A peek behind the corporate curtain!
Action sports and high fashion have always danced a close dance over the past few years. Gucci x Palace. Chanel x Danny Fuller. A slow waltz, edging ever closer over the dance floor, locking eyes, a fleeting hand on the hip, but thus far – No cigar. Nothing more than lingering eyes across the bar, a slight flirtation. The hint of a sultry ‘want to grab a nightcap at mine” but nothing concrete. Oh one can dream.
Until now – LVMH has taken a minority stake in DB, our dear Scandinavian luggage friends who have been long term supporters not just of WT, but of our beloved wider surf, snow and skate subcultures that we adore. Supporting causes such as the CPH Open, making the best luggage we had the pleasure of using and abusing and enabling us to shoot projects across the globe, in Taiwan, Hawaii and the Canaries. Supporting ambassadors close to our heart such as Ishod, Craig, Noah Lane and Erwin Bliss.
The DB marketing managers are of the most handsome stock and I aspire to be like them in my late thirties. Their secret? God only knows, but does LVMH?.
But enough gushing admiration, here’s (heavily redacted words from the horses’ mouth) in terms of a slightly dry press release but important information within! Such quotes! Such corporate sincerity!
OSLO, 5 DECEMBER 2024 – In order to boost its growth and it global expansion plans, the premium Scandinavian luggage and backpack brand Db has announced a minority investment from LVMH Luxury Ventures Fund I (“LLV”) – its first investment in Norway, and second in the Scandinavian region, after Our Legacy. This transaction marks a significant milestone for Db, infusing the brand with unparalleled expertise from the luxury industry.
This is the first-ever major funding round for Db, a company that has grown steadily since its founding in 2012 by entrepreneur Truls Brataas and free-skier Jon Olsson. The funding will enable Db to accelerate its global development even further, with plans to increase brand awareness through strategic partnerships, double down on its core North European markets, as well as accelerate growth in the US and Asia.
Known for its sleek and minimalist aesthetic, Db has quietly become a name to watch in premium travel gear, offering urban and outdoor adventurers alike, a distinctive take on Scandinavian design – rugged enough to withstand the outdoors, yet stylish enough to fit seamlessly into an urban setting.
“Receiving backing from LLV is a huge milestone for us” says CEO Richard Collier. “While Db will stay authentic to its core communities in snow, surf and skate, LLV’s global perspective, credibility and strategic knowledge makes this a perfect fit for our vision of what the brand can become”.
“Today’s premium traveler isn’t looking for the same old black suitcase – they want travel gear that reflects their lifestyle” founder Brataas notes. “They want to travel with a premium brand that shares their values”.
“Db is a reference in the bags and luggage sector, combining truly distinctive designs, high-quality and functionality, and geared towards a close community of outdoor enthusiasts, athletes, creative people and passionate travelers, with whom the brand entertains deep ties. Db has a strong position in Scandinavia with an untapped growth potential in the rest of the world. We are confident that it will also become a global brand thanks to the expertise and full-hearted dedication of Truls, Richard and their team” says Julie Bercovy, CEO, LVMH Luxury Ventures Advisors.
But what does this mean? This core scandi luggage x luxury brand investment love making behind closed doors in (we hope) the finest hotels in Oslo and Paris. LVHM in a bathrobe eating oysters, leaning out of the window smoking a post coital Vogue Light whilst DB orders more Perriet Jouet on room service. Where is this blossoming relationship going? Is this just a weekend fling or has this got legs?
Well, with the state of the market in core action sports not being quite the rainbows and unicorns we wish it was, the fact that LVHM have decided to put some skin in the game and actually invest into a brand that is in turn heavily invested in core communities, we can hope and pray that this will spread the wealth in supporting the subcultures we love and champion so dearly can only bode well.
