On October 1 2025, it will be 10 years since Mette Frantsen and Morten Frantsen took over the management of SOBY, becoming the third generation to lead the company after their father, aunt, and grandfather. Here, they share their experiences with trust, the dynamics of being both siblings and owner-managers, and SOBY’s role in an industry that is developing at a rapid pace.
The excitement was palpable when the siblings Mette and Morten Frantsen, 10 years ago, stood with the keys to SOBY in hand as the company’s new owners and directors. They took over the leadership as the 3rd generation – and in many ways had grown up with SOBY’s DNA in their blood.
“We both started out in production with student jobs when we were very young and returned as adults in administrative positions. The employees have shown us a unique trust – first as colleagues and later as owners, because many of them have known us since we were the ones sweeping the floors,” Mette Frantsen says with a smile. She explains that a career at SOBY was never something the family pushed them into. Instead, she expresses great pride when she talks about the family’s support for the two of them taking the lead at SOBY.
Morten Frantsen adds that it gave him butterflies when their father one day raised the idea of taking over SOBY. “I know exactly where I was. It was a very big feeling – the will was there, of course, but we also had to be ready for the responsibility and bring the trust of both family and employees with us,” he recalls.
According to both Mette and Morten, their collaboration as owner-managers is marked by a strength they feel every day – even though they are often asked how they find the balance between being siblings and working together professionally. Morten explains that he sees it as a clear advantage to know each other so well as leaders.
“There is never a fixed recipe for leading a company together – no matter what relationship you bring into the role. We handle different tasks, but we are incredibly similar as people. That means I often know what Mette is thinking or wants in a given situation. We share a common drive in SOBY’s history, which we both grew up in. It’s something very special to share with the person you also lead alongside.”
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 a clear focus on the demands of the future. This has meant looking towards more modern production methods, digitalization, and an even closer dialogue with customers.
“It is a deliberate choice to develop SOBY from the inside out. We want to help set the direction for the industry, and that requires us to move away from simply doing things the way we always have. Our greatest strength will always be the interaction between our employees, partners, and customers. We are building on that, so they can continue to rely on us as proactive players in an industry that is moving very fast,” concludes Mette Frantsen.
I know exactly where I was when our father opened the conversation about taking over SOBY. It was an overwhelming feeling to be met with that level of trust.
Mette Frantsen and Morten Frantsen at the generational handover on October 1, 2015 – and today.