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Mike Lindell, CEO of MyPillow, in March. Jabin Botsford / The Washington Post via Getty Images

  • Dominion Voting Systems has sued MyPillow and its CEO, Mike Lindell, claiming $ 1.3 billion in damages.

  • The libel lawsuit claims Lindell increased sales for his business while pushing false claims.

  • Lindell told Insider he actually expected the boycotts to cost him tens of millions of dollars in sales.

  • Visit Insider’s Business section for more stories.

MyPillow CEO Mike Lindell said he expects to lose $ 65 million in pillow revenue this year due to the retail boycott for his claims that the 2020 US election was rigged.

This screening, Lindell told Insider in an interview Monday after being served with a libel lawsuit from Dominion Voting Systems seeking $ 1.3 billion in damages, is proof that he is not pushing claims for electoral fraud for the money.

“I lost 20 retailers and it cost me $ 65 million this year that I won’t be coming back, okay?” Lindell told Insider. “This is your story. Print it correctly. Don’t try to distort it.”

The 121-page lawsuit alleges the pillow mogul used election conspiracy theories to boost his company’s sales, using conspiratorial phrases as discount codes and placing expensive ads with media sharing the same ideas.

“Lindell – a talented salesman and former professional card counter – sells the lie to this day because the lie sells pillows,” wrote Tom Clare, libel attorney representing Dominion Voting Systems, in the lawsuit.

Dominion says Lindell used conspiracy theories to sell more pillows

Lindell has been a staunch supporter of former President Donald Trump for years. A former pro gamer who overcame a crack addiction, he credits his company’s success to his aggressive advertising strategy, which pushed MyPillow’s revenue to over $ 300 million in 2019.

Dominion’s lawsuit says the advertising strategy is to associate his personal brand and that of his company with juice sales.

MyPillow has spent tens of millions of dollars advertising in pro-Trump media outlets like Fox News and Newsmax – both also targets of litigation for election lies. After Trump lost the November election, Lindell falsely claimed Dominion rigged the election. MyPillow sponsored a “March for Trump” tour (which was actually a bus) in which Lindell spoke at rallies claiming the election was stolen.

Dominion alleges in the lawsuit that conspiracy theories are a platform for Lindell to sell more pillows.

“After hitting the jackpot with Donald Trump’s approval for MyPillow and after a million dollar bet on Fox News ads paid off big returns, Michael Lindell exploited another chance to boost sales : Market MyPillow to people who would log in and attend rallies to hear Lindell told the “big lie” that Dominion stole the 2020 election, ”Clare wrote.

MyPillow CEO Mike Lindell Says He Loses $ 65 Million Over Election Fraud Allegations And It Proves He Doesn’t Push Conspiracy Theories For Money

Lindell with President Donald Trump at a 2018 campaign rally. Justin Sullivan / Getty Images

Lindell told Insider that MyPillow’s advertising strategy is separate from his personal politics. He said MyPillow has advertising and sponsorship deals with CNN, MSNBC, the Washington Post, and the New York Times – all media outlets he’s not a fan of – as well as with around 5,000 podcasts and radio stations. and television.

“I advertise everywhere,” he says. “And every place is either profitable or makes money.”

A representative for the Times told Insider that it last ran ads on MyPillow in 2015. Other media outlets named by Lindell did not immediately respond to requests for comment.

Lindell dismissed the idea that he had a “preconceived plan” to make money by claiming that Dominion and Smartmatic, a rival election technology company also involved in conspiracy theories, rigged the presidential election. He said a boycott of a retailer of brands such as Kohl’s and Bed Bath & Beyond would cost him tens of millions of dollars in revenue.

“These combined stores had sales of $ 65 million last year,” he said. “And now, I won’t have them this year, nor any year. They’re done.

Lindell says he’s just trying to save America

In the wake of the Jan.6 uprising on Capitol Hill, where a pro-Trump mob sought to block Congress from certifying election results, Lindell only doubled down on the allegations of voter fraud.

He met Trump in the Oval Office, taking notes with him, apparently suggesting that the president consider declaring martial law. He continued to push the theories into media appearances and funded a two-hour “docu-film” based on them called “Absolute Proof.” Like Trump before him, he was ultimately kicked out of Twitter.

He says he openly welcomes Dominion’s lawsuit, saying it would provide him with a way to prove his allegations of a rigged election.

“I’m glad I got the papers today,” Lindell said.

To bolster his claims that Lindell linked election-related conspiracy theories to MyPillow sales, Dominion’s lawsuit includes a dozen pages of social media users saying they are buying MyPillow products to support Election’s election lies. Lindell.

“Mike Lindell is a true Patriot and American hero who defends the truth. I’m buying more pillows using the discount code NEWSMAX #ElectonFraudHappened #MikeLindell #MyPillowGuy #MyPillow,” one person wrote on Twitter. “The mypillow is under attack by evil leftists. Go to and spend a lot,” wrote another.

MyPillow CEO Mike Lindell Says He Loses $ 65 Million Over Election Fraud Allegations And It Proves He Doesn’t Push Conspiracy Theories For Money

Trump with Lindell in March during the daily novel coronavirus briefing. MANDEL NGAN / AFP via Getty Images

The Dominion lawsuit also claims that Lindell used discount codes on his website that were linked to right-wing conspiracy theories, including using “FightforTrump” as the discount code while Trump supporters literally battled Capitol officers and “Proof” after having broadcast his “docu-film”. “

But Lindell said the advertising partners created these discount codes. “FightforTrump,” for example, came from a podcaster MyPillow worked with – one of the hundreds of radio hosts that MyPillow has sponsorship deals with.

He said controversies over advertising generally boosted sales for his business, but boycotts since January appeared poised to cause long-term damage to pillow sales.

“When I’m boycotted, people tend to buy more pillows – at least in the short term,” Lindell told Insider. “I always get a little nudge for a few days when they attack the business. But now this time it’s different.”

MyPillow CEO Mike Lindell Says He Loses $ 65 Million Over Election Fraud Allegations And It Proves He Doesn’t Push Conspiracy Theories For Money

Lindell outside the West Wing of the White House on January 15. Drew Angerer / Getty Images

Lindell is nonetheless ready to move forward with his demands, he said, so that he can “save the country” from what he sees as the pernicious influence of communism. He said he didn’t believe the people demanding retailers boycott MyPillow to be real, claiming they were robots.

“I’m not a stupid person. I have a huge business that I built from nothing. I’m a former drug addict, and I’m not going to give up on a big billion dollar business that’s trying to steal our country., “he said.

“All I want is this election now. I don’t care how much money it costs me,” he added.

Lindell’s claims about the election are unfounded

More recently, Lindell has returned to center stage after releasing the self-taught documentary “Absolute Proof,” which claims voter interference caused some states to “switch” from then-President Donald Trump to Joe Biden. .

A data table in the film, for example, indicates that nearly 200,000 Wisconsin votes were incorrectly marked as missing ballots and therefore should have been counted differently – even though several state and federal judges, including one appointed by Trump , approved the counting of these votes. .

The film also claims that several countries, including China, Iran and the UK, were complicit in the generation of electoral inconsistencies.

MyPillow CEO Mike Lindell Says He Loses $ 65 Million Over Election Fraud Allegations And It Proves He Doesn’t Push Conspiracy Theories For Money

Lindell. Jabin Botsford / The Washington Post via Getty Images

It is not known where the data displayed in “Absolute Proof” comes from. Lindell claims it came from “government spyware” and was converted by a “mega computer” into tables and charts. Federal agencies have declared the 2020 election to be “the safest in history,” and judges have dismissed dozens of lawsuits challenging the election results, finding no evidence of irregularities.

According to Lindell, “Absolute Proof” has been viewed over 110 million times, although he declined to provide evidence for these viewership figures. This year’s Super Bowl drew around 96 million viewers.

Lindell told Insider he wasn’t concerned about Dominion’s lawsuit against him, saying he had “bigger fish to fry” and “much bigger things” he was working on. He said he had a “massive team” of lawyers working on the case and already had all the evidence needed to prove his case.

“It’s going to go to the Supreme Court. And when it does, it will be a 9-0 vote that our country has been attacked,” Lindell said. “And then all the media is finally going to come and go, wow, ‘Mike, you know what? You were right from the start.'”

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