
October 9, 2024
New partnership fuels brand institute’s growth journey
We’re excited to present a new chapter in our journey. A development that will drive our commitment to what we do best; building strong brands that leave a mark on the sectors they enter. We’re always proud and grateful when our innovative visions are recognized, which is why we’re thrilled to share our new partnership with the investment firm MS2 Invest. This collaboration reflects our long-term dedication to expanding and strengthening our presence in the fashion and lifestyle markets, while opening more doors for future ideas.
Creative vision meets strategic expertise
Co-founded by Jannick and Martin Lyneborg-Lindberg, brand institute has grown through ventures like Le Management, one of Northern Europe’s largest model agencies. From their beginning in a small office in Aarhus, the company has since expanded with five offices located across Northern Europe. We’ve also welcomed new brands, including the child model agency Le Management Kids; the influencer agency Le Management Society; the PR bureau HOOD; skincare brand woods_ copenhagen; jewelry brand Ragbag, and the successful accessory brand LIÉ STUDIO, co-owned by model and influencer duo Cecilie and Amalie Moosgaard.
woods_ copenhagen and Ragbag are not part of the investment and the new ownership arrangement, but they will continue to thrive under Martin’s management and ongoing aspirations.

With this partnership, we not only gain financial support to bring our visions to life, but also valuable strategic insights that will help us scale our business globally. As Jannick explains: “We wanted a partner who understood our creative DNA and shared our commitment to a sustainable approach. MS2 Invest brings that alignment, making them an ideal fit.”
MS2 Invest, led by entrepreneur Per Christensen, offers deep industry expertise and a commitment to scaling our brands while maintaining the essence that makes them unique. As Martin highlights: “Our aim is to preserve the identity of our brands while expanding into new markets with innovative strategies. This partnership gives us the flexibility and creative room needed to do just that.”
Preserving core values while setting new standards
Moving forward, we will focus on expanding our digital presence and increasing our international footprint. This partnership opens doors to new opportunities, including collaborations with influential figures in fashion, lifestyle, and beyond.
Looking ahead, we plan to enhance our brand portfolio by pursuing strategic acquisitions and partnerships across various sectors, which will further strengthen our market positions. MS2 Invest’s backing will also help us grow our global infrastructure, from opening new offices to expanding our workforce, to support the initiatives we have planned.
As we continue on this path, our collaboration with MS2 invest will not only solidify our position as frontrunners in the industry but also ensure we stay true to the core values that have driven our success so far.
We look forward to launching several new initiatives supported by the resources and expertise gained through this partnership. Jannick adds: “This partnership represents a pivotal movement for us, and we are enthusiastic about the opportunities ahead. Our mission remains consistent: to deliver innovative, high-quality services while staying rooted in our core values.”
With a clear vision for the future, we’re ready to continue setting new standards in every industry we enter.