Db (company)

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Db, founded in 2012, (also known as Db Journey, [1] DB Equipment AS [2] ) is a travel gear company, [3] [4] headquartered in Oslo, Norway. [5] [6]

Contents

Db
FormerlyDouchebags
IndustryLuggage
Founded2012
FounderJon Olss, Truls Brataas
Headquarters
Oslo
,
Norway
Area served
Worldwide
Key people
Eric Bascle (CEO)
Products Sports Luggage, Luggage

What originally started with a ski bag expanded into a wider lineup of backpacks, suitcases and purpose designed luggage for sports gear such as skis, snowboards, bicycles and surfboards. [5] Db is independently owned and operated from its headquarters located in Oslo, Norway where the company employs 60 people. [1]

History

Db (formally known as Douchebags) [7] [8] was founded in 2012 by Truls Brataas [9] [10] and Jon Olsson [11] [12] with the goal of redefining travel gear.

The concept for Db Journey originated in 2009 when Truls Brataas and Jon Olsson met while surfing in Hoddevik, Norway. [11] Recognising a gap in the market for high-quality travel gear tailored to action sports, the duo launched Db's first product, the Snowroller, in 2012. [13] [6] [14] [15]

It gained immediate recognition for its innovative design, winning awards such as the ISPO Award in 2014. [11] [6] [16] [17] The same year alpine ski legend Aksel Lund Svindal invests into the company. [18]

Over the following years, the company expanded its product line to include photography and travel equipment, while maintaining a focus on functionality and innovation. [19] [20] [21]

In 2021 Db entered the surf market with a product designed together with professional surfers Jordy Smith and Sage Erickson . [22] [23] This marked an expansion into new markets and further solidified the brand's reputation for creating purpose-built, high-performance travel solutions. [24] The same year Jordy Smith also invests in Db. [25]

In 2024, Db expanded into the skateboarding market with the launch of a 65L skate duffel, tailored to meet the needs of urban and action sports enthusiasts. [26] [27] [28] Later that year, Db secured a minority investment from LVMH’s Luxury Venture Fund, aimed at accelerating the company’s global growth and scaling its operations. [29] [30]

Expansion and Rebrand to Db

The products were especially originally primarily popular in Scandinavian countries It also helped that the word douchebag didn’t have the same connotation with Norwegians and Swedes as it did with native English speakers, who liked the bags but not the name.

As Douchebags grew from side-project to a global brand, the name became the elephant in the room, and communications increasingly used the shortened version of “Db” instead of the full name, Douchebags. As the company wanted to reach more people, particularly in native English speaking countries like the United States, UK and Australia, they’d have to change the name.

Bringing in house the brains behind the Leica camera design team they added hard cases into the mix

Awards & Recognition

Db has received numerous accolades for its product design and sustainability efforts, including:

Partnerships, Collaborations and Popups

Bakery
Florist
Db x Benjamin Ortega
Db x Chris Burkard [33]

In 2017, Db introduced the Limited Jon Olsson CamoCollection. [34]

In 2021, Discoverberry Bundle for Porsche Taycan Cross Turismo was launched. [35]

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References

  1. 1 2 "Db Journey targets the global market". Eksfin. Retrieved 2024-12-05.
  2. ↑ "DB Equipment AS Certifies as a B Corporation" (Press release). Db. 2023-10-24. Retrieved 2024-12-05– via GlobeNewswire News Room.
  3. ↑ "Go Anywhere In Db's Porsche Taycan Cross Turismo "Discoverberry Bundle" Car". Hypebeast. 2021-11-27. Retrieved 2024-12-05.
  4. ↑ Moon, Brad. "Review: Db Equipment's The Artist Vegan PU Leather Backpack". Forbes. Retrieved 2024-12-05.
  5. 1 2 Russell-Cowan, Oli (2022-11-29). "Truls Brataas, Db Journey Founder". Rad Season. Retrieved 2024-12-05.
  6. 1 2 3 "What's in a Name? Douchebags Demonstrates that Sometimes Great Product Wins All". Snowsports Industries America. 2017-12-15. Retrieved 2024-12-05.
  7. ↑ "Db Archives". Carryology. Retrieved 2024-12-05.
  8. ↑ "Dangerous Bacon". ANTI. Retrieved 2024-12-05.
  9. ↑ "Superlønnsomme drittsekker". finansavisen.no.
  10. ↑ "Truls Brataas - Drivkraft". NRK Radio (in Norwegian). Retrieved 2024-12-05.
  11. 1 2 3 4 "Jon Olsson: Freeskier, YouTuber and Douchebags founder (Net worth)". ISPO.com. Retrieved 2024-12-05.
  12. ↑ "Douchebag designed to transport skis with ease". New Atlas. 2012-01-09. Retrieved 2024-12-05.
  13. ↑ Jon Olsson (2012-01-17). The Douchebag . Retrieved 2024-12-10– via YouTube.
  14. ↑ "Db Journey aims to emerge as world's preeminent luggage brand". FashionNetwork.com. Retrieved 2024-12-05.
  15. ↑ "Db Is Checking In on Chaotic Airport Moments for Summer Campaign". Hypebeast. 2024-05-31. Retrieved 2024-12-05.
  16. ↑ Lyon, Lee (2016-11-11). "Douchebag Snowroller: Best Ski Bag Out There". SnowBrains. Retrieved 2024-12-10.
  17. ↑ Catino, Erme (2016-09-26). "Roll on with Db Equipment". www.powder.com. Retrieved 2024-12-10.
  18. ↑ Novac, Dragos. "Douchebags adds Aksel Lund Svindal as onwer in the company". Nordic 9. Retrieved 2024-12-10.
  19. ↑ "Truls Brataas - Drivkraft". NRK Radio (in Norwegian). Retrieved 2024-12-10.
  20. ↑ Tellefsen, Tonje K. (2021-05-28). "Db Equipment ble en internasjonal suksess nærmest over natten:". www.kapital.no (in Norwegian). Retrieved 2024-12-10.
  21. 1 2 "Red Dot Design Award: Ramverk Pro Luggage". www.red-dot.org. Retrieved 2024-12-10.
  22. ↑ Bohannan, Sydney (2023-06-05). "Big Wig: Eric Bascle, Db CEO". Boardsport SOURCE. Retrieved 2024-12-05.
  23. ↑ Hernandez, Magda (2021-02-16). "Scandinavian Luggage Brand Db Unveils Surfboard Bags". Shop-Eat-Surf. Retrieved 2024-12-10.
  24. ↑ HQ, Carry (2021-02-18). "Db Bring Their Award-Winning Innovation To Surf Bags". Carryology. Retrieved 2024-12-10.
  25. ↑ Paul, Taylor (2021-02-16). "Why Are Jordy Smith, Sage Erickson, and More Investing in this Luggage Company?". Stab Mag. Retrieved 2024-12-10.
  26. ↑ "Db lanserar väska för den som ska ta med brädan på semester". Cafe.se (in Swedish). 2024-05-07. Retrieved 2024-12-10.
  27. ↑ "Db Drops Four New Bags Including an Update to its Iconic Ramverk Pro". Hypebeast. 2024-05-02. Retrieved 2024-12-10.
  28. ↑ Nilsson, Pontus (2024-05-08). "Db lanserar sin första skateväska". Dopest (in Swedish). Retrieved 2024-12-10.
  29. ↑ "LVMH Fund Invests in Norwegian Luggage Brand Db Bags". The Business of Fashion. 2024-12-05. Retrieved 2024-12-10.
  30. ↑ Socha, Miles (2024-12-05). "LVMH Luxury Ventures Fund Takes Minority Stake in Norwegian Luggage Brand Db". WWD. Retrieved 2024-12-10.
  31. ↑ EY Norge (2018-12-05). Truls Brataas i Db Equipment AS - EY Entrepreneur Of The Year-finalist 2018 . Retrieved 2024-12-10– via YouTube.
  32. ↑ Db (2023-10-24). "DB Equipment AS Certifies as a B Corporation". GlobeNewswire News Room. Retrieved 2024-12-10.
  33. ↑ "Introducing The Db x Chris Burkard Limited edition". Db Europe. Retrieved 2024-12-10.
  34. ↑ "Douchebags Launches Limited Jon Olsson CamoCollection". PezCycling News (Press release). 2017-06-28. Retrieved 2024-12-05.
  35. ↑ "Go Anywhere In Db's Porsche Taycan Cross Turismo "Discoverberry Bundle" Car". Hypebeast. 2021-11-27. Retrieved 2024-12-05.
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