Founders Magnus and Maria Bråth are taking back ownership of the search agency Brath after repurchasing the business from LRF Media. The deal means the siblings regain control of the company six years after originally selling it to the media group.
The transfer of ownership took place on October 19, 2026. In connection with the completion of the deal, Magnus Bråth will step into the role of CEO, while Maria Bråth will assume the position of Sales Manager.
Investing in Visibility in AI Services
Magnus Bråth is a well-known profile in Swedish e-commerce and has repeatedly been used as an expert on Ehandel.se. Among other things, he analyzed the consequences of Google's major search leak for new e-commerce businesses, and this summer he conducted a widely publicized study showing how leading AI models missed critical errors in technical search optimization. Now, the founding duo has chosen to redirect the agency's offering as consumer search behavior changes.
As part of the relaunch, Brath is launching a new model and service for AI optimization, also known as Generative Engine Optimization. The purpose is to help e-commerce businesses and other companies become visible in responses and recommendations from AI chatbots and AI-based search services when consumers are looking for products and services, and to convert that visibility into actual sales.
We are ready today to roll out a really strong service for AI optimization, says Magnus Bråth, CEO of Brath.
According to Magnus Bråth, the focus of the relaunch is on linking the technical search work directly to customers' business results.
The benefit for our customers is our reason for existence. How well it goes for our customers, in the final analysis, is what matters. If we can't get our customers to fly, why should we exist at all?, says Magnus Bråth.
Transparency note: Ehandel SE AB has been part of LRF Media AB since January 1, 2018.