The Norwegian national football team’s recent travel to the United States featured a high-profile collaboration with the Norwegian luggage brand Db, which provided custom aluminium suitcases for the players. According to Db CEO Richard Collier, the partnership represents a significant milestone for the company, which is currently valued at approximately one billion Norwegian kroner and counts Erling Braut Haaland and investor Gustav Witzøe among its backers.
Expansion into Asian Markets
Db is currently targeting expansion into Asia, a region CEO Richard Collier identifies as the company’s next major growth step. While the brand has established a presence in Europe, North America, and Australia, Collier notes that the Asian market offers a potential reach of two to three billion new customers. To succeed, the company is currently in negotiations with distributors and potential partners in Japan, though Collier estimates it may take six months to a year to finalize these agreements.
Did You Know? The company, originally founded in 2009 by Truls Brataas and Swedish freeskier Jon Olsson under the name Douchebags, officially rebranded as Db and has grown from a two-person operation in Hoddevika to a workforce of nearly 70 employees as of 2026.
Financial Performance and Strategic Shifts
Despite a company valuation of one billion kroner, Db reported an EBITDA margin of three percent in 2025. CEO Richard Collier attributes these relatively low margins to high marketing expenditures and a historically product-focused culture that prioritized brand “kindness” over aggressive business tactics. To improve profitability, the company is now working to increase its EBIT margin to 15 percent by 2028. Strategies include renegotiating existing contracts and reducing overall distribution to maintain brand exclusivity, a move designed to prevent the brand from losing its appeal as it becomes more mainstream.
Future Outlook for the Brand
Looking ahead, Db aims to diversify its product lineup and geographic footprint. By 2028, the company plans to increase revenue contributions from Sweden and the United States while expanding its catalog to include items such as specialized golf bags. The current visibility gained from the national football team’s use of custom Db luggage on their U.S. tour has already generated significant social media engagement, though Collier notes it is currently too early to measure the direct impact on sales.
Expert Insight: The transition from a niche, product-focused startup to a global lifestyle brand often involves a tension between maintaining the “insider” credibility of an action-sports company and the scale required by institutional investors. Db’s current pivot—reining in distribution to preserve exclusivity while simultaneously targeting the massive Asian market—highlights the classic challenge of scaling a premium brand without diluting its original identity.
Frequently Asked Questions
[Who are some of the notable investors in Db?]
The company’s investors include the luxury goods conglomerate LVMH, footballer Erling Braut Haaland, and investor Gustav Witzøe.
[How much of Db’s revenue came from their “Hugger” bag series in 2024?]
According to company figures, 52 percent of Db’s total income in 2024 was generated by the Hugger series of backpacks.
[Why is Db currently adjusting its distribution strategy?]
CEO Richard Collier states that the company is taking a step back on distribution to maintain exclusivity, as they are conscious of the risk that mainstream availability can lead to price competition and a loss of brand prestige.
How do you think a brand balances the need for mass-market growth with the desire to remain exclusive?
