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Sandra Halliday Published
September 3, 2025
Brand Institute Group A/S has a new co-owner with investment company MS2 Invest stepping in. Brand Institute controls Northern Europe’s largest modelling agency, Le Management, as well as Danish jewellery company Lié Studio.
The company said the new development comes as it aims to accelerate its international expansion with MS2 supporting “the establishment of new international growth companies”.
If you haven’t heard of Brand Institute Group you can be forgiven as it’s a newly established holding company for the group’s businesses.
Current owners Jannick and Martin Lyneborg-Lindberg will continue with “a significant ownership stake”, and Jannick will remain CEO of Le Management while also becoming CEO of the holding company. Lié Studio’s co-founders will retain their ownership stakes in that business.
Since their firm’s inception in 2010, Lindberg and Lyne have grown the modelling agency and have also established several related and new business areas along the way.
Today, Le Management represents more than 1,500 models through offices in Aarhus, Copenhagen, Stockholm, Oslo, and Hamburg. Le Management said it represents some of the biggest international talents in the industry.
Other businesses include Le Management Society and Le Management Kids, as well as PR firm Hood Agency, serving both local and global clients such as H&M, Bestseller, and Inditex, along with more than 1,300 customers across Europe.
The business is a co-founder and shareholder in the Lié Studio jewellery and lifestyle brand that was established in 2025 by models and influencers Amalie and Cecilie Moosgaard. Lié Studio is seeing strong growth and expects to double its sales this year.
The new holding company didn’t share details about its revenue or the size of the investment, but it said the deal “values Brand Institute Group at a three-digit million amount”.
It added that with MS2 Invest as a co-owner, it “has gained a financially strong partner with many years of experience in developing and internationalising companies. This includes a significant network, which will be utilised for board roles and other specific efforts within the companies”.
The combined group has “in-house expertise in branding, e-commerce, procurement, and logistics [plus] several new projects in the pipeline with well-known influencers”.
Per Christensen, CEO of MS2 Invest, said: “In less than 15 years, Jannick Lyneborg-Lindberg and his team have built Northern Europe's leading modeling agency and established a number of other successful companies within the fashion and lifestyle industry. We see great potential in Brand Institute Group as a framework for the continued expansion of Le Management into new markets and the creation of new brands, drawing on the group's accumulated expertise and talent pool.”