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Defining Brands co. ApS

Private limited companyCVR 42336092København KActive

Defining Brands co. ApS is a private limited company, based in København K, active in planning and design of advertising campaigns, founded in 2021. Net profit fell 34% from 2024 to 2025, ending at DKK 18,603. Equity grew to DKK 33,426 in 2025.

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Key figures · financial year 2025

Gross profitDKK 1.3m+8.8% vs. 2024
Net profitDKK 18,603−34.4% vs. 2024
EquityDKK 33,426+125.5% vs. 2024
Employees4latest month from CVR

What has changed

calculated from recorded figures and dates

Financials: 2025 against 2024

  • Gross profit rose 9% (2024 → 2025), to DKK 1.3m.
  • Net profit fell 34% (2024 → 2025), to DKK 18,603.
  • Equity rose 126% (2024 → 2025), to DKK 33,426.

Employees

  • 1 more employees than a year earlier: 4 (07/2026) against 3 (07/2025).

Management and owners, last 24 months

  • New in management: Mathias de Melo Lundegaard (director, 29/10/2024).
  • Stepped down: Mathias de Melo Lundegaard (director, 28/10/2024) and Mathias de Melo Lundegaard (director, 18/12/2024).
  • New owners registered: Haakansson holding ApS (18/12/2024) and The Mine Group ApS (01/01/2026).
  • No longer registered as owner: Gutfeel Holding ApS (18/12/2024) and Haakansson holding ApS (17/12/2024).

Registrations, last 24 months

  • 01/01/2025: Industry changed to Planning and design of advertising campaigns (731110)

Calculated from the latest two annual reports in sequence and from registrations in CVR. A figure that is missing in either year gives no line, and we derive no figures.

Financial statements

Financial years 2022–2025 · amounts in DKK thousand

Equity and net profit

−DKK 100k−DKK 80,000−DKK 60,000−DKK 40,000−DKK 20,000DKK 0DKK 20,000DKK 40,000DKK 60,000DKK 80,0002022202320242025
EquityNet profit
Financial figures for Defining Brands co. ApS
2022202320242025Change
Revenuenot statednot statednot statednot stated–
Gross profit8119331,1731,277+8.8%
Operating profit (EBIT)–−1194537−17.3%
Profit before tax59−1233726−29.3%
Net profit43−972819−34.4%
Total assets277353475316−33.3%
Equity83−141533+125.5%
Liabilities194366460283−38.5%
Cash and cash equivalents1206927717−93.8%
Average number of employees22220%

Source: annual reports filed with the Danish Business Authority (XBRL). Figures for the company (not the group); change is the latest year against the year before. “–” means the figure is not stated in the annual report. Revenue is not stated for 2022, 2023, 2024, 2025: smaller companies may omit it, and we do not derive it from other figures.

Download the figures as CSV · free with an account, amounts in whole DKK

DKK 0DKK 500kDKK 1mDKK 1.5mDKK 2m2022202320242025
Gross profitMedian, the industry (716 companies)

Annual reports

4 financial years
Annual reports for Defining Brands co. ApS
Financial yearPeriodPublishedFigures forDocuments
202501/07/2024 – 30/06/202530/12/2025The companyPDF not statedXBRL
202401/07/2023 – 30/06/202416/09/2024The companyPDFXBRL
202301/07/2022 – 30/06/202327/12/2023The companyPDFXBRL
202223/04/2021 – 30/06/202208/12/2022The companyPDFXBRL

The figures from all the annual reports are shown on this page. The documents themselves (PDF and XBRL, the machine-readable edition) are downloaded with a Pro account: sign in or create a free account, and then choose Pro. XBRL is the edition the figures on the page are read from.

Employees

monthly figures from CVR
01234508/2309/2310/2311/2312/2301/2402/2403/2404/2405/2406/2407/2408/2409/2410/2411/2412/2401/2502/2503/2504/2505/2506/2507/2508/2509/2510/2511/2512/2501/2602/2603/2604/2605/2606/2607/26
Employees

Position in the industry

716 companies in the database

Comparison with the other companies in planning and design of advertising campaigns based on the latest financial year.

Gross profitDKK 1.3mNo. 454 of 715
Better than 37% of the companies in the industry
EquityDKK 33,426No. 602 of 716
Better than 16% of the companies in the industry
Number of employees4No. 390 of 716
Better than 46% of the companies in the industry

Industry median: gross profit DKK 2.1m, net profit DKK 163k, equity DKK 649k, 3 employees.

DKK 100kDKK 840kDKK 7.1mDKK 59.2mDKK 244.8mHere
Distribution of gross profit for 685 companies in the industry (latest financial year, logarithmic scale). Amber bar: where this company sits.

Compared with similar companies

size, age and company form
Rank among similar companies
GroupGross profitEquity
Companies with fewer than 20 employees69,967 companies in the comparison
No. 40,153of 69,742
Better than 42%
No. 58,425of 69,964
Better than 16%
Same industry and fewer than 20 employees634 companies in the comparison
No. 375of 633
Better than 41%
No. 526of 634
Better than 17%
Companies that are between 5 and 14 years old33,688 companies in the comparison
No. 21,169of 33,588
Better than 37%
No. 27,726of 33,687
Better than 18%
All companies of type ApS66,508 companies in the comparison
No. 38,702of 66,379
Better than 42%
No. 54,702of 66,505
Better than 18%

The rank is calculated among companies in the database with a figure for the latest financial year, and is shown only for groups of at least ten companies.

Compare with the industry

Planning and design of advertising campaigns
Gross profit
  1. Defining Brands co. ApSDKK 1.3m
  2. WPP Enterprise Solutions MAP A/SDKK 497.5m
  3. Omnicom Media Group A/SDKK 196.3m
Net profit
  1. Defining Brands co. ApSDKK 18,603
  2. WPP Enterprise Solutions MAP A/SDKK 175.1m
  3. Omnicom Media Group A/SDKK 28.6m
Equity
  1. Defining Brands co. ApSDKK 33,426
  2. WPP Enterprise Solutions MAP A/SDKK 163.9m
  3. Omnicom Media Group A/SDKK 143m
Employees
  1. Defining Brands co. ApS4
  2. WPP Enterprise Solutions MAP A/S497
  3. Omnicom Media Group A/S76

Latest financial year per company. Choose up to three companies from the largest in the industry.

Owners and group

from the Public Ownership Register
Owners
  • Haakansson holding ApS100%
  • The Mine Group ApS33.33%
Defining Brands co. ApS

The ownership shares in the register add up to 133.3%. The register may contain older or indirect holdings that have not been closed. We show them as registered.

Management

1 active registrations

Executive management

Executive management at Defining Brands co. ApS
NameRoleAppointed
Mads Martini Trondhjem HaakanssonDirector23/04/2021
Founders
Gutfeel Holding ApS, Haakansson holding ApS
Former management (2)
Former management at Defining Brands co. ApS
NameRoleAppointedResigned
Mathias de Melo LundegaardDirector23/04/202128/10/2024
Mathias de Melo LundegaardDirector29/10/202418/12/2024

Signing rule: Selskabet tegnes af en direktør.

Address and production units

1 active production units

Sankt Peders Stræde 19A
1453 København K

København Municipality · Postcode 1453

Production units
Production unitAddressEmployeesP number
Defining Brands co. ApSSankt Peders Stræde 19A, 1453 København K51027097800

Purpose

Selskabets formål er at drive virksomhed med strategi og branding samt hermed beslægtet virksomhed.

The purpose is quoted from the register in Danish.

Changes year by year

24 registered events
20261 changeownership 1
  • The Mine Group ApS registered as owner (33.33%)
20252 changesaccounts 1 · industry 1
  • Annual report for 2025 published
  • Industry changed to Planning and design of advertising campaigns (731110)
202411 changesmanagement 3 · ownership 7 · accounts 1
  • Mathias de Melo Lundegaard stepped down as director
  • Haakansson holding ApS registered as owner (100%)
  • Gutfeel Holding ApS is no longer registered as owner
  • Haakansson holding ApS is no longer registered as owner
  • Mathias de Melo Lundegaard appointed director
  • Mathias de Melo Lundegaard stepped down as director
  • Annual report for 2024 published
  • Mads Martini Trondhjem Haakansson registered as owner (50%)
  • Mads Martini Trondhjem Haakansson is no longer registered as owner
  • Mathias de Melo Lundegaard registered as owner (50%)
  • Mathias de Melo Lundegaard is no longer registered as owner
20231 changeaccounts 1
  • Annual report for 2023 published
20222 changesaccounts 1 · address 1
  • Annual report for 2022 published
  • Moved to Sankt Peders Stræde 19A, 1453 København K
20217 changesaddress 2 · founded 1 · management 2 · ownership 2
  • Moved to Hillerødgade 30A, 2200 København N
  • Moved to Hillerødgade 30A, 2200 København N
  • Registered as Defining Brands co. ApS
  • Mathias de Melo Lundegaard appointed director
  • Mads Martini Trondhjem Haakansson appointed director
  • Gutfeel Holding ApS registered as owner (50%)
  • Haakansson holding ApS registered as owner (50%)

Related companies

Same industry in København

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Same people in management

Source and updates

The information comes from the Danish Central Business Register (Danish Business Authority) and from annual reports filed with the Danish Business Authority. Last synchronised 24/10/2026. The company is protected against advertising; contact details are not shown, and the data must not be used for marketing.

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