 At its inception, the paper was owned by the Icelandic Baugur Group, with minority stakes held by a number of co-founders, including Morten Lund.However, in January 2008, Baugur decided to sell Lund a 51% majority share of Dagsbrun Media, the holding company for the newspaper.For the acquisition, Lund had teamed up with Morten Wagner of Freeway, an owner of popular social networking sites such as dating.dk and arto.dk.