Interview: Oi Soi Oi.
Oi Soi Oi blends Danish simplicity with Asian artistry. The brand was founded by Britt Goodall and Christina Thorbøll, who share a deep passion for traditional crafts and have created a distinctive universe of elegant lamps and lacquer boxes.
Their shared fascination with Asian craftsmanship began during a meeting in Hanoi, Vietnam. Driven by a desire to bridge cultures and challenge stereotypes, they launched the interior design brand Oi Soi Oi.
Back in 2007, Britt was already living in Vietnam and had built a solid network of small workshops across various villages. Christina brought with her a background in sales and marketing, and together they laid the foundation for their business.
“From the beginning, we knew we didn’t want to build a big operation. We’re both the kind of people who believe running a business should be enjoyable. At the same time, we want full transparency in everything that goes on, and we make a real effort to know the people we work with. For example, we want to be closely familiar with all the small workshops where our products are made,” Christina Thorbøll, Oi Soi Oi.
A Love for Asian Craft Traditions
Over the past 17 years, Oi Soi Oi has maintained a deep appreciation for lacquerware — a centuries-old tradition in Asia, with a history stretching back more than a thousand years. In addition to lacquer products, they create lamps and other interior pieces made from silk, paper, bamboo, and other natural materials rooted in Vietnamese heritage — all sourced with care from local resources.
Inspired by ancient techniques, Britt and Christina infuse each product with a Nordic touch, marked by the simplicity and calm of Scandinavian design. Their goal is to merge these styles into a unique expression that is distinctly Oi Soi Oi.
Building Cultural Bridges Through Sustainable Collaboration
At Oi Soi Oi, relationships are at the heart of everything they do. They understand the financial challenges that can exist in Vietnam, and they adapt accordingly. For instance, they always pay their suppliers immediately and make sure the prices negotiated are fair — just as they would in Denmark.
Simplicity and Innovation: Oi Soi Oi’s Vision for the Future
Oi Soi Oi’s dream is to continue building a healthy, enjoyable business — without chasing sky-high ambitions. Their long-term plan is simple: stay the course, nurture close relationships with suppliers, and grow organically. That said, they remain open to new opportunities and change.
One such opportunity came in 2023 when a Danish-American partner approached them with the offer to help Oi Soi Oi enter the U.S. market.
Trust, Collaboration – and Choosing pensopay
When developing their new website, Oi Soi Oi collaborated closely with their digital marketing agency, GrowBix. Based on their recommendation, Oi Soi Oi chose pensopay as their payment solution.
“This is an area where my own knowledge is limited, so naturally we rely on those who know what they’re doing. Our agency works with web development and digital marketing and had positive experiences with pensopay through other clients. Based on their recommendation, we chose pensopay when it came time to decide on a payment provider,” Christina Thorbøll, Oi Soi Oi.
“Whenever I’ve reached out to your customer service with something I didn’t understand, there’s always been help available. Shopify, for example, was completely new to us, and you’ve consistently been there to guide us through. Since switching to pensopay, it’s been nothing but a positive experience,” Christina Thorbøll, Oi Soi Oi.
Words of Wisdom: One Entrepreneur to Another
A strong business starts with a solid financial foundation. “Like many entrepreneurs, we started from scratch. And with my background in finance, I knew from day one that managing our finances properly would be key. It’s absolutely essential when you’re running a business. Of course, we’ve made our fair share of mistakes along the way — but we’ve always kept a close eye on the financial side of things,” Christina Thorbøll, Oi Soi Oi.
Besides keeping your finances in check, Christina believes selling your product is just as important — even if you’re not the natural ‘salesperson’ type. You either learn to sell yourself or find a partner who can.
Thank you for the inspiring conversation, Christina. We’re proud to count you and Oi Soi Oi among our partners.
Team pensopay
Read about more great entrepreneurial advice from our customers.
