Db is expanding in the global luxury travel market through strategic partnerships with LVMH, Erling Haaland, and Gustav Witzøe, focusing on sustainability and innovation.
In June 2025, Norwegian luggage brand Db accelerated its global expansion by welcoming football star Erling Haaland and Norwegian billionaire Gustav Magnar Witzøe as strategic investment partners. This move follows a major investment from LVMH Luxury Ventures in November 2024 and signals Db’s ambitious plans to enter the global market with a focus on Scandinavian design.
Growth Strategy Accelerated by LVMH Investment
Db was founded in 2012 by Norwegian entrepreneur Truls Brataas and Swedish freeskiing icon Jon Olsson as a premium travel gear brand. Initially launched under the bold name “Douchebags,” the brand has since rebranded to “Db” to better suit global markets.
In November 2024, LVMH Luxury Ventures acquired a minority stake in Db, marking the brand’s first large-scale investment. It also represented LVMH’s first investment in Norway and second in Scandinavia following Our Legacy.
More than just funding, LVMH’s involvement brought luxury industry expertise and a global network to Db. Notably, Db became the first B Corp-certified company within the LVMH portfolio.
Why Icons in Sports and Fashion Are Getting Involved
In the June 2025 partnership announcement, Erling Haaland and Gustav Witzøe joined Db not as mere brand ambassadors, but as strategic investors with equity stakes. They will actively support Db’s global expansion alongside LVMH Luxury Ventures.
Erling Haaland, a global football phenomenon playing for Manchester City, expressed his admiration for Db’s fusion of functionality and clean Scandinavian aesthetics. He emphasized his personal interest in the luggage segment and sees strong business potential in the product line.
Gustav Witzøe, a major shareholder of Norwegian seafood giant SalMar ASA and a fashion model, has been gaining attention for his presence at the intersection of fashion and business. His jeweled blush-colored bodysuit at the 2024 Met Gala became a major talking point.
Clear Direction of Brand Identity
Db founder Truls Brataas stated, “We always look for people who share our ambition, passion, and mindset. Erling and Gustav are two exceptional individuals who dream big and put in the work to achieve it.”
This partnership reflects Db’s vision of creating a community at the intersection of sports, outdoor activities, adventure, and lifestyle. The brand aims to be more than just a travel gear manufacturer and to become a hub for an active global lifestyle community.
Merging Sustainability with Innovation
Db stands out for its perfect blend of Scandinavian minimalism and practicality. All products are made from recycled materials, and its flagship Ramverk series hard shell cases use 70% recycled PET.
Technological innovation is also a hallmark of the brand. Its proprietary Hook-Up System enables easy linking and carrying of multiple bags, while the Rib Cage Technology ensures internal contents are well protected. These features have earned Db four Red Dot Design Awards, six Gazelle Awards, and multiple ISPO Awards.
A New Standard in the Luxury Travel Market
The premium travel gear market is experiencing rapid growth. Young, design-conscious, and creative consumers are driving demand for unique, durable, and sustainable products. Db is positioned at the forefront of this trend, recognizing the needs of modern travelers who no longer want the “old black suitcase.”
Db products are sold at major luxury retailers such as Selfridges, Harrods, Goodhood, and END. The brand also collaborates with top ambassadors in various fields, including Olympic snowboarder Sage Kotsenburg, explorer and creative director Chris Burkard, and professional skateboarder Beatrice Domond.
Strategic Partnerships and Future Plans
Db has formed an exclusive partnership with Scandinavian Airlines (SAS) to provide luggage for SkyTeam’s rebranding and signed a deal with Alpine F1 for the 2025–2026 season. A new product line developed in collaboration with electric car brand Polestar is also in the works.
In 2026, Db plans to launch an aluminum luggage line and is developing a line of golf travel gear, showcasing its expansion into broader lifestyle segments.
New Momentum for Global Expansion
Julie Bercovy, CEO of LVMH Luxury Ventures Advisor, described Db as “a reference brand in the luggage segment, combining truly unique design, quality, and functionality, catering to a close-knit community of outdoor enthusiasts, athletes, creatives, and passionate travelers.”
Currently holding a strong position in Scandinavia, Db is actively pushing into the U.S. and Asian markets through this new wave of investments and partnerships. At the same time, it continues to strengthen its presence in core Nordic regions through enhanced brand awareness and targeted collaborations.
A New Model for Luxury Brands
Db’s success story reflects the transformation of the modern luxury market. Rather than relying solely on traditional prestige, today’s consumers are drawn to brands that emphasize innovation, sustainability, and community-focused branding. The direct investment by sports and fashion icons represents a new model that blends branding with business.
The powerful partnership of LVMH, Erling Haaland, and Gustav Witzøe is positioning Db to evolve from a travel gear brand into a global lifestyle brand. This strategic shift is expected to influence not only the premium travel gear market but the broader luxury industry as well.
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