The Tamesis
The company initially found an international audience that shared Olsen and Brattas’ frustrations with the industry. After their success, they decided to branch out. The next version is the Hugger backpack, inspired by the mathematics of the golden ratio and the first major breakthroughs. It initially sold well in the action sports community before college students started buying the bag. “It became the first large commercial engine that could run hundreds of thousands, not tens of thousands,” Bratas said. This success helped the company’s revenue grow 220% between 2016 and 2017.
After more than a decade of innovation and expanding its business scope from sports luggage to a wider range of luggage and bags, LVMH Luxury Ventures acquired a 12% stake in Db in 2024 at a valuation of nearly $100 million. Announcing the investment, Julie Bercovy, CEO of LVMH Luxury Ventures Advisors, described Db as “a combination of truly unique design, high quality and functionality aimed at the tight-knit community of outdoor enthusiasts, athletes, creatives and passionate travelers with whom the brand has a deep connection.”
The brand “has a strong position in Scandinavia and untapped growth potential in other parts of the world,” Bercovi added. Other investors have since joined. Norwegian fishing billionaire Gustav Magnar Witzøe invested around NOK 50 million ($5.4 million) in 2025, while Manchester City footballer Erling Haaland acquired a minority stake worth NOK 10 million ($1.1 million). In the company’s latest public earnings report for fiscal year 2024, revenue reached NOK 409 million (approximately US$44 million).
growing up
As the company’s profile grew, the founders decided it was time for a change. Douchebags (a name coined within the ski and snowboard community) were removed in 2019 and replaced with the shorter Db. This shows that Brattas and Olson are looking at how their products can be used in different industries. “It feels a little like growing up,” Bratas said. “You start in your garage, you’re a rebel and a startup, and then you grow as a person, as a brand, and now it’s the right time to change because you want the brand to become bigger.”
In 2022, Db launched Ramverk luggage, no longer just for extreme sports enthusiasts. It marks a shift and new focus for Db, positioning the brand as the luggage choice for the creative industries. For Db, this new direction doesn’t change much. “When you think about action sports, a lot of it is about creativity,” said Richard Collier, who will join as CEO in 2024. “We give you the ability to go out and do your thing, be creative, do what you want and go where you want to go.” For Brataas, the ever-present “red thread” in Db comes from skiers, snowboarders, surfers and “the creativity you find in those people.” This refocus has been a big part of Db’s success, helping it reach beyond its original niche and reach a wider creative class. The brand is no longer just for skiers or snowboarders, but now also targets photographers, designers and art directors.
