and Millennials in minimalist, neutral-toned get-ups. That's what happens when Matilda Djerf's Djerf Avenue pop-up is in town. But is the line trailing outside of the pop-up really worth it?

As part of TheIndustry.fashion's Secret Shopper series, we visited Djerf Avenue's pop-up to see what the hype was all about.

Djerf Avenue, founded by Swedish content creator Matilda Djerf, is celebrating its fifth birthday with the week-long pop-up in London. This marks the brand’s first-ever physical store presence in the UK.

After garnering a loyal following for her effortlessly chic outfits and voluminous golden locks, Matilda Djerf, along with her partner Rasmus Johansson, founded Djerf Avenue in 2019. Thanks to Djerf’s 3.1 million followers on Instagram alone, it didn’t take long for the brand to access cult status with its timeless ready-to-wear fashion. But, if shoppers in the UK want to get their hands on one of the brand's oversized blazers or fruit-clad sleepwear, they had to be willing to pay import taxes - a nightmare when sizing isn't always straightforward.

So, when Djerf Avenue finally hit the streets of London, fans flocked... and they're still flocking. After the hustle and bustle of opening weekend died down, TheIndustry.fashion took a trip to the aesthetically pleasing store.

Location

The pop-up is located in London's Covent Garden at 25 Shelton Street until 8 December. Neighbouring the popular Seven Dials food market and surrounding quaint shops, the brand has guaranteed a good turn out from Londoners and tourists alike.

Be warned... be prepared to queue. But, on the plus side, sales associates are willing and ready to head outside into the cold to hand out complimentary coffees to those waiting in line.

Windows and entrance

As expected, the store's aesthetic - similarly to the brand's cosmetics and clothing offering - is simple and refined. It doesn't shout 'we're here', but with a long line of patiently waiting customers, does it really need to?

A simple stand, rendered in this season's popular maroon tone, reads "Djerf Avenue" along with opening dates and times and guides customers in the right direction. Here, polite security line the door, guiding shoppers to form an orderly queue.

Rather than fashioning the store windows to showcase products on sale and draw unknowing customers in, Djerf Avenue opted for oversized paper Christmas crackers to line the windows - again nodding to the brand's 'if you know you know' mentality.

Store fit and product range

Up the stairs, shoppers are met with a tranquil space, home to rails of Djerf Avenue's bestsellers from loungewear, pyjamas, blazers, knitwear, and more. Each rail houses sizes XS to XL. Though products are on the pricier side (£45 for a cotton scarf to £165 for a blazer), the brand credits this to its use of lower-impact materials, including recycled materials and natural corozo buttons instead of plastic. It also uses organic cotton labels instead of polyester. 

With only several attendees permitted at a time, dare we say the line is worth the wait? No pushing, no shoving, just a leisurely browse.

In the middle of the store sits a deep red display table, showcasing Djerf Avenue Beauty products and knick-knacks from face towels rendered in the brand's famous fruit print to mugs with matching coasters.

Fitting rooms and service

There are three fitting rooms in the store. However, only two items are permitted at a time. Yes, it saves chaos and havoc, but what if customers are ready to splurge after waiting five years (both in line and for the brand to come to the UK)?

Keeping on theme, even the fitting rooms are branded with 'Djerf Avenue' on the mirror and the walls are lined with a pastel checkered wallpaper.

Sales associates were plentiful, ready to assist rather than push product. Plus, they looked ever-so-chic decked out in the sleek, oversized Djerf Avenue ensembles.

Once shoppers select their favourite pieces, sales associates write down the size and style of desired products. Shoppers are then directed to the till, where they pay before being invited to recline in a waiting area fit with Christmas trees galore and homely Djerf Avenue bedding. Plaques with codes for free shipping with no added customs can also be found in the waiting area.

After a short wait, staff ascend the stock room stairs with fresh product neatly packed in a branded baby pink shopping bag.

Experiential offerings

Not only is the pop-up a place to shop but also to sip, snack, and get pampered. In the courtyard, there is a complimentary personalisation station, where shoppers can have their robes or sleepwear embroidered within 15 minutes. Next door, Swedish bakery Fabrique is serving up Swedish treats for £3.99 and complimentary coffees.

Christmas trees line the courtyard stocked with chairs and tables, where visitors are invited to relax after they shop until they drop.

To showcase Djerf Avenue Beauty's haircare range, the brand has partnered with Dyson for complementary Airwrap styling sessions. These slots were booked out in under one minute!

In conclusion

In conclusion, please Matilda, bring Djerf Avenue to London permanently. That way, fans of the brand can shop without queuing and have access to the latest styles without paying additional import fees all year round.

Despite banging on about the wait, we can attest to it being worth queuing. When spending upwards of £100, the tranquil environment is a much-appreciated element, even if it means a few extra minutes out in the cold.

The experiential services, which are increasingly popular with shoppers, are a bonus and showcase the intentional thought put into creating the brand's first London store. Plus, the space promises to infect visitors with the holiday spirit - from Christmas crackers and decorated trees to cosy pyjamas and perfectly packaged stocking fillers.