HB Products CEO, Michael Elstrøm, has managed to pass on the joy of and pride in HB Products to three of his children.

With their various relevant competencies, the time has now come to initiate the succession of the family business in stages.

Christina joined in November 2020 as Chief Procurement & Quality Officer.

Camilla joined in March 2021 as CMO & Head of HR.

Jonas is studying Global Business Engineering with focus on software engineering. During his education, Jonas is affiliated as a Student Helper in Sales & Marketing. He will enrich the company with his competences from the engineering studio in the year 2024.

Michael will continue as CEO and innovator indefinitely.