On 1 October 2025, it's been 10 years since Mette Frantsen and Morten Frantsen took over the ownership of SOBY, becoming the third generation in the company after their father, aunt, uncle, and grandfather. Here, they share their experience of trust, the dynamic of being siblings and owner-managers, and SOBY’s place in an industry that is evolving at a rapid pace.
– you have to seize the opportunities you are passionate about
The excitement was high when siblings Mette and Morten Frantsen, 10 years ago, held the keys to SOBY as the company’s new owners and directors. Since their youth, they had known they wanted to take on the challenge together. But there was never any pressure from home—it had to be something they were truly passionate about.
“I know exactly where I was when our father first opened the conversation about taking over SØBY. It was an honor and a powerful feeling. Even though we had dreamed about it, it only became a real possibility once it was spoken out loud,” says Morten Frantsen.
Mette Frantsen agrees, explaining that she and Morten both started working at SOBY as very young, but it never meant their paths were restricted by expectations.
“We grew up with the mindset that you seize the opportunities you are passionate about and that make sense. SOBY has always offered many opportunities, and as youngsters, it was, quite simply, a way to earn pocket money. We carved our own paths and chose ourselves to seize the opportunity to lead SOBY. When we took over, the employees trusted us—because many of them had known us since the days when we were sweeping the floors for them,” Mette Frantsen smiles.
According to both Mette and Morten, their collaboration as owner-managers is shaped by strengths they feel every day—even though they are often asked how they manage to balance being siblings with working together professionally. Morten explains that he sees it as a clear advantage to know each other so well as leaders.
“There’s never a ready-made formula for how to be leaders together—regardless of the relationship you bring into the role. We handle different tasks, but we are incredibly alike as people. That’s why I often know what Mette is thinking or wants. We share a common drive in SØBY’s history, which we both grew up with. It’s something special to share that with someone you also share the leadership role with.”
Mette adds that it is a huge advantage to be more than one person carrying the responsibility, which at times can follow you home. “Sometimes we face something that worries us—even after we’ve gone home. But then we can call each other or meet up over the weekend and talk it through. We’ve often experienced how comforting it is not to be alone at the top in that way. Perhaps it’s exactly something we can do because we’re family and don’t see each other’s company as purely professional.”
There is never a fixed recipe for leading a company together. We handle different tasks, but we are incredibly similar as people. We share a common drive in SOBY’s history. It’s something very special to share with someone you also take a leadership role with. / Morten Frantsen
Since the generational handover, Mette, Morten, and SOBY’s Sales Director Jan Lund have continued to build on the company’s strong foundation – with respect for those who shaped it and with a clear focus on the demands of the future. With 10 years of experience behind them, they look back on the time after the takeover and agree that many insights have already left their mark on their leadership journey.
“Our ambitions for SOBY require us to move away from always doing things the way we used to. We are well on our way to that. But if I could give myself one piece of advice 10 years ago, it would be to take it easy – tomorrow's another day! We’ve learned not to initiate 10 changes at once and that we don’t have to handle everything ourselves,” says Mette Frantsen.
Listen to Mette and Morten as they share their experiences from the very first day as owners and their role as 3rd-generation family business owners. Follow our news for more video features of our management - released throughout 2025 as part of the anniversary.
Mette Frantsen and Morten Frantsen at the generational handover on October 1, 2015 – and today.