Norwegian bag and luggage brand Db announced on Thursday that it has secured a minority investment from LVMH Luxury Ventures. It’s LVMH’s first investment in Norway, and only its second in Scandinavia, after Our Legacy. 

Sustainability-focused Db, which is stocked by some big names including Selfridges, Harrods GoodHood, END., Baskets, Asphalt Gold, Anton Sport, Gorsuch, Portmantos and others, said it “aims to redefine premium travel gear for creatives around the globe”.

The new investment will “boost its global expansion plans” and “marks a significant milestone for Db, infusing the brand with unparalleled expertise from the luxury industry”. 

It’s actually the very first major funding round for the company that has grown steadily since its founding in 2012 by entrepreneur Truls Brataas and free-skier Jon Olsson.

It now has plans to “grow brand awareness through strategic partnerships, double down on its core North European markets, as well as accelerate growth in the US and Asia”. 

The brand is known for its “sleek and minimalist aesthetic” targeting “urban and outdoor adventurers alike”, with what it says is “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,” said Richard Collier, who’s been CEO for almost a year after having held the same role at Jack Wolfskin. “While Db will stay authentic to its core communities in snow, surf and skate, LLV’s global perspective, credibility and strategic vision makes this a perfect fit for our vision of what the brand can become.”

“Today’s premium traveller isn’t looking for the same old black suitcase — they want travel gear that reflects their lifestyle” founder Brataas said. “They want to travel with a premium brand that shares their values and believes in the transformational power of journeying into the world.”

The new investment comes as the premium travel market surges, with the company saying “younger, design-conscious, creative consumers [are] driving demand for distinctive, durable and sustainable products”.

With that in mind, the funding will also fuel design innovations, with plans for an aluminium luggage line in 2026 to go alongside its award winning Ramverk pro series, and a “much-anticipated” range of golf travel gear.

Julie Bercovy, CEO, LVMH Luxury Ventures Advisors, said: “Db is a reference in the 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 close 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.”