MBHL Holding · Limassol, Cyprus
MBHL Holding owns and builds direct-to-consumer brands in sleep and beauty, with two more in stealth. One operator, one creative system, and every brand on its own P&L.
The portfolio
Each brand keeps its own name, look and customers. Underneath they share the same creative system, the same tools and the same rule: growth only counts if margin grows with it.
Sleep · Live in Denmark
Danish-developed weighted duvets and pillows, built on NyghtFill™ for calm and comfortable nights. All the weight, none of the heat.
Beauty · Live in Denmark and the US
DIY lash extensions with everything in the box. The brand that crossed a million dollars and keeps getting reviewed by the people who use it.
Brands 03 and 04 · In stealth
Two more brands are in the works. Names, products and stories stay under wraps until they are ready.
Track record
Numbers from brands MBHL Holding owns and runs. No projections.
How the house works
Every brand runs the same weekly system: angle, hook, proof, offer. Judged on cost per customer, never on likes.
Each brand has its own P&L. A month only counts as growth if contribution margin grew with it.
Creative testing, finance and stock run on Hitrate, software built in-house for these brands and now open to other operators.
Nobody falls for a holding company. They fall for a brand, so each one keeps its own name, colours and voice.
Martin Löfvall · Founder and owner
The founder
I'm Martin. Danish, based in Cyprus, and I have spent more than eight years building and running direct-to-consumer brands from the operator side: inventory, margin, returns, ads and all.
MBHL Holding is where those brands live. Every system starts on a brand I own, gets tested with my own money, and only then becomes the way the house works.
I also run MBHL, a creative strategy practice for other DTC brands. Same system, already proven here.
Get in touch
Want to talk about a brand, a partnership or the portfolio? Write to me directly. No form, no assistant in between.
[email protected] →
